Building a simple effective online marketing plan

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A useful and insightful document highlighting things that should be considered and steps that should be taken in order to put together an effective online marketing plan.

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Building a simple effective online marketing plan

  1. 1. Building a Simple, Effective Online Marketing Plan Chloë Thomas indiumonline 30 th November 2011 indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  2. 2. twitter.com/chloeatindium twitter.com/indiumonline indiumonline.co.uk/blog uk.linkedin.com/in/indiumchloethomas <ul><ul><ul><ul><ul><li>Chlo ё Thomas </li></ul></ul></ul></ul></ul><ul><li>indiumonline services include: </li></ul><ul><li>Email Marketing </li></ul><ul><li>PPC </li></ul><ul><li>SEO </li></ul><ul><li>Affiliate Management </li></ul><ul><li>Social Media </li></ul><ul><li>Online Marketing Planning </li></ul>indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  3. 3. A Marketing Plan <ul><li>Objectives </li></ul><ul><li>Strategy & Tactics </li></ul><ul><li>Implement </li></ul><ul><li>Review & Amend </li></ul>B R A ND I N G indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  4. 4. Onsite Plan Offline Plan Online Plan Objectives indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  5. 5. A Good Plan Must <ul><li>Meet the objectives (drive sales & acquisition) </li></ul><ul><li>Fit with your brand & build brand awareness </li></ul><ul><li>Consider new & existing customers </li></ul><ul><li>Be flexible </li></ul><ul><li>Be comprehensive/multichannel </li></ul>indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  6. 6. <ul><li>Research </li></ul><ul><ul><li>Where are you now? </li></ul></ul>indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  7. 7. Research: Where are you now? <ul><li>How many customers do you have? </li></ul><ul><li>How many order online? </li></ul><ul><li>How do they get to your site? </li></ul><ul><li>Do you have their email address? </li></ul><ul><li>What traffic sources drive the money? </li></ul><ul><li>Where are you on the search engines? </li></ul>indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  8. 8. <ul><li>Google Analytics </li></ul><ul><li>Surveys </li></ul><ul><li>Twitter analytics </li></ul><ul><li>Facebook analytics </li></ul>Research: Where are you now? indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  9. 9. indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium Traffic Orders Value AOV Per Visit Conv Rate Per Visit Cost Email Brand PPC PPC Affs Twitter Facebook
  10. 10. <ul><li>Research </li></ul><ul><ul><li>Where are you now? </li></ul></ul><ul><ul><li>What’s happening in the marketplace? </li></ul></ul><ul><ul><ul><li>Competitors </li></ul></ul></ul><ul><ul><ul><li>Opportunities </li></ul></ul></ul>indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  11. 11. Myriad of Online Tactics indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  12. 12. <ul><li>Research </li></ul><ul><li>What are your objectives? </li></ul><ul><ul><li>AOV </li></ul></ul><ul><ul><li>Conversion Rate </li></ul></ul><ul><ul><li>Traffic Volumes </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li># of Orders </li></ul></ul>indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium <ul><ul><li>Margin </li></ul></ul><ul><ul><li>Per Visit Value </li></ul></ul><ul><ul><li>New Customers </li></ul></ul><ul><ul><li>List Size </li></ul></ul>
  13. 13. <ul><li>Research </li></ul><ul><li>What are your objectives? </li></ul><ul><li>Where does continuity & natural growth take you? </li></ul><ul><li>How are you going to fill the gap? </li></ul>indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  14. 14. indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  15. 15. <ul><li>Research </li></ul><ul><li>What are your objectives? </li></ul><ul><li>Where does continuity & natural growth take you? </li></ul><ul><li>How are you going to fill the gap? </li></ul><ul><ul><li>Do more of the existing activity </li></ul></ul><ul><ul><li>Test new areas </li></ul></ul>indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  16. 16. 2012 Opportunities Hitlist <ul><li>Email – great ROI, no-brainer. Blast & automated </li></ul><ul><li>Brand PPC – insurance, low cost, no brainer </li></ul><ul><li>PPC – works for some, not for others </li></ul><ul><li>if your margin’s under 30% you may struggle </li></ul><ul><li>Yahoo/Bing PPC – merger? If Google works for you – use it </li></ul><ul><li>Affiliates – attribution – beware. But very powerful </li></ul><ul><li>Google Base – no brainer </li></ul><ul><li>Remarketing – test it on Google. Complex set up </li></ul><ul><li>Social Media – slow pay-back, but huge. (+ SEO) </li></ul><ul><li>SEO – check your keywords </li></ul><ul><li>Ad networks – next step on from PPC & remarketing </li></ul>indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  17. 17. <ul><li>Research </li></ul><ul><li>What are your objectives? </li></ul><ul><li>Where does continuity & natural growth take you? </li></ul><ul><li>How are you going to fill the gap? </li></ul><ul><li>Create your plan </li></ul><ul><ul><li>Calendar of activity </li></ul></ul><ul><ul><li>Financial plan </li></ul></ul><ul><ul><li>Written guide (optional) </li></ul></ul>indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  18. 18. indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  19. 19. indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium
  20. 20. <ul><li>Research </li></ul><ul><li>What are your objectives? </li></ul><ul><li>Where does continuity & natural growth take you? </li></ul><ul><li>How are you going to fill the gap? </li></ul><ul><li>Create your plan </li></ul><ul><li>Launch, monitor, amend </li></ul>indiumonline.co.uk 01865 980 630 [email_address]
  21. 21. twitter.com/chloeatindium twitter.com/indiumonline indiumonline.co.uk/blog uk.linkedin.com/in/indiumchloethomas <ul><ul><ul><ul><ul><li>Chlo ё Thomas </li></ul></ul></ul></ul></ul><ul><li>indiumonline services include: </li></ul><ul><li>Email Marketing </li></ul><ul><li>PPC </li></ul><ul><li>SEO </li></ul><ul><li>Affiliate Management </li></ul><ul><li>Social Media </li></ul><ul><li>Online Marketing Planning </li></ul>indiumonline.co.uk 01865 980 630 [email_address] Connect on @chloeatindium

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