This presentation is designed to accompany our free template for writing a digital marketing plan. You can download it at www.volacci.com/resources/internet-marketing-plan

1. Writing a Digital Marketing Plan
Kylon Gustin

2. Website
Objectives
Website
Image
Website
Value
Your Business
Model
1. Portray Correct Image
2. Provide Value to Visitors
3. Align with Business Model
THREE OBJECTIVES
What marketing results are you trying
to achieve with
your website?

3. Website
Objectives
Website
Image
Website
Value
Your Business
Model
How do you want visitors to perceive your
organization?
1. First impression
2. Know your market
3. Preference points
Key Factors:

4. What is the value of your website
to visitors?
Website
Objectives
Website
Image
Website
Value
Your Business
Model
•Industry Specific
•Timely Content
•Educational Info
•Unique Experiences
Valuable Qualities:

5. How is the website helping to achieve your revenue
objectives?
Website
Objectives
Website
Image
Website
Value
Your Business
Model
Marketing
(lead generation,
branding, promotional)
Sales
(e-commerce)
Functional
(intranet, users, research,
support, technical
assistance)
Informational
(establish credibility, content-rich,
promote-a-cause, education)

6. DEFINING YOUR TARGET MARKET:
Market
Description
Internet
Usage
Market
Alternatives
Decision
Process
Who are the prospective buyers for
your product or service?
What are their objectives?
How does your website
satisfy those objectives?

7. How to define your IDEAL CUSTOMERS:
Market
Description
Internet
Usage
Market
Alternatives
Decision
Process
Finding your IDEAL CUSTOMER
•Filter out those that haven’t provided lasting value
•Identify the common traits of your profitable customers
•Identify the decision maker within these companies

8. Market
Description
Internet
Usage
Market
Alternatives
Decision
Process
Finding the DECISION MAKERS
•Identify demographics, personalities, & fears
•Identify their decision process & budget limitations
•Identify their Key Performance Indicators
•Understand their primary motivators
Differentiating between your
IDEAL CUSTOMER &
the DECISION MAKERS

9. Target Market
dictates HOW you market
Market
Description
Internet
Usage
Market
Alternatives
Decision
Process
ONE LAST LOOK at your TARGET MARKET
Target Decision Maker dictates
MESSAGING YOU USE on your
website

10. Market
Description
Internet
Usage
Market
Alternatives
Decision
Process
How heavily does your prospect depend upon the
Internet to find your offerings?
Are they tech-savvy?
Are they comfortable with
the Internet? Do they rely
on Internet to find your
product/service?
This dictates your investment
in your site’s infrastructure
and functionality
Questions to Ask:

11. Are there readily-accessible, non-Internet alternatives
that will satisfy the prospect?
Market
Description
Internet
Usage
Market
Alternatives
Decision
Process
Industry
Specific Options Traditional Retailers,
Wholesalers, etc...
Direct Sales or Local

12. What is the typical process that prospects go
through when deciding to purchase an offering
like yours?
Market
Description
Internet
Usage
Market
Alternatives
Decision
Process
Need/Want
for your product/service
Purchasing
Dept. Approval
Vetting Process
Research
Final Steps
sale depends on price, technical
integration, financial authority, etc...
DECISION
IS YOUR WEBSITE DESIGNED WITH THIS PROCESS IN MIND?

13. Who are your PRIMARY COMPETITORS?
Primary
Competitor Threats
Competitor Website
Investment
Competitor
SEO Analysis
List competitors on their ability to compete based on:
•Size
•Marketing investment
•Internet presence
•Industry credibility
•Unique value propositions
Remember to also assess YOUR website

14. Competitor Competitiveness Value Proposition
Competitor 1
High - well funded, heavily market
their site, and have significant web
presence.
They offer a one-stop shop
for all industry related needs
at a low cost.
Competitor 2
Medium - similar in size and promote
the same industry-specific expertise.
Not as well known by other businesses
in our niche industry. They are a
potential major threat if they begin a
serious marketing campaign.
They offer industry-specific
expertise.
Competitor
Grouping
Low - there are hundreds of
competing businesses that offer low-
cost, low-touch services. They are
usually either small, one-person
businesses or very large churn-n’-burn
shops.
They offer cheap solutions
to a specific problem.
Our Company
Medium - we have spent years
integrating with the marketing and
distribution channels in our niche
industry, and made contributions to
the growth and promotion of our
niche industry, and are often the
reference of choice from non-
We offer custom,
comprehensive, and high-
touch services to each of our
customers.

