Building an Integrated Online Marketing Plan

Introduction

• Welcome
• The strategy problem

1. Find Your Business Strategy

• Knowing who you are
• Defining your narrative statement
• Identifying emotional needs
• Create your value statement

2. Define Your Target Customers

• Identifying customer groups
• Creating a customer persona
• Measuring customer lifetime value
• Quantifying customer loyalty

3. Research: Find What Your Customers Want

• Researching keywords to find audience needs and interests
• Using Google Trends to find market trends and customer insights
• Developing your initial plan
• Using micromoments to create customers

4. Clearly Identify Business Goals and Build Processes

• Defining your marketing goals
• Differentiating between acquisition and engagement
• Understanding messaging and objectives

5. Develop a Long-Term Marketing Plan

• Understanding the purpose of content marketing
• Planning content assets
• Creating a long-term content calendar
• Curating content

6. Turn Cookies into Customers

• Getting the big picture
• Retargeting visitors
• Designing effective landing pages
• Getting that email address
• Stopping the blast

7. Measure and Modify Your Plan

• Measuring the right things
• Visualizing your measurement process
• Developing a 360 customer profile

Conclusion

• Next steps