100 day digital marketing plan

100 Day D i g i t a l Marke/ng P l an

100 Day Digital Marke/ng Plan

DOING OUR HOMEWORK UP FRONT WILL MEAN A BETTER RETURN ON INVESTMENT LATER

1 Understand

2 Plan

3 Build

4 Execute

6-‐8 weeks

4-‐6 weeks

4-‐8 weeks

con/nuous

Itera/ve

Understand: Weeks 1 -‐ 8

1.1 UNDERSTAND THE COMPANY AND ITS EXISTING DIGITAL LANDSCAPE (two weeks) Where are we now

•  What specific business goals are we hoping digital can solve

•  What are our exis/ng assets and how are they performing (make stop/con/nue decisions on each)

•  What’s been tried before, and what lessons can we take away from those efforts

•  What ini/a/ves are already in flight (make stop/con/nue decisions on each)

1.2 UNDERSTAND THE CUSTOMER (six weeks)

What do they want

•  Who are our current and poten/al customers in all business lines

•  What problems are we solving for each, and how does that differen/ate us from their other op/ons—subscribe to blogs, join forums, abend events

•  How are we solving those problems in a differen/ated and defensible way, and with which products


1.3 UNDERSTAND OUR COMMUNICATION STRATEGY & STYLE (one week)

How should we communicate

•  How do we want to priori/se the communica/on of and sale of our products?

•  Based on customer insights, what’s the best way, the right /me, and the most effec/ve medium to deliver our message

•  What are our op/ons for delivering that message (owned, earned & paid)

•  What are the explicit goals of our communica/ons (engagement, traffic, trust, awareness, acquisi/on)


Plan: Weeks 6-‐12

2.1 Priori/se the omnichannel customer journey (two weeks)

Reaching customers

•  Which channels /e into which stage

•  How do customers interact with the channel/touch point

•  Hypothesise which stages are most important and focus there first

•  How can we add value by solving problems they face

•  How do we insert ourselves into the journey

2.2 Channel enhancement and development (three weeks)

Increasing capabili/es

•  Priori/se channels based on customer journey, business needs and effort/resource required

•  Iden/fy desired end state rela/ve to current state

•  Iden/fy and engage resources needed

•  Develop channel development roadmap

Plan: Weeks 6-‐12

2.3 Mul/channel digital marke/ng communica/on plan (one week)

Reaching customers

•  Priori/se channels across owned/paid/earned

•  Monthly, weekly, and daily plan for how and what to communicate in each channel

•  What should/can we outsource

•  Each communica/on /ed to a specific goal (brand awareness, site traffic, trust, acquisi/on)

Plan: Weeks 6-‐12

2.4 Make sure we have the right tools for the job (four weeks)

Working smarter

•  Channel management

•  Social listening & engagement

•  Content management

•  CRM/email marke/ng

•  Metrics & analy/cs

•  Compe/tor and opportunity analysis

•  Digital innova/on resources

Plan: Weeks 6-‐12

2.5 Who influences our customers & how can we reach them (one week)

Iden/fy & engage

•  Journalists

•  Bloggers

•  Twiber influencers

•  IFA networks and forums

Plan: Weeks 6-‐12

Build (weeks 14-‐20) & Execute (con/nuous)

3.1 Deliver on the plan (con/nuous)

Influenced & defined by

•  Channel priori/sa/on

•  Product roadmap

•  Marke/ng comms plan

•  Internal infrastructure requirements

•  Influencers outreach matrix

•  Constantly tes/ng, itera/ng, and improving based on customer feedback, changing business needs, and digital trends

100 day digital marketing plan

Marketing

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