This is a sample draft digital marketing plan I wrote. All identifying information has been redacted. I hope you find it useful!
Introduction
REDACTED is REDACTED’s business improv training and consulting business. The goal of this plan is to develop REDACTED’s digital presence, and generate leads for potential clients–both individuals and businesses. www.REDACTED.com just launched, along with a number of related social media profiles. This plan outlines goals and the methods to achieve them through August 2018.
Objectives
The main objectives of this plan for the next three months are developing REDACTED’s SEO rankings, developing local awareness about REDACTED, and developing REDACTED’s social media presence. Hitting 400 visits a day in August would mean approximately 12,000 visits a month. If only 1% of those visits convert to a consulting or workshop job for you, that’s 120 clients a month. I am not sure of your ROI but I assume that would cover all your website and marketing costs each month, plus more.
| Organic Digital Marketing Channel Goals | June 2018 | July 2018 | August 2018 |
| Website (total) | ~100 visits a day | ~200 visits a day | ~400 visits a day |
| SEO | ~50 visits a day | ~100 visits a day | ~200 visits a day |
| Direct | ~25 visits a day | ~50 visits a day | ~100 visits a day |
| Social | ~25 visits a day | ~50 visits a day | ~100 visits a day |
| Social Media (total) | ~1,500 total followers | ~3,000 total followers | ~6,000 total followers |
| 200 followers | 400 followers | 800 followers | |
| 1,200 followers | 2,400 followers | 4,800 followers | |
| 50 followers | 100 followers | 200 followers | |
| 15 followers | 30 followers | 60 followers | |
| YouTube | 50 followers | 100 followers | 200 followers |
Competitor Analysis
(by client)
Worldwide Competition
1-Second City Works-One of the of the bigger brands out there-mainly because they are able to ride the Second City reputation. Worked here for a year and from what I can tell my biggest advantage is they charge a shit ton for work I can do for ½ the price. They are not very progressive with marketing and we can really do a lot to outshine them with with progressive and consistent marketing online.
2-Business Improv- well respected brand and does a decent job with social selling-he wrote a book and that helps.
This one is a similar model to mine-a woman founded and delivering on real workplace topics.
I shared this guy with you early on-another great comparison to my one-woman show model. He does a great job with video and social selling.
LOCAL-Atlanta Competition-Would like to be sure from a local standpoint I am owning the same spaces they are in for marketing and promotions.
https://dadsgarage.com/hire-us/#corporate-workshops
Implementations
Google Analytics
https://www.REDACTED.com/
Google Tracking ID
UA-REDACTED
https://www.google.com/analytics/
Google Webmaster Tools (Search Console)
https://www.google.com/webmasters/tools/home
Bing Webmaster Tools
<meta name=”msvalidate.01″ content=”REDACTED” /> inserted in header
Social Media Management Tools
Posting — Buffer
All setup with posts scheduled through Wednesday.
Social Media Verification
- Google+
Created Google Brand page REDACTED
. Will use for youtube as well.
Advertisement Remarketing
Google AdWords (need account)
Facebook (setup)
<!– Facebook Pixel Code –>
<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version=’2.0′;n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
document,’script’,’https://connect.facebook.net/en_US/fbevents.js’);
fbq(‘init’, ‘REDACTED’);
fbq(‘track’, ‘PageView’);
</script>
<noscript><img height=”1″ width=”1″ style=”display:none”
src=”https://www.facebook.com/tr?id=REDACTED&ev=PageView&noscript=1″
/></noscript>
<!– DO NOT MODIFY –>
<!– End Facebook Pixel Code –>
General
Reviews by everyone, all page like invitations, etc. Facebook, Google+, Yelp
Recommendations by Channels
SEO
Search Engine Optimization will drive the majority of the visits to your website once Google has finished indexing your website. The process is about 50% complete already. I recommend a new blog post of around 400 words each week. This will also provide fresh content to post on social media. Besides backlinks, Google primarily uses three other metrics to determine a website’s rank in search results. These are how long a website has been up (we can’t do anything about that but wait), how quickly it loads (the website is loading quickly but there are still optimizations that can be implemented), and how much relevant content the site has (weekly blog posts can help that).
https://developers.google.com/speed/pagespeed/insights/ (to see how quickly the page loads for Google)
Optimization results:
Mobile 65 / 100
Desktop 74 / 100
Google does not yet have “real-world data” for analyzing how fast the pages load for actual users yet. It lists a number of recommendations however that your developer can implement if you wish. Personally, the page loads very quickly for me on desktop.
