Digital Strategy Basics

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In June 2013 I presented to NetSquared Adelaide a brief overview of the key considerations when developing a digital marketing strategy.

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Digital Strategy Basics

  1. 1. letsgraph.com
  2. 2. Aims Broad and general. The foundation of a digital strategy; what you want to achieve, e.g. • Build brand awareness • Improve online presence • Built brand loyalty • Increase enquiries • Increase sales
  3. 3. Objectives Specific and measurable. • Build brand awareness • Increase website traffic • Increase Facebook Page likes • Increase Twitter followers • Increase email database • Built brand loyalty • Increase Facebook Page post likes, comments and shares • Increase Twitter mentions and conversations • Increase enquiries • Increase sales
  4. 4. Audiences • Be specific • Demographics: age, gender, location • Psychographics: interests, purchase habits, activities by time of day • Focus on ideal customers • Develop buyer personas
  5. 5. Brand Personality • The language, tone and content (including visual graphics) should reflect overarching brand • Provides focus and consistency • Perhaps consider a famous personality that embodies brand’s characteristics • Document writing and update style, e.g. punctuation, habits (phrases, use of emoticons, slang etc)
  6. 6. Initiatives • Content Strategy • Channel Strategy • Campaign Strategy
  7. 7. Content Strategy Created content: • Original content that you (or your business/brand) create and share. Collated content: • Content from other sources that is relevant to your brand and audiences, that you share, e.g. news articles and blog posts from other sources.
  8. 8. Content Strategy “Evergreen” content: • Generic content that is always relevant, and can be published at anytime. • May be season or weather related, but still generic. • Can also be repeated. • e.g. quotes, tips. Time-specific content: • News and updates that should be published/shared as they happen.
  9. 9. Content Strategy Different media types: • Text (could be created/shared as images). • Images and photos. • Videos. • News articles and blog posts. • Infographics.
  10. 10. Content Strategy Different content types: • Quotes. • Tips and advice. • Related resources. • News and updates (own or related). • Features and benefits. • Special offers.
  11. 11. Analytics • Develop targets based on Aims and Objectives. • What can be measured on each channel? • What is most important? • How frequently will you review it? • What other KPIs need to be considered? • What can be automated? e.g. Google Analytics emailed reports
  12. 12. Implementation Plan • If existing channels, what updates are required? • If new channels, what set up is necessary? • Consider ongoing engagement tactics for each (content calendar).
  13. 13. Content Calendar • Editorial calendar • General plan for the whole year • Highlight key events/activities/campaigns • Weekly updates calendar • What to post when (and by whom) • Content log • Place to save new ideas or repeating content
  14. 14. Morning: • Facebook • Twitter • LinkedIn • Email Tues Wed Thurs Fri Sat Sun Midday: • Facebook • Twitter • LinkedIn • YouTube Afternoon: • Facebook • Twitter • LinkedIn Evening: • Facebook • Twitter • LinkedIn Mon Content log: • New recipe • Funny picture Motivation New blog Newsletter New blog New video
  15. 15. Summary • Aims and Objectives • Target Audiences • Brand Personality • Content Strategy • Channel Strategy • Campaign Strategy • Analytics / Measurement Strategy • Implementation Plan • Content Calendar • Ongoing Maintenance, Review and Refinement
  16. 16. Aims and Objectives Audiences Brand Personality Content Channels Campaigns Analytics Digital Strategy

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