Marketing plan proposal brief

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Digital Marketing Proposal
Providing your business with an online
presence
By: Riki Mhatre

Marketing consultant, Colm Limited

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Introduction
How COLM can market your business online

 COLM can provide a service to raise you business’s online presence by
using Digital Marketing Tactics detailed in this presentation.

 Objective of this presentation is to outline the methodology which can
achieve your company’s Key Performance Indicators (KPI). This can be
done by performing Analysis, laying a strategy, implementing various
digital marketing tactics and gathering feedback for future development.

 The following slides contains a brief of:
 Analysis – Situation and competitive
 Setting KPI’s
 Strategy

 Tactics

 Outcome

 Feedback

Riki Mhatre, Marketing consultant, www.ColmLimited.com

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Situation analysis
Knowing the current situation in the market and
knowing your audience
 Your Company’s brief:
 A short brief about your company will be jotted in simple words to justify
your business’s activities and why it requires digital marketing.

 Where is your business now?
 We will Review and evaluate your company’s current online presence.
 We can indicate the Site ranking and search engine Page ranking of the
website.
 We can create a report of related links and competitors analysis for
building a marketing strategy.

 Who is your audience?
 The online audience will be analysed which will give you an overview of
to whom the marketing messages will be delivered.
 Eg: Businesses, Magazines, Corporate houses, Restaurants, Bars, etc.
Also online intermediaries and blogging partners


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Competitive analysis & Differentiation
Understanding your online marketplace and setting
KPI’s
 Wewill access the online marketplace for your business
activities and recommend Critical Customer Characteristics.
This would allow your company to differentiate itself from the
competition
1. A digital channel SWOT* would also be carried out.
2. Some very basic, and effective, tools for tracking and analyzing
competitors will be used on request.

 We
will define the goals and divided into key strategy areas of
customer acquisition, conversion, customer development and
growth
 Creating measurable KPI’s to align against objectives and stay on track.
 Setting 5 KPI’s per quarter where the marketing strategy would revolve.

SWOT- Strengths Weaknesses Opportunities Threats analysis, KPI – Key Performance Indicators

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Strategy
Following are the phases the project will go through in
4 months:
Online Content and
presence engagement

Conversion Acquisition
and
strategy communication

Marketing Positioning
mix

Targeting Marketing Retention
Strategy

Please check the detailed description in the appendix

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Tactics
Implementation of the strategy… Page 1

1. Tactics used whilst development of the website to make
it ready for SEO friendly:
I. Generate SEF* URLs
II. Advanced SEF URL management
III. Generate and manage metadata (component - based)
IV. Override default metadata generated by component (title, meta tags)
V. Sitemap generation
VI. Keywords management
VII. Duplicates management
VIII. URL caching
IX. Editing .htaccess capability
X. 301 Redirections management
XI. 404 Page Not Found customization
Outcome: Search engine can find your page easily.
SEF- Search Engine Friendly, SEO- Search Engine Optimisation

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Tactics

2. Content management
I. Article marketing – Writing short articles and blogs
II. Link-building – Creating a web of links directing to your website
Outcome: Generates a chatter and increases information spread
across the digital channel, in turn generating inbound
traffic.

3. Online PR
I. Registering on various forums and groups to increase visibility of
your company
Outcome: Creates a word of mouth online and increases inbound
traffic for the business.


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Tactics

4. Social Media marketing
I. Creating pages and ad campaigns on Facebook and LinkedIn
II. Twitter Marketing
III. Facebook Marketing
IV. Publish news and updates
V. Publish photos with watermarks
VI. Follow comments and feedbacks
VII. Promote an event/ activity published on the social network
channels

Outcome: Brand recognition, Website traffic and feedback.


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Tactics

5. Google Analytics campaign tracking
I. Obtain detailed statistical data of the website traffic
II. Analyse conversion rate, lead generation and page views

6. Pay Per Click campaign creating
I. Formation of ad campaigns – launching paid search campaigns on
search engines
II. Keyword analysis – analyzing which keyword advertises the
business in a effective manner

Outcome: Detailed statistics of customer activity.


