digital marketing strategy introduction
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The Digital Marketing Strategy Overview
Strategy Introduction
Bra
nd &
Mes
sage
Aud
it
Cur
rent
Pe
rfor
man
ceCu
stom
er
Insi
ght
Define
Cur
rent
Audien
ce
Marketplace
Understanding
Competitive Audit
Define Marketing
Goals
Align MGs withBusiness GoalsSet SMART
ObjectivesSelect KPIsSegm
entation
and Targeting
Positioning and
Marketing M
ix
Engagement
StrategyPers
ona
Dev
elop
men
t
Empa
thy
Map
pingCo
nten
tSt
rate
gy
Conte
nt/M
essa
ge
Develo
pmen
tDefine & Develop
Assets/
Creative
Channel
Setup
ReportingSetup
EditorialCalendar
ResourceAllocation
Process:
Regular Reviews
Tools:
Reporting
Qualitative/
Quantitative Data
Prioritize
Actions
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OB
JECT
IVES
WH
ERE D
O W
E WA
NT
TO BE?
STRATEGY
HOW DO WE GET THERE?
TACTICS &
AC
TIO
N
WHAT D
O W
E N
EED
TO
GET
TH
ERE?
CONTROL
HOW W
ILL WE M
ONITOR THE PERFORMANCE?1
2
3
5
4
Bra
nd &
Mes
sage
Aud
itCu
rren
t Pe
rfor
man
ceCus
tom
er
Insig
ht
Define Current
Audience
Marketplace
Understanding
Competitive Audit
Define MarketingGoals
Align MGs withBusiness GoalsSet SMART
ObjectivesSelect KPIs
Segmentation
and Targeting
Positioning and
Marketing M
ix
Engagement
Strategy
Pers
ona
Dev
elop
men
t
Empa
thy
Map
ping
Conte
ntSt
rate
gyContent/Messa
ge
Development
Define & Develop
Assets/Creative
ChannelSetup
ReportingSetup
EditorialCalendar
ResourceAllocation
Process:
Regular Reviews
Tools:
Reporting
Qualitative/
Quantitative D
ata
PrioritizeA
ctions
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OB
JECT
IVES
WH
ERE D
O W
E WA
NT TO
BE?
STRATEGY
HOW DO WE GET THERE?
TAC
TIC
S &
AC
TIO
N
WH
AT D
O W
E N
EED
TO
GET
TH
ERE?
CONTROL
HOW WILL WE MONITOR THE PERFORMANCE?
1
2
3
5
4
Situational Awareness (Where are we now?)
Bra
nd &
Mes
sage
Aud
itCu
rren
t Pe
rfor
man
ceCus
tom
er
Insig
ht
Define Current
Audience
Marketplace
Understanding
Competitive Audit
Define MarketingGoals
Align MGs withBusiness GoalsSet SMART
ObjectivesSelect KPIs
Segmentation
and Targeting
Positioning and
Marketing M
ix
Engagement
Strategy
Pers
ona
Dev
elop
men
t
Empa
thy
Map
ping
Conte
ntSt
rate
gyContent/Messa
ge
Development
Define & Develop
Assets/Creative
ChannelSetup
ReportingSetup
EditorialCalendar
ResourceAllocation
Process:
Regular Reviews
Tools:
Reporting
Qualitative/
Quantitative D
ata
PrioritizeA
ctions
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OB
JECT
IVES
WH
ERE D
O W
E WA
NT TO
BE?
STRATEGY
HOW DO WE GET THERE?
TAC
TIC
S &
AC
TIO
N
WH
AT D
O W
E N
EED
TO
GET
TH
ERE?
CONTROL
HOW WILL WE MONITOR THE PERFORMANCE?
1
2
3
5
4
1. Brand and message audit
2. Current performance
3. Customer insight
4. Define current audience
5. Marketplace understanding
6. Competitive audit
You must define your opportunities before you can create strategies
to take advantage of them.
“
Brand and Message Audit
Review current branding and messaging, and ask:
1. Is your messaging clear?
2. Is your messaging consistent?
3. What words are you using to convey your message?
4. Are you using imagery or other visual elements that represent who you are and how you want people to see you?
5. Are you using colors and typography in a way that is consistent and helps strengthen your overall brand? and not distract from it?
S I T U A T I O N A L A N A L Y S I S
What someone says about you when you’re not around.
What is branding?
Branding bridges gaps between the provider and the receiver. It is about trust and dialogue. Powerful emotional branding comes from partnership and communication. Building the right emotion is the
most important investment you can make in a brand. It is the promise you make to your audience, giving them permission to enjoy the work of the brand. "What do you want your audience to feel, think, sense?"
Branding might be more about creating narratives for the many than building flowcharts for the few.
- MARC GOBE
EMOTIONAL BRANDING.
NOTICED, UNDERSTOOD, TRUSTED
Baker
Messaging is key.
You can talk about the messaging behind all 3 of these brands, and the next slide reveals that they’re all owned by the same company, which is pretty messed up.
Branding is a feeling.
'LOOKS LIKE IT COST $17 FROM AN OLD MICROSOFT WORD CLIPART GALLERY'
MAKES OLD NAVY 'LOOK LIKE A LUXURY BRAND
IT'S ALL A COSMETIC BAND-AID WHICH IS SO UNBELIEVABLE FOR A BRAND AS BIG AND 'MATURE' AS GAP. I'LL BE SURPRISED IF A FEW PEOPLE WON'T LOSE
THEIR JOBS AS THIS IS BASIC BRANDING 101.
Bra
nd &
Mes
sage
Aud
itCu
rren
t Pe
rfor
man
ceCus
tom
er
Insig
ht
Define Current
Audience
Marketplace
Understanding
Competitive Audit
Define MarketingGoals
Align MGs withBusiness GoalsSet SMART
ObjectivesSelect KPIs
Segmentation
and Targeting
Positioning and
Marketing M
ix
Engagement
Strategy
Pers
ona
Dev
elop
men
t
Empa
thy
Map
ping
Conte
ntSt
rate
gyContent/Messa
ge
Development
Define & Develop
Assets/Creative
ChannelSetup
ReportingSetup
EditorialCalendar
ResourceAllocation
Process:
Regular Reviews
Tools:
Reporting
Qualitative/
Quantitative D
ata
PrioritizeA
ctions
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OB
JECT
IVES
WH
ERE D
O W
E WA
NT TO
BE?
STRATEGY
HOW DO WE GET THERE?
TAC
TIC
S &
AC
TIO
N
WH
AT D
O W
E N
EED
TO
GET
TH
ERE?
CONTROL
HOW WILL WE MONITOR THE PERFORMANCE?
