1. Strategy Template Overview Marketing Questionaire Industry Research Executive Summary
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1 1. Strategy Template Overview Marketing Questionaire Industry Research Executive Summary Inbound Marketing Methods IM Proposed Initiatives Outbound Marketing Methods OB Outbound Initiatives Budget Case
2 Strategy Template Overview Having a marketing strategy and plan for your business is a great idea, often companies don't have a plan and market their businesses based on "feelings" & "instincts" all to which have merit. However, the road to scalability, growth & sustainability is often carved by planning, process, strategy & reporting. We strive to create transparent educational strategies that are executed and revised each Quarter. Performing this each quarter gives us the ability to audit the success of our efforts. Our process can be summarized in this format; Strategy Execute Report Our goal is to make this an easy process, we don't like to bombard our divisions with large strategies that don't make sense and are hard to follow. We strive to be clear and task oriented in our documentation. Below you will learn what is included in a marketing strategy. Marketing 101 A marketing strategy is not a sales strategy... Marketing efforts can be categorized into two methods; Inbound Marketing Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content. Outbound Marketing Outbound marketing is the opposite of inbound marketing, where the customers find you, mostly through various paid and natural search engine marketing efforts. A good strategy includes both of these methods, below is an example use of these two strategies. A newspaper offers advertising on their pages, you often see on the side and back of newspapers big ad's advertising a company's services and or products, this is an example of an outbound marketing effort. An inbound marketing effort is having a journalist write a editorial on your business and its products from non-partisan viewpoint. This will create interest around your product and drive business. Within these methods lies many different marketing initiatives, we categorize these initiatives like this; Traditional Marketing Initiatives Mailouts, Flyers, Newspapers, Tradeshows, TV Ad's, Speech s, Billboards Digital Marketing Initiatives Search Marketing, Social Media Marketing, Websites, Blogging Categorizing them like this allows us to first identify a method then select ways to execute on that method using an initiative This information illustrates the basis of a marketing strategy Decide on a marketing method Execute on that method with an initiative Report on the Sucess of that Initiative Building Analytics & Gathering Information The next step is building analytics & gathering information, we ask all of our divisions to fill out a marketing questionnaire that allows us to build the information needed to create and execute a marketing strategy. During this phase, we begin to understand your industry, your business, your customers, your niche etc. All divisions are expected to fill out the building analytics questionaire
3 Industry Research After the completion of the Questionaire, we then perform Industry Research, which is made up the following Industry Type - B2B or B2C Competitor Analysis Find 3 Best Performing Competitors Identify Strategies Identify Methods Identify Initiatives Industry Trends Top Keywords for Industry Top Search's for Industry Top Read Materials for Industry Most Popular Products or Services Industry Customer Demographics Executive Summary After we have gathered information and performed an executive summary of the strategy which includes; Overview of Strategy Plan Inbound Marketing Overview Initiative Overview Why Outbound Marketing Overview Initiative Overview Why? Inbound Marketing Method Overview of the inbound marketing methods initiatives Strategy Budget Outbound Marketing Method Overview of the Outbound marketing methods initiatives Strategy Budget Budget Case Overview of the Outbound marketing m Direct Expense Indirect Expense Conclusion This is the process we follow when performing our marketing service, we try and be detailed. Educative and teach our divisions as much as we can so they can make informed decisions about their business. Marketing Questionaire Overview: Please indicate your target market for Q1. Please answer the following questions; We are building the analytics for us to better market your business, please in detail provide your customer demographics. Give us details about their common job titles, also provide us the target service or product offering that follows that customer example provided. (See examples in blue below)
4 Decision Makers? Services & Products for Marketing Q1 Job Title *if applicable Telecom Construction Manager Age Gender Target Service Male HDD Target Services / Products HDD Top 10 Customers for 2015 Customers Locations Who is your competition?
