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Digital Marketing Plan

This is a basic guide on what to look at when developing a Digital Marketing Plan.

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DIGITAL MARKETING
PLAN
SMART OBJECTIVES
1
Opportunity
2 Strategy
3 Action
SMART objectives
Activities to optimize
Defined deliverables
RACE PLANNING
Plan
Reach
Act
Convert
Engage
STEP 1 - PLAN
Create a digital marketing strategy
PLAN
 1. Review digital marketing capabilities .
- (Target Market)
 2. Review performance using KPI’s
- Determine KPI’s for the company (Profit, ROI, Customer
Satisfaction Index, Customer Engagement, Customer
Complaints, Click-through rate, Social Network Footprint)
 3. Summarize customer insight.
 4. Audit brand and benchmark competitors.
- Where do you stand?
 5. Review Company Outreach
- What methods of Digital Marketing do you want to utilize?
 6. Define Objectives
- What are your marketing goals?
4Ps (STRATEGY)
Product Price
Promotion Place
Ad

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Digital Marketing Plan

  • 2. SMART OBJECTIVES 1 Opportunity 2 Strategy 3 Action SMART objectives Activities to optimize Defined deliverables
  • 4. STEP 1 - PLAN Create a digital marketing strategy
  • 5. PLAN  1. Review digital marketing capabilities . - (Target Market)  2. Review performance using KPI’s - Determine KPI’s for the company (Profit, ROI, Customer Satisfaction Index, Customer Engagement, Customer Complaints, Click-through rate, Social Network Footprint)  3. Summarize customer insight.  4. Audit brand and benchmark competitors. - Where do you stand?  5. Review Company Outreach - What methods of Digital Marketing do you want to utilize?  6. Define Objectives - What are your marketing goals?
  • 7. 4 Ps EXPLAINED  Product  Is your product competitive?  What gives your brand the edge over your competitors?  Price  Is your price competitive?  What can you do to ensure your prices remain competitive?  Promotion  What are you doing to promote the brand?  How can you improve your promotion of the brand?  Place  Where do you want to advertise the brand?  What budget do you need to set to do so?
  • 8. ACTION Reach • Build your audience by integrating paid, owned, and earned media Act • Using content marketing and persuasion to prompt brand interaction and leads Convert • Use conversion rate optimization to boost online/offline sales Engage • Develop customer loyalty and repeat sales
  • 9. STEP 2 - REACH Grow your audience online
  • 10. BUYER STAGE: EXPLORATION • Search Engines, Social Networks, Publishers, Blogs  Publish and promote your content, encourage and allow sharing, network, promote your brand.  Key measures:  Unique Visitors  Value Per visit  Followers/Customers  Build awareness of brand on other websites with planned campaigns to create multiple interactions using different media and social networking outlets. (paid/unpaid)
  • 11. DEFINE ONLINE AUDIENCE POTENTIAL • Set realistic targets for building traffic, awareness, and social media followers. • Reaching the Audience  Linkedin (Update with new information monthly)  Facebook (4-1-1: For every promotion driven post create four new product or brand posts and one refurbished content post)  Twitter (3-1: Daily updates on promotions, For every 3 tweets of promotion 1 tweet should be of brand content)  YouTube (Promote YT videos frequently on other Social Sites)  Blog (Weekly Posts about products, promotions etc)  Press Releases (Every 4-6 weeks create a press release about new company information)  Monthly newsletters to current clients to keep them updated on current promotions and product changes.
  • 12. OPTIMIZE YOUR DIGITAL COMMUNICATIONS • Optimize content marketing to support key digital communications for the business.  Set Marketing Budget for Paid Advertisements  PR and SEO  Optimize Google AdWords Searches  Review opportunities for Display Advertising  Social Media Marketing Optimization  Facebook Ads  Instagram Ads  Google Ads  Linkedin Marketing
  • 13. STEP 3 - ACT Encourage brand interactions and pursue leads
  • 14. INCREASING INTERACTIONS • Website, Blog, and Social Media  Be worth finding via clear customer journeys and a relevant content hub that is useful and can create leads.  Key Measures  Leads/Lead Conversion Rate  Time on Site (Click-through rate)  Shares/Comments/Likes  Have content that persuades visitors or prospects to take the step from lead to paying client when they are engaged on your website or social media page.
  • 15. IDENTIFY BEST OPTIONS TO INCREASE LEAD CONVERSION • Use analytics and feedback tools to determined click- through rates.  How can you increase click-through rates? • Review social media and mobile marketing platform engagement.  Once a week check social media and other platforms engagement levels. See where you are struggling and design plans to increase their click-through rates. • Define goals, events and dashboards for measuring customer interaction.  Stay on top of customer interaction. Send thank you notes and reply to all negative comments or posts in a timely manner.