1
2
3
5
4
1. Brand and message audit
2. Current performance
3. Customer insight
4. Define current audience
5. Marketplace understanding
6. Competitive audit
Current Performance
Review current performance (6 mo. or 1 yr.), and ask:
1. What are the key KPIs that will reveal what's working and what isn't?
2. Is our audience engaged?
3. Is our content being shared?
4. Are we influencing the conversations that are happening?
S I T U A T I O N A L A N A L Y S I S
S K I N C A N C E R E X A M P L E
Bra
nd &
Mes
sage
Aud
itCu
rren
t Pe
rfor
man
ceCus
tom
er
Insig
ht
Define Current
Audience
Marketplace
Understanding
Competitive Audit
Define MarketingGoals
Align MGs withBusiness GoalsSet SMART
ObjectivesSelect KPIs
Segmentation
and Targeting
Positioning and
Marketing M
ix
Engagement
Strategy
Pers
ona
Dev
elop
men
t
Empa
thy
Map
ping
Conte
ntSt
rate
gyContent/Messa
ge
Development
Define & Develop
Assets/Creative
ChannelSetup
ReportingSetup
EditorialCalendar
ResourceAllocation
Process:
Regular Reviews
Tools:
Reporting
Qualitative/
Quantitative D
ata
PrioritizeA
ctions
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OB
JECT
IVES
WH
ERE D
O W
E WA
NT TO
BE?
STRATEGY
HOW DO WE GET THERE?
TAC
TIC
S &
AC
TIO
N
WH
AT D
O W
E N
EED
TO
GET
TH
ERE?
CONTROL
HOW WILL WE MONITOR THE PERFORMANCE?
1
2
3
5
4
1. Brand and message audit
2. Current performance
3. Customer insight
4. Define current audience
5. Marketplace understanding
6. Competitive audit
Customer Insight
Target persona interviews can provide a lot of insight and help reveal pain points for your users.
S I T U A T I O N A L A N A L Y S I S
Bra
nd &
Mes
sage
Aud
itCu
rren
t Pe
rfor
man
ceCus
tom
er
Insig
ht
Define Current
Audience
Marketplace
Understanding
Competitive Audit
Define MarketingGoals
Align MGs withBusiness GoalsSet SMART
ObjectivesSelect KPIs
Segmentation
and Targeting
Positioning and
Marketing M
ix
Engagement
Strategy
Pers
ona
Dev
elop
men
t
Empa
thy
Map
ping
Conte
ntSt
rate
gyContent/Messa
ge
Development
Define & Develop
Assets/Creative
ChannelSetup
ReportingSetup
EditorialCalendar
ResourceAllocation
Process:
Regular Reviews
Tools:
Reporting
Qualitative/
Quantitative D
ata
PrioritizeA
ctions
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OB
JECT
IVES
WH
ERE D
O W
E WA
NT TO
BE?
STRATEGY
HOW DO WE GET THERE?
TAC
TIC
S &
AC
TIO
N
WH
AT D
O W
E N
EED
TO
GET
TH
ERE?
CONTROL
HOW WILL WE MONITOR THE PERFORMANCE?
1
2
3
5
4
1. Brand and message audit
2. Current performance
3. Customer insight
4. Define current audience
5. Marketplace understanding
6. Competitive audit
Define Current Audience
Review current audience (6 mo. or 1 yr.), and ask:
1. Who is your current audience?
2. What problems do they face?
3. What solutions are they searching for?
S I T U A T I O N A L A N A L Y S I S
Bra
nd &
Mes
sage
Aud
itCu
rren
t Pe
rfor
man
ceCus
tom
er
Insig
ht
Define Current
Audience
Marketplace
Understanding
Competitive Audit
Define MarketingGoals
Align MGs withBusiness GoalsSet SMART
ObjectivesSelect KPIs
Segmentation
and Targeting
Positioning and
Marketing M
ix
Engagement
Strategy
Pers
ona
Dev
elop
men
t
Empa
thy
Map
ping
Conte
ntSt
rate
gyContent/Messa
ge
Development
Define & Develop
Assets/Creative
ChannelSetup
ReportingSetup
EditorialCalendar
ResourceAllocation
Process:
Regular Reviews
Tools:
Reporting
Qualitative/
Quantitative D
ata
PrioritizeA
ctions
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OB
JECT
IVES
WH
ERE D
O W
E WA
NT TO
BE?
STRATEGY
HOW DO WE GET THERE?
TAC
TIC
S &
AC
TIO
N
WH
AT D
O W
E N
EED
TO
GET
TH
ERE?
CONTROL
HOW WILL WE MONITOR THE PERFORMANCE?
1
2
3
5
4
1. Brand and message audit
2. Current performance
3. Customer insight
4. Define current audience
5. Marketplace understanding
6. Competitive audit
Marketplace Understanding
Review current marketplace (6 mo. or 1 yr.), and ask:
1. What is the current mindset of the particular industry?
2. What keywords / lingo are being used?
S I T U A T I O N A L A N A L Y S I S
Bra
nd &
Mes
sage
Aud
itCu
rren
t Pe
rfor
man
ceCus
tom
er
Insig
ht
Define Current
Audience
Marketplace
Understanding
Competitive Audit
Define MarketingGoals
Align MGs withBusiness GoalsSet SMART
ObjectivesSelect KPIs
Segmentation
and Targeting
Positioning and
Marketing M
ix
Engagement
Strategy
Pers
ona
Dev
elop
men
t
Empa
thy
Map
ping
Conte
ntSt
rate
gyContent/Messa
ge
Development
Define & Develop
Assets/Creative
ChannelSetup
ReportingSetup
EditorialCalendar
ResourceAllocation
Process:
Regular Reviews
Tools:
Reporting
Qualitative/
Quantitative D
ata
PrioritizeA
ctions
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OB
JECT
IVES
WH
ERE D
O W
E WA
NT TO
BE?
STRATEGY
HOW DO WE GET THERE?
TAC
TIC
S &
AC
TIO
N
WH
AT D
O W
E N
EED
TO
GET
TH
ERE?
CONTROL
HOW WILL WE MONITOR THE PERFORMANCE?
1
2
3
5
4
1. Brand and message audit
2. Current performance
3. Customer insight
4. Define current audience
5. Marketplace understanding
6. Competitive audit
Competitive Audit
Make a list of your top 3-5 competitors, and review:
1. Social profile look and feel. Is there consistency?
2. The last 30 posts from each competitor and make buckets for the type of content being produced and topics being discussed.
