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Writing a Digital Marketing Plan

6.2 Marketing Tactics

When completing your strategy, go into detail about each selected tactic, briefly justifying it’s choice for your target market, and also provide specific KPIs for each.

There are lots of digital marketing tools available, but here are a few options that are especially useful if your SWOT’s weaknesses included a lack of financial muscle.


The vast majority of purchases start with a search, so being visible in search results is essential, whatever the budget.

Even though DIY Search Engine Optimisation (SEO) can appear overwhelming, putting in place the basics is relatively straight forward. The process always starts with ‘keyword research’, which is an area of digital marketing that’s well worth getting to grips with, as it also applies to general market research, content marketing, and paid-search marketing.

Paid Search

Depending on the level of competition, paid search can be incredibly cost effective or astonishingly expensive. That said, whereas SEO takes time to see the results, paid search gives you an instant presence in the search results. Also to consider is that there is almost an ‘ignorance tax’ with this tool – if you don’t know what you’re doing, it can be easy to clock up a big bill before you know it.

Affiliate Marketing

Affiliate marketing is an effective approach to ensure you’re maximising opportunities in generating revenue through a network of publishers that are active within your program either through lead generation, display, search or voucher codes.

Email Marketing

An email strategy ensures that your existing customers and leads receive regular news, updates and offers. Tactics include mixing up the content of the newsletters to ensure you have a good email open rate, click-through rate to your site, and conversion to sale. This tactic can also be used effectively in tandem with social-media marketing, as much of the same messaging and content can be repurposed with little additional effort.