How to Build an End-to-End Digital Marketing Plan


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Are you looking to increase sales? Do you want to implement the lowest-cost, highest-ROI strategies to do so? Then you need an end-to-end digital marketing plan.

In this webinar, you'll learn:

You'll see how we build roadmaps to get you from point A to point B.

You'll also understand the technologies that are required for implementation.

You'll learn how to launch and sustain ongoing digital marketing campaigns.

Published in: Business, Technology
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  • Roadmap is a tool to get from point A to point B.
  • Segments: Who is your client base and where can they be found? Defines your audience.Personas: Fictional personas created that exemplify and represent different market segments. They’re used as a sounding board as you develop content and campaigns.
  • This is the single most important step in the entire process. Selecting the outcomes you want defines success. What actions do you want people to take when they visit your site? What constitutes a successful visit? Must start with a verb.Define success and then measure against it.
  • Key performance indicators should be describing your success rate at achieving outcomes. When one of those outcomes occurs, it’s a conversion.
  • Sun Tzu: Tactics without strategy is the noise before defeat. Many businesses and organizations charge forward with a social media campaign not understanding how to convert their audience into leads, for example.An end-to-end digital marketing plan needs these five sub-strategies in order to paint a complete picture.
  • Keyword strategy: Balance between search volume and competition (or cost). In a perfect world, the keyword you want has high volume and no competition. This rarely exists, so a good strategy finds a balance between these two. You want to identify foundation keywords that will form the basis of your website hub pages, long tail keywords that can be used for dynamic content and opportunity keywords used for advertising campaigns.Content strategy: There are many facets to a content strategy but the most fundamental is to develop content for three buyer stages.
  • Website strategy: Instead of building a website that behaves the way you think a visitor would want it to behave, what if you designed it to get your visitors to behave the way you want them to behave. This is all about constructing a site that is focused on achieving the outcomes established in the roadmap. A major key to this is developing effective calls to action.Conversion strategy: CTAs lead to landing pages. Landing pages are website assassins – singularly focused on convincing someone to take a particular action. The terminology can be confusing (GA landing pages vs. marketing landing pages). Consist of an offer and conversion form.
  • This slide is focusing on social media promotion. Curation means finding and sharing information that your target audience – market segments – will find educational, entertaining and/or inspirational. The goal is to become a useful resource for remarkable content that people will care about. Don’t want to talk about yourself. Nobody cares. Share first, ask second. Social capital. Next step is to engage. Curation is passive, engagement is active. It means having conversations with your audience by resharing their content and replying to them.Finally, expand your audience by actively identifying thought leaders and engaging with them. Perform keyword searches for conversations and offer value.
  • Start with what you have. Content re-purposing and syndication.
  • Search engines love sites with lots of pages that change regularly. A CMS is a technology that makes it relatively easy for owners to add and modify pages without special tools or skills. Content is the key to so many digital marketing tactics that it’s crucial to have a good delivery system. It also results in lower overall cost of ownership.
  • Contract between sales & marketing to align objectives. The technology needs to support that contract. Marketing systems need to provide lead source
  • Representative technologies, some of whom we’re partnered with.
  • Landing Page Influence Function for Tests
  • SegmentationAB TestingCompetitive Intelligence
  • How to Build an End-to-End Digital Marketing Plan

    1. 1. End-to-End Digital Marketing™
    2. 2. Today’s Presenters Conrad Sanford Jon DiPietro
    3. 3. Sales Growth ???
    4. 4. Digital Blue Sky
    5. 5. End-to-End Digital Marketing Roadmap Technology Campaigns
    6. 6. Roadmap • Targets & Objectives • Strategies • Tactics
    7. 7. Targets & Objectives Segments & Personas Outcomes KPIs
    8. 8. Segments & Personas Geographic Demographic Behavioral Lifestyle JANE DOE Marketing F
    9. 9. Outcomes
    10. 10. KPIs What worked? Outcomes Content Who converted? Segments Personas Where did they come from? Channels Messages
    11. 11. Strategies Keyword/Content Website/Conversion Promotion
    12. 12. Keyword & Content Strategies Competition Volume No risk offers EBooks Webinars Software (trial) Low risk offers Demos Consultations Evaluations OTDB Sign up Add to cart Request quote
    13. 13. Website & Conversion Strategies Learn the five secrets to living longer and healthier by downloading this ebook… What Why How DOWNLOAD YOUR EBOOK
    14. 14. Promotion Strategy Curate Engage Expand
    15. 15. Tactics Assets Roles Channels
    16. 16. Assets (What?)
    17. 17. Roles (Who?) • Articles • Presentations • White Papers Creators • Interviews • EditingFacilitators • Curation • Engagement Community Managers • Report • Analyze • Optimize Owners
    18. 18. Channels (Where?) Own • Website • Email Visit • Social Media Rent • AdWords • Banners
    19. 19. Roadmap Technology • Website • Email • CRM
    20. 20. Website Content Management System (CMS)
    21. 21. Website Courtesy of Moz, 2013 Search Ranking Factors
    22. 22. Website Web Analytics Email CRMeCommerce Third Party
    23. 23. Email Automation Purchases Content Interests Offline Events Online Events Demographics Segmentation
    24. 24. Email Automation Goal Persona Content Timeline Optimize Autoresponders
    25. 25. Email Automation Web CRM Email Webinar Offline Integration
    26. 26. CRM
    27. 27. Technology Content Website Email CRMSocial MediaAnalytics
    28. 28. Roadmap Technology Campaigns • Lead Generation • Content Marketing • Landing Pages
    29. 29. Lead Generation Demand Generation Content Marketing Landing Pages
    30. 30. Demand Generation Outbound Inbound SEO Social Media Email Telemarketing Direct Mail Advertising
    31. 31. Content Marketing Foundation (Hub) Dynamic Conversion
    32. 32. Landing Pages
    33. 33. Lead Nurturing Lead Scoring Workflows Sales Contact
    34. 34. Lead Scoring CustomerFit Buying Stage
    35. 35. Workflows
    36. 36. Management Measurement & Reporting Analysis Action
    37. 37. Measurement & Reporting
    38. 38. Analysis Metrics Insights
    39. 39. Action Create Optimize PromoteConvert Analyze
    40. 40. THANKS FOR ATTENDING! QUESTIONS? Newsletter: Blog: Email: