[company name]

Marketing Guide [starting month and year]

The marketing guide is our proposed plan for your marketing strategy. It will be used by our creative team to develop all your marketing assets—though it can be adjusted as your goals, targets and objectives change. We strongly encourage you to include this marketing guide in your sales activities to achieve the best results and the most ROI.

[company name]

Marketing Summary

Target Audience

[TBD]

This is your target marketing audience. We focus on the size, location, revenue and demographics of your ideal client.

Unique Quality

[TBD]

This is what sets you apart from other MSPs. What’s different about you? What can you offer that no one else can? Your unique quality should come through in all your marketing.

Tone of Voice

[TBD]

This is used by TRIdigital’s copy team to ensure the copy in all your marketing assets sounds like you.

Company Interests

[TBD]

This is used by TRIdigital’s copy team in blogs, newsletters and other collateral. This helps further set you apart. We want to showcase your company culture.

Blogs are ideal for letting your personality show. And newsletters should be just that—news! These pieces are not sales pieces. They should have stand-alone value that falls in line with the things you’re passionate about.

[company name]

Keyword Planning

Keywords have been selected based on the current monthly content plan and based on what performs well right now. When we write each of your content pieces, we’ll do additional keyword research to ensure we’re always using the best keywords for the best SEO. Some of these keywords may change.

[complete based on planned content]

These are possible keywords and keyword phrases that may be used for landing pages, blogs posts and whitepapers.
[company name]

Marketing Strategy

Theme

[copy]

This is used by TRIdigital’s creative team to reflect who you are and the value you offer. Your theme won’t be overtly stated in collateral, but it should come through in all marketing materials. Think of this as an underlying concept in all copy and design.

Approach

[copy]

This is a snapshot of the general approach we’ll take in representing you and your business. We use this information to ensure we’re focused on the kind of marketing that matters to you.

Goals

To generate ROI.

To acquire new leads.

To target specific services.

To showcase internal culture.

This is used by TRIdigital’s creative team to keep your individual goals in mind. It serves as a reminder to our creative team as we create all your marketing assets.

[company name]

What is a lead?

A lead is a potential sales contact - an individual or organization that expresses an interest in your goods or services.

An individual or organization is considered a lead if one of the following happens:

Phone call from respective landing page or website

A form was submitted

Download of assets (such as eBooks and Whitepapers)

Click the call to action from a campaign

Multiple clicks on a campaign

Subscribing to Newsletter

Direct email from website

This is TRIdigital’s definition of a lead. This definition is reflected in our SLAs, and has been agreed upon by both parties. This is the key metrics for measuring the success of your marketing campaigns.

[company name]

Client Commitments

For best results, it is critical for you to invest your time and attention into your marketing.

Provide a point of contact.

We need a dedicated point of contact from you. That person will be responsible for reviewing and providing any input on our work on behalf of your company.

Provide prompt feedback within 2 days.

Without the point of contact’s review, we cannot move forward with your marketing. For this reason, it is crucial that we receive review and feedback in a timely manner. Marketing materials, especially, email campaigns will be sent for preview 2 days prior to the date of being sent out. If feedback is not sent in, we will proceed as is to hit the deadline.

Provide all prerequisite materials.

The length of our project phase is subject to change depending on whether or not we receive all of the necessary prerequisite materials from you.

Provide your email marketing list.

Without your email marketing list, we cannot begin sending out your campaigns and newsletters. For this reason, you must send in your list in a timely manner.

Please plan to spend at least 8 hours per month on your marketing during the project phase of your timeline and spend at least 4 hours per month on your marketing during the fulfillment phase of your timeline.

This is a list of what TRIdigital needs from you in order to ensure the marketing plan is executed in a timely manner. We cannot begin work on your marketing campaigns until we have all the necessary resources.

[company name]

Proposed Monthly Deliverables

[month 1]

CONTENT MARKETING

[date] – Blog 1:

[date] – Blog 2:

Published directly on your site, blog posts are 500-800 words in length and focus on high-level helpful content. When possible, they will include interlinking to other blog posts, whitepapers and landing pages on your website.

