Standard Operating Procedure for Digital Marketing

The standard operating procedure aims to align all the Digital Marketing Efforts into a single channel and help to measure the effectiveness of each department.

This SOP applies to all digital marketing activities including
• Social Media Marketing (SMM)
• Search Engine Marketing (SEM)
• Digital Ads
• Web Development
• SEO
• Email Marketing
• SMS Marketing
• Community Marketing (Whatsapp/ Viber etc.)
• Paid Marketing
• Native Marketing
• Analytics Tools

1. STANDARD OPERATING PROCEDURE
Digital Marketing
Dipendra Poudel
[email protected]
Abstract
This SOP aims to create defined standard operating procedure for accomplishing digital
marketing initiatives of (Your Company) .

2. TITLE:
STANDARD OPERTING PROCEDURES FOR DIGITAL MARKETING

PREPARED BY:
DIPENDRA PRASAD POUDEL
(MARKETING HEAD)

APPROVED BY:



APPROVAL DATE:

CHANGE HISTORY:
PARTICULARS PREPARED BY DESIGNATION APPROVED BY DESIGNATION APPROVED DATE
FIRST EDITION
SECOND EDITION
THIRD EDITION
FOURTH EDITION

3. Contents
1. Purpose ............................................................................................................................................ 4
2. Scope ............................................................................................................................................... 4
3. Responsibilites ............................................................................................................................... 5
4. Procedure ........................................................................................................................................ 5
4.1 Planning and Strategy ............................................................................................................ 5
4.1.1 Monthly Planning Meeting ............................................................................................ 5
4.1.2 Campaign Planning ........................................................................................................ 6
4.1.3 Weekly Meetings. ............................................................................................................ 6
4.2 Content Creation and Management .................................................................................. 6
4.2.1 Content Creation ............................................................................................................. 6
4.2.2 Content Approval ............................................................................................................. 7
4.2.3 Content Publishing .......................................................................................................... 7
4.3 Social Media Management ................................................................................................... 7
4.3.1 Account Management ..................................................................................................... 7
4.3.2 Post Scheduling ................................................................................................................ 7
4.4 SEO Optimization .................................................................................................................. 8
4.4.1 Key word research ........................................................................................................... 8
4.4.2 On- Page SEO ................................................................................................................... 8
4.4.3 Off-Page SEO ................................................................................................................... 8
4.5 Email Marketing .................................................................................................................... 8
4.5.1 Email Campaign Development .................................................................................... 8
4.5.2 Campaign Development ................................................................................................ 8
4.6 Paid Advertising ................................................................................................................. 8
4.6.1 Campaign Setup ............................................................................................................... 8
4.6.2 Campaign Management ................................................................................................ 9
4.7 SMS Marketing ....................................................................................................................... 9
4.7.1 SMS Campaign Development ....................................................................................... 9

4. 4.7.2 Campaign Management ................................................................................................ 9
4.8 Community Management .................................................................................................... 9
4.8.2 Campaign Development ................................................................................................ 9
4.8.3 Campaign Management ............................................................................................... 10
4.9 Analytics and Reporting...................................................................................................... 10
4.9.1 Performance Tracking .................................................................................................. 10
4.9.2 Monthly Reporting ........................................................................................................ 10
4.9.3 Continuous Improvement ........................................................................................... 10
5. Review and Updates ............................................................................................................... 10

5. 1. PURPOSE

As discussed in Fifth staff meeting held on 21 Ashar 2081, the road map was set to
streamline all the departments operations into Standard Operating Procedure.
In lieu with that, these standard operating procedures are defined to standardize the
digital marketing activities of the marketing department, ensuring consistency,
efficiency and effectiveness in reaching marketing goals.

2. SCOPE

This SOP applies to all digital marketing activities including
 Social Media Marketing (SMM)
 Search Engine Marketing (SEM)
 Digital Ads
 Web Development
 SEO
 Email Marketing
 SMS Marketing
 Community Marketing (Whatsapp/ Viber etc.)
 Paid Marketing
 Native Marketing
 Analytics Tools

6. 3. RESPONSIBILITES

 Marketing Head: Oversee all the digital marketing strategy, ensure alignments
with business goals and approves final contents and the campaigns. This
person should also be analytics specialist.

 Digital Marketing Specialist: Executes digital marketing campaigns, manages
social media account of the company, creates content, and monitor
performance. This person should be PPC Specialist as well.


 Content Creator/ Designers: Create content as suggested by Digital Marketing
Specialist. The content can be text, images, videos, audio/podcast etc.

 SEO Specialist: Optimize websites for better indexing in various search engines
like google, bing, duckduckgo etc.

