Hello, I would like to show you what you can expect from this video.
I show you how to create a digital marketing plan for your startup companies in Germany can create.
You will see how I bring together the digital channels to provide the best media mix to have to ensure that all channels contribute to the overall online growth.
You will see how to define your audience how your markets at home and abroad align how to set the marketing KPIs, such as research the competition and what best channels are for our start-up business in Germany.
I will discuss search engine advertising, search engine optimization, content marketing, Social media marketing, and how to track the performance.
I'll annual marketing budget and our expectations from the first year, in which we run our marketing plan, set.
Let's start, because we have much to discuss.
This digital marketing plan for a startup company that somewhere in Germany is established.
It is my policy to disclose the names of my clients never open.
They offer mobile marketing insights for mobile application developers, marketing agencies and medium-sized companies who own mobile apps.
They have segmented the target groups for mobile apps, app market data and app statistics.
The scope of this marketing plan is to plant the first seeds for their online growth and begin to expand their customer base.
An integrated marketing plan could work in this direction, so let's see, how we can achieve that.
I always start to start the audience research.
So we need here to identify our target group or customer segments in order we can achieve with our business message.
Since this business is in the mobile industry, could their potential customers Application be developers, marketing agencies and medium to large enterprises, mobile apps release.
So we have customer segments with different interests, and we need the best approach.
I suggest about the target markets that they are using the North American and European begin countries since the advanced markets show business potential.
There are a lot of applications developed and released in the two regions, plus the number of agencies marketing apps, so it makes sense.
More insights from my research suggest that their site visitors are mostly college education with an equal distribution between the sexes, and visiting from their jobs.
Based on these insights we can reach in certain hours of the day arrange geared to their level of education and the networks they join.
That's just one example of what we can do.
We always have to decide our marketing practices what makes sense for the company is.
We should always our decisions on the available data, and not on our Emotions or beliefs are based.
So it makes sense to explore their audience and then the visits and through the channels to meet that I will show in the next screens.
We need to know what are the characteristics of our customers, their needs, they online live.
Only then we can find them, offer them our best creative and our marketing budget spend efficiently.
I'm going to the marketing KPIs.
We must define our KPIs, before we start the campaigns and their performance measure based on these metrics.
We must ensure that we track everything, so we do not our budget emissions of ineffective actions.
The first KPI is the lead generation and first touch of the visitors with the business characteristics, Website, video property, etc.
By generating leads, we know that a percentage of them is convert measures on the site.
To put it simply, we need targeted traffic with the public properties, we have discussed earlier, which will fall on the business landing pages.
When you create the market, he has to know what the contribution or the performance of each is traffic channel, so it can only work with the channels, the best results deliver.
The second KPI, which I shall call as first conversion, the applications for free Test service.
With this free trial for prospective customers who want to test the service, is a good Way to gain visitors and generate more leads.
A segment of registered for the free trial, users can access the paid Service, which is the business goal and the second conversion step.
Only the paid service will generate revenue, so that the sequence of actions makes sense is.
Find the audience, offer them a free trial for adequate Time, say one month or 14 days in which you can talk, as connect customers with a paid account.
If users like the service, they will convert into customers.
So here we have two conversion steps.
These two conversions on the site can be inserted as targets in their analytical package be to measure how they do it.
Then we have a KPI that is difficult to measure, but I still like it as for me this is the most important KPI.
Brand awareness is a Top of the Funnel (TOF) activity and tops our marketing results.
Do you think you recognize them on the big companies, when you see them online Location.
Get more visibility for the brand name.
Make the business known in its market.
So the top target for marketers makes this business so popular that people search directly on their browser or click on an ad immediately, because they know or have heard or read about.
I've done enough research to learn more about this start-up business, and I have prepared these films for them.
So let's see one KPIs us by one.
We lead generation.
It all starts here.
What I have found is that, at present, they are always most of the traffic from desktop devices.
Now Google has announced some major changes in the 2017th They plan to move their focus from desktop to mobile devices.
They will release a new mobile index, which leaves the Desktop index, as we not retain him.
It will affect all Web traffic regardless of size or sector.
So it makes sense to prepare for the mobile devices and their potential traffic to increase mobile devices.
Currently, they have not, so they have to adapt.
I do not have enough time in this video to talk more about the changes.
Perhaps in a future video, I'll explain more.
Suffice it to say that we must prepare each marketing campaign as if the desktop devices were not here.
Let's take a look at the other KPIs.