3. Competitive audience. Is there overlap with your audience? Can you get a general snapshot of their audience?
S I T U A T I O N A L A N A L Y S I S
Brand & Message Audit
Current
Perfo
rman
ce
Cust
omer
Insig
ht
Defi
ne C
urre
nt
Aud
ienc
e
Mar
ketp
lace
Und
erst
andi
ng
Com
peti
tive
Aud
it
Defi
ne M
arke
ting
Goa
ls
Align
MGs w
ith
Busin
ess G
oals
Set SMART
Objectives
Select KPIs
Segmentation
and Targeting
Positioning and Marketing Mix
Engagement Strategy
Persona
Development
Empathy
Mapping
Cont
ent
Stra
tegy
Cont
ent/
Mes
sage
Dev
elop
men
t
Defi
ne &
Dev
elop
Ass
ets/
Cre
ativ
e
Cha
nnel
Setu
p
Repo
rtin
gSe
tupEd
itoria
lCa
lend
ar
Resource
Alloca
tion
Process:
Regular Reviews
Tools:
Reporting
Qualitative/Quantitative Data
PrioritizeActions
SITUATIO
NAL ANALYSIS
WH
ERE ARE W
E NOW?
OBJECTIVES
WHERE DO WE W
ANT TO BE?
STR
AT
EGY
HO
W D
O W
E GET
TH
ERE?
TACTICS & ACTION
WHAT DO WE NEED TO GET THERE?
CO
NT
RO
L
HO
W W
ILL
WE
MO
NIT
OR
TH
E P
ERFO
RM
AN
CE?
1
2
3
54
Objectives (Where do we want to be?)
1. Define marketing goals
2. Align marketing goals with business goals
3. Set SMART objectives
4. Select KPIs (Key Performance Indicators)
Brand & Message Audit
Current
Perfo
rman
ce
Cust
omer
Insig
ht
Defi
ne C
urre
nt
Aud
ienc
e
Mar
ketp
lace
Und
erst
andi
ng
Com
peti
tive
Aud
it
Defi
ne M
arke
ting
Goa
ls
Align
MGs w
ith
Busin
ess G
oals
Set SMART
Objectives
Select KPIs
Segmentation
and Targeting
Positioning and Marketing Mix
Engagement Strategy
Persona
Development
Empathy
Mapping
Cont
ent
Stra
tegy
Cont
ent/
Mes
sage
Dev
elop
men
t
Defi
ne &
Dev
elop
Ass
ets/
Cre
ativ
e
Cha
nnel
Setu
p
Repo
rtin
gSe
tupEd
itoria
lCa
lend
ar
Resource
Alloca
tion
Process:
Regular Reviews
Tools:
Reporting
Qualitative/Quantitative Data
PrioritizeActions
SITUATIO
NAL ANALYSIS
WH
ERE ARE W
E NOW?
OBJECTIVES
WHERE DO WE W
ANT TO BE?
STR
AT
EGY
HO
W D
O W
E GET
TH
ERE?
TACTICS & ACTION
WHAT DO WE NEED TO GET THERE?
CO
NT
RO
L
HO
W W
ILL
WE
MO
NIT
OR
TH
E P
ERFO
RM
AN
CE?
1
2
3
54
Without goals, we are all doomed.
Define Marketing Goals and Align Them with Business/Organizational Goals
Your marketing goals should always fit your overall organizational goals.
Business Goal Example:
Increase completions of BRCA survey by 20% in 2017.
Marketing Goal Example:
Increase sharing of BRCA Facebook and Twitter posts by 50% in 2017.
1. Define marketing goals
2. Align marketing goals with business goals
3. Set SMART objectives
4. Select KPIs (Key Performance Indicators)
Brand & Message Audit
Current
Perfo
rman
ce
Cust
omer
Insig
ht
Defi
ne C
urre
nt
Aud
ienc
e
Mar
ketp
lace
Und
erst
andi
ng
Com
peti
tive
Aud
it
Defi
ne M
arke
ting
Goa
ls
Align
MGs w
ith
Busin
ess G
oals
Set SMART
Objectives
Select KPIs
Segmentation
and Targeting
Positioning and Marketing Mix
Engagement Strategy
Persona
Development
Empathy
Mapping
Cont
ent
Stra
tegy
Cont
ent/
Mes
sage
Dev
elop
men
t
Defi
ne &
Dev
elop
Ass
ets/
Cre
ativ
e
Cha
nnel
Setu
p
Repo
rtin
gSe
tupEd
itoria
lCa
lend
ar
Resource
Alloca
tion
Process:
Regular Reviews
Tools:
Reporting
Qualitative/Quantitative Data
PrioritizeActions
SITUATIO
NAL ANALYSIS
WH
ERE ARE W
E NOW?
OBJECTIVES
WHERE DO WE W
ANT TO BE?
STR
AT
EGY
HO
W D
O W
E GET
TH
ERE?
TACTICS & ACTION
WHAT DO WE NEED TO GET THERE?
CO
NT
RO
L
HO
W W
ILL
WE
MO
NIT
OR
TH
E P
ERFO
RM
AN
CE?
1
2
3
54
Set SMART Objectives
Specific - A specific objective describes in detail what you want to occur and answers the questions “Who, what, and how?”.
Measurable - You need to be able to assign it a number, a deadline, a frequency, or some other measurable standard.
Achievable - Questions to ask to make sure your goal is “achievable”:
• Do you have enough resources to accomplish the goal?
• Is the goal based on numbers from previous time periods?
• Have you conducted research that leads you to believe this goal is tangible?
Set SMART Objectives (cont.)
Relevant - Your goals should always align with the overall goals of the organization.
Time-oriented - Does your objective have a defined beginning and a defined end?
Set SMART Objectives (cont.)
SMART Goal Example (do this):
Increase completions of the survey by 20% in 2017.
SMART Goal Example (don’t do this):
Increase completions of surveys so we can help our audience be more aware of their options.
1. Define marketing goals
2. Align marketing goals with business goals
3. Set SMART objectives
4. Select KPIs (Key Performance Indicators)
Brand & Message Audit
Current
Perfo
rman
ce
Cust
omer
Insig
ht
Defi
ne C
urre
nt
Aud
ienc
e
Mar
ketp
lace
Und
erst
andi
ng
Com
peti
tive
Aud
it
Defi
ne M
arke
ting
Goa
ls
Align
MGs w
ith
Busin
ess G
oals
Set SMART
Objectives
Select KPIs
Segmentation
and Targeting
Positioning and Marketing Mix
Engagement Strategy
Persona
Development
Empathy
Mapping
Cont
ent
Stra
tegy
Cont
ent/
Mes
sage
Dev
elop
men
t
Defi
ne &
Dev
elop
Ass
ets/
Cre
ativ
e
Cha
nnel
Setu
p
Repo
rtin
gSe
tupEd
itoria
lCa
lend
ar
Resource
Alloca
tion
Process:
Regular Reviews
Tools:
Reporting
Qualitative/Quantitative Data
PrioritizeActions
SITUATIO
NAL ANALYSIS
WH
ERE ARE W
E NOW?
OBJECTIVES
WHERE DO WE W
ANT TO BE?
STR
AT
EGY
HO
W D
O W
E GET
TH
ERE?
TACTICS & ACTION
WHAT DO WE NEED TO GET THERE?
CO
NT
RO
L
HO
W W
ILL
WE
MO
NIT
OR
TH
E P
ERFO
RM
AN
CE?
