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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

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Internet marketing campaign development

  • 1. Internet Marketing Campaign Development #InternetMarketing @AngelaBelford
  • 2. Competitive Analysis • Decide 3 appropriate competitors • Make a spreadsheet of comparison – Website – FaceBook – Twitter – YouTube #InternetMarketing @AngelaBelford
  • 3. Branding • Who are you? • What do you do? • Why does it matter? #InternetMarketing @AngelaBelford
  • 4. Brand Storytelling Facts tell, stories sell - DUH #InternetMarketing @AngelaBelford
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Bottom line goal Increase revenue and increase conversions #InternetMarketing @AngelaBelford
  • 9. 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
  • 10. Creativity Required • Content needs to add value – Educate – Entertain – Add personality to your brand #InternetMarketing @AngelaBelford
  • 11. 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
  • 12. SEO – Search Engine Optimization • All content has 2 audiences – Humans – Internet robots – called spiders #InternetMarketing @AngelaBelford
  • 13. Measurement Tools • FaceBook Insights • Google Analytics #InternetMarketing @AngelaBelford
  • 14. 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
  • 15. Google Analytics – Visitors Flow