2. INTRODUCTION
Marketing has moved online,
presenting today’s marketers with
a dual challenge—you need both
creative talent and technical know-
how in a fast-changing arena. The
stakes are high. If you get your digital
marketing right, you’ll engage with
your audience, attract new leads and
multiply your opportunities many
times over.
In the pages that follow, we’re going
to share with you our approach to
digital marketing.
Over 60% of marketers are
using webinars as part of
their content marketing
programme
3. PLAN
With the exponential growth of online marketing channels, the need for a digital
marketing strategy is no longer optional. The growth of your business now depends
upon your online presence. We can help you develop a solid strategic framework to
deliver on your business objectives.
4. WHY?
The key to a successful marketing campaign is being
clear about your goals and developing a targeted
marketing strategy to achieve them.
Structured
approach
A digital strategy is essential.
Key to this is having clearly
defined objectives, such as
gaining leads or strengthening
existing relationships. Only
by having specific goals can
you allocate appropriate
resources to them. You
can then use analytics to
assess your progress.
Best
practice
We’ll help you review your
capabilities against best
practice and your competitors,
so that you can start to
develop a truly effective
strategy. By creating a digital
road map, we’ll prioritise
your digital transformation.
Objectives
and KPIs
Once your objectives are
defined, we’ll assign KPIs
to each one so you can
measure progress and ROI.
KPIs can be divided between
brand, content performance
and commercial—you need
to review those that align
best with your strategy.
Improve customer
experience
By building a customer-centric
strategy, you will ensure the
customer is at the heart of your
marketing. The journey from
initial touch point to customer
and beyond will be consistent
and tailored to their needs.
Communication
and visibility
Having a clear, written digital
strategy that outlines goals
and objectives will keep
the entire team working
towards shared priorities.
Improve
efficiency
With a clear strategy you
can ensure everyone knows
who is doing what and when.
This will allow you to focus
on the results and be agile
in the way you get there.
5. Your digital health check
We’ll run through a digital health check with you, using the
RACE digital framework assessment—40 questions which will
tell us how well you’re already using online marketing.
Objectives
We take a results-focused approach, ensuring
that we build a strategy to achieve the best results
within the agreed timescale and budget.
Facilitated workshop
Our team will run an on-site workshop with your
key stakeholders to identify the strategy and tactics
most appropriate to your stated objectives.
Establish a reporting framework
Once your digital campaign is up and running, regular reporting
to stakeholders is critical to keep the programme on track.
Your RACE digital marketing plan
The workshop will result in a scope document, which
sets out a digital programme, including a content
strategy, a digital marketing plan, technology
recommendations, goals, KPIs and timelines.
Collaboration
You know your business better than we do—but we know
more about digital marketing than you do. Collaboration is an
essential part of our relationship with all our clients. Success
comes through pooling our resources and working together.
Setting priorities
Once the marketing plan has been agreed, key
milestones and objectives will be identified, assigned
resources and used to devise a project timeline.
HOW?
The best strategy emerges
via a series of processes—we’ll
help you to review your current
digital strategy, run a workshop
with your stakeholders, identify
the scope of your planning
and define key objectives.
It really is a step-by-step process.
6. REACH
REACH involves creating multi-channel awareness of your brand,
products or services across all your digital platforms. The objective
is to use valuable content to draw traffic to your website landing
pages. Planned campaigns will be precisely targeted to create
multiple interactions across a range of media touch-points.
7. WHY?
It is essential to understand your
target audience and how to reach
them. Understanding the best
channels and tactics to use will
ensure the best possible results.
Social followers
Social media has transformed marketing
and is now one of the primary ways of
reaching out to your target audience—
attracting the right followers is key to
extending your reach.
Content views
Getting your content in front of your
target audience can be a challenge. We
will create a multi-channel approach to
gain the best reach for your content.
Web visitors
Using your presence on social media
to drive visitors to your website is
one of the primary objectives of
your social content marketing.
Optimise budget
We’ll use a variety of online
marketing techniques to optimise
your budget and reach out to your
target audience, while minimising
your investment in pay per click.
Don’t miss opportunities
The more we can improve the reach to
your target audience, the more likely
they will be to access your content.
Your email database
One of the main aims of your online
content marketing is to grow your
email database. We’ll help you
devise content that will encourage
your target audience to surrender
their data.
8. HOW? Reaching out to your target audience means engaging with them on a
personal level--this can only be achieved can only be achieved through
audience segmentation. Audience analytics are critical to selecting the
right channels for communication. And by reaching out to clearly defined
segments, you’ll be able to create highly targeted email lists.
Segmentation, targeting and personas
We’ll create audience personas to represent your different customer types,
and then reach out to them using the most appropriate digital channels. This
is critical to developing successful and sustainable customer relationships.
