Diploma in Online Marketing, Sales & Digital Strategy

Keith Feighery

Course Overview

• 12 week course• Project Assignment Based • Lectures, Hands-on group work, class presentations• Assignment due 2 weeks after final class• Class participation is key• Essential to read suggested course materials

– blogs, books, reference sites, podcasts, webinars etc…

Time TableDates Times Activity

Mar 7th 2011 6.30 – 9.30 Class

Mar 14th 2011 6.30 – 9.30 Class

Mar 21st 2011 6.30 – 9.30 Class

Mar 28th 2011 6.30 – 9.30 Class

April 4th 2011 6.30 – 9.30 Class

April 11th 2011 6.30 – 9.30 Class

April 18th 2011 6.30 – 9.30 Class

May 9th 2011 6.30 – 9.30 Class

May 16th 2011 6.30 – 9.30 Class

May 23rd 2011 6.30 – 9.3 Class

May 30th 2011 6.30 – 9.30 Class

June 13th 2011 6.30 – 9.30 Class

Keith.feighery@digitalinsights.ie

Moodle – Online Marketing and Digital Strategy

Course Overview

• Developing and executing Digital Strategy• Digital and Online Marketing Programmes• Content Marketing Programmes• B2C and B2B Online Marketing Tactics

– SEO, PPC, Email, Display, Automated Marketing Solutions, Mobile

• Social Media Marketing Strategies & Tactics• Online Sales Optimisation• Digital Media Content Creation• Implementing Measurement Programmes

Reading Lists

Readings• Core Text Books

– New Rules of Marketing and PR – David Meerman Scott– Now is Gone – Brian Solis– Engage – Brian Solis– Groundswell – Charlene Li and Josh Bernoff– Web analytics 2.0 - Avinash Kaushik– Advanced Google AdWords – Brad Geddes 

• Supplementary Reading:– Flip the Funnel – Joseph Jaffe– Web analytics : an hour a day – Avinash Kaushik– Landing Page Optimization: The Definitive Guide to Testing Time Ash– Always Be Testing: The Complete Guide to GWO – Bryan Eisenberg– Call to Action: Secret Formulas to Improve Online Result – Bryan Eisenberg

Podcasts

• Podcasts– Forimmediaterelease.biz– Six Pixels of Separation – Mitch Joel -

http://www.twistimage.com/podcast/ (with Joel Jaffe also)– Marketing Over Coffee– PPC Rockstars – David Szetela– Media BullsEye -

http://www.mediabullseye.com/mb/category/media-bullseye-radio– Beyond Web Analytics – Adam Greco and Rudi Shumpert -

http://www.beyondwebanalytics.com/– Landing Page Optimisation – Tim Ash -

http://www2.webmasterradio.fm/landing-page-optimization/– On The Record - http://ontherecordpodcast.com/pr/otro/default.aspx – Marketing Experiments – Website Optimisation

Websites• Digital Marketing

– http://www.marketingprofs.com– http://www.marketingsherpa.com/– http://www.twistimage.com/blog/– http://econsultancy.com/– www.adage.com– http://johnbell.typepad.com/– www.mashable.com– www.rww.com– www.emarketer.com– www.junta41.com– www.hubspot.com– http://sethgodin.typepad.com/

Social Media

• Social Media– www.webstrategist.com/blog– www.brandrepublic.com/– http://www.socialmediatoday.com– www.techcrunch.com– www.mashable.com– http://blogs.forrester.com/groundswell/– http://www.casestudiesonline.com/– www.nevillehobson.com– http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/– http://www.beingpeterkim.com/2008/09/ive-been-thinki.html– http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-

lists-and-tons-of-examples/

Online PR

• Online PR/Communications– http://www.webinknow.com/– http://www.nevillehobson.com/– http://www.steverubel.com/– http://blog.holtz.com/– http://kdpaine.blogs.com/– http://darmano.typepad.com/logic_emotion/– http://www.shivsingh.com/goingsocial/– http://www.theharteofmarketing.com/– http://www.insidepr.ca/– http://www.acrossthesound.net/

