The document outlines steps for developing an internet marketing campaign, including conducting a competitive analysis, defining the brand, identifying the target market through personas, setting goals, creating a content plan, and measuring performance. Key aspects are determining competitors, branding, describing the target market demographically, setting a bottom line goal of increasing revenue and conversions, developing monthly themed content, and tracking metrics through tools like Google Analytics and Facebook Insights.
5. Target Market
• Target market should be described in
demographic terms
– Gender
– Age
– Stage of Life (with or without children, retired,
recent graduate)
– Profession
– Income
– Other identifiers (homeowner, unemployed)
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6. Persona Development
Personas describe your target market as fictional
people
Persona stories refer to the pain points that can
be addressed by the products or services
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7. Goals
• Why are you doing an internet marketing
plan?
– Generate leads
– Increase sales
– Improve top of mind awareness
– Increase traffic to website
– Increase social media engagement
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8. Bottom line goal
Increase revenue and increase conversions
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9. Content Plan
Having a cohesive message across a number of
channels can really boost the message and
help maintain top of mind awareness
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10. Creativity Required
• Content needs to add value
– Educate
– Entertain
– Add personality to your brand
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11. Monthly Themes
There are 12 months in the year, each of them
needs to address a pain point for our persona
(duplicates allowed)
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12. SEO – Search Engine Optimization
• All content has 2 audiences
– Humans
– Internet robots – called spiders
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14. Internet marketing KPIs
• Total visitors to website
• Total new visitors to website
• Most popular website landing pages (the first
page the visitors come to)
• Number of new leads
• Source of visitors, particularly new visitors, to
website (where did they come from?)
• Return on Investment (ROI)
• Gross sales