campaign launch techniques - dave chaffey - smart insights
Post on 21-Oct-2014
6.157 views
DESCRIPTION
Practical tips to help launch digital marketing campaignsTRANSCRIPT
Webinar
7 Practical Insights for Anyone involved
in Launching Digital Marketing
Campaigns
Hosted & Intro. by Imran FarooqMD of MMC Learning
Main Presentation by Dr Dave ChaffeyCEO of Smart Insights
#mmcwebinar
Agenda
1. Introduction by Imran Farooq (5min)
What is happening in Digital?
2. Main Presentation by Dr Dave Chaffey (30min)
7 Practical Insights for Anyone Launching a Digital Marketing Campaign
3. Short Q&A Session (10min)
Submit your questions
4. SMTP Launch (10min)
Social Media Training Pack Launch Exclusive
About Me & MMC Learning
MD of MMC Learning (Joint Venture with MMU Business School) Digital Marketing Qualifications, Management Qualifications, Digital Campaigns, specialist
Video and e-learning producer Senior Examiner for Digital Marketing Essentials, Chartered Institute of
Marketing Expert Digital Marketing Commentator on Smart Insights.com CAM Foundation Advisory Board
Connect as a Friend on Linkedinhttp://uk.linkedin.com/in/imranfarooq Follow on Twitter
@imranfarooq
SEO
Affiliates
Usability
PPC
User Experience
Viral
Social Media
Web Analytics
Search
Mobile
Which Digital Tools are You Using?
Social Media
Blogging
VideoSharing
Photo Sharing
RSS
Widgets
Social Networks
Chat
Podcasts
Forums
MicroBlogging
7 Practical Insights for Anyone involved in Launching
Digital Marketing Campaigns
Main Presentation by Dr Dave ChaffeyAuthor & CEO of Smart Insights
Books
Best practice guides
About Dave Chaffey
Digital marketingadvice & consulting www.smartinsights.com
Search &conversionconsultingwww.clickthrough-marketing.com
• I want to give you practical…– Actions – Tools– Analysis techniques
• Please ask questions
• More details…– http://bit.ly/smartstrategy
My Seven Insights• 1. Goals and Analytics• 2. Customer insights• 3. Core messages • 4. Targeting• 5. Creative• 6. Communications
strategy• 7. Optimisation
About Dave Chaffey
Q. How do we know when our campaigns are generating value?Use these!
http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/
The 3 key value measures in Google Analytics: 1. Index value (Top content reports)
Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.
2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports.
3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.
http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205
Tip: Use advanced segments1. Segmentation by Referrer / Traffic source:• Paid• Natural• Paid and natural brand and non-brand• By number of keywords – 2,3,4• Social media
2. Segmentation by Visitor Type• New visitor• Returning visitor• Registered visitor• Customer
3. Segmentation by Engagement• 5 pages,• <3 pages
4. Segmentation by Content Viewed • Key landing page• Product page• Checkout complete• Folders for large organisation
5. Segmentation by Landing Page Type 6. Segmentation by Event:• Conversion goal types and E-commerce
7. Segmentation by Platform (less important)• Browser• Screen resolution• Mobile platforms
8. Segmentation by Location Geography
• Main markets• UK• US• FIGS• ROW
http://bit.ly/smartsegments
‘How to’ example of a custom segment
Notes: 1. Chose a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contains’ or RegEx for your brand names2. No metrics are required.3. Test the segment first, but you will need to enter a name for the segment to do this. 4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol ‘|’.5. Note that segments are specific to a profile initially – you may want to share them.
Search insights
Creating a gap analysis of customer search behaviour
Tip: Use “Google Keyword tool” to identify categories/volume of searches:on “Exact match”See Dan Barker’s article http://bit.ly/smartgap
Understanding customer intent and preferences
Practical Tip. Control through gap analysis – see PMMake sure your copywriters check Ubersuggest:http://suggest.thinkpragmatic.net
Mobile marketing has arrived!
Source: Craig Sullivan: http://www.slideshare.net/sullivac/
Gaining site and business innovation ideas through Uservoice
http://bit.ly/smartfeedback
Campaign messaging hierarchy
Campaign engagement and response messages: AIDA Primary offer – product, service or lead generation? Secondary offer?
Core brand proposition = Marketing Mix: Who you are? What you do? Where you do it? What makes you different?
OVP - Online Value Proposition What can your provide to help/inform/entertain me online? Reinforces core brand proposition and credibility, but messaging
shows… Different OVPs for different markets and audiences Value that a site visitor get from your online brand or campaign that…
They can’t get from you offline? They can’t get from competitors?
Develop content strategy to develop OVPs Communicate message forcefully: online and offline
How strong is your brand personality?
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:
PositioningDifferentiate to the target segments needs
Low HighDifferentiation
High
Relevance
Low
DRIVERSFeatures that are important
to customers and highly differentiated from the
competition
FOOLS GOLDFeatures that are
distinctive but do not drive customers’ loyalty to brand
NEUTRALSFeatures that are
irrelevant to customers
‘HYGIENES’Features that are important
to customers but are provided by all competitors
at a similar level
So
urc
e: A
da
pte
d
fro
m: A
ufr
eite
r,
Elz
ing
a,
an
d.