4. PROCEDURE

The Digital Marketing Department of (Your Company) shall work in a month advance
campaign planned basis.
It means that the Content Calendar for the month of Bhadra shall be finalized on Third
Week of Shrawan and content for the first week of Bhadra shall be created before the
end of Shrawan.
This method of advance planning gives a week of working period to edit and approve
the final campaigns.
4.1 Planning and Strategy
4.1.1 Monthly Planning Meeting

 Schedule Meeting on Third Sunday. Conduct this along with weekly meeting.
(As each Friday staff meeting provides goals for next week.)

7.  Participants: Marketing Head, Digital Marketing Specialist, Content Creators,
SEO Specialist.

 Agenda: Review past month performance, review ongoing two weeks
performance, Plan next two weeks performance in lieu with previous goals and
create strategy for next month.
4.1.2 Campaign Planning

 Define objectives, target audience, and key messages.

 Develop a content calendar outlining the schedule for content creation and
publication.

 Allocate budget for paid campaigns.

4.1.3 Weekly Meetings.

 Conduct this every Sunday.
(As weekly goals are discussed and provided in every Friday meeting).

 Review ongoing campaigns and results.

 Evaluate next week designs and create content further.

4.2 Content Creation and Management

This procedure is to align all the content creation with Brand Guidelines as well as
keeping consistency with creatives.
4.2.1 Content Creation

 Content creators create draft for blogs, podcasts, social media posts, email
newsletter, SMS Alerts and Community like Viber & Whatsapp.

8.  Designers create visual content including graphics, images and videos.
4.2.2 Content Approval

 Drafts and designs are reviewed and approved by Marketing Head.

 Approved content is scheduled for publication according to content creator.


4.2.3 Content Publishing

 Digital marketing specialist publishes content on all the designated platforms
(website, social, email etc.)

 Ensure proper caption, keywords, hashtags, metatags etc are used where
applicable.
4.3 Social Media Management
4.3.1 Account Management

 Regularly update profiles

 Engage with followers by responding to comments and messages properly.
4.3.2 Post Scheduling

 Use channels like Hootsuite if we have multiple social media channels to be
used.

 Use analytics tool to know which time are best to post on various platforms.

 Monitor post-performance and adjust strategy as needed.

9. 4.4 SEO Optimization
4.4.1 Key word research
 SEO Specialist conduct keyword research to identify relevant keywords.
4.4.2 On- Page SEO
 Optimize website content, meta descriptions, title tags and URLs.

 Ensure all images have alt text and descriptions.
4.4.3 Off-Page SEO
 Develop a backlink strategy and collaborate with other website for guest post.

 Monitor and improve website’s domain authority.

4.5 Email Marketing
4.5.1 Email Campaign Development
 Design email template and write email copy.

 Segment email list based on customer behavior and preference.
4.5.2 Campaign Development

 Schedule and send emails using email marketing tools.
 Monitor open rates and click through.
(tracking conversion can be critical as we are real estate developers and no one
checks out and pays via website).

4.6 Paid Advertising
4.6.1 Campaign Setup
 Define objectives, budget and target audience for PPC Campaigns.

 Create ad copy and design visuals (Creators)

10. 4.6.2 Campaign Management

 Launch and monitor campaigns on various platforms.

 Optimize campaigns based on performance marketing.

4.7 SMS Marketing

4.7.1 SMS Campaign Development

 Classify numbers on the basis of user behaviors in website like search, wish list
etc.

 Draft Messages along with CTA
4.7.2 Campaign Management

 Since this is most expensive form of Marketing in Nepal, ensure this to be done
strategically and once or twice in a month.

 Approve this campaign from Marketing Head in writing along with SMS
Templates.
4.8 Community Management

We promote community channels in viber and whatsapp. The main objective is to
reach the inbox occasionally but with value content. This will keep engaging our
prospects.
4.8.2 Campaign Development

 Since this directly reaches customer phone without their intent, too many
contents might create disturbance.

11.  Campaign along with creatives shall be pushed once or twice a week in their
most active times with phone.
4.8.3 Campaign Management

 Create Call to Action on various platforms and see their impact. Like views on
youtube etc.
4.9 Analytics and Reporting

4.9.1 Performance Tracking

 Use Analytics tools (Google Insights, Ads Insight etc) to track key metrics.

 Present insights in Monthly Planning Meeting.
4.9.2 Monthly Reporting

 Compile a monthly report on the performance of digital marketing activities.

 Present findings and insights in monthly planning meeting.

4.9.3 Continuous Improvement

 Analyze data to identify areas of improvement.
 Implement changes based on data-driven-insight.

5. Review and Updates
 This SOP will be reviewed annually to ensure it remains relevant and effective.

 Any changes to this must be approved by Marketing Head.