Structure: Using the SOSTAC® and RACE planning frameworks

- Situation Analysis
SWOT,
PESTLE,
Competitor Analysis,
Review situation and performance: Identify priorities to improve by reviewing your current
capabilities and results compared to competitors
Consumer Analysis (the audience)
Targeting: Create more customer centered communications by defining your audience
personas and selecting the best techniques and marketing tech to reach them online.

- Proposition: Improve your lifecycle communications for a more persuasive, compelling brand
and define your online value proposition (OVP) and marketing tech.
- Objectives (SMART)

- Recommendation
- Digital customer acquisition plan: Select your priorities and set the budget for investment in
paid, owned and earned media to increase online leads and sales.
Digital customer retention plan: Improving customer communications via on-boarding, email
marketing and social media.

State your business's mission. Business mission to marketing mission (the digital social media
mission)
Determine the KPIs for this mission. Like make people follow like and engage with the brand on
social media to make positive interactions and build up relationship
Identify your buyer personas. (the audience part, who are the potential audience, what they do
on social media platforms etc.)
Describe your content initiatives and strategies. (the recommendations)
- Which types of content you'll create. These can include blog posts, YouTube videos,
infographics, ebooks, and more. (link with the reason why we use these channels and how
they are most effective, relate to the business feature/services)
- How much of it you'll create. You can describe content volume in daily, weekly, monthly, or
even quarterly intervals. It all depends on your workflow and the short-term goals you set for
your content
- The goals (and KPIs) you'll use to track each type. KPIs can include organic traffic, social
media traffic, email traffic, and referral traffic. Your goals should also include which pages you
want to drive that traffic to, such as product pages, blog pages, or landing pages
- The channels on which you'll distribute this content. Some popular channels at your disposal
include Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Instagram.
Identify your competition. (different competitors are doing good in different areas)