1. Step 5: Budget & Timeline:
1.1. Awareness
1.1.1. 9000€ for 6 months (Jan-June)
1.1.1.1. Paid Ads
1.1.1.1.1. Google Ads - Search network
1.1.1.1.2. Google Ads Display network
1.1.1.1.3. Facebook Awareness Ads
1.1.1.1.4. LinkedIn Awareness Ads
1.1.1.1.5. YouTube Ads
1.1.1.1.6. Universal App Ads
1.1.1.1.7. Apple Search Ads
1.2. Consideration
1.2.1. 18.000€ for 4 months (March-June)
1.2.1.1. Paid Ads
1.2.1.1.1. Google Ads - Search network
1.2.1.1.2. Facebook Image & Video Ads
1.2.1.1.3. LinkedIn Form Ads
1.2.1.1.4. Universal App Ads
1.2.1.1.5. Apple Search Ads
1.2.2. 1500€ for 1 month (March)
1.2.2.1. Appear in relevant online publications
1.2.2.1.1. Type
1.2.3. 3000€ for 1 month (May)
1.2.3.1. Influencer Marketing
1.3. Decision
1.3.1. 13.000€ for 3 months (Apr-June)
1.3.1.1. Paid Ads
1.3.1.1.1. Google Ads - Search network
1.3.1.1.2. Facebook Image & Video Ads
1.3.1.1.3. LinkedIn Form Ads
1.3.1.1.4. Universal App Ads
1.3.1.1.5. Apple Search Ads
1.4. Loyalty Stage
1.4.1. 5.500€ for 2 months (around Easter)
1.4.1.1. Email Marketing
2. Keep in mind: Align with brand strategy
2.1. keep the brand strategy in mind to make sure that the following steps will provide consistency for customers in terms of communication, positioning, tone of voice etc.
3. Step 2: Define Audience
3.1. Identify the ideal buyer: what platforms they prefer, what challenges they have, how can we solve a problem for them.
3.2. Example: Anna Meticulous, CDO/Head of Marketing in a mid sized software product company, working with a proactive marketing team to provide great value to the way our software product is perceived by the customer.
4. Step 1: Set campaign goal
4.1. Awareness Goal: We would like to increase total website traffic by 50%.
4.2. Consideration goal: We would like to get 40% of contacts who Downloaded a Piece of Gated Content from the website to sign up for a Free Test Account
4.3. Decision Goal: We would like to get 10% of the Free Test Accounts to get started with the paid version.
4.4. *extra - Loyalty Goal: We would like to get 50% of the MindMeister and MeisterTask to set-up a Free Test Account with MeisterChat.
5. Step 3: Create the buyer’s journey
5.1. Awareness stage - Anna is doing research on the issue she encountered - how to manage her team's communication & collaboration effectively as they are all WFH at the moment.
5.1.1. To be used: paid ads, videos, blog posts, SEO, social media content.
5.1.1.1. Reads next blog post
5.1.1.2. Clicks on CTA on blog post
5.1.1.3. Downloads gated content
5.2. Consideration stage: - Anna is now learning how to mitigate risks of losing effectiveness in communication when WFH by using a chat collaboration tool for the team.
5.2.1. To be used: landing pages, call-to-actions, tutorials, email marketing.
5.2.1.1. Downloads gated content
5.2.1.2. Returns to website
5.2.1.3. Creates a Free Test Account
5.3. Decision stage: Anna is testing and comparing the tool with others she tested in the past, understanding first hand about differentiators & benefits of working with MeisterChat.
5.3.1. To be used: messages sent through marketing automation, sales contact.
5.3.1.1. Signs up for a Pro Plan
5.3.1.2. Signs up for a consultation call
5.4. Delight stage: Anna is asked to fill in a feedback form, asked if she would like to test other MeisterLabs tools for free.
