The document discusses key elements of developing an internet marketing campaign, including competitive analysis, defining the brand and target market through personas, setting goals, creating a content plan with monthly themes, search engine optimization, and measurement tools like Google Analytics and Facebook Insights to track key performance indicators such as website traffic and leads. The overall goal is to increase revenue and conversions through an integrated marketing strategy across online channels.

1. LinkedIN
• Look for Public Profile:

2. Internet Marketing Campaign
Development
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3. Competitive Analysis
• Decide 3 appropriate competitors
• Make a spreadsheet of comparison
– Website
– FaceBook
– Twitter
– YouTube
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4. Branding
• Who are you?
• What do you do?
• Why does it matter?
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5. Brand Storytelling
Facts tell, stories sell - DUH
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6. Target Market
• Target market should be described in
demographic terms
– Gender
– Age
– Stage of Life (with or without children, retired,
recent graduate)
– Profession
– Income
– Other identifiers (homeowner, unemployed)
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7. Persona Development
Personas describe your target market as fictional
people
Persona stories refer to the pain points that can
be addressed by the products or services
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8. Goals
• Why are you doing an internet marketing
plan?
– Generate leads
– Increase sales
– Improve top of mind awareness
– Increase traffic to website
– Increase social media engagement
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9. Bottom line goal
Increase revenue and increase conversions
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10. Content Plan
Having a cohesive message across a number of
channels can really boost the message and
help maintain top of mind awareness
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11. Creativity Required
• Content needs to add value
– Educate
– Entertain
– Add personality to your brand
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12. Monthly Themes
There are 12 months in the year, each of them
needs to address a pain point for our persona
(duplicates allowed)
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13. SEO – Search Engine Optimization
• All content has 2 audiences
– Humans
– Internet robots – called spiders
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14. Measurement Tools
• FaceBook Insights
• Google Analytics
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15. Internet marketing KPIs
• Total visitors to website
• Total new visitors to website
• Most popular website landing pages (the first
page the visitors come to)
• Number of new leads
• Source of visitors, particularly new visitors, to
website (where did they come from?)
• Return on Investment (ROI)
• Gross sales

16. Google Analytics – Visitors Flow

17. Social Visitors Flow

18. FaceBook Insights