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Developing your

Digital Marketing Strategy

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Topics Covered

1) Creating a plan using the SOSTAC frame work

2) How to analyse your competitors

3) Building your Sales and Lead Generation process

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Tactics without strategy is the

noise before defeat

SunTzu

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Creating a plan using the SOSTAC frame work

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Situation – where are we now?

Objectives – where do we want to be?

Strategy – how do we get there?

Tactics – how exactly do we get there?

Action – what is our plan?

Control – did we get there?

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How to Analyse competitors

To begin with..Every businesses position their product/ services to be superior in terms of quality and other dimensions.

so does the competitors..

And then you have other businesses offering the same feature at much lower prices.

In comes Fierce competition- every body wants a large bite of the consumer cake

How do we identify competition?competitors can have the following featuresNature - Local ; GlobalType - similar service ; extended services ; clubbed services eg- consumer product sold in single website, ecommerce site etc.scale - Brand , local, SME, Startupsonline/ offline or bothcompetitors can be identified by defining & understanding the client's business- geo-location scope, positioning

When & WhyStart of the project- we ask our client's to list names of competitors.

we analyze and list some more..

what does it tells us?how is the competition doing in terms of strategyTraffic [composition]SEO + Links analysisContent [strength & quality]AdsSocial marketing

scope & opportunities-key positioning's

What to compareStrategy - [digital platforms]

Engagement- [social platforms]

Positioning price point - cheap, affordable,premium etc.Market standing- market leader,pioneer,Tech savvy, new age

etc.Qualitative - best, superior technology etc.Service - quick, efficient, high quality etc.

Note: This will also help understand the TG.

The Customer journey to online purchase

Paid search and Organic search directly helps to take decisions.

Understanding Conversions

Search market analysis Taking Relevant Generalized key phrase search volume.

Objective is to show the search market universe available for the particular niche.

Analysis - Look at the search market

comp1 comp 2 comp 3 comp 4

Total no of pages

Page Load Time

Citation flow

External backlinks

Govt backlinks

Educational backlinks

SEO strength analysis:

Total traffic

Organic Search

Referral Social MailDisplay Ads

Search Ads

Comp 1

Comp 2

Comp 3

Comp 4

Digital marketing mix usage and traffic sources:

Social Media Analysis :

Facebook FansLikesShareEngagementRetweetsFollowersPins+1's

Twitter

G+

Pinterest

Instagram

LinkedIn

Others

Daily Ad Budget

Avg. Ad Position

Paid vs Organic Clicks Per Day

PPC Analysis (Daily ad spends)

How We do It !Tools 2 SuccessPage Speed Analysis -

https://developers.google.com/speed/pagespeed/insights/Web traffic & marketing insights - similarweb.comPPC analysis - spyfu.comOrganic competition - semrush.comBacklink strength - majesticseo.com ; ahref.com ; opensiteexplorer.comstatistics - google insights ; statscorp.com ; google trends social media - socialbaker.com ; klout.com ; socialmention.comOnline Consumer Behaviour - consumerbarometer.comA lot more available... will keep listing

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Building your Sales and Lead Generation process

Identify the Source – Inbound Marketing and Landing

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Keeping Score – Lead Scoring, User BehaviorAnalytics, and Advanced Email Marketing

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Keeping Score – Lead Scoring, User Behavior Analytics, and Advanced Email Marketing

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Following Up – Lead Nurturing and Marketing Automation

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Keep Extensive Records – CRM Integration

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Make More Money – Lead Source Cost Analysis

• What sources – web, traditional, or otherwise – bring in the most

revenue?

• What characteristics do interested buyers demonstrate on the web?

• How can the sales funnel be modified to increase efficiency and

efficacy?

• What particular products or services perform best on the web or in

traditional media, in person or online, with promotional materials or

without, on this web page or that, so on and so forth (the

combination of conditions is seemingly endless)?

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