Digital Marketing Plan Template 2016 - UPDATED

© Be Dynamic Digital Marketing Ltd
Registered Office: 14 Lios Dubhaile, Dualla, Cashel, Co. Tipperary, Ireland. Number 583974
Tel: 062 67054 • info@bedynamic.ie • www.BeDynamic.ie
Be Dynamic Digital Marketing Ltd. T/A Be Dynamic
Managing Director Sandra Hennessy
[Company] Digital Marketing Plan 2016
[Add and remove from this document as required]
Contents
Search Engine Optimisation................................................................................................................2
On-Page SEO ...................................................................................................................................2
Off-Page SEO...................................................................................................................................4
Google AdWords.................................................................................................................................5
Email Marketing..................................................................................................................................5
Content Marketing..............................................................................................................................7
Personas..........................................................................................................................................7
Content Marketing Plan..................................................................................................................7
Social Media........................................................................................................................................8
Facebook.........................................................................................................................................8
Twitter...........................................................................................................................................12
Other Platforms ............................................................................................................................13
LinkedIn.........................................................................................................................................15
Budget...............................................................................................................................................16

Search Engine Optimisation
On-Page SEO
Audit existing site and mark any actions that need to be completed:
Audit Current Data Action Target
Google Webmaster Tools –
Crawl Errors (how many)
0
XML sitemap submitted
Number of pages indexed vs
submitted should be similar
(unless you deliberately block
some pages from indexing
Data Highlighter (is it being
used to mark-up relevant data)
HTML Improvements
On-Page SEO - % of pages
in top 3
Page Speed (use Google Page
Speed Insight)
80+ on both mobile
and desktop
Links to your website
Domain Authority
www.opensiteexplorer.org
Duplicate Content (SERPs
do not like this)
www.copyscape.com and
www.siteliner.com
Domain redirect – does
domain.ie redirect to
www.domain.ie

URLs (should show website
hierarchy and exclude
?&=%)
Breadcrumb navigation (is
it present and correct)
Google Local Listing
www.google.com/business
Other local directories
listings (ensure NAP details
are the same on all sites
including Google)
Custom 404 error page –
have you one and where
does it lead customers
Responsive website – is
your website mobile ready
/ responsive (include all
booking elements)
Google Analytics
Report Current Data Action Target
Overall Traffic – average
per month (note any peaks
and troughs)
Google organic traffic %
Top 10 keywords driving
traffic
Top content driving traffic
Top conversion keywords

Top pages converting
visitors
Multi Channels (what
channels are driving
conversions and what
channels assist organic
search traffic conversions)
Off-Page SEO
Off pages SEO takes into account your in-bound links. The amount and quality of them. This part of
our SEO plan ties in directly with the content marketing plan. To create quality content for your
users that they want to share, endorse, engage with and link to. See below for more on content
marketing.
You Competitor 1 Competitor 2 Competitor 3
Domain Authority
www.opensiteexplorer
.org
MozTrust
MozRank
Follow Linking Route
Domains
Total Links
Social Sharing
Based on the data above – set actions and targets. Are there any opportunities that you are missing?
Are your competitors listed on websites you could be listed on? Are there are bloggers you could
reach out to share and engage with your blog content? Create a plan for how you will increase the
amount and quality of you inbound links. Here is a template that might come in useful
http://www.slideshare.net/dynamicwebmarketing/build-your-online-footprint-and-inbound-links-
starter-guide
[fill in]

Google AdWords
Google AdWords is a proven method of driving quality leads to your website. As part of your digital
plan it is envisaged that you will run regular campaigns for specific promotions e.g. Back Door Bonus.
 Search Ads: this will be the main method of driving traffic to the site and the core aim is to
[fill in]
 Remarketing: This is where we run ads across Google’s Display Network to people who have
visited your website. These will be image ads and the core aim for these ads are [fill in]
Image ads will be created using the [display ad builder OR designers]
Budgets and Targets
Medium Daily/Monthly
Budget
CTR Conv. Rate Mgt. Costs ROI (need ad to
start running to
gauge cost)
AdWords 5%-7%
Remarketing 0.5%
Total per month
Total Year 1
Email Marketing
Email marketing is still one of the most cost effective ways of generating leads and sales. The key to
a successful campaign is in the following areas:
- Personalisation –
o Capturing customers name and using it in the subject and at the beginning of the
email e.g. Dear ….
o and sending it from a person rather than a brand e.g. FROM: Sandra Hennessy, Be
Dynamic (this has to be decided)

- Branding – ensuring that the template is well branded
- Subject line – ensuring it is interesting, short and relevant
- Segmented Lists – this ensures that each recipient received information that is relevant to
them which ensures a higher ROI
- Regular intervals – sending e-newsletters at regular intervals
- Being useful – sharing information that is useful is a great way to ensuring a high open rate
(look at the content we are creating under the content marketing plan and share this with
your email recipients)
- Analysing reports – it is important to continually learn from your database. Review what
people open, read and engage with. This will allow us to send effective emails that have a
high ROI
Targets:
Open rate: [fill in – benchmarks can be found here http://mailchimp.com/resources/research/email-
marketing-benchmarks/ ]
Click rate: [fill in]
Leads: [fill in]
Plan
To send monthly e-newsletter [date each month – dates, days of week, times sent should be tested]
Information to be include in eNewsletter:
[fill in]
Example:
Recent blog
Top tip for your customers
Discounts / offers
Competitions

