Download - Making digital marketing work
Making digital marketing work and measuring the results
Raphael O’Donoghue
Digital Marketing Channels
TechnologyDM StrategyPlanning & Implementation
AnalyticsMeasurement & KPI
BrandingCustomer Insight
CommunicationsE-Marketing
CRM & DatabaseManagement
INTEGRATION – Digital Marketing
Marketing Automation
DIGITAL CHALLANGES
Create more interactive
website
Tell your story in a more
compelling way
Lead Generation
Marketing Automation
Grow social media base and
email lists
Today we will look at:Business Goals
Buyer Persona's
Competition
Keyword & Content
SEO Checklists
Measurement & KPI
Business Goals (may include)..
Increase Sales
Build Brand Awareness
Generate leads
Thought Leadership
Client Service
Educate customers
Increase client base
We know PS is Different?
Relationships / trust based
high degree of confidentiality
Fee earners are in charge
New business attributed to fee earners - measuring marketing is difficult
Most-senior people may not have the digital knowledge
SMART
Objective: Increase online leads by 10%
Goal: Generate 250 qualified website
leads via digital in 2016
Strategy (digital activity): Build SEM
campaigns to deliver qualified
leads
Measure: Monthly no of leads, actual
vs planned, CPA and conversion rate
Also: Increase our email list by 5k users and Improve conversion rate of gated content pages by 20%
Persona’s & Segmentation
Persona buildingName, Age, Gender, Family
Title
Role in organisation
Identifiers
Goals
Challenges
What can we do…
Content Mix..1. Understand your market,
persona types (audience types) and target demand
2. Identify what digital channels and content types drive business impact
3. Create, optimise and distribute content
4. Measure results, understand what metrics matter
But Content is hard..
1.Extensive Research2.Expensive3.Time consuming4.Doesn’t always get cut through
What your partners want to see..
Competition
Compete.com
Buzzsumo.com
Content & Keywords
Content Mix..1. Understand your market,
persona types (audience types) and target demand
2. Identify what digital channels and content types drive business impact
3. Create, optimise and distribute content
4. Measure results, understand what metrics matter
Keyword Research• Identify your key landing pages
• Do rough keyword research
• Check keyword popularity with Google Keyword tool
• Check competitor keywords
• Finalise the list (track and measure in Moz/Hubspot)
SEO Checklists
“Would you tell me, please, which way I ought to go from here?” “That depends a good deal on where you want to get to,” said the Cat. “I don’t much care where” said Alice.
“Then it doesn’t matter which way you go,” said the Cat.
Measurement & Metrics
Measurement & MetricsIf the success of your website hinges on generating leads, you should be monitoring the following four metrics,
KPI DESCRIPTION NOTES
Overall Lead Generation Rate
% of visitors that complete a lead form
Lead form abandonment rate
% of visitors that start but don’t complete a lead form.
Easiest for multi-page forms. GA Events can be used to measure single page forms as well.
Leads per day/month # of leads over a period of time
Content downloads/requests for more info
# of downloads of additional information
White papers, demo videos, webinars
Asking the right questions..You need to start by tracking the most basic elements of activity on your site. Website analytics tools typically only help you answer the “What”:
1. What are the top 10 pages visited?2. What are the top 10 products/services requested?3. What are the most popular downloads?
AND
4. Why did they go to those 10 pages?5. Should those have been the top 10 pages? 6. Which ones should have been and why weren’t they?
WHAT?
&
WHY?
Web Activity Analysis | Conversion Analysis | Customer Preference Analysis | Experimentation and Testing | Competitive Intelligence
Traffic Metrics Dashboard for 2016
Demonstrate the value of digital..
Who are your stakeholders
Audience
Competitive Analysis
Review Past Performance
Building your KPI Model
A Digital Planning Framework
Step 1 - Establish GoalsStep 2 - Identify Digital tactics and channelsStep 3 - PrioritiesStep 4 - Develop KPI’sStep 5 - Create the digital work planStep 6 - Resources and review/revise frequently
Stakeholders Past Performance Audiences Competitive
Analysis
Key Considerations / Context
As marketers, what the future may hold..
1. ROI – Driven Metrics (what gets measured gets
managed)
2. Behavioral based marketing and personalisation
3. Marketing channels aligned with goals
4. marketing integration that comes with automation