Develop a Digital Plan
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As entrepreneurs it can be difficult to navigate the online world and decide what digital channels are appropriate through each phase of your business plan. This slide deck is designed to walk you through the process of set up and execution in digital channels.
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Develop a Digital Plan
- 1. Develop a digital plan. Tony Passey
- 2. What will we learn right now? 1. How to decide what a business needs online? 2. How do you measure what is working? 3. How do you optimize a web presence?
- 3. First: Who is Tony? Entrepreneur CEO of Firetoss (formerly PoleVault) Marketing Professor Eccles School of Business U of U Graduate
- 4. A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels. Let’s break this down.
- 5. A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.
- 6. A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.
- 7. A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.
- 8. A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.
- 9. What are some fundamental differences between traditional advertising channels and digital channels?
- 10. Here are some digital channels you will want to understand:
- 11. Organic Search Pay per click Referral • Social Media • Content Marketing Display Ads
- 12. All the channels need to work together. Organic, PPC, Referral [Social, Content], Display
- 13. Each channel is effective in different capacities of the selling process.
- 15. How do you define your channels? Define your objectives for your first website / marketing plan and ONLY work on those. Don’t get caught up doing what is familiar over what works.
- 16. Web Metrics | Analytics “Measure what is measurable and make measurable what is not so.” –Galileo
- 17. What should you know? Everything can be tracked online. The internet is an archive of data and information.
- 18. List of KPIs to track Demographics – Language, Interