How to build an an effective digital marketing plan

D I G I T A L M A R K E T I N G W E B I N A R
S U R V I V E & T H R I V E
W I T H M A R K E T I N G
By Toni Navarro
H O W T O B U I L D
A N D E F F E C T I V E D I G I T A L
M A R K E T I N G P L A N
F O R G R O W T H
www.toninavarro.net

Digital Marketing & Trainer with over 10
years of experience.
My mission is to help business owners like you
define and implement effective marketing
strategies to attract their ideal clients, engage
with them, to ultimately convert them into your
clients with the key focus on driving sales &
increase ROI.
In the past 4 years working my and me team
we've helped more than 30 businesses to get
better results with Marketing.
T O N I N A V A R R O - C E O O F
T O N I N A V A R R O C O N S U L T I N G
WHO AM I?TONI NAVARRO
Let's connect on social:
@toninavarroyes www.toninavarro.net #marketingathome

H O W W E
H E L P
O R G A N I S A
T I O N S :
WE MAKE
MARKETING
ACCESIBLE AND
EFFECTIVE FOR
BRANDS THAT
WANT TO GROW
CREATE FUNNELS & CAMPAIGNS
TO DRIVE SALES
IMPROVE THEIR ONLINE
PRESENCE
DRIVE TRAFFIC TO IMPROVE
CONVERSIONS
IDENTIFY
IDEAL CLIENTS
OPTIMISE THEIR SITES
FOR SEO & UX & CRO

B U T . .
T H I S I S N ' T
A B O U T M E ,
I T ' S A B O U T
Y O U . .
PLEASE INTRODUCE
YOURSELF
AND
TELL ME WHAT ARE YOU
EXPECTING
FROM TODAY'S SESSION

CURRENT CHALLENGES
OPPORTUNITIES
HOW TO BUILD AN
EFFECTIVE PLAN
MARKETING RESOURCES
Q&A'S
FREEBIES
WHAT I'LL BE
COVERING
TODAY

CASHFLOW ISSUES
LACK OF RESOURCES TO
INVEST
MARKETING AND
CREATIVITY BLOCKS
DIFFICULTY TO SELL YOUR
PRODUCT OR SERVICES
UNCERTAINTY DUE TO THE
CRISIS
CURRENT
CHALLENGES

BUILD AN ONLINE
AUDIENCE
RETHINK YOUR
MARKETING STRATEGY
TIME TO CREATE CONTENT
THAT HELPS
DEVELOP NEW ONLINE
PRODUCTS/SERVICES
TRAIN YOURSELF & YOUR
TEAM
OPPORTUNITIES

BUILD AN ONLINE
AUDIENCE
PROVIDING VALUE TO
YOUR AUDIENCE, WHAT
THEY NEED WHEN THEY
NEED IT. (FOLLOW YOUR
PURPOSE)
IF YOU ARE NOW VISIBLE
AND HELPFUL TO YOUR
IDEAL CLIENTS, YOU WILL
EARN A COMPETITIVE
ADVANCE TOWARDS
YOUR COMPETITION.
PEOPLE STILL NEEDING
AND BUYING YOUR
PRODUCTS & SERVICES
WHY YOU
SHOULD BE
INVESTING IN
MARKETING
RIGHT NOW?

SOME POSITIVE
MARKETING
STATS
45% OF PEOPLE ARE SPENDING
MORE TIME ON SOCIAL MEDIA
(ECONSULTANCY)
92% OF PEOPLE IN THE UK WOULD
LIKE TO HEAR EITHER THE SAME
AMOUNT OR EVEN MORE FROM
BRANDS'
78% OF CONSUMERS BELIEVE
BRANDS SHOULD HELP THEM IN
THEIR DAILY LIVES.

www.toninavarro.net
8 STEPS TO
BUILD AND
EFFECTIVE
MARKETING
PLAN
SURVIVE & THRIVE WITH
MARKETING
BY TONI NAVARRO

D O Y O U H A V E A
D I G I T A L M A R K E T I N G P L A N
I N P L A C E ?
C O M P A N Y . C O M
H O W M A N Y C O M P A N I E S
Y O U T H I N K
H A V E A P R O P E R M A R K E T I N G
P L A N ?

