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Strategy Plan Bootcamp.pptx

  1. Listen and assess the landscape
  2. 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?
  3. 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
  4. 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?
  5. Defining Strategy
  6. • 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?
  7. • 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
  8. • 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
  9. Marketing Strategy
  10. • 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
  11. • 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 )
  12. • What leads to purchase? • Traditional brand marketing shows the buyer funnel to purchase? • Which stage or stages do I want to focus on? Strategy
  13. • Attract/Reach • Nurture • Convert • Retain & Grow • Advocate Marketing Funnel
  14. • 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
  15. • 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
  16. • 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 ?
  17. • 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
  18. • 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 ?
  19. • 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
  20. • Stay in front of people with: • Positive brand impressions • Grow their desire to choose you Why Convert?
  21. • Most marketing, PR & Communication plan ignore this. • Keeping customer is cheaper than getting new ones. • Existing customer can buy/spend more. Retain & Grow
  22. • Emails : New Product offer • Onsite : Special Deals • Social : Promote less known product How to Grow?
  23. • 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
  24. • 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
  25. • 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
  26. • 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
  27. • 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
  28. • 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
  29. • 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
  30. • 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
  31. • 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
  32. Digital Ecosystem
  33. • Include Social networks : Facebook, Google, YouTube, LinkedIn, Instagram, etc. • Generally Most effective on: • Reach , Nurture, Advocate Tactics / Social
  34. • Major ad types: Social, Search, Display, Video, Affiliate • Generally most effective at : Reach, Nurture, Convert Tactics / Ads
  35. • Raising to the top of organic search results • Generally most effective at : Reach, Convert Tactics / SEO
  36. • 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
  37. • 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
  38. • Email remains one of the most powerful communications tools. • Generally Email used for : Nurture, Convert, Grow Tactics / Email
  39. • CRM = Customer Relationship Management • Generally CRM Used for : Nurture, Convert, Grow Tactics / CRM
  40. • 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
  41. • 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
  42. 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?
  43. 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?
  44. 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
  45. Implement
  46. Track & Measure
  47. Adjust