DIGITAL STRATEGY WORKBOOK - Digital Marketing



DIGITAL STRATEGY WORKBOOKAbout your workbook templatesThis workbook includes different templates to help you work with colleagues or clients to quickly create an effective integrated digital marketing strategy.Short on time?Thought so, we all are! In creating this workbook, our aim was to create a comprehensive set of templates for a full digital strategy review covering all digital channels and customer lifecycle touchpoints, but to also enable you to create a simple version for a quick review. To help simplify, if you want to follow the quickest route to creating a strategy, or are working on a strategy for a smaller business, just complete the Five key strategy templates marked CORE that you can use to summarise the strategy including the one page strategy summary shown below – these are marked see the table of contents that follows.We recommend that as your main deliverable or output from your digital strategy you create template 1.3.1 in this workbook: the CORE Strategy Definition Technique: Digital channel strategy objective summary: objective – strategy alignment grid. Here is an example of template 1.3.1 from our companion resource Digital marketing plan example that we recommend you also download to use alongside this document. Workbook structureThis workbook is structured around the Smart Insights RACE Planning framework which covers all online marketing touchpoints which need management as part of a digital strategy. Smart Insights RACE Planning is our framework for developing an integrated digital strategy covering the entire customer lifecycle. The components of RACE are:1. Plan – Create a digital marketing strategy and summarise it in a plan.2. Reach – Increase brand awareness and familiarity and increase visits to company websites, apps and social networks.3. Act – Increase audience interactions with content on company owned media platforms to generate leads.4. Convert – Increase conversion rates from leads to increase sales achieved online or offline.5. Engage – Increase long-term customer engagement and loyalty leading to repeat sales and advocacy.Each of these 5 strategy components are broken down into 5 numbered activities to manage and associated deliverables.Note that in this workbook, the focus is on the Plan activities to define the opportunity of digital marketing and create a strategy.BrandingThis document is unbranded with minimal formatting and made available in Word so you can easily format it for your company or your clients.Other recommended Smart Insights resourcesThe workbook is designed to be used as a “standalone” resource, but should be used with other Smart Insights resources which provide explanation and examples of how to apply the templates depending on your preference for different learning formats. Digital marketing plan example - an example of creating a digital plan using completed versions of these templates7 Steps to creating a digital marketing strategy - an in-depth ebook to support the whole process.RACE Digital Marketing Qualification - the first unit in this online training course gives a video introduction to the RACE planning process.Digital Strategy Fast Start?- a short visual guide of the techniques in the toolkit.How were the templates developed?The templates were developed by Dr Dave Chaffey, Smart Insights expert commentators and partner agencies when working with clients when consulting and training to develop digital strategies from around 2000 to today. They have been applied to international brands in different sectors including 3M, BP, HSBC, Mercedes, Mars brands and Tui Travel and many smaller business across sectors including B2B, Travel, Financial services, Healthcare, Pharma, Publishing and Retail. Table of contents(Click on the numbers to go to the relevant template) TOC \o "1-3" DIGITAL STRATEGY WORKBOOK PAGEREF _Toc295556302 \h 1EXECUTIVE SUMMARY PAGEREF _Toc295556303 \h 51. Opportunity PAGEREF _Toc295556304 \h 52. Strategy PAGEREF _Toc295556305 \h 53. Action PAGEREF _Toc295556306 \h 51 PLAN PAGEREF _Toc295556307 \h 61.1 Performance review and situation analysis – Where are we now? PAGEREF _Toc295556308 \h 61.1.1 CORE Strategy Analysis template: Digital marketing-specific SWOT PAGEREF _Toc295556309 \h 6Strategy Analysis tool: Key issues summary (Optional) PAGEREF _Toc295556310 \h 71.1.2 CORE Strategy Analysis template: Company Digital Marketing capability assessment PAGEREF _Toc295556311 \h 81.1.3 Google Analytics customization review PAGEREF _Toc295556312 \h 91.2 PLAN. Set Vision and Objectives – Where do we want to be? PAGEREF _Toc295556313 \h 101.2.1 Strategy Definition Technique: Define vision for digital channels PAGEREF _Toc295556314 \h 101.2.2 Strategy Definition Technique: Define SMART Objectives and track KPIs using a digital marketing performance dashboard PAGEREF _Toc295556315 \h 111.3 PLAN – Define Digital Strategy and Governance – How do we get there? PAGEREF _Toc295556316 \h 121.3.1 CORE Strategy Definition Technique: Digital channel strategy objective summary: objective – strategy alignment grid PAGEREF _Toc295556317 \h 121.3.2 Strategy Definition Technique: Strategic digital marketing initiatives priority matrix PAGEREF _Toc295556318 \h 141.3.3 CORE Strategy Implementation Technique: Strategic initiative roadmap PAGEREF _Toc295556319 \h 151.3.4 Strategy Definition Technique: Digital channel growth opportunity analysis (Optional) PAGEREF _Toc295556320 \h 161.3.5 CORE Digital Governance or Management plan PAGEREF _Toc295556321 \h 17Digital Marketing Strategy – How do we get there? PAGEREF _Toc295556322 \h 191.4 PLAN. Customer segmentation and targeting PAGEREF _Toc295556323 \h 221.4.1 Strategy Analysis Technique: Marketing persona outlines (Optional) PAGEREF _Toc295556324 \h 22Strategy Analysis Tool: Online customer insight source review (minor importance) PAGEREF _Toc295556325 \h 23Strategy Definition Technique: Marketing targeting capability review PAGEREF _Toc295556326 \h 241.5 PLAN. Define Online Value Proposition and Experience PAGEREF _Toc295556327 \h 251.5.1 PLAN Strategy Analysis tool: Marketplace map (Optional) PAGEREF _Toc295556328 \h 25Strategy Analysis Tool: Online competitor benchmarking review (Optional) PAGEREF _Toc295556329 \h 261.5.2 Strategy Definition Technique: Online Value Proposition summary PAGEREF _Toc295556330 \h 272 REACH PAGEREF _Toc295556331 \h 282.1 Reach Technique: Digital media channel effectiveness review PAGEREF _Toc295556332 \h 282.2 Search Marketing PAGEREF _Toc295556333 \h 302.2.1 Search Marketing Gap Analysis PAGEREF _Toc295556334 \h 302.2.2 Search Marketing Plan PAGEREF _Toc295556335 \h 322.3 Owned and Earned Marketing: Social media and influencer outreach plans PAGEREF _Toc295556336 \h 342.3.1 Social Media Plan PAGEREF _Toc295556337 \h 342.3.2 Influencer Outreach plan PAGEREF _Toc295556338 \h 342.4 Paid media: Paid and Display media priorities and schedule PAGEREF _Toc295556339 \h 352.5 Online Customer Acquisition and Campaign plans and budgets PAGEREF _Toc295556340 \h 363. ACT PAGEREF _Toc295556341 \h 373.1. Customer journey analysis PAGEREF _Toc295556342 \h 373.3.1 Act Technique: Website “Quick Wins” analysis PAGEREF _Toc295556343 \h 373.2 Website visitor lead capture and profiling PAGEREF _Toc295556344 \h 383.2.1. Act technique: Website visitor profiling PAGEREF _Toc295556345 \h 383.3. Optimize content PAGEREF _Toc295556346 \h 403.3.1 Content marketing audit: Gap Analysis review using the content marketing matrix PAGEREF _Toc295556347 \h 403.4. Optimize Landing or Entry Pages PAGEREF _Toc295556348 \h 413.4.1 Landing / Entry page check PAGEREF _Toc295556349 \h 413.5 Content - Campaign planning PAGEREF _Toc295556350 \h 433.5.1 Campaign planning PAGEREF _Toc295556351 \h 434. CONVERT PAGEREF _Toc295556352 \h 454.1 Lead nurturing / Remarketing PAGEREF _Toc295556353 \h 454.1.1. Define Prospect Welcome sequence PAGEREF _Toc295556354 \h 454.1.2. Remarketing PAGEREF _Toc295556355 \h 464.2 Web personalisation PAGEREF _Toc295556356 \h 474.2.1 Personalization option review PAGEREF _Toc295556357 \h 474.3 Assisted selling PAGEREF _Toc295556358 \h 474.4 Multichannel selling PAGEREF _Toc295556359 \h 474.5 Conversion rate optimisation PAGEREF _Toc295556360 \h 484.5.1 CRO capability review PAGEREF _Toc295556361 \h 485. ENGAGE PAGEREF _Toc295556362 \h 495.1 Customer Onboarding PAGEREF _Toc295556363 \h 495.1.1 Customer Touchpoint analysis PAGEREF _Toc295556364 \h 495.2 Customer Digital Experience PAGEREF _Toc295556365 \h 505.2.1 Multichannel web customer satisfaction and loyalty review PAGEREF _Toc295556366 \h 50Engage Technique: Assessing customer engagement PAGEREF _Toc295556367 \h 515.3 Customer Service and Success PAGEREF _Toc295556368 \h 525.3.1 Multichannel Customer service review PAGEREF _Toc295556369 \h 525.4 Customer Email marketing PAGEREF _Toc295556370 \h 535.4.1. Email marketing audit PAGEREF _Toc295556371 \h 535.5 Social media PAGEREF _Toc295556372 \h 545.5.1 Social media audit and plan PAGEREF _Toc295556373 \h 54EXECUTIVE SUMMARYAs you will see, there are many issues to consider in creating a digital strategy. So the challenge is summarizing your Opportunity, Strategy and Action! After you have completed the relevant analysis templates and your plan is created, go back to this page and create a 1-2 page summary that a busy, senior executive can understand and believe in.The same Exec summary is useful for PowerPoint presentations should you need to present the bones of your plan, and the ROI projections. An important part of your role is helping others understand what digital marketing is, and the immense value that it can add to the business.1. OpportunityDigital contribution review using analytics customized to the business – What is digital marketing contributing now?Current digital marketing capabilities – How will we improve our governance of digital marketing?Digital or Multichannel SWOT – What are the key issues we need to manage?Defined SMART Goals, Objectives and KPIs – What will digital marketing contribute in the next planning period?2. StrategyVision for digital channels – What will digital marketing contribute in the long-term?Segmentation and Targeting – What existing and new targeting approaches will we use to boost acquisition and retention? Value Proposition – How can we improve value delivered by our brand(s)?Roadmap for implementing RACE initiatives – What are the prioritized lifecycle initiatives to meet our objectives and vision?Budget for investment – What budget is needed to implement strategic digital initiatives? 3. ActionDigital governance - The Digital Transformation plan to improve People, Process, Tools and Metrics?90 Day Implementation plans – How do we breakdown strategic initiatives to implement each quarter?Detailed resourcing and timescales – What staff, agency and tools are needed to implement the 90 day plan?Measurement and testing – What optimizations are planned to improve efficiency and effectiveness?1 PLAN1.1 Performance review and situation analysis – Where are we now?1.1.1 CORE Strategy Analysis template: Digital marketing-specific SWOTPurpose: Summarise the current effectiveness of digital or multichannel marketing within a business and identify strategies to improve effectiveness.Resource: For a completed example download the Digital marketing plan example. Chart in 2.14.Instructions: We suggest you start here and add to the template as you review other templates. First, at the top, select 5-8 major internal strategic strengths and weaknesses. Next, identify opportunities and threats that apply to anyone working in this market. Finally, identify alternative strategies in the four other boxes. Append each bullet with a letter relating it to PRACE or other organizational challenges e.g. (B) Brand development, (G) Governance or resourcing to help summarise in the next templateStrengths: Weaknesses: Opportunities (Market specific): SO Strategies WT Strategies Threats: ST Strategies WT Strategies Note: In a large organization, or for a more complete summary complete a separate SWOT for Customer acquisition and conversion and customer development; Different brands; Different markets; Different competitors – direct and indirect; We recommend using a TOWS matrix for SWOT as shown in the first template below and explained here since this helps integrate your analysis with your strategy rather than the analysis being placed on the shelf and forgotten.Strategy Analysis tool: Key issues summary (Optional)Purpose: This is an optional summary of strategic initiatives taken from your SWOT analysis to put into a report or presentation. Instructions: This will clarify the strategy issues from across the customer lifecycle from the SWOT if you group these by RACE Planning. Strategy focusKey issues (SWOT)Strategies to manage these issuesPlan – Brand Proposition issues, e.g. 7Ps,Segmentation, Targeting, Positioning Plan – GovernanceManagement and resourcing ReachIncrease audience ActIncrease leads ConvertIncrease online or offline sales EngageIncrease customer loyalty 1.1.2 CORE Strategy Analysis template: Company Digital Marketing capability assessmentPurpose: This summary is powerful since it reveals quickly in a simple visual form, the current use of digital marketing in a company compared to others in a sector, so it can be used as a simple shock tactic to show colleagues the need to act. It covers both digital marketing tactics and how digital is managed.Instructions: Score each capability out of 5 compared to others in your sector, or for a tougher target, out-of-sector.Recommended resource: For a more detailed quantitative review in a larger organization you will find this digital marketing benchmarking audit spreadsheet for Expert members usefulCore capability One. InitialTwo. ManagedThree. DefinedFour QuantifiedFive. OptimizedA. Strategic approach to digitalB. Performance improvement process?C. Management buy-inD. Resourcing and structureE. Data an infrastructureF. Integrated customer communicationsG. Integrated customer experience1.1.3 Google Analytics customization reviewPurpose: To assess the effectiveness of site interactions it’s essential that GA is customized for the business and more advanced techniques like segmentation are used for assessing different audience behaviours.Instructions: Use the Google Analytics Setup audit and review the Google Analytics guide to assess current and implement customization improvements.1. Goal setup Review the range of goals, how grouped, where value set up, with funnels where relevant. Examples:Email sign-upSetup account on siteEcommerce:Add-to-basket (Event-goal based on clicking Add-to-cart)Sale complete2. Advanced segments?Review importance of some standard segments:New visitors vs returning visitorsNon-paid search (SEO traffic)Mobile Review relevance of non-standard segmentsNon-brand search (paid or natural)Smartphone vs TabletVisits from emailAll social media referralsVisit included view of content marketing asset or landing page3. Event trackingRelevant event types:Carousel/slider on home pagePromo call-to-actionContent downloaded, e.g. PDFVideo played4. Custom variablesFor example, Logged-in vs non-logged in users – Prospects, Customers, Signed-in.1.2 PLAN. Set Vision and Objectives – Where do we want to be?1.2.1 Strategy Definition Technique: Define vision for digital channelsPurpose: You need to bring your colleagues with you, so define a vision statement to communicate main elements of vision to colleagues or partners (mainly relevant for larger organizations)Resource: Examples of vision setting are covered in Step 2 Define your vision for Digital in Expert members Guide Digital Marketing Optimization which also covers goal and SMART objective setting with KPIs in more detail.Instructions: Create a statement which shows how digital media and technology will transform an organization. Consider referencing the 5Ss : Sell, Serve, Speak, Save, SizzleAim to include quantitative targets, e.g. % of sales online or influenced by online channelsShort form of vision statementExamples: Digital First, Digital By Default, Digital DNALonger-form vision statementExample: “Our digital channels will make it easy for shoppers to find, compare and select products using a structured approach to merchandising and improving conversion to produce an experience rated as excellent by the majority of our customers.” 1.2.2 Strategy Definition Technique: Define SMART Objectives and track KPIs using a digital marketing performance dashboard Purpose: Review and then select relevant KPIs to build a business dashboard.Resource: See Step 5 Define performance dashboards in Expert members Guide Digital Marketing Optimization.Instructions: Select the measures that are most relevant for you to track as part of a review process across RACE. Mark the most important with a star. We recommend four different types of measures to help you and colleagues look forward to the future offered by digital marketing:So we suggest this hierarchy of measures may help in larger organizations:1. Top-level broad goals to show how the business can benefit from digital channels 2. Mid-long term vision to help communicate the transformation needed in a larger organization3. Specific SMART objectives to give clear direction and commercial targets4. Key performance indicators to check you are on trackYou should be as specific as possible in your goals. We recommend these should be:SMART - see the definition at foot of around the customer lifecycle – we use the mnemonic RACE to define this and give examples of different KPIs here: Define what the R is in ROI for you - it will likely be monetary but don’t forget digital marketing can be more than thatDivided into key digital strategy areas of customer acquisition, conversion, customer