This document outlines a marketing strategy that begins with defining goals and objectives focused on helping specific audiences. It discusses developing content to solve problems and add value, distributing content through a blog, website, email, and social media. Channels, topics, formats, a content calendar, and promotion strategies are proposed. Ongoing optimization based on analytics ensures continuous improvement toward converting contacts into customers.

1. Your Company
Contact Marketing Strategy

2. yourdomain.com

3. Strategy
Start with the end in mind
Mission
Who are you helping
What will you deliver to them
How will they benefit
Goals (Business Outcomes)
Objectives
Niche, Audiences, Buyer Personas
3-5 Keyword Phrases

4. Voice
Process
System
Roles
Software
Channel Plan
Which channels, what will you do in them, what content will go
in them
Research
Leverage Partners
Strategy

5. Content objectives
Solve problems
Meet needs (allow clients to self-identify)
Build relationships (be mindful of context)
Relate to and educate (humanize your brand)
Build authority and establish trust
Listen, educate and demonstrate (your expertise)
Add value
Strategy

6. Content
Topics, keyword research
Blog Content Calendar (topics, rough ideas, trends)
Types and formats of content
Gated and/or non-gated
Distribution (LinkedIn publisher, Medium, social media, email list)
Syndication (RSS)
Share directly with prospects
Length
Long-form (cornerstone content, evergreen content, shareable)
Short-form (news)
Strategy

7. Content
Promotion
Social media (organic)
Social media (ads)
Google Ads (promote long form content)
Email List
Guest Posting on industry blogs
StrategyStrategy

8. Website
Design for Lead Generation
User Interface
Wireframe
Storyboard (?)
User Experience
Analytics (set up Google Analytics)
Aesthetic Design
Theme
Layouts
Color Scheme
Typography

9. Search Engine Optimization
Backend optimization (meta-data, tagging, etc.)
Great content
Writing for SEO (semantic search, keywords in copy)
Copywriting
Long-form content (maximize time on site)
Direct Search (list site address in all print collateral)
Organic Search
Paid Search (?)
Website

10. Blog
Content strategy
Content calendar
Categories of subject matter
Conversion (into subscribers, members and social media followers)
Website

11. Blog Subscribers
Subscribe via RSS or email
Exclusive content for them (membership section)
Landing page describing subscriber benefits
Reasons
Testimonials
Multiple CTAs
Website

12. Blog
Social Media
Organic Search Guest Posting
Referrals
Email List
CTA
Landing Page to access offer
Free Offer
Website

13. Email
Email Strategy
Use Mailchimp (free under 2K on list, 12K emails a month)
Sign up form (right rail, header?, footer, inside content, links on
home and contact pages)
Automated responses (thank you, drip auto-responder series)
Convert subscribers into leads
Promote on social

14. Email Content
Optimize subject lines
Short and conversational
Include social proof
Include downloads via landing pages
Single CTA (in text form)
Email

15. Social Media Strategies
Goals (SMART)
Share blog content
Curate relevant and useful third-party content
Entertain
CTAs
Incorporate SEO strategy
Ask for shares and follows in blog posts
Use url shortener and url builder to track in analytics
Influencer marketing
LinkedIn, Google+, Twitter, Flipboard?, other? (optimize for each)
Social Media

16. Optimization
Monthly (at least) site (Google analytics) and social media analytics
to inform optimization
Funnel traffic to landing pages that convert
Remove barriers to conversion
Follow up email survey and/or
Website survey to find out:
User intent and specific problems/opportunities
The biggest thing they are struggling with
The level of satisfaction with your offer
Barriers to conversion

17. Thank You
Mobile Atom Media
Reuben Walker
rwalker@mobile-atom.com
@mobileatom
http://mobile-atom.com