Want to know what you can expect working with KeelySaye.com? The first step in any project undertaking is to develop a Strategic Marketing Plan. It begins with setting realistic goals for website traffic and lead generation, and it outlines key performance indicators that will be measured throughout the engagement to monitor whether or not we are reaching our set goals. Analyses on buyer personas, competition and SWOT are completed in the marketing planning process which help drive the keyword and content strategies. Finally, a content plan outlines a publishing schedule for all content to be developed and distributed throughout the engagement.

1. Strategic Marketing Plan
CLIENT NAME

2. Table of Contents
Traffic and Leads Calculator
Key Performance Indicators
Buyer Persona Analysis
Competitor Analysis
SWOT Analysis
Keyword Strategy
Content Strategy
Content Plan

3. Traffic and Leads Calculator
1. Determine current and new monthly revenue goal.
2. Determine the percentage of revenue needed from inbound marketing.
3. Determine the average monthly revenue per client.
4. Calculate the number of new clients needed to reach new revenue goal.
5. Calculate the number of monthly leads needed to reach new revenue goal.
Average Lead-to-Customer rate needed for benchmarking or estimating.
6. Calculate monthly website traffic needed to generate number of leads.
Average Visitor-to-Lead rate needed for benchmarking or estimating.

4. Key Performance Indicators
Lifecycle Stage and Goals SMART Objectives Strategies to Achieve Goals Key Performance Indicators
Awareness
Increase traffic to website and
social media channels.
Increase monthly visits to website
by x%.
Increase social media reach and
engagement by x%.
Launch SEM and Social PPC
campaigns.
Implement SEO strategy.
Increase frequency of posts and
launch Social PPC campaigns.
Monthly website visitors.
Organic visitors.
Social media followers and
engagement analytics.
Consideration
Increase lead conversions on
website.
Generate x monthly leads from
long-form content downloads.
Publish and promote MOFU content.
Add CTAs to website and blogs.
Number of leads generated.
Comparison
Launch lead nurturing strategy.
Increase lead conversion rate to
x%.
Launch lead conversion email
campaign.
Open, click-throughs, and
conversion rates.
Purchase
Increase conversion rates from
leads to sales.
Increase lead-to-customer rate to
x%.
Create more BOFU content offers
(i.e. case studies, testimonials,
explainer videos)
Leverage technology to improve
personalization for returning leads.
Closed loop sales reporting.

5. Buyer Persona Analysis
What business
conditions trigger
this buyer’s
decision to look
for our product or
service?
Priority
Initiative
Success
Factors
Perceived
Barriers
Decision
Criteria
Buyer’s
Journey
What results or
outcomes does
this persona
expect from our
product or
service?
What attitudes or
concerns prevent
this buyer from
purchasing our
product or
service?
What features of
our product or
service does this
persona evaluate
when comparing
alternatives?
What steps does
this persona go
through to make
a decision and is
anyone else
involved?

6. Competitor Analysis
Company Marketing
Grade
Indexed
Pages
Facebook
Fans
Twitter
Followers
Klout Score Content
Inventory

7. SWOT Analysis
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS

8. Keyword Strategy
Broad Longtail Search Volume Competition Suggested Bid

9. Content Strategy
PERSONA LIFECYCLE STAGE
Persona Name Awareness
They have realized and expressed
symptoms of a problem or opportunity.
Consideration
They have clearly defined and given a
name to their problem or opportunity.
Decision
They have defined their solution
strategy or approach.
Problem or
opportunity this
persona needs
help with.
Top of the Funnel
Blog content ideas
Middle of the Funnel
Compelling Content Ideas
Conversion Opportunities
Landing Pages
Bottom of the Funnel
Conversion Opportunities

10. Content Plan
Content Type Subject/Title Persona Month/
Week
Month/
Week
Month/
Week
Month/
Week
Month/
Week
Month/
Week
Long Form
Content
Blog
Video
Slideshare