45 %
N O W A D A Y S M O R E T H A N
O F C O M P A N I E S D O N ' T H A V E A P R O P E R D I G I T A L M A R K E T I N G
S T R A T E G Y & P L A N I N P L A C E , T H E R E F O R E T H E Y A R E S T R U G G L I N G
T O T H R I V E O N L I N E
( S O U R C E : S M A R T I N S I G H T S . C O M )
Y O U R O N L I N E P O S I T I O N I N G M A T T E R S :
O F O N L I N E E X P E R I E N C E S B E G I N W I T H A S E A R C H E N G I N E .
( S O U R C E : G O O G L E )
93%
C O M P A N Y . C O M

8 STEPS OF
BUILDING AN
EFFECTIVE
MARKETING
PLAN FOR
GROWTH
www.toninavarro.net
1- (WHY?)
PURPOSE & MISSION & VISION
VALUES & USP'S
2- IDEAL CLIENT AVATAR
3- BUSINESS MODEL
4- GOALS SETTING
5- BUILD CORE
OFFERS/PRODUCTS
6- SALES & MARKETING
METHODOLOGY
7- COMMUNICATIONS PLAN
8- ANALYTICS

01
WHY. MISSION VISION. BRAND VALUES

01
YOUR WHY
“PEOPLE DON’T BUY WHAT YOU
DO; THEY BUY WHY YOU DO IT.
WHAT'S YOUR WHY?
(YOUR STORY)

01 "YOUR BRAND IS NOT YOUR LOG0"
BRANDING

01
DEFINE YOUR USP'S
(UNIQUE SELLING PROPOSITION:
WHAT SETS YOU APART FROM YOUR
COMPETITION?
Real example of a client that provides
home care services
USP1: Start receiving help within days,
no weeks.
USP2: Trust Reliable and friendly
carers who you choose
USP3: Easy and ﬂexible way to book a
carer for your love one

www.toninavarro.net
STEP 2-
CREATE
YOUR CLIENT
AVATAR
MARKETING
BY TONI NAVARRO

02
WHO IS YOUR IDEAL CLIENT?

02 IDEAL CLIENT AVATAR
YOUR IDEAL CLIENT O BUYER PERSONA IT'S A
SEMI-FICTIONAL REPRESENTATION OF YOUR
IDEAL CUSTOMER BASED ON MARKET
RESEARCH & REAL DATA ABOUT YOUR
EXISTING CUSTOMERS.
TECHNIQUES TO
DEFINE YOUR IDEAL
CLIENT AVATAR
SURVEY CUSTOMERS, EMPATHY
MAPS, INTERVIEWS,MARKET
RESEARCH, OR GATHERING DATA
FROM CRM, ANALYTICS, SOCIAL
MEDIA. ETC..
BUYER PERSONA
WORKSHOP
E F F E C T I V E M A R K E T I N G P L A N

02
AUDIENCE
Understand your audience

02
DEFINE YOUR CLIENT AVATAR
USE
TEMPLATE

02
EMPATHY MAP

02
PAINS VS SOLUTIONS
CUSTOMER PAIN POINTS
1- MISUNDERSTANDING OF THE
SERVICES EXPENSES AND VALUE
2- LACK OF TRUST AND
CONFIDENCE DUE TO THE BIG
INVESTMENT TO BE MADE
SOLUTIONS
1- CREATE A GUIDE/BLOG ON
HOW MUCH AN ARCHITECTURE
CHARGES AND WHAT HE DOES
EXACTLY
2- BUILD TRUST SHARING
CONTENT ON PORTFOLIO,
REVIEWS, AND TESTIMONIALS

02
WHY DEFINE YOUR BUYER PERSONA/S?
1- It helps you improve engagement and results on
social media
2- Drives more quality traffic to your website
3- Creating relevant content will lead to good quality
prospects and leads to your business.
4- Helps you humanise your brand.
5- Increases your company sales. Because your are
feeding your ideal client with the right content in
each of the stages of the sales funnel.

www.toninavarro.net
STEP 3-
BUSINESS
ANALYSIS
MARKETING
BY TONI NAVARRO

03 BUSINESS ANALYSIS &
STRATEGY
SWOT ANALYSIS
BUSINESS AUDIT
ANALYSE
RESOURCES(EQUIPMENT,
STAFF, ETC.
MARKET & COMPETITION
HOW MUCH BUDGET?
HOW?
-BUSINESS MODEL CANVAS
-(5 W + 2 H MATRIX )
B U S I N E S S A N A L Y S I S

