DBS-Week12-CourseSummation-DigitalPlanningFramework

DBS Course Summation & Digital PlanningKeith Feighery

OverviewComponents of Digital Marketing ProgrammeChanging Digital Landscape to ConsiderDifferentiated Digital Media MixContent & Inbound MarketingDigital Strategy and PlanningPlanning, Creation, Actualisation, EvaluationSOSTACRACECase StudiesQuestions and Answers

Core Components of Digital Strategy

Core Components of Digital StrategyHave 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

Build relationships – not always selling

Funnel marketing, top of mind, inform, educate and entertain

Optimise and promote content across digital channelsKey Online Marketing TacticsContent & Inbound Marketing Website, blog, social platforms, partnership sites etc…Social MarketingTwitter, LinkinedIn, Facebook, YouTubeSearch Engine MarketingPPC, Display and AffiliatesSearch Engine Optimisation (SEO)Structured & Planned Content, Optimismed Vocabulary, Links Email MarketingEmail Service Providers, Valuable ContentMeasurement and AnalyticsClear Objectives and Benchmarks

The Changing Digital Landscape

Traditional Marketing Vs Social Engagement

DBS-Week12-CourseSummation-DigitalPlanningFramework

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

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

Marketers must understand the dynamic of communities

Differentiated Digital Media Model

Differentiated Digital Media ModelOwned Media – such as websitePaid Media – such as PPC or Display adsEarned Media – such as viral campaign

Hubspot – Inbound Marketing Company view

Outbound Vs Inbound Marketing StrategiesOutbound marketing strategy: More traditional approach – can also be referred to as ‘push messaging’. Business decides on a particular message and pushes it out into the marketplace.Finds customers by building brand awareness through advertising and promotion. Inbound marketing strategy:New and emerging approach – can also be referred to as ‘pull messaging’.Develop relationships with prospectivesFindability – create a digital footprint that ensures you are foundApproach tends to be more social and it is more interactive and involving that the more traditional outbound marketing.

Leveraging Owned Media AssetsRecognise the value in your owned media assets Websites, mobile applications, digital conversations/interactions etc.Brands/Businesses are becoming publishers and media outletsNo limits to what an organisation can publish online for the consumption of their constituenciesBecome trusted knowledge experts in your business or sphere of operationsEstablish trust and develop relationships with customers and prospectsBe engaging, entertaining, educative, informative etc..Allow user participation and transparent engagement

AdvantagesCreates awareness, findability, demand generation and customer retention through publishing content of interest to prospectivesCreates a less-frictional way of converting prospects into salesWhen used in conjunction with lead management systemsHelps build long-term relationships rather than one-off sales Creates stickiness to your owned media assets (rather than to paid ones)Once started, provides an ongoing process and framework to control and publish valuable information

Digital Strategy & PlanningSource RedAnt.co.uk

UsingRACEforDigitalMarketing Optimisation

PlanningDefine business objectivesIncrease awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc..Identify and communicate to key stakeholders (buy-in)Listening to what is being said about brand currentlyDefine audience and break down into key segmentsInfluencers, Advocates, Personas 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 preferred formatsAligning brand with digital strategyWhat is the tone, voice, perception currently presented

Goals and Audience Location AnalysisSource RedAnt.co.uk

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, Email, Lead Gen etc…For B2B business map out buyer and sales cyclesAlign marketing and sales organisationsCreate internal procedures and best practices for social channelsInitiate 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 corrolary failure too)

Mapping audience, solutions and projected ROISource RedAnt.co.uk

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

PPC OverviewAnalyse your specific market Use 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 targetted 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 and tested landing pages Ensure you optimise your Google "Quality Score”Based 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 ToolWordstreamKeyword SpyMarket samuraiWordzeWordTrackerWrite 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

Top 5 Ranking FactorsKeyword Focused Anchor Text from External Links73% 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 Tag66% 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

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

Online Brands and Social Media60% of online shoppers already use social media sites and networks regularly56% of those online shoppers friend or follow retailers, but they can only do so, if the retailer is actively engaging within those networksOnly 25% of Top 100 Brands have Facebook PagesTwitter and Facebook users to spend more than 1.5x more online than the average Internet user.

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

Implementing a social media programmeBenchmark existing statsCurrent site statistics - PPC and Organic Search Twitter followers, Facebook fans, Digg Links, existing traffic etc..Quantify ROI benchmarks – customer acquisition, advertising spend per channelDesign and develop the campaignDecide on channelsStakeholders ExpectationsPilotsRevision pointsMonitoring processEngagement processMeasure Impact of the Programme

Why does email marketing workAllows Targeting & Segmentation – right prospectsIs Data Driven –you can focus campaigns on measurable prior behaviourDrives Direct Sales – attribute post-click action with eCommerce activities and sign-upsBuilds Loyalty, Relationships and Trust – frequent meaningful communication helps stay “top of mind”Support Sales Through Other Channels – influence and drive offline activitiesHelps Customer Acquisition and Customer Retention

Email Design and LayoutClear User Outcome Focused DesignUse Multipart-Alternative MIME formatsSends HTML version and plain text version (depending on the recipient mail server settings)Design attractive, simple and easy to use templatesEnsure branding is consistent across all campaignsMake sure design is easy to follow, articulates a defined thought sequence and has clear calls to actionTest your mail to ensure that it renders across all email clientsDon’t Embed image files in emails – link to external serversUse inline CSS rather than relative CSS links in header

First Impression CountYour first email should be a welcome emailIntroduce your company and benefits of receiving the emailOn your email sign-up form - tell users what they will get and how oftenTell user that your goals is top provide value for themSpecial offers for signing-up to your email newsletterThe To: field should be the persons name – not their email address – you can customise thisProvide an obvious opt-out link for the userLink to your privacy policyClearly show your physical address – you’re a real business

Its All About ContentContent is KingMap out content for your next few campaignsEach email should provide clear valueDon’t try and do all your selling with your email copy – what you want is the user to “click” through to landing pageAlways meet the expectations that you set in the opt-in stage (and you should be setting expectations at that stage)One or two “Clear Calls to Action” per email (no more)Relevant (right audience with right content), Timely, Targeted and value driven (from users perspective)

Best Practices – Subject LineKeep it 35 Characters or lessConsider using brand or business nameAvoid Spammy words – BUY NOW, CLICK HERE, FREE etc… (look bad and get caught by spam catchers)Mimize use or don’t use symbols and special characters – (!!!)Don’t use misleading headlines – you’ll annoy people (plus its illegal in the CAN-SPAM Act)Time delimit offers Add in prices of special offers

Affiliate Networks & Performance Based Marketing

Affiliate Networks/Performance Mktg

Measurement Process - Key Performance Indicators

At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase

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 organizationBusiness Objectives:Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs

DBS-Week12-CourseSummation-DigitalPlanningFramework

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