digital playbook overview
TRANSCRIPT
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Digital Playbook Roadmap for Campaigns
Campaigns (based on standard 30 day schedule) Required Components (mandatory for full digital support)
o Webinar (1)
o Blogs (6)
o White paper/ebook (1)
o case study (1)
o Videos (from webinar) (3)
o Emails to support webinar (workflow)
o Emails to support white paper/ebook/case study (workflow)
o Email to support videos (one offs, 1 per month for 2-3 months)
o Social promo (starts 30 days prior to webinar)
Optional/as needed
o Contributed article to publication
o White paper/ebook/case study (one of remaining two)
o Case study contributed to MSFT
o Event
o Mini campaigns (to support main campaign)
o Emails to support additional white paper/ebook/case study (workflow TBD)
o Emails to support event (workflow TBD)
o Emails to support mini campaigns (workflow TBD)
o Social promo to support mini campaigns
o Sales GTM collateral
o PPC ads
o Press Release
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Webinar Webinar: Following the Pecha Kucha presentation style, each webinar will be 25 to 30 minutes,
covering 5-6 topics within the campaign (5 slides, 5 minutes, 5 topic presentation).
“It i s important that the enti re webinar team, including key stakeholders, have input when def ining the webinar goals and executing the strategy. ”
Who: The webinar will be given by the LOB leader/team or by a LOB leader’s recommendation
(client, industry expert, partner organization), with the support of Marketing. Marketing will be
available to help script and enhance the webinar if necessary. It will be Marketing’s job to
announce the month’s campaign focus and coordinate the initial kickoff meeting to determine
topic and supporting items.
Best practices:
“A webinar i s a l ive performance, theatrical in nature, which engages and connects with an audience”.
1. Define our objectives (LOB and MKTG). What do we, as a group, want to get out of this
webinar? What do we want our audience to get out of this webinar? How can we
accomplish this in the 30 minute timeframe?
2. Define our target audience (LOB and MKTG). What do we know about the attendees?
Can we add value to them in exchange for their time? Keep in mind what we know about
them already and deliver specifically to them at their level.
a. Industry?
b. Function?
c. Level?
d. Revenue?
e. Geography?
f. Demographics?
3. Define success factors (LOB and MKTG). Why are we doing this webinar? Sales leads?
Thought leadership? Brand Awareness? Is the subject matter a must have or nice to
have? What are the goals for number of registrants? Number of Sales leads? What is the
Call to Action after the webinar?
a. Request a consultation?
b. Request a demonstration?
c. Download further information?
4. Schedule Webinar (MKTG) Pick a date and time for the webinar. Also, schedule out
agreed-upon deadlines for each component (first draft script, final review, and test-run).
5. Start the plan/scripting (LOB and MKTG)
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6. Create landing page and email template (MKTG): It is important to deliver what is
promised on the landing page and the email invitation. That is why the plan/script must
be in motion prior to the landing page and email creation.
a. Write a compelling invitation that attracts: gather information about the audience
and what’s in it for them. Communicate webinar objectives, key messaging and a
CTA.
b. The single focus of the landing page should be to get visitors to submit their
information to register for the webinar. Disable Navigation other than to
Oakwood Homepage.
c. Identify and segment prospect list sources that match the audience profile.
d. Start social promo and webinar email workflow 3-4 weeks prior to webinar.
e. Adjust strategy by checking metrics daily.
7. Do a test-run and proof (LOB and MKTG): Go through every part of the webinar,
including the script, slides and technical components to ensure the webinar goes
smoothly. If we take care of the smallest details ahead of time, we’ll keep last minute fire
drills to a minimum.
8. Create “leave-behind” (MKTG): A “leave-behind” can be a simple PDF that encompasses
the key takeaways from the webinar. It should be written in brief, bulleted points that
reinforces the overall message. It should be graphically-pleasing, contain any pertinent
information that might have been verbal and not visual in the webinar. A CTA should be
included. The “leave-behind” should be sent out within 24 hours, if not the same day.
9. Host Webinar (LOB hosts – MKTG Moderator)
A webinar should be like a radio show with pictures. Engaging voices that
reach out and connect, thought-provoking conversation and storytelling
and great sound. More Webinar Presenter Tips
o Step 1: Begin with relevant content. For each slide, ask is this a
MUST HAVE or a NICE TO HAVE
o Step 2: Brainstorm slide content, identify gaps, create a flow and
breathe life into messaging. Gather a team to assess this.
o Step 3: Do a sound check, coordinate cues (if the presenter is not
controlling slide transitions), and review all slides for a final time.
o Step 4: Perform webinar live, spell check and final editing. Ensure
the flow is conversational and engaging.
o Step 5: Leave time for a Q&A if necessary
10. Send “leave-behind” (MKTG): Marketing will send a one-off email to all attendees with
a CTA (request consultation)
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(1) Kickoff meeting
(2) Schedule webinar
(3) Scripting
(4) Invitation and workflow starts
(5)test-run
(6) Create leave behind
(7) Webinar
Goals:
Marketing: An important metric to measure for just the webinar elements is the number
of attendees, CTR of workflow emails, and landing page conversion rates.
