Digital Strategy for Small Businesses
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encendo helps you understand how your digital marketing activities will impact your end objective. Francis Mac Aonghus, Head of Online at encendo, explores the principle of a digital marketing strategy.
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Digital Strategy for Small Businesses
- 3. DIGITAL MARKETING BIGGEST CHALLENGES SOURCE : CONNECTOR.IE KNOWLEDGE & TALENT CONVERTING LEADS BRAND AWARENESS STRATEGY & CREATIVITY LEAD GENERATION MARKETING AUTOMATION 40% 36% 36% 32% 20% 12%
- 4. DIGITAL CHANNELS WITH BIGGEST IMPACT SCORED 1 - 10 SOURCE : CONNECTOR.IE 5.6 5.8 6 6 6.2 6.8 7.2 Display Ads Display PR PPC Ads Mobile Ads SEO / SEM Video Social Media
- 5. MARKETING BUDGET SPEND ON DIGITAL 16% 12% 8% 16% 28% 20% SOURCE : CONNECTOR.IE 75% - 100% 50% - 75% 30% - 50% 20% - 30% 10% - 20% 0% - 10%
- 6. A digital strategy is a plan to accomplish something with the benefit of digital tools.
- 7. Plans require a why, who, what, when, where, and how. a plan
- 8. An objective has to be measureable and actionable. accomplish something
- 9. What is digital and what are the benefits? benefit of digital tools
- 10. FIGURE OUT WHERE YOU ARE AT WHY ARE WE GOING TO DO THIS WHAT ARE YOU TRYING TO DO WHAT IS OUR ROADMAP LET’S GET THINGS DONE HOW ARE WE GETTING ON
- 11. SOURCE : SIMON SINEK PEOPLE DON’T BUY WHAT YOU DO THEY BUY WHY YOU DO IT DIGITAL STRATEGY
- 12. KNOW YOUR AUDIENCE DEVELOP A CONTENT STRATEGY OPTIMISE AND PROMOTE BUILD A RELATIONSHIP DEFINE THE BUSINESS OBJECTIVES DIGITAL STRATEGY
- 14. MICRO MOMENTS SOURCE : GOOGLE IMMEDIATE ACTION DEMAND FOR RELEVANCE LOYAL TO NEEDS
- 15. MEASURE ALL MOMENTS DELIVER ON NEEDS IN THE MOMENT MICRO MOMENTS SOURCE : GOOGLE IDENTIFY KEY MICRO MOMENTS
- 16. MICRO MOMENTS SOURCE : GOOGLE PEOPLE EVALUATE PURCHASE DECISIONS IN THE MOMENT of smartphone users turn to their phone to influence a purchase decision while in a store 82% PEOPLE SOLVE UNEXPECTED PROBLEMS IN THE MOMENT PEOPLE PURSUE BIG GOALS IN SMALL MOMENTS of smartphone users are more likely to take action right away to solving an unexpected problem 62% of smartphone users have used their phone to make progress toward a long term goals while “out and about” 90% PEOPLE TRY NEW THINGS IN ROUTINE MOMENTS of smartphone users turn to their phone for ideas while doing a given task 91%
- 17. 1 MICRO MOMENTS MAKE A MOMENTS MAP 2 UNDERSTAND CUSTOMER NEEDS IN THE MOMENT 3 USE CONTEXT TO DELIVER THE RIGHT EXPERIENCE 4 OPTIMIZE ACROSS THE JOURNEY 5 MEASURE EVERY MOMENT THAT MATTERS
- 18. It is not about specific tools, but about how your customers behave online
- 20. 2-5 TIMES Using marketing personas made websites more effective by 14% Personalised emails improve CTR by 10% and Conversion Rates by 18 TIMES and drive more revenue than a broadcast email by x2 Behaviourally targeted ads increase effectiveness BUILDING RELATIONSHIPS
- 21. FOCUS GROUPS ANALYTICS MULTIPLE CHOICE SURVEYS INTERNAL DATA BUILDING RELATIONSHIPS
- 22. EXPLORATION DECISION MAKING PURCHASE DIGITAL PLAN BUILDING RELATIONSHIPS
- 23. Search engines, social networks, publishers and blogs Your web site, blog, community and interactive tools E-commerce process, product, price and promotion Customer advocacy 1 2 3 4 DECISION MAKINGBUYER STAGE : EXPLORATIONBUYER STAGE : PURCHASEBUYER STAGE : ADVOCACYBUYER STAGE : REACH ACT CONVERT ENGAGE
- 24. CHEMISTRY USE EMPATHY THINK USER COMMUNICATE BROADCAST TO PERSONAL BUILDING RELATIONSHIPS
- 25. DEVELOP YOUR CONTENT CONTENT GOALS WHO IS MY AUDIENCE WHAT INFORMATION DO I WANT TO SHOW WRITING STYLES BUILDING RELATIONSHIPS
- 26. Website Search Engine Optimisation Online PR / Social Email Marketing / CRM Paid Advertising Convert
- 27. MEASURE
- 28. MEASURE • Measure • Collect • Analyse • Report
- 29. WHY MEASURE • Return on Investment • Customer Data • Hot Products and Services • Company Policies • Influence business decisions • Targeted Advertising • Marketing Automation
- 30. EMAIL METRICS • Sent • Opens • Open Rates • Clicks • ClickThrough Rates • Bounced • Unsubscribes
- 31. SOCIAL METRICS • Reach • Followers • Likes • Dislikes • Engagement • Shares • Sentiment
- 32. PAID ADVERTISING METRICS • Impressions • Frequency • Clicks • ClickThrough Rate • Cost Per Click
- 33. WEBSITE METRICS • Sessions / Users • Pageviews / Pages per Sessions • Session Duration • Bounce Rate • Exit Rate
- 34. WEBSITE METRICS • Conversions • Conversion Rate • ROI • ROAS • Funnel Conversion Rate
- 35. MEASURE • Know what to measure • Ensure you have the right tools in place • Present the stats in an understandable format • Benchmark • Share it • Use it
Editor's Notes
- Why, who, what, when, where and how
- Measurable and actionable
- What is digital
- Mobile has fractured the consumer journey into hundreds of real-time, intent-driven micro-moments