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Digital Marketing Plan Slides

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Slides from the Digetal Academy Digital Marketing Plan workshop by Andy Harrison and Phil Oakley

Published in: Marketing

Digital Marketing Plan Slides

  1. 1. Digital Marketing Plan
  2. 2. For more information see: www.outserveweb.co.uk/academy
  3. 3. Digital Marketing Toolbox
  4. 4. 2015
  5. 5. What is Digital Marketing? Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers
  6. 6. 1. Targeted 2. Measurable 3. Converts leads into customers
  7. 7. Examples of Digital Marketing
  8. 8. Examples Digital Marketing Blog Microblogging Images Photos Video Music Audio Podcasts Social Networking Geo-location Instant Messaging Live streaming Life casting Webinars Forums/Discussions Review Sites Social Bookmarks Scrapbooking Websites Search Engines Pay per click Ads Pay Per Impression Ads Display/Banner ads Affiliate Marketing Social ads Mobile apps Mobile games Search Engine Optimisation eBook PDF White Paper Slides/Presentation Virtual Worlds Virtual Reality Augmented Reality Internet of Things 3D Printing
  9. 9. Channels 1. Affiliate marketing 2. Display Marketing 3. Email Marketing 4. Search Marketing 5. Social Media 6. Social Networking
  10. 10. Plan Market Goals Action Content Results
  11. 11. Market Target Audience Persona Competitor Analysis (Listening Tools)
  12. 12. Personas
  13. 13. Name Paul Accountant Age:48 Status: Married Income: £65,000 Education: Degree and ACA Drives: Mercedes Lives: Burton on Trent Interests: Photography, exercise Social Platforms engagement Linkedin 8/10 for business Twitter 7/10 for business Facebook 6/10 for personal Own Blog 8/10 Key Points of Interest Time poor Wants to be see as an expert in his field Wants to retire What content are they interested? Accounting facts and figures Accounting technology Tax information Social Type Conversationalist/Creator Concerns Profitability Client attraction and retention New trends Mobile usage Significant usage of mobile and tablet Android user - Samsung Galaxy Usage includes email and social media
  14. 14. Name: Age: Status Income: Education: Drives: Lives: Interests: Social Platforms engagement Mobile usage What content are they interested? Social Type Concerns ? Key Points of Interest
  15. 15. Online Surveys
  16. 16. What Questions?
  17. 17. What Social Media Sites do you use personally on a regular basis (Tick all that apply) Facebook Twitter Youtube Tumblr Pinterest Instagram None of the above Other (complete box)
  18. 18. What Social Media Sites do you use for business on a regular basis (Tick all that apply) Facebook Twitter Linkedin Youtube Tumblr Pinterest Instagram None of the above Other (complete box)
  19. 19. If our business was only on one social network which one would you prefer Facebook Twitter Linkedin Youtube Tumblr Pinterest Instagram None of the above Other (complete box)
  20. 20. What content would you like to receive/see on social media from our company Long Blog posts Short Blog posts Short updates Video Tutorials Product/Service videos Photos Podcast discussing latest trends Other (complete box)
  21. 21. Would you like to join a group of your piers to discuss current issues in your Industry Yes No Don’t no If yes, where would you like th group to be Linkedin Facebook Google Group Other (please complete)
  22. 22. Goal Actions e.g. more visits to websites More social follows Brand Awareness Launch new products Sales
  23. 23. Action Effective Platforms Effective Activities
  24. 24. Content Types Content Marketing plan
  25. 25. Content Marketing Plan What content does your audience want? What content do you already have? What content can you create? What would be the best digital platforms to use? How often to update content? Dates times for your Digital Marketing Plan Calendar
  26. 26. http://blog.trello.com/moved-to-published-using-trello-as-an-editorial-calendar/
  27. 27. Results 1. Against Goals 2. Key Performance indicators 3. Return on Investment
  28. 28. Key Performance Indicators Goal Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Website Visits 1000 1100 900 500 New Twitter Followers 20 40 50 60 New Email Subscribers 50 50 60 10 New Customers 4 5 7 2 New Sales £ 1,000 2,000 1,500 2,500
  29. 29. Website Analytics
  30. 30. Cost of Acquisition Lead Source Cost YTD Number of New Customers Acquired Cost per Acquisition Google Ads £1,000 5 Email Marketing £10,000 60 Sales Team £30,000 10
  31. 31. Cost of Acquisition Lead Source Cost YTD (A) Number of New Customers Acquired (B) Cost per Acquisition (A / B) Google Ads £1,000 5 £200.00 Email Marketing £10,000 60 £166.67 Sales Team £30,000 10 £3,000.00
  32. 32. Cost of Acquisition Lead Source Cost YTD (A) Number of New Customers Acquired (B) Cost per Acquisition (A / B) Income generated Google Ads £1,000 5 £200.00 5,000 Email Marketing £10,000 60 £166.67 60,000 Sales Team £30,000 10 £3,000.00 100,000
  33. 33. Action Plan Complete your Plan Send Surveys Create Content Track the results Adjust - rinse and repeat
  34. 34. Goal Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
  35. 35. Lead Source Cost YTD (A) Number of New Customers Acquired (B) Cost per Acquisition (A / B) Income generated Google Ads £1,000 5 £200.00 5,000 Email Marketing £10,000 60 £166.67 60,000 Sales Team £30,000 10 £3,000.00 100,00
  36. 36. For more information see: www.outserveweb.co.uk/academy

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