As businesses and organisations put increasing emphasis on the value of digital, the challenge is knowing how to develop a successful digital strategy. Equally, marketing managers have become digital marketing managers and are now expected to deliver comprehensive, cohesive and constructive digital strategies During this free lunchtime webinar, we share 5 critical components to develop your digital strategy.

1. [Course name] Training Course
5 Critical Components
Underpinning
For [client] – [date] Your
Digital
Strategy
Page 1
© Emarketeers 2007

2. Page 2
© Emarketeers 2014

3. 1. Digital Audit – Where are you now?
• What’s the business / organisation doing
right now?
• With whom?
• Where?
• And the competition?
• What do the digital footprints look like?
7 February 2014
Page 3
© Emarketeers 2014

4. Assess Strengths and Weaknesses inside your Business
Area
How does your business…
Reach
Reach customers and raise
awareness of your site or
other sites?
Act
Achieve interaction online?
Convert
Convert or sell online or
offline?
Engage
Engage or develop longterm relationships with
customers?
7 February 2014
My response
Page 4
© Emarketeers 2014

5. Checklist for Digital Strengths and Weaknesses
QUESTION
YES / NO
Does your business have one person in
overall control of digital?
Has your business captured relevant social
channels?
Has your business completed its online
profiles?
Does your business use customers to
generate prospect leads online?
Does your business encourage clients to
share feedback online?
Does your business listen in and join in with
clients’ conversations online?
Does your business respond to clients online?
WORK TO DO
Has your business linked its social channels
back to your corporate websites?
Who owns the social databases?
7 February 2014
Page 5
© Emarketeers 2014

6. www.alexa.com
7 February 2014
Page 6
© Emarketeers 2014

7. 2. Audience
• Who’s your current audience?
Have you
– Where are they based?
– When are they online?
– Which pages in your owned media do they
visit most often?
– Which channels do they use most?
– What for?
established a
presence where
your customers
are?
• How do you do business? Online, offline,
mobile?
• Who’s your preferred future audience?
• Have you segmented the audience?
• Or created personas?
7 February 2014
Page 7
© Emarketeers 2014

8. Insights: Surveys
• http://polldaddy.com/
• http://www.surveymonkey.com/
• http://www.google.com/insights/consumer
surveys/home
7 February 2014
Page 8
© Emarketeers 2014

9. Developing Personas – examples from Experian
AudienceView
7 February 2014
Page 9
© Emarketeers 2014

10. Developing Personas – examples from Experian
AudienceView
7 February 2014
Page 10
© Emarketeers 2014

11. 3. Objectives (Focused company Achievements)
• What do you want to achieve in the next 12
months?
• How does this relate to big company goals?
• Be specific, think beyond sales
7 February 2014
Page 11
© Emarketeers 2014

12. OBJECTIVES: What are your objectives?
•
•
•
•
•
•
•
•
Provide information
Get people to register
Build brand values or change attitudes
Deliver customer service
Generate leads
Order placement
Seek reviews
Purchase online instantly
7 February 2014
Page 12
© Emarketeers 2014

13. Objectives using the 5S model
Area
Sell
Serve
Speak
Save
Sizzle
7 February 2014
Detail
The sales forecast; sales figures, number
of new clients wanted
Customer service; how can we improve
the service to clients / customers or
adding useful ‘tools’ to the website to
make life easier for our clients?
Providing information to clients; giving
the business more personality, sharing
frequently asked questions and other
useful information with clients
Saving time, increasing our business
efficiency and reducing costs, reviewing
business processes and identifying
opportunities for improvement
The wow factor! Sizzle is about brand
building, adding something else and
making the business stand out from the
crowd, making the business special
Page 13
Example of a SMART objective
To increase sales by 30% within 12
months.
To extend our office hours from 8am to
8pm. This needs to be discussed with
the team and we aim to start this in
October.
To start a regular communications
campaign to our existing customers,
issuing 6 newsletters a year as from
April.
To review the main questions that
reception handle and see if there is a
way of adding these to the website by
September.
To create a mobile app (Android and
iPhone) listing our main products,
making it easier for customers to place
orders on the move, by November.
© Emarketeers 2014

14. 4. Strategic Aims
Ansoff Matrix: The four strategic options
7 February 2014
Page 14
© Emarketeers 2014

15. 5. Action – Ensuring Integration
Offline
Marketing
Company
website
Satellite
websites
7 February 2014
Page 15
© Emarketeers 2014

16. 5. Action
Action
Detail
Create personas (for Conduct research – poss
existing customers) survey, forum? Speak to
sales team
Create personas (for Based on research
existing customers) evidence, build a max of
4 personas,
Create personas (for Test with sales, check
existing customers) online and test against
sample of customers
Who
Digital Marketing
Manager
By When
31 Mar
2014
Digital Marketing
Manager
15 Apr 2014
Digital Marketing
Exec
28 Apr 2014
Create comms for
personas
Digital Marketing
Exec
8 May 2014
Digital Marketing
Exec
Digital Marketing
Exec
15 May
2014
18 Jun
2014
Digital Marketing
Exec
30 Jun2014
Based on evidence,
create comms
recommendations
Create comms for
Engage external agency
personas
to create comms
Roll out comms to
May need web team
personas
support to schedule and
use A/B testing
Review initial results Check goals in Google
Analytics and comms KPIs
7 February 2014
Page 16
Status
© Emarketeers 2014

17. Tips: Best Practice
•
•
•
•
•
•
•
•
•
•
•
Decide your objectives
Create a plan for the year
Integrate online and offline presence
Schedule content
Share the workload
Use your keywords, taxonomy
Maintain content
Provide special incentives for fans
Measure results
Monitor the brand
Review and adapt
7 February 2014
Page 17
© Emarketeers 2014

18. Thank you!
• See all our training courses at:
http://www.emarketeers.com/training-courses
• Or call us on 0845 680 1235 or follow us…
@Emarketeers
http://www.facebook.com/Emarketeers
http://www.linkedin.com/company/Emarketeers
http://is.gd/emarketeers
7 February 2014
Page 18
© Emarketeers 2014