3) high impact content marketing - define objectives and...
TRANSCRIPT
SociMediaStrateg
y
DEVELOPü Create+Curateü Incentivise
DEFINEü Objectives&Metricsü STEPPSforvirality
DISCOVERü Customersü Competitors
ContentStrategy
Zoominonyourcontentmarketingobjectivesandtellyourstory
Whatyouneedtodo• Determinemarketing
objectivesandmetrics• Maptoyourdigitalmarketing
funnel• DefinetheSTEPPSofviralityTOOLS:GoogleAnalytics,GoogleURLBuilder
ExamplesofAwarenessKPIsBrandAwarenessIndicators
Measurements TypesofContent
Total reachofsocialmediaefforts
Reach(Facebook) SocialMediaPosts
SocialNetworkSize No offans/followers Page LikeAds
Overallimpressionsofads
Impressions (organic andpaid)
Google AdWordsFacebookAds
Websitevisitors Webpageviewsorvisits WebPage DesignandCopy
Buzzonsocialmedia Brand mentions (egBuzzSumoorGoogle)
Influencer Posts,PublicRelations
ExamplesofEngagementKPIsCommunityEngagement Measurements Types ofContent
Growthofnewfans/followers
NewFans/Followerpermonth
Page “Like”Ads,Contests
Number ofcontentreaders Page Duration Blog Posts
Bounce rateonwebsite(lowerisbetter)
BounceRate Design ofWebPages,Copy,LoadingSpeed
Durationofvideoviews Lengthofvideoviewed Videos
Numberof likesperpost Averagelikes perpost Social MediaPost
Numberofcommentsperpost
Averagecommentsperpost
SocialMediaPost
ExamplesofConversionKPIsExamplesofConversion Measurements TypesofContent
Numberof subscriberstoemaillists
Subscriberspermonth Lead Pages(opt-in form)
Numberofdownloads (egeBook)
Downloadspermonth LeadPages(opt-in form)
Numberofappinstallations App installspermonth Appdevelopment
Promotion redemptions (viacouponcodes)
Redemptionspermonth Promotional Content+RedemptionMechanics
Numberofnewleadsgenerated
Leadspermonth LeadPages
Numberof salesmade Salespermonth E-Commerce Product/Emails/AdCopy
Valueofsalesmade Revenuepermonth E-Commerce Product/Emails/AdCopy
ExamplesofLoyalty/AdvocacyKPIsExamplesofCustomer Loyalty/Advocacy
Measurements TypesofContent
Increaseincustomerretention Noofrepeatcustomers
Customer FAQs,LoyaltyRewardsemail
Growthinnumberoffans/followers No offans(“likes”)orfollowers
Promotions
Numberof sharesandretweets Shares;retweets;reposts
ViralContent(STEPPS)
Numberofexternal blogposts Blogposts InfluencerPosts
Numberofhashtaggedposts Hashtagged posts InfluencerPosts
Increase incustomerLifeTimeValue(LTV)
Value ofLTV(more insection5)
Emails, E-Newsletter,LoyaltyRewards
Digital Funnel (Objectives + Content)
Website Optimization
Social Media Fan Content
Sales Offer
Lead Magnet + Landing Page
Customer FAQs, Forums
Emails
Blogging Content Reader
Fan/ Follower
Click Throughs
Subscriber
Repeat Customer
Customer
Prospect
Brand Advocate
Viewer/ VisitorAWARENESS
CONVERSION
ENGAGEMENT
LOYALTY
Social Media Posts
Online AdsSocial Media + SEO
Digital Funnel (Objectives + Content)
Website Optimization
Social Media Fan Content
Sales Offer
Lead Magnet + Landing Page
Customer FAQs, Forums
Emails
Blogging Content Reader
Fan/ Follower
Click Throughs
Subscriber
Repeat Customer
Customer
Prospect
Brand Advocate
Viewer/ VisitorAWARENESS
CONVERSION
ENGAGEMENT
LOYALTY
Social Media Posts
Online AdsSocial Media + SEO
MIDDL
EOFFU
NNEL
(MO
FU)
BOTTOM
OFFU
NNEL
(BO
FU)
TOP
OFFU
NNEL
(TO
FU)
Digital Funnel (Analytics)MIDDL
EOFFU
NNEL
(MO
FU)
BOTTOM
OFFU
NNEL
(BO
FU)
TOP
OFFU
NNEL
(TO
FU) 100,000 Reach, Ad Impressions,
Views, Visits
10,000 (10% CTR)
Engaged Fans, Followers(Like, Comment)
-5,000 (50% bounce rate)
Percentage which immediately leaves
= 5,000 readers Blog readers
1,000 leads(20% of readers) Leads (opt-in via form)
500 prospects(50% of leads)
Prospects (respond to email call to actions)
100 sales conversions (20%)
Customers (ie actual sales)
40 repeats (40% of customers) Loyal Customers
33 advocates (33% of customers) Advocates
Content Reader
Fan/ Follower
Click Throughs
Subscriber
Repeat Customer
Customer
Prospect
Brand Advocate
Viewer/ Visitor
Digital Funnel (Example)
Content Reader
Fan/ Follower
Click Throughs
Subscriber
Repeat Customer
Customer
Prospect
Brand Advocate
Viewer/ VisitorAWARENESS
CONVERSION
ENGAGEMENT
LOYALTY
Digital Funnel (Example)
Content Reader
Fan/ Follower
Click Throughs
Subscriber
