Digital Marketing Plan

Digital Marketing Plan for www.top20store.com and its competitors.

digital marketing marketing

[ACCOUNT NAME]
DIGITAL MARKETING PLAN
MONTH DD, YYYY

A seat at the table… of content
Page
Executive summary Xx
Situation analysis Market benchmarking Xx
Objectives Communication objectives Marketing objectives Sales objectives Xx
Strategies and tactics Product/ service analysis Value proposition analysis Target market analysis Race strategy for digital marketing function Xx
Search marketing strategy formulation Search marketing objectives formulation Current website assessment summary On-page SEO strategy Keywords strategy Off-page SEO strategy & Link building strategy Competitive analysis SEM strategies and tactics formulation Xx
Social media strategy formulation Social media marketing objectives formulation Content strategy : content assets + content models Social media content mapping Digital PR and influencers marketing tactics Sales promotions strategies and tactics Social media paid media strategies and tactics Moderation guidelines Xx
Digital communication strategy formulation Digital communication objectives formulation Digital branding and naming strategies and tactics Website design, UX/UI strategies and tactics Lead nurturing strategy and tactics Email marketing strategies and tactics Customer servicing, account development, and loyalty development programs, strategies and tactics Digital communication paid media strategies and tactics Xx
Actions Tactical calendar for twelve months Tactical budget for twelve months Organizational development for the digital marketing function Xx
Control KPIs and audit protocols Xx

EXECUTIVE SUMMARY
Your executive summary goes here…

SITUATION APPRAISAL
SOCIAL MEDIA MARKETING FUNCTION ASSESSMENT
[Source #title-name goes here…]
[Logo goes here 0.8’’x2’’]
Link: link goes here…
Description
Geographic positioning: local, regional, international.
…
…
Digital touchpoints assessment
Website assessment
Link to the website: [link goes here] or [website does not exist and delete below].
Description and notes about the website:
Your analysis points go here…
Grader… (if using multiple graders, simply list the results here)
Esthetics…
Navigation…
…
5 Ss analysis
Sell
Your analysis points go here… … … …
Speak
Your analysis points go here… … … …
Sizzle
Your analysis points go here… … … …
Serve
Your analysis points go here… … … …
Save
Your analysis points go here… … … …

Internal resources analysis
Physical resources
Your analysis points go here… … … …
Human resources
Your analysis points go here… … … …
Intellectual resources
Your analysis points go here… … … …
Financial resources
Your analysis points go here… … … …

Summary of findings for [source #title-name]
Attribute(s) Facebook Instagram LinkedIn YouTube Google my business Twitter TikTok
Average number of followers/ likers/ subscribers (color coding >) (color coding <) Average number of published posts per month (over 6 months) Average volume of engagements per still image post (over 6 months) Average volume of engagements per video post (over 6 months) Average % of image posts over six months Average % of video posts over six months Average % of converting posts over six months Average % of motivational posts over six months Average % of educational posts over six months Average % of entertaining posts over six months Facebook page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. Instagram page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. Twitter page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. LinkedIn page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. Google my business page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. YouTube page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. TikTok page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. Snapchat page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. Social media marketing assessment and recommendations Your analysis points go here… … … … Final notes and recommendations on assessment Your analysis points go here… … … … INDUSTRY BENCHMARKING Findings summary Local sources Regional sources International sources Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Summary of notes about industry benchmarking Your analysis points go here… … … … Local / Regional / International sources of information [Source #title-name goes here] [Logo goes here 0.8’’x2’’] Link: link goes here… Description Geographic positioning: local, regional, international. … … Digital touchpoints assessment Website assessment Link to the website: [link goes here] or [website does not exist and delete below]. Description and notes about the website: Your analysis points go here… … … … Facebook page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. Instagram page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. Twitter page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. LinkedIn page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. Google my business page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. YouTube page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. TikTok page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. Snapchat page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. Final notes on source Your analysis points go here… … … … CUSTOMER BENCHMARKING Current customer segments mapping # Global market Segmented market Niche market Rating over 5 1 2 3 4 5 6 7 8 9 10 Notes on customer profiles analysis Your analysis points go here… … … … Recommendations on customer profiles analysis Your recommendations points go here… … … … COMPETITIVE BENCHMARKING Findings summary Local sources Regional sources