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Digital Marketing Strategy

[insert your company name] This Digital Marketing Strategy outlines your intention for the marketing of your business using

online channels.

Taking the time to fill it in will assist you to be explicitly clear about what it is you actually want and need.

It also allows any company you are getting assistance from to be as accurate as possible in the estimating process and to help add value.

Copyright: The Training Collective

Copyright: The Creative Collective

ContentsCOPYRIGHT....................................................................3DISCLAIMER...................................................................3INTRODUCTION..............................................................4COMPETITOR ANALYSIS...............................................7MORE COMPETITOR ANALYSIS...................................9SWOT ANALYSIS..........................................................11NARROWING IT DOWN................................................12WEBSITE GRADER.......................................................12GOOGLE ANALYTICS BENCHMARK..........................13DIGITAL MARKETING OBJECTIVES...........................14WEBSITE PLATFORM..................................................15WEBSITE ARCHITECTURE..........................................16IMAGES..........................................................................17CONTENT......................................................................18FUNCTIONALITY...........................................................19DESIGN CHECKLIST....................................................20ECOMMERCE................................................................22SEO – SEARCH ENGINE OPTIMISATION...................23PAY PER CLICK STRATEGIES....................................27DIGITAL MARKETING ACTIVITIES..............................28DATA CAPTURE STRATEGY.......................................28SOCIAL MEDIA CONSIDERATIONS............................29DEFINING YOUR SOCIAL MEDIA POLICY..................32MANAGING YOUR ONLINE REPUTATION.................35EMARKETING................................................................36HR (OPTIONAL).............................................................37DOMAINS/WEB ADDRESSES (OPTIONAL)................38LOG INS (OPTIONAL)...................................................39ACTION PLAN...............................................................40

1

Copyright

All rights reserved. This publication or any part of it may not be reproduced or transmitted in any form or by any means, electronically or manually without the written consent of The Creative Collective.

Disclaimer

While every care in taken to ensure the accuracy and quality of this manual, all material is provided without any guarantee or warranty whatsoever.

2

Introduction It is important to define who you are and what your main objectives are before you make your website plan.

• How long have you been in business?

• Why did you start the business or how did you get involved in the business?

WHAT DO YOU DO?

• What are your key service or product offerings and who is your target market for each? Here is a sample to get you started……. List yours below.

Product or service offering Target market

e.g. pet grooming1. Pet owners in the Nambour region who own long haired cats or dogs which require regular grooming.2. Pet owners in the Nambour region who have a high disposable income and who enjoy pampering their pet

Product or service offering Target market

3

WHAT ARE YOU TRYING TO ACHIEVE?

What are your key overall business objectives?

Here is a sample to get you started. List yours below.

ObjectiveTo offer training and service solutions to help small to medium business owners achieve online success

What are your key business objectives for your website?


ObjectiveTo increase the number of request a quote forms we receive via our website

4

What are your key business objectives for your marketing?


ObjectiveTo reallocate spend in traditional channels to online channels and to effectively test and measure their results

5

Competitor Analysis

KNOWN QUANTITIESWho are your known competitors, that is, any websites or companies you know you are competing

with in business. Please list them below and specify why you deem them a competitor

Name of competitor

URL (web address) Why do you deem them a competitor?

1

2

3

4

5

6

UNKNOWN QUANTITIES

Who are your (until now) unknown competitors, that is they didn’t immediately come to mind when completing the list above, and you may not be aware of them, particularly online, without the investigation you have been encouraged to conduct in the lessons.

Please list them below and specify why you deem them a competitor

Name of competitor

URL (web address) Why do you deem them a competitor?

1

2

3

4

5

7

More Competitor Analysis

Develop a SWOT (strengths, weaknesses, opportunities, threats) analysis for an e-business solution for your business to include analysis on resources, costs and revenue implications. Incorporate legal and ethical considerations in your final report.

SWOT ANALYSIS

Analyse the aesthetics and features of your key competitor’s (as listed above – a combination of known and unknown) websites.

Competitor 1 name: Competitor URL:

STRENGTH WEAKNESSES

OPPORTUNITIES THREATS

Comments:

Add additional SWOT templates depending on your needs

8


STRENGTH WEAKNESSES


Comments:


STRENGTH WEAKNESSES


Comments:

9

SWOT Analysis

Having now reviewed your competitors and the current state of your website, perform a SWOT Analysis on your own website listing your Strengths, Weaknesses, Opportunities, and Threats.

