DBS-DigitalStrategy&PlanningSession

Digital Planning Session Keith Feighery,[object Object]

Overview,[object Object],Components of Digital Marketing Programme,[object Object],Changing Digital Landscape to Consider,[object Object],Differentiated Digital Media Mix,[object Object],Content & Inbound Marketing,[object Object],Digital Strategy and Planning,[object Object],Planning, Creation, Actualisation, Evaluation,[object Object],SOSTAC ® created by PR Smith ,[object Object],RACE,[object Object],Case Studies,[object Object],Questions and Answers,[object Object]

Digital Marketing Planning Template,[object Object],[object Object],http://www.smartinsights.com/blog/digital-marketing-strategy/campaign-planning-template/,[object Object]

Core Components of Digital Strategy,[object Object]

Core Components of Digital Strategy,[object Object],[object Object]

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

Develop a content strategy for your site and digital channels – that adds value for your customers

“Whats in it for me” – always from the customer perspective

Use customer lexicon – not yours

Create Activation and Conversion points within your digital assets

Build relationships – inform, educate and entertain

Iterate, Optimise and promote content across digital channels,[object Object]

Iterative Digital Marketing Strategies,[object Object]

Key Online Marketing Tactics,[object Object],Social Media Marketing,[object Object],Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts,[object Object],Content & Inbound Marketing ,[object Object],Website, blog, social platforms, partnership sites etc…,[object Object],Search Engine Marketing,[object Object],PPC, Display and Affiliates,[object Object],Mobile Marketing,[object Object],Location Based, Text, Advertising, Coupons, Offline-Activation,[object Object],Search Engine Optimisation (SEO),[object Object],Structured & Planned Content, Optimismed Vocabulary, Links ,[object Object],Email Marketing,[object Object],Email Service Providers, Acquisition and Retention, Lead Nurturing,[object Object],Measurement and Analytics,[object Object],Clear Objectives and Benchmarks,[object Object]

The Changing Digital Landscape to Consider,[object Object]

Traditional Marketing VsSocial Engagement,[object Object]

The Rise of Facebook,[object Object]

DBS-DigitalStrategy&PlanningSession

Proliferaton of Channels,[object Object]

Social Media Landscape,[object Object]

Businesses & organisations need to embrace a more social engagement because it is happening with or without them,[object Object]

Marketers need to understand its not about the specific tools but the changing consumption and behaviour patterns of the customer,[object Object]

Marketers need to understand the dynamic of communities,[object Object]

Differentiated Digital Media Model,[object Object]

Digital Marketing Media Mix,[object Object]

Content & Inbound Marketing,[object Object]

Hubspot – Inbound Marketing Company view,[object Object]

Inbound Marketing Advantages,[object Object]

Advantages Inbound Marketing,[object Object],Creates the means for prospects to find and discover you through the nurturing of an extensive digital footprint,[object Object],Creates stickiness to your owned media assets (rather than to paid ones),[object Object],Creates a less-frictional way of converting prospects into sales,[object Object],Helps build long-term relationships rather than one-off sales ,[object Object],Once started, provides an ongoing process and framework to control and publish valuable information,[object Object]

Digital Strategy & Planning,[object Object]

Digital Strategy & Planning,[object Object],Source RedAnt.co.uk,[object Object]

SOSTAC ® Framework,[object Object]

UsingRACEforDigitalMarketing Optimisation,[object Object]

Planning Phase,[object Object]

Planning,[object Object],Define business objectives,[object Object],Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation etc..,[object Object],Define audience and break down into personas & needs,[object Object],Personas, Influencers, Advocates, ,[object Object],Demographics, Psychographics, SocialGraphics etc.,[object Object],Audience locations and value of each audience segment,[object Object],Where do the reside digitally, what are their preferences, how do they consume media, what are their required informational needs,[object Object],Aligning digital strategy with brand,[object Object],What is the tone, voice, perception currently presented,[object Object]

Research Channels,[object Object]

Location Setting,[object Object]

Goals and Audience Location Analysis,[object Object],Source RedAnt.co.uk,[object Object]

Creation Phase,[object Object]

Creation,[object Object],Once strategy, audience, locations are known,[object Object],Start conceiving, designing and creating tactical solutions,[object Object],Identify themes, channels, tone, aims for each tactical channel and initiative,[object Object],PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc…,[object Object],For B2B business map out buyer and sales cycles,[object Object],Align marketing and sales organisations,[object Object],Initiate a content marketing production programme,[object Object],Map this out along with personas and buyer cycles,[object Object],Define KPIs for each programme – know upfront what success will look like (by corollary failure too),[object Object]

Mapping audience, solutions and projected ROI,[object Object],Source RedAnt.co.uk,[object Object]

Simple KPI Framework,[object Object]

Measurement,[object Object],Key Performance Indicators,[object Object],Measures that help you understand how you are doing against your objectives.,[object Object],highlight success, or failures, for the objectives you have created for your organization,[object Object]

Typical TrackableKPIs,[object Object],Increase Rate & Value of Conversions,[object Object],Increase Average order size (ecommerce apps),[object Object],Increase Customer Lifetime Value,[object Object],Increase Average Revenue Per User,[object Object],Reduce Cost per Lead & Cost Per Sale,[object Object],Reduce Core Bounce rates,[object Object],Increase Frequency and Return rates,[object Object],Reduce Abandonment rates,[object Object]

