Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

4 Steps to Building a Data-Driven Strategy - White Exchange - 24.11.14

1,643 views

Published on

Digital marketing is one of the most data heavy industries around, yet we as marketers are not always utlising it to drive decisions. To help you build a successful data-driven strategy, Daniel will be sharing his 4 integral steps for collating the information you need.

Published in: Marketing
  • Be the first to comment

4 Steps to Building a Data-Driven Strategy - White Exchange - 24.11.14

  1. 1. whitedotnet 4 steps to building a data-driven organic search strategy Daniel Bianchini Director of Services @ White @danielbianchini
  2. 2. danielbianchini Data is being utilised everywhere, and by everyone!
  3. 3. Yet, we haven’t all grasped that concept in organic search danielbianchini marketing.
  4. 4. danielbianchini What we tend to do is…
  5. 5. danielbianchini
  6. 6. danielbianchini
  7. 7. danielbianchini
  8. 8. danielbianchini
  9. 9. danielbianchini Crazy, right?!
  10. 10. “We have more data than any danielbianchini other ecosystem” - Jono Alderson
  11. 11. danielbianchini But it’s important to understand…
  12. 12. “Not everything that can be counted counts, and not everything that counts can be danielbianchini counted” - Albert Einstein
  13. 13. danielbianchini Dept/Channel Goal Identify Opportunity Understanding your audience Competitor Research Create Strategy Objective
  14. 14. danielbianchini CAVEAT: For this presentation, I have analysed the cruise industry from an aggregator’s perspective.
  15. 15. danielbianchini Determining your goal Step 1
  16. 16. Dept/Channel goals need to contribute to the overall business objective and not be danielbianchini standalone
  17. 17. service/provider online • Increase market share • Become a thought leader • Increase brand awareness • Increase online sales danielbianchini Business Objective • Become #1 Department Objective Channel Goal • # of thought leadership content pieces • % of sales YoY • % of brand engagement
  18. 18. danielbianchini EXAMPLE GOAL: Increase online visibility and sales through organic search. Business Objective – Become the number one online cruise aggregator
  19. 19. Understanding your audience. danielbianchini Step 2
  20. 20. You are the marketer, not necessarily the intended danielbianchini audience.
  21. 21. danielbianchini ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
  22. 22. danielbianchini • Internal database (CRM) • Stakeholder meetings • Customer service & sales teams
  23. 23. danielbianchini
  24. 24. danielbianchini
  25. 25. danielbianchini
  26. 26. danielbianchini ARTICLES GUIDES INFOGRAPHIC EBOOKS ENEWS TRENDS DEMO GUIDES ARTICLES REPORTS/ WHITE PAPERS TRENDS GUIDES INFOGRAPHIC EBOOKS ENEWS PRESS RELEASE ARTICLES GUIDES ENEWS REPORTS/ WHITE PAPER PRESS RELEASE DEMO GUIDES GUIDES PRESS RELEASE ARTICLES DEMO GUIDES ENEWS Persona 1 Persona 3 Persona 2 Persona 4
  27. 27. danielbianchini WHAT DO WE KNOW? Audience is predominantly 60+, likes to travel, and spends more time online than watching TV. They use multiple devices, receptive of apps, and are active on social media.
  28. 28. danielbianchini WHAT DO WE KNOW? They are regular cruise goers, with a brand and ship loyalty. When researching they use online articles, guides and news to help with their purchase decision.
  29. 29. danielbianchini Competitor Research Step 2
  30. 30. You should have an idea of your main competitors from your key danielbianchini stakeholders meeting.
  31. 31. Collect all of the current ranking data for each of your identified danielbianchini competitors!
  32. 32. danielbianchini 9000 8000 7000 6000 5000 4000 3000 2000 1000 0 Imagine Cruising Total vs Unique Keywords Readers Offers Cruise 118 Planet Cruise IGLU Cruise Unique Keywords Total Keywords
  33. 33. Keyword Data danielbianchini Search Queries
  34. 34. danielbianchini Here’s my competitor s Who are these?
  35. 35. danielbianchini Here’s my competitor s Not in my original list
  36. 36. danielbianchini Competitors Repeat Keywords Market Process new competitors through SEMrush. Extract new keywords based on those competitors. Repeat until you have a good/complete picture of the market. Identify any new competitors the keywords have unearthed.
  37. 37. Now you know who your competitors are, but what are danielbianchini they doing?
  38. 38. danielbianchini
  39. 39. danielbianchini
  40. 40. danielbianchini
  41. 41. danielbianchini
  42. 42. danielbianchini
  43. 43. danielbianchini
  44. 44. danielbianchini WHAT DO WE KNOW? The keyword research provided a better understanding of the market as a whole, including identifying those competitors that were not considered.
  45. 45. danielbianchini WHAT DO WE KNOW? Our research shows that competitors are competing in search, email and social but only a few are doing it well.
  46. 46. danielbianchini Using the data from the competitor research and user profiling, WILL open up opportunities.
  47. 47. danielbianchini Finding Opportunities Step 4
  48. 48. Initial analysis has provided 3 danielbianchini opportunities
  49. 49. Don’t target just search volume, but instead look for realistic opportunities that you danielbianchini can achieve consistently.
  50. 50. danielbianchini
  51. 51. danielbianchini
  52. 52. danielbianchini
  53. 53. danielbianchini My competitor s Not relevant to the business
  54. 54. danielbianchini
  55. 55. That’s a potential increase of 3,800 visits per month through danielbianchini organic search
  56. 56. Combined with a conversion rate of 3.17% and average danielbianchini order value of £879 =
  57. 57. danielbianchini £105,884.34 per month
  58. 58. And there are another 10 cruise whitedotnet brands to target!
  59. 59. danielbianchini Data back from the user survey confirms the information shown from the persona with limited cruise goers coming from those under 35. This can turn into a longer more business focused campaign IF YOU to ARE change 30 YEARS this. OLD OR 10% UNDER HAVE YOU: 35% 55% 60% 50% 40% 30% 20% 10% 0% Ever considered a cruise holiday Never considered a cruise holiday I’m over 30 years old
  60. 60. danielbianchini Content that has the most engagement, through both social media and comments is content that makes the news. Creating a content calendar, that allows you to be flexible will enable you to create timely content that will be shared.
  61. 61. All 3 opportunities are user focussed and based on data! danielbianchini
  62. 62. danielbianchini Dept/Channel Goal Have identified opportunity Understand the audience You’ve done your competitor research Time to create your strategy Busineess Objective
  63. 63. whitedotnet Thank you! Slides available: http://bit.ly/1x6iQCR Daniel Bianchini Director of Services @ White @danielbianchini

×