Listen and assess the landscape

Listen to Consumers
Where to Listen:
•Google Search Results
•Google Trends
•Google Keyword Tool
•Social Networks: Twitter, Pinterest, Instagram, Blogs, Niche Sites
•Community Sites (based on your category)
Where are your consumers online?
What are they talking about?
What topics related to what you do are trending?
What needs and interests do they have related to your product or
industry?

Listen to Competitors
Where to Listen:
•Search competitors across digital channels
•Search engine results
•Google trends
•Google keyword tool
•Social media mentions
Top competitors to evaluate (3 – 5):
What digital channels do your competitors use? (consider all channels – paid,
earned, owned)
What are their strategies?
What do they seem to do right? What strategies are working?
What do they seem to do wrong? Where are they missing out

Listen to the Category or Industry
Where to Listen:
• Search engine results
• Google trends
• Google keyword tool
• Social media mentions
• Discussion forums
• Blogs
• Niche industry sites
• Industry associations or news sites
What do people say about the category or industry? What questions do they have?
What content are they interested in related to the industry or category?
What content is popular? Why?
Who are the key influencers?
What media sites, accounts or people do they look to for advice or to have their questions
answered?

Defining Strategy

• Why would a business be on Facebook?
• What is their high level goal?
• What leads someone to choose a specific business?
• What might they specifically want to achieve?
• What tactics on Media may work?

• Goal : New Patient
• Strategy : Build reputation as best care in market for
specific areas.
• Objectives : Reach 25% of market on digital media
with relevant messages.
• Tactic : Digital Media with health leadership content
& paid advertisement

• Number of fans/likes
• Reach : Amount of people exposed to messages
• Engagement : Number of people who interact
• Click : Traffic driven to your website or app
• Specific metrics : Coupon redemption, contest
entries, etc.
Best Measurement for Facebook Page

Marketing Strategy

• Goal : What you want to achieve at a high level? &
Brainstorm a list choose one as your primary focus.
• Strategy : The approach you will take to achieve the
goal & how you go about achieving the goal.
• Objectives : The measurable steps to achieve the
goal based on the strategy
• Tactic : The specific actions taken to achieve the
objectives

• Become #1 Market Leader
• Increase Sales
• Increase new patients
• Increase donations
• Grow Market share
• Educate more entrepreneurs
• Sales of a specific product
Goals ( Should be specific & measurable )

• What leads to purchase?
• Traditional brand marketing shows the buyer funnel
to purchase?
• Which stage or stages do I want to focus on?
Strategy

• Attract/Reach
• Nurture
• Convert
• Retain & Grow
• Advocate
Marketing Funnel

• Reach new people with your product or message.
• “Awareness” in traditional marketing.
• Most traditional marketing focuses here.
• Goal = Get in front of people with your
business/message.
Attract/Reach

• Reach new people with your product or message.
• “Awareness” in traditional marketing.
• Most traditional marketing focuses here.
• Goal = Get in front of people with your
business/message.
Attract/Reach

• We do business with people we Know, Like & Trust
• If you see someone more
• You know them more
• You like them more
• You trust them more
• Big brand know this and have always focused on it.
• Top of mind awareness ( TOMA )
• They rarely focused on immediate conversion.
• Buying is a process.
Why awareness ?

• Nurture people who know about you to drive action
over time.
• “Equity” in traditional marketing.
• “Interest” or “desire” in traditional funnel.
• Goal = Warm up the people who know you to get
them to buy.
Nurture

• Stay in front of people with:
• Positive brand impressions
• Grow their desire to choose you
• Awareness + Good Reputation = Easy Choice.
• In nurture educate the audience about your
business.
Why nurture ?

• Convert people into customers
• Focus on driving ACTION
• Digital focuses too heavily on this
• Consumers complete purchase independently online
• Strong conversion plans consider multiple touch
points to drive the conversion.
Convert

• Stay in front of people with:
• Positive brand impressions
• Grow their desire to choose you
Why Convert?

• Most marketing, PR & Communication plan ignore
this.
• Keeping customer is cheaper than getting new ones.
• Existing customer can buy/spend more.
Retain & Grow

• Emails : New Product offer
• Onsite : Special Deals
• Social : Promote less known product
How to Grow?