Content Marketing
Objectives of content marketing:
[fill in]
Personas
[To be completed]
Create buyer personas so that we can create content and marketing activities specifically targeted at
these groups.
- Name
- Location
- Demographic
- Job / position / industry
- Life values
- Buyer goals
- Other attributes
Content Marketing Plan
Date/Month Persona Group Target Search
Term
Content Title
and Type
Publish by? Publish Date

Social Media
Social Media is the number one activity online and your customers are using it every day. The core
platforms that we believe will benefit us are [fill in]
Facebook
Who are you targeting – who do you want to “like” your page?
Location
Gender
Age
What do they do
online (read
articles, watch
videos etc )
Other
interests/attributes
e.g. shopping,
family
Who will manage the page & who will contribute?
Overall Manager:
Contributors:
Customer contribution:
What is the main goal for the page?
Brand awareness

If so, how will you achieve and measure this e.g. amount of engagement, reach, click to
website etc.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
Increase sales
If so, what are your sale targets e.g. 10% increase via FB
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
Customer services
If so, set some guidelines e.g. 2hr response to comments/queries
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
Knowledge base for clients
If so, what content will you share?
70% Own
Content (review
content marketing plan)
20% Shared
Content (who will
you follow and engage
with)
10% Sales /
Discounts (will you
have FB specific
discounts?)
What tools will you need to help you manage your page? e.g. Hootsuite
How will you measure your success? e.g. Google Analytics, Facebook Insights

Competition Calendar
Day Posts/Content to Create & Share Goal(s)
e.g. Competition e.g. enter and data collection
Build page likes by 20% from
specific market - participants
share competition to create
brand awareness

Facebook Ads Planner
Facebook is an excellent platform to reach potential customers and it is envisaged that you will run
ads on Facebook promoting specific promotions
Type of Ad
(boost or ad)
Budget Persona Target
Group
Location Promotion /
Content
Goal
Boost Competition e.g. Increase likes by 10%,
brand awareness and
increase email marketing
data base – 50% of all
entrants to sign up for
emails
Ad (desktop
and mobile
newsfeed)
10% off, Jan
sale
CTR: (average is 2.09% on
newsfeed)
Sales leads:
Increase email marketing
data base:
Facebook ads CTR and Conversion rates will depend on the ad goals. Each campaign can have the
CTR and conversion rates targets defined once they are decided on.
Facebook Tasks By when By who

Twitter
Who are you targeting e.g. customers, industry, PR etc?
Who do you want to follow you e.g. key influencers, industry news etc?
Who will manage the account? What accounts will you set up?
Brand?
Personal to benefit the business?
What is the main goal for Twitter and how will you achieve your goal?
Brand awareness
If so, how will you achieve and measure this e.g. amount of engagement, reach, click to
website etc.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
Increase sales
If so, what are your sale targets e.g. 10% increase via T
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
Customer services
If so, set some guidelines e.g. 2hr response to comments/queries
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

Knowledge base for clients
If so, what content will you share?
Own Content
(review content
marketing plan)
Shared Content
(who will you follow and
engage with)
What tools will you need to help you manage your page? e.g. Hootsuite, Tweriod, Followerwonk
How will you measure your success? e.g. TweepsMap, Google Analytics etc
Twitter Tasks By when By who
Other Platforms
Who are you targeting – who do you want to “follow” you?

Location
Gender
Age
What do they do
online (read
articles, watch
videos etc )
Other
interests/attributes
e.g. shopping,
family
Who will manage the page & who will contribute?
Overall Manager:
Contributors:
Customer contribution:

What is the main goals?
Brand/product awareness
If so, how will you achieve and measure this e.g. amount of engagement, click to website
etc.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
Increase sales
If so, what are your sale targets e.g. 10% increase via PIN
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
Tasks By when By who
LinkedIn
Who will use their profile to benefit the company (a profile is owned by the individual so it is
important to have some guidelines set out, read my article to help with that
http://tweakyourbiz.com/marketing/2014/04/15/linkedin-just-owns-profile/)
Target: e.g. 100 new connections in specific industry / location / company by end 2014, 5% increase
in sales etc

Who will set up and manage the company page?
What company showcase pages will you set up and who will set them up and manage them?
Who are you trying to connect with?
What are you trying to achieve e.g. sales leads, build network and brand awareness?
What are your targets e.g. 5% sales leads from LinkedIn connections?
What information will you share with your network (profile, company and showcase pages)
Budget
Medium Budget (6 months)
Facebook
- Advertising
- Design (Cover/profile image)
- Tools (Canva, PicMonkey, Hootsuite,

Buffer)
- Competition Prize Cost
Twitter
- Advertising
- Design (Header/profile
image/background)
- Tools (Hootsuite, Buffer)
LinkedIn
- Upgrade account
- Ads
Google AdWords (ads, set up and mgt)
Email Marketing (set up, system costs and mgt)
SEO (audit and work required)
Consultations / Meetings
AOB (additional meetings, web work, additional
tools etc)
Total (12 months)

Digital Marketing Plan Template 2016 - UPDATED

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