Digital Marketing Review and Project Planning Session

Keith Feighery

The Project• State the Business • Define Business Objectives• Outline The Target Audience (Personas) & Map to

channels• Identify Key Performance Indicators

– With Projections

• Detailed Account of Digital Marketing Tactics– How each channel will deliver on specific objectives – PPC,

SEO, Email, Social (FB, Twitter, Blog etc.), Website, Display

• Outline How you will monitor Progress of Digital Marketing once goes Live (Analytics)

Review Session

• Components of Digital Marketing Programme• Differentiated Digital Media Mix• Content & Inbound Marketing• Digital Strategy and Planning

– SOSTAC ® created by PR Smith

– RACE– Planning, Creation, Actualisation, Evaluation

• 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/

Understand current online usage patterns in your geographical area of responsibility

Irish Online Stats to Consider

• 77% of all Irish Internet Users use Facebook (approx 2M)• Tops 2 sites visited are Google (38%), Facebook (19%)• Average Irish person spends 18 Hrs+ online each month

– 4 hours 10 mins Facebook– 2 hours 51 mins Google

• 13% Facebook Users Aged 13-17; 55% Aged 18-35;• 90% of 15-24 YO active on Facebook• 47% of all Facebook Users login Daily• 2.1 M Unique Visitors Each Month to YouTube (400M views)• 320KTwitter Accounts – 80K Daily Users• 480K Users on LinkedIn – 31% login weekly (9% Daily)

Goals of Digital Marketing?

Using Digital Channels to Reach, Acquire, Retain (Advocate) Customers both Online and

Offline

Digital Marketing Should Support and Accelerate the following:

Create Awareness of Products/Services

Customer/Prospect Engagement Customer Acquisition Customer Retention Customer Advocacy

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

• Identify the core channels to target your personas (target audience) on• 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• Measure, Iterate, and Optimise on ongoing basis

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

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

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

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

• Measurement and Analytics– Clear Objectives and Benchmarks

Clear Understanding of Your Digital Marketing Ecosystem

Think Inbound

Inbound & Content Marketing Channels

Digital Strategy & Planning for a Real Life Project

Digital Strategy & Planning

Source RedAnt.co.uk

SOSTAC Framework

UsingRACE

forDigital

Marketing Optimisation

Planning Phase

Planning• Define business objectives• Define audience and break down into personas & needs• Audience locations and value/size of each audience segment• Define Digital Marketing Channel strategy

– PPC, SEO, Email, Display etc..• Define KPIs for each programme – know upfront what success

will look like (by corollary failure too)• Develop a Clear Customer Lexicon (Keyword analysis)

Some Planning Tools

Google Adwords Tool

Research Channels

Google Analytics

Facebook Ad Platform

Personas

Location Setting

Source RedAnt.co.uk

Goals and Audience Location Analysis

Source RedAnt.co.uk

Mapping audience, solutions and projected ROI

Source RedAnt.co.uk

Work-Through• Spend €30,000 on PPC Channel• 1 Million Impressions • 30000 Clicks (3% CTR)• 3% Conversion Rate (900)• CPA = 30000/900 -> €33.33 (Cost to Acquire One New Customer)• Average Order Size €100 • 50% Profit Earned = €50.00• Profit Per Average Customer = (€50.00 – €33.33) = €16.67• Total Amount ordered – 900 x 100 = €90,000 Generated• 50% Profit Margin = €45,000 (900 x 50)• Total ROI - €15,000 (16.67 x 900) or (€45,000 – €30,000 [cost of marketing and

advertising])• Extrapolate Customer Lifetime Value

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

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

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

Social Media Programmes

Elements of a social media campaign

• Essentials of a successful campaign– Know your target audience– Plan goals and aims of campaign– Think about the tone, voice and personality to adopt– Choose your platforms carefully– Think about the type of content to use on each platform– Take risks – not everything will work– Connect to other channels

Lidl Ireland – 100,000 likes

Spin 103.8 fm

Spin 103.8 fm

Barry’s Tea Landing Page

Barry’s Tea Wall

Westcoast Cooler

Offline Social Media Promotion – In-store Floor Ad

Smaller Brands

Cully and Sully

Cully and Sully

Click Like to Vote

Hairy Baby

Hairybaby

Engaging with Fans

Getting People To Respond

MakeupAndBeauty.ie

Realex

General Account

Personalised Accounts

James Whelan Butcher

Pat Whelan Butchers

CrackBird

Pay Per Click Advertising & Google Content Network

PPC Overview• Tools and strategies to find the best PPC keywords

– Google Adwords Tool, WordTracker, Wordstream, Keyword Spy

• 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

Google Adwords

http://adwords.google.com/support

Google Adwords Tool

PPC Examples

Search: Online Marketing Courses

Search: Mothers Day Flowers Dublin

Search: Health Insurance Quote

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

Email Marketing

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• Regulate 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

Email Applications

Case Studies

CityDeal.ie

Schuh

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

Ongoing KPI & Metric Analysis

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