SlideShare a Scribd company logo
Digital Marketing Plan Outline
• Situational Analysis: Where are you now?
• Brand Messaging: Who are you talking to?
• Goals: Where do you want to go?
• Marketing Strategy: How will you achieve it?
• CVO Funnel
• Channel Strategy
• Measuring Performance: How did you fare?
• Catherine Quiambao,
Marketing Strategist
• Brand Marketer for 8
years
• Freelance Marketing
Consultant for 4 years
• Founder, Freelancing.ph
• Author,
DigitalBrandist.com
• Liaison, GBS-CIDP PH
• Wife and mum
Why Every Business Needs a
Digital Marketing Strategy
“The fact is though, whatever business you’re in, it’s
highly likely that an increasing proportion of
your target market are using digital technology
to research, evaluate and purchase the products
and services that they consume.”
Almost any company who want to be found online
and/or contact by their target audience would need
digital marketing.
DIGITAL MARKETING DEFINED
Digital Marketing Defined
• “Digital Marketing is the practice of targeted,
measurable, and interactive marketing of
products and services using database-driven
online distribution channels to reach consumers
in a timely, relevant, personal and cost-effective
manner.” - Mobile Storm
• “Any way we use digital media to influence
users.”- Simon Heseltine, Senior Director at AOL
• DM = Data + Creativity + Value
What Digital Marketing is Not
• Traditional marketing - print, radio, TV and
billboards
• Successful over a long period of time but aren’t as
effective in today’s modern age
• Rely on eyeballs, reach and impression
• No concrete way of measuring effectivity or ROI
• Digital marketing
• New approach to marketing which offers a unique
understanding of consumer behavior.
• Striking difference between Traditional and Digital
Marketing is the degree of data you can acquire and
measure
Why Your Business Needs
Digital Marketing
Why Your
Business
Needs
Digital
Marketing
Why Your Business Needs
Digital Marketing
1. Digital Marketing is cost-effective than
traditional marketing
2. Delivers conversions and highly measurable
3. Generates better and faster revenue
4. Facilitates interaction with targeted audience
5. Real-time feedback
6. Caters to mobile consumer
7. Helps you stay ahead of competitors
8. Earns people’s trust
You
Category
Competitor
Company
Consumer
Situational Analysis: 4C’s
• Category
• Consumer
• Competitor
• Company
Category
• Trends
• Market shares
• Industry insights
• Source: AC
Nielsen,
Euromonitor, Ibis
World
Consumer
• Usage data
• Customer Profile
• Reception to market
trends
• Source: Similar to
category
Competitor
• Identifying top 5 major
competitors
• Price Mapping
• Visiting competitor websites
• Social listening (following,
activity, reviews)
• Source: Websites, Social
Networks, eCommerce
stores
Company
• Current position:
• Sales performance in the last 3 years
• Outlook for current year
• SKU portfolio/performance
• Average Transaction Value/LTV
• Quantitative and qualitative data
• Source: Internal data, owned assets, CRM
“BBP has been in the business for a solid 15 years but
sales performance has been declining in the past 3
years (-10% 2015 vs 2014 and -15% 2014 vs 2013)."
Overall Brand Challenge
• What is your main pain point based from your
environment scan?
“How do we arrest decline in student sign ups for
2016?”
https://www.youtube.com/watch?v=QTuGEhu4sUY
Millennials: Who are they?
• Millennials (Gen Y)
generally refer to “the
generation of people born
between the early 1980s
and the early 2000s”.
Millennials:
Who are they?
• They don’t believe
advertising
• They’re price sensitive
• They want a voice
• They want the lowest
effort means of
interaction
• They use their time on
their terms
Target Market
Creating Your Buyer Persona
• Buyer personas are research-based archetypal (modeled)
representations of who buyers are, what they are trying to accomplish,
what goals drive their behavior, how they think, how they buy, and why
they make buying decisions.
• Behavioral drivers
• Obstacles to purchasing
• Mindset
• Based on qualitative and quantitative data you have.
• Surveys, interviews, purchase behaviors, Google Analytics Data, social
media insights, Customer Feedback/Reviews
• New businesses – look at competitors
• Typically you have more than one persona
• NOTE: Please do not target EVERYONE
Creating Your Buyer Persona
A. Stay At Home Busy Mum
• This group of 40-49 y.o. mums are typically busy taking
care of their family’s daily needs. Sending their kids to
school during weekdays and spending some quality time
with them during weekends. They rarely have the time
for themselves, let a alone shop for their personal
luxuries.
B. Self-driven Working Female
• This younger female group of mostly 30-39 year olds are
juggling their professional career as well as building
relationship with their husbands. Although most of them
have no children yet, starting a family is in their short-
term plans. They earn about $4,000-$10,000 on a
monthly basis. They are forward thinkers and open-
minded.
Creating Your Buyer Persona
Brand Positioning
The art of sharing your company's unique value
in ways that resonate with your buyer,
compelling them to engage, trust, and --
ultimately -- buy from you.
Brand Positioning
Before After
Have No extra curricular activities Fun, enjoyable after school
activity
Feel Low self-esteem, low energy
level and lack of focus
Confident, physically and
mentally strong, improved
social skills, no fear of being
bullied.
