The last analysis we should conduct is our brand's digital presence: how our products and services, our community, our blog and website, opinions, digital reputation, keywords, links, reviews, and so on are perceived.
This way, we'll know how we're perceived by other stakeholders: customers, followers, competitors, and so on.
Step 5: Drawing Conclusions
Searching for reports, monitoring, or using analysis tools is what we need to work on if we want to know conclusions and objectives.
Step 6: Objectives
It's time to set objectives... but be careful... don't get carried away and look for a thousand objectives to achieve... one by one, step by step, that are consistent with the business model, consistent with the digital marketing objectives, taking into account the analyzed data, the available human and financial resources, and professional capital.
Step 7: Defining the Operational Elements
Now, in the seventh step, once we've thoroughly worked out the strategy, we'll define what we're going to do and where.
– Since we're a new brand, we'll decide from scratch where we're going to be and why.
– Since we're not a new brand, we'll establish what we're going to list to data do on each tool (Facebook, Twitter, Delicious, Blog, etc.).
This point is what many bloggers define as Social Media Strategy, forgetting everything else that came before.
For each tool or digital communication channel where we're going to implement actions.
– Specific objectives will be set.
– A content and publication plan will be designed.
– The brand's tone and language will be defined.
– An action plan will be designed: with actions such as contests to increase the community of followers, types of publications, advertising campaigns (Facebook Ads, Twitter Ads, etc.).