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

1. Digital Marketing Plan

2. For more information see:
www.outserveweb.co.uk/academy

3. Digital Marketing Toolbox

4. 2015

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. 1. Targeted
2. Measurable
3. Converts leads into customers

7. Examples of Digital Marketing

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

11. Channels
1. Affiliate marketing
2. Display Marketing
3. Email Marketing
4. Search Marketing
5. Social Media
6. Social Networking

12. Plan
Market
Goals
Action
Content
Results

13. Market
Target Audience
Persona
Competitor Analysis (Listening Tools)

14. Personas

15. 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

17. 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

19. Online Surveys

20. What Questions?

21. 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)

22. 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)

23. 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)

24. 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)

25. 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)

26. Goal
Actions e.g.
more visits to websites
More social follows
Brand Awareness
Launch new products
Sales

28. Action
Effective Platforms
Effective Activities

32. Content
Types
Content Marketing plan

33. 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

36. http://blog.trello.com/moved-to-published-using-trello-as-an-editorial-calendar/

38. Results
1. Against Goals
2. Key Performance indicators
3. Return on Investment

39. 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

40. Website Analytics

43. 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

44. 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

45. 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

46. Action Plan
Complete your Plan
Send Surveys
Create Content
Track the results
Adjust - rinse and repeat

47. Goal Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

48. 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

49. For more information see:
www.outserveweb.co.uk/academy