5 Please provide locations, industry & your divisions direct competitive product or service. Identified Competitor Location Industry Direct Competitive Product or Service Aecon Alberta, British Columbia Construction Hydrovacing Name Advertising Networks Please provide us with a list of advertising networks such as magazines, websites & newspapers that you would feel valuable for your division. Advertising Network (Magazines, Websites, Newspapers) Trenchless Magazines Calgary Herald Why this network? Lots of industry professionals and competitors use this industry Lots of people in our industryusethisnewspaper Keywords & Searches Please provide us a list of keywords that we can use for marketing your divisions. Direct Keywords InDirecyKeywords Desired Searches direct pipe direct pipe services "what is direct pipe"?
6 Tradeshows & Events Please provide us a list of upcoming tradeshows & events you wish to attend, or events that you would like to host. Upcoming Tradeshows Upcoming Events Division Intiated Events (lunch & learns, open houses) Oil & Gas Show Calgary Fort Mcmurray Chamber Meeting Lunch & Learn for Enbridge Industry Research What is the target industry today?
7 Describe whether it is B2B or B2C and choose an industry such as telecom, construction etc. Competitor Analysis What are the three best performing competitors? Name of Competitor Current Advertising Methods? Indentified Initiatives? Indentified Strategies? Industry Trends What are the three best performing competitors? Top Keywords for Industry Top Searches for Industry Top Read Materials for Industry Most Popular Industry Service or Product Most Popular Customer Demographics Industry #hashtags Executive Summary Overview of Strategy Plan:
8 Talk about the overall strategy for what you have proposed. Inbound Marketing Overview: Initiative Overview Name of Initiative Description Goals Outbound Marketing Overview: Initiative Overview Name of Initiative Description Goals
9 Inbound Marketing Methods IM Method Method Overview Creation Curation Photography Videos Podcasts Proposed Initiatives Be sure to note which methods are used for each proposed initiative. Initiatives could be broken into tradition and digital components. However for this example strategy we have combined them both. Name of Initative Website Blog Twitter Facebook LinkedIn Internet Research & Initiative Overview Creating original educative content on your website to educate your clients research local medias and events that relate to your business and share those as part of your blog. Weekly Curation Create Twitter Scripts & Bots for Curation of Weekly - Connecting and Communicating with Potential Clients Search out Industry #Interests and read and share valuable content Search out Industry Professionals using #interests and share and connect valuable content Share Weekly Original Blog Posts on Twitter Share Weekly source blogs and articles on twitter Weekly Educative Curation Create Facebook Scripts & Bots for Curation of Weekly - Connecting and Communicating with Potential Clients Search out Industry #Interests and read and share valuable content Search out Industry Professionals using #interests and share and connect valuable content Share Weekly Blog Posts on Facebook Weekly Educative Curation Create Linkedin Scripts & Bots for Curation of Weekly - Connecting and Communicating with Potential Clients Search out Industry #Interests and read and share valuable content Search out Industry Professionals using #interests and share and connect valuable content Share Weekly Blog Posts on Linkedin Search out websites and educational content and comment from your business account in a meaning ful and impactual way *this also helps create crosslinks which is part of the outbound marketing method Method Used Creation Curation Photography Creation Curation Video Photography Creation Curation Video Photography Creation Curation Video Photography Curation
10 Outbound Marketing Methods OB Method Method Overview Billboards Marketing Direct Mail Paid Advertisements Syndication PPC (pay-per-click) advertising PPV (pay-per-view) advertising Outbound Initiatives Be sure to note which methods are used for each proposed initiative. Name of Initative Initiative Overview Method Used Trenchless Magazine Advertisement Trenchless magazine offered us advertisement deal for the enterprise group of companies Paid Advertisement Syndication Direct Mail TrenchlessMagazine.com Online Advertisements Trenchless magazine offers us an online advertising network & system Paid Advertisement PPC Facebook Facebook offers us both pay per click advertisements as well as promoted posts Syndication PPC LinkedIn Linkedin offers us both pay per click advertisements as well as promoted posts Syndication PPC Google Adwords Google Adwords offers us both pay per click advertisements Syndication PPC Youtube G Syndication PPC Budget Case Inbound Marketing Initiatives Name of Initiative Proposed Budget Potential Reach
11 Outbound Marketing Initiatives Name of Initiative Proposed Budget Potential Reach
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