Internet marketing plan

How to Use This Template
An internet marketing plan describes and guides all aspects of a company or organizations online
marketing efforts.

This template will help you produce a complete end-to-end marketing plan quickly. The template is
generic enough for use with an extremely wide variety of businesses. It is useful for information (virtual)
product businesses, businesses with physical products, service oriented businesses, and even local
businesses serving local customers.

This template includes general business topics that are important in developing a great marketing plan.
These topics include competitors, opportunities, and much more.

This template is delivered as a standard Word document, allowing you complete freedom to edit it and
use it as you see fit. You can easily edit or delete sections as appropriate for the particular situation.
The only restriction is that you do not have PLR rights to sell it as a template to other people. You may
use a completed marketing plan with your own business, or for your consulting clients.

 Using this template will help make sure that the entire range of internet marketing options are
covered.

 Using this template will make developing a complete internet marketing plan go faster because
much of the common boilerplate text is included. You do not have to rewrite the standard text
from scratch.

 Using this template will make developing a complete internet marketing plan go faster because
it is already formatted for delivery.

 Using this template for your own business will help you market your business and gain more
customers.

 Using this template as a tool for consulting for other businesses will help your reputation as an
internet marketing expert.

 Using this template as a tool for consulting for other businesses will help you gain ongoing
business. You will be the natural person to implement the marketing plan that you deliver to
your customer.

I recommend that you use this template as part of a complete internet marketing effort in four phases.

1. Phase One – Information Gathering
During this phase, you gather all of the information required to complete the internet marketing plan.
You need to understand the business, its products, its current marketing efforts, its competition, etc.

The template will help you make sure you cover all the areas you need to cover to do a great job.

2. Phase Two – Analysis
This phase adds the most value. You take the raw data gathered in Phase One and analyze it to create a
complete understanding of the business, its current operations and marketing, and a detailed plan for
how to market the business on the internet.

The template will guide the analysis process to help you create the most effective and complete plan.

3. Phase Three – Documentation
This phase is where you create the actual document for your own use and/or to deliver to your client.
You are able to delete or modify sections to ensure your ability to deliver during the implementation
phase.

Using the template allows you to avoid all the boring repetitive work involved, and to concentrate on
the highest-value part of planning.

4. Phase Four – Implementation
This phase follows after the plan is totally completed. Based on your abilities, the available budget, and
the wishes of your client (if applicable), you are then able to accomplish the tasks outlined in the
marketing plan. Of course, you can outsource (at a profit) tasks which you either do not want to do, or
are not able to do.

Using the template gives you a complete plan to follow with milestones and steps for implementation.

Internet Marketing Plan for
[client name]

Prepared by
[name]

Version [x.x]
[preparation company name]
[date]

Internet Marketing Plan

5. Table of Contents
1. Table of Contents ............................................................................................................................ 4
2. Document History ............................................................................................................................ 6
3. Executive Summary ......................................................................................................................... 7
4. Terminology .................................................................................................................................... 7
5. Business and Products Analysis ........................................................................................................ 8
5.1 Business Analysis...................................................................................................................... 8
5.1.1 Overall Internet Business Summary .................................................................................. 8
5.1.2 Traffic ............................................................................................................................... 8
5.1.3 Conversions...................................................................................................................... 8
5.1.4 Economics ........................................................................................................................ 8
5.2 Products Analysis ..................................................................................................................... 8
5.2.1 Products Descriptions ....................................................................................................... 8
5.2.2 Unique Selling Proposition (USP) ...................................................................................... 8
5.2.3 Value to Customers .......................................................................................................... 8
5.3 SWOT Analysis ......................................................................................................................... 9
5.3.1 Strengths .......................................................................................................................... 9
5.3.2 Weaknesses ..................................................................................................................... 9
5.3.3 Opportunities ................................................................................................................... 9
5.3.4 Threats ............................................................................................................................. 9
6. Market Analysis ............................................................................................................................. 10
6.1 Current Markets ..................................................................................................................... 10
6.2 Competitors ........................................................................................................................... 10
6.3 Future Markets ...................................................................................................................... 10
7. Persona ......................................................................................................................................... 11
7.1 Demographic Factors ............................................................................................................. 11
7.1.1 [Name of First Persona, demographic factors] ................................................................ 11
7.1.2 BIO ................................................................................................................................. 11
7.1.3 Interests / Needs ............................................................................................................ 11
7.1.4 Specific Benefits ............................................................................................................. 11
7.2 Keywords ............................................................................................................................... 12

