Transcript Understand the business and business goals

Goals and KPIs
• General 2015 Business Goals
– Increase sales to xx
– Increase brand awareness
– Grow fan engagement to x%
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Most important KPIs
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Number of clients signed
Monthly Revenue
Brand Awareness level
Speaking Opportunities Requested
Facebook Likes
Social Engagement Rate
Website Visits
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Shared Value
Business
Value
Shared
Values
Customer
Value
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Channel Goals with Metrics and KPIs for 2015
Channel
Metrics
KPI
Goal
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Channel Goals with Metrics and KPIs for 2015
Channel
Sample Metrics to
be tracked
KPI
Goal
Twitter
Hashtag mentions
Brand Mentions
Website referrals
Followers
# Clicks to website
900 clicks / month
SEO for Blog
Sessions
Rankings
Top Keywords
% increase in
Sessions referred
from Organic search
% 5 increase / month
Facebook Promoted
Posts
Likes
Shares
Clicks
Engagement Rate
Engagement Rate
3% engagement rate
Facebook Like Ads
Likes
# Likes
4 likes / day
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Marketing Strategy Overview
Mission
Statement
Target
Audience
Audience
Goals
Audience
Technology
Elevator
Pitch
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Marketing Strategy Overview
Mission
Statement
We are your go to consultants in everything digital
Target
Audience
35 – 50 Female late
technology adopters
35 – 50 Male small to
medium business owners
Audience
Goals
Feel less stressed
about new media
marketing
Find new and unique ways Understand the
to grow business
latest trends in
digital marketing.
Audience
Technology
Google Search
Facebook
Twitter
Pinterest
Blogs
Google Search
Twitter
Email
Elevator
Pitch
Let us take the stress out of digital marketing and technology for you.
25 – 40 marketing
professionals
Marketing Blogs
Webinars
Celebrity content
Word of Mouth
YouTube
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Audience Goal Template
Target Audience
Audience Need
Business Goal
Shared Value
Key Performance
Indicator
Segment by
Target Goal for
Audience
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Audience Goal 1
Target Audience
35 – 50 Female late technology adopters
Audience Need
Help understanding technology and where she should spend
her time.
Business Goal
Build leads
Increase brand
awareness
Increase
influencers
Shared Value
Remove stress
about new media
Have a resource
you trust locally
Increase mentions
Key Performance
Indicator
# leads generated
# Facebook likes
% increase in
mentions (Klout
score)
Segment by
Channel
Ad Visual
Channel/Platform
Target Goal for
Audience
250 in 2015
10/month
5% increase/month
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Audience Goal 2
Target Audience
35 – 50 Male small to medium business owners
Audience Need
More business!!!
Business Goal
Shared Value
Key Performance
Indicator
Segment by
Target Goal for
Audience
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Audience Goal 3
Target Audience
25 – 40 marketing professionals
Audience Need
Stay current on the latest trends in digital marketing for
potential career growth
Business Goal
Shared Value
Key Performance
Indicator
Segment by
Target Goal for
Audience
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