DBS-Week12-CourseSummation-DigitalPlanningFramework

DBS Course Summation & Digital Planning,[object Object],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,[object Object],RACE,[object Object],Case Studies,[object Object],Questions and Answers,[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

Build relationships – not always selling

Funnel marketing, top of mind, inform, educate and entertain

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

The Changing Digital Landscape,[object Object]

Traditional Marketing Vs Social Engagement,[object Object]

Where is everyone?,[object Object]

DBS-Week12-CourseSummation-DigitalPlanningFramework

Social Media Landscape,[object Object]

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

Social Media is Here to Stay,[object Object]

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

Marketers must understand the dynamic of communities,[object Object]

Differentiated Digital Media Model,[object Object]

Differentiated Digital Media Model,[object Object],Owned Media – such as website,[object Object],Paid Media – such as PPC or Display ads,[object Object],Earned Media – such as viral campaign,[object Object]

Digital Marketing Media Mix,[object Object]

Content & Inbound Marketing,[object Object]

Hubspot – Inbound Marketing Company view,[object Object]

Outbound Vs Inbound Marketing Strategies,[object Object],Outbound marketing strategy: ,[object Object],More traditional approach – can also be referred to as ‘push messaging’. ,[object Object],Business decides on a particular message and pushes it out into the marketplace.,[object Object],Finds customers by building brand awareness through advertising and promotion. ,[object Object],Inbound marketing strategy:,[object Object],New and emerging approach – can also be referred to as ‘pull messaging’.,[object Object],Develop relationships with prospectives,[object Object],Findability – create a digital footprint that ensures you are found,[object Object],Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing. ,[object Object]

Leveraging Owned Media Assets,[object Object],Recognise the value in your owned media assets ,[object Object],Websites, mobile applications, digital conversations/interactions etc.,[object Object],Brands/Businesses are becoming publishers and media outlets,[object Object],No limits to what an organisation can publish online for the consumption of their constituencies,[object Object],Become trusted knowledge experts in your business or sphere of operations,[object Object],Establish trust and develop relationships with customers and prospects,[object Object],Be engaging, entertaining, educative, informative etc..,[object Object],Allow user participation and transparent engagement,[object Object]

Inbound Marketing Advantages,[object Object]

Advantages,[object Object],Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives,[object Object],Creates a less-frictional way of converting prospects into sales,[object Object],When used in conjunction with lead management systems,[object Object],Helps build long-term relationships rather than one-off sales ,[object Object],Creates stickiness to your owned media assets (rather than to paid ones),[object Object],Once started, provides an ongoing process and framework to control and publish valuable information,[object Object]

Digital Strategy Frameworks,[object Object]

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

SOSTAC Framwork,[object Object]

UsingRACEforDigitalMarketing Optimisation,[object Object]

Planning Phase,[object Object]

Planning,[object Object],Define business objectives,[object Object],Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc..,[object Object],Identify and communicate to key stakeholders (buy-in),[object Object],Listening to what is being said about brand currently,[object Object],Define audience and break down into key segments,[object Object],Influencers, Advocates, Personas ,[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 preferred formats,[object Object],Aligning brand with digital strategy,[object Object],What is the tone, voice, perception currently presented,[object Object]

Keyword Research,[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, Email, Lead Gen etc…,[object Object],For B2B business map out buyer and sales cycles,[object Object],Align marketing and sales organisations,[object Object],Create internal procedures and best practices for social channels,[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 corrolary failure too),[object Object]

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

Pay Per Click Advertising,[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 targetted 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 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,[object Object],Wordstream,[object Object],Keyword Spy,[object Object],Market samurai,[object Object],Wordze,[object Object],WordTracker,[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]

PPC Case Studies,[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 Studies,[object Object]

Sunway - Thailand,[object Object]

Sunway.ie - Egypt,[object Object]

Skytours – Google Places,[object Object]

Club Travel Google Places,[object Object]

Social Media Campaigns,[object Object]

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

Online Brands and Social Media,[object Object],60% of online shoppers already use social media sites and networks regularly,[object Object],56% of those online shoppers friend or follow retailers, but they can only do so, if the retailer is actively engaging within those networks,[object Object],Only 25% of Top 100 Brands have Facebook Pages,[object Object],Twitter and Facebook users to spend more than 1.5x more online than the average Internet user.,[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]

