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Digital marketing planPaddy Wood
Business → User → Opportunity → Objective & KPI → Tactics → Acquisition →Winback →What’s Next?
● Publisher targeting doctors; focus on GPs
● Print Digital
● Make money from advertising pharmaceuticals
● Bigger audience = more advertising = more $$$
● Must subscribe so we know they’re a doctor, so we can serve them advertising!
Business→ User → Opportunity → Objective & KPI → Tactics → Acquisition →Winback →What’s Next?
Time-PoorRespect their time, provide a
tightly curated offering. Make it immediately relevant
Concerned about relative lack of prestige
Focus coverage on issues of prestige, such as salary, social
standing, work-life balance Believe in evidenceRespect evidence in reporting, go deeper than the mainstream press
Fear being suedFocus coverage on cases and case-studies that illustrate best practice
Professionally isolatedProvide access to a community of like-minded colleagues
Business→ User→ Opportunity → Objective & KPI → Tactics → Acquisition →Winback →What’s Next?
● ~9000 GP MAUs in April
● Growing at ~2% per month(organic social, organic search, referral, email)
● No user lifecycle strategy
● No paid marketing
● (Most subscribers visit via daily email newsletter)
Business→ User → Opportunity→ Objective & KPI → Tactics → Acquisition →Winback →What’s Next?
● Objective: Reach 13,000 MAUs in November
● Can be achieved by doubling growth rate from ~2% to ~4% month-on-month
● Primary KPI? MAUs
● Secondary KPIs? New users, returning users
Business → User → Opportunity → Objective & KPI→ Tactics → Acquisition →Winback →What’s Next?
Business → User → Opportunity → Objective & KPI → Tactics→ Acquisition →Winback →What’s Next?
Strategies
Acquisition Campaign
WinbackCampaign
TacticsTactics
Email (Owned)Facebook (Paid) Facebook (Paid)
AutomationCustom Audiences
Targeting/RetargetingHero Content Retargeting
● Facebook Ads (hero content, resources) targeted at○ Australia○ Age 25-65+○ Interests: RACGP or ACRRM
● Excluded: Existing subscribers (custom audience)
● Pixel-based custom audiences, retargeted according to stage in acquisition funnel, with different content
Business → User → Opportunity → Objective & KPI → Tactics → Acquisition→Winback →What’s Next?
● KPI? Conversions
● Tracked via? Facebook, GA (utm_campaign=acquire)
● Two-week sprint
● Review: CPA, clicks, CPC, CTR
● Optimise, scale
Two weeks, $300
Two weeks, $600 ($350 as of 3.19pm today)
Business → User → Opportunity → Objective & KPI → Tactics → Acquisition→Winback →What’s Next?
Business → User → Opportunity → Objective & KPI → Tactics → Acquisition →Winback→What’s Next?
● KPI? Returning users
● Tracked via? Marketo,Facebook, GA (utm_campaign=winback)
● Two-week sprint
● Review: Delivery, opens, clicks, CTO rate
● Optimise, scale
Business → User → Opportunity → Objective & KPI → Tactics → Acquisition →Winback→What’s Next?
✓ Keep iterating
✓ Calculate value to the business of each additional MAU in order to allocate budget economically
✓ Expand tactics (Plug other channels into acquisition [i.e. display, AdWords] to boost multi-channel conversions)
✓ Refine existing activation (onboarding)
✓ Scale to other brands in the group, look at integration points
Business → User → Opportunity → Objective & KPI → Tactics → Acquisition →Winback →What’s Next?
Questions?
Business → User → Opportunity → Objective & KPI → Tactics → Acquisition →Winback →What’s Next?