Sales: When a list member attends a webinar, he or she will be considered a MQL and
will be handed off to the Sales team.
Automation: Several email workflows will be put in place by Marketing to promote the webinar.
Various promos will be going on simultaneously to boost number of attendees and exposure.
The webinar should serve as the final action a Prospect can take and then will be considered a
MQL.
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Sample Workflow
Immediate Thank You. Save the date
Webinar Info. Date
of Webinar
Thank You.
PowerPoint Leave
Behind.
Break Up/New
Workflow
1. Webinar Sign Up Week 1: Email 1
Webinar announcement
Week 2: Email 2
Webinar Reminder
Week 3: Email 3
Webinar Reminder
Break Up/New Workflow
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Blogs
Campaign Supporting Blogs: Six (6) blogs will be produced each month to support the
designated campaign (more may be written and promoted outside of campaign). Each blog
should address the month’s campaign and spotlight topics that will be addressed in the
upcoming webinar. Standard blogs should be between 400-600 words and be search engine
optimized with specified keywords. A CTA should be included at the conclusion of the post
(most likely to sign up for the webinar). Marketing may reserve the right to make minor edits to
blog entries to ensure optimization.
Who: Blogs 1-6 will be written by the LOB executive/team and optimized by Marketing. Blogs 1-
3 will be written prior to the start of a campaign. Blogs 4-6 will be written during the first 15
days of the campaign.
Best practices:
Know thy audience: Write what they want, not what we want – creating content that
engages and converts readers to take the next step.
Keep one post to one topic: While the webinars will cover multiple related topics, each
blog post should only focus on one.
Consider a campaign: All six blogs are coordinated under one campaign, but can we
combine into an eBook? Let’s think about that when strategizing.
Craft a compelling title: Draw people in by your creativity, but keep it accurate. Keep
the title brief, specific, actionable and keyword conscious.
Not just Oakwood: If the blog resonates well enough with thought-leaders, the post
might be picked up by other blogs and media. Be open to that possibility.
Formatting counts: Add relevant images, charts, graphs or screenshots. Most people
interpret a picture better than words. If necessary, get the designer involved. Stock photo
banks may not have many images related to the topics we’ll cover.
Add a call-to-action: Depending on how targeted the reader is, she might be willing to
find out more. Include a call-to-action to give them just that – more information in
exchange for their contact info. This conversion doesn’t mean, however, they are ready
for the sales pitch. This is where Marketing’s automation plan comes in. Each blog post
should have two CTAs (depending on whether we have a sidebar CTA). One embedded
in the text and one at the bottom. The bottom CTA for blogs 1-3 should be the webinar.
Keep in mind the schedule: The blog post is supporting a campaign, but it doesn’t
mean the post won’t be read outside of those 30 days. Events and holidays are great for
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newsletter content, but it’s best to keep any timeframe out of the blog post. However,
timely industry/product news is encouraged.
Promote your post: Marketing has developed a social promo schedule for each blog
post. However, other relevant industry types might be find it relevant to hear from a LOB,
Executive, Recruiter or others. Why just promote through our own company social
network? Let’s make a plan to communicate with employees and promote social sharing
outside of Marketing Campaigns.
Strategy: Prior to campaign, Marketing and the LOB will strategize topics and titles for the
blogs. In this meeting, tasks will be delegated out with timelines. Ideally, all six blog posts will be
written with the intention of fitting into a future eBook or white paper.
Goals: The blog posts will be written to support the webinar
Automation: The first three blog posts will be promoted during the 30 day standard campaign.
12 million+ people blog via social networks
23% of Internet time is spent on blogs and social networks
Companies with a blog have 97% more inbound links than others
B2B marketers using blogs generate 67% more leads
6.7 million+ people blog via blogging sites
77% of internet users read blogs
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Social Promo Overview The social promo schedule has been designed to maximize awareness for each campaign,
specifically the downloadables and webinar. The proposed schedule can be scaled down or up
depending on conversion rates.
Hootsuite allows Marketing to upload messages weeks prior to a campaign kickoff. As the blogs,
webinar, downloadables are created, landing pages and forms will be created simultaneously
and scheduled out on our social platforms. The purpose of doing this in advance is to automate
as much as possible to dedicate time to working on the next month’s campaign. The particular
times and days chosen have been based on best practices and can be modified (to include
weekends, different times, etc.). Bitly links will be associated with each landing page and blog
post so Marketing can track effectiveness of the social promo.