Page 4
Original template from leowadsworth.com


7.2.1 Research ........................................................................................................................ 12
7.2.2 Initial Selection of Keywords ........................................................................................... 12
8. Marketing Strategies...................................................................................................................... 13
8.1 Marketing Objectives ............................................................................................................. 13
8.2 Budget ................................................................................................................................... 13
8.3 Products and Pricing Strategy ................................................................................................. 13
8.4 General Strategy .................................................................................................................... 13
9. Marketing Implementation ............................................................................................................ 14
9.1 PPC marketing........................................................................................................................ 14
9.2 Other Internet Advertising ..................................................................................................... 14
9.3 Website ................................................................................................................................. 14
9.4 SEO Marketing ....................................................................................................................... 15
9.4.1 Summary ........................................................................................................................ 15
9.4.2 SEO Philosophy............................................................................................................... 15
9.4.3 Keywords ....................................................................................................................... 15
9.4.4 Off-Site SEO .................................................................................................................... 15
9.4.5 Viral SEO......................................................................................................................... 15
9.4.6 Social SEO ....................................................................................................................... 15
9.4.7 Site-Wide SEO ................................................................................................................ 15
9.4.8 On-Page SEO .................................................................................................................. 15
9.4.9 Local SEO ........................................................................................................................ 15
9.4.10 Search Results SEO ......................................................................................................... 15
9.4.11 CMS SEO......................................................................................................................... 15
9.4.12 Implementation.............................................................................................................. 15
9.5 Affiliate Marketing ................................................................................................................. 16
9.5.1 Training and Materials .................................................................................................... 16
9.5.2 Sources for Affiliates (Such as former customers) ........................................................... 16
9.5.3 General Affiliates ............................................................................................................ 16
9.6 Email (Newsletter) Marketing................................................................................................. 16
9.7 Email (Lists) Marketing ........................................................................................................... 16
9.7.1 Opt-In / Generated Lists ................................................................................................. 16
9.7.2 Purchased Lists ............................................................................................................... 16

Page 5


9.7.3 List Growth ..................................................................................................................... 17
9.7.4 Autoresponder Development ......................................................................................... 17
9.8 Press Releases ........................................................................................................................ 17
9.9 Social Media Strategy (Facebook / Twitter) ............................................................................ 17
9.10 Reputation Enhancement / Brand Building ............................................................................. 17
9.10.1 Whitepapers / Peer-Reviewed Publishing ....................................................................... 17
9.10.2 Blog ................................................................................................................................ 17
9.10.3 E-Zine Article Marketing and Guest Blogging .................................................................. 17
9.10.4 Forums ........................................................................................................................... 17
9.11 Offline and Other Marketing .................................................................................................. 17
9.11.1 Material Preparation ...................................................................................................... 18
9.11.2 Personal / Current Marketing ......................................................................................... 18
9.11.3 Tradeshows .................................................................................................................... 18
9.11.4 Salespeople .................................................................................................................... 18
10. Calendar and Timing ...................................................................................................................... 19
10.1 Milestone One ....................................................................................................................... 19
10.2 Milestone Two ....................................................................................................................... 19
11. Sales Tracking ................................................................................................................................ 20
12. Contingency Planning .................................................................................................................... 21
12.1 Success Criteria ...................................................................................................................... 21
12.2 Risk Mitigation ....................................................................................................................... 21
13. Action Items / Next Steps............................................................................................................... 22

6. Document History
Version 1.0 – initial draft delivered [date]

Page 6


7. Executive Summary
This is a template for an internet marketing plan, prepared by Leo Wadsworth Consulting (LWC),
http://leowadsworth.com, email: lwadsworth@leowadsworth.com. While this plan focuses on internet
related marketing, it does touch on offline marketing as well. However, this is not a business plan, but is
specifically focused on marketing related data and plans.

While it is impossible to absolutely guarantee a particular outcome, especially in this highly varying and
depressed economy, it is strongly believed that this marketing effort will result in tuned controllable
strategies capable of delivering more customers than can be properly serviced with the current
infrastructure. This should cause the limits to be driven by business capacity, rather than lack of
customers.

8. Terminology
It is important that we use the same vocabulary to retain precision in our communication. This section
will detail specific terms used in this document.

Conversion – this represents an actual purchase – something where a customer actually gives us money.

Keywords are the words and phrases used by people when they search. A keyword is not necessarily a
single word, but rather a single search.

Organic Traffic – this is traffic coming to the website from normal search results, as opposed to ads. As
we improve the website, we intend to increase this free traffic.

