Marketing Planning Workbook Step 1 of 8 12% Business OverviewLet’s get to know your business and assess your needs.General Business InformationBusiness Name: Address: City AlabamaAlaskaAmerican SamoaArizonaArkansasCaliforniaColoradoConnecticutDelawareDistrict of ColumbiaFloridaGeorgiaGuamHawaiiIdahoIllinoisIndianaIowaKansasKentuckyLouisianaMaineMarylandMassachusettsMichiganMinnesotaMississippiMissouriMontanaNebraskaNevadaNew HampshireNew JerseyNew MexicoNew YorkNorth CarolinaNorth DakotaNorthern Mariana IslandsOhioOklahomaOregonPennsylvaniaPuerto RicoRhode IslandSouth CarolinaSouth DakotaTennesseeTexasUtahU.S. Virgin IslandsVermontVirginiaWashingtonWest VirginiaWisconsinWyomingArmed Forces AmericasArmed Forces EuropeArmed Forces Pacific State ZIP Code Contact Person: Contact Email: Contact Phone:Business Email: Business Phone:Current website or domain name: What does your business do? List your main products or services: What triggered your search for a new website or digital solution? How many employees or team members do you have? Describe your target market or ideal customer: Who is the decision-maker for starting a project like this? Do you have a specific deadline for launching the new website? Select which social media accounts you currently have: Facebook Instagram LinkedIn X Pinterest Pinterest TikTok Other Other Who will be responsible for making content updates to the website? Do you anticipate needing assistance with writing content, taking photos, or producing videos? What budget range have you allocated for this project? Business GoalsList your detailed business goals & priorities for the coming year. Be specific and determine measurable objectives1st Quarter2nd Quarter3rd Quarter4th QuarterExamplesSales $$$ GoalsAcquire # new customersAdd # new email subscribersYour Measurable Goals - AnnualKey Ways Website & Marketing Contribute to Goals Marketing AssessmentLet’s examine your current digital marketing strategies to provide a starting point for measuring effectiveness going forward.Stage 1: BrandingOperational/ Customer Service Establish Business Branding/Logo Trademark Name/Address Phone/Email Product/Service Processes Accounting Payment/POS Customer data Photos & Videos Collateral Organic Marketing Referrals & Word of Mouth Online Presence Domain Name Google Business Listing Paid Marketing Metrics/Data Stage 2: Website DevelopmentOperational/ Customer Service Hosting SSL Website E-commerce Customer Feedback Online Presence Website Content Website UX Organic Marketing Referrals & Word of Mouth Email Marketing Metrics/Data Web Analytics Email Analytics Privacy Policy Paid Marketing Stage 3: Communication StrategyOperational/ Customer Service Scheduling & Booking Local Profiles Reviews & Testimonials SMS & Text Messaging Online Presence Community Local Profiles & Membership Directory Social Media Profiles Organic Marketing Community Reviews & Testimonials SEO (Search Engine Optimizations) Social Media Metrics/Data Local Analytics Social Analytics Paid Marketing Stage 4: Content Marketing & Paid AdvertisingOperational/ Customer Service Online Presence Blogs & Columns Organic Marketing Landing Pages Conversion Rate Optimization Blogs & Columns Paid Marketing Paid Social Paid Search Landing Pages Conversion Rate Optimization Retargeting Metrics/Data Social Analytics Stage 5: Data & AutomationOperational/ Customer Service CRM Loyalty Programs Online Presence First Choice Second Choice Third Choice Organic Marketing Loyalty Programs Classified & Marketplaces Marketing Automation Paid Marketing Classifieds & Marketplaces Native/Display Marketing Automation Coupons & Deals Paid Video Metrics/Data Call Tracking Coupons & Deals Stage 6: Industry LeadershipOperational/ Customer Service Chatbots Online Presence Native Apps Organic Marketing Influencers PR Events Paid Marketing Direct Mail Affiliate Marketing Print Ads Radio Ads TV Ads Metrics/Data Beacons Strategic ActivitiesWe’ll use this section to identify your most successful marketing activities, noting which ones need adjustment and identifying strategies you might have missed. We’ll also highlight which ones you plan to focus on in the coming year.Stage 1: BrandingStage 2: Website DevelopmentStage 3: Communication StrategyStage 4: Content Marketing & Paid AdvertisementStage 5: Data & AutomationStage 6: Industry Leadership Website