Actionable Marketing Advice - David Hodder

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actionable marketing adviceRACE Planning: Your companion to creating or updating your online marketing strategyEdited by Dr. Dave Chaffey

INTRODUCTIONHow to use this RACEPlanning TemplateWELCOMEThanks for downloading this Smart Insightstemplate and congratulations on taking stepsto improve your digital strategy! We hope youfind it useful when creating or refining yourplans to make more better use of the fantasticopportunities available from digital marketing. It’sa sample of our actionable advice for marketersincluding 7 Steps eBooks; online training courses;how-to-videos and marketing templates.digital channels are still relatively new and fastchanging, so many businesses haven’t respondedadequately and their business is at risk. We foundthat although many organisations now use aplanned approach to digital marketing, manyothers still don’t.We believe that you need to first define a separatedigital plan to quantify the case for investmentin digital marketing and change your approach1Our recent research showed that shockingly,to managing digital marketing. Then move to aDoesyourorganisationhave a clearly definedmany organisations are doing digital marketing,better integrated approach where it’s part of yourdigital marketingstrategy?but they don’t have a strategy. The reality is thatmarketing strategy.Q9RECOMMENDATIONDoes your organisation have a clearly defineddigital marketing strategy?CREATE A SPECIFIC DIGITAL MARKETING PLANCreate a detailed digital marketing plandefining the digital channel strategy for eachmajor market/proposition to provide focus anddirection for the future.Make sure your digital plan is well integratedwith all marketing communications and alignswith your business objectives.34%Yes - it's integrated into ourmarketing strategyYes - it's defined in a separatedocumentNo - we are doing digitalmarketing, but no defined strategy50%16%Smart Insights Managing Digital Marketing 2015research report u(available to all members)1Digital marketing planning template Smart Insights www.smartinsights.com2

1PLANCreate a digitalmarketing strategyOPPORTUNITYSTRATEGYUse these six key activities to define your digitalopportunity through marketplace analysis:Review how your digital proposition andcommunicate it using digital targeting techniques: 1. Review digital marketing capabilities Select target market segments and personas.Review marketplace and set objectives 2. Review performance using KPI dashboardsafter customising analytics for your business 3. Summarize customer insight in customerpersonas and customer journey maps 4. Audit brand and benchmark competitors 5. Review influencer outreach, co-marketingand intermediaries 6. Define SMART objectives with conversionspreadsheet models to quantify opportunityDigital marketing planning template Smart Insights www.smartinsights.com1SMART objectivesActivities to optimizeDefined deliverables2 StrategyYour Digital Plan will be more believable if youhave SMART objectives for each part of theRACE customer lifecyle.Use summary tables to clearly link yourstrategies, KPIs and actions as shown in ourExample Digital Marketing Plan - download uDefine digital targeting approaches Define your online value proposition (OVP)including review of business and revenuemodel, brand positioning and integration withtraditional channels Review marketing mix for online options forthe 4Ps - Product, Price, Promotion and PlaceACTIONImplement and manage digital marketingcommunicationsMake smart budget investments and optimiseyour digital communications across all keycustomer touchpoints:portunityOpSTRUCTURE YOUR PLANS TO DEFINE THEOPPORTUNITY, STRATEGY AND ACTIONon3 ActiRECOMMENDATIONCreate digital strategy Reach: Build your audience by integratingpaid, owned and earned media Act: Using content marketing and persuasionto prompt brand interaction and leads Convert: Use conversion rate optimization toboost online and offline sales Engage: Develop customer loyalty and repeatsales4

2REACHGrow your audienceonlineGROWING REACHReach involves building awareness of yourbrand, products and services on other websitesand in offline media to build traffic to differentweb presences like your main site, microsites orsocial media pages. It involves maximising reachusing continuous inbound communications andplanned campaigns to create multiple interactionsusing different paid, owned and earnedmedia touchpoints.OPPORTUNITYRECOMMENDATIONINVEST IN CONTINUOUS INBOUND MARKETINGEnsure you harness customer purchase intentas they seek information about productsthrough ‘always-on’ communications to reachyour audience through Search and Social mediamarketing fuelled by content marketing.Deliverable: Online Customer Acquisition Plan uDefine your online audience potentialSet realistic targets for building traffic, awarenessand social media followersSTRATEGYSelect the best communications optionsYour online customer acquisition strategy should: Define key brand messages to grow audienceawareness, familiarity and purchase intent Select relevant media and targeting Link to your content marketing strategy (Act) Prioritise channel media spend, summarizedin a conversion-based media plan and budgetACTIONOptimise your digital communications Define dashboards to review effectiveness ofWork on optimising content marketing to supportkey digital communications for your business: Review current use of digital media and Optimize Google AdWords (paid search)current digital media in analyticsopportunities to improve Set VQVC (volume, quality, value, cost)objectives using conversion budget models PR, influencer outreach and SEO Review opportunities from Display Advertising Review relevance of affiliate and partnermarketing Social media marketing optimizationDigital marketing planning template Smart Insights www.smartinsights.com5