Average Day Hates school days and goes
home extremely exhausted
Homework time with kids is
a breeze, more energy and
happier disposition all week
long
Status Worried and guilty mum Satisfied and fulfilled mum
Brand Positioning
1. Statement of Value
BBP enables mums to experience a sense of fulfillment by witnessing their children’s
improvement both physical and character-wise.
2. Unique Selling Proposition:
BBP is your trusted partner in raising strong, happy and confident kids via martial arts
classes that also focuses on essential life-skills.
3. Reason To Believe:
BBP offers martial arts for kids and adults which are designed to be more than just
punches and kicks:
• Karate
• Self defence
• Kickboxing
4. Specific Consumer Take-out:
“The bully backed down.”
• When Brian got off the bus today he couldn't stop talking about how he stood up to
this bully who had been picking on him for weeks! He said the bully backed down,
and everyone saw it!
Establish a Specific Goal
Establish a Specific Goal
• Specific, Measurable, Attainable, Relevant, Time-bound
• If possible, break your goal into daily (or monthly) targets to
make sure it is realistic
 Ex. At Mint.com, Noah Kagan set two goals: get 100,000 users
within six months of the public launch, and a write-up in a major
publication like The Wall Street Journal or Wired.
• Don’t list too many goals, focus on 1-3 per quarter
 Management by objective (MBO)
• Review your goals on a regular basis.
Establish a Specific Goal
Here are some typical examples of SMART objectives, including
those to support objective setting in customer acquisition,
conversion and retention categories for digital marketing:
• Digital channel contribution objective. Achieve 10% online
revenue contribution within two years.
• Acquisition objective. Acquire 50,000 new online customers
this financial year at an average cost per acquisition (CPA) of
$30 with an average profitability of $5.
• Conversion objective. Increase the average order value of
online sales to $42 per customer.
• Engagement objective. Increase active customers purchasing
at least once a quarter to 300,000 in a market.
https://www.youtube.com/watch?v=ir2mxiajAks
ROI Driven Strategy
1. Use your data and insights to craft a sound
digital marketing strategy that addresses
each of your persona’s needs.
• You should have a better idea of who, how, and
where you should be marketing to achieve the
greatest level of success.
• Demographics -> target your ads more effectively
• Psychographics -> write more engaging copy for
each persona
ROI Driven Strategy
2. Brands need to be hyper-focused on delivering
experiences rather than delivering messages.
• CASE: Airbnb and HomeAway, two companies that
provide a platform that matches travelers with private
rental accommodations.
• To fend off the new entrant, HomeAway developed and
spent millions of dollars on a digital branding strategy that
described why it was different from Airbnb.
• Airbnb, focused its efforts on creating unique and
compelling experiences for its consumers, comparing itself
to no one.
• Today, HomeAway has a market cap of roughly $3 billion,
while Airbnb’s valuation has soared to $20 billion.
ROI Driven Strategy
3. Tap online channels which are relevant to
your target market.
4. Make sure your owned assets speak well
about your brand and give a pleasant
experience for your user
• Brand building
• Lead generation
• Customer engagement
5. Track, measure, evaluate
• Eliminate hope marketing by naming, measuring
and reacting to every feeder channel.
CVO Funnel
1. Determine Product/Market
Fit
2. Choose a Traffic Source
3. Offer a Lead Magnet
4. Offer a Tripwire
5. Offer a Core Product
6. Offer a Profit Maximizer
7. Create the Return Path
CVO Funnel
1. Lead Magnet
2. Tripwire
3. Core Product
4. Profit Maximizer
Traffic Source
Facebook Ads Email Marketing Blogging Social Media
Lead
Magnet
• Offer a free 2-week intro kids karate
video tutorial series.
Trip Wire
• Paid Trial 3 weeks for $39 + 1
week free!
Core Offer •3 Month class worth
$540 (+$99 Reg fee)
Profit
Maximizer
• Sign up for 6
get a free
kiddie party
CVO Funnel
Return Path
Blogging Email Marketing Social Media Retargeting
CVO: Cost and ROI
• By spending $20/day x 14 days, we can
reach an average of 1500 mums
• To grow our enrollees by 50%
students by end Q2, we must achieve
the following numbers
• Assumptions:
• Target growth- 2014 Sem 1 total (86 +
50% growth = 129
• Based on DM ratios target conversion
rates for Lead magnet is 40%, trip wire
is 10% and core is 10%
• Total enrollees for Q1 = $3420
• 60 x $39 = $2340
• 6 x $180 = $1080
• Repeat campaign for Q2 brings total
sem1 enrollees to = 132 or $6840
Lead Magnet (600) -
40%
Trip Wire (60
x $39) - 10%
Core (6 x
$180) -
10%
Channel Strategy
Pillars Of Digital Marketing
1 UX Design/ Website
2 Content Marketing
3 Email Marketing
4 CRM/Automation
5 Social Media
6 PPC/Adwords
7 Mobile Marketing
8 Affiliate Marketing
9 SEO
Pillars Of Digital Marketing:
#1 Website
• Website is the home of your business’ online
presence.
• Branding is maximize but overall user experience is
still pleasant
• Users should be able to find value in your website
• Conversion should happen in 2-3 clicks
• Subscribe
• Sale
• Download
• Stream
• Contact information for support is within reach
• Search Engine optimized
Pillars Of Digital Marketing:
#2 Content
• BIG Content is still king.
• It is the bloodstream and language of digital marketing
• Copywriting, photography, video, audio and animation.
