Building a simple effective online marketing plan

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

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

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

Onsite Plan Offline Plan Online Plan Objectives indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium

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

Research
Where are you now?

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?

Google Analytics
Surveys
Twitter analytics
Facebook analytics
Research: Where are you now? indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium

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

Research
Where are you now?
What’s happening in the marketplace?
Competitors
Opportunities

Myriad of Online Tactics indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium

Research
What are your objectives?
AOV
Conversion Rate
Traffic Volumes
Sales
# of Orders
Margin
Per Visit Value
New Customers
List Size

Research
Where does continuity & natural growth take you?
How are you going to fill the gap?

Research
Do more of the existing activity
Test new areas

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

Research
Create your plan
Calendar of activity
Financial plan
Written guide (optional)

Research
Create your plan
Launch, monitor, amend
indiumonline.co.uk 01865 980 630 [email_address]

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

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Building a simple effective online marketing plan

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