Digital Marketing Strategy Workshop - Abed Jrab

A
Digital
Marketing
Strategy
Abed Jrab
28 Sep 2017
Syllabus
Introduction about Abed Jrab
01
Some Digital Marketing Stats
What is Digital Marketing?
What is a Digital Marketing Strategy?
Top 5 Reasons Why You Need a Digital Marketing Strategy
Developing Personas
Define Specific SMART Objectives
Online Value Proposition
Introducing the RACE Planning System
Announcement for my next workshops
1
2
3
4
5
6
7
8
9
10
Abed Jrab
Digital Marketing Consultant
7+ years of experience in Digital Marketing
Digital Marketing Manager at Beesline
Digital Marketing Instructor at Morgan
Professional Diploma in Digital Marketing
from DMI Ireland
Google AdWords Search Certified
02
Bachelor Degree in Business Administration
from Sagesse University
Masters in Management Information System
from Sagesse University
Brands 03
81%
Of shoppers conduct online
research before making big purchases
1.3b Facebook daily active users
f
04
74%
Of people say they use Facebook for
professional purpose
76%
Of people use their Facebook feed to
find interesting content
100m
Hours of video are watched every day
on Facebook
2. Some Digital Marketing Stats
3. What is Digital Marketing?
Digital marketing is an umbrella term for all of
your company's online marketing efforts.
Lots of businesses leverage digital channels
such as Google search, social media, emails and
their websites to connect with their current
and prospective customers. Many companies
focus on digital channels over offline marketing
tactics because it allows them to reach their
ideal target audience where they're already
spending most of their time: online.
05
f
05
3a. Digital Marketing Channels Breakdown
OWNED EARNED PAID
06
Y $O
OWNED
07
O Owned digital marketing channels & assets include:
• Your website
• Your business’s social media profiles
• Email marketing
• Online branding assets (logos, images, etc.)
• Your blog
• Online brochures
• Other written content such as e-books
EARNED
Y
08
Earned digital marketing channels & assets include:
• Media coverage of your products, services, or
online content
• Social media posts from others that share your
content, or reference your company
• Online reviews and ratings
PAID
$
09
Paid digital marketing channels & assets include:
• Digital advertising (banner, display, etc.)
• Pay-per-click (PPC)
• Boosted social media posts
3b. Benefits of Digital Marketing
There's endless reasons why digital marketing makes an excellent solution for so many businesses, but if
you're just getting started, here's the two that will have the biggest impact on the way you market and sell
to your customers.
1
Reach the right people,
in the right place, at the
right time
2
10
Get measurable results
to inform your strategy
f
4. What is a Digital
Marketing Strategy?
The process of integrating digital
marketing activities with a plan and
executing a successful digital marketing
campaign.
In other words, it is Composing your
digital marketing masterpiece.
11
4a. Cake 12
Let’s make a Digital
Marketing Cake!
You have all the ingredients lined up and
ready to go, now let's put them all into the
strategy bowl and mix it together with your
planning spoon. After some time baking in
the oven, you will have a successful
campaign!
5. Top 5 reasons why you need
a Digital Marketing Strategy
Typical problems when companies don’t
have a clearly defined digital marketing
strategy include:
13
1 You won’t know your online market share
2 You don’t have a powerful online value
proposition
3 You don’t know your online customers
well enough
4 You’re not integrated
5 You’re not optimizing
6. Developing Personas
14
6a. Strategic Segmentation 15
Before developing personas and diving into
the tactical segmentation of how to target
existing audiences better, we should look at
the bigger picture of the main markets
you’re targeting. This is your strategic
segmentation.
Strategic segmentation is the main markets
and audiences you are targeting.
6b. Developing Personas
What are personas?
“A persona is a fictional character that communicates the
primary characteristics of a group of users, identified and
selected as a key target through use of segmentation data,
across the company in a usable and effective manner”.
“This ultimately enables the company to design the best user
experience for its customers at all touchpoints, which is a
key success factor in today’s business environment”.
14
WHERE
THEY
WORK
THEIR
MARITAL
STATUS
AGE WHERE THEY LIVE
16
In order to craft an effective digital marketing plan, you have to get to know every aspect of your audience
members, including but not restricted to:
GENDER
IF THEY HAVE
CHILDREN
WHAT THEIR
HOBBIES ARE
PREFERENCES
& NEEDS
f
17
6c. Developing Personas - Example
18
6d. Developing Personas - Exercise
19
7. Defining SMART Objectives
20
1
Specific
What do you want exactly to achieve in your business? A good goal statement explains the what, why, who,
where and when of a goal. If your goal statement is vague, you will find it hard to achieve because it will be
difficult to define success.
