ysantosCsddmbhday4,5

How to build a DIGITAL MARKETING PLAN
1

STEP 1 – S.W.O.T Analysis
2
S.W.O.T
Analysis

STEP 2 - Identifying Key Variables
3
• Business objectives & values
• Value preposition
• Budget
• Channels

STEP 3 - Goals
4
By December 31, 2021, my marketing team will reach 5,000
marketing qualified leads every month

STEP 4 –Strategy
5
• Choose your target audience
• Positioning
• Content strategy
Features, Benefits &
Objections
• Social posting
• Keyword research (google
keyword planner, keywords
everywhere)
• Content calendar

STEP 5 – Tactics
6
• Organic
• Paid (fb/insta/linkedin)
• Pay Per Click (PPC) (google/bing)
• Email
• Referral
• Content Curating (webinar/ live streaming/ video/ podcast/ blogging)
• Sponsorship (for events)
• Influencer/ Earned
• Testimonial/ Advocacy
• Affiliate
• Event
• Partnership
• Content syndication (content reuse on different platforms)
• Gamification (quiz/ competition)
• Guerrilla
• A.I
• Community

STEP 5 – Measuring Results
7
Goal -> KPI -> Metrics
EMAIL
1. Open rate
2. Click-through rate (CTR)
3. Conversion rate
4. Bounce rate
5. Number of unsubscribes
SOCIAL MEDIA
1. Reach
2. Impressions
3. Engagement
4. Result
5. Cost per result
6. Link clicks
SEARCH ENGINE
1. Impressions
2. Clicks
3. Average CPC
Derived From

Case Study: McDonalds
1. Targeted
2. Inline with business’ values
3. Creative & Innovative
4. Timely
5. Influencer Friendly
9

Introduction to Marketing Automation
14
Marketing automation is technology that manages
marketing processes and multifunctional campaigns,
across multiple channels, automatically.
Marketing and sales departments use marketing automation to
automate online marketing campaigns and sales activities to both
increase revenue and maximize efficiency. When automation is used
effectively to handle repetitive tasks, employees are free to tackle
higher-order problems, and human error is reduced.

Introduction to Marketing Automation
15
1. Facilitate preset interactions (social media posting, email, etc)
2. Collect data
3. Segment data (TOFU, MOFU, BOFU)
4. Personalized targeting (campaigns based on data, first/last
name based, etc)
5. Trigger based reactions

Lead Capture & Nurture
16
MARKETING
1. Social media management – CoSchedule, Sproutsocial,
Hootsuite, Publishing Tools (FB), Creator Studio
2. Email marketing – Mailchimp, Sendinblue, Customer.io
3. Paid ads – AdRoll
SALES
1. Customer Relationship Management (CRM) –
Hubspot, Podio, Excel

Sample Automated Campaign (B2C)
Best
High Value Content Offer (HVCO) for FREE
EMAIL #1: HVCO 2
CURRENT STATE
SEMI
DESIRED STATE
DESIRED STATE
Opt In with email via
landing page
EMAIL #2: HVCO 3
EMAIL #3: HVCO 4
POTENTIAL LEAD
Drip marketing with
goal of converting
them for a call
APPOINTMENT CALL
SALE
LEGEND
1. Orange: Service based sales
2. Blue: Product based sales
3. Black: Generic pathway

• Awareness
• Engagement / Consideration
• Evaluation
• Purchase
• Post Purchase
Improving Customer Lifecycle
20
Tell them that you exist
Wow them with testers
Keep reminding them that
you’re the best option
Wow them with your
product/ service
Keep reminding them that
you’re there for their needs

Organizing your Sales Process
21

SALES PROCESS: set of repeatable steps that a sales person takes
to take a prospective buyer from the early stage of awareness to a
closed sale.
SALES METHODOLOGY & PROCESS

B2B Sales Process
CONCEPTUAL SELLING
METHODOLOGY

Lead Generation
Lead Generation Discovery Qualification
Pitch
Objection
Handling
Check In Follow Up Closing
• Process of finding sales qualified leads
• Referrals
• Network
• SEO/ PPC

