Online Marketing, Sales and Digital Strategy


Published on

Overview of how to create a digital media profile framework and how to overlay your media mix (Owned, paid and earned) whilst developing a focused digital strategy

Published in: Business

Online Marketing, Sales and Digital Strategy

  1. 1. Diploma in Online Marketing, Sales & Digital Strategy Keith Feighery
  2. 2. Agenda <ul><li>Summarize core concepts in online marketing and digital strategy </li></ul><ul><ul><li>Owned, Paid and Earned Media </li></ul></ul><ul><li>Review critical components of digital strategy </li></ul><ul><ul><li>Planning, Creation, Actualisation, Evaluation </li></ul></ul><ul><li>Look back at Online Marketing Tactics </li></ul><ul><ul><li>PPC, Content Marketing, SEO, Social Media, Email Marketing etc.. </li></ul></ul><ul><li>Review Analytics and Measurements </li></ul><ul><ul><li>KPIs and Metrics </li></ul></ul>
  3. 3. Key Themes
  4. 4. Owned Vs Paid Vs Earned Media
  5. 6. Traditional Vs Social
  6. 7. Hubspot – Inbound Marketing Company view
  7. 8. Leveraging Owned Media Assets <ul><li>Recognise the value in your owned media assets </li></ul><ul><ul><li>Websites, mobile applications, digital conversations/interactions etc. </li></ul></ul><ul><li>Brands/Businesses are becoming publishers and media outlets </li></ul><ul><ul><li>No limits to what an organisation can publish online for the consumption of their consituencies </li></ul></ul><ul><li>Become trusted knowledge experts in your business or sphere of operations </li></ul><ul><li>Establish trust and develop relationships with customers and prospects </li></ul><ul><ul><li>Be engaging, entertaining, educative, informative etc.. </li></ul></ul><ul><ul><li>Allow user participation and transparent engagement </li></ul></ul>
  8. 9. Owned Media
  9. 10. Content types <ul><li>The content and digital media on your Web site , other microsites, partner sites etc.. </li></ul><ul><li>Articles and other intellectual property or knowledge sharing –professional contributions etc. </li></ul><ul><li>Whitepapers, case studies, w ebinars , podcasts </li></ul><ul><li>Blog posts, reader comments and reactions </li></ul><ul><li>Tweets , status updates </li></ul><ul><li>E-mail newsletters </li></ul><ul><li>Facebook/MySpace /Bebo fan pages and groups </li></ul><ul><li>Videos, demos, presentations, and custom animations </li></ul><ul><li>Product/service reviews </li></ul><ul><li>Forums </li></ul><ul><li>Content widgets </li></ul>
  10. 11. Who creates the content <ul><li>Internally </li></ul><ul><ul><li>Find employees who are knowledgeable and want to write </li></ul></ul><ul><ul><li>Re-purpose content that has been created over time for different media </li></ul></ul><ul><li>Partners, customers and third party experts </li></ul><ul><ul><li>Publish whitepapers, webinars, eBooks, articles etc…with partners </li></ul></ul><ul><li>Customers </li></ul><ul><ul><li>If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc.. </li></ul></ul><ul><ul><li>You can allow customers to make product recommendations – crowdsourcing </li></ul></ul>
  11. 12. Advantages <ul><li>Creates demand generation and awareness through value add publishing </li></ul><ul><li>Creates a less-frictional way of converting prospects into sales </li></ul><ul><ul><li>When used in conjunction with lead management systems </li></ul></ul><ul><li>Helps build long-term relationships rather than one-off sales </li></ul><ul><li>Creates stickiness to your owned media assets (rather than to paid ones) </li></ul><ul><li>Once started, provides an ongoing process and framework to control and publish valuable information </li></ul>
