Digital Marketing Strategy
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The document outlines the SOSTAC model for developing a digital marketing strategy. It includes the following key elements: SITUATION ANALYSIS: Analyzing the current state including KPIs, customer insights, market trends and internal resources. OBJECTIVES: Defining goals around customer acquisition, retention, satisfaction and efficiency. STRATEGY: Determining target markets, objectives, positioning, processes, integration, engagement and partnerships. TACTICS: Developing the marketing mix, communications mix, content strategy and engagement strategy across channels. ACTIONS: Assigning tasks, responsibilities and processes for execution both internally and with external agencies. CONTROL: Using analytics and reporting to optimize performance and
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Digital Marketing Strategy
- 1. DIGITAL MARKETING STRATEGY By: Motaz Hajaj
- 2. THE SOSTAC MODEL SITUATION ANALYSIS OBJECTIVES STRATEGY TACTICS ACTIONS CONTROL S O S T A C ® Developed by PR Smith
- 3. SITUATION ANALYSIS S O S T A C Where are we now? Current KPIs Customer Insight Market Trends Competitor Analysis Internal Capabilities and Resources
- 4. OBJECTIVES S O S T A C Where do we want to be? Customer acquisition & retention Sell Serve Customer satisfaction Sizzle Wow factor Speak Engaging customers Save Efficiency
- 5. STRATEGY S O ST A C How do we get there? T O P P P S I T E arget Markets bjectives rocesses ositioning equence ntegration ngagement artnership actical Tools
- 6. STRATEGY Target Markets • Who is your ideal customer? • A target market has similar characteristics • Defining a target market helps you decide what marketing strategy will best reach them • Break the market into segments and whittle it down to a very specific group of people
- 7. STRATEGY Objectives S Specific What exactly do I want to achieve? What is it like? What is the expected result? M Measurable Break your goal down into measurable elements. What is the quality standard for this? How will you know that you reached the goal? A Attainable Is the goal acceptable to you? Is it worth the time, the effort, the money? Can it be done? Is it practical & Realistic? Is it within your capabilities? R Relevant Is reaching the goal relevant to you? Ask yourself, why do you want to reach this? Who is going to do it? Is it meaningful to you? T Timely When must you want to achieve? Define the frequency and duration of the project/tasks.
- 8. STRATEGY Positioning ● What's your customer really buying from you? ● How are you different from your competitors ● What makes your service/product unique? ● How do you want to be preserved?
- 9. STRATEGY Processes • Who will do your marketing? • External agency • Marketing Department • How will you run the marketing team? • Do you need to introduce new customer service process or Ecommerce team?
- 10. STRATEGY Partnership • Other companies who share your customer base • Partnerships can give you access to a bigger target market • Makes your brand appear stronger with the right partner
- 11. STRATEGY Sequence Make sure your activities are planned in the right order. Example: Don’t launch a campaign without the landing page being tested first
- 12. STRATEGY Integration Integrate your campaign or social data with a CRM or Marketing Automation software. There is lots of software to help you see the whole picture.
- 14. SOCIAL MEDIA join in the conversation
- 15. WEBSITES your global online presence
- 16. EMAIL MARKETING reach your audience inboxes
- 17. SEARCH & MEDIA be seen where it matters most
- 18. E-COMMERCE be available to customers anywhere
- 19. APPS offer a mobile service
- 20. MOBILE MARKETING stay with your audience
- 21. MARKETING AUTOMATION nurture leads through the sales cycle
- 22. STRATEGY Engagement Engage your target audience at the needed level of engagement through the tactical channels used. Engagement could be through likes, comments, retweets, writing a review, discussion, crowdsourcing, etc.