Discovery
Pitch
Objection
Handling
Pre Sales Research (K.Y.C)
• Groundwork to understand & know your customer
• Qualify lead
• Identify more than 1 prospect per organization
Methods
• LinkedIn (build rapport based on past activity)
• Website (blog, vernacular, news/press release)
• Industry updates & news (sound like an expert in their field)

Qualification
Pitch
Objection
Handling
Sales Call
• Intelligent questioning (Conceptual selling)
Methods
• Basic call script
• Discovery phase details as guide

Pitch
Pitch
Objection
Handling
Proposal
• Creativity, charisma > detailed scripts
Methods
• 30 seconds pitch (elevator pitch)
• Reference previous similar work
• Hit on key points of value in respect to pain points
• Leave space for questions (avoid over explaining/ dragging)
• Focus on value instead showing off your wonderful features
• Quantitative results

Objection Handling
Pitch
Objection
Handling
Repositioning Offer
• Customer is always right
• Listen -> Acknowledge -> Solve/Propose
Methods
• Features, Benefits & Objections list
• S.W.O.T Analysis

Closing
Pitch
Objection
Handling
Landing the deal
• Be ready to negotiate prices
• Advise on all steps to close deal (documentation/ sign-offs) to
avoid surprising bumps upfront
• Keep free value-adds in your arsenal to tip the scale

Follow Up
Pitch
Objection
Handling
Locking it in
• Summary/ recording of conversation
• Provide next steps
• Keep in touch till service lifecycle is over while building a
relationship

Check - In
Pitch
Objection
Handling
Recycling stage
• Chance to collect feedback/ case study
• Build into referrals
• Keep in constant touch to ensure repeat sale
Methods
• Newsletter
• Activities: webinar, events
• Special ex-customer rewards/ promo

B2C: Psychology Driven Sales
1. Ego: reassure sense of self, purchase to feel better about self. (ex: lifestyle products, etc)
2. Fear: purchases based on perceived fear; appeals to doubts & uncertainties (ex:
insurance, security products, healthcare, etc)
3. Greed: to increase one’s self worth (ex: technological equipment)
It’s important to understand that businesses cannot appeal to all three of these emotions at
the same time.
Once the business understands both itself and its product line, it’s important to align the
brand with the most effective stages of the purchase decision cycle

B2C: Needs Driven Sales
1. Problem/Need Recognition:
Identify the product to fix problem
2. Information Search: Seek ‘social
proof’ to boost confidence
3. Evaluation of Alternatives:
reassurance on the current choice
4. Purchase Decision: $
5. Post Purchase Behavior:
remorse/satisfaction
Product Positioning
Feeding appropriate information to help
with making a favorable purchase decision –
review management
Best product & pricing mix
Efficient payment method/ different options
Vigorous customer support/ service
STAGES STRATEGY TO SECURE THE SALE

B2C Sales Process
Referral
Repeat sale
Inbound Marketing
1. Lead Demographics
2. Lead Status/ Score/
Rating
• New (unassigned)
• Open
• In progress
• Sales qualified lead
3. Defined turnaround
times
1. ‘Social proof’/ reviews
2. Product mix & pricing
strategies
Deal Stage
1. Social presence/
branding
2. Portfolio

Why do you need a sales process?
1. Easily identify bottlenecks in sales
2. A sales rep’s roadmap to keep the company alive
3. Enables scalability
4. Identify buying patterns of different clusters
5. Never miss a follow-up
6. Improve forecasting
7. Better customer experience

EMERGING DIGITAL MARKETING TRENDS
38

QR Codes
Methods to utilize QR Codes:
1. Direct customers to a landing page/website.
2. Dial your business number.
3. Send a message /WhatsApp
4. Send an email.
5. Download apps.
6. View business location.
7. Direct customers to social media pages.
8. Shopping and E-commerce.
9. Event signup
10. More information on the product
Tools
https://www.qr-code-generator.com/

Chatbots
A software that automates conversation with a user.
Methods Chatbots are currently used:
1. Customer service
2. Sales (collect info, set appointments)
3. Frequently Asked Questions (FAQ)
4. Instant responders to avoid waiting times
5. Sales funnel
Utilization tips:
1. Don’t overdo it, mix with human touch
2. Construct messages that are human like
3. Use it on Whatsapp/ websites/ Facebook messenger

