Developing an Online Marketing/Digital Marketing Plan There are lots of ways of marketing online but even when using “free” services like Twitter, Facebook and LinkedIn you are still spending time and resources. With the different methods of marketing, diverse audiences and ways to market to them, an online campaign in a way needs more planning and better oversight than more traditional marketing campaigns. From experience, I have broken a Marketing Campaign into 6 parts with an additional section on the tools to use. • Define your customer • Define your objectives • Design/Create Content • Create a Messaging Calendar • Define your Measurements • Execute your Plan Supplementary: Your Tools of choice 1. Defining Your Customer The more you understand about your customer/potential customer the more you can use language they appreciate, market where they spend their time offline and online and design a product that they’ll want. Digital Marketing allows you to use the same basic message in different online “channels” and with slightly different messaging so it fits the context. Sep 29, 2013 To grow your business, you need a marketing plan. The right marketing plan identifies everything from 1) who your target customers are to 2) how you will. Sample Marketing Plan. The following is an excerpt from my own one-year, month-by-month marketing plan many years ago for ratcheting up my results from. There are lots of ways to research customers or potential customers. Survey existing customers Online Surveys A simple method is to use the Forms option in Google Docs to do an online survey and ask your customers for some information on their motivations, who they are, what websites they look. You could also use Surveys.ie, PollDaddy.com and SurveyMonkey Record them With permission use audio or video to record your customers describing your products and services or your competitors. Notice the language they use, the metaphors and how they use your product which could be quite different to how you use it. There are plenty of value for money portable mp3 recorders and video recorders available these days Read your existing comms Look at sales and tech support emails, blog/website queries and phone queries to see what questions are being asked by people. If you are a new company, see what people are asking of your competitors publicly on forums, Twitter, Facebook etc Questions worksheet These are questions that you should be able to answer yourself so that you can then understand your relationship with customers/potential customers. Describe your company: (In the space of a Tweet 140 chars) What story about your company can be spread by others? ![]() What are the touch points between you and your customers? What is the emotional reward if a customer uses your product? What other product or services do your customers use that are complimentary to yours? What websites do your customers/potential spend time on? What words/phrases do they use on these websites to describe their needs that you can fulfill? Where does your website rank for those words/phrases? Who are the most important people online that influence your customers/potential customers? What do you need to do to get mentioned by these people? Who links to you and your competition? What traditional media outlets can help with online coverage/reputation for you? What do they need from you to spread your story? Tools: Google Adplanner will tell you where people go online, traffic to websites these people go to and other websites that your potential audience go to. “People who visit IrishTimes.com also go to RTE.ie” is what you can get back. Google Alerts allows you to run searches and get results back by email when you, your industry and your competitors are mentioned online. Defining your Objectives What are your objectives for your digital campaign? Your marketing plan states your overall objectives when it comes to target demographic, pricing and ultimately promotion. The promotional plan is part of the marketing plan. In fact, your marketing plan might have several promotional plans at one time; each with a set of measurable objectives to quantify results. ![]() ![]() ![]() ![]()
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