• Quality, original content is a prized possession as ever.
• Value Adding
• By positioning content as a helpful resource to buyers, it
becomes a valuable lead generation tactic, capable of
enticing buyers to provide their own personal data in
exchange for something of value
• 80-20 or if not 90-10
• It’s the lure that attracts both readers and search
robots.
Pillars Of Digital Marketing:
#2 Content
Pillars Of Digital Marketing:
#3 Email Marketing
• Your buyers are constantly plugged into their
email accounts
• 91% of consumers reported checking their email at
least once a day
• Email is the workhorse of online communications.
• Drives social media interactions.
• Email is the dominant use of the mobile Internet.
• Tools and apps: Mailchimp, Constant Contact,
Aweber, Campaign Monitor
Pillars Of Digital Marketing:
#4 Automation and CRM
• Marketing automation -
initial import of a lead into
a database, to every touch
point a lead has with a
marketing campaign
• Customer Relationship
Management is all about
how customers and leads
are managed, organized
and communicated to.
• Tools and Apps:
Infusionsoft, Hubspot,
Ontraport, Zoho
Pillars Of Digital Marketing:
#5 Social Media
• Social media content can be created by a
company and/or customers and/or the public.
• Way for people to communicate and interact online.
• Alternate page in the absence of a website or can act as an
extension of your site.
• Make it a point to engage with your audiences
on whichever channels they use most
frequently.
• Use it for social media monitoring tools and
social analytics.
Pillars Of Digital Marketing:
#5 Social Media
Pillars Of
Digital
Marketing:
#5 Social
Media
Pillars Of Digital Marketing:
#6 Paid Advertising
• Pay-per-click
(PPC), a model
of internet
marketing in
which
advertisers pay
a fee each time
one of their ads
is clicked.
• Google AdWords
Pillars Of Digital Marketing:
#6 Paid Advertising
Pillars Of Digital Marketing:
#7 Mobile Marketing
• When it comes to marketing, you want to be
wherever your customers are — and today,
they’re on their smartphones.
Pillars Of Digital Marketing:
#7 Mobile Marketing
• If you’re not optimizing your website, emails, and
landing pages for mobile, you’re missing a valuable
opportunity to catch your customers while they’re on-
the-go
• Mobile Ads
• Mobile Search
• Local Social
• Mobile Apps
• Mobile Websites
• Smartphone usage as a payment device
• Use analytics to understand how your target
audiences are accessing your site.
• Are they transacting or using it to gather information? Are
they mostly on Android or iOS; smartphones or tablets?
Pillars Of Digital Marketing:
#8 Affiliate Marketing
• Affiliate marketing is the process of earning a
commission by promoting other people’s products.
• [Publisher] happy because he earned a commission (4-20%)
• [Advertiser/Company] happy because they have a new sale
from a customer that they might not have normally been able
to reach…
• [Customer] happy because they learned about a product from
you that will hopefully fulfill a need or desire.
• Cost effective alternative to online advertising
• Affiliate marketing can boost traffic to your site, but you
only pay for visits that result in sales.
• Affiliate networks:
• CJ Affiliate , Linkshare, Amazon Associates, Share a sale
• SEO - Search engine
optimization, the
process of increasing
the number of visitors
to a website by
achieving high rank in
the search results of
a search engine.
• Creating content and
integrated campaigns
does you little good if
your hard work never
gets found.
Pillars Of Digital Marketing:
#9 SEO
https://www.youtube.com/watch?v=S-fIt9jMK0Q
What to
measure?
The Power of Google Analytics
• Google Analytics is a freemium web analytics
service offered by Google that tracks and reports
website traffic.
• Allows you to gain a complete understanding of which
digital marketing tactics are flourishing along with which
tactics are simply proving a waste of valuable
resources.
• You can test new tactics and make informed decisions
about which activities to keep to help you reach and
exceed your digital marketing KPIs.
Google Analytics Metrics
• Audience statistics
• Review unique visitors
per month,
demographics and new
vs returning visitors
• Engagement levels
• Is your content
engaging site visitors?
• Traffic sources
• “Where did you hear
about us?”
• Conversion rates
Google Analytics Metrics
• Geo Breakdown
Referral Traffic
Most Visited Page
Facebook Insights
Reach and Follower Data
Engagement Per Post
Best Time To Post
Internal KPIs
• Sales Data
• Email List
• Followers
• # of inquiries received
• Stock Turnover
AU
35%
US
25%
GB
21%
CA
6%
SG
4%
IE
3%
JP
3%
NZ
3%
QUANTITY
0
200
400
600
800
1000
1200
1400
JULY AUG SEPT OCT NOV DEC JAN
Units - By Source
Australia Dist International Dist Direct
Digital Marketing Plan Outline
• Situational Analysis: Where are you now?
• Brand Messaging: Who are you talking to?
• Goals: Where do you want to go?
• Marketing Strategy: How will you achieve it?
• CVO Funnel
• Channel Strategy
• Measuring Performance: How did you fare?
3 Takeaways
1. Spend time to analyze and list actionable
insights from your data (4C’s).
2. Develop a compelling CVO. Maximize the
content you have at hand. Repurpose it if
needed. Start attracting leads.
3. Don’t do everything at once. Select channels
based on relevance and master it before
moving on to the next platform.
https://www.youtube.com/watch?v=5F6eiJ2bWHw
@marketingcath

