Copy of TEMPLATE - Strategic Marketing Plan

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Copy of TEMPLATE - Strategic Marketing Plan by Mind Map: Copy of TEMPLATE - Strategic Marketing Plan

1. Define Goals

1.1. Goal #1

1.2. Goal #2

1.3. Goal #3

2. Define Buyer Personas

2.1. Persona #1

2.1.1. Demographics

2.1.1.1. Name/Title/Years in Business

2.1.1.2. Company Name/Size

2.1.1.3. Age/Education

2.1.1.4. Professional Affiliations/Associations

2.1.1.5. Career Goals

2.1.1.6. Hobbies/Free Time

2.1.2. Define Persona Problem/Pain Points

2.1.3. Buyer Preferences

2.1.4. Buying Process

2.2. Persona #2

2.3. Persona #3

2.4. Negative Persona #1

3. Competitive Analysis

3.1. Competitor List

3.2. Distinctive Competence

3.3. SWOT Analysis

3.3.1. Strength/Weakness/Opportunity/Threat

4. Gather Background

4.1. Research Company

4.1.1. History

4.1.2. Current Traffic/Conversions

4.1.3. Current Problem/Need

4.2. Learn Industry

4.2.1. State of the Industry

4.2.2. Market Problems

4.2.3. Market Opportunities

5. Positioning/Messaging

5.1. Persona #1 Messaging

5.1.1. Create specific messaging guidelines that will resonate most with our Personas and their Problems/Pain Points/Perceptions.

5.2. Persona #2 Messaging

5.3. Persona #3 Messaging

6. Distribution/Channels

6.1. Social Media Sharing

6.1.1. Tier 1

6.1.1.1. Facebook

6.1.1.2. Twitter

6.1.1.3. LinkedIn

6.1.1.4. Google Plus

6.1.1.5. Pinterest

6.1.1.6. Instagram

6.1.1.7. YouTube

6.2. Commenting on Industry blogs

6.3. Seek and assist

6.3.1. Relevant Industry Online Forums

6.3.2. LinkedIn

6.3.3. Quora

6.4. Adwords/Retargeting for specific searches

6.5. Advertising on Relevant Sites

6.6. Speaking at Events

6.7. HARO - Sign up for Help a Reporter Out

6.8. Press Releases - PR newswire and PR Web

6.9. Press Releases to Industry Sites and Mags

6.10. Follow Writers/Influencers and Develop Relationships

6.11. BackLink Strategy for Industry Sites

6.12. Direct Email Newsletter

6.12.1. List of topics from Persona Research, Adwords Analytics

6.13. Webinars promoted through Social, Email List

6.13.1. List of topics from Persona Research, Adwords Analytics

6.14. Influencer Sponsorship

6.14.1. Influencer List from Persona Research, Media Databases, Internet Search

6.14.2. Reviews on Industry Sites? Stories with Quotes/Research?

6.15. Events/Conferences

6.15.1. Guest Speaker at Industry Conferences regarding Persona Pain Points/Problems

6.16. Earned Media (Press Release for Media Pickup)

6.16.1. Create Relevant Media List from persona research/ media databases/blog searches

6.17. Digital Ads

6.17.1. Google Adwords/Remarketing - Adwords/FB/Linked-In - Industry Sites

6.18. On-Line Forums

6.18.1. Commenting/Influencer Relationship

6.19. Landing Pages

6.19.1. for each problem - include solution

6.20. E-Book

6.20.1. Compiled from our own blog posts, research, stories, customer testimonials

6.21. Videos

6.21.1. YouTube Video "- Repurpose blogs"

6.21.2. On Site - Client testimonials

6.21.3. On Influencer Site - Video Journalism with quotes

6.22. Print Ads? (possible)

6.23. Podcast/YouTube Program Sponsorship - Sponsor Shows/Sponsor Online Content Creators

7. Internal Audit

7.1. Capabilities and Resources

7.2. Site Access/ Analytics/Social Media Accounts

7.3. Content Audit

7.4. SEO Audit

7.5. Social Media Audit

8. Create Editorial Calendar

8.1. ALSO - Create Content Toolkit

8.1.1. Repository of top keywords & phrases

8.1.2. Image Repository

8.1.3. Personas

9. Create Content

9.1. Content Types

9.1.1. Blog Posts

9.1.1.1. How to's

9.1.1.2. Lists

9.1.1.3. Resources/Links

9.1.1.4. Cheat Sheets/Checklists

9.1.1.5. Reviews

9.1.1.6. Interviews

9.1.1.7. Guest Posts

9.1.1.8. Series

9.1.1.9. Curated Posts

9.1.1.10. Thought Leadership

9.1.1.11. Feature Story

9.1.1.12. FAQs

9.1.1.13. News Jacking

9.1.2. Web/Landing Pages

9.1.3. PDF

9.1.4. Video

9.1.5. PPT

9.1.6. Webinar

9.1.7. Podcast

9.1.8. Email

9.1.9. Infographics

9.1.10. SM status updates

9.1.11. Press Releases

9.1.12. Customer Stories

9.1.13. Case Studies

9.1.14. White Papers

9.1.15. Testimonials

10. Promote Content

10.1. as per Distribution

11. Analyze Results

11.1. SM Engagement

11.1.1. Comments

11.1.2. Likes

11.1.3. Retweets

11.1.4. Shares

11.1.5. +1's

11.2. SEO

11.2.1. BackLinks

11.2.2. Rankings

11.2.3. Domain Authority

11.3. Traffic

11.3.1. Unique Visitors

11.3.2. Page Views

11.3.3. Usability

11.3.3.1. Bounce rate

11.3.3.2. Time on Site

11.3.3.3. Pages / visit

11.4. Conversion Ratio

11.5. MOST IMPORTANTLY - Users signing up with Landing Page Forms and Converting!

11.6. Analyze what has worked and REPEAT!

12. Create Offers for Every Stage of the Buyers Journey

12.1. Persona #1

12.1.1. Awareness

12.1.2. Consideration

12.1.3. Decision

12.2. Persona #2

12.2.1. Awareness

12.2.2. Consideration

12.2.3. Decision

12.3. Persona #3

12.3.1. Awareness

12.3.2. Consideration

12.3.3. Decision

13. SEO

13.1. Keyword & Topic Research

13.1.1. Google Analytics

13.1.2. Google Trends

13.1.3. SpyFu

13.1.4. SEMrush

13.1.5. Moz

13.1.6. Moz Local

13.1.7. KeywordDiscovery.com

13.1.8. Keyword Planner

13.1.9. Raven

13.1.10. Ubersuggest

13.1.11. AnswerThePublic.com

13.1.12. TrackMaven

13.1.13. Rank Ranger

13.1.14. Ahrefs

13.1.15. WhiteSpark

13.1.16. BrightLocal

13.2. Site Optimization

13.2.1. Google Search Console

13.2.2. Screaming Frog

13.2.3. Google Page Insights

13.2.4. SEMrush