Internet Marketing Campaign                Development#InternetMarketing   @AngelaBelford
Competitive Analysis • Decide 3 appropriate competitors • Make a spreadsheet of comparison      – Website      – FaceBook ...
Branding • Who are you? • What do you do? • Why does it matter?#InternetMarketing    @AngelaBelford
Brand Storytelling                     Facts tell, stories sell - DUH#InternetMarketing              @AngelaBelford
Target Market • Target market should be described in   demographic terms      – Gender      – Age      – Stage of Life (wi...
Persona Development Personas describe your target market as fictional   people Persona stories refer to the pain points th...
Goals • Why are you doing an internet marketing   plan?      – Generate leads      – Increase sales      – Improve top of ...
Bottom line goal      Increase revenue and increase conversions#InternetMarketing        @AngelaBelford
Content Plan Having a cohesive message across a number of  channels can really boost the message and  help maintain top of...
Creativity Required • Content needs to add value      – Educate      – Entertain      – Add personality to your brand#Inte...
Monthly Themes There are 12 months in the year, each of them   needs to address a pain point for our persona   (duplicates...
SEO – Search Engine Optimization • All content has 2 audiences      – Humans      – Internet robots – called spiders#Inter...
Measurement Tools • FaceBook Insights • Google Analytics#InternetMarketing         @AngelaBelford
Internet marketing KPIs• Total visitors to website• Total new visitors to website• Most popular website landing pages (the...
Google Analytics – Visitors Flow
Social Visitors Flow
FaceBook Insights
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Internet marketing campaign development

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Internet marketing campaign development

  1. 1. Internet Marketing Campaign Development#InternetMarketing @AngelaBelford
  2. 2. Competitive Analysis • Decide 3 appropriate competitors • Make a spreadsheet of comparison – Website – FaceBook – Twitter – YouTube#InternetMarketing @AngelaBelford
  3. 3. Branding • Who are you? • What do you do? • Why does it matter?#InternetMarketing @AngelaBelford
  4. 4. Brand Storytelling Facts tell, stories sell - DUH#InternetMarketing @AngelaBelford
  5. 5. Target Market • Target market should be described in demographic terms – Gender – Age – Stage of Life (with or without children, retired, recent graduate) – Profession – Income – Other identifiers (homeowner, unemployed)#InternetMarketing @AngelaBelford
  6. 6. Persona Development Personas describe your target market as fictional people Persona stories refer to the pain points that can be addressed by the products or services#InternetMarketing @AngelaBelford
  7. 7. Goals • Why are you doing an internet marketing plan? – Generate leads – Increase sales – Improve top of mind awareness – Increase traffic to website – Increase social media engagement#InternetMarketing @AngelaBelford
  8. 8. Bottom line goal Increase revenue and increase conversions#InternetMarketing @AngelaBelford
  9. 9. Content Plan Having a cohesive message across a number of channels can really boost the message and help maintain top of mind awareness#InternetMarketing @AngelaBelford
  10. 10. Creativity Required • Content needs to add value – Educate – Entertain – Add personality to your brand#InternetMarketing @AngelaBelford
  11. 11. Monthly Themes There are 12 months in the year, each of them needs to address a pain point for our persona (duplicates allowed)#InternetMarketing @AngelaBelford
  12. 12. SEO – Search Engine Optimization • All content has 2 audiences – Humans – Internet robots – called spiders#InternetMarketing @AngelaBelford
  13. 13. Measurement Tools • FaceBook Insights • Google Analytics#InternetMarketing @AngelaBelford
  14. 14. Internet marketing KPIs• Total visitors to website• Total new visitors to website• Most popular website landing pages (the first page the visitors come to)• Number of new leads• Source of visitors, particularly new visitors, to website (where did they come from?)• Return on Investment (ROI)• Gross sales
  15. 15. Google Analytics – Visitors Flow
  16. 16. Social Visitors Flow
  17. 17. FaceBook Insights

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