- 23. TACTICS S O S T A C Marketing Mix • Solution • Access • Value • Education SAVE Communications Mix Content Strategy Engagement Strategy MARKETING MIX
- 27. Good social media starting point Largest demographic coverage Easiest to manage for businesses Best targeting Facebook
- 28. PROFILE PICTURE 160x160 COVER PHOTO 828x315 JPG < 100 KB POST IMAGE SIZE 1200 x 444 8:3
- 30. Viral capabilities Better for hashtags Seems instantaneous Message must be short Twitter Good for engagement Can use for customer service Can retweet others’ messages
- 31. PROFILE PICTURE 400x400 < 2 MB HEADER PHOTO 1500x500 < 2 MB IMAGE SIZE MIN: 600 x 335 RECOMMENDED: 1200 x 628 FILES JPG, PNG, GIF 3MB MAX
- 33. Best for photos and videos Post high quality photos Use industry hashtags Artistic niches excel Instagram Mostly mobile Art, travel, fashion Be good at detail
- 34. IMAGES <1080 ON SHORTEST SIDE PROFILE PICTURE AT LEAST 110 x 110
- 36. Include a call- to-action Customer testimonials Unboxings Monitor comments YouTube 2nd largest search engine Influencers Webinars How-tos DIYs Tutorials
- 38. Better for B2B Older, well-educated audience Target by industry or job title Build a connection before pitching LinkedIn Utilize groups for networking
- 39. PROFILE PICTURE 500 x500 BACKGROUND PHOTO 1400 x 425 SPONSORED POST IMAGE SIZE 800 x 400
- 41. Target Millennials Share “Stories” Create geofilters for your audience Good for Influencers Snapchat Use for photos & visuals Mostly ages 18-34 Fastest growing network
- 42. TACTICS Communications Mix WEBSITES • Blogs • News • Profiles • E-Commerce
- 43. TACTICS Communications Mix EMAIL MARKETING • Communicate with fans who WANT to hear from you! • Great for communicating events, new products, and company news
- 44. TACTICS Communications Mix SEO • Search Engine Optimization • Show up at the top of Google/Bing Search
- 45. Utilize tactics like: Meta-data Mobile friendly site Using <H1> & <H2> header tags ON-PAGE SEO
- 46. Short & descriptive URL that includes keyword Use keyword at least once in first 100 words Insert keyword synonyms to increase relevancy KEYWORD utilization
- 47. Offer great visuals to decrease bounce rate Include keyword as part of image Alt Text IMAGE optimization Alt Text: Double scoop on cone of best ice cream in Jeddah File Name: best_ice_cream_cone_jeddah Make sure image file name includes keyword
- 51. TACTICS Communications Mix SMS A powerful way to reach people where they are
- 52. TACTICS Communications Mix MARKETING AUTOMATION Connecting your online marketing efforts to reach customers at every step of the journey
- 53. TACTICS S O S T A C Marketing Mix • Solution • Access • Value • Education SAVE Communications Mix Content Strategy Engagement Strategy MARKETING MIX
- 55. CONTENT types of
- 56. Blog post Interview Case study Product Review Lists Q&A
- 60. TACTICS S O S T A C Marketing Mix • Solution • Access • Value • Education SAVE Communications Mix Content Strategy Engagement Strategy MARKETING MIX
- 61. TACTICS Engagement Strategy How will you communicate on each channel? • Choose a channel • Tone of voice • Frequency
- 62. TACTICS Listening Strategy Define objectives- why listen? Choose keywords Monitor keywords- social media or whole web
- 63. TACTICS Marketing Calendar Plan ahead of time for best results and consistent posting
- 64. The SAVE Model Solution Access Value Education
- 65. Solution Instead of Product What job are you getting done? What pain points are you addressing?
- 66. Access Instead of Place Many organizations are moving their business model from ownership to access to. What are you offering at this precise moment?
- 67. Value Instead of Price Customers have concerns about price, but only after their concerns about value. What is the value you create?
- 68. Education Instead of Promotion Create familiarity and trust long before a sale is made.
- 69. ACTION S O S C Who does what and when? TA Internal Resources & Skills Responsibilities & Structures Processes & Systems External Agencies
- 70. ACTION How to create an Action Plan Define Tactic Define Objectives Action Needed Who is Assigned Task due Budget Create an action for each tactic
- 71. CONTROL S O SA COptimize Use to Re-align Objectives, Strategy & Tactics T KPI Web Analytics User Experience Review Reporting
- 72. CONTROL Optimize
- 74. ELEMENTS OF A CAMPAIGN CAMPAIGN STORY/ OVERVIEW DURATION OBJECTIVES TARGET AUDIENCE & GEOLOCATION CREATIVE CHANNELS KEY MESSAGES MEDIA PLAN IMPLEMENTATION PLAN
- 76. ACTION PLAN Fill out at beginning of social media management
- 77. PUBLISHING SHEET