Web Marketing Action Plan
Title: Create an Inbound Lead Generation Campaign Results: Generate & pre-qualify internet leads Overall Accountability: Marketing Strategist Reporting Position: Marketing Director Staff Positions: Marketing Associate
Steps Benchmark Description Tasks to Complete
Step 1
Determine Website Needs
Determine the function of our website in our marketing and sales and what users will want to see
What is the purpose of our website? Will it help generate leads? Guide visitors
through the sales process? Handle sales transactions? Service existing customers?
Support our positioning and brand?
The core functions of our site will determine site architecture, technology used, design, functionality, content, campaign support, and interaction with our marketing, sales and customer service teams.
Identify high-level website needs
Step 2
Analyze Current Website
Analyze the effectiveness of our current website
It’s a good idea to evaluate the cost of refreshing and improving our existing website versus the cost and potential benefits of a new site.
After evaluating our current site’s design, navigation, content quality, search engine optimization, role in digital marketing campaigns, reporting, content
management and functionality, we’ll know what our current website needs even if we decide to build a new one.
Identify Website Areas to Improve
Improve Website Role in Marketing Campaigns
Improve Design
Improve Content
Improve On-Page Search Engine Optimization
Improve Navigation
Improve Functionality
Upgrade Website Technology
Improve Reporting
Improve Content Management
Summarize Website Revision Plan
Step 3
Blogging
Create our blog requirements and content and
promotional schedule
Blogging can build thought-leadership, increase website traffic, build brand awareness, generate leads, and improve search engine visibility.
Running a successful blog requires a strong objective, steady content generation and posting schedule, an outreach program to connect with readers, promotion of blog posts, and general technical maintenance.
Select Blog Objective
Determine Blog Technical Requirements
Outline Writing and Blog Posting Schedule
Create Blog Management and Maintenance Schedule
Blog Promotions
Step 4
Optimize for Search Engines
Determine how to optimize our web pages for Search Engines
Our web pages must be coded in a “search engine friendly” format to rank highly in organic search engine results.
Optimizing individual pages is the foundation of effective SEO. Each page should be optimized for a specific
keyword, a phrase, or a closely-tied group of keywords.
Whenever possible, we should include the keywords in our URL, page titles, H1 and H2 headers, body copy, alt text tags, and meta descriptions. For additional
emphasis, we can bold keywords and link pages internally using anchor text.
Summarize On-Page Optimization
Optimize a Single Web Page
Determine Keyword Density
Step 5
Social Media Strategy
Review examples of Social Media use and determine how it might benefit us
The barriers to start using social media are low, but there are costs and potential pitfalls which can lead to wasted time and negative exposure. The first step to being successful using social media is to pick the right mediums and activities to accomplish specific business goals.
Determine Business Goals
Review Examples of Social Media Use
Evaluate Pros and Cons of Social Media
Step 6
Social Media Campaign Plan
Create a detailed plan for designing and executing a Social Media campaign
Instead of treating social media as
individual activities, treat it as a campaign.
Creating a campaign plan will help organize your strategy, activities and metrics to achieve your business goals.
This will address the objective for the campaign, the social media to observe (to listen to the conversation), the sites to be used (content sharing, bookmarking, networks, news sites or wikis), the audience, the high-level messages to be conveyed, the timeframe for the campaign, and the activities to be used.
Listen to the Conversation
Determine Audience and Message
Select Social Media Websites to Use
Summarize Social Media Campaign
Step 7
Email Marketing Strategy
Determine If email marketing can help us achieve our business goals
The first step to successfully using email marketing is determining how to use it to achieve specific goals such as nurturing leads, build brand awareness, facilitating sales and build customer loyalty.
Determine business goals
Step 8
Email Campaign Plan
Create a plan for an email marketing campaign
A good email marketing campaign plan outlines the details and scope of the campaign, so it’s clear what it involves and how it’ll work.
This includes outlining the campaign objectives, target audience, offer, target metrics, volume and frequency, landing pages and links, list, technology platform, CAN-SPAM compliance, timing, list
segmentation, testing plan, fulfillment and key campaign dates.
