PowerPoint Presentation

7 Steps to Digital Marketing SuccessPrepared by Karen HardingMarketing Manager of Objective ITPublished September 2015

Technology is the enabler of digital marketing success. And, its becoming the norm in many companies for marketers to drive technology decisions.

7 Steps to Digital Marketing Success is a guide geared to help marketing people reach the right digital decisions in the right order for their business situation. Whats the next step for you?How the 7 Steps guide works

Make sure your website is mobile-friendly. Treat smartphone, PC /laptop and tablet in a separate but brand consistent way to reach your potential customers with relevant content and device-savvy software. Give your customer an engaging and harmonious user experience, while meeting your business and digital objectives. Step 1: Introduce use a Multi-Device Strategy

Attract and communicate with people in real-time via social media, this has huge implications for B2C and B2B.Social integration helps develop a circle of trust between you and your customers. It tends to take place during two main stages: The planning stage, for research and checking recommendations and reviewsPost-purchase stage for people sharing their own experiences Step 2: Attract Social Media Integration

Some of the best ways to attract and communicate with customers include:

Integrate social media content with your website and mobile apps Blog and share points of interest across social media platforms and your website Click Like, Favourite and Re-tweet useful posts Quickly respond to website feedback Use only relevant, helpful content, not sales messages Use smart hashtags

Encourage your online customers to do something!The more you know about the interests and behaviours of your customers and prospects, the better website experience you can provide them each time they visit. Drive them to relevant call to actions - get them to connect with you watch a 30 second video, answer a 3 question survey or sign up for a newsletter.

Step 3: Understand your customers behaviour

Use software to track this interaction by applying a lead scoring mechanism.Lead scoring awards pre-set scores according to customers online actions and identifies hot leads that are ready to buy and warm leads that need nurturing.Giving you data insights and marketing intelligence on customers preferences to improve online effectiveness.

Create personas. A robust database will segment customer data to give you the knowledge and ability to create personas.

Step 4: Cultivate an online relationship

Personas represents a cluster of people who exhibit similar behavioural patterns in:

purchasing decisions use of technology/devices customer service preferences and lifestyle choicesApply A/B Testing is exactly what it sounds like: you have two versions of an element (A and B) and a metric that defines success.

Simple online tests on visitor behaviour can identifyhow to significantly improve your websites click through rate. And, if that click is for enquiries, bookings or purchase you can expect a direct impact on the bottom line.

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Create a customer journey map.Customers take paths through your web content while they are in decision-making mode.

Step 5: Nurture customer relationships

Its important to understand each phase of the journey, regardless of device, to evaluate if you have the right marketing content to meet each step and encourage a favourable decision. And use tailored software to support longer term involvement with repeating cycles of nurture/test/reward. Such cycles are built to ensure that the visitor is nurtured to a point where the marketer can give them a test of commitment, for example, a discount code in exchange for a completed personal profile.

Establish a single view of the customer in a central database*. To continue building a good customer rapport it makes sense to integrate and bridge the online and offline worlds to ensure all customer touchpoints are recorded and monitored.Nurtures online and offlinecustomer relationships to develop and secure customer retentionGreater opportunities toup-sell and cross-sell

*You dont have to wait until Step 6!Step 6: Build Rapport and Sell

Step 7: Enjoy Loyal Lifetime Customers Identify your loyal and influential customers.If you havent done so already segment customers using a bespoke database or CRM. This allows you to tap into repeat buyers, loyalty card holders or active Facebook fans.Make them feel special. Deliver personalised email alerts of latest offers, automate content and select digital channels based on customer preferences. Use cross-channels to boost marketing initiatives and continue to sell for the maximum lifecycle.Move customers up the loyalty ladder to become advocates. Loyal customers will offer tremendous marketing value by being brand ambassadors.Good luck! For help with database, web, mobile or tablet development please get in touch see our contact details on final slide

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