Segments: Who is your client base and where can they be found? Defines your audience.Personas: Fictional personas created that exemplify and represent different market segments. They’re used as a sounding board as you develop content and campaigns.
This is the single most important step in the entire process. Selecting the outcomes you want defines success. What actions do you want people to take when they visit your site? What constitutes a successful visit? Must start with a verb.Define success and then measure against it.
Key performance indicators should be describing your success rate at achieving outcomes. When one of those outcomes occurs, it’s a conversion.
Sun Tzu: Tactics without strategy is the noise before defeat. Many businesses and organizations charge forward with a social media campaign not understanding how to convert their audience into leads, for example.An end-to-end digital marketing plan needs these five sub-strategies in order to paint a complete picture.
Keyword strategy: Balance between search volume and competition (or cost). In a perfect world, the keyword you want has high volume and no competition. This rarely exists, so a good strategy finds a balance between these two. You want to identify foundation keywords that will form the basis of your website hub pages, long tail keywords that can be used for dynamic content and opportunity keywords used for advertising campaigns.Content strategy: There are many facets to a content strategy but the most fundamental is to develop content for three buyer stages.
Website strategy: Instead of building a website that behaves the way you think a visitor would want it to behave, what if you designed it to get your visitors to behave the way you want them to behave. This is all about constructing a site that is focused on achieving the outcomes established in the roadmap. A major key to this is developing effective calls to action.Conversion strategy: CTAs lead to landing pages. Landing pages are website assassins – singularly focused on convincing someone to take a particular action. The terminology can be confusing (GA landing pages vs. marketing landing pages). Consist of an offer and conversion form.
This slide is focusing on social media promotion. Curation means finding and sharing information that your target audience – market segments – will find educational, entertaining and/or inspirational. The goal is to become a useful resource for remarkable content that people will care about. Don’t want to talk about yourself. Nobody cares. Share first, ask second. Social capital. Next step is to engage. Curation is passive, engagement is active. It means having conversations with your audience by resharing their content and replying to them.Finally, expand your audience by actively identifying thought leaders and engaging with them. Perform keyword searches for conversations and offer value.
Start with what you have. Content re-purposing and syndication.
Search engines love sites with lots of pages that change regularly. A CMS is a technology that makes it relatively easy for owners to add and modify pages without special tools or skills. Content is the key to so many digital marketing tactics that it’s crucial to have a good delivery system. It also results in lower overall cost of ownership.
Contract between sales & marketing to align objectives. The technology needs to support that contract. Marketing systems need to provide lead source
Representative technologies, some of whom we’re partnered with.
Landing Page Influence Function for Tests
SegmentationAB TestingCompetitive Intelligence
How to Build an End-to-End Digital Marketing Plan
End-to-End Digital Marketing™
Conrad Sanford Jon DiPietro