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Smart Digital Marketing Plan for eCommerce Website, by Anthony Ragland

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This presentation, by Smart Digital, Inc is a 2015 Digital Marketing Presentation for an eCommerce Website Client.

About Smart Digital Marketing Firm:

Smart Digital is a forward-thinking digital marketing service firm located in Atlanta, Georgia. Our team provides expert digital marketing services to companies who want to increase their online revenue and expand their digital footprint. Our firm capabilities are smart digital marketing strategies and savvy growth hacking strategies.

About The Presenter:

Anthony M. Ragland is the founder of Smart Digital, inc. As founder, he is the leader of the firm’s digital marketing practice. Anthony plays a hands-on role in the strategic planning and tactical execution of all client projects.

Published in: Marketing
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Smart Digital Marketing Plan for eCommerce Website, by Anthony Ragland

  1. 1. 2015 Digital Marketing Presentation Deck for an eCommerce Website Client
 
 March 4, 2015 Presentation By: Anthony Ragland
 Digital Marketing Consultant Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  2. 2. Presented By: About Smart Digital Marketing Firm:
 Smart Digital is a forward-thinking digital marketing service firm located in Atlanta, Georgia. Our team provides expert digital marketing services to companies who want to increase their online revenue and expand their digital footprint. Our firm capabilities are smart digital marketing strategies and savvy growth hacking strategies. About The Presenter:
 Anthony M. Ragland is the founder of Smart Digital, inc. As founder, he is the leader of the firm’s digital marketing practice. Anthony plays a hands-on role in the strategic planning and tactical execution of all client projects. Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  3. 3. Audit The Web Analytics Sample Client Google Analytics Data (Feb. 1 - Feb. 28, 2015) • SEO top traffic referral source • Create strategy to increase traffic from other referral sources • Pageviews are good • Avg. time on site good • Pages per session good • Bounce rate is OK • Conversion rate very low • Transactions very low • Revenue low • New visitors indicate target market health • Returning visitors indicate user satisfaction Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  4. 4. Establish Vision for the Future Short-Term Vision (within 1 Year)
 ➡ Goal for Monthly Increase in Website Visitors ➡ Goal for Monthly Increase in Revenue ➡ Objective to Achieve Higher Customer Satisfaction Levels ➡ Objective to Add More Products to eCommerce Website ➡ Objective to Build Brand Extension Revenue Models Long-Term Vision (within 3 Years)
 ➡ Monthly Website Visitor Goal ➡ Revenue Goal Per Year ➡ 100,000+ Satisfied Customers ➡ 20,000+ New e-Commerce Products ➡ The Most Recognized Digital Brand in the Industry Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  5. 5. How do we achieve growth and realize our vision? Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  6. 6. Customer Centricity The Internet is a two-way communication medium and the customer is in charge. The Digital Age has evolved … we know that eCommerce and online business success requires a customer-centric online business model. In order to achieve exponential growth and our vision for the future, the company website must create the …
 
 Must-Have Customer Experience A customer-centric framework and proven online business model for profitability and sustainability.
 
