smart digital marketing plan for ecommerce website, by anthony ragland

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2015 Digital Marketing Presentation Deck for an eCommerce Website Client March 4, 2015 Presentation By: Anthony Ragland Digital Marketing Consultant Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

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2015 Digital Marketing Presentation Deck for an eCommerce Website Client

March 4, 2015

Presentation By: Anthony Ragland

Digital Marketing Consultant

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Presented By:About Smart Digital Marketing Firm: Smart Digital is a forward-thinking digital marketing service firm located in Atlanta, Georgia. Our team provides expert digital marketing services to companies who want to increase their online revenue and expand their digital footprint. Our firm capabilities are smart digital marketing strategies and savvy growth hacking strategies.

About The Presenter:Anthony M. Ragland is the founder of Smart Digital, inc. As founder, he is the leader of the firm’s digital marketing practice. Anthony plays a hands-on role in the strategic planning and tactical execution of all client projects.

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Audit The Web AnalyticsSample Client Google Analytics Data

(Feb. 1 - Feb. 28, 2015)• SEO top traffic

referral source • Create strategy to

increase traffic from other referral sources

• Pageviews are good • Avg. time on site good • Pages per session good • Bounce rate is OK

• Conversion rate very low

• Transactions very low

• Revenue low

• New visitors indicate target market health

• Returning visitors indicate user satisfaction

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Establish Vision for the FutureShort-Term Vision (within 1 Year)➡ Goal for Monthly Increase in Website Visitors ➡ Goal for Monthly Increase in Revenue ➡ Objective to Achieve Higher Customer Satisfaction Levels ➡ Objective to Add More Products to eCommerce Website ➡ Objective to Build Brand Extension Revenue Models

Long-Term Vision (within 3 Years)➡ Monthly Website Visitor Goal ➡ Revenue Goal Per Year ➡ 100,000+ Satisfied Customers ➡ 20,000+ New e-Commerce Products ➡ The Most Recognized Digital Brand in the Industry

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

How do we achieve growth and realize our vision?

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Customer CentricityThe Internet is a two-way communication medium and the customer is in charge. The Digital Age has evolved … we know that eCommerce and online business success requires a customer-centric online business model.

In order to achieve exponential growth and our vision for the future, the company website must create the …

Must-Have Customer Experience

A customer-centric framework and proven online business model for profitability and sustainability.There are two vital KPI questions everyone on the team is accountable for:

1. Did we make money?

2. Was the customer satisfied?

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Turn Questions into KPIs1. Did we make money? Money Questions (weekly reporting)

- What percentage of visitors convert to new customers? - What’s our customer acquisition cost? - How many new orders per day? - What’s the average order value? - How many daily mailing list subscribers?

2. Was the customer satisfied? Satisfaction Questions (monthly reporting)

- What’s the customer satisfaction rate? - What’s the percentage of new vs. repeat visitors? - How much engagement on social media sites? - What’s the bounce rate, time-on-site, recency, etc? - What’s did we learn about our customers?

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Our Plan & Approach Data, Data, Data, Data …

Smart Data-Driven Decision Making

4 Types of Web Analytics Quantitative (clickstream)

Qualitative (active research) Competitor Intelligence

Multiple Outcome

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

12 Growth SprintsMarch 2015 July 2015 November 2015 April 2015 August 2015 December 2015 May 2015 September 2015 January 2016 June 2016 October 2015 February 2016

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

3 Growth Objectives

Modernize Optimize Monetize

Experience Performance Results

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

March 2015 Sprint

Optimize The New Website

• Configure Google Webmaster Tools and conduct search engine data analysis.

• Implement a plan for a 301 Redirect Map (old web pages, to new web pages).

• Implement plan for SEO URL Names for category and product pages.

• Implement SEO On-The-Page upgrades to site-wide template pages.

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

March 2015 Sprint

Modernize The New Website

• Conduct Usability Test on the new website; collect and analyze the qualitative data and make improvements to user interface.

• Start promoting the new website on the current website NOW.

• Add Brand Positioning (USP) Statement on the new home page and on product pages.

• Stress test the new website (broken link test, load speed, mobile testing, checkout process, autoresponders, conversion goals, etc) .

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

March 2015 Sprint

Monetize The New Website

• Sell EXCLUSIVE site-wide advertising to one company instead of serving hundreds of random banner ads; re-create advertising media kit package.

