HOW WE DODIGITAL

INTRODUCTION

Marketing has moved online, presenting today’s marketers with a dual challenge—you need both creative talent and technical know-how in a fast-changing arena. The stakes are high. If you get your digital marketing right, you’ll engage with your audience, attract new leads and multiply your opportunities many times over.

In the pages that follow, we’re going to share with you our approach to digital marketing.

Over 60% of marketers are using webinars as part of their content marketing programme

PLANWith the exponential growth of online marketing channels, the need for a digital marketing strategy is no longer optional. The growth of your business now depends upon your online presence. We can help you develop a solid strategic framework to deliver on your business objectives.

WHY?The key to a successful marketing campaign is being clear about your goals and developing a targeted marketing strategy to achieve them.

Structured approach

A digital strategy is essential. Key to this is having clearly defined objectives, such as gaining leads or strengthening existing relationships. Only by having specific goals can you allocate appropriate resources to them. You can then use analytics to assess your progress.

Best practice

We’ll help you review your capabilities against best practice and your competitors, so that you can start to develop a truly effective strategy. By creating a digital road map, we’ll prioritise your digital transformation.

Objectives and KPIs

Once your objectives are defined, we’ll assign KPIs to each one so you can measure progress and ROI. KPIs can be divided between brand, content performance and commercial—you need to review those that align best with your strategy.

Improve customer experience

By building a customer-centric strategy, you will ensure the customer is at the heart of your marketing. The journey from initial touch point to customer and beyond will be consistent and tailored to their needs.

Communication and visibility

Having a clear, written digital strategy that outlines goals and objectives will keep the entire team working towards shared priorities.

Improve efficiency

With a clear strategy you can ensure everyone knows who is doing what and when. This will allow you to focus on the results and be agile in the way you get there.

Your digital health checkWe’ll run through a digital health check with you, using the RACE digital framework assessment—40 questions which will tell us how well you’re already using online marketing.

ObjectivesWe take a results-focused approach, ensuring that we build a strategy to achieve the best results within the agreed timescale and budget.

Facilitated workshopOur team will run an on-site workshop with your key stakeholders to identify the strategy and tactics most appropriate to your stated objectives.

Establish a reporting frameworkOnce your digital campaign is up and running, regular reporting to stakeholders is critical to keep the programme on track.

Your RACE digital marketing planThe workshop will result in a scope document, which sets out a digital programme, including a content strategy, a digital marketing plan, technology recommendations, goals, KPIs and timelines.

CollaborationYou know your business better than we do—but we know more about digital marketing than you do. Collaboration is an essential part of our relationship with all our clients. Success comes through pooling our resources and working together.

Setting prioritiesOnce the marketing plan has been agreed, key milestones and objectives will be identified, assigned resources and used to devise a project timeline.

HOW?The best strategy emerges via a series of processes—we’ll help you to review your current digital strategy, run a workshop with your stakeholders, identify the scope of your planning and define key objectives.

It really is a step-by-step process.

REACHREACH involves creating multi-channel awareness of your brand, products or services across all your digital platforms. The objective is to use valuable content to draw traffic to your website landing pages. Planned campaigns will be precisely targeted to create multiple interactions across a range of media touch-points.

WHY?It is essential to understand your target audience and how to reach them. Understanding the best channels and tactics to use will ensure the best possible results.

Social followersSocial media has transformed marketing and is now one of the primary ways of reaching out to your target audience—attracting the right followers is key to extending your reach.

Content viewsGetting your content in front of your target audience can be a challenge. We will create a multi-channel approach to gain the best reach for your content.

Web visitorsUsing your presence on social media to drive visitors to your website is one of the primary objectives of your social content marketing.

Optimise budgetWe’ll use a variety of online marketing techniques to optimise your budget and reach out to your target audience, while minimising your investment in pay per click.

Don’t miss opportunitiesThe more we can improve the reach to your target audience, the more likely they will be to access your content.

Your email databaseOne of the main aims of your online content marketing is to grow your email database. We’ll help you devise content that will encourage your target audience to surrender their data.

HOW? Reaching out to your target audience means engaging with them on a personal level--this can only be achieved can only be achieved through audience segmentation. Audience analytics are critical to selecting the right channels for communication. And by reaching out to clearly defined segments, you’ll be able to create highly targeted email lists.

Segmentation, targeting and personasWe’ll create audience personas to represent your different customer types, and then reach out to them using the most appropriate digital channels. This is critical to developing successful and sustainable customer relationships.

