This document provides an overview of digital marketing planning. It discusses key components of a digital strategy including objectives, audience, and content. It also outlines various digital tactics like social media, SEO, PPC, and email. Each tactic is explained and examples are given. The document also discusses an iterative planning process using frameworks like SOSTAC and RACE for strategy, creation, implementation, measurement, and evaluation of digital marketing campaigns. Case studies are presented and best practices are shared.

1. Digital Planning Session Keith Feighery

2. OverviewComponents of Digital Marketing ProgrammeChanging Digital Landscape to ConsiderDifferentiated Digital Media MixContent & Inbound MarketingDigital Strategy and PlanningPlanning, Creation, Actualisation, EvaluationSOSTAC ® created by PR Smith RACECase StudiesQuestions and Answers

3. Digital Marketing Planning Templatehttp://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/http://www.smartinsights.com/blog/digital-marketing-strategy/campaign-planning-template/

4. Core Components of Digital Strategy

5. Core Components of Digital StrategyHave clear and defined business objectives for your Digital Programmes

6. Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…

7. Know exactly who your audience is – and where they reside digitally

8. Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences

9. Develop a content strategy for your site and digital channels – that adds value for your customers

10. “Whats in it for me” – always from the customer perspective

11. Use customer lexicon – not yours

12. Create Activation and Conversion points within your digital assets

13. Build relationships – inform, educate and entertain

14. Iterate, Optimise and promote content across digital channelsIterative Approach To Creating Digital Marketing Plans and Strategies

15. Iterative Digital Marketing Strategies

16. Key Online Marketing TacticsSocial Media MarketingTwitter, LinkinedIn, Facebook, YouTube, Blogs, PodcastsContent & Inbound Marketing Website, blog, social platforms, partnership sites etc…Search Engine MarketingPPC, Display and AffiliatesMobile MarketingLocation Based, Text, Advertising, Coupons, Offline-ActivationSearch Engine Optimisation (SEO)Structured & Planned Content, Optimismed Vocabulary, Links Email MarketingEmail Service Providers, Acquisition and Retention, Lead NurturingMeasurement and AnalyticsClear Objectives and Benchmarks

17. The Changing Digital Landscape to Consider

18. Traditional Marketing VsSocial Engagement

19. The Rise of Facebook

21. Proliferaton of Channels

22. Social Media Landscape

23. Businesses & organisations need to embrace a more social engagement because it is happening with or without them

24. Marketers need to understand its not about the specific tools but the changing consumption and behaviour patterns of the customer

25. Marketers need to understand the dynamic of communities

26. Differentiated Digital Media Model

27. Digital Marketing Media Mix

28. Content & Inbound Marketing

29. Hubspot – Inbound Marketing Company view

30. Inbound Marketing Advantages

31. Advantages Inbound MarketingCreates the means for prospects to find and discover you through the nurturing of an extensive digital footprintCreates stickiness to your owned media assets (rather than to paid ones)Creates a less-frictional way of converting prospects into salesHelps build long-term relationships rather than one-off sales Once started, provides an ongoing process and framework to control and publish valuable information

32. Digital Strategy & Planning

33. Digital Strategy & PlanningSource RedAnt.co.uk

34. SOSTAC ® Framework

35. UsingRACEforDigitalMarketing Optimisation

36. Planning Phase

37. PlanningDefine business objectivesIncrease sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation etc..Define audience and break down into personas & needsPersonas, Influencers, Advocates, Demographics, Psychographics, SocialGraphics etc.Audience locations and value of each audience segmentWhere do the reside digitally, what are their preferences, how do they consume media, what are their required informational needsAligning digital strategy with brandWhat is the tone, voice, perception currently presented

38. Research Channels

39. Personas

40. Location Setting

41. Goals and Audience Location AnalysisSource RedAnt.co.uk

42. Creation Phase

43. CreationOnce strategy, audience, locations are knownStart conceiving, designing and creating tactical solutionsIdentify themes, channels, tone, aims for each tactical channel and initiativePPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc…For B2B business map out buyer and sales cyclesAlign marketing and sales organisationsInitiate a content marketing production programmeMap this out along with personas and buyer cyclesDefine KPIs for each programme – know upfront what success will look like (by corollary failure too)

44. Mapping audience, solutions and projected ROISource RedAnt.co.uk

45. Simple KPI Framework

46. MeasurementKey Performance IndicatorsMeasures that help you understand how you are doing against your objectives.highlight success, or failures, for the objectives you have created for your organization

47. Typical TrackableKPIsIncrease Rate & Value of ConversionsIncrease Average order size (ecommerce apps)Increase Customer Lifetime ValueIncrease Average Revenue Per UserReduce Cost per Lead & Cost Per SaleReduce Core Bounce ratesIncrease Frequency and Return ratesReduce Abandonment rates