  12. 13. Content Mktg: Success Vs Failure <ul><li>Characteristics of Success </li></ul><ul><ul><li>Understanding the informational needs of your customers </li></ul></ul><ul><ul><li>Knowing how those informational needs mix with your marketing goals and objectives  </li></ul></ul><ul><ul><li>Mapping content schedule to user profiles and buyer cycles </li></ul></ul><ul><ul><li>Being consistent (content marketing is a marathon, not a sprint) </li></ul></ul><ul><ul><li>Listen and continually evolve the program </li></ul></ul><ul><li>Characteristics of Failure </li></ul><ul><ul><li>Always s elling, rather than informing and educating </li></ul></ul><ul><ul><li>Not listening, thus not evolving the content program </li></ul></ul><ul><ul><li>. </li></ul></ul>
  13. 14. Change is predicated on the changing consumption and behaviours of the customer
  14. 15. Changing Customer Landscape <ul><li>The relationship between organisations and customers has traditionally been optimised around the organisation, not the customer </li></ul><ul><li>Companies and organisations have fallen behind in connecting with customers – they now realise that they must find a way to participate in these Conversations </li></ul><ul><li>Customers choose to connect and collaborate with each other without the organisations, disrupting the flow of influence. </li></ul>
  15. 16. Social Media Landscape
  16. 20. Marketers must understand the dynamic of communities
  17. 21. Shift away from interrupt based marketing to a more conversational process
  18. 22. Risks Posed <ul><li>Loss of control of the conversation </li></ul><ul><ul><li>Two way communication </li></ul></ul><ul><ul><li>Openly negative transmissions </li></ul></ul><ul><li>Using social channel as a marketing or PR conduit </li></ul><ul><ul><li>Broadcast as opposed to engagement </li></ul></ul><ul><li>Can be a difficult persona for brands to adopt </li></ul><ul><ul><li>Reveal a human voice of a corporate identity </li></ul></ul><ul><ul><ul><li>What it is that voice? </li></ul></ul></ul><ul><li>Starting – and then not following through </li></ul><ul><ul><li>Inevitable criticism </li></ul></ul>
  19. 23. Benefits of social engagement <ul><li>Listening </li></ul><ul><ul><li>Crucial to hear what the public is saying about you </li></ul></ul><ul><ul><ul><li>Both positive and negative </li></ul></ul></ul><ul><ul><ul><li>Understand needs, behaviours, experiences, language patterns etc.. </li></ul></ul></ul><ul><li>Relationships/Conversations </li></ul><ul><ul><li>Once you know what is being said about you, where it is being said – you can then interact directly with customers (without filters) </li></ul></ul><ul><li>Findability / Searchability </li></ul><ul><ul><li>Aligned with SEO initiatives creates a larger and more diverse digital footprint </li></ul></ul><ul><li>Community Advantage </li></ul><ul><ul><li>Feedback loops, customer advocacy, relationships </li></ul></ul><ul><ul><li>Reduce customer acquisition costs (Media spend) </li></ul></ul><ul><ul><li>Increase customer retentions (Loyalty/Advocacy) </li></ul></ul><ul><ul><li>Qualititative research opportunity with customers – p </li></ul></ul>
  20. 24. Digital Strategy
  21. 25. Digital Strategy & Planning Source
  22. 26. Planning Phase
  23. 27. Planning <ul><li>Define business objectives </li></ul><ul><ul><li>Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc.. </li></ul></ul><ul><ul><li>Identify and communicate to key stakeholders (buy-in) </li></ul></ul><ul><li>Listening to what is being said about brand currently </li></ul><ul><li>Define audience and break down into key segments </li></ul><ul><ul><li>Influencers, Advocates, Personas </li></ul></ul><ul><ul><li>Demographics, Psychographics, SocialGraphics etc. </li></ul></ul><ul><li>Audience locations and value of each audience segment </li></ul><ul><ul><li>Where do the reside digitally, what are their preferences, how do they consume media, what are preferred formats </li></ul></ul><ul><li>Aligning brand with digital strategy </li></ul><ul><ul><li>What is the tone, voice, perception currently presented </li></ul></ul>
  24. 28. Goals and Audience Location Analysis Source
  25. 29. Creation Phase
