Digital Planning Session

Keith Feighery

Overview

• Components of Digital Marketing Programme• Changing Digital Landscape to Consider• Differentiated Digital Media Mix• Content & Inbound Marketing• Digital Strategy and Planning

– Planning, Creation, Actualisation, Evaluation– SOSTAC ® created by PR Smith – RACE– Case Studies

• Questions and Answers

Digital Marketing Planning Template

http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/

• http://www.smartinsights.com/blog/digital-marketing-strategy/campaign-planning-template/

Core Components of Digital Strategy

Core Components of Digital Strategy

• Have clear and defined business objectives for your Digital Programmes– Increase Sales, Lead Gen, Build Awareness, Increase Customer

Retention, Reduce Cost of Acquisition etc…• Know exactly who your audience is – and where they reside digitally

• Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences

• Develop a content strategy for your site and digital channels – that adds value for your customers• “Whats in it for me” – always from the customer perspective• Use customer lexicon – not yours

• Create Activation and Conversion points within your digital assets• Build relationships – inform, educate and entertain• Iterate, Optimise and promote content across digital channels

Iterative Approach To Creating Digital Marketing Plans and Strategies

Iterative Digital Marketing Strategies

Key Online Marketing Tactics

• Social Media Marketing– Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts

• Content & Inbound Marketing – Website, blog, social platforms, partnership sites etc…

• Search Engine Marketing– PPC, Display and Affiliates

• Mobile Marketing– Location Based, Text, Advertising, Coupons, Offline-Activation

• Search Engine Optimisation (SEO)– Structured & Planned Content, Optimismed Vocabulary, Links

• Email Marketing– Email Service Providers, Acquisition and Retention, Lead Nurturing

• Measurement and Analytics– Clear Objectives and Benchmarks

The Changing Digital Landscape to Consider

Traditional Marketing Vs Social Engagement

The Rise of Facebook

Proliferaton of Channels

Social Media Landscape

Businesses & organisations need to embrace a more social engagement because it is

happening with or without them

Marketers need to understand its not about the specific tools but the changing

consumption and behaviour patterns of the customer

Marketers need to understand the dynamic of communities

Differentiated Digital Media Model

Digital Marketing Media Mix

Content & Inbound Marketing

Hubspot – Inbound Marketing Company view

Inbound Marketing Advantages

Advantages Inbound Marketing

• Creates the means for prospects to find and discover you through the nurturing of an extensive digital footprint

• Creates stickiness to your owned media assets (rather than to paid ones)

• Creates a less-frictional way of converting prospects into sales• Helps build long-term relationships rather than one-off sales • Once started, provides an ongoing process and framework to

control and publish valuable information

Digital Strategy & Planning

Digital Strategy & Planning

Source RedAnt.co.uk

SOSTAC ® Framework

UsingRACE

forDigital

Marketing Optimisation

Planning Phase

Planning

• Define business objectives– Increase sales, Increase awareness, increase retention rates, create

demand, educate audience, augment lead generation etc..• Define audience and break down into personas & needs

– Personas, Influencers, Advocates, – Demographics, Psychographics, SocialGraphics etc.

• Audience locations and value of each audience segment– Where do the reside digitally, what are their preferences, how do they

consume media, what are their required informational needs• Aligning digital strategy with brand

– What is the tone, voice, perception currently presented

Research Channels

Personas

Location Setting

Goals and Audience Location Analysis

Source RedAnt.co.uk

Creation Phase

Creation• Once strategy, audience, locations are known

– Start conceiving, designing and creating tactical solutions• Identify themes, channels, tone, aims for each tactical channel and

initiative– PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen

etc…• For B2B business map out buyer and sales cycles

– Align marketing and sales organisations• Initiate a content marketing production programme

– Map this out along with personas and buyer cycles• Define KPIs for each programme – know upfront what success will

look like (by corollary failure too)

Mapping audience, solutions and projected ROI

Source RedAnt.co.uk

Simple KPI Framework

Measurement

• Key Performance Indicators– Measures that help you understand how you are

doing against your objectives.– highlight success, or failures, for the objectives you

have created for your organization

Typical Trackable KPIs

• Increase Rate & Value of Conversions• Increase Average order size (ecommerce apps)• Increase Customer Lifetime Value• Increase Average Revenue Per User• Reduce Cost per Lead & Cost Per Sale• Reduce Core Bounce rates• Increase Frequency and Return rates• Reduce Abandonment rates

Metrics• Traffic Related Statistics

– # Page Views, Visits, Unique Visitors• Channel Statistics

– Decomposition of Organic, Paid, Email, Direct etc..• Social Stats

– # of Twitter, FB, Blog, LinkedIn followers/comments• # of 3rd Party Links

– Partners, Referrals, Promotions, Affiliates • # of Newsletter signups• # of Site Specific Downloads