1
2
3
54
Select KPIs (Key Performance Indicators)
We suggest selection the key indicators that will help tell the story and support your efforts. Monitoring too many KPIs will slow you down and make it harder to track your progress.
Ask yourself, “If I didn’t have this metric, would it create a gap in my story?”
So What?
Brand &
Message Audit
Current
Performance
Customer Insight
Define Current Audience
MarketplaceUndersta
nding Competiti
ve A
udit
Defin
e M
arke
ting
Goal
s
Alig
n M
Gs
with
Busi
ness
Goa
ls
Set
SMA
RT
Obj
ecti
ves
Sele
ct K
PIs
Segm
enta
tion
and
Targ
etin
gPo
sitio
ning
and
Mar
ketin
g M
ixEngag
ement
Strategy
Persona
Development
Empathy
Mapping
ContentStrategy
Content/Message Development
Define & Develop
Assets/C
reative
Channel Set
up
Repo
rting Setu
p
Edito
rial
Cale
ndar
Res
ourc
e
Allo
cati
on
Proc
ess:
Reg
ular
Rev
iew
s
Tool
s:Re
port
ing
Qua
litat
ive/
Qua
ntita
tive
Data
Priorit
ize
ActionsSI
TU
AT
ION
AL
AN
ALY
S IS
WH
ERE
AR
E W
E N
OW
?
OBJECTIVES
WHERE DO WE WANT TO BE? STRATEGYHOW DO WE GET THERE?
TAC
TIC
S & A
CTION
WH
AT
DO
WE N
EED TO GET THERE?
CONTROL HOW WILL WE MONITOR THE PERFORMANCE?
1
2
3
5
4
Strategy (How do we get there?)
The strategy should lay out the plan for how you’re going to execute everything
you’ve learned in the first two phases.
1. Segmentation and targeting
2. Positioning and marketing mix
3. Engagement strategy
4. Persona development
5. Empathy mapping
6. Content strategy
Brand &
Message Audit
Current
Performance
Customer Insight
Define Current Audience
MarketplaceUndersta
nding Competiti
ve A
udit
Defin
e M
arke
ting
Goal
s
Alig
n M
Gs
with
Busi
ness
Goa
ls
Set
SMA
RT
Obj
ecti
ves
Sele
ct K
PIs
Segm
enta
tion
and
Targ
etin
gPo
sitio
ning
and
Mar
ketin
g M
ixEngag
ement
Strategy
Persona
Development
Empathy
Mapping
ContentStrategy
Content/Message Development
Define & Develop
Assets/C
reative
Channel Set
up
Repo
rting Setu
p
Edito
rial
Cale
ndar
Res
ourc
e
Allo
cati
on
Proc
ess:
Reg
ular
Rev
iew
s
Tool
s:Re
port
ing
Qua
litat
ive/
Qua
ntita
tive
Data
Priorit
ize
ActionsSI
TU
AT
ION
AL
AN
ALY
S IS
WH
ERE
AR
E W
E N
OW
?
OBJECTIVES
WHERE DO WE WANT TO BE? STRATEGYHOW DO WE GET THERE?
TAC
TIC
S & A
CTION
WH
AT
DO
WE N
EED TO GET THERE?
CONTROL HOW WILL WE MONITOR THE PERFORMANCE?
1
2
3
5
4
Segmentation and Targeting
It’s now time to define:
• Customer profile characteristics (demographics)
• Customer lifecycle groups - define the journey of the user
• Customer personas including psychographics
1. Segmentation and targeting
2. Positioning and marketing mix
3. Engagement strategy
4. Persona development
5. Empathy mapping
6. Content strategy
Brand &
Message Audit
Current
Performance
Customer Insight
Define Current Audience
MarketplaceUndersta
nding Competiti
ve A
udit
Defin
e M
arke
ting
Goal
s
Alig
n M
Gs
with
Busi
ness
Goa
ls
Set
SMA
RT
Obj
ecti
ves
Sele
ct K
PIs
Segm
enta
tion
and
Targ
etin
gPo
sitio
ning
and
Mar
ketin
g M
ixEngag
ement
Strategy
Persona
Development
Empathy
Mapping
ContentStrategy
Content/Message Development
Define & Develop
Assets/C
reative
Channel Set
up
Repo
rting Setu
p
Edito
rial
Cale
ndar
Res
ourc
e
Allo
cati
on
Proc
ess:
Reg
ular
Rev
iew
s
Tool
s:Re
port
ing
Qua
litat
ive/
Qua
ntita
tive
Data
Priorit
ize
ActionsSI
TU
AT
ION
AL
AN
ALY
S IS
WH
ERE
AR
E W
E N
OW
?
OBJECTIVES
WHERE DO WE WANT TO BE? STRATEGYHOW DO WE GET THERE?
TAC
TIC
S & A
CTION
WH
AT
DO
WE N
EED TO GET THERE?
CONTROL HOW WILL WE MONITOR THE PERFORMANCE?
1
2
3
5
4
Positioning and Marketing Mix
It’s now time to define:
• The overall positioning of the particular initiative
• The approach for reaching a particular audience
1. Segmentation and targeting
2. Positioning and marketing mix
3. Engagement strategy
4. Persona development
5. Empathy mapping
6. Content strategy
Brand &
Message Audit
Current
Performance
Customer Insight
Define Current Audience
MarketplaceUndersta
nding Competiti
ve A
udit
Defin
e M
arke
ting
Goal
s
Alig
n M
Gs
with
Busi
ness
Goa
ls
Set
SMA
RT
Obj
ecti
ves
Sele
ct K
PIs
Segm
enta
tion
and
Targ
etin
gPo
sitio
ning
and
Mar
ketin
g M
ixEngag
ement
Strategy
Persona
Development
Empathy
Mapping
ContentStrategy
Content/Message Development
Define & Develop
Assets/C
reative
Channel Set
up
Repo
rting Setu
p
Edito
rial
Cale
ndar
Res
ourc
e
Allo
cati
on
Proc
ess:
Reg
ular
Rev
iew
s
Tool
s:Re
port
ing
Qua
litat
ive/
Qua
ntita
tive
Data
Priorit
ize
ActionsSI
TU
AT
ION
AL
AN
ALY
S IS
WH
ERE
AR
E W
E N
OW
?
OBJECTIVES
WHERE DO WE WANT TO BE? STRATEGYHOW DO WE GET THERE?
TAC
TIC
S & A
CTION
WH
AT
DO
WE N
EED TO GET THERE?
CONTROL HOW WILL WE MONITOR THE PERFORMANCE?
