Standard Operating Procedure (SOP): Marketing Operations for YourData365

Effective Date: [DATE]
Prepared by: [REPRESENTATIVE_NAME], [REPRESENTATIVE_TITLE]
Approved by: [REPRESENTATIVE_NAME], [REPRESENTATIVE_TITLE]

Purpose

This SOP outlines the marketing operations framework for YourData365, a business specializing in M365 Backup & Compliance solutions. The document ensures consistent execution of marketing activities, alignment with brand standards, and measurable outcomes to support business growth. It covers content calendar management, campaign planning, brand enforcement, analytics, social media, email marketing, SEO, paid advertising, and asset creation.

Scope

This SOP applies to all marketing activities conducted by YourData365, including internal teams and external contractors/agencies. It is designed to ensure that all marketing efforts are aligned with the company’s mission to "Own your M365 outcomes" and reflect the unique value proposition of YourData365 in the M365 Backup & Compliance niche.

Definitions

• M365: Microsoft 365, a suite of productivity tools and cloud services.
• Backup & Compliance: Services ensuring data protection, recovery, and regulatory adherence for M365 users.
• Content Calendar: A schedule of planned marketing content across channels.
• KPI: Key Performance Indicator, a measurable value to evaluate success.
• SEO: Search Engine Optimization, improving website visibility in search engines.

Responsibilities

Procedures

1. Content Calendar Management

Purpose: Ensure consistent, timely, and relevant content delivery.

1. Tool Selection: Use [TOOL_NAME] (e.g., Trello, Asana, or Monday.com) for content calendar management.
2. Planning Frequency: Plan content quarterly, with monthly reviews.
3. Content Types: Include blog posts, whitepapers, case studies, infographics, and videos.
4. Approval Workflow:
   - Draft content by Content Specialist.
   - Review by Marketing Manager within 48 hours.
   - Final approval by Compliance Officer for regulatory adherence.
5. Deadlines: Publish at least 2 blog posts/month and 1 whitepaper/quarter.
6. Metrics: Track content engagement (e.g., blog views, downloads) via Google Analytics.

2. Campaign Planning and Approval Workflow

Purpose: Ensure campaigns are well-coordinated and aligned with business objectives.

1. Campaign Types: Focus on lead generation (e.g., webinars, gated content) and brand awareness (e.g., social media ads).
2. Planning Steps:
   - Define campaign goals (e.g., 200 webinar signups).
   - Identify target audience (e.g., IT admins, compliance officers).
   - Develop messaging tailored to M365 Backup & Compliance pain points.
3. Approval Workflow:
   - Draft campaign brief by Marketing Manager.
   - Review by Paid Advertising Manager and Compliance Officer.
   - Final sign-off by [REPRESENTATIVE_NAME].
4. Timeline: Campaigns must be planned at least 4 weeks in advance.
5. Budget: Allocate $2,000–$5,000/month for paid campaigns.
6. Metrics: Monitor cost-per-lead (CPL) and conversion rates.

3. Brand Guidelines Enforcement

Purpose: Maintain a consistent brand identity across all marketing materials.

1. Brand Assets: Use approved logos, fonts, and color schemes stored in [TOOL_NAME] (e.g., Canva, Dropbox).
2. Guidelines Document: Ensure all team members have access to the YourData365 Brand Guidelines document.
3. Review Process:
   - All materials reviewed by Marketing Manager for brand consistency.
   - Compliance Officer checks for adherence to M365-related regulatory language.
4. Escalation Path: Non-compliant materials flagged to [REPRESENTATIVE_NAME] for resolution.

4. Analytics and Reporting Cadence

Purpose: Measure marketing performance and inform decision-making.

1. Tools: Use Google Analytics, HubSpot, and SEMrush for tracking.
2. Reporting Frequency: Weekly dashboards and monthly deep-dive reports.
3. KPIs:
   - Website traffic (target: 10% MoM growth).
   - Lead-to-MQL conversion rate (target: 20%).
   - Paid campaign ROI (target: 3x return).
4. Review Process: Analytics Lead presents findings to the executive team monthly.

5. Social Media Posting Procedures

Purpose: Build brand awareness and engage with the target audience.

1. Platforms: Focus on LinkedIn (primary) and Twitter (secondary).
2. Posting Frequency:
   - LinkedIn: 3 posts/week.
   - Twitter: 5 tweets/week.
3. Content Types: Industry insights, product updates, customer testimonials.
4. Approval Workflow:
   - Draft posts by Content Specialist.
   - Review by Marketing Manager within 24 hours.
   - Schedule using [TOOL_NAME] (e.g., Hootsuite, Buffer).
5. Metrics: Track engagement rates (target: 5% on LinkedIn).

6. Email Marketing Workflows

Purpose: Nurture leads and retain customers.

1. Tools: Use HubSpot or Mailchimp for email campaigns.
2. Email Types:
   - Monthly newsletters.
   - Drip campaigns for new leads.
   - Product update announcements.
3. Approval Workflow:
   - Draft by Content Specialist.
   - Review by Marketing Manager and Compliance Officer.
   - Schedule and send.
4. Metrics: Monitor open rates (target: 25%) and click-through rates (target: 5%).

7. SEO Monitoring

Purpose: Improve organic search visibility for M365 Backup & Compliance keywords.

1. Tools: Use SEMrush or Ahrefs for keyword tracking.
2. Focus Areas:
   - Target keywords like "M365 backup solutions" and "Microsoft 365 compliance tools."
   - Optimize blog posts and landing pages.
3. Review Frequency: Conduct SEO audits monthly.
4. Metrics: Track keyword rankings and organic traffic growth (target: 15% MoM).

8. Paid Advertising Management

Purpose: Drive targeted traffic and generate leads.

1. Platforms: Focus on Google Ads and LinkedIn Ads.
2. Budget Allocation:
   - 60% to Google Ads (search campaigns for "M365 backup").
   - 40% to LinkedIn (targeting IT decision-makers).
3. Ad Creation:
   - Develop ad copy and visuals in collaboration with Content Specialist.
   - A/B test headlines and CTAs.
4. Approval Workflow: Final approval by Marketing Manager.
5. Metrics: Monitor CTR (target: 3%) and CPL (target: <$50).

9. Marketing Asset Creation and Approval Process

Purpose: Ensure high-quality, compliant marketing materials.

1. Asset Types: Whitepapers, case studies, infographics, videos.
2. Creation Workflow:
   - Brief created by Marketing Manager.
   - Draft by Content Specialist or external vendor.
   - Review by Compliance Officer for regulatory adherence.
   - Final approval by [REPRESENTATIVE_NAME].
3. Timeline: Allow 2–4 weeks for asset creation.
4. Storage: Store final assets in [TOOL_NAME] (e.g., Google Drive, Dropbox).

Escalation Paths

• Content Delays: Escalate to Marketing Manager.
• Compliance Issues: Escalate to Compliance Officer.
• Budget Overruns: Escalate to [REPRESENTATIVE_NAME].

Metrics and Review Cadence

Review Schedule

This SOP will be reviewed quarterly by the Marketing Manager and Compliance Officer to ensure alignment with business goals and industry trends.

Prepared By:
[REPRESENTATIVE_NAME]
[REPRESENTATIVE_TITLE]

Approved By:
[REPRESENTATIVE_NAME]
[REPRESENTATIVE_TITLE]