ibat-digitalplanningsession-finallecture
TRANSCRIPT
Digital Planning Session
Keith Feighery
Overview
• Components of Digital Marketing Programme• Changing Digital Landscape to Consider• Differentiated Digital Media Mix• Content & Inbound Marketing• Digital Strategy and Planning
– Planning, Creation, Actualisation, Evaluation– SOSTAC ® created by PR Smith – RACE– Case Studies
• Questions 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 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
• Develop a content strategy for your site and digital channels – that adds value for your customers• “Whats in it for me” – always from the customer perspective• Use customer lexicon – not yours
• Create Activation and Conversion points within your digital assets• Build relationships – inform, educate and entertain• Iterate, Optimise and promote content across digital channels
Iterative Approach To Creating Digital Marketing Plans and Strategies
Iterative Digital Marketing Strategies
Key Online Marketing Tactics
• Social Media Marketing– Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
• Content & Inbound Marketing – Website, blog, social platforms, partnership sites etc…
• Search Engine Marketing– PPC, Display and Affiliates
• Mobile Marketing– Location Based, Text, Advertising, Coupons, Offline-Activation
• Search Engine Optimisation (SEO)– Structured & Planned Content, Optimismed Vocabulary, Links
• Email Marketing– Email Service Providers, Acquisition and Retention, Lead Nurturing
• Measurement and Analytics– Clear 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 Marketing
• Creates the means for prospects to find and discover you through the nurturing of an extensive digital footprint
• Creates stickiness to your owned media assets (rather than to paid ones)
• Creates a less-frictional way of converting prospects into sales• Helps 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
UsingRACE
forDigital
Marketing Optimisation
Planning Phase
Planning
• Define business objectives– Increase sales, Increase awareness, increase retention rates, create
demand, educate audience, augment lead generation etc..• Define audience and break down into personas & needs
– Personas, Influencers, Advocates, – Demographics, Psychographics, SocialGraphics etc.
• Audience locations and value of each audience segment– Where do the reside digitally, what are their preferences, how do they
consume media, what are their required informational needs• Aligning digital strategy with brand
– What is the tone, voice, perception currently presented
Research Channels
Personas
Location Setting
Goals and Audience Location Analysis
Source RedAnt.co.uk
Creation 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…• For B2B business map out buyer and sales cycles
– Align marketing and sales organisations• Initiate a content marketing production programme
– Map this out along with personas and buyer cycles• Define 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
Measurement
• Key Performance Indicators– Measures 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 KPIs
• Increase Rate & Value of Conversions• Increase Average order size (ecommerce apps)• Increase Customer Lifetime Value• Increase Average Revenue Per User• Reduce Cost per Lead & Cost Per Sale• Reduce Core Bounce rates• Increase Frequency and Return rates• Reduce Abandonment rates
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
Actualisation Phase
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
Actualisation Core Tactics
Pay Per Click Advertising & Google Content Network
PPC Overview• Analyse your specific market
– Use Keyword Tools• Analyse your online and offline competitors
– Keywords tools, Seo Tools, Back Links Analyser• Create the PPC accounts
– Divide the main account into sub campaigns and groups– Optimise Ad Copy, Headlines, Calls to Actions, Landing Pages – Enables highly targeted Ad Campaigns
• Create Longtail multi-word bids– Over 60% searches use 3 or more words
• Set up a Conversion points and Track• Adjust constantly to ensure optimisation
PPC Tips
• Match your keywords to optimised Ads and tested landing pages • Ensure you optimise your Google "Quality Score”
– Based on CTR, relevancy of keywords, ads and landing pages– High quality score means higher ranking with lower bid costs
• Tools and strategies to find the best PPC keywords– Google Adwords Tool, WordTracker, Wordstream, Keyword Spy
• Write highly optimised and design ads to attract highly targeted clicks– Make sure landing pages are relevant– Repeat bid keywords in copy (they are bolded and increase CTR)– Clear Calls to Action– Dynamic Keyword Insertion
Google Adwords
http://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 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
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 campaign
• Essentials of a successful campaign
– Know your target audience– Plan goals and aims of campaign– Prepare internal organisation for impact of social media – Identify stakeholders and task them with ownership– Pick platforms and tools that relate to your identified audience– Implement a pilot programme and monitor and analyse
campaign progress– Revise approach and campaign based on feedback– Roll-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 Practices• Organic Opt-in List Growth
– Value your list – design your activities around harvesting mails• Be relevant and provide value not always sales messsages• Frequency• Remind recipients why they are receiving mails
– Think relevancy & consistency – provide value• Constantly Test
– Test Content, Images, Subject Line, Address, Calls to actions, placements, layout
• Template Design– Clear information architecture that renders well with images
on or off
Best Practices
• Share with Social Network– Make it easy to share email content with networks
• Create segmented targeted lists• Optimise and test subject lines, time of delivery, from addresses,
email copy etc..• Clear Calls to Action
– Ensure clear to customer what next step is• Deliverability
– 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 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
086 6070274
Thank You
References
• SOSTAC ® is a registered trade mark of its inventor PR Smith