Sample Marketing Plan

GETTING THE MOST FROM YOUR
ONLINE MARKETING DOLLARS
Proposal for
XYZ Life Insurance
KONTOR Business Support
407-283-7334 * Orlando, Florida

WHAT IS AN INTERNET PRESENCE?
Advanced IP Goals
An Internet Presence can be describedas the totality on an individual’s or company’s existence of the Internet; be it via their website, 3rd party listings or profiles, links, advertisements, email, etc.

WHAT IS AN INTERNET PRESENCE?
Advanced IP Goals
In order for a company to have an effective Internet presence they should have clearly defined goals. These goals can be broken into 2 tiers:
Basic
People need to find you when they search for you or your company name
People need to find you when they search your area for the services you offer
Your target demographic needs to find you anytime they search for any of your products or services online

CREATE RAVING FANS –
BE ACCESSIBLE AND EASY TO FIND
Development of a basic Internet presence links your content to 3rd party and business directory sites such as:
GOOGLE
YAHOO
BING
MANTA
MERCHANT
CIRCLE
YP.COM
ANGIE’S LIST
LINKED IN
FACEBOOK
YOUTUBE
BLOGS
LOCAL
LISTINGS ON
SEARCH
ENGINES

Advanced
Do you want to:
Become an expert and thought leader in
your field?
Get more and better clients?
Network with other professionals and clients
to create referral business?
Brand your name and logo in a regional
area (and what areas are you targeting?)
Sell more products and services with
ecommerce?
If you can accomplish all these goals then you create an“All Roads Lead to”Presence

YOUR WEBSITE
The most important component of a company’s Internet presence isyour company’s website!
Typically, a company’s website is the final destination for potential buyers so it should be designed based on “converting” the visitor, whether the end goal is a lead, a sale, a partner, or a “fan.”

WHAT IS RIGHT WITH YOUR SITE?
Websites are not like the “Field of Dreams.” If you build it, they don’t come (without an invitation, of course).
Let’s examine what’s right about your site presently.
It’s simple
It’s professional in appearance
It has a limited amount of content

WHAT IS WRONG WITH YOUR SITE?
Based on your goals, what is wrong?
It does not engage the customer to move through the site (no calls to action and no compelling content)
Contact details are too small
No competitive differentiation
Images do not correspond to site content and are not searchable by Google
Keywords and font size should be optimized for better search quality

WHAT IS WRONG WITH YOUR SITE?
Other issues to consider
The is another William H. Black in a similar occupation but a different location.

WE CAN FIX THAT!
CREATE A COMPELLING LANDING PAGE
A landing page is more than just a pretty face. The 3 qualities of a good landing page are:
1) A call to action. It’s telling the visitor what to do now that they’re on the site – such as Get a Free Quote, Call Us Today, and the Send Us a Message button.
2) It contains an analytic code that tracks where the visitor came from (in this case, Google Analytics)
3) It contains navigation to other areas on the website where the visitor can get answers to their questions

INTERNET PRESENCE SECRET WEAPON
EXACT-MATCH DOMAINS
“Exact-match domains” contain exact phrases that searchers would use to find your products online.For instance, when someone searches for life insurance they may search: Life Insurance on Google. An example of an exact match domain would be http://www.lifeinsurance.com. Obviously LifeInsurance.com probably isn’t available but the more specific we get the more likely we will find one that is available. Since the domain matches so closely with the search query the search engines will give us a really high relevancy score right off the bat.


INTERNET PRESENCE SECRET WEAPON
EXACT-MATCH DOMAINS
Exact-match domain sites are similar to your main site but have different content and are built to be indexed by the search engines based on the very specific yet popular search queries that we have targeted.
.


SEARCH ENGINE OPTIMIZATION
Core Service #2
Search engine optimization (SEO) is the process of having your website, documents, social media mentions and press releases appear in results that match relevant words or phrases that a prospect would use when searching.

SEO STRATEGIES
WHY SEO?
SEO is the gift that keeps giving, and here’s why:
Visitors click most often on organic search results
Research shows that those with highereducation are more likely to click on organic results (Source: Marketing Sherpa)
Search engines record your site’s rankinghistory and reevaluate every month or two, helping you to stay on top. Paid search results change based on the actions of your bids and the other bidders and are constantly in flux.
Once your strategies take you to the top it is somewhat easy to maintain your position… Just keep doing what you are doing.
You don’t pay for clicks!

SEO STRATEGIES
KEYWORDING & BACKLINKING
Part of site optimization involves a keyword study of what words and phrases a prospect may be entering into Google. Those keywords are carefully woven into your site content and are picked up by Google’s algorithms.
Kontor will then submit a link of your optimized website to search engines and industry-related partner sites and business directories. These sites and directories are not just an end unto themselves, but also create backlinking which helps increase your Google page rank based on the amount of sites it is linked with.

SEO STRATEGIES
SITE CODING AND CONTENT
Along with creating robust and keyworded content, Kontor will update your main website’s html coding to be in compliance with Google’s standards and allow for greater optimization.
Kontor will also perform external site optimization to the greatest extent possible.
The Internet is ever-changing so content, keywords and backlinking need to be refreshed periodically.

