Marketing Plan
This documents sets the Marketing team's plans and objectives for the coming future. The first main meeting which holds most of these decisions was held on November 15th.
The main framework we used for the meeting is as follows:
Vision
Objectives
Channels
Formats
Metrics
Frequency
Team Composition
Vision
The purpose of this step is to define a clear market and strategy focus for the coming months. After some discussions, it was decided that all of the marketing team's efforts will be focused on Brazil for the next 6 months (Until May 2020).
However, some secondary efforts will be made for a more global presence, with content replication. Those efforts will not be a team focus, and won't measure their results.
Objectives
Of all possible Marketing Objectives, the ones chosen were:
Lead Generation: all of marketing's main actions will be target with lead generation in mind, to be a support for sales.
Market Education: given the nature of our solution and our persona's knowledge, it is important for the market team to work on market education to show how our solution could be a fit for them.
Channels
The main channels for content distribution and lead generation the team will work are:
Search Engine Marketing: lead generation through Google Ads strategies in all its forms.
Search Engine Optimization: Google-optimized content strategies, leading our persona to our site and media.
Other channels chosen for testing were:
LinkedIn: LinkedIn Ads and content strategies.
App Store Optimization: optimize our App pages in App Store search results.
Referral: build a more structured referral program for our clients. It will start with high touch contact through the Customer Success team.
Formats
Content:
Blog posts
Ebooks
Tools
Ads:
Search Network
Display Network
Remarketing
Metrics
Our main Marketing metrics can be found in full here.
Frequency
Marketing meetings: weekly, every Friday
Plan review: every 2 months.
Next scheduled review: January 17, 2020.
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