THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

17

Transcript of THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

Page 1: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY
Page 2: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

2Why Digital Marketing

Page 3: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

3

1. The ability to adopt digital innovation into marketing and communication strategies is now more critical than ever in strengthening the brand and reputation.

2. With an increase in students looking to get equipped by getting trained in quality institutes abroad, greater competition with increasingly demanding, digitally savvy students, digital media has become an important and exciting part of institutes recruitment strategies.

3. To succeed Consultancies need to embrace digital innovation and seize the opportunities it provides for marketing and communications.

Target Analyze Strategy Campaign Optimize

Because . .

Page 4: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

4

Page 5: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

5

Objective

Spinta Digital, leading digital marketing company in Chennai and London gives you The Complete Guide To Creating A Perfect Digital Marketing Strategy in this slideshare! Read on to know how we help our brands using this near to perfect digital marketing strategy.

Page 6: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

INTRODUCTIONWhy startegy is important ?

Page 7: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

7

For a long time now, our team of SEO experts have noticed an organic SEO search specifically for the long-tail keyword “The Complete Guide To Creating A Perfect Digital Marketing Strategy". This made us understand that a lot of aspiring marketers out there are looking for a strategy that's near to perfect and foolproof! Well, what's the point in being a digital marketing company and not attaining to our readers needs?!

Quite literally, the ability to adopt digital innovation into marketing and communication strategies has now become more critical than ever! Why? Since every brand out there is fallen head over heels on strengthening their brand reputation! Our digital marketing experts have experience in dealing with clientele in both B2B and B2C Sectors in various industries such as Banking, Healthcare, Retail, Manufacturing, etc. So, thankfully after due nagging they gave in some of their inputs on how to built the ultimate digital marketing strategy!

Page 8: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

8

Before we move ahead, have you ever realized why should digital marketing ever be used for your brand? Although there could be plenty of recurrent reasons to go with the following four stands tall!

Increase awareness among audienceIncrease visits and salesGain Market ShareBuild brand reputation of the hospitalThis means, you have to first and fore answer the question - "What should a perfect digital marketing strategy entail?"

Well, the answer is surprisingly easy! A perfect strategy is one "THAT WINS CUSTOMERS, GROWS REVENUES AND ENHANCES REPUTATION!"

Page 9: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

9

Implementing A Strategy Driven Transformation

In this part of the blog, we are now going to move into extensive understanding of creating a perfect digital marketing strategy for your brand. Our approach has the "six" following components -Situation, Objective, Strategy, Tactics, Action and Control, in short SOSTAC!

Page 10: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

10

STRATEGY DRIVEN TRANSFORMATIONSTRATEGY DRIVEN ACTION PLAN

SITUATION OBJECTIVE STRATEGY TACTICS ACTIONS CONTROL

Level 01

• Situational Analysis of Current web presence .

• Industry Analysis• Global

Perspective• Competitor

Analysis• Customer Insight

Level 02

• KPIs,• Customer

Acquisition• Customer

Retention• Customer

Satisfaction Targets

• Number of Web Visitors

• Brand Reach• Positive

sentiments metric

Level 03

• Segmentation, Target and Positioning based on customer profile, departments, geographies etc.

• Web Enhancements • Branding Digital

Footprint and website being a Marketing Hub

Level 04

• Digital Marketing Mix – SEO, Social, Email, PPC

• Lead Nurturing• Content Plan• Campaign

Planning• Outreach

Prospecting

Level 05

• Responsibilities and Structures

• Resource and Skills Allocation

• Process and Systems• Convert website in to

an online marketing hub.

• Tools and Technologies identified

Level 06

• Metrics to monitor performance

• Web Analytics, KPIs• Conversion Rate

Optimization• Reporting and Actions• User Experience

Review• Customer Satisfaction

Survey

Page 11: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

11

Situational analysis is the foremost - root analysis that has to be made for your brand (or your client). It answers the most basic question - "Where are we right now?"

With situation analysis you provide an answer to the following analysis.

• Industry Analysis• Global Perspective• Competitor Analysis• Customer Insight

Situational Analysis

Page 12: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

12

OBJECTIVEThe second entity of SOSTAC is an observation model that analyses where a brand would like to take itself to? For example - you define your objective like - Do I want generate leads for my brand? (or) Would I like to bring in more traffic for my blogs? etc.

Objectives have the following 5 entities attached to them. They are Sell, Serve, Sizzle, Speak and Save.

• Sell - Understand your customer acquisition, customer retention targets. • Serve- Understanding your customer satisfaction targets. • Sizzle - Making emotions speak : understanding the positive sentiments metric • Speak - Making your customers react to your brand. Satisfying your KPI's. • Save - Quantifying number of web visitors and metrics of brand reach.

Page 13: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

13

STRATEGY

The third stage of SOSTAC is the strategy - which highlights how actions could be done to attain our set objectives. This is infact, the stage where you perform segmentation, target and positioning based on customer profile, departments, geographies etc. Strategies are a sequence of what has to be done and how it has to be done to achieve your target audience.

0.5 1 1.5 2 2.5 3 3.5 4 4.50

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Seri...

Page 14: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

14

TACTICSThe fourth stage of drafting a digital marketing strategy is the tactics stage. This is exactly where the entire teams chirps in to make your objectives come true. Tactics cover special tools of digital marketing like - Search Engine Optimization, Social Media Marketing, Email Marketing, Pay Per Click advertising and so on.

Since, tactics is the stage that breaks the big picture into smaller details - we must also ensure that we provide the right details before we implement this strategy. For example, in this phase - you provide :

What tools are being made used of? What kind of campaigns are being set to reach our objective? (Lead generation, website traffic, ppc ads etc.) Are we making use of the right tools? What theme/messages are we wishing to communicate to the audience? Are all our campaigns segmented and consistently distributed across all platforms of digital marketing? Do our campaigns meet our necessary budget/allocated resources?

Page 15: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

15

ACTION

DiscoverGo ahead and replace it with your

own text.

DesignGo ahead and replace it with your

own text.

CodeGo ahead and replace it with your

own text.

Go ahead and replace it with your

own text.

Deploy

Before last, we come across the "action" stage that helps people understand the kind of work they do. Action stage is the "verb" stage of SOSTAC model which means the various skills are allocated to resources and responsibilities are assigned to actually start acting!

Page 16: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

16

CONTROLThe last stage of your SOSTAC model is the Control stage that allows you to identify your positives, rectify your errors and monitor your performance. In short, this stage defines how much you have worked on!

The following are predominantly followed in the control stage of a SOSTAC model. • Holistic metrics thats used to monitor campaign performance. • Web Analytics and indication of how KPI's are being met. • Conversion Rate Optimization for your set campaign. • User Experience Review. • Customer Satisfaction Survey. • Report Generation.

Page 17: THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY

THANKS !!!

With every marketing strategy also comes a unique responsibility - ROI (Return of Investment). Therefore, its always important to set defined and SMART objectives before you move to the action plan of your strategical planning.