Services · Internet Marketing Plan
One plan. All channels aligned.
Isolated actions yield isolated results. An internet marketing plan defines the role of each channel, the order in which you begin, and how you measure success. This ensures SEO, advertising, and content reinforce one another instead of operating in silos.
The scan is the starting point of the plan. Within two business days.
Target audiences
Without personas, you are writing for no one
A persona is a fictional person representing a real target audience: what they want to achieve, where they get stuck, which keywords they type in, and which tone they trust. Not invented to be cute, but compiled from what you know about your customers.
Why it matters: most companies don’t have one target audience but three or four, and they want different things. One looks for the lowest price, another for security, a third for speed. If you write for the average, you reach no one. With personas, you know exactly who you are writing for on every page, ensuring there is an entry point for every target group.
That is why personas determine not just the content but the entire plan: which channels you use, which keywords you choose, the order in which you build, and what you measure.
With a new design, we go one step further. Before anything is drawn, we interview the personas. What does this person expect to see on the first page, what proof do they need, which tone works, and what puts them off? This ensures the layout, visual language, and tone of voice are right from day one, instead of discovering after delivery that the site is beautiful but doesn’t resonate.
EXAMPLE PERSONA
Karin, owner of a car dealership
The framework
Five phases covering your entire customer journey
Every approach starts with a plan: who the persona is, what the goal is, and which role each channel plays. Only then does the RACE framework structure your digital marketing, from the first introduction to a long-term customer relationship. For each phase, we define what we do, what it costs, and what it delivers.
Brand building runs like a thread through all five phases. Every time someone encounters you — in the search results, in an ad, or in an article — it only truly counts when you show the same promise, tone and look everywhere. That is why the plan doesn’t just define what each channel does, but also how your brand shows up consistently, so awareness and trust build up month after month.
Plan
Before any channel is deployed: who the persona is, what the goal is, and what role each channel will play. Without this foundation, Reach, Act, Convert, and Engage work in isolation instead of together.
Reach
Increase visibility and brand awareness with shareable content, social media, and inbound marketing. This builds an audience that gets to know your brand.
Interaction
Encourage interaction and capture leads: website and landing page optimization, strong calls-to-action, and targeted use of SEO, PPC, and email.
Conversion
Turn visitors into customers with conversion optimization: behavioral analysis, A/B testing, and removing barriers in the buying process, both online and offline.
Engagement
Build long-term customer relationships with personalization, segmentation, and loyalty programs. Satisfied customers become ambassadors for your brand.
The route
A plan is a route, not a promise
Visibility follows contour lines: every step takes time and delivers results. Four camps, with each camp showing what has been completed and what follows.
Frequently asked questions about your internet marketing plan
It starts with an intake interview about your challenges, your target audience, and the data you already have. We then develop the plan and review it with you in a session, ensuring everyone in your organization knows their role. You receive it as a working document, not a one-off report: we periodically evaluate the results with you and adjust where necessary.
The internet marketing plan for a sole proprietorship that has just finished building its new website could look as follows:
- Search Engine Optimization (SEO) – Optimizing the website for search engines so that it ranks higher in search results. Budget indication: €600 – €2,000 per year, depending on the industry and the size of the website. Important research: The Importance of SEO in a Post-Pandemic World
- Search Engine Advertising (SEA) – Placing paid search ads to achieve faster results. Important research shows: 80% of companies worldwide use Google Ads. Google Ads generated a total revenue of $237.855 billion in 2023. The average ROI of Google Ads is 200%, which means that companies earn back approximately $2 for every dollar spent. The average click-through rate (CTR) for Google Shopping Ads is 0.86%. Companies see an average conversion rate of 4.4% when creating online Google ads. See Google Ads Statistics (Demand Sage)
- Social media marketing – Using social media platforms to strengthen brand perception and generate leads. Budget indication: €200 – €2,000 per month, depending on the number of platforms and the number of posts per week. Important research: The Complete Guide to Social Media Lead Generation
- Email marketing – Sending emails to strengthen the relationship with customers and to generate leads. Budget indication: €75 – €500 per month, depending on the number of emails and the complexity of the newsletters.
- Content marketing – Creating and sharing valuable content to strengthen brand perception and to generate leads. Budget indication: €200 – €2,000 per month, depending on the volume of content and the frequency of publications.
If you are planning to expand your regional business to a national level, there are several investments you should consider:
- Website optimization: Invest in optimizing your website to attract national traffic. This includes adding nationwide keywords and optimizing your pages for national search queries, improving website speed and mobile responsiveness, and creating content that appeals to a national audience.