48. MetricsTraffic Related Statistics# Page Views, Visits, Unique VisitorsChannel Statistics Decomposition of Organic, Paid, Email, Direct etc..Social Stats# of Twitter, FB, Blog, LinkedIn followers/comments# of 3rd Party Links Partners, Referrals, Promotions, Affiliates # of Newsletter signups# of Site Specific Downloads Webinar Views, Articles, Whitepapers, podcasts

49. Actualisation Phase

50. ActualisationReal-time implementation of each channel, campaign and platformEngaging and interacting with your audiencesReacting to issues and tweaking campaigns as they proceed liveConstantly compare performance with projected KPIs created during the previous phasesCreate a cross functional communications feedback loop to resolve all issues and update statusCapture all lessons learnt in a repository in order to feedback into an improvement process

51. Actualisation Core Tactics

52. Pay Per Click Advertising & Google Content Network

53. PPC OverviewAnalyse your specific market Use Keyword ToolsAnalyse your online and offline competitorsKeywords tools, Seo Tools, Back Links AnalyserCreate the PPC accountsDivide the main account into sub campaigns and groupsOptimise Ad Copy, Headlines, Calls to Actions, Landing Pages Enables highly targeted Ad CampaignsCreate Longtail multi-word bidsOver 60% searches use 3 or more wordsSet up a Conversion points and TrackAdjust constantly to ensure optimisation

54. PPC TipsMatch your keywords to optimised Ads and tested landing pages Ensure you optimise your Google "Quality Score”Based on CTR, relevancy of keywords, ads and landing pagesHigh quality score means higher ranking with lower bid costsTools and strategies to find the best PPC keywordsGoogle Adwords Tool, WordTracker, Wordstream, Keyword SpyWrite highly optimised and design ads to attract highly targeted clicksMake sure landing pages are relevantRepeat bid keywords in copy (they are bolded and increase CTR)Clear Calls to ActionDynamic Keyword Insertion

55. Google Adwordshttp://adwords.google.com/support

59. PPC Examples

60. Search: Online Marketing Courses

61. Search: Health Insurance Quote

62. Search: Mothers Day Flowers Dublin

63. Google Content Network

64. Search Engine Optimisation

65. Top 5 Ranking FactorsKeyword Focused Anchor Text from External Links73% very high importanceExternal Link Popularity (quantity/quality of links)71% very high importanceDiversity of Link Sources (links from many unique root domains)67% very high importanceKeyword Use Anywhere in the Title Tag66% very high importanceTrustworthiness of the Domain Based on Link Distance from Trusted Domains66% very high importance

66. Next 5 Important FactorsKeyword Use in Internal Link Anchor Text on the Page47% moderate importance Keyword Use in External Link Anchor Text on the Page46% moderate importance Keyword Use as the First Word(s) in the H1 Tag45% moderate importanceKeyword Use in the First 50-100 Words on the Page45% moderate importanceKeyword Use in the Subdomain Name42% low importanceKeyword Use in the Page Name URL38% low importance

67. SEO Case Example

68. Search: Flowers for newborn baby

69. Newborn Flowers

70. Local Search

71. Google Places Page

72. Social Media Programmes

73. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel

74. Elements of a social media campaignEssentials of a successful campaignKnow your target audiencePlan goals and aims of campaignPrepare internal organisation for impact of social media Identify stakeholders and task them with ownershipPick platforms and tools that relate to your identified audienceImplement a pilot programme and monitor and analyse campaign progressRevise approach and campaign based on feedbackRoll-out on different platforms and business areas incrementally

75. Case Studies

76. Cully & Sully

77. Hairybaby

78. The Good Mood Food Blog

79. Dazzledust

80. BlendTec

81. Best Job In the World

82. TippexYouTube Campaign

83. Old Spice Campaign

84. Email Marketing

85. Email Applications

86. Case Studies

87. CityDeal.ie

89. Asos

91. Schuh

93. Best PracticesOrganic Opt-in List GrowthValue your list – design your activities around harvesting mailsBe relevant and provide value not always sales messsagesFrequencyRemind recipients why they are receiving mailsThink relevancy & consistency – provide valueConstantly TestTest Content, Images, Subject Line, Address, Calls to actions, placements, layoutTemplate DesignClear information architecture that renders well with images on or off

94. Best PracticesShare with Social NetworkMake it easy to share email content with networksCreate segmented targeted listsOptimise and test subject lines, time of delivery, from addresses, email copy etc..Clear Calls to ActionEnsure clear to customer what next step isDeliverability Consider ESP products, Ensure using whitelisted IP address