PPC – Pay Per Click advertising, typically on Google (Adwords), but also includes Bing/Yahoo. The ads
are sold using an online automated auction model for a given keyword.

SEO – Search Engine Optimization, efforts we take to improve how your website appears in the search
results from Google and Bing and Yahoo.

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9. Business and Products Analysis

9.1 Business Analysis
9.1.1 Overall Internet Business Summary
This summary is about the overall internet component of the business.

9.1.2 Traffic
How is the traffic to the business?

9.1.3 Conversions
How are conversions (both as raw numbers, and as % of traffic)

9.1.4 Economics
How is the economics of the business? Making/losing money? Is there any obvious areas for significant
improvement of efficiencies? Outsourcing opportunities?

9.2 Products Analysis
9.2.1 Products Descriptions
Describe the products or services to be sold.

9.2.2 Unique Selling Proposition (USP)
What makes the offering unique? List unique items as well as items other might have but you have in a
unique combination.

 Item 1
 Item2

9.2.3 Value to Customers
What are the specific benefits for your customers? This is not a list of features, but rather what benefits
the customer receives.

 Benefit 1
 Benefit 2
 Benefit 3
 Benefit 4
 Benefit 5

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9.3 SWOT Analysis
9.3.1 Strengths
Strengths involve items which are internal to the company and its methods and products. These are
things which contribute to strength in the marketplace.

 Strength 1
 Strength 2

9.3.2 Weaknesses
Weaknesses involve items which are internal to the company and its methods and products. These are
things which weaken CTM’s strength in the marketplace. These weaknesses are viewed both internally
(things which we know about because we are part of the company) and externally (things which would
appear from a customer’s perspective).

 Internal
o Weakness 1
o Weakness 2
 Extenal
o Weakness 1
o Weakness 2

9.3.3 Opportunities
Opportunities are things both internal and external to the company which represent opportunities for
improvement or advancement in the marketplace.

 Internal
o Opportunity 1
o Opportunity 2
 Extenal
o Opportunity 1
o Opportunity 2

9.3.4 Threats
Threats are external to the company, and typically represent actions or potential actions by competitors.

 Threat 1
 Threat 2

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10. Market Analysis

10.1 Current Markets
What is the current market? Example: demographics of current customers, size of market, etc.

10.2 Competitors
Who are your main competitors? You may want to do a SWOT analysis on each one if there are just a
few. It is also wise to see who is advertising or ranking on Google for similar services.

10.3 Future Markets
Are there opportunities / markets that you can serve in the future that you are not currently serving?

Some of these may be appropriate to go after immediately, while others may be deferred until later.

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11. Persona
Using persona can be a powerful way to help analyze and understand your market and your customers.
A good introduction to the use of persona can be found here: An introduction to personas and how to
create them

11.1 Demographic Factors
In developing the persona it is appropriate to consider a number of different demographic factors, such
as sex, age, financial status, etc. This section details the demographics which were appropriate for this
marketing plan.

Typically 4-5 persona are appropriate. Often it takes significant effort to get it down to this number, but
the effort is time well spent because it sharpens the marketing focus and effort.

11.1.1 [Name of First Persona, demographic factors]
Insert Picture – using a “picture” of the fictional person helps the client really make a connnection to the
persona

11.1.2 BIO
insert a short “biography” of the persona

11.1.3 Interests / Needs
What are the general interests and needs of the person?

11.1.4 Specific Benefits
How are you able to benefit this person?

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11.2 Keywords
11.2.1 Research
This effort is to determine the keywords that we will use, both in optimizing the website and in the PPC
(pay per click) advertising campaign. In many ways, the right keywords drive the entire marketing effort
so it is important to choose these carefully. By choosing keywords which are relevant to our products,
we enhance both the initial click and the conversion rates because our audience is matched to our
offerings.

The long tail of a keyword represents a far greater number of searches than the head. In a 2008 report,
Bill Tancer, general manager of global research at Hitwise, revealed that for any given topic, the top 100
keywords account for just 5.7% of all website traffic - while long tail keywords account for the remaining
94.3%!

There are two ways to utilize the long tail. One is to use broad matches on a few keywords and then to
have an extensive custom exclude list. The other is to use a long list of keywords. Both have advantages
and disadvantages.

There are two specific advantages to using long tail keywords. First, they are more targeted to the
specific audience. For example, we will make sure that “free” is NOT part of the search term,
eliminating folks doing searches that are not related to us.

Second, they have less competition for advertisements than the head keywords, resulting in cheaper ads
for us.