 There are two vital KPI questions everyone on the team is accountable for: 1. Did we make money? 2. Was the customer satisfied? Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  7. 7. Turn Questions into KPIs 1. Did we make money? 
 Money Questions (weekly reporting) - What percentage of visitors convert to new customers? - What’s our customer acquisition cost? - How many new orders per day? - What’s the average order value? - How many daily mailing list subscribers?
 2. Was the customer satisfied? 
 Satisfaction Questions (monthly reporting) - What’s the customer satisfaction rate? - What’s the percentage of new vs. repeat visitors? - How much engagement on social media sites? - What’s the bounce rate, time-on-site, recency, etc? - What’s did we learn about our customers? Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  8. 8. Our Plan & Approach Data, Data, Data, Data … Smart Data-Driven Decision Making 4 Types of Web Analytics Quantitative (clickstream) Qualitative (active research) Competitor Intelligence Multiple Outcome Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  9. 9. 12 Growth Sprints March 2015 July 2015 November 2015 April 2015 August 2015 December 2015 May 2015 September 2015 January 2016 June 2016 October 2015 February 2016
 Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  10. 10. 3 Growth Objectives Modernize Optimize Monetize Experience Performance Results Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  11. 11. March 2015 Sprint Optimize The New Website • Configure Google Webmaster Tools and conduct search engine data analysis. • Implement a plan for a 301 Redirect Map (old web pages, to new web pages). • Implement plan for SEO URL Names for category and product pages. • Implement SEO On-The-Page upgrades to site-wide template pages. Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  12. 12. March 2015 Sprint Modernize The New Website • Conduct Usability Test on the new website; collect and analyze the qualitative data and make improvements to user interface. • Start promoting the new website on the current website NOW. • Add Brand Positioning (USP) Statement on the new home page and on product pages. • Stress test the new website (broken link test, load speed, mobile testing, checkout process, autoresponders, conversion goals, etc) . Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  13. 13. March 2015 Sprint Monetize The New Website • Sell EXCLUSIVE site-wide advertising to one company instead of serving hundreds of random banner ads; re-create advertising media kit package. • Conduct conversion rate optimization to current website product pages to increase transactions and new orders. • Add LIVE Chat to become more customer-centric. Collect and analyze customer feedback from LIVE chat transcripts. Use the qualitative data to create customer- centric content and solutions. Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  14. 14. Exclusive Advertising • Demographics and interest data for EXCLUSIVE site-wide advertising. Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  15. 15. Growth Goals & KPIs • 488,000 Unique Visitors Per Month • .07% Conversion Rate Per Month • $10,000 in Online Revenue Per Month • 2 Million Unique Visitors Per Month • 2% Conversion Rate Per Month • $100,000+ in Online Revenue Per Month Current KPIs Short Term Goal KPIs • 309% increase in Unique Visitors Per Month • 2,757% increase * in Conversion Rate Per Month • 900% increase in Online Revenue Per Month Performance Goals & Benchmarks * Note: 2,757% increase in conversion rate could equal $270,000 per month in revenue Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  16. 16. How does the eCommerce website go from current to good to great? Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  17. 17. Web Analytics The analysis of quantitative and qualitative data from your website and the competition, to drive a continual improvement of the online experience & revenue. • Google Analytics to answer the “What?” (Clickstream data) • Experimentation Analysis to help answer the “Why?” (Surveys, A/B Testing, Usability, etc) • Outcomes Analysis to answer the “How much?” (CRO, Engagement, Loyalty, etc) • Competitor Intelligence to answer the “What else?” (SEO, SEM, SWOTs, etc) Data Intelligence & Insights Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  18. 18. Search Engine Optimization The creative and technical process of improving the visibility of the website in the search engine's organic or un-paid search results. • Content (Quality, Fresh, Duplicate, etc.) • HTML (Meta Tags, Structure, Headers, etc.) • Architecture (Crawl, Speed, URLs, etc.) On-The-Page Factors • Links (Quality, Quantity, Text, Spam, etc.) • Trust (History, Authority, Reputation, etc.) • Social (Signals, Shares, Integration, etc.) Off-The-Page Factors Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  19. 19. Conversion Rate Optimization The scientific process of converting more website visitors into prospects and customers. • Customer Centricity (Easy, Simple, Clear) • UI Design (Plan, Develop, Execute, Test) • Optimize Results (Analyze, Refine, Scale) User Experience Upgrades • A/B Split Testing (pages & elements) • Usability Testing (VoC, Active Research) • Segmentation (Men, Women, B2B, B2C) Experimental Testing Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  20. 20. Growth Hacking The advanced application of digital marketing and web development techniques to accelerate the growth of an online business. • Website-centric Growth Strategy • Product-centric Growth Strategy • Partner-centric Growth Strategy Quarterly Growth Plan • Efficient & Agile Implementations • Referral, Viral & Word-of-Mouth Triggers • Platform Integrations & Community Building Execute Growth Plan Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  21. 21. Content Marketing A marketing process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. • Create Content Strategy & Social Media Plan • Invest in Visual, Useful, & Engaging Content • Curate to Connect w/ Influencers & Markets Content Creation • Distribute via Blog & Social Platforms • Use Content Marketing Automation Tools • Analyze User Engagement and Link Building Content Distribution Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  22. 22. Email Marketing The most affordable and effective digital media channel to boost customer loyalty and retention. • Incentive Based Email List Strategy • Email Segmentation Strategy (B2C vs. B2B) • Email Personalization & Relevancy Email List Building • Email On-boarding & Brand Positioning • Customer Retention (ie…Promo Codes) • Drip Campaigns of Useful Content Email Drip Campaigns Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  23. 23. What will it take for the company and Smart Digital to partner? Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  24. 24. Your Company + Smart Digital • Experienced Digital Marketing Direction & Management • One Year Service Commitment (Minimum) • Monthly Growth Planning & Tactical Execution • Weekly Thought Leadership Meetings & Reporting • Daily Project Management, Workflow and Progress An eCommerce website requires a long-term digital marketing partnership rooted in accountability, transparency, trust, and best practices. Smart Digital is prepared to provide: Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com
  25. 25. Let’s make a deal … Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

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