DBS Course Summation & Digital Planning

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– RACE– Case Studies

• Questions and Answers

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

• Build relationships – not always selling• Funnel marketing, top of mind, inform, educate and entertain

• Optimise and promote content across digital channels

Key Online Marketing Tactics

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

• Social Marketing– Twitter, LinkinedIn, Facebook, YouTube

• Search Engine Marketing– PPC, Display and Affiliates

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

• Email Marketing– Email Service Providers, Valuable Content

• Measurement and Analytics– Clear Objectives and Benchmarks

The Changing Digital Landscape

Traditional Marketing Vs Social

Engagement

Where is everyone?

Social Media Landscape

Businesses & organisations must embrace a more social engagement because it is

happening with or without them

Social Media is Here to Stay

Marketers must understand that its not about the specific tools but the changing

consumption and behaviour patterns of the customer

Marketers must understand the dynamic of communities

Differentiated Digital Media Model

Differentiated Digital Media Model

• Owned Media – such as website

• Paid Media – such as PPC or Display ads

• Earned Media – such as viral campaign

Digital Marketing Media Mix

Content & Inbound Marketing

Hubspot – Inbound Marketing Company view

Outbound Vs Inbound Marketing Strategies

Outbound marketing strategy: • More traditional approach – can also be referred to as ‘push messaging’. • Business decides on a particular message and pushes it out into the

marketplace.• Finds customers by building brand awareness through advertising and

promotion.

Inbound marketing strategy:• New and emerging approach – can also be referred to as ‘pull messaging’.• Develop relationships with prospectives• Findability – create a digital footprint that ensures you are found• Approach tends to be more social and it is more interactive and involving

that the more traditional outbound marketing.

Leveraging Owned Media Assets

• Recognise the value in your owned media assets – Websites, mobile applications, digital

conversations/interactions etc.• Brands/Businesses are becoming publishers and media outlets

– No limits to what an organisation can publish online for the consumption of their constituencies

• Become trusted knowledge experts in your business or sphere of operations

• Establish trust and develop relationships with customers and prospects– Be engaging, entertaining, educative, informative etc..– Allow user participation and transparent engagement

Inbound Marketing Advantages

Advantages

• Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives

• Creates a less-frictional way of converting prospects into sales– When used in conjunction with lead management systems

• Helps build long-term relationships rather than one-off sales • Creates stickiness to your owned media assets (rather than to

paid ones)• Once started, provides an ongoing process and framework to

control and publish valuable information

Digital Strategy Frameworks

Digital Strategy & Planning

Source RedAnt.co.uk

SOSTAC Framwork

UsingRACE

forDigital

Marketing Optimisation

Planning Phase

Planning• Define business objectives

– Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc..

– Identify and communicate to key stakeholders (buy-in)• Listening to what is being said about brand currently• Define audience and break down into key segments

– Influencers, Advocates, Personas – 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 preferred formats• Aligning brand with digital strategy

– What is the tone, voice, perception currently presented

Research

Keyword Research

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, Email, Lead Gen etc…

• For B2B business map out buyer and sales cycles– Align marketing and sales organisations

• Create internal procedures and best practices for social channels• 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 corrolary failure too)

Mapping audience, solutions and projected ROI

Source RedAnt.co.uk

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 Elements

Pay Per Click Advertising

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 targetted 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 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– Wordstream– Keyword Spy– Market samurai– Wordze– WordTracker

• 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

PPC Case Studies

Crystal Ski

Tropical Sky

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 Studies

Sunway - Thailand

Sunway.ie - Egypt

Select Camp

Local Search

Skytours – Google Places

Club Travel Google Places

Social Media Campaigns

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

objectives for each channel

Online Brands and Social Media

• 60% of online shoppers already use social media sites and networks regularly

• 56% of those online shoppers friend or follow retailers, but they can only do so, if the retailer is actively engaging within those networks

• Only 25% of Top 100 Brands have Facebook Pages• Twitter and Facebook users to spend more than 1.5x

more online than the average Internet user.

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

Implementing a social media programme

• Benchmark existing stats– Current site statistics - PPC and Organic Search – Twitter followers, Facebook fans, Digg Links, existing traffic etc..– Quantify ROI benchmarks – customer acquisition, advertising spend

per channel• Design and develop the campaign

– Decide on channels– Stakeholders – Expectations– Pilots– Revision points– Monitoring process– Engagement process

• Measure Impact of the Programme

Case Studies

Cully & Sully

Dazzledust

The Good Mood Food Blog

Kogi BBQ

Hairybaby

BlendTec

Old Spice Campaign

Tippex YouTube Campaign

Greater Manchester Police

C-Mon & Kypksi

Email Marketing

Email Applications

Case Studies

CityDeal.ie

Asos

Schuh

Prudence Magazine

Key Points to Remember

Why does email marketing work

• Allows Targeting & Segmentation – right prospects• Is Data Driven –you can focus campaigns on measurable

prior behaviour• Drives Direct Sales – attribute post-click action with

eCommerce activities and sign-ups• Builds Loyalty, Relationships and Trust – frequent

meaningful communication helps stay “top of mind”• Support Sales Through Other Channels – influence and

drive offline activities• Helps Customer Acquisition and Customer Retention

Email Design and Layout

• Clear User Outcome Focused Design– Use Multipart-Alternative MIME formats

• Sends HTML version and plain text version (depending on the recipient mail server settings)

– Design attractive, simple and easy to use templates– Ensure branding is consistent across all campaigns– Make sure design is easy to follow, articulates a defined

thought sequence and has clear calls to action– Test your mail to ensure that it renders across all email clients– Don’t Embed image files in emails – link to external servers– Use inline CSS rather than relative CSS links in header

First Impression Count

• Your first email should be a welcome email– Introduce your company and benefits of receiving the email– On your email sign-up form - tell users what they will get and

how often– Tell user that your goals is top provide value for them– Special offers for signing-up to your email newsletter– The To: field should be the persons name – not their email

address – you can customise this– Provide an obvious opt-out link for the user– Link to your privacy policy– Clearly show your physical address – you’re a real business

Its All About Content

• Content is King– Map out content for your next few campaigns– Each email should provide clear value– Don’t try and do all your selling with your email copy – what

you want is the user to “click” through to landing page– Always meet the expectations that you set in the opt-in stage

(and you should be setting expectations at that stage)– One or two “Clear Calls to Action” per email (no more)– Relevant (right audience with right content), Timely, Targeted

and value driven (from users perspective)

Best Practices – Subject Line

• Keep it 35 Characters or less• Consider using brand or business name• Avoid Spammy words – BUY NOW, CLICK HERE, FREE

etc… (look bad and get caught by spam catchers)• Mimize use or don’t use symbols and special characters

– (!!!)• Don’t use misleading headlines – you’ll annoy people

(plus its illegal in the CAN-SPAM Act)• Time delimit offers • Add in prices of special offers

Affiliate Networks & Performance Based Marketing

Affiliate Networks/Performance Mktg

Measurement Process -

Key Performance Indicators

At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase

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• Business Objectives:

– Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs

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• Increase Recency 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

Simple KPI Framework

Evaluation Phase

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– Continue to get communicate internally of sucesses– Educate management through correlation of digital

and business goals

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