How to Create a Digital Marketing Strategy in 2016 | Digital DIY'ers Meetup
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Possibly the most efficient and practical way to create a digital marketing strategy that won’t take you a month to create and won't be outdated by the time you finish it. Utilising a process that starts with your objectives, this presentation shared how to quickly do market/competitor research, identify personas, use the data to develop digital marketing strategies and eventually a reportable, KPI driven 3 month roadmap. This presentation was presented the Digital DIY’ers meetup group in Sydney. Join the free group here: http://bit.ly/1Rb2ylZ Meetup and presentation proudly sponsored by redpandas.com.au
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How to Create a Digital Marketing Strategy in 2016 | Digital DIY'ers Meetup
- 1. Digital DIY’ers Meetup How to Create a Digital Marketing Strategy Speaker: Moby Siddique An agile approach 10 years in the making
- 2. Digital DIY’ers Meetup Your Presenter: Moby Siddique Co-founder of RedPandas.com.au We’re Inbound & Digital Marketing Consultants. We’re full service. Digital Marketing educator since 2013. Former Lead Strategist, Social & Content Marketing Manager @ BRW listed agency. 5yrs+ Client-side in Digital Marketing Manager & Digital Specialist roles. @MobySiddique | moby@redpandas.com.au
- 3. Two Overarching Uses for FB Advertising Source: SmartInsights 2015 In 2013, 70% of respondents answered No.
- 4. Without a structured plan, there is a real danger you will be subject to “Shiny Object Syndrome”
- 5. According to Social Media users in the US themselves, Facebook does not even rate in the top 10 most effective marketing tactics Source: eMarketer (Nov 2015) The Danger in Following Tactics:
- 6. Campaigns become poorly integrated and lack consistency ROI and measurement is a very real problem (and so are business cases) You don’t know you’re customers well enough and what cuts through The problems of not having a Digital Strategy
- 7. Digital DIY’ers Meetup What is a Digital Marketing Strategy? In short, a Digital Marketing Strategy translates business objectives and marketing goals to tactics. A Digital Marketing Strategy IS NOT: o How to get keyword x on the first page of Google o It’s not how to get more fans on Facebook o It’s not even how to do Content Marketing
- 8. An Agile Digital marketing framework
- 9. Agile Digital Marketing Strategy Framework Marketing Goals Situational Analysis Personas Digital Marketing Objectives Reach Engage Convert 3, 6, 12 month roadmap
- 10. Let’s use an example.. Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
- 11. Step 1. Identify Digital Marketing Goals Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap Digital Marketing Goals: o Obtain (100) Converted Leads per month o Increase Digital Channel sales by 50% o Expand into the Outdoor Hospitality events industry
- 12. Step 2. Conduct a Situational Analysis Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis a) SWOT / TOWS Analysis Strengths Weaknesses Opportunities Threats Internal Factors External Factors SWOT Analysis TOWS Analysis Strengths & Weaknesses internal, Opportunities & Threats External TOWS matches external opportunities and threats with your internal strengths and weaknesses
- 13. Step 2a) SWOT Analysis Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis Strengths Weaknesses Opportunities Threats Internal Factors SWOT Analysis External Factors
- 14. Step 2a) SWOT Analysis Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis Strengths o Only certified trainers o Trained more drone pilots than anyone else o Strong Brand Equity (10yrs) Weaknesses Opportunities Threats SWOT Analysis Internal Factors External Factors
- 15. Step 2a) SWOT Analysis Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis Strengths o Only certified trainers o Trained more drone pilots than anyone else o Strong Brand Equity (10yrs) Weaknesses o Online presence does not reflect their offline reputation o Very lean staff numbers Opportunities Threats SWOT Analysis Internal Factors External Factors
- 16. Step 2a) SWOT Analysis Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis Strengths o Only certified trainers o Trained more drone pilots than anyone else o Strong Brand Equity (10yrs) Weaknesses o Online presence does not reflect their offline reputation o Very lean staff numbers Opportunities Threats o Est. 20 entrants to come into market in (12) months – as of July 2015. SWOT Analysis Internal Factors External Factors
- 17. Step 2a) SWOT Analysis Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis Strengths o Only certified trainers o Trained more drone pilots than anyone else o Strong Brand Equity (10yrs) Weaknesses o Online presence does not reflect their offline reputation o Very lean staff numbers Opportunities o Become synonymous with the product category due to footprint o Partnering with Manufacturers o Mobile responsive resource site Threats o Est. 20 entrants to come into market in (12) months – as of July 2015. SWOT Analysis Internal Factors External Factors
