create a digital marketing plan

Create a smart digital marketing plan on a budget

When the pandemic forced many businesses to close their brick-and-mortar locations, successful entrepreneurs doubled down on their digital marketing plan. Here’s how you can too.

create a digital marketing plan

The pandemic forced many businesses to shift their focus online and left them to come up with creative solutions to selling. Pivoting their company was the only way to survive, and many found success when they shifted further into a digital strategy

If you’ve decided to take this leap forward, here are a couple of things to keep in mind when you’re integrating the ‘new digital normal’ into your marketing and sales efforts — and creating a smart digital marketing plan on a budget: 

1. Determine your business goals

Would you get in the car without knowing where to go? Similarly, when you’re creating a marketing plan, you need to know what your business needs to accomplish before you set that plan into action. 

Start by asking yourself the following questions related to your company:

  • Do I want to increase sales?
  • Do I want to connect with different customer segments and increase brand recognition?
  • What are my long-term revenue and profit projections? 
  • Are there new products or services that should be added to the mix?

Then look at things from your customer’s point of view. How would they answer these questions:

  • How was my experience dealing with that company?
  • How would I describe this company? Do I really know what they do?
  • Do I trust them?
  • Would I buy from them again?
  • Would I recommend this company to a friend or colleague?

Establish your short and long-term goals based on the answers to these types of questions, and stay focused on that ‘prize.’ Ensure your entire team knows what these goals are, and connect their individual KPIs to the higher-level objectives.

2. Understand your market

You need to know your market fit to build an effective marketing plan (and then budget for it). When you understand how you stack up against your competition, you can better establish which strategies you need to compete with and apply them to your roadmap. 

Start by running a competitive analysis to research what others are doing, including what kind of market share they hold in digital channels. You can use tools such as SpyFu and SEMRush to analyze the keywords they rank for, what kind of traffic they receive on their websites, and research how they position on search engines. 

Create a competitive analysis

This knowledge is essential to stay ahead of the curve and build strategies that capitalize on your findings. Competitive analysis isn’t about «spying» on your rivals though. It’s about learning from their victories and their mistakes to proactively save your business time — and potentially wasted efforts. 

This step will improve your overall knowledge of your industry by analyzing the pros and cons of different company’s processes, products, services and sales. This will help you modify your digital marketing plan and determine how to fill gaps to deliver better results.

There are so many different directions you can go with digital marketing, but narrow in on the tactics that match your desired outcomes and a better ROI.

3. Who do you want to work with?

In-house vs. outsourced team. This is a significant factor that will influence your digital marketing plan and budget.

There are many advantages of hiring an in-house marketing team. The obvious benefit is that you have complete control over how your marketing is executed. There can also be stronger collaboration amongst various departments across your company, and you’ll be building a company culture that can have many spinoff advantages.

However, the obvious disadvantage of relying on your in-house marketing team is that you’ll need to dedicate a lot of time and resources to sourcing, interviewing, hiring and training that staff. You also have to prepare for drawbacks such as running into the same creative execution time and again and dealing with turnover costs. If a team member leaves, you’ll need to have a process to quickly replace them to keep your plan on track.

Marketing teams

Alternatively, there are some advantages to working with vendors, contractors and outsourced teams. First, they tend to be more specialized and come with extensive experience and skills to execute the marketing plan. It’s up to them to stay on top of current trends, marketing best practices and bring new ideas to the table — so that is off your plate. They can also offer guidance and help you through any obstacles or failures that you may face during the execution of your project. 

It can take time to bring an external group up-to-speed with your products, solutions, company workflows and various people they’ll need to work with. In addition, it can be hard to find a truly trusted outsourced team who understands your goals and vision — so this should be a high priority.


Up next, you may want to do a deeper dive into your digital marketing tactics and mix in order to focus the right time and resources. By reviewing these few things as part of your digital marketing strategy updates, you’ll be able to match your next action items with your intended goals — and develop an outstanding digital marketing plan. Naturally, you’ll also review your budget and need to ensure you have the working capital to execute these strategies — and that’s where we can help further with our alternative funding solutions such as invoice factoring.

If you’re in need of financing to bring this plan to life, whether it be for payroll, inventory or any part of your strategy, get in touch today and we’ll be happy to discuss how we can help.

Emerging trends in the COVID-19 recovery market

Liquid Capital’s July Roundup: Here’s what we’re reading this month.

Emerging trends in the COVID19 recovery market

As markets across the world begin opening up and we start emerging from pandemic restrictions, business leaders are looking for ways to remain competitive, increase sales and manage organizational changes. From sales to leadership to change management — if business leaders want to thrive in the post-COVID period they must stay on top of how things have changed. 

This month, we’re sharing some of our favourite articles that can help business leaders navigate their next steps.

Sales Have Changed Forever: How To Move Beyond Relationship-Building

move beyond relationship-building

Every salesperson knows that building strong relationships is essential for success, but they also know that relationships don’t always equate to sales. Just because someone ‘likes’ you doesn’t necessarily mean they’ll buy your product or service. 