03 EXAMPLE OF BUSINESS MODEL
CANVAS - UBER
B U S I N E S S A N A L Y S I S

03 TOOLS YOU CAN USE
Tools to analyse competition

www.toninavarro.net
STEP 4
- GOAL
SETTING
MARKETING
BY TONI NAVARRO

N O W I T ' S
T H E T I M E
T O T A K E
A C T I O N
( P I C K 3 M A R K E T I N G
T A C T I C S T H A T Y O U W O U L D
I M P L E M E N T N O W I N T O
Y O U R B U S I N E S S & T H I N K
A B O U T I T D U R I N G T H E
C O F F E E B R E A K )

04
GOAL SETTING
Specific: what you are going to do
Measurable: use metrics or data targets.
Achievable: possible to accomplish.
Relevant: improves your business in some
way.
Time-based: state when you'll get it done.
SET SMART GOALS:
MARKETINGPLANPAGE6
WHO SETS SMART GOALS?

SMART GOALS EXAMPLE
04
MARKETINGPLANPAGE6
The key when setting goals is to define small weekly and monthly goals
that are achievable.
(S) Generate 20 qualifies leads this week
(M) Increase in 10% sales from previous week
(A) Investing in facebook ads
(R) As a results, increase conversions and sales
(T) 2nd week of June 2020

A G O A L
W I T H O U T
A P L A N I S
J U S T A
W I S H
A G O O D P L A N
I M P L E M E N T E D
T O D A Y , I S
B E T T E R T H A N A
P E R F E C T P L A N
I M P L E M E N T E D
T O M O R R O W

www.toninavarro.net
STEP 5 CORE
OFFER
PRODUCT/SERVICES
MARKETING
BY TONI NAVARRO

BUILD CORE OFFERS/PRODUCTS
05
MARKETINGPLANPAGE6

PEOPLE DON'T BUY PRODUCTS
05 People don’t buy
products or services…
They buy
transformations.
AKA outcomes.
AKA a more desirable
“After” state.
This means that a good
OFFER will deliver the
“After” state the person
wants…
And good MARKETING
will articulate that
transformation from
“Before” to “After
MARKETINGPLANPAGE6

EXAMPLE OF OUTCOMES
05

AIDA MODEL
05
MARKETINGPLANPAGE6

HOW TO SELL THEM?
05
MARKETINGPLANPAGE6
SOME TECHNIQUES
P.A.S.T.O.R
framework
Use powerful
video to sell
Use copywriting that
sells

www.toninavarro.net
STEP 6 SALES
&
MARKETING
STRATEGY
MARKETING
BY TONI NAVARRO

TACTICS VS STRATEGY
MARKETINGPLANPAGE6

MARKETING PLAN IN ONE PAGE
MARKETINGPLANPAGE6
06
Your business & marketing objectives should be
aligned
Set priorities within your action plan

INBOUND MARKETING METHODOLOGY
MARKETINGPLANPAGE6
YOU NEED A FRAMEWORK
06
How Inbound Marketing Works?
Inbound marketing is a business methodology that attracts customers
by creating valuable content and experiences tailored to them.

CUSTOMER JOURNEY
UNDERSTAND YOUR CUSTOMER JOURNEY
MARKETINGPLANPAGE6
06

3 STAGES OF THE FUNNEL
MARKETINGPLANPAGE6
06
A SALES FUNNEL IS “A SERIES OF STEPS DESIGNED TO GUIDE VISITORS
TOWARD A BUYING DECISION. THE STEPS ARE COMPOSED OF MARKETING
ASSETS THAT DO THE WORK OF SELLING, LIKE LANDING PAGES AND
EMAIL.”

KEY ELEMENTS
MARKETINGPLANPAGE6
POWERFUL LEAD MAGNET (E-BOOK, WEBINAR, CHECKLIST)
LANDING PAGE (LEAD PAGES, CLICK FUNNELS)
THANK YOU PAGE
CORE OFFER
EMAIL MARKETING
SOURCE OF TRAFFIC (SOCIAL MEDIA ADS, ADWORDS, SEO, BLOGGING)
WHAT DO YOU NEED TO BUILD A FUNNEL?
Funnel tool
Email Marketing &
automation
tools

www.toninavarro.net
STEP 7-
MARKETING
&
COMMUNICA
TIONS PLAN
MARKETING
BY TONI NAVARRO

