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Digital Marketing Strategies and Tactics
The document discusses digital marketing strategies and tactics. It begins with an overview of the digital marketing process which includes discovery of the ideal customer and products/services, driving traffic to websites through various channels, and performance monitoring. It then covers discovery in more detail, defining the target audience and buyer journey. Various digital tactics are discussed like SEO, content marketing, PPC, email marketing and social media. Factors for choosing which channels to use include the type of business, purchase consideration, price, and competition. The document concludes with discussing analytics and performance monitoring through metrics like traffic sources, locations, devices, and conversion funnels.
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Digital Marketing Strategies and Tactics
- 1. Digital Marketing Strategies& Tactics November 27th 2015
- 2. Agenda Digital Marketing Process Discovery: •your ideal customer • your product or service Exercise Driving visitors to your website: • what channels/tactics • which channels to choose • how to choose the best channels Exercise Performance monitoring and analysis
- 3. Digital Marketing: theprocess 2. Benchmark 1. Discovery Set the strategic context Achieve your organisation’s objectives 5. Run your digital engines 4. Build your digital engines 3. Detailed plan
- 4. 1. Discovery: defineyour digital purpose 1.Your organisation and business aims 2.Your products and services 3.Your competitors and your industry sector 5.The purpose of your website or other digital presence 6.Your digital marketing and metrics 4.Your ideal customer, prospect, user or member
- 5. 2. Benchmark andhigh level plan Recommendations and high level plan: • Costs and recommendations • Prioritised by impact & urgency Finding your website Social media marketing Pay Per Click advertising Email marketing On-page SEO Content marketing Monitoring and reporting Competitor analysis Using your website
- 6. 3. Detailed planand processes • Buyer personas • Buyer journey and stages • Mapping content to buyer journeys • Digital platforms • Content production processes • Digital promotion engine • Digital promotion processes • Measurement and controls • Marketing automation • User training • Content / Editorial Calendar • SEO action plan • Social media strategy • Paid search plan • Usability/conversion optimisation plan • Premium content strategy • Lead nurturing and automation strategy • Email marketing plan • Social media strategy
- 7. 4. Build yourdigital engines • • • • • • • • • • • • • • • • •
- 8. 5. Running yourdigital engines Planning and recommendations: • Prioritised by impact & urgency On-page SEO Analysis and measurement Conversion rate optimisation Email marketing Content planning & production Social media management Pay per click Competitor insights Creating and refining workflows
- 10. Discovery Your Ideal Customer •Who buys your product or service? • How do they buy • What triggers their search? • What questions might they ask through their buying journey? Your products and services • What are they buying - not what are you selling • Why do they buy it - benefits delivered or problems solved • Why do they buy it from you - USPs or UBPs
- 11. Consideration Short-listing Awareness Research Decision Ready to buy Thebuying funnel Repeat purchases…
- 12. Define your targetaudience • This is Paul, he’s a lecturer • What’s his day-to-day life like? • Why are we interested in him? o Lots of detail! • What triggers his search? o He’s decided he can afford to buy a home cinema system
- 13. Consideration Short-listing Awareness Research Decision Ready to buy Here’show the buying funnel might look for Paul: Repeat purchases… Is it better to have a Panasonic or Sony? Which is best - a 50 inch TV or a projector and screen? How long can my speaker cables be without losing sound quality? Could I get one remote control to operate all my devices?
- 14. Meet Graham • Grahamis in his late 40s and has a wife and three teenaged kids. • He lives in a semi-detached house on the outskirts of Northampton • He works a 9-5 job in the finance department of a large computer company.
- 15. What triggered Graham’sSearch? • It’s Monday and this morning, the bathroom light bulb blew. • On the way to work he nipped in to Sainsbury's with the old light bulb. • The size and wattage of the bulb had rubbed off so he wasn’t sure what he was looking for. • The shop assistant, however, advised that they were out of stock of that particular bulb. • When he got to work his colleague, Rachael, told him to go to Lamps-on- line to find what he was looking for.
- 16. Discovery - exercise YourIdeal Customer • Who buys your product or service? • How do they buy • What triggers their search? • What questions might they ask through their buying journey? Your products and services • What are they buying - not what are you selling • Why do they buy it - benefits delivered or problems solved • Why do they buy it from you - USPs or UBPs
- 17. What digital tacticscould you use • SEO - on page • Content Marketing • PPC • Email Marketing • Social Media • Mobile • Amazon • eBay • Partnerships
- 18. Why choose somechannels not others? • Some channels work well for all businesses e.g. on page SEO • Some channels work well for all businesses, but very differently e.g. email marketing • Some work for certain businesses • e.g. content marketing for high consideration purchases • paid search for Ecommerce with good margins • Some only work for certain businesses e.g. Google Shopping for almost all Ecommerce businesses • Some can work for certain businesses, but need to be used appropriately e.g. social media channels
- 19. Exercise - choosethe best tactics Business to large business Business to small business Business to Consumer High consideration Medium consideration Low consideration High price Medium price Low price High margin Medium margin Low margin Single sale Repeat sales High up/cross sell possibility Low up/cross sell possibility Low lifetime value Medium lifetime value High lifetime value Service Both Product Complex Simple Lead generation Both Ecommerce New/not understood Familiar/well understood High competition Medium competition Low competition Female Male 18-25 26-35 36-45 46-59 60+ Mobile only Both Mainly desktop Sexy Boring
- 20. Choose the besttactics - Zanzi Business to large business Business to larger SME business Business to Consumer High consideration Medium consideration Low consideration High price Medium price Low price High margin Medium margin Low margin Single sale Repeat sales High up/cross sell possibility Can extend range of services or length of contract Low up/cross sell possibility Low lifetime value Medium lifetime value High lifetime value Service Both Product Complex Simple Lead generation Both Ecommerce New/not understood Understood by some; a lot of misunderstanding Familiar/well understood High competition Medium competition Low competition Female Male 18-25 26-35 40-50 46-59 60+ Mobile only Both Mainly desktop Sexy Boring
- 22. Analytics, performance monitoring Level1 - visits, traffic sources Level 2 - locations, platforms/devices, engagement metrics Level 3 - customisation: goals, events, funnels, testing
- 23. Traffic sources overview 1stAugust 2014- 31st January 2015
- 24. Locations Top 10 referringcountries And within the UK, the top referring locations
- 25.
- 26. Traffic sources overview 1stAugust 2014- 31st January 2015
- 27.
- 29. Useful resources SEO tools •SEMRush • Moz chrome plugin • Analytics • Web Master Tools Social tools • Followerwonk • Tweriod • Buzzsumo Blogs to follow: • Moz blog • Content Marketing Institute - Content Inc. • Econsultancy • Smart Insights