International sources Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Source #title-name goes here Overall local / regional / international benchmarking results Attribute(s) Facebook Instagram LinkedIn YouTube Google my business Twitter TikTok Average number of followers/ likers/ subscribers (color coding >) (color coding <) Average number of published posts per month (over 6 months) Average volume of engagements per still image post (over 6 months) Average volume of engagements per video post (over 6 months) Average % of image posts over six months Average % of video posts over six months Average % of converting posts over six months Average % of motivational posts over six months Average % of educational posts over six months Average % of entertaining posts over six months Other figures: Average website grading: [figure goes here]. Average number of reviews: [figure goes here]. Notes on local / regional / international benchmarking analysis Your analysis points go here… … … … Recommendations on local / regional / international benchmarking analysis Your analysis points go here… … … … Summary of notes about competitive benchmarking Your analysis points go here… … … … Figures breakdown for the local / regional / international competitive benchmarking Platform / channel / touchpoint / social media used (copy and paste for all sources and channels) Attribute(s) Source #title-name Source #title-name Source #title-name Source #title-name Source #title-name Number of followers/ likers/ subscribers (color coding >) (color coding <) Average number of published posts per month (over 6 months) Average volume of engagements per still image post (over 6 months) Average volume of engagements per video post (over 6 months) % of image posts over six months % of video posts over six months % of converting posts over six months % of motivational posts over six months % of educational posts over six months % of entertaining posts over six months Individual local / regional / international competition [Source #title-name goes here…] [Logo goes here 0.8’’x2’’] Link: link goes here… Description Geographic positioning: local, regional, international. … … Digital touchpoints assessment Website assessment Link to the website: [link goes here] or [website does not exist and delete below]. Description and notes about the website: Your analysis points go here… Grader… (if using multiple graders, simply list the results here) Esthetics… Navigation… … 5 Ss analysis Sell Your analysis points go here… … … … Speak Your analysis points go here… … … … Sizzle Your analysis points go here… … … … Serve Your analysis points go here… … … … Save Your analysis points go here… … … … Summary of findings for [source #title-name] Attribute(s) Facebook Instagram LinkedIn YouTube Google my business Twitter TikTok Average number of followers/ likers/ subscribers (color coding >) (color coding <) Average number of published posts per month (over 6 months) Average volume of engagements per still image post (over 6 months) Average volume of engagements per video post (over 6 months) Average % of image posts over six months Average % of video posts over six months Average % of converting posts over six months Average % of motivational posts over six months Average % of educational posts over six months Average % of entertaining posts over six months Facebook page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. Instagram page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. Twitter page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. LinkedIn page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. Google my business page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. YouTube page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. TikTok page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. Snapchat page/account assessment Link to the page/account: [link goes here] or [account/page does not exist exist and delete below]. Description and notes about the page/account: Your analysis points go here… Strong points … Weak points … Number of likers/followers: [figure goes here] Average number of published post during the last six months: [figure goes here] Average rate of engagement per post during the last six months: [figure goes here per still post] and/or [figure goes here per video post views] Content type during the last six months: [number] – [%] for still images. [number] – [%] for video posts. [number] – [%] for converting posts. [number] – [%] for entertaining posts. [number] – [%] for motivational posts. [number] – [%] for educational posts. Final notes on source Your analysis points go here… … … … OBECTIVES Communication objectives Digital assets objectives Digital branding Objective description goes here… Digital branding guidelines and corporate identity… Digital literature and mix to be created… … New assest(s) to be created Objective description goes here… … … Current asset(s) to be optimized Objective description goes here… … … Content volume and type Objective description goes here… … … Target audiences Objective description goes here… … … Traffic, reach and frequency Objective description goes here… … … Marketing objectives Engagement and action Objective description goes here… … … Content topics and type Objective description goes here… … … Lead generation Objective description goes here… … … Client’s engagement and loyalty Objective description goes here… … … Sales objectives Sales objectives (first purchase) Objective description goes here… … … Sales objectives (repeated purchase) Objective description goes here… … … Summary of objectives # category Objective title KPI(s) Timeline Search Social media Digital com. 1 Com. Title