Content Marketing

Digital Planning Session

Keith Feighery

OverviewComponents of Digital Marketing ProgrammeChanging Digital Landscape to ConsiderDifferentiated Digital Media MixContent & Inbound MarketingDigital Strategy and PlanningPlanning, Creation, Actualisation, EvaluationSOSTAC created by PR Smith RACECase StudiesQuestions and Answers

Digital Marketing Planning Template

http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/

http://www.smartinsights.com/blog/digital-marketing-strategy/campaign-planning-template/

Core Components of Digital Strategy

Core Components of Digital StrategyHave clear and defined business objectives for your Digital ProgrammesIncrease Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etcKnow exactly who your audience is and where they reside digitallyBehaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences Develop a content strategy for your site and digital channels that adds value for your customersWhats in it for me always from the customer perspectiveUse customer lexicon not yoursCreate Activation and Conversion points within your digital assetsBuild relationships inform, educate and entertainIterate, Optimise and promote content across digital channels

Iterative Approach To Creating Digital Marketing Plans and Strategies

Iterative Digital Marketing Strategies

Key Online Marketing TacticsSocial Media MarketingTwitter, LinkinedIn, Facebook, YouTube, Blogs, PodcastsContent & Inbound Marketing Website, blog, social platforms, partnership sites etcSearch Engine MarketingPPC, Display and AffiliatesMobile MarketingLocation Based, Text, Advertising, Coupons, Offline-ActivationSearch Engine Optimisation (SEO)Structured & Planned Content, Optimismed Vocabulary, Links Email MarketingEmail Service Providers, Acquisition and Retention, Lead NurturingMeasurement and AnalyticsClear Objectives and Benchmarks

The Changing Digital Landscape to Consider

Traditional Marketing Vs Social Engagement

The Rise of Facebook

Proliferaton of Channels

Social Media Landscape

Businesses & organisations need to embrace a more social engagement because it is happening with or without them

Marketers need to understand its not about the specific tools but the changing consumption and behaviour patterns of the customer

Marketers need to understand the dynamic of communities

Differentiated Digital Media Model

Digital Marketing Media Mix

Content & Inbound Marketing

Hubspot Inbound Marketing Company view

Inbound Marketing Advantages

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

Digital Strategy & Planning

Digital Strategy & Planning

Source RedAnt.co.uk

SOSTAC Framework

UsingRACEforDigitalMarketing Optimisation

Planning Phase

PlanningDefine business objectivesIncrease sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation etc..Define audience and break down into personas & needsPersonas, Influencers, Advocates, Demographics, Psychographics, SocialGraphics etc.Audience locations and value of each audience segmentWhere do the reside digitally, what are their preferences, how do they consume media, what are their required informational needsAligning digital strategy with brandWhat is the tone, voice, perception currently presented

Research Channels

Personas

Location Setting

Goals and Audience Location Analysis

Source RedAnt.co.uk

Creation Phase

CreationOnce strategy, audience, locations are knownStart conceiving, designing and creating tactical solutionsIdentify themes, channels, tone, aims for each tactical channel and initiativePPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etcFor B2B business map out buyer and sales cyclesAlign marketing and sales organisationsInitiate a content marketing production programmeMap this out along with personas and buyer cyclesDefine KPIs for each programme know upfront what success will look like (by corollary failure too)

Mapping audience, solutions and projected ROI

Source RedAnt.co.uk

Simple KPI Framework

MeasurementKey Performance IndicatorsMeasures that help you understand how you are doing against your objectives.highlight success, or failures, for the objectives you have created for your organization

Typical Trackable KPIsIncrease Rate & Value of ConversionsIncrease Average order size (ecommerce apps)Increase Customer Lifetime ValueIncrease Average Revenue Per UserReduce Cost per Lead & Cost Per SaleReduce Core Bounce ratesIncrease Frequency and Return ratesReduce Abandonment rates

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

Actualisation Phase

ActualisationReal-time implementation of each channel, campaign and platformEngaging and interacting with your audiencesReacting to issues and tweaking campaigns as they proceed liveConstantly compare performance with projected KPIs created during the previous phasesCreate a cross functional communications feedback loop to resolve all issues and update statusCapture all lessons learnt in a repository in order to feedback into an improvement process

