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Building a simple effective online marketing plan

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A useful and insightful document highlighting things that should be considered and steps that should be taken in order to put together an effective online marketing plan.

A useful and insightful document highlighting things that should be considered and steps that should be taken in order to put together an effective online marketing plan.

Published in: Business, Technology

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  • 1. Building a Simple, Effective Online Marketing Plan Chloë Thomas indiumonline 30 th November 2011 indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 2. twitter.com/chloeatindium twitter.com/indiumonline indiumonline.co.uk/blog uk.linkedin.com/in/indiumchloethomas
            • Chlo ё Thomas
    • indiumonline services include:
    • Email Marketing
    • PPC
    • SEO
    • Affiliate Management
    • Social Media
    • Online Marketing Planning
    indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 3. A Marketing Plan
    • Objectives
    • Strategy & Tactics
    • Implement
    • Review & Amend
    B R A ND I N G indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 4. Onsite Plan Offline Plan Online Plan Objectives indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 5. A Good Plan Must
    • Meet the objectives (drive sales & acquisition)
    • Fit with your brand & build brand awareness
    • Consider new & existing customers
    • Be flexible
    • Be comprehensive/multichannel
    indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 6.
    • Research
      • Where are you now?
    indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 7. Research: Where are you now?
    • How many customers do you have?
    • How many order online?
    • How do they get to your site?
    • Do you have their email address?
    • What traffic sources drive the money?
    • Where are you on the search engines?
    indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 8.
    • Google Analytics
    • Surveys
    • Twitter analytics
    • Facebook analytics
    Research: Where are you now? indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 9. indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium Traffic Orders Value AOV Per Visit Conv Rate Per Visit Cost Email Brand PPC PPC Affs Twitter Facebook
  • 10.
    • Research
      • Where are you now?
      • What’s happening in the marketplace?
        • Competitors
        • Opportunities
    indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 11. Myriad of Online Tactics indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 12.
    • Research
    • What are your objectives?
      • AOV
      • Conversion Rate
      • Traffic Volumes
      • Sales
      • # of Orders
    indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
      • Margin
      • Per Visit Value
      • New Customers
      • List Size
  • 13.
    • Research
    • What are your objectives?
    • Where does continuity & natural growth take you?
    • How are you going to fill the gap?
    indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 14. indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 15.
    • Research
    • What are your objectives?
    • Where does continuity & natural growth take you?
    • How are you going to fill the gap?
      • Do more of the existing activity
      • Test new areas
    indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 16. 2012 Opportunities Hitlist
    • Email – great ROI, no-brainer. Blast & automated
    • Brand PPC – insurance, low cost, no brainer
    • PPC – works for some, not for others
    • if your margin’s under 30% you may struggle
    • Yahoo/Bing PPC – merger? If Google works for you – use it
    • Affiliates – attribution – beware. But very powerful
    • Google Base – no brainer
    • Remarketing – test it on Google. Complex set up
    • Social Media – slow pay-back, but huge. (+ SEO)
    • SEO – check your keywords
    • Ad networks – next step on from PPC & remarketing
    indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 17.
    • Research
    • What are your objectives?
    • Where does continuity & natural growth take you?
    • How are you going to fill the gap?
    • Create your plan
      • Calendar of activity
      • Financial plan
      • Written guide (optional)
    indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 18. indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 19. indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  • 20.
    • Research
    • What are your objectives?
    • Where does continuity & natural growth take you?
    • How are you going to fill the gap?
    • Create your plan
    • Launch, monitor, amend
    indiumonline.co.uk 01865 980 630 [email_address]
  • 21. twitter.com/chloeatindium twitter.com/indiumonline indiumonline.co.uk/blog uk.linkedin.com/in/indiumchloethomas
            • Chlo ё Thomas
    • indiumonline services include:
    • Email Marketing
    • PPC
    • SEO
    • Affiliate Management
    • Social Media
    • Online Marketing Planning
    indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium

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