Creating a Digital Marketing Strategy - ECTA - Writtle College - April 2014

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Creating a Digital Marketing Strategy - ECTA - Writtle College - April 2014

These are the slides from the morning session on how to create a digital marketing strategy.

Published in: Marketing, Business, Education

Creating a Digital Marketing Strategy - ECTA - Writtle College - April 2014

  1. 1. evaluate objectives strategy implement measure digital strategy bootcamp
  2. 2. evaluate objectives strategy implement measure Introductions Who are we: Louise Stephens – ACIM Digital Marketing Specialist Matt Horsup - ACIM Head of Digital Marketing
  3. 3. evaluate objectives strategy implement measure To give you a framework to take away to start putting together your own digital marketing strategy The purpose
  4. 4. evaluate objectives strategy implement measure 5 steps to creating a digital strategy 1. Evaluate 2. Objectives 3. Strategy 4. Implement 5. Measure
  5. 5. evaluate objectives strategy implement measure The integration of website, mobile marketing and digital communication channels for customer acquisition and retention ….ie generating more business!!! What is a digital marketing strategy?
  6. 6. evaluate objectives strategy implement measure Evaluation stage This is the most important stage because: Need to know where you are now so you can plan where you want to get to.
  7. 7. evaluate objectives strategy implement measure Evaluate your business It is important to put together a team consisting of a cross section of colleagues from all areas of the business…  What’s the elevator pitch?  List 5 adjectives that describe your organisation.  What are your products & services?  What are your USP’s?  What is your sales cycle?
  8. 8. evaluate objectives strategy implement measure Evaluate the last 12 months  What were your business objectives 12 months ago?  What were your marketing objectives?  How did you do?  What tools do you have in place to measure?
  9. 9. evaluate objectives strategy implement measure SWOT exercise Strength s Weaknesse s Opportunitie s Threats
  10. 10. evaluate objectives strategy implement measure Different audiences have different needs and therefore interact with you differently. Personas We use personas to make sure we think about things from an audience perspective. Target Audiences
  11. 11. evaluate objectives strategy implement measure Meet Bill Personal:  Aged 53 daughter Emily 18  Lived in Norfolk all his life and plays golf Interests / Requirements:  He is trying to find a holiday for his family  Needs to find a place that will cater for his family as well as some where he can play golf Digital profile  Google searching, Social, Forums  Laptop, Android phone, tablet Nexus 7 Drivers:  Price, location, positive reviews Barriers to conversion  Must be able to book outside of working hours Value to your business  Yearly customer, potential advocate
  12. 12. evaluate objectives strategy implement measure Bill - The business man Personal:  Aged 53 daughter Emily 18  Lived in Norfolk all his life and plays golf Interests / Requirements:  Managing director of an engineering firm.  Access to educational material.  Likes to keep up to date by reading articles and attending seminars. Digital profile  LinkedIn, Blogs, Whitepapers, Laptop, iPhone, iPad Drivers:  Price, location, professionalism, credentials Barriers to conversion  Must be able to work in his office one day a month. Value to your business  Yearly customer, potential advocate
  13. 13. evaluate objectives strategy implement measure Personal  Sex, Age  Physical location  Relationship family status  Religion  Social status  Disabilities  What are their hobbies?  Time available
  14. 14. evaluate objectives strategy implement measure Interests / requirements  What are they interested in?  What products / services do they need?
  15. 15. evaluate objectives strategy implement measure Digital profile What device? Tablet, phone, PC, Mac etc… What time of day do they use? Morning, evening, during work etc…
  16. 16. evaluate objectives strategy implement measure Drivers  Price  Brand  Service  Location  Loyalty  Quality
  17. 17. evaluate objectives strategy implement measure Barriers to conversion  Can’t afford the product or service  Reputation – Don’t trust brand  Payment methods are not available  Interaction is a difficult process  Location is too far away?  Not available out of hours
  18. 18. evaluate objectives strategy implement measure Value to your business  High / low value  One time purchaser  Occasional customer  Regular customer  Advocate / supporter  Quantity / quality
  19. 19. evaluate objectives strategy implement measure Your turn… Create a customer persona for a member of your target audience…
  20. 20. evaluate objectives strategy implement measure Back to Bill Personal:  Aged 53 daughter Emily 18  Lived in Norfolk all his life and plays golf Interests / Requirements:  He is trying to holiday for his family  Needs to find a place that will cater for his family as well as some where he can play golf Digital profile  Facebook, Social, Forums  Laptop, Android phone, tablet Nexus 7 Drivers:  Price, location, positive reviews Barriers to conversion  Must be able to book outside of working hours Value to your business  Yearly customer, potential advocate
  21. 21. evaluate objectives strategy implement measure Where do they live online? Low Med High SEO PPC SOCIAL Email Mobile
  22. 22. evaluate objectives strategy implement measure Evaluate your analytics
  23. 23. evaluate objectives strategy implement measure Website Conversion funnels Traffic sources Conversion What are your conversion funnels?