More Related Content

What's hot

Digital Marketing Proposal
Digital Marketing ProposalDigital Marketing Proposal
Digital Marketing Proposal
Rachi Dubey
 

What's hot (20)

Real Estate ( Digital Marketing and Lead Generation)
 Real Estate ( Digital Marketing and Lead Generation) Real Estate ( Digital Marketing and Lead Generation)
Real Estate ( Digital Marketing and Lead Generation)
 
Digital Marketing Plan Template
Digital Marketing Plan TemplateDigital Marketing Plan Template
Digital Marketing Plan Template
 
Digital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital Marketing Digital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital Marketing
 
Digital Marketing Proposal
Digital Marketing ProposalDigital Marketing Proposal
Digital Marketing Proposal
 
Creating a digital marketing strategy
Creating a digital marketing strategyCreating a digital marketing strategy
Creating a digital marketing strategy
 
How to create a Digital Marketing Plan
How to create a Digital Marketing PlanHow to create a Digital Marketing Plan
How to create a Digital Marketing Plan
 
Marketing Strategy for B2B
Marketing Strategy for B2BMarketing Strategy for B2B
Marketing Strategy for B2B
 
Digital marketing strategy
Digital marketing strategyDigital marketing strategy
Digital marketing strategy
 
Ingenex Digital Marketing Strategy
Ingenex Digital Marketing StrategyIngenex Digital Marketing Strategy
Ingenex Digital Marketing Strategy
 
facebook ads - 2023
facebook ads - 2023facebook ads - 2023
facebook ads - 2023
 
Proposal for digital marketing
Proposal for digital marketingProposal for digital marketing
Proposal for digital marketing
 
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By MakanthDigital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
 
Digital Marketing Proposal
Digital Marketing ProposalDigital Marketing Proposal
Digital Marketing Proposal
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
Plan of digital marketing campaign
Plan of digital marketing campaignPlan of digital marketing campaign
Plan of digital marketing campaign
 
Digital marketing strategy
Digital marketing strategyDigital marketing strategy
Digital marketing strategy
 
Digital Marketing Proposal
Digital Marketing Proposal Digital Marketing Proposal
Digital Marketing Proposal
 
Digital Marketing Plan by Vicky Deshmukh
Digital Marketing Plan by  Vicky DeshmukhDigital Marketing Plan by  Vicky Deshmukh
Digital Marketing Plan by Vicky Deshmukh
 
Digital Marketing Presentation
Digital Marketing PresentationDigital Marketing Presentation
Digital Marketing Presentation
 
Digital Marketing Plan Template
Digital Marketing Plan TemplateDigital Marketing Plan Template
Digital Marketing Plan Template
 

Similar to Crafting a Digital Marketing Plan

Online Branding - Practical Ways to Reach Your Customers
Online Branding - Practical Ways to Reach Your CustomersOnline Branding - Practical Ways to Reach Your Customers
Online Branding - Practical Ways to Reach Your Customers
Radhakrishnan KG
 
Internet marketing for baby booomers and beyond w o notes
Internet marketing for baby booomers and beyond w o notesInternet marketing for baby booomers and beyond w o notes
Internet marketing for baby booomers and beyond w o notes
Carole Mahoney
 
How To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing StrategyHow To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing Strategy
Michael Brenner
 
Omni-Channel Retail : Bridging the digital and brick & mortar divide to drive...
Omni-Channel Retail : Bridging the digital and brick & mortar divide to drive...Omni-Channel Retail : Bridging the digital and brick & mortar divide to drive...
Omni-Channel Retail : Bridging the digital and brick & mortar divide to drive...
Adrian Teo
 
INFRA-DNFM-ChoosingMarketingChannels-2016
INFRA-DNFM-ChoosingMarketingChannels-2016INFRA-DNFM-ChoosingMarketingChannels-2016
INFRA-DNFM-ChoosingMarketingChannels-2016
Andrea Tudor
 

Similar to Crafting a Digital Marketing Plan (20)

"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ..."Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...
 