6. Step 4: Implementation - Platforms for each stage
6.1. Awareness stage behavior: Anna reads social media post, looks for information on Google, lands on blog.
6.1.1. Paid Ads
6.1.1.1. Google Ads - Search network
6.1.1.1.1. Targeting
6.1.1.1.2. Campaigns
6.1.1.2. Google Ads Display network
6.1.1.2.1. Targeting
6.1.1.2.2. Campaigns
6.1.1.3. Facebook Image & Video Ads
6.1.1.3.1. Targeting
6.1.1.3.2. Campaigns
6.1.1.4. LinkedIn Awareness Ads
6.1.1.4.1. Targeting
6.1.1.4.2. Campaigns
6.1.1.5. YouTube Ads
6.1.1.5.1. Targeting
6.1.1.5.2. Campaigns
6.1.1.6. Universal App Ads
6.1.1.6.1. Targeting
6.1.1.7. Apple Search Ads
6.1.1.7.1. Targeting
6.1.2. SEO (Besides improving website performance, on-page SEO & Back Links)
6.1.2.1. Create relevant content for Anna
6.1.2.1.1. Targeting
6.1.2.1.2. Content
6.1.3. Social Media: Facebook, LinkedIn
6.1.3.1. Targeting
6.1.3.1.1. interests, demographics with original & useful content that Anna would find interesting, test it, fine tune it.
6.1.3.2. Editorial Calendar to make sure we have regular posts (automated posting)
6.1.3.2.1. Visual posts
6.1.3.2.2. Use interactive post types: polls, surveys, calls to action
6.1.3.2.3. Use a variety of formats: stories, images, links to relevant external resources, video / GIFs, blog posts
6.1.3.2.4. Boost relevant posts beyond the page audience
6.1.4. KPI to Track: video view-through rate & watch time, CTR, clicks - traffic to website, bounce rate, behaviour on website, increase in organic traffic
6.1.4.1. Tools: Google Analytics, Google Ads Reports, Facebook Audience Insights
6.2. Consideration stage: reads some industry publications about tool, reads a few blog articles, goes to homepage / price page.
6.2.1. Paid Ads
6.2.1.1. Google Ads - Search network
6.2.1.1.1. Targeting
6.2.1.1.2. Campaigns
6.2.1.2. Facebook Ads
6.2.1.2.1. Targeting
6.2.1.2.2. Campaigns
6.2.1.3. LinkedIn Form Ads
6.2.1.3.1. Targeting
6.2.1.3.2. Campaigns
6.2.1.4. Universal App Ads
6.2.1.5. Apple Search Ads
6.2.2. Content marketing
6.2.2.1. Content offers with relevant internal resources that can get people to subscribe to blog or fill out a form.
6.2.2.1.1. Targeting
6.2.2.1.2. Content
6.2.3. Appear in relevant online publications
6.2.3.1. Targeting
6.2.3.1.1. Internet & Telecom, Web Services, Tech, business
6.2.3.2. Type
6.2.3.2.1. Advertorials
6.2.3.2.2. Editorials
6.2.3.2.3. Banners in online magazines
6.2.4. Influencer Marketing
6.2.4.1. Sponsor a relevant influencer to host MeisterChat tutorials, or do a product review video.
6.2.4.1.1. Targeting
6.2.5. KPI to Track: MQLs, Avg. Session Duration, Conversions, CTR, New & Returning visitors
6.2.5.1. Tools: Google Analytics, Google Ads Conversion tracking, Facebook Conversions , HotJar for landing page optimisations
6.3. Decision stage: looks for recommendations from other professionals, reads case studies, testimonials and reviews.
6.3.1. Paid Ads
6.3.1.1. Google Ads - Search network
6.3.1.1.1. Targeting
6.3.1.1.2. Campaigns
6.3.1.2. Facebook Lead Gen Ads
6.3.1.2.1. Targeting
6.3.1.2.2. Campaigns
6.3.1.3. LinkedIn Form Ads
6.3.1.3.1. Targeting
6.3.1.3.2. Campaigns
6.3.1.4. Universal App Ads
6.3.1.5. Apple Search Ads
6.3.2. Content marketing
6.3.2.1. Content including a CTA to Contact Sales or upgrade to Pro Plan
6.3.2.1.1. Targeting
6.3.2.1.2. Content
6.3.3. KPI to Track: new customer, forms performance
6.3.3.1. Tools: CRM, Google Analytics
6.4. Loyalty Stage
6.4.1. Email Marketing
6.4.1.1. Targeting
6.4.1.1.1. current MindMeister and MeisterTask’s paying customers
6.4.1.2. Type
6.4.1.2.1. Special Offer
6.4.1.2.2. Limited time Free-Testing
6.4.1.2.3. Limited time discount
6.4.2. KPI to Track: new customer, email opens, offer clicks, conversions, sales calls