11 Steps To Create A Digital Marketing Agenda. Perfect for any marketer or CMO. Pocketsquaremedia.co

1. 11
Steps
To
Create
A
Digital
Marketing
Agenda
By:
Wayne
Chen
©
Wayne
Chen
2012

2. 1.
Define
Your
Strategy
Ê Use
the
Internet
to
market
products
and
services
Ê Email
and
Web
marketing
Ê 5
Key
Driving
Components
Ê Awareness
Ê Info
Distribution
Ê Connection
Ê Service
Ê Sales
©
Wayne
Chen
2012

3. 2.
Smart
Marketing
Ê Maximizing
relationships
to
grow
Ê Tap
vast
free
online
tools
Ê Educator
in
your
community
Ê Authentic
to
differentiate
your
company
Ê Repurpose
marketing
assets
and
collateral
online
Ê Stop
selling
and
start
serving
©
Wayne
Chen
2012

4. 3.
Strategy
+
Execution
Ê How
will
your
product/service
change
or
help
your
customer?
Ê Is
what
you
have
to
say
different?
Ê Do
you
know
how
to
tell
your
story?
Ê Can
you
message
boldly?
Ê Who
is
your
target
audience?
Ê Can
you
take
the
heat?
©
Wayne
Chen
2012

5. 4.
Set
Goals
Ê Marketing
Goals
Ê Where
are
you
today?
Ê Time
&
Achievements
Ê 3
months
Ê 6
months
Ê 12
months
Ê 2
years
Ê What
do
you
want
to
accomplish?
©
Wayne
Chen
2012

6. 5.
Product
Description
Ê Product
detail
Ê Product
/
Service
Benefits
Ê Unique
Selling
Proposition
,
140
characters
Ê Clear
and
precise,
avoid
jargon
Ê Type
of
customer
and
product
experience
©
Wayne
Chen
2012

7. 6.
Competition
Analysis
Ê Detailed
competition
review
Ê Marketing
tactics
and
tools
used
Ê What
makes
your
product
and/or
service
different
from
the
competition?
Ê Current
business
/
product
advantage
©
Wayne
Chen
2012

8. 7.
Target
Market
Ê Circumstance
of
purchase
by
target
market
Ê Triggers
points
Ê Important
factors
for
ideal
customers
at
purchase
Ê Objections
when
contemplating
buying
the
product
Ê Addressing
pain
points
to
cover
objections
©
Wayne
Chen
2012

9. 7.
Target
Market
Cont’d
Ê Describe
the
idea
customer
Ê Age,
Income,
Profession,
Status,
Hobbies,
and
etc
Ê Their
needs,
fears,
frustrations,
and
desires?
Ê What
does
your
product/service
solve?
Ê What
end
result
are
customers
looking
for
from
your
product
or
service?
Ê How
do
customers
want
to
feel
when
experience
your
product
or
service?
©
Wayne
Chen
2012

10. 8.
Web
Assets
-­‐
Channels
Ê What
do
you
already
have
to
work
with
for
your
online
marketing?
Ê Assets
include
anything
from
a
charismatic
CEO
who
is
a
wealth
of
wisdom
to
great
photos
to
a
low-­‐
cost
web-­‐wiz
intern.
Ê Identify
what
you
have,
not
what
you
don’t
have!)
©
Wayne
Chen
2012

11. 8.
Web
Assets
–
Channel
Cont’d
Ê Website
Ê E-­‐mail
list(s)
Ê Team
Ê Writers
Ê People
Ê Strong
Leaders
Ê Blog
Ê Press
coverage
©
Wayne
Chen
2012

12. 8.
Web
Assets
–
Channel
Cont’d
Ê Photos
Ê Business
alliances
Ê Content
Ê Old
and
new
content
Ê Web
Data
Ê Success
stories
Ê Videos
©
Wayne
Chen
2012

13. 9.
Customer
&
Growth
Strategy
Ê How
is
your
organization
currently
making
money?
Ê What
drives
growth?
Ê How
is
it
generated?
Ê What
marketing
supports
this?
Ê What
are
the
main
lead,
sale,
and
relationship
drivers?
Ê Average
Customer
Lifetime
Value
(CLV)
Ê What
revenue-­‐making
opportunities
can
be
explored?
©
Wayne
Chen
2012

14. 10.
Customer
Engagement
Ê Site
Ê Engagement
type
Ê Service
key
phrases
Ê Testimonials
and
success
stories
Ê Call-­‐to-­‐actions
Ê Primary
action
of
visitors
Ê Secondary
actions
©
Wayne
Chen
2012

15. 11.
Brand
&
Messaging
Ê Value
Proposition
Ê Distinct
and
Immediate
Ê Clarity
&
Consistency
Ê “Who
are
you?
Ê What
do
you
do?
Ê
Whom
do
you
serve?”
Ê Keywords
Ê Descriptive
Ê Consistent
Ê SEO
/
SEM
©
Wayne
Chen
2012

16. 11.
Brand
&
Messaging
Cont’d
Ê Promote
Ê Benefits
and
Stats
Ê Case
studies
Ê Appeal
Ê Attractive
Ê Solves
the
problem
Ê Materials
Ê Serving
customers
Ê Content
focused
Ê Call-­‐to-­‐Actions
©
Wayne
Chen
2012