Digital Marketing Workshop
Digital Marketing WorkshopDigital Marketing Workshop
Digital Marketing Workshop
 
Online Branding - Practical Ways to Reach Your Customers
Online Branding - Practical Ways to Reach Your CustomersOnline Branding - Practical Ways to Reach Your Customers
Online Branding - Practical Ways to Reach Your Customers
 
Effective Content Marketing
Effective Content MarketingEffective Content Marketing
Effective Content Marketing
 
Top Drivers of Marketing Success – What to Budget for in 2015
Top Drivers of Marketing Success – What to Budget for in 2015Top Drivers of Marketing Success – What to Budget for in 2015
Top Drivers of Marketing Success – What to Budget for in 2015
 
Top 10 Ways to Drive More Leads, Revenue, and ROI from Inbound Marketing
Top 10 Ways to Drive More Leads, Revenue, and ROI from Inbound MarketingTop 10 Ways to Drive More Leads, Revenue, and ROI from Inbound Marketing
Top 10 Ways to Drive More Leads, Revenue, and ROI from Inbound Marketing
 
Five Steps In Building A Bullet Proof Content Marketing Strategy
Five Steps In Building A Bullet Proof Content Marketing StrategyFive Steps In Building A Bullet Proof Content Marketing Strategy
Five Steps In Building A Bullet Proof Content Marketing Strategy
 
Internet marketing for baby booomers and beyond w o notes
Internet marketing for baby booomers and beyond w o notesInternet marketing for baby booomers and beyond w o notes
Internet marketing for baby booomers and beyond w o notes
 
Making Social Media Work for Your Business
Making Social Media Work for Your BusinessMaking Social Media Work for Your Business
Making Social Media Work for Your Business
 
How To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing StrategyHow To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing Strategy
 
Omni-Channel Retail : Bridging the digital and brick & mortar divide to drive...
Omni-Channel Retail : Bridging the digital and brick & mortar divide to drive...Omni-Channel Retail : Bridging the digital and brick & mortar divide to drive...
Omni-Channel Retail : Bridging the digital and brick & mortar divide to drive...
 
Digital Marketing.pptx
Digital Marketing.pptxDigital Marketing.pptx
Digital Marketing.pptx
 
Digital marketing from a human perspective: For schools and camps
Digital marketing from a human perspective: For schools and campsDigital marketing from a human perspective: For schools and camps
Digital marketing from a human perspective: For schools and camps
 
INFRA-DNFM-ChoosingMarketingChannels-2016
INFRA-DNFM-ChoosingMarketingChannels-2016INFRA-DNFM-ChoosingMarketingChannels-2016
INFRA-DNFM-ChoosingMarketingChannels-2016
 
How to Make Your Holiday Marketing Sparkle - Your Last Minute Checklist
How to Make Your Holiday Marketing Sparkle - Your Last Minute ChecklistHow to Make Your Holiday Marketing Sparkle - Your Last Minute Checklist
How to Make Your Holiday Marketing Sparkle - Your Last Minute Checklist
 
Content Marketing Tactics & Strategies for Business 2 Business Industries
Content Marketing Tactics & Strategies for Business 2 Business IndustriesContent Marketing Tactics & Strategies for Business 2 Business Industries
Content Marketing Tactics & Strategies for Business 2 Business Industries
 
Get your online store ready for the holiday shopping season
Get your online store ready for the holiday shopping seasonGet your online store ready for the holiday shopping season
Get your online store ready for the holiday shopping season
 
5 choosing and attracting customers
5  choosing and attracting customers5  choosing and attracting customers
5 choosing and attracting customers
 
Advisor's Modern Marketing Challenge
Advisor's Modern Marketing ChallengeAdvisor's Modern Marketing Challenge
Advisor's Modern Marketing Challenge
 
Content marketing
Content marketingContent marketing
Content marketing
 

Recently uploaded

Blue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxBlue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
ayush20231
 
Decentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfDecentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdf
nehapardhi711
 
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdfAffiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
atinukehassan87
 

Recently uploaded (20)

The Impact of Technological Advancements on Elastic Webbing Production in Chi...
The Impact of Technological Advancements on Elastic Webbing Production in Chi...The Impact of Technological Advancements on Elastic Webbing Production in Chi...
The Impact of Technological Advancements on Elastic Webbing Production in Chi...
 
How to Scale Your Digital Marketing Services in 2024
How to Scale Your Digital Marketing Services in 2024How to Scale Your Digital Marketing Services in 2024
How to Scale Your Digital Marketing Services in 2024
 
Ultimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdfUltimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdf
 
Wide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintActionWide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintAction
 
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdfReport-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
 
How to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing AgencyHow to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing Agency
 
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxBlue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
 
Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?
 
Decentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfDecentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdf
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdf
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
 
Colgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfColgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdf
 
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptSES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
 
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdfAffiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
 
A quick journey across brands, industries and people.
A quick journey across brands, industries and people.A quick journey across brands, industries and people.
A quick journey across brands, industries and people.
 
