Dave Chaffey's talk at TFM 2018 London explaining how the Smart Insights RACE planning framework can be used to take control of today's marketing activities.

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Getting more from
multichannel marketing
Dr Dave Chaffey, co-founder and
Content Director, Smart Insights
Technology for marketing, London, 26th September
Download : www.slideshare.net/smart-insights

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Co-founder and Editor of
SmartInsights.com - a marketing
advice community with > ½
million uniques/quarter.
Premium members in over 120
countries use our planning
guides, templates and online
courses to Plan, Manage and
Optimize their digital marketing.
We also deliver consulting and
training for members.
Digital Marketing strategist, consultant, trainer and author since ‘97
Free Basic
membership
About Dave Chaffey
and Smart Insights

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Is your ‘always-on’ lifecycle marketing effective and efficient?

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The missed opportunity of Lifecycle Marketing

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Does your organisation have a defined digital
marketing strategy or plan?
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Key success factors
1. Create an integrated Digital Strategy. Create an insight-based integrated plan and process, to
Plan, Manage and Optimize your digital marketing and create a roadmap for future growth.
2. Improve customer focus. Micro-target your audience through digital media by defining
layered segments and personas.
3. Build Online Value Propositions. Develop your online content, experience and USPs to grow
online leads and sales and create a more shareable brand.
PLAN Phase

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Define opportunity
 Persona, VoC and comparator analysis
 Analytics review
 Capability audit - Identify improvements
 Forecast lead and sales targets
 TOWs summary
Create strategy
 Review ALL touchpoints across RACE to generate options
 Map content to lifecycle communications
 Create comprehensive communications plan
Prioritise actions
 Define recommendations
 Identify quick wins
 Long-term roadmaps
 90 day planning
The RACE data-driven marketing
improvement process

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Aligning plans
Business plan
Marketing plan
1-5 year roadmap
Digital
transformation plan
2-5 year roadmap
Annual digital or
multichannel plan
Implementation
plan – 90 day plans

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Mistake – Not
developing DVPs?
Audience use of
website and social >
Personas
Commercial goals >
Customer
engagement goals
> DVP
Branded
Content Marketing
Engagement Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
DVP = Digital Value Proposition
= Brand adding value to audiences
 Help me Buy! (Online OR offline)
 Help me Use products
 Help me do my job / live my life
 Help me develop / learn
 Make me look good (to colleagues or family)
 Entertain Me!
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Example listening community
Source: Vision Critical
The company launched the PRU for You (PFY)
community in July 2016 to allow greater
engagement with customers and to give them a
voice in developing new products and services. PFY
has 4,500 members: 88% are customers and 12%
are agents.

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Consumer DVP with clear outcomes

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Example personas for B2B marketing
automation software
Mistake = Misusing Personas

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Mapping personas to lifecycle
Source: HubSpot Persona content mapping template download

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Mistake = Missing out on insight tools and
deploying power of automation and AI
Download: http://bit.ly/smartdigitaltools

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Key success factors to add more to the top of the funnel
• Create Integrated campaigns. Prioritise your investment in content
marketing and resources to get cut-through.
• Boost organic visibility. Invest time in owned and earned or inbound
marketing with the focus on SEO, Social Media and co-marketing.
• Cost-effective Paid promotion. Don't miss out on the targeted reach of
paid promotion through AdWords, Social Media, Affiliate and display
marketing.
REACH Phase

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Key Reach activities
Planning activity Deliverables
2.1 Media effectiveness review GA customisation review - VQVC
2.2. Search Marketing Keyphrase Gap analysis. SEM Plan.
2.3 Owned and Earned media
Social media & influencer outreach
plans
2.4 Paid media Paid and display media schedule
2.5 Acquisition and campaign plan Digital media budget & campaign plan
Key success factors to add more to the top of the funnel
✓ Boost organic visibility - SEO and Social Media
✓ Cost-effective Paid promotion
✓ Create integrated Content Campaigns
Key measures
 Unique Visitors
 Inbound links
 Fans/followers

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Mistake = Tracking and goal-setting
Set up Google Analytics with:
• Goals set for all outcomes
• Goal value estimated
for each
• UTM campaign tracking for ALL
channels
• Call-tracking solution
integrated to Google Ads
• Report deltas e.g. in
Google Data Studio

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What is it? Where to find the data?

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Key success factors to encourage interaction on web, mobile and social
• Get visitors on the right customer journeys. Improve UX, navigation and
persuasive messaging across all page templates to generate leads.
• Create an audience engagement strategy using always-on content
marketing. Develop content and ‘tripwires’ to fuel your lead generation.
• Run campaigns and create editorial calendars. Generate demand, showcase
your brand, products and offers
ACT Phase

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Key InterAct activities
Key success factors to encourage interaction on web, mobile and
social
✓ Get visitors on the right customer journeys
✓ Create audience engagement strategy using Content
marketing
✓ Implement personalised Welcome or follow-up
Key measures
• Leads, lead
conversion, CPL
• Time on site
• Shares/comments/li
kes
Planning activities Deliverables
3.1. Customer journey analysis Website 'Quick Wins' audit
3.2 Visitor and Customer profiling Visitor/customer insight audit
3.3. Optimise content Content and lead magnet audit
3.4. Optimise Landing Pages Landing page plan
3.5 Content - Campaign planning Editorial calendar plan

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Customer journey - Does your experience align?
Customer persona toolkit: http://bit.ly/smartpersonas
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Content marketing strategy

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Example: integrated B2B content hub

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Quiz example

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Key success factors to boost conversion to sale online and offline
• Retarget with personalized follow-up. Nurture to develop brand engagement
with paid, owned and earned media.
• Prompt Multichannel sales. Connect the customer with the best options to buy
• Create a CRO process. Maximize conversion through continuous improvement
using structured testing.
CONVERT PHASE

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How many structured experiments
does your business run each month?

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Our experience = CRO works!
Test example from Convert.com
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Key success factors to increase long-term customer loyalty
• Improve customer experience and loyalty. Plug the satisfaction gap
• Develop lifecycle marketing automation by web and email. Don't neglect
the power of email
• Amplification using social media. Encourage advocacy and social sharing
using social media
ENGAGE Phase

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Mistake = Not
making full use
of
Marketing
Automation

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Automation Using a layered targeting
email system with dynamic content
Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme
Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature Email Sent wk. 2 each month to all contacts
Offers and Deals Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Source: Harriet Mitchell Smart Insights Digital Impact conference

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Hero banner
Customised content: (Customer Profile)
• EDE (Electronic Design Engineers)
• Non-EDE (Electronic Design Engineers)
• Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lifecycle)
• Nursery
• Development
• Acquisition
BEH Module
Customised content: (Behavioural data)
• Abandoned Baskets
• Browsed Not Bought
• Propensity to Buy (A recommendations model)
• Top Sellers
Product modules can vary in number and format.
Maximum of 8 modules per email.
Product Modules

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Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey
Download : www.slideshare.net/smart-insights