Date completed: / /

STRENGTH WEAKNESSES


Commentary on the status of your website and the competitive environment

_____________________________________________________________________

_____________________________________________________________________

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Narrowing it Down

Prepare a competitor analysis that considers what effect any new e-business capability will have on the industry sector and on your competition.

KEY COMPETITORS

Out of all the competitors identified in the above steps, choose 2 you would most like to focus on from here. Choose the 2 you deem to be the strongest competitors.

Competitor 1 URL:

Competitor 2: URL:

Website GraderYour website score out of 100

Competitor 1 score out of 100



On each item, (Overall, Blogging, Social Media, SEO, Lead Generation, Mobile) click on the ‘Checklist’ click ‘show’. Copy and paste each ‘to do’ item the system recommends below:

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Google Analytics BenchmarkHaving successfully implemented Google Analytics on your website (or having been granted access to it by your web developer) insert here the statistics you have identified in your Google Analytics.

Week 2 benchmark Week 12 benchmark

Number of unique users

Number of pages per visit

Average time on site

Percentage of new visits

Top performing keywords

Top performing 5 pages

Links from an internet search engine

Number of people accessing the site from a mobile

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Digital Marketing Objectives

WHAT ARE YOUR MAIN REASONS FOR WANTING TO IMPROVE YOUR DIGITAL MARKETING? (TICK ALL WHICH APPLY)

Diversify the marketing mix

Sell a service/s

Build brand awareness

To service existing clients

To make business information available

To position you as the ‘obvious expert’ in your industry

To answer FAQs

To create a 24 hour service/presence

To allow direct feedback from clients

To showcase our work

To build our community/database

Solicit prospective staff

List here any other objectives which may not have been covered above:

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

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Website Platform

It is assumed that you already have a website if you are completing this Digital Marketing Strategy. It is important if you have a website that you know what kind of website you have. If you know what platform your website is built on, write it in the link below.

If you do not know what type of website you have, contact them to find out what platform it is built on and write it in the line below.

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

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Website Architecture

Here is a list of commonly required pages required on a website. Please tick those you envisage requiring to effectively execute your digital marketing strategy i.e. are any additions/modifications to your existing required before you ‘go to market’. Remember each of these pages will require content and images uploaded to it. Consider where you will source this content, or if needs to be created/written, who will write it in the lines below the tick boxes.

Home

About us

Where we are

Events calendar

Newsletter sign up

Newsletter thanks

Testimonials/customer reviews/case studies

FAQs

Contact us

Downloadable resources (where appropriate)

Photo Gallery

Site map

Careers

Members only log in section

Links

__________________________________________________________________

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List any further content you propose to include. On webinars you may learn of other possible pages and functionality which may assist you to meet your business objectives that you had not previously considered.

____________________________________________________________________

____________________________________________________________________

Images

To execute an effective digital marketing strategy you are likely to require quality imagery. Where will imagery for your campaigns come from?

Self-sourced stock images – I will source royalty free, copyright free images including both photographs and illustrations.

Budget allocated: $_______________________

Stock images sourced on my behalf – I will get the company source royalty free, copyright free and supply them to me for approval prior to purchase.


Photography – I will take photos and am confident I can produce the correct proportion, lighting, effect etc.

Photography – I will arrange a photo shoot using a professional photographer.


Specialist Photography – I will need to arrange a virtual tour, aerial shot, fashion/styling shoot


Total image budget allocation: $_______________________

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Content

Are you a wordsmith or not? Where will the words for any digital marketing campaigns come from? (Tick those which apply)

I will write, edit and provide them

I will write them but will require someone to edit them for me

I will require someone to write them for me

Total copywriting budget allocation: $_______________________

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Functionality

WHAT FUNCTIONALITY DOES YOUR WEBSITE HAVE

To effectively execute your digital marketing strategy you will need a website and/or a range of third party systems.

Tick all the functionality and add lines for any additional functionality you would like your website to have, or additional systems you may need in place as you mobilise a digital marketing strategy.