15. •Website Promotion (Natural and Paid)
• Appearance
•Functionality
Primary
Competitor Threats
Competitor Website
Investment
Competitor
SEO Analysis
To what degree has each competitor invested in their
website?
Remember to also assess YOUR website investment

16. Competitor Promotion Appearance Functionality
Competitor 1
High - heavily advertise, attend
all trade shows, offer regular
webinars, and are relentless
with email marketing.
Polished but simple -
they have invested in
quality, unique images
and layout.
High - automated
options that allow
users to create
customized
solutions
Competitor 2
Low - they are currently doing
little promotion that is
apparent to us.
Typical - their site
looks like a million
other sites and does
not demonstrate a
significant investment.
Low - the only
interaction with
visitors is a basic
form to request
more information.
Competitor
Grouping
Medium - this entire group of
competitors primarily send
spam emails to business
owners, sales and marketing
personnel.
Typical - these sites
look like a million
other sites and do not
demonstrate a
significant investment.
Low - the only
interaction with
visitors is a basic
form to request
more information.
Our
Company
Medium - we drive traffic to
our site through targeted
outbound marketing,
promoting white papers and
webinars. We also attend and
provide training at industry
related conferences. We utilize
social channels and other
media to demonstrate our
Unique - we have a
new site under
development. We will
be implementing
many visual and
conversion-related
changes.
Medium - along with
the standard forms
to request a contact
from sales, we offer
other free services
that are designed to
engage the visitors
and lead them
through our

17. Keyword Global Monthly
Searches
OurSite Competitor 1 Competitor
2
Competitor 3
Keyword 1 9,900 32 2 4 65
Keyword 2 8,700 100+ 2 7 6
Keyword 3 5,400 100+ 100+ 94 46
Keyword 4 4,800 14 1 100+ 100+
Keyword 5 3,200 100+ 26 100+ 100+
etc...
STEP 1: How well is your website represented in the
search engines as compared to your competitors?
Primary
Competitor Threats
Competitor Website
Investment
Competitor
SEO Analysis
Use a free, unbiased service like
www.WhatPageOfSearchAmIOn.com to
determine your search rankings and that of
your competitors.

18. Competition
Pages Indexed
by Google
Domain Links
seen by Google
Total
Backlinks
Referring
Domain Ratio
Competitor 1 40,700 324 2,036 17
Competitor 2 501 23,900 998,872 63
Competitor 3 541 18,600 1,876 3
OurCompany 235 86 22,476 5
STEP 2: To what degree have you and each competitor
invested in optimizing for the search engines?
Asses your standings with these identifiable criteria
that the search engines use when evaluating websites
Primary
Competitor Threats
Competitor Website
Investment
Competitor
SEO Analysis
Use tools like MARKET SAMURI to find this info

19. What resources will you expend to market your
website?
Natural
Attraction
Content Development
and Production
Social
Media
Guest
Blogging
Press
Releases
Current Efforts?
Planned Efforts?
Other possibilities if
given the budget and
resources?
SEO

20. Marketing Strategy
NaturalPaid
SEO
Content
Social Media
Guest Blogging
Press Releases
Natural
Attraction
Content Development
and Production
Social
Media
Guest
Blogging
Press
Releases
SEO
Long-tail efforts provide long-term value

21. What level of resources, if any, are you planning to
expend on SEO to drive traffic to your website?
Natural
Attraction
Content Development
and Production
Social
Media
Guest
Blogging
Press
Releases
SEO
Off-Page SEO:
Outbound Link-
building
strategies,
increasing
credibility
On-Page SEO:
Site architecture
improvement and
content structure

22. What level of resources, if any, are you planning to
expend on SEO to drive traffic to your website?
Natural
Attraction
Content Development
and Production
Social
Media
Guest
Blogging
Press
Releases
SEO
+PLUS:
Content Development &
Conversion Optimization
Include expenditures of:
Internal personnel, outsourced
services, expected results and timelines
for achieving those results, targeted
keywords, budget allocation, and
reporting

23. product or
service
descriptions testimonials
sales copy
case studies
resources blogs
articles
news
Natural
Attraction
Content Development
and Production
Social
Media
Guest
Blogging
Press
Releases
SEO
curation

