100 day digital marketing plan

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Everything you need to know to build out a sophisticated, robust, and customer-centric digital marketing plan. This will be particularly effective for larger businesses with existing digital assets, but the lessons here can be applied broadly.

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100 day digital marketing plan

  1. 1. 100  Day  Digital   Marke/ng  Plan  
  2. 2. 100  Day  Digital  Marke/ng  Plan   DOING  OUR  HOMEWORK  UP  FRONT  WILL  MEAN  A  BETTER  RETURN  ON  INVESTMENT  LATER     1   Understand   2   Plan   3   Build   4   Execute   6-­‐8  weeks   4-­‐6  weeks   4-­‐8  weeks   con/nuous   Itera/ve  
  3. 3. Understand:  Weeks  1  -­‐  8   1.1  UNDERSTAND  THE  COMPANY  AND  ITS  EXISTING  DIGITAL   LANDSCAPE  (two  weeks)   Where  are  we  now   •  What  specific  business  goals   are  we  hoping  digital  can  solve   •  What  are  our  exis/ng  assets   and  how  are  they  performing   (make  stop/con/nue  decisions   on  each)   •  What’s  been  tried  before,  and   what  lessons  can  we  take   away  from  those  efforts   •  What  ini/a/ves  are  already  in   flight  (make  stop/con/nue   decisions  on  each)  
  4. 4. 1.2  UNDERSTAND  THE  CUSTOMER  (six  weeks)   What  do  they  want   •  Who  are  our  current  and   poten/al  customers  in  all   business  lines   •  What  problems  are  we  solving   for  each,  and  how  does  that   differen/ate  us  from  their   other  op/ons—subscribe  to   blogs,  join  forums,  abend   events   •  How  are  we  solving  those   problems  in  a  differen/ated   and  defensible  way,  and  with   which  products   Understand:  Weeks  1  -­‐  8  
  5. 5. 1.3  UNDERSTAND  OUR  COMMUNICATION  STRATEGY  &  STYLE  (one  week)   How  should  we  communicate   •  How  do  we  want  to  priori/se   the  communica/on  of  and  sale   of  our  products?   •  Based  on  customer  insights,   what’s  the  best  way,  the  right   /me,  and  the  most  effec/ve   medium  to  deliver  our   message   •  What  are  our  op/ons  for   delivering  that  message   (owned,  earned  &  paid)   •  What  are  the  explicit  goals  of   our  communica/ons   (engagement,  traffic,  trust,   awareness,  acquisi/on)   Understand:  Weeks  1  -­‐  8  
  6. 6. Plan:  Weeks  6-­‐12     2.1  Priori/se  the  omnichannel  customer  journey  (two  weeks)   Reaching  customers   •  Which  channels  /e  into  which   stage   •  How  do  customers  interact   with  the  channel/touch  point   •  Hypothesise  which  stages  are   most  important  and  focus   there  first   •  How  can  we  add  value  by   solving  problems  they  face   •  How  do  we  insert  ourselves   into  the  journey  
  7. 7. 2.2  Channel  enhancement  and  development  (three  weeks)   Increasing  capabili/es   •  Priori/se  channels  based  on   customer  journey,  business   needs  and  effort/resource   required   •  Iden/fy  desired  end  state   rela/ve  to  current  state   •  Iden/fy  and  engage  resources   needed   •  Develop  channel  development   roadmap   Plan:  Weeks  6-­‐12    
  8. 8. 2.3  Mul/channel  digital  marke/ng  communica/on  plan  (one  week)   Reaching  customers   •  Priori/se  channels  across   owned/paid/earned   •  Monthly,  weekly,  and  daily   plan  for  how  and  what  to   communicate  in  each  channel   •  What  should/can  we   outsource   •  Each  communica/on  /ed  to  a   specific  goal  (brand   awareness,  site  traffic,  trust,   acquisi/on)   Plan:  Weeks  6-­‐12    
  9. 9. 2.4  Make  sure  we  have  the  right  tools  for  the  job  (four  weeks)   Working  smarter   •  Channel  management   •  Social  listening  &   engagement   •  Content  management   •  CRM/email  marke/ng   •  Metrics  &  analy/cs   •  Compe/tor  and  opportunity   analysis   •  Digital  innova/on  resources   Plan:  Weeks  6-­‐12    
  10. 10. 2.5  Who  influences  our  customers  &  how  can  we  reach  them  (one  week)   Iden/fy  &  engage   •  Journalists   •  Bloggers   •  Twiber  influencers   •  IFA  networks  and  forums   Plan:  Weeks  6-­‐12    
  11. 11. Build  (weeks  14-­‐20)  &  Execute  (con/nuous)   3.1  Deliver  on  the  plan  (con/nuous)   Influenced  &  defined  by   •  Channel  priori/sa/on   •  Product  roadmap   •  Marke/ng  comms  plan   •  Internal  infrastructure   requirements   •  Influencers  outreach  matrix   •  Constantly  tes/ng,  itera/ng,   and  improving  based  on   customer  feedback,  changing   business  needs,  and  digital   trends  

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