Metrics,[object Object],Traffic Related Statistics,[object Object],# Page Views, Visits, Unique Visitors,[object Object],Channel Statistics ,[object Object],Decomposition of Organic, Paid, Email, Direct etc..,[object Object],Social Stats,[object Object],# of Twitter, FB, Blog, LinkedIn followers/comments,[object Object],# of 3rd Party Links ,[object Object],Partners, Referrals, Promotions, Affiliates ,[object Object],# of Newsletter signups,[object Object],# of Site Specific Downloads ,[object Object],Webinar Views, Articles, Whitepapers, podcasts,[object Object]

Actualisation Phase,[object Object]

Actualisation,[object Object],Real-time implementation of each channel, campaign and platform,[object Object],Engaging and interacting with your audiences,[object Object],Reacting to issues and tweaking campaigns as they proceed live,[object Object],Constantly compare performance with projected KPIs created during the previous phases,[object Object],Create a cross functional communications feedback loop to resolve all issues and update status,[object Object],Capture all lessons learnt in a repository in order to feedback into an improvement process,[object Object]

Actualisation Core Tactics,[object Object]

Pay Per Click Advertising & Google Content Network,[object Object]

PPC Overview,[object Object],Analyse your specific market ,[object Object],Use Keyword Tools,[object Object],Analyse your online and offline competitors,[object Object],Keywords tools, Seo Tools, Back Links Analyser,[object Object],Create the PPC accounts,[object Object],Divide the main account into sub campaigns and groups,[object Object],Optimise Ad Copy, Headlines, Calls to Actions, Landing Pages ,[object Object],Enables highly targeted Ad Campaigns,[object Object],Create Longtail multi-word bids,[object Object],Over 60% searches use 3 or more words,[object Object],Set up a Conversion points and Track,[object Object],Adjust constantly to ensure optimisation,[object Object]

PPC Tips,[object Object],Match your keywords to optimised Ads and tested landing pages ,[object Object],Ensure you optimise your Google "Quality Score”,[object Object],Based on CTR, relevancy of keywords, ads and landing pages,[object Object],High quality score means higher ranking with lower bid costs,[object Object],Tools and strategies to find the best PPC keywords,[object Object],Google Adwords Tool, WordTracker, Wordstream, Keyword Spy,[object Object],Write highly optimised and design ads to attract highly targeted clicks,[object Object],Make sure landing pages are relevant,[object Object],Repeat bid keywords in copy (they are bolded and increase CTR),[object Object],Clear Calls to Action,[object Object],Dynamic Keyword Insertion,[object Object]

Google Adwords,[object Object],http://adwords.google.com/support,[object Object]

Search: Online Marketing Courses,[object Object]

Search: Health Insurance Quote,[object Object]

Search: Mothers Day Flowers Dublin,[object Object]

Google Content Network,[object Object]

Search Engine Optimisation,[object Object]

Top 5 Ranking Factors,[object Object],Keyword Focused Anchor Text from External Links,[object Object],73% very high importance,[object Object],External Link Popularity (quantity/quality of links),[object Object],71% very high importance,[object Object],Diversity of Link Sources (links from many unique root domains),[object Object],67% very high importance,[object Object],Keyword Use Anywhere in the Title Tag,[object Object],66% very high importance,[object Object],Trustworthiness of the Domain Based on Link Distance from Trusted Domains,[object Object],66% very high importance,[object Object]

Next 5 Important Factors,[object Object],Keyword Use in Internal Link Anchor Text on the Page,[object Object],47% moderate importance ,[object Object],Keyword Use in External Link Anchor Text on the Page,[object Object],46% moderate importance ,[object Object],Keyword Use as the First Word(s) in the H1 Tag,[object Object],45% moderate importance,[object Object],Keyword Use in the First 50-100 Words on the Page,[object Object],45% moderate importance,[object Object],Keyword Use in the Subdomain Name,[object Object],42% low importance,[object Object],Keyword Use in the Page Name URL,[object Object],38% low importance,[object Object]

SEO Case Example,[object Object]

Search: Flowers for newborn baby,[object Object]

Newborn Flowers,[object Object]

Google Places Page,[object Object]

Social Media Programmes,[object Object]

Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel,[object Object]

Elements of a social media campaign,[object Object],Essentials of a successful campaign,[object Object],Know your target audience,[object Object],Plan goals and aims of campaign,[object Object],Prepare internal organisation for impact of social media ,[object Object],Identify stakeholders and task them with ownership,[object Object],Pick platforms and tools that relate to your identified audience,[object Object],Implement a pilot programme and monitor and analyse campaign progress,[object Object],Revise approach and campaign based on feedback,[object Object],Roll-out on different platforms and business areas incrementally,[object Object]

The Good Mood Food Blog,[object Object]

Best Job In the World,[object Object]

TippexYouTube Campaign,[object Object]

Old Spice Campaign,[object Object]

Email Marketing,[object Object]

Email Applications,[object Object]

Best Practices,[object Object],Organic Opt-in List Growth,[object Object],Value your list – design your activities around harvesting mails,[object Object],Be relevant and provide value not always sales messsages,[object Object],Frequency,[object Object],Remind recipients why they are receiving mails,[object Object],Think relevancy & consistency – provide value,[object Object],Constantly Test,[object Object],Test Content, Images, Subject Line, Address, Calls to actions, placements, layout,[object Object],Template Design,[object Object],Clear information architecture that renders well with images on or off,[object Object]

DBS-DigitalStrategy&PlanningSession

DBS-DigitalStrategy&PlanningSession

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