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Online Marketing, Sales and Digital Strategy


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Overview of how to create a digital media profile framework and how to overlay your media mix (Owned, paid and earned) whilst developing a focused digital strategy

Overview of how to create a digital media profile framework and how to overlay your media mix (Owned, paid and earned) whilst developing a focused digital strategy

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  • 1. Diploma in Online Marketing, Sales & Digital Strategy Keith Feighery
  • 2. Agenda
    • Summarize core concepts in online marketing and digital strategy
      • Owned, Paid and Earned Media
    • Review critical components of digital strategy
      • Planning, Creation, Actualisation, Evaluation
    • Look back at Online Marketing Tactics
      • PPC, Content Marketing, SEO, Social Media, Email Marketing etc..
    • Review Analytics and Measurements
      • KPIs and Metrics
  • 3. Key Themes
  • 4. Owned Vs Paid Vs Earned Media
  • 5.  
  • 6. Traditional Vs Social
  • 7. Hubspot – Inbound Marketing Company view
  • 8. 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 consituencies
    • 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
  • 9. Owned Media
  • 10. Content types
    • The content and digital media on your Web site , other microsites, partner sites etc..
    • Articles and other intellectual property or knowledge sharing –professional contributions etc.
    • Whitepapers, case studies, w ebinars , podcasts
    • Blog posts, reader comments and reactions
    • Tweets , status updates
    • E-mail newsletters
    • Facebook/MySpace /Bebo fan pages and groups
    • Videos, demos, presentations, and custom animations
    • Product/service reviews
    • Forums
    • Content widgets
  • 11. Who creates the content
    • Internally
      • Find employees who are knowledgeable and want to write
      • Re-purpose content that has been created over time for different media
    • Partners, customers and third party experts
      • Publish whitepapers, webinars, eBooks, articles etc…with partners
    • Customers
      • If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..
      • You can allow customers to make product recommendations – crowdsourcing
  • 12. Advantages
    • Creates demand generation and awareness through value add publishing
    • 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
  • 13. Content Mktg: Success Vs Failure
    • Characteristics of Success
      • Understanding the informational needs of your customers
      • Knowing how those informational needs mix with your marketing goals and objectives 
      • Mapping content schedule to user profiles and buyer cycles
      • Being consistent (content marketing is a marathon, not a sprint)
      • Listen and continually evolve the program
    • Characteristics of Failure
      • Always s elling, rather than informing and educating
      • Not listening, thus not evolving the content program
      • .
  • 14. Change is predicated on the changing consumption and behaviours of the customer
  • 15. Changing Customer Landscape
    • The relationship between organisations and customers has traditionally been optimised around the organisation, not the customer
    • Companies and organisations have fallen behind in connecting with customers – they now realise that they must find a way to participate in these Conversations
    • Customers choose to connect and collaborate with each other without the organisations, disrupting the flow of influence.
  • 16. Social Media Landscape
  • 17.  
  • 18.  
  • 19.  
  • 20. Marketers must understand the dynamic of communities
  • 21. Shift away from interrupt based marketing to a more conversational process
  • 22. Risks Posed
    • Loss of control of the conversation
      • Two way communication
      • Openly negative transmissions
    • Using social channel as a marketing or PR conduit
      • Broadcast as opposed to engagement
    • Can be a difficult persona for brands to adopt
      • Reveal a human voice of a corporate identity
        • What it is that voice?
    • Starting – and then not following through
      • Inevitable criticism
  • 23. Benefits of social engagement
    • Listening
      • Crucial to hear what the public is saying about you
        • Both positive and negative
        • Understand needs, behaviours, experiences, language patterns etc..
    • Relationships/Conversations
      • Once you know what is being said about you, where it is being said – you can then interact directly with customers (without filters)
    • Findability / Searchability
      • Aligned with SEO initiatives creates a larger and more diverse digital footprint
    • Community Advantage
      • Feedback loops, customer advocacy, relationships
      • Reduce customer acquisition costs (Media spend)
      • Increase customer retentions (Loyalty/Advocacy)
      • Qualititative research opportunity with customers – p
  • 24. Digital Strategy
  • 25. Digital Strategy & Planning Source
