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An introduction to creating your own digital marketing strategy.

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- 1. evaluate objectives strategy implement measure An introduction to digital strategy.
- 2. evaluate objectives strategy implement measure Introductions Who am I? Louise Stephens Digital Consultant - ACIM
- 3. evaluate objectives strategy implement measure 5 steps to creating a digital strategy 1. Measure 2. Evaluate 3. Objectives 4. Strategy 5. Implement
- 4. evaluate objectives strategy implement measure The integration of website, mobile marketing and digital communications channels for customer acquisition and retention ….ie generating more business!!! What is a digital marketing strategy?
- 5. evaluate objectives strategy implement measure Evaluation stage This is the most important stage because: Sets the tone for everything that you do Need to know where you are now so you can plan where you want to get to.
- 6. 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
- 7. evaluate objectives strategy implement measure Dave 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
- 8. evaluate objectives strategy implement measure Personal Sex, Age Physical location Relationship family status Religion Social status Disabilities What are their hobbies? Time available
- 9. evaluate objectives strategy implement measure Interests / requirements What are they interested in? What products / services do they need?
- 10. 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… What digital channels do they use? Websites, social, video, apps
- 11. evaluate objectives strategy implement measure Drivers Price Brand Service Location Loyalty Quality
- 12. 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
- 13. evaluate objectives strategy implement measure Value to the business High low value One time purchaser Occasional customer Regular customer Advocate supporter Quantity quality
- 14. evaluate objectives strategy implement measure Competitor review Who are your competitors? (Locally & online) What are their USP’s? Why are you better?
- 15. evaluate objectives strategy implement measure Objective stage
- 16. evaluate objectives strategy implement measure What are your objectives? Your objectives: Raise brand / awareness Increase sales by 10% Increase event registrations Increase donations (on / offline) Reduce the cost per sale
- 17. evaluate objectives strategy implement measure Objectives S.M.A.R.T.
- 18. evaluate objectives strategy implement measure Strategy Now you understand who your audience are you now need to focus on when and how to engage with them… Buying cycles Where they live online Review of current strategy 360° strategy principals
- 19. evaluate objectives strategy implement measure What is your customer buying cycle?
- 20. evaluate objectives strategy implement measure awareness of need discover alternatives compare solutions make a decision evaluation
- 21. evaluate objectives strategy implement measure Where does your audience live online? Low Med High Emma – Marketing & Events Manager Age: 25 - 35 Location: Norfolk Emma is time poor and usually works well after office hours. Emma prefers image lead content. She is looking for top line information for research purposes.
- 22. evaluate objectives strategy implement measure Are you in the right place at the right time?
- 23. evaluate objectives strategy implement measure 360° strategy principals…
- 24. evaluate objectives strategy implement measure Implement The implementation of your strategy makes all the planning come to life… Budget vs Skill vs Time Methods and tactics Tools to help Third party expertise
- 25. evaluate objectives strategy implement measure Budget vs Skill vs Time Looking at the channels you have highlighted, consider the following… How much budget do we need to allocate? Do we have the skills in house to implement it? Does that person have the time to implement it?
- 26. 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.
- 27. 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…

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