Digital Marketing Strategies and Tactics

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  • Digital Marketing Strategies & Tactics

    November 27th 2015

  • Agenda

    Digital Marketing Process

    Discovery:

    your ideal customer

    your product or service

    Exercise

    Driving visitors to your website:

    what channels/tactics

    which channels to choose

    how to choose the best channels

    Exercise

    Performance monitoring and analysis

  • Digital Marketing: the process

    2. Benchmark

    1. Discovery

    Set the strategic context Achieve your organisations objectives

    5. Run your digital engines

    4. Build your digital engines

    3. Detailed plan

  • 1. Discovery: define your digital purpose

    1.Your organisation and business aims

    2.Your products and services

    3.Your competitors and your industry sector

    5.The purpose of your website or other digital presence

    6.Your digital marketing and metrics

    4.Your ideal customer, prospect, user or member

  • 2. Benchmark and high level plan

    Recommendations and high level plan:

    Costs and recommendations

    Prioritised by impact & urgency

    Finding your website

    Social media marketing

    Pay Per Click advertising

    Email marketing

    On-page SEO

    Content marketing

    Monitoring and reporting

    Competitor analysis

    Using your website

  • 3. Detailed plan and processes

    Buyer personas

    Buyer journey and stages

    Mapping content to buyer journeys

    Digital platforms

    Content production processes

    Digital promotion engine

    Digital promotion processes

    Measurement and controls

    Marketing automation

    User training

    Content / Editorial Calendar

    SEO action plan

    Social media strategy

    Paid search plan

    Usability/conversion optimisation plan

    Premium content strategy

    Lead nurturing and automation strategy

    Email marketing plan

    Social media strategy

  • 4. Build your digital engines

  • 5. Running your digital engines

    Planning and recommendations:

    Prioritised by impact & urgency

    On-page SEO

    Analysis and measurement

    Conversion rate optimisation

    Email marketing

    Content planning & production

    Social media management

    Pay per click

    Competitor insights

    Creating and refining workflows

  • Discovery

    Your Ideal Customer

    Who buys your product or service?

    How do they buy

    What triggers their search?

    What questions might they ask through their buying journey?

    Your products and services

    What are they buying - not what are you selling

    Why do they buy it - benefits delivered or problems solved

    Why do they buy it from you - USPs or UBPs

  • Consideration

    Short-listing

    Awareness

    Research

    Decision

    Ready to buy

    The buying funnel

    Repeat purchases

  • Define your target audience

    This is Paul, hes a lecturer

    Whats his day-to-day life like?

    Why are we interested in him?

    o Lots of detail!

    What triggers his search?

    o Hes decided he can afford to buy a home cinema system

  • Consideration

    Short-listing

    Awareness

    Research

    Decision

    Ready to buy

    Heres how the buying funnel might look for Paul:

    Repeat purchases

    Is it better to have a Panasonic or Sony?

    Which is best - a 50 inch TV or a projector and screen?

    How long can my speaker cables be without losing sound quality?

    Could I get one remote control to operate all my devices?

  • Meet Graham

    Graham is in his late 40s and has a wife and three teenaged kids.

    He lives in a semi-detached house on the outskirts of Northampton

    He works a 9-5 job in the finance department of a large computer company.

  • What triggered Grahams Search?

    Its Monday and this morning, the bathroom light bulb blew.

    On the way to work he nipped in to Sainsbury's with the old light bulb.

    The size and wattage of the bulb had rubbed off so he wasnt sure what he was looking for.

    The shop assistant, however, advised that they were out of stock of that particular bulb.

    When he got to work his colleague, Rachael, told him to go to Lamps-on-line to find what he was looking for.

  • Discovery - exercise

    Your Ideal Customer

    Who buys your product or service?

    How do they buy

    What triggers their search?

    What questions might they ask through their buying journey?

    Your products and services

    What are they buying - not what are you selling

    Why do they buy it - benefits delivered or problems solved

    Why do they buy it from you - USPs or UBPs

  • What digital tactics could you use

    SEO - on page

    Content Marketing

    PPC

    Email Marketing

    Social Media

    Mobile

    Amazon

    eBay

    Partnerships

  • Why choose some channels not others?

    Some channels work well for all businesses e.g. on page SEO

    Some channels work well for all businesses, but very differently e.g. email marketing

    Some work for certain businesses

    e.g. content marketing for high consideration purchases

    paid search for Ecommerce with good margins

    Some only work for certain businesses e.g. Google Shopping for almost all Ecommerce businesses

    Some can work for certain businesses, but need to be used appropriately e.g. social media channels

  • Exercise - choose the best tactics

    Business to large business Business to small business Business to Consumer

    High consideration Medium consideration Low consideration

    High price Medium price Low price

    High margin Medium margin Low margin

    Single sale Repeat sales

    High up/cross sell possibility Low up/cross sell possibility

    Low lifetime value Medium lifetime value High lifetime value

    Service Both Product

    Complex Simple

    Lead generation Both Ecommerce

    New/not understood Familiar/well understood

    High competition Medium competition Low competition

    Female Male

    18-25 26-35 36-45 46-59 60+

    Mobile only Both Mainly desktop

    Sexy Boring

  • Choose the best tactics - Zanzi

    Business to large business Business to larger SME business Business to Consumer

    High consideration Medium consideration Low consideration

    High price Medium price Low price

    High margin Medium margin Low margin

    Single sale Repeat sales

    High up/cross sell possibility Can extend range of services or length of

    contract Low up/cross sell possibility

    Low lifetime value Medium lifetime value High lifetime value

    Service Both Product

    Complex Simple

    Lead generation Both Ecommerce

    New/not understood Understood by some; a lot of

    misunderstanding Familiar/well understood

    High competition Medium competition Low competition

    Female Male

    18-25 26-35 40-50 46-59 60+

    Mobile only Both Mainly desktop

    Sexy Boring

  • Analytics, performance monitoring

    Level 1 - visits, traffic sources Level 2 - locations, platforms/devices, engagement metrics Level 3 - customisation: goals, events, funnels, testing

  • Traffic sources overview 1st August 2014- 31st January 2015

  • Locations Top 10 referring countries And within the UK, the top referring locations

  • Device category

  • Traffic sources overview 1st August 2014- 31st January 2015

  • Conversion funnel

  • Useful resources

    SEO tools

    SEMRush

    Moz chrome plugin

    Analytics

    Web Master Tools

    Social tools

    Followerwonk

    Tweriod

    Buzzsumo

    Blogs to follow:

    Moz blog

    Content Marketing Institute - Content Inc.

    Econsultancy

    Smart Insights