EVALUATING YOUR DIGITAL MARKETING EFFORTSCopyright ©2016 Elephant Marketing & Media, LLC. Editing, re-presentation or sale prohibited.

239.449.6107 | www.ElephantMKG.com

DIGITAL MARKETING?

WHAT IS

The promotion of products or brands that uses digital technology and devices to communicate your message.

DIGITAL MARKETING:

WHICH IS WHICH? TRADITIONAL VS. DIGITAL

DIGITAL Search engine optimization (SEO)

Search engine marketing (SEM)

Content marketing

Social Media Marketing (SMM)

Pay-per-click advertising (PPC)

Affiliate marketing

Email marketing

TRADITIONAL

Print

Radio

TV

OOH

Direct Mail

LESS MORE

?TRACKABLE, CUSTOMIZABLE & INSTANTANEOUS

FUN FACT:AMERICANS SPEND AN AVERAGE OF

11+ HOURS PER DAY USING ELECTRONIC MEDIA

START WITH YOUR CUSTOMER

GET YOUR PIECE OF THAT 11 HOURS!

KNOW YOUR CUSTOMER:

Have you clearly defined your ideal audience and customer base?

What does your audience want to see, hear, learn, buy, or experience?

Demographics / Psychographics

How are they finding you?

What is your customer’s decision making process?

Why do they ultimately buy or not buy?

Are they lookers, buyers, loyalists or advocates?

What are their media consumption habits?

“GOOD MARKETERS SEE CONSUMERS AS COMPLETE HUMAN BEINGS WITH ALL THE DIMENSIONS REAL PEOPLE HAVE.”

– JONAH SACHS

KNOW YOURSELF AND YOUR GOALS

GET YOUR PIECE OF THAT 11 HOURS!

KNOW YOURSELF What are your current goals outside of your strategic marketing efforts?

How much time and money are you able or willing to spend on digital marketing?

What outlets are most likely to reach your identified customer demographic?

Who are the stakeholders in your company's decision making?

What are your realistic expectations in terms of reach, revenue and response?

Is your sales funnel in line with your expectations and does it provide clear expectations and tracking?

Plan & R.A.C.E.

Define what outlets are best for each stage and what key performance indicators you will use for tracking effectiveness.

DIGITAL FUNNEL

Understanding your brand identity, voice and reach is key. Knowing your customer, your value proposition and understanding how you will share your message across multiple channels should all be done in the PLAN phase.

PLAN

Do you have a brand book? YES = 1 NO = 0

Do you know your brand mission? YES = 1 NO = 0

Have you identified your ideal customer demographics & psychographics? YES = 1 NO = 0

SCORE CARD

PLAN STAGE TOTAL:

PLAN STAGE

BUYER STAGE Exploration

CHANNELS Search Engines, Social Channels, Blogs, E-mail marketing, PPC

RESPONSE Drawing THE RIGHT people to your branded content

KPI • Unique Visitors • Value / Cost per Visit • Fans / Followers

REACH

Do you have a website? YES = 1 NO = 0

Do you currently use SEO tools and measures? YES = 1 NO = 0

How many social channels are you active on? Minimum of 2/week activity. 0 = 0 1 = 1 2-4 = 2 4+ = 3

Does your website have a current blog? Recent post within 1 month. YES = 1 NO = 0

SCORE CARD REACH STAGE

REACH TOTAL:

BUYER STAGE Decision Making

CHANNELS Website, Content, Testimonials, Reviews, Lead Generation Response

RESPONSE Be worth their time trying to find you. Relevant, engaging content and outsider reviews and testimonials.

KPI • Pages Per Visit • Site Interaction (Click, Cart, Comment) • Leads / Conversions

ACT

Do you run analytics on your site, social or other outlets? YES = 1 NO = 0

Do you have current testimonials? YES = 1 NO = 0

Do you have online reviews at a third party site? (Google, Yelp, Facebook…) 0 = 0 1-2 = 1 2+ = 2

Do you have a lead capture form or action on your website? YES = 1 NO = 0

SCORE CARD ACT STAGE

ACT STAGE TOTAL

BUYER STAGE Purchase

CHANNELS e-commerce ability, Sales and Promotions, CRM System, Social Sharing

RESPONSE Be the easy decision. Reduce risk with offers and connections. Covert leads to sales.

KPI • Sales • Conversion Rates • Promotional Success

CONVERT

Do you utilize a CRM system? YES = 1 NO = 0

Do you use or accept e-commerce, online billing or payments? YES = 1 NO = 0

Do you understand where you lose most of your unsuccessful conversions? YES = 1 NO = 0

Do you use promotions, giveaway, free trials or other timely offers? YES = 1 NO = 0

SCORE CARD CONVERT STAGE

CONVERT TOTAL

BUYER STAGE Advocacy

CHANNELS Social Sharing, Reviews & Testimonials, e-mail Marketing, CRM,

RESPONSE Customers are so thrilled they want to share their experience and become repeat customers.

KPI • Returning Visits • Repeat Sales • Social Sharing & Reviews

ENGAGE

Do you use e-mail marketing or other outlets to stay in contact with your past customers? YES = 1 NO = 0

Do you actively seek reviews or testimonials from customers in a timely manner? YES = 1 NO = 0

Do you digitally share positive feedback you are given? YES = 1 NO = 0

Do you promote and reward referrals? YES = 1 NO = 0

SCORE CARD ENGAGE STAGE

ENGAGE TOTAL

0-5 = Needs attention

6-11 = Making progress

12-18 = Great efforts

18-22 = Excellent

HOW DID YOU DO?

Evaluate your messaging - Consistency - Voice / Tone - Value Proposition - Remove stale content

Evaluate your reach - Focus on most effective channels - Set goals for audience expansion - Timing and content of messaging

HOW DO YOU KEEP PROGRESSING? ?

CARI HANSEN President & CEO Elephant Marketing & Media chansen@elephantmkg.com 239.449.6107 www.ElephantMKG.com

QUESTIONS? WE’RE ALL EARS.