development and growth - this is important to ensure you’re covering all of the areasBroken down into short, medium and long-term goalsYou may have dashboard summaries of different complexities for different roles and purposes, so for senior managers, the business value KPIs and customer-centric KPIs are most relevant.The majority of measures are available from Digital Analytics (e.g. Google, Adobe, IBM Analytics), but some KPIs may need to be integrated from other sources such as social media or Marketing Automation systemsMeasureReachAudienceEncourageAction including lead generationConvertTo saleEngage customers to retain and growTracking metricsUnique visitorsNew visitorsVisitsConversation volumeOnline opportunity (lead) volumeOffline opportunity (lead) volume generated from onlineOnline sales volume Offline sales volume generated from onlineEmail list qualityEmail engagement qualityTransactions Performance drivers (diagnostics)Share of audience Share of searchBrand/direct visits Page engagement rate (Bounce rate, duration)Lead conversion rate by engagement toolConversion rate to saleChannel conversion ratesCategory conversion ratesActive customers % (site and email active hurdle rates) Active social followersRepeat conversion rateCustomer-centric KPIsCost per click and cost per saleBrand awarenessConversation polarity (sentiment)Cost per leadCustomer satisfaction Average order value Cost per saleCustomer satisfaction Lifetime valueCustomer loyalty indexCustomer advocacyProducts per customer Business value KPIsAudience share (owned media) or Share of voice (earned media)Goal value per visitOnline lead contribution(n,?, % of total) Revenue per visitOnline-originated contribution to sales, revenue and product Retained sales growth and volumeRevenue per channel and category 1.3 PLAN – Define Digital Strategy and Governance – How do we get there?1.3.1 CORE Strategy Definition Technique: Digital channel strategy objective summary: objective – strategy alignment gridPurpose: A one page summary of your digital strategy linking SMART objectives in left column to how they’re achieved and detailed KPIs.Instructions: Complete the objectives on the left and describe how you have estimated them (second column); how you will achieve them (third column) and KPIS to prove you are on-track when reviewing strategy (4th column). Aim to include VQVC (Volume-Quality-Value-Cost) objectives ObjectivesSubstantiation (informed by situation analysis or insight)Strategies to achieve goalsKey performance indicators (critical success factors)1 Reach objective(s)Increase brand awareness and visits to company websites, apps and social network sites2. Act objective (s)Increase audience interactions with content on company-owned media platforms to generate leads.3. Convert objective(s)Increase conversion rates from leads to sales and sales volumes achieved online or offline.4. Engage objective(s)Increase long-term customer engagement and loyalty leading to repeat sales and pleted examples of tables: One page summary 1.1 in the Digital marketing plan example and Step 2 Align your business and marketing goals with specific SMART Objectives in Expert members Guide to Digital Marketing Optimization and step 5 for discussion of VQVC.1.3.2 Strategy Definition Technique: Strategic digital marketing initiatives priority matrixPurpose: The main strategic initiatives are then reviewed by placing in this matrix to give approximate priorities:Instructions: Take the strategic initiatives from the TOWS or objectives-strategies-KPIs grid and discuss with colleagues where they lie on this matrix. The most important priorities (e.g. P1 or P2) with the lowest capabilities (e.g. C3 or C2) should be acted on first.P1 = Very ImportantP2 = ImportantP3=Lower importanceC3=Below Average capabilityC2=Average capabilityC1=Leading capabilityAn alternative method of scoring strategic initiatives in a structured way is given at the end of this blog article.1.3.3 CORE Strategy Implementation Technique: Strategic initiative roadmapPurpose: The roadmap is a long-term plan of initiatives since it usually won’t be practical to implement everything within a six month period. The roadmap shows the long-term commitment and investment needed for digital marketing. Instructions: Take the strategic initiatives from the previous Prioritization matrix.You can break it down in quarters, half years or years. Merging the Act and Convert steps can simplify here.Strategic initiativeH1 20XXH2 20XX20XX20XX/20XXReachActConvertEngageCustomer Insight and targetingBrand enhancementsGovernance and resources 1.3.4 Strategy Definition Technique: Digital channel growth opportunity analysis (Optional)Purpose: Review options for using digital channels to increase sales by developing new markets, products or services. Instructions: Digital channels are often used simply for market penetration, so start here, then consider options for market and product development.Existing Products or ServicesNew products or Services:New marketsMarket development strategies Diversification strategies Existing marketsMarket penetration strategies Product development strategies Example:1.3.5 CORE Digital Governance or Management plan Purpose: To define how digital marketing is managed, structured and resourced within the business covering People, Process, ToolsResource: If you’re looking at managing change in your business, or for your clients see our digital marketing transformation guide.Instructions: The governance plan can be structured around the well-established McKinsey 7S management tool. This is a ‘big business’ corporate planning tool, but many of these issues like systems and staff apply to all business. Element of McKinsey 7SHow does this apply to digital marketing governance and managementKey issues to considerSummary of recommendations needed for managing digital media and technologyStrategyDemonstrating how digital strategy aligns with and contributes to marketing and business strategies. Techniques for using digital marketing to impact organization strategy.Techniques for aligning digital strategy with organizational and marketing strategy. Gaining appropriate budgets and demonstrating/ delivering value and ROI from budgets. Annual planning approach.StructureThe modification of organizational structure to support digital marketing. Integration of digital marketing and e-commerce teams with other management, marketing (corporate communications, brand marketing, direct marketing) and IT teams.Use of cross-functional teams and steering groups.Insourcing vs outsourcing digital skills. SystemsDigital Marketing capabilities including the development of specific processes, procedures or technology platforms and information systems to support digital marketing. Campaign planning approach–integration.Managing/sharing customer and marketplace insight.Managing content quality.Unified reporting of digital marketing effectiveness.In-house vs external best-of-breed vs external integrated technology solutions. StaffDigital skills or talent competence amongst staff in the business – including both digital specialists and marketing, IT specialists. Digital skills development for existing staff and staff retention.Acquiring new digital skills.Insourcing vs outsourcing of digital skills, e.g. from specialist agencies.Staff development and training. Style Includes both the way in which key managers behave in achieving the organization’s goals and the cultural style of the organization as a whole Achieving senior management buy-in/ involvement with digital marketing.Relates to role of digital marketing team in influencing strategy – is it dynamic and influential or conservative and looking for a voice? SkillsDistinctive capabilities of key staff, but can be interpreted as specific skill sets of team members. Staff skills in specific areas: supplier selection, project management, content management, specific e-marketing approaches (SEO, PPC, affiliate marketing, e-mail marketing, online advertising). Shared values(Originally known as Superordinate goals).The guiding concepts of the digital marketing organization that are also part of shared values and culture. Shared vision for the future impact of digital marketingImproving the perception of the importance and effectiveness of the digital marketing team among senior managers and staff it works with (marketing generalists and IT). Digital Marketing Strategy – How do we get there?The key elements of digital strategy involve revisiting and aligning the main thrust of your marketing strategy in an online context, make sure you draw from other plans, if there isn’t one then use these headers. Don’t get drawn into the details at this stage. That’s the tactics.But you may want to summarise the essence of some or all of the digital strategies below. - how are you going to leverage the potential of digital marketing to your business, and how