Campaign development for U of Arkansas Marketing.

1. LinkedIN
• Look for Public Profile:

2. Internet Marketing Campaign
Development
#InternetMarketing @AngelaBelford

3. Competitive Analysis
• Decide 3 appropriate competitors
• Make a spreadsheet of comparison
– Website
– FaceBook
– Twitter
– YouTube
#InternetMarketing @AngelaBelford

4. Branding
• Who are you?
• What do you do?
• Why does it matter?
#InternetMarketing @AngelaBelford

5. Brand Storytelling
Facts tell, stories sell - DUH
#InternetMarketing @AngelaBelford

6. Target Market
• Target market should be described in
demographic terms
– Gender
– Age
– Stage of Life (with or without children, retired,
recent graduate)
– Profession
– Income
– Other identifiers (homeowner, unemployed)
#InternetMarketing @AngelaBelford

7. Persona Development
Personas describe your target market as fictional
people
Persona stories refer to the pain points that can
be addressed by the products or services
#InternetMarketing @AngelaBelford

8. Goals
• Why are you doing an internet marketing
plan?
– Generate leads
– Increase sales
– Improve top of mind awareness
– Increase traffic to website
– Increase social media engagement
#InternetMarketing @AngelaBelford

9. Bottom line goal
Increase revenue and increase conversions
#InternetMarketing @AngelaBelford

10. Content Plan
Having a cohesive message across a number of
channels can really boost the message and
help maintain top of mind awareness
#InternetMarketing @AngelaBelford

11. Creativity Required
• Content needs to add value
– Educate
– Entertain
– Add personality to your brand
#InternetMarketing @AngelaBelford

12. Monthly Themes
There are 12 months in the year, each of them
needs to address a pain point for our persona
(duplicates allowed)
#InternetMarketing @AngelaBelford

13. SEO – Search Engine Optimization
• All content has 2 audiences
– Humans
– Internet robots – called spiders
#InternetMarketing @AngelaBelford

14. Measurement Tools
• FaceBook Insights
• Google Analytics
#InternetMarketing @AngelaBelford

15. Internet marketing KPIs
• Total visitors to website
• Total new visitors to website
• Most popular website landing pages (the first
page the visitors come to)
• Number of new leads
• Source of visitors, particularly new visitors, to
website (where did they come from?)
• Return on Investment (ROI)
• Gross sales

16. Google Analytics – Visitors Flow

17. Social Visitors Flow

18. FaceBook Insights