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Fuelling Digital MarketingSuccess

11 practical techniques for smaller organisations

Dr Dave ChaffeySmartInsights.com

Downloadsmartinsights.com/tfma2014

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What fuels success?

Removing your

profit leaks :

across all touchpoints

Read full article and download a free sample chapter from Watertight Marketing by Bryony Thomas

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11 techniques to fuel sucess

PLAN #1 Digital-specific plan | #2 Personas | #3 OVP

REACH #4 Content focused SEO/CM | #5 Paid media targeting

ACT #6 Managed journeys | #7 Marketing Automation

CONVERT #8 CRO | #9 Mobile-optimised experiences

ENGAGE #10 Obsess about loyalty | #11. Social amplification

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About Dave ChaffeyAbout Dave Chaffey

• Author of 5 bestselling marketing books now working on 5th editions

• Responsive for CXM at SmartInsights.com a marketing advice site with Expert members in over 50 countries

• Insights Director at agency ClickThrough Marketing

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Start with a plan!

Key success factors Customer insight Marketplace review SMART objectives Persona creation Digital SWOT summary

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#1 Create a digital-specific plan

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#2 Multichannel Personas For each persona define preferences for: Platforms

(web, email, mobile) Platform usage (hours) Content consumption:

General site types &

category-specific Social media - content

creation & participation Search behaviour Trusted brands

www.dulux.co.uk

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#3: Define Brand OVP

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Improving Reach

Key success factors Define success criteria Select appropriate mix Optimise most effective channels:

Search marketing Outreach Social media marketing

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#4 Content-focused SEO/Content MarketingDefine the content sweet spot

AlfredJansen Communications

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The Content marketing / engagement challenge

Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.

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Use the Smart Insights Content Marketing Matrix for a Structured evaluation of relevant content

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Effectiveness (potential sales volume)

Inve

stm

ent (

reso

urce

nee

ded)

SEOLong Tail

AdWordsRemarketing

Facebook custom audiences

AdWordsGeneric

Social amplification

Media relatedPR

Influencer PR Integrated

contentcampaigns

Blog marketing

SponsoredTweets

Instagram

#5 Paid media targeting

FBX Retargeting

Facebook Promoted Posts

LinkedInPromoted Posts

Tip: Review Display Network andRemarketing options

AdWordsTail

AdWordsPLA

AdWordsMobile

(Enhanced campaigns)

SEOGeneric

Example: Review effectiveness for your sector

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LinkedIn example

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Tip: Use paid and naturalSite links to explain

and persuade

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Increasing InterACTion

Key success factors Define key customer journeys for different platforms Use Analytics to improve effectiveness

Select content to engage audience Manage creation and promotion

of content

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#6. Managed journeys

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How effective is your scent?

WHY CHOOSE US?

WHERE / HOW TO BUY?

NEW CUSTOMER?

<CUSTOMER-CENTRIC SERVICE NAMES>

Example SCENT TRAILS

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Landing Page Lifetime: Continually Evolving Success

Conversion rate has increased over ten times since 2008. We continually test and try new ideas and messages. Angel Springs now sets the standards others follow.

2008 2009 2011 2013

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Tip: Use Qualaroo.com to review barriers

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#7. Marketing Automation

Customers

Welcomeemail

BehaviouralCross sell

Regularmarketing

emails

Site segmented

Activityflagging

RFM

PredictiveLapsed /

Churn

By product

Site downapology

Birthday / XmasEmails

Repeatabandoner

FutureRelease

alert

Back instock alert

Lapsed

ActivityNon cross sell

Not returnedin 14 days

Not re-purchasedin 14 days

Processabandonment

X-sellprogramme

By product

NewsletterNot

transacted

By contentgroup visited

Contenttriggers

Entry level

5 - 8 triggers

Medium level

17 – 30 triggers

Upper level

20 – 50 triggers

Nirvana

50 – 500 triggers

Nursery program

Site Activity programFull marketing email program

Customer service emails

Source:

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Increasing Conversion

Key success factors Create a CRO / optimisation process Improve mobile platform conversion and integration

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#8. CRO

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Example of an integratedsocial media campaign

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#9 Mobile persuasion

Recommendation: Review leads, sales from different device, resolution Advanced Segments

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Improving Engagement

Key success factors Understanding the satisfaction gap Effective sharing through social media marketing Effective and efficient email marketing

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#10 Obsess about loyalty drivers

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Practical Tip – use customer feedback tools

http://bit.ly/smartfeedback

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#11 Social media amplification

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From T-Shaped to V-Shaped

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Chat with us on Stand H24!

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Let’s Connect! Questions & discussion welcome

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Download deck: SmartInsights.com/tfma2014