Social engagementDriving greater engagement using more social interaction is a critical goal—but it’s important to remember that engagement is a two-way street. You need to engage with your audience over the right channels, using the right message.

Audience analyticsIt’s essential to understand your target audience, so you’ll need to use analytics to provide insight into their different characteristics. We can set up your Google analytics to provide you with the information that’s most useful.

Targeted email list buildingBy segmenting your market and targeting your social interaction accordingly, you’ll be able to build up highly targeted email lists.

BlogsBlogs are an important way to establish yourself as an influencer and thought leader, while at the same time drawing prospects into the customer journey.

Paid/owned/earned strategyIt’s important to appreciate the difference between and the value of paid, owned and earned media, and to formulate an effective strategy to get the best out of each of them.

Social marketingNo one can afford to ignore the power of social networking. We will build your online presence to make you more visible to your target audience.

Influencers and partnersBuilding up a network of partners and influencers who can magnify the reach of your content across social channels is an essential element of your social marketing strategy.

ACTACT is short for interACT. It’s a separate stage from conversion, since encouraging interactions on websites and through social media to generate leads is one of the biggest digital marketing challenges. It’s about persuading your prospects to take the next step on the customer journey.

WHY?Most website visitors don’t interact - they bounce on and off the page in a matter of seconds. But if you can do something that keeps them engaged for longer, you’ll have a better chance of converting them.

Lead generationGenerating leads is the whole point of the exercise. The ACT stage is how we ensure that prospects convert into leads through personalised email campaigns and optimised landing pages.

Reduced cost per leadBy consistently learning and testing emails and landing pages, we are able to reduce the cost per lead.

Lead source trackingOnce a lead is generated, we use lead source tracking to capture the source of that lead. This in turn gives us a more detailed insight into your target audience.

Unknown to known

As your audience clicks or submits, we are able to track their online behaviour. With this intelligence, we can improve the customer experience through personalised relevant content , and provide the lead footprint to sales.

Reduce campaign budget

Through a well-defined strategy, we can reduce the campaigns costs, through getting the most from your content and automating communication.

Channel measurement and optimisationWhich channels are working best for which audience segments? Using analytics, we’ll be able to optimise the interaction with each target group of prospects through the channels they use most.

HOW?We’ll be using a variety of content to draw your audience to your landing page and prompt them to interact. The content framework will include freemium content such, as blog posts, and premium content including guides and webinars.

Landing pages, CRO and formsWe will create targeted, optimised landing pages and forms to maximise your conversion rates.

Content marketingContent marketing needs to be at the core of your digital marketing activities. We will create valuable, targeted content appropriate to each of your market segments.

WidgetsAdding content widgets to your website allows us to guide visitors to the to the content most relevant to them, increasing the conversion to the lead.

Email marketingThis has been shown to be the most effective way of drawing interactions from your target audience.

CampaignsWe will create a schedule of content lead campaigns from the content framework through the channels under management.

Visitor profiling and behavioural trackingWe use visitor profiling and behavioural tracking to further refine our targeting of key market segments, and consistently improving the customer experience.

Lead scoringAll interactions with the audience across email, website and content will be scored within the scoring framework. The scoring model will allow you to assess who is most interested in your proposition and most ready to engage with sales.

A/B testingWe use A/B testing to discover what form of content prompts the best interactions from your prospects. In this way, we’re constantly refining your campaign.

CONVERTThe conversion from lead to sale is the most critical stage of the customer journey. It involves getting your audience to take that vital next step which transforms them into paying

customers. For this to happen, your marketing and sales must be aligned to lead customers through the funnel.

WHY?Convert is all about creating a consistent transition from marketing to sales for a smooth transformation from lead to customer.

Alignment

For conversions tohappen, sales and marketing have to be in complete alignment—it’s essential both teams are working towards the same goals and objectives.

Conversion rateThe best measure of sales and marketing alignment is your lead-to-customer percentage. This single figure can tell you how effective your marketing and sales funnel is.

Sales productivityGood sales and marketing alignment can have a profound effect on sales productivity by ensuring that each lead passed through the funnel is genuinely sales-ready.

Sales cycleThe benefit of integrated sales and marketing as a result of closer alignment are the shortening of the sales cycle, and the positive effect this has on sales productivity.

Consistent experienceProviding sales with insights on the history of the lead will ensure the customer is transitioned from marketing to sales seamlessly.

Lead prioritisationBeing able to use lead tracking to assign lead prioritisation ensures the most effective use of sales resources, increasing conversion rates.

