1 Fuelling Digital Marketing Success 11 practical technique for smaller organisations Dr Dave Chaffey SmartInsights.com Download smartinsights.com /tfma2014
Fuelling digital success in SME organisations - Dave Chaffey - Smart Insights
Aug 20, 2015
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1
Fuelling Digital MarketingSuccess
11 practical techniques for smaller organisations
Dr Dave ChaffeySmartInsights.com
Downloadsmartinsights.com/tfma2014
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What fuels success?
Removing your
profit leaks :
across all touchpoints
Read full article and download a free sample chapter from Watertight Marketing by Bryony Thomas
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11 techniques to fuel sucess
PLAN #1 Digital-specific plan | #2 Personas | #3 OVP
REACH #4 Content focused SEO/CM | #5 Paid media targeting
ACT #6 Managed journeys | #7 Marketing Automation
CONVERT #8 CRO | #9 Mobile-optimised experiences
ENGAGE #10 Obsess about loyalty | #11. Social amplification
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About Dave ChaffeyAbout Dave Chaffey
• Author of 5 bestselling marketing books now working on 5th editions
• Responsive for CXM at SmartInsights.com a marketing advice site with Expert members in over 50 countries
• Insights Director at agency ClickThrough Marketing
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Start with a plan!
Key success factors Customer insight Marketplace review SMART objectives Persona creation Digital SWOT summary
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#1 Create a digital-specific plan
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#2 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
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#3: Define Brand OVP
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Improving Reach
Key success factors Define success criteria Select appropriate mix Optimise most effective channels:
Search marketing Outreach Social media marketing
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#4 Content-focused SEO/Content MarketingDefine the content sweet spot
AlfredJansen Communications
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The Content marketing / engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
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Use the Smart Insights Content Marketing Matrix for a Structured evaluation of relevant content
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Effectiveness (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
#5 Paid media targeting
FBX Retargeting
Facebook Promoted Posts
LinkedInPromoted Posts
Tip: Review Display Network andRemarketing options
AdWordsTail
AdWordsPLA
AdWordsMobile
(Enhanced campaigns)
SEOGeneric
Example: Review effectiveness for your sector
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LinkedIn example
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Tip: Use paid and naturalSite links to explain
and persuade
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Increasing InterACTion
Key success factors Define key customer journeys for different platforms Use Analytics to improve effectiveness
Select content to engage audience Manage creation and promotion
of content
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#6. Managed journeys
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How effective is your scent?
WHY CHOOSE US?
WHERE / HOW TO BUY?
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
Example SCENT TRAILS
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Landing Page Lifetime: Continually Evolving Success
Conversion rate has increased over ten times since 2008. We continually test and try new ideas and messages. Angel Springs now sets the standards others follow.
2008 2009 2011 2013
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#7. Marketing Automation
Customers
Welcomeemail
BehaviouralCross sell
Regularmarketing
emails
Site segmented
Activityflagging
RFM
PredictiveLapsed /
Churn
By product
Site downapology
Birthday / XmasEmails
Repeatabandoner
FutureRelease
alert
Back instock alert
Lapsed
ActivityNon cross sell
Not returnedin 14 days
Not re-purchasedin 14 days
Processabandonment
X-sellprogramme
By product
NewsletterNot
transacted
By contentgroup visited
Contenttriggers
Entry level
5 - 8 triggers
Medium level
17 – 30 triggers
Upper level
20 – 50 triggers
Nirvana
50 – 500 triggers
Nursery program
Site Activity programFull marketing email program
Customer service emails
Source:
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Increasing Conversion
Key success factors Create a CRO / optimisation process Improve mobile platform conversion and integration
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#8. CRO
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Example of an integratedsocial media campaign
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#9 Mobile persuasion
Recommendation: Review leads, sales from different device, resolution Advanced Segments
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Improving Engagement
Key success factors Understanding the satisfaction gap Effective sharing through social media marketing Effective and efficient email marketing
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#10 Obsess about loyalty drivers
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Practical Tip – use customer feedback tools
http://bit.ly/smartfeedback
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#11 Social media amplification
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From T-Shaped to V-Shaped
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Chat with us on Stand H24!
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Let’s Connect! Questions & discussion welcome
SmartInsights.com
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106251350379622013691
Download deck: SmartInsights.com/tfma2014
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