  • 26. Planning Phase
  • 27. 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
  • 28. Goals and Audience Location Analysis Source
  • 29. Creation Phase
  • 30. 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)
  • 31. Mapping audience, solutions and projected ROI Source
  • 32. Actualisation Phase
  • 33. 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
  • 34. Evaluation Phase
  • 35. Evaluation
    • Once Campaign goes live then measure the following to find the delta for before and after
      • Online Traffic
        • Traffic Volumes, PPC conversions, referral numbers, effectiveness of keyword usage, time spent on sites, bounce rates
      • Levels of interaction
        • Comments left by users, number of Retweets, number of Fans on Facebook pages, numbers of @comments in twitter, number of subscribers through email and RSS
      • Leads/Conversions
        • create measurable and trackable conversion points in your sales funnel – sign up for newsletter, make a purchase, click on a link, fill out contact form, download a trial version, whitepapers, attend webinars, podcasts listens, etc.
      • Search Engine Optimisation
        • links from blogs, trackbacks, comments left in blogs, views of embedded digital content that you provided, Digg links
      • Brand Metrics
        • NPS, positive brand associations, brand awareness, brand recall
  • 36. 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
  • 37. Tactical Solutions Framework
  • 38. Digital Marketing Process Source eConsultancy
  • 39.
    • Pay Per Click Advertising
  • 40. PPC Introduction
    • Analyse your specific market
      • Use Keyword Tools
    • Analyse your online and offline competitors
      •, Google keywords tool
    • Create the PPC accounts
      • Google, Bing, Yahoo
    • Divide the main account into sub campaigns and groups
      • 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
  • 41. 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
  • 42.
    • Affiliate Networks & Performance Based Marketing
  • 43. Affiliate Networks/Performance Mktg
  • 44.
    • Search Engine Optimisation
  • 45. 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
  • 46. 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
  • 47.
    • Social Media Campaigns
  • 48. 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
  • 49. 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
  • 50. Analysing impact of social media
    • Traffic
      • Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates etc..
    • Levels of Interaction
      • Comments etc… - engaged customers are quality customers
    • Sales
      • Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months)
    • Leads/Conversions
      • If not possible to convert online – therefore create other mesaurable conversions
    • Links
      • Video links – Tagged: YouTube, Vimeo,
      • Blog Links – trackbacks, comments, direct references
      • Digg Links
    • Brand Metrics
      • Positive Brand Associations
      • Word of Mouth
      • Brand Awareness
      • Propensity to Buy
      • Brand Recall
  • 51.
    • Email Marketing
  • 52. Email Applications
  • 53. Best Practices
    • Create segmented targeted lists
    • Optimise and test subject lines, time of delivery, from addresses, email copy etc..
    • Deliverability
      • Consider ESP products, Ensure using whitelisted IP adresses, Set up SPF records
    • Clear Calls to Action
      • Ensure clear to customer what next step is
    • Share with Social Network
      • Make it easy to share email content with networks
    • Integrate with CRM system
      • Segment Database, Dynamic Contents
  • 54. Best Practices
    • Organic Opt-in List Growth
      • Don’t buy lists – when people unsubscribe – ensure they are
    • Remind recipients why they are receiving mails
    • Be relevant and provide value not marketing messsages
    • Frequency
      • Think relevancy – ALWAYS be cognisant of SPAM
    • Constantly Test
      • Test Content, Images, Subject Line, Address, Calls to actions, placements, layout
    • Template Design
      • Fresh brand centric design
  • 55.
    • Online Marketing
    • Key Performance Indicators
  • 56. 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
      • Keywords: Measures – Objectives
    • Objectives:
      • Increase Sales, increase customer retention, Increase # of leads, increase share of voice, increase quality of leads to sales, reduce customer service costs,
  • 57. Typical Trackable KPIs
    • Number of Conversion
    • Cost per Lead, Cost per Sale
    • Bounce rates
    • Returning visitors
    • Recency Rates
    • Abandonment rate
    • Average order size (ecommerce apps)
    • CPA / Customer Lifetime Value
    • Average Revenue Per User
  • 58. Additional Metrics
    • 3 rd Party Links – Partners, Referrals, Promotions, Affiliates
    • New account sign-ups
    • Article or press release views
    • Newsletter signups
    • Page views per session
    • No. of site specific downloads – products, articles, whitepapers, podcasts
    • No. of Webinar Views
  • 59. Thank You