Sample_Basic Digital Marketing Plan
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Transcript of Sample_Basic Digital Marketing Plan
0011
Agenda:
1. Objectives
2. Situation Analysis
3. Competitive Analysis
4. Modern Marketing Landscape
5. Our Approach
6. Marketing Plan (Phase Wise)
7. What Next
Our Objectives:1. Setting up strong marketing process.
2. More Client Acquisition: Generating more leads for the business thus sales & revenue.
3. More Brand Awareness: Projecting the company in a position where we acquire ample amount of business by the words of the mouth.
4. Maximizing the ROI: As our business model is not a recurring business we must focus on ROI from very single day.
0011
Situation Analysis Website: Seems like the web design has
recently been changed but still it needs major changes in Call to actions and story building.
Old Version New Version
0011
•Layout & theme of home page: Good•Content and story building of home page:
Inconsistent, making hard to understand what we offer.
•Call to actions: Major changes are required.
Website Analysis
0011
Website Analysis•Image Quality: Inconsistent and sometime poor.
•“Edfora” website is not working and we have their reference at our website at crucial places.
•Prompting to connect on social but sharing no content there.
0011
Web traffic Analysis•Most of the traffic is from FIITJEE’s domains
i.e. most of the traffic is in-house.
0011
Web traffic Analysis•Organic search is the only medium from where
we are receiving the traffic.
0011
In Sum:•Though the one page layout is good, the content
placement, story building and call to actions need to be improve.
•Most of the traffic seems like coming from the FIITJEE students. To expend the business we must try other online media.
Let’s have a Radical look at what exactly our competitors are doing in Digital Marketing
Competitive Analysis
In Sum:
Toppr.com Embibe.com Iprofindia.com
Monthly Visitors 400 K 230 K 170 K
SEO Focused Highly Focused Focused
Search Marketing
More than 30 % NIL More than 35%
Display Approx 9% NIL Approx 10%
Affiliate shorte.st, Vcommision
NIL Zedo
Social Facebook Facebook Youtube, Facebook
Mobile Presence YES NO YES
Most of the competitors are using balanced marketing mix of paid, owned and earned media.
Source: Google & CEB
57%—that's how far the average buyer is through the purchase decision before engaging a supplier sales rep.
12%—that's how much of your customer's total mindshare you as a supplier have across the entire purchase path.
Recent Trends of Buyer
c
Open to Buy but not looking
Not thinking about it
Who Think They are not Interested
Who Know they are not interested
Ready to buy
Using our services
Sharing the case studies, Facts & knowledge by emails. (preferred in
video formats)
Sharing the case studies, Facts & knowledge by emails & SEO.
Sharing the knowledge by emails, Content marketing & get them engaged
them on social.
Provoke them to come at the our website on social, related blogs and
other places
Direct sales pitch through all possible medium..
NIL
We will hit the prospects at each of their Buying Stage
c
Open to Buy but not looking
Not thinking about it
Who Think They are not Interested
Who Know they are not interested
Content Marketing, Email, SEO
Email, Content & Social, SEO
Email, Display Ads, CPA, Content, Social
Email, Display Ads, CPA, Social,contentReady to buy
Email, Display Ads, CPA, Social, Search Marketing, SEO
Using our services
Channels to hit the prospects at each of their Buying Stage
Targeted Audience
Lead Management Process
Segment-A
Segment-B
Segment-E
Segment-D
Segment-C
Sales Department
Marketing Efforts
Leads
Automated Feedback Via Real Time Integration
Leads Segmentation
.
How we will segment : 1st. Based on the call to action and content for which visitor has given the contact details we will first segment the lead.2nd. We will send the unique email sets to each of the segment.3rd. Based on the their actions on our emails, we will be further move the leads in other segments.4th. When leads comes at the ready to buy segment, we will transfer the lead to sales department.5th. Based on the interaction with the sales person, if deal is not matured, we will keep following the prospect on emails.
Note: This whole process would be automated, only sales persons may need to give their feedback in the form of single drop down question in integrated CRM.
Pre-Launch•Website revamp.•Set up strong SEO foundation, intensive keyword research and link building.•Set up lead management process and email sets.•Set up analytics codes, key indicators and dashboards.•Video production: Testimonials, How to, informative.•Email marketing: Promotional.•Mobile application development.•Content strategy and production.
Objective of Phase-I
1.Targeting the “Ready to Buy” prospects.2.Understanding the buying psychology of consumer
coming from search engine.3.Short listing the most profitable search term for our
business.4.Hitting the corporate segment, at least making
them aware about xyz5.Minimum recurring liabilities on company until we
understand the user behavior and our ROI margins.
Phase 1:1
Instant result measurement.
Controllable Action. Low Implementation
Time. No additional man
power.
Display Marketing (20%)
Search Marketing (80%)
More Client Acquisition 70%
More Brand Awerness 30%
More User Engagement 0%
Why these two?
EmailSEO
Phase 1:2
For optimum results from our efforts.
More Client Acquisition 70%
More Brand Awareness 30%
More User Engagement 0%
Why Optimisation?
Email Marketing OptimisationLead Nurturing Process Optimisation
Target
Efforts
Display Marketing Optimization
Search Marketing Optimisation
Phase 2.1
More Client Acquisition 70%
More Brand Awerness 30%
More User Engagement 0%
SEO
Content & Video Marketing
Social
More Client Acquisition 70%
More Brand Awerness 30%
More User Engagement 0%
Optimisation & Pacing
Phase 2.2
More Client Acquisition 70%
More Brand Awerness 30%
More User Engagement 0%
Optimization, Pacing
Phase 4
Agendas of Next meetings Agenda of First Meeting: today•Market analysis•Competitive analysis•Approach finalization
Agenda of Next Meeting(2nd): •Story to be deliver on each channel. •Tools & Techniques finalization for each channel.•Dashboards and key indicators finalization.
Agenda of third Meeting: • Execution plan.• Required support for execution.