3) How to define goals and objectives for your digital marketing campaign - strategic brand communications
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How to define goals and objectives for your digital marketing campaign - strategic brand communications
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3) How to define goals and objectives for your digital marketing campaign - strategic brand communications
- 1. How to define goals and objectives for your marketing campaign
- 2. WHAT IS STRATEGIC BRAND COMMUNICATIONS?
- 3. EMAIL EVENTS PR WEBSITE MARKET SIZE MARKET SHARE EXISTING CUSTOMERS SEO PPC VISION & POSITIONING – WHERE are we going? WHO do we serve? PRODUCT –WHAT do we need to communicate? DISTRIBUTION - WHERE will we communicate? SOCIAL MEDIA PRINT AFFILIATES MARKET PLACES HELP DESK MARKETING AUTOMATION SALES AGENTS CRO DATA ANALYSIS – WHAT is working? HOW can performance improve?
- 4. STRATEGIC BRAND COMMUNICATIONS • WHY communicate? • WHAT do we want to achieve? • To WHOM do we need to communicate? • WHAT do we need to communicate? • HOW and WHERE will we communicate? 4
- 5. WHY COMMUNICATE? POWER OF WHY 5
- 7. WE BELIEVE THERE IS NOTHING YOU CAN’T ACHIEVE. 7 TOGETHER WE CAN MAKE IT HAPPEN THERE’S NOTHING BUSINESSES CAN’T ACHIEVE
- 8. VISION - WHAT DO YOU WANT TO ACHIEVE? 8 BHAG
- 9. OUR VISION IS TO HELP EVERY BUSINESS IN THE WORLD ACHIEVE MORE 9
- 10. BUSINESS GOALS - WHAT DO YOU WANT TO ACHIEVE? 10 £750,000 – £3,000,000 50-200 clients (ave. £15,000pa) in 3 years
- 11. Established £1-20million turnover. Looking for at least a 20% on year growth. Selling to UK market with interest in Europe and USA. Itchy, driven, ambitious, visionary and frustrated. With Marketing Manager and 1-3 person marketing team. Based in London and the East and South of England. TO WHOM DO WE NEED TO COMMUICATE? – YOUR PERFECT CLIENT
- 12. WHAT IS YOUR COST PER ACQUISITION (CPA) • £15,000 average client lifetime value • Willing to invest 10% into marketing • Willing to spend £1500 per new • 20% of enquiries convert • Willing to spend £300 to generate 1 lead
- 13. CREATE PRODUCTS FOR PEOPLE THAT ARE INTERESTED IN WORKING WITH YOU
- 15. 22 Day Digital Marketing Executive Course Overview FUNDAMENTALS £5,500 + VAT 25 DAYS Taught by some of the best Digital Marketers in the region, Footprint Fundamentals purpose is on gaining practical experience on how to succeed online. Footprint Academy: Digital Marketing Executive Course - £250 per day
- 16. We can help you with that 2. Tracking audit 3. Google analytics audit 4. Initial keyword research 5. Position benchmark audit 6. PPC account feasibility audit 7. SEO technical audit 8. Competitor analysis 1. Business audit DIGITAL MARKETING AUDIT - £500
- 17. WHAT ARE OUR DIGITAL MARKETING GOALS? • Completed enquiry form • Live Chat • Phone Calls • Business Cards • Emails
- 18. WHAT DO WE NEED TO COMMUNICATE? • Sales Messages • Calls to Action • Address Anxieties PREPARE, PLAN, PRIORITISE
- 19. FOOTPRINT PROVIDE DIRECTION, EDUCATION & SPECIALIST DIGITAL MARKETING SERVICES
- 20. Theteam Good people whose satisfaction comes from a job well done. “Never believe that a few caring people can’t change the world. For, indeed, that’s all who ever have.” BUSINESS DEVELOPMENT CLIENT SERVICES DELIVERY TEAM TomJepson PARTNERSHIP DEVELOPMENT ChrisAinsworth HEAD OF SEO TerryHeffernan PARTNERSHIP DEVELOPMENT CarolineParkins RELATIONSHIP MANAGER AlexandraEade CONTENT MANAGER TomBowden DIRECTOR DavidRoscoe BUSINESS DEVELOPMENT HannahMeadows RELATIONSHIP MANAGER JamesHollands DIRECTOR / HEAD OF PPC ReubenMarshall RELATIONSHIP MANAGER Thomas Rowson RELATIONSHIP MANAGER
- 21. Recognised as leaders in the industry
- 22. WE INVESTIGATE THE BUSINESS AND FIND SOLUTIONS THAT WILL HELP ACHIEVE THEIR GOALS
- 23. 23
- 24. EXCEPTIONAL AT HELPING BUSINESSES MAKE STRATEGIC DECISIONS AND MAKING SURE THEY GET ROI
- 26. 26 AFTER 1 YEAR WORKING WITH US SEO Increase in traffic +22% CRO Increase in conversion rate +15% PPC Increase in Return On Ad Spend +12%
- 27. HOW AND WHERE WILL WE COMMUNICATE? 27
- 28. EMAIL EVENTS PR WEBSITE MARKET SIZE MARKET SHARE EXISTING CUSTOMERS SEO PPC VISION & POSITIONING – WHERE are we going? WHO do we serve? PRODUCT –WHAT do we need to communicate? DISTRIBUTION - WHERE will we communicate? SOCIAL MEDIA PRINT AFFILIATES MARKET PLACES HELP DESK MARKETING AUTOMATION SALES AGENTS CRO DATA ANALYSIS – WHAT is working? HOW can performance improve?
- 29. BUILDING A CHANNEL PLAN