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Griffith Digital strategy & execution

Griffith Digital strategy & execution

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Griffith-DigitalPlanning-Strategy Griffith-DigitalPlanning-Strategy Presentation Transcript

  • Course Summation & Digital Planning
    Keith Feighery
  • Overview
    Components of Digital Marketing Programme
    Changing Digital Landscape to Consider
    Differentiated Digital Media Mix
    Content & Inbound Marketing
    Digital Strategy and Planning
    Planning, Creation, Actualisation, Evaluation
    SOSTAC
    RACE
    Case Studies
    Questions and Answers
  • Core Components of Digital Strategy
  • Core Components of Digital Strategy
    • Have clear and defined business objectives for your Digital Programmes
    • Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…
    • Know exactly who your audience is – and where they reside digitally
    • Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
    • Develop a content strategy for your site and digital channels – that adds value for your customers
    • “Whats in it for me” – always from the customer perspective
    • Use customer lexicon – not yours
    • Build relationships – not always selling
    • Funnel marketing, top of mind, inform, educate and entertain
    • Optimise and promote content across digital channels
  • Key Online Marketing Tactics
    Content & Inbound Marketing
    Website, blog, social platforms, partnership sites etc…
    Social Marketing
    Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
    Search Engine Marketing
    PPC, Display and Affiliates
    Search Engine Optimisation (SEO)
    Structured & Planned Content, Optimismed Vocabulary, Links
    Email Marketing
    Email Service Providers, Valuable Content
    Measurement and Analytics
    Clear Objectives and Benchmarks
  • The Changing Digital Landscape
  • Traditional Marketing Vs Social Engagement
  • Social Media Landscape
  • Businesses & organisations must embrace a more social engagement because it is happening with or without them
  • Social Media is Here to Stay
  • Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer
  • Marketers must understand the dynamic of communities
  • Differentiated Digital Media Model
  • Differentiated Digital Media Model
    Owned Media – such as website
    Paid Media – such as PPC or Display ads
    Earned Media – such as viral campaign
  • Digital Marketing Media Mix
  • Content & Inbound Marketing
  • Hubspot – Inbound Marketing Company view
  • Outbound Vs Inbound Marketing Strategies
    Outbound marketing strategy:
    More traditional approach – can also be referred to as ‘push messaging’.
    Business decides on a particular message and pushes it out into the marketplace.
    Finds customers by building brand awareness through advertising and promotion.
    Inbound marketing strategy:
    New and emerging approach – can also be referred to as ‘pull messaging’.
    Develop relationships with prospectives
    Findability – create a digital footprint that ensures you are found
    Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing.
  • Leveraging Owned Media Assets
    Recognise the value in your owned media assets
    Websites, mobile applications, digital conversations/interactions etc.
    Brands/Businesses are becoming publishers and media outlets
    No limits to what an organisation can publish online for the consumption of their constituencies
    Become trusted knowledge experts in your business or sphere of operations
    Establish trust and develop relationships with customers and prospects
    Be engaging, entertaining, educative, informative etc..
    Allow user participation and transparent engagement
  • Inbound Marketing Advantages
  • Advantages
    Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives
    Creates a less-frictional way of converting prospects into sales
    When used in conjunction with lead management systems
    Helps build long-term relationships rather than one-off sales
    Creates stickiness to your owned media assets (rather than to paid ones)
    Once started, provides an ongoing process and framework to control and publish valuable information
  • Digital Strategy Frameworks
  • Digital Strategy & Planning
    Source RedAnt.co.uk
  • SOSTAC Framwork
  • UsingRACEforDigitalMarketing Optimisation
  • Planning Phase
  • Planning
    Define business objectives
    Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc..
    Identify and communicate to key stakeholders (buy-in)
    Listening to what is being said about brand currently
    Define audience and break down into key segments
    Influencers, Advocates, Personas
    Demographics, Psychographics, SocialGraphics etc.