Implementing a social media programme,[object Object],Benchmark existing stats,[object Object],Current site statistics - PPC and Organic Search ,[object Object],Twitter followers, Facebook fans, Digg Links, existing traffic etc..,[object Object],Quantify ROI benchmarks – customer acquisition, advertising spend per channel,[object Object],Design and develop the campaign,[object Object],Decide on channels,[object Object],Stakeholders ,[object Object],Expectations,[object Object],Pilots,[object Object],Revision points,[object Object],Monitoring process,[object Object],Engagement process,[object Object],Measure Impact of the Programme,[object Object]

The Good Mood Food Blog,[object Object]

Old Spice Campaign,[object Object]

Tippex YouTube Campaign,[object Object]

Greater Manchester Police,[object Object]

C-Mon & Kypksi,[object Object]

Email Marketing,[object Object]

Email Applications,[object Object]

Prudence Magazine,[object Object]

Key Points to Remember,[object Object]

Why does email marketing work,[object Object],Allows Targeting & Segmentation – right prospects,[object Object],Is Data Driven –you can focus campaigns on measurable prior behaviour,[object Object],Drives Direct Sales – attribute post-click action with eCommerce activities and sign-ups,[object Object],Builds Loyalty, Relationships and Trust – frequent meaningful communication helps stay “top of mind”,[object Object],Support Sales Through Other Channels – influence and drive offline activities,[object Object],Helps Customer Acquisition and Customer Retention,[object Object]

Email Design and Layout,[object Object],Clear User Outcome Focused Design,[object Object],Use Multipart-Alternative MIME formats,[object Object],Sends HTML version and plain text version (depending on the recipient mail server settings),[object Object],Design attractive, simple and easy to use templates,[object Object],Ensure branding is consistent across all campaigns,[object Object],Make sure design is easy to follow, articulates a defined thought sequence and has clear calls to action,[object Object],Test your mail to ensure that it renders across all email clients,[object Object],Don’t Embed image files in emails – link to external servers,[object Object],Use inline CSS rather than relative CSS links in header,[object Object]

First Impression Count,[object Object],Your first email should be a welcome email,[object Object],Introduce your company and benefits of receiving the email,[object Object],On your email sign-up form - tell users what they will get and how often,[object Object],Tell user that your goals is top provide value for them,[object Object],Special offers for signing-up to your email newsletter,[object Object],The To: field should be the persons name – not their email address – you can customise this,[object Object],Provide an obvious opt-out link for the user,[object Object],Link to your privacy policy,[object Object],Clearly show your physical address – you’re a real business ,[object Object]

Its All About Content,[object Object],Content is King,[object Object],Map out content for your next few campaigns,[object Object],Each email should provide clear value,[object Object],Don’t try and do all your selling with your email copy – what you want is the user to “click” through to landing page,[object Object],Always meet the expectations that you set in the opt-in stage (and you should be setting expectations at that stage),[object Object],One or two “Clear Calls to Action” per email (no more),[object Object],Relevant (right audience with right content), Timely, Targeted and value driven (from users perspective),[object Object]

Best Practices – Subject Line,[object Object],Keep it 35 Characters or less,[object Object],Consider using brand or business name,[object Object],Avoid Spammy words – BUY NOW, CLICK HERE, FREE etc… (look bad and get caught by spam catchers),[object Object],Mimize use or don’t use symbols and special characters – (!!!),[object Object],Don’t use misleading headlines – you’ll annoy people (plus its illegal in the CAN-SPAM Act),[object Object],Time delimit offers ,[object Object],Add in prices of special offers,[object Object]

Affiliate Networks & Performance Based Marketing,[object Object]

Affiliate Networks/Performance Mktg,[object Object]

Measurement Process - ,[object Object],Key Performance Indicators,[object Object]

At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase,[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],Business Objectives:,[object Object],Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs ,[object Object]

DBS-Week12-CourseSummation-DigitalPlanningFramework

DBS-Week12-CourseSummation-DigitalPlanningFramework

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