  24. 24. evaluate objectives strategy implement measure Competitor review  Who are your competitors? (Locally & online)  What are their USP’s?  Why are you better?
  25. 25. evaluate objectives strategy implement measure Competitor review Your competitors are not always who you think they are…
  26. 26. evaluate objectives strategy implement measure Competitor review
  27. 27. evaluate objectives strategy implement measure Competitor review Tools to help you benchmark your business against your competition…  Alexa.com  MOZ  Woorank  Compete.com
  28. 28. evaluate objectives strategy implement measure Objectives stage Setting realistic objectives is vital to the success of any strategy…  Current objectives  Setting SMART objectives
  29. 29. evaluate objectives strategy implement measure What are your objectives? Lets explore..  Raise brand / awareness  Increase sales  Increase event registrations  Increase general enquiries  Increase customer retention  Reduce the cost per sale
  30. 30. evaluate objectives strategy implement measure Objectives S.M.A.R.T.  Specific  Measurable  Achievable  Realistic  Timely
  31. 31. evaluate objectives strategy implement measure Make them SMART Your objectives:  Raise brand / awareness – e.g. Social followers from 1k to 3k in 6 months  Increase sales - e.g. by 10% in 8 months  Increase event registrations - e.g. By 20% in 6 months  Increase general enquiries - e.g. 12% in 12 months  Reduce the cost per sale – e.g. By 5%
  32. 32. evaluate objectives strategy implement measure Where do you want to be? Dissemination of objectives Traffic Offline Traffic Offline Traffic Offline SEO PPC Chat Print SEO PPC Chat Print SEO PPC Chat Print Primary objective: Income generation Increase event bookings Online sales Upsell to existing customers 20% 15% 15%
  33. 33. evaluate objectives strategy implement measure Where do you want to be? A note on objectives..  Are your objectives realistic ?  Are they aligned with your organisations objectives ?  Have you got buy in ?
  34. 34. evaluate objectives strategy implement measure Strategy Now you understand your audience and you have SMART objectives you now need to create a strategy to engage them…  Customer buying cycles  Choosing the right channels  Joined up marketing  Setting a budget
  35. 35. evaluate objectives strategy implement measure What is your customers buying cycle?
  36. 36. evaluate objectives strategy implement measure Awareness Research Intent Decision Retention New customer (acquisition)
  37. 37. evaluate objectives strategy implement measure Existing customer (retention) Client Supporter Advocate
  38. 38. evaluate objectives strategy implement measure Digital channels It important to really understand the channels  SEO – Engine Optimisation  PPC – Pay Per Click  Email marketing  Social media  Mobile marketing
  39. 39. evaluate objectives strategy implement measure SEO (Search Engine Optimisation) The process of improving a website’s natural ranking in search engines and in doing so attracting more visitors.
  40. 40. evaluate objectives strategy implement measure More than just a listing:  Relationship between searches  Social Media  News & PR  Web Pages  Videos  People also searched for  Images  Related searches
  41. 41. evaluate objectives strategy implement measure SEO (Search Engine Optimisation) Pro’s  Trusted channel  Relevant to customer search  Audience are more motivated to act  Needs based searching  Competitive edge  One of the highest ROI’s  Targeted and completely measurable Con’s  Ever changing environment  Long term strategy  Can be very competitive
  42. 42. evaluate objectives strategy implement measure PPC (Pay Per Click) A form of online advertising whereby advertisers pay for each visitor sent.
  43. 43. evaluate objectives strategy implement measure More than just an ad:  Shopping results  Reviews  Site links (cross selling)  Social media  Local (map result)  Telephone number with tracking  Offers  Vouchers  Apps
  44. 44. evaluate objectives strategy implement measure PPC (Pay Per Click) Pro’s  Immediate results  Promoting time sensitive offers  Ability to maintain budget  24 hour results  Potentially high ROI  Tailored to mobile audience  Protection from SEO algorithm update Con’s  Can be costly if implemented poorly  Results only last as long as the campaign  Cost per click can be high
  45. 45. evaluate objectives strategy implement measure Email Marketing Directly marketing a commercial message to a group of people using email.