CMS (content management system) – the ability to quickly and easily update your website

CRM (client relationship manager) – the ability to capture leads and log interactions with them

Web forms (where people fill in online forms and they deposit straight into the back end database + email you the results)

Announcements i.e. news or events which can feature in a news scroller)

Emarketing - the ability to send out regular email based broadcasts

Blog

Affiliate programs

The ability to feature advertisements on your website

Booking system i.e. allow customers to book into events/book services

E-commerce (i.e. sell stuff online)

Other (please specify):

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

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Are there any significant customisations/developments which you will require before you commence marketing?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

Design Checklist

If you have an existing website take a look at it with this checklist in hand to work out where it could potentially be enhanced:

General

Pages load quickly

Front page has flagship image/images in line with target market/subject matter of website

Fulfills ‘8 second rule’ that is, within 8 seconds of arriving to home page it is clear who you are, what you offer, and what you want user to do (i.e. sign up to newsletter, request quote, browse specials etc.)

Home page has data capture form or call to action requesting people to provide their details

Easy to locate contact details from home page

Front page has social media buttons (more on this in social media lessons)

Front page has social media feed (more on this in social media lessons)

Front page has video clip (more on this in social media lessons)

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Design considerations

Logo/brand is located in a prominent, but not over-powering position on the site.

Colour of website is in line/complimentary to logo/brand

Site looks professional

Brand consistent - every web page in the site looks like it belongs to the same site even if different templates have been applied to different pages

Every graphic has an alt label (more on these in SEO lessons)

Every web page in the site looks like it belongs to the same site; there are repetitive elements that carry throughout the pages

Font choice (type of text) is consistent throughout the site in terms of size, colour and type

Text is big enough to read, and in a colour which is readable

Chunks of text are broken up by headers

Navigation considerations

Key pages i.e. key services and key products can easily found from front page

Navigation buttons and bars are easy to understand and use

Navigation is consistent throughout website

Navigation buttons and bars provide the visitor with a clue as to where they are and what page of the site they are currently on (breadcrumbs)

Site has a search bar (the ability to search from the front page and inside pages for key information on the site)

Site has a site map (the ability to see a dynamically updated list of all pages within the site)

Search bar – site has a search section

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Ecommerce

Is your website ecommerce enabled?

YES

NO

If so, how many products do you sell?

What type of products do you sell (hard copy or e-products i.e. ebooks etc)

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

How often do you update these products i.e. monthly, quarterly?

____________________________________________________________________

What currencies do you sell in?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

How do you transact money online?

Via PayPal

Via online merchant facility/gateway/bank

Which online merchant facility do you use?

____________________________________________________________________

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Which gateway do you use?

___________________________________________________________________

Which bank do you use?

___________________________________________________________________

Other functionality required

Please list here any other functionality required.

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

SEO – Search Engine Optimisation

Do you think search engine optimisation should be part of your digital marketing strategy?

Yes

No

Comments: ___________________________________________________

Which pages on your website are already optimized, if any?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

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WHAT ONGOING ON PAGE OPTIMISATION ROTA COULD YOU COMMIT TO AS PART OF YOUR DIGITAL MARKETING STRATEGY TO IMPROVE YOUR RANKING?

Optimise new pages as I create them

Optimise a set number of pages at a set frequency. I will optimize the following number of pages each week/month:____________________________________________________________________

____________________________________________________________________

I will make it the responsibility of someone at my company to optimise my website at a set frequency within my budget. I will have them optimise the following number of pages each week/month: ____________________________________________________________________

____________________________________________________________________

I will contract a person/company to optimise my website at a set frequency within my budget. I will have them optimise the following number of pages each week/month:____________________________________________________________________

____________________________________________________________________

Budget allocated to ongoing optimization:

$ ________________________________________

ON PAGE OPTIMISATION

Further to Lesson 5, which keywords/key phrases are you going to chase on a page by page basis for the key pages of your website?

Page Name: URL:

____________________________________________________________________

____________________________________________________________________

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____________________________________________________________________

Page Name: URL:

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

Page Name: URL:

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

Page Name: URL:

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

OFF PAGE OPTIMISATIONUse a link checker provided in eLesson 6 then complete the items below:

Date link check conducted: ___________________________________________

Link checker used: ________________________________________

Number of links back to your site according to the above site: _________________________________________________________________

What OFF PAGE optimisation strategy/strategies could you commit to increase the number above?