1
2
3
5
4
Engagement Strategy
It’s now time to define:
• How to engage with a particular audience
• When to engage with a particular audience (high level)
• What will be used to engage with that audience
1. Segmentation and targeting
2. Positioning and marketing mix
3. Engagement strategy
4. Persona development
5. Empathy mapping
6. Content strategy
Brand &
Message Audit
Current
Performance
Customer Insight
Define Current Audience
MarketplaceUndersta
nding Competiti
ve A
udit
Defin
e M
arke
ting
Goal
s
Alig
n M
Gs
with
Busi
ness
Goa
ls
Set
SMA
RT
Obj
ecti
ves
Sele
ct K
PIs
Segm
enta
tion
and
Targ
etin
gPo
sitio
ning
and
Mar
ketin
g M
ixEngag
ement
Strategy
Persona
Development
Empathy
Mapping
ContentStrategy
Content/Message Development
Define & Develop
Assets/C
reative
Channel Set
up
Repo
rting Setu
p
Edito
rial
Cale
ndar
Res
ourc
e
Allo
cati
on
Proc
ess:
Reg
ular
Rev
iew
s
Tool
s:Re
port
ing
Qua
litat
ive/
Qua
ntita
tive
Data
Priorit
ize
ActionsSI
TU
AT
ION
AL
AN
ALY
S IS
WH
ERE
AR
E W
E N
OW
?
OBJECTIVES
WHERE DO WE WANT TO BE? STRATEGYHOW DO WE GET THERE?
TAC
TIC
S & A
CTION
WH
AT
DO
WE N
EED TO GET THERE?
CONTROL HOW WILL WE MONITOR THE PERFORMANCE?
1
2
3
5
4
Using marketing personas made websites 2x-5x more effective and
easier to use by targeted users. – HubSpot
“
Persona Development
What is their role?
• How would they describe himself/herself?
Personal / Professional Goals
• What are they in charge of or expected to manage?
Objectives and Metrics
• What do they want to achieve? How do they measure success?
Challenges/Pain Points
• What challenges or trends might inhibit them from reaching what they’re trying to accomplish?
Persona Development (Cont.)
Strategies
• What likely strategies and initiatives are in place to help achieve their objectives?
Change Drivers
• What would cause them to change what they're currently doing?
Change Inhibitors
• What would cause them to stay with the status quo, even if they’re not happy with it?
What kind of questions do they ask themselves, or search for on Google, in order to help solve a challenge/problem they are experiencing?
• Build out at least 5 questions they would ask to help solve their problem
Job Title
Middle age executive
Professional Goals: What are they in charge of or expected to manage?
• Managing people/teams and understanding the complexities • Overall vision of the company • P/L - Budget
Business Objectives and Metrics: What do they want to achieve? How do they measure success? How are they evaluated?
• Growth • Company, Revenue
• Evaluated by their own leaders through reviews • Self • Need to show progress through reports/metrics - specific KPI,
financial vs non financial
Our Buyer Persona
MLA Leadership Larry
Hey Larry!
External Challenges: What external challenges or trends might inhibit them from reaching what they’re trying to accomplish?
• Internal • Personal capacity • Time management • Stress • Productivity • Lack of awareness about themselves • Lack of resources • Company culture or moral
Our Buyer Persona
MLA Leadership Larry
Hey Larry!
Change Drivers: What would cause them to change what they're currently doing?
• People being put in new position and being pushed to get coaching • People feeling they need it themselves after getting a new position
• Being passed over for a promotion • Seeing that others are where I want to be. How can I up my game to get
there too? • Old systems in place that need to change to keep up with the times • Need a culture change • Feeling overwhelmed and as a result bad things happened • Relationship failure (professional or personal)
Our Buyer Persona
MLA Leadership Larry
Hey Larry!
Change Inhibitors: What would cause them to stay with the status quo, even if they’re not happy with it?
• Pride • Maybe the problems just aren’t big enough • Coaching may not be for people like me. It’s only for those “other”
people. I’m not an executive. I’m not the right fit. Not big enough title, or big enough company.
• Leadership transcends companies and titles. Leadership is influence. • Company is doing ok even though they feel the pain a little. If it’s not
broke, don’t fix it.
Our Buyer Persona
MLA Leadership Larry
Hey Larry!
1. Segmentation and targeting
2. Positioning and marketing mix
3. Engagement strategy
4. Persona development
5. Empathy mapping
6. Content strategy
Brand &
Message Audit
Current
Performance
Customer Insight
Define Current Audience
MarketplaceUndersta
nding Competiti
ve A
udit
Defin
e M
arke
ting
Goal
s
Alig
n M
Gs
with
Busi
ness
Goa
ls
Set
SMA
RT
Obj
ecti
ves
Sele
ct K
PIs
Segm
enta
tion
and
Targ
etin
gPo
sitio
ning
and
Mar
ketin
g M
ixEngag
ement
Strategy
Persona
Development
Empathy
Mapping
ContentStrategy
Content/Message Development
Define & Develop
Assets/C
reative
Channel Set
up
Repo
rting Setu
p
Edito
rial
Cale
ndar
Res
ourc
e
Allo
cati
on
Proc
ess:
Reg
ular
Rev
iew
s
Tool
s:Re
port
ing
Qua
litat
ive/
Qua
ntita
tive
Data
Priorit
ize
ActionsSI
TU
AT
ION
AL
AN
ALY
S IS
WH
ERE
AR
E W
E N
OW
?
OBJECTIVES
WHERE DO WE WANT TO BE? STRATEGYHOW DO WE GET THERE?
TAC
TIC
S & A
CTION
WH
AT
DO
WE N
EED TO GET THERE?
CONTROL HOW WILL WE MONITOR THE PERFORMANCE?
1
2
3
5
4
Empathy Mapping
Thinking
• What are they thinking when it comes to the benefits of what you can offer them?
• What do they hope to gain by engaging with you?
Seeing
• What is their worldview in the context of what you have to offer?
• What do they see when they view or use your information?
Empathy Mapping (Cont.)
Doing
• What influences them and how?
• What are they doing now they wish was different?
• What outcome would they like by engaging with you?
Feeling
• What are their fears?
• What holds them back from acting?
1. Segmentation and targeting
2. Positioning and marketing mix
3. Engagement strategy
4. Persona development
5. Empathy mapping
6. Content strategy
Brand &
Message Audit
Current
Performance
Customer Insight
Define Current Audience
MarketplaceUndersta
nding Competiti
ve A
udit
Defin
e M
arke
ting
Goal
s
Alig
n M
Gs
with
Busi
ness
Goa
ls
Set
SMA
RT
Obj
ecti
ves
Sele
ct K
PIs
Segm
enta
tion
and
Targ
etin
gPo
sitio
ning
and
Mar
ketin
g M
ixEngag
ement
Strategy
Persona
Development
Empathy
Mapping
ContentStrategy
Content/Message Development
Define & Develop
Assets/C
reative
Channel Set
up
Repo
rting Setu
p
Edito
rial
Cale
ndar
Res
ourc
e
Allo
cati
on
Proc
ess:
Reg
ular
Rev
iew
s
Tool
s:Re
port
ing
Qua
litat
ive/
Qua
ntita
tive
Data
Priorit
ize
ActionsSI
TU
AT
ION
AL
AN
ALY
S IS
WH
ERE
AR
E W
E N
OW
?