Repeat Customer
Customer
Prospect
Brand Advocate
Viewer/ VisitorAWARENESS
CONVERSION
ENGAGEMENT
LOYALTY
ContentTrackingMatrixAwareness Engagement/
ConsiderationConversion Loyalty Advocacy
Objectives Increasefancount
Improveengagement
Increaseleads/Grow sales
ImproveCustomerRetention
Increaseshares
ContentTypes
SocialmediapostsFB Ads
BlogarticlesSocial mediaposts
Lead magnet(egeBook)SocialpromotionOffers
MemberbenefitsCustomerservice
“Viral”contentCustomerstories
Channels SocialMediaFacebookAdsGoogleAdWords
Website/BlogSocialMedia
LandingPageE-CommerceEmails
EmailsOnlineCommunity
SocialMediaEmails
KPIs Cost perclickSocialmediafansWebvisitors
EngagementrateBlogviewers
MembershipSignupsSales(qty)Sales(value)
CustomerLTVRepeatcustomers
Shares/retweets/Hashtags
CreateContentMatrix
20mins
• Eachteamtochooseabrand/product• Chooseoneofthe5funnelobjectives• Discussandcomeupwiththefollowing:
– Objectives– ContentTypes– Channel– KPIs
• Sharewiththeclass
CreateContentMatrixAwareness Engagement/
ConsiderationConversion Loyalty Advocacy
Objectives
ContentTypes
Channels
KPIs
20mins
Tracking Content Performance:Google Analytics + URL-Builder
(Source:https://www.shopify.com.sg/blog/14759449-how-to-track-your-marketing-campaigns-in-google-analytics)
BasicTermsinGoogleAnalytics
VisitsUniquevisitors
Singlepagevisits
%tage newvisits
Noofpagesviewed
Timespentonwebsite
Acquisition+Behavior+Conversion(ABCs)
1. WhichchannelismosteffectiveforAcquisition?2. WhichchannelhasthebestUserBehavior?3. WhichchannelscoresbestforConversions?
TrackingBehaviorFlowsandDrop-offs
Source:http://www.jwag.biz/newsletters/2014/10/21/google-analytics-users-flow-report.html
Redsectionshowspeopleleavingsite
Showsclickstootherpages
LinkGoalstospecificpageGoalswilltellGoogleAnalyticswhensomethingimportanthappened.
Usuallyafinal“thankyou”or“confirmation”pageforvisitorstolandupononcetheyhavecompletedapurchase.ThatURLwilllikelylooksomethinglikethis.
• http://123business.com/thank-you• http://123business.com/thank-you/• http://123business.com/thank-you.html
TheUTMParametersParameter Purpose
CampaignSource(utm_source)
Todescribethewebsiteormainsourceinwhichthelinkwillbeplaced.Eg.thenameofthewebsitedisplayingyouradsorifyou'reusingthelinkinanemailnewsletter,youmayuse"newsletter".
CampaignMedium(utm_medium)
Todescribethemarketingactivity.Eg.youmaywanttocallthis"ppc"ifyou'reusingthisforapay-per-clickcampaignor"review"ifyou'reusingthelinktotracktraffic fromaproduct reviewonablogger'ssite.
CampaignName(utm_campaign)
To refertotheoverallcampaignyou'rerunning.Eg.itcouldrefertoaproduct launch,asummercampaignoraparticular sale.
OPTIONALCampaignTerm(utm_term)
This isusedfortrackingparticularkeywords ifyou'rerunning anAdwords campaign.
CampaignContent(utm_content)
This ishelpful ifyou'resplittesting ads.Inthiscaseyoucouldtrackeachadtoseewhichwasmosteffectivefordriving traffic.
GoogleAnalyticsURL-Builder
www.yoursite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=2014%20summer%20sale
BestPracticesCreatingTrackableURLs
UseastandardnamingconventionAnyonecanseetheparameter.Don’twriteanythingyoudon’twantyourcustomertosee.UselowercaselettersUsealinkshortener servicelikebit.lyCreateonlythenecessaryones
ViewingYourCampaignReports
Note:CampaignswillonlyshowupinyourGoogleAnalyticsCampaignreports iftheUTMlinksareclickedon.
Exercise1)CreateTrackableURLwithfollowingparameters:• CampaignSource:Facebook• CampaignMedium:PPC• CampaignName:SocialPromotion
2)Shortenusingbitly ifnecessary
5minshttps://support.google.com/analytics/answer/1033867?rd=2
#1SocialCurrency
Anythingwesharethatmakesotherslikeus!1. Identifywhat’sremarkableaboutyourbrand2. Usegamemechanics3. Makepeoplefeellikeinsiders
#2TriggersTriggersareremindersthatsparkoffrelatedthoughtsandideas.1. CulturalNorms2. Seasons3. Phrases/KeyWords4. DailyActivities5. Events
#4PracticalValueValuableinformationandtoolsarealwaystreasuredandshared1. Listicles andtips2. Templates3. Tools4. Guides5. FAQs
#5PublicVisibility
Peoplewillfollowwhattheyseeothersdopublicly(eg takeoffshoeswhenenteringJapaneserestaurant).
http://www.referralcandy.com/blog/monkey-see-monkey-10-examples-public-visibility-used-marketing/