Marketing-DepartmentWhile 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 Duct Tape Marketing 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.
  • Develop keyword content plan – List of key themes that will be the focus of any content and SEO opportunities.
  • Create editorial calendar – Install the editorial content plugin (WordPress only) or develop content topics spreadsheet for the upcoming quarter. To include a plan for lead capture content such as eBook.
  • Create Marketing Hourglass – Map customer journey and determine a 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 a 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. Additional fees are associated with new website development.
  • Write and post four 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 a publish podcast – Create and install process for interviews with clients, influencers and other guests.
  • Publish 20-30 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.
  • Establish Facebook content amplification protocol – Install Facebook Pixel on client website and create target audience and protocol for boosted posts.
  • 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 – Discover 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 web page and process – Develop a process to aggressively stimulate reviews to Google and other review sites including a review only web page and process to enhance and support increased reviews.
  • Create and manage email marketing campaigns – Write and create lead capture campaigns, follow-up autoresponder campaigns, and sales campaigns.
  • Create and manage advertising plan – Create a plan to increase leads. Project manage the plan. (Expense for PPC or Ad Space additional.)
  • 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 the content calendar, promotional calendar and monthly news and events to create and submit a 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 renew lead conversion funnels – Install and create lead tracking goals and funnels for KPIs and campaigns.
  • Conduct bi-monthly status meetings – Meet with client twice monthly to brainstorm, report and analyze plans and campaigns.
  • Conduct quarterly planning meeting – Quarterly in person or virtual session to plan upcoming content themes, adjust and add new tactics.

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