Social engagement
Driving greater engagement using more social interaction is a critical goal—but
it’s important to remember that engagement is a two-way street. You need to
engage with your audience over the right channels, using the right message.
Audience analytics
It’s essential to understand your target audience, so you’ll need to use analytics
to provide insight into their different characteristics. We can set up your
Google analytics to provide you with the information that’s most useful.
Targeted email list building
By segmenting your market and targeting your social interaction
accordingly, you’ll be able to build up highly targeted email lists.
Blogs
Blogs are an important way to establish yourself as an influencer and thought
leader, while at the same time drawing prospects into the customer journey.
Paid/owned/earned strategy
It’s important to appreciate the difference between and the value of paid,
owned and earned media, and to formulate an effective strategy to get the best
out of each of them.
Social marketing
No one can afford to ignore the power of social networking. We will build
your online presence to make you more visible to your target audience.
Influencers and partners
Building up a network of partners and influencers who can magnify the reach
of your content across social channels is an essential element of your social
marketing strategy.
9. ACT
ACT is short for interACT. It’s a separate stage from conversion,
since encouraging interactions on websites and through
social media to generate leads is one of the biggest
digital marketing challenges. It’s about persuading your
prospects to take the next step on the customer journey.
10. WHY?
Most website visitors don’t
interact - they bounce on and off
the page in a matter of seconds.
But if you can do something
that keeps them engaged for
longer, you’ll have a better
chance of converting them.
Lead generation
Generating leads is the whole point
of the exercise. The ACT stage
is how we ensure that prospects
convert into leads through
personalised email campaigns
and optimised landing pages.
Reduced cost per lead
By consistently learning and testing
emails and landing pages, we are
able to reduce the cost per lead.
Lead source tracking
Once a lead is generated, we use
lead source tracking to capture
the source of that lead. This in turn
gives us a more detailed insight
into your target audience.
Unknown to known
As your audience clicks or submits,
we are able to track their online
behaviour. With this intelligence,
we can improve the customer
experience through personalised
relevant content , and provide
the lead footprint to sales.
Reduce campaign
budget
Through a well-defined strategy,
we can reduce the campaigns
costs, through getting the
most from your content and
automating communication.
Channel measurement
and optimisation
Which channels are working best
for which audience segments?
Using analytics, we’ll be able to
optimise the interaction with each
target group of prospects through
the channels they use most.
11. HOW?
We’ll be using a variety of content to draw your audience to
your landing page and prompt them to interact. The content
framework will include freemium content such, as blog posts,
and premium content including guides and webinars.
Landing pages, CRO and forms
We will create targeted, optimised landing pages and forms to maximise
your conversion rates.
Content marketing
Content marketing needs to be at the core of your digital marketing activities.
We will create valuable, targeted content appropriate to each of your
market segments.
Widgets
Adding content widgets to your website allows us to guide visitors to the to the
content most relevant to them, increasing the conversion to the lead.
Email marketing
This has been shown to be the most effective way of drawing interactions from your
target audience.
Campaigns
We will create a schedule of content lead campaigns from the content framework
through the channels under management.
Visitor profiling and behavioural tracking
We use visitor profiling and behavioural tracking to further refine our targeting
of key market segments, and consistently improving the customer experience.
Lead scoring
All interactions with the audience across email, website and content will be scored
within the scoring framework. The scoring model will allow you to assess who is
most interested in your proposition and most ready to engage with sales.
A/B testing
We use A/B testing to discover what form of content prompts the best interactions
from your prospects. In this way, we’re constantly refining your campaign.
12. CONVERT
The conversion from lead to sale is
the most critical stage of the customer
journey. It involves getting your
audience to take that vital next step
which transforms them into paying
customers. For this to happen, your
marketing and sales must be aligned
to lead customers through the funnel.
13. WHY?
Convert is all about creating a consistent transition from
marketing to sales for a smooth transformation from
lead to customer.
Alignment
For conversions to
happen, sales and
marketing have to be in
complete alignment—it’s
essential both teams are
working towards the same
goals and objectives.
Conversion
rate
The best measure of sales
and marketing alignment
is your lead-to-customer
percentage. This single
figure can tell you how
effective your marketing
and sales funnel is.
Sales
productivity
Good sales and marketing
alignment can have a
profound effect on sales
productivity by ensuring
that each lead passed
through the funnel is
genuinely sales-ready.
Sales cycle
The benefit of integrated
sales and marketing as a
result of closer alignment
are the shortening of
the sales cycle, and the
positive effect this has
on sales productivity.
Consistent
experience
Providing sales with insights
on the history of the lead
will ensure the customer is
transitioned from marketing
to sales seamlessly.
Lead
prioritisation
Being able to use lead
tracking to assign lead
prioritisation ensures the
most effective use of sales
resources, increasing
conversion rates.