Submission of articles to article directories (also known as article banks)

Submission of articles or press releases to news wires

Submission of your site to free directory listings

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Submission of your site to paid directory listings:

Forum postings

Blog posts or comments

Social media websites

Buying Links

How will you get it done?

I will make it the responsibility of someone at my company to optimise my website at a set frequency within my budget. I will have them optimise the following number of pages each week/month:____________________________________________________________________

I will contract a person/company to optimise my website at a set frequency within my budget. I will have them optimise the following number of pages each week/month:____________________________________________________________________

Budget allocated to ongoing optimization: $___________

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Pay Per Click Strategies

Do you think pay per click strategies should be part of your digital marketing strategy?

Yes

No

Comments: ___________________________________________________

What pay per click networks will you commit to trying out?

Facebook Advertising

Google Adwords

Bing

Yahoo

Linkedin

Other:

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

WHO WILL BE RESPONSIBLE FOR LOOKING AFTER YOUR PAY PER CLICK CAMPAIGNS

I will

I will make it the responsibility of someone at my company – who:________________________________________

I will contract a person/company to set up my pay per click campaigns.

___________________________________________________________________

Budget allocated to pay per click campaigns $ ____________

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Digital Marketing Activities

Out of all the strategies you have reviewed, collate which digital marketing strategies you will use to acquire traffic to your website/blog/online community?

Key digital marketing activities for traffic acquisition will include:

Search engine optimization – on page

Search engine optimization – off page

Pay per click

Blogging

Social media

Email marketing

Data Capture Strategy

Where will you drive your leads to?

Website – home page

Website – specific page:

____________________________________________________________________

Blog

Facebook page

Other: _______________________________________________________________

What incentives are you going to use to incentivize your prospects to take the desired action i.e. no obligation quote – provided within 24 hours?

____________________________________________________________________

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____________________________________________________________________

____________________________________________________________________

Social Media Considerations

Please refer to page 5-6, where you identified your key service/product offerings, target markets and business objectives. You must bare these in mind when completing this section.

1. What are you primary objectives for social media?

1.

2.

3.

2. What social networks will you utilize?

Facebook

Linkedin

Twitter

YouTube

Google Plus

Pinterest

Other (please specify): ________________________________________

3. What usernames will you utilize for the various networks? Go to www.namechk.com and check availability. Then visit the individual social networks and sign up for your account.

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http://www.namechk.com/

Facebook profile username: www.facebook.com/__________________________________

Facebook Page username: www.facebook.com/__________________________________

Twitter username 1: www.twitter.com/__________________________________

Twitter username 2: www.twitter.com/__________________________________

Linkedin Profile username: www.linkedin.com/__________________________________

Linkedin Page username: www.linkedin.com/__________________________________

YouTube username: www.youtube.com/__________________________________

Pinterest username: www.pinterest.com/__________________________________

Google Plus username: https://plus.google.com/_______________________________

4. Will you integrate social media feeds and/or icons to your website?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

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5. Will you include sharing buttons on your website? If so, which sharing service will you utilize?

Me!

My web developer (add this to your action plan at the end of this document)

Other: __________________________________

6. Who will integrate sharing buttons on your website? You, your web developer, or someone else?

Addthis.com

Sharethis.com

Other: __________________________________

My social media objectives are (tick those which apply to you):OBJECTIVE

To establish or build your organisation or individual profile To drive traffic to your blog or website To network with others in your niche or who can benefit your business To get valuable feedback To build a community/database To act as an alternative form of communication To hire people – be they volunteers or paid To update your community of news To promote events/product launches/updates/fund-raising drives To provide live coverage of an event – live stream, twitter

updates + more To show a more personal side of yourself from your usual public persona To run occasional “social media only” discounts and specials

Further articulate your social media objectives here:1. e.g. to achieve ‘500’ likes on my Facebook Business Page by December 2011

____________________________________________________________________

____________________________________________________________________

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Defining your social media policyTo minimise risk related to your social media activities, it is important you give some consideration to defining a social media policy.

