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Digital Marketing Strategy Workshop - Abed Jrab

  1. Digital Marketing Strategy Abed Jrab 28 Sep 2017
  2. Syllabus Introduction about Abed Jrab 01 Some Digital Marketing Stats What is Digital Marketing? What is a Digital Marketing Strategy? Top 5 Reasons Why You Need a Digital Marketing Strategy Developing Personas Define Specific SMART Objectives Online Value Proposition Introducing the RACE Planning System Announcement for my next workshops 1 2 3 4 5 6 7 8 9 10
  3. Abed Jrab Digital Marketing Consultant 7+ years of experience in Digital Marketing Digital Marketing Manager at Beesline Digital Marketing Instructor at Morgan Professional Diploma in Digital Marketing from DMI Ireland Google AdWords Search Certified 02 Bachelor Degree in Business Administration from Sagesse University Masters in Management Information System from Sagesse University
  4. Brands 03
  5. 81% Of shoppers conduct online research before making big purchases 1.3b Facebook daily active users f 04 74% Of people say they use Facebook for professional purpose 76% Of people use their Facebook feed to find interesting content 100m Hours of video are watched every day on Facebook 2. Some Digital Marketing Stats
  6. 3. What is Digital Marketing? Digital marketing is an umbrella term for all of your company's online marketing efforts. Lots of businesses leverage digital channels such as Google search, social media, emails and their websites to connect with their current and prospective customers. Many companies focus on digital channels over offline marketing tactics because it allows them to reach their ideal target audience where they're already spending most of their time: online. 05 f 05
  7. 3a. Digital Marketing Channels Breakdown OWNED EARNED PAID 06 Y $O
  8. OWNED 07 O Owned digital marketing channels & assets include: • Your website • Your business’s social media profiles • Email marketing • Online branding assets (logos, images, etc.) • Your blog • Online brochures • Other written content such as e-books
  9. EARNED Y 08 Earned digital marketing channels & assets include: • Media coverage of your products, services, or online content • Social media posts from others that share your content, or reference your company • Online reviews and ratings
  10. PAID $ 09 Paid digital marketing channels & assets include: • Digital advertising (banner, display, etc.) • Pay-per-click (PPC) • Boosted social media posts
  11. 3b. Benefits of Digital Marketing There's endless reasons why digital marketing makes an excellent solution for so many businesses, but if you're just getting started, here's the two that will have the biggest impact on the way you market and sell to your customers. 1 Reach the right people, in the right place, at the right time 2 10 Get measurable results to inform your strategy
  12. f 4. What is a Digital Marketing Strategy? The process of integrating digital marketing activities with a plan and executing a successful digital marketing campaign. In other words, it is Composing your digital marketing masterpiece. 11
  13. 4a. Cake 12 Let’s make a Digital Marketing Cake! You have all the ingredients lined up and ready to go, now let's put them all into the strategy bowl and mix it together with your planning spoon. After some time baking in the oven, you will have a successful campaign!
  14. 5. Top 5 reasons why you need a Digital Marketing Strategy Typical problems when companies don’t have a clearly defined digital marketing strategy include: 13 1 You won’t know your online market share 2 You don’t have a powerful online value proposition 3 You don’t know your online customers well enough 4 You’re not integrated 5 You’re not optimizing
  15. 6. Developing Personas 14
  16. 6a. Strategic Segmentation 15 Before developing personas and diving into the tactical segmentation of how to target existing audiences better, we should look at the bigger picture of the main markets you’re targeting. This is your strategic segmentation. Strategic segmentation is the main markets and audiences you are targeting.
  17. 6b. Developing Personas What are personas? “A persona is a fictional character that communicates the primary characteristics of a group of users, identified and selected as a key target through use of segmentation data, across the company in a usable and effective manner”. “This ultimately enables the company to design the best user experience for its customers at all touchpoints, which is a key success factor in today’s business environment”. 14
  18. WHERE THEY WORK THEIR MARITAL STATUS AGE WHERE THEY LIVE 16 In order to craft an effective digital marketing plan, you have to get to know every aspect of your audience members, including but not restricted to: GENDER IF THEY HAVE CHILDREN WHAT THEIR HOBBIES ARE PREFERENCES & NEEDS
  19. f 17 6c. Developing Personas - Example
  20. 18 6d. Developing Personas - Exercise
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  22. 7. Defining SMART Objectives 20
  23. 1 Specific What do you want exactly to achieve in your business? A good goal statement explains the what, why, who, where and when of a goal. If your goal statement is vague, you will find it hard to achieve because it will be difficult to define success. 2 Measurable You must be able to track progress and measure the result of your goal. A good goal statement answers the question, how much or how many. How will I know when I have achieved my goal? 3 Achievable Your goal should be stretching, but realistic and achievable. Make sure the actions you need to take to achieve your goal are things within your control. 4 Relevant Your objective must be relevant to your stakeholders and the company’s vision and overall goals. 5 Time-Bound An objective must have a deadline. When will I achieve my goal? Without time limits, it's easy to put goals and leave them to die. As well as a deadline, it's a good idea to set some short-term milestones along the way to help you measure progress. 21
  24. Reaching 500,000 Fans on Facebook by the end of 2016 Specific Measurable Achievable Relevant 7a. Define SMART Objectives - Example Time-bound 22