Never lose
a lead
Leads that are not quite
sales-ready can be steered
back onto a nurture path
rather than being lost.
14. Lead allocation
As leads become sales-ready, we will move the lead from
marketing into the sales channel. Through real-time triggers,
we can alert and set tasks in CRM ready for sales to collect.
Personalisation
Nurturing the lead does not just relate to email communication
- it also means personalising the web experience. We can
embed technology into the website to track behaviour
and serve up the most relevant content on screen.
Social selling
We will use the Linkedin Navigator platform and provide sales
with the know-how to interact with their assigned leads to
create an online relationship and improve conversion rates.
Sales insights
We will embed this technology directly into CRM, so sales are able
to view the complete history of the lead across email, web and
social, allowing the conversation to take off where marketing left.
Lead grading
As leads are generated, they can be profiled for information such
as industry, size and job title to grade them from F to A+. This will
allow us to present the leads you are most interested in first.
Lead nurturing
As leads are generated, they will drop into the appropriate
segment, ready for the next level of communication. We will
create a series of automated steps to further educate the
lead on your value proposition, ready for sales to collect.
HOW?
We will integrate the marketing
and sales platforms to provide
a single view of the customer
journey, ensuring no lead is
lost and each lead is processed
through the best possible
approach to convert.
15. ENGAGE
Long-term engagement means developing a relationship
with first-time buyers to build customer loyalty and
encourage repeat purchases. We’ll use your on-site
communications, email and direct interaction to build
strong bonds and encourage customer advocacy.
16. Improve customer
experience
Behavioural analytics will give
us valuable insights into your
customers, which we can then
put to use in improving the
customer experience along
the length of the sales path.
Buy more
The same analytics can be
used to prompt the customer
to buy more of a product
they’ve shown an interest in.
Create advocates
Customer advocates are
one of your biggest assets,
so we’ll take measures to
make advocacy easy.
Reduce churn
There are a number of ways
to reactivate your customer
base, - we use a selection
of key insights to target
them appropriately, using
marketing automation to
keep the churn cost down.
Customer
satisfaction
Customer satisfaction
buys customer loyalty and
repeat purchases, so it
should be a priority across
your whole organisation.
Alignment
Full alignment between
marketing, sales and
customer service is the only
way to ensure a smooth
progression from lead to
conversion to advocate.
Omnichannel
This is about having a relevant
presence in all the places
where your customer might
expect to find you and
want to interact with you.
Identify accounts
at risk
The same insights that
tell us when customers
are sales-ready will tell us
when they’re going cold.
WHY?
By creating a journey to take your customer
from initial purchase through to advocate,
we can create maximum value from the client
and use this to generate more new business.
17. HOW? Once your customer services are aligned
with sales and marketing, they’ll be able
to use the CRM dashboard to manage
the ongoing customer experience.
Personalising the customer experience
Keeping the client engaged is critical. The best way to do this is to personalise
the customer experience through an automated engagement programme.
Automated programmes
The continuing education and nurture of paying customers is a far
more effective use of resources than generating new ones.
Onboarding programmes
Using behavioural email marketing to establish a welcome sequence for new
customers makes them feel valued and contributes to transforming them
to advocates.
Customer dashboards
Within CRM we can create a customer dashboard to show customers
at risk and where there are opportunities to upsell or cross-sell.
Account management alerts and notifications
We’ll set up alerts and notifications so your account management
team will know in real time whenever customers engage.
Customer profiling
This would profile customers to progress them from new client to advocate.
18. Strategy and
Planning
Our strategy team will work
with you to create and
document a strategy and
plan which Successflow
or you can deliver.
Creative
Our creative team can build
all of the assets needed to
fuel the strategy, including
emails, landing pages,
guides, presentation, blogs
and social content.
Platform
Consultancy
Our team of certified
consultants can build and
optimise the selected
marketing automation
and CRM systems for
the digital strategy.
Delivery and
Adoption
Our team of RACE-certified
experts can deliver the
strategy across email,
social and web to meet the
objectives and KPIs set, or
assist your team to adopt.
OUR TEAM OUR CREDENTIALS
We work with medium- to enterprise-sized clients, successfully running programmes to optimise and enable the best customer-
centric approach to digital through
• developing documented strategies
• creating compelling and engaging content
• technical set-up of marketing automation and CRM
• enhancing sales with the right tools
Passionate about the work we do and the clients we work with, together we bring creativity and unique insights to the sales and
marketing challenges associated with today’s changing digital landscape.
OUR PARTNERS
19. www.successflow.co.uk
0845 680 5409
Simon Donkin
Commercial Director
Simon’s background involves many years’ experience helping
companies build transformational digital programmes in the B2B
space. His expertise lies in understanding the digital landscape
and helping companies bring their digital initiatives to life, with a
key focus on insights, measurement and attribution to revenue.
Connect with me