does that meet the objectives. This is about your approach only, not the detail. Consider breaking it down as well, it’s often easier to explain in smaller, bite-size chunks, this also helps when it comes to tactics which should hang from the strategies below.Here is an additional checklist showing all of the key strategy definitions to consider which are covered throughout this template.Here are some suggestions of specific strategic issues you should consider. A. Targeting and segmentationStart by considering Target markets and opportunities for growth using the Strategy Definition Technique: Digital channel growth opportunity analysis (Optional)A company’s online customers have different demographic characteristics, needs and behaviours to its offline customers. It follows that different approaches to segmentation may be required and specific segments may need to be selectively targeted though specific content and messaging on your site or elsewhere on the web. This capability for “micro-targeting is one of the biggest benefits of digital marketing.Specific targeting approaches to apply online described in the book include: demographic, value-based, lifecycle and behavioral personalization. B. PositioningHow do you position your online products and services in the customers mind? ConsiderReinforcing your core proposition. How do you prove your credibilityDefine your online value proposition. This should flow from your positioning and be what the customer sees immediately when they interact with you online.Define these in key messages for different audiences, e.g. prospects against existing customers, segments with different value you target.You need clear messaging hierarchies to effectively communicate your positioning both in online and offline media.C. Proposition and the marketing mix Think about the digital marketing mix - how can you provide differential value to customers through varying the 4Ps online through Product, Price, Promotion and Place and how can you add value through service. And don't forget what PR Smith calls the Eighth P of "Partnering"Particularly if you sell online, you will want to explain how you will modify the marketing mix. For example:Product. Can you offer a different product range online. How can you add value to products through additional content or online services.Price. Review your pricing and consider differential pricing for online products or services.Place. Identify your online distribution issues and challenges. Should you create new intermediaries or portals or partner with existing sites?Promotion. Discuss the problems and opportunities of the online communications mix. These will be detailed in the acquisition and retention communications strategies. Review approaches for online promotions and merchandising to increase sales. You may want to include exclusive promotions to support the growth of different digital channels, i.e. Email, Mobile, Facebook, Twitter.People. Can use automated tools such as FAQ to deliver “web self-service” or should you provide online contact points through Live Chat or Phone Call-back.Processes. List the components of process and understand the need to integrate them into a system.Physical evidence. Identify the digital components that give ‘evidence’ to customers of your credibility such as awards and testimonialsPlace. The eighth P. So much of marketing today is based on strategic partnerships partnerships, marketing marriages and alliances that we have added this ‘P’ in as a vital ingredient in today’s marketing mix.D. Brand strategy Gaining ‘street cred’ online is now paramount to success, how and where are you going to do that - brand favorability follows credibility and trust - what do you understand will be the reasons to engage with your brand, why would they click through - or not - how will you demonstrate credibility online.E. Online representation or presence This includes your own Web site strategy (one site or four, sub-domains, what are the site goals and how will they be achieved...) and priorities for social presences. Our digital marketing radar () helps you priorities your online presence to reach and engage your audience. Representation also includes forming partnerships with publishers or other intermediaries to expand your reach (or acquiring them). F. Content and engagement strategy Which content will feature to gain initial interest, support the buying process (text and rich media product content and tools) and stickiness and to promote return visits (blogs and community). Remember user-generated content too, such as reviews, ratings and comments. You will have to priorities content types and ensure you devote sufficient resource to it to create quality content which helps you compete. All effective online companies see themselves as publishers!Use our Content Marketing Matrix in the Act section below to G. Digital channel acquisition communications strategy Outline how you will acquire traffic, what’s are the main approaches you will use? Don’t forget to consider how you drive visitors through offline media and integrated campaigns. Key digital media channels for traffic acquisition would include:Search engine marketing?(natural and paid)Social media marketing and Online PR (think brand strategy)Partner and affiliate marketingDisplay advertisingEmail marketing to leads databaseH. Digital channel conversion strategyHow does the user experience, which depends on information architecture, page template design, merchandising, messaging and performance help you make it easy for visitors to engage and convert?I. Digital channel retention communications strategy Often neglected, what will be the main online and offline tactics to encourage repeat visits and sales. Again integrated campaigns involving offline touch points are crucial here.J. Data strategyWhat are your goals in permission marketing and data capture - what/where/how/when/why, what tools and value adds are you going to use. You might alternatively reference these in the conversion strategy.How do you improve the quality of your customer data across channels to help increase the relevance of your messages through personalizationK. Multichannel integration strategyHow you integrate traditional and digital channels should run through every section of your strategy since it’s key to success. One way to structure this is to map customer journeys across channels as channel chains.L. Social media marketing strategyWe would argue that social media marketing is part of a broader customer engagement strategy plus brand, acquisition, conversion and retention strategies, but many organizations are grappling with how they get value from this, so it may help to develop an overall social media marketing.M. Digital marketing governance strategyIn larger organizations how you manage digital marketing is a big challenge. Questions that the governance strategy seeks to answer are how do we manage internal and external resources through changes to structures and skills needed for digital and multichannel marketing.Tactics and ActionsTactics are where the rubber hits the road to get results, so you need to define how you will implement your strategy in the real world - when you’ll do it, with what, your goals for each tactic aligned to the main objectives and how that will that be measured. Each of strategy sections A to J will need implementation details which you can get specialists in your team or agencies to develop. Remember that with digital, “the devil is in the detail”. The best digital strategies can fail if the execution is poor - search, email marketing and creating a persuasive web design are classic examples of this we see daily.If there’s only you, create a plan and Just Do It! You have the benefit that you can be more nimble, so can test and learnHow are you going to divide the year up - thinking about campaigns versus seasonal or business focuses, this helps to get the plan actionable. Consider quarterly (90 day) blocks to focus on and ensure objectives, strategies and tactics are focused on that – see examples in our 90 day action planning template.Keep this section light and fact based and avoid too much description repeated in the strategy section. Hang your tactics under the strategic hangers, for example traffic acquisition, so that it’s easy for others follow.ControlCreate measurable KPI’s to align against objectives and stay on trackIssues to reference include:Budgets - media, digital platform investments and resourcesTimescales including a longer-term roadmap if necessaryOrganize your measuring in dashboards so that it’s easy to summarise and keep up to date against the plan. Consider KPI’s (key performance indicators) that relate to tactics, strategies and so objectives, sometimes a KPI is an objective, for example a KPI could be weekly total natural search traffic, home page bounce or email open rate. These