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© C o p y r ig ht In ter na tio n al Le ad er s Pt y L td

Knowledge Workshop Presentation

The Importance of Strategy?

Lynda Schenk, Purple Giraffe

© Copyright International Leaders Pty Ltd

Does your business have a business plan?

Vote Now

10

1 Yes

2 No

3 Unsure

© Copyright International Leaders Pty Ltd

Does your business have a marketing plan?

Vote Now

10

1 Yes

2 No

3 Unsure

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© Copyright International Leaders Pty Ltd

Does your business have KPIs that align with your business/ marketing plans?

Vote Now

10

1 Yes

2 No

3 Unsure

WHY DO YOU NEED ABUSINESS PLAN?

Why do you need a business plan?

1. Helps you make decisions2. Reality check3. Identified gaps4. Spark new ideas5. Creates an action plan6. Measurement tool

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BUSINESS PLAN TEMPLATE

WHERE DOES AMARKETING PLAN

FIT IN YOUR BUSINESS PLAN?

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Aligning Business and Marketing Plans?

A marketing plan without having a strategic business plan to reference is not as effective

as one that is aligned with a business plan

WHY DO YOU NEED A MAKRETING PLAN?

Why do you need a marketing plan?

1. Identifies your target market and how to meet their needs

2. Identifies your competitors' strengths and weaknesses

3. Brand positioning – what makes your brand stand out from

your competitors’

4. Identifies your brand voice

5. Identifies marketing tactics to help reach your target audience

6. Maps out what sales channels and tools you will use

7. Measurement tool

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MARKETING PLAN TEMPLATE

MARKETING KPIs

WHAT ARE KPIs?

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What are KPIs?

1. Key Performance Indicators2. Once you know what you want to do, you

need to decide how you’re going to measure the progress

3. KPI’s should reflect strategy

Some Common Marketing KPIs

1. Revenue & Sales2. Clients & Customers3. Website & Blogs4. Search Engine Optimisation (SEO)5. Social Media6. Email Marketing7. Other

Revenue & Sales

1. Revenue2. Net Profit3. Sales Growth4. Revenue per client (i.e. lifetime value of

customers)5. Revenue per employee6. Average contract value

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Clients & Customers

1. Leads generated

2. Cost per customer acquisition

3. Cost per lead

4. Lead to customer ratio

5. Traffic to lead ratio

6. Average client tenure

7. Number and source of client referrals

Website & Blogging

1. Referral traffic2. Organic traffic3. Total visits4. Click through rates5. Time on page and/or pageviews per session6. Bounce rates7. Downloads8. Unique visitors9. Session by device type

Search Engine Opinations (SEO)

1. Keyword rankings2. Search traffic3. Number of backlinks4. Page load speed5. Organic click through rate

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Social Media

1. Likes2. Comments3. Shares4. Engagement rate5. Follower growth rate6. New followers7. Social traffic8. Social conversions9. Page demographics

Email Marketing

1. Newsletter signups2. Email traffic3. Subscribers4. Engagement5. Opens6. Clicks7. Bounce rate8. Forwards

Pays per Click (PPC)/Paid Digital

1. Cost per click (CPC)2. Click through rate (CTR)3. Quality score4. Impression share5. Total conversion value6. Return on Ad spend (ROAS)7. Call traffic

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Other

1. Brand awareness2. Market share3. Sales team response time4. Client satisfaction5. Product return ratio6. Net promoter score (i.e. how likely are

customers going to recommend your business)

SUMMARY

Questions?

Lynda SchenkPurple Giraffe Marketing

www.purplegiraffe.com.au

lynda@purplegiraffe.com.au

0400 811 002