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Internet marketing campaign development

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The document outlines steps for developing an internet marketing campaign, including conducting a competitive analysis, defining the brand, identifying the target market through personas, setting goals, creating a content plan, and measuring performance. Key aspects are determining competitors, branding, describing the target market demographically, setting a bottom line goal of increasing revenue and conversions, developing monthly themed content, and tracking metrics through tools like Google Analytics and Facebook Insights.

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Internet Marketing Campaign Development #InternetMarketing @AngelaBelford
Competitive Analysis Decide 3 appropriate competitors Make a spreadsheet of comparison Website FaceBook Twitter YouTube #InternetMarketing @AngelaBelford
Branding Who are you? What do you do? Why does it matter? #InternetMarketing @AngelaBelford
Brand Storytelling Facts tell, stories sell - DUH #InternetMarketing @AngelaBelford
Target Market Target market should be described in demographic terms Gender Age Stage of Life (with or without children, retired, recent graduate) Profession Income Other identifiers (homeowner, unemployed) #InternetMarketing @AngelaBelford
Persona Development Personas describe your target market as fictional people Persona stories refer to the pain points that can be addressed by the products or services #InternetMarketing @AngelaBelford
Goals Why are you doing an internet marketing plan? Generate leads Increase sales Improve top of mind awareness Increase traffic to website Increase social media engagement #InternetMarketing @AngelaBelford
Bottom line goal Increase revenue and increase conversions #InternetMarketing @AngelaBelford
Content Plan Having a cohesive message across a number of channels can really boost the message and help maintain top of mind awareness #InternetMarketing @AngelaBelford
Creativity Required Content needs to add value Educate Entertain Add personality to your brand #InternetMarketing @AngelaBelford
Monthly Themes There are 12 months in the year, each of them needs to address a pain point for our persona (duplicates allowed) #InternetMarketing @AngelaBelford
SEO Search Engine Optimization All content has 2 audiences Humans Internet robots called spiders #InternetMarketing @AngelaBelford
Measurement Tools FaceBook Insights Google Analytics #InternetMarketing @AngelaBelford
Internet marketing KPIs Total visitors to website Total new visitors to website Most popular website landing pages (the first page the visitors come to) Number of new leads Source of visitors, particularly new visitors, to website (where did they come from?) Return on Investment (ROI) Gross sales
Google Analytics Visitors Flow
Social Visitors Flow
FaceBook Insights

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Internet marketing campaign development

  • 1. Internet Marketing Campaign Development #InternetMarketing @AngelaBelford
  • 2. Competitive Analysis Decide 3 appropriate competitors Make a spreadsheet of comparison Website FaceBook Twitter YouTube #InternetMarketing @AngelaBelford
  • 3. Branding Who are you? What do you do? Why does it matter? #InternetMarketing @AngelaBelford
  • 4. Brand Storytelling Facts tell, stories sell - DUH #InternetMarketing @AngelaBelford
  • 5. Target Market Target market should be described in demographic terms Gender Age Stage of Life (with or without children, retired, recent graduate) Profession Income Other identifiers (homeowner, unemployed) #InternetMarketing @AngelaBelford
  • 6. Persona Development Personas describe your target market as fictional people Persona stories refer to the pain points that can be addressed by the products or services #InternetMarketing @AngelaBelford
  • 7. Goals Why are you doing an internet marketing plan? Generate leads Increase sales Improve top of mind awareness Increase traffic to website Increase social media engagement #InternetMarketing @AngelaBelford
  • 8. Bottom line goal Increase revenue and increase conversions #InternetMarketing @AngelaBelford
  • 9. Content Plan Having a cohesive message across a number of channels can really boost the message and help maintain top of mind awareness #InternetMarketing @AngelaBelford
  • 10. Creativity Required Content needs to add value Educate Entertain Add personality to your brand #InternetMarketing @AngelaBelford
  • 11. Monthly Themes There are 12 months in the year, each of them needs to address a pain point for our persona (duplicates allowed) #InternetMarketing @AngelaBelford
  • 12. SEO Search Engine Optimization All content has 2 audiences Humans Internet robots called spiders #InternetMarketing @AngelaBelford
  • 13. Measurement Tools FaceBook Insights Google Analytics #InternetMarketing @AngelaBelford
  • 14. Internet marketing KPIs Total visitors to website Total new visitors to website Most popular website landing pages (the first page the visitors come to) Number of new leads Source of visitors, particularly new visitors, to website (where did they come from?) Return on Investment (ROI) Gross sales
  • 15. Google Analytics Visitors Flow