We have the registrations for the free trial, our first commitment step.
Currently, they receive around 600 applications per month, about twenty applications per day.
Since they are in the market for more than two years, I would say that this metric is flat and they need to increase it.
Remember that from the total number of applications, only a small percentage on a paid account switches (second conversion).
Currently, they have only ten subscribers per month.
That's a conversion rate of 1.
Talk with revenue if they pay their paid service was 49 dollars a month they leave paid plans with 490 US dollars gross.
A lower income can not sustain the business, as they Developers have to build the services, administrative, marketing costs, etc.
, and maintain.
Therefore, they need to expand their customer base.
Now let's see what other KPIs.
It could be the customer switch between paid packages.
They have some price options so that the persecution, which prefer the customers and the reason for the upgrade or downgrade is also important.
For example, if groups of users begin downgrade all it could suddenly its price question problem.
Downgrade is the first step to exit the service.
Another KPI could be the interactive visits.
That's where we see an action the visits, the most important, together with our Conversions registrations and paid accounts, is connected.
There could be more actions that we want to monitor, for example when they fill out a form or subscribe to the newsletter, click on a Action button, etc.
Another valuable KPI for the business is customer loyalty.
Companies must retain their customers.
I do it too, so I plan medium to with a customer because I want to expand my customer base in the long term.
You do the same.
Remember, if a customer never leaves again and will probably join one of your competitors.
So it is best to satisfy customers with premium service and excellent support to put.
It is important to know what your competitors are doing, so I've done some stats from my Competitive research prepared.
They are not advanced, only to give you some initial insights.
The first line below the colored with the top of the table header is not intentionally the name of my client, but you can see that they currently receive some visits.
They are very low in comparison to its competitors, and that explains the low Registration and paid account metrics.
When looking at not getting enough traffic, he denied not compete, right? Regardless of their low volume of traffic, it is a fact that they have some quality metrics show like pages per visit (almost five pages), time (about two minutes).
So visitors are interested, and they are looking to read more about the service.
Now we look at the competitors directly below them, the comparison it leaves behind.
It is a good example of the competition, with which they are confronted and which Market shares take their competitors.
It also shows how successful their marketing, and they can aim this to reach people.
These people get four times the traffic of their competition, they have a low bounce Rate (33%), and search visitors the site for at least six minutes.
That is, they need to offer compelling content, and they have their brand name sufficiently grown up.
If you receive, check the other two competitors, the 50K and about visits in the other metrics, as they lose they are not as good visitors.
In summary, this marketing plan is to give the customer more traffic so that the bounce rate remains small and the visitors convert one way or another.
In our next screen can be a first goal to increase their traffic and the Bounce rate by 15 to 20 percent to reduce.
Then they need to grow their traffic sources.
Currently, the search channel provides less than half of their monthly traffic 7K and socially is 27%.
It should be the opposite happen, and that means that they no traffic from search advertising and have search engine optimization.
The social channels do not provide high volumes of traffic, and the direct channel is all brand awareness.
But it is a start, so no one knows them and we will review what they do social channels, things are not good.
This screen checks the previous data with little traffic, etc.
The big opportunities are here in order to get traffic from the search.
I guess both search channels can quickly scale from 48% to 70-80% and if consolidating thousands of leads to generate.
But so they miss the now 7K visitors per month.
Now let's review the search advertising status.
Here are some facts.
More than half of the research quintillion in 2016 to run on mobile devices, and it makes sense to shift marketing campaigns to mobile.
Remember, not everyone in the niche is ready for the mobile layer.
Google pushes for change, and they have the so-called "Responsive Mobile Display released ads "that now support the native Google ad inventory, the Expanded , Sitelinks have introduced so on text ads.
All ads pass a quality control so that all search marketers their ad copies must optimize to meet the quality criteria.
The display optimization also includes the rationalization of expenditure, so that the Budget for the entire duration of the campaign is sufficient.
Another thing is that Google decided to trim the right sidebar ads.
You may remember, depending on the search query and the niche they can have up to 10 ads View on the right sidebar.
For months, the function is gone.
There are only three ads that show on the search engine optimization above, and in the Financial niche we can see up to four.
Imagine how fierce is the competition for more than 8-10 spots gone up.
It means higher bids, more revenue for Google, less any placement.
The display marketers struggle to prepare their clients.
In terms of the quality criteria of the page content I want to say briefly that the landing page must also optimize the best content for mobile devices.
In this way, they can get more conversions from their search advertising.