1. DIGITAL MARKETING STRATEGY
AND PLAN

2. OVERVIEW
 With the different methods of marketing ,
diverse audiences and ways to market to
them, an online campaign in a way needs
more planning and better oversight than
more traditional campaigns

3. OUR TARGET AUDIENCE
 Age : 20 – 70
 Professionals
 Entrepreneurs
 Male/Female
 Students
 Fathers/Mothers
 Business owners

4. STRATEGY
•Define our customers
•Define our objectives
•Design/Create Content
•Create a Messaging/content Calendar
•Define Our Measurements
•Execute Our Plan

5. READ EXISTING COMMUNICATION
 Look at sales and tech support emails,
blog/website queries and phone queries to
see what questions are being asked by
SMEARENA previous users.
 Since is a new platform in Nigeria, look at
what people are asking of other such
platforms publicly on forums, Twitter,
Facebook,instagram etc
 Tool: Google Adplanner & Google Alerts

6. OUR OBJECTIVES FOR SME
ARENA Create awareness for website/portal - Increase traffic
to smearena website and create awareness
 Increase smearena website ranking on Google for
certain phrases e.g shop online in Nigeria
 Make more people to sign up to sale their products
and services on smearena.com.ng
 Increase the search keywords for smearena
 Get more back links & referrals to sme arena website
 Get more products uploaded & communications
with products page owners
 Get more/increase fans on smearena Facebook –
Twitter & Instagram handles

7. CONTENT CREATION FOR
SMEARENA
 What do we want to get out of the smearena
campaign?
 What is the endgame regarding this
campaign ?
 When and what to send out/post daily both
online
 Create a campaign theme monthly
 Get Reactions – Ask for reactions to the
campaign so it can be measured

8. COMMUNICATION CALENDAR
 This will assist us in making plans for the
campaign and keeping to time and current
events - Current News – Affairs – holidays –
celebrations – anniversaries etc
 List Upcoming events in the next few days –
weeks and Months to aid smearena campaign
 Measure results – Effect of campaigns days,
weeks and Months

9. CAMPAIGN MEASUREMENT
 Measuring smearena campaign before , during
and after campaign to make sure any growth is
due to the campaign (what channel ) and hasn’t
just been growing anyway without the campaign
 Use Google Analytics and Google Webmaster
tools will tell where traffics are coming from,
keywords used , search terms engine
 Facebook Insights ,Twitter analytics – Alexa
Ranking

10. EXECUTION OF SMEARENA CAMPAIGN
 Using Messaging Calendar and
Content Plan to achieve our
Objectives

11. NETWEORK AND DEVICE
 This campaign will have to cover all available
devices

12. SMEARENA CAMPAIGN TACTICS
 Google Search (adwords)
 Google Display (adwords)
 Google Mobile Apps (adwords)
 Email Marketing
 Instagram Video/post ad
 Facebook Post Boost/page ad
 Direct Banner Buy
 Youtube Video Ad slot

13. ADVERT CHANNELS
 Google Search - Adwords
 This targets consumers searching for
products or services through a search bar.
Most are looking for a specific product or
services. This is where our products or
services keywords comes into play.
 Employ Pop-Up Ads and remarketing
techniques with Adroll and facebook
remarketing in order to be in “the faces” of
previous site visitors

14. GOOGLE DISPLAY - Awareness
 The Google Display Network is a group of
more than a million websites that have
partnered with Google. These sites include
Google’s own sites like YouTube, Google
Finance and Gmail as well as millions of
partner sites including shopping sites, news
sites, blogs and forums in Nigeria e.g
Bellanaija,Linda ikeja,punch news,pulse
,naij,naijapals,informationnigeria etc

15. Email Marketing–Newsletter
 Send Periodic Newsletters to already existing
database or a new database targeting specific
members of our desired audience/market
 Etisalat customers Email database
 Employ online platform like
constantcontact.com to send Newsletters

16. SOCIAL MEDIA MARKETING
 Booste Social Media platforms (Facebook,
YouTube, Twitter and Instagram) – Create
#hashtag for twitter and instagram
promotions
 Create unique content around niche for social
Media promotion – using images/banners of
products with discount prices
 Boost/promote/Sponsor particular Facebook
post/content for more specific audiences and
target markets
 Encourage proper engagement on various
social media platforms using online contests

17. SOCIAL MEDIA INFLUENCERS
MARKETING
 Social Media Influencer Marketing:
 Utilise celebrities, actors and online
celebrities who have high number of social
media followers from 5k followers upward for
marketing of smearena portal
 Identifying social media online shopping
gurus, influencers in Nigeria to tag , share
,like post during smearana campaign

18. ONLINE BANNER ADVERTISING
 Utilise high Nigeria ranking websites & Blogs.
we suggest utilising high-ranking sites visited
by lots of men and women within the same
niche industry, can get them from konga
merchant list.
 Utilise other high ranking sites: Bellanaija
,Linda Ikeji - Pulse.ng , Naij , Punch,
sunnewsonline ,naijapals , jiji etc

19. WEBSITE Search Engine
Optimization
 Create 10 keywords around online shopping
in Nigeria
 Improve already existing SEO for present
website. Optimise website’s page contents
for optimum search engine ranking.
 Create unique content around niche using a
blog(included within the site) as bait in order
to push traffic towards the brand smearena

20. YOUTUBE VIDEO & Text MARKETING
 85% online users now appreciate videos since
Facebook and twitter now as automatic video
activation on timeline
 Create a clean HD video for smearena and
promote on Facebook, twitter , Instagram
and Youtube
 Also run a text banner ad on Youtube side by
side with the video ads

21. Google Mobile APPS
MARKETING You can reach a growing audience of people
using mobile phones and tablets by showing
your smearena ads in apps.
 Google will match smearena ad to apps
through the Display Network, or target
particular app categories e.g Electronics,
fashion, home ware etc.
 The performance can also be tracked

22. Time Messages/post/campaigns Right
 Users are most likely to respond to messages
during late afternoons or evenings.
Weekends and holidays are also a good time
to target them with special smearena
discounts/offers through posts on
instagram ,twitter ,facebook etc.

23. COSTING & BUDGET FOR
SMEARENA CAMPAIGN
 WORKING ON IT, I WILL SEND IT IN AN
EXCEL SHEET