Vernon Chalmers

Description and purpose of the various Internet Marketing and SEO creative tools identified as the core components of the proposed Internet Marketing campaign:

Target market / online media research
Target market research will be conducted to gain a more detailed understanding of the SME's competitive and client environments. The online media research will involve the dentification of various online publications, mediums and directories that could benefit PR, advertising and publishing requirements.

Website content analysis
The content analysis will provide insight into current sales messages to determine conformity towards relevant product / service  information, communication and client education.

Affiliate marketing / advertising research
Related affiliate marketing campaigns will be identified to SME's in benefitting from various online publisher and advertising opportunities.  Research will also be conducted to determine potential co-operative advertising opportunities [with suppliers and / or partners].

Internet Marketing Plan
This will serve as the master document providing momentum to the Internet Marketing campaign. It will highlight campaign goals, tactical deployments, schedules and key measurements required by the project manager to monitor and evaluate the overall success of the campaign. Key drivers of this plan:

•  Defining strategy into action
•  Creative tool deployment
•  Measurement / control

Keyword research / selection
To be able to select the best keyword selection(s) for integration as meta-tags into the website. This research will coincide with the competitor analysis and detailed understanding of what the website offers in terms of products / services.

Technical / indexing preparation
Preparing the site URL for Search Engine Optimization (SEO) in terms of the current sitemap, search engine indexing and various optimizations for improved page rankings  and listings with a variety of online mediums. An essential component of this preparation will be the registration with various Analytics programs to track / monitor visitor behaviour.

Directory listing / link building
Specific requirements will be based on the market / media research. The online directory listing and link building will be a continuous process of exposing the SME to all value added directories and secondary / industry specific search engines.

SEO software setup / analysis
Various software programs will be used to prepare the website for online content  and functional analysis. This software will be continuously used to determine the success of selected keywords, search engine rankings and visitation analytics / statistics.

Meeting / stakeholder interactions
This involves all the onsite meetings and consultations with management, web developers and other stakeholders. This  will include email, telephonic and face to face communication with various stakeholders.

Articles / press releases
Online preparing and / or posting of online articles and press releases on various PR / media platforms. Monthly press release coordination and optimization. This currently exclude the technical authoring and editing.

Newsletters / Blogs
Structure, preparation and management of email newsletters. Preparation and registration of blogs, blog listings and related maintenance.

Website Analytics
Detailed analysis of online website traffic, page actions and other online activities by all visitors. Various software solutions will be deployed to gain insight into visitor behaviour.

Management reporting
Reports will be provided to management detailing the following:

•  Campaign updates / Internet Marketing Plan progress
•  Benchmark measurements / updates (as determined with management)
• Thorough statistical visitation / traffic analysis

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Copyright Vernon Chalmers - February 2009