This document outlines a framework for digital marketing success. It discusses how traditional marketing focuses on the 4 P's of product, price, place and promotion, but digital marketing requires a different approach focused on the customer. It presents a framework that uses content marketing, search engine optimization (SEO), email nurturing, search engine advertising (SEA) and social media advertising (SMA) to reach customers at different stages. Key performance indicators (KPIs) for each channel are also discussed to help evaluate success.

1. LeadMap

2. “SEO is een besmettelijke
ziekte.”
“SHARING IS CARING”
Less Leads – More Sales
• Once upon a time…
• The customer’s mindset in 2016
• The battlefield for the customer
• A framework for success
• Measuring, evaluating, measuring,
evaluating, …

3. Once upon a time…

4. Word-of-mouth

5. One-many communication

6. The analog revolution

7. The digital revolution

8. The digital revolution

9. Real life…

10. Reality – SME Belgium

11. Back to the basics

12. “SEO is een besmettelijke
ziekte.”
Traditional marketing and
sales
Product Price Place Promotion

13. “Buyer beware”

14. “SEO is een besmettelijke
ziekte.”
“SHARING IS CARING”
(A)Symmetric information
Seller
Buyer

15. “SEO is een besmettelijke
ziekte.”
“SHARING IS CARING”
Traditional marketing & sales

16. Waste of money and resources
< 1%

17. This hurts even more…
< 2%

18. “
How to become a game changer?

19. “SEO is een besmettelijke
ziekte.”
“SHARING IS CARING”
75%
Let’s start with the end consumer

20. Iceberg

21. Reach?
10.000 followers
200 followers

22. “SEO is een besmettelijke
ziekte.”
“SHARING IS CARING”
Google for breakfast

23. Social media for lunch…
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24. Landing pages for diner

25. A framework for success
Your
audience
Content +
SEO
E-mail: lead
nurturing
SEA/SMA
Remarketing
Measuring

26. Content: the challenge
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• No budget à ‘Sorry, we cannot afford to spend money
on content’
• No people à ‘sorry, we do not have the people to
create content’
• No “need” à ‘Sorry, we have our customers, they are
happy. We don’t need content marketing’

27. The lean approach to success
2014 © ContentU Group
• Content creation à Dig up existing content – reformat
it
• Content creation à Create new content (internal –
external): customer cases, white papers, ebooks,
testimonials, …
• Content curation à If you can’t create it, curate it!

28. A boring example

29. Serve breakfast: SEO
• SEO: Search Engine Optimization – The art of getting
your website on SERP 1 – 3 (nobody cares about page 4
– 4.000.000
• Search Term analysis à Google Adwords Keyword
planner: 20 – 30 search terms - popularity
• Delight Search Engines: Technical Optimization of your
website: titles, meta descriptions, Alt tags, …

30. Serve breakfast: SEO
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31. Serve breakfast: SEO
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32. Have a chat @ Lunch
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33. Close the deal @ Diner

34. Close the deal @ Diner
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35. Boost your success: SMA / SEA

36. Remarket your success

37. Remarket your success

38. Measuring: KPI’s for success
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• SEO: Google Analytics
• SMC: Social Media Content à Facebook for Business
tools
• SMA: Social Media Ads à Idem
• SEA: Google Adwords Analytics

39. Useful KPI’s
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• SEO: Viewers, Unique page visitors, bounce rate, traffic
sources, conversion tracking, Search term popularity, …
• SMC: Reach + interactions
• SMA: Reach, interactions à CPC (Cost per Conversion /
Click)
• SEA: Impressions, Clicks, CTR (Clicktrough rate), CPC
(Cost per Click)

40. Q&A + live examples
2014 © ContentU Group

41. Frederik@contentu.be
www.linkedin/in/frederikscherpereel