• Word of Mouth ( WOM )
• Consumers positive review.
• Can be both digital or traditional
• More businesses want this but very few think to
influence it.
• Digital is increasing focus on this
• Digital WOM can be seen/measured
• Consumers reach larger audiences with their WOM
Advocacy

• People don’t buy immediately – it is a process.
• Direct response or conversions don’t work alone.
• Consider each stage of the process.
Buying is a process

• Build brand awareness
• Grow Market share
• Launch new product or services
• Target new customers
• Enter new markets internationally or locally
• Improve stakeholders relations
• Enhance customer relationships
• Improve internal communications
• Increase profit
Objectives

• Increase in visitors to site
• Reach new people on social networks
• Grow organic traffic to site
• Build following on social networks
• Reach target conference attendees
E.G: To increase visitor 10%
Objectives / Attract

• Reduce bounce rate
• Grow email list
• Increase returning visitor
• Traffic to target articles
• Download of resources
• Views of video tutorials
• Reach on retargeted ads
E.G: To reduce bounce rate 5%
Objectives / Nurture

• Increase online sales
• Grow coupon downloads
• Increase lead-generation from completions
• Increase phone calls
• Increase click on direct purchase search ads
E.G: Increase online sales 5%
Objectives / Convert

• Improve open + click rate on customer email
• Create multi touch ( digital ) campaign for existing
customers
• Upsell retargeting ads, re-order remainder ads, etc.
• Improve response rate of customer follow-up calls
• Reach customer with new product offer
E.G: Increase click rate 5%
Objectives / Retain & Grow

• Increase social share of content
• Increase social mentions
• Grow positive reviews online
• Gain mentions from influencers
• Increase digital PR
• Increase mentions on blogs
E.G: Increase social share of content 5%
Objectives / Advocate

• Improve organic search traffic :
• Influencer outreach to drive link
• 4 “link-bait” article/month with outreach plan
• Seed blog content on social networks
• Quarterly technical audit of SEO
• Smart tactics requires an in depth understanding of digital
marketing tools.
• This allows you to choose the best tactics to achieve your
OBJECTIVES in the most efficient manner.
• Most tools can be used for many OBJECTIVES or strategies.
The key is how you use it.
Tactics

Digital Ecosystem

• Include Social networks : Facebook, Google, YouTube,
LinkedIn, Instagram, etc.
• Generally Most effective on:
• Reach , Nurture, Advocate
Tactics / Social

• Major ad types: Social, Search, Display, Video, Affiliate
• Generally most effective at : Reach, Nurture, Convert
Tactics / Ads

• Raising to the top of organic search results
• Generally most effective at : Reach, Convert
Tactics / SEO

• Your website plays different roles depending on your
organization or business and strategies.
• Generally a website can be effective at any stage but most
focus on : Reach, Nurture, Convert
Tactics / Website

• This broad category includes : community management,
PR, Influencer, Reviews, Word-of-Mouth.
• Generally this activities focus on : Advocate, Retain + Grow,
Attract/Reach
Tactics / Conversion Marketing

• Email remains one of the most powerful communications
tools.
• Generally Email used for : Nurture, Convert, Grow
Tactics / Email

• CRM = Customer Relationship Management
• Generally CRM Used for : Nurture, Convert, Grow
Tactics / CRM

• Everything is now in mobile, however mobile apps,
messaging & location functions are unique to mobile
opportunities.
• Depending on how it is used, Mobile can be relevant at any
stage.
Tactics / Mobile

• Goal : Increase sales online programs 50% in 2022
• Strategy : Grow awareness in digital marketing community / Build
consistent funnel of qualified purchasers / Convert interest to
customer / Multiple funnel strategy to achieve the goal.
• Objectives : The measurable steps to achieve the goal based on the
strategy / Reach 300k digital marketers in BD / Grow traffic to
website by 20% / 1000 leads per month ( 30% growth ) / Increase
sales 50% ( with positive ROI )
• Tactic : The specific actions taken to achieve the objectives / Organic
Social Media: LN, FB, Insta / Guest Webinars : 12 webinars / Paid
social media: FB, YT / Organic SEO: Link building / Referral Traffic:
Guest Post, Industry contribution / Social media organic: FB, LN /
On-site popup / Virtual workshop / Email Marketing / Semi-annual
Sales / Facebook conversion ads

Identify Your Target Audience
 Who is your target audience demographically?
 What problem do you solve for them?
 What are they interested in?
 How do they behave online and offline?

Define Your Content
 What content is relevant to your business strategies?
 What content does your customers/target audience care about?
 What content topics overlap the 2 areas? What content is right for
your digital strategy?

Define Your Tools and Tactics
 Social – Facebook, Instagram, LinkedIn, Twitter, Blogs, YouTube
 Ads – Search, social, video, display, affiliate
 SEO – Onsite and offsite optimization
 Websites – Landing pages, user experience, testing, conversion
optimization, ecommerce
 Conversation Marketing – Community management, PR,
influencers, reviews, word-of-mouth
 Email – Auto responders, newsletters
 CRM – Inbound marketing, lead generation, conversion planning
 Mobile – Apps, messaging, optimization

Implement

Track & Measure

Adjust