goes here ? / # D / M / Q X X X 2 Marketing Title goes here ? / # D / M / Q X X X 3 Sales Title goes here ? / # D / M / Q X X X 4 … … … … … … … 5 … … … … … … … 6 … … … … … … … 7 … … … … … … … 8 … … … … … … … STRATEGIES & TATICS PLANNING Product/ service analysis Type Category Subcategory Individual P/S Core Title goes here… Title goes here… Title goes here… Annex Title goes here… Title goes here… Title goes here… Products/ services to focus on: Your analysis points go here… … … … Notes and recommendations about products and services: New products to be created and promoted Your analysis points go here… … … … Current products to be upgraded or improved Your analysis points go here… … … … Other notes and recommendations Your analysis points go here… … … … Value proposition analysis (short version) “service/product name goes here where applicable” In a couple of sentences, what is our service/product? Your analysis points go here… … … … What problem(s) do we solve? Your analysis points go here… … … … If this/these problem(s) are not solved, what will happen? Your analysis points go here… … … … Who should be interested in this service/product? Your analysis points go here… … … … What will they gain if we solve this/these problem(s)? Your analysis points go here… … … … Why us? Why should they work with us? Your analysis points go here… … … … Value proposition analysis (medium version) “service/product name goes here” Description In a couple of sentences, what is our service/product? Your analysis points go here… … … … Difference How are you different from your competition or substitutes? Your analysis points go here… … … … Promise What are you promising your clients? As per quality, price, and service Your analysis points go here… … … … Functional What functionality(ies) are you offering? As per production and installation process, and as for technical features of the product? Your analysis points go here… … … … Problems to be solved What are the difficulties that your client is facing and that your product can help in solving? Your analysis points go here… … … … Time How are you saving time for your client? How? Your analysis points go here… … … … Price How are you saving your client money or helping him make more money? Your analysis points go here… … … … Risk What risks are you lowering to your client? Your analysis points go here… … … … Target market Who should be interested in this service/product? Your analysis points go here… … … … Value proposition analysis (long version) Value analysis Difference Image/ branding How is your branding different? [colors, symbols, merchandising, shapes, uniforms, visuals, etc.] Your analysis points go here… … … Staff/ HR How is your staff or team different? [nationality, gender, competencies, special character or trait, etc.] Your analysis points go here… … … Product How is your product different? [functionality, shape, size, features, benefits, etc.] Your analysis points go here… … … Distribution How are you distributing your product? [direct distribution, physical shop, virtual shop, indirect distribution, sales forces, etc.] Your analysis points go here… … … Target market Who are your main target markets? Are you targeting a niche or a special segment? Your analysis points go here… … … Promise Quality What quality do you promise your clients? Your analysis points go here… … … Price What price and payment features do you promise your clients? [price value, currency, payment mode, payment terms, payment facilities, etc.] Your analysis points go here… … … Service What type of service level do you promise your clients? [Annexed services, SLA, reply time, etc.] Your analysis points go here… … … Selection What is the nature of your product/ service line that you promise your clients? [width, depth, etc.] Your analysis points go here… … … Perception What is the image you want to reflect by your products, services and communication? Your analysis points go here… … … Emotional Pain What physical pain are you helping your clients to avoid or to stop? Your analysis points go here… … … What emotional pain are you helping your clients to avoid or to stop? Your analysis points go here… … … Pleasure What physical pleasure are you offering your clients? Your analysis points go here… … … What emotional pleasure are you offering your clients? Your analysis points go here… … … Self-image What self-image are you stimulating? Your analysis points go here… … … Functional Features What technical features do you offer your clients? Your analysis points go here… … … Product line What product line do you offer your clients? [details where possible] Your analysis points go here… … … Quality process What terms and conditions will be applied? Your analysis points go here… … … Production process What is special about your production process? Your analysis points go here… … … Raw material What raw materials do you use? Your analysis points go here… … … Cost analysis Time Time of production Is your production time faster, slower or in line with the market trends? Is it a critical element in the decision-making process of the client? Your analysis points go here… … … Time of delivery Is your delivery time faster, slower or in line with the market trends? Is it a critical element in the decision-making process of the client? Your analysis points go here… … … Time of consumption Is your consumption time faster, slower or in line with the market trends? Is it a critical element in the decision-making process of the client? Your analysis points go here… … … Time of order Is your ordering time faster, slower or in line with the market trends? Is it a critical element in the decision-making process of the client? Your analysis