SEMRush Site Audit for SEO
SEMRush rates the website at 77%. There are a number of link problems, some the JavaScript and CSS on the page is larger than 2MB, and some images do not have alt tags set.
Backlinking
Backlinking is when a website page links to another website page. Any links from another website that point to a page on www.REDACTEDbiz.com are backlinks. Google uses the number of backlinks and the popularity of websites sending the backlinks to determine the SEO ranking of websites. Basically, the more backlinks a website has, and the more popular the websites sending the backlinks, the higher the website ranks on Google Search for any search keywords it is eligible to appear on. Backlinks are invaluable to drive organic traffic to a website.
Wikipedia
Wikipedia is on the most popular websites in the world, and backlinks it sends are especially valuable. It would greatly help www.REDACTED.com rank higher on Google if we could create Wikipedia pages for both REDACTED and REDACTED. The pages could be very short. They only need to have the most basic information and then link back to www.REDACTED.com in the related links sections of the pages. The editorial requirements to publish a page on Wikipedia are three authoritative sources such as newspaper articles, etc.
Yelp
Yelp is the most popular business review website in the world (that hasn’t been bought by Google already). Its rankings show up in Google search results. Creating a Yelp profile and then having your devout fans give REDACTED positive ratings will help it move up the Google Search rankings and also put potential clients’ minds at ease when they are planning on booking you or signing up for a workshop. I’ve created a Yelp account for your business and you should receive an email from them confirming.
Medium
Publishing the full text of your blog posts to Medium.com with a backlink to the original article on your website can help increase its visibility in search results. I recommend publishing all your content to a REDACTED Medium profile.
LinkedIn’s article features can also be used to generate backlinks like Medium. I recommend publishing all your content to your personal LinkedIn profile as articles, then having the REDACTED business page share them.
Google+ Brand Page
I have already posted all blog content to the Google+ brand page.
Reddit is one of the most popular websites on the Internet. I recommend starting to post all of your content to applicable Reddit groups.
https://www.reddit.com/r/consulting/
https://www.reddit.com/r/improv/
GlassDoor.com
SEO Keyword Research
Culture
Change
Agility
Diversity
Inclusion
Learning
Professional Development
Organizational Development
Talent Development
Collaboration
Communication
Soft Skills
Human to Human Skills
Transformation
Change Management
Sales Skills
Leadership Skills
Failure
Executive Presence
Presentational Skills
Thinking on your Feet
Off Script
Authenticity
Innovation
Creativity
Team Building
Comedy
Teamwork
Inclusion
Others Focuse
Employee Engagement
REDACTED
REDACTED
REDACTED
Improv
Improvisation
Business Consultant
Business Consulting
Work Evangelist
REDACTED Georgia
REDACTED Improv
REDACTED Business
REDACTED Consulting
REDACTED Education
L&D
Learning and Development
HR
Human Resources
Job Training
Emotional Intelligence
Titles matched to Topics for Ads and Social Media Tags:
Targeted Titles:
Sales
Sales Directors
VP of Sales
Sales Managers
Diversity & Inclusion
Talent Development
People Development
Head of Talent
Culture Director
HR
Talent Manager
Event Planner
Director of Events
Events Director
Conference Planner
Training Manager
Training Director
Targeting Campaigns:
Target Audience-All Sales Related Titles
Topics=Sales Skills, Human to Human Skills, Authenticity, Communication Skills, Presentation Skills, Storytelling, Confidence, Getting off-script, Nimble Quick, Confidence, Listening, Resourceful
Target Audience-Leaders, CEO’s, Entrepreneurs
Topics-Improv for Start Ups, Leadership Skills, Authenticity, Change, Innovation, Creativity, Trust, Empowerment, Pitching and Storytelling, Personal Branding
Target Audience-Talent Development, L&D, HR
Topics- Collaboration, Communication, Team Building, Inclusive Cultures, Teamwork, Human to Human Skills, Respect, Civility, People Skills, Creativity
Target Audience-All Event, Meeting and Conference Planning
Topics-Engagement, Improvisation, Experiential, Fun, Comedy, Different, Connects People, Laughter
Target Audience– D&I, Diversity and Inclusion, Inclusion Leaders, Culture Directors, HR
Topics: Inclusive Cultures, D&I, Collaboration, Other’s Focused, Team Building, Diverse workforce
Organic Social Media Channels
Posting 2 blog post per day to Facebook, Twitter and LinkedIn channels, repeating 6x for a total of 60 days. Scheduled with Buffer. All blog posts will be published to Google+ immediately for the backlinks and SEO/indexing help.