- Team expansion: Your current team may not be sufficient to handle the expansion to a national level. Consider hiring new employees to support your operations, such as sales and marketing professionals, and perhaps a national network of sales representatives.
- Marketing budget: Invest in marketing activities to promote your brand to a national audience. This may include advertising on national platforms such as Google Ads and social media platforms, as well as running national marketing campaigns based on the needs and interests of your target audience.
- Logistics and distribution: If you sell physical products, expanding to a national level may require setting up new distribution channels and optimizing logistics to distribute products nationwide.
- Technology investments: Invest in technology to support and streamline your business operations. This may include upgrading your CRM system, investing in e-commerce platforms to facilitate online sales, and implementing tools to improve customer service.
- Financial resources: National expansion can require a significant financial commitment due to the necessary marketing efforts, logistics, technology, and more. Therefore, consider hiring financial advisors to help you plan and manage your financial resources.
In short, expanding your regional business to a national level requires significant investment and dedication. It is important to have a clear plan and deploy the right resources to achieve your goals.
Short answer: it depends on your goals and your starting point, which is why we begin with a scan instead of a price list.
Quoting a fixed amount without knowing your site would be a shot in the dark. Two companies with the same turnover can differ tenfold in what they require: one might have a healthy site that simply lacks direction, while the other might have years of overdue maintenance requiring months of cleanup first.
What determines the price:
- The state of your current site. Repair work precedes growth work.
- The competition in your market. Local and specific niches require less time than national and commercial ones.
- How much you do yourself. Providing your own content saves money; having content written for you adds to the cost.
After the free scan, you will receive a proposal with a fixed monthly price. No fine print, no long-term contracts. And if the scan shows that your system is technically unsuitable, we will tell you before you spend anything.
5-10% of your revenue
For specific recommendations regarding the allocation of your marketing budget, research must first be conducted into various factors, such as your business goals, target audience, competition within your industry, and available resources.
In general, it is recommended to spend 5-10% of your revenue on marketing activities. Within that 5-10%, there are various components of internet marketing you can contribute to, such as search engine optimization (SEO), search engine advertising (SEA), social media advertising, email marketing, and content marketing.
Various studies have been conducted on the optimal distribution of the marketing budget. Below are a few examples:
- HubSpot conducted a survey among 3,200 marketers worldwide. According to the study, companies spend an average of 10% of their revenue on marketing. Within that 10%, the largest portion is spent on digital marketing, particularly content marketing and social media. See hubspot.com/marketing-statistics
- Another study (which is unfortunately no longer online), conducted by the U.S. Small Business Administration, states that smaller companies spend an average of 7-8% of their revenue on marketing. Within that 7-8%, approximately 50% is spent on digital marketing, specifically website development and SEO.
- The Content Marketing Institute conducted a study on the allocation of the marketing budget for content marketing. According to the research, companies spend an average of 26% of their total marketing budget on content marketing. (Unfortunately, this study is no longer online.)
It is important to remember that these figures are only guidelines and that the optimal distribution of the marketing budget depends on your specific situation and goals. It is always a good idea to regularly evaluate your marketing strategy and adjust it based on your results and changing circumstances.
Short answer: for a startup, ten to twenty percent of revenue is common, and often more in the first year, as you have nothing yet to build upon.
Those percentages only mean something if you know where the money is going. For a startup, the distribution usually looks like this:
- First, the foundation. A fast, findable site and a complete Google Business Profile. Without that, everything you spend afterwards evaporates.
- Then paid traffic, temporarily. Ads bridge the months in which your organic positions still need to grow. It is rent, not ownership: if you stop, the traffic stops.
- Work on visibility at the same time. It takes months before it yields results, and that is exactly why you start immediately instead of waiting until the budget gets tight.
Two things go wrong more often than the percentage. The first is putting everything into ads and nothing into the foundation, causing you to keep renting year after year. The second is starting too broad: scoring locally and specifically can happen within a few months, while national and general visibility takes twelve to eighteen months. For a startup, that first route is almost always the wisest.
Because it ensures you address all aspects of online marketing, from reaching your target audience to retaining customers. No isolated actions, but a cohesive whole where every marketing dollar works together toward a goal.
From plan to measurable results
A structured plan makes your marketing measurable and manageable. Tell us your goals, and together we will create a plan that fits your business and budget.