Digital Marketing Plan
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Digital Marketing Plan
For more information see:
www.outserveweb.co.uk/academy
Digital Marketing Toolbox
2015
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
1.Targeted2.Measurable3.Converts leads into customers
Examples of Digital Marketing
Examples Digital Marketing
BlogMicrobloggingImagesPhotos VideoMusicAudioPodcastsSocial NetworkingGeo-locationInstant MessagingLive streamingLife castingWebinarsForums/DiscussionsReview SitesSocial BookmarksScrapbooking
WebsitesSearch EnginesPay per click AdsPay Per Impression AdsDisplay/Banner adsAffiliate MarketingSocial adsMobile appsMobile gamesSearch Engine OptimisationeBookPDFWhite PaperSlides/Presentation
Virtual WorldsVirtual RealityAugmented RealityInternet of Things3D Printing
Channels
1.Affiliate marketing
2.Display Marketing
3.Email Marketing
4.Search Marketing
5.Social Media
6.Social Networking
Plan
MarketGoalsActionContentResults
Market
Target AudiencePersonaCompetitor Analysis (Listening Tools)
Personas
Name Paul AccountantAge:48Status: MarriedIncome: £65,000Education: Degree and ACA
Drives: MercedesLives: Burton on TrentInterests: Photography, exercise
Social Platforms engagement
Linkedin 8/10 for businessTwitter 7/10 for businessFacebook 6/10 for personalOwn Blog 8/10
Key Points of InterestTime poorWants to be see as an expert in his fieldWants to retire
What content are they interested?
Accounting facts and figuresAccounting technologyTax information
Social Type
Conversationalist/Creator
Concerns
ProfitabilityClient attraction and retentionNew trends
Mobile usage
Significant usage of mobile and tabletAndroid user - Samsung GalaxyUsage includes email and social media
Name:Age:StatusIncome:Education:
Drives: Lives: Interests:
Social Platforms engagement
Mobile usageWhat content are they interested?
Social Type
Concerns
?
Key Points of Interest
Online Surveys
What Questions?
What Social Media Sites do you use personally on a regular basis (Tick all that apply)
FacebookTwitterYoutubeTumblrPinterestInstagramNone of the aboveOther (complete box)
What Social Media Sites do you use for business on a regular basis (Tick all that apply)
FacebookTwitterLinkedinYoutubeTumblrPinterestInstagramNone of the aboveOther (complete box)
If our business was only on one social network which one would you prefer
FacebookTwitterLinkedinYoutubeTumblrPinterestInstagramNone of the aboveOther (complete box)
What content would you like to receive/see on social media from our company
Long Blog postsShort Blog postsShort updatesVideo TutorialsProduct/Service videosPhotosPodcast discussing latest trends
Other (complete box)
Would you like to join a group of your piers to discuss current issues in your Industry
YesNoDon’t noIf yes, where would you like th group to beLinkedinFacebookGoogle GroupOther (please complete)
Goal
Actions e.g.
more visits to websites
More social follows
Brand Awareness
Launch new products
Sales
Action
Effective Platforms
Effective Activities
Content
Types
Content Marketing plan
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
http://blog.trello.com/moved-to-published-using-trello-as-an-editorial-calendar/
Results
1.Against Goals
2.Key Performance indicators
3.Return on Investment
Key Performance IndicatorsGoal 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
Website Analytics
Cost of AcquisitionLead 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
Cost of AcquisitionLead 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
Cost of AcquisitionLead 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
Action Plan
Complete your Plan
Send Surveys
Create Content
Track the results
Adjust - rinse and repeat
Goal Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
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
For more information see:
www.outserveweb.co.uk/academy
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