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How to Create a Digital Marketing Strategy in 2016 | Digital DIY'ers Meetup

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Possibly the most efficient and practical way to create a digital marketing strategy that won’t take you a month to create and won't be outdated by the time you finish it.

Utilising a process that starts with your objectives, this presentation shared how to quickly do market/competitor research, identify personas, use the data to develop digital marketing strategies and eventually a reportable, KPI driven 3 month roadmap.

This presentation was presented the Digital DIY’ers meetup group in Sydney. Join the free group here: http://bit.ly/1Rb2ylZ

Meetup and presentation proudly sponsored by redpandas.com.au

Published in: Marketing
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How to Create a Digital Marketing Strategy in 2016 | Digital DIY'ers Meetup

  1. 1. Digital DIY’ers Meetup How to Create a Digital Marketing Strategy Speaker: Moby Siddique An agile approach 10 years in the making
  2. 2. Digital DIY’ers Meetup Your Presenter: Moby Siddique Co-founder of RedPandas.com.au We’re Inbound & Digital Marketing Consultants. We’re full service. Digital Marketing educator since 2013. Former Lead Strategist, Social & Content Marketing Manager @ BRW listed agency. 5yrs+ Client-side in Digital Marketing Manager & Digital Specialist roles. @MobySiddique | moby@redpandas.com.au
  3. 3. Two Overarching Uses for FB Advertising Source: SmartInsights 2015 In 2013, 70% of respondents answered No.
  4. 4. Without a structured plan, there is a real danger you will be subject to “Shiny Object Syndrome”
  5. 5. According to Social Media users in the US themselves, Facebook does not even rate in the top 10 most effective marketing tactics Source: eMarketer (Nov 2015) The Danger in Following Tactics:
  6. 6. Campaigns become poorly integrated and lack consistency ROI and measurement is a very real problem (and so are business cases) You don’t know you’re customers well enough and what cuts through The problems of not having a Digital Strategy
  7. 7. Digital DIY’ers Meetup What is a Digital Marketing Strategy? In short, a Digital Marketing Strategy translates business objectives and marketing goals to tactics. A Digital Marketing Strategy IS NOT: o How to get keyword x on the first page of Google o It’s not how to get more fans on Facebook o It’s not even how to do Content Marketing
  8. 8. An Agile Digital marketing framework
  9. 9. Agile Digital Marketing Strategy Framework Marketing Goals Situational Analysis Personas Digital Marketing Objectives Reach Engage Convert 3, 6, 12 month roadmap
  10. 10. Let’s use an example.. Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
  11. 11. Step 1. Identify Digital Marketing Goals Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap Digital Marketing Goals: o Obtain (100) Converted Leads per month o Increase Digital Channel sales by 50% o Expand into the Outdoor Hospitality events industry
  12. 12. Step 2. Conduct a Situational Analysis Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis a) SWOT / TOWS Analysis Strengths Weaknesses Opportunities Threats Internal Factors External Factors SWOT Analysis TOWS Analysis Strengths & Weaknesses internal, Opportunities & Threats External TOWS matches external opportunities and threats with your internal strengths and weaknesses
  13. 13. Step 2a) SWOT Analysis Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis Strengths Weaknesses Opportunities Threats Internal Factors SWOT Analysis External Factors
  14. 14. Step 2a) SWOT Analysis Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis Strengths o Only certified trainers o Trained more drone pilots than anyone else o Strong Brand Equity (10yrs) Weaknesses Opportunities Threats SWOT Analysis Internal Factors External Factors
  15. 15. Step 2a) SWOT Analysis Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis Strengths o Only certified trainers o Trained more drone pilots than anyone else o Strong Brand Equity (10yrs) Weaknesses o Online presence does not reflect their offline reputation o Very lean staff numbers Opportunities Threats SWOT Analysis Internal Factors External Factors
  16. 16. Step 2a) SWOT Analysis Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis Strengths o Only certified trainers o Trained more drone pilots than anyone else o Strong Brand Equity (10yrs) Weaknesses o Online presence does not reflect their offline reputation o Very lean staff numbers Opportunities Threats o Est. 20 entrants to come into market in (12) months – as of July 2015. SWOT Analysis Internal Factors External Factors
  17. 17. Step 2a) SWOT Analysis Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis Strengths o Only certified trainers o Trained more drone pilots than anyone else o Strong Brand Equity (10yrs) Weaknesses o Online presence does not reflect their offline reputation o Very lean staff numbers Opportunities o Become synonymous with the product category due to footprint o Partnering with Manufacturers o Mobile responsive resource site Threats o Est. 20 entrants to come into market in (12) months – as of July 2015. SWOT Analysis Internal Factors External Factors