SEO• SEO/PPC

– searchengineland.com/– searchenginewatch.com/– www.mattcutts.com– www.seroundtable.com/– http://www.seomoz.org/– www.toprank.blog.com– www.searchenginejournal.com/– www.seobook.com– www.seochat.com/– www.semrush.com/– www.googlerankings.com/– www.sitepoint.com/article/ultimate-seo-checklist– www.searchengineguide.com/

B2B Sites and Products• B2B Marketing and Lead Management

– blog.startwithalead.com/weblog/– marketinginteractions.typepad.com/– www.leadsloth.com– www.propellingbrands.wordpress.com– www.leaddogs.com– www.market2lead.com– www.churchofthecustomer.com– www.customerexperiencematrix.blogspot.com/– www.funnelholic.com

• B2B Marketing Products– www.alterian.com– www.eloqua.com– www.marketo.com– www.reachforce.com– www.genius.com

Websites

• Analytics– http://www.webmetricsguru.com/– http://www.kaushik.net/avinash/– http://lifeanalytics.blogspot.com/– http://andrewchenblog.com/list-of-essays/– http://blog.revahealth.com/– http://crazyegg.com/– http://haveamint.com/

• A/B & MultiTesting– http://www.abtests.com/– https://www.google.com/analytics/siteopt/splash?hl=en– http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-tip

s/– http://www.vertster.com/– http://www.whichmvt.com/

Google/Conversion Related

• Google Related– www.google.com/support/forum/p/websiteoptimizer?hl=en– www.google.com/webmasters/– www.google.com/support/conversionuniversity/– www.google.com/adwords/webinars/agency.html– www.google.com/insights/search/#– adwords.google.com/select/AdTargetingPreviewTool– adwords.google.com/select/KeywordToolExternal– www.google.com/trends

• Keywords– freekeywords.wordtracker.com/– inventory.overture.com/d/searchinventory/suggestion/

• Online Conversion Related– conversionroom.blogspot.com/– www.widerfunnel.com/proof/case-studies

Core Components of Digital Strategy

Core Components of Digital Strategy

• Have clear and defined business objectives for your Digital Programmes– Increase Sales, Lead Gen, Build Awareness, Increase Customer

Retention, Reduce Cost of Acquisition etc…• Know exactly who your audience is – and where they reside digitally

• Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences

• Develop a content strategy for your site and digital channels – that adds value for your customers• “Whats in it for me” – always from the customer perspective• Use customer lexicon – not yours

• Create Activation and Conversion points within your digital assets• Build relationships – not always selling

• Funnel marketing, top of mind, inform, educate and entertain• Optimise and Measure performance across all digital channels

Key Online Marketing Tactics• Content & Inbound Marketing

– Website, blog, social platforms, partnership sites etc…• Search Engine Marketing

– PPC, Display and Affiliates• Social Media Marketing

– Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts• Mobile Marketing

– Location Based, Text, Advertising, Coupons, Offline-Activation• Search Engine Optimisation (SEO)

– Structured & Planned Content, Optimismed Vocabulary, Links • Email Marketing

– Email Service Providers, Acquisition and Retention, Lead Nurturing• Measurement and Analytics

– Clear Objectives and Benchmarks

The Changing Digital Landscape

Traditional Marketing Vs Social

Engagement

Digital Consumption Trends

• 1.7 Million people currently on Facebook in Ireland• The 3–screen phenomenon - People accessing media through

mobile, TV and PC simultaneously• Multi-screen tasking – watch TV, follow reaction on

Twitter/Facebook, parallel consumption through iPad, iPhone etc.• Consumption of Time-shifted TV and Online TV is up (e.g. iPlayer

and RTE Player)• Approx 200 Million People per month access Facebook on mobile

Devices• The number of users who consume no social media has fallen

from 44% in 2007 to 18% in 2010• 70% of online adults, ages 55 and older, use social tools at least

once a month

Social Media Landscape

Businesses & organisations must embrace a more social engagement because it is

happening with or without them

Marketers must understand that its not about the specific tools but the changing

consumption and behaviour patterns of the customer

Marketers must understand the dynamic of communities

Differentiated Digital Media Model

Digital Marketing Media Mix

Content & Inbound Marketing

Hubspot – Inbound Marketing Company view

Outbound Vs Inbound Marketing Strategies

Outbound marketing strategy: • More traditional approach – can also be referred to as ‘push messaging’. • Business decides on a particular message and pushes it out into the

marketplace.• Finds customers by building brand awareness through advertising and

promotion.

