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Marketing strategy plan example

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Sample work of using existing website data to analyze future possible business opportunities.

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Marketing strategy plan example

  1. 1. Product Rationalization – Systems Thinking As Platform Our message = “Integrating ST Across All Disciplines” in practical & productive wayOur message = “Integrating ST Across All Disciplines” in practical & productive way Current Focus & Revenue Here Crowded, but keyword support, can act as “sub-platform” On respirator, but low CPC & past success, always in demand
  2. 2. Keywords We “Own” – Rank is #1 When String Is Searched For On Google, Bing, Yahoo… BUT….Rank is not the same as visit traffic…..
  3. 3. Most Visits From Search – Last 12 Months 1. Work Systems Affiliates* 2. Paul Plotczyk* 3. Brainstorming models# 4. Strategic leadership responsibilities# 5. Systems thinking workshop* 6. Key responsibilities of leadership# 7. Difficult performance conversations# 8. Key responsibilities of the leadership role# 9. Performance conversations# 10. Strategy dialogues# *Indicates >5% Visit-Lead # Indicates 0 Leads What is the value to visitors once they find us? Maybe we need to change some recipes?What is the value to visitors once they find us? Maybe we need to change some recipes?
  4. 4. Search Strings That Have Generated Visits Related To “Project” This sample of info can help us form our “niche” in the project management world
  5. 5. Search Strings That Have Generated Visits Related To “Leadership Responsibility” These strings generate 16% of our organic search visits, but ZERO leads
  6. 6. Search Strings That Have Generated Visits Related To “Systems Thinking” 18% of organic search, 3.9% lead conversion rate
  7. 7. Low-Cost Keyword Strings Keyword Cost Per Click organizational project <$0.50 people problems project management <$0.50 project management and systems thinking <$0.50 project management unintended consequences <$0.50 public capital project by key stakeholder facilitation <$0.50 systemic project management <$0.50 systems thinking project management <$0.50 using systems thinking for project management <$0.50 Opportunity to raise WSA ranking with low-cost adwords Keyword Cost Per Click discuss how strategic leadership works <$0.50 key leadership responsibilities <$0.50 key responsibilities of a strategic leader <$0.50 leadership development systems <$0.50 apply systems thinking <$0.50 executive coaching models - systems thinking models <$0.50 systemic approach to complex decision making <$0.50 critical thinking $0.90 decision making $1.07
  8. 8. So What Does It Mean? Clearly, Systems Thinking is driving and converting traffic With rework, our PM offering can be good compliment to technical programs High interest in responsibilities of leader but content needs steroids
  9. 9. What Do We Do With UPSET™?  Repackage  Create positive name/connotation  Rework research  Weave into systems thinking platform value  Remove  Only 4 visits out of 2400 organic search visits last year  Unclear message – clever use of initials but needs explanation  Has negative connotation
  10. 10. Target Audience – Fish In Barrel Government/ Defense Government/ Defense Construction/ Engineering Construction/ Engineering ?????????? •Fortune 500/Technolog y •Manufacturing •Healthcare •Financial Services ?????????? •Fortune 500/Technolog y •Manufacturing •Healthcare •Financial Services 2011 will leverage WSA expertise in these 3 industry groups to attract new clients
  11. 11. Integrate Inbound Strategy Across WSA Facets “Market As You Go”
  12. 12. Cold Calls  Depending on call outcome:  Personal Email Templates  Make aware of LinkedIn Presence  Refer to Blog  Upcoming workshops, webinars or online resources  Auto lead-nurture campaign
  13. 13. Current Communications
  14. 14. Lead Campaigns - Focus
  15. 15. Example of Lead Nurturing Campaign
  16. 16. Client Work  Workshops – suggest following us on LinkedIn, Twitter or via the blog  Consultants actively make LinkedIn connections of participants post-engagement  Ask for specific recommendation on LinkedIn regarding workshop or consulting usefulness
  17. 17. Online Presence  Sharpen website to align with core message  Optimize web site around focused keywords  Target sites to link to-from  Pilot targeted online ads to drive up rankings  Improved success stories that demonstrate results related to our work  More images  Optimize layout for “Digital Natives”
  18. 18. Example: Project Management Description Rewritten In Systems Thinking Platform You Will Learn How To:  Approach project management as a dynamic process, rather than a series of tasks  Approach project management with a systemic mindset that moves beyond task & time planning  Get full endorsement of the project plan from key stakeholders  Uncover factors that influence project outcome but don’t appear on your charter  Create a Project Structure and Conditions to maximize project success  Anticipate unintended consequences of project plan and find leverage points to avoid derailment
  19. 19. Value-Added Content  Create high-value “giveaways”  Narrated PowerPoint  “How-to” videos  Guest bloggers – here and other sites  Interactive webinars
  20. 20. 2011 Top-Line Goal: 3 New Clients Via Inbound  Assume Visit-to-lead & Lead-to-Customer Ratio = 1%  Need 300 leads (25/month)  30,000 visits (2,500/month)  Current Numbers (July - December):  4,462 Visits  Avg = 744  1,129 – Nov  1,349 – Dec  67 Leads  Avg = 11  31 – Nov  8 – Dec
  21. 21. 2011 Goal: Increase Visits To 2,500/month  Break 100 Blog Subscribers – Q2  Post 1 blog per week  Currently have 11 subscribers  Add 100 Referral (Inbound) Links - Q2  Currently have 99  WSA Team - Relay potential sites  Break 50 Twitter Followers – Q1  Currently have 18 (including us)  Content driven  Miscellaneous  Run pilot online ad campaign – Q1  6 Newsletters – 1 every 2 months  Create 3 lead nurturing campaigns – Q1  Sales Tool Kit  White paper download (3, 7, 14 days)  Low Active Campaign (10, 21, 60 days)  Content Upgrades  Post 3 narrated slide shows on web – End Q2  Re-align & optimize all web pages for search engines – End Q2  Add 2 new white papers – 1 per quarter Q1&2  Conduct 1 webinar – End Q3  Update all client-facing material with social media info  All team members on LinkedIn & solicit connections and recommendations - Q1

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