Proposal for digital marketing and social media management services for Academy AIM in 2017. Academy AIM offered Innovation Consulting and Design Thinking workshops for C-suite and other top executives.

1. Digital Marketing Plan
Rajath D. M.
rajathdm@gmail.com

2. Goal
Generate and nurture leads through Digital Marketing
Build a strong digital presence through Thought Leadership
Target Audience
Key decision makers in large organisations worldwide
People with CXO, Business Head, President etc job titles
Business leaders making key strategy decisions

3. Search
Content
Social
Tech
Search Engine Optimisation
Managing Content destinations
Establish Thought Leadership
Increase Interaction and Engagement
Generate Valuable Leads
Editorial Calendar for Content
Short Videos
Case studies and White papers
Lead Conversion
Tools for Analytics, CRM
Key Areas

4. Relevant content on the website,
blog
Tagline, Heading and keyword
optimisation
Backlinks - Industry news portals,
Social and content links
Explore search ads
60 to 70 leads for 5500 weekly budget
Management
Strategy
Business
Innovation
Incubation
Digital Transformation
Enabling
Innovation Strategy
Incubator
Digital Governance
Innovation Workshop
Build an Innovation culture
Innovation in Large Organisations
Business Leadership
Intrapreneurship
Business Strategy
Marketing Strategy
Business Transformation
Keywords and themes
Search
Problem Solving
Growth Strategy
Management Consulting
Design Thinking

5. Establish Thought Leadership
• To provide value to followers and drive engagement
• Sharing all original content from website and blog
• Sharing high value content from sources like HBR,
BoardofInnovation.com, IDEO, BCG Perspectives etc.
• Quote, mention, re-tweet Business Leaders,
Organisations etc.
Eg: Anand Mahindra, Clayton Christensen, P&G etc.
• Provide more ‘Subscribe’, ‘Register’, ‘Enquire’ CTAs
in social posts
• LinkedIn and Facebook Lead generation ads
• LinkedIn sponsored In-Mails(Can be targeted
through job titles
• Automate messages(DMs) for twitter new followers
for lead gen
• Drive more social traffic to the web - for blog, sign
ups, white paper downloads etc
Engage and Generate Leads
Social

6. Linkedin Lead ads: help in instant sign ups and can be targeted using job titles

7. Editorial Calendar
1 2 3 4 5 6 7 8Weeks
Blog Posts Videos White papers
Short videos explaining programs, case studies and customer testimonials.
Create white papers, case studies and research reports, enable pdf downloads through signups.
Slideshares around business transformation and strategy - Slideshares help in getting maximum
reach and leads for consulting business - Eg: BoardofInnovation
We can also explore podcasts, very effective in the target audience.
Use newsletters to promote blog posts and social channels - start with existing database, build
more through subscribe and lead gen.
Content

8. Tech
Landing page optimisation, upto 3 CTAs and campaign specific landing pages
Basic CRM to manage existing customers, new leads and subscribers - Hubspot is ideal
Google Analytics set up on website to track and analyse visitors
Basic social management tool - Buffer
Newsletter tool - Mailchimp or Mailerlite
Tweet/Share button, Social integrations for website
Use Crisp/Intercom for on-screen support and lead conversion
Cold leads using hunter.io, aeroleads.com etc.