24. Natural
Attraction
Content Development
and Production
Social
Media
Guest
Blogging
Press
Releases
SEO

25. Natural
Attraction
Content Development
and Production
Social
Media
Guest
Blogging
Press
Releases
SEO

26. Natural
Attraction
Content Development
and Production
Social
Media
Guest
Blogging
Press
Releases
SEO
Ask industry experts to
post a blog on your site
Write blogs to be posted
on other sites
Should have an existing
following to drive
immediate and relevant
traffic to your site that
may not know about your
offerings
Need to include a link
back to your site and
provide enough value that
readers perceive you as an
industry expert
Two Options:

27. Natural
Attraction
Content Development
and Production
Social
Media
Guest
Blogging
Press
Releases
SEO
This means going
beyond fresh
content....
...increasing
backlinks to
your site!
...and distributing it through
appropriate services...

28. Marketing Strategy
Natural Paid
Paid
Attraction
Display
Advertising
Partner/Affiliate
Advertising
Email
Advertising
Search Engine
Marketing
Contextual
Advertising
Search Engine Marketing
Contextual Advertising
Display Advertising
Partner/Affiliate Advertising
Email Advertising

29. Paid
Attraction
Display
Advertising
Partner/Affiliate
Advertising
Email
Advertising
Search Engine
Marketing
Contextual
Advertising
Search Engine Marketing
Contextual Advertising
Display Advertising
Partner/Affiliate Advertising
Email Advertising
A Marketing Strategy budget
should be divided among paid
and non-paid efforts to create value
in both the long- and short- term for
your site.
Costs to consider:

30. Paid
Attraction
Display
Advertising
Partner/Affiliate
Advertising
Email
Advertising
Search Engine
Marketing
Contextual
Advertising
Critical Factors to Successful Ads:
Ad title
Copy
Landing Page Optimization
Google Quality Score
Geography

31. Paid
Attraction
Display
Advertising
Partner/Affiliate
Advertising
Email
Advertising
Search Engine
Marketing
Contextual
Advertising
...Don’t rely on THEM to
find YOU!
Find prospects based on their
INTERESTS...

32. Paid
Attraction
Display
Advertising
Partner/Affiliate
Advertising
Email
Advertising
Search Engine
Marketing
Contextual
Advertising
[YOUR AD]
HERE
•Graphical, sometimes text
•Delivered on thousands of sites
•Pay by click, action, or impression
What is a Display Ad?
How can you use them?
•By geographic location
•Mobile phones only
•Remarketing

33. Paid
Attraction
Display
Advertising
Partner/Affiliate
Advertising
Email
Advertising
Search Engine
Marketing
Contextual
Advertising
Utilizing
OTHER
websites to
promote YOUR
products and
services...
...by linking to
YOUR site and
referring new
customers to
YOU!

34. Paid
Attraction
Display
Advertising
Partner/Affiliate
Advertising
Email
Advertising
Search Engine
Marketing
Contextual
Advertising
•Industry-specific is best
•Text & display ads
•Opt-In Newsletters
Tips & Tricks:
•Many check email daily
•Substantial reach of targeted consumers
•Easy to measure effectiveness
•Able to track ROI
Advantages of Email Ads:

35. Lead
Nurturing
Conversions Measurement
Resource
Requirements
After site traffic and conversions, marketing
automation is the most important aspect for
garnering the greatest value from your
website!
•Automate lead nurturing platforms
•Synchronize with other systems
•Must have strategy!
Marketing Automation Tips:

36. Lead
Nurturing
Conversions Measurement
Resource
Requirements
Are you in a continuous process of testing to
identify the optimal calls-to-action?
Develop a CRO
strategy to increase
the number of
USERS that convert
into LEADS

37. How will you determine if what you are doing is working?
Lead
Nurturing
Conversions Measurement
Resource
Requirements
What metrics and tools are you using to set and track your goals?
•Google Analytics: set and track goals
•Google Website Optimizer: A/B &
multivariate testing
•Track increases (or decreases) in traffic
& bounce rates
•Time spent on site & pages viewed
What you SHOULD be doing:
Continuous measuring shapes all future website marketing efforts!

38. Lead
Nurturing
Conversions Measurement
Resource
Requirements
Things to Consider:
•The degree of expertise required
•Management and overhead costs
•Vertical integration of an internal team
•Economies of scale of an outsourced
team
•Cost of training

39. Marketing Intelligence