points go here… … … Time of installation Is your installation time faster, slower or in line with the market trends? Is it a critical element in the decision-making process of the client? Your analysis points go here… … … Price End price Is your end price competitive relatively to the market? Your analysis points go here… … … Cost Are you lower the cost for the client? How? Your analysis points go here… … … Payment terms Are you offering payment terms that might affect the decision-making process of the client? Your analysis points go here… … … Payment method Are you offering payment methods that are more suited to your client? Your analysis points go here… … … Risk Risk on self-image Are you lowering the risk of a negative self-image for your client? How? Your analysis points go here… … … Risk of loosing resource Are you lowering the risk of loosing one or more resources, partially or completely to your client? How? Your analysis points go here… … … Risk of physical damage Are you lowering the risk of physical damage/ lose or self-injury or even preventing death to your client? Your analysis points go here… … … Warranties What warranties are you offering your clients? What credentials do you have that add to your credibility? Your analysis points go here… … … Demonstration or trial What possibilities are you offering your clients to try your product, or a demonstration to raise their awareness? What social proof are you offering them? Your analysis points go here… … … Energy Physical energy What physical are you saving your client? How? Your analysis points go here… … … Mental energy What mental energy are you saving your client? How? [stress, peace of mind, anxiety, etc.] Your analysis points go here… … … Intellectual energy Are you saving your client intellectual energy? [ease of use, ease of learning, user-friendly service or product, easy processes, etc.] Your analysis points go here… … … Target market analysis Target markets mapping # Global market Segmented market Niche market Rating over 5 1 2 3 4 5 6 7 8 9 10 Findings highlights Your analysis points go here… … … … Recommendations highlights Your analysis points go here… … … … Individual target market definition Target market codename (#n codename goes here…) Small description (Description goes here…) Demographics Age, gender, marital status, geographic location, position, social class, gross income, # family members, # kids, etc. Your analysis points go here… … … … Psychographics Conservative, liberal, analytical, influencer, dominant, steady, etc. Your analysis points go here… … … … What are their interests? Restaurants, clothing, brands, entertainment, etc. Your analysis points go here… … … … Main problems to be solved What is the exact problem, the exact motivation for buying? Your analysis points go here… … … … Challenges to overcome What secondary problems exist or may interfere? [commuting, additional expenses, etc. ] Your analysis points go here… … … … Common solutions and practices Direct competition and substitute solutions included Your analysis points go here… … … … Associated activities, products or services Which of the services or products are suited to create value to this target market Your analysis points go here… … … … Consumer behavior How does this target market buys or consumes? How much, how often, how to choose or consume? Your analysis points go here… … … … What would match their needs? How can you customize to add value? What can you add/offer to create more value? Your analysis points go here… … … … What are their common objections for not buying? What reasons might they give for not buying? Your analysis points go here… … … … Buying process Who is the decision maker? Who is the buyer? Who is the influencer? Who is the user? Your analysis points go here… … … … RACE strategy for social media Online strategy mix Reach Act Convert Engage SEO + SMO Website Free sample product or service Account development SEM – paid ads on google Mobile application Free trial Loyalty program Paid ads on social media Blog articles Free assessment Newsletter Affiliate/ partnership program Widget marketing Free consultation Digital PR Social media posts & stories and content Digital direct marketing Landing pages Newsletter Digital resources Sales promotion offers Marketing automation Non-digital direct marketing Newsletter Free value proposition YouTube channel entries Expected behavioral mapping Reach Act Convert Engage First contact First click and/or first engagement Price or quotation request Repeated email engagement Repeated contact (frequency) Like or comment or share Offer/ price negotiation Repeated social media engagement Reach or impressions or views Direct website traffic First purchase Extended/repeated website visits Brand awareness First visit to social media account Referrals generation First click and/or first engagement First visit to website Repeated purchase Follow on social media account Repeated social media engagement Extended/repeated website visits Newsletter subscription Digital resource ordering Repeated email engagement Direct message Lead generation Direct contact or shop visit Price or quotation request Notes on RACE strategy for social media Your analysis points go here… … … … Search marketing strategy formulation Search marketing objectives formulation # category Objective title KPI(s) Timeline Search 1 Com. Title goes here ? / # D / M / Q X 2 Marketing Title goes here ? / # D / M / Q X 3 Sales Title goes here ? / # D / M / Q X 4 … … … … … 5 … … … … … 6 … … … … … 7 … … … … … 8 … … … … … Current website assessment summary Website assessment summary Your analysis points go here… … … … Marketing pillar assessment summary and