Job Aid
How to Spread the Digital Word
How to Spread the Digital Word: Plan of Action Use this plan of action as a living document to keep track of how you can improve your communication efforts. The more honest you are in this document, the better you can prioritize your efforts.
Your Digital Communications Objective Please fill in your one-sentence objective.
Design a Digital Communications Plan: Steps Take some time to focus on your communications efforts. Evaluate what shape they’re in and identify the areas in your business where you want to innovate or improve how you are reaching your target audience.
Review Your Business Goals & Resources Business Goals Goal 1
Goal 2
Goal 3
Business SWOT Analysis Strengths (S)
Weaknesses (W)
Opportunities (O)
Threats (T)
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Business SWOT Analysis (cont.) Strengths (S)
Weaknesses (W)
Opportunities (O)
Threats (T)
Resources What resources do you have in place (e.g., financial, operational, human)?
Articulate Your Value Proposition & Target Audience Unique Value Proposition Determine your unique value proposition.
What Your Customer Cares About
What Your Competition Does Really Well
What You Do Really Well
My unique value proposition is:
Identify Your Target Audience Who are you trying to reach? What type of media do they consume?
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Determine Your Message & Strategy Determine Your Message Content Mood Language Audience Reason
Types of Channels What digital channels are you going to use to reach your target audience (e.g., email, blog, social media)?
Communication Tactics How are you going to bring the action to life (e.g., drip email campaign, paid per click advertising)?
Tools What medium will you use to reach your target audience (e.g., email newsletter or instant messaging like SMS and web chats)?
Touchpoints Where will you meet your target audience (e.g., in their inbox, on their device)?
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Visualize Your Plan Digital Communications Plan Use the template to plan out your digital communications efforts.
Day of the Week
Message
Channel
Tactic
Tool
Touchpoint
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Next Steps How are you going track and determine what strategies make the most impact? What can do you to test, improve, and innovate your communication efforts?
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Glossary Use this glossary as a guide to review key terms and how they show up in the real world.
Definition
Practical Use
Digital Strategy An assessment, analysis, and plan to use digital technology to meet your company’s objectives.
Digital strategy will help your company chalk out the roadmap for the future. For example, if your company wants to adopt AI in its business processes, you may need to develop a roadmap for AI.
Source: Management Weekly
Digital Marketing Communication The promotion of your brand to connect with potential customers using the internet and other forms of digital communication. Source: MailChimp
Successful digital communication for your company might mean employing traditional marketing communications that are adapted to the online marketing challenge, such as advertising, sponsorship, and sales promotion.
Marketing Mix, 7Ps The set of marketing tools that your business uses to sell products or services to target customers. A marketing mix consists of price, product, promotion, place, people, and process.
The marketing mix is a good place to start when thinking through your plans for a product or service, and helps avoid selling an item at a price that’s too high or too low in order to attract the people your company is targeting.
Source: The Balance Small Business
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Definition
Practical Use
Target Audience The demographic of people most likely to be interested in your company’s product or service.
Source: The Balance Small Business
Instead of spending money and resources trying to cater to every customer, defining a target audience allows your company to have more intentional and personal outreach to those most likely to purchase its product or service.
Unique Value Proposition A clear statement that describes the benefit of your offer, how you solve your customer’s needs, and what distinguishes you from the competition. Source: Unbounce
Your company’s unique value proposition should be front and center on your website—think of it as an elevator pitch that someone who has never heard of your company before would understand immediately.
Traditional Marketing Refers to any type of marketing that is not online: print, broadcast, mail, phone, and outdoor advertising.
Traditional marketing can be the best way to reach your local audience; consumers are typically more comfortable with traditional methods of marketing over digital methods, where there are privacy and data concerns.
Source: CHRON.
* The content provided is for informational purposes, and Verizon is not responsible for your use or implementation of this content.
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