11.2.2 Initial Selection of Keywords
This section describes the process used, and the initial keywords.

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12. Marketing Strategies

12.1 Marketing Objectives
The primary objective of this marketing plan is to …

12.2 Budget
***It is absolutely crucial that the budget be determined for the marketing effort. It is VERY easy to
spend lots of money on ads without anything to show for it. Knowing your budget and tracking your
progress and effectiveness is important to avoid going out of business.***

12.3 Products and Pricing Strategy
This section details the exact products and pricing to be used, including discounts and promotions.

12.4 General Strategy
This section states the general strategy, including coordination with offline marketing.

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13. Marketing Implementation

13.1 PPC marketing
PPC stands for “Pay Per Click”. The largest target (by far) for PPC advertising is Google AdWords. These
are the ads you see alongside the search results when you search using Google.com. Advertisers (like
us) pay Google based upon the number of clicks generated sending people to our site.

The nature of PPC campaigns is to always tweak and improve them and monitor them for changes and
ways to improve them, but the initial effort should provide a robust base framework.

Resource: a great resource is “The Definitive Guide to Google Adwords”, a $49. e-book available from
http://perrymarshall.com.

There are certain things to watch closely in a PPC campaign. First, you watch and track the cost you are
paying per click closely. As your advertisement “quality score” goes up with Google over time, you can
often reduce your bid per click and retain your ads positions and effectiveness at lower cost. Because
Google wants good quality ads and results, they reward such ads according to their own algorithms.

Next you need to watch the percentage of clicks versus ad impressions. You want to optimize your ads
to generate the most clicks for the least impressions. More clicks per impression will mean less money
spent on ads because it affects the quality rating of the ad. This typically involves testing multiple ads to
determine what works best. Small changes in the ads can make huge differences. Here’s an example
from Perry Marshall of an ad where a small change results in a 63% improvement in results.

Simple Self Defense Simple Self Defense
For Ordinary People For Ordinary People
Easy Personal Protection Training Fast Personal Protection Training
www.tftgroup.com www.tftgroup.com

Response rate: 0.8% Response rate: 1.3%

Yes, changing one word from “Easy” to “Fast” made a huge difference.

Finally, you need to watch the conversion rate on your website. The ad will send people to a custom
landing page, which will pitch them to buy the product. The better the landing page / sales pitch, the
more people will actually buy the product. You have the advantage that the folks coming to the landing
page have already expressed interest – you “just” need to close the sale. Better conversion rates mean
lower costs. This is another area for continuous testing and refinement.

13.2 Other Internet Advertising
There are many other opportunities for advertising on the Internet, such as Facebook, LinkedIn, etc.

13.3 Website
This section describes issues concerning the website of the company, including any changes to be made.

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13.4 SEO Marketing
13.4.1 Summary
Summary of the overall SEO Marketing effort.

13.4.2 SEO Philosophy
Describe your SEO Philosophy

13.4.3 Keywords
Re-iterate the keywords selection area, along with any specifics related to SEO

13.4.4 Off-Site SEO
Things which are done off-site (primarily backlinks) to improve SEO

13.4.5 Viral SEO
Things which are done to encourage others to link to your site organically (such as link bait or viral
content)

13.4.6 Social SEO
Things to be done with the social media to enhance SEO results

13.4.7 Site-Wide SEO
Things to be done on entire site for SEO, such as domain name selection, subdomain and subdirectory
selection, sitemap.xml, robots.txt, etc.

13.4.8 On-Page SEO
Things to be done on each page for SEO such as URLs, title of page, meta description, keywords in
content, LSI keywords in content, etc.

13.4.9 Local SEO
Things to be done to help local SEO, such as Google Places

13.4.10 Search Results SEO
Things to be done that help your search results look better, such as wording of your page title (typically
used as the link) and page metadescription (typically used as the description)

13.4.11 CMS SEO
Things to be done with their CMS (such as WordPress or Drupal) that can help SEO efforts.

13.4.12 Implementation
Specifics regarding their implementation

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13.5 Affiliate Marketing
Affiliate marketing is a process in which other people sell your products or services for a commission.
They are not “employees,” and do not earn a base salary. Typically they do not work full-time, instead
working a few hours as they have time. Much of affiliate marketing takes place online – through the
affiliates own ads and websites.

13.5.1 Training and Materials
Affiliates need to be supplied with training and promotional materials, as well as developing an
appropriate affiliate program and agreement.

13.5.2 Sources for Affiliates (Such as former customers)
Former customers may be an outstanding source for affiliates. They already know the product and its
benefits. They also are likely to have contacts in the market groups we are trying to reach.

