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End-to-End Digital Marketing™
www.authentiasoft.com
Today’s Presenters
Conrad Sanford Jon DiPietro
Sales
Growth
???
Digital
Blue Sky
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End-to-End Digital Marketing
Roadmap Technology Campaigns
Roadmap
• Targets & Objectives
• Strategies
• Tactics
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Targets & Objectives
Segments
&
Personas
Outcomes
KPIs
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Segments & Personas
Geographic Demographic Behavioral Lifestyle
JANE DOE
Marketing
F
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Outcomes
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KPIs
What worked?
Outcomes
Content
Who converted?
Segments
Personas
Where did they come from?
Channels Messages
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Strategies
Keyword/Content
Website/Conversion
Promotion
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Keyword & Content Strategies
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Volume
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EBooks
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Software (trial)
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OTDB
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Website & Conversion Strategies
Learn the five secrets
to living longer and healthier
by downloading this ebook…
What
Why
How
DOWNLOAD
YOUR
EBOOK
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Promotion Strategy
Curate
Engage
Expand
www.authentiasoft.com
Tactics
Assets
Roles
Channels
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Assets (What?)
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Roles (Who?)
• Articles
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• White Papers
Creators
• Interviews
• EditingFacilitators
• Curation
• Engagement
Community
Managers
• Report
• Analyze
• Optimize
Owners
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Channels (Where?)
Own
• Website
• Email
Visit
• Social
Media
Rent
• AdWords
• Banners
Roadmap
Technology
• Website
• Email
• CRM
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Website
Content Management System (CMS)
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Website
Courtesy of Moz, 2013 Search Ranking Factors
http://moz.com/blog/ranking-factors-2013
www.authentiasoft.com
Website
Web
Analytics
Email
CRMeCommerce
Third Party
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Email Automation
Purchases
Content
Interests
Offline Events
Online Events Demographics
Segmentation
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Persona
Content
Timeline
Optimize
Autoresponders
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Email Automation
Web
CRM
Email Webinar
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Integration
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CRM
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Technology
Content Website Email
CRMSocial MediaAnalytics
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Technology
Campaigns
• Lead Generation
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Lead Generation
Demand
Generation
Content
Marketing
Landing
Pages
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Demand Generation
Outbound Inbound
SEO
Social Media
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Telemarketing
Direct Mail
Advertising
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Content Marketing
Foundation (Hub) Dynamic Conversion
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Landing Pages
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Lead Nurturing
Lead
Scoring
Workflows
Sales
Contact
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Lead Scoring
CustomerFit
Buying Stage
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Workflows
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Management
Measurement
& Reporting
Analysis
Action
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Measurement & Reporting
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Analysis
Metrics
Insights
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Action
Create
Optimize
PromoteConvert
Analyze
THANKS FOR ATTENDING! QUESTIONS?
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How to Build an End-to-End Digital Marketing Plan

Editor's Notes

  1. Roadmap is a tool to get from point A to point B.
  2. Segments: Who is your client base and where can they be found? Defines your audience.Personas: Fictional personas created that exemplify and represent different market segments. They’re used as a sounding board as you develop content and campaigns.
  3. This is the single most important step in the entire process. Selecting the outcomes you want defines success. What actions do you want people to take when they visit your site? What constitutes a successful visit? Must start with a verb.Define success and then measure against it.
  4. Key performance indicators should be describing your success rate at achieving outcomes. When one of those outcomes occurs, it’s a conversion.
  5. Sun Tzu: Tactics without strategy is the noise before defeat. Many businesses and organizations charge forward with a social media campaign not understanding how to convert their audience into leads, for example.An end-to-end digital marketing plan needs these five sub-strategies in order to paint a complete picture.
  6. Keyword strategy: Balance between search volume and competition (or cost). In a perfect world, the keyword you want has high volume and no competition. This rarely exists, so a good strategy finds a balance between these two. You want to identify foundation keywords that will form the basis of your website hub pages, long tail keywords that can be used for dynamic content and opportunity keywords used for advertising campaigns.Content strategy: There are many facets to a content strategy but the most fundamental is to develop content for three buyer stages.
  7. Website strategy: Instead of building a website that behaves the way you think a visitor would want it to behave, what if you designed it to get your visitors to behave the way you want them to behave. This is all about constructing a site that is focused on achieving the outcomes established in the roadmap. A major key to this is developing effective calls to action.Conversion strategy: CTAs lead to landing pages. Landing pages are website assassins – singularly focused on convincing someone to take a particular action. The terminology can be confusing (GA landing pages vs. marketing landing pages). Consist of an offer and conversion form.
  8. This slide is focusing on social media promotion. Curation means finding and sharing information that your target audience – market segments – will find educational, entertaining and/or inspirational. The goal is to become a useful resource for remarkable content that people will care about. Don’t want to talk about yourself. Nobody cares. Share first, ask second. Social capital. Next step is to engage. Curation is passive, engagement is active. It means having conversations with your audience by resharing their content and replying to them.Finally, expand your audience by actively identifying thought leaders and engaging with them. Perform keyword searches for conversations and offer value.
  9. Start with what you have. Content re-purposing and syndication.
  10. Search engines love sites with lots of pages that change regularly. A CMS is a technology that makes it relatively easy for owners to add and modify pages without special tools or skills. Content is the key to so many digital marketing tactics that it’s crucial to have a good delivery system. It also results in lower overall cost of ownership.
  11. Contract between sales & marketing to align objectives. The technology needs to support that contract. Marketing systems need to provide lead source
  12. Representative technologies, some of whom we’re partnered with.
  13. Landing Page Influence Function for Tests
  14. SegmentationAB TestingCompetitive Intelligence