OBJECTIVES
WHERE DO WE WANT TO BE? STRATEGYHOW DO WE GET THERE?
TAC
TIC
S & A
CTION
WH
AT
DO
WE N
EED TO GET THERE?
CONTROL HOW WILL WE MONITOR THE PERFORMANCE?
1
2
3
5
4
Content Strategy
Where are we? What’s working and what isn’t?
• Documenting all the blog posts getting significant traffic and conversions
• Reviewing all the active email lists
• Reviewing all the live high-level web pages
• Reviewing all your social media accounts
Content Strategy (Cont.)
Where do we want to go? Think about your overall goals.
• How does good content accomplish these goals?
• Perform SWOT Analysis
SSTRENGTHS
OOPPORTUNITIES TTHREATS
WWEAKNESSES
• Your specialist marketing expertise• A new, innovative product or service• Location of your business• Quality processes and procedures• Any other aspect of your business that adds value to your product or service
• A developing market such as the Internet• Mergers, joint ventures or strategic alliances• Moving into new market segments that offer improved profits• A new international market• A market vacated by an ineffective competitor
• Lack of marketing expertise• Undifferentiated products or services (i.e. in relation to your competitors)• Location of your business• Poor quality goods or services• Damanged reputation
• A new competitor in your home market• Price wars with competitors• A competitor has a new, innovative product or service• Competitors have superior access tochannels of distribution• Taxation is introduced on your product or service
EXTERNALFACTORS
POSITIVE NEGATIVE
INTERNALFACTORS
Content Strategy (Cont.)
Brainstorm content ideas and map these across your funnel
• Map out content to view opportunities
0
Brand &
Message A
udit
Current
Performance
Custom
er Insight
Define Current
Audience
Marketplace
Understanding
Competitive Audit
Define Marketing
Goals
Align MGs with
Business Goals
Set SMART Objectives
Select KPIs
Segmentation
and Targeting Positioning and
Marketin
g Mix
Enga
gem
ent
Stra
tegy
Persona
Developm
ent
Empathy
Mapping
Content
Strategy
Content/Message
Developm
ent
Define & Develop
Assets/Creative
Channel
Setup
Reporting
Setup
Editorial
Calendar
ResourceAllocation
Process: Regular Reviews
Tools:Reportin
g
Qualitativ
e/
Quantitativ
e Data
Prio
ritiz
e
Actio
ns
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OB
JEC
TIV
ES
WH
ERE
DO
WE
WA
NT
TO
BE?
STRATEGY
HO
W D
O W
E GET T
HERE?
TACTICS & ACTION
WHAT DO WE NEED TO GET TH
ERE?
CO
NT
RO
LH
OW
WILL W
E MO
NITO
R THE PERFORMANCE?
1
23
5
4
Tactics & Action (What do we need to get there?)
This is the part that usually gets the emotions going.
1. Content/message development
2. Define & develop assets/creative
3. Channel setup
4. Reporting setup
5. Editorial calendar
6. Resource allocation
Brand &
Message A
udit
Current
Performance
Custom
er Insight
Define Current
Audience
Marketplace
Understanding
Competitive Audit
Define Marketing
Goals
Align MGs with
Business Goals
Set SMART Objectives
Select KPIs
Segmentation
and Targeting Positioning and
Marketin
g Mix
Enga
gem
ent
Stra
tegy
Persona
Developm
ent
Empathy
Mapping
Content
Strategy
Content/Message
Developm
ent
Define & Develop
Assets/Creative
Channel
Setup
Reporting
Setup
Editorial
Calendar
ResourceAllocation
Process: Regular Reviews
Tools:Reportin
g
Qualitativ
e/
Quantitativ
e Data
Prio
ritiz
e
Actio
ns
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OB
JEC
TIV
ES
WH
ERE
DO
WE
WA
NT
TO
BE?
STRATEGY
HO
W D
O W
E GET T
HERE?
TACTICS & ACTION
WHAT DO WE NEED TO GET TH
ERE?
CO
NT
RO
LH
OW
WILL W
E MO
NITO
R THE PERFORMANCE?
1
23
5
4
Content/message development
It’s time to tell a hero’s story.
1
2
3
4
5
6
7
Introduce your persona
Describe their current behavior
What is the main problem they’re facing?
What are they currently doing to overcome the problem themselves?
What is the problem with the current solutions out there?
Why you? How is your solution different?
What is the final outcome because they found you?
Content/message development
It’s time to tell a hero’s story.
Carmax Example
1
2
3
4
5
6
7
Person who needs a car
They are shopping for the new car.
They hate shopping around at different dealerships and haggling with every sales person they interact with.
Shopping online.
They all follow the same model at physical dealerships. Online doesn’t solve the problem, because they still
need to walk into a dealership to make the purchase.
Carmax offers a simple way to purchase a car without the haggling or commission-driven sales people.
The individual feels confident they made a solid
decision without all of the hassle.
1. Content/message development
2. Define & develop assets/creative
3. Channel setup
4. Reporting setup
5. Editorial calendar
6. Resource allocation
Brand &
Message A
udit
Current
Performance
Custom
er Insight
Define Current
Audience
Marketplace
Understanding
Competitive Audit
Define Marketing
Goals
Align MGs with
Business Goals
Set SMART Objectives
Select KPIs
Segmentation
and Targeting Positioning and
Marketin
g Mix
Enga
gem
ent
Stra
tegy
Persona
Developm
ent
Empathy
Mapping
Content
Strategy
Content/Message
Developm
ent
Define & Develop
Assets/Creative
Channel
Setup
Reporting
Setup
Editorial
Calendar
ResourceAllocation
Process: Regular Reviews
Tools:Reportin
g
Qualitativ
e/
Quantitativ
e Data
Prio
ritiz
e
Actio
ns
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OB
JEC
TIV
ES
WH
ERE
DO
WE
WA
NT
TO
BE?
STRATEGY
HO
W D
O W
E GET T
HERE?
TACTICS & ACTION
WHAT DO WE NEED TO GET TH
ERE?
CO
NT
RO
LH
OW
WILL W
E MO
NITO
R THE PERFORMANCE?
1
23
5
4
Define and Develop Assets / Creative
Creative assets include graphics for social media posts and advertisements.
