This document outlines a marketing strategy that begins with defining goals and objectives focused on helping specific audiences. It discusses developing content to solve problems and add value, distributing content through a blog, website, email, and social media. Channels, topics, formats, a content calendar, and promotion strategies are proposed. Ongoing optimization based on analytics ensures continuous improvement toward converting contacts into customers.
3. Strategy
Start with the end in mind
Mission
Who are you helping
What will you deliver to them
How will they benefit
Goals (Business Outcomes)
Objectives
Niche, Audiences, Buyer Personas
3-5 Keyword Phrases
5. Content objectives
Solve problems
Meet needs (allow clients to self-identify)
Build relationships (be mindful of context)
Relate to and educate (humanize your brand)
Build authority and establish trust
Listen, educate and demonstrate (your expertise)
Add value
Strategy
6. Content
Topics, keyword research
Blog Content Calendar (topics, rough ideas, trends)
Types and formats of content
Gated and/or non-gated
Distribution (LinkedIn publisher, Medium, social media, email list)
Syndication (RSS)
Share directly with prospects
Length
Long-form (cornerstone content, evergreen content, shareable)
Short-form (news)
Strategy
8. Website
Design for Lead Generation
User Interface
Wireframe
Storyboard (?)
User Experience
Analytics (set up Google Analytics)
Aesthetic Design
Theme
Layouts
Color Scheme
Typography
9. Search Engine Optimization
Backend optimization (meta-data, tagging, etc.)
Great content
Writing for SEO (semantic search, keywords in copy)
Copywriting
Long-form content (maximize time on site)
Direct Search (list site address in all print collateral)
Organic Search
Paid Search (?)
Website
11. Blog Subscribers
Subscribe via RSS or email
Exclusive content for them (membership section)
Landing page describing subscriber benefits
Reasons
Testimonials
Multiple CTAs
Website
13. Email
Email Strategy
Use Mailchimp (free under 2K on list, 12K emails a month)
Sign up form (right rail, header?, footer, inside content, links on
home and contact pages)
Automated responses (thank you, drip auto-responder series)
Convert subscribers into leads
Promote on social
14. Email Content
Optimize subject lines
Short and conversational
Include social proof
Include downloads via landing pages
Single CTA (in text form)
Email
15. Social Media Strategies
Goals (SMART)
Share blog content
Curate relevant and useful third-party content
Entertain
CTAs
Incorporate SEO strategy
Ask for shares and follows in blog posts
Use url shortener and url builder to track in analytics
Influencer marketing
LinkedIn, Google+, Twitter, Flipboard?, other? (optimize for each)
Social Media
16. Optimization
Monthly (at least) site (Google analytics) and social media analytics
to inform optimization
Funnel traffic to landing pages that convert
Remove barriers to conversion
Follow up email survey and/or
Website survey to find out:
User intent and specific problems/opportunities
The biggest thing they are struggling with
The level of satisfaction with your offer
Barriers to conversion
17. Thank You
Mobile Atom Media
Reuben Walker
rwalker@mobile-atom.com
@mobileatom
http://mobile-atom.com