Creating Your Digital Marketing Plan - Milestone Internet Marketing [PDF]

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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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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

N Milestone Confidential www.milestoneinternet.com

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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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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? •

Natural Traffic

• Lead Generation



Conversion

• Engagement Milestone Confidential www.milestoneinternet.com

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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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Thank you! #MilestoneDMC2013

Milestone Confidential And Copyrighted 2013

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