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 organisation’s 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

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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, he’s a lecturer

• What’s his day-to-day life like?

• Why are we interested in him?

o Lots of detail!

• What triggers his search?

o He’s decided he can afford to buy a home cinema system

Consideration

Short-listing

Awareness

Research

Decision

Ready to buy

Here’s 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 Graham’s Search?

• It’s 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 wasn’t 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