Marketing Plan: Robotics
This was the first time the brand had done any kind of marketing plan, and I took stock of what existed at the time I was hired and decided on some basic but important marketing goals to work towards. In my nine months, I increased their email read rate by cleaning up their contact lists and making attainable goals for each segment of the business.
Objective: Grow email list, engage with potential customers by providing them with both relevant industry information and Productive Robotics updates so they know what is happening with our products and the company
email all Leads in Zoho CRM every 10 days unless it falls on a weekend, in which case it will be sent either on Monday or Tuesday of the week following to ensure open rates are increasing
establish a baseline for open rate.
increase open rate by at least 2% per quarter/year.
Blog
Objective: Provide site visitors with new content that educates them about robotics and notifies them of any exciting news within the company
topics: robot-focus, PR in the news, upcoming events, industry knowledge, new updates/releases about robots, case studies
just added Google Analytics tracking to ProductiveRobotics.com so we will be gathering that data from today onward
Print & Digital Publications
Objective: Develop close relationships with three publications in order to have articles published based on our press releases
start with local outreach - Local newspaper - The Coastal View
select 10 technical and industry-specific publications to begin outreach
1. Science Robotics
2. Robotics Tomorrow
3. Manufacturing Automation
4. The Robot Report
5. Robotics 24/7
6. Robotics & Automation News
7. Robotics Business Review
8. Robotics Update
9. Automation and Robotics World
10. CNC West Magazine
SEO
Objective: Create link-backs and add robotics-relevant wording to start ranking higher on organic search
Search terms:
robots
robotics
collaborative robot
cobot
Paid Search
Objective: Direct 10% of website traffic via paid search in order to test conversion rates against organic search
Budget: (confidential)
begin Google AdWords campaigns immediately
select mid-level keywords to bid on for 6 months to establish a baseline ROI, then increase spend depending on results yielded in 6-12 months of active bidding and monitoring
Social Media
Objective: Double the amount of followers for each channel in 12 months (by June 2020)
Budget: $
LinkedIn: current followers: 243
primary focus for content expansion in 2020
repurpose blog content and include industry knowledge & article sharing
this is a place for the most recent and most complete Productive Robotics updates because it has a B2B focus
posting 1-2 times per week depending on which content we release via email or on the blog
include images with almost every post to keep things visual and engaging
Instagram: current followers: 323
document the production area and feature engineering employees to get a “behind the scenes” style going. This is completely image-driven and should not have advertisement-style language all the time
sensitive to competitors seeing what we are working on, but keeping things light and general so people can see what it’s like here at the company
should be a mix of self promotion and inspiring content
Post 2x per month or more depending on how many images I can edit
Eventually increase to 3x per week
potential for sponsored and boosted posts
Facebook: current followers: 52
use content from LinkedIn and repurpose for Facebook
less business-focused than LinkedIn, so the content can be a little looser and more approachable
Post 1x per week depending on what content we release weekly either via email or on the blog