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