  • 16. PRIORITIZE CONTENT MARKETING AND CUSTOMER JOURNEYS • Define Target Market  Market Demographics  Does your market change per product or is it a generalized market demographic? • Define content marketing plan  What content do you want to share with the public?  Create a plan of what to post and when including timelines and posting outlines • Create a website and improvement plan including lead profiling  Does your website accurately represent your demographics usage?  Does your target demographic have a way to find your product without going directly to your website? (blogs, social media, etc.)
  • 17. MANAGE CONTENT MARKETING AND LEAD GENERATION • Create campaign plans, editorial calendars and outreach plans • Create content assets including video marketing, social media outreach, and blog posts • Improve landing pages and site page templates to lead customers to important information quickly. • Personalize the online experience to match the online usage of your target demographic.
  • 18. STEP 4 - CONVERT Increase sales through CRO
  • 19. INCREASING CONVERSION • E-commerce process, product, price and promotion • Capitalize on marketing  Investment using Conversion Rate Optimization (CRO), marketing automation and remarketing to ensure content relevance which will drive conversion. • Key Measures  Sales (on/offline)  Revenue/Profit  Average Order Value • CRO involves the conversion from lead to sale. Make sure to get the audience to the next step to turn them into paying customers. Then ensure their experience is such that they become return investors who spread word about your product to people they know.
  • 20. REVIEW FOCUS TO INCREASE CONVERSION TO SALE • Create and review site conversion and paths to purchase (online/offline) and quantify targets for KPI review • Review multichannel interactions to increase revenue per visit • Review analytics and customer feedback
  • 21. CREATE AND APPROACH FOR CONVERSION RATE OPTIMIZATION • Define online CRO approaches  What do you need to do to have convert into clients? • Define how key online communications drive sales  Look at all marketing strategies (SEO, email, social, mobile, PR) are being used to drive sales.  Is there any area that is lacking and could use some boost to help with the CRO rates? • Define offline integrations paths to purchase  Do you have effective ways of offline purchase?  What are your plans to convert the offline buyers into clients?
  • 22. MANAGE CONTINUOUS IMPROVEMENT OF CONVERSION • Implement CRO through test plan for AB and multivariate site tests and experiments  Use different techniques of marketing to find what type works best for your target demographic. These techniques will help to drive CRO. • Implement lead retargeting programs using site personalization, and behavioral email programs  Do you need a referral program? If so, does the client get a percent off or incentive to refer clients to your brand?  Do you include discount codes or contests for following your company on specific social media accounts? • Optimize Research Online Purchase Offline(ROPO) Behavior  Is your information optimized in such a way that an ROPO customer can place an order with a customer service agent without having to do so online?
  • 23. STEP 5 - ENGAGE Build customer loyalty and advocay
  • 24. IMPROVING CUSTOMER ENGAGEMENT • Thrilled customers are the key to social media marketing, social proof, repeat sales, and referrals. • This long term engagement is to help build CRO through clients who are active on your social media. Don’t forget to build advocacy or recommendations through word-of- mouth. • Key Measures  Repeat Purchases (Lifetime Customers)  Satisfaction and Loyalty  Advocacy
  • 25. REVIEW POTENTIAL TO INCREASE CUSTOMER ACTIVITY LEVELS • Review customer loyalty using RFM (Recency, Frequency, Monetary)  How recently did the client convert?  How frequent do they order?  How much do they spend? • Use this data to quantify the revenue potential which can help increase your profit and ROI. • Review all customer satisfaction drivers  Deal with any angry and negative customers quickly to avoid damage to brand or company reputation  Be active in social media comments and reply to everyone • Review effectiveness of customer communications  Does your current form of customer communication work? If not, how can you improve your communication in the future?
  • 26. DEFINEA PLAN TO IMPROVE CUSTOMER RETENTION AND ENGAGEMENT • Create a customer engagement plan • Create online personalization and merchandising plan for revenue  Birthday promotions, referral promotions, social media contests • Create customer contact plans  Email marketing  Social Media marketing  Offline marketing
  • 27. IMPLEMENT ONLINE CUSTOMER COMMUNICATIONS PLAN • Implement or refine personalization rules on desktop and mobile devices  Can the client tailor their buying expirence to what they feel comfortable with? (ROPO, Mobile purchasing) • Customer onboarding including even-triggered- personalization emails and newsletters  Can the customer request specific notifications from the company such as sales, promotions etc.? Or do all customers receive the same information? • Mange social media and email campaigns for customer engagement and advocacy  Make sure to follow your social media timeline  Engage customers through various social media platforms