How will this template help me and my business?

The template is aimed at helping you collect your campaign results while analyzing and evaluating the effectiveness of your campaign, broken down by segmentation, messaging, and channels. The report is useful in understanding how each channel and process has contributed to the wider goals of the campaign and longer-term business goals, what channels were less effective and what improvements and contingencies need be considered next time.…

How will this example plan help me and my business?

The travel industry is built on promoting not only attractive destinations, but also meaningful experiences. When browsing, customers delicately balance their expected budget with the idea of the 'dream holiday' they've been waiting for. With holidays frequently booked months in advance, your company needs to plan on-site and off-site communications to entice commitment to a product they won't experience until much later. This example digital marketing plan has been created as both an example for you to learn from and a template to edit with your brand's targets and strategies. It considers a hypothetical travel company, Year Out Travel, and how they should improve their marketing efforts to young people looking for gap year travel.…

How will this plan help me and my business?

An effective plan to grow an e-commerce business needs to include many activities spanning customer acquisition, conversion and retention. To achieve these aims, you need a clear digital marketing plan that examines your company's current performance and creates a roadmap for future improvements. That's why we've created this example plan - so you can see what areas to consider, how to benchmark your success against competitors, and growth opportunities your company may be missing. You can use this plan as a template for your own, substituting our example information with your own to create a detailed, actionable plan to share with stakeholders.…

How will this plan help me and my business?

Marketing plans can be extremely difficult if you're promoting a startup company. You're competing with many long-established brands with larger budgets than you have access to, meaning you need to make smart decisions on how to use your resources from day one. That's why we've written this example – so you can edit and adapt a finished digital marketing plan to your business, rather than writing one completely from scratch. Although having fewer employees in your company means faster decision making, you also have fewer people to draw experience from and advise you. This digital marketing plan example uses a hypothetical startup in the toy industry and explains how it could increase and improve its marketing efforts. You'll see from the example how the RACE planning framework can be applied to the different B2B and B2C aspects of the startup, including low-budget opportunities…

How will this B2B digital marketing plan example help me and my business?

Creating a marketing plan can be a daunting task. With so many facets of your business to consider, it’s easy to focus on one channel and forget others. Knowing your businesses’ strengths, weaknesses, and position in your industry is integral to creating an actionable plan that will grow your business. That’s why we’ve created this example plan – so you can see a complete digital marketing plan that you can use (whether for inspiration or to rewrite) when making your own. Our digital marketing plan example considers a B2B manufacturing company in the packaging industry and shows how it uses the RACE Framework to analyze its current successes, outline its improvement goals, and create an actionable plan. Reviewing the example while considering your own company will help you ensure that you have developed your own digital marketing plan in…

Why use this template?

At Smart Insights, we believe in using data-driven marketing to make your marketing activities work harder. You may have the best-laid campaign plans in the world, but if you don't use granular tracking codes in your analytics you won't learn what works and what doesn't to improve for the future. When consulting or training we find that many businesses don't fully track their inbound marketing activities, especially their content marketing where content is shared by email or social. Google does have its own campaign URL tracking service on its developer site, but it only enables you to enter one channel or campaign at a time and you can't keep previous campaigns for reference. Use this template and you will be able to: Quickly generate Google Analytics tracking codes for each channel like email, social and display advertising Choose from standard codes for each channel to save you having to type them each…

How will the latest digital media updates tracker help me and my business?

The sheer number of organic, paid media and channel-specific options and updates makes it difficult to know whether you're missing out on the best targeting options and whether your marketing budget could be better spent. Our latest digital media updates tracker is aimed at helping Smart Insights members to keep track of the free and paid media updates and developments so that you're not missing out on any of the latest changes. We track all the platform updates made regularly to identify the most important ones that every 'hands-on' marketer needs to be aware of to test the latest approach to improve marketing for their business. This guide to the latest digital media updates features a section for each of the main social networks and Google, and it covers: The main organic and paid media options for promoting businesses on each…

How will this Google Ads campaign planning and optimization template help me?

This Google Ads analysis template is aimed at providing a simple way to plan and review the effectiveness of your Google Ads Campaigns and Ad Groups, using Google Analytics to review key conversion outcomes, such as lead and sale, between two periods. It uses the free plugin Magic Tools for Google Analytics - see these instructions for how to install and run in Google Sheets. We talk you through how to customize this for your business account in the 'Read Me' tab of the template.

Who is this guide for?

This template is aimed at marketers who are starting to use Google Ads and need to plan and monitor their…

How will this dashboard help me and my business?

Google Analytics is a great, free service, but it contains many metrics and reports. Although custom dashboards can be built in Google Analytics, it's not readily possible to create a dashboard that summarizes the effectiveness of digital marketing across the marketing funnel for a business, particularly for the all-important 'deltas' of month-on-month and year-on-year performance. The purpose of the Smart Insights dashboard is to help managers to complete a regular monthly review of the current effectiveness of their digital marketing using Google Analytics with Google's Looker Studio (formerly known as Google Data Studio). We use this combination ourselves in our monthly reporting. The dashboard makes it easy to compare digital marketing performance through time with a focus on the key digital marketing measures across the customer lifecycle or marketing funnel defined across the Smart Insights RACE Planning Framework. The Smart Insights RACE Framework used in…

About our SaaS startup digital marketing planning workbook and case study

When we first released our blank digital marketing strategy templates to help members create their own plans, our members asked for more examples from different sectors. Understandable! So, in response we created our first B2C Digital marketing plan example for Wow Accessories. We followed this in our this B2B inbound marketing plan in our B2B toolkit by B2B marketing consultant Jill Quick This template, the next in the series, gives the example of an online startup SaaS business. Although the example is specific to a SaaS startup, we think it's also applicable to other types of business-to-business company and the report spreadsheet is relevant to B2C SaaS businesses too. B2B SaaS (Software-as-a-Service) typically involves freemium subscription based models of payment for the provision of an ongoing service, which distinguishes it from other businesses which sell products on a one-off basis. This presents unique challenges and opportunities in…