Standard Operating Procedure (SOP): Marketing Operations

For: Citadel Innovations
Tagline: Secure choices, made clear.
Effective Date: [DATE]
Version: 1.0

Purpose

The purpose of this SOP is to establish clear, actionable, and repeatable processes for managing marketing operations at [COMPANY_NAME]. As a Cybersecurity Reviews Hub, our marketing efforts must reflect the technical expertise, trustworthiness, and authority required to engage our target audience of IT decision-makers, cybersecurity professionals, and business leaders. This document outlines the procedures for content calendar management, campaign planning, brand guidelines enforcement, analytics and reporting, social media posting, email marketing, SEO monitoring, paid advertising, and marketing asset creation/approval.

Scope

This SOP applies to all marketing activities conducted by [COMPANY_NAME], including but not limited to:
- Organic and paid digital marketing campaigns.
- Content creation and distribution.
- Social media management.
- Email marketing.
- SEO and website optimization.
- Analytics and performance reporting.

It is intended for use by the Marketing Team, external contractors, and any other stakeholders involved in marketing operations.

Definitions

• Content Calendar: A schedule that outlines the publication of content across various platforms.
• SEO: Search Engine Optimization, the process of improving website visibility on search engines.
• KPI: Key Performance Indicator, a measurable value that indicates the success of a campaign or activity.
• PPC: Pay-Per-Click, a model of internet advertising where advertisers pay a fee each time their ad is clicked.

Responsibilities

• Marketing Manager: Oversees all marketing operations, approves campaigns, and ensures alignment with brand guidelines.
• Content Strategist: Develops the content calendar and ensures all content aligns with SEO goals and audience needs.
• Social Media Specialist: Manages social media accounts, schedules posts, and engages with the audience.
• SEO Specialist: Monitors website performance, identifies optimization opportunities, and tracks keyword rankings.
• Paid Advertising Specialist: Manages PPC campaigns, monitors budgets, and optimizes ad performance.
• Analytics Lead: Tracks and reports on KPIs, providing actionable insights to improve marketing efforts.

Procedures

1. Content Calendar Management

Purpose: Ensure consistent, high-quality content publication aligned with cybersecurity trends and audience needs.

Steps:

1. Content Planning:
   - Conduct a monthly brainstorming session to identify topics based on:

   • Emerging cybersecurity threats (e.g., ransomware, phishing).
   • Industry events (e.g., Black Hat, RSA Conference).
   • Seasonal trends (e.g., Cybersecurity Awareness Month).
   • Use tools like Trello or Asana to organize content ideas.

2. Content Scheduling:
   - Populate the content calendar with publication dates for blog posts, reviews, social media posts, and email campaigns.
   - Assign deadlines and owners for each piece of content.

3. Review and Approval:
   - Submit content drafts to the Marketing Manager for review at least 5 business days before the scheduled publication date.

4. Execution:
   - Publish content according to the calendar.

Tools:

• Trello or Asana for calendar management.
• Google Sheets for backup tracking.

Metrics:

• Monthly content output (target: 8-12 pieces).
• Engagement rates on published content (target: 5%+ click-through rate).

2. Campaign Planning and Approval Workflow

Purpose: Ensure all campaigns are strategically aligned and approved before execution.

Steps:

1. Campaign Ideation:
   - Develop campaign concepts based on quarterly marketing goals (e.g., increasing traffic by 20%, generating 500 new leads).
   - Align campaigns with cybersecurity themes like "Top Antivirus Software of [YEAR]" or "Best Practices for Endpoint Security."

2. Proposal Submission:
   - Submit a campaign brief to the Marketing Manager, including:

   • Objectives.
   • Target audience.
   • Budget (e.g., $2,000/month for PPC).
   • Expected KPIs.

3. Approval:
   - The Marketing Manager reviews and approves campaigns within 3 business days.

4. Execution:
   - Launch campaigns and monitor performance.

Tools:

• Google Docs for campaign briefs.
• Monday.com for task tracking.

Metrics:

• Campaign ROI (target: 3x return on ad spend).
• Lead generation (target: 500 leads per campaign).

3. Brand Guidelines Enforcement

Purpose: Maintain a consistent and professional brand image across all marketing materials.