13.5.3 General Affiliates
There are various companies specifically designed to help connect affiliates with companies that want to
use them. It is also possible to set up and advertise our own general affiliate program.

Google Affliate Network (formerly DoubleClick Performics Affiliates)

Commission Junction (http://www.cj.com/) one of the oldest / biggest of the folks that connect affiliates
with companies

AdKnowledge Affiliates (http://www.hydragroup.com/#advertise) seems like a good company

13.6 Email (Newsletter) Marketing
A common, effective marketing technique is to provide a regular newsletter available for free
subscription to anyone that wants it. This is an inexpensive thing to provide, however it is a bit labor
intensive.

It is quite useful to use a vendor for newsletters, so that all of the appropriate laws are obeyed. One
great company is mailchimp.com.

13.7 Email (Lists) Marketing
13.7.1 Opt-In / Generated Lists
Discuss any use of opt-in mailing lists or lists to customers, etc.

13.7.2 Purchased Lists
It is possible to purchase lists, both email and snail mail lists, of particular groups, including opt-in
groups of email addresses. I am not talking spam, but rather emails sent to particular groups who have
requested items to be sent to them.

One resource for opt-in lists for purchase is at http://www.usadata.com/

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13.7.3 List Growth
Discuss how the list be grown. JV Giveaways?

13.7.4 Autoresponder Development
Discuss what you are going to do regarding Autoresponder sequences and list segmentation.

13.8 Press Releases
Most companies produce press releases at fairly regular intervals. Properly done, this can result in great
publicity. However, there are effort and costs involved in the production of good press releases.

13.9 Social Media Strategy (Facebook / Twitter)
This section covers how the business will use Social Media (Facebook/Twitter) for promotions.

One thing that can be very powerful but difficult to pull off is viral marketing, where an ad or video is so
engaging and fun that it is shared by people with all their friends, and creates a huge buzz very quickly.
Most attempts at viral marketing are lame instead of successful.

13.10 Reputation Enhancement / Brand Building
There are several worthy activities which can be pursued in order to build the reputation and brand of a
company or product.

13.10.1 Whitepapers / Peer-Reviewed Publishing
Whitepapers, and especially papers published in peer-reviewed journals can help to establish subject
matter expert status in the field.

13.10.2 Blog
It is common for a company to have a blog which is used to inform customers and potential customers
about things that are going on. However, the best blogs have fairly regular updates in order to develop
and keep a following.

13.10.3 E-Zine Article Marketing and Guest Blogging
It is possible to write and submit articles for publications and to blog on other people’s sites. These are
both good things to establish reputation and to gain additional links to your website which can help your
positioning in the organic search results.

13.10.4 Forums
Posting as an expert in subject-related forums is another way to gain and establish a following and
reputation as a trusted resource.

13.11 Offline and Other Marketing

 Networking-Go where your market is, Chamber of Commerce, BNI, etc.
 Direct marketing using sales letters, brochures, postcards, flyers, etc.
 Advertising-Print media, directories, billboards, yellow pages, radio, TV
 Training programs-Seminars that you give to increase awareness

Page 17


 Write articles for magazines, your local newspaper, and other publications read by
your industry. Doing this will help you to become known as an expert
 Direct/personal selling
 Publicity/press releases
 Trade shows
 Referral programs
 Co-marketing with businesses that share your target market
 Barter

13.11.1 Material Preparation
This section describes how material for offline marketing will be prepared.

13.11.2 Personal / Current Marketing
The current marketing efforts and business should be continued as much as possible, including natural
expansion where appropriate.

13.11.3 Tradeshows
Tradeshows represent a specific opportunity to promote the business to targeted groups. However,
good tradeshow participation takes time, preparation, sales materials, and ability to track/contact the
links generated at the tradeshow. Also, typical tradeshow participation involves purchasing and
distributing branded items, such as pens, cups, shirts, caps, etc.

13.11.4 Salespeople
This section describes how salespeople will be used.

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14. Calendar and Timing
This section describes the calendar and timing for the marketing efforts.

14.1 Milestone One

14.2 Milestone Two

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15. Sales Tracking
This section describes how sales will be tracked and metrics used.

Page 20


16. Contingency Planning

16.1 Success Criteria
This describes what criteria should be used for gauging success.

16.2 Risk Mitigation
How will you mitigate risk? What are the tradeoffs you can use in case one type of marketing doesn’t
work?

Page 21


17. Action Items / Next Steps
What are the action items and next steps to be taken?

Page 22

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