Digital planning: Crafting effective online strategies
A robust online presence is crucial for any business. Digital planning encompasses the strategic process of defining, designing, and implementing online marketing activities to achieve specific business goals. It involves understanding your target audience, analysing market trends, selecting appropriate digital channels, and measuring performance to optimise campaigns for maximum impact.
What to look for in a digital planning freelancer
When hiring a digital planning freelancer, seek individuals with a strong understanding of various digital marketing disciplines, including SEO, social media marketing, content marketing, paid advertising, and analytics. Look for a proven track record of developing and executing successful digital strategies.
Excellent communication skills are essential, as they will need to articulate complex ideas clearly and collaborate effectively with you and your team.
Main expertise areas
Digital planning encompasses a range of specialisations. When briefing a freelancer, consider which of these areas are most relevant to your needs:
- SEO (search engine optimisation): Improving your website’s visibility in search engine results.
- Social media marketing: Building brand awareness and engaging with your audience on social platforms.
- Content marketing: Creating and distributing valuable content to attract and retain customers.
- Paid advertising (PPC): Managing paid campaigns across search engines and social media.
- Analytics and reporting: Tracking and analysing campaign performance to optimise results.
Relevant interview questions
Here are some key questions to ask potential freelancers:
- Can you share examples of successful digital strategies you've developed and implemented?
- How do you approach defining target audiences and understanding their online behaviour?
- What tools and techniques do you use for keyword research and competitor analysis?
- How do you measure the success of a digital marketing campaign?
- Describe your experience with different content management systems (CMS) and analytics platforms.
- How do you stay up-to-date with the latest digital marketing trends and best practices?
Tips for shortlisting candidates
- Review portfolios and case studies to assess the freelancer’s previous work.
- Look for evidence of strategic thinking, creative problem-solving, and data-driven decision-making.
- Check client testimonials and references to gauge their reliability and professionalism.
- A strong portfolio should demonstrate a clear understanding of different digital channels and their effective integration within a broader strategy.
Potential red flags
- Be wary of freelancers who promise guaranteed results or offer unrealistically low prices.
- A lack of clear communication or a reluctance to share previous work examples should also raise concerns.
- Ensure the freelancer demonstrates a genuine interest in understanding your business objectives and target audience.
Typical complementary skills
Digital planning often works in conjunction with other skills such as:
- Content writing
- Web design
- Graphic design
- Video production
- Email marketing
Benefits of hiring a digital planning freelancer
A skilled digital planning freelancer can help you:
- Develop a targeted and effective online strategy aligned with your business goals.
- Increase brand visibility and reach a wider audience.
- Drive more traffic to your website and generate leads.
- Improve customer engagement and build brand loyalty.
- Measure and analyse campaign performance to optimise ROI.
Real-world examples
Here are some examples of how digital planning is applied in real-world projects:
- Launching a new product: A digital planner can develop a comprehensive strategy encompassing social media campaigns, influencer marketing, and paid advertising to generate buzz and drive initial sales.
- Increasing brand awareness for a small business: A freelancer can create a content marketing strategy focused on creating valuable blog posts, infographics, and videos to attract and engage the target audience, building brand authority and driving organic traffic.
- Improving the online presence of an e-commerce store: A digital planner can optimise the website for search engines, implement a paid advertising campaign targeting specific keywords, and develop a social media strategy to drive traffic and increase conversions.
