This document outlines 10 steps for digital marketing success:
1) Identify goals such as acquiring traffic that drives revenue
2) Determine a digital marketing budget to achieve goals through content creation, resources, and media spend
3) Prioritize products in the digital strategy and execution
4) Ensure high execution, effectiveness, efficiency through leadership, resources, and digital distribution
5) Develop current content assets and identify gaps
6) Map content to customer segments, purchase funnel stages, and products
7) Distribute the right content to the right people through various channels aligned with purchase stages
8) Analyze data and metrics to better optimize for traffic quantity and quality
9) Report on performance metrics like conversions, engagement
4. Three core digital marketing strategy categories;
(1) Expand brand awareness
(2) Increase lead/customer generation
(3) Grow and retain customers.
Content with a Purpose
5. ● Customers use digital to discover, consider and
make decisions.
● Be at each stage of the customer journey. If
you are not there...your competitors will be
● Data-driven marketing. Stop guessing and know
your marketing ROI
Content with a Purpose
16. High level of execution, effectiveness & efficiency
LEADERSHIP
Strategic leadership
RESOURCES
Internal and Agency
DIGITAL DISTRIBUTION
Search Engine Optimization, PPC, Display, Social
PROJECT MANAGEMENT
Get it done right the first time and on time!
Your
Success
!
Achieving your
targeted goals
Steps to Digital Success
26. Steps to Digital Success
What are the on page behavior metrics telling us about
the human engagement with our digital channels and
content?
The behavior metrics give us a view into how we can
better optimize for increased quantity and quality of
traffic
27. Steps to Digital Success
Activity
Metrics
Results
Metrics
Bounce Rate
Page Depth Loyalty
Events Per Visit
Impressions
Visits
Conversion Rate
Assisted
Conversions
Cost Per Lead
Website/Landing Page
Behavior Metrics
29. Quantity = Number of Conversions from Traffic
Source
Quality = Traffic Source Engagement Metrics
Quality = Lead Type from Traffic Source
Cost = Cost Per Lead from Traffic Source
Steps to Digital Success