Free Digital Marketing Plan Template


digital marketing plan templateSome smart guy (or gal) came up with the idea of The One Page Business Plan.

The idea is simple. It’s got the core information. It fits on one page. You print it out and keep it pinned up near your desk, and you refer to it often.

It’s short, easy, simple and it works.

So, with that, we’ve created The One Page Digital Marketing Strategy Template.

The One Page Digital Marketing Strategy Template

It’s quick to fill in, easy to follow, and it works.

One Page Digital Marketing Strategy Template

SEO versus AdWords or Both?


Search Engine Optimisation (SEO)

seoAt the moment, looking through the website, no real effort or thought has gone into how to make this website and business find-able online. Google, and other search engines, essentially read through a website to determine what it’s about (using smart, automatic web crawlers). In order for search engines to even consider you for a search result, it has to find that you are relevant for that.

For example, let’s say someone is looking for a restaurant in Pemberton. For Google to even begin associating your website as a result to phrases like “Pemberton restaurant” or “restaurant in Pemberton”, your website needs to mention those phrases. If it does, Google will give you a ‘rank’ and position you accordingly. Initially this might be really low in the search results… you might have to go to page 2,3,4,5+ to find yourself – depending on the level of competition for that term.

This is where optimisation comes in.

    • First of all we need to conduct research to find a range of key phrases that someone might search in order to find you.
    • After choosing a range of key phrases, we examine the website to see if it has those already. If not, we add them in.
    • This may mean that new content or pages need to be created at this stage
    • Next time when the search engine bots come by, they will see those key phrases and start associating you as a result for those search terms
    • We will conduct further assessments on the pages to find as many aspects that we can improve on as possible (see attached example page grading document)
    • We implement as many of those items on an ongoing basis as possible – on the website page itself
    • We also build back links to the website – listing you on relevant websites with a link back to your website
    • Part of back linking is to also consult with your marketing team to provide suggestions on how to link back to your website if you are able to post articles to other people’s websites
    • Monthly tracking and reporting on the results of the above activities
    • Take a continuous improvement approach (depending on how aggressive competition is)
    Before any of the above items can be done, we need to do the following
    • Add in Google Analytics tracking into the website
    • Add in Google Webmaster Tools tracking into the website
    • Add in our Ranking Software tracking into the website

This will enable us to collect ongoing data about the website and track its movements in the search engines on a monthly basis.


adwordsSearch engine optimisation can take time to build up, sometimes 3 to 6 months or longer – depending on the competitiveness of other businesses in the space (location and service).
AdWords is about placing you at the top of Google Rankings in the “Ads” sections. See illustration:

For these spots, competitors are paying a cost per click to be up there. So whenever someone clicks on that ad and goes to their website, they are paying for that click. The actual cost per click varies as it’s structured as an ever-changing bidding system. The business prepared to pay the most per click is most likely to be positioned higher. There are other factors involved, but this is largely it.

So with AdWords you need to pay for the set-up of the campaign (or DIY) and for the clicks themselves (direct to Google).

AdWords isn’t cheap, but it can get the phone ringing and enquiries coming in quickly. If a campaign is set up correctly, by the next day you should be a paid ad result.

SEO versus AdWords or both?

SEO is a more long-term activity. It takes longer to build up and costs more upfront (ongoing for several months) but once you are showing up in search results it quickly becomes cheaper than AdWords. For example, with AdWords you might be paying for the setup and ongoing maintenance plus the cost per click. So you might have a cost per click cost of $10. If you are getting 200 visitors to your website per month, it would be costing $2000 for that month. With SEO on the other hand, your costs remain the same ($1,000/month) but the longer and more effectively the campaign works, you might be getting 200 or 400 visitors to your website per month. $1000/month divided by 200 visitors is a cost per click of $5. Or $1000/month divided by 400 visitors is a cost per click of $2.5. Therefore the cost of SEO could be coming in at half or a quarter as compared to AdWords.

This is why business tend to favour SEO. Because you could get hundreds of clicks in a month. Not paying per click, like AdWords, makes the campaign a whole lot smarter.

For people who need to bring in business quickly, we suggest AdWords. However it can become a sizable monthly cost and if you stop the campaign, you are immediately off search results.

For people who want to build their natural SEO rankings, and not pay for each and every click, we suggest SEO.

For people who want to bring in business quickly and build up their SEO rankings for long term results and value, we suggest both SEO and AdWords. Once the SEO campaign is bringing in enough traffic and visitors, you can turn off AdWords.

Email Marketing: 10 Ways to Boost your Open Rate


Email marketing has proved itself to be one of the most effective sources of traffic and ROI among the many different marketing campaigns. However, it will only work as it should only if your email is opened and does not end up in the virtual trash can.

