Friday Session #58: Shake up your multi-channel strategy
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Transcript of Friday Session #58: Shake up your multi-channel strategy
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Shake up your multi-channel strategy tchin-tchin !
DEREK D’URSEL
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Little intro
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I define myself as:
The rigor of a management engineering The craziness of an entrepreneur The spirit of a marketer
What I am doing since 4 years:
creating leads websites with little budget
Let’s define together:
How to create a strategic plan and use proposed tools
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Appetizer
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So keep yourself up to date !
All this is onlyrelationship mgmt
!
# 1 # 2
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(2) Acquisiti
on
(3)Retentio
n
(4)Conversio
n
(1) Reach
The e-marketing wheel:
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The channels
E-mail marketing Online marketing Affiliate marketing Search engine marketing PPC advertising Social media marketing Viral marketing Online reputation mgmt Web PR marketing Mobile Marketing …
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Main dish
Bon appétit !
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0. Know your productIs it a product
service
advertisement
… all of them
What do you sell?
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1. Define the objectivesShould be task specific (what is to be accomplished),
measurable (how much), time specific (by when) and
realistically attainable
Ex: rise brand awareness
rise number of inscriptions
rise number of sales
What do you want to achieve?
Define KPI you’ll use (you’ll need them!)
0. Product (s)?
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0. Product (s)?
1. Objective (s) and KPI (s)?
2. Identify your target groupsFirst step: list their needs
Second step: understand how they consume digital
medias
Who is your customer ?
Use personae technique
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First tool : personaeWill help you define groups and use case of media usage
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0. Product (s)?
1. Objective (s) and KPI (s)?
2. Target group (s)?
3. Define your unique valuesFirst step: eliminate values that cannot be seen as an
answer to one need of your target group
Second step: be aware of values that are not unique
regarding competition. (oups… huge topic!)
What value do you bring ?
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Second tool : GA hackWill help you test your values toward your target groups
Value 1 Value 2 Value 3
Arg
um
en
t 1
Arg
um
en
t 2
Arg
um
en
t 3 …
Arg
um
en
t 1
Arg
um
en
t 2
Arg
um
en
t 3 …
Arg
um
en
t 1
Arg
um
en
t 2
Arg
um
en
t 3 …
20€ + 80€ free google account
Landing page promoting
value1
Landing page promoting
value2
Landing page promoting
value3
Conversion Conversion Conversion
analy
tics
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0. Product (s)?
1. Objective (s) and KPI (s)?
2. Target group (s)?
3. Value (s) ?
4. Scheme your buying processEx: a. identification of need
b. search of information offline
c. search of information online
d. . . .
What is doing your client at each step?
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You have it all ! En route !
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Third tool : The recap matrixWill help you identify what actions to be taken where
Reach Acquire Convert . . .
Step 1
How do I reach him in step 1 ?
- - …
Step 2
How do I reach him in step 2 ?
How do I acquire him in step 2 ?
- …
Step 3
How do I reach him in step 3 ?
How do I acquire him in step 3 ?
How do I convert him in step 3 ?
…
… … … … …
E-marketing wheelB
uyin
g p
rocess s
tep
sTARGET
GROUP 1
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To meet your objectives, for each target group,
on each step of the e-marketing circle and at each step of the buying process
you now know:
what Action to do on what Channel to promote which
Value
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And don’t forget
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“
”
Data is King !Trial and error is Keen !
… and Gin is Jack !
So keep calm and relax. All this is great fun ;-)