– Webinar Views, Articles, Whitepapers, podcasts

Actualisation Phase

Actualisation

• Real-time implementation of each channel, campaign and platform

• Engaging and interacting with your audiences• Reacting to issues and tweaking campaigns as they proceed live• Constantly compare performance with projected KPIs created

during the previous phases• Create a cross functional communications feedback loop to

resolve all issues and update status• Capture all lessons learnt in a repository in order to feedback

into an improvement process

Actualisation Core Tactics

Pay Per Click Advertising & Google Content Network

PPC Overview• Analyse your specific market

– Use Keyword Tools• Analyse your online and offline competitors

– Keywords tools, Seo Tools, Back Links Analyser• Create the PPC accounts

– Divide the main account into sub campaigns and groups– Optimise Ad Copy, Headlines, Calls to Actions, Landing Pages – Enables highly targeted Ad Campaigns

• Create Longtail multi-word bids– Over 60% searches use 3 or more words

• Set up a Conversion points and Track• Adjust constantly to ensure optimisation

PPC Tips

• Match your keywords to optimised Ads and tested landing pages • Ensure you optimise your Google "Quality Score”

– Based on CTR, relevancy of keywords, ads and landing pages– High quality score means higher ranking with lower bid costs

• Tools and strategies to find the best PPC keywords– Google Adwords Tool, WordTracker, Wordstream, Keyword Spy

• Write highly optimised and design ads to attract highly targeted clicks– Make sure landing pages are relevant– Repeat bid keywords in copy (they are bolded and increase CTR)– Clear Calls to Action– Dynamic Keyword Insertion

Google Adwords

http://adwords.google.com/support

PPC Examples

Search: Online Marketing Courses

Search: Health Insurance Quote

Search: Mothers Day Flowers Dublin

Google Content Network

Search Engine Optimisation

Top 5 Ranking Factors

• Keyword Focused Anchor Text from External Links – 73% very high importance

• External Link Popularity (quantity/quality of links) – 71% very high importance

• Diversity of Link Sources (links from many unique root domains) – 67% very high importance

• Keyword Use Anywhere in the Title Tag – 66% very high importance

• Trustworthiness of the Domain Based on Link Distance from Trusted Domains– 66% very high importance

Next 5 Important Factors

• Keyword Use in Internal Link Anchor Text on the Page– 47% moderate importance

• Keyword Use in External Link Anchor Text on the Page– 46% moderate importance

• Keyword Use as the First Word(s) in the H1 Tag– 45% moderate importance

• Keyword Use in the First 50-100 Words on the Page– 45% moderate importance

• Keyword Use in the Subdomain Name– 42% low importance

• Keyword Use in the Page Name URL– 38% low importance

SEO Case Example

Search: Flowers for newborn baby

Newborn Flowers

Local Search

Google Places Page

Social Media Programmes

Challenge is to build engaging digital and social strategies aligned with clear business

objectives for each channel

Elements of a social media campaign

• Essentials of a successful campaign

– Know your target audience– Plan goals and aims of campaign– Prepare internal organisation for impact of social media – Identify stakeholders and task them with ownership– Pick platforms and tools that relate to your identified audience– Implement a pilot programme and monitor and analyse

campaign progress– Revise approach and campaign based on feedback– Roll-out on different platforms and business areas

incrementally

Case Studies

Cully & Sully

Hairybaby

The Good Mood Food Blog

Dazzledust

BlendTec

Best Job In the World

Tippex YouTube Campaign

Old Spice Campaign

Email Marketing

Email Applications

Case Studies

CityDeal.ie

Asos

Schuh

Best Practices• Organic Opt-in List Growth

– Value your list – design your activities around harvesting mails• Be relevant and provide value not always sales messsages• Frequency• Remind recipients why they are receiving mails

– Think relevancy & consistency – provide value• Constantly Test

– Test Content, Images, Subject Line, Address, Calls to actions, placements, layout

• Template Design– Clear information architecture that renders well with images

on or off

Best Practices

• Share with Social Network– Make it easy to share email content with networks

• Create segmented targeted lists• Optimise and test subject lines, time of delivery, from addresses,

email copy etc..• Clear Calls to Action

– Ensure clear to customer what next step is• Deliverability

– Consider ESP products, Ensure using whitelisted IP address

Evaluation Phase

KPIs & Goals set in the Creation Phases should be assessed according to actuals

Ongoing KPI & Metric Analysis

Evaluation Feedback loop

• Implement a continuous learning and improvement framework• All findings and experiences should feed into subsequent

phases, campaigns and initiatives• Refine reporting process

– Improve ROI metrics in their broadest sense– Educate management through correlation of digital

and business goals– Iterate constantly

Questions & Answers

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274

Thank You

References

• SOSTAC ® is a registered trade mark of its inventor PR Smith