Objective
Target Audience and List Source
Offer
Metrics
Fulfillment
Volume and Frequency
Format: HTML or Text
Email Technology Platform
List
Offer Details
Content
Landing Pages
Return Address
Timing
Tracking/Measurement
Testing Plan
Key Dates
Step 9
Search Marketing Strategy
Determine if our website and organic search will help us meet our business goals
Search engine marketing is a key method for attracting visitors to our website. If we optimize our site pages for the search engines, we have a chance to rank high for our target keywords. We can also
purchase sponsor ads to drive traffic immediately.
A good search marketing strategy is designed to achieve specific business goals, and typically outlines how to use a mix of SEO and SEM to drive the right traffic to the right pages of our site. It’s important to understand which site visitors can be found by natural search engine results, and which require an advertisement.
We’ll start by grouping our site traffic and outlining the sections of our site that serve the content they’re looking for. This will help us evaluate whether we can gain enough traffic from each group by SEO, or whether we’ll need to purchase ads to drive traffic.
Determine if Website Content Meets Searchers' Needs
Evaluate Search Marketing Options
Step 10
Keyword List
Create a keyword list for search engine marketing
The main focus of search marketing, either organic or paid search, are keywords – what people type into the search engine when looking for content that your site contains.
Brainstorm Keywords
Develop Keyword Traffic Projections
Identify Keywords Competitors Use (for Organic Search)
Keyword research is important because it quantifies the size of the market for each search, and reveals what keywords to use in your SEO and SEM ads.
It's a good idea to start by grouping website visitors by what they want to see, and then match relevant keywords to each group of site visitors.
Step 11
Search Engine and Directory
Submission
Submit our website to directories and Search Engines
Manually submitting our site and XML sitemaps to Google and other search engines can increase our visibility and help the spiders index our site faster.
In addition, legitimate directories are very important for boosting our search engine rankings because they increase the number of links to our site.
Submit Website to Directories
Get Noticed by Google
Step 12
Inbound Link Generation
Create a link- building
program for our Website
The number of and quality of inbound links is a major part of getting ranked in Google.
Reviewing links to our competitors’ sites will give us a good idea about who is linking to what. The next step is to create an outreach program, identifying sites that could link to us, and performing Internet marketing activities such as blogging, participating in social media, circulating online press releases, reaching out to bloggers, and commenting on blogs and in online communities.
Review Existing Links
Identify Sites That Could Link to You
Select Other Link Building Activities
Step 13
Paid Search Marketing Strategy
Determine if Paid Search Engine Marketing will help us achieve our business goals
Paid search marketing, also called PPC (pay per click) or SEM (search engine marketing), can be a great, cost-effective way to quickly building traffic to our website.
PPC campaigns enable measurability, payment for performance, control of timing and bidding amounts and methods, speed to market and targeting. A good PPC strategy ties campaign spending to specific business goals like traffic conversions, lead generation and customer acquisition.
Determine business goals
Step 14
Paid Search Campaign Plan
Create a plan for a paid Search Engine Marketing campaign
A good paid search campaign plan clearly outlines the details and the scope of the campaign, so everyone is clear about what it involves and how it’ll work.
Most good SEM campaign plans include the campaign objective, target audience and offer, keywords, metrics, landing pages to use, ad creative, search engines and ad networks to use, bid prices, ad locations, fulfillment, and required reporting.
Campaign Objective
Target Audience and Offer
Keywords
Metrics
Fulfillment
Landing Pages
SEM Ad
Ad Network Account Setup
Bid Prices
Ad Display Locations
Reporting
Step 15
Publicity Strategy
Determine Publicity goals and brainstorm story ideas
Publicity in both traditional and online publications can be extremely valuable in building credibility and awareness for our company, product or service. A legitimate news story is an endorsement that can reach a wide audience for very little cost beyond our own creativity and time.
