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Digital Marketing Strategy and Planning Session
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Digital Strategy and Planning
Keith Feighery
Overview
• Components of Digital Marketing Strategy• Create a rich Digital Marketing Ecosystem• Developing a Digital Strategy
– SOSTAC– RACE– Case Studies
• Measuring Digital Marketing Programmes• Questions and Answers
Core Components of Digital Strategy
• Have clear and defined business objectives for your Digital Programmes
– Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…
• Know exactly who your audience is – and where they reside digitally
• Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
• Chose Channels and develop a content strategy that adds value for your customers
• Develop, Execute, Iterate & Measure performance
Key Online Marketing Tactics
• Content & Inbound Marketing – Website, blog, social platforms, partnership sites etc…
• Social Media Marketing– Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
• Search Engine Marketing– PPC, Display and Affiliates
• Search Engine Optimisation (SEO)– Structured & Planned Content, Optimismed Vocabulary, Links
• Email Marketing– Email Service Providers, Acquisition and Retention, Lead Nurturing
• Mobile Marketing– Location Based, Text, Advertising, Coupons, Offline-Activation
• Measurement and Analytics– Clear Objectives and Benchmarks
Digital Marketing Strategy Frameworks
Digital Strategy & Planning
Source RedAnt.co.uk
SOSTAC Framework
UsingRACE
forDigital
Marketing Optimisation
Planning Phase
Planning• Define business objectives• Define audience and break down into personas & needs• Audience locations and value/size of each audience segment• Define Digital Marketing Channel strategy
– PPC, SEO, Email, Display etc..• Define KPIs for each programme – know upfront what success
will look like (by corollary failure too)• Develop a Clear Customer Lexicon (Keyword analysis)
Setting Clear Business Objectives
Objectives
• Increase sales• Increase Awareness of Brand and Services on Online
Channels• Increase Customer Retention Rates• Increase Engagement levels on Online Channels• Increase Customer Services Channels and Coverage• Increase Customer Share Of Voice Online• Raise Awareness of New Services using Social Channels• Reduce Customer Acquisition Costs• Reduce Customer Service Costs• Increase quantity and quality of B2B Leads
Goals
• Increase Average order size• Reduce cart abandonment rates• Increase number of marketing qualified leads• Increase % of leads to closed business• Increase # of branded traffic to site• Increase length of time on site areas• Increase # of email subscriptions• Increase # of social media likes, comments and
shares
Typical Trackable KPIs
• Rate & Value of Conversions• Average order size (ecommerce apps)• Customer Lifetime Value• Average Revenue Per User• Abandonment rates• Cost per Lead & Cost Per Sale• Core Bounce rates• Frequency and Return rates
Measurement Framwork
Strategy
Strategy – How realise objectives
• Define Your Personas– Needs, behaviours, demographics etc.
• Define Persona Locations• Map Personas to Channels• Map Channels to Goals• Define Value Propositions per Channel
Personas
Source RedAnt.co.uk
Location Setting
Source RedAnt.co.uk
Research & Planning Tools
Google Analytics
Facebook Ad Platform
Google Adwords Tool
Research Channels
Map Objectives, Location and Audiences
Develop a Project ROI Framework
Source RedAnt.co.uk
PPC Channel ROI Work Through
Work-Through
• Spend €30,000 on PPC Channel
• 1 Million Impressions
• 30000 Clicks (3% CTR)
• 3% Conversion Rate (900)
• CPA = 30000/900 -> €33.33 (Cost to Acquire One New Customer)
• Average Order Size €100
• 50% Profit Earned = €50.00
• Profit Per Average Customer = (€50.00 – €33.33) = €16.67
• Total Amount ordered – 900 x 100 = €90,000 Generated
• 50% Profit Margin = €45,000 (900 x 50)
• Total ROI - €15,000 (16.67 x 900) or (€45,000 – €30,000 [cost of marketing and advertising])
• Extrapolate Customer Lifetime Value
B2B Lead Management Work Through
B2B Model
Creation & Actualisation Phase
Creation• Once strategy, audience, locations are known
– Start conceiving, designing and creating tactical solutions• Identify themes, channels, tone, aims for each tactical channel and
initiative– PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc…
• Create Digital Presence on Key Platforms– Website, Social Channels, Ad Platforms, Email etc..
