5 Critical Components Underpinning Your Digital Strategy

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As businesses and organisations put increasing emphasis on the value of digital, the challenge is knowing how to develop a successful digital strategy. …

As businesses and organisations put increasing emphasis on the value of digital, the challenge is knowing how to develop a successful digital strategy.

Equally, marketing managers have become digital marketing managers and are now expected to deliver comprehensive, cohesive and constructive digital strategies

During this free lunchtime webinar, we share 5 critical components to develop your digital strategy.

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  • 1. [Course name] Training Course 5 Critical Components Underpinning For [client] – [date] Your Digital Strategy Page 1 © Emarketeers 2007
  • 2. Page 2 © Emarketeers 2014
  • 3. 1. Digital Audit – Where are you now? • What’s the business / organisation doing right now? • With whom? • Where? • And the competition? • What do the digital footprints look like? 7 February 2014 Page 3 © Emarketeers 2014
  • 4. Assess Strengths and Weaknesses inside your Business Area How does your business… Reach Reach customers and raise awareness of your site or other sites? Act Achieve interaction online? Convert Convert or sell online or offline? Engage Engage or develop longterm relationships with customers? 7 February 2014 My response Page 4 © Emarketeers 2014
  • 5. Checklist for Digital Strengths and Weaknesses QUESTION YES / NO Does your business have one person in overall control of digital? Has your business captured relevant social channels? Has your business completed its online profiles? Does your business use customers to generate prospect leads online? Does your business encourage clients to share feedback online? Does your business listen in and join in with clients’ conversations online? Does your business respond to clients online? WORK TO DO Has your business linked its social channels back to your corporate websites? Who owns the social databases? 7 February 2014 Page 5 © Emarketeers 2014
  • 6. www.alexa.com 7 February 2014 Page 6 © Emarketeers 2014
  • 7. 2. Audience • Who’s your current audience? Have you – Where are they based? – When are they online? – Which pages in your owned media do they visit most often? – Which channels do they use most? – What for? established a presence where your customers are? • How do you do business? Online, offline, mobile? • Who’s your preferred future audience? • Have you segmented the audience? • Or created personas? 7 February 2014 Page 7 © Emarketeers 2014
  • 8. Insights: Surveys • http://polldaddy.com/ • http://www.surveymonkey.com/ • http://www.google.com/insights/consumer surveys/home 7 February 2014 Page 8 © Emarketeers 2014
  • 9. Developing Personas – examples from Experian AudienceView 7 February 2014 Page 9 © Emarketeers 2014
  • 10. Developing Personas – examples from Experian AudienceView 7 February 2014 Page 10 © Emarketeers 2014
  • 11. 3. Objectives (Focused company Achievements) • What do you want to achieve in the next 12 months? • How does this relate to big company goals? • Be specific, think beyond sales 7 February 2014 Page 11 © Emarketeers 2014
  • 12. OBJECTIVES: What are your objectives? • • • • • • • • Provide information Get people to register Build brand values or change attitudes Deliver customer service Generate leads Order placement Seek reviews Purchase online instantly 7 February 2014 Page 12 © Emarketeers 2014
  • 13. Objectives using the 5S model Area Sell Serve Speak Save Sizzle 7 February 2014 Detail The sales forecast; sales figures, number of new clients wanted Customer service; how can we improve the service to clients / customers or adding useful ‘tools’ to the website to make life easier for our clients? Providing information to clients; giving the business more personality, sharing frequently asked questions and other useful information with clients Saving time, increasing our business efficiency and reducing costs, reviewing business processes and identifying opportunities for improvement The wow factor! Sizzle is about brand building, adding something else and making the business stand out from the crowd, making the business special Page 13 Example of a SMART objective To increase sales by 30% within 12 months. To extend our office hours from 8am to 8pm. This needs to be discussed with the team and we aim to start this in October. To start a regular communications campaign to our existing customers, issuing 6 newsletters a year as from April. To review the main questions that reception handle and see if there is a way of adding these to the website by September. To create a mobile app (Android and iPhone) listing our main products, making it easier for customers to place orders on the move, by November. © Emarketeers 2014
  • 14. 4. Strategic Aims Ansoff Matrix: The four strategic options 7 February 2014 Page 14 © Emarketeers 2014
  • 15. 5. Action – Ensuring Integration Offline Marketing Company website Satellite websites 7 February 2014 Page 15 © Emarketeers 2014
  • 16. 5. Action Action Detail Create personas (for Conduct research – poss existing customers) survey, forum? Speak to sales team Create personas (for Based on research existing customers) evidence, build a max of 4 personas, Create personas (for Test with sales, check existing customers) online and test against sample of customers Who Digital Marketing Manager By When 31 Mar 2014 Digital Marketing Manager 15 Apr 2014 Digital Marketing Exec 28 Apr 2014 Create comms for personas Digital Marketing Exec 8 May 2014 Digital Marketing Exec Digital Marketing Exec 15 May 2014 18 Jun 2014 Digital Marketing Exec 30 Jun2014 Based on evidence, create comms recommendations Create comms for Engage external agency personas to create comms Roll out comms to May need web team personas support to schedule and use A/B testing Review initial results Check goals in Google Analytics and comms KPIs 7 February 2014 Page 16 Status © Emarketeers 2014
  • 17. Tips: Best Practice • • • • • • • • • • • Decide your objectives Create a plan for the year Integrate online and offline presence Schedule content Share the workload Use your keywords, taxonomy Maintain content Provide special incentives for fans Measure results Monitor the brand Review and adapt 7 February 2014 Page 17 © Emarketeers 2014
  • 18. Thank you! • See all our training courses at: http://www.emarketeers.com/training-courses • Or call us on 0845 680 1235 or follow us… @Emarketeers http://www.facebook.com/Emarketeers http://www.linkedin.com/company/Emarketeers http://is.gd/emarketeers 7 February 2014 Page 18 © Emarketeers 2014