Each weekly video (~1 min long) will also be posted to Instagram, YouTube, Facebook and Twitter as videos for each specific platform, with links back to the website
Facebook:
https://www.facebook.com/REDACTED
91 likes (5/17/2018)
Google+ Business and Brand:
https://business.google.com/dashboard/l/REDACTED
https://plus.google.com/b/REDACTED
YouTube:
https://www.youtube.com/channel/REDACTED
1 subscriber (5/17/2018)
Instagram:
https://www.instagram.com/REDACTED
32 followers (5/17/2018)
Twitter:
https://twitter.com/REDACTED
1168 followers (5/17/2018)
LinkedIn:
https://www.linkedin.com/company/REDACTED/
8 followers (5/17/2018)
Paid Advertising
I propose starting with a $5 a day budget in June, targeting people within 20 miles of you. Goal for cost per click is ~$0.10. The ads will promote your most popular blog content. I prefer Facebook ads that use your website content, as they result in visits to the website, while still reaching people on Facebook via likes, comments and shares. They can also generate page likes.
AdWords
I propose starting with a $5 a day budget in June, targeting people within 20 miles of you. Goal for cost per click is ~$0.20. I would target people searching for select keywords and send them to a landing page to contact you about your workshops and consulting.
The cost for LinkedIn advertising can be much higher than Facebook and AdWords. I recommend testing this in July with a low budget and a coupon (I receive one almost every month via email) to see what groups of professionals are best targeted.
ReMarketing
Remarketing is the process by which you can target ads to people who have already visited your website. Both Facebook and Google have tracking codes that go on a website, which then allow you to target those visitors with their ads. While this won’t be useful until we have around 10,000 total visitors, I have already placed Facebook’s tracking code on the site. We need to create a business account for Google AdWords to do the same with that.
Public Relations
PR can help generate buzz for a business or brand. Journalists also love press releases because they give them something to write about. If you do not already have a press release for the launch of REDACTED, I would write one then submit it to every print, audio and visual news company within 100 miles, and also business trade publications. The goal would be to get enough print to get Wikipedia articles, backlinks and interviews for you.
Conclusions
An aggressive (2x) a day social media posting schedule, weekly blog posts, and weekly video posts will generate enough social media buzz to keep growing each social profile’s following.
I recommend taking a group picture after each presentation or class, inviting everyone who attended to find your social media profiles and tag themselves in the picture. I also recommend inviting everyone you instruct to also leave a positive review about REDACTED on the Google+ Business Page, Facebook page and Yelp pages. These will quickly move the REDACTED social profiles up the Google Search rankings. The goal by the end of August is to have www.REDACTED.com as the top search result for the search “REDACTED” in the US and especially Georgia.
I also recommend writing and submitting a press release about the launch of www.REDACTED.com to all local media outlets. Radio interviews, newspaper interviews (even TV interviews), and writeups in trade publications will generate more website and social media visits to the business pages over the course of a year than than a $10,000 advertising budget.
In the next couple of weeks, the SEO for the page will start generating web traffic we can track in Google Analytics and Search console, letting us know how people came to the website, what keywords they were searching for, etc.
Recommended Work Breakdown
June:
Monitor Google Analytics and SEO performance each week (~30 minutes each week)
Publish all blog content to Medium as backlinking articles (~1 hours one time)
Fix SEO errors on site that SEMRush identified (~2 hours one time)
Google AdWords and Facebook ads (~1 hour a week)
SWOT (~2 hours one time)
July:
Monitor Google Analytics and SEO performance each week (~30 minutes each week)
Google AdWords, LinkedIn and Facebook ads (~1 hour a week)
August:
Monitor Google Analytics and SEO performance each week (~30 minutes each week)
Google AdWords, LinkedIn and Facebook ads (~1 hour a week)
