friday session #58: shake up your multi-channel strategy
DESCRIPTION
Cleverwood's 58th Friday Session aimed to share knowledge with our network consultants. Strategist Derek D'Ursel covering the basics of online multi-channel marketing.TRANSCRIPT
Shake up your multi-channel strategy tchin-tchin !
DEREK D’URSEL
Little intro
I define myself as:
The rigor of a management engineering The craziness of an entrepreneur The spirit of a marketer
What I am doing since 4 years:
creating leads websites with little budget
Let’s define together:
How to create a strategic plan and use proposed tools
Appetizer
So keep yourself up to date !
All this is onlyrelationship mgmt
!
# 1 # 2
(2) Acquisiti
on
(3)Retentio
n
(4)Conversio
n
(1) Reach
The e-marketing wheel:
The channels
E-mail marketing Online marketing Affiliate marketing Search engine marketing PPC advertising Social media marketing Viral marketing Online reputation mgmt Web PR marketing Mobile Marketing …
Main dish
Bon appétit !
0. Know your productIs it a product
service
advertisement
… all of them
What do you sell?
1. Define the objectivesShould be task specific (what is to be accomplished),
measurable (how much), time specific (by when) and
realistically attainable
Ex: rise brand awareness
rise number of inscriptions
rise number of sales
What do you want to achieve?
Define KPI you’ll use (you’ll need them!)
0. Product (s)?
0. Product (s)?
1. Objective (s) and KPI (s)?
2. Identify your target groupsFirst step: list their needs
Second step: understand how they consume digital
medias
Who is your customer ?
Use personae technique
First tool : personaeWill help you define groups and use case of media usage
0. Product (s)?
1. Objective (s) and KPI (s)?
2. Target group (s)?
3. Define your unique valuesFirst step: eliminate values that cannot be seen as an
answer to one need of your target group
Second step: be aware of values that are not unique
regarding competition. (oups… huge topic!)
What value do you bring ?
Second tool : GA hackWill help you test your values toward your target groups
Value 1 Value 2 Value 3
Arg
um
en
t 1
Arg
um
en
t 2
Arg
um
en
t 3 …
Arg
um
en
t 1
Arg
um
en
t 2
Arg
um
en
t 3 …
Arg
um
en
t 1
Arg
um
en
t 2
Arg
um
en
t 3 …
20€ + 80€ free google account
Landing page promoting
value1
Landing page promoting
value2
Landing page promoting
value3
Conversion Conversion Conversion
analy
tics
0. Product (s)?
1. Objective (s) and KPI (s)?
2. Target group (s)?
3. Value (s) ?
4. Scheme your buying processEx: a. identification of need
b. search of information offline
c. search of information online
d. . . .
What is doing your client at each step?
You have it all ! En route !
Third tool : The recap matrixWill help you identify what actions to be taken where
Reach Acquire Convert . . .
Step 1
How do I reach him in step 1 ?
- - …
Step 2
How do I reach him in step 2 ?
How do I acquire him in step 2 ?
- …
Step 3
How do I reach him in step 3 ?
How do I acquire him in step 3 ?
How do I convert him in step 3 ?
…
… … … … …
E-marketing wheelB
uyin
g p
rocess s
tep
sTARGET
GROUP 1
To meet your objectives, for each target group,
on each step of the e-marketing circle and at each step of the buying process
you now know:
what Action to do on what Channel to promote which
Value
And don’t forget
“
”
Data is King !Trial and error is Keen !
… and Gin is Jack !
So keep calm and relax. All this is great fun ;-)