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Creating an effective Digital Strategy
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Transcript of Creating an effective Digital Strategy
Creating an Effective Digital StrategyA RESEARCH DRIVEN APPROACH TO SUCCESS
Why do you need a Digital Strategy?
1.Co-ordinate efforts
2.Celebrate success, learn from failure
3.Make better decisions
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Budget
Before you start
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At this stage you need to know at least 1 of the following:
BudgetObjectives
Objectives
Objectives Budget
Before you start
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At this stage you need to know at least 1 of the following:
BudgetObjectives
What should a digital strategy look like?
5
Roadmap for success
A roadmap lays down key activity, milestones and
goals in the short, medium and long terms.
Opportunity Analysis
Identifying which channels represent the greatest opportunity is a key element of
strategy, to outline the directions with the most potential.
Personas
Research
Stakeholder and audience research (through workshops, interviews and surveys for instance) is an essential
foundation for any strategy.
Data review
Analysis of website and enquiry data provides additional insight into audience, opportunity and behaviour.
Documenting the proposition and key selling points helps to provide clarity
of purpose and position for any strategy.
Positioning and Messaging
Personas represent typical audience groups and act as a reference point
to ensure all marketing is focused on the user.
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Research: The building blocks of strategy
Research is a fundamental element of strategy and to gain the full picture, you should aim to understand the business, its users and data.
BusinessTo map out how best
to market the business, an
understanding of its future direction and
USPs is essential.
DataFrom website analytics to
CRM records, data can help you to identify how
users interact, key points in their purchasing
journeys and your most profitable channels
UsersResearching users
gives audience demographics,
behaviours, locations and the experience
they expect.
The sweet spot!Many strategies fail by focusing too much on one area. The value of this approach is thatit balances requirements and information sources, creating a comprehensive and well-rounded strategy.
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User Research
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Survey Phone Interview
Focus Group
Guerrilla Research
Contextual Research
Quantitative Qualitative
Research Quality
1.Plan your research
2.Sample size & recruitment
3.Be objective!
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The value of personas
Ways we must
interact with this user type
Ways we must avoid interacting with this user type
Summary of what they
are trying toachieve
Snapshot of their
mind-set and
opinions.
A sample Persona document
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Positioning Messaging
Importance of positioning and messaging statements
Unique
benefit
Reasons to
Believe
Target audien
ce
Market context
A sample Messaging document
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Analysing the opportunity out there for your business can be split into 3 distinct areas
Finding those opportunities
34% of companies say web analytics isn't integrated into a broader intelligence strategy.
Econsultancy/Lynchpin, 2013
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CompetitorsData
Marketplace
Opportunity Analysis Toolkit
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Trends
Opportunity Analysis Toolkit
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Keyword Planner
Opportunity Analysis Toolkit
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Display Planner
Opportunity Analysis Toolkit
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Social Ad Platforms
Time for a sense check
Take your opportunity analysis back to your budget and your objectives
Are the Objectives still SMART?
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Generate 10,000 new signups from in house SEO managers in the UK from LinkedIn during 2015
Forecasting & Planning
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Now it’s time to put pen to paper on the strategy. Use everything you’ve gathered so far and:
1. Choose channels and plan outline activity
2. Apply your budgets
3. Create a forecast (if you can)
Forecasting & Planning
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Forecasting is a risky business – just like the weather forecast, they can be wrong
Graph our any forecasts you do to spot anomalies in the numbers
Start/Stop ActivityLikely shape for
campaign activity and email marketing
Slow and Steady Growth
Likely shape for SEO, and Brand related channels
Logarithmic Growth
Likely shape for NOTHING!
The proof of the pudding is in the eating…
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Forecasting…
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67Registrations
30Target
Attendees
45% Attendance
Forecasting…
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30Target
Attendees
5Meetin
gs
17% Conversion Rate
What should a Digital Strategy do?
A strategy sets out to:
Understand the objective audience & current marketplace
Evaluate opportunities for investment to meet objectives
Plan activity and milestones in the short, medium and long term.
By:
Representing positioning and messaging.
Establishing the target audience combined with user needsand behaviours.
Investigating the opportunity across multiple digital channels.
Providing an overall roadmap of activity.
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Thanks!
Any Questions?
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