Marketing agility and smarter use of digital marketing are more important than ever to future success because of the changes in consumer and business demand for services prompted by the COVID-19 pandemic and ensuing recession. Join Dr Dave Chaffey in our free members' webinar to learn techniques to improve lead generation and sales. Dave will cover: - Examples of practical ideas to improve digital interactions with consumers through the customer journey - Recommendations on how to plan and prioritize these ideas - A data-driven approach to identify and test new opportunities

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10 recession-beating digital marketing tactics
for business growth
Dr Dave Chaffey
Co-founder Smart Insights
Digital Marketing Priorities brought to you by

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About Dave Chaffey and Smart Insights

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About you

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RACE: A recession-beating growth system
Strategy
Create a plan with SMART
objectives using the RACE
planning framework
Process
Plan, manage and
optimize activities
using the RACE
growth process,
insight and KPIs
People
Employee skills
development and
change management
across RACE
Agenda
• How the RACE planning
system supports growth
• The 10 ‘Always-on’ tactics
• Using Smart Insights
to support your growth: +45
tactics, the RACE OSA
process – demonstration and
and offer

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The
RACE
planning
framework
Source: Smart Insights digital marketing planning template

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Source: Always-on customer lifecycle article
Always-on lifecycle tactics to support growth

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Do you have the agile mindset to improve
your results from digital marketing?
Source: Chris Goward - WiderFunnel
Recommendation: Include regular structured experiments in your 90-day plans

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10 tactics to increase conversion using
a data-driven approach
Source: Smart Insights E-commerce conversion rates compilation
For non E-commerce
businesses, lead generation
conversion rates vary
between 2.6 and 6.0%

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Six pillars of effective omnichannel marketing
Planning and
Governance
Goals and
measurement
Media Content Experience Conversational
messaging
• Strategic initiatives
• Marketing integration
• Digital transformation
• Business and revenue
models
• Budgets and ROI
• Systems, structures
and processes
• Resources and skills
• Marketing technology
• Forecasts
• Digital KPIs
• Digital dashboards
• Customer profiles
• Attribution
• Paid media
• Owned media
• Earned media
• Content marketing
strategy
• Top-of-funnel
(TOFU)
• Middle-of-funnel
(MOFU)
• Bottom-of-funnel
(BOFU)
• Website customer
journeys
• Landing pages
• Multichannel path to
purchase
• Conversion Rate
Optimization
• Personalization
• Email marketing
• Mobile messaging
• Human-assisted chat
• Automation and CRM
The six pillars simplify digital marketing complexity from hundreds of tools and communications to potentially use.
Our research shows that many people invest time and money without a plan, goals or measurement. Madness!
Our pillars also highlight the key investment areas for which every organization, regardless of size or sector, needs to
decide their plans and priorities to interact and sell to consumers or businesses online.
We recommend these success factors are reviewed across each part of the RACE framework as the next slide shows.

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Tactic 1. Define lead goal value in funnel
Recommendation: Set up goal value in Google Analytics for leads

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Example: conversion funnel steps
Source: GetResponse case study

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Tactic 2: Assess what content drives value now
Source: Content optimization matrix

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Tip: Use Page value to review lead magnets
NB. Page value requires E-commerce tracking OR defining Goals
for lead magnet funnel conversions in Google Analytics Admin

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Tactic 3. AB test your lightboxes and landing pages

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Our experience = CRO works!
Test example from Convert.com
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Prioritizing your tests with PIE
• Potential: Uplift?
• Importance: Traffic
volume, value, quality
• Ease: Implementation?
Source: Improve digital experiences learning path module

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Tactic 4. Improve lead profiling
Minimal : Email and name
2+ ‘Killer profiling fields’
Consider ‘progressive profiling’
Consider lead scoring and grading

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Create segmented customer journeys

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Tactic 5. Review value by persona / profile
Details need for an effective
persona:
• A. Characteristics
• B. Motivations and
Buyer behaviour
• C. Customer journey/
content mapping

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Lead scoring – implicit – behaviour based
Lead grading – explicit – profile-based
Implicit Behavioural
Explicit Profile

