The document outlines a digital marketing plan involving SEO, PPC, SMO, and SMM. It includes an agenda and sections on marketing trends, SEO strategies like on-site and off-site optimization, PPC campaign management activities, SMO measurement metrics and activities for different social media platforms, and SMM campaign planning, setup, and optimization activities.
2. Agenda
Search Engine Optimisation - SEO2
Pay Per Click (PPC) Advertising3
Social Media Optimisation - SMO4
Social Media Marketing - SMM5
Marketing Trends1
3. Marketing Trends
• Campaigns fade out, Real-time marketing is in.
• Inbound marketing grows
• Know your customer
• Marketing becomes more accountable for revenue generation
• Social media gets integrated
• Be mobile or fall behind
• Social & content impact SEO even more
• Big data gets bigger and digestible
• Email Lives on
• Marketing technologies evolves
• Content crowdsourcing grows
• A picture is worth 1,000 words
• Context is content’s new best friend
• Outbound marketing loses traction
4. Search Engine Optimisation
• On-Site Optimisation
Keyword Targeting – Target a wider range of keywords
User Experience – is #1 priority
On-Site Content – Write compelling content for your audience
Keyword Density – Not overly important
Content - Content is diverse - multi faceted
“Sell” – Compelling content for title, meta, adverts etc.
Schema.org – A more semantic web
Writers & Content Authorship – Rel: Authorship
• Link Building & Off Page Optimization
Off-Site Content – Generate highly creative sharable content
Anchor Text – Link diversity and brand links
Domain Selection - Build a long lasting brand!
Blog Links – High quality guest blogging
Directory Submissions – Manual quality checked submissions
Press Releases – Strategic PR – back to real PR
Blog Comments – Talk and connect with real people
Social Media – Social traction correlates with links
5. SEO Activities
List of Activities Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
SEO Audit
Technical SEO
Webmaster
Analytics
Site Compliance
Content Review
Site Migration
Yes
On-Page Optimisation Yes Yes Yes Yes Yes
Link Building & Off Site
Optimization
Yes Yes Yes Yes Yes
Reporting &
Management
Yes Yes Yes Yes Yes Yes
6. Pay Per Click Advertising
Client Goals Audit Assessment & Research
Action Planning, Setup & Performance
Measurement
Target Keyword
Target Markets
Campaign Action
Competitive Analysis List the final campaign goal / objective
Study & Understand Product,
Services & Solutions
Finalise the campaign plan & strategy. Target ,
Budget, Campaign Groups & Messages
Strategy Analysis & Re-planning (Re-enter process)
Campaign structure, keywords, ad text, landing
pages, conversion tracking analysis & thank you
page.
Schedule action items with co-accountability Campaign Setup & Live
Goal Report & Review Process Monitor & analyze traffic . Conversion data.
Divide action items between Client & Solid Radicle
Optimize campaigns, tweak , research more
keywords and achieve campaign goals.
7. Pay Per Click Campaign Management Activities
List of Activities Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
SEM Audit
Current Campaign
Analytics
Networks
Others
Yes
Landing Page Audit All Yes Yes Yes Yes Yes Yes
Conversion
Optimization
To drive incremental page views
with existing budgets
Yes Yes Yes Yes Yes Yes
Reporting &
Management
Yes Yes Yes Yes Yes Yes
Banner Ads
Development
Limited (Web & Mobile) Yes Yes Yes Yes Yes Yes
Video Ads
Development
Limited (Web & Mobile) Yes Yes Yes Yes Yes Yes
8. Social Media Optimisation (SMO)
Measurement Attention Engagement Authority Influence Sentiment
Facebook
Unique Visits
Impressions
Page Views
Content Consumption
Total Interactions
Fan Interactions
Photo / Videos
Post Quality
Outgoing links to authorized
content, discussion, posts
etc.
Likes
Subscribed / Follow
Audience demographics
Positive / Negative /
Neutral
On-message
Twitter Followers
Retweets
Direct Messages
@Replies
Shared Content
HashTags
Inbound links
External link to authorized
content
Extended Networks /
influence of followers
Followers profile as targets
Positive / Negative /
Neutral
On-message
You Tube
Views
Subscribers
Likes / Dislikes
Comments
Favorites
Inbound links
External link to authorized
content
Subscribers
Demographic Insights
Audience profile
Positive / Negative /
Neutral
On-message
Blogger Engagement Share of Voice # of comments
Inbound links
Subscribers
External link to authorized
content
Audience Profile
Positive / Negative /
Neutral
On-message
Foursquare
# of Unique Visitors
Check-ins
# of repeat check-ins
# check-ins broadcast to
Twitter and Facebook
Audience Profile
Positive / Negative /
Neutral
On-message
Google+
Unique Visits
Impressions
Page Views
Content Consumption
Total Interactions
Friend Interactions
Photo / Videos
Post Quality
Outgoing links to authorized
content, discussion, posts
etc.
+1
Shared
Audience Profile
Positive / Negative /
Neutral
On-message
Pinterest Followers
# of Pin / Repin
# of Comments
Interactions
Inbound links
External link to authorized
content
Likes
Audience Profile
Positive / Negative /
Neutral
On-message
Instagram Followers # of comments
Likes
Audience Profile
Positive / Negative /
Neutral
On-message
9. Social Media Optimisation Activities
List of Activities Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
All Social Media
Profile Audits
Facebook, Twitter, Pinterest,
Google+, YouTube, Foursquare
& Instagram
Yes
Post / Content Audit All Yes Yes Yes Yes Yes Yes
Conversion
Optimization
To drive incremental traffic &
page views.
Yes Yes Yes Yes Yes Yes
Reporting &
Management
All Metrics Yes Yes Yes Yes Yes Yes
Content Creation All Yes Yes Yes Yes Yes Yes
Video Development Limited Yes Yes Yes Yes Yes Yes
Images All Yes Yes Yes Yes Yes Yes
10. Social Media Marketing (SMM)
Client Goals Audit Assessment & Research
Action Planning, Setup & Performance
Measurement
Target Audience
Target Interest
Target Geography
Competitive Analysis List the final campaign goal / objective
Study & Understand promotion
items
Finalise the campaign plan & strategy. Target ,
Budget, Campaign Groups & Messages
Strategy Analysis & Re-planning (Re-enter process)
Campaign structure, ad text, landing pages
(external links), landing page (on rented
platforms), traffic insights and conversion
tracking.
Schedule action items with co-accountability Campaign Setup & Live
Goal Report & Review Process Monitor & analyze traffic . Conversion data.
Divide action items between Client & Solid Radicle
Optimize campaigns, tweak , research more
interests and achieve campaign goals.
11. Social Media Marketing Activities
List of Activities Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Paid Campaign Audits
Facebook ( if any other do let us
know)
Yes
Message / Landing
Page Audits
All Yes Yes Yes Yes Yes Yes
Conversion
Optimization
To drive incremental traffic &
page views.
Yes Yes Yes Yes Yes Yes
Reporting &
Management
All Metrics Yes Yes Yes Yes Yes Yes
Content Creation All Yes Yes Yes Yes Yes Yes