Take a moment to answer these key questions which will help you define your social media policy:

WHO will be allowed to post – Only you? Certain staff? Another company? What if the usual person is away?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

WHAT are they allowed to post? Random musings? Work related?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

WHEN are they allowed to post? – As often as they like? A few times a day? Daily? Weekly?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

HOW are they allowed to post? Logged in to a certain persons profile, via a syndication tool (e.g. Hootsuite or ping.fm – see page 43 for more), as themselves?

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

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WHERE can they post to? Just Twitter? Facebook Page & Twitter? All networks?

____________________________________________________________________

____________________________________________________________________

What is the screening process? Free for all? None at all? Scheduled but approved?

____________________________________________________________________

____________________________________________________________________

Social media management

It is not time effective to have multiple social media accounts to have to log into and check on regularly so thankfully there are tools for monitoring conversations and managing multiple accounts.

What tools will you commit to using to manage your social media activities?

____________________________________________________________________

____________________________________________________________________

Measuring your social media activities

In order to measure the ongoing performance of your social media activities you need to first take a snapshot of your current performance, as a benchmark to compare against in the future. Refer to lesson 7 & 8 to complete this section.

Facebook (source these from Facebook Insights)

Total likes: ________________________________________

Friends of fans: ________________________________________

People ‘talking about:________________________________________

Check ins (if relevant):________________________________________

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________________________________________

Followers________________________________________

Following________________________________________

Updates

________________________________________

LinkedIn

Total Connections on Profile:

________________________________________

Business Page Followers:

________________________________________

Recommendations:

________________________________________

YouTube

Number of videos uploaded:

________________________________________

Total number of views (across all videos):

________________________________________

Subscribers:

________________________________________

33

Managing Your Online Reputation

How will your monitor our online reputation?

Firstly what will you monitor?

Company Company URL Staff names Product names Product URLs Industry terms Competitors

Other:

________________________________________

How will you monitor it? (Which program/s will you use?)

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

34

Emarketing

Will you require eMarketing (email marketing) functionality?

YES

NO

Will you require an eMarketing template to be so you have a professional image to broadcast with?

YES

NO

Do you have an existing database you can upload to a dedicated database system?

YES

NO

If so, what is the size of the database? ____________________

What emarketing system will you use?

____________________________________________________________________

How often will you commit to sending out an email broadcast?

____________________________________________________________________

Who will be responsible for preparing it/sending it out?

____________________________________________________________________

What will the content be?

____________________________________________________________________

35

HR (Optional)

Who will work on the development/redevelopment of your website and online marketing and what will their role be? Consider internal resources i.e. staff as well as external resources you may need to call on/engage. Consider all aspects i.e. seo, SEM, design, programming, copywriting, image sourcing etc. Ensure there is a ‘project manager’ who is ultimately responsible for getting the project completed.

Name: ________________________________________

Position: ________________________________________

Company: ________________________________________

Role in project: ______________________________________

Phone: ________________________________________

Alternative phone: ___________________________________

Email: ________________________________________

Name: ________________________________________

Position: ________________________________________

Company: ________________________________________

Role in project: ______________________________________

Phone: ________________________________________

Alternative phone: ___________________________________

Email: ________________________________________

36

Domains/Web Addresses (Optional)

Locate and list all key information on ALL domains your company/entity/you the individual currently owns.

Domain name:

Purchase Date: ________________________________________

Expiry Date: ________________________________________

Who registered with? ________________________________________

Username ________________________________________

Password ________________________________________

Name of Registrant (person or company) ________________________________________

Registrant ID (ABN/CAN etc.) ________________________________________

Registrant Contact Person ________________________________________

Registrant Contact Email ________________________________________

Tech Contact Name ________________________________________

Tech Contact Email ________________________________________

37

Log Ins (Optional)

Locate and list all key information ALL important log ins for easy retrieval

Google Account:

Username: ________________________________________

Password: ________________________________________

Google Analytics:

Username: ________________________________________

Password: ________________________________________

Others

Username: ________________________________________

Password: ________________________________________

Congratulations – you have yourself a digital marketing strategy.

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Action Plan

Please list here any action points you need to commit to as a

result of completing Lessons or this Website Plan. Revisit this

section regularly.

Action required Description Who will be responsible

Resources Required

Deadline

39

Action required Description Who will be responsible

Resources Required

Deadline

40

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