  25. 8. Online Value Proposition 23 Creating and adding more value to your brand is one of the most powerful aspects of digital channels, since it will engage your audience and encourage them to share the proposition. Each digital channel should have its own OVP. Checklist - different OVPs: • Website OVP • Social media platform OVP, which content will you use to engage on social media • Email marketing content OVP, which content and deals will you offer by email • Mobile platform, app OVPs
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  27. 25 9. Introducing RACE Planning System
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  29. PLAN- Create Digital Marketing Strategy 27 1. Review digital marketing capabilities 2. Review performance using KPIs 3. Audit brand and benchmark competitors 4. Review influencer outreach, co- marketing and intermediaries 5. Define SMART objectives (Specific, Measurable, Attainable, Realistic, Timely) OPPORTUNITY 1. Select target market segments and personas. 2. Define your online value proposition (OVP) including review of business and revenue model, brand positioning and integration with traditional channels 3. Review marketing mix for online options for the 4Ps - Product, Price, Promotion and Place STRATEGY 1. Reach: Build your audience by integrating paid, owned and earned media 2. Act: Using content marketing to assure brand interaction and leads 3. Convert: Use conversion rate optimization to boost online and offline sales 4. Engage: Develop customer loyalty and repeat sales ACTION
  30. REACH- Create Digital Marketing Strategy 28 GROWING REACH Reach involves building awareness of: Your brand, products and services on your main website and other websites and social media pages, Attainable, Realistic, Timely) ACTION Optimize your digital communications Work on optimizing content marketing to support key digital communications for your business: 1. PR, influencer outreach and SEO 2. Optimize Google AdWords (paid search) 3. Review opportunities from Display Advertising 4. Social media marketing optimization Buyer stage: Exploration
  31. ACT- Encourage Brand Interactions & Leads 29 INCREASING INTERACTIONS Act is short for Interact. It’s a separate stage from conversion, it’s about encouraging website visitors to take the next step, the next Action on their journey when they reach your site or social network presence. ACTION Manage content marketing and lead generation 1. Create campaign plan, editorial calendar and outreach plan 2. Create content assets like articles, visuals and video marketing 3. Improve landing pages and site page templates. Personalized onboarding. Buyer stage: Decision Making
  32. CONVERT- Increase Sales 30 INCREASING CONVERSION This is the conversion from lead to sale. It involves getting your audience to take that vital next step which turns them into paying customers whether the payment is taken through online Ecommerce transactions, or offline channels. ACTION Manage continuous improvement of conversion: 1. Implement AB testing 2. Implement retargeting programs Buyer stage: Purchase
  33. ENGAGE- Build Customer Loyalty & Advocacy 31 IMPROVING CUSTOMER ENGAGEMENT This is long-term engagement that is, developing a relationship with first- time buyers to build customer loyalty as repeat purchases using communications on your site, social presence, email and direct interaction. In other term, this is called “word of mouth”. ACTION Implement online customer communications plan: 1. Implement or refine personalization rules on desktop and mobile sites 2. Customer onboarding including event-triggered personalized emails and e-newsletters 3. Manage social media and email campaigns for customer engagement and advocacy Buyer stage: Advocacy
  34. Summary of Integrated Digital Strategy 32 Objectives Strategies to achieve goals KPIs (Critical Success Factors) OBJECTIVE 1: REACH - to increase the reach of our current website from 250,000 unique visitors per month to 400,000 over 12 months focusing on earned media. • Proactive SEO • Social media amplification efforts • Remarketing on AdWords, Facebook and Instagram Increase volume/% of • Natural search visits – monthly increments • Brand mentions via social media OBJECTIVE 2: ACT - to increase the number of social share actions from 0.5% to 1% within 12 months. • Create branded and outstanding content campaigns scheduled monthly • Number and % of Social share actions OBJECTIVE 3: CONVERT - to increase our web conversion rate from 2% to 3% over 4 months • Implement mobile responsive site • Bounce rate • Add-to-basket conversion • Overall conversion rate • Revenue per visit OBJECTIVE 4: CONVERT - to increase average order value from $50 to $65 within 6 months. • Smarter Merchandising on home • Personalised recommendations • Improved copywriting / imagery on higher-end products. • Average order value • Overall conversion rate • Revenue per visit OBJECTIVE 5. ENGAGE - to engage our customers so that 2% recommend us to their friends. • New “member-get-member” program • % of email forwards – general • Increase in social sharing / brand mentions
  35. 10. Upcoming Digital Marketing Training Program 33 October 2017 Practical Workshops Duration/session is 3h 30min A one hour 1 on 1 consultancy session after the workshops
  36. 34 • Key SEO concepts • How search engines work • Keyword research • The SEO process • On-page optimization • Off-page optimization • Meta tags • SEO webmaster tools • Tips & tools Session 1 Search Engine Optimization • Facebook business pages • Page insights • Marketing Objectives • Social media ads • Analytics and Reporting • Tips and tools Session 2 Facebook/Instagram for Business f
  37. 35 • Create a Lead Magnet • Create Newsletter campaigns using MailChimp • Setup & Send a newsletter • Retargeting on social media channels • How to setup Campaign URL builder Session 3 Email Marketing • Pay per click concept (PPC) • Set up a Google AdWords Campaign • Campaign structure • Understanding Quality Score (Ad copy, landing pages, etc.) • Bid Management • Negative Keywords • Getting started with Google Analytics • Understanding the Dashboard – Audience | Traffic Source | Customer Behavior | Content | Conversion • Integrating Google AdWords campaigns into Google Analytics Session 4 Google Ads + Analytics f
  38. Jeff Bullas Blogging the Smart Way 36 • Listed on Forbes as one of the “Top 20 Influencers” - 2017 • Ranked by Apollo Research in the “top 20 Influencers of Digital Marketers in the USA” - 2016 • #1 Global “Digital Marketing Influencer” - 2016
  39. Thank You f Abed Jrab 37 03-053244 abedjrab@gmail.comm m w N