Twitter 500 million tweets are sent per day
78% of Twitter’s active users are on mobile
46% of Twitter users tweet at least once in a day
B2B twitter accounts should tweet 3-5 times per day
Many studies have determined Tweets during “busy hours” (8 a.m.-7 p.m.)
receive 30 percent higher engagement than Tweets posted at other times
255 million monthly active users
1 Billion total users
Being a B2B organization, our main focus should be communicating our unique culture and
activities on Twitter. It is important to listen on Twitter as it is to broadcast. Responding to direct
engagements and questioning industry norms will be key. This will position us well in the
“Twittersphere”. By tweeting our webinars we will piggyback our own success and increase our
reach among competitors, industry thought-leaders and partners.
Enhancing Our Tweet Quality and Brand Advocacy
1. Use a mixture of curation and creation to generate enough content to Tweet several times
per day.
2. A 10-4-1 ratio is a general guideline to providing content. For every 10 Tweets with links to
third-party articles, Tweet four times with company updates or blog posts, and one link to a
target landing page.
3. Re-tweeting others is a best practice in terms of relationship-building on Twitter. If you re-
tweet others, they are likely to return the favor in the future. This grants you exposure to
their network, as your tweet will appear in their newsfeed.
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4. Keep your tweets between 120 and 130 characters. While tweets can be up to 140
characters long, keep them slightly shorter so that people can retweet and add a comment.
Twitter Schedule (Templates can be modified with correct dates each month)
Template
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LinkedIn is a platform for our biggest brand advocates: our employees and partners. We have a
solid fan base and can utilize our existing fans to reach their professional network of potential
clients, colleagues, and friends – thus our reach broadens.
LinkedIn for Oakwood
LinkedIn is a great place to post links to rich content and industry-relevant blogs. Optimal
posting time is during office hours. Updates should be brief and professional and once or twice
per day. It is important to rotate between company updates, linked posts and images. It is not
necessary to ask for engagement (share this!) but it doesn’t hurt (every once and awhile ). – You
can only comment in LinkedIn as a user, not a Company Page.
LinkedIn users are 8x more engaged with your brand, 3x more likely to buy
your product and 2x more likely to recommend it once they’ve connected
with you in LinkedIn
More than 2 users sign-up for LinkedIn every second
LinkedIn reaches a total of 200 counties and territories geographically
41% of LinkedIn visits are via Mobile
187 million monthly active users
300 million total users
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Linkedin Schedule Template
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Webinar Email Automated Workflow (Sent to targeted list)
Email Best Practices
Use a trustworthy & Recognizable FROM name.
Encourage a friendly reply-to-you (no [email protected]
Take advantage of preheader space: Outlook and iPhone email clients
display a snippet preview. This should be optimized like a secondary
subject line
Always consider the WIIFM factor when emailing (especially automated
campaigns)
Triggered emails have a 50% higher open rate
ROI $44.25 for every dollar spent
70% of digital marketers see email as the top medium for ROI
Email can be up to 20x more effective than other marketing outlets
62% of B2B marketers plan to increase spending for email marketing
Use a clean list of targeted opted-in recipients: targeting and segmenting
will increase CTR 3-8%
Always, always personalize: personalized emails improve CTR by 14% and
conversion rates by 10%.
Add social sharing buttons: emails with social sharing buttons have a
115% higher CTR than those that do not
68% of email users have acted on a marketing offer received by email in
the last month
78% of people view marketing emails in the same inbox as their personal
Highest click-through and open rates happen on Tuesday, Wednesday
and Thursday and between 8-9 am & 3-4 pm
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Campaign Webinar Automated Workflow (Sent to targeted list)
Immediate
Thank You. Save
the date
Webinar Info.
Date of Webinar
Thank You.
PowerPoint
Leave Behind.
Break Up/New
Workflow
1. Webinar Sign Up Week 1: Email 1
Webinar announcement
Week 2: Email 2
Webinar
Reminder
Week 3: Email 3
Webinar
Reminder
Break Up/New
Workflow
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Campaign Specific Downloadable Automated Workflow (Sent to targeted list - excluding webinar attendees)
Immediate Thank you
for downloading.
Perhaps you’re
interested in a Webinar?
Webinar
Reminder?
Break Up
Immediate
Thank You. Save
the date
Webinar Info.
Date of Webinar
Thank You.
PowerPoint
Leave Behind.
Break Up/New
Workflow
1. Webinar Sign Up
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Campaign Flowchart (proposed)