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1. MARKETING PLAN
NOVEMBER 2018

2. INTRODUCTION
MARKETING MISSION:
End state:
Mission statement:

3. CONTENTSMarketing Objectives/ KPIs
SWOT Analysis
Marketing Funnel
Marketing Flow
Lead Capture Flow
Inbound Marketing Activities
Outbound Marketing Activities
Our Customers
Competitor Research
Reporting
Web Development
Content
Campaign Guidelines
Social Media
Ad Budget
SEO/ Keywords
ALT Tags
Marketing Toolkit

4. MARKETING OBJECTIVES/KPI’S
Objectives KPIs

5. MARKETING SWOT ANALYSIS
• STRENGTHS
• WEAKNESSES
• OPPORTUNITIES
• THREATS

6. MARKETINGFUNNEL
INBOUND OUTBOUND

7. MARKETING FLOW
1 2
3456
7
7 TOUCHES
OUR MARKETING FLOW WILL BE FOLLOWED FOR EACH NEW LEAD by RESPONSIBLE DEPARTMENT
Week 1 Week 1 Week 1 Week 2
Week 3Week 4Week 5Week 6
Week 7

8. LEADCAPTUREFLOW

9. Key:
Increasing
SALES
BRAND
BOTH
Inbound
marketing
activities

10. Key:
Increasing
SALES
BRAND
BOTH
Outbound
marketing
activities

11. OURCUSTOMERS PERSONA 1:
Occupation:
Lifestyle
Age:
Gender:
Location:
Converting this customer:
Tips:

12. OURCUSTOMERS PERSONA 2:
Occupation:
Lifestyle
Age:
Gender:
Location:
Converting this customer:
Tips:

13. OURCUSTOMERS PERSONA 3:
Occupation:
Lifestyle
Age:
Gender:
Location:
Converting this customer:
Tips:

14. Our competitors exist in a multitude of areas. We have identified 5 competitors for each of our
arms.
Business Area:
1.
2.
3.
4.
5.
COMPETITORS
Business Area:
1.
2.
3.
4.
5.
Business Area:
1.
2.
3.
4.
5.
Business Area:
1.
2.
3.
4.
5.

15. MARKETINGREPORT
INSERT A COPY OF YOUR MARKETING REPORT

16. WEBSITE DEVELOPMENT
Layout Format
ADD YOUR WEB DEVELOPMENTS TO THIS
PAGE

17. CONTENTSOURCES
WHERE DOES YOUR CONTENT COME FROM/ WHAT
FORM DOES IT TAKE?

18. CAMPAIGN GUIDELINES
GUIDELINES FOR YOUR CAMPAIGNS

19. SOCIAL MEDIA
Format
Facebook
Instagram
Twitter
Google Plus
Linkedin
GUIDELINES FOR SOCIAL MEDIA
POSTING

20. AD BUDGET
Ad Budget (per day) Total (month) Impressions/ Clicks
Google Ad-keywords
Campaign ads
Membership ads
Document ads

21. SEO/KEYWORDS PAGE TITLE
Keyword
Page title
Heading 1
Heading 2
Heading 3
Heading 4
Each webpage must have a
keyword which shapes SEO for
that page including:
Relevant Title
H1- H4 tags correctly defined
Image ALT Tags correctly
formatted
PAGE TITLE
Keyword
Page title
Heading 1
Heading 2
Heading 3
Heading 4
PAGE TITLE
Keyword
Page title
Heading 1
Heading 2
Heading 3
Heading 4
PAGE TITLE
Keyword
Page title
Heading 1
Heading 2
Heading 3
Heading 4
PAGE TITLE
Keyword
Page title
Heading 1
Heading 2
Heading 3
Heading 4

22. AWOLALTTAGS
Page Image Title ALT Tag
Keywords/ Phrases
Web page Phrase
Image ALT Tags

23. MARKETING TOOL KIT
We use the following tools to analyse our website and SEO:
https://adresults.com/
There are a number of useful tools, focus being:
• ALT tags checker – Checks ALT tags on images
• Keyword density checker – Checks the frequency of keywords on web page
• Website Speed Test Tool- Checks the speed of the site (faster sites are given preferential treatment from
search engines)
• Heading tag checker- Checks heading tag hierarchy on site
Google Tag Manager- Runs our tracking scripts
Google Analytics – Analyses web traffic in various forms
Google Adwords- We place our ads here
Google Data Studio- We process our analytics reports here

24. MARKETING PLAN
NOVEMBER 2018