2
Measurable
You must be able to track progress and measure the result of your goal. A good goal statement answers the
question, how much or how many. How will I know when I have achieved my goal?
3
Achievable
Your goal should be stretching, but realistic and achievable. Make sure the actions you need to take to achieve
your goal are things within your control.
4 Relevant
Your objective must be relevant to your stakeholders and the company’s vision and overall goals.
5
Time-Bound
An objective must have a deadline. When will I achieve my goal? Without time limits, it's easy to put goals and
leave them to die. As well as a deadline, it's a good idea to set some short-term milestones along the way to help
you measure progress.
21
Reaching 500,000 Fans on Facebook by the end of 2016
Specific
Measurable
Achievable
Relevant
7a. Define SMART Objectives - Example
Time-bound
22
8. Online Value Proposition
23
Creating and adding more value to your brand is one of the most powerful aspects of
digital channels, since it will engage your audience and encourage them to share the
proposition. Each digital channel should have its own OVP.
Checklist - different OVPs:
• Website OVP
• Social media platform OVP, which content will you use to engage on social media
• Email marketing content OVP, which content and deals will you offer by email
• Mobile platform, app OVPs
24
f
25
9. Introducing RACE Planning System
26
PLAN- Create Digital Marketing Strategy 27
1. Review digital marketing
capabilities
2. Review performance using KPIs
3. Audit brand and benchmark
competitors
4. Review influencer outreach, co-
marketing and intermediaries
5. Define SMART objectives
(Specific, Measurable, Attainable,
Realistic, Timely)
OPPORTUNITY
1. Select target market segments
and personas.
2. Define your online value
proposition (OVP) including review of
business and revenue model, brand
positioning and integration with
traditional channels
3. Review marketing mix for online
options for the 4Ps - Product, Price,
Promotion and Place
STRATEGY
1. Reach: Build your audience by
integrating paid, owned and earned
media
2. Act: Using content marketing to
assure brand interaction and leads
3. Convert: Use conversion rate
optimization to boost online and
offline sales
4. Engage: Develop customer
loyalty and repeat sales
ACTION
REACH- Create Digital Marketing Strategy 28
GROWING REACH
Reach involves building awareness of:
Your brand, products and services on
your main website and other websites
and social media pages, Attainable,
Realistic, Timely)
ACTION
Optimize your digital communications
Work on optimizing content marketing
to support key digital communications
for your business:
1. PR, influencer outreach and SEO
2. Optimize Google AdWords (paid
search)
3. Review opportunities from Display
Advertising
4. Social media marketing optimization
Buyer stage: Exploration
ACT- Encourage Brand Interactions & Leads 29
INCREASING INTERACTIONS
Act is short for Interact.
It’s a separate stage from conversion,
it’s about encouraging website
visitors to take the next step, the next
Action on their journey when they
reach your site or social network
presence.
ACTION
Manage content marketing and lead
generation
1. Create campaign plan, editorial
calendar and outreach plan
2. Create content assets like articles,
visuals and video marketing
3. Improve landing pages and site page
templates. Personalized onboarding.
Buyer stage: Decision Making
CONVERT- Increase Sales 30
INCREASING CONVERSION
This is the conversion from lead to
sale. It involves getting your audience
to take that vital next step which
turns them into paying customers
whether the payment is taken
through online Ecommerce
transactions, or offline channels.
ACTION
Manage continuous improvement of
conversion:
1. Implement AB testing
2. Implement retargeting programs
Buyer stage: Purchase
ENGAGE- Build Customer Loyalty & Advocacy 31
IMPROVING CUSTOMER
ENGAGEMENT
This is long-term engagement that is,
developing a relationship with first-
time buyers to build customer loyalty
as repeat purchases using
communications on your site, social
presence, email and direct interaction.
In other term, this is called “word of
mouth”.
ACTION
Implement online customer
communications plan:
1. Implement or refine personalization
rules on desktop and mobile sites
2. Customer onboarding including
event-triggered personalized emails
and e-newsletters
3. Manage social media and email
campaigns for customer engagement
and advocacy
Buyer stage: Advocacy
Summary of Integrated Digital Strategy 32
Objectives Strategies to achieve goals
KPIs
(Critical Success Factors)
OBJECTIVE 1: REACH - to increase the reach of
our current website from 250,000 unique
visitors per month to 400,000 over 12 months
focusing on earned media.
• Proactive SEO
• Social media amplification efforts
• Remarketing on AdWords, Facebook and
Instagram
Increase volume/% of
• Natural search visits – monthly increments
• Brand mentions via social media
OBJECTIVE 2: ACT - to increase the number of
social share actions from 0.5% to 1% within 12
months.