With the pandemic, it has become even more difficult to turn relationships into sales. There’s more competition for smaller sales, and in-person meetings have been replaced with virtual ones. This can make it harder to have meaningful connections, so business professionals need to be more efficient, targeted and focused.

If you want to build relationships that turn into sales in the COVID-19 recovery market, there are tactics that you can use to increase your chances of success. Provide value to your prospects and clients by really getting to know and understand them. Focus on cultivating dialogue and stay positive, optimistic, persistent and courageous. 

Read more


What impact do authentic leaders really have on employees during change?

What impact do authentic leaders really have on employees during changeMany organizations have had to pivot or make changes to their operations over the past year and a half. This impacts employees, too. Undoubtedly, two of the biggest factors for how workers will react include the organizational culture of the company and leadership behaviours.

So how can leaders support a positive experience for their employees during times of transformation? A new study looks at how ‘authentic leadership’ can make a big difference, along with the four areas they should focus on (self-awareness, moral perspective, transparency and balanced processing).

Read more


Making transformation stick

Making transformation stick

You’ve researched, planned and carefully executed a shift within your organization. But after the initial launch, what comes next? 70% of organizational changes do not last long-term, so how can leaders ensure that their efforts have staying power?

Follow these 3 steps to make sure changes are sustainable and not just a flash in the pan:

  1. Dedicate leadership energy to sustaining the transformation
  2. Make adhering to the changes part of performance management
  3. Be a living example of the new paradigm 

Read more


20-minute podcast: Lessons in Innovation from Bowie, Beyoncé, and More

What can some of the biggest recording artists of all time teach business leaders about innovation? From demo tapes to artist collaboration, to egoless experimentation, no matter what industry you work in, these lessons from famous musicians can help you support innovation in your organization. So as you lay by the pool, lake, ocean, or wherever else your summer takes you, plug in your headset and check out this motivational podcast. 

Listen here

Up next: Get inspired with these 10 motivational business quotes.

Julio de 2021

Financiamientos recientes – Julio 2021

Julio de 2021

Business quotes

10 business quotes for a jolt of motivation

Sometimes, the smallest reminders can be the biggest motivation. Review these business quotes to inspire you and your executive team.

Business quotes

We’ve all had those days. Your to-do list keeps piling up, your tank is quickly draining, and you’re running on fumes! You seriously contemplate throwing in the towel and taking that year-long vacation to Italy. 

It’s easy to keep sinking further into this mindset, but keeping a motivational quote nearby from the best brains in business can give you the jolt you need — without the caffeine jitters! 

Business quotes on taking action 

We’ve all heard the buzzwords — grit, resilience, drive — but what does it mean to truly take action? Read more below:

1. “The secret of change is to focus all your energy not on fighting the old but on building the new.”
Socrates, father of Western philosophy 

By focusing on the future and using the past to inform your decisions, rather than dwelling on the past, you open yourself, and your business, up to new possibilities.

John Quincy Adams

3.“If your actions inspire others to dream more, learn more, do more and become more, you are a leader.”
John Quincy Adams, 6th President of the United States 

A leader isn’t always the person with the right title, but the one with the right attitude.


2. “Always deliver more than expected.”
Larry Page, co-founder of Google 

The difference between the good and the great is those who go the extra mile.


Business quotes on relationships

Relationships bring meaning to our lives, and if you’re able to develop great business relationships, get ready to reap the benefits (both financially and personally). Get inspired below:

Mark Cuban4. «Business happens over years and years. Value is measured in the total upside of a business relationship, not by how much you squeezed out in any one deal.”
Mark Cuban, Entrepreneur

 Trust is the most important part of any good relationship — whether it’s business or personal. If you’re willing to sacrifice someone’s trust with the aim of making a sale, that will surely be the last one you make to them!


5. «It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently
Warren Buffet, Investor

Good relationships take time and effort to build, and this effort must be put in consistently. There’s no shortcut to building and maintaining a great relationship.


6. «All things being equal, people will do business with a friend; all things being unequal, people will still do business with a friend.»
Mark McCormack, Businessman

People do business with people they like — plain and simple. Being a good friend to someone will pay off in dividends down the road.


7. Personal relationships are the fertile soil from which all advancement, all success, all achievement in real life grows.» — Ben Stein, Comedian 

Nobody is an island, and everyone needs some help every once in a while. Your achievements in life are often linked to the help of others. 

Business quotes on communication

Being a good communicator doesn’t come naturally to most. But, it can be learned. Read more below:

Tony Robbins8. “The most important thing in communication is hearing what isn’t said.”
Peter Drucker, Management Consultant

Understanding someone’s intent, reading body language and asking deeper questions can often help you become a better communicator. 


9.“The way we communicate with others and with ourselves ultimately determines the quality of our lives.”
Tony Robbins, Author and Coach 

We live in an interconnected world, where communication is constant, and the need to understand and be understood is paramount. If you are able to master the art of communication, you’ll be well on your way to success.


10. “In many ways, effective communication begins with mutual respect, communication that inspires, and encourages others to do their best.”
Zig Ziglar, Author and Motivational Speaker 

Good communication is not only about being heard, it’s about listening to others. As we all know, the hallmark of great communication is that it’s a two way street — a fact which many often forget.


At the end of the day, business quotes are just that — motivational quotes to inspire the greatness you have inside you. Now, it’s time to take action and apply these principles to your daily life. Take action to move your business forward, spend the time building meaningful relationships, and refine your communication skills  — and you will be well on your way to success! 

To learn how Liquid Capital and invoice factoring can help your growing business, contact us today.

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Online business: Master the shift to a digital world

Over the past year and a half, the pandemic has taught business owners a valuable lesson: the power of going digital. Here’s are some important steps to setting up an online business.

Online business

Shifting your business from traditional selling to online or e-commerce is not just a luxury or nice-to-have. It’s an important avenue for you to connect with your audiences, providing many benefits, such as increased customer reach and lower administration costs

It’s extremely important that businesses adapt to the changing ways of the market. If you fail to adapt, you risk losing out on business or face major obstacles in running a successful business. In fact, if you don’t change the way you do business and offer products or services online, there’s a significant chance you may risk losing out on your business entirely and see all your hard work go to waste. 

Although it may seem overwhelming to shift business online, there are a few steps that will help you make the shift to the digital world: 

Step 1: Identify your online business audience needs

Your target buyer should be at the core of your shift to online business. After all, you’re going digital because of them. So it’s a good idea to understand what their needs and wants are, and how they’ve changed over the years. 

What do they expect from you moving forward? How will you adapt your existing products and services when selling online? What about upsells, cross-sells, returns and post-sales support?

Although service-based firms won’t have to worry about storage and shipping, traditional B2B businesses that offer tangible products may have to trim down their inventory to keep costs low. 

Start by interviewing your customers and ask them what you can do to meet their needs. It may be as simple as offering delivery or offering on-site consultations. Once you’ve identified how their expectations have changed, you can tailor your product feature or services and operations to meet customer needs. 

It’s also essential to obtain feedback and collect information about your efforts — especially to find out if you’re meeting customer expectations.  

Step 2: Choose the right online business platform

The way you sell online is going to be very different from how you sell offline. So you must choose a digital platform that compliments your business model and supports your transformation to a digital storefront. 

With the right platform, you can extend your customer reach, drive more traffic to your website, and ultimately increase sales. 

For example, if you sell retail products to other businesses at wholesale prices, it may be a good idea to choose an eCommerce platform such as Shopify, Magneto or WooCommerce.

Alternatively, let’s say you offer freight services to manufacturers. It may be a good idea to choose a platform that enables you to set up customer portals and accept booking requests such as Setmore, HoneyBook and SimplyBook

But we know that searching for and choosing a platform can be a daunting task. Here are some additional options to get you started with the most common and popular platforms that can serve many businesses in the B2B space:

WooCommerce B2B
Shopify Plus


Step 3: Hiring the right team

Online business team

The biggest hurdle — and cost — associated with shifting your business online is assembling a team responsible for the move. 

There are two ways to go about it: hiring an experienced in-house team or outsourcing the project to a professional firm or contractors.

While you may be tempted to take on the project under your own supervision, going digital requires a lot of specialized skills and resources. This translates into a lot of time and task management.

What roles are needed? It would help if you had a designer and a website developer. Depending on the size of your business, you may also need a project manager, content strategist, writers, editors and even UX designers. It might end up being a lot more budget-friendly and stress-free to hire someone outside of your organization to manage the entire project. 

On the other hand, if your business does not operate on a large scale, you can hire a small team to manage the project in-house and stay on board to offer ongoing support and assistance.  

Step 4: Maintenance and ongoing support

One of the most overlooked aspects of shifting a business online is the maintenance and upkeep of going digital. Your online storefront needs as much TLC, love and care such as your physical storefront. The only difference is, you can’t see it right away!

Consider it this way… Would you leave your brick-and-mortar unattended, especially on a busy day? Or if you had a leak in your office, would you fix it right away so that it’s not an inconvenience to your employees? 

Just like your offline store, it’s important to do the upkeep of your online presence, too. This is especially true for businesses that operate in the retail space and face heavy traffic on their digital front. 

Hiring a team to provide ongoing support will ensure that things run smoothly and help you overcome technical problems. Similar to our point above, you can either hire an outside company to take care of this, or rely on your internal team to maintain this in-house. 

Are you ready to make the shift to an online business?

In this day and age, you can’t afford to fall behind your competitors. The pandemic has given the last push to those in the traditional selling environment to rethink how to pivot their business and take their offline business online. 

You can be a part of this massive change. Take a look at your current business model and think about how going digital can help you get more customers and revenue. Follow our step-by-step guide to get your foundation in place, and when you do go digital, create a marketing plan that supports your shift to the online world.  


Up Next: If you’re building your business growth plan, include invoice factoring