1. Marketing Strategy

2. Objective
Drive registrations for the client’s event via their landing page

3. Targeted Demographic Sex: Males Age: 35 plus
Occupation: Professionals & Business Owners
Salary: £40k+ per annum
Interests: Investments, Trading, Forex, Stocks & Shares, Entrepreneurship, Wealth Management

4. Conversion Optimisation Formula

5. Marketing Campaign Structure
New Leads
Old Leads
(Remarketing)
Social Media
PPC Campaigns
Content Marketing
Marketing
(Newsletter)
Google AdWords
LinkedIn PPC
Landing Page
(Signup – Conversion)

6. Keyword Research (Google) - Nigeria

7. Keyword Research (SEMRush) - Nigeria

8. Content Marketing
Write a few blog articles that will drive awareness and pique interest:
400 – 700 words
New & Unique
Relevant topics
SEO optimized
Shared on all available social media profiles (utilize Buffer/Hootsuite or other similar scheduling & social media management software)
Lead to the landing page with internal links

9. Social Media Marketing
Based on our targeted demographic, LinkedIn is the ideal social media network
to leverage for leads. LinkedIn’s user base 2016 stats:
79% over the age of 35
79% males
Professionals & Business Owners
Twitter is a second option.
Even though Facebook is the leading social media network based on sheer
traffic volume and number of registered users, it doesn’t appeal much to our targeted
demographic. That being said if the budget allows it we should invest in a PPC campaign
Platforms to utilize:
LinkedIn
Twitter
Facebook

10. LinkedIn User base Demographics

11. Actionable Social Media Practices
Facebook
(Group/Page)
Twitter
LinkedIn
Share the posts from the blog
Use the 3:1 formula – for every 3 relevant and engaging posts, we promote the landing page URL once
Community management: always reply and get back to every user who asks a question or makes a comment in a timely and polite manner

12. LinkedIn PPC Campaign – Spec Ads
Since LinkedIn is our promising network that fits our selected demographic best, we should invest in a PPC campaign

13. Facebook PPC Campaign - Settings
Locations: Nigeria (Everyone in this location)
Age: 35 – 65+
Gender: Men
Languages: English
Optimisation for advert delivery: Link Clicks
Bid amount: Automatic
When you are charged: Link Click (CPC)
Advert Scheduling: Run adverts all the time
Delivery type: Standard
Interests:
Financial market
Foreign exchange market
Forex Currency Trading
Forex Online Trading
Forex School Online
Forex Trading System
Investing online
Online Forex Trading
Professional Forex Trading
Share (finance)
Stock market
Trading forex
Wealth management
Entrepreneurship

14. Facebook PPC Campaign – Spec Ads

15. Competitors’ Ads Analysis /w SEMrush

16. Google AdWords PPC Campaign
Campaign Type: Search Network with Display Select – All Features
Include Search Partners
Location: Nigeria
Language: English
Delivery Method: Standard
Bid Strategy: Manual CPC / Maximize Clicks
Default Bid: Depends on our possible ROI and budget
~ £3.70 suggested CPC for first page results based on Google & SEM Rush analysis

17. Google AdWords PPC Campaign - Spec Ads

18. Landing Page Optimisations
Mobile-optimised (Responsive or Mobile Versions available)
SEO-optimised
Depending on time and budget we should run A/B testing on different landing page options (CTAs, Copy, Colours, Design, Flow, Layout, etc.) to improve CTR

19. Bonus / Additional Channels to Consider
Depending on the budget and the desired reach we could also utilise the following marketing channels:
Display advertising (CPM or CPC) on high traffic relevant websites/blogs
Affiliate marketing – offer commissions for successful conversions to local niche influencers
Offer sub-affiliate / IB (introducing broker) programs to grow exponentially