11 Steps To Create A Digital Marketing Agenda by Wayne Chen

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11 Steps To Create A Digital Marketing Agenda. Perfect for any marketer or CMO. Pocketsquaremedia.co

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11 Steps To Create A Digital Marketing Agenda by Wayne Chen

  1. 1. 11  Steps  To  Create  A   Digital  Marketing  Agenda   By:  Wayne  Chen  ©  Wayne  Chen  2012  
  2. 2. 1.  Define  Your  Strategy   Ê  Use  the  Internet  to  market   products  and  services   Ê  Email  and  Web  marketing   Ê  5  Key  Driving  Components   Ê  Awareness   Ê  Info  Distribution   Ê  Connection   Ê  Service   Ê  Sales  ©  Wayne  Chen  2012  
  3. 3. 2.  Smart  Marketing   Ê  Maximizing  relationships  to   grow   Ê  Tap  vast  free  online  tools   Ê  Educator  in  your  community   Ê  Authentic  to  differentiate   your  company   Ê  Repurpose  marketing  assets   and  collateral  online   Ê  Stop  selling  and  start  serving  ©  Wayne  Chen  2012  
  4. 4. 3.  Strategy  +  Execution   Ê  How  will  your  product/service   change  or  help  your   customer?   Ê  Is  what  you  have  to  say   different?   Ê  Do  you  know  how  to  tell  your   story?   Ê  Can  you  message  boldly?   Ê  Who  is  your  target  audience?   Ê  Can  you  take  the  heat?  ©  Wayne  Chen  2012  
  5. 5. 4.  Set  Goals   Ê  Marketing  Goals   Ê  Where  are  you  today?   Ê  Time  &  Achievements   Ê  3  months   Ê  6  months   Ê  12  months   Ê  2  years   Ê  What  do  you  want  to   accomplish?  ©  Wayne  Chen  2012  
  6. 6. 5.  Product  Description   Ê  Product  detail     Ê  Product  /  Service  Benefits   Ê  Unique  Selling   Proposition  ,  140   characters   Ê  Clear  and  precise,  avoid   jargon   Ê  Type  of  customer  and   product  experience  ©  Wayne  Chen  2012  
  7. 7. 6.  Competition  Analysis   Ê  Detailed  competition   review   Ê  Marketing  tactics  and   tools  used   Ê  What  makes  your  product   and/or  service  different   from  the  competition?   Ê  Current  business  /  product   advantage  ©  Wayne  Chen  2012  
  8. 8. 7.  Target  Market   Ê  Circumstance  of  purchase  by   target  market   Ê  Triggers  points   Ê  Important  factors  for  ideal   customers  at  purchase   Ê  Objections  when   contemplating  buying  the   product   Ê  Addressing  pain  points  to   cover  objections  ©  Wayne  Chen  2012  
  9. 9. 7.  Target  Market  Cont’d   Ê  Describe  the  idea  customer     Ê  Age,  Income,  Profession,   Status,  Hobbies,  and  etc   Ê  Their  needs,  fears,  frustrations,   and  desires?   Ê  What  does  your  product/service   solve?     Ê  What  end  result  are  customers   looking  for  from  your  product  or   service?   Ê  How  do  customers  want  to  feel   when  experience  your  product  or   service?  ©  Wayne  Chen  2012  
  10. 10. 8.  Web  Assets  -­‐  Channels   Ê  What  do  you  already  have   to  work  with  for  your   online  marketing?     Ê  Assets  include  anything   from  a  charismatic  CEO   who  is  a  wealth  of  wisdom   to  great  photos  to  a  low-­‐ cost  web-­‐wiz  intern.   Ê  Identify  what  you  have,   not  what  you  don’t  have!)    ©  Wayne  Chen  2012  
  11. 11. 8.  Web  Assets  –  Channel  Cont’d   Ê  Website     Ê  E-­‐mail  list(s)     Ê  Team   Ê  Writers   Ê  People   Ê  Strong  Leaders   Ê  Blog     Ê  Press  coverage      ©  Wayne  Chen  2012  
  12. 12. 8.  Web  Assets  –  Channel  Cont’d   Ê  Photos     Ê  Business  alliances     Ê  Content     Ê  Old  and  new  content   Ê  Web  Data   Ê  Success  stories     Ê  Videos      ©  Wayne  Chen  2012  
  13. 13. 9.  Customer  &  Growth  Strategy   Ê  How  is  your  organization   currently  making  money?     Ê  What  drives  growth?     Ê  How  is  it  generated?     Ê  What  marketing  supports  this?     Ê  What  are  the  main  lead,  sale,   and  relationship  drivers?     Ê  Average  Customer  Lifetime   Value  (CLV)   Ê  What  revenue-­‐making   opportunities  can  be  explored?    ©  Wayne  Chen  2012  
  14. 14. 10.  Customer  Engagement   Ê  Site   Ê  Engagement  type   Ê  Service  key  phrases   Ê  Testimonials  and  success   stories   Ê  Call-­‐to-­‐actions   Ê  Primary  action  of  visitors   Ê  Secondary  actions  ©  Wayne  Chen  2012  
  15. 15. 11.  Brand  &  Messaging   Ê  Value  Proposition   Ê  Distinct  and  Immediate   Ê  Clarity  &  Consistency   Ê  “Who  are  you?     Ê  What  do  you  do?   Ê   Whom  do  you  serve?”     Ê  Keywords   Ê  Descriptive   Ê  Consistent   Ê  SEO  /  SEM  ©  Wayne  Chen  2012  
  16. 16. 11.  Brand  &  Messaging  Cont’d   Ê  Promote   Ê  Benefits  and  Stats   Ê  Case  studies     Ê  Appeal   Ê  Attractive   Ê  Solves  the  problem   Ê  Materials   Ê  Serving  customers   Ê  Content  focused   Ê  Call-­‐to-­‐Actions  ©  Wayne  Chen  2012  

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