Building a Digital Marketing Plan (Green & Growin 2023)

This talk was given at the 2023 Green & Growin event hosted by the NCNLA.

Transcript

1. Building a Digital Marketing Plan Brandon Schmidt Director of Digital Strategy, YDOP
2. Digital marketing agency for the outdoor living industries.
8. A good digital marketing plan should be: • Impactful • Measurable • Scalable
9. Foundations of a Digital Marketing Plan
10. 1. Goals 2. Audience 3. Message 4. Channels 5. Budget 6. Measuring
11. You miss 100% of the shots you don’t take. 1. What Are Your Goals?
12. What are you trying to achieve? Launch your company Enter a new market Grow your business Get more qualified leads Increase project price
13. Make Your Goals Tangible & Measurable Timeframe + Result
14. Make Your Goals Tangible & Measurable “By the end of 2023, we will see a 20% increase in qualified leads from digital.” “Over the next 12 months, we will see a 15% increase in quoted project value.” “At the end of this campaign, we will see 30 more projects from the new sales territory.”
15. You can’t be all things to all people. 2. Who is Your Audience?
16. Who is your ideal customer? Geographic Area • How far are you willing to travel? Demographic • Who makes the decision? Income Level • Can they afford you? Need • Are they looking for what you offer?
20. How are you helping your potential customers achieve their goals? 3. What is Your Message?
21. What Makes You You?
22. What is your unique selling proposition (USP)? • Unique Product or Service • Easy, Customer Friendly Process • Technology for Improved Communication
23. What Makes Us Unique? • Reason 1 • Reason 2 • Reason 3 • Reason 4 Try This Exercise Our Competitors • Reason 1 • Reason 4 • Reason 3
24. What Makes You You? How Do You Make It About Them?
25. We Do Landscaping We Sell Plants Boring Landscaper Boring Nursery
26. Your Customer You
27. Get the Backyard You’ve Always Wanted Helping Aspiring Green Thumbs Thrive Standout Landscaper Standout Nursery
28. My Thoughts on StoryBrand: bit.ly/storybrand-digitalmarketing
29. What marketing channels will help you meet your goals? 4. Digital Marketing Channels
30. Awareness Consideration Conversion The Marketing Funnel
31. Foundational Channels Customer List Website
33. Curate Your Customer List
34. Growth Channels Digital Advertising Search Engine Optimization
35. Digital Advertising: Sprint
36. Search Engine Optimization: Marathon
37. Additional Channels Geofenced Ads Integrated Campaigns Remarketing Ads
38. Social Channels
39. Which social channel(s) should I focus on? • Where is your audience? • Where do you already have traction? • What are you passionate about? • Do one platform well vs. spreading yourself too thin.
40. Prioritize digital channels that meet your goals and fit your budget.
41. Make wise decisions on where you spend your money, time, and energy. 5. Budget
42. Limiters to Any Marketing Plan Resources Budget Capacity
43. How Much to Spend on Marketing Percentage of Revenue Growth Companies Established Companies 3% 5% 10%
44. Awareness Consideration Conversion The Marketing Funnel Social ads, mailers, geofencing Website, PPC, SEO Remarketing, direct response, lead gen ads
45. Standard Marketing Mix
46. Growth Marketing Mix
47. Early Stage Marketing Mix
48. Your Plan Your Budget
49. How to Fit Marketing Plan to Your Budget Scale back channels • Only focus on 1-2 channels that build leads Scale back geography • Focus on high-growth areas Scale back complexity • Do fewer things
50. Partner with Brands & Suppliers for Co-Op Marketing
51. Co-Op Marketing Get others to pay for your ads!
52. Find out what’s working & what’s not working in achieving your goals. 6. Measure Performance
53. Measuring Results Single Source of Truth
54. Single Source of Truth Dashboard CRM Analytics
55. https://www.sfspas.com/ ?utm_source=google &utm_medium=organic &utm_campaign=gmbBurl Use UTM Parameters
56. Use Tracking Numbers & URLs
57. Measure what matters
58. Metrics That Don’t Matter Traffic Followers Blog Posts
59. Metrics That Do Matter Calls Emails Bookings Orders
62. What can you do with this data? Adapt your marketing in-season Better plan for next year Forecast growth & expansion
63. Foundations of a Digital Marketing Plan
64. 1. Goals 2. Audience 3. Message 4. Channels 5. Budget 6. Measuring
65. Digital marketing agency for the outdoor living industries.
66. Get Notes, Links, and Slides Connect with Brandon: Brandon@ydop.com