Generating publicity isn't about luck. A good publicity strategy is designed to achieve specific business goals. It typically outlines story ideas and themes (good vs.
evil, nature vs. nurture, race against time, Company A vs. Company B, employee against the world, company vs. the system, etc.); contains a story calendar;
and a description of the tools required for story promotion.
Define Publicity Goals
Brainstorm Story Ideas
Create Publicity Calendar
List Publicity Tools Needed
Step 16
Publicity Campaign Plan
Create a Publicity campaign plan
A good publicity campaign plan clearly outlines the details and the scope of the campaign, so everyone is clear about what it involves and how it’ll work.
Most good publicity campaign plans include the campaign objectives, target audience, story hook, potential media outlets, promotional plans and key activities and dates.
Publicity Campaign Plan
Step 17
Press Release Web Optimization
Optimize a Press Release for the web
Online press releases can be a valuable marketing tool, enabling the media and our market to quickly review recent news, strengthening our positioning in the marketplace, boosting our site’s search
Determine Keywords for Press Release
Optimize Press Release for Search Engines
engine rankings, and generating targeted traffic to our website.
When we optimize our press release for keywords related to our website – using anchor text in links to key pages of our website, we’ll increase our visibility in search engines and receive credit, or a
“vote,” for the link.
Step 18
Press Release Web Distribution
Select distribution outlets for a Press Release
After we’ve written our press release and pitched it to key journalists, it’s time to distribute it to reach a wider audience.
We can email the release to the remaining media contacts, distribute it on a wire service like BusinessWire, PRNewswire, or Gorkana, and post an optimized version of the press release on our website.
For an even wider reach, we can change the headline and angle of the optimized version and then send it out a week later on PRWeb. PRWeb feeds many of the major search engine news areas.
Select a Press Release Distribution Service
Step 19
Web Marketing Campaign Goals &
Metrics
Determine the metrics for our Web Marketing campaign
Creating detailed estimates of our campaign metrics forces us to think through the key drivers of our campaign success. It also helps us better measure our results and final ROI.
It can be challenging to create accurate estimates, but estimates are never perfect, and the more often we estimate, the better we’ll get.
We’ll create estimates for the response rate from our campaign, the ultimate conversion ratio from responses to customers, and total revenue generated from the campaign.
Estimate Response Rate
Determine Conversion Ratio
Set Customer Goals
Summarize Metrics
Step 20
Budget, ROI Project and Media Plan
Create our Web Marketing campaign budget and ROI projection
Once we have our initial campaign metric estimates – our response rate, conversion ratios, customers acquired and total revenue – we can create more detailed financial projections.
Determine Impressions, Leads and Customer Targets
Estimate Campaign Revenue and Profit
Define Campaign Budget and
The first step is to estimate the total gross profit from the campaign by subtracting the total cost of goods (from our new customers) from the total campaign revenue.
After creating a campaign budget, you can subtract these expenses from the gross profit to calculate the net profit, and estimate ROI by subtracting the net profit from your marketing investment and dividing the result by your marketing investment.
Project ROI
Outline Media Plan
Step 21
Web Marketing Campaign Fulfillment Plan
Determine how to fulfill the requests from our marketing campaign
Fulfillment is critical for the success of many campaigns. If you’ve invested a lot of money to obtain your prospects, you don’t want to risk losing your investment by not following up and delivering what they expect.
You’ll carefully outline your fulfillment procedures, determining how to respond to fulfillment requests, whether it’s completing an order, handing email requests, handling inbound calls, providing demos, or transitioning to the sales team.
Determine How Prospects Will Respond to Offer
Handle Inbound Calls
Convert Website Visits
Respond to Emails
Process Orders
Send Mailpieces
Transition to Salesperson
Transition to Marketing
Follow Up with Non-Responders
Outline Fulfillment Plan Steps
# Standards
1 The Marketing Department is responsible for supporting your senior company executives to achieve the business goals.
2 The integrate with offline marketing initiatives.
3 The Marketing Department will work within budget, unless notified otherwise.
4 The Marketing Director will provide detailed reporting at each campaign milestone.
