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Final Lecture for Online Marketing, Sales and Digital Strategy Course for Griffith College. Aligns Digital Strategy and Planning along with tactical digital solutions.

Final Lecture for Online Marketing, Sales and Digital Strategy Course for Griffith College. Aligns Digital Strategy and Planning along with tactical digital solutions.



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    Griffith-Final-Lecture-Online-Marketing-Digital-Strategy-Course Griffith-Final-Lecture-Online-Marketing-Digital-Strategy-Course Presentation Transcript

    • Digital Planning Session 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 ® created by PR Smith
      Case Studies
      Questions and Answers
    • Digital Marketing Planning Template
    • 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
      • Create Activation and Conversion points within your digital assets
      • Build relationships – inform, educate and entertain
      • Iterate, Optimise and promote content across digital channels
    • Iterative Approach To Creating Digital Marketing Plans and Strategies
    • Iterative Digital Marketing Strategies
    • Key Online Marketing Tactics
      Social Media Marketing
      Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
      Content & Inbound Marketing
      Website, blog, social platforms, partnership sites etc…
      Search Engine Marketing
      PPC, Display and Affiliates
      Mobile Marketing
      Location Based, Text, Advertising, Coupons, Offline-Activation
      Search Engine Optimisation (SEO)
      Structured & Planned Content, Optimismed Vocabulary, Links
      Email Marketing
      Email Service Providers, Acquisition and Retention, Lead Nurturing
      Measurement and Analytics
      Clear Objectives and Benchmarks
    • The Changing Digital Landscape to Consider
    • Traditional Marketing VsSocial Engagement
    • The Rise of Facebook
    • Proliferaton of Channels
    • Social Media Landscape
    • Businesses & organisations need to embrace a more social engagement because it is happening with or without them
    • Marketers need to understand its not about the specific tools but the changing consumption and behaviour patterns of the customer
    • Marketers need to understand the dynamic of communities
    • Differentiated Digital Media Model
    • Digital Marketing Media Mix
    • Content & Inbound Marketing
    • Hubspot – Inbound Marketing Company view
    • Inbound Marketing Advantages
    • Advantages Inbound Marketing
      Creates the means for prospects to find and discover you through the nurturing of an extensive digital footprint
      Creates stickiness to your owned media assets (rather than to paid ones)
      Creates a less-frictional way of converting prospects into sales
      Helps build long-term relationships rather than one-off sales
      Once started, provides an ongoing process and framework to control and publish valuable information
    • Digital Strategy & Planning
    • Digital Strategy & Planning
    • SOSTAC ® Framework
    • UsingRACEforDigitalMarketing Optimisation
    • Planning Phase
    • Planning
      Define business objectives
      Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation etc..
      Define audience and break down into personas & needs
      Personas, Influencers, Advocates,
      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 their required informational needs
      Aligning digital strategy with brand
      What is the tone, voice, perception currently presented
    • Research Channels
    • Personas
    • Location Setting
    • Goals and Audience Location Analysis
    • 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, Display, Affiliate, Email, Lead Gen etc…
      For B2B business map out buyer and sales cycles
      Align marketing and sales organisations
      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 corollary failure too)
    • Mapping audience, solutions and projected ROI
    • Simple KPI Framework
    • 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
    • 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
      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
    • 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 Tactics
    • Pay Per Click Advertising & Google Content Network
    • 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 targeted 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 Ads 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, WordTracker, Wordstream, Keyword Spy
      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
    • Google Adwords
    • PPC Examples
    • Search: Online Marketing Courses
    • Search: Health Insurance Quote
    • Search: Mothers Day Flowers Dublin
    • Google Content Network
    • 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 Example
    • Search: Flowers for newborn baby
    • Newborn Flowers
    • Local Search
    • Google Places Page
    • Social Media Programmes
    • Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel
    • 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
    • Case Studies
    • Cully & Sully
    • Hairybaby
    • The Good Mood Food Blog
    • Dazzledust
    • BlendTec
    • Best Job In the World
    • TippexYouTube Campaign
    • Old Spice Campaign
    • Email Marketing
    • Email Applications
    • Case Studies
    • Asos
    • Schuh
    • Best Practices
      Organic Opt-in List Growth
      Value your list – design your activities around harvesting mails
      Be relevant and provide value not always sales messsages
      Remind recipients why they are receiving mails
      Think relevancy & consistency – provide value
      Constantly Test
      Test Content, Images, Subject Line, Address, Calls to actions, placements, layout
      Template Design
      Clear information architecture that renders well with images on or off
    • Best Practices
      Share with Social Network
      Make it easy to share email content with networks
      Create segmented targeted lists
      Optimise and test subject lines, time of delivery, from addresses, email copy etc..
      Clear Calls to Action
      Ensure clear to customer what next step is
      Consider ESP products, Ensure using whitelisted IP address
    • Evaluation Phase
    • KPIs & Goals set in the Creation Phases should be assessed according to actuals
    • Ongoing KPI & Metric Analysis
    • 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
      Educate management through correlation of digital and business goals
      Iterate constantly
    • Questions & Answers
    • Contact Details
      086 6070274
    • Thank You
    • References
      SOSTAC ® is a registered trade mark of its inventor PR Smith