Give an overview of the project and our approach to a digital marketing strategy. This will include:

• Explanation of inbound marketing,
• Definition of the ideal customer,
• Explanation of marketing tactics used in strategy.
• Co-design customer journey
• Collaboratively list two customer ‘pain points’
• Gain further understanding of the product offering, brand, pricing and competitors.
• Unpack the next steps and give an overview of what the final strategy will include.

Deliverables:

• 1x 1.5 to 2 hour workshop for up to six staff
• Templates and checklist of Jobs To Be Done Interviews – to be conducted by staff later in the month

• Review website, google analytics, search console, and social media.
• Identify any UX and technical SEO issues.
• Review any business documents including business plans, mission and vision statements, etc that aid in the direction of marketing plans.
• Research target market’s online behaviour and preferred digital touch points.
• Complete a competitors website landscape analysis.
• Analyse collected customer data and develop JTBD Statements and Ideal Customer Canvas

Deliverables:

• JTBD Statements
• Ideal Customer Canvas
• Customer Journey Canvas and
• Customer Core Message Canvas

Finalise customer journey – highlight what is information is needed during the following decision-making phases:

• Awareness: what offsite communications and platforms are needed to gain attention including keywords for blog content.
• Consideration: what information required during early decision making.
• Action: how would lead generation work in the final stages of converting a customer.
• Advocacy: what communications are required after sales. How can Word of Mouth be leveraged to further fuel marketing.

Design Conversion Funnel. In preparation for the implementation of the funnel, following steps need to be clarified, agreed and documented:

• Map out lead-capturing landing pages
• Outline sales funnel and customer care email sequences
• Develop/launch product mix
• Map out integration points alongside the funnel

Deliverables:

• Funnel map
• 1x Presentation and marketing education session of 1 – 2 hour

• Develop brief for chosen web development activities.
• Develop brief in-line with the approved strategy from above.
• List out essential website functionality required for a freelancer / agency to quote costs of build.
• Review quote as needed.

Source and brief digital performance freelancer / agency – set up contact, brief and hand over management to client.

• Attain quotes for SEO, AdWords and online advertising tasks as defined in strategy.
• Brief freelancer / agency based on approved digital strategy with first quarter action and annual KPIs.
• Review SLAs and budget channel splits.

Deliverables:

• 2x written briefs.
• Communications and documentation as required