Here are 10 ways that you can boost your open rate:

1. Create proper segment for your subscribers

            Create different segments of various customer personalities and make sure that you send them messages according to their needs and wants as a consumer. Your customer is most likely to open your email message if it is something that they can relate to.

2. Impress with a killer subject line

            Most people open their email based on the subject line. Creating a subject line that would impact your subscribers is the best way to convince them to open your email. Experiment on different types of writing a subject line and find out which one works best for your audience. But generally, avoid spam words like Free and Help. Also, keep your subject line within 50 characters or even less.

3. Set your audience’s expectations

            Do not surprise your customers with emails that they did not expect coming. Prior to your scheduled emails, inform your customers first what kind of email messages they will be getting from you and how often you will be sending them.

4. Early call-to-action

            Subtlety put a call-to-action at the earlier portion of the email. Make it subtle but compelling. Place it where they can see it the minute they open the email.

5. Personalise

            According to Sikich, a personalised email can improve your click-through rate by 14% and conversion rates by 10%. The best way to personalise your email is by using your customer’s name on the subject line and on the greeting.

6. Send your email campaign from a real person

            Do not make your customers feel like they are getting an automated email. Avoid using email addresses like; it can easily turn your customer off. Use an email recipient that your customers can reply to.

7. Strike your audience with your pre-header

            Give your customers a sneak peek to what is in store for them if they open their email. Make it as interesting and intriguing as possible that they can’t help themselves but open it up.

8. Make your email mobile friendly

            Create an email that can be opened in both a computer browser as well as on a mobile phone. A good number of people are checking their emails on their mobile and smartphones.

9. Give your subscribers an option

            At the end of your email, provide an option for your customers to either opt-in or out from your list; as well as how often they can receive email messages from you and what kind of content. Often when customers receive unacceptable amount of emails, they automatically unsubscribe from your database.

10. Test, monitor and analyse

            Test. monitor and analyse how your audience behaves and responds to your email campaign. Keep an eye on the usual time the majority of your clients open their emails; the links that they usually click; and most importantly the things that they are interested in. This will help you improve your campaign and make it successful.


How Effective is Email Marketing?


According to research conducted by Sikich and published via their infographic, consumers who received email marketing tend to spend 83% more when shopping. And for businesses, the return on their investment (ROI) is equal to $44.25 for every dollar spent. Furthermore, the research showed that customers who receive email marketing orders 44% more goods with a frequency of 28% more. Thus, 70% of digital marketers consider email marketing as the key tool for ROI.

You may think that with the popularity of social media marketing there will be no room for email marketing anymore. You are completely wrong! Next to search engines, a lot of people still consider email marketing as one of the major traffic source for online stores. This is because as technology is continually developing, people still use their email everyday for business and personal use.

Here are five of the reasons why until today email marketing is still effective:

1. Affordability — There are a lot of email software that offers free trial for limited time and resources. If you have to pay, payment options are very flexible. You can either pay on a monthly basis or annually.

2. Functionality — It is easy to use for so many different functions like Sales, Providing Information, Building Customer Relationship, Driving Traffic, Building your Brand, Researching your Market, Customer Service, and Develop Loyalty.

3. Efficiency — Customer responses from email marketing is almost always fast and efficient. Responses could either be an engagement with the email or it could be an actual purchase. And all these responses could easily be tracked for an efficient monitoring of your marketing statistics.

4. Personalised — It is easier to incorporate personal touches into your email campaign. And consumers tend to respond to something that makes them feel important and that’s what you can give them if you personalise your email according to the information you have gathered from your customers.

5. Monitoring — Tracking the results and response on your email marketing is made easier with the different analytical tools provided by the email software. This can help you measure the success of your campaign.


What is Website Design?


Website design starts with planning, then creating the website; and lastly, updating it.  It is more than just how your website will look, but most importantly it is all about the entire organisation of your website. A good website design should not only look good, but is also easy to navigate. It is therefore imperative for your website designer to thoroughly plan your website according to the needs of your target audience as well as how they will navigate through the website.

During planning, your website designer must carefully plan the structure of your website while considering your goals for your business. Plan your website in a way that it would most benefit your business and help you achieve your goals too. So the first thing that you and your website designer should consider is the easy navigation throughout your website. Once you have perfected the navigation element of your website, you may then plan how your website should look.

Your website should be a reflection of your business branding. And the overall feel and look of your website should be consistent: fonts, font sizes, colours and images and other elements should be relevant and consistent throughout the website.

One other important element in website designing is its functionality in all different website browsers, both in computers and handheld devices. You must be able to design a website that would function on all devices.

There are a lot of elements in website design. Though it is possible to do it on your own with the help of website design templates, it is recommended that you hire the services of a professional website designer.

What is Online Marketing Strategy?


Online marketing strategy is a process that a business follows in order to drive, generate and manage website traffic. For an online marketing strategy to work, you must incorporate not just one but two or more strategies that would enable you to build a system that would successfully drive traffic into your website. However, not all businesses do have an online strategy and this could result to a waste of your time, money and effort.