recommendations Your analysis points go here… … … … Performance pillar assessment summary and recommendations Your analysis points go here… … … … Sales pillar assessment summary and recommendations Your analysis points go here… … … … On-page SEO strategy Your analysis points go here… … … … Keywords strategy Rootkeywords Corporate positioning related Product & service related Problem related Solution / main benefit related … … … … … … … … … … … … Google Adwords keywords, stats and facts Keywords Average monthly search Location … … … … … … … … … … … … … … … Your analysis points go here… … … … Competitive keywords list Competitive list of websites to audit Local Regional International … … … … … … … … … … … … Competitive list of keywords Root keyword Competitive keyword Root keyword Competitive keyword … … … … … … … … … … … … Potential topics for social media content (SMO & blog marketing) Root keyword Potential topic … … … … … … Consolidated list for on-page SEO and SMO Corporate positioning related Product & service related Problem related Solution / main benefit related … … … … … … … … … … … … Off-page SEO strategy & link building strategy Your analysis points go here… … … … Competitive analysis Competition URL Overall score Notes … … … … … … … … … SEM strategies and tactics formulation Your analysis points go here… … … … Social media marketing strategy formulation Social media marketing objectives formulation # category Objective title KPI(s) Timeline Social media 1 Com. Title goes here ? / # D / M / Q X 2 Marketing Title goes here ? / # D / M / Q X 3 Sales Title goes here ? / # D / M / Q X 4 … … … … … 5 … … … … … 6 … … … … … 7 … … … … … 8 … … … … … Social media marketing content strategy Content strategies and tactics : content assets, content models, and content mapping Content model(s) strategy Quadrants content model Entertain Motivate Facts & figures about industry. Industry news. Occasions concepts - international and local. Company culture - daily shots or videos. Events pictures - albums - press release. Question & answer posts. Explanatory animations and infographics. Curated content. Customer reviews and testimonials. Gatekeeper interviews. Inspirational quotes. Company accomplishments. Partner promotion. Educate Convert Curated content. Tips & advice about every service pillar. Infographics – instructional. Blog entry post related to every service pillar. Digital resources. Video blog. Company video. Company promo post. Product, service posts. Product, service video. Promotional posts. Case studies. Free assessment. Free widgets. Free consultation, product, service. Promote email subscription. Type of content Content orientation Awareness Engagement Lead generation Client conversion Client retention Virals Entertain X Quizzes Entertain X Competition Entertain X X Games Entertain X Branded videos - gifs Entertain X X Widgets Entertain X X Guides Educate X X X Trend reports Educate X X X Press releases Educate X X E-books Educate X X X Reports Educate X X E-news Educate X X Events Inspire X X X X Ratings Inspire X X X Community forums Inspire X X Reviews Inspire X X Celebrity endorsements Inspire X X Calculation Convince X X X Webinars & podcasts Convince X X X Demo videos Convince X X X Interactive demos Convince X X Product features Convince X X Checklist Convince X X X Cases studies Convince X X X Data sheet & price guide Convince X X X X Content mapping based on the quadrant model Content topics and ideas for entertaining content Core topic Content idea Hashtags Frequency Date/ timing Facts & figures about industry. [your content idea goes here… copy and paste rows for each core topic as needed] #hashtags go here… N / W or M or Y Dd/mm/yyyy Industry news. Occasions concepts - international and local. Company culture - daily shots or videos. Events pictures - albums - press release. Question & answer posts. Explanatory animations and infographics. Content topics and ideas for motivational content Core topic Content idea Hashtags Frequency Date/ timing Curated content [your content idea goes here… copy and paste rows for each core topic as needed] #hashtags go here… N / W or M or Y Dd/mm/yyyy Customer reviews and testimonials Gatekeeper interviews Inspirational quotes Company accomplishments Partner promotion Content topics and ideas for educational content Core topic Content idea Hashtags Frequency Date/ timing Curated content [your content idea goes here… copy and paste rows for each core topic as needed] #hashtags go here… N / W or M or Y Dd/mm/yyyy Tips & advice about every service pillar Infographics – instructional Blog entry post related to every service pillar Digital resources Video blog Content topics and ideas for converting content Core topic Content idea Hashtags Frequency Date/ timing Company video [your content idea goes here… copy and paste rows for each core topic as needed] #hashtags go here… N / W or M or Y Dd/mm/yyyy Company promo post Product, service posts Product, service video Promotional posts Case studies Free assessment Free widgets Free consultation, product, service Promote email subscription Promote opt-in on landing pages Chain of beliefs content model mapping Core topics Complementary topics Peripheral topics [Main category related] [different category but closely and organically related] – symptoms / challenges [topics related to the eco-system] – indirect undiscovered needs … … … … … … … … … Mental content model mapping # Main topic Sub topic Content idea(s) 1 What is this thing? What does it do? Product visuals Features and benefits list or metrics, FAQs How is it different? Product visuals Features and benefits list or metrics, FAQs 2 What can I do with it? How does it map to my