• Use fonts, colors, image treatment, etc as outlined in your brand standards
• Reference the latest specifications for image dimensions using a site like adjelly.com
• When creating Facebook ads, use the grid tool to ensure the graphic has no more than 20% text on it
• Be consistent with messaging and visual design across all platforms
• The graphics should support the post copy and grab attention
1. Content/message development
2. Define & develop assets/creative
3. Channel setup
4. Reporting setup
5. Editorial calendar
6. Resource allocation
Brand &
Message A
udit
Current
Performance
Custom
er Insight
Define Current
Audience
Marketplace
Understanding
Competitive Audit
Define Marketing
Goals
Align MGs with
Business Goals
Set SMART Objectives
Select KPIs
Segmentation
and Targeting Positioning and
Marketin
g Mix
Enga
gem
ent
Stra
tegy
Persona
Developm
ent
Empathy
Mapping
Content
Strategy
Content/Message
Developm
ent
Define & Develop
Assets/Creative
Channel
Setup
Reporting
Setup
Editorial
Calendar
ResourceAllocation
Process: Regular Reviews
Tools:Reportin
g
Qualitativ
e/
Quantitativ
e Data
Prio
ritiz
e
Actio
ns
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OB
JEC
TIV
ES
WH
ERE
DO
WE
WA
NT
TO
BE?
STRATEGY
HO
W D
O W
E GET T
HERE?
TACTICS & ACTION
WHAT DO WE NEED TO GET TH
ERE?
CO
NT
RO
LH
OW
WILL W
E MO
NITO
R THE PERFORMANCE?
1
23
5
4
Channel Setup
1. Is my persona on this network? - Each of those networks attract users for different reasons, and cater to different user behavior.
2.Will this account fill a need that is different from one of my other accounts? - Creating a new account should be to drive a business need, not to create one from scratch.
3. Do I have the time required to build an account?
4.Do I have the time required to monitor the account?
5. What is the plan for content planning/creating? - when creating a channel you should have a plan for sustained content creation
Channel Setup (cont.)
6.How many posts/week am I able to commit to this account?
7. Do I have budget to help build/scale this account?
8.What is the goal of this account? How will I know if it's successful? - it’s important to know what value it will bring you, how you know you should double down on your efforts, or when you may want to cut and run
9. Why is time spent on this social account more valuable than time spent doing other marketing activities?
1. Content/message development
2. Define & develop assets/creative
3. Channel setup
4. Reporting setup
5. Editorial calendar
6. Resource allocation
Brand &
Message A
udit
Current
Performance
Custom
er Insight
Define Current
Audience
Marketplace
Understanding
Competitive Audit
Define Marketing
Goals
Align MGs with
Business Goals
Set SMART Objectives
Select KPIs
Segmentation
and Targeting Positioning and
Marketin
g Mix
Enga
gem
ent
Stra
tegy
Persona
Developm
ent
Empathy
Mapping
Content
Strategy
Content/Message
Developm
ent
Define & Develop
Assets/Creative
Channel
Setup
Reporting
Setup
Editorial
Calendar
ResourceAllocation
Process: Regular Reviews
Tools:Reportin
g
Qualitativ
e/
Quantitativ
e Data
Prio
ritiz
e
Actio
ns
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OB
JEC
TIV
ES
WH
ERE
DO
WE
WA
NT
TO
BE?
STRATEGY
HO
W D
O W
E GET T
HERE?
TACTICS & ACTION
WHAT DO WE NEED TO GET TH
ERE?
CO
NT
RO
LH
OW
WILL W
E MO
NITO
R THE PERFORMANCE?
1
23
5
4
Reporting Setup
Determine what you NEED to know and make sure you have tools and templates in place to gather that information.
• What platforms are we on?
• How big are our audiences? How are they growing?
• If we have historical data, how much did they grow on average on a monthly basis?
• Are we reaching our persona? How many people interact with posts targeted for that audience?
• Are people engaging? Do they share our content or react to it?
1. Content/message development
2. Define & develop assets/creative
3. Channel setup
4. Reporting setup
5. Editorial calendar
6. Resource allocation
Brand &
Message A
udit
Current
Performance
Custom
er Insight
Define Current
Audience
Marketplace
Understanding
Competitive Audit
Define Marketing
Goals
Align MGs with
Business Goals
Set SMART Objectives
Select KPIs
Segmentation
and Targeting Positioning and
Marketin
g Mix
Enga
gem
ent
Stra
tegy
Persona
Developm
ent
Empathy
Mapping
Content
Strategy
Content/Message
Developm
ent
Define & Develop
Assets/Creative
Channel
Setup
Reporting
Setup
Editorial
Calendar
ResourceAllocation
Process: Regular Reviews
Tools:Reportin
g
Qualitativ
e/
Quantitativ
e Data
Prio
ritiz
e
Actio
ns
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OB
JEC
TIV
ES
WH
ERE
DO
WE
WA
NT
TO
BE?
STRATEGY
HO
W D
O W
E GET T
HERE?
TACTICS & ACTION
WHAT DO WE NEED TO GET TH
ERE?
CO
NT
RO
LH
OW
WILL W
E MO
NITO
R THE PERFORMANCE?
1
23
5
4
1. Content/message development
2. Define & develop assets/creative
3. Channel setup
4. Reporting setup
5. Editorial calendar
6. Resource allocation
Brand &
Message A
udit
Current
Performance
Custom
er Insight
Define Current
Audience
Marketplace
Understanding
Competitive Audit
Define Marketing
Goals
Align MGs with
Business Goals
Set SMART Objectives
Select KPIs
Segmentation
and Targeting Positioning and
Marketin
g Mix
Enga
gem
ent
Stra
tegy
Persona
Developm
ent
Empathy
Mapping
Content
Strategy
Content/Message
Developm
ent
Define & Develop
Assets/Creative
Channel
Setup
Reporting
Setup
Editorial
Calendar
ResourceAllocation
Process: Regular Reviews
Tools:Reportin
g
Qualitativ
e/
Quantitativ
e Data
Prio
ritiz
e
Actio
ns
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OB
JEC
TIV
ES
WH
ERE
DO
WE
WA
NT
TO
BE?
STRATEGY
HO
W D
O W
E GET T
HERE?
TACTICS & ACTION
WHAT DO WE NEED TO GET TH
ERE?
CO
NT
RO
LH
OW
WILL W
E MO
NITO
R THE PERFORMANCE?
1
23
5
4
Resource Allocation
Human Resources
• How much time does each platform require?
• How many posts per week do we need?
Content Resources
• Does my content match what is needed on the social media platform?
• Do we have a library of content to use for a given time-period? When do we need to work on future content libraries?
Financial Resources
• Do we have a budget to spend on advertising?
• How do we allocate financial resources to the various platforms? Which is most efficient?
Brand &Message Audit
Current Performance
Customer InsightDefine Current
AudienceMarketplace
Understanding
Competitive A
udit
Define M
arketing
Goals
Align M
Gs w
ithB
usiness Goals
Set SMA
RT
Objectives
Select KPIsSegm
entation
and Targeting
Positioning and
Marketing Mix
Engagement
Strategy
Persona
Development
EmpathyMapping
ContentStrategy
Content/Message
Development
Define & Develop
Assets/Creative
Channel
Setup
Reporting
Setup
EditorialC
alendar
Resource
Allocation
Process:
Regular Reviews
Tools:
Reporting
Qualitative/
Quantitative Data
Prioritize
Actions
SI TU
AT
ION
AL A
NA
LYSIS
WH
ERE A
RE W
E NO
W?
