Research on Digital Marketing and Advertising Planning
Preamble: For enterprises with sufficient budget, they will invite a team dedicated to do a research on digital marketing and digital marketing planning to formulate a detailed strategy research report or digital marketing planning scheme before starting digital marketing work. But most micro and small enterprises don’t have that much budget. The ideal solution they can think of is to outsource all of their digital marketing work to a third-party company and hope to get immediate benefits as soon as the cooperation is reached. Although the digital marketing planning fee worth tens of thousands of yuan is saved,the preliminary market research on digital marketing and digital marketing planning still need to be completed in the early stage of B2B digital marketing outsourcing cooperation, which should take about one month. This article takes part of the content in the work manual of Shanghai Tianli Internet Technology Co., Ltd. as an example to illustrate the preliminary work of digital marketing.
Preliminary Work of B2B Digital Marketing Outsourcing Service
1. Communicate with clients face-to-face or by video conference to understand the client’s industry, products, major competitors and his competitive advantages in order to understand the feasibility of the client’s industry to carry out digital marketing planning.
2. Use Baidu big data tools to check the daily search volume of core keywords in the industry and understand the low and high season of the industry, which is one of the must-be-done work in research on the digital marketing. As shown below: The Baidu index data of shearing machines and bending machines indicates that the two types of equipment have the same search volume trend, which, as our client said, confirms that most customers will buy these two types at one time).
3. Use the Baidu Keyword Planner to check the keyword search volume and collect keywords and negative words, which is vital for starting the right B2B digital marketing work.
4. Check the domain name, space, filing, bidding account opening of the client’s website and cooperate with the client to complete the audit. Obtain the background management authority of the client’s website, enter the SEO section of the assessment system, and install the Baidu website statistics code. For the past ten years, we have strictly followed the steps mentioned above in order to do a practical digital marketing planning for B2B digital marketing. It’s been proved that adopting a preliminary research on digital marketing is more than necessary.
5. Internal resources of enterprises to cooperate with digital marketing planning work: Network hardware conditions (such as broadband speed and computer configuration), contact information, contact person, article editing capabilities, business motivation, liaison with sales department, etc.
6. Check the digital marketing status of major competitors on the Internet, as well as the quality and update of their website content as an old chinese saying goes, know yourself as well as the enemy. If you do get to know your competitors in the preliminary research on digital marketing, you’re sure to stand out among the huge B2B digital marketing group.
7. Collect competitors’ keywords and slogans.
8. Collect the associated search terms on Baidu and related keywords.
9. Collect valuable search terms that can bring real-time visitors if the client already has website statistics.
10. Discuss the keywords collected above with the person in charge of the customer marketing department or business department, and increase or decrease the keywords.
11. Communicate with clients when and where to launch the paid bidding advertisements for different keywords.
12. Make advertising plans, units, keywords, negative words, advertising creative, landing pages and slogans for the bidding account according to the collected client requirements and keywords.
13. Develop an SEO strategy and list the keywords for main page optimization.
14. Develop a mass posting strategy and list the related industry platform.
15. Make weekly work reports.
The above research on digital marketing and digital marketing planning work is estimated to take one month. What comes next is the daily outsourcing service provided by customer service staff of digital marketing. For more information, please refer to: What is the daily routine of B2B digital marketing?
Tianli carries out comprehensive market research on digital marketing and provides practical digital marketing planning for B2B and large-sized B2C enterprises seeking for a digital marketing expert.