existing tasks? Features and benefits list or metrics, FAQs Demo/ trial/ sampling How are others using it? Features and benefits list or metrics, FAQs Demo/ trial/ sampling 3 Do I need this? How will this make my life easier? Features and benefits list or metrics, FAQs Demo Which problems does it solve? Features and benefits list or metrics, FAQs 4 What else do I need? What are the product/ service requirements? Product/ service requirements How do I integrate it? Product/ service requirements 5 Convince me! Who is it for? Target market identification Who is using it? Target market identification Who built it? About the provider Can I try it? Demo/ trial/ sampling 6 Reassure me! Am I secured? Warrantees/ security info/ credibility proof What warranties do you offer? Warrantees/ security info/ credibility proof What credibility do you have? Warrantees/ security info/ credibility proof 7 Ok what is it gonna cost? What are the pricing options? Offers/ deals/ payment options Are there any discounts or promotional offers? Offers/ deals Content sample ideas for the mental model Sub topic Content idea(s) Content sample ideas What does it do? Product visuals Features and benefits list or metrics, FAQs Your content idea goes here… copy and paste the rows as needed How is it different? Product visuals Features and benefits list or metrics, FAQs Your content idea goes here… copy and paste the rows as needed How does it map to my existing tasks? Features and benefits list or metrics, FAQs Demo/ trial/ sampling Your content idea goes here… copy and paste the rows as needed How are others using it? Features and benefits list or metrics, FAQs Demo/ trial/ sampling Your content idea goes here… copy and paste the rows as needed How will this make my life easier? Features and benefits list or metrics, FAQs Demo Your content idea goes here… copy and paste the rows as needed Which problems does it solve? Features and benefits list or metrics, FAQs Your content idea goes here… copy and paste the rows as needed What are the product/ service requirements? Product/ service requirements Your content idea goes here… copy and paste the rows as needed How do I integrate it? Product/ service requirements Your content idea goes here… copy and paste the rows as needed Who is it for? Target market identification Your content idea goes here… copy and paste the rows as needed Who is using it? Target market identification Your content idea goes here… copy and paste the rows as needed Who built it? About the provider Your content idea goes here… copy and paste the rows as needed Can I try it? Demo/ trial/ sampling Your content idea goes here… copy and paste the rows as needed Am I secured? Warrantees/ security info/ credibility proof Your content idea goes here… copy and paste the rows as needed What warranties do you offer? Warrantees/ security info/ credibility proof Your content idea goes here… copy and paste the rows as needed What credibility do you have? Warrantees/ security info/ credibility proof Your content idea goes here… copy and paste the rows as needed What are the pricing options? Offers/ deals/ payment options Your content idea goes here… copy and paste the rows as needed Are there any discounts or promotional offers? Offers/ deals Your content idea goes here… copy and paste the rows as needed Buyer’s journey content model Buyer’s stage Core questions Content samples Content ideas Unaware What is it? Who are you? Awareness Blogs, ads, web banners, PR (customer stories), articles (industry trends), analyst papers, flash demos Your content idea goes here… copy and paste the rows as needed Interest established Who needs it and why? What are the consequences of not having it? Educational eBook (or buyers guide), Web portal, analyst papers, blogs, independent articles, industry white papers, events Your content idea goes here… copy and paste the rows as needed Problem acknowledged What are the consequences of not having it? What are my options? Validation Seminars, podcasts, webinars, multimedia, 10 reasons, to-do lists, how-to, trials, customer references, demos Your content idea goes here… copy and paste the rows as needed Looking for solution Why should I choose you? Sales Presentations, topic sheets, product white papers, customer stories, competitive intelligence Your content idea goes here… copy and paste the rows as needed Content tone of voice Personality type content orientation Personality type Tone of voice Primary orientation Content focus questions Weight (4) Dominent Direct, competitive, Confident Results and speed What are your competitive advantages? What makes you the superior choice? What makes you a credible company? What results will I get from your product or service? Influencer Friendly, outgoing, emotional People and image How can you get me to what I need quickly? Do you offer superior service? Can I customize your product or service? How will I look if I use your product or service? Who uses your product (image comparison perspective)? Competent Formal, cautious, analytical, by-the-book Quality and details What are the details? How do you do it? How does it work? What are the options? What are the guidelines to follow? What scientific proof do you have? Steady Sincere, loyal, humanistic, good listener Cooperation and security How will your product make me feel? Who uses your product/ service (security perspective)? Who are you? Why should I trust you? What warrantees do you offer? How can you reduce the risk of dealing with you? Content sample ideas for the personality types model Personality type Content focus questions Content ideas Dominent What are your competitive advantages? What makes you the superior choice? What makes