In this class, you will create a digital marketing plan for a small to mid-sized business that is currently lacking a strong digital marketing presence (hereafter referred to as the “client company”). Assume the role of digital marketing consultant retained to create an actionable digital marketing plan for the client company. Each week, you will write additional components of this plan so that by the end of Week 4 you have a complete digital marketing plan for the client company. Write in third person (avoiding first person pronouns like I, me, my, etc).
For Week Two, develop the following sections of your client company’s digital marketing plan:
Email Marketing Plan – This section should lay out actionable tactics the company should take to implement or improve email marketing.
Search Marketing Plan – This section should make recommendations for improving the company’s visibility to the target market through search engines. It should address at least three areas: search engine optimization, paid search marketing, and the company’s Google My Business account.
Digital Advertising Plan – This section should recommend digital advertising tactics for the company. Be sure to address display ads, social media ads, and other paid digital ads. If you do not recommend paid digital ads for your client company, be sure to justify your decision.