Web Marketing Action Plan Title: Create an Inbound Lead Generation Campaign Results: Generate & pre-qualify internet leads Overall Accountability: Marketing Strategist Reporting Position: Marketing Director Staff Positions: Marketing Associate Steps Benchmark Description Tasks to Complete Step 1 Determine Website Needs Step 2 Analyze Current Website Determine the function of our website in our marketing and sales and what users will want to see Analyze the effectiveness of our current website What is the purpose of our website? Will it help generate leads? Guide visitors through the sales process? Handle sales transactions? Service existing customers? Support our positioning and brand? The core functions of our site will determine site architecture, technology used, design, functionality, content, support, and interaction with our marketing, sales and customer service teams. It s a good idea to evaluate the cost of refreshing and improving our existing website versus the cost and potential benefits of a new site. After evaluating our current site s design, navigation, content quality, search engine optimization, role in digital marketing s, reporting, content management and functionality, we ll know what our current website needs even if we decide to build a new one. Identify high-level website needs Identify Website Areas to Improve Improve Website Role in Marketing Campaigns Improve Design Improve Content Improve On-Page Search Engine Optimization Improve Navigation Improve Functionality Upgrade Website Technology Improve Reporting Improve Content Management Summarize Website Revision Plan Step 3 Blogging Create our blog requirements and content and promotional schedule Blogging can build thought-leadership, increase website traffic, build brand awareness, generate leads, and improve search engine visibility. Running a successful blog requires a strong objective, steady content generation and posting schedule, an outreach program to connect with readers, promotion of blog posts, and general technical maintenance. Select Blog Objective Determine Blog Technical Requirements Outline Writing and Blog Posting Schedule Create Blog Management and Maintenance Schedule Blog Promotions
Step 4 Optimize for Search Engines Determine how to optimize our web pages for Search Engines Our web pages must be coded in a search engine friendly format to rank highly in organic search engine results. Summarize On-Page Optimization Optimize a Single Web Page Determine Keyword Density Optimizing individual pages is the foundation of effective SEO. Each page should be optimized for a specific keyword, a phrase, or a closely-tied group of keywords. Whenever possible, we should include the keywords in our URL, page titles, H1 and H2 headers, body copy, alt text tags, and meta descriptions. For additional emphasis, we can bold keywords and link pages internally using anchor text. Step 5 Strategy Review examples of use and determine how it might benefit us The barriers to start using social media are low, but there are costs and potential pitfalls which can lead to wasted time and negative exposure. The first step to being successful using social media is to pick the right mediums and activities to accomplish specific business goals. Determine Business Goals Review Examples of Use Evaluate Pros and Cons of Social Media Step 6 Campaign Plan Create a detailed plan for designing and executing a Instead of treating social media as individual activities, treat it as a. Creating a plan will help organize your strategy, activities and metrics to achieve your business goals. Listen to the Conversation Determine Audience and Message Select Websites to Use Summarize Campaign This will address the objective for the, the social media to observe (to listen to the conversation), the sites to be used (content sharing, bookmarking, networks, news sites or wikis), the audience, the high-level messages to be conveyed, the timeframe for the, and the activities to be used. Step 7 Email Marketing Strategy Determine If email marketing can help us achieve our business goals The first step to successfully using email marketing is determining how to use it to achieve specific goals such as nurturing leads, build brand awareness, facilitating sales and build customer loyalty. Determine business goals
Step 8 Email Campaign Plan Create a plan for an email marketing A good email marketing plan outlines the details and scope of the, so it s clear what it involves and how it ll work. This includes outlining the objectives, target audience, offer, target metrics, volume and frequency, landing pages and links, list, technology platform, CAN-SPAM compliance, timing, list segmentation, testing plan, fulfillment and key dates. Objective Target Audience and List Source Offer Metrics Fulfillment Volume and Frequency Format: HTML or Text Email Technology Platform List Offer Details Content Landing Pages Return Address Timing Tracking/Measurement Testing Plan Key Dates Step 9 Search Marketing Strategy Determine if our website and organic search will help us meet our business goals Search engine marketing is a key method for attracting visitors to our website. If we optimize our site pages for the search engines, we have a chance to rank high for our target keywords. We can also purchase sponsor ads to drive traffic immediately. Determine if Website Content Meets Searchers' Needs Evaluate Search Marketing Options A good search marketing strategy is designed to achieve specific business goals, and typically outlines how to use a mix of SEO and SEM to drive the right traffic to the right pages of our site. It s important to understand which site visitors can be found by natural search engine results, and which require an advertisement. We ll start by grouping our site traffic and outlining the sections of our site that serve the content they re looking for. This will help us evaluate whether we can gain enough traffic from each group by SEO, or whether we ll need to purchase ads to drive traffic. Step 10 Keyword List Create a keyword list for search engine marketing The main focus of search marketing, either organic or paid search, are keywords what people type into the search engine when looking for content that your site contains. Brainstorm Keywords Develop Keyword Traffic Projections Identify Keywords Competitors Use (for Organic Search)
