10 creating digital marketing strategy
TRANSCRIPT
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15/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 1
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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15/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 9
How to Analyse competitors
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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
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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
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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
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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.
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The Customer journey to online purchase
Paid search and Organic search directly helps to take decisions.
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Understanding Conversions
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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
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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:
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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:
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Social Media Analysis :
Facebook FansLikesShareEngagementRetweetsFollowersPins+1's
G+
Others
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Daily Ad Budget
Avg. Ad Position
Paid vs Organic Clicks Per Day
PPC Analysis (Daily ad spends)
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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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