You can create a comprehensive marketing plan with a marketing calendar that allows you to plan your digital marketing campaigns in advance. The marketing calendar creates accountability and ensures that you reach your audience segments on time. For example, if you release a new training webinar in January, you need to create a slide deck, design a landing page and social media graphics, and then promote it across a variety of channels in February.
A digital marketing program must include many elements, including paid advertising, email marketing, website development, and social media. If the elements of your plan are not coordinated, they can result in a disjointed strategy, reducing your return on investment. In addition to content marketing, the program must include a set of metrics. These metrics should help you understand how to improve your digital marketing. For example, if you want to learn about the effectiveness of your marketing efforts, you should measure how many of your customers are clicking on your ads.