can be good early warnings to objectives like ‘online sales revenue’ or ‘new leads’ not being met. Plain old Excel will suffice and will allow you to keep the latest results to hand.The key is that (assuming your objectives were clear, detailed and relevant) you have the headers to site your KPI’s and measure against.Consider how you will measure and report using web analyticsAre there other measurement tools and resources neededWhat is the process to measure and report, for example looking at keyword level traffic daily is not actionable, but home page bounce can be if site changes are madeThink about creating a KPI summary dashboardGovernanceIn larger organizations, you have to think about resourcing, i.e.Skills - internal and agency requirements to deliver on your planStructure - do you have a separate digital team or can you integrateSystems - the processes to make things work and keep you agile1.4 PLAN. Customer segmentation and targeting1.4.1 Strategy Analysis Technique: Marketing persona outlines (Optional)Purpose: To make your website and online communications more customer-centered / less company or product-centered by selecting defined target audiences to appeal to.Resource: For examples and guidance on creating personas see our Customer Persona Toolkit. This forum answer outlines 5 sources of insight to build personas.Instructions: To create personas different insight sources including quantitative research (e.g. profile analysis) plus qualitative research (surveys and interviews) are needed.Persona names?Characteristics / segment?Personal goals?Needs (Brand, experience)?What we want to deliver?1.2. 3. 4. 5. 1.4.2 Strategy Analysis Tool: Online customer insight source review (minor importance)Purpose: Highlight new digital marketing behaviours by review availability and quality of customer and marketplace insight to inform situation analysisInstructions: Review range of insight sources in this table.Aim to create a factbase summarizing audience characteristics, behaviours and preferences.Aim to summarise in key audience personas to inform strategy and implementation. See our persona toolkit for details on this approach.Insight sourcesActions to improve insight qualityKey insights (build into fact base)1. Audience characteristicsOnline profile information:Customer profile – from online forms and sign-up cf offlineGoogle Analytics – where audience based – can link to characteristics with custom variableSurveying social media profiles Audience profiles online (%) Audience profiles offline (%) 2. Audience behavioursOnline behavioural information:Google Analytics – particularly multichannel funnelsSurvey to research offline purchaseSee Smart Insights members downloads to consumer adoption and usage statistics compilation and online benchmarks Conversion ratesAverage days to purchase?Average channels before purchase% who browse by channel, % who buy by channel3. Audience preferences and sentimentCustomer feedback – see Main reasons for:Not convertingNot repeat-purchasing4. Audience share compared to competitors.Google Analytics benchmark optionSimilar Web Benchmark Share of search Share of voice 1.4.3 Strategy Definition Technique: Online communications targeting capability reviewPurpose: Online channels have a rich variety of methods to target your audience in new, more precise ways. This list summarises some of these options. See the Reach section for an alternative method of visualizing these.Instructions: Review which of these methods you are using now and which you could use in the future. Targeting approachesMethodCurrent capability / Future relevance (of 5)Priority for future P1-P31. Classic profile-based demographic segmentation(WE)Media targeting or personalized messaging on site and email based on characteristics 2. Search behaviour (P) Also organic.Target consumer behaviour grouped: SEO+PPC3. Content consumption (P)Using ad networks including GDN and remarketing4. Social Network interest-based targeting (P)E.G. Facebook, LinkedIn and Twitter interests5. Web personas (WE)Combine other characteristics and behaviours6. Customer lifecycle (WE)Target Email and Web messages according to length of time using online services7. Customer value (WE)Review current and future potential for existing customers8. Campaign message response and behaviour (WE)Use “sense and respond” behavioural targeting based on RFM (Recency, Frequency and Monetary value)9. Buying motivations andbehaviours (WE)Evaluation method and sensitivity to pricing against features, benefits, brand value10. Channel preference (WE)Communicate with customer in their preferred media e.g. Email vs Print and Phone (and according to value)Typical methods for applying these techniques: P: Paid media targeting E: Email personalization, W: Web or in-app personalization (when profiled, Owned media)1.5 PLAN. Define Online Value Proposition and Experience1.5.1 PLAN Strategy Analysis tool: Marketplace map (Optional)Purpose: To define a shared understanding of the range of types of online influencers and customer buyer behaviour as influenced by the online marketplace within organization or between consultant, agency and client. It is valuable since the web introduces many new competitors or intermediaries to engage and audience (e.g. within content and search marketing).Resource: Brand audit and online marketplace templateInstructions: Start by summarizing ways of breaking down audiences via the column on the left. The columns are independent, i.e. no comparison across rows.CustomersCustomer search behaviourPublishers/intermediaries/influencersDestination sites/Competing brandsMarkets targeting Main search engines in market Example mainstream media, social networks or portals: Company name: Key brand differentiators Customer segments: Demographics Main generic category / product phrases Niche media sites or social networks: Competitor 1: Key brand differentiators Customer segments: Personas Comparison searches Aggregators and super-affiliates(where comparison sites relevant) Competitor 2: Key brand differentiators Customer segments: Value Value searches Smaller affiliates Competitor 3: Key brand differentiators Customer segments: Lifecycle Competitor searches Blogs and individual influencers Competitor 4: Key brand differentiators Customer segments: Interest-based targeting Other long-tail behaviours or qualifiers Competitor 5: Key brand differentiators Notes: The consumer search behaviour summary worksheets on our SEO Gap Analysis template suggest a method of summarising the most important consumer search behaviours and how to target them. You can see examples of visualising the marketplace using this method or across POE media in this post. 1.5.2 Strategy Analysis Tool: Online competitor benchmarking review (Optional)Purpose: A competitor review is useful in a long-form digital marketing strategy to highlight the relative performance of a company alongside the capability analysis. Instructions: Complete the KPIs as far as possible where publicly available through tools described in our Competitor benchmarking guide. Effectiveness is a qualitative evaluation.CriteriaReview companyCompetitor 1Competitor 2Reach KPIsSite visitorsConversation shareSearch visibilityReach EffectivenessContent marketingInfluencer outreachStrategic partnerships Act KPIsSite engagement ratesSocial sharingAct EffectivenessPersona targetingCore brand messagesContent engagement devicesFindabilityPersonalisation Convert KPIsConversion rates (add-to-basket, checkout, conversion channel) Convert EffectivenessMarketing Mix: Product, Price, Place, PromotionTrust factors Engage KPIsRecommendation, satisfaction scores, community and email benchmarks Engage evaluationService qualityCommunityPersonalisationPromotions1.5.3 Strategy Definition Technique: Online Value Proposition summaryPurpose: To define the unique forms of customer value you can offer through your websites and apps to encourage customers to do business with you online or stay loyal.Resource: Brand audit and online marketplace templateInstructions: Use the brand audit to define the marketplace positioning and value for the companyHow would you describe your business in one sentence as perceived by its customers? Choose the most important differentiating attributes that show how your business delivers to its customers. How can these be emphasized online. Considering the marketing mix elements as ways to differentiate your services online (Product, Price, Place, Promotion, Physical Evidence, Process, People)Financial Value – Your dependability brings your customers a quality product at a low price.Innovative Products – You are always bringing your customers the very newest products or ideas.Customized Relationships – You can tailor your services to meet the needs of your customers.Summarise your online value propositions (OVPs)?1. Selection online value. How does the content and experience in your sites/social media/communications help people choose the best products for them?2. Personal online value. How does the experience in your sites/social media/communications help people at home (e.g. education or entertainment) or work (personal or career development)?3. Product online value. What benefits does buying from your business online offer compared to traditional channels or competitors? i.e. in the Marketing Mix, e.g. Product selection, Differential price, Convenience of click and collect. 