You begin the creation of your strategy by deciding what the overall objective of your enterprise should be. In general this falls into one of four ... This means choosing one of the following 'generic' strategies (first described by Michael Porter i
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Driving Profit & Revenue Through Search and Social
Creating Your Digital Marketing Plan Zulema Romero
#MilestoneDMC2013
Milestone Confidential And Copyrighted 2013
Driving Profit & Revenue Through Search and Social
Digital marketing plan • Are we successful?
• How do we get there? • What do we need to do?
• Where are we?
Results
Situation Analysis
Strategy, tactics, & Actions c o s
Objectives
• Where do we need to be? Milestone Confidential www.milestoneinternet.com
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Driving Profit & Revenue Through Search and Social
Situation Analysis Where are we now?
Milestone Confidential And Copyrighted 2013
Driving Profit & Revenue Through Search and Social
Situation analysis Analyze your business & market Why do customers come to us? What are our USP USP’s? s? What are our key revenue drivers?
Analyze the competition What are their key business drivers? What are their overall strategies? What are their USP’s?
*Need to understand where you currently are before you can define where you want to be! Milestone Confidential www.milestoneinternet.com
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Sample business & market analysis GEO Targets
Revenue Drivers
USP’s
Niches
Attractions
Business meetings
Rooms (500)
Close to airport
Wedding
Golden Gate
San Francisco hotel
San Francisco
Vacations
Restaurants
Near convention hall
Spa
Academy of Sciences
San Francisco downtown hotel
Financial District
Conventions
Spa
near downtown
Golf
Bay Bridge
hotel near financial district
North Bay Area
Why Visit
NonBranded Keywords
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Competitive & location analysis Summary Hotel
Your Hotel
Product (Star rating, etc)
Key Business
500 LLeisure/tourists, i /t it Guestrooms/Suite Groups, s; 3.5-Star Meetings, Weddings, OnSite Dining
Site URL
www.yourhotel.c om
Distance to Most important Attraction
1.0 mile
Competitor 1 Competitor 2 Competitor 3
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Competition analysis Hotel
Your Hotel
Google+
N
Competitor 2
N
Your Hotel
Bing Local
Yahoo Local
Mobile Site
Google Reviews
Yelp Reviews
TripAdvisor Reviews
Y
Competitor 1
Hotel
Google+ Posts
PPC
NAP Check
FB Check in
FB Likes
Youtube
Twitter Followers
Flickr
N
Competitor 1
Y
Competitor 2
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Driving Profit & Revenue Through Search and Social
Current website performance KPI’s
2012
2013
% Change
Objective 1, ex. Traffic
Objective 2 ex. Conversion
Objective 3 ex. Leads
•Where are we now? •Where do we want to be? Milestone Confidential www.milestoneinternet.com
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Driving Profit & Revenue Through Search and Social
Objectives Where do we need to be?
Milestone Confidential And Copyrighted 2013
Driving Profit & Revenue Through Search and Social
Goals & objectives
Specific S ifi Measurable Attainable Relevant Time-bound bound Time Milestone Confidential www.milestoneinternet.com
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Setting goals Focus on your most important goals Understand where you are and know what you want to achieve ‘buy in’ from your entire team on KPI’s
Use U your competitive titi analysis l i to t help h l develop d l goals l Position yourself favorably against the competition Align your goals with your strategies and tactics Determine D t i KPI’ KPI’s b by goall (E (Engagement= t FB shares, h TTwitter itt ffollows, ll etc.) t )
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Goals KPI’ss KPI
Description
Sample KPI: Traffic
Increase Traffic by X% by X date
Sample: Conversion
Increase Conversion by X% by X date
Sample: Revenue
Increase Revenue by y X% by y X date
• Ensure that these objectives are measurable: Ensure measurements are consistent use the same tracking system YOY. consistent, YOY • What is most important to your business? •
Driving Profit & Revenue Through Search and Social
Online Strategy, Tactics & Actions How do we get there?
Milestone Confidential And Copyrighted 2013
Driving Profit & Revenue Through Search and Social
Strategies & tactics How will we reach our goals? Increase Relevant Traffic, Conversion & Revenue (Sample Objective 1) Website Optimization for Search Engines /SEO Organic Promotion PPC Local Promotion Mobile Marketing g g ((Sample p Objective j 2)) Increase Engagement Social Media: Facebook, YouTube, Twitter Email Marketing Reviews Management Milestone Confidential www.milestoneinternet.com
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SEO & content marketing Tactic
Detail/Actions
Site Optimization Organic promotion Optimized Content
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Local search Tactic
Detail/Actions
Google+ optimization & promotion Yahoo Local optimization & promotion Local Citation research and acquisition
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PPC Tactic
Detail/Actions
Google PPC Content Network Mobile ob e PPC C
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Mobile strategy Tactic
Detail/Actions
Mobile Booking Engine Relevant content/pages Responsive espo s e SSites es
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Social media marketing Tactic
Detail/Actions
Facebook Optimization & promotion YouTube Review e e Management a age e
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Brand.com Tactic
Detail
Friendly URL’s Content & Images On Page O age SSEO O
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Results Measuring your success
Milestone Confidential And Copyrighted 2013
Driving Profit & Revenue Through Search and Social
Measuring your KPI’s Create a KPI measuring dashboard for easy summary (ROI) Determine overall performance by strategy (Organic contribution vs PPC) How often will you measure? Daily, Weekly? What will you measure? Visits, Visits Referral traffic? These are signs of your overall performance
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