  18. 18. o Legally, you need accreditation o The cost of commercial drones ($10K - $30K currently) Step 2b) PESTLE Analysis o Due to stringent safety standards, safer to send drones than human surveying Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
  19. 19. Step 2c) Benchmarking: GA Benchmarking Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
  20. 20. Step 2c) Benchmarking: GA Benchmarking Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
  21. 21. Step 2c) Benchmarking: SemRush Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
  22. 22. Step 2c) Benchmarking: SemRush Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis http://www.semrush.com/au , free trial, $69.95/month
  23. 23. Step 2c) Benchmarking: MOAT Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis http://www.moat.com , decent free version
  24. 24. Step 2c) Benchmarking: Find what works for you Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis Find all these benchmarking tools at: http://bit.ly/1R5a4ip /
  25. 25. Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis Personas are fictional, generalised representations of your ideal customers. Segments with a personality. At their core, defining personas allows you to identify what they really care about when trying to solve a real world problem Personas are powerful for Content Marketing & Social, Your website & all Creative
  26. 26. Pilot Patrick • Skews male • Age 40 - 65 • $100K + Salary • Suburban • Calm demeanor • Technical 1 2 3 4 • Charter Planes Pilot • Has worked for various private charter companies • Pilot looking to spend less time in the air and supplement income flying drones • Tend to be family men but not necessarily • Looking for work life balance
  27. 27. • Supplement income by flying drones • Work life balance • Varied and sporadic work schedule • Loves flying but looking to slow down and enjoy disposable income it has taken him a decade to reason • Train pilots via a fast tracked training program to either supplement or replace their incomes as drone pilots • 10 year track record, trained more pilots than anyone else • Many of our trainers come from an aviation background • Relationship with CASA 5 6 7 Pilot Patrick
  28. 28. • “Being a charted pilot can be sporadic work. I might get 8- 12 shifts one week then nothing for a week@ • “I’m looking for stability and work life balance” • “Looking for a safer alternative” • Drone pilots are not real pilots • Questionable job growth outlook • Fear of unknown in relatively new industry 8 9 Pilot Patrick
  29. 29. 10 11 • Allow pilots to use their natural skills of flying and understanding flight conditions to work as drone pilots • Flexible training options, dual training mode (theory online, practice in person) • Supplement or replace income flying drones • Safer and ideal for pilots who can no longer fly due to health issues Since 2005 Belvoir Drone TC has been helping Airline Pilots supplement their incomes by becoming Commercial Drone pilots. In this time we’ve formed a close relationship with the aviation industry having trained more pilots than any other company and with many of our trainers are being current and ex-pilots. We’ve formed a strong alliance with CASA and were the premier training company to offer this accreditation. Pilot Patrick
  30. 30. Step 3. Create Digital Marketing Objectives Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap REC Model: The (3) minimum components of any Digital Strategy o Ideal for heavy for awareness- type problems o Traffic (Owned, Earned, Paid) o Digital Share of Voice o SEO activity o Engagement metrics on GA (bounce, return, time on site) o Email Marketing related efforts o Social Media o Marketing Automation & Lead Nurturing via resources o Live chat o Ideal where conversion rate issues exist o CRO efforts o Retargeting / Remarketing o Lead Nurturing o Live chat o Resource downloads
  31. 31. Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
  32. 32. Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
  33. 33. Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
  34. 34. Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
  35. 35. Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
  36. 36. Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
  37. 37. Agile Digital Marketing Strategy Framework Marketing Goals Situational Analysis Personas Digital Marketing Objectives Reach Engage Convert 3, 6, 12 month roadmap
  38. 38. Before you go!! 1. Find our Podcast show on iTunes, listen and rate it! 2. Consider a $5 donation (or less) to our selected charity, World Orphan Fund (orphan.org.au) On an iPhone use ‘iTunes’ and Search for ‘InboundBuzz’, listen, go to reviews & rate. Or if on Android go to soundcloud.com/inboundbuzz
  39. 39. thank you. More questions? Contact: moby@redpandas.com.au Twitter: @MobySiddique www.redpandas.com.au

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