Digital Marketing Plan Template
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This document outlines a digital marketing plan framework covering the key stages of Reach, Act, Convert, and Engage (RACE). For each stage, it provides: 1. An overview and opportunity to define objectives 2. A recommended strategy to select optimal communications options 3. Suggested actions to optimize digital communications and implement the strategy It recommends structuring digital plans using this RACE framework to clearly define opportunities, strategies, and actions at each customer lifecycle stage.
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Digital Marketing Plan Template
- 1. By Mr.Truong Bang By: Digital MKT Team Date: Aug 2018 1 To: BOD & Marketing Director
- 2. 2 Publish and promote your content, allow sharing to other outposts, networks and influencers. Draw people to your content hub... Be worth finding via clear customer journeys and a content hub that is relevant, inspirational, useful and creates leads Key Measures: • Unique visitors • Value per visit • Fans/Followers Key Measures: • Leads/Lead conversion rate • Time on site • Shares/comments/likes Captilalise on marketing investment using CRO, marketing automation and remarketing to ensure contextual relevance drives conversion Thrilled customers are key to social media marketing, social proof, repeat sales and referral. Start your marketing herel Key Measures: • Sales (on and offline-influence) • Revenue/Profit • Average Order Value Key Measures: Repeat Purchase (Lifetime Value) Satisfaction and Loyalty Advocacy
- 3. PLAN Create a digital OPPORTUNITY Review marketplace and set objectives Start with these key activities to define your digital opportunity through marketplaceanalysis: ☐ 1. Review digital marketingcapabilities ☐ 2. Analyse performance usingKPI dashboards after customising analytics for yourbusiness ☐ 3. Summarize customer insight in customer personasand customer journeymaps ☐ 4. Audit brand and benchmarkcompetitors ☐ 5. Review influencer outreach,co-marketing and intermediaries ☐ 6. Define SMARTobjectives with conversion spreadsheet models to quantifyopportunity STRATEGY Create digital strategy Review your digital proposition andcommunicate it using digital targetingtechniques: ☐ Select target market segments and personas. Define digital targetingapproaches ☐ Define your online value proposition (OVP) including review of business and revenue model, brand positioning and integrationwith traditional channels ☐ Review marketing mix for online options for the 4Ps- Product, Price, Promotion and Place ACTION Implement and manage digitalmarketing communications Make smart budget investments and optimise your digital communications across 25 key customer touchpoint interactions coveredby: ☐ Reach:Build your audience byintegrating paid, owned and earnedmedia ☐ Act: Using content marketing andpersuasion to prompt brand interaction andleads ☐ Convert: Use conversion rate optimizationto boost online and offlinesales ☐ Engage: Develop customer loyalty and repeat sales 1marketing strategy RECOMMENDATION STRUCTURE YOUR PLANS TO DEFINE THE OPPORTUNITY, STRATEGY ANDACTION Your Digital Plan will be more believable if you have SMART objectives for each part of the RACE customer lifecyle. Deliverable: Use summary tables to linkyour strategies, KPIs and actions as shown in our premium - Example Digital MarketingPlan u SMART objectives Activities to optimize Defined deliverables 3 u
- 4. REACH GROWINGREACH Reach involves building awareness of your brand, products and services on other websites and in offline media to build traffic to different web presences like your main site, microsites or social media pages. It involves maximising reach using continuous inbound communications and planned campaigns to create multiple interactions using different paid, owned and earned media touchpoints. OPPORTUNITY Define your online audiencepotential Set realistic targets for building traffic, awareness and social mediafollowers ☐ Define KPI dashboardsto review effectiveness of current digital media in analytics ☐ Review current use of digital media and opportunities to improve ☐ Set VQVC(volume, quality, value, cost) objectives using conversion budgetmodels STRATEGY Select the best communicationsoptions Your online customer acquisition strategyshould: ☐ Define key brand messagesto grow audience awareness, familiarity and purchaseintent ☐ Select relevant media andtargeting ☐ Linkto your content marketing strategy (Act) ☐ Prioritise channel media spend, summarized in a conversion-based media plan and budget ACTION Optimise your digital communications Work on optimising content marketing to support key digital communications for yourbusiness: ☐ PR, influencer outreach andSEO ☐ Optimize Google AdWords (paidsearch) ☐ Review opportunities from DisplayAdvertising ☐ Review relevance of affiliate andpartner marketing ☐ Social media marketingoptimization 2Grow your audience online RECOMMENDATION INVEST IN CONTINUOUS INBOUNDMARKETING Ensure you harness customer purchase intent as they seek information about products through ‘always-on’ communications to reach your audience through Search and Social media marketing fuelled by contentmarketing. Deliverable: OnlineCustomerAcquisitionPlan u (Available to Business premiummembers) 4