07
CHOOSE THE MARKETING CHANNELS TO PROMOTE YOUR BUSINESS
MARKETINGPLANPAGE6
Choose channels where your audience is:
Top Digital Marketing Channels in 2020:
1- Social Media: Facebook, Linkedin &
Instagram
2-Social Media Ads(Facebook & Instagram)
3- Other channels: email, blog, influencer
marketing, etc.
MARKETING &
COMMUNICATIONS PLAN

07
YOU HAVE TO BE WHERE
YOUR AUDIENCE IS
ALWAYS PROVIDING
VALUE
DEFINE A SOCIAL MEDIA
PLAN WITH 2-3 TOP
SM PLATFORMS.
MARKETINGPLANPAGE6
HOW TO CHOOSE THE RIGHT SOCIAL MEDIA?

60
MARKETINGPLANPAGE6
TOP DIGITAL MARKETING TACTICS
YOU NEED TO ANALYSE WHICH ONES CAN WORK FOR YOUR BUSINESS BASED
ON DATA.
CHOOSE 2 OR 3 TACTICS AND PUT THEM ON YOUR PLAN BASED ON YOUR
BUDGET AND A PREVIOUS ANALYSIS
TOP 3-4 ARE: SOCIAL MEDIA ORGANIC, FACEBOOK ADS & GOOGLE ADS, EMAIL
MARKETING, SEO AND CONTENT MARKETING.

07
MARKETINGPLANPAGE6
CHOOSE YOUR MARKETING TACTICS
80/20 PARETO LAW
20% OF YOUR MARKETING EFFORTS ARE
GOING TO BRING YOU 80% OF THE
RESULTS
“WHAT CAN WORK FOR YOU MIGHT NOT
WORK FOR OTHERS”
IT DEPENDS ON WHO IS YOUR IDEAL
CLIENT AND YOUR STRATEGY TO ATTRACT
THEM. (RESOURCES TIME AND BUDGET)
IT HAS TO BE A COMBINATION OF SOME
ORGANIC GROWTH, QUALITY CONTENT,
AND SOME PAID STRATEGIES
“EXERCISE TO CHOOSE THE 1-2
STRATEGIES THAT YOU THINK IT WOULD
BE THE BEST ONE FOR YOUR BUSINESS”
.

CONTENT MARKETING
BUILD YOUR AUDIENCE
BLOGGING
LISTEN TO YOUR
AUDIENCE
BUILD ONLINE
REPUTATION
SEO
COMMUNITY BUILDING
LIVE VIDEO
RETHINK YOUR PLAN
SOME DIGITAL
MARKETING
TACTICS THAT
YOU CAN
IMPLEMENT NOW

www.toninavarro.net
STEP 8
-
ANALYTICS
MARKETING
BY TONI NAVARRO

ANALYTICS
DEFINE MAIN KIP'S OF YOUR MARKETING PLAN.
USING TOOLS LIKE GOOGLE ANALYTICS AND GOOGLE
TAG MANAGER
GOOGLE SEARCH CONSOLE (SEO+WEB
PERFORMANCE)
USE SOCIAL MEDIA TOOLS TO MEASURE AND
SCHEDULE POSTS
FACEBOOK PIXEL (FACEBOOK ADS)
CALCULATE ROI OF EACH CAMPAIGN (LINK ROI
CALCULATOR)
ANALYSE & TRACK YOUR PROGRESS
MARKETINGPLANPAGE6

07 ANALYTICS
S U R V I V E & T H R I V E W I T H M A R K E T I N G
KPI's
MARKETINGPLANPAGE6

www.toninavarro.net
#marketingathome
DIGITAL
MARKETING
RESOURCES
BUSINESS SURVIVAL
GUIDE
BY TONI NAVARRO
@toninavarroyes

TOOLS TO ANALYSE
COMPETITION
FREE DIGITAL
MARKETING
TOOLS
SEO & CONTENT
TOOLS

LET'S
CONNECT
T H A N K S F O R
J O I N I N G U S T O D A Y !
T O N I N A V A R R O
I N F O @ T O N I N A V A R R O . N E T
T W I T T E R : @ T O N I N A V A R R O Y E S
W W W . T O N I N A V A R R O . N E T
L E T ' S C O N N E C T O N S O C I A L !

How to build an an effective digital marketing plan

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