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond GoogleBrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
 
Social Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdfSocial Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdf
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing Summit
 
A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
 

Crafting a Digital Marketing Plan

  • 1.
  • 2.
  • 3. Digital Marketing Plan Outline • Situational Analysis: Where are you now? • Brand Messaging: Who are you talking to? • Goals: Where do you want to go? • Marketing Strategy: How will you achieve it? • CVO Funnel • Channel Strategy • Measuring Performance: How did you fare?
  • 4. • Catherine Quiambao, Marketing Strategist • Brand Marketer for 8 years • Freelance Marketing Consultant for 4 years • Founder, Freelancing.ph • Author, DigitalBrandist.com • Liaison, GBS-CIDP PH • Wife and mum
  • 5.
  • 6. Why Every Business Needs a Digital Marketing Strategy “The fact is though, whatever business you’re in, it’s highly likely that an increasing proportion of your target market are using digital technology to research, evaluate and purchase the products and services that they consume.” Almost any company who want to be found online and/or contact by their target audience would need digital marketing.
  • 8. Digital Marketing Defined • “Digital Marketing is the practice of targeted, measurable, and interactive marketing of products and services using database-driven online distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner.” - Mobile Storm • “Any way we use digital media to influence users.”- Simon Heseltine, Senior Director at AOL • DM = Data + Creativity + Value
  • 9. What Digital Marketing is Not • Traditional marketing - print, radio, TV and billboards • Successful over a long period of time but aren’t as effective in today’s modern age • Rely on eyeballs, reach and impression • No concrete way of measuring effectivity or ROI • Digital marketing • New approach to marketing which offers a unique understanding of consumer behavior. • Striking difference between Traditional and Digital Marketing is the degree of data you can acquire and measure
  • 10.
  • 11. Why Your Business Needs Digital Marketing
  • 13. Why Your Business Needs Digital Marketing 1. Digital Marketing is cost-effective than traditional marketing 2. Delivers conversions and highly measurable 3. Generates better and faster revenue 4. Facilitates interaction with targeted audience 5. Real-time feedback 6. Caters to mobile consumer 7. Helps you stay ahead of competitors 8. Earns people’s trust
  • 14.
  • 15.
  • 16. You Category Competitor Company Consumer Situational Analysis: 4C’s • Category • Consumer • Competitor • Company
  • 17. Category • Trends • Market shares • Industry insights • Source: AC Nielsen, Euromonitor, Ibis World
  • 18. Consumer • Usage data • Customer Profile • Reception to market trends • Source: Similar to category
  • 19. Competitor • Identifying top 5 major competitors • Price Mapping • Visiting competitor websites • Social listening (following, activity, reviews) • Source: Websites, Social Networks, eCommerce stores
  • 20. Company • Current position: • Sales performance in the last 3 years • Outlook for current year • SKU portfolio/performance • Average Transaction Value/LTV • Quantitative and qualitative data • Source: Internal data, owned assets, CRM “BBP has been in the business for a solid 15 years but sales performance has been declining in the past 3 years (-10% 2015 vs 2014 and -15% 2014 vs 2013)."
  • 21.
  • 22. Overall Brand Challenge • What is your main pain point based from your environment scan? “How do we arrest decline in student sign ups for 2016?”
  • 23.
  • 25. Millennials: Who are they? • Millennials (Gen Y) generally refer to “the generation of people born between the early 1980s and the early 2000s”.
  • 26. Millennials: Who are they? • They don’t believe advertising • They’re price sensitive • They want a voice • They want the lowest effort means of interaction • They use their time on their terms
  • 28. Creating Your Buyer Persona • Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions. • Behavioral drivers • Obstacles to purchasing • Mindset • Based on qualitative and quantitative data you have. • Surveys, interviews, purchase behaviors, Google Analytics Data, social media insights, Customer Feedback/Reviews • New businesses – look at competitors • Typically you have more than one persona • NOTE: Please do not target EVERYONE
  • 29. Creating Your Buyer Persona A. Stay At Home Busy Mum • This group of 40-49 y.o. mums are typically busy taking care of their family’s daily needs. Sending their kids to school during weekdays and spending some quality time with them during weekends. They rarely have the time for themselves, let a alone shop for their personal luxuries. B. Self-driven Working Female • This younger female group of mostly 30-39 year olds are juggling their professional career as well as building relationship with their husbands. Although most of them have no children yet, starting a family is in their short- term plans. They earn about $4,000-$10,000 on a monthly basis. They are forward thinkers and open- minded.
  • 31. Brand Positioning The art of sharing your company's unique value in ways that resonate with your buyer, compelling them to engage, trust, and -- ultimately -- buy from you.
  • 32.
