Resources to Get Started In this section, you will find additional resources to support your efforts: a sample marketing plan, glossary and list of other Fidelity resources.

1 Marketing Plan Template

Consider the following template to Before you complete this template, spend time on the document your firm’s overall following activities to help ensure your success: marketing plan for the year, including your digital marketing strategy. • Aligning your marketing plan with your overall business plan for the year • Identifying your target audience(s)

• Honing your firm story, value proposition, and core messages

• Socializing your plans with key stakeholders

• Confirming your budget and resources

Resources to Help Get Started 2 Marketing Plan Template

Goals & Objectives: Insert 3–5 overarching goals or objectives – for example: Budget

• Develop a COI network and strategy Item Spend • Create a thought leadership program to showcase our expertise Events $X

Content & Communications $X

SEM/ $X Success Metrics: Insert specific KPIs/metrics to measure the success of your efforts, for example: Consultant/Agency $X • Acquire XX new leads per month Marketing Technology/ $X • Increase website traffic by XX% and website leads by XX% Website

Total $X

Examples are for illustrative purposes only.

Resources to Help Get Started 3 Marketing Plan Template

Goal Key Initiatives & Activities Owner Budget Q1 Q2 Q3 Q4

Insert goal/ Insert initiative name Insert lead Insert Identify planned activity for Identify planned activity for Identify planned activity for Identify planned activity for this objective name budget this quarter this quarter this quarter quarter from prior page here

COI COI strategy A. Adams $X • Create prospective COI • Develop one joint event with • Develop one joint event • Develop one joint event with Strategy target list (Jan) top COI (Apr-Jun) with top COI (Jul-Sep) top COI (Oct-Dec) • Conduct introductory • Develop measurement plan • Continue measurement • Evaluate results and plan for meetings, ID three targets (Jun) plan next year (Feb-Mar)

Thought Create editorial calendar J. Smith $X • Create editorial calendar • Develop/distribute second • Develop/distribute third • Develop/distribute fourth Leadership and publish content (Jan) article article article • Develop one thought • Measure results • Measure results • Review metrics and plan for leadership article, and next year deploy to existing client base via all channels

Write and publish ebook L. Jenkins $X • Develop outline and begin • Finish writing • Edit and finalize content • Launch ebook for small business owners writing • Develop promotion plan • Put in layout • Execute promotion plan • Finalize design/layout • Begin promotion plan

Examples are for illustrative purposes only.

Resources to Help Get Started 4 Marketing Plan Template

Key Initiatives & Q1 Q2 Q3 Q4 Activities Detail Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Insert activity name • Insert from prior page activity or milestone Create editorial • Define • Write • Publish • Review • Write • Publish • Review • Write • Publish • Write • Publish • Review calendar and publish editorial article article results article article results article article article article results content calendar • Review • Plan for results next year

Examples are for illustrative purposes only.

Resources to Help Get Started 5 Glossary A–F

Article Short-form text-based content with some graphics, typically posted on a website but can also be printed for events and meetings. Backlinks A link from another website to your website. Blog post Short online text-based entries with a single author. Bounce rate Percentage of viewers who leave a website after viewing only one page. Call to action The action you want your reader or listener to take. Comments Responses to your post or message on your site or social media. Connections Number of people in your network; includes followers on your page. (CPA) Online advertising payment form; pay only for people who take a specific action (i.e., visiting your website). Cost per impression (CPI) Online advertising payment form; pay for the number of times the ad is displayed to visitors, known as impressions. (CPL) Online advertising payment form: pay for pre-determined number of leads or by individual lead. Cost per view (CPV) Online advertising payment form: pay for only the completed of video views, or a portion (i.e. > three seconds). Digital content that is delivered online via websites, social media, email, or any application or mobile device. Direct traffic Visitors that enter your site by typing your URL into a web browser. Ease of navigation The ease of navigation for visitors to your site, including complexity of pages, use of internal links. Editorial calendar A publishing schedule to help plan your message, format, timing of your content. Fixed cost Online advertising payment form: pay a flat fee no matter how many times item is viewed or clicked.

