MKTT 4003 Internet marketing campaign development

LinkedIN• Look for Public Profile:

Internet Marketing Campaign Development

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Competitive Analysis

• Decide 3 appropriate competitors• Make a spreadsheet of comparison– Website– FaceBook– Twitter– YouTube

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Branding

• Who are you?• What do you do?• Why does it matter?

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Brand Storytelling

Facts tell, stories sell - DUH

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Target Market

• Target market should be described in demographic terms– Gender– Age– Stage of Life (with or without children, retired,

recent graduate)– Profession– Income– Other identifiers (homeowner, unemployed)

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Persona Development

Personas describe your target market as fictional people

Persona stories refer to the pain points that can be addressed by the products or services

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Goals

• Why are you doing an internet marketing plan?– Generate leads– Increase sales– Improve top of mind awareness– Increase traffic to website– Increase social media engagement

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Bottom line goal

Increase revenue and increase conversions

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Content Plan

Having a cohesive message across a number of channels can really boost the message and help maintain top of mind awareness

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Creativity Required

• Content needs to add value– Educate– Entertain– Add personality to your brand

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Monthly Themes

There are 12 months in the year, each of them needs to address a pain point for our persona (duplicates allowed)

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SEO – Search Engine Optimization

• All content has 2 audiences – Humans– Internet robots – called spiders

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Measurement Tools

• FaceBook Insights• Google Analytics

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Internet marketing KPIs

• Total visitors to website • Total new visitors to website• Most popular website landing pages (the first

page the visitors come to)• Number of new leads• Source of visitors, particularly new visitors, to

website (where did they come from?)• Return on Investment (ROI)• Gross sales

Google Analytics – Visitors Flow

Social Visitors Flow

FaceBook Insights