If you haven’t started your online marketing plan yet or you are at loss at where to start, here is a simple guide that would help you get started:

First, you must define the purpose of your online marketing strategy. What is it that you want to achieve; do you want to build your email database, or do you want your website visitors to take a specific action, or do you want to generate sales? List at least three goals and make them specific to your target audience.

Next, you should determine how you would like to implement your online marketing strategy. What are the things that you need to do? Whether you need to create a blog site, create social media pages and similar stuff that would host your strategy.

Third is you must decide who your target audience would be. Who are the people you want to reach out to? Craft and identity of what kind of audience would likely be attracted to your campaign.

These three steps can already get you started and guide you in making your online marketing strategy. But if you want to get a professional service to create and implement your online marketing strategy, there are a lot of companies who would love to impart their knowledge and expertise.

What is Website Development?


Website development is a process that is done to improve a website for the world wide web or the internet.  It can be as simple as developing a plain text page and can be as complicated as server coding. Website development may consist of web content development, web design, client and server side coding, configuration of network security, web server, e-commerce and some other website development options.

Website development is essential for you to create a website that is aesthetically pleasant; as well as functional and easy to use. And since it is so important for your business to have a website that does not only look good, but also easy to navigate; most, if not all business owners make it a point to hire the services of a professional website development company to help them out.

If your website needs improvement, make sure you contact a trusted and professional website development service provider to do the tasks for you. It is important that you choose a website developer that understands the importance of high quality codes, web content, graphics, SEO, and other marketing elements even before you said it.

What is SEO and SEM?


Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) are two terms that seems to be similar but when you look deeper into what they mean and what they do, you will discover that SEO and SEM are two different things. The easiest way to comprehend the difference between SEO and SEM is to define what each of them means.

First, let us define what SEO or search engine optimisation means. SEO is an approach that aims to improve the performance of your website in terms of traffic through the organic or unpaid search engine results. The objective of SEO is to rank higher in search engine results like in Google, Bing, Yahoo and other search engines. SEO may also aim to rank higher not just in web search, but also in video, image and local searches. The higher your website ranks in search engines, the higher chance you will have to drive traffic into your website.

And now, let’s talk about SEM, what is it? SEM is a strategy that includes SEO. It actually an internet marketing that uses the different aspects of search engine technology in its marketing strategies. It utilises SEO and other services like pay-per-click; and search engine tools that would help you improve your search engine presence and eventually increase your website traffic.

Generally, SEO is a component of SEM. SEO is used to enhance your search engine ranking, while SEM is more of a marketing strategy to promote your business with the use of search engine services and tools. While SEO is geared towards the organic or unpaid, SEM is more on the paid advertisements; both with the aim to improve your business’ online presence.

What is Online Strategy?


Almost all businesses are making their way into the internet. In fact, there are some businesses who have already reached a stable spot when it comes to their online presence. But exactly what is online strategy? Online strategy is a series of organised plans, which is composed of your goals as a business and what you want to achieve online. It is something that you have to carry out continuously over a long period of time in order for you to achieve the results you want for your business.

You can actually prepare your online strategy even before you created and launched your website. This way, you would be able to structure your website according to your strategy. So how do you make an online strategy? First, you have to determine and lay out your objectives. What is it that you want to achieve by all this? Once you have determined your objectives, then you have to target a specific market. Know who your audience would be for you to be able to create an online strategy that is effective. As soon as you have determined all these, it is then time for you to start working on how you will be able to improve your online presence. And lastly, for you to be able to determine whether or not your strategy is effective, it is best if you keep track of your website’s performance online through many different tracking tools and software.

Online strategy can be a bit complicated for those who are not very familiar with how online marketing works. So if you have a business and you want to establish its presence online, it would be best for you to hire the services of a professional marketing company. But make sure to trust only the best.

How Using Case Studies Can Help Build Confidence


Case studies can be an article, an audio file or even in a form of a video. These are success stories of your very own customers. Case studies usually present the positive effect of your products or services in your customer’s lives. Since case studies would generally talk about how effective your products or services are, it is therefore something that would greatly help you in building the confidence of your current customers and your potential clients.

Case studies can benefit your business immensely. Firstly, it can give you a chance to show your potential clients what you can offer them by sharing to them the stories of your satisfied customers. And secondly, it offers you an opportunity to talk to your customers. Make them feel that you care about what feel towards your products and services; thus, making them more secured in choosing your business over your competitor.

Now, you already know that having a case study can be of great help for your business. The next thing that you need to do is find the best people to do it for you. It is understandable that with how busy you can be with managing your business, you may not have time to do your business’ case studies. No worries, all you need to do is find the best company that offer that exact kind of service. There are actually a lot who can offer you top quality case studies.