Scribd Logo
Upload

Welcome to Scribd!

  • 75 views

    Digital Marketing Plan For Bootstrapped

    Uploaded by

    Whisskers Marketing
    The document provides guidance on creating an effective marketing plan on a limited budget. It recommends conducting market research to understand the target audience, developing messaging to communicate their needs and aspirations, and using free or low-cost online tools to create and distribute content. Specific tips include using surveys to learn about the target audience, leveraging existing clients, focusing messaging on the customer's pain points, and partnering with influencers or communities to promote content through social media and online ads. The overall message is that an impactful marketing strategy can be developed and executed with minimal spending by focusing on the target customer and free or low-cost online promotion channels.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Digital Marketing Plan For Bootstrapped

    Uploaded by

    Whisskers Marketing
    75 views32 pages
    The document provides guidance on creating an effective marketing plan on a limited budget. It recommends conducting market research to understand the target audience, developing messaging to communicate their needs and aspirations, and using free or low-cost online tools to create and distribute content. Specific tips include using surveys to learn about the target audience, leveraging existing clients, focusing messaging on the customer's pain points, and partnering with influencers or communities to promote content through social media and online ads. The overall message is that an impactful marketing strategy can be developed and executed with minimal spending by focusing on the target customer and free or low-cost online promotion channels.

    Original Description:

    Anything and everything need to know about Digital Marketing Plan for Bootstrapped.

    Original Title

    Digital Marketing Plan for Bootstrapped

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document provides guidance on creating an effective marketing plan on a limited budget. It recommends conducting market research to understand the target audience, developing messaging to communicate their needs and aspirations, and using free or low-cost online tools to create and distribute content. Specific tips include using surveys to learn about the target audience, leveraging existing clients, focusing messaging on the customer's pain points, and partnering with influencers or communities to promote content through social media and online ads. The overall message is that an impactful marketing strategy can be developed and executed with minimal spending by focusing on the target customer and free or low-cost online promotion channels.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    75 views32 pages

    Digital Marketing Plan For Bootstrapped

    Uploaded by

    Whisskers Marketing
    The document provides guidance on creating an effective marketing plan on a limited budget. It recommends conducting market research to understand the target audience, developing messaging to communicate their needs and aspirations, and using free or low-cost online tools to create and distribute content. Specific tips include using surveys to learn about the target audience, leveraging existing clients, focusing messaging on the customer's pain points, and partnering with influencers or communities to promote content through social media and online ads. The overall message is that an impactful marketing strategy can be developed and executed with minimal spending by focusing on the target customer and free or low-cost online promotion channels.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 32

    Marketing Workshop

    How to make your Marketing Plan and


    Execute in a Bootstrapped Budget
    Digital Strategy Process

    SOCIAL PRESENCE ONLINE


    Creation of Creative Finalization of channels Creation of Content
    Market Research
    Concepts of communications Calendar

    ONLINE BRANDING

    Optimization of the Measuring impact of Creation of content –


    strategy based on the Digital Strategy on Publishing of content written, image, rich
    performance measured ongoing basis formats

    LEVERAGING ON THE CURRENT CLIENT BASE


    Let’s make our Marketing Plan
    STEP 1: KNOW YOUR TARGET AUDIENCE
    Marketing without knowing your customer
    is like driving with your eyes closed !
    What’s Your TG’s Personality

    ● Where do they live?

    ● How old are they?

    ● Men or Women or both ?

    ● What profession are they in?

    ● What is their Job Title/ Designation?


    Understanding your TG’s Behavior

    ● How do they search the internet when looking for your product and

    service?

    ● Are they present on Social Media? Which channels?

    ● How are they deciding whether or not to buy your product or

    service?
    Who is TG ???? What do they do??? No clue ???

    Don’t worry, you can do your own


    Market Research
    Use tools like Survey Monkey , Google
    Forms etc. and circulate it within your family,
    friends, whatsapp groups, facebook etc.
    DIY Primary Market Research | Case Study - Condom Company

    Live in Tier 1 and Tier 2 cities of India

    Audience: 68.83% Males &


    31.17% Females

    Targeted Age Group: 25-34 & 35-44


    How is the product purchase made ?

    81.08%

    Lack Of Awareness

    2.70% We propose to connect the


    2.67% TG to the website by
    creating awareness around
    its USP, i.e.,

    ● Discreet Delivery
    ● 2 Hour Delivery
    How is the TG currently getting to know about it

    Strategies

    Incorporating Website Into


    44.59
    Ads

    36.49 ● Google Ad
    Campaigns
    ● OTT, Facebook And
    Other Social Media
    Campaigns
    ● Social Media
    Influencers

    Insight:

    Website Awareness through Social Media Campaigns and TV Commercials should be used to bring the TG

    in our conversion funnel


    Which is their most Preferred Protection
    89.61%
    89.47%

    Creating content and campaigns around the same will help


    generate more traction to the website.
    All these insights and more,
    at ZERO Cost !
    Other Free Ways of Knowing Your TG’s Behavior

    — Google Search Behavior

    — Free Keyword Tools available online

    — Social Media Behavior

    — Secondary research available on the internet

    — Primary Research can be done as well

    — Focus Group Discussions


    — Within a group of 10-20 people who are part of your TG

    — Don’t Neglect Offline

    — Conferences

    — Networking events

    — Exhibitions

    — Direct Sales
    What all do we know by now about our TG?

    ● Demographics
    ● Factors affecting their buying decision
    ● Which online platforms will you find your TG
    ● What is their pain point being solved by your product /
    service
    STEP 2: Effective Communication Strategy
    Communicate with an understanding
    of your TG’s pain point and
    aspirations to build a connect

    ● Case Study
    ○ Product - Infant Food
    ○ TG - Mothers of 0-2 years old
    Mothers in our TG like to balance it all
    Concept 1 - Moms take pride in balancing work and kids for which
    they need a support system to ensure a healthy baby.

    (xyz) Infant Food is their support system.


    Nutrition Value is Key
    Concept 2: Moms look for Nutrition + Brand as a major deciding factor. Bringing out the
    nutritional elements along with an emotional aspect to the brand.
    Communicating points which show Nutrition:
    ● Contains DHA that supports baby’s normal brain development
    ● Also contains Whey Protein, Vitamin A, C, D, Iron and Zinc for a complete healthy growth

    (xyz) Infant Food is great mix of Nutrition with the


    credibility of a Brand
    Build Content That Builds Trust

    ● Talk in the language of your TG


    ● Be relevant with the times

    ● Use online tools to create good images and


    videos for free - Canva, Pexels, Powtoon
    Effective Communication Strategy
    Created and Executed at
    ZERO Cost !
    What do we know about Communication to our TG?

    ● What to communicate to our TG


    ● How to communicate with our TG
    ● How can we create the communication for free, and still
    make it effective
    STEP 3: REACHING TO OUR TARGET AUDIENCE
    Partnerships

    ● Other bloggers

    ● Communities

    ● Whatsapp Groups

    ● Reach influencers who relate to your story

    ● Don’t Neglect Offline

    ○ Conferences

    ○ Networking events

    ○ Exhibitions

    ○ Direct Sales
    Beauty of Online Ads - Spend what you can !

    ● Sample Target for Infant Food Product

    ● With a small budget:


    ○ Easy to Target
    ○ Easy to Optimize
    What do we know about Marketing and Promotion

    ● What our TG’s needs are, where to find them

    ● How to communicate to them effectively

    ● How to reach them


    What’s left to do?
    ● To just keep doing it. Learning and Doing. Consistently.
    A year from now, you'll wish you
    had started today
    - Karen Lamb
    All The Best !

    www.whisskers.com

    You might also like