• Create branded and outstanding content
campaigns scheduled monthly
• Number and % of Social share actions
OBJECTIVE 3: CONVERT - to increase our web
conversion rate from 2% to 3% over 4 months
• Implement mobile responsive site
• Bounce rate
• Add-to-basket conversion
• Overall conversion rate
• Revenue per visit
OBJECTIVE 4: CONVERT - to increase average
order value from $50 to $65 within 6 months.
• Smarter Merchandising on home
• Personalised recommendations
• Improved copywriting / imagery on higher-end
products.
• Average order value
• Overall conversion rate
• Revenue per visit
OBJECTIVE 5. ENGAGE - to engage our
customers so that 2% recommend us to their
friends.
• New “member-get-member” program
• % of email forwards – general
• Increase in social sharing / brand mentions
10. Upcoming Digital Marketing Training Program
33
October 2017
Practical Workshops
Duration/session is 3h 30min
A one hour 1 on 1 consultancy session after the workshops
34
• Key SEO concepts
• How search engines work
• Keyword research
• The SEO process
• On-page optimization
• Off-page optimization
• Meta tags
• SEO webmaster tools
• Tips & tools
Session 1
Search Engine Optimization
• Facebook business pages
• Page insights
• Marketing Objectives
• Social media ads
• Analytics and Reporting
• Tips and tools
Session 2
Facebook/Instagram for Business
f
35
• Create a Lead Magnet
• Create Newsletter campaigns using
MailChimp
• Setup & Send a newsletter
• Retargeting on social media
channels
• How to setup Campaign URL
builder
Session 3
Email Marketing
• Pay per click concept (PPC)
• Set up a Google AdWords Campaign
• Campaign structure
• Understanding Quality Score (Ad copy,
landing pages, etc.)
• Bid Management
• Negative Keywords
• Getting started with Google Analytics
• Understanding the Dashboard –
Audience | Traffic Source | Customer
Behavior | Content | Conversion
• Integrating Google AdWords campaigns
into Google Analytics
Session 4
Google Ads + Analytics
f
Jeff Bullas
Blogging the Smart Way
36
www.jeffbullas.com
• Listed on Forbes as one of the “Top 20 Influencers” - 2017
• Ranked by Apollo Research in the “top 20 Influencers of
Digital Marketers in the USA” - 2016
• #1 Global “Digital Marketing Influencer” - 2016
Thank You
f
Abed Jrab
www.theshareofvoice.com
37
03-053244
abed@theshareofvoice.com
abedjrab@gmail.comm
m
w
N
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Digital Marketing Strategy Workshop - Abed Jrab

  • 2. Syllabus Introduction about Abed Jrab 01 Some Digital Marketing Stats What is Digital Marketing? What is a Digital Marketing Strategy? Top 5 Reasons Why You Need a Digital Marketing Strategy Developing Personas Define Specific SMART Objectives Online Value Proposition Introducing the RACE Planning System Announcement for my next workshops 1 2 3 4 5 6 7 8 9 10
  • 3. Abed Jrab Digital Marketing Consultant 7+ years of experience in Digital Marketing Digital Marketing Manager at Beesline Digital Marketing Instructor at Morgan Professional Diploma in Digital Marketing from DMI Ireland Google AdWords Search Certified 02 Bachelor Degree in Business Administration from Sagesse University Masters in Management Information System from Sagesse University
  • 5. 81% Of shoppers conduct online research before making big purchases 1.3b Facebook daily active users f 04 74% Of people say they use Facebook for professional purpose 76% Of people use their Facebook feed to find interesting content 100m Hours of video are watched every day on Facebook 2. Some Digital Marketing Stats
  • 6. 3. What is Digital Marketing? Digital marketing is an umbrella term for all of your company's online marketing efforts. Lots of businesses leverage digital channels such as Google search, social media, emails and their websites to connect with their current and prospective customers. Many companies focus on digital channels over offline marketing tactics because it allows them to reach their ideal target audience where they're already spending most of their time: online. 05 f 05
  • 7. 3a. Digital Marketing Channels Breakdown OWNED EARNED PAID 06 Y $O
  • 8. OWNED 07 O Owned digital marketing channels & assets include: • Your website • Your business’s social media profiles • Email marketing • Online branding assets (logos, images, etc.) • Your blog • Online brochures • Other written content such as e-books
  • 9. EARNED Y 08 Earned digital marketing channels & assets include: • Media coverage of your products, services, or online content • Social media posts from others that share your content, or reference your company • Online reviews and ratings
  • 10. PAID $ 09 Paid digital marketing channels & assets include: • Digital advertising (banner, display, etc.) • Pay-per-click (PPC) • Boosted social media posts
  • 11. 3b. Benefits of Digital Marketing There's endless reasons why digital marketing makes an excellent solution for so many businesses, but if you're just getting started, here's the two that will have the biggest impact on the way you market and sell to your customers. 1 Reach the right people, in the right place, at the right time 2 10 Get measurable results to inform your strategy
  • 12. f 4. What is a Digital Marketing Strategy? The process of integrating digital marketing activities with a plan and executing a successful digital marketing campaign. In other words, it is Composing your digital marketing masterpiece. 11
  • 13. 4a. Cake 12 Let’s make a Digital Marketing Cake! You have all the ingredients lined up and ready to go, now let's put them all into the strategy bowl and mix it together with your planning spoon. After some time baking in the oven, you will have a successful campaign!