Resources to Help Get Started 6 Glossary I–P

Image A photo or graphic typically used in a blog or social media. Infographic Short, graphic-led, digestible insights, usually one page in length and printable. Leads People providing their contact information via your website who may eventually become a client. Likes Positive affirmations received on content on Facebook and other social platforms. Part of Technical SEO; includes the title and description you assign to your site in HTML code that works behind the scenes in search engine results. It differs from the copy Metadata visible to all visitors to your site. Mobile friendliness Ability to view site on mobile devices (site should resize appropriately). Mobile rankings Mobile version of search rankings. Native ad Appears within a web page on a third-party site that looks like editorial content but is a paid ad. Off-page SEO Actions taken outside of the site to improve SEO results. Online advertising leverages the internet, mobile phones, display advertising, and any other digital medium. Channels include websites, social media, and search engine Online advertising advertising. On-page SEO Content on a website that can be physically seen by visitors on the site itself. Organic traffic Visitors that find a site by conducting a search on a search engine. Page load time Average amount of time it takes to load web pages on the screen. Page views Total number of times a piece of content is viewed. Unique page views are the total number of page views by the same user during the same session. Paid traffic Visitors that find a site as a result of paid advertising efforts on social media, websites, or search engines. Pay-per-click Online advertising payment form: only pay when a user clicks on the ad. Podcast Interview or narrative-based audio for a time-poor audience. Poll Online surveys used to gather audience input. Programmatic ad Ads that appear on websites based on algorithms, i.e., retargeting users who have visited your site.

Resources to Help Get Started 7 Glossary R–W Ranking The position of a website in search engine results (aka search ranking). Referred traffic Visitors that access a site through external links on partner sites or via outside content. (SEM) Advertising on search engines; results in paid traffic. SEM results appear above SEO results in search queries. Search engine optimization (SEO) Everything done to improve results/rankings in search engine queries. Shares and retweets When social media users distribute your content through their social media network. Social media advertising Advertising on social media; results in paid traffic. Technical SEO Unlike copy, technical SEO is not read on your site by visitors, but pertains to site functionality and coding. Time spent on page Average length of time visitors viewed specific pages or screens. Time spent per session Total length of time visitors viewed specific pages or screens; stops counting at beginning of last page read. Traditional advertising includes the promotional strategies used before the advent of the internet and mobile phones. Channels can include print, radio/television, direct mail, Traditional advertising and outdoor. Traffic source Visitors to your website. Unique visitors First-time visitors to your site (as opposed to repeat or returning visitors). Can be animated infographics or live video content. The most engaging and TV-like experience, often purchased as pre-roll (before content), mid-roll, (during) or post-roll (after Video the content). Webinar Online seminars or events designed to share information with attendees in return for their contact information.

Resources to Help Get Started 8 Additional Resources As you proceed with your digital marketing strategy, please be sure to explore additional resources from Fidelity that can help you implement or further enhance your approach.

On-Demand Resources

• Putting Public Relations to Work for Your Firm • Creating a Consistent Story for Clients and Prospects • Own Your Space: The Case for a Differentiated Marketing Strategy • A Business Development and Marketing Planning Toolkit

For more information contact your Fidelity representative.

Resources to Help Get Started 9 For investment professional use only. Information provided in this document is for informational and educational purposes only. To the extent any investment information in this material is deemed to be a recommendation, it is not meant to be impartial investment advice or advice in a fiduciary capacity and is not intended to be used as a primary basis for you or your client’s investment decisions. Fidelity and its representatives may have a conflict of interest in the products or services mentioned in this material because they have a financial interest in them, and receive compensation, directly or indirectly, in connection with the management, distribution and/or servicing of these products or services, including Fidelity funds, certain third-party funds and products, and certain investment services. The third parties referenced herein are independent companies and are not affiliated with Fidelity Investments. Listing them does not suggest a recommendation or endorsement by Fidelity Investments. Fidelity Institutional® provides investment products through Fidelity Distributors Company LLC; clearing, custody, or other brokerage services through National Financial Services LLC or Fidelity Brokerage Services LLC (Members NYSE, SIPC); and institutional advisory services through Fidelity Institutional Wealth Adviser LLC. ©2021 FMR LLC. All rights reserved. 905904.1.2 1.9888584.102

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