  • 33. Brand Positioning Before After Have No extra curricular activities Fun, enjoyable after school activity Feel Low self-esteem, low energy level and lack of focus Confident, physically and mentally strong, improved social skills, no fear of being bullied. Average Day Hates school days and goes home extremely exhausted Homework time with kids is a breeze, more energy and happier disposition all week long Status Worried and guilty mum Satisfied and fulfilled mum
  • 34. Brand Positioning 1. Statement of Value BBP enables mums to experience a sense of fulfillment by witnessing their children’s improvement both physical and character-wise. 2. Unique Selling Proposition: BBP is your trusted partner in raising strong, happy and confident kids via martial arts classes that also focuses on essential life-skills. 3. Reason To Believe: BBP offers martial arts for kids and adults which are designed to be more than just punches and kicks: • Karate • Self defence • Kickboxing 4. Specific Consumer Take-out: “The bully backed down.” • When Brian got off the bus today he couldn't stop talking about how he stood up to this bully who had been picking on him for weeks! He said the bully backed down, and everyone saw it!
  • 35.
  • 37. Establish a Specific Goal • Specific, Measurable, Attainable, Relevant, Time-bound • If possible, break your goal into daily (or monthly) targets to make sure it is realistic  Ex. At Mint.com, Noah Kagan set two goals: get 100,000 users within six months of the public launch, and a write-up in a major publication like The Wall Street Journal or Wired. • Don’t list too many goals, focus on 1-3 per quarter  Management by objective (MBO) • Review your goals on a regular basis.
  • 38. Establish a Specific Goal Here are some typical examples of SMART objectives, including those to support objective setting in customer acquisition, conversion and retention categories for digital marketing: • Digital channel contribution objective. Achieve 10% online revenue contribution within two years. • Acquisition objective. Acquire 50,000 new online customers this financial year at an average cost per acquisition (CPA) of $30 with an average profitability of $5. • Conversion objective. Increase the average order value of online sales to $42 per customer. • Engagement objective. Increase active customers purchasing at least once a quarter to 300,000 in a market.
  • 39.
  • 41. ROI Driven Strategy 1. Use your data and insights to craft a sound digital marketing strategy that addresses each of your persona’s needs. • You should have a better idea of who, how, and where you should be marketing to achieve the greatest level of success. • Demographics -> target your ads more effectively • Psychographics -> write more engaging copy for each persona
  • 42. ROI Driven Strategy 2. Brands need to be hyper-focused on delivering experiences rather than delivering messages. • CASE: Airbnb and HomeAway, two companies that provide a platform that matches travelers with private rental accommodations. • To fend off the new entrant, HomeAway developed and spent millions of dollars on a digital branding strategy that described why it was different from Airbnb. • Airbnb, focused its efforts on creating unique and compelling experiences for its consumers, comparing itself to no one. • Today, HomeAway has a market cap of roughly $3 billion, while Airbnb’s valuation has soared to $20 billion.
  • 43. ROI Driven Strategy 3. Tap online channels which are relevant to your target market. 4. Make sure your owned assets speak well about your brand and give a pleasant experience for your user • Brand building • Lead generation • Customer engagement 5. Track, measure, evaluate • Eliminate hope marketing by naming, measuring and reacting to every feeder channel.
  • 44. CVO Funnel 1. Determine Product/Market Fit 2. Choose a Traffic Source 3. Offer a Lead Magnet 4. Offer a Tripwire 5. Offer a Core Product 6. Offer a Profit Maximizer 7. Create the Return Path
  • 45. CVO Funnel 1. Lead Magnet 2. Tripwire 3. Core Product 4. Profit Maximizer
  • 46. Traffic Source Facebook Ads Email Marketing Blogging Social Media Lead Magnet • Offer a free 2-week intro kids karate video tutorial series. Trip Wire • Paid Trial 3 weeks for $39 + 1 week free! Core Offer •3 Month class worth $540 (+$99 Reg fee) Profit Maximizer • Sign up for 6 get a free kiddie party CVO Funnel Return Path Blogging Email Marketing Social Media Retargeting
  • 47. CVO: Cost and ROI • By spending $20/day x 14 days, we can reach an average of 1500 mums • To grow our enrollees by 50% students by end Q2, we must achieve the following numbers • Assumptions: • Target growth- 2014 Sem 1 total (86 + 50% growth = 129 • Based on DM ratios target conversion rates for Lead magnet is 40%, trip wire is 10% and core is 10% • Total enrollees for Q1 = $3420 • 60 x $39 = $2340 • 6 x $180 = $1080 • Repeat campaign for Q2 brings total sem1 enrollees to = 132 or $6840 Lead Magnet (600) - 40% Trip Wire (60 x $39) - 10% Core (6 x $180) - 10%
  • 49. Pillars Of Digital Marketing 1 UX Design/ Website 2 Content Marketing 3 Email Marketing 4 CRM/Automation 5 Social Media 6 PPC/Adwords 7 Mobile Marketing 8 Affiliate Marketing 9 SEO
  • 50. Pillars Of Digital Marketing: #1 Website • Website is the home of your business’ online presence. • Branding is maximize but overall user experience is still pleasant • Users should be able to find value in your website • Conversion should happen in 2-3 clicks • Subscribe • Sale • Download • Stream • Contact information for support is within reach • Search Engine optimized
