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DIGITAL MARKETING PROGRAM PLANNING Online marketing summit - phx How to Evaluate the Performance of Your Current Program and Prioritize for Return June 2011
Introduction & Agenda Agenda Verbal Laser Release & Warm-up Digital Marketing State of the Nation Opportunities to Up-level Your Digital Marketing Performance Q&A (Prize Time) Links and Resources Mike Corak EVP of Strategy, ethology @mikecorak
My companyadequately funds our digital marketing programs YES NO
Do you? Budgets have yet to follow consumer time spent with various media
I have an integrated digital marketing plan that aligns budget with ROI … YES NO
When a new tactic becomes buzz worthy (social, mobile, etc), we want to immediately employ it! YES NO
Which Tactic Produces the Best ROI? Social Media Display Advertising Search Email Affiliate Marketing Mobile
Per the DMA (and Others), It’s Email Followed By Search Search Email 2x the return of search Leading the rest of the pack Source: Direct Marketing Association (DMA) “The Power of Direct Marketing” 2010
Authoritative and Relevant Content Growing More Important by the Minute
The Most Common Digital Marketing Opportunities for our Clients Digital Marketing Health: Measuring Performance of ROI Producers In Relation to the Marketplace and Adjusting Efforts Accordingly Listening: Understanding What Your Target Audience Wants To Improve Relevance and Success Content Marketing: Moving from Advertiser to Authority Digital Marketing Strategy and Planning: Creating a Plan Built for Success
High-Level Competitive Tactical Assessments Example: ethology Market Analysis Report Input: 4 competing site URLs and inclusion on your email list FYI –we can do this for you – see me after Concentrating on tactics with the highest potential for return Content Social Media Search
Step 1: Search Engine Optimization (SEO) Understand the effectiveness of your SEO efforts v. the competition Data Sources and Tools:
Other Assessment Opportunities Conversion Rate Usability – Optimize and test for all: time on site, page views, bounce rate Competitive Link Analysis – What links are common and uncommon in the competitive set (see aforementioned SEO tools) Competitive Traffic Assessment – Compete.com, Hitwise Demographic Assessment - Quantcast Social Media Engagement – What messaging and activities create the most buzz and drive the most traffic to your conversion points Content Consumption – What content is most consumed and how can more be produced, curated, and distributed Testing, Measurement – More of a question, do religiously test, measure, and adjust your digital marketing efforts?
As for those shiny new objects… Don’t be first to market – learn from others and increase your chances for success Don’t be last to market – leads can really become insurmountable Example: Mobile – View your site on a smartphone. If you can’t see it, 15% of your site visitors can’t either. Create a web friendly version with contact info, directions, popular content (images and text), etc…BUT DON’T START WITH AN APPLICATION!
I’d like to take a 10 second break for a FUN Laser-Related activity before moving on… YES NO
I listen to what my customers want online YES NO
Build Relevance by Understanding Consumer Vernacular 2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE! 2010: 2x
Understand Content Demand in Relation to Your Business Beyond brand, develop a keyword target list to guide your content planning and distribution efforts: Search What keywords perform best beyond brand phrases? What phrases are you targeting? What content is of interest to the public? Your Assets (Website / Microsites / Social / email) What content is most highly consumed? Offline/Brand What are you known for?
Understand Content Demand in Relation to Your Business Take topical interest related to your business and listen to consumer conversations for: Points of interest Types of popular content Location of conversations Identify influencers
How many journalists/copywriters do you have on staff? Yeah Right +2 1
Content Planning Process and Insights Research Topical Areas of Interest Available for Brand Connection Your “One Thing” – What’s Your Brand Promise Outline Your Goals Identify the Team Analyze Target Audience Audit Existing Content Fort Quality and Demand Strategy and Plan: Create Authoritative Content For Consumption and Conversation Starting, News for Industry and Public Awareness, Engage, and Create Interactive Promotions Select Outposts According to Research and Plan Needs Create a Content Calendar Across All Channels Create, Optimize and Distribute Content Measure, Test, Do It Again
Social Content Distribution Offsite Content Video: Keyword & Geo-targeted Images: Keyword & Geo-targeted Podcast: Downloadable Audio PPT Presentations: Slide Sharing E-book: PDF of Whitepapers Articles: Content Syndication Press Releases & Newsletters Infographics: Industry Charts Research Reports & Surveys Widgets:Links Embedded Blog Posts: Links Embedded
Geo-Targeted Content & VisibilityContent should be targeted both demographically and geographically. Newsletters Press Releases Industry News (RSS) Articles Research Reports Whitepapers Ebooks PowerPoints Blogs Images Videos Podcasts Widgets Infographics FAQ’s Glossary
Ongoing Listening, Reporting and Guidance Radian6 Brand Monitoring Reputation Management Topical Trends Content Types Outpost Identification Influencer Identification Social Outpost Reporting Followers Engagement Google Analytics & Offline Site Traffic and Usage Inbound Calls/Contracts
Prioritization of Budget 2. Add Fuel to the Fire 1. Cast the Net (Earned/Owned)
Pro-Tip: Be Smart with Your Media! Example:Remarketing to Relevantly Extend the Conversation Beyond the Social Network (Display, Paid Search, Email)
Other Planning Tips – Cross Channel Audience Campaign Research As critical as understanding consumer demand, understanding likely consumer behavior is paramount to any plan. For Social Media, check out Forrester’s Technographic tool: http://www.forrester.com/empowered/tool_consumer.html