TikTok
Methods to utilize
1. Ads
2. Influencer
3. Constant posting
4. Use trending hashtags
5. Jump on current trends
6. Create content that resonates
with your target audience
Go here to get inspired from successful
previous ads:
https://www.tiktok.com/business/en/inspirati
on

Clubhouse
More suited for sharing
1. Share information
2. Build a community here
3. Make use of the exclusivity of the app
4. Start rooms that taps into the niche areas of
your industry
5. Have a good bio
6. Join rooms / conversations that relate to your
business/ industry
7. Collaborate with other industry leaders

Waze
Suited for businesses with physical locations.
It’s a geo-location marketing.
It’s also one of the best GPS focused services
(compared to google, apple or bing maps)
Methods to use:
1. Use pins as your virtual billboard
2. Pop up ads where drivers have to stop (jam
prone zones, traffic lights, etc)
3. Ads for search (appear when people search for a
location related to you – about RM5 daily)

Other trends
1. Video marketing
2. Podcasts
3. Influencer marketing
4. Webinars (virtual events)
5. Personalization (first/last names, interest
specific ads)
6. Real time geo-fencing (targeting someone
based on their current location – Waze)
7. Moving digital billboards (on car banners/
stickers)

Introduction
E-commerce is the buying and selling of good or services via the internet, and
the transfer of money and data to complete the sales.
1. Business to Consumer (B2C) - Business to consumer means that the sale is
taking place between a business and a consumer, like when you buy a rug
from an online retailer.
2. Business to Business (B2B) - a business selling a good or service to another
business, like a manufacturer and wholesaler, or a wholesaler and a retailer.
3. Direct to Consumer (D2C) - a brand is selling directly to their end customer
without going through a retailer, distributor, or wholesaler such as book
subscriptions like Reader’s Digest
4. Consumer to Consumer (C2C) - sale of a good or service to another
consumer. Platforms such as Fiverr, Shopee, Mudah.com, etc
5. Consumer to Business (C2B) - when an individual sells their services or
products to a business organization. These are like freelancers, consultants,
social media influencers

Types of e-commerce
1. Retail: The sale of products directly to a consumer without an intermediary.
2. Dropshipping: The sale of products that are manufactured and shipped to
consumers via a third party.
3. Digital products: Downloadable items like templates, courses, e-books,
software, or media that must be purchased for use. Whether it’s the
purchase of software, tools, cloud-based products or digital assets, these
represent a large percentage of ecommerce transactions.
4. Wholesale: Products sold in bulk. Wholesale products are usually sold to a
retailer, who then sells the products to consumers.
5. Services: These are skills like coaching, writing, influencer marketing, etc.,
that are purchased and paid for online.
6. Subscription: A popular D2C model, subscription services are the recurring
purchases of products or services on a regular basis.
7. Crowdfunding: Crowdfunding allows sellers to raise startup capital in order
to bring their product to the market. Once enough consumers have
purchased the item, it’s then created and shipped.

Platforms in Malaysia
1. Shopee
2. Lazada
3. Lelong
4. Zalora
5. GoShop
6. eBay
7. Hermo
8. Qoo10
9. PrestoMall
10. Fashion Valet
11. Fave
12. Mudah
13. Ezbuy
14. Facebook marketplace
Engagement by visits: 28.38 M
Average visit duration: 00:10:51
Engagement by visits: 18.39M
More suitable for millennial targeting
More suitable for fashion based products or
apparels
Also has a 24/7 feature on a TV channel, providing
omnichannel
More suited for body care products
Engagement by visits: 304.97K
Avg. Visit Duration: 00:01:28
Average Duration: 00:05:00
Famous for fashion and apparel

What is social commerce
Social commerce - allows consumers to purchase
products and services from a brand directly, from within
the social media platforms.
Social media marketing - used by brands to drive traffic to
their websites.
Direct to Consumer (D2C) – brands are trying more social
commerce to avoid middlemen

Option 1: Online marketplace
Online marketplace: A third-party platform, such as Shopee or Lazada. It
is an alternate way of taking part in that traditional “ecommerce”
environment without your own website as a marketplace. You still sell
your own goods or services, but you are part of a larger shopping
ecosystem, owned and operated by the larger seller.