ReviewYour website is the hub of your digitial marketing activities. We’ll use this checklist to evaluate your current site and determine where we might need to make some changes. The website design is updated and less than 3 years old. The website design matches current products, services, and overall marketing strategy Website loading time is under 2-3 seconds. A prominent focal image and call-to-action button are featured on the homepage. Features a responsive, mobile-friendly design that adjusts to any screen size. Navigation is straightforward, with no more than 5-6 top-level menu items (drop-downs are acceptable). Business phone number is prominently displayed on the home page. Interior pages offer a balanced mix of graphics and text. Online forms are available for event registrations and online payments. Links to social media accounts are visible and functioning. A blog or recent news section is present and updated weekly (if practical). Title tags, URLs, meta descriptions, alt image text, and H1 headers are optimized for SEO. Google Analytics (GA4) is installed for visitor data collection. Security monitoring or a firewall is in place to guard against hackers or brute force attacks. Regular backups are conducted daily or weekly. The website has an accurate, up-to-date privacy policy. Built with a content management system (like WordPress) for easy content creation and editing. Benchmark & GoalsUsing your current website analytics, let’s record these current metrics to help you identify areas for improvement in the coming year.A. Benchmark Your Current MetricsNumber of visits/visitors/unique visitors (monthly average) Total number of new leads from website (per month) Engagement Rate (monthly average) Total amount of sales generated from website (per month) Time on site (monthly average) Total number of pages that receive traffic Number of inbound linking domains B. Keywork Research Top performing keywords (in terms of rank, traffic, and lead generations).C. Take Inventory of Your Existing AssetsWhat is your most shared or viewed content? Which pages or blogs have the highest pageviews? What are your best SEO ranked pages? Do you have any duplicate content? (If so, make a note of it here.) Do you have a full sitemap or list of all your current pages & content? D. Your Website GoalsWhy are you doing a redesign? Why now? Be clear about your reasons for the redesign and tie them to measurable results. Website BreakdownLet’s identify the content, pages, and functionality needed on your website.A. Website Pages Home page About Shop page Services page Product page FAQs Resources Blog Contact Us Employment Privacy Policy Others Other pages B. Functionality You Need E-commerce Memberships Online Bookings Blog In-Site Search Quizzes or Questionnaires Resources Blog Videos Photo Gallery Event Calendar Contact or Quote Form Newsletter signup Email Marketing Integration Chat Bot File Sharing Restricted Content Client Accounts CRM Integration Employment Applications Event Registration Payment Processing Integration Custom Functions Brand PositionLet’s hone in on your narrative. Use these questions to flesh out what you do and how you help people with your products or services. Your answers should be (or will become) part of your overall messaging.A. Define Your BrandWhat is your business’s message/unique value proposition? Is the messaging or branding changing or staying the same? If it is changing, what about it needs to change? Before you begin crafting your content, be clear about your branding and messaging so it’s consistent across all your marketing channels. On the website, a new visitor should immediately understand what you do, how it relates to them or makes their lives better, and what they need to do to get it (Call-To-Action).B. Define Your Buyer PersonaDo you currently have a clearly defined target audience? Is this audience changing as part of this redesign? Does your branding and content currently align with that audience? Content should speak to the visitor’s problems or pain points. It should answer the question “What’s in it for me?” C. Analyze the CompetitionWhat do you offer that your competitors don’t? Are there competitor sites that you really like? If so, which ones? What are the top 3 most competitive keywords for your industry? Who are your top-ranked competitors? Δ