  • 14. 5. Top 5 reasons why you need a Digital Marketing Strategy Typical problems when companies don’t have a clearly defined digital marketing strategy include: 13 1 You won’t know your online market share 2 You don’t have a powerful online value proposition 3 You don’t know your online customers well enough 4 You’re not integrated 5 You’re not optimizing
  • 16. 6a. Strategic Segmentation 15 Before developing personas and diving into the tactical segmentation of how to target existing audiences better, we should look at the bigger picture of the main markets you’re targeting. This is your strategic segmentation. Strategic segmentation is the main markets and audiences you are targeting.
  • 17. 6b. Developing Personas What are personas? “A persona is a fictional character that communicates the primary characteristics of a group of users, identified and selected as a key target through use of segmentation data, across the company in a usable and effective manner”. “This ultimately enables the company to design the best user experience for its customers at all touchpoints, which is a key success factor in today’s business environment”. 14
  • 18. WHERE THEY WORK THEIR MARITAL STATUS AGE WHERE THEY LIVE 16 In order to craft an effective digital marketing plan, you have to get to know every aspect of your audience members, including but not restricted to: GENDER IF THEY HAVE CHILDREN WHAT THEIR HOBBIES ARE PREFERENCES & NEEDS
  • 21. 19
  • 22. 7. Defining SMART Objectives 20
  • 23. 1 Specific What do you want exactly to achieve in your business? A good goal statement explains the what, why, who, where and when of a goal. If your goal statement is vague, you will find it hard to achieve because it will be difficult to define success. 2 Measurable You must be able to track progress and measure the result of your goal. A good goal statement answers the question, how much or how many. How will I know when I have achieved my goal? 3 Achievable Your goal should be stretching, but realistic and achievable. Make sure the actions you need to take to achieve your goal are things within your control. 4 Relevant Your objective must be relevant to your stakeholders and the company’s vision and overall goals. 5 Time-Bound An objective must have a deadline. When will I achieve my goal? Without time limits, it's easy to put goals and leave them to die. As well as a deadline, it's a good idea to set some short-term milestones along the way to help you measure progress. 21
  • 24. Reaching 500,000 Fans on Facebook by the end of 2016 Specific Measurable Achievable Relevant 7a. Define SMART Objectives - Example Time-bound 22
  • 25. 8. Online Value Proposition 23 Creating and adding more value to your brand is one of the most powerful aspects of digital channels, since it will engage your audience and encourage them to share the proposition. Each digital channel should have its own OVP. Checklist - different OVPs: • Website OVP • Social media platform OVP, which content will you use to engage on social media • Email marketing content OVP, which content and deals will you offer by email • Mobile platform, app OVPs
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  • 27. 25 9. Introducing RACE Planning System
  • 28. 26
  • 29. PLAN- Create Digital Marketing Strategy 27 1. Review digital marketing capabilities 2. Review performance using KPIs 3. Audit brand and benchmark competitors 4. Review influencer outreach, co- marketing and intermediaries 5. Define SMART objectives (Specific, Measurable, Attainable, Realistic, Timely) OPPORTUNITY 1. Select target market segments and personas. 2. Define your online value proposition (OVP) including review of business and revenue model, brand positioning and integration with traditional channels 3. Review marketing mix for online options for the 4Ps - Product, Price, Promotion and Place STRATEGY 1. Reach: Build your audience by integrating paid, owned and earned media 2. Act: Using content marketing to assure brand interaction and leads 3. Convert: Use conversion rate optimization to boost online and offline sales 4. Engage: Develop customer loyalty and repeat sales ACTION
  • 30. REACH- Create Digital Marketing Strategy 28 GROWING REACH Reach involves building awareness of: Your brand, products and services on your main website and other websites and social media pages, Attainable, Realistic, Timely) ACTION Optimize your digital communications Work on optimizing content marketing to support key digital communications for your business: 1. PR, influencer outreach and SEO 2. Optimize Google AdWords (paid search) 3. Review opportunities from Display Advertising 4. Social media marketing optimization Buyer stage: Exploration