3ACTEncourage brandinteractions and leadsINCREASING INTERACTIONSSTRATEGYAct is short for Interact. It’s a separate stage fromconversion since encouraging interactions onwebsites and in social media to generate leads isa big challenge for online marketers. It’s aboutpersuading site visitors or prospects to take thenext step, the next Action on their journey whenthey reach your site or social network presence. Define customer personasOPPORTUNITYIdentify best options to increase leadconversionRECOMMENDATIONDEVELOP A CONTENT MARKETING STRATEGYA content marketing strategy will integrate youronline communications to fuel lead generationand power inbound marketing to grow yourreach Review customer journeys for desktop-mobilevisits using analytics and feedback tools Review social media and mobile marketingplatform engagement Define goals, events and dashboards formeasuring customer interactionsPrioritise content marketing and customerjourneys Define content marketing plan Create website and martech improvementplan including lead profilingACTIONManage content marketing and leadgeneration Create campaign plan, editorial calendar andoutreach plan Create content assets including videomarketing Improve landing pages and site pagetemplates. Personalised onboarding.Deliverables: Content Marketing Strategy uandDigital Channel Optimisation Plan - see guide uDigital marketing planning template Smart Insights www.smartinsights.com6

4CONVERTIncrease salesthrough CROINCREASING CONVERSIONThis is the conversion from lead to sale. It involvesgetting your audience to take that vital nextstep which turns them into paying customerswhether the payment is taken through onlineEcommerce transactions, or offline channels.OPPORTUNITYRECOMMENDATIONSet up a CRO (Conversion Rate Optimisation)programme. Many businesses still don’t investto optimise their websites to maximize onlinesales or referrals to other channels. Don’t leakcustomers.STRATEGYCreate an approach for conversion rateoptimisation Define online conversion rate optimisation(CRO) approach Define how key online communications(search, email, social, mobile) drive salesReview focus to increase conversion to sale Define offline integration paths to purchase Create and review site conversion funnels andACTIONpaths to purchase (online and offline) andquantify targets for incremental revenueManage continuous improvement ofconversion Review multichannel (omni-channel)interactions to increase revenue per visit Review analytics and customer feedbackDeliverables: CRO Plan - see guide u Implement CRO through test plan for AB andmultivariate site tests and experiments Implement lead retargeting programme usingsite personalization, display retargeting andbehavioural email programme Optimise ROPO behaviour(Research Online-Purchase Offline)Digital marketing planning template Smart Insights www.smartinsights.com7

5ENGAGEBuild customerloyalty and advocacyIMPROVING CUSTOMERENGAGEMENTThis is long-term engagement that is, developinga relationship with first-time buyers to buildcustomer loyalty as repeat purchases usingcommunications on your site, social presence,email and direct interaction. We’re also lookingto build advocacy or recommendations ONCreate a Customer LifecycleCommunications PlanMap all customer touchpoints to create aplan to use Marketing Automation to deliverpersonalised relevant messages by Email, SocialMedia and Web.Review potential to increase customeractivity levels Review customer loyalty using RFManalysis for interactions and sales. Quantifyincremental revenue potential Review customer satisfaction drivers Review effectiveness of customercommunicationsSTRATEGYDefine plan to improvecustomer retention and engagement Create customer engagement plan Create online personalisation andmerchandising plan for incremental revenue Create customer contact plan (emailmarketing and social media marketing)ACTIONImplement online customercommunications plan Implement or refine personalization rules ondesktop and mobile sites Customer onboarding including event-trig-gered personalized emails and enewsletters Manage social media and email campaigns forcustomer engagement and advocacyDeliverable: Customer Retention Plan uDigital marketing planning template Smart Insights www.smartinsights.com8

WHAT NEXTHow to take your digitalmarketing to the next level?All the best for your journey to make themost of digital marketing!Creating or refining a plan is just the beginningof the journey to making the most of digital andsocial media. We hope our template has helpedyou on your way?Please let us know any questions you mayhave through our customer support desk atsupport@smartinsights.com.Now create your plans using our Expertmember templates, guides and coursesThe Expert member resources in the SmartInsights Digital Marketing Library include DIYtemplates, spreadsheets and guides for all of theactivities recommended in this template.UPGRADE TO EXPERT MEMBERSHIP!View the full Digital Marketing Library uhttp://bit.ly/smartlibraryEXPERT MEMBERS START HEREDIGITAL MARKETING BENCHMARKWhere we recommend new Expert members start- use a detailed spreadsheet to quickly assess abusiness across the RACE customer lifecycle.BENCHMARK YOUR APPROACH uhttp://bit.ly/smartbenchmarkDIGITAL STRATEGY TOOLKITExpert members can download examples andeditable templates including Powerpoint, Wordand Excel templates to help build your marketingplan and explain to colleagues or clients.VIEW TOOLKIT uhttp://bit.ly/smart-toolkitRECOMMENDATIONReview your Digital Marketing Capability andyour Personal Digital Skills.See how you stack up against others with oursimple 5 minute assessments.View our free Digital Healthcheck uBenchmark your digital capabilitiescompared to your competitorsWe’re big fans of scoring the current digitalmarketing capabilities of a company, so you canshow your colleagues how your digital marketingactivities rate now and how they need to beimproved in future. This is a core techniquefor arguing for additional investment in digitalmarketing and for reporting on progress.Digital marketing planning template Smart Insights www.smartinsights.comRACE PLANNING WORKBOOKRapidly create a Digital Marketing Plan using ourWord template for Expert members. Get detailedadvice on how to complete it with our companiononline course on RACE Planning.VIEW WORKBOOK uhttp://bit.ly/smartworkbook9

A content marketing strategy will integrate your Create content assets including video marketing Improve landing pages and site page templates. Personalised onboarding. 3 RECOMMENDATION DEVELOP A CONTENT MARKETING STRATEGY online communications to fuel lead generation and power inbound marketing to grow your reach

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