Go
rdo
n,2
00
3
Different segments
are motivated
by different drivers
Online customer targeting options Targeting approaches 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” behavioual targeting based on RFM
6. Channel preference Communicate with customer in their preferred media (and according to value)
7. Tone and style preference Communicate with customers according to their tastes inferred from demographics or behaviour.
http://bit.ly/smarttargeting
Professional persona example
Source: http://www.smartinsights.com/analytics-conversion-optimisation-alerts/web-design-personas/
Buzz = Engaging + Participative
Example engagement devices: Search boxes Questions Quizzes Polls Calculators Interactive Q&A Call-backs Viral games
Tip. Give your campaign momentum, inertia using a sub-brand
www.tourismirelandtaxichallenge.com
Response increases by 25% for campaign
First Campaign,
Open rate, 8 to 10%
CCR = 0.2%
Second Campaign,
Open rate, 50 to 75%
CCR = 0.2%
Source: E-consultancy Masterclass 2005 - BCA
Remailing to opening-non converters
Tip. Repeat E-mailings where possible39
Response increases by 40% for campaign
First Campaign,
CCR = 0.2%
Second Campaign,
CCR = 0.2%
Multi-message example Email campaign 2
Source: E-consultancy Masterclass 2005 - BCA
Tip. Use time-limited offers
Remailing with urgency
Combined response from e-mail and direct mail is 125% better than no e-mail.
Pre-mail, with online response
Response increases, 100% for direct mail piece.
Teaser e-mail. No online response Direct Mail
Direct Mail
Multi-message example - Email campaign 3
Source: E-consultancy Masterclass 2005 - BCA
Creating a campaign hub
1. Be relevant. Understand the content that will appeal to different audiences.
2. Create an editorial calendar. Your social media marketing will be more effective §if you produce content on a regular, consistent schedule.
3. Offer distribution choices, but keep a focus. Offer choice to alert subscribers to content using different types of channels since they will have different preferences.
4. Syndicate through partners. Identify partner sites and networks who may publish your content, either in it’s original form or tailored for their audiences.
5. Make communications two-way. Don’t just treat the channels as an alert or update service. Engage!
5 rules of SMO – Rohit Bhargavahttp://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/
Q. How clear is your offer?
Need focused offer (s) – depending on objectives: Awareness List-building Lead generation Sales
Number of offers per ad or e-mail campaign? Primary offer / message Secondary offer / message ? Number of calls-to-action ?
Vary offer through campaign Remember “institutional messages” Unique web offers?
46
Testing option B. AB pre-test for major campaign
47
Test version A
Send Volume: 10,000
Sample criteria: Random
Click through rate: 6.1%
Test version B
Send Volume: 10,000
Sample criteria: Random
Click through rate: 4.5%
Main Broadcast
Send Volume: 180,000
Click through rate: 5.8%Source:
B2B example:The evolution of Salesforce landing pages
http://www.smartinsights.com/blog/web-design/perfect-landing-page
How effective is your scent?
50
WHY CHOOSE US?
WHERE / HOW TO BUY?
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
Example SCENT TRAILS
Which Test Won?
http://www.smartinsights.com/blog/conversion-optimisation/questions-answered-increased-site-conversions/
Social Media Webinar Training Pack – Exclusive Offer
Twitter Webinars x 3
Blogging with WordPress Webinars x 4
Linkedin Webinars x 3
Facebook Webinars x 3
YouTube & Video Webinars x 4
Social Media Webinar Training Pack – Exclusive Offer
Webinars will cover;
1. How to and quick run through the basics2. Strategy and planning3. Practical steps to leverage the social media platform4. 3rd Party tools to help make your life easier5. Case studies on how people are generating revenue6. Building your own personal brand online7. Channels for your own products and services
Social Media Webinar Training Pack – Exclusive Offer
Twitter Webinars x 3
Blogging with WordPress Webinars x 4
Linkedin Webinars x 3
Facebook Webinars x 3
YouTube & Video Webinars x 4
= 17 Webinars!
Social Media Webinar Training Pack – Exclusive Offer
Twitter Webinars x 3
Blogging Webinars x 4
Linkedin Webinars x 3
Facebook Webinars x 3
YouTube Webinars x 4
= 17 Webinars!
How much is all this
going to cost?
£1700?
Social Media Webinar Training Pack – Exclusive Offer
Twitter Webinars x 3
Blogging Webinars x 4
Linkedin Webinars x 3
Facebook Webinars x 3
YouTube Webinars x 4= 17 Webinars!
All this forLimited Time Offer
£97!
www.connectwisdom.com/smtp
Let’s Connect! Questions & discussion welcome
Blogwww.smartinsights.com
Feedswww.feedburner.com/smartinsights
Email Newsletterwww.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey