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What are the techniques of online marketing that businesses MUST get right today? Dave Chaffey of Smart Insights presented at Portsmouth Business School on 8th October 2014 and repeated with a longer version at Leeds University Business School on 15th October.
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Succeeding with Digital Marketing in 2015
Leeds University Business SchoolWed 15th October
Dr Dave Chaffey
SmartInsights.comwww.slideshare.net/davechaffey/
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AboutDave
About Dave Chaffey
• Author of 5 bestselling marketing books
• Editor of SmartInsights.com - a marketing advice site with Expert members in over 50 countries using our planning guides, templates and online courses to improve results.
• Annual and monthly options. Supports students (full-time, and professional) with a 50% discount
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Which digital tactic will give your business the biggest
commercial benefits in 2015? 1. Content marketing 2. Conversion rate optimisation (CRO) 3. Mobile marketing 4. Search marketing (SEO and PPC) 5. Social media marketing
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How not to do content marketing…
https://www.youtube.com/watch?v=2YBtspm8j8M
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#1 A defined Digital Strategy
Does your business have a
defined digital strategy or plan?
PLAN
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#2 Define audience and select best targeting options
PLAN
Online targeting options Method
1. Classic profile-based demographic segmentation
Target customer groupings according to their characteristics & motivations
2. Customer value Assess customers by current and future value potential
3. Web design personas Target 2-10 typical customer journeys
4. Customer lifecycle Target messages according to length of time using online services
5. Purchase and response behaviour
Use “sense and respond” behavioural targeting based on RFM
6. Channel preference Communicate with customer in their preferred media (and according to value)
7. Buying motivations andbehaviours
Evaluation method and sensitivity to pricing against features, benefits, brand value
8. Tone and style preference Communicate with customers according to their tastes inferred from demographics or behaviour.
http://bit.ly/smarttargeting
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Targeting Technique: Multichannel Personas
For each persona define preferences for: Platforms
(web, email, mobile) Platform usage (hours) Content consumption:
General site types &
category-specific Social media - content
creation & participation Search behaviour Trusted brands
www.dulux.co.uk
Customer persona toolkit: http://bit.ly/smartpersonas
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#3 A Brand OVP/YouTility
Audience use of digital and social
media > Personas
Commercial goals >
Customer engagement
> OVP> Marketing Mix
BrandedContent
Marketing Strategy
IntegratedMarketing
CommunicationsStrategy
IntegratedDigital platform
tactics and tools
OVP = Online Value Proposition= Brand Adding Value to Audience Help me do my job / live my life
Help me develop / learn Help Make me look good
Help Entertain Me! Help me Select and Use Products
http://bit.ly/smartovp
PLAN
http://bit.ly/smartpersonas
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Develop and communicate your OVP
PLAN
http://bit.ly/smartovp
http://bit.ly/smartmix
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#4 A brand personality?How can you/should you STRETCH?
Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.
Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.
Source:
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Source: Ogilvy, TNS and Google Path to Purpose July 2014
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Improving Reach
Key Trends Increased micro-targeting options Mobile targeting Engagement through Visual Apps Quality SEO signals
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Today’s complex customer journeys
Source: Online marketplace mapping
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Technique: Customer journey mapping
Source: Smart Insights Persona Toolkit
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Selecting the best communications mix
REACH
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#5 SEO and PPC Win for range of
customer searches B2B example
1. Generic“Accountants”
2. Long-tail“Bookkeeping Sage25”
3. Local“Accountants Leeds”
4. International 5. Mobile 6. Image/video
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REACH
#6 Experiment to test the best media investmentsEffectiveness (potential sales volume)
Inve
stm
ent (
reso
urce
nee
ded)
SEOLong Tail
AdWordsRemarketing
Facebook custom audiences
AdWordsGeneric
Social amplification
Media relatedPR
Influencer PR Integrated
contentcampaigns
Blog marketing
SponsoredTweets
FBX Retargeting
Facebook Promoted Posts
LinkedInPromoted Posts
Tip: Review Display Network andRemarketing options
AdWordsTail
AdWordsPLA
AdWordsMobile
(Enhanced campaigns)
SEOGeneric
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Google AdWords Remarketing example
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Increasing InterACTion
Key trends Interactive content marketing Investment in outreach Immersive-responsive landing pages
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#7 Define and optimize conversion pathways
ACT
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Source: Simple Usability benchmarkVideo example: https://www.youtube.com/watch?v=twa9lhKIHcc&list=PLCBA90C856CAEF172
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Brainstorming your best content mix
Criteria? Rev/visit Demand+ lead gen Amplify Brand fit SEO Longevity Authority/Thought
Leadership Individual pain
points? Repurposeability Risk/reward
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Source: Velocity Partners
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Source: Velocity Partners
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Increasing Conversion
Key trends Evolutionary site design / growth hacking Mobile CRO Improvements to Universal Analytics
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#9. A CRO mindset + process
Source: Chris Goward - WiderFunnel
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UK Ecommerce example of CRO mindset
42http://www.youtube.com/watch?v=VRYbpfrrxbg
43Use the free Google Content Experiments – we do!
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Improving Engagement
Key trends Customer satisfaction and feedback Social media marketing Engaging Email marketing – TEST, LEARN, REFINE
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Technique : Understanding loyalty drivers
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Practical Tip – using customer feedback toolshttp://bit.ly/smartfeedback
47Source: eDigitalResearch
Assessing Customer Effort
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Are we falling out of love withsocial media?
Source
“Forrester: Facebook and Twitter Do Almost Nothing for Sales”
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Will
yo
u E
llo?
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#10 Marketing Automation
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Technique. Marketing AutomationAutomated Email Sequences > Targeted > Behavioural
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Marketing Automation example(RE)Marketing
1. Generic branded follow-up email : +10% conversion rate.
2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.
3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.
Source: Smart Insights: Email re-marketing
http://bit.ly/smarteremail
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An exampleof improving
MarketingAutomation
:Halfords case study
54Source: 7 Steps to Digital Transformation Infographic
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Let’s Connect! Questions & discussion welcome
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