  26. 30. Creation <ul><li>Once strategy, audience, locations are known </li></ul><ul><ul><li>Start conceiving, designing and creating tactical solutions </li></ul></ul><ul><li>Identify themes, channels, tone, aims for each tactical channel and initiative </li></ul><ul><ul><li>PPC, Social Platforms, SEO, Email, Lead Gen etc… </li></ul></ul><ul><li>For B2B business map out buyer and sales cycles </li></ul><ul><ul><li>Align marketing and sales organisations </li></ul></ul><ul><li>Create internal procedures and best practices for social channels </li></ul><ul><li>Initiate a content marketing production programme </li></ul><ul><ul><li>Map this out along with personas and buyer cycles </li></ul></ul><ul><li>Define KPIs for each programme – know upfront what success will look like (by corrolary failure too) </li></ul>
  27. 31. Mapping audience, solutions and projected ROI Source
  28. 32. Actualisation Phase
  29. 33. Actualisation <ul><li>Real-time implementation of each channel, campaign and platform </li></ul><ul><li>Engaging and interacting with your audiences </li></ul><ul><li>Reacting to issues and tweaking campaigns as they proceed live </li></ul><ul><li>Constantly compare performance with projected KPIs created during the previous phases </li></ul><ul><li>Create a cross functional communications feedback loop to resolve all issues and update status </li></ul><ul><li>Capture all lessons learnt in a repository in order to feedback into an improvement process </li></ul>
  30. 34. Evaluation Phase
  31. 35. Evaluation <ul><li>Once Campaign goes live then measure the following to find the delta for before and after </li></ul><ul><ul><li>Online Traffic </li></ul></ul><ul><ul><ul><li>Traffic Volumes, PPC conversions, referral numbers, effectiveness of keyword usage, time spent on sites, bounce rates </li></ul></ul></ul><ul><ul><li>Levels of interaction </li></ul></ul><ul><ul><ul><li>Comments left by users, number of Retweets, number of Fans on Facebook pages, numbers of @comments in twitter, number of subscribers through email and RSS </li></ul></ul></ul><ul><ul><li>Leads/Conversions </li></ul></ul><ul><ul><ul><li>create measurable and trackable conversion points in your sales funnel – sign up for newsletter, make a purchase, click on a link, fill out contact form, download a trial version, whitepapers, attend webinars, podcasts listens, etc. </li></ul></ul></ul><ul><ul><li>Search Engine Optimisation </li></ul></ul><ul><ul><ul><li>links from blogs, trackbacks, comments left in blogs, views of embedded digital content that you provided, Digg links </li></ul></ul></ul><ul><ul><li>Brand Metrics </li></ul></ul><ul><ul><ul><li>NPS, positive brand associations, brand awareness, brand recall </li></ul></ul></ul>
  32. 36. Evaluation Feedback loop <ul><li>Implement a continuous learning and improvement framework </li></ul><ul><li>All findings and experiences should feed into subsequent phases, campaigns and initiatives </li></ul><ul><li>Refine reporting process </li></ul><ul><ul><li>Improve ROI metrics in their broadest sense </li></ul></ul><ul><ul><li>Continue to get communicate internally of sucesses </li></ul></ul><ul><ul><li>Educate management through correlation of digital and business goals </li></ul></ul>
  33. 37. Tactical Solutions Framework
  34. 38. Digital Marketing Process Source eConsultancy
  35. 39. <ul><li>Pay Per Click Advertising </li></ul>
  36. 40. PPC Introduction <ul><li>Analyse your specific market </li></ul><ul><ul><li>Use Keyword Tools </li></ul></ul><ul><li>Analyse your online and offline competitors </li></ul><ul><ul><li>, Google keywords tool </li></ul></ul><ul><li>Create the PPC accounts </li></ul><ul><ul><li>Google, Bing, Yahoo </li></ul></ul><ul><li>Divide the main account into sub campaigns and groups </li></ul><ul><ul><li>Enables highly targetted Ad Campaigns </li></ul></ul><ul><li>Create Longtail multi-word bids </li></ul><ul><ul><li>Over 60% searches use 3 or more words </li></ul></ul><ul><li>Set up a Conversion points and Track </li></ul><ul><li>Adjust constantly to ensure optimisation </li></ul>
