Benhmark –Digital Business Plan
| APNL Cycles: Marketing Plan Nadia Waseem MKT-607-0500: Marketing Management Dr. Maisoun Kawwaff November 18, 2020 |
Digital Business plan
Our objective is to develop a comprehensive digital business plan that will see our APNL bicycle business take off on a perfect footing. The plan is based on an analysis of quarters to determine our ability to increase cash flow exponentially. We considered certain parameters as our best chance to meet this goal. These parameters revolved around digital marketing, given the popularity of social media and web-based advertising.
Digital Marketing Strategies
How will we drive more leads into our cycling business without necessarily having to advertise on mainstream media? Social media is one of the options, but not the perfect strategy. We realized that the best way to have people buy more from us is through a virtual platform like lead generation, which is digital marketing. Digital marketing will help our business realize our initial profit goals through online searches and conversion. These are some of the strategies we hope will enable us to sell more bicycles.
Search Engine Optimization (SEO)
SEO is a marketing strategy that involves providing what potential clients are looking for in search engines. The strategy involves using targeted keywords that will make it easier for customers to find your brand. search engine optimization involves coming up with content about your brand that will rank high in major search engines like Google and Yahoo. SEO is performed better by agencies that specialize in the digital marketing industry. However, you can also do just with the help of a guide.
Monitoring digital media
We decided that we will be monitoring our digital marketing strategies regularly to know what is working and what is not. We would regularly check the keywords associated with our company to ensure they are well-optimized for search engines. Additionally, we hope to analyze the kind of traffic visiting our company’s webpage. That would allow us to analyze the nature of the traffic, whether it is converting or not. We would then design future marketing campaigns in a way that would guarantee us paying visitors.
Digital Media Types and Options
Digital marketing has developed to include things like social media and email building. We made sure to include on our list digital media we are sure will work for our cycling company. Each type of digital media will have a specific marketing plan that will target the audience in that particular platform. We found the following types of digital media to be useful when it comes to our business.
- Search engines like Google
- Social media platforms
- Pay per click platforms
- Affiliate marketing Platforms
- Mainstream media such as televisions
- Mobile advertising
Impact of Digital Media
Digital media will get us all the leads we need outside the local area where the business is set. It should bring in more people who have an interest in the cycling industry even though they might not know our physical location. Digital media is projected to have a positive impact on our business in that the visitors we will receive are leads we can be sure will bring in profit. Unlike SEO marketing, the people who follow up on the bicycles we market are interested in buying them.
Conclusion
The digital business plan for our APNL bicycle business is geared towards improving our sales and thus bringing us the projected profit of $170,000 annually. The plan will also help us lay a solid foundation for new products we plan to introduce in the market. Our objective is to take advantage of the current economic situation that has made bicycle riding a hobby for most people. The market for APNL bicycles is expanding even more in the face of a pandemic, where people have certain reservations for public transport and public fitness spaces.
References;
Tedlow, Richard S., and Jones, Geoffrey G. (eds), The Rise and Fall of Mass Marketing, Routledge, 2014
Church, Roy, and Godley, Andrew (eds), The Emergence of Modern Marketing, London, Frank Cass, 2003
Weitz, Barton A., and Robin Wensley, (eds). Handbook of Marketing, 2002