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Tactics

7. Email/ Newsletter Management
I. Provides information to existing subscribers/customers with timely
updates and other information
II. This is also a great technique to forward your business information
to your potential client

Outcome: Reminds customer of the brand and make them
visit the website again.


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Tactics

8. On-page Search Engine Optimization
I. Specific Keywords IX. Robots.txt Optimization
targeted X. HTML Sitemap creation
II. Image Optimization XI. Google XML Sitemap Creation
III. META Tags Creation XII. Google Analytics Setup
IV. Home Page optimization XIII. 3C HTML Validation
W
V. Body Text Optimization XIV. enchmark Reporting
B
VI. Page Title Optimization XV. Google XML Sitemap regular
VII. Robot.txt Addition updation
VIII. Monitoring
& XVI. oogle Analytics
G

Outcome: Makes the page easier to locate by the search
engine and uplifts page ranking on search engines.


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Tactical Outcome
Results of digital marketing

Tactic • Outcome

Online Advertising • Branding and Customer Acquisition
SEO • Retention and Acquisition

PPC • Retention and Acquisition

Affiliate Marketing • Sales and Branding
Social Media • Branding and Participation

Online PR • Acquisition and Branding

Email Marketing • Customer Retention


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Feedback Gathering

1. A through feedback will be gathered in order to:
I. Lets the developers know of any process flaws or bugs
II. Enhances customer experience
III. Compliments on products
IV. Increases scope of further development
V. Increase confidence in new customer
VI. Enhances shopping experience


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Thank you

Rikish Mhatre

Marketing Consultant, Colm Limited

+44 (0) 7935048309 | Riki@colmlimited.com

www.colmlimited.com

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Appendix
Strategy Explained

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Strategy
Direction to achieving set objectives

 Targeting
 Focusing on a set demographic characteristics, needs and
behaviors to its offline customers
 Segmentation targeted though specific content and messaging on
the site or elsewhere on the web done via advertising and blogging
 Eg: Targeting on print publication house and daily magazines for the
first quarter

Result: Clear and precise target market to focus marketing
impact.


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Strategy

 Marketing mix
 Product – Photographs, prints and subscriptions
 Price – TBC on review
 Place – Sale is carried out on the website

 Promotion - exclusive promotions and merchandising to
differentiate traffic flow to the website
 5th P – People – Reducing the need of online of telephonic support
via FAQ’s to deliver “web self-service”


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Strategy

 Online representation or presence
 This includes web presence of registering on various websites,
forums and social media channels
 Purchasing multiple domains for crawlers to search the specific
domain keywords and redirects efficiently

Result: Increase in chatter and recognition which will direct
traffic to the website.


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Strategy

 Acquisition and communications strategy
 Implementing various tactics to acquire new customers via:
 Search engine marketing (natural and paid)
 Social media marketing and Online PR

 Lead generation via link building
 Partner and affiliate marketing
 Display advertising (advertising on your own website)

Results: Increase recognition and sales on the website.


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Strategy

 Conversion strategy
 Conducting user testing and focus group to understand third party
perspective and gain feedback
 Improving user experience, information architecture, page template
design, merchandising, messaging and performance
 Make the website easy for visitors to engage and convert it into a
sale

Results: First hand feedback on the usability of the system
which can result in faster customer checkout and increase
efficiency of the system.


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Strategy

 Positioning
 Designing the wireframe/architecture to hold a premium
representation of Eminnent in customers mind achieved ‘conversion
strategies’
 Proving credibility via personal portfolios of various members and
their testimonials
 Including short story of all the images to engross the customer

Result: Building a professional look and feel towards the
brand, in turn increasing its reliability.


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Strategy

 Content and engagement strategy
 Collecting user feedback and testimonials

Results: Increases credibility of the website for new customers
and builds reputation.

 Retention strategy
 Implementing Email marketing using various tools like mailchimp and
verticalresponse

Results: Return of a customer who comes back to purchase
more products.


Marketing plan proposal brief

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