Digital Strategy and Planning

Keith Feighery

Overview

• Components of Digital Marketing Strategy• Create a rich Digital Marketing Ecosystem• Developing a Digital Strategy

– SOSTAC– RACE– Case Studies

• Measuring Digital Marketing Programmes• Questions and Answers

Core Components of Digital Strategy

• Have clear and defined business objectives for your Digital Programmes

– 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

• Chose Channels and develop a content strategy that adds value for your customers

• Develop, Execute, Iterate & Measure performance

Key Online Marketing Tactics

• Content & Inbound Marketing – Website, blog, social platforms, partnership sites etc…

• Social Media Marketing– Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts

• Search Engine Marketing– PPC, Display and Affiliates

• Search Engine Optimisation (SEO)– Structured & Planned Content, Optimismed Vocabulary, Links

• Email Marketing– Email Service Providers, Acquisition and Retention, Lead Nurturing

• Mobile Marketing– Location Based, Text, Advertising, Coupons, Offline-Activation

• Measurement and Analytics– Clear Objectives and Benchmarks

Digital Marketing Strategy Frameworks

Digital Strategy & Planning

Source RedAnt.co.uk

SOSTAC Framework

UsingRACE

forDigital

Marketing Optimisation

Planning Phase

Planning• Define business objectives• Define audience and break down into personas & needs• Audience locations and value/size of each audience segment• Define Digital Marketing Channel strategy

– PPC, SEO, Email, Display etc..• Define KPIs for each programme – know upfront what success

will look like (by corollary failure too)• Develop a Clear Customer Lexicon (Keyword analysis)

Setting Clear Business Objectives

Objectives

• Increase sales• Increase Awareness of Brand and Services on Online

Channels• Increase Customer Retention Rates• Increase Engagement levels on Online Channels• Increase Customer Services Channels and Coverage• Increase Customer Share Of Voice Online• Raise Awareness of New Services using Social Channels• Reduce Customer Acquisition Costs• Reduce Customer Service Costs• Increase quantity and quality of B2B Leads

Goals

• Increase Average order size• Reduce cart abandonment rates• Increase number of marketing qualified leads• Increase % of leads to closed business• Increase # of branded traffic to site• Increase length of time on site areas• Increase # of email subscriptions• Increase # of social media likes, comments and

shares

Typical Trackable KPIs

• Rate & Value of Conversions• Average order size (ecommerce apps)• Customer Lifetime Value• Average Revenue Per User• Abandonment rates• Cost per Lead & Cost Per Sale• Core Bounce rates• Frequency and Return rates

Measurement Framwork

Strategy

Strategy – How realise objectives

• Define Your Personas– Needs, behaviours, demographics etc.

• Define Persona Locations• Map Personas to Channels• Map Channels to Goals• Define Value Propositions per Channel

Personas

Source RedAnt.co.uk

Location Setting

Source RedAnt.co.uk

Research & Planning Tools

Google Analytics

Facebook Ad Platform

Google Adwords Tool

Research Channels

Map Objectives, Location and Audiences

Develop a Project ROI Framework

Source RedAnt.co.uk

PPC Channel ROI Work Through

Work-Through

• Spend €30,000 on PPC Channel

• 1 Million Impressions

• 30000 Clicks (3% CTR)

• 3% Conversion Rate (900)

• CPA = 30000/900 -> €33.33 (Cost to Acquire One New Customer)

• Average Order Size €100

• 50% Profit Earned = €50.00

• Profit Per Average Customer = (€50.00 – €33.33) = €16.67

• Total Amount ordered – 900 x 100 = €90,000 Generated

• 50% Profit Margin = €45,000 (900 x 50)

• Total ROI - €15,000 (16.67 x 900) or (€45,000 – €30,000 [cost of marketing and advertising])

• Extrapolate Customer Lifetime Value

B2B Lead Management Work Through

B2B Model

Creation & Actualisation Phase

Creation• Once strategy, audience, locations are known

– Start conceiving, designing and creating tactical solutions• Identify themes, channels, tone, aims for each tactical channel and

initiative– PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc…

• Create Digital Presence on Key Platforms– Website, Social Channels, Ad Platforms, Email etc..

• Initiate a content marketing production programme– Create Content Editorial Calendars– Map buyer informational needs along the buyer journey

Actualisation

• Real-time implementation of each channel, campaign and platform

• Engaging and interacting with your audiences• Reacting to issues and tweaking campaigns as they proceed live• Constantly compare performance with projected KPIs created

during the previous phases• Create a cross functional communications feedback loop to

resolve all issues and update status• Capture all lessons learnt in a repository in order to feedback

into an improvement process

Tactics & Actions

Social Media Programmes

Challenge is to build engaging digital and social strategies aligned with clear business

objectives for each channel

Be Social – Interact with People & Solicit Feedback and Responses

Be Entertaining, Informative or Offer Something of VALUE to Followers

Elements of a social media campaign

• Essentials of a successful campaign– Know your target audience– Plan goals and aims of campaign and channel– Think about the tone, voice and personality to adopt– Choose your platforms carefully– Think about the type of content to use on each platform– Take risks – not everything will work– Connect to other channels

Social Media Case Studies

Spin 103.8 fm

Spin 103.8 fm

Westcoast Cooler

Westcoast Cooler

Branded Facebook Page

Adding/Tagging Images

Barrys Tea

Barrys Tea Website

Barry’s Tea Landing Page

Make UpandBeauty.ie

MakeupAndBeauty.ie

MakeUp&Beauty.ie

Brand Leverage

Big Brands Need to be Plan for Crisis on Social Media

Nestle – Greenpeace Attack

Moves Mainstream RealTime

Badly Managed Facebook

Pay Per Click Advertising

PPC & Display

Search: Health Insurance Quote

Search ‘Im Sorry Flowers’

Quick A/B Test

Landing Page

Google Display Network

Google Display Ads

Google Display Ads

Direct Networks

YouTube Masthead

Independent

Search Engine Optimisation

SEO Case Example

Search: Flowers for newborn baby

Newborn Flowers

Top Ranking Factors

Top 5 Ranking Factors

• Keyword Focused Anchor Text from External Links – 73% very high importance

• External Link Popularity (quantity/quality of links) – 71% very high importance

• Diversity of Link Sources (links from many unique root domains) – 67% very high importance

• Keyword Use Anywhere in the Title Tag – 66% very high importance

• Trustworthiness of the Domain Based on Link Distance from Trusted Domains– 66% very high importance

Next 5 Important Factors

• Keyword Use in Internal Link Anchor Text on the Page– 47% moderate importance

• Keyword Use in External Link Anchor Text on the Page– 46% moderate importance

• Keyword Use as the First Word(s) in the H1 Tag– 45% moderate importance

• Keyword Use in the First 50-100 Words on the Page– 45% moderate importance

• Keyword Use in the Subdomain Name– 42% low importance

• Keyword Use in the Page Name URL– 38% low importance

Local Search

Places Page

Email Marketing

Email Service Providers

• Mail Chimp – www.mailchimp.com• Constant Contact – www.constantcontact.com• Vertical Response – www.verticalresponse.com• TriggerMail – www.triggermail.com• CheetahMail – www.cheetahmail.com• Blue Sky Factory – www.blueskyfactory.com• Aweber – www.aweber.com• Campaign Monitor – www.campaignmonitor.com• ExactTarget – www.exacttarget.com

Email Applications

Case Studies

CityDeal.ie

Schuh

Evaluation Phase

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

Ongoing KPI & Metric Analysis

Metrics

• Traffic Related Statistics– # Page Views, Visits, Unique Visitors

• Channel 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

Evaluation Feedback loop

• Implement a continuous learning and improvement framework• All findings and experiences should feed into subsequent

phases, campaigns and initiatives• Refine reporting process

– Improve ROI metrics in their broadest sense– Educate management through correlation of digital

and business goals– Iterate 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