you a credible company? What results will I get from your product or service? Your content idea goes here… copy and paste the rows as needed Influencer How can you get me to what I need quickly? Do you offer superior service? Can I customize your product or service? How will I look if I use your product or service? Who uses your product (image comparison perspective)? Your content idea goes here… copy and paste the rows as needed Competent What are the details? How do you do it? How does it work? What are the options? What are the guidelines to follow? What scientific proof do you have? Your content idea goes here… copy and paste the rows as needed Steady How will your product make me feel? Who uses your product/ service (security perspective)? Who are you? Why should I trust you? What warrantees do you offer? How can you reduce the risk of dealing with you? Your content idea goes here… copy and paste the rows as needed Social media content composition, sequence and distribution Posts per month XX Posts per year XX Content type % Volume/ year Volume/ month Content distribution sequence Entertain E-M-Ed-C-… Motivate Educate Convince Digital PR, strategic partnerships and influencer marketing Influencer marketing – cooperation ideation Influencer type Personality orientation How to approach? Cooperation ideas The celebrity My online audience is the size of spain Find sponsorship opportunites Your cooperation(s) idea(s) goe(s) here… copy and paste the rows as needed The authority My opinion is worth more than gold in my space Create value for his/her community Your cooperation(s) idea(s) goe(s) here… copy and paste the rows as needed The connector I like to connect dots and create links Help grow his/her network Your cooperation(s) idea(s) goe(s) here… copy and paste the rows as needed The personal brand My name is my equity Provide new data and knowledge Your cooperation(s) idea(s) goe(s) here… copy and paste the rows as needed The analyst Provide new data and knowledge Provide him/her access Your cooperation(s) idea(s) goe(s) here… copy and paste the rows as needed The activist My beliefs make me move mountains Bring her in for expert opinion Your cooperation(s) idea(s) goe(s) here… copy and paste the rows as needed The expert I wrote the textbook on my subject Engage in a healthy debate Your cooperation(s) idea(s) goe(s) here… copy and paste the rows as needed The insider I'm a respected authority with an agenda Fuel the fire with substance Your cooperation(s) idea(s) goe(s) here… copy and paste the rows as needed The agitator I stir the pot and create healthy debate Boost readership with exclusives Your cooperation(s) idea(s) goe(s) here… copy and paste the rows as needed The journalist I am the news industry Find sponsorship opportunites Your cooperation(s) idea(s) goe(s) here… copy and paste the rows as needed Influencers and bloggers list Name Full name or brand Full name or brand Full name or brand Full name or brand Link Most used asset Most used asset Most used asset Most used asset Contact info As much options as possible As much options as possible As much options as possible As much options as possible Influencer type MC – check appropriate option(s) MC – check appropriate option(s) MC – check appropriate option(s) MC – check appropriate option(s) The celebrity The authority The connector The personal brand The analyst The activist The expert The insider The agitator The journalist Copy and paste the table as needed Strategic partnership(s) definition Name or brand or category Specialty Resources advantage(s) Proposed approach Full name or brand Text goes here… Ph In Hr Fi Text goes here… Full name or brand Text goes here… Ph In Hr Fi Text goes here… Full name or brand Text goes here… Ph In Hr Fi Text goes here… Copy and paste the table as needed Other strategies and tactics related to digital PR, following, networking, and connections building Your analysis points go here… Who should we follow regurlarly? … Who should we mention? … With whom should we connect? … Which curated content is worth saring? … What value-adding programs can be done, and with whom? ... What online or offline events can we create or sponsor? ... Which gatekeepers other than influencers and bloggers are worth engaging? ... Which industry relations can benefit us? ... What non-profit programs can be conducted? ... Moderation strategies and tactics Moderation guidelines Below is the moderation strategy formulation Moderation schedule Your analysis points go here… … … … Sales promotions strategies and tactics Sales promotion strategy Focus Core topics Sales promotion idea(s) Price based Reduce the cost of acquisition Discount, more of the same product, more quantity, price incentive, discount voucher, cashback Your promotion(s) idea(s) goe(s) here… copy and paste the rows as needed Gift based Grant a guaranteed product or service in addition of purchase Additional product, bundle, free pass, free subscription, free membership, free item or service Your promotion(s) idea(s) goe(s) here… copy and paste the rows as needed Demonstration based Reduce the risk of the product through trial or demonstration Free sample, product demonstration, free assessment, free trial Your promotion(s) idea(s) goe(s) here… copy and paste the rows as needed Game and lottery based Grant a product or service based on probability of a win based on a game Lottery, game, competition, store winner, sweepstake Your promotion(s) idea(s) goe(s) here… copy and paste the rows as needed Paid media strategies and tactics Paid media strategy summary Channel Objective Type of ad RACE phase Ad format Notes on application Facebook / Instagram LinkedIn Twitter Other… Awareness Engagement