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Developing a Digital Marketing Plan
This document outlines various digital marketing services and the estimated time required for each, including website optimization, SEO, local SEO, link building, content marketing, social media marketing, analytics, PPC, and more. Key services include an SEO audit and review taking 1-4 hours per month, keyword research requiring 5-10 hours, setting up analytics and tracking codes in 5 hours, and ongoing content creation and editing taking 3 hours per piece created and 1.5 hours per piece edited. It also provides an example client and budget.
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Developing a Digital Marketing Plan
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- 2. xxxxx @StoneyD • @StoneyD linkedin.com/in/stoneygd WebPresence Optimization PolePositionMarketing.com Stoney deGeyter THIS IS ME WebMarketingChecklist.com
- 3. xxxxx @StoneyD Three Pillarsof Digital Marketing
- 4. 1. Website architecture/ usability The search engine friendly foundation your site is built on. Impacts: • usability issues • ability of visitors to find content • ability of search engines to find and assign value to your content
- 5. 2. Keyword /topical optimization Gets your site search engine optimized. Impacts: • Search rankings • Search to page click-thrus • First impressions • Intent delivery
- 6. 3. Site value/ authority Impacts: • Search rankings • Perceptions • Word of mouth • Customer retention Builds trust.
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- 8. Keyword research 5-10hours Industry terms Ignorant terminology Competitors Site content Solutions Problems Frequently searched & relevant PHRASES
- 9. Analytics set-up /goal customization 5 hours Install tracking code Establish goals Record micro and macro conversions
- 10. Benchmark reporting Determine Goals /metrics reported Frequency of reports Depth of detail 4 hours/report
- 11. Code audit andSEO review Mobile and desktop device review: • Continuous review of site architectural and usability issues. • Reviewing previous optimization work for performance improvements. • Fixing problems as uncovered. 1-4 hours/month
- 12. Tag / schemaoptimization For each unique (non-product) page 20 min/page Title tags Meta description tags Top and sub-headings Image alt text
- 13. Page & keywordoptimization Focused content 4 hours/page Keyword targeting Structure Message Visitor intent Calls-to- action Usability
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- 15. Local audit &strategy Analyze local presence 10 hours Local listings/profiles (Google, Bing, Yahoo, Yelp, Facebook, etc.) Citations Customer review strategy Brand monitoring
- 16. Local business profileoptimization• 5-8 hours Optimize Google Bing Yahoo Yelp FacebookBBB Foursquare LinkedIn Angie's List
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- 18. Customer review strategy •Reviews on site • Offsite reviews • Review generation ideas 3-5 hours
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- 20. Backlink Profile Audit AssessLink: Quantity Quality Value 5 hours
- 21. Link Building 4hours/link Research opportunities Reach out and engage Secure and finalize link
- 22. Online PR Turn mentions 1hour/month into links
- 23. Backlink profile review Ongoingreview of links & their value. 1 hour/month
- 24. xxxxx @StoneyD Content &Messaging
- 25. Buyer persona review Knowwho you are targeting? 1 hour
- 26. Content messaging audit& strategy 10 hours Message Conversions Educational value Usefulness Organization Visual appeal Level of professionalism Demonstration of thought leadership Calls to action Links and more
- 27. Email marketing review Consistentposting on topics relevant to your target audiences. 1 hour/month Weekly, bi-weekly or monthly.
- 28. Editorial calendar Weekly, bi-weeklyor monthly. Topics Audience interest Keyword search volume
- 29. Content creation andediting 3 hours/piece to create 1.5 hours/piece to edit Consistent messaging Style guidelines Optimization Focuses on target audience
- 30. xxxxx @StoneyD Social MediaMarketing
- 31. Social media tagreview & optimization Write custom social sharing tags for the five most-shared pages on your website. 2 hours Make sure tags are in place.
- 32. Social media audit Uncoverthe strengths and weaknesses of your social media marketing. 15 hours
- 33. Social media strategy15 hours Social media marketing goals Target customers to reach Where to reach them Best engagement approach How to measure success
- 34. Social profile set-upand optimization 3 hour/network Set up and/or optimize primary social channels Facebook Pinterest LinkedIn YouTube Twitter Instagram
- 35. Social media engagement10-20 hours/month Develop content Sharing content Monitore brand profiles Engage in conversations
- 36. Social benchmark reports Reviewwhat is and isn’t working. Compare engagement metrics w/ competitors. 4 hours/report
- 37. Video optimization • Closedcaptioning • Descriptions • Behind-the-scenes settings 2-3 hours/video Whatever impacts how often videos are viewed
- 38. xxxxx @StoneyD Analytics &Conversion Optimzation
- 39. Navigation optimization Use keywordsto map out primary and secondary navigation structures. 10 hours Improves Accessibility & usability Messaging Search performance
- 40. Analytics audit • Trafficsources • Conversion rates • Lead source • Mobile usage • Bounce rates • Campaign efficiency • More 10 hours Numbers tell a story.
- 41. Conversion & usabilityreview Identify clear violations of common usability practices that hinder the visitor’s experience. 10 hours
- 42. Conversion audit 10hours Landing pages Category & product page success Checkout process Abandonment issues Visitor frustration points Lack of engagement Goal completions
- 43. Ongoing analytics analysis6-10 hours/month Site traffic User engagement Performance data Anomalies Strengths
- 44. A/B & multivariatetesting 5-12 hours/test
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- 46. PPC campaign set-up Keywordresearch Build ads Structure campaigns Tweak landing 15 hours
- 47. Ongoing PPC management Improveads & landing pages for better ROI. 1 hour/$1000 in ad spend
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- 50. Client: DSG Outerwear URL:www.DSGouterwear.com Budget: 15 hours / month Create a web marketing plan
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