Campaign launch techniques - Dave Chaffey - smart insights


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Practical tips to help launch digital marketing campaigns

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  • Campaign launch techniques - Dave Chaffey - smart insights

    1. 1. #mmcwebinar<br />Webinar7 Practical Insights for Anyone involved in Launching Digital Marketing Campaigns<br />Hosted & Intro. by Imran Farooq<br />MD of MMC Learning<br />Main Presentation by Dr Dave ChaffeyCEO of Smart Insights<br />
    2. 2. Agenda<br />Introduction by Imran Farooq (5min)<br />What is happening in Digital?<br />Main Presentation by Dr Dave Chaffey (30min)<br />7 Practical Insights for Anyone Launching a Digital Marketing Campaign<br />Short Q&A Session (10min)<br />Submit your questions<br />SMTP Launch (10min)<br />Social Media Training Pack Launch Exclusive<br />
    3. 3. About Me & MMC Learning<br />MD of MMC Learning (Joint Venture with MMU Business School)<br />Digital Marketing Qualifications, Management Qualifications, Digital Campaigns, specialist Video and e-learning producer<br />Senior Examiner for Digital Marketing Essentials, Chartered Institute of Marketing<br />Expert Digital Marketing Commentator on Smart<br />CAM Foundation Advisory Board<br />Connect as a Friend on Linkedin<br /><br />Follow on Twitter<br />@imranfarooq<br />
    4. 4. What is happening in Digital?<br />
    5. 5. Customer is No Longer King<br />Customer is King Kong<br />
    6. 6. PPC<br />Email<br />Viral<br />Web Analytics<br />User Experience<br />Mobile<br />SEO<br />Social Media<br />Affiliates<br />Usability<br />Search<br />Which Digital Tools are You Using?<br />
    7. 7. Digital Marketing – Social Media<br />
    8. 8. Photo <br /> Sharing<br />Blogging<br /> Video<br />Sharing<br />Micro<br />Blogging<br />Social Media<br />Podcasts<br />RSS<br />Forums<br /> Widgets<br /> Chat<br />Social Networks<br />
    9. 9. Digital Marketing – Social MediaSocial Media Map<br />
    10. 10. Digital Marketing – Smart Insights Model<br />
    11. 11. 7 Practical Insights <br />for Anyone involved in Launching <br />Digital Marketing Campaigns<br />Main Presentation by <br />Dr Dave Chaffey<br />Author & CEO of Smart Insights<br />
    12. 12. About Dave Chaffey<br />Books<br />Best practice guides<br />Digital marketing<br />advice <br />& consulting <br /><br />Search &<br />conversion<br />consulting<br /><br />
    13. 13. I want to give you practical…<br />Actions <br />Tools<br />Analysis techniques<br />Please ask questions <br />More details…<br /><br />My Seven Insights<br />1. Goals and Analytics<br />2. Customer insights<br />3. Core messages <br />4. Targeting<br />5. Creative<br />6. Communications strategy<br />7. Optimisation<br />13<br />About Dave Chaffey<br />
    14. 14. Insight 1: Goals and Analytics<br />
    15. 15. Q. How do we know when our campaigns are generating value?Use these!<br />The 3 key value measures in Google Analytics:<br />1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.<br />2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports. <br />3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.<br /><br /><br />
    16. 16. Tip: Use advanced segments<br />1. Segmentation by Referrer / Traffic source:<br /><ul><li>Paid
    17. 17. Natural
    18. 18. Paid and natural brand and non-brand
    19. 19. By number of keywords – 2,3,4
    20. 20. Social media</li></ul> <br />2. Segmentation by Visitor Type<br /><ul><li>New visitor
    21. 21. Returning visitor
    22. 22. Registered visitor
    23. 23. Customer</li></ul> <br />3. Segmentation by Engagement<br /><ul><li>5 pages,
    24. 24. <3 pages</li></ul> <br />4. Segmentation by Content Viewed <br /><ul><li>Key landing page
    25. 25. Product page
    26. 26. Checkout complete
    27. 27. Folders for large organisation</li></ul> <br />5. Segmentation by Landing Page Type<br /> <br />6. Segmentation by Event:<br /> Conversion goal types and E-commerce <br />7. Segmentation by Platform(less important)<br /><ul><li>Browser
    28. 28. Screen resolution
    29. 29. Mobile platforms</li></ul>8. Segmentation by Location Geography<br />Main markets<br /><ul><li>UK
    30. 30. US
    31. 31. FIGS
    32. 32. ROW</li></ul><br />
