As for all marketing, planning is a key component of digital marketing. Digital marketing plan is necessary for purposeful decision making and action taking in the digital environment. It allows optimising these processes to take actions both at the right time and at the right place.

The main objective of this Bachelor Thesis was to create a digital marketing plan for the website "Luonnonmukainen itsehoito" (Natural Self-Care). This is intended to act as a foundation for the entrepreneurs of the business to draw on for them to enhance and improve their digital marketing.

This Bachelor Thesis is divided into two sections – theoretical framework and empirical part. The research question was designed to investigate how a welfare operator offering online trainings can conduct digital marketing in a systematic fashion. The theoretical framework of the thesis examines the literature dealing with digital marketing planning and related concepts. The theory is based on the literature of the field of digital marketing and electronic sources. In the empirical part of the thesis, a digital marketing plan was created for the Luonnonmukainen itsehoito -website by utilising the theoretical background built up in the first part. During the process of creating the digital marketing plan, the entrepreneurs were interviewed when deemed necessary to ensure the plan aligned with their objectives.

The greatest challenge in the process of creating the digital marketing plan was to ensure the applicability of the plan so that the entrepreneurs can realistically execute it with their existing resources. The creation of the digital marketing plan helped to find many points of focus to develop. An action plan was made to increase brand awareness, which in turn can translate into increased sales.