Steps:

1. Training:
   - Provide all team members with a copy of the [COMPANY_NAME] Brand Guidelines document.

2. Review Process:
   - All marketing assets must be reviewed by the Marketing Manager for compliance with brand guidelines.

3. Audits:
   - Conduct quarterly audits of published materials to ensure compliance.

Tools:

• Canva Pro for branded templates.
• Adobe Creative Suite for advanced design needs.

Metrics:

• Percentage of assets compliant with brand guidelines (target: 100%).

4. Analytics and Reporting Cadence

Purpose: Track marketing performance and provide actionable insights.

Steps:

1. Weekly Reporting:
   - Generate weekly reports on website traffic, social media engagement, and email open rates.

2. Monthly Reporting:
   - Provide a comprehensive report including:

   • SEO performance (e.g., keyword rankings, organic traffic).
   • PPC performance (e.g., cost per click, conversion rates).
   • Content performance (e.g., page views, time on page).

3. Quarterly Review:
   - Conduct a quarterly review meeting to discuss performance and adjust strategies.

Tools:

• Google Analytics for website metrics.
• SEMrush for SEO tracking.
• Hootsuite Analytics for social media reporting.

Metrics:

• Organic traffic growth (target: 15% quarter-over-quarter).
• Conversion rate (target: 3%+).

5. Social Media Posting Procedures

Purpose: Maintain an active and engaging social media presence.

Steps:

1. Content Creation:
   - Develop cybersecurity-focused posts, such as tips, infographics, and news updates.

2. Scheduling:
   - Use Hootsuite to schedule posts at optimal times (e.g., Tuesday and Thursday mornings).

3. Engagement:
   - Respond to comments and messages within 24 hours.

Metrics:

• Follower growth (target: 10% month-over-month).
• Engagement rate (target: 5%+).

6. Email Marketing Workflows

Purpose: Drive engagement and conversions through targeted email campaigns.

Steps:

1. List Segmentation:
   - Segment email lists by audience type (e.g., IT managers, small business owners).

2. Campaign Creation:
   - Develop email sequences for product reviews, cybersecurity tips, and promotional offers.

3. Testing:
   - Conduct A/B testing on subject lines and CTAs.

4. Execution:
   - Schedule emails using Mailchimp or HubSpot.

Metrics:

• Open rate (target: 25%+).
• Click-through rate (target: 5%+).

7. SEO Monitoring

Purpose: Optimize website visibility and drive organic traffic.

Steps:

1. Keyword Research:
   - Use SEMrush or Ahrefs to identify high-value cybersecurity keywords.

2. Content Optimization:
   - Update existing content with target keywords and meta descriptions.

3. Backlink Building:
   - Reach out to cybersecurity blogs for guest posting opportunities.

Metrics:

• Keyword rankings (target: Top 10 for 50% of target keywords).
• Backlinks acquired (target: 10 high-quality backlinks per month).

8. Paid Advertising Management

Purpose: Drive targeted traffic and conversions through PPC campaigns.

Steps:

1. Campaign Setup:
   - Use Google Ads and LinkedIn Ads to target cybersecurity professionals.

2. Budget Allocation:
   - Allocate budgets based on campaign goals (e.g., $1,000/month for Google Ads).

3. Performance Monitoring:
   - Monitor click-through rates and cost per conversion daily.

Metrics:

• Cost per lead (target: <$10).
• Conversion rate (target: 3%+).

9. Marketing Asset Creation/Approval Process

Purpose: Ensure all marketing assets meet quality and brand standards.

Steps:

1. Asset Request:
   - Submit a design request form via Trello or Monday.com.

2. Creation:
   - Designers create assets using Adobe Creative Suite or Canva Pro.

3. Approval:
   - Marketing Manager reviews and approves assets within 3 business days.

Metrics:

• Turnaround time for asset creation (target: 5 business days).

Escalation Path

• First Level: Marketing Manager.
• Second Level: Director of Marketing.
• Final Level: CEO.

Review Cadence

• This SOP will be reviewed quarterly by the Marketing Manager to ensure relevance and effectiveness.

By adhering to this SOP, [COMPANY_NAME] will maintain a consistent, professional, and effective marketing operation that supports its mission of providing trusted cybersecurity reviews.