- 18. o Legally, you need accreditation o The cost of commercial drones ($10K - $30K currently) Step 2b) PESTLE Analysis o Due to stringent safety standards, safer to send drones than human surveying Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
- 19. Step 2c) Benchmarking: GA Benchmarking Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
- 20. Step 2c) Benchmarking: GA Benchmarking Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
- 21. Step 2c) Benchmarking: SemRush Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
- 22. Step 2c) Benchmarking: SemRush Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis http://www.semrush.com/au , free trial, $69.95/month
- 23. Step 2c) Benchmarking: MOAT Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis http://www.moat.com , decent free version
- 24. Step 2c) Benchmarking: Find what works for you Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis Find all these benchmarking tools at: http://bit.ly/1R5a4ip /
- 25. Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis Personas are fictional, generalised representations of your ideal customers. Segments with a personality. At their core, defining personas allows you to identify what they really care about when trying to solve a real world problem Personas are powerful for Content Marketing & Social, Your website & all Creative
- 26. Pilot Patrick • Skews male • Age 40 - 65 • $100K + Salary • Suburban • Calm demeanor • Technical 1 2 3 4 • Charter Planes Pilot • Has worked for various private charter companies • Pilot looking to spend less time in the air and supplement income flying drones • Tend to be family men but not necessarily • Looking for work life balance
- 27. • Supplement income by flying drones • Work life balance • Varied and sporadic work schedule • Loves flying but looking to slow down and enjoy disposable income it has taken him a decade to reason • Train pilots via a fast tracked training program to either supplement or replace their incomes as drone pilots • 10 year track record, trained more pilots than anyone else • Many of our trainers come from an aviation background • Relationship with CASA 5 6 7 Pilot Patrick
- 28. • “Being a charted pilot can be sporadic work. I might get 8- 12 shifts one week then nothing for a week@ • “I’m looking for stability and work life balance” • “Looking for a safer alternative” • Drone pilots are not real pilots • Questionable job growth outlook • Fear of unknown in relatively new industry 8 9 Pilot Patrick
- 29. 10 11 • Allow pilots to use their natural skills of flying and understanding flight conditions to work as drone pilots • Flexible training options, dual training mode (theory online, practice in person) • Supplement or replace income flying drones • Safer and ideal for pilots who can no longer fly due to health issues Since 2005 Belvoir Drone TC has been helping Airline Pilots supplement their incomes by becoming Commercial Drone pilots. In this time we’ve formed a close relationship with the aviation industry having trained more pilots than any other company and with many of our trainers are being current and ex-pilots. We’ve formed a strong alliance with CASA and were the premier training company to offer this accreditation. Pilot Patrick
- 30. Step 3. Create Digital Marketing Objectives Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap REC Model: The (3) minimum components of any Digital Strategy o Ideal for heavy for awareness- type problems o Traffic (Owned, Earned, Paid) o Digital Share of Voice o SEO activity o Engagement metrics on GA (bounce, return, time on site) o Email Marketing related efforts o Social Media o Marketing Automation & Lead Nurturing via resources o Live chat o Ideal where conversion rate issues exist o CRO efforts o Retargeting / Remarketing o Lead Nurturing o Live chat o Resource downloads
- 31. Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
- 32. Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
- 33. Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
- 34. Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
- 35. Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
- 36. Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
- 37. Agile Digital Marketing Strategy Framework Marketing Goals Situational Analysis Personas Digital Marketing Objectives Reach Engage Convert 3, 6, 12 month roadmap
- 38. Before you go!! 1. Find our Podcast show on iTunes, listen and rate it! 2. Consider a $5 donation (or less) to our selected charity, World Orphan Fund (orphan.org.au) On an iPhone use ‘iTunes’ and Search for ‘InboundBuzz’, listen, go to reviews & rate. Or if on Android go to soundcloud.com/inboundbuzz
- 39. thank you. More questions? Contact: moby@redpandas.com.au Twitter: @MobySiddique www.redpandas.com.au
Editor's Notes
- Question: Who here has a digital strategy
- Plans help businesses to prioritise, set goals and resource at the right level to hit targets. That’s well known for business and marketing plans. We wondered whether businesses take a planned approach to digital marketing too. Without structured plans, there is a danger you will be subject to “shiny object syndrome”, always chasing your tail, as Jeff Bezos of Amazon has referred to.