    Audience locations and value of each audience segment
    Where do the reside digitally, what are their preferences, how do they consume media, what are preferred formats
    Aligning brand with digital strategy
    What is the tone, voice, perception currently presented
  • Research
  • Goals and Audience Location Analysis
    Source RedAnt.co.uk
  • Creation Phase
  • Creation
    Once strategy, audience, locations are known
    Start conceiving, designing and creating tactical solutions
    Identify themes, channels, tone, aims for each tactical channel and initiative
    PPC, Social Platforms, SEO, Email, Lead Gen etc…
    For B2B business map out buyer and sales cycles
    Align marketing and sales organisations
    Create internal procedures and best practices for social channels
    Initiate a content marketing production programme
    Map this out along with personas and buyer cycles
    Define KPIs for each programme – know upfront what success will look like (by corrolary failure too)
  • Mapping audience, solutions and projected ROI
    Source RedAnt.co.uk
  • Actualisation Phase
  • Actualisation
    Real-time implementation of each channel, campaign and platform
    Engaging and interacting with your audiences
    Reacting to issues and tweaking campaigns as they proceed live
    Constantly compare performance with projected KPIs created during the previous phases
    Create a cross functional communications feedback loop to resolve all issues and update status
    Capture all lessons learnt in a repository in order to feedback into an improvement process
  • Actualisation Core Elements
  • Pay Per Click Advertising
  • PPC Overview
    Analyse your specific market
    Use Keyword Tools
    Analyse your online and offline competitors
    Keywords tools, Seo Tools, Back Links Analyser
    Create the PPC accounts
    Divide the main account into sub campaigns and groups
    Optimise Ad Copy, Headlines, Calls to Actions, Landing Pages
    Enables highly targetted Ad Campaigns
    Create Longtail multi-word bids
    Over 60% searches use 3 or more words
    Set up a Conversion points and Track
    Adjust constantly to ensure optimisation
  • PPC Tips
    Match your keywords to optimised and tested landing pages
    Ensure you optimise your Google "Quality Score”
    Based on CTR, relevancy of keywords, ads and landing pages
    High quality score means higher ranking with lower bid costs
    Tools and strategies to find the best PPC keywords
    Google Adwords Tool
    Wordstream
    Keyword Spy
    Market samurai
    Wordze
    WordTracker
    Write highly optimised and design ads to attract highly targeted clicks
    Make sure landing pages are relevant
    Repeat bid keywords in copy (they are bolded and increase CTR)
    Clear Calls to Action
    Dynamic Keyword Insertion
  • PPC Case Studies
  • Crystal Ski
  • Tropical Sky
  • Search Engine Optimisation
  • Top 5 Ranking Factors
    Keyword Focused Anchor Text from External Links
    73% very high importance
    External Link Popularity (quantity/quality of links)
    71% very high importance
    Diversity of Link Sources (links from many unique root domains)
    67% very high importance
    Keyword Use Anywhere in the Title Tag
    66% very high importance
    Trustworthiness of the Domain Based on Link Distance from Trusted Domains
    66% very high importance
  • Next 5 Important Factors
    Keyword Use in Internal Link Anchor Text on the Page
    47% moderate importance
    Keyword Use in External Link Anchor Text on the Page
    46% moderate importance
    Keyword Use as the First Word(s) in the H1 Tag
    45% moderate importance
    Keyword Use in the First 50-100 Words on the Page
    45% moderate importance
    Keyword Use in the Subdomain Name
    42% low importance
    Keyword Use in the Page Name URL
    38% low importance
  • SEO Case Studies
  • Sunway - Thailand
  • Sunway.ie - Egypt
  • Select Camp
  • Local Search
  • Skytours – Google Places
  • Club Travel Google Places
  • Social Media Campaigns
  • Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel
  • Online Brands and Social Media
    60% of online shoppers already use social media sites and networks regularly
    56% of those online shoppers friend or follow retailers, but they can only do so, if the retailer is actively engaging within those networks
    Only 25% of Top 100 Brands have Facebook Pages
    Twitter and Facebook users to spend more than 1.5x more online than the average Internet user.
  • Elements of a social media campaign
    Essentials of a successful campaign
    Know your target audience
    Plan goals and aims of campaign
    Prepare internal organisation for impact of social media
    Identify stakeholders and task them with ownership
    Pick platforms and tools that relate to your identified audience
    Implement a pilot programme and monitor and analyse campaign progress
    Revise approach and campaign based on feedback
    Roll-out on different platforms and business areas incrementally
  • Implementing a social media programme
    Benchmark existing stats
    Current site statistics - PPC and Organic Search
    Twitter followers, Facebook fans, Digg Links, existing traffic etc..
