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ONLINE
MARKETING
STRATEGY
A S IM P L E 5 - S T E P
Easy - to - fo l low Plan to Step Up Your
Onl ine Market ing Ef for ts
TABLE OF
CONTENTS
I N T RODUCT I ON03 Why businesses need a solid online marketing plan.
S T E P 3 : CREAT E EMA I L CAMPA I GN SReaching out to your customers through email.07
S T E P 1 : B E CUS TOMER CENTR I CThink about what's valuable to your customers. 05
S T E P 4 : GET SOC I A LUse social media to engage with your customers.08
S T E P 2 : WR I T E A B LOG PO S TWhat types of content will your customers love?06
S T E P 5 : MEASUR E R E S U L T SAre you improving? Track your progress.09
C O N T E N T S B R A N D S H A C K . C O M . A U
INTRODUCTION
DO YOU HAV E
AN ONL I N E
MARK E T I NG
P L AN ?
Truth is, many business owners are still not
convinced that they need a solid online
marketing plan.
Sure, you have a website, social media
accounts, emails, and other tools that can
help you reach and expand your customer
base online. Awesome! But that’s not the real
work here.
It’s easy to get lost in the sea of information
online, and you need to cut through the noise
to get your message heard. This is where your
online marketing plan will help you.
Relax, we’re not talking about an 80-pager
document here. All you really need is five
simple steps. Use this five-step onlinemarketing plan and start off with two pages
describing each goal and tactic, nothing too
complicated. You can build it up as you go.
B R A N D S H A C K . C O M . A UP A G E 3
P A G E 4 B R A N D S H A C K . C O M . A U
MANY BUSINESS
OWNERS ARE STILL
NOT CONVINCED
THAT THEY NEED A
SOLID ONLINE
MARKETING PLAN.
P A G E 5
B R A N D S H A C K . C O M . A U
STEP 1
B E A LWAY S
CUS TOMER
CENTR I C
Gone are the days when businesses are all
“Me! Me! Me!” This time, it’s all about your
customers. When creating marketing
strategies, always think about what your
audience will find valuable.
Think about information that they will find
useful. Think about what images they would
find interesting.
STEP 2
Content is one of the primary drivers of
website traffic. Not only does a blog provide
customers valuable information about your
business and the industry in general, it also
helps your website become more visible in
search engines.
Publish blogs that your target audience will
find useful. This will position you as an
authority in your niche.
In blogging, consistency is the key. Best practice is at least one blog post a week, but
one blog per month will do.
Use engaging images
Create “evergreen” content, or content that is always relevant to your audience
Make use of content calendars and scheduling tools
B R A N D S H A C K . C O M . A UP A G E 2 1P A G E 6
WR I T E A
B LOG PO S T
L i s t d ow n t h e s e i m p o r t a n t p o i n t s :
STEP 3
CREA T E EMA I L
CAMPA I GN S
Email is not dead; it’s still one of the most effective and cheapest ways to reach out to your
customers.
The key is to email useful information, like news, upcoming events and promotions. Be
careful not to hard sell. Otherwise you end up in Spam.
Write good email subject lines to increase open rate
Include an effective call-to-action to direct customers to your sales page
Personalise your messages by adding the recipient’s first name
Take advantage of email marketing tools like MailChimp, Drip, Constant Contact and
AWeber
Have a consistent schedule in sending out emails
B R A N D S H A C K . C O M . A UP A G E 7
K e y p o i n t s i n c r e a t i n g em a i l ma r k e t i n g
c amp a i g n s :
Don’t create social media accounts just for
the heck of it. Use social media channels to
connect with your customers and your
customers’ friends, create meaningful
conversations and engage with them.
It’s great to have an account in all social media platforms to maximise reach, but
there will only one or two that will work best for you. Focus on these channels.
Post a new update every day or at least three times a week. Don’t be promotional
all the time. Create a content mix that includes curated content, memes and
quotes, or ask a question to fuel discussion.
Post engaging images.
Make use of online scheduling tools like Buffer, Hootsuite, Planoly and Tailwind.
STEP 4
GET SOC I A L
B R A N D S H A C K . C O M . A U
P A G E 2 1
P A G E 8
K e y p o i n t s
The best way to know if your strategies will
work is to measure and track your progress.
This will help you find out which areas you
need to improve on. At the end of each
month, make it a habit to always review your
marketing strategies.
If you’re using different social media channels, determine which gives you better
conversion rate.
Experiment on diverse topics and different content formats and find out which
works best for your audience.
Do A/B testing on your email marketing campaigns.
Use Google Analytics or other tools that can help you measure and track your
online marketing efforts.
STEP 5
B R A N D S H A C K . C O M . A U
P A G E 2 1
P A G E 9
MEASUR E
R E S U L T S
My r e c omme n d a t i o n s :
Conclusion
P A G E 1 0 B R A N D S H A C K . C O M . A U
I won’t sugarcoat: online marketing can be a monster. It can be difficult to have a fixed
process on something that changes so fast, like technology and digital marketing
approaches.
But I still believe in the benefits of having a plan and, at best, writing down your approach.
That way you can be more focused, ensure that your team is on the same page, allocate
budgets accordingly and stay ahead.
GET IN TOUCH WITH USL e a r n mo r e a b o u t h ow y o u c a n s u p e r c h a r g e
y o u r o n l i n e ma r k e t i n g .
GET IN TOUCH WITH US
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