  • 51. Pillars Of Digital Marketing: #2 Content • BIG Content is still king. • It is the bloodstream and language of digital marketing • Copywriting, photography, video, audio and animation. • Quality, original content is a prized possession as ever. • Value Adding • By positioning content as a helpful resource to buyers, it becomes a valuable lead generation tactic, capable of enticing buyers to provide their own personal data in exchange for something of value • 80-20 or if not 90-10 • It’s the lure that attracts both readers and search robots.
  • 52. Pillars Of Digital Marketing: #2 Content
  • 53. Pillars Of Digital Marketing: #3 Email Marketing • Your buyers are constantly plugged into their email accounts • 91% of consumers reported checking their email at least once a day • Email is the workhorse of online communications. • Drives social media interactions. • Email is the dominant use of the mobile Internet. • Tools and apps: Mailchimp, Constant Contact, Aweber, Campaign Monitor
  • 54. Pillars Of Digital Marketing: #4 Automation and CRM • Marketing automation - initial import of a lead into a database, to every touch point a lead has with a marketing campaign • Customer Relationship Management is all about how customers and leads are managed, organized and communicated to. • Tools and Apps: Infusionsoft, Hubspot, Ontraport, Zoho
  • 55. Pillars Of Digital Marketing: #5 Social Media • Social media content can be created by a company and/or customers and/or the public. • Way for people to communicate and interact online. • Alternate page in the absence of a website or can act as an extension of your site. • Make it a point to engage with your audiences on whichever channels they use most frequently. • Use it for social media monitoring tools and social analytics.
  • 56. Pillars Of Digital Marketing: #5 Social Media
  • 58. Pillars Of Digital Marketing: #6 Paid Advertising • Pay-per-click (PPC), a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. • Google AdWords
  • 59. Pillars Of Digital Marketing: #6 Paid Advertising
  • 60. Pillars Of Digital Marketing: #7 Mobile Marketing • When it comes to marketing, you want to be wherever your customers are — and today, they’re on their smartphones.
  • 61. Pillars Of Digital Marketing: #7 Mobile Marketing • If you’re not optimizing your website, emails, and landing pages for mobile, you’re missing a valuable opportunity to catch your customers while they’re on- the-go • Mobile Ads • Mobile Search • Local Social • Mobile Apps • Mobile Websites • Smartphone usage as a payment device • Use analytics to understand how your target audiences are accessing your site. • Are they transacting or using it to gather information? Are they mostly on Android or iOS; smartphones or tablets?
  • 62. Pillars Of Digital Marketing: #8 Affiliate Marketing • Affiliate marketing is the process of earning a commission by promoting other people’s products. • [Publisher] happy because he earned a commission (4-20%) • [Advertiser/Company] happy because they have a new sale from a customer that they might not have normally been able to reach… • [Customer] happy because they learned about a product from you that will hopefully fulfill a need or desire. • Cost effective alternative to online advertising • Affiliate marketing can boost traffic to your site, but you only pay for visits that result in sales. • Affiliate networks: • CJ Affiliate , Linkshare, Amazon Associates, Share a sale
  • 63. • SEO - Search engine optimization, the process of increasing the number of visitors to a website by achieving high rank in the search results of a search engine. • Creating content and integrated campaigns does you little good if your hard work never gets found. Pillars Of Digital Marketing: #9 SEO
  • 64.
  • 67. The Power of Google Analytics • Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. • Allows you to gain a complete understanding of which digital marketing tactics are flourishing along with which tactics are simply proving a waste of valuable resources. • You can test new tactics and make informed decisions about which activities to keep to help you reach and exceed your digital marketing KPIs.
  • 68. Google Analytics Metrics • Audience statistics • Review unique visitors per month, demographics and new vs returning visitors • Engagement levels • Is your content engaging site visitors? • Traffic sources • “Where did you hear about us?” • Conversion rates
  • 69. Google Analytics Metrics • Geo Breakdown Referral Traffic Most Visited Page
  • 70. Facebook Insights Reach and Follower Data Engagement Per Post Best Time To Post
  • 71. Internal KPIs • Sales Data • Email List • Followers • # of inquiries received • Stock Turnover AU 35% US 25% GB 21% CA 6% SG 4% IE 3% JP 3% NZ 3% QUANTITY 0 200 400 600 800 1000 1200 1400 JULY AUG SEPT OCT NOV DEC JAN Units - By Source Australia Dist International Dist Direct
  • 72.
  • 73. Digital Marketing Plan Outline • Situational Analysis: Where are you now? • Brand Messaging: Who are you talking to? • Goals: Where do you want to go? • Marketing Strategy: How will you achieve it? • CVO Funnel • Channel Strategy • Measuring Performance: How did you fare?
  • 74. 3 Takeaways 1. Spend time to analyze and list actionable insights from your data (4C’s). 2. Develop a compelling CVO. Maximize the content you have at hand. Repurpose it if needed. Start attracting leads. 3. Don’t do everything at once. Select channels based on relevance and master it before moving on to the next platform.
  • 76.

Editor's Notes

  1. :