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    Digital Marketing Plan Summary: Tactics Situation Strategy: Content Marketing Strategy: Target Segments

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    mystratex

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    Digital Marketing Plan Summary: Tactics Situation Strategy: Content Marketing Strategy: Target Segments

    Uploaded by

    mystratex
    27 views3 pages

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    Marketing Plan Summary++++.docx

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    Copyright:

    © All Rights Reserved
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    Download as docx, pdf, or txt
    27 views3 pages

    Digital Marketing Plan Summary: Tactics Situation Strategy: Content Marketing Strategy: Target Segments

    Uploaded by

    mystratex

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Digital Marketing Plan Summary Created for:

    By:
    Date:
    Version: 1.0
    Situation Strategy: target segments Strategy: content marketing Tactics
       

    Reach:

    Act:

    Objectives Strategy: value proposition Strategy: communications strategy


      
    Convert:

    Engage:

    Actions Control
     

    1
    Digital Marketing Plan Summary Created for:
    By:
    Date:
    Version: 1.0
    Situation Strategy: target segments Strategy: content marketing Tactics
     R: Competitors superior at SEO Targeting personas based on RHA  New landing pages
     A: No Landing Pages definitions:  Weekly blog posts sharing other assets Reach:
     A: Poor content assets to assist  Quite keen gardeners  Develop 4 infographics and videos  SEO focusing on lawn problems
    buying  Marginal gardeners about the human and financial value of  Google+ Local AdWords
     C: Point-of-difference not clear  Not keen gardeners lawns targeting lawn treatments
     E: Email communications  Monthly posts including new assets,  Use Display network to target
    limited (including lead nurturing) combined in Spring period promotion forums

    Act:
     New regional landing pages
     Upgrade online quote engine

    Objectives Strategy: value proposition Strategy: communications strategy


     R: Increase unique visitors by  Brand positioning: Develop “Fighting Convert:
    25% in +6 months Lawn problems” personality c.f. “creating  New 3 email sequence
    Priority acquisition channels
     Increase domain authority to beautiful lawns”, linking lawns to property triggered by online quote
     Google+ Local focused search strategy
    competitor levels in +1 year values
     Forums – use display network to target
     A: Increase lead conversion by  Product: Define 3 online package quoting forms
    +15% using new content assets minimum prices with commitment
     Increase conversion with Email Engage:
    in +1 year discount  Seasonal newsletter, tailored by
    sequence
     C: Increase lead to sale  Pricing: Market leading price for national 8 regions of country
    conversion using callback chains for small and mid-size gardens  Make Facebook and Twitter
    system  Place: Improve tailoring of marketing Priority retention activities pages active
     E: Increase repeat customer assets for local franchises  Quarterly newsletter targeted by region
    conversion by 20% in +1 year  Out-of-season: social media campaign
    including recommendations

    Actions Control
    (site development activity, always-on and campaign activity) (Review performance through reporting and analytics)
     Implement 90 day plans to define and control marketing activities for each quarter  Q1: Setup custom dashboard, goal value and funnels in Google Analytics for
     Q1: Update online quote engine, Trial Adwords in one region weekly review and improvement
     Q2: Implement new regional landing pages  Q2: Use forward path analysis of landing pages to see value generated
     Q3. Rollout AdWords countrywide. Launch email sequences  Q3: Add email campaign tracking for new sequences
     Q4. Social media campaign for Winter lawn awareness linking to spring period  Q4: Trial Google content experiments to improve home page and landing pages
    through changing messages and call-to-action

    2
    Digital Marketing Plan Summary Created for:
    By:
    Date:
    Version: 1.0

    About this template


    This planning template was developed in response to two requests from members who used our strategy ebooks and our digital
    marketing strategy toolkit templates:

    1. Provide a simpler one page version that small business owners or senior managers can scan or can be used in a workshop.
    2. Give examples digital marketing plans (we’ll work on different, longer examples, this is a start).

    It’s most appropriate for smaller businesses or startups without the complexities of strategy across multiple markets, but we think it
    can be used to explain a high-level digital strategy in these organisations too.

    The Perfect Lawn example is fictitious company, based broadly on the Greenthumb (www.greenthumb.co.uk) model which features
    in our SOSTAC® example strategy template.

    How to use the template

    The focus of the template is to summarise marketing strategy through the four strategy areas emphasised in the centre of the
    diagram.

    Situation analysis and objective setting are relatively brief, but these can be covered in more depth in a SWOT and objectives
    summary.

    Related resources on Smart Insights to help with marketing planning are


     SWOT analysis
     Linking objectives and strategies

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