2 REACH2.1 Digital media channel effectiveness reviewPurpose: A top-level review of 6 core digital marketing techniques to drive visits to a websiteInstructions: Review each of the 6 channels comparing current approaches to competitors and priorities need for improvementGive your summary assessment of opportunities to improve audience reach through the main media channels based on the techniques recommended in the course.VQVC Measures – use actual figures where known or rate e.g. Great, Good, Average, PoorVolume: Number or % share of site visitsQuality: Dwell time or conversion rate to lead or saleValue: Revenue per visit (Ecommerce) or Goal value per visit (if goals set up for non-Ecommerce site)Cost: Cost per visit/lead/saleDigital ChannelRating of current capability compared to VQVC measures and competitors use of mediaPriorities of success factors to improve?Priorities for new communications techniques to trial?Overall priority or value compared to other reach channels?1. Search MarketingSEOPay-per-click/AdWordsVolume : Quality : Value : Cost2. Online PROutreachCommunity Volume : Quality : Value : Cost3. Online partnershipAffiliate marketingSponsorshipContra-deals with complimentary sites or brandsVolume : Quality : Value : Cost4. Display advertisingSite-specific media buysAd networksSocial media adsRemarketingVolume : Quality : Value : Cost5. Opt-in email (for acquisition)Rented permission-based listThird party newsletter ads Ads in Enewsletters Volume : Quality : Value : Cost6. Social media marketingOptimising social presence on different social networksSocial media adsVolume : Quality : Value : CostThe next visualization of media effectiveness is recommended for comparing individual techniques and alternatives placements/content partners.2.2 Search Marketing2.2.1 Search Marketing Gap AnalysisPurpose: Define the opportunity for driving more site visits from search by reviewing consumer behaviour against actual visits Resource: Keyphrase gap analysis template – includes two examplesInstructions: Select keywords for different times of consumer search behaviour based on the Google Keyword Planner volumes and comparison to actual visits to siteKeyphrase group + volume?Keyphrase group + volume?Example search termsLanding page targetedTargeting priority1. Generic category searches1. <category>??1. Generic category searches2. <category> + <type>????1. Generic category searches3. <category> + Value ????????2. Brand terms1 <Brand> + brand core????2. Brand terms2 <Brand> + <category>????2. Brand terms3 <Brand> + value??????????2. Brand terms4 <Brand> + location????3. Supplier brand term1 <supplier>????3. Supplier brand term2 <supplier> + <category>????4. Competitor1 <Competitor>????4. Competitor2 Competitor + <category>????3 <competitor> + value??4. Competitor????4. Competitor??4. Competitor4 <competitor> + location????2.2.2 Search Marketing PlanPurpose: Define focus of Search Engine Marketing Instructions: Define current use of search marketingResource: Table taken from RACE Quick Wins TemplateREACHING customersVisitor acquisition tactic review & recommendationsEvaluationRecommendationSearch Engine Optimisation (SEO)1 Current performance snapshot% of visits, leads or sales:2 Keyphrase analysisResults of gap analysis3 Index inclusion4 Document meta data5 On-page optimisation6 Internal link-building7 External link-building Review relative to competitors:Current Domain Authority (via ):Backlink domain history (via Majestic):(includes content marketing, E-PR, Social media and partnerships)8 Resourcing and process1 Current performance snapshot2 Keyphrase analysis3 Index inclusion4 Document meta data5 On-page optimisation6 Internal link-building7 External link-building (including content marketing, E-PR, social media and partnerships)8 Resourcing and processPay Per Click (PPC) Marketing (Google Adwords)1 Current performance snapshot2 Keyphrase analysis and selection3 Search ad network selection4 Campaign structure5 Budgeting strategy6 Keyword matching7 Listing position strategy8 Bidding strategy9 Ad creative10 Landing pages11 Resourcing and process1 Current performance snapshot2 Keyphrase analysis and selection3 Search ad network selection4 Campaign structure5 Budgeting strategy6 Keyword matching7 Listing position strategy8 Bidding strategy9 Ad creative10 Landing pages11 Resourcing and process2.3 Owned and Earned Media2.3.1 Social Media PlanPurpose: Set priorities for using social media to achieve goals for consumer RACE and for reputation managementResource: Word-based Social media audit and Social media plan exampleInstructions: You should define these sections:1. Audit current use of social media2. Define goals3. Define priority audiences4. Define priority social networks5. Set short-term priorities6. Set longer-term priorities 2.3.2 Influencer Outreach planPurpose: Priorities key influencers or Opinion Leaders (KOLs) in your sector to manage continuous contact, e.g. when encouraging sharing of blog content or campaign content.Resource: Influencers outreach guide Instructions: The guide follows these actions:1. Identify popular influencers2. Categories your influencers3. Manage contacts during campaigns2.4 Paid media2.4.1 : Paid and Display media priorities and scheduleTool: Content Distribution Matrix (Read more)Purpose: Review options for paid and display media against current performance and set prioritiesInstructions: Plot (1) Current use/effectiveness of media (2) Competitor use if known (3) Set priorities for future focus and tests using the 70:20:10 ruleLeast effective media techniques (Volume of visits/leads/sales)Most effective media techniques (Volume of visits/leads/sales)Highest media investmentPoor value methods Increase efficiency Lowest media investmentSlow and steady Star Performers 2.5 Online Customer Acquisition, Campaign plans and budgets2.5.1 Budget modelPurpose: Define priorities for investment in media to drive acquisition and campaign schedule to implementResources: 7 Steps guide to customer acquisition and budget spreadsheet and campaign planning template and guideInstructions: Create a conversion-based spreadsheet budget model ??Month 1TOTALSMonthly Traffic Targets 4,800 ?Planned Traffic (from Below) 40,648 ????Budget (?'s) 38,500 ?Customers 610 ?Cost per acquisition (?'s) 63 ?Revenue (?'s) 304,863 ?Target ROI 7 ?ROI 8 ?Resources (Man Days) 16 ?????Month 1 Search Engine OptimisationTraffic Target (UV's) 15,323 % of Month's total UV target319.23%Budget (?'s) 4,000 Customers 230 Cost per acquisition (?'s) 17.40 Revenue (?'s) 114,923 Target ROI?ROI 29 Resources (Man Days)2Notes/Activity DescriptionEnter notes here 3. ACT3.1. Customer journey analysis3.3.1 Act Technique: Website “Quick Wins” analysisPurpose: To identify “Quick Wins” to improve interactions and conversion with a site based on where visitors are arriving, common footfall and CTA improvements.Instructions: Complete a brief review of Google Analytics as described in our Using GA to improve results guide to identify improvements to increase interaction and conversion.Action / scent trailRelevanceto ourbusiness?Evaluation of current site/social platform:Clear scent trail / Call-to-action (CTA)Above the foldRun-of-siteRecommended improvements:Site landing page analysis (GA). Which site sections and page drive most visits? How can they be enhanced to generate more interactions? Forward path analysis (GA). What are the most common customer journeys for main page types (e.g. home page). How can CTAs and messaging be changed to make more effective. Reverse path analysis (GA). Which pages currently generate most leads and sales. How can these be enhanced?Browse paths. Which categories or products are most commonly browsed (use GA content drilldown to evaluate footfall in different site sections).Search mode. Which search types are most important. Which convert to sale.View promo. Which content or offer promotions panels are most important?Where-to-buy/How to buy? Is this clearly visible (important for non-Ecommerce sites)Register for Enewsletter. How can this be increased by increased visibility or pop-ups. Sign-up for trial (SaaS). How effective is Home, blog section in achieving signups?Share to social. How can social media sharing be enhanced by placement or type of widget.Segment analysis (GA). Repeat analysis for different segment types e.g. New visits, visits from SEO, etc to identify CTA effectiveness. 