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Internet Marketing Campaign Development
#InternetMarketing@AngelaBelford
Competitive Analysis
• Decide 3 appropriate competitors• Make a spreadsheet of comparison– Website– FaceBook– Twitter– YouTube
#InternetMarketing@AngelaBelford
Branding
• Who are you?• What do you do?• Why does it matter?
#InternetMarketing@AngelaBelford
Brand Storytelling
Facts tell, stories sell - DUH
#InternetMarketing@AngelaBelford
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)
#InternetMarketing@AngelaBelford
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
#InternetMarketing@AngelaBelford
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
#InternetMarketing@AngelaBelford
Bottom line goal
Increase revenue and increase conversions
#InternetMarketing@AngelaBelford
Content Plan
Having a cohesive message across a number of channels can really boost the message and help maintain top of mind awareness
#InternetMarketing@AngelaBelford
Creativity Required
• Content needs to add value– Educate– Entertain– Add personality to your brand
#InternetMarketing@AngelaBelford
Monthly Themes
There are 12 months in the year, each of them needs to address a pain point for our persona (duplicates allowed)
#InternetMarketing@AngelaBelford
SEO – Search Engine Optimization
• All content has 2 audiences – Humans– Internet robots – called spiders
#InternetMarketing@AngelaBelford
Measurement Tools
• FaceBook Insights• Google Analytics
#InternetMarketing@AngelaBelford
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