  37. 41. PPC Tips <ul><li>Match your keywords to optimised and tested landing pages </li></ul><ul><li>Ensure you optimise your Google &quot;Quality Score” </li></ul><ul><ul><li>Based on CTR, relevancy of keywords, ads and landing pages </li></ul></ul><ul><ul><li>High quality score means higher ranking with lower bid costs </li></ul></ul><ul><li>Tools and strategies to find the best PPC keywords </li></ul><ul><ul><li>Google Adwords Tool </li></ul></ul><ul><ul><li>Wordstream </li></ul></ul><ul><ul><li>Keyword Spy </li></ul></ul><ul><ul><li>Market samurai </li></ul></ul><ul><ul><li>Wordze </li></ul></ul><ul><ul><li>WordTracker </li></ul></ul><ul><li>Write highly optimised and design ads to attract highly targeted clicks </li></ul><ul><ul><li>Make sure landing pages are relevant </li></ul></ul><ul><ul><li>Repeat bid keywords in copy (they are bolded and increase CTR) </li></ul></ul><ul><ul><li>Clear Calls to Action </li></ul></ul><ul><ul><li>Dynamic Keyword Insertion </li></ul></ul>
  38. 42. <ul><li>Affiliate Networks & Performance Based Marketing </li></ul>
  39. 43. Affiliate Networks/Performance Mktg
  40. 44. <ul><li>Search Engine Optimisation </li></ul>
  41. 45. Top 5 Ranking Factors <ul><li>Keyword Focused Anchor Text from External Links </li></ul><ul><ul><li>73% very high importance </li></ul></ul><ul><li>External Link Popularity (quantity/quality of links) </li></ul><ul><ul><li>71% very high importance </li></ul></ul><ul><li>Diversity of Link Sources (links from many unique root domains) </li></ul><ul><ul><li>67% very high importance </li></ul></ul><ul><li>Keyword Use Anywhere in the Title Tag </li></ul><ul><ul><li>66% very high importance </li></ul></ul><ul><li>Trustworthiness of the Domain Based on Link Distance from Trusted Domains </li></ul><ul><ul><li>66% very high importance </li></ul></ul>
  42. 46. Next 5 Important Factors <ul><li>Keyword Use in Internal Link Anchor Text on the Page </li></ul><ul><ul><li>47% moderate importance </li></ul></ul><ul><li>Keyword Use in External Link Anchor Text on the Page </li></ul><ul><ul><li>46% moderate importance </li></ul></ul><ul><li>Keyword Use as the First Word(s) in the H1 Tag </li></ul><ul><ul><li>45% moderate importance </li></ul></ul><ul><li>Keyword Use in the First 50-100 Words on the Page </li></ul><ul><ul><li>45% moderate importance </li></ul></ul><ul><li>Keyword Use in the Subdomain Name </li></ul><ul><ul><li>42% low importance </li></ul></ul><ul><li>Keyword Use in the Page Name URL </li></ul><ul><ul><li>38% low importance </li></ul></ul>
  43. 47. <ul><li>Social Media Campaigns </li></ul>
  44. 48. Elements of a social media campaign <ul><li>Essentials of a successful campaign </li></ul><ul><ul><li>Know your target audience </li></ul></ul><ul><ul><li>Plan goals and aims of campaign </li></ul></ul><ul><ul><li>Prepare internal organisation for impact of social media </li></ul></ul><ul><ul><li>Identify stakeholders and task them with ownership </li></ul></ul><ul><ul><li>Pick platforms and tools that relate to your identified audience </li></ul></ul><ul><ul><li>Implement a pilot programme and monitor and analyse campaign progress </li></ul></ul><ul><ul><li>Revise approach and campaign based on feedback </li></ul></ul><ul><ul><li>Roll-out on different platforms and business areas incrementally </li></ul></ul>
  45. 49. Implementing a social media programme <ul><li>Benchmark existing stats </li></ul><ul><ul><li>Current site statistics - PPC and Organic Search </li></ul></ul><ul><ul><li>Twitter followers, Facebook fans, Digg Links, existing traffic etc.. </li></ul></ul><ul><ul><li>Quantify ROI benchmarks – customer acquisition, advertising spend per channel </li></ul></ul><ul><li>Design and develop the campaign </li></ul><ul><ul><li>Decide on channels </li></ul></ul><ul><ul><li>Stakeholders </li></ul></ul><ul><ul><li>Expectations </li></ul></ul><ul><ul><li>Pilots </li></ul></ul><ul><ul><li>Revision points </li></ul></ul><ul><ul><li>Monitoring process </li></ul></ul><ul><ul><li>Engagement process </li></ul></ul>