EMAIL CAMPAIGNS

[date] – Email 1:

[date] – Email 2:

[date] – Newsletter

The first campaign email is meant to lead recipients to the campaign-specific landing page. It should highlight helpful information found on the landing page with a very mild pitch for the solution.

The second campaign email is meant to lead recipients to the campaign-specific collateral—typically a blog post or a whitepaper. It should focus on the same helpful content that’s in the blog post or whitepaper.

Newsletters should be just that—news! These pieces are not sales pieces and shouldn’t be overly focused on technical solutions and services. Instead, they should have stand-alone value that falls in line with the things you’re passionate about and reflect your company’s personality.

[month 2]

CONTENT MARKETING

[date] – Whitepaper 1:

[date] – Blog 3:

[date] – Blog 4:

Published directly on your site, whitepapers are 800-1200 words in length and focus on practical, helpful content. They should explore topics at a deeper level than blog posts. While they will often reflect your company culture, they are typically less playful than blog posts and read more like a conversational business piece. When possible, they will include interlinking to blog posts, whitepapers and landing pages on your website.

EMAIL CAMPAIGNS

[date] – Email 3:

[date] – Email 4:

[date] – Newsletter

[month 3]

CONTENT MARKETING

[date] – Whitepaper 2:

[date] – Blog 5:

[date] – Blog 6:

[date] – Cornerstone Content: Update

EMAIL CAMPAIGNS

[date] – Email 5:

[date] – Email 6:

[date] – Newsletter

[month 4]

CONTENT MARKETING

[date] – Blog 7:

[date] – Blog 8:

[date] – Cornerstone Content: Update

EMAIL CAMPAIGNS

[date] – Email 7:

[date] – Email 8:

[date] – Newsletter

[month 5]

CONTENT MARKETING

[date] – Whitepaper 3:

[date] – Blog 9:

[date] – Blog 10:

[date] – Cornerstone Content: Update

EMAIL CAMPAIGNS

[date] – Email 9:

[date] – Email 10:

[date] – Newsletter

[month 6]

CONTENT MARKETING

[date] – Blog 11:

[date] – Blog 12:

[date] – Cornerstone Content: Update

EMAIL CAMPAIGNS

[date] – Email 11:

[date] – Email 12:

[date] – Newsletter

[month 7]

CONTENT MARKETING

[date] – Blog 13:

[date] – Blog 14:

[date] – Cornerstone Content: Update

EMAIL CAMPAIGNS

[date] – Email 13:

[date] – Email 14:

[date] – Newsletter

[month 8]

CONTENT MARKETING

[date] – Whitepaper 4:

[date] – Blog 15:

[date] – Blog 16:

[date] – Cornerstone Content: Update

EMAIL CAMPAIGNS

[date] – Email 15:

[date] – Email 16:

[date] – Newsletter

[month 9]

CONTENT MARKETING

[date] – Blog 17:

[date] – Blog 18:

[date] – Cornerstone Content: Update

EMAIL CAMPAIGNS

[date] – Email 17:

[date] – Email 18:

[date] – Newsletter

[month 10]

CONTENT MARKETING

[date] – Whitepaper 5:

[date] – Blog 19:

[date] – Blog 20:

[date] – Cornerstone Content: Update

EMAIL CAMPAIGNS

[date] – Email 19:

[date] – Email 20:

[date] – Newsletter

[month 11]

CONTENT MARKETING

[date] – Blog 21:

[date] – Blog 22:

[date] – Cornerstone Content: Update

EMAIL CAMPAIGNS

[date] – Email 21:

[date] – Email 22:

[date] – Newsletter

[month 12]

CONTENT MARKETING

[date] – Blog 23:

[date] – Blog 24:

[date] – Cornerstone Content: Update

EMAIL CAMPAIGNS

[date] – Email 23:

[date] – Email 24:

[date] – Newsletter

© TRIdigital Marketing 2018

All Rights Reserved

Ash Martin

2018-08-10