Making digital marketing work and measuring results

1. Making digital marketing work and
measuring the results
Raphael O’Donoghue

2. Digital Marketing Channels
Technology
DM Strategy
Planning & Implementation
Analytics
Measurement & KPI
Branding
Customer Insight
Communications
E-Marketing
CRM & Database
Management
INTEGRATION – Digital Marketing
Marketing
Automation

3. DIGITAL CHALLANGES
Create more interactive
website
Tell your story in a more
compelling way
Lead Generation
Marketing Automation
Grow social media base
and email lists

4. Today we will look at:
Business Goals
Buyer Persona's
Competition
Keyword & Content
SEO Checklists
Measurement & KPI

5. Business Goals (may include)..
Increase Sales
Build Brand Awareness
Generate leads
Thought Leadership
Client Service
Educate customers
Increase client base

6. We know PS is Different?
Relationships / trust based
high degree of confidentiality
Fee earners are in charge
New business attributed to fee earners -
measuring marketing is difficult
Most-senior people may not have the
digital knowledge

7. SMART

8. Objective: Increase online leads by 10%
Goal: Generate 250
qualified website
leads via digital in
2016
Strategy (digital
activity): Build SEM
campaigns to deliver
qualified leads
Measure: Monthly
no of leads, actual vs
planned, CPA and
conversion rate
Also: Increase our email list by 5k users and Improve
conversion rate of gated content pages by 20%

9. Persona’s & Segmentation

11. Persona building
Name, Age, Gender, Family
Title
Role in organisation
Identifiers
Goals
Challenges
What can we do…

12. Content Mix..
1. Understand your market,
persona types (audience
types) and target demand
2. Identify what digital channels
and content types drive
business impact
3. Create, optimise and
distribute content
4. Measure results, understand
what metrics matter

13. But Content is hard..
1.Extensive Research
2.Expensive
3.Time consuming
4.Doesn’t always get cut through
What your partners want to see..

14. Competition

15. Compete.com

16. Buzzsumo.com

17. Content & Keywords

18. Content Mix..
1. Understand your market,
persona types (audience
types) and target demand
2. Identify what digital channels
and content types drive
business impact
3. Create, optimise and
distribute content
4. Measure results, understand
what metrics matter

19. Keyword Research
• Identify your key landing pages
• Do rough keyword research
• Check keyword popularity with Google Keyword tool
• Check competitor keywords
• Finalise the list (track and measure in Moz/Hubspot)

22. SEO Checklists

26. “Would you tell me, please, which way I ought to go from
here?” “That depends a good deal on where you want to
get to,” said the Cat. “I don’t much care where” said Alice.
“Then it doesn’t matter which way you go,” said the Cat.

27. Measurement & Metrics

28. Measurement & Metrics
If the success of your website hinges on generating leads, you should be
monitoring the following four metrics,
KPI DESCRIPTION NOTES
Overall Lead Generation
Rate
% of visitors that complete
a lead form
Lead form abandonment
rate
% of visitors that start but
don’t complete a lead
form.
Easiest for multi-page
forms. GA Events can be
used to measure single
page forms as well.
Leads per day/month # of leads over a period of
time
Content
downloads/requests for
more info
# of downloads of
additional information
White papers, demo
videos, webinars

33. Asking the right questions..
You need to start by tracking the most basic elements of activity on your site.
Website analytics tools typically only help you answer the “What”:
1. What are the top 10 pages visited?
2. What are the top 10 products/services requested?
3. What are the most popular downloads?
AND
1. Why did they go to those 10 pages?
2. Should those have been the top 10 pages?
3. Which ones should have been and why weren’t they?
WHAT?
&
WHY?
Web Activity Analysis | Conversion Analysis | Customer Preference Analysis |
Experimentation and Testing | Competitive Intelligence

34. Traffic Metrics Dashboard for 2016

35. Demonstrate the value of digital..
Who are your stakeholders
Audience
Competitive Analysis
Review Past Performance
Building your KPI Model

36. A Digital Planning Framework
Step 1 - Establish Goals
Step 2 - Identify Digital tactics and channels
Step 3 - Priorities
Step 4 - Develop KPI’s
Step 5 - Create the digital work plan
Step 6 - Resources and review/revise frequently
Stakeholders
Past
Performance
Audiences
Competitive
Analysis
Key Considerations / Context

37. As marketers, what the future may hold..
1. ROI – Driven Metrics (what gets measured gets
managed)
2. Behavioral based marketing and personalisation
3. Marketing channels aligned with goals
4. marketing integration that comes with automation