Fuelling digital success in SME organisations - Dave Chaffey - Smart Insights
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Fuelling digital success in SME organisations - Dave Chaffey - Smart Insights

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Dave Chaffey's talk on Fuelling Digital Marketing Success in smaller organisations from Technology for Marketing & Advertising. ...

Dave Chaffey's talk on Fuelling Digital Marketing Success in smaller organisations from Technology for Marketing & Advertising.

One of a set of 3 seminars - this download is for small and medium organisations.

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  • Fantastic interest in CXM – good to see = CXM matters
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  • Doug Kessler – Velocity Partners
  • Superlative: Epic, awesome, nuclear content
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social

Transcript

  • 1. Fuelling Digital Marketing Success 11 practical techniques for smaller organisations Dr Dave Chaffey SmartInsights.com Downloadsmartinsights.com/t fma2014 1
  • 2. 2
  • 3. What fuels success? Removing your profit leaks : across all touchpoints Read full article and download a free sample chapter from Watertight Marketing by Bryony Thomas 3
  • 4. 11 techniques to fuel sucess PLAN  #1 Digital-specific plan | #2 Personas | #3 OVP REACH  #4 Content focused SEO/CM | #5 Paid media targeting ACT  #6 Managed journeys | #7 Marketing Automation CONVERT  #8 CRO | #9 Mobile-optimised experiences ENGAGE  #10 Obsess about loyalty | #11. Social amplification 4
  • 5. About Dave Chaffey About Dave Chaffey • Author of 5 bestselling marketing books now working on 5th editions • Responsive for CXM at SmartInsights.com a marketing advice site with Expert members in over 50 countries • Insights Director at agency ClickThrough Marketing 5
  • 6. Start with a plan! Key success factors  Customer insight  Marketplace review  SMART objectives  Persona creation  Digital SWOT summary 6
  • 7. #1 Create a digital-specific plan 7
  • 8. #2 Multichannel Personas For each persona define preferences for:  Platforms (web, email, mobile)  Platform usage (hours)  Content consumption: General site types & category-specific  Social media - content creation & participation  Search behaviour  Trusted brands www.dulux.co.uk 8
  • 9. #3: Define Brand OVP 9
  • 10. 10
  • 11. Improving Reach Key success factors  Define success criteria  Select appropriate mix  Optimise most effective channels:  Search marketing  Outreach  Social media marketing 11
  • 12. #4 Content-focused SEO/Content Marketing Define the content sweet spot AlfredJansen Communications 12
  • 13. The Content marketing / engagement challenge Slideshare: Doug Kessler - Crap. The Content Marketing Deluge. 13
  • 14. Use the Smart Insights Content Marketing Matrix for a Structured evaluation of relevant content 14
  • 15. 15
  • 16. Investment (resource needed) #5 Paid media targeting Tip: Review Display Network and Remarketing options AdWords Generic SEO Generic Facebook custom audiences Influencer PR FBX Retargeting LinkedIn Promoted Posts Media related PR Integrated content campaigns Facebook AdWords Promoted Posts Tail AdWords AdWords PLA Remarketing SEO AdWords Social Long Tail Mobile amplification Blog (Enhanced campaigns) marketing Instagram Sponsored Tweets Effectiveness (potential sales volume) Example: Review effectiveness for your sector 16
  • 17. LinkedIn example 17
  • 18. Tip: Use paid and natural Site links to explain and persuade 18
  • 19. Increasing InterACTion Key success factors  Define key customer journeys for different platforms  Use Analytics to improve effectiveness  Select content to engage audience  Manage creation and promotion of content 19
  • 20. #6. Managed journeys 20
  • 21. How effective is your scent? Example SCENT TRAILS NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> WHERE / HOW TO BUY? WHY CHOOSE US? 21
  • 22. Landing Page Lifetime: Continually Evolving Success 2008 2009 2011 2013  Conversion rate has increased over ten times since 2008.  We continually test and try new ideas and messages.  Angel Springs now sets the standards others follow. 22
  • 23. Tip: Use Qualaroo.com to review barriers 23
  • 24. #7. Marketing Automation Customers Entry level 5 - 8 triggers Medium level 17 – 30 triggers Regular marketing emails Welcome email Behavioural Cross sell Activity Non cross sell Upper level 20 – 50 triggers Nirvana 50 – 500 triggers Nursery program Not returned in 14 days Newsletter Not transacted By product Not re-purchased in 14 days Repeat abandoner X-sell programme Process abandonment By content group visited Site segmented By product Site down apology RFM Content triggers Birthday / Xmas Emails Activity flagging Lapsed Predictive Lapsed / Churn Back in stock alert Customer service emails Full marketing email program Future Release alert Site Activity program Source: 24
  • 25. Increasing Conversion Key success factors  Create a CRO / optimisation process  Improve mobile platform conversion and integration 25
  • 26. #8. CRO 26
  • 27. 27
  • 28. Example of an integrated social media campaign 28
  • 29. #9 Mobile persuasion Recommendation: Review leads, sales from different device, resolution Advanced Segments 29
  • 30. Improving Engagement Key success factors  Understanding the satisfaction gap  Effective sharing through social media marketing  Effective and efficient email marketing 30
  • 31. #10 Obsess about loyalty drivers 31
  • 32. Practical Tip – use customer feedback tools http://bit.ly/smartfeedback 32
  • 33. #11 Social media amplification 33
  • 34. From T-Shaped to V-Shaped 34
  • 35. Chat with us on Stand H24! 35
  • 36. Let’s Connect! Questions & discussion welcome SmartInsights.com uk.linkedin.com/in/davechaffey  Blog www.smartinsights.com/blog www.facebook.com/davechaffey  Feeds www.feedburner.com/smartinsi ghts ww.twitter.com/DaveChaffey  Email Newsletter https://plus.google.com/u/0/10625135037962 www.smartinsights.com 2013691 Download deck: SmartInsights.com/tfma2014 36