Uploaded byApoorva Gupta
CloudComputingProduct- Marketing Plan
The document outlines a marketing assignment focused on developing buyer personas for a web crawling company, highlighting three key personas: a journalist, a product manager, and an operations manager, each with unique goals and pain points. It proposes a 90-day marketing plan emphasizing lead generation, audience engagement, and content creation across various marketing channels. The expected outcomes include increasing the client base, awareness, web traffic, and conversion ratios while refining the marketing strategy based on customer insights.
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CloudComputingProduct- Marketing Plan
- 1. A Marketing Assignmentfor a company specialized in Web Crawling - Apoorva Gupta
- 2. Journalist Jeanne Owner Orlando Market Segmentation :Buyer Personas Product Manager Porter
- 3. Journalist Jeanne Journalist Detail Oriented,Deadline driven, Excellent communicator, Highly Organized Age: 28years Sex: Female Interests: Hollywood, Fashion, Meet-ups, Music, Roles: Content Writer, Reporter, Journalist Reports to: Director, Media Giant Pain Points: • She doesn’t want to miss any news and wants to stay up-to-date • It is getting difficult for her to organize data collected from too many sources • She is not able to collate complete data at once because of which she is losing out time and her content gets delayed Goals: • Be as quick as possible in content gathering and posting • Cover every information that it trending, also giving a broader outlook of opinions and facts.
- 4. Product Manager Porter ProductSpecialist, E-Commerce Deadline driven, ROI sensitive, Highly Organized, Amazing Presenter, Dynamuc Age: 35 years Sex: Male Interests: Technology, Gadgets, Roles: Team Manager, Product Intelligence, Marketer Reports to: CEO Pain Points: • Collating data of the products from 200+ sites • Structuring the data to get meaningful insights Goals: • Successful Product Launch • Evaluating the biggest product catalog in a timely manner
- 5. Age: 40 years Sex:Male Interests: Entrepreneurship, Food, Roles: Operation Manager, Marketer, Finance Manager, Reports to: None Pain Points: • He is not getting repeat customers and is not able to figure out where he is going wrong. • He has no knowledge about his competitors • He is time-pressed and spends most of the time managing the workers. He hardly gets time to analyze his audience and market, Goals: • He wants data about restaurants which are catering to similar price range and cuisine in particular geography. • He wants to do a sentiment analysis of his restaurant. Owner Orlando Entrepreneur Passion driven, Team Player, Hard working,
- 6. Industry Segmentation E-commerce Media, Advertising Financial Services Retail Food, Travel & More Manufacturing
- 7.
- 8. Awareness / LeadGen Simplifying the funnel Standard Marketing-Sales Funnel Interest Demo Evaluation Purchase Awareness / Lead Gen NURTURE COMMITMENT Blogging, Webinars Video Lessons, SEO, SEM Marketing Automation, Access to free resources, Client reviews and experiences Personalised service, upsell Assumed Funnel for the presented Marketing Approach /Lead Converts
- 9. Research and Evaluate Goal Setting Frame Strategy and Tactics Execute Measure We can focuson only 1 or 2 personas initially Need to make effective lead gen process Understand the most effective ROI platform Create more touch points for your audience and understand path to purchase Optimize results and use the insights for the next cycle focusing on all 3 personas (revised) together Marketing Approach
- 10. Create Buyer Personas Week 1and 2 90 Day Marketing Plan Client & Industry Analysis LinkedIn Sponsored Updates Market Research and Buyer Persona Lead Generation Measure, Interact and Build Community Start-up forums STORYBOARD Competitor Analysis Partnerships with companies having similar audience like Tableau Story line EDM: PART 1,2,3 Inbound leads LinkedIn Accelerator Customer Survey Agency Leads Week 3 and 4 Content Planning (Need for Prospects based on stage of customer journey) Discovering relevant Content for the buyer personas Week 5 and 6 Week 7 and 8 Week 9 and 10 Week 11 and 12 Lead Nurturing Content Creation Marketing Channels Lead Nurturing Content Creation Story line EDM: CONTENT 4,5 Marketing Channels LinkedIn Sponsored Updates Video Case Study Offerings INVITE ONLY Webinars ETA: Get regular E-Commerce Feeds? Try Now!! Offerings Gated Content Lead Gen and Nurturing Partnerships Customer Reviews Offerings Filter LEADS NEAR TO BOTTOM FUNNEL : Offer LIMITED free insights about their business Measure Analyze EDM effectiveness Refine Buyer Personas Rate the marketing channels Community Building LinkedIn and SlideShare Engage Let the sales team interact Sending Momento Analyze customer journey REVISE Market Research Suggested ETA: Want to discuss your problem?? Lead Generation Channels
- 11. Expected Outcomes Increaseclient base by 50% in next quarter Increase Awareness and increase lead generation to 50% Increase web traffic by 30% Increase conversion ratio by 30% Understand the marketing behavior considering a single persona and gain insights
- 12. New Product in E-CommerceSegment(Optional ;)
- 13. Product- OPTIMize Product Features: Determines website issues Evaluates performance; ability to compare performance with equivalent competitors Insights which can help improve SEO User Pain points: 80% of web performance can be improved by understanding 20% of issures User experience and dropouts What’s in for us? Huge customer base We grab the users at an early stage because most of the firms would be in the growing stage. Features to be included: E-commerce standards of website performance and relative scoring of the present website Relative comparison sheet where you can show what the website lacks and where to improve. Schedule tracking based on need
- 14. Identify the BuyerPersona- Entrepreneur Erie Lead Gen: Partnerships, Startup Forums, E-commerce Community Since smaller e-commerce sites start with Facebook, we can do Facebook targeted ads for the people who run business and connect with them on LinkedIn too to reduce costs initially Once the audience is defined, feed them with • website optimization content • Papers about high performing e-commerce website • Create knowledge base (Webinars, white papers) Responses from CTA’s can be dealt personally with sales department where they can provide partial information or an overview about their performance Customers down the funnel: Send Good luck Memento with limited period offer along with a mailer and a letter hardcopy to their address • Collect Customer reviews from the converts ,endorsements and upsell • Partner companies reference • And then slowly capture the e-commerce giants Launch the product with an article, with a gated comprehensive whitepaper and track the audience and understand the interests Marketing OPTIMize Entrepreneur Erie Age:28 Interests: Fashion, Blogging, Music, Movies Pain point: • Low ROI on SEO. • Is not able to evaluate her web performance • Want to evaluate her website in comparison to her competitors websites
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Editor's Notes
- #11 Start up Forums: This is mainly for capturing the potential Business Clients who want to perform an extensive research before starting up. We can convert them during early stage of their business. Community Building: Build a “Invite Only Community” using LinkedIn and Slide Share where people share data-centric issues, how they resolved. Give a unique proposition to community. The content must be in similar unique format where people can insert data in that link and it get posted like a story board. This ensures readability and encourages re-visits Change CTA: The present CTA “ Ready to discuss your requirements- Request Quote” can be easily missed out and isn’t strong? Some of the personas do not know how our services can help them. A generic CTA like “
- #15 Note: I haven’t considered the buyer personas which were stated before. “Entrepreneur Siri” would be similar to the “Owner Orlando” persona. Since the sector is defined here, I preferred making a new persona.