Building a Simple, Effective Online Marketing Plan
Chloë Thomasindiumonline
30th November 2011
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
twitter.com/chloeatindiumtwitter.com/indiumonlineindiumonline.co.uk/bloguk.linkedin.com/in/indiumchloethomas
Chloё Thomasindiumonline services include:• Email Marketing• PPC• SEO• Affiliate Management• Social Media• Online Marketing Planning
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
A Marketing Plan
• Objectives• Strategy & Tactics• Implement• Review & Amend
BRANDING
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
OnsitePlan
OfflinePlan
OnlinePlan
Objectives
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
A Good Plan Must
• Meet the objectives (drive sales & acquisition)• Fit with your brand & build brand awareness• Consider new & existing customers• Be flexible• Be comprehensive/multichannel
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
Research: Where are you now?
• How many customers do you have?• How many order online?• How do they get to your site?• Do you have their email address?• What traffic sources drive the money?• Where are you on the search engines?
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
• Google Analytics• Surveys• Twitter analytics• Facebook analytics
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
Research: Where are you now?
Traffic Orders Value AOV Per Visit Conv Rate Per Visit Cost
Brand PPC
PPC
Affs
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
1. Research– Where are you now?– What’s happening in the marketplace?• Competitors• Opportunities
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
1. Research2. What are your objectives?– AOV– Conversion Rate– Traffic Volumes– Sales– # of Orders
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
– Margin– Per Visit Value– New Customers– List Size
1. Research2. What are your objectives?3. Where does continuity & natural growth take
you?4. How are you going to fill the gap?
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
1. Research2. What are your objectives?3. Where does continuity & natural growth take
you?4. How are you going to fill the gap?– Do more of the existing activity– Test new areas
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
2012 Opportunities Hitlist
• Email – great ROI, no-brainer. Blast & automated• Brand PPC – insurance, low cost, no brainer• PPC – works for some, not for others
if your margin’s under 30% you may struggle• Yahoo/Bing PPC – merger? If Google works for you – use it• Affiliates – attribution – beware. But very powerful• Google Base – no brainer• Remarketing – test it on Google. Complex set up• Social Media – slow pay-back, but huge. (+ SEO)• SEO – check your keywords• Ad networks – next step on from PPC & remarketing
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
1. Research2. What are your objectives?3. Where does continuity & natural growth take
you?4. How are you going to fill the gap?5. Create your plan– Calendar of activity– Financial plan– Written guide (optional)
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium
1. Research2. What are your objectives?3. Where does continuity & natural growth take
you?4. How are you going to fill the gap?5. Create your plan6. Launch, monitor, amend
indiumonline.co.uk01865 980 630
twitter.com/chloeatindiumtwitter.com/indiumonlineindiumonline.co.uk/bloguk.linkedin.com/in/indiumchloethomas
Chloё Thomasindiumonline services include:• Email Marketing• PPC• SEO• Affiliate Management• Social Media• Online Marketing Planning
indiumonline.co.uk01865 980 630
[email protected] on @chloeatindium