    33. 33. ‘How to’ example of a custom segment<br />Notes: <br />1. Chose a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contains’ or RegEx for your brand names<br />2. No metrics are required.<br />3. Test the segment first, but you will need to enter a name for the segment to do this. <br />4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol ‘|’.<br />5. Note that segments are specific to a profile initially – you may want to share them. <br />
    34. 34. Example: KPIs in place<br />
    35. 35. Insight 2: Customer insights =<br />Characteristics<br />Behaviour<br />Needs<br />Wants<br />Opinions<br />
    36. 36. Search insights<br />Creating a gap analysis of customer search behaviour <br />Tip: Use “Google Keyword tool” to identify categories/volume of searches:<br />on “Exact match”<br />See Dan Barker’s article<br />
    37. 37. Understanding customer intent and preferences<br />21<br />Practical Tip. <br />Control through gap analysis – see PM<br />Make sure your copywriters check Ubersuggest:<br />
    38. 38. Mobile marketing has arrived!<br />Source: Craig Sullivan:<br />
    39. 39. Gaining site and business innovation ideas through Uservoice<br /><br />
    40. 40. Insight 3: Core messages:<br />Developing a messaging hierarchy<br />
    41. 41. Campaign messaging hierarchy<br />Campaign engagement and response messages: AIDA<br />Primary offer – product, service or lead generation?<br />Secondary offer?<br />Core brand proposition = Marketing Mix:<br />Who you are?<br />What you do?<br />Where you do it?<br />What makes you different? <br />OVP - Online Value Proposition <br />What can your provide to help/inform/entertain me online? <br />Reinforces core brand proposition and credibility, but messaging shows…<br />Different OVPs for different markets and audiences<br />Value that a site visitor get from your online brand or campaign that…<br /> They can’t get from you offline?<br /> They can’t get from competitors?<br /> Develop content strategy to develop OVPs<br />Communicate message forcefully: online and offline <br />
    42. 42. Integratedcampaign example<br />
    43. 43. How strong is your brand personality?<br />Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. <br />Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.<br />Source: <br />
    44. 44. Key brand messages definedthroughout the customer journey<br />
    45. 45. Insight 4: Positioning and Targeting <br />
    46. 46. PositioningDifferentiate to the target segmentsneeds<br />Different segments are motivated by different drivers<br />DRIVERS<br />Features that are important to customers and highly differentiated from the competition<br />‘HYGIENES’<br />Features that are important to customers but are provided by all competitors at a similar level<br />High<br />Relevance<br />Low<br />FOOLS GOLD<br />Features that are distinctive but do not drive customers’ loyalty to brand<br />NEUTRALS<br />Features that are irrelevant to customers<br />Low High<br />Differentiation<br />Source: Adapted from: Aufreiter, Elzinga, and. Gordon,2003<br />
    47. 47. Online customer targeting options <br /><br />
    48. 48. Professional persona example<br />Source:<br />
    49. 49. Insight 5: Comms strategy <br />
    50. 50. Key E-campaign ingredient 1?<br />
    51. 51. Buzz = Engaging + Participative<br />Example engagement devices:<br />Search boxes <br />Questions <br />Quizzes<br />Polls<br />Calculators<br />Interactive Q&A<br />Call-backs<br />Viral games<br />
    52. 52. Key E-campaign ingredient 2?<br />
    53. 53.<br />Tip. Give your campaign momentum, inertia using a sub-brand <br />
    54. 54. Key E-campaign ingredient 3?<br />
    55. 55. Remailing to opening-non converters<br />Response increases by 25% for campaign<br />First Campaign,<br />Open rate, 8 to 10%<br />CCR = 0.2%<br />Second Campaign, <br />Open rate, 50 to 75%<br />CCR = 0.2%<br />Tip. Repeat E-mailings where possible<br />Source: E-consultancy Masterclass 2005 - BCA<br />39<br />
    56. 56. Multi-message example Email campaign 2<br />Remailing with urgency<br />Response increases by 40% for campaign<br />Second Campaign, <br />CCR = 0.2%<br />First Campaign,<br />CCR = 0.2%<br />Source: E-consultancy Masterclass 2005 - BCA<br />Tip. Use time-limited offers<br />