  46. 46. evaluate objectives strategy implement measure More than just a newsletter:  Offers  Customer retention  Surveys  Re-engagement  Service messages  Mobile optimisation
  47. 47. evaluate objectives strategy implement measure Email Marketing Pro’s  Soft touch point with clients  Pin point targeting  Personalised messages  Easy to manage  Fast to produce  Encourages immediate action  High ROI  Easy to track  Cost effective  Easy to share  Optimised for mobile Con’s  Have to have the data first  Relies on quality data  Long term strategy
  48. 48. evaluate objectives strategy implement measure Social Media The process of gaining website traffic or attention through social media sites
  49. 49. evaluate objectives strategy implement measure More than just a tweet:  Offers  Forum  Pictures  Video  Share opinion  Customer service  Share content  Reviews  Start/ join conversations
  50. 50. evaluate objectives strategy implement measure Social Media Pro’s  Reach more people  Brand awareness  Builds long term relationships  Encourages audience engagement/ advocates  Gain feedback from customers  Excellent reporting  Cost effective (hard cost)  Can support SEO Con’s  Time consuming  Hidden soft costs (time)  Long term strategy  Can be hard to measure ROI  Lack of control  Buying intent is usually a lot less
  51. 51. evaluate objectives strategy implement measure Mobile Marketing Marketing on or within a mobile device.
  52. 52. evaluate objectives strategy implement measure More than just an app:  App’s  Mobile specific  Responsive
  53. 53. evaluate objectives strategy implement measure Mobile Marketing Pro’s  Maximum optimisation  Encourages instant action  Encourages sharing of content  Excellent reporting  Easy to incorporate with other strategies  Various strategies to implement; App, push notification, NFC… Con’s  Screen sizes  Technology changes  Still fairly new to customers  Website might need changing
  54. 54. evaluate objectives strategy implement measure Other channels to consider Video Remarketin g Affiliate NFC Peer to Peer QR Codes Surveys SMS Blog Viral Webinars Infographic Podcast Forums Microsites PR Push notifications
  55. 55. evaluate objectives strategy implement measure Joined up marketing
  56. 56. evaluate objectives strategy implement measure Joined up marketing Sunnier Climes are a travel company that specialise in European holidays. One of their target audiences are middle aged couples looking for a 5* long weekend break…
  57. 57. evaluate objectives strategy implement measure Awarenes s Research Intent Decision Retention Joined up marketing Bill wants to take his wife away for an Easter break in Italy to celebrate their anniversary…
  58. 58. evaluate objectives strategy implement measure Awarenes s Research Intent Decision Retention Joined up marketing Bill is now in the consideration phase of his buying cycle, he is researching the various travel companies he could book through…  Search engine  Blog posts  Guides  Reviews  Social media/ forum discussions
  59. 59. evaluate objectives strategy implement measure Joined up marketing John now understands that using Sunnier Climes is the right solution for him…  Website content  Sign up to email offer  Read reviews  Price comparison  Make an enquiry Awarenes s Research Intent Decision Retention
  60. 60. evaluate objectives strategy implement measure Awarenes s Research Intent Decision Retention Joined up marketing John books his holiday with Sunnier Climes…  Up/ cross selling  Check out process on website  Email
  61. 61. evaluate objectives strategy implement measure Awarenes s Research Intent Decision Retention Joined up marketing Bill and his wife had a lovely weekend away, the flights were on time, the hotel was exactly as described and all great value for money…  Email  Social media  Write a review incentives  Recommend a friend incentive
  62. 62. evaluate objectives strategy implement measure Awareness Research Intent Decision Retention Your turn…
  63. 63. evaluate objectives strategy implement measure Sunnier Climes - Campaigns SEO & PPC
  64. 64. evaluate objectives strategy implement measure Sunnier Climes - Campaigns Email
  65. 65. evaluate objectives strategy implement measure Social Sunnier Climes - Campaigns
  66. 66. evaluate objectives strategy implement measure Awarenes s Research Intent Decision Retention Joined up marketing – B2B Bill is looking for a professional accountant to look after the accounts for his engineering firm…
  67. 67. evaluate objectives strategy implement measure Awarenes s Research Intent Decision Retention Joined up marketing Bill is now in the consideration phase of his buying cycle, he is researching the various, local accountants… • Search engine • Blog posts • Whitepapers • Case studies • Events/ seminars
  68. 68. evaluate objectives strategy implement measure Awarenes s Research Intent Decision Retention Joined up marketing Bill has now done the required research to choose to use Professional Accountants… • Website content • Sign up to email marketing • Price comparison • Make an enquiry/ book meeting
  69. 69. evaluate objectives strategy implement measure Awarenes s Research Intent Decision Retention Joined up marketing Bill instructs Professional Accountants to do his accounts… • Up/ cross selling • Email
  70. 70. evaluate objectives strategy implement measure Awarenes s Research Intent Decision Retention Joined up marketing Bill is very pleased with the work Professional Accountants have done for him… • Email • Testimonial • Case study • Loyalty scheme • Recommend a friend incentive
  71. 71. evaluate objectives strategy implement measure Professional Accountants- Campaigns SEO & PPC
  72. 72. evaluate objectives strategy implement measure Professional Accountants- Campaigns Email
  73. 73. evaluate objectives strategy implement measure Social Professional Accountants- Campaigns
  74. 74. evaluate objectives strategy implement measure Marketing timeline - Acquisition Acts more as an ASSIST INTERACTION Acts more as a LAST INTERACTION PATH TO PURCHASE PURCHASE Awareness Consideratio n Intent Decision SOCIAL EMAIL SEO MOBILE PPC Source: Google Think Insights
  75. 75. evaluate objectives strategy implement measure Marketing timeline - Retention Acts more as an ASSIST INTERACTION Acts more as a LAST INTERACTION PATH TO PURCHASE PURCHASE Awareness Consideratio n Intent Decision PPC EMAIL SOCIAL MOBILE SEO Source: Google Think Insights
  76. 76. evaluate objectives strategy implement measure Setting your budget High priority channels SEO = 3/3 PPC = 1/3 Social = 1/3 Email = 1/3 Mobile = 2/3 SEO 37% PPC 12% Social 13% Email 13% Mobile 25% Low Med High SEO PPC SOCIAL Email Mobile Low Med High SEO PPC SOCIAL Email Mobile Low Med High SEO PPC SOCIAL Email Mobile A1 A2 A3
  77. 77. evaluate objectives strategy implement measure Budget vs skills vs time High priority channel: SEO Budget: 37% Do you have the skills in house to manage this channel? Yes No Does this person/ team have the time to implement the channel? Yes No Consider the use of third party expertise. Implement
  78. 78. evaluate objectives strategy implement measure Is your budget realistic to achieve your objectives?
  79. 79. evaluate objectives strategy implement measure Create your strategy JAN FEB MAR SEO PPC SOCIAL Email Content APR MAY JUN JUL AUG SEP OCT NOV DEC
  80. 80. evaluate objectives strategy implement measure Implement The implementation of your strategy makes all the planning come to life…
  81. 81. evaluate objectives strategy implement measure Sunnier Climes Marketing Plan Customer Acquisition Customer Retention JAN FEB MAR SEO PPC SOCIAL Email Content APR MAY JUN JUL AUG SEP OCT NOV DEC
  82. 82. evaluate objectives strategy implement measure Sunnier Climes JANUARY SEO PPC SOCIAL Email Content FEBRUARY MARCH APRIL Easter campaign Customer Acquisition Customer Retention
  83. 83. evaluate objectives strategy implement measure Summary Now you have the foundation of your strategy…  Which channels to use.  How to connect through various devices.  How much budget to allocate.
  84. 84. evaluate objectives strategy implement measure Measure Measure, test and refine is the cornerstone to your strategy…  What to measure?  When to measure it?  How to measure it?  Refine and optimise.
  85. 85. evaluate objectives strategy implement measure What to measure? Setting realistic goals and objectives will help you measure the success of any campaign... How will you measure your success against your objectives?
  86. 86. evaluate objectives strategy implement measure Google Analytics  Add Google analytics tracking to every page on site  Add IP filter excluding traffic from your IP range  Set up goal conversions  Create goal funnels if applicable  Set up site search tracking in Analytics  Create dashboard for quick conversion tracking if applicable  Set up email alerts
  87. 87. evaluate objectives strategy implement measure Customise your dashboard
  88. 88. evaluate objectives strategy implement measure Refine and optimise What works for one may not work for another, regular analysis will highlight areas that are meeting objectives and others that are not.  Exceeding objectives  Meeting objectives  Not meeting objectives It is important to understand why… Try something new…
  89. 89. evaluate objectives strategy implement measure Thank you for your time!
  90. 90. evaluate objectives strategy implement measure Agenda Evaluate  About your business  SWOT analysis  Audience personas  Where they live online  Competitor review Objectives  Current objectives  Setting SMART objectives
  91. 91. evaluate objectives strategy implement measure Agenda Strategy  Customer buying cycles  Choosing the right channels  Joined up marketing  Setting a budget Implement  Strategy creation
  92. 92. evaluate objectives strategy implement measure Agenda Measure  How to measure success  What to measure  When to measure  Review and optimise

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