• Initiate a content marketing production programme– Create Content Editorial Calendars– Map buyer informational needs along the buyer journey
Actualisation
• Real-time implementation of each channel, campaign and platform
• Engaging and interacting with your audiences• Reacting to issues and tweaking campaigns as they proceed live• Constantly compare performance with projected KPIs created
during the previous phases• Create a cross functional communications feedback loop to
resolve all issues and update status• Capture all lessons learnt in a repository in order to feedback
into an improvement process
Tactics & Actions
Social Media Programmes
Challenge is to build engaging digital and social strategies aligned with clear business
objectives for each channel
Be Social – Interact with People & Solicit Feedback and Responses
Be Entertaining, Informative or Offer Something of VALUE to Followers
Elements of a social media campaign
• Essentials of a successful campaign– Know your target audience– Plan goals and aims of campaign and channel– Think about the tone, voice and personality to adopt– Choose your platforms carefully– Think about the type of content to use on each platform– Take risks – not everything will work– Connect to other channels
Social Media Case Studies
Spin 103.8 fm
Spin 103.8 fm
Westcoast Cooler
Westcoast Cooler
Branded Facebook Page
Adding/Tagging Images
Barrys Tea
Barrys Tea Website
Barry’s Tea Landing Page
Make UpandBeauty.ie
MakeupAndBeauty.ie
MakeUp&Beauty.ie
Brand Leverage
Big Brands Need to be Plan for Crisis on Social Media
Nestle – Greenpeace Attack
Moves Mainstream RealTime
Badly Managed Facebook
Pay Per Click Advertising
PPC & Display
Search: Health Insurance Quote
Search ‘Im Sorry Flowers’
Quick A/B Test
Landing Page
Google Display Network
Google Display Ads
Google Display Ads
Direct Networks
YouTube Masthead
Independent
Search Engine Optimisation
SEO Case Example
Search: Flowers for newborn baby
Newborn Flowers
Top Ranking Factors
Top 5 Ranking Factors
• Keyword Focused Anchor Text from External Links – 73% very high importance
• External Link Popularity (quantity/quality of links) – 71% very high importance
• Diversity of Link Sources (links from many unique root domains) – 67% very high importance
• Keyword Use Anywhere in the Title Tag – 66% very high importance
• Trustworthiness of the Domain Based on Link Distance from Trusted Domains– 66% very high importance
Next 5 Important Factors
• Keyword Use in Internal Link Anchor Text on the Page– 47% moderate importance
• Keyword Use in External Link Anchor Text on the Page– 46% moderate importance
• Keyword Use as the First Word(s) in the H1 Tag– 45% moderate importance
• Keyword Use in the First 50-100 Words on the Page– 45% moderate importance
• Keyword Use in the Subdomain Name– 42% low importance
• Keyword Use in the Page Name URL– 38% low importance
Local Search
Places Page
Email Marketing
Email Service Providers
• Mail Chimp – www.mailchimp.com• Constant Contact – www.constantcontact.com• Vertical Response – www.verticalresponse.com• TriggerMail – www.triggermail.com• CheetahMail – www.cheetahmail.com• Blue Sky Factory – www.blueskyfactory.com• Aweber – www.aweber.com• Campaign Monitor – www.campaignmonitor.com• ExactTarget – www.exacttarget.com
Email Applications
Case Studies
CityDeal.ie
Schuh
Evaluation Phase
KPIs & Goals set in the Creation Phases should be assessed according to actuals
Ongoing KPI & Metric Analysis
Metrics
• Traffic Related Statistics– # Page Views, Visits, Unique Visitors
• Channel 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
Evaluation Feedback loop
• Implement a continuous learning and improvement framework• All findings and experiences should feed into subsequent
phases, campaigns and initiatives• Refine reporting process
– Improve ROI metrics in their broadest sense– Educate management through correlation of digital
and business goals– Iterate constantly
Questions & Answers
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
086 6070274
Thank You