SEARCH ENGINE MARKETING
Core Service #3
Search Engine Marketing (SEM) is the use of marketing and advertising, usually paid, that point the prospect to your site.
Methods of marketing include keyworded press releases and articles, banner advertising on relevant sites, and Google AdWords.
Some ways of measuring are pay-per-click (PPC) or cost-per-thousand impressions (CPM).

PAID SEARCH STRATEGIES
Google AdWords can supplement organic search. AdWords are the 4-line “classified” style ads that run down the right hand side of the page, and sometimes along the top.
Relevant 3rd party sites, Facebook and LinkedIn also offer click-through banner advertising that can get your message in front of literally millions.
Premium LinkedIn advertising can reach every CPA in the country for as little as $20,000.

Google Analytics is easily the most used resource for website statistics, estimated to be in use in about half of the 1,000,000 most popular sites. It can track traffic from all referring sites including search engines, banner ads, PPC networks and email marketing.
Google Analytics can be used to both measure progress and give data that can be used to improve results. It can also be used to drill down on results on specific website and landing pages.

Email Marketing
Email marketing is called the new word-of-mouth. Permission-based email marketing is growing in popularity. Consumers subscribe to blogs, newsletters, and other information sources on a regular basis as long as they feel their email will be kept private.
However, some of the challenges of email marketing that Kontor can help with are maintaining your opt-in list, administering the double-opt-in message, getting your message around the spam filters and firewalls, and having emails that are optimized for delivery to various providers and cell phones.

CRM AND DRIP MARKETING STRATEGIES
When Kontor creates your website for you, we will put in a mechanism for requesting the visitor’s email address.
Drip Marketing is the process of harvesting the emails in your CRM (customer relationship management software) and putting them to work for you with timely email messages to keep you on the top of the prospect’s mind.
The CRM can also be used for other purposes, such as telemarketing.

SOCIAL MEDIA MARKETING
Core Service #4
Social media is a modern phenomenon where consumers gather together based on people they know, people their friends know, and people they’d like to know.
There has never been a more powerful medium from reaching consumers of varied backgrounds than Facebook, YouTube, and LinkedIn!

FACEBOOK STRATEGIES
There are over 500,000,000 active users on Facebook. If Facebook were a country, it would be the third most populous country in the world! About 1 in 13 people on earth use Facebook, and about ½ of them are logged on any given day. What would you give to have ½ of your neighborhood seeing your advertisement on a daily basis?
We make a custom Facebook FanPage based on your professional website and its style sheet.

FACEBOOK STRATEGIES
Once your page is designed and set up, we proceed to set up a Facebook Profile and to invite your existing clients as friends. Once they click the “Like” button, this creates additional engagement and referral business as their friends notice your profile.

LINKEDIN STRATEGIES
LinkedIn works in much the same way. Once you add your personal and business profiles, we add your friends, colleagues and clients. Kontor then adds you to relevant referral source groups and actively contribute content to them.

YOUTUBE STRATEGIES
YouTube Channels such as this hold many videos and best of all, hosting is completely free. YouTube links are easily shared between visitors (creating referral business), emailed to prospects and posted on social media sites.

BLOGGING STRATEGIES
Everybody has an opinion, and now more than ever people choose to be heard using a blog!
Blogging, in theory, can raise your Google Rank and can bring a new level of interactivity to your website or blog site.
Keyworded copy and links to landing pages are the most effective ways to keep your blog at the top of Google searches.
Pointing people to your website should be the #1 focus of your blog, but it must be done subtly.
A blog has to be kept up to date and new topics of conversation have to be implemented regularly.

CUSTOM STRATEGIES
To Accomplish Both Basic and Advanced IP Goals
Based on 6 months / 24 weeks

CUSTOM STRATEGIES
Total: 412 hours (~17 Hours per Week) X $50 / hr = $20,600
Miscellaneous Expenses = $22,000
$20,000 LinkedIn Marketing Budget (should last for years)
$2,000 Google AdWords Budget ($400 a month for 5 months –
may last longer)
> 17 Exact-Match Websites (6 hours each @ $300 each)
Total Cost = $42,600
You will notice that about 50% of our hours are going into creating digital presences for you. After this initial six month blitz, the cost goes down significantly for us to maintain and “oil” our model.
It also allows us to reallocate those funds and be even more aggressive in other marketing techniques. We don’t want to just beat the competition, we want to annihilate them!

CUSTOM STRATEGIES
Having Kontor’s Internet Marketing Team by your side is like having an entire Fortune 500 marketing division at your finger tips. We reduce costs by delegating the specific tasks outlined within your marketing plan to our in-house experts who specialize in those fields. Not only will the final product be amazing but it will also be accomplished with ultra-efficiency!
We don’t employ one person to wear 50 different hats – we have 50 experts making sure that everything Kontor touches turns to gold!

SOME OF OUR HIGH-PROFILE CLIENTS
Nuvox Telecommunications
AFLAC
AllState
Stirling Sotheby’s
International Realty
Poffenbaugh Ford
Homes Direct
Commercial Equity Partners
Billiard Technologies

OUR METHODS.
YOUR MESSAGE.

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Sample Marketing Plan

by KennanClark on Apr 24, 2011

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Sample Marketing Plan — Presentation Transcript