MARKETING DEPARTMENT


The Marketing Launchpad Marketing Department Program is designed to help your business get more exposure, more traction and ultimately more leads by planning and executing a proven marketing strategy.

While many of the elements reflected below do represent key marketing elements for most business the Marketing Department plan relies on a high degree of customization in terms of both elements and specific tactics and does often evolve as more elements are completed.

The following is a comprehensive list of initial and ongoing activity that comprises The Marketing Launchpad Department Program:

  • Create initial marketing strategy and plan – Three in person or virtual sessions to conduct discovery and research and present initial strategy priorities. Create ideal client personas, competitive landscape research and core marketing message and positioning
  • Conduct bi monthly status meetings – Meet with client twice monthly to brainstorm, report and analyze plans and campaigns
  • Develop keyword content plan – List of key themes that will be the focus of any content and SEO opportunities
  • Create editorial calendar – Install editorial content plugin (WordPress only) or develop content topics spreadsheet for upcoming quarter. To include plan for lead capture content such as eBook
  • Create Marketing Hourglass – map customer journey and determine content plan for stages of know, like, trust, try, buy, repeat and refer
  • Consult on CRM and marketing automation – Work to initiate or integrate CRM tools with marketing plan and develop customer journey and marketing automation based on Marketing Hourglass development
  • Design or redesign full WordPress site – Includes design, hosting, core pages and content, lead capture landing pages and blog set-up. Also, includes ongoing maintenance and changes
  • Write and post eight blog submission per month – Eight 500-700 word blog posts taken from key content themes, posted to WordPress and optimized for search engines
  • Create influencer list – build journalist, influencer, competition and customer lists and alerts to include guest content opportunities and outreach for link building and PR purposes
  • Create guest content opportunities – From influencer list conduct monthly outreach to find guest bloggers and opportunities to contribute to other blogs and news sites
  • Create and publish podcast – Create and install process for interviews with clients, influencers and other guests
  • Publish 200 social media updates across Facebook, Twitter and LinkedIn per month – Hand crafted posts taken from client’s content, list of industry influencers and proven engagement tactics to stimulate social media growth, activity and engagement
  • Manage social media engagement – engage fans and followers on your behalf. Create campaigns for engagement
  • Create Marketing Kit – suite of marketing materials to be used in sales efforts offline and online
  • Create Lead Capture tools – quarterly ebook, white paper infographic or checklist to use in lead capture efforts
  • Claim, create and submit directory profiles – Discovery and enhance relevant local and industry related directories and create consistent profiles across all
  • Monitor and manage directory opportunities – Ongoing process of optimizing directory profiles and promoting campaigns that help raise directory profiles in search engines
  • Create and integrate robust rating and review webpage and process – Develop a process to aggressively stimulate reviews to Google and other review sites including a review only webpage and process to enhance and support increased reviews
  • Create and manage email marketing campaigns – Write and create lead capture campaigns, follow-up autorepsonder campaigns, and sales campaigns
  • Create and manage advertising plan – create plan to increase leads. Project manage the plan. (Expense for PPC or Ad Space additional)
  • Create and manage PPC campaign – Develop ad content, create keyword strategy and target audience and manage ad spend in Google AdWords
  • Create and manage social advertising campaigns – Develop ad content, create keyword strategy and target audience and manage ad spend in social media
  • Create and manage referral program – develop referral program from Marketing Hourglass work
  • Create and distribute one press release per month – draw from content calendar, promotional calendar and monthly news and events to create and submit press release to news distribution network
  • Create one guest editorial opportunity per month – write and submit one article per month to online or offline publication
  • Create and install lead conversion system – develop sales process based on overall marketing strategy
  • Create new customer kit – suite of materials used to orient new customers
  • Create annual marketing plan – document to include key promotional activities by month
  • Create key metrics dashboard – Creation of a client dashboard to monitor growth and improvement in key indicators such as website traffic, social metrics, reviews, and keyword ranking. To include key conversion goals and funnels in Google Analytics
  • Create and review lead conversion funnels – Install and create lead tracking goals and funnels for KPIs and campaigns
  • Conduct bi-monthly status updates – Meet virtually or in person to go over plan for the month and report on initiatives and new projects
  • Conduct quarterly planning meeting – Quarterly in person or virtual session to plan upcoming content themes, adjust and add new tactics with marketing lead or executive team