Sample_Basic Digital Marketing Plan

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Digital Marketing Plan For XYZ, Inc.

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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.

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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

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•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

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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.

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Web traffic Analysis

Major traffic sources are direct, referral and organic searches.

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Web traffic Analysis•Most of the traffic is from FIITJEE’s domains

i.e. most of the traffic is in-house.

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Web traffic Analysis•Organic search is the only medium from where

we are receiving the traffic.

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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

Toppr.com

embibe.com

iprof.com

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.

Understanding The Modern Marketing Trends

Hit them when they are ready to buy..:)

Traditional way of Marketing

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

Upcoming Trends of Marketing

So how we are going to manage it all..

Marketing Approach

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

Lead Segmentation..

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.

Action Plan

Pre-Launch & Creating the grounds

Setting up the strong online marketing foundation

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.

Phase-I

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 Brand Awareness 30%


Why Optimisation?

Email Marketing OptimisationLead Nurturing Process Optimisation

Target

Efforts

Display Marketing Optimization

Search Marketing Optimisation

Phase-II

Phase 2.1




SEO

Content & Video Marketing

Social




Optimisation & Pacing

Phase 2.2

Phase-III & Phase-IV




Gamification

Phase 3




Optimization, Pacing

Phase 4

What Next

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.

Thank You

Any Questions please ..

Sample_Basic Digital Marketing Plan

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