• Conduct conversion rate optimization to current website product pages to increase transactions and new orders.

• Add LIVE Chat to become more customer-centric. Collect and analyze customer feedback from LIVE chat transcripts. Use the qualitative data to create customer-centric content and solutions.

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Exclusive Advertising • Demographics and interest data for EXCLUSIVE site-wide advertising.

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Growth Goals & KPIs

• 488,000 Unique Visitors Per Month

• .07% Conversion Rate Per Month

• $10,000 in Online Revenue Per Month

• 2 Million Unique Visitors Per Month

• 2% Conversion Rate Per Month

• $100,000+ in Online Revenue Per Month

Current KPIs Short Term Goal KPIs

• 309% increase in Unique Visitors Per Month

• 2,757% increase * in Conversion Rate Per Month

• 900% increase in Online Revenue Per Month

Performance Goals & Benchmarks

* Note: 2,757% increase in conversion rate could equal $270,000 per month in revenue

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

How does the eCommerce website go from current to

good to great?

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Web AnalyticsThe analysis of quantitative and qualitative data from

your website and the competition, to drive a continual improvement of the online experience & revenue.

• Google Analytics to answer the “What?” (Clickstream data)

• Experimentation Analysis to help answer the “Why?” (Surveys, A/B Testing, Usability, etc)

• Outcomes Analysis to answer the “How much?” (CRO, Engagement, Loyalty, etc)

• Competitor Intelligence to answer the “What else?” (SEO, SEM, SWOTs, etc)

Data Intelligence & Insights

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Search Engine OptimizationThe creative and technical process of improving the

visibility of the website in the search engine's organic or un-paid search results.

• Content (Quality, Fresh, Duplicate, etc.)

• HTML (Meta Tags, Structure, Headers, etc.)

• Architecture (Crawl, Speed, URLs, etc.)

On-The-Page Factors

• Links (Quality, Quantity, Text, Spam, etc.)

• Trust (History, Authority, Reputation, etc.)

• Social (Signals, Shares, Integration, etc.)

Off-The-Page Factors

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Conversion Rate OptimizationThe scientific process of converting more website

visitors into prospects and customers.

• Customer Centricity (Easy, Simple, Clear)

• UI Design (Plan, Develop, Execute, Test)

• Optimize Results (Analyze, Refine, Scale)

User Experience Upgrades

• A/B Split Testing (pages & elements)

• Usability Testing (VoC, Active Research)

• Segmentation (Men, Women, B2B, B2C)

Experimental Testing

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Growth HackingThe advanced application of digital marketing and web

development techniques to accelerate the growth of an online business.

• Website-centric Growth Strategy

• Product-centric Growth Strategy

• Partner-centric Growth Strategy

Quarterly Growth Plan

• Efficient & Agile Implementations

• Referral, Viral & Word-of-Mouth Triggers

• Platform Integrations & Community Building

Execute Growth Plan

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Content MarketingA marketing process focused on creating and distributing valuable, relevant, and consistent content to attract and

retain a clearly-defined audience.

• Create Content Strategy & Social Media Plan

• Invest in Visual, Useful, & Engaging Content

• Curate to Connect w/ Influencers & Markets

Content Creation

• Distribute via Blog & Social Platforms

• Use Content Marketing Automation Tools

• Analyze User Engagement and Link Building

Content Distribution

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Email MarketingThe most affordable and effective digital media channel

to boost customer loyalty and retention.

• Incentive Based Email List Strategy

• Email Segmentation Strategy (B2C vs. B2B)

• Email Personalization & Relevancy

Email List Building

• Email On-boarding & Brand Positioning

• Customer Retention (ie…Promo Codes)

• Drip Campaigns of Useful Content

Email Drip Campaigns

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

What will it take for the company and

Smart Digital to partner?

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Your Company + Smart Digital

• Experienced Digital Marketing Direction & Management

• One Year Service Commitment (Minimum)

• Monthly Growth Planning & Tactical Execution

• Weekly Thought Leadership Meetings & Reporting

• Daily Project Management, Workflow and Progress

An eCommerce website requires a long-term digital marketing partnership rooted in accountability, transparency, trust, and

best practices. Smart Digital is prepared to provide:

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com

Let’s make a deal …

Data-Driven Digital Marketing Firm - Atlanta, Georgia - SmartDigitalFirm.com