3.2 Website visitor and customer lead capture and profiling3.2.1. Act technique: Website visitor profilingPurpose: To review techniques to maximize leads collected from website and using social mediaResource: Landing page guide Instructions: Evaluate the options below against your current practice and then test new approaches, e.g. using AB TestingNote these are all alternative or optional approaches to be reviewed. Website visitor lead capture and profiling approachEvaluationRecommendation Prompting sign-up on site1. ‘Lead magnets’ developed to encourage email collection?2. Range of content used for lead magnets for different audiences?3. Cookies used to change offer for first time visitors/non-customers, e.g. eBags 20% customer discount on first visit?4. Calls-to-action used in primary navigation and in promo panels across site to encourage signup?5. Pop-ups used to boost signup?6. Pop-ups optimized to balance signup against annoying existing customers, e.g. limiting by timing, number or frequency of visit?7. Landing pages used to boost form conversion from visitors from media?Profile data collected?8. 2-3 ‘Killer’ profile fields used to capture data that can be used to deliver more targeted welcome and nurturing emails later?9. Two-stage signup used for email and then more profile data?10. Progressive profiling used to capture additional data?11. Preference centre used to capture / modify data or select communications preferences/frequency?Remarketing12. AdWords cookies for remarketing and/or…13. Google Remarketing setup via Google Analytics?Social media 14. Social network business pages used to prompt lead generate, e.g. Updates featuring lead magnets, Pinned posts, CTA buttons on Facebook, apps.15. Remarketing used via Social networks to encourage signup.3.3. Optimize content3.3.1 Content marketing audit: Gap Analysis review using the content marketing matrixPurpose: To review opportunities to improve content marketing to increase visits, interactions and leads.Instructions: Notes on use – mark each in different colour / symbol.1. Review current use by brand of content marketing for a specific market or audience type.2. Benchmark current use by competitors (direct and out of sector) of content marketing for a specific market or audience type.3. Brainstorm potential future use by brand of content marketing for a specific market or audience type.4. Priorities and select most relevant content ideas for future use by brand, e.g. in next marketing campaigns. Develop awareness and reachOutline how you will use content to increase reach Encourage purchaseOutline how you will use content to encourage purchase Using emotional leversOutline how you will use content to engage your audience through emotionEntertainWrite down current and/or future content types/examples InspireWrite down current and/or future content types/examples Using rational argumentsOutline how you will use content to explain features and benefits of your product and service EducateWrite down current and/or future content types/examples ConvinceWrite down current and/or future content types/examples See to view full infographic of the matrix.3.4. Optimize Landing or Entry Pages3.4.1 Landing / Entry page checkPurpose: To review use of landing pages to maximize leads collected from website and using social mediaNote 1: Here landing pages include both landing pages use for lead capture AND other entry pages.Note 2: This diagnostic assumes your site already has goal setting set up as described in the 7 Steps guide. Resource: Landing page guide and Google Analytics 7 Steps guide Instructions: Evaluate the options below against your current practice and then test new approaches, e.g. using AB TestingLanding page effectivenessEvaluationRecommendation Review current effectiveness of landing pages in Analytics1. Use Google Analytics ‘Landing Pages’ reports to review most / least popular of entry or landing pages and those that generate the most leads and sales. Look for opportunities to feature the most successful landing pages (or lead magnets on them) more – in navigation, welcome emails and through social media.Where pages are popular by volume of entries, but are not generating leads see whether you can add more prominent calls-to-action to your main lead gen pages.Note: If you set a Segment of New visitor while viewing landing pages this will filter out some of the affect of returning customers (apart from those who have had cookies deleted)2. Segment the Landing pages report by ‘medium’ to see which types of traffic are most effective in driving sales.3. Use Google Analytics ‘Content Drilldown’ for first time visitors to see which sections of the site are most effective in attracting new traffic.4. Use Reverse Path analysis from signup pages to see which pages are most effective in driving signup. Which popular pages or page types are missing? How can these be used to enhance conversion.Apply best practices to Landing Pages These are common ways to improve landing pages from top to bottom – there is a lot more detail in our guide.1. Effective headline and subheadline?2. Brand identity and trust from logo, visuals and typography?3. Clear call-to-action to next stage, e.g. Download, Buy or next relevant piece of content?4. Combines Benefits as well as features?5. Page effective delivering all content above the fold?6. More detailed information available if required?7. Number of fields balance minimized to collect information needed to follow-up with (if classic data capture landing page)?8. Page is mobile responsive?3.5 Content - Campaign planning3.5.1 Campaign planningPurpose: Define a process for regular campaign trackingResource: RACE Marketing Campaign Planning Guide and Marketing Campaign Planning Template (detailed Word version of below) and Excel campaign timelineInstructions: Campaign tracking involves many activities covered in the guides above and the spreadsheet below under these 6 headingsOutline of campaign management processActivitiesCampaign plan 1. CAMPAIGN GOALS AND TRACKINGGeneral aims for campaign – direct response leads sales and branding goalsSMART Conversion goals – across RACE / VQVCProfiling requirementsResponse tracking – Google Analytics tracking codes2. CAMPAIGN INSIGHT: CUSTOMER INSIGHT AND TARGET AUDIENCE.Target audience (personas)Audience motivations (scenarios)Search behaviour target keywordsCompetitor review3. OFFER, CONTENT AND MESSAGINGCampaign “Big idea” or Value PropositionPromotional offersOnline value proposition?Messaging hierarchyBrand values, personality, tone of voice and messaging4. MEDIA PLAN / SCHEDULE / TIMELINEMedia integration of campaign waves – see spreadsheet timelines5. CAMPAIGN PRODUCTIONCreative briefContent asset creationOnline media asset productionOffline asset media productionCampaign localization6. CAMPAIGN EXECUTIONPre-live testingIn-flight optimizationPost implementation review4. CONVERT4.1 Lead nurturing / Remarketing4.1.1. Define Prospect Welcome sequencePurpose: Define the purpose, offer and messaging for a triggered email sequence including a Welcome sequenceResource: Email sequence / contact strategy templateInstructions: 1. Define the aim of each email. 2. Specify copy and creative to achieve this aim. 3. Add Content and Dynamic content. Automated Email codeTrigger eventSourceTrigger intervalMessage focusPrimary marketing aimsSecondary marketing aimsTransactional / service purposeSubject lineHeadlineEmail template usedBlock 1 (Lead)Welcome-E1Online brochure downloadLanding page+2hWelcome. Build brand favourability and familiarity 1.Explain brand values. 2. Convince about company proposition. 3. Offer helpA. Generate callback, B. "Ask the Expert" to capture phone number or book online.Welcome, acknowlege and thank for download.Enjoying your XX brochure?Let us help you choose the right courseStandard templateDo you need any help? Acknowledge brochure download (including multiple brochures).Welcome-E2Online brochure downloadLanding page+2dTry our service tasterGenerate additional lead eventGenerate callback, "Ask the Expert" to capture phone number or book online.Offer helpHave you tried our <next lead type>? Learn more about the <brand> Experience Standard templateNeed to find out more? Try the <lead type>. Acknowledge brochure request.Note: This is partial – download the spreadsheet for additional fields for targeting with dynamic content. 