- 5. ACT 5 INCREASING INTERACTIONS Act is short for Interact. It’s a separate stage from conversion since encouraging interactions on websites and in social media to generate leads is a big challenge for online marketers. It’s about persuading site visitors or prospects to take the next step, the next Action on their journey when they reach your site or social network presence. OPPORTUNITY Identify best options to increaselead conversion ☐ Review customer journeysfor desktop-mobile visits using analytics and feedback tools ☐ Review social media and mobile marketing platform engagement ☐ Define goals, events and dashboards for measuring customer interactions STRATEGY Prioritise content marketing and customer journeys ☐ Define customer personas ☐ Define content marketingplan ☐ Create website and martechimprovement plan including leadprofiling ACTION Manage content marketing and lead generation ☐ Create campaign plan, editorial calendar and outreach plan ☐ Create content assets includingvideo marketing ☐ Improve landing pages and site page templates. Personalised onboarding. 3Encourage brand interactions and leads RECOMMENDATION DEVELOP A CONTENT MARKETINGSTRATEGY A content marketing strategy will integrateyour online communications to fuel lead generation and power inbound marketing to grow your reach Deliverable: ContentMarketingStrategyu Available for premium members of Smart Insights
- 6. CONVERT INCREASING CONVERSION This is the conversion from lead to sale. It involves getting your audience to take that vital next step which turns them into paying customers whether the payment is taken through online Ecommerce transactions, or offlinechannels. OPPORTUNITY Review focus to increase conversion tosale ☐ Create and review site conversion funnelsand paths to purchase (online and offline) and quantify targets for incrementalrevenue ☐ Review multichannel (omni-channel) interactionsto increase revenue per visit ☐ Review analytics and customerfeedback STRATEGY Create an approach forconversionrate optimisation ☐ Define online conversion rateoptimisation (CRO) approach ☐ Define how key online communications (search, email, social, mobile) drive sales ☐ Define offline integration paths topurchase ACTION Manage continuous improvement of conversion ☐ Implement CRO through test plan for AB and multivariate site tests andexperiments ☐ Implement lead retargeting programmeusing site personalization, display retargeting and behavioural email programme ☐ Optimise ROPO behaviour (Research Online-Purchase Offline) 4Increase sales through CRO RECOMMENDATION Set up a CRO (Conversion Rate Optimisation) programme. Many businesses still don’tinvest in structured tests to optimise their websites to maximize online sales or referrals to other channels. Don’t leak customers. Deliverables: CROPlan -see member guideu Available in Business premiummembership. 6
- 7. ENGAGE IMPROVINGCUSTOMER ENGAGEMENT This is long-term engagement that is, developing a relationship with first-time buyers to build customer loyalty as repeat purchases using communications on your site, social presence, email and direct interaction. We’re also looking to build advocacy or recommendations through ‘word-of-mouth’. OPPORTUNITY Review potential to increase customer activity levels ☐ Review customer loyalty using RFM analysis for interactions and sales. Quantify incremental revenuepotential ☐ Review customer satisfactiondrivers ☐ Review effectiveness ofcustomer communications STRATEGY Define plan toimprove customer retention and engagement ☐ Create customer engagementplan ☐ Create online personalisation and merchandising plan for incrementalrevenue ☐ Create customer contact plan (email marketing and social media marketing) ACTION Implement onlinecustomer communications plan ☐ Implement or refine personalization ruleson desktop and mobilesites ☐ Customer onboarding including event-trig- gered personalized emails andenewsletters ☐ Manage social media and email campaigns for customer engagement andadvocacy 5Build customer loyalty and advocacy RECOMMENDATION Create a CustomerLifecycle Communications Plan Map all customer touchpoints to create a plan to use Marketing Automation to deliver personalised relevant messages by Email,Social Media and Web. Deliverable: Customer Retention Planu Available in Business premiummembership. 7
- 8. THANK YOU 8