    57. 57. Teaser e-mail. No online response<br />Direct Mail<br />Pre-mail, with online response<br />Direct Mail<br />Multi-message example - Email campaign 3<br />Response increases, 100% for direct mail piece.<br />Combined response from e-mail and direct mail is 125% better than no e-mail.<br />Source: E-consultancy Masterclass 2005 - BCA<br />
    58. 58. Key E-campaign ingredient 4?<br />
    59. 59. Reach out to prospects and customers through your web or network<br />
    60. 60. Creating a campaign hub<br />Be relevant. Understand the content that will appeal to different audiences. <br />Create an editorial calendar. Your social media marketing will be more effective §if you produce content on a regular, consistent schedule. <br />Offer distribution choices, but keep a focus. Offer choice to alert subscribers to content using different types of channels since they will have different preferences. <br />Syndicate through partners. Identify partner sites and networks who may publish your content, either in it’s original form or tailored for their audiences.<br />Make communications two-way. Don’t just treat the channels as an alert or update service. Engage!<br />5 rules of SMO – Rohit Bhargava<br /><br />
    61. 61. Insight 6 : Creative <br />
    62. 62. Q. How clear is your offer?<br /> Need focused offer (s) – depending on objectives:<br /> Awareness <br /> List-building<br /> Lead generation<br /> Sales<br /> Number of offers per ad or e-mail campaign? <br />Primary offer / message<br /> Secondary offer / message ?<br /> Number of calls-to-action ?<br />Vary offer through campaign<br />Remember “institutional messages”<br />Unique web offers?<br />46<br />
    63. 63. Testing option B. AB pre-test for major campaign<br />Test version B<br />Send Volume: 10,000<br />Sample criteria: Random<br />Click through rate: 4.5%<br />Test version A<br />Send Volume: 10,000<br />Sample criteria: Random<br />Click through rate: 6.1%<br />Main Broadcast<br />Send Volume: 180,000<br />Click through rate: 5.8%<br />47<br />Source: <br />
    64. 64. B2B example:The evolution of Salesforce landing pages<br /><br />
    65. 65. Insight 7 : Campaign optimisation<br />
    66. 66. How effective is your scent?<br />50<br />Example SCENT TRAILS<br />NEW CUSTOMER?<br /><CUSTOMER-CENTRIC SERVICE NAMES><br />WHERE / HOW TO BUY?<br />WHY CHOOSE US?<br />
    67. 67. Which Test Won?<br /><br />
    68. 68.<br />
    69. 69. 53<br />
    70. 70. SMO: I like this! <br />
    71. 71. New Product Launch<br />The Social Media Training PackWebinars<br />
    72. 72. Social Media Webinar Training Pack – Exclusive Offer<br />Twitter Webinars x 3<br />Blogging with WordPress Webinars x 4<br />Linkedin Webinars x 3<br />Facebook Webinars x 3<br />YouTube & Video Webinars x 4<br />
    73. 73. Social Media Webinar Training Pack – Exclusive Offer<br />Webinars will cover; <br />How to and quick run through the basics<br />Strategy and planning<br />Practical steps to leverage the social media platform<br />3rd Party tools to help make your life easier<br />Case studies on how people are generating revenue<br />Building your own personal brand online<br />Channels for your own products and services <br />
    74. 74. Social Media Webinar Training Pack – Exclusive Offer<br />Twitter Webinars x 3<br />Blogging with WordPress Webinars x 4<br />Linkedin Webinars x 3<br />Facebook Webinars x 3<br />YouTube & Video Webinars x 4<br />= 17 Webinars!<br />
    75. 75. Social Media Webinar Training Pack – Exclusive Offer<br />Twitter Webinars x 3<br />Blogging Webinars x 4<br />How much <br />is all this <br />going to cost?<br />£1700?<br />Linkedin Webinars x 3<br />Facebook Webinars x 3<br />YouTube Webinars x 4<br />= 17 Webinars!<br />
    76. 76. Social Media Webinar Training Pack – Exclusive Offer<br />Twitter Webinars x 3<br />All this forLimited Time Offer<br />£97!<br />Blogging Webinars x 4<br />Linkedin Webinars x 3<br />Facebook Webinars x 3<br />= 17 Webinars!<br />YouTube Webinars x 4<br /><br />
    77. 77. Thank You for Attending<br />See You on the Next Webinar<br />
    78. 78. Let’s Connect! Questions & discussion welcome<br />Blog<br /><br />Feeds<br /><br />Email Newsletter<br /><br /><br /><br /><br />