High-Level Strategic Digital Marketing Recommendations Required

BRIEF DETAILS:
(o) I’m pitching to a new client and require a high-level strategic digital marketing strategy that will help my client achieve their specific business objectives.

BUSINESS OVERVIEW:
Global leader in stairway evacuation for people with disabilities or mobility impairments. Lifesaving products are installed in a variety of environments including offices, hotels, schools, colleges, sports stadia, retail outlets, factories and in various healthcare settings around the world.

MARKETING OBJECTIVE:
(o) Build volume of high-quality leads (build the sales pipeline)
(o) Drive growth in lead generation, online brand awareness and customer engagement.
(o) Specific KPIs to track: Lead Generation, Online Brand Awareness, Customer Engagement, Customer retention - Campaign performance, lead generation and brand engagement kpis across all online platforms.
(o) Must include key channels:
- SEO (incl. typical content for blog, and site pages) please do not factor in technical SEO, this will be resolved by an agency partner).
- CRO (conversion enhancements/improvement changes to increase ROI)
- Google Ads: Paid Advertising (Search and Display)
- Email Marketing incl typical segments (applicable to their business model) e.g people enquired what should the approach be in few words, existing customers?
- Digital PR? Angles? i.e. CSR, what else?
- Offline initiatives that support digital?
- Social media
(o) Focus: 70% - Increase new customer acquisition and 30% - Increase customer retention.
(o) How to instil digital presence mentality in the wider-company.
(o) New Product launches marketing ideas/high-level strategy (new models)
(o) Marketing technologies for adoption (stack) i.e crm? automation system?

✓What I am looking for:
Example: See the attached powerpoint example file.
>. Specific KPIs to monitor success of each Marketing objective: primary kpis, secondary kpis
>. Short Term and Mid to Long Term strategic actions, including sample tactics for (key channels defined below in the marketing objective) by marketing stages of the funnel, Tofu, Mofu, Bofu, retention.
>. Cross-Function marketing improvements – how an onsite digital consultant can/should positively include/support the following departments; field sales team, customer service team, international distributors and partners, r&d team, finance and data analysts
>. Product Launches in 2020 paramount – discuss prelaunch and post launch actions (specific to this business) e.g building demand generation? How? And execution channels

X What I am not looking for:
Example: Generic recommendations e.g. Seo, ppc, social media, or keyword research, create case studies,