OBJECTIVESWHERE DO WE WANT TO BE?
STRATEGY
HOW D
O W
E G
ET T
HER
E?
TACTICS &
ACTION
WHAT D
O WE N
EED TO GET THERE?
CONTROL
HOW WILL WE MONITO
R THE PERFO
RMA
NC
E?
1
2
3
5
4
Control (How will we monitor performance?)
It’s time to review everything and see what your qualitative and
quantitative data is telling you.
1. Set regular reviews
2. Report
3. Dig into qualitative/quantitative data
4. Prioritize actions
Brand &Message Audit
Current Performance
Customer InsightDefine Current
AudienceMarketplace
Understanding
Competitive A
udit
Define M
arketing
Goals
Align M
Gs w
ithB
usiness Goals
Set SMA
RT
Objectives
Select KPIsSegm
entation
and Targeting
Positioning and
Marketing Mix
Engagement
Strategy
Persona
Development
EmpathyMapping
ContentStrategy
Content/Message
Development
Define & Develop
Assets/Creative
Channel
Setup
Reporting
Setup
EditorialC
alendar
Resource
Allocation
Process:
Regular Reviews
Tools:
Reporting
Qualitative/
Quantitative Data
Prioritize
Actions
SI TU
AT
ION
AL A
NA
LYSIS
WH
ERE A
RE W
E NO
W?
OBJECTIVESWHERE DO WE WANT TO BE?
STRATEGY
HOW D
O W
E G
ET T
HER
E?
TACTICS &
ACTION
WHAT D
O WE N
EED TO GET THERE?
CONTROL
HOW WILL WE MONITO
R THE PERFO
RMA
NC
E?
1
2
3
5
4
Set Regular Reviews
It you aren’t reviewing your data as a team, progress will stop.
• At the beginning of any project, weekly meetings are a must.
• Immediately after launch, weekly meetings may still be necessary.
• A comprehensive monthly report should be generated to show month over month trends.
• Quarterly reports will give a bigger picture of what is happening across the entire initiative.
1. Set regular reviews
2. Report
3. Dig into qualitative/quantitative data
4. Prioritize actions
Brand &Message Audit
Current Performance
Customer InsightDefine Current
AudienceMarketplace
Understanding
Competitive A
udit
Define M
arketing
Goals
Align M
Gs w
ithB
usiness Goals
Set SMA
RT
Objectives
Select KPIsSegm
entation
and Targeting
Positioning and
Marketing Mix
Engagement
Strategy
Persona
Development
EmpathyMapping
ContentStrategy
Content/Message
Development
Define & Develop
Assets/Creative
Channel
Setup
Reporting
Setup
EditorialC
alendar
Resource
Allocation
Process:
Regular Reviews
Tools:
Reporting
Qualitative/
Quantitative Data
Prioritize
Actions
SI TU
AT
ION
AL A
NA
LYSIS
WH
ERE A
RE W
E NO
W?
OBJECTIVESWHERE DO WE WANT TO BE?
STRATEGY
HOW D
O W
E G
ET T
HER
E?
TACTICS &
ACTION
WHAT D
O WE N
EED TO GET THERE?
CONTROL
HOW WILL WE MONITO
R THE PERFO
RMA
NC
E?
1
2
3
5
4
Report
Reports will reveal the good, the bad, and the ugly. Embrace all of it.
• IF weekly reports are desired, set up a simple automated dashboard that will aggregate the basic KPIs you are tracking.
• A comprehensive monthly report should be generated to show month over month trends.
• Quarterly reports will give a bigger picture of what is happening across the entire initiative.
1. Set regular reviews
2. Report
3. Dig into qualitative/quantitative data
4. Prioritize actions
Brand &Message Audit
Current Performance
Customer InsightDefine Current
AudienceMarketplace
Understanding
Competitive A
udit
Define M
arketing
Goals
Align M
Gs w
ithB
usiness Goals
Set SMA
RT
Objectives
Select KPIsSegm
entation
and Targeting
Positioning and
Marketing Mix
Engagement
Strategy
Persona
Development
EmpathyMapping
ContentStrategy
Content/Message
Development
Define & Develop
Assets/Creative
Channel
Setup
Reporting
Setup
EditorialC
alendar
Resource
Allocation
Process:
Regular Reviews
Tools:
Reporting
Qualitative/
Quantitative Data
Prioritize
Actions
SI TU
AT
ION
AL A
NA
LYSIS
WH
ERE A
RE W
E NO
W?
OBJECTIVESWHERE DO WE WANT TO BE?
STRATEGY
HOW D
O W
E G
ET T
HER
E?
TACTICS &
ACTION
WHAT D
O WE N
EED TO GET THERE?
CONTROL
HOW WILL WE MONITO
R THE PERFO
RMA
NC
E?
1
2
3
5
4
Dig Into Quantitative/Qualitative Data
Data is good, but you cannot always trust it.
• When you have the data, don’t take it at face-value.
• Make sure you spend time understanding what the data means.
• Admit when you think the data is wrong - it can be wrong.
• Understand spikes and troughs and compare to what is taking place that is both in your control (content creation, dissemination, etc.) and what is not (environment factors, discussions, etc.)
1. Set regular reviews
2. Report
3. Dig into qualitative/quantitative data
4. Prioritize actions
Brand &Message Audit
Current Performance
Customer InsightDefine Current
AudienceMarketplace
Understanding
Competitive A
udit
Define M
arketing
Goals
Align M
Gs w
ithB
usiness Goals
Set SMA
RT
Objectives
Select KPIsSegm
entation
and Targeting
Positioning and
Marketing Mix
Engagement
Strategy
Persona
Development
EmpathyMapping
ContentStrategy
Content/Message
Development
Define & Develop
Assets/Creative
Channel
Setup
Reporting
Setup
EditorialC
alendar
Resource
Allocation
Process:
Regular Reviews
Tools:
Reporting
Qualitative/
Quantitative Data
Prioritize
Actions
SI TU
AT
ION
AL A
NA
LYSIS
WH
ERE A
RE W
E NO
W?
OBJECTIVESWHERE DO WE WANT TO BE?
STRATEGY
HOW D
O W
E G
ET T
HER
E?
TACTICS &
ACTION
WHAT D
O WE N
EED TO GET THERE?
CONTROL
HOW WILL WE MONITO
R THE PERFO
RMA
NC
E?
1
2
3
5
4
Prioritize Actions
• ALWAYS walk away from a meeting with your “next steps” in place. Everyone on the team should know what’s going to happen before the next meeting.
• Go for the little wins before tackling the big stuff.
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