Developing a Digital Marketing Plan
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This document outlines various digital marketing services and the estimated time required for each, including website optimization, SEO, local SEO, link building, content marketing, social media marketing, analytics, PPC, and more. Key services include an SEO audit and review taking 1-4 hours per month, keyword research requiring 5-10 hours, setting up analytics and tracking codes in 5 hours, and ongoing content creation and editing taking 3 hours per piece created and 1.5 hours per piece edited. It also provides an example client and budget.
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Developing a Digital Marketing Plan
- 2. xxxxx @StoneyD • @StoneyD linkedin.com/in/stoneygd Web Presence Optimization PolePositionMarketing.com Stoney deGeyter THIS IS ME WebMarketingChecklist.com
- 3. xxxxx @StoneyD Three Pillars of Digital Marketing
- 4. 1. Website architecture / usability The search engine friendly foundation your site is built on. Impacts: • usability issues • ability of visitors to find content • ability of search engines to find and assign value to your content
- 5. 2. Keyword / topical optimization Gets your site search engine optimized. Impacts: • Search rankings • Search to page click-thrus • First impressions • Intent delivery
- 6. 3. Site value / authority Impacts: • Search rankings • Perceptions • Word of mouth • Customer retention Builds trust.
- 8. Keyword research 5-10 hours Industry terms Ignorant terminology Competitors Site content Solutions Problems Frequently searched & relevant PHRASES
- 9. Analytics set-up / goal customization 5 hours Install tracking code Establish goals Record micro and macro conversions
- 10. Benchmark reporting Determine Goals / metrics reported Frequency of reports Depth of detail 4 hours/report
- 11. Code audit and SEO review Mobile and desktop device review: • Continuous review of site architectural and usability issues. • Reviewing previous optimization work for performance improvements. • Fixing problems as uncovered. 1-4 hours/month
- 12. Tag / schema optimization For each unique (non-product) page 20 min/page Title tags Meta description tags Top and sub-headings Image alt text
- 13. Page & keyword optimization Focused content 4 hours/page Keyword targeting Structure Message Visitor intent Calls-to- action Usability
- 15. Local audit & strategy Analyze local presence 10 hours Local listings/profiles (Google, Bing, Yahoo, Yelp, Facebook, etc.) Citations Customer review strategy Brand monitoring
- 16. Local business profile optimization• 5-8 hours Optimize Google Bing Yahoo Yelp FacebookBBB Foursquare LinkedIn Angie's List
- 18. Customer review strategy • Reviews on site • Offsite reviews • Review generation ideas 3-5 hours
- 20. Backlink Profile Audit Assess Link: Quantity Quality Value 5 hours
- 21. Link Building 4 hours/link Research opportunities Reach out and engage Secure and finalize link
- 22. Online PR Turn mentions 1 hour/month into links
- 23. Backlink profile review Ongoing review of links & their value. 1 hour/month
- 24. xxxxx @StoneyD Content & Messaging
- 25. Buyer persona review Know who you are targeting? 1 hour
- 26. Content messaging audit & strategy 10 hours Message Conversions Educational value Usefulness Organization Visual appeal Level of professionalism Demonstration of thought leadership Calls to action Links and more
- 27. Email marketing review Consistent posting on topics relevant to your target audiences. 1 hour/month Weekly, bi-weekly or monthly.
- 28. Editorial calendar Weekly, bi-weekly or monthly. Topics Audience interest Keyword search volume
- 29. Content creation and editing 3 hours/piece to create 1.5 hours/piece to edit Consistent messaging Style guidelines Optimization Focuses on target audience
- 30. xxxxx @StoneyD Social Media Marketing
- 31. Social media tag review & optimization Write custom social sharing tags for the five most-shared pages on your website. 2 hours Make sure tags are in place.
- 32. Social media audit Uncover the strengths and weaknesses of your social media marketing. 15 hours
- 33. Social media strategy 15 hours Social media marketing goals Target customers to reach Where to reach them Best engagement approach How to measure success
- 34. Social profile set-up and optimization 3 hour/network Set up and/or optimize primary social channels Facebook Pinterest LinkedIn YouTube Twitter Instagram
- 35. Social media engagement 10-20 hours/month Develop content Sharing content Monitore brand profiles Engage in conversations
- 36. Social benchmark reports Review what is and isn’t working. Compare engagement metrics w/ competitors. 4 hours/report
- 37. Video optimization • Closed captioning • Descriptions • Behind-the-scenes settings 2-3 hours/video Whatever impacts how often videos are viewed
- 38. xxxxx @StoneyD Analytics & Conversion Optimzation
- 39. Navigation optimization Use keywords to map out primary and secondary navigation structures. 10 hours Improves Accessibility & usability Messaging Search performance
- 40. Analytics audit • Traffic sources • Conversion rates • Lead source • Mobile usage • Bounce rates • Campaign efficiency • More 10 hours Numbers tell a story.
- 41. Conversion & usability review Identify clear violations of common usability practices that hinder the visitor’s experience. 10 hours
- 42. Conversion audit 10 hours Landing pages Category & product page success Checkout process Abandonment issues Visitor frustration points Lack of engagement Goal completions
- 43. Ongoing analytics analysis 6-10 hours/month Site traffic User engagement Performance data Anomalies Strengths
- 44. A/B & multivariate testing 5-12 hours/test
- 45. xxxxx @StoneyD Pay Per Click
- 46. PPC campaign set-up Keyword research Build ads Structure campaigns Tweak landing 15 hours
- 47. Ongoing PPC management Improve ads & landing pages for better ROI. 1 hour/$1000 in ad spend
- 50. Client: DSG Outerwear URL: www.DSGouterwear.com Budget: 15 hours / month Create a web marketing plan