Question

Topic: Strategy

Need Help With Real World Onlinemarketing Strategy

Posted by Anonymous on 2/22/2011 at 4:53 PM ET 250 Points
Hi,

I've thrown myself into the deepend of a task and have to provide a Digital Marketing Plan. I've never written one or attempted one before. I'm doing a heck of a lot of research online. I think I have the basis of the paln from the components below but I've never actually see a plan.

I can find plenty online about devising one but would anyone be able to help with example of real word ones. My market is B2C, small business selling purely online.

I'd welcome any examples though. I know you cant use one as an example to develop another but I'm trying to get clarity in my head to steer me in the right direction

I'm fine if company details or any sensitive info needs to be removed. I'm au afit with the actionable items like Social Media, Seo etc so its more the initial part I'm sort of stuck on.

I'd welcome any help or examples.


Situation Analysis
- Customers
- Competitors
- Brief SWOT Analysis
- Sector
Audience
- who they are targeting
- understand their expectation and goals
Objectives
- Smart Objective. In their case its 700 web sales by year end
- Increasing their Email list by 50%
Channels
- SEO
- PPC
- Social Media so Facebook and Competitions
- Affiliate Marketing
- Online PR
Action Plan
- Who does what, when, how and how much it will cost
Measure
- How will we know whats working


Thanks
Cornelle
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RESPONSES

  • Posted on 2/22/2011 at 7:04 PM Accepted
    Getting the plan into a "right" format should not be a matter of concern for you. Any format that spells out what you plan to do and why, and how you're going to measure success, is "right."

    One thing that's obviously missing from your list is the website and landing path. When people see your ads or links, they're going to click and end up on your site somewhere. If you can make sure that the page they land on matches what you've promised to get them there, your marketing effort will work much better.

    Net: You probably ought to step back and consider the whole marketing strategy/plan and the website design. Otherwise you'll almost certainly sub-optimize the online marketing strategy and spend more money on everything than you need to.
  • Posted by CarolBlaha on 2/23/2011 at 7:43 AM Accepted
    Google "business plan pro" which is a software program that I often use. Their site has many samples of plans, you can use one of them as a template-- even without buying the program. It'll help.
  • Posted by Harry Hallman on 2/23/2011 at 8:35 AM Accepted
    I think your plan outline is good, but as Mr. Goodman mentioned, a web site and landing pages are very important. You should also add email to your channels and create a strategy for messaging and landing pages for emails. You might also include integration of digital and traditional marketing and determine how they benefit each other.

    One thing. I have found that reaching your goals will probably be harder than you and the owners expect them to be. Don't get discouraged, but rather tweak for the best results.
  • Posted on 2/23/2011 at 2:38 PM Author
    Hi

    I appreciate the resposes and take the feedback on board but I'm still really keen to see an actual real world example. I'm getting lots of info about what to do and what should be in it (which is great) but I'd really like to see a real one that someone has actually written.

    thanks
  • Posted on 2/23/2011 at 3:47 PM Moderator
    Can you help us understand what the benefit might be to seeing "a real one that someone has actually written ..."?

    It seems to me that the specifics of what someone else has written will apply only to them -- especially if they did a good job. And if they didn't do a good job, what possible use can you make of it?

    I would encourage you to create the plan that works for your company and your corporate culture. Using someone else's solution is as likely to lead you in the wrong direction as the right direction. Don't do that to yourself. There is no standard approach that has been blessed by the Marketing Gods.

    Yours is more likely to be right for your needs than anything someone else has created.
  • Posted on 2/23/2011 at 3:56 PM Author
    Hello mgoodman

    As per the original question I am not looking to copy someone elses. I'm looking to get a clearer picture in my head based on a real one or ideall real one(s)

    I was hoping to get a selection which actually gives more clarity as opposed to just one as I agree it could be great or it could be terrible.

    I am just looking to take what I consider some worthwhile aspects and integrating it mine and learning what not to put into it too. I still stand firm on my key sections and will incorporate the other suggestions

    For me its like someone asking me to paint a picture by numbers. I can follow the instructions but I'd still have more clarity if I could see other finished articles.

    So if I could get a real world example or examples I would appreciate it.

    Thanks
  • Posted on 2/23/2011 at 4:12 PM Moderator
    One other thing that belongs in the plan is some estimate of what it will cost to achieve the stated objectives.

    Generating 700 web sales by year-end, or increasing the mailing list by 50% won't happen without some investment. Determining what that cost is likely to be, and whether it's going to be profitable (short-term or long-term) should be a key consideration, and it should be addressed in the plan.

    And if there are some alternatives that seem to make sense, those should be in the plan too. Perhaps 700 sales by year-end will cost more than they're worth, but there might be a way to generate 350 sales for a fraction of that spending (with an alternative approach).

    You'll want to determine the lifetime value of a customer and use that to figure out whether your plan makes financial sense or not. Many times, entrepreneurs set goals without fully appreciating the cost of achieving those goals. You don't want to be in a position of promising a result or recommending a plan that doesn't make financial sense for the business.
  • Posted on 2/23/2011 at 4:21 PM Author
    Hi,

    How does one go about finding out the lifetime value of a customer. While it would be great of they bought again or referred people on who in turn made a purchase, how can that be measured?

    Do you have any Plans you would care to share?

    thanks
    C
  • Posted on 2/25/2011 at 7:16 PM Author
    Seems to have gone quiet. Is anyone able to help me out with an actual Digital Strategy example please.

    thanks
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