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Strategic Marketing Plan
CLIENT NAME
Table of Contents
Traffic and Leads Calculator
Key Performance Indicators
Buyer Persona Analysis
Competitor Analysis
SWOT ...
Traffic and Leads Calculator
1. Determine current and new monthly revenue goal.
2. Determine the percentage of revenue nee...
Key Performance Indicators
Lifecycle Stage and Goals SMART Objectives Strategies to Achieve Goals Key Performance Indicato...
Buyer Persona Analysis
What business
conditions trigger
this buyer’s
decision to look
for our product or
service?
Priority...
Competitor Analysis
Company Marketing
Grade
Indexed
Pages
Facebook
Fans
Twitter
Followers
Klout Score Content
Inventory
SWOT Analysis
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
Keyword Strategy
Broad Longtail Search Volume Competition Suggested Bid
Content Strategy
PERSONA LIFECYCLE STAGE
Persona Name Awareness
They have realized and expressed
symptoms of a problem or ...
Content Plan
Content Type Subject/Title Persona Month/
Week
Month/
Week
Month/
Week
Month/
Week
Month/
Week
Month/
Week
Lo...
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Strategic Marketing Plan Template

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Want to know what you can expect working with KeelySaye.com? The first step in any project undertaking is to develop a Strategic Marketing Plan. It begins with setting realistic goals for website traffic and lead generation, and it outlines key performance indicators that will be measured throughout the engagement to monitor whether or not we are reaching our set goals. Analyses on buyer personas, competition and SWOT are completed in the marketing planning process which help drive the keyword and content strategies. Finally, a content plan outlines a publishing schedule for all content to be developed and distributed throughout the engagement.

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Strategic Marketing Plan Template

  1. 1. Strategic Marketing Plan CLIENT NAME
  2. 2. Table of Contents Traffic and Leads Calculator Key Performance Indicators Buyer Persona Analysis Competitor Analysis SWOT Analysis Keyword Strategy Content Strategy Content Plan
  3. 3. Traffic and Leads Calculator 1. Determine current and new monthly revenue goal. 2. Determine the percentage of revenue needed from inbound marketing. 3. Determine the average monthly revenue per client. 4. Calculate the number of new clients needed to reach new revenue goal. 5. Calculate the number of monthly leads needed to reach new revenue goal. Average Lead-to-Customer rate needed for benchmarking or estimating. 6. Calculate monthly website traffic needed to generate number of leads. Average Visitor-to-Lead rate needed for benchmarking or estimating.
  4. 4. Key Performance Indicators Lifecycle Stage and Goals SMART Objectives Strategies to Achieve Goals Key Performance Indicators Awareness Increase traffic to website and social media channels. Increase monthly visits to website by x%. Increase social media reach and engagement by x%. Launch SEM and Social PPC campaigns. Implement SEO strategy. Increase frequency of posts and launch Social PPC campaigns. Monthly website visitors. Organic visitors. Social media followers and engagement analytics. Consideration Increase lead conversions on website. Generate x monthly leads from long-form content downloads. Publish and promote MOFU content. Add CTAs to website and blogs. Number of leads generated. Comparison Launch lead nurturing strategy. Increase lead conversion rate to x%. Launch lead conversion email campaign. Open, click-throughs, and conversion rates. Purchase Increase conversion rates from leads to sales. Increase lead-to-customer rate to x%. Create more BOFU content offers (i.e. case studies, testimonials, explainer videos) Leverage technology to improve personalization for returning leads. Closed loop sales reporting.
  5. 5. Buyer Persona Analysis What business conditions trigger this buyer’s decision to look for our product or service? Priority Initiative Success Factors Perceived Barriers Decision Criteria Buyer’s Journey What results or outcomes does this persona expect from our product or service? What attitudes or concerns prevent this buyer from purchasing our product or service? What features of our product or service does this persona evaluate when comparing alternatives? What steps does this persona go through to make a decision and is anyone else involved?
  6. 6. Competitor Analysis Company Marketing Grade Indexed Pages Facebook Fans Twitter Followers Klout Score Content Inventory
  7. 7. SWOT Analysis STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
  8. 8. Keyword Strategy Broad Longtail Search Volume Competition Suggested Bid
  9. 9. Content Strategy PERSONA LIFECYCLE STAGE Persona Name Awareness They have realized and expressed symptoms of a problem or opportunity. Consideration They have clearly defined and given a name to their problem or opportunity. Decision They have defined their solution strategy or approach. Problem or opportunity this persona needs help with. Top of the Funnel Blog content ideas Middle of the Funnel Compelling Content Ideas Conversion Opportunities Landing Pages Bottom of the Funnel Conversion Opportunities
  10. 10. Content Plan Content Type Subject/Title Persona Month/ Week Month/ Week Month/ Week Month/ Week Month/ Week Month/ Week Long Form Content Blog Video Slideshare

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