4.1.2. RemarketingPurpose: Ad Retargeting / Remarketing guideResources: Display Retargeting guide and AdWords guide (AdWords Remarketing section). Relevant platform help sections on Digital Media Cheatsheet. Instructions: Use this template (similar to the top-level digital media channels table) to define the types of remarketing you will useDigital ChannelRating of current capability compared to VQVC measures and competitors use of mediaPriorities of success factors to improve?Priorities for new communications techniques to trial?Overall priority or value compared to other reach channels?1. AdWordsRemarketingVolume : Quality : Value : Cost2. FacebookFBXVolume : Quality : Value : Cost3. Twitter Volume : Quality : Value : Cost4. LinkedInSite-specific media buysAd networksSocial media adsRemarketingVolume : Quality : Value : Cost5. Other Ad networksVolume : Quality : Value : Cost4.2 Web personalisation4.2.1 Personalization option reviewPurpose: Use personalized containers with recommended product, content or offers Instructions: This simple template helps you review your site personalization placement options on website or on mobile.Targeting by placement or location on screen / site sectionsPersonalization tools such as Evergage provide options across all of these placements. Others focused on Ecommerce merchandising like Barilliance focus on promotions on product pages. HelloBar is a simple header or footer popup or bar.ChannelHomepageRun-of-site pop-up or overlayHeader or footer pop-upLeft or right sidebarInline text promos e.g. on blogCategory pagesProduct pagesSearch resultsOther page templatesWebsiteMobile4.3 Assisted sellingDirect interactions with real people almost always have higher conversion rates than on-page website conversion. This is why options like livechat have increased in popularity.Options for assisted selling via sales or customer service people to be reviewed include:Live Chat, e.g. pop-ups deeper in the site or after certain dwell time on page FAQ and customer service portalContact Us encouragingOutbound calling based on lead scoring and content accessed4.4 Multichannel sellingThis is most relevant for multichannel retailers who are seeking to integrate their physical store network with their website. It involves clear signposts and explanation of multichannel options.Simple options to review include:Store locatorProduct finderIn-store or website exclusivesIn-store digital terminals and Point-of-sale integration4.5 Conversion Rate Optimisation (CRO)4.5.1 CRO capability reviewPurpose: To identify improvements to process, people and tools for how CRO is managed. Resource: Conversion Optimization guideInstructions: Review current capabilities for CRO using the table belowOptimisation Maturity stageBusiness contributionreportingCampaign performanceSite optimisationVoice of customerYour assessment1 InitialAd-hoc review of traffic volumes and outcomesAd-hoc post-campaign review of performanceAd-hoc review of page popularity and conversionAd-hoc collection of customer feedback2 ManagedRegular actionable structured reviewActionable review of campaign efficiency during campaignDefined outcomes reviewed for different referrer segmentsRegular surveys and monitoring customer conversations3 DefinedActionable review against targetMultichannel influence reviewedAB page testingMicro-conversion reviewActionable review of customer conversations4 QuantitativeReview involves drill-down to ROI performance of assetsMicro-analysis of conversion qualityReview of referrer attributionPage portfolio review Multivariate testing of key pagesStructured customer satisfaction reporting5 Optimizing Continual optimisation of targets given performanceReal-time optimisation during campaignReal-time personalisation based on contextClosed-loop reporting informing NPD and service quality 5. ENGAGE5.1 Customer Onboarding5.1.1 Customer Touchpoint analysisPurpose: Review use of marketing automation through email and web personalization for prospects and customers (here we’re just looking at customer onboarding, but can be broader)Resource: Define email goals and messing in our Email sequence / contact strategy templateInstructions: Plot current touchpoints for email marketing and, if relevant, website personalization and then add additional options for communications Channel Reach Act Convert Convert Convert EngageEngage Engage EngageEmailThird-party mail partnerships and adsEmail welcomeBrowse product or categoryAbandon shopping cart Post purchase transaction mail / WelcomeProduct review email and/or satisfaction surveySocial media engagementPromotional or campaign emailsReactivationWebsite or mobilePost sign-up pagePost transaction pageThis visualization gives a simple way to give a simple ‘Before/After’ visualization of touchpoints : 5.2 Customer Digital Experience5.2.1 Multichannel web customer satisfaction and loyalty review Purpose: Resource: For detailed advice on boosting customer loyalty, see our Customer Retention guideInstructions:Purpose: To review and then improve the drivers/levers for effective customer engagement and loyalty.Instructions: Consider these categories of organizational People, Process or Tools that may be holding back your content marketing.Customer retention techniqueAssessment: 0-5Summary of current approachRecommended improvements1. Evaluation of customer engagement. Through insight – using the 6 techniques above2. Understand the satisfaction gap. Identify the factors which limit satisfaction and so reduce loyalty.3. Define customer value proposition. Which combination of products, offers and added-value online services (e.g. community) will be used to encourage future purchase and loyalty. 4. Define customer targeting and contact strategy. Define targeting and sequence for messages delivered by Marketing Automation across web, mobile, email and social platforms.5. Review and improve customer service. Define how customer service and onboarding can be improved to increase satisfaction.6. Define advocacy techniques. How can social sharing and member-get-member methods be used to encourage customer acquisition. 7. Implement and improve marketing automation and customer data. Implement a customer loyalty system capable of delivering the strategy defined above.Engage Technique: Assessing customer engagementPurpose: To review and select the most relevant measures of customer engagement from those coveredInstructions: Assess which of these methods are currently used to assess online customer engagement and how they can be improved.1. The Forrester 4Is? 2. E-loyalty - latency and hurdle rates, e.g. percentage of customers or subscribers who are 90 day active? 3. Value-based segmentation: Current against future value? 4. Cohort analysis – most relevant for subscription services or systems requiring login. 5. Net Promoter Score 5.3 Customer Service and Success5.3.1 Multichannel Customer service reviewPurpose: To review the options and effectiveness of different online customer service optionsInstructions: Assess each of the channels for the approach used against best practice. For each consider service level targets and customer satisfaction ratingsCustomer service techniqueAssessment: 0-5Summary of current approach Recommended improvementsPeopleProcessToolsPeopleProcessTools1. Customer self-service on siteFor example, FAQs, knowledgebase2. Contact usSuitability of form3. Inbound email response Actual against agreed service levels4. Social media customer serviceIncludes inbound and proactive outbound of enquiries. 5. Review and ratings (if relevant)For transactional businesses, reviews of products and overall experience6. Live chatFor assisted selling and customer service7. Service for local stores or outlets(if appropriate)e.g. Google MyBusiness 8. Inbound calling phone response5.4 Customer Email marketing5.4.1. Email marketing auditPurpose: Review use of email marketing as a strategic communications tool across the whole customer lifecycle including all types of email from Enewsletters, automated and campaign mails.Resource: Excel-based Email marketing audit developed by consultant Tim WatsonInstructions: The Email marketing audit covers around 100 questions to evaluate your email marketing under these headings:1. Objective setting and value review2. Evaluation3. Email communications strategy includes profiling, segmentation, targeting and email types4. Copy and design5. Deliverability and permission6. Governance 5.5 Social media5.5.1 Social media audit and planPurpose: Define best use of social media to achieve company goals for social mediaResources: Word-based Social media audit and Social media plan example Instructions: Complete these sections 1. Goals and specific objectives (See one Page Strategy Summary of social media objectives across RACE – at end of Plan example document)2. Short-term tasks (Quick Wins)3. Target audience (Personas)4. Strategy (Content, Interaction, Link to conversion)5. Tactics (Framework and approach for managing blog and individual social networks)You’re now at the end of the workbook! We hope you have found our templates useful for structuring your ideas and creating your plans.If you have other requirements for resources or to feedback and ask questions please use our member forum: . Thanks, Dave Chaffey and the Smart Insights Team. ................
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