Actualisation Core Tactics

Pay Per Click Advertising & Google Content Network

PPC OverviewAnalyse your specific marketUse Keyword ToolsAnalyse your online and offline competitorsKeywords tools, Seo Tools, Back Links AnalyserCreate the PPC accountsDivide the main account into sub campaigns and groupsOptimise Ad Copy, Headlines, Calls to Actions, Landing Pages Enables highly targeted Ad CampaignsCreate Longtail multi-word bidsOver 60% searches use 3 or more wordsSet up a Conversion points and TrackAdjust constantly to ensure optimisation

PPC TipsMatch your keywords to optimised Ads and tested landing pages Ensure you optimise your Google "Quality ScoreBased on CTR, relevancy of keywords, ads and landing pagesHigh quality score means higher ranking with lower bid costsTools and strategies to find the best PPC keywordsGoogle Adwords Tool, WordTracker, Wordstream, Keyword SpyWrite highly optimised and design ads to attract highly targeted clicksMake sure landing pages are relevantRepeat bid keywords in copy (they are bolded and increase CTR)Clear Calls to ActionDynamic Keyword Insertion

Google Adwordshttp://adwords.google.com/support

PPC Examples

Search: Online Marketing Courses

Search: Health Insurance Quote

Search: Mothers Day Flowers Dublin

Google Content Network

Search Engine Optimisation

Top 5 Ranking Factors

Keyword Focused Anchor Text from External Links 73% very high importanceExternal Link Popularity (quantity/quality of links) 71% very high importanceDiversity of Link Sources (links from many unique root domains) 67% very high importanceKeyword Use Anywhere in the Title Tag 66% very high importanceTrustworthiness of the Domain Based on Link Distance from Trusted Domains66% very high importance

Next 5 Important FactorsKeyword Use in Internal Link Anchor Text on the Page47% moderate importance Keyword Use in External Link Anchor Text on the Page46% moderate importance Keyword Use as the First Word(s) in the H1 Tag45% moderate importanceKeyword Use in the First 50-100 Words on the Page45% moderate importanceKeyword Use in the Subdomain Name42% low importanceKeyword Use in the Page Name URL38% low importance

SEO Case Example

Search: Flowers for newborn baby

Newborn Flowers

Local Search

Google Places Page

Social Media Programmes

Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel

Elements of a social media campaignEssentials of a successful campaignKnow your target audiencePlan goals and aims of campaignPrepare internal organisation for impact of social media Identify stakeholders and task them with ownershipPick platforms and tools that relate to your identified audienceImplement a pilot programme and monitor and analyse campaign progressRevise approach and campaign based on feedbackRoll-out on different platforms and business areas incrementally

Case Studies

Cully & Sully

Hairybaby

The Good Mood Food Blog

Dazzledust

BlendTec

Best Job In the World

Tippex YouTube Campaign

Old Spice Campaign

Email Marketing

Email Applications

Case Studies

CityDeal.ie

Asos

Schuh

Best PracticesOrganic Opt-in List GrowthValue your list design your activities around harvesting mailsBe relevant and provide value not always sales messsagesFrequencyRemind recipients why they are receiving mailsThink relevancy & consistency provide valueConstantly TestTest Content, Images, Subject Line, Address, Calls to actions, placements, layoutTemplate DesignClear information architecture that renders well with images on or off

Best PracticesShare with Social NetworkMake it easy to share email content with networksCreate segmented targeted listsOptimise and test subject lines, time of delivery, from addresses, email copy etc..Clear Calls to ActionEnsure clear to customer what next step isDeliverability Consider ESP products, Ensure using whitelisted IP address

Evaluation Phase

KPIs & Goals set in the Creation Phases should be assessed according to actuals

Ongoing KPI & Metric Analysis

Evaluation Feedback loopImplement a continuous learning and improvement frameworkAll findings and experiences should feed into subsequent phases, campaigns and initiativesRefine reporting process Improve ROI metrics in their broadest senseEducate management through correlation of digital and business goalsIterate constantly

Questions & Answers

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274

Thank You

References SOSTAC is a registered trade mark of its inventor PR Smith