  • 31. ACT- Encourage Brand Interactions & Leads 29 INCREASING INTERACTIONS Act is short for Interact. It’s a separate stage from conversion, it’s about encouraging website visitors to take the next step, the next Action on their journey when they reach your site or social network presence. ACTION Manage content marketing and lead generation 1. Create campaign plan, editorial calendar and outreach plan 2. Create content assets like articles, visuals and video marketing 3. Improve landing pages and site page templates. Personalized onboarding. Buyer stage: Decision Making
  • 32. CONVERT- Increase Sales 30 INCREASING CONVERSION This is the conversion from lead to sale. It involves getting your audience to take that vital next step which turns them into paying customers whether the payment is taken through online Ecommerce transactions, or offline channels. ACTION Manage continuous improvement of conversion: 1. Implement AB testing 2. Implement retargeting programs Buyer stage: Purchase
  • 33. ENGAGE- Build Customer Loyalty & Advocacy 31 IMPROVING CUSTOMER ENGAGEMENT This is long-term engagement that is, developing a relationship with first- time buyers to build customer loyalty as repeat purchases using communications on your site, social presence, email and direct interaction. In other term, this is called “word of mouth”. ACTION Implement online customer communications plan: 1. Implement or refine personalization rules on desktop and mobile sites 2. Customer onboarding including event-triggered personalized emails and e-newsletters 3. Manage social media and email campaigns for customer engagement and advocacy Buyer stage: Advocacy
  • 34. Summary of Integrated Digital Strategy 32 Objectives Strategies to achieve goals KPIs (Critical Success Factors) OBJECTIVE 1: REACH - to increase the reach of our current website from 250,000 unique visitors per month to 400,000 over 12 months focusing on earned media. • Proactive SEO • Social media amplification efforts • Remarketing on AdWords, Facebook and Instagram Increase volume/% of • Natural search visits – monthly increments • Brand mentions via social media OBJECTIVE 2: ACT - to increase the number of social share actions from 0.5% to 1% within 12 months. • Create branded and outstanding content campaigns scheduled monthly • Number and % of Social share actions OBJECTIVE 3: CONVERT - to increase our web conversion rate from 2% to 3% over 4 months • Implement mobile responsive site • Bounce rate • Add-to-basket conversion • Overall conversion rate • Revenue per visit OBJECTIVE 4: CONVERT - to increase average order value from $50 to $65 within 6 months. • Smarter Merchandising on home • Personalised recommendations • Improved copywriting / imagery on higher-end products. • Average order value • Overall conversion rate • Revenue per visit OBJECTIVE 5. ENGAGE - to engage our customers so that 2% recommend us to their friends. • New “member-get-member” program • % of email forwards – general • Increase in social sharing / brand mentions
  • 35. 10. Upcoming Digital Marketing Training Program 33 October 2017 Practical Workshops Duration/session is 3h 30min A one hour 1 on 1 consultancy session after the workshops
  • 36. 34 • Key SEO concepts • How search engines work • Keyword research • The SEO process • On-page optimization • Off-page optimization • Meta tags • SEO webmaster tools • Tips & tools Session 1 Search Engine Optimization • Facebook business pages • Page insights • Marketing Objectives • Social media ads • Analytics and Reporting • Tips and tools Session 2 Facebook/Instagram for Business f
  • 37. 35 • Create a Lead Magnet • Create Newsletter campaigns using MailChimp • Setup & Send a newsletter • Retargeting on social media channels • How to setup Campaign URL builder Session 3 Email Marketing • Pay per click concept (PPC) • Set up a Google AdWords Campaign • Campaign structure • Understanding Quality Score (Ad copy, landing pages, etc.) • Bid Management • Negative Keywords • Getting started with Google Analytics • Understanding the Dashboard – Audience | Traffic Source | Customer Behavior | Content | Conversion • Integrating Google AdWords campaigns into Google Analytics Session 4 Google Ads + Analytics f
  • 38. Jeff Bullas Blogging the Smart Way 36 www.jeffbullas.com • Listed on Forbes as one of the “Top 20 Influencers” - 2017 • Ranked by Apollo Research in the “top 20 Influencers of Digital Marketers in the USA” - 2016 • #1 Global “Digital Marketing Influencer” - 2016