2. Overview Components of Digital Marketing Programme Differentiated Digital Media Mix Content & Inbound Marketing Digital Strategy and Planning SOSTAC® created by PR Smith RACE Planning, Creation, Actualisation, Evaluation Questions and Answers
3. Digital Marketing Plan Template http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/
25. 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 Define Digital Persona and Content to Use What is the tone, voice, perception currently presented
30. 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)
33. 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
34. Typical TrackableKPIs 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
35. 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
37. 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
40. 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
41. 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
46. PPC Overview Tools and strategies to find the best PPC keywords Google Adwords Tool, WordTracker, Wordstream, Keyword Spy 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
56. Elements of a social media campaign Essentials of a successful campaign Know your target audience Plan goals and aims of campaign 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
102. 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
104. Video Think creatively how to use and develop video assets High engagement value Be Informative, educative or entertaining Promote video on and off-site Embed calls to actions Create a branded YouTube Account
109. 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