Marketing strategy | Planning
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This document outlines the key components of developing a comprehensive marketing strategy, including setting objectives and goals, analyzing the business and competitors, developing a branding and positioning strategy, and planning the execution across various channels. It discusses creating keyword strategies, optimizing websites for SEO, converting traffic into leads, content marketing, email campaigns, social media promotion, campaign strategies, creative development, budgeting, and analyzing performance to refine strategies. The overall process described is how to plan, execute, and measure an integrated marketing strategy across different digital and offline tactics.
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Marketing strategy | Planning
- 2. Process Objectives • What do we want to see happen? • How will we measure success? • Goals must be measurable. Analysis • Self Analysis • Competitive Analysis • Target Analysis Positioning and Brand Strategy • Be Different • Better than the competition • The Sweet Spot • Consider brand personality Executional Planning • Digital • Media • Public Relations • Creative • Budgeting
- 3. Strangers Visitors Leads Customers Promoters Attract Convert Close Delight ------------------------------------------------------------- ----------------------------- ------------------------------------------------------------- -----------------------------Keywords Website Blog Social Media Call-to-Action Landing pages Forms Contacts Email Workflows Lead Scoring CRM Integration Social Media Smart Call-to-Action Email Workflows Inbound Methodology
- 4. Create a Keyword Strategy Why Build a Keyword Strategy? increase chances of getting found quality traffic to business website. valuable insight on industry trends and product demand save from spending money on pay-per-click (PPC) campaigns How to Create a Keyword Strategy? Create a list of 3-5 keywords relevant to business Design and optimize the website around the keywords Choose keywords based on difficulty and relevance -------------------------------------------------------------------------------------------------------
- 5. Optimize Website to Get Found On page SEO • Page Title • Meta Description & meta data • Headings • Cascading Style Sheets • Images • Domain Info • MOZ Rank • Google Crawl Date • URL Structure Off page SEO • Improving Off-Page SEO With Inbound Links • Good URL Structure
- 6. Convert Website Traffic into Leads Website Call-to-Action • Live Chat Button • News Paper Subscription form Campaign Landing Pages • Dedicated landing page for each campaign • Customer Profile Form • Social Media integration Reporting • Integrated with CRM • Test, Measure & Iterate • Lead Scoring
- 7. Create a Blog & Marketing Offers Business Blogging is about Lead Generation CTA Download some content Follow the business on social media Subscribe to the blog Join newsletter
- 8. Email Campaigning Email Marketing List-Building Sending (Re)Converting Measuring Email performance
- 9. Promote content through Social Media Social Media Monitoring Social Media Using Twitter for Business Using Facebook for Business Using LinkedIn for business
- 10. Campaign Strategy NEW EXISTING NEWEXISTING Launch • Promotional Campaign • Awareness Campaign • Lead gen Campaign Up-Sell • Promotional Campaign Expand • Awareness Campaign • Lead gen Campaign Retention • Inactive Campaign • Follow up • Feedback • Relationship
- 11. Creative Strategy Creative Strategy • Creative Direction • Graphic Design • Copywriting
- 12. Other Promotion activities may include Promotion activities may include • Advertising • Sales promotions • Publicity • Events • Webinar • Sponsorships • Direct selling • Promotional materials • Brochures • Gifts
- 13. Budgeting Strategy • Establish annual budget • Research and Development • Advertising • Promotions • Public Relations • Must be sustainable • Based on percentage of projected sales
- 14. Analyze & Refine Strategies Steps for Analyzing & Refining Strategies • Implement an Analytics Program • Identify Opportunities • Set a Metric for Success • Refine strategy and Evaluate performance Metrics to Track & Report on • Traffic – Leads – Customers • Customer Acquisition Cost • New vs. Repeat Visitors • Effectiveness by Channel Steps for Improvement • Keywords • On-Page SEO • Content Strategy • Social Media Promotions • Lead Nurturing & email marketing
- 15. Thank You