    Quantify ROI benchmarks – customer acquisition, advertising spend per channel
    Design and develop the campaign
    Decide on channels
    Stakeholders
    Expectations
    Pilots
    Revision points
    Monitoring process
    Engagement process
    Measure Impact of the Programme
  • Case Studies
  • Cully & Sully
  • Dazzledust
  • The Good Mood FoodBlog
  • Kogi BBQ
  • Hairybaby
  • BlendTec
  • Old Spice Campaign
  • Tippex YouTube Campaign
  • Greater Manchester Police
  • C-Mon & Kypksi
  • Email Marketing
  • Email Applications
  • Case Studies
  • CityDeal.ie
  • Asos
  • Schuh
  • Prudence Magazine
  • Key Points to Remember
  • Why does email marketing work
    Allows Targeting & Segmentation – right prospects
    Is Data Driven –you can focus campaigns on measurable prior behaviour
    Drives Direct Sales – attribute post-click action with eCommerce activities and sign-ups
    Builds Loyalty, Relationships and Trust – frequent meaningful communication helps stay “top of mind”
    Support Sales Through Other Channels – influence and drive offline activities
    Helps Customer Acquisition and Customer Retention
  • Email Design and Layout
    Clear User Outcome Focused Design
    Use Multipart-Alternative MIME formats
    Sends HTML version and plain text version (depending on the recipient mail server settings)
    Design attractive, simple and easy to use templates
    Ensure branding is consistent across all campaigns
    Make sure design is easy to follow, articulates a defined thought sequence and has clear calls to action
    Test your mail to ensure that it renders across all email clients
    Don’t Embed image files in emails – link to external servers
    Use inline CSS rather than relative CSS links in header
  • First Impression Count
    Your first email should be a welcome email
    Introduce your company and benefits of receiving the email
    On your email sign-up form - tell users what they will get and how often
    Tell user that your goals is top provide value for them
    Special offers for signing-up to your email newsletter
    The To: field should be the persons name – not their email address – you can customise this
    Provide an obvious opt-out link for the user
    Link to your privacy policy
    Clearly show your physical address – you’re a real business
  • Its All About Content
    Content is King
    Map out content for your next few campaigns
    Each email should provide clear value
    Don’t try and do all your selling with your email copy – what you want is the user to “click” through to landing page
    Always meet the expectations that you set in the opt-in stage (and you should be setting expectations at that stage)
    One or two “Clear Calls to Action” per email (no more)
    Relevant (right audience with right content), Timely, Targeted and value driven (from users perspective)
  • Best Practices – Subject Line
    Keep it 35 Characters or less
    Consider using brand or business name
    Avoid Spammy words – BUY NOW, CLICK HERE, FREE etc… (look bad and get caught by spam catchers)
    Mimize use or don’t use symbols and special characters – (!!!)
    Don’t use misleading headlines – you’ll annoy people (plus its illegal in the CAN-SPAM Act)
    Time delimit offers
    Add in prices of special offers
  • Affiliate Networks & Performance Based Marketing
  • Affiliate Networks/Performance Mktg
  • Measurement Process -
    Key Performance Indicators
  • At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase
  • Measurement
    Key Performance Indicators
    Measures that help you understand how you are doing against your objectives.
    highlight success, or failures, for the objectives you have created for your organization
    Business Objectives:
    Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs
  • Typical TrackableKPIs
    Increase Rate & Value of Conversions
    Increase Average order size (ecommerce apps)
    Increase Customer Lifetime Value
    Increase Average Revenue Per User
    Reduce Cost per Lead & Cost per Sale
    Reduce Core Bounce rates
    Increase Frequency and Return rates
    Increase Recency Rates
    Reduce Abandonment rates
  • Metrics
    Traffic Related Statistics
    # Page Views, Visits, Unique Visitors
    Channel Statistics
    Decomposition of Organic, Paid, Email, Direct etc..
    Social Stats
    # of Twitter, FB, Blog, LinkedIn followers/comments
    # of 3rd Party Links
    Partners, Referrals, Promotions, Affiliates
    # of Newsletter signups
    # of Site Specific Downloads
    Webinar Views, Articles, Whitepapers, podcasts
  • Simple KPI Framework
  • Evaluation Phase
  • Evaluation Feedback loop
    Implement a continuous learning and improvement framework
    All findings and experiences should feed into subsequent phases, campaigns and initiatives
    Refine reporting process
    Improve ROI metrics in their broadest sense
    Continue to get communicate internally of sucesses
    Educate management through correlation of digital and business goals
  • Questions & Answers
  • Contact Details
    086 6070274
    www.linkedin.com/in/keithfeighery
    www.twitter.com/kfeighery
    www.faceboook.com/keith.feighery
    keith.feighery@digitalinsights.ie
  • Thank You