Date post: | 12-Apr-2017 |
Category: |
Marketing |
Upload: | zanzidigital |
View: | 245 times |
Download: | 0 times |
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
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
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