  46. 50. Analysing impact of social media <ul><li>Traffic </li></ul><ul><ul><li>Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates etc.. </li></ul></ul><ul><li>Levels of Interaction </li></ul><ul><ul><li>Comments etc… - engaged customers are quality customers </li></ul></ul><ul><li>Sales </li></ul><ul><ul><li>Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months) </li></ul></ul><ul><li>Leads/Conversions </li></ul><ul><ul><li>If not possible to convert online – therefore create other mesaurable conversions </li></ul></ul><ul><li>Links </li></ul><ul><ul><li>Video links – Tagged: YouTube, Vimeo, </li></ul></ul><ul><ul><li>Blog Links – trackbacks, comments, direct references </li></ul></ul><ul><ul><li>Digg Links </li></ul></ul><ul><li>Brand Metrics </li></ul><ul><ul><li>Positive Brand Associations </li></ul></ul><ul><ul><li>Word of Mouth </li></ul></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Propensity to Buy </li></ul></ul><ul><ul><li>Brand Recall </li></ul></ul>
  47. 51. <ul><li>Email Marketing </li></ul>
  48. 52. Email Applications
  49. 53. Best Practices <ul><li>Create segmented targeted lists </li></ul><ul><li>Optimise and test subject lines, time of delivery, from addresses, email copy etc.. </li></ul><ul><li>Deliverability </li></ul><ul><ul><li>Consider ESP products, Ensure using whitelisted IP adresses, Set up SPF records </li></ul></ul><ul><li>Clear Calls to Action </li></ul><ul><ul><li>Ensure clear to customer what next step is </li></ul></ul><ul><li>Share with Social Network </li></ul><ul><ul><li>Make it easy to share email content with networks </li></ul></ul><ul><li>Integrate with CRM system </li></ul><ul><ul><li>Segment Database, Dynamic Contents </li></ul></ul>
  50. 54. Best Practices <ul><li>Organic Opt-in List Growth </li></ul><ul><ul><li>Don’t buy lists – when people unsubscribe – ensure they are </li></ul></ul><ul><li>Remind recipients why they are receiving mails </li></ul><ul><li>Be relevant and provide value not marketing messsages </li></ul><ul><li>Frequency </li></ul><ul><ul><li>Think relevancy – ALWAYS be cognisant of SPAM </li></ul></ul><ul><li>Constantly Test </li></ul><ul><ul><li>Test Content, Images, Subject Line, Address, Calls to actions, placements, layout </li></ul></ul><ul><li>Template Design </li></ul><ul><ul><li>Fresh brand centric design </li></ul></ul>
  51. 55. <ul><li>Online Marketing </li></ul><ul><li>Key Performance Indicators </li></ul>
  52. 56. Measurement <ul><li>Key Performance Indicators </li></ul><ul><ul><li>Measures that help you understand how you are doing against your objectives. </li></ul></ul><ul><ul><li>highlight success, or failures, for the objectives you have created for your organization </li></ul></ul><ul><ul><li>Keywords: Measures – Objectives </li></ul></ul><ul><li>Objectives: </li></ul><ul><ul><li>Increase Sales, increase customer retention, Increase # of leads, increase share of voice, increase quality of leads to sales, reduce customer service costs, </li></ul></ul>
  53. 57. Typical Trackable KPIs <ul><li>Number of Conversion </li></ul><ul><li>Cost per Lead, Cost per Sale </li></ul><ul><li>Bounce rates </li></ul><ul><li>Returning visitors </li></ul><ul><li>Recency Rates </li></ul><ul><li>Abandonment rate </li></ul><ul><li>Average order size (ecommerce apps) </li></ul><ul><li>CPA / Customer Lifetime Value </li></ul><ul><li>Average Revenue Per User </li></ul>
  54. 58. Additional Metrics <ul><li>3 rd Party Links – Partners, Referrals, Promotions, Affiliates </li></ul><ul><li>New account sign-ups </li></ul><ul><li>Article or press release views </li></ul><ul><li>Newsletter signups </li></ul><ul><li>Page views per session </li></ul><ul><li>No. of site specific downloads – products, articles, whitepapers, podcasts </li></ul><ul><li>No. of Webinar Views </li></ul>
  55. 59. Thank You