This document outlines a 4-phase digital marketing plan: 1) Planning & Preparation - including goals, needs assessment, and content roadmap. 2) Conversation & Curation - engaging communities, contributing expertise, and discovering content gaps. 3) Content & Conversion - creating high-quality content, optimizing for leads and sales. 4) Statistics & Sequels - analyzing metrics, identifying successes and failures, and expanding partnerships.

1. Checkpoints for
Simple Digital Marketing
Part of the "Creating a Simple Digital Marketing
Plan" course at FreeTrafficTip.com
By Tinu Abayomi-Paul

2. Generate new targeted leads, bring them
to your site, convert them to subscribers,
follow up until there's a sale.
Secondary goal: create content for
humans that will also rank well, bringing
us pre-targeted prospects from several
sources including search.
What are Our Goals?

3. What Does Success Look Like?
Measurable increase in email
leads
Uptick in traffic
Leads keep flowing even if one
social channel ceases to deliver

4. 4
Our Digital Marketing Phases
Phase 4
Phase 1
Phase 2
Phase 3
Planning & Preparation
Conversation & Curation
Content & Conversion
Statistics & Sequels

5. 8/9/2011 5
• Listen to your desired community
• Find out what they need that's related to what
your company does
• Figure out how you can help through content
• Build a content path- from interest to intent
• Set up your pre-sales content
• Set up your blog to deliver that content and
channel traffic to the newsletter / email updates
• Begin building the alliances you'll need a month
from now to share your message.
Phase One: Plan & Prep

6. 6
• A home base you own & control
• A way to collect email leads
• Landing pages - especially if you have
multiple offers
• A basic understanding of your search
strategy
• A way to track & measure relevant
details : sales, page views, conversion
• A content map for the entire customer
experience
• A block of Time to setup & customize
your system
• At least 20 minutes a day to execute-
you can go faster if you like.
Planning & Prep: What you need

7. 8/9/2011 7
• Now that you've listened, start to
speak
• Head to where your crowd gathers and
have conversations built on common
ground
• Contribute from your expertise, curate
related items
• Find the balance between talking about
your customer interests vs your
company interests
• Discover the apex of that content
deficit & create into that space
Phase Two: Conversation & Curation

8. 8/9/2011
Who loves people who only talk about
themselves?
No one. Besides the person. And themselves.
People rarely buy the first time they hear
about you. Give them a reason to return so
you can keep trying.
Email signups are KEY to follow up on a
budget.
8
Why?

9. 8/9/2011 9
You can start from zero.
Create the content, then ask past customers, clients and
allies one on one to help or sign up.
Drive traffic to landing page
Ask: what questions would each buying persona need to
have answered before they buy?
What do people who need my product or service also need
help with?
Relate any freebies or tips to your product.
Your email list

10. 8/9/2011 10
1. You know what your folks like by
now. Go make it.
2. Give them an irresistible reason to be
reminded to return via email
3. Make it super easy to get to sales
pages
4. Test, tweak, repeat
Phase Three: Content & Conversion

11. 11
A Simple Marketing Ecosystem

12. 8/9/2011
Know one major keyword
family.
Shape and name your content
accordingly when you can.
Anchor text links from shares
and embeds count
Sometimes sites like YouTube
can attain a ranking you can't
yet
12
Basic Search Research Tips
Free tools
SEObook's keyword tool
Wordtracker free
keywords
Premium tools
Wordtracker
Hit tail
Nichebot
Open Site Expolorer
Ahrefs
Moz

13. Content
Great content
marketed well builds
trust based on
knowledge & value
exchange.
Content is tied to both
email & sales pages
Email
A good email update
reminds people why
they love you and what
you have to offer.
We set it up to lead
back into content for
more trust-building or
directly to a sale.
Transactions
You might have a sales
page on your site or a
link to your book on
Amazon. Either way, this
is where the money
happens.
A smooth process can
mean referrals or repeat
business.
Alternate view of Our "Ecosystem"

14. 8/9/2011 14
1. You gonna follow this up with
Godfather II or III?
2. Pore over stats at least monthly.
Daily isn't enough data.
3. What succeeded? What failed? ASK.
Even if you trust the numbers, ask.
4. Get some partners and kick it up a
notch.
Phase Four: Stats & Sequels

15. You did it!
Maybe not yet. But you will. This slide is actually here for no other
reason besides the fact that it feels happy to me. I thought it might
make you smile too.

16. 16
Okay,
Seriously.
I'd love to share the rest of this course with you.
If you hurry you can join us live. If you miss us
you can sign up for the self-paced version.
http://www.freetraffictip.com/traffictest