Never lose a leadLeads that are not quite sales-ready can be steered back onto a nurture path rather than being lost.

Lead allocationAs leads become sales-ready, we will move the lead from marketing into the sales channel. Through real-time triggers, we can alert and set tasks in CRM ready for sales to collect.

PersonalisationNurturing the lead does not just relate to email communication - it also means personalising the web experience. We can embed technology into the website to track behaviour and serve up the most relevant content on screen.

Social sellingWe will use the Linkedin Navigator platform and provide sales with the know-how to interact with their assigned leads to create an online relationship and improve conversion rates.

Sales insightsWe will embed this technology directly into CRM, so sales are able to view the complete history of the lead across email, web and social, allowing the conversation to take off where marketing left.

Lead gradingAs leads are generated, they can be profiled for information such as industry, size and job title to grade them from F to A+. This will allow us to present the leads you are most interested in first.

Lead nurturingAs leads are generated, they will drop into the appropriate segment, ready for the next level of communication. We will create a series of automated steps to further educate the lead on your value proposition, ready for sales to collect.

HOW?We will integrate the marketing and sales platforms to provide a single view of the customer journey, ensuring no lead is lost and each lead is processed through the best possible approach to convert.

ENGAGELong-term engagement means developing a relationship with first-time buyers to build customer loyalty and encourage repeat purchases. We’ll use your on-site communications, email and direct interaction to build strong bonds and encourage customer advocacy.

Improve customer experienceBehavioural analytics will give us valuable insights into your customers, which we can then put to use in improving the customer experience along the length of the sales path.

Buy more

The same analytics can be used to prompt the customer to buy more of a product they’ve shown an interest in.

Create advocates

Customer advocates are one of your biggest assets, so we’ll take measures to make advocacy easy.

Reduce churn

There are a number of ways to reactivate your customer base, - we use a selection of key insights to target them appropriately, using marketing automation to keep the churn cost down.

Customer satisfactionCustomer satisfaction buys customer loyalty and repeat purchases, so it should be a priority across your whole organisation.

Alignment

Full alignment between marketing, sales and customer service is the only way to ensure a smooth progression from lead to conversion to advocate.

Omnichannel

This is about having a relevant presence in all the places where your customer might expect to find you and want to interact with you.

Identify accounts at riskThe same insights that tell us when customers are sales-ready will tell us when they’re going cold.

WHY?By creating a journey to take your customer from initial purchase through to advocate, we can create maximum value from the client and use this to generate more new business.

HOW? Once your customer services are aligned with sales and marketing, they’ll be able to use the CRM dashboard to manage the ongoing customer experience.

Personalising the customer experienceKeeping the client engaged is critical. The best way to do this is to personalise the customer experience through an automated engagement programme.

Automated programmesThe continuing education and nurture of paying customers is a far more effective use of resources than generating new ones.

Onboarding programmesUsing behavioural email marketing to establish a welcome sequence for new customers makes them feel valued and contributes to transforming them to advocates.

Customer dashboardsWithin CRM we can create a customer dashboard to show customers at risk and where there are opportunities to upsell or cross-sell.

Account management alerts and notificationsWe’ll set up alerts and notifications so your account management team will know in real time whenever customers engage.

Customer profilingThis would profile customers to progress them from new client to advocate.

Strategy andPlanning

Our strategy team will work with you to create and document a strategy and plan which Successflow or you can deliver.

Creative

Our creative team can build all of the assets needed to fuel the strategy, including emails, landing pages, guides, presentation, blogs and social content.

Platform ConsultancyOur team of certified consultants can build and optimise the selected marketing automation and CRM systems for the digital strategy.

Delivery and AdoptionOur team of RACE-certified experts can deliver the strategy across email, social and web to meet the objectives and KPIs set, or assist your team to adopt.

OUR TEAM OUR CREDENTIALSWe work with medium- to enterprise-sized clients, successfully running programmes to optimise and enable the best customer-centric approach to digital through

• developing documented strategies• creating compelling and engaging content• technical set-up of marketing automation and CRM• enhancing sales with the right tools

Passionate about the work we do and the clients we work with, together we bring creativity and unique insights to the sales and marketing challenges associated with today’s changing digital landscape.

OUR PARTNERS

www.successflow.co.uk0845 680 5409

Simon DonkinCommercial Director

Simon’s background involves many years’ experience helping companies build transformational digital programmes in the B2B space. His expertise lies in understanding the digital landscape and helping companies bring their digital initiatives to life, with a key focus on insights, measurement and attribution to revenue.

Connect with me