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Tactic 6. Map content across funnel
PLAN
Annual GTM and
communications plans based on six
pillars
REACH
Grow awareness using
inbound marketing
ACT
Generate website leads
using
content assets
CONVERT
Using offline sales touchpoints
with online content support
ENGAGE
Create loyalty
amongst customers
GOVERNANCE
Go To Market plan
Value proposition narratives. Customize
analytics, Dashboard, KPIs. Martech
stack
• Acquisition plan and
budget
• Google Analytics lead
goals
• Contact strategy for lead nurture
• Bidding process
• CRO plan
• Retention plan
• Post-campaign review
GOALS AND MEASUREMENT
Improve lead volume,
quality, sales velocity and ABM
Improve awareness:
• Impression share
• Unique visitors
Improve MQLs:
• Database contacts
• Lead profile quality
Improve SQLs:
• Number of pitches and bids
Improve retention:
• Repeat contracts and
renewal size
CONTENT AND EXPERIENCE
Define content strategy to explain Value
Proposition
Improve customer journeys
Define personas with content mapping
TOFU Content:
• Demand gen blogs
• Infographics
• Analyst reports
MOFU Content:
• Products and solutions
pages – co-branded
• Landing pages
BOFU Content:
• TCO business-case whitepapers
• Case studies by
application/industry
• Calculators
ROFU content:
• Customer support
• Community – user groups
MEDIA
Always-on and campaign-based media
plan
Editorial calendar
Grow reach:
• Target keywords
• Organic search/social
• ABM advertising
Convert to lead:
• Webinars and
roundtables
• Ad retargeting
• Influencer marketing
Nurture to sale:
• Ad retargeting
• Influencer marketing
Engage customers:
• Ad retargeting
• Social media advocacy
CONVERSATION MESSAGING
Multichannel contact strategy focusing
on email nurture
Improve data quality
Offline/offsite convos:
• Publisher and trade-
show emails and ads
• Event marketing
Initial interactions:
• Welcome emails
• Website live chat
• Website message bots
Nurture interactions:
• Email nurture and retargeting
• Website personalization and
• Website message bots
Customer interactions:
• Onboarding
• Newsletter
• Website personalization

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Develop your content and editorial strategy
Source: Smart Insights Content marketing matrix

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Tactic 7. Improve your lead magnets
• Brainstorm : Free-Win-Save!
• TOFU/MOFU/BOFU
• Maintain quality…
Source: GetResponse 25 lead magnet ideas
TOFU:
Whitepaper
Spreadsheet
Templates
MOFU:
Video
Infographic
BOFU:
Consultation
Demo
Calculator/quote

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Consumer quiz example

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Tactic 8. Surface your lead magnets
q Home page? Segmented?
q Run-of-site?
Lightbox vs Static panel?
X Seconds vs Exit intent?
q Inline copy e.g. blogs
q Offsite – social lead gen?
q Offsite – influencer marketing:
influencers create resources
Sidebar panel
Inline panel
Inline text

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Consumer DVP with clear outcomes

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Tactic 9. Define email nurture strategy

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B2B Examples

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Example nurturing
emails that
differentiate
and encourage action
Source

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Tactic 10. Improve ad retargeting

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Source: Customer lifecycle guide
Summary - Customer lifecycle omnichannel touchpoint review –
filling gaps and optimization needed!

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Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey

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Using Smart Insights to support your growth
How to use our digital learning paths and templates
to create and implement your plan and tactics

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In this section…
Improvement process
+
Recommended
resources
+
Personal offer

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How can we help you attain the next level
in the next 12 months?
Structured knowledge + Skills development
+ Credibility + Business results + Higher income
= Success

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Smart Insights member resource types
for each essential toolkit
Opportunity
• Learning paths
• Audit templates
• Forecasting templates
• Capability graders
• Skills audits
• Benchmark insights
Strategy
• Learning paths
• Planning templates
• Playbooks
• Example templates
• Case studies
• Sector innovation briefings
Action
• Learning paths
• Campaign plan templates
• Optimization templates
• Quick Wins
• Reporting templates
• Design pattern examples

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Guides and templates
Source: Guides and templates page

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Create a plan using our planning template PDF
Source: Free digital marketing plan template

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The Smart Insights growth process
Define opportunity:
• Performance and marketplace
review
• RACE Capability and skills audit
• Forecast and set SMART objectives
• Key issues summary
Create strategy:
• Prioritize strategic improvement initiatives
• Assess business case and define budget
• Define marketing playbooks and governance
Prioritize actions:
• 90-day optimization plans
• Campaign plans
• Customize analytics reports
• Employee development

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Learning paths – interactive training
Source: Marketing skills development guide and template

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Quick wins and What’s Hot
Detailed platform tactics
and examples:
• Google
• Facebook / Instagram
• LinkedIn
• Twitter
• Webinars / Podcasts
• Copywriting

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Our customer feedback

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Your personal offer
Implement the recession beating tactics in this webinar
with a Business Membership
Exclusive discounts – only available for 48 hours*
* Offer is available for new members only
https://go.smartinsights.com/racewebinar
STARTER
Membership
(paid monthly)
20% discount
$175 ->
$140/month
£145 ->
$116/month
STARTER
Membership
(paid annually)
50% discount
$175 ->
87.50/month
£145 ->
72.50/month
PRO Membership
(paid annually)
20% discount
$295 ->
236/month
£245 ->
196/month