Keyword research is important because it quantifies the size of the market for each search, and reveals what keywords to use in your SEO and SEM ads. It's a good idea to start by grouping website visitors by what they want to see, and then match relevant keywords to each group of site visitors. Step 11 Search Engine and Directory Submission Submit our website to directories and Search Engines Manually submitting our site and XML sitemaps to Google and other search engines can increase our visibility and help the spiders index our site faster. Submit Website to Directories Get Noticed by Google Step 12 Inbound Link Generation Step 13 Paid Search Marketing Strategy Create a linkbuilding program for our Website Determine if Paid Search Engine Marketing will help us achieve our business goals In addition, legitimate directories are very important for boosting our search engine rankings because they increase the number of links to our site. The number of and quality of inbound links is a major part of getting ranked in Google. Reviewing links to our competitors sites will give us a good idea about who is linking to what. The next step is to create an outreach program, identifying sites that could link to us, and performing Internet marketing activities such as blogging, participating in social media, circulating online press releases, reaching out to bloggers, and commenting on blogs and in online communities. Paid search marketing, also called PPC (pay per click) or SEM (search engine marketing), can be a great, cost-effective way to quickly building traffic to our website. PPC s enable measurability, payment for performance, control of timing and bidding amounts and methods, speed to market and targeting. A good PPC strategy ties spending to specific business goals like traffic conversions, lead generation and customer acquisition. Review Existing Links Identify Sites That Could Link to You Select Other Link Building Activities Determine business goals
Step 14 Paid Search Campaign Plan Create a plan for a paid Search Engine Marketing A good paid search plan clearly outlines the details and the scope of the, so everyone is clear about what it involves and how it ll work. Most good SEM plans include the objective, target audience and offer, keywords, metrics, landing pages to use, ad creative, search engines and ad networks to use, bid prices, ad locations, fulfillment, and required reporting. Campaign Objective Target Audience and Offer Keywords Metrics Fulfillment Landing Pages SEM Ad Ad Network Account Setup Bid Prices Ad Display Locations Reporting Step 15 Publicity Strategy Determine Publicity goals and brainstorm story ideas Publicity in both traditional and online publications can be extremely valuable in building credibility and awareness for our company, product or service. A legitimate news story is an endorsement that can reach a wide audience for very little cost beyond our own creativity and time. Define Publicity Goals Brainstorm Story Ideas Create Publicity Calendar List Publicity Tools Needed Generating publicity isn't about luck. A good publicity strategy is designed to achieve specific business goals. It typically outlines story ideas and themes (good vs. evil, nature vs. nurture, race against time, Company A vs. Company B, employee against the world, company vs. the system, etc.); contains a story calendar; and a description of the tools required for story promotion. Step 16 Publicity Campaign Plan Create a Publicity plan A good publicity plan clearly outlines the details and the scope of the, so everyone is clear about what it involves and how it ll work. Publicity Campaign Plan Most good publicity plans include the objectives, target audience, story hook, potential media outlets, promotional plans and key activities and dates. Step 17 Press Release Web Optimization Optimize a Press Release for the web Online press releases can be a valuable marketing tool, enabling the media and our market to quickly review recent news, strengthening our positioning in the marketplace, boosting our site s search Determine Keywords for Press Release Optimize Press Release for Search Engines
engine rankings, and generating targeted traffic to our website. When we optimize our press release for keywords related to our website using anchor text in links to key pages of our website, we ll increase our visibility in search engines and receive credit, or a vote, for the link. Step 18 Press Release Web Distribution Select distribution outlets for a Press Release After we ve written our press release and pitched it to key journalists, it s time to distribute it to reach a wider audience. Select a Press Release Distribution Service We can email the release to the remaining media contacts, distribute it on a wire service like BusinessWire, PRNewswire, or Gorkana, and post an optimized version of the press release on our website. For an even wider reach, we can change the headline and angle of the optimized version and then send it out a week later on PRWeb. PRWeb feeds many of the major search engine news areas. Step 19 Web Marketing Campaign Goals & Metrics Determine the metrics for our Web Marketing Creating detailed estimates of our metrics forces us to think through the key drivers of our success. It also helps us better measure our results and final ROI. Estimate Response Rate Determine Conversion Ratio Set Customer Goals Summarize Metrics It can be challenging to create accurate estimates, but estimates are never perfect, and the more often we estimate, the better we ll get. We ll create estimates for the response rate from our, the ultimate conversion ratio from responses to customers, and total revenue generated from the. Step 20 Budget, ROI Project and Media Plan Create our Web Marketing budget and ROI projection Once we have our initial metric estimates our response rate, conversion ratios, customers acquired and total revenue we can create more detailed financial projections. Determine Impressions, Leads and Customer Targets Estimate Campaign Revenue and Profit Define Campaign Budget and
The first step is to estimate the total gross profit from the by subtracting the total cost of goods (from our new customers) from the total revenue. Project ROI Outline Media Plan After creating a budget, you can subtract these expenses from the gross profit to calculate the net profit, and estimate ROI by subtracting the net profit from your marketing investment and dividing the result by your marketing investment. Step 21 Web Marketing Campaign Fulfillment Plan Determine how to fulfill the requests from our marketing Fulfillment is critical for the success of many s. If you ve invested a lot of money to obtain your prospects, you don t want to risk losing your investment by not following up and delivering what they expect. You ll carefully outline your fulfillment procedures, determining how to respond to fulfillment requests, whether it s completing an order, handing email requests, handling inbound calls, providing demos, or transitioning to the sales team. Determine How Prospects Will Respond to Offer Handle Inbound Calls Convert Website Visits Respond to Emails Process Orders Send Mailpieces Transition to Salesperson Transition to Marketing Follow Up with Non-Responders Outline Fulfillment Plan Steps # Standards The Marketing Department is responsible for supporting your senior company executives to achieve the 1 business goals. 2 The integrate with offline marketing initiatives. 3 The Marketing Department will work within budget, unless notified otherwise. 4 The Marketing Director will provide detailed reporting at each milestone.