Inbound marketing strategy:• New and emerging approach – can also be referred to as ‘pull messaging’.• Develop relationships with prospectives• Findability – create a digital footprint that ensures you are found• Approach tends to be more social and it is more interactive and involving

that the more traditional outbound marketing.

Inbound Marketing Advantages

Advantages

• Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives

• Creates a less-frictional way of converting prospects into sales– When used in conjunction with lead management systems

• Helps build long-term relationships rather than one-off sales • Creates stickiness to your owned media assets (rather than to

paid ones)• Once started, provides an ongoing process and framework to

control and publish valuable information

Digital Strategy & Planning

Digital Strategy & Planning

Source RedAnt.co.uk

SOSTAC Framwork

UsingRACE

forDigital

Marketing Optimisation

Digital Marketing Process

Source eConsultancy

Planning Phase

Planning• Define business objectives

– Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc..

– Identify and communicate to key stakeholders (buy-in)• Listening to what is being said about brand currently• Define audience and break down into key segments

– Influencers, Advocates, Personas – Demographics, Psychographics, SocialGraphics etc.

• Audience locations and value of each audience segment– Where do the reside digitally, what are their preferences, how do they

consume media, what are preferred formats• Aligning brand with digital strategy

– What is the tone, voice, perception currently presented

Research

Goals and Audience Location Analysis

Source RedAnt.co.uk

Creation Phase

Creation

• Once strategy, audience, locations are known– Start conceiving, designing and creating tactical solutions

• Identify themes, channels, tone, aims for each tactical channel and initiative– PPC, Social Platforms, SEO, Email, Lead Gen etc…

• For B2B business map out buyer and sales cycles– Align marketing and sales organisations

• Create internal procedures and best practices for social channels• Initiate a content marketing production programme

– Map this out along with personas and buyer cycles

• Define KPIs for each programme – know upfront what success will look like (by corrolary failure too)

Mapping audience, solutions and projected ROI

Source RedAnt.co.uk

Actualisation Phase

Actualisation

• Real-time implementation of each channel, campaign and platform

• Engaging and interacting with your audiences• Reacting to issues and tweaking campaigns as they

proceed live• Constantly compare performance with projected KPIs

created during the previous phases• Create a cross functional communications feedback loop

to resolve all issues and update status• Capture all lessons learnt in a repository in order to

feedback into an improvement process

Evaluation Phase

Measurement Process -

Key Performance Indicators

At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase

Measurement

• Key Performance Indicators– Measures that help you understand how you are

doing against your objectives.– highlight success, or failures, for the objectives you

have created for your organization• Business Objectives:

– Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs

Typical Trackable KPIs

• Increase Rate & Value of Conversions• Increase Average order size (ecommerce apps)• Increase Customer Lifetime Value• Increase Average Revenue Per User• Reduce Cost per Lead & Cost per Sale• Reduce Core Bounce rates• Increase Frequency and Return rates• Increase Recency Rates• Reduce Abandonment rates

Metrics

• Traffic Related Statistics– # Page Views, Visits, Unique Visitors

• Channel Statistics – Decomposition of Organic, Paid, Email, Direct etc..

• Social Stats– # of Twitter, FB, Blog, LinkedIn followers/comments

• # of 3rd Party Links – Partners, Referrals, Promotions, Affiliates

• # of enquiries, leads and conversions • # of Newsletter signups• # of Site Specific Downloads

– Webinar Views, Articles, Whitepapers, podcasts

Simple KPI Framework

Questions & Answers

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274