- Here’s the danger in following Tactics
- http://www.emarketer.com/Article/Sponsored-Social-Posts-Most-Effective-Marketing-Channel/1013242
- Here’s the danger in following Tactics
- It is measurable, makes it easier to be agile and tweak but most importantly, is aligned to the business goals and objectives. Ok, that’s the definition out of the way, onto our framework.
- This is not the only way, I’m not even saying it is the best but if you wanted an approach that is proven to work consider this framework.
- Fixed course, $3K Equally, it’s important to avoid creating a silo of digital resources and practice through digital transformation. So we see a digital plan as a short-term tool to define your digital future and help transform your business until it becomes an integrated part of planning for business as usual. (source managing digital marketing smart insights)
- Ok, from here on in I’m going to move pretty quickly as we’ve got a few concepts to cover. Fixed course, $3K
- Sometimes you can’t beat the classics.. The SWOT & TOWS variations are fantastic strategy development tools are they are outward looking and provide focus. The TOWS Matrix is usually the next step and it matches external O & T with internal S & W. E.g. S in great, engaging social media community, great feedback in the way of Instagram and/twitter posts. T might be cheap influx competitors into the market. ST: leverage off social media and use as creditability cues on key pages e.g. the pricing page. The moment you add social proof to a pricing page, it immediately increases the value perception of your price and brand.
- To keep things simple for our beloved Belviour Drone company, I’ve just used a SWOT. I’m not going to spend too much time on this. Threats: Happens to a lot of our clients, get comfortable in a mature industry, haven’t had to focus on design but with the commodotisation and proliferation of web design.
- To keep things simple for our beloved Belviour Drone company, I’ve just used a SWOT. I’m not going to spend too much time on this. Threats: Happens to a lot of our clients, get comfortable in a mature industry, haven’t had to focus on design but with the commodotisation and proliferation of web design.
- To keep things simple for our beloved Belviour Drone company, I’ve just used a SWOT. I’m not going to spend too much time on this. Threats: Happens to a lot of our clients, get comfortable in a mature industry, haven’t had to focus on design but with the commodotisation and proliferation of web design.
- To keep things simple for our beloved Belviour Drone company, I’ve just used a SWOT. I’m not going to spend too much time on this. Threats: Happens to a lot of our clients, get comfortable in a mature industry, haven’t had to focus on design but with the commodotisation and proliferation of web design.
- To keep things simple for our beloved Belviour Drone company, I’ve just used a SWOT. I’m not going to spend too much time on this. Threats: Happens to a lot of our clients, get comfortable in a mature industry, haven’t had to focus on design but with the commodotisation and proliferation of web design.
- Tech will present its own challenges, threats and opportunities. This is something you keep an ear to the ground on but you may want to formally revisit this every 12 months
- Social Crawlytics - you can compare the level of sharing and review the most popular content types for your competitors as a way to learn about their content marketing.
- 2. what context that problem lives in and factors that affect (or compromise) their decision making
- Digital Marketing Goals: Obtain (30) Converted Leads per month Increase Digital Channel sales by 50% Expand into the Outdoor Hospitality events industry
- Digital Marketing Goals: Obtain (30) Converted Leads per month Increase Digital Channel sales by 50% Expand into the Outdoor Hospitality events industry
- This is not the only way, I’m not even saying it is the best but if you wanted an approach that is proven to work consider this framework.