DIGITAL MARKETING STRATEGY AND PLAN

OVERVIEW

With the different methods of marketing , diverse audiences and ways to market to them, an online campaign in a way needs more planning and better oversight than more traditional campaigns

OUR TARGET AUDIENCE Age : 20 – 70 Professionals Entrepreneurs Male/Female Students Fathers/Mothers Business owners

STRATEGY •Define our customers•Define our objectives•Design/Create Content

•Create a Messaging/content Calendar•Define Our Measurements

•Execute Our Plan

READ EXISTING COMMUNICATION Look at sales and tech support emails,

blog/website queries and phone queries to see what questions are being asked by SMEARENA previous users.

Since is a new platform in Nigeria, look at what people are asking of other such platforms publicly on forums, Twitter, Facebook,instagram etc

Tool: Google Adplanner & Google Alerts

OUR OBJECTIVES FOR SME ARENA

Create awareness for website/portal - Increase traffic to smearena website and create awareness

Increase smearena website ranking on Google for certain phrases e.g shop online in Nigeria

Make more people to sign up to sale their products and services on smearena.com.ng

Increase the search keywords for smearena Get more back links & referrals to sme arena

website Get more products uploaded & communications

with products page owners Get more/increase fans on smearena Facebook

– Twitter & Instagram handles

CONTENT CREATION FOR SMEARENA

 What do we want to get out of the smearena campaign?

What is the endgame regarding this campaign ?

When and what to send out/post daily both online

Create a campaign theme monthly Get Reactions – Ask for reactions to

the campaign so it can be measured

COMMUNICATION CALENDAR This will assist us in making plans for the

campaign and keeping to time and current events - Current News – Affairs – holidays – celebrations – anniversaries etc

List Upcoming events in the next few days – weeks and Months to aid smearena campaign

Measure results – Effect of campaigns days, weeks and Months

CAMPAIGN MEASUREMENT Measuring smearena campaign before ,

during and after campaign to make sure any growth is due to the campaign (what channel ) and hasn’t just been growing anyway without the campaign

Use Google Analytics and Google Webmaster tools will tell where traffics are coming from, keywords used , search terms engine

Facebook Insights ,Twitter analytics – Alexa Ranking

EXECUTION OF SMEARENA CAMPAIGN

Using Messaging Calendar and Content Plan to achieve our Objectives

NETWEORK AND DEVICE This campaign will have to cover all

available devices

SMEARENA CAMPAIGN TACTICS Google Search (adwords)

Google Display (adwords) Google Mobile Apps (adwords) Email Marketing Instagram Video/post ad Facebook Post Boost/page ad Direct Banner Buy Youtube Video Ad slot

ADVERT CHANNELS Google Search - Adwords This targets consumers searching for

products or services through a search bar. Most are looking for a specific product or services. This is where our products or services keywords comes into play.

Employ Pop-Up Ads and remarketing techniques with Adroll and facebook remarketing in order to be in “the faces” of previous site visitors

GOOGLE DISPLAY - Awareness The Google Display Network is a group of more than a million websites that have partnered with Google. These sites include Google’s own sites like YouTube, Google Finance and Gmail as well as millions of partner sites including shopping sites, news sites, blogs and forums in Nigeria e.g Bellanaija,Linda ikeja,punch news,pulse ,naij,naijapals,informationnigeria etc

Email Marketing–Newsletter Send Periodic Newsletters to already

existing database or a new database targeting specific members of our desired audience/market

Etisalat customers Email database Employ online platform like

constantcontact.com to send Newsletters

SOCIAL MEDIA MARKETING Booste Social Media platforms (Facebook,

YouTube, Twitter and Instagram) – Create #hashtag for twitter and instagram promotions

Create unique content around niche for social Media promotion – using images/banners of products with discount prices

Boost/promote/Sponsor particular Facebook post/content for more specific audiences and target markets

Encourage proper engagement on various social media platforms using online contests

SOCIAL MEDIA INFLUENCERS MARKETING

Social Media Influencer Marketing: Utilise celebrities, actors and online

celebrities who have high number of social media followers from 5k followers upward for marketing of smearena portal

Identifying social media online shopping gurus, influencers in Nigeria to tag , share ,like post during smearana campaign

ONLINE BANNER ADVERTISING Utilise high Nigeria ranking websites &

Blogs. we suggest utilising high-ranking sites visited by lots of men and women within the same niche industry, can get them from konga merchant list.

Utilise other high ranking sites: Bellanaija ,Linda Ikeji - Pulse.ng , Naij , Punch, sunnewsonline ,naijapals , jiji etc

WEBSITE Search Engine Optimization Create 10 keywords around online

shopping in Nigeria Improve already existing SEO for

present website. Optimise website’s page contents for optimum search engine ranking.

Create unique content around niche using a blog(included within the site) as bait in order to push traffic towards the brand smearena

YOUTUBE VIDEO & Text MARKETING 85% online users now appreciate

videos since Facebook and twitter now as automatic video activation on timeline

Create a clean HD video for smearena and promote on Facebook, twitter , Instagram and Youtube

Also run a text banner ad on Youtube side by side with the video ads

Google Mobile APPS MARKETING You can reach a growing audience of

people using mobile phones and tablets by showing your smearena ads in apps.

Google will match smearena ad to apps through the Display Network, or target particular app categories e.g Electronics, fashion, home ware etc.

The performance can also be tracked

Time Messages/post/campaigns Right

Users are most likely to respond to messages during late afternoons or evenings. Weekends and holidays are also a good time to target them with special smearena discounts/offers through posts on instagram ,twitter ,facebook etc.

COSTING & BUDGET FOR SMEARENA CAMPAIGN

WORKING ON IT, I WILL SEND IT IN AN EXCEL SHEET