Converting … Reach Act Convert Engagement Video Animation Still image Caroussel Infographic Blog article Other Your promotion(s) idea(s) goe(s) here… copy and paste the rows as needed Notes on paid media strategies and tactics Reach paid media strategies ad tactics Act paid media strategies ad tactics Convert paid media strategies ad tactics Engage paid media strategies ad tactics Your analysis points go here… … … … Your analysis points go here… Your analysis points go here… Your analysis points go here… Digital communication strategy formulation Digital communication objectives formulation # category Objective title KPI(s) Timeline Digital com. 1 Com. Title goes here ? / # D / M / Q X 2 Marketing Title goes here ? / # D / M / Q X 3 Sales Title goes here ? / # D / M / Q X 4 … … … … … 5 … … … … … 6 … … … … … 7 … … … … … 8 … … … … … Digital branding and naming strategies and tactics Your analysis points go here… … … … Website design, UX/UI strategies and tactics Your analysis points go here… … … … Lead nurturing strategy and tactics Your analysis points go here… … … … Email marketing strategies and tactics Your analysis points go here… … … … Customer servicing, account development, and loyalty development programs, strategies and tactics Your analysis points go here… … … … Digital communication paid media strategies and tactics Your analysis points go here… … … … ACTIONS Tactical calendar for twelve months Summary of major calendar milestones for 2022 Milestone Date Communication requirements Milestone title goes here Date or period go here Does it require a full campaign or just a simple social media post? Be specific about format, deadlines and time period. Copy and paste as needed Organizational development for the digital marketing function Your analysis points go here… … … … Tactical budget for twelve months Yearly budget summary Yearly budget Online media   Total search marketing $ - Total social media marketing $ - Total digital communication $ - Total digital media $ - Offline media   ATL media   Total ATL media $ - Total public relations $ - Total direct marketing $ - Total offline media $ - Print & production   Total stationary $ - Total ATL production $ - Total BTL production $ - Total other $ - Total print & production $ - Operations   Total software & subscriptions $ - Total staff & providers $ - Total affiliates & partners $ - Total logistics $ - Total other $ - Total operations $ - Total yearly marketing budget $ - Yearly budget breakdown Yearly budget Online media   Search marketing   google search ads $ - google display ads $ - google YouTube ads $ - SEO maintenance $ - Other $ - Other $ - Other $ - Total search marketing $ - Social media marketing   facebook ads $ - fb posts boost $ - instagram ads $ - instagram posts boost $ - LinkedIn ads $ - Linkedin post boost $ - Other $ - Total social media marketing $ - Digital communication   website development $ - blog articles $ - emails $ - SMS mobile $ - display banners $ - Other $ - Other $ - Total digital communication $ - Total digital media budget $ - Offline media   ATL media TVC $ - Radio $ - Outdoor display $ - Print press $ - Other $ - Other $ - Other $ - Total ATL media $ - Public relations   Value adding programs $ - Event marketing $ - Gatekeeper relations $ - Industry relations $ - Not-for-profit programs $ - Other $ - Other $ - Total public relations $ - Direct Marketing   Direct sales $ - Telemarketing $ - Direct mail $ - Sales promotions $ - Merchandising $ - Print media $ - Other $ - Total direct marketing $ - Total offline media $ -     Print & production   Stationary   Stationary #1 $ - Stationary #2 $ - Stationary #3 $ - Stationary #4 $ - Stationary #5 $ - Stationary #6 $ - Stationary #7 $ - Total stationary $ - ATL production   ATL production #1 $ - ATL production #2 $ - ATL production #3 $ - ATL production #4 $ - ATL production #5 $ - ATL production #6 $ - ATL production #7 $ - Total ATL production $ - BTL production   BTL production #1 $ - BTL production #2 $ - BTL production #3 $ - BTL production #4 $ - BTL production #5 $ - BTL production #6 $ - BTL production #7 $ - Total BTL production $ - Other   Other #1 $ - Other #2 $ - Other #3 $ - Other #4 $ - Other #5 $ - Other #6 $ - Other #7 $ - Total other $ - Total print & production $ -     Operations   Software & subscriptions   social media subscription #1 $ - social media subscription #2 $ - social media subscription #3 $ - social media subscription #4 $ - social media subscription #5 $ - social media subscription #6 $ - social media subscription #7 $ - Total software & subscriptions $ - Staff & providers   Staff remunaration #1 $ - Staff remunaration #2 $ - Staff remunaration #3 $ - Design & creative remuneration #1 $ - Design & creative remuneration #2 $ - Development & IT #1 $ - Development & IT #2 $ - Total staff & providers $ - Affiliates & Partners   Affiliates & Partners #1 $ - Affiliates & Partners #2 $ - Affiliates & Partners #3 $ - Affiliates & Partners #4 $ - Affiliates & Partners #5 $ - Affiliates & Partners #6 $ - Affiliates & Partners #7 $ - Total affiliates & partners $ - Logistics   Logistics #1 $ - Logistics #2 $ - Logistics #3 $ - Logistics #4 $ - Logistics #5 $ - Logistics #6 $ - Logistics #7 $ - Total logistics $ - Other   Other #1 $ - Other #2 $ - Other #3 $ - Other #4 $ - Other #5 $ - Other #6 $ - Other #7 $ - Total other $ - Total operations $ - Total monthly marketing budget $ - CONTROL KPIs and audit protocols Summary of objectives and KPIs # Objective category Objective title KPI(s) Timeline Attribute Measure 1 2 3 4 5 Audit protocols Your analysis points go here… … … …

Digital marketing plan – [Account name]
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