Digital

Communications
Strategy Template
Contents
Search Engine Optimisation.................................................................................................................................2

On-Page SEO...................................................................................................................................................................2

Off-Page SEO...................................................................................................................................................................4

Google AdWords..........................................................................................................................................................5

Email Marketing.............................................................................................................................................................5

Content Marketing.......................................................................................................................................................7

Personas..............................................................................................................................................................................7

Content Marketing Plan...........................................................................................................................................7

Social Media.....................................................................................................................................................................8

Facebook............................................................................................................................................................................8

Twitter.................................................................................................................................................................................12

Other Platforms............................................................................................................................................................14

LinkedIn.............................................................................................................................................................................15

Budget................................................................................................................................................................................16

Please note - sections with a square bracket and highlighted in blue are to be
added or removed from this document by you as required to suit your organisation
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Search Engine Optimisation
On-Page SEO
Audit existing website and mark any actions that need to be completed and
document by whom. Please note this technical on-page SEO should and can be
completed by your webmaster (the person responsible for the day-to-day
management of your website).

Audit Current Data Action (Who?) Target

Google Webmaster Tools 0

– Crawl Errors (how many)

XML sitemap submitted

Number of pages indexed

vs submitted should be
similar (unless you
deliberately block some
pages from indexing
Google Webmaster Tools
– Data Highlighter (is it
being used to mark-up
relevant data)

Google Webmaster Tools

– HTML Improvements

On-Page SEO - % of pages

in top 3

Page Speed (use Google 80+ on both

Page Speed Insight) mobile and
desktop

Google Webmaster Tools

– Links to your website

Domain Authority
www.opensiteexplorer.org

Duplicate Content (SERPs

do not like this)
www.copyscape.com
and www.siteliner.com

Domain redirect – does

domain.ie redirect to
www.domain.ie
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Audit Current Data Action (Who?) Target

URLs (should show

website hierarchy and
exclude ?&=%)

Breadcrumb navigation
(is it present and correct)

Google Local Listing

www.google.com/business

Other local directories

listings (ensure NAP
details are the same on
all sites including Google)

Custom 404 error page –

have you one and where
does it lead customers

Responsive website
– is your website mobile
ready / responsive
(include all booking
elements)

Google Analytics
It’s time to review your Google Analytics to establish a benchmark i.e. where you
are now.

Report Current Data Action Target

Overall traffic – average

per month (note any
peaks and troughs)

Google organic traffic %

Top 10 keywords driving

traffic

Top content driving traffic

Top conversion keywords

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Report Current Data Action Target
Top pages converting
visitors

Multi Channels (what

channels are driving
conversions and what
channels assist organic
search traffic conversions)

Other

Off-Page SEO
Off pages SEO takes your inbound links into account - the quantity and quality of
them. This part of your SEO plan ties in directly with your content marketing plan.
To create quality content for your users that they want to share, endorse, engage
with and link to. See below for more on content marketing.

Other You Competitor 1 Competitor 2 Competitor 3

Domain Authority
www.opensiteexplorer.org

MozTrust

MozRank

Follow Linking Route

Domains

Total Links

Social Sharing

Based on the data above – set actions and targets. Are there any opportunities that
you are missing? Are your competitors listed on websites you could be listed on?
Are there are bloggers you could reach out to share and engage with your blog
content? Create a plan for how you will increase the amount and quality of your
inbound links.
[Add in details here]
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Google AdWords
Google AdWords is a proven method of driving quality leads to your website. As
part of your digital plan it is envisaged that may will run regular campaigns for
specific promotions e.g. take the healthy eating challenge OR register to vote OR
become a volunteer.

Search Ads: this will be the main method of driving traffic to the site
and the core aim is to [fill in]
Remarketing: This is where we run PPC ads across Google’s Display
Network to people who have visited our website. These will be image
ads and the core aim for these ads are [fill in] image ads will be created
using the [display ad builder OR designers].

Budgets and Targets

Medium Daily/Monthly CTR Conv. Rate Mgt. Costs ROI (need ad
Budget to start running
to gauge cost)

AdWords 5%-7%

Remarketing 0.5%

Total per month

Total Year 1

Email Marketing
Email marketing is still one of the most cost effective ways of generating leads and
sales. The key to a successful campaign is in the following areas:

Personalisation
Capturing names and using it in the subject and at the beginning of
the Email e.g. Dear [Joanne]….
Sending it from a person rather than the organisation e.g. from
Mary Smith.
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Branding – ensuring that the template is well branded.
Subject line – ensuring it is interesting, short and relevant.
Segmented lists – this ensures that each recipient receives information
that is relevant to them (and which they signed up for) which ensures a
higher ROI (return on investment).
Regular intervals – sending e-zines at regular intervals.
Being useful – sharing information that is useful is a great way to ensuring
a high open rate (look at the content we are creating under the content
marketing plan and share this with your email recipients).
Analysing reports – it is important to continually learn from your database.
Review what people open, read and engage with. This will allow us to
send effective emails that have a high ROI.