Pros of online marketplace
1. More brand awareness with omnichannel presence
2. Reach a larger pool of audiences (who’re already visiting that sites)
3. Use their ads/ promotions to find audiences in the marketplace
4. Customers like to compare prices, being on a marketplace gives you a
chance to compete (more niche products is better of in social
commerce)
5. Save time and resources as orders come from one place and not in
multiple channels (like Whatsapp, FB, insta, etc)
6. Most platforms doesn’t require technical knowledge to setup
7. Start selling the moment product is uploaded
8. Buyers pay with confidence – escrow system
9. Shipping and delivery management provided by some platforms
10. Some platforms provide inventory management (like Fulfillment by
Amazon)

Cons of online marketplace
1. Buyers are not your customers, you share the database with other sellers so
its harder to upsell or cross sell
2. To use the platforms marketing campaigns, you need to reduce your pricing
resulting in lower profit margins (these platforms are product focused over
seller focused so for them volume of sales > profit margin)
3. Certain products are too competitive due to many sellers
4. Most customers use marketplaces to compare prices: lower price >
premium/ exclusive products
5. Cannot do SEO
6. No direct contact to customers and you don’t get the database
7. Escrow system – payment help till product reaches customer – can cause
space for scam or conflict when due to customers issue
8. Store or product pages cannot be customized, no control over it
9. Different marketplaces charge different commission which causes you to
mark up prices.

How to choose your online marketplace?
1. Based on your audience
2. Marketplace size
3. Terms and conditions
4. Support services
Is your audience people who use the
marketplace?
Do a survey to find out if unsure.
1. How many active buyers on the
platform?
2. Are they strong enough to continuously
bring new buyers in?
3. Buyer retention rate?
1. Payout times
2. Commission rates
1. What kind of logistical support is given?
2. Seller support system (fake customers/
scammer prevention)
3. Buyer support system (product
return/exchange methods)
4. Promos and internal advertising options
available for sellers

Option 2: E-commerce platform/store
Alternative to using online marketplaces, you can also
build your own e-commerce store using options like:
1. Shopify
2. WooCommerce
3. BigCommerce
4. Wix
5. Magento
6. PinnacleCart
7. Facebook Pages (not full fledged e-commerce platform like
the others – suited for social commerce)

Pros of e-commerce platforms
1. Full control over website, can do branding
2. You can collect customer data for analysis, upselling, reselling ,CRM,
etc
3. No on-site competition like in a marketplace, only your products
4. No fee structure or commission to a third party
5. Ability to link to other marketplaces via API or third party apps (like
Shopify offers)
6. Can do SEO
7. Many platforms provide drag and drop capabilities for those who
don’t have technical knowledge – easier to setup

Cons of e-commerce platforms
1. Need technical knowledge OR spend a lot of time to setup OR need
to outsource
2. Cannot start immediately as need to setup the site
3. High costs due to various payments to ecommerce platform
providers (domain, other functionalities) & online/offline ads for
traffic
4. No existing database to build awareness – need to delve into digital
marketing to bring in traffic
5. Harder to build confidence for customers to pay (due to many online
scams)
6. Shipping/ delivery & inventory management has to been done by
yourself

Online marketplace – E-commerce platform: Making your choice

Discovering Dropshipping
The store purchases the item from a third-party supplier
and has it shipped directly to the customer. As a result,
the seller doesn’t have to handle the product directly.
The biggest difference between dropshipping and the
standard retail model is that the selling merchant doesn’t
stock or own inventory.

Pros of Dropshipping
1. Less capital required – only pay supplier when customer makes payment to you
2. Easier to get started – don’t have to worry about:
• Managing or paying for a warehouse
• Packing and shipping your orders
• Tracking inventory for accounting reasons
• Handling returns and inbound shipments
• Continually ordering products and managing stock level
3. Low overhead – no inventory to manage
4. Flexible location – can work from anywhere with internet
5. Wide selection of products to sell – no need to worry if product listed isn’t selling,
just unlist it
6. Can test products before introducing a product line (where your main business
involved you keeping the inventory)
7. Can scale easier since most backend work is handled by the supplier
8. There are apps to sync with the suppliers inventory to see their real-time stock

Cons of Dropshipping
1. Risk of dissatisfied customer over supplier error
2. Less control over quality of product
3. Reliance on supplier’s stock; if they run out of stock, you run
out of stock (for those who don’t use any real-time inventory apps to sync
with)
4. Less profit – no bulk pricing options since you buy on the go as
there is a sale from your end.
5. Poor customer service – you’re the middle man, if there’s a
problem you cant immediately solve it without involving the
supplier
6. Risk of being scammed if supplier cannot be reached physically
(international relationship)
7. Limited customization on the products sold (branding)

4 steps to starting
1. Research and picking your product of choice
Choose supplier through online sites like SaveValue
Or manually search for supplier
2. Choose a platform
Online marketplace or e-commerce store
3. Commence internal marketing
Leverage on friends and family
Push for referrals and word of mouth from connections
4. Digital marketing to increase traffic for the items sold

Payment Settings
67
1
2
Update your seller balance PIN (6 digit) to be able to
add a bank account to collect payment from Shopee

Setting up your free shipping
69
1
2

70
• Each provider depends if need to register
(https://shopee.com.my/events3/code/1725753499/)
• At the moment (12/7/21) – DHL & Pos Laju closed their registration | J&T must fill up info
in their google form | Ninja Van & The Lorry just tick the option in Shipping setting then its done
Shopee Supported Logistics (SSL) – J&T, Pos Laju, DHL, Ninja Van, The Lorry
• they’ll automatically count the size of multiple items to same customer
(bulk purchase) one short for you (can avoid additional delivery charges)
• any coupon used by customer, directly will be sorted out on Shopee
• you can use Seller Center to print out the order (waybill), no need
manually fill it out
All current perks of each SSL can be checked from your Shopee app too
(ME -> My shop -> My shipping -> click (i) icon next to each delivery method )

71
https://shopee.com.my/events3/code/1725753499/

72

73

74
-At the moment the sign up page has
been closed (12 July 2021)

75

Creating your first product
76
1
2
3
4

77
Fill up all the information as accurately
as possible

78

79

80
You may refer to the table below for the maximum shipping fees subsidy for each courier channel that is available within
Shopee Free Shipping Program (as of 18 May 2021):

Sending out your first shipment
81
1

82
2

83
3

84
4

85
Waybill generated is in A6.
Those with;
Thermal printers – can direct print
Normal printers – print as A5 (half of
A4 paper)
Sender & receiver info will
be automatically filled in
(for Shopee Supported
Logistics)

86
Final steps
• Put the slip into the pocket file/ whole glue pocket
(can be bought online)
• Glue it on the package/ parcel
• Drop it off at the nearest J&T/ DHL/ ParcelHub etc
shipping center
• Certain delivery services will pickup the item from
your doorstep once you've built your reputation
• After customer clicks ‘Item Received’ OR after 3 days
item has been delivered, Shopee will credit the
amount to your bank account

Tips & Tricks to Stand out in Shopee
88
1. Join campaigns (8.8,9.9,12.12, etc)
2. More good & accurate pictures in display (min. 3)
3. Complete description (correct, straight to the point)
4. Increase followers (follow people who like similar products
that you sell)
5. More than 2 products in shop to seem liable
6. Brand your e-shop well (logo, cover picture)
7. Constant trial & error with products
8. Utilize Shopee’s Marketing Centre tools
(voucher, top picks, flash sale, etc)
9. Ads (keyword / similar products)
10. Competitive pricing
To get nominated;
• Decent & accurate pictures
• Seller should be willing to provide 10-20%
discount if approved
• Attractive prices
If nominated, seller gets;
• Exposure in desktop & in-app campaign
banners
• Email blast marketing feature
• Push notifications
• Increased shop awareness

Tips & Tricks to Stand out in Shopee
89
11. Adhere to Shopee’s rules
12. Good customer service
13. Use the item name to clearly identify the
item

90
SO JUMP ONBOARD & GET IT RIGHT
ALL THE BEST!
With love,
Santosh

ysantosCsddmbhday4,5

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