Targets:
Open rate: [fill in – benchmarks can be found here http://mailchimp.com/resources/
research/email-marketing-benchmarks/ ]
Click rate: [fill in]

Leads: [fill in]

Plan
To send monthly e-zine [date each month – dates, days of week, times sent should
be tested]
Information to be include in e-zine: [fill in]

Example:
Recent blog
Top tip for your audience
Events
Campaigns
Competitions
Breaking news
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Content Marketing
Objectives of content marketing: [fill in]

Personas [To be completed]

Create buyer personas so that we can create content and marketing activities
specifically targeted at these groups.

Content Marketing Plan

Date/Month Persona Group Target Search Content Title Publish by? Publish Date
Term and Format
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Social Media
Social Media is the number one activity online and your customers are using it every
day. The core platforms that we believe will benefit us are [fill in]

Facebook
Who are you targeting – who do you want to Like your Page?

Location

Gender

Age

What do they do
online (read
articles, watch
videos etc )

Other interests/
attributes e.g.
shopping, family

Who will manage the page & who will contribute?

Overall Manager:
Contributors: Audience
Contribution:

What is the main goal for the page?

Brand awareness
If so, how will you achieve and measure this e.g. amount of engagement,
reach, click to website etc?
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What is the main goal for the page?
Increase conversions (event attendance, sign up to campaign, register to
receive emails)
If so, what are your sale targets e.g. 10% increase via Facebook?

Customer service:

If so, set some guidelines e.g. 2hr response to comments/queries

Knowledge base for clients:

If so, what content will you share?

70% Own
Content
(review content
marketing plan)

20% Shared
Content (who will
you follow and
engage with)

10% Call to
Action (will you
have FB specific
campaign CTAs?)

What tools will you need to help you manage your page? e.g. AgoraPulse, Falcon,
Sprout Social, Hootsuite
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How will you measure your success? e.g. Google Analytics, Facebook Insights

Campaign Calendar

Day Posts/Content to Create & Share Goal(s)

e.g. campaign e.g. enter and data

collection Build page
likes by 20% from
specific audiences -
participants share
campaign to create
brand awareness
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Facebook Ads Planner
Facebook is an excellent platform to reach specific audiences and it is envisaged
that you will run ads on Facebook promoting specific promotions.

Type of Ad Budget Persona Location Promotion Goal

(boost or ad) Target Group / Content

Boost Campaign e.g. Increase likes

CTA by 10%, brand
awareness and
increase email
marketing data base
– 50% of all entrants
to sign up for emails

Ad (desktop FREE CTR: (average is

and mobile places 2.09% on newsfeed)
newsfeed)
Leads:

Increase email
marketing database:

Video ad

Facebook ads CTR and Conversion rates will depend on the ad goals. Each
campaign can have the CTR and conversion rates targets defined once they are
decided on.

Facebook Tasks By when By who

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Twitter
Who are you targeting e.g. thought leaders, industry peers, media, public etc.?

Who do you want to follow you e.g. key influencers, industry, media, public etc.?

Who will manage the account? What accounts will you set up?
Organisation?
Personal for senior leaders to benefit the organisation?

What is the main goal for Twitter and how will you achieve your goal?
Brand awareness
If so, how will you achieve and measure this e.g. amount of engagement,
reach, click to website etc.

Increase followers

If so, what are your followers’ targets e.g. 10% by end of year

Customer service

If so, set some guidelines e.g. 2hr response to comments/queries

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Knowledge Base for Clients
If so, what content will you share?

Own Content
(review content
marketing plan)

Shared Content
(who will you follow
and engage with)

What tools will you need to help you manage your page? e.g. Tweetdeck,
AgoraPulse, Followerwonk

How will you measure your success? e.g. Twitter Analytics, TweetReach, Google
Analytics

Twitter Tasks By when By who

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Other Platforms [NAME PLATFORM]

Who are you targeting – who do you want to follow you?

Location

Gender

Age

Who do they
follow on Twitter

What are they

interested in
and what do they
read?

Other
interests/attributes
e.g. family, sport,
politics

Who will manage the page & who will contribute?

Overall Manager:

Contributors:

Contribution:
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What is the main goal?

Campaign awareness
If so, how will you achieve and measure this e.g. amount of engagement,
click to website etc.

Increase campaign CTA

If so, what are your campaign targets e.g. 100 attend event

Tasks By when By who

LinkedIn
Who will use their profile to benefit the company (a profile is owned by the individual
so it is important to have some guidelines set out.

Target: e.g. 100 new connections in specific industry / location / company by end of
year, 5% increase in sales
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Who will set up and manage the company page?

What company showcase pages will you set up and who will set them up and
manage them?

Who are you trying to connect with?

What are you trying to achieve e.g. sales leads, build network and brand
awareness?

What are your targets e.g. 5% sales leads from LinkedIn connections?

What information will you share with your network (profile, company and
showcase pages)

Budget
Medium Budget (6 months)

Facebook
Advertising
Design (Cover/profile image)
Tools (Canva, PicMonkey, AgoraPulse, Buffer)
Competition Prize Cost
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Budget

Medium Budget (6 months)

Twitter
Advertising

Design (Header/profile image/

background)
Tools (Tweetdeck, AgoraPulse, Hootsuite,
Buffer)

Twitter
Upgrade account
Ads

Google AdWords (ads, set up and mgt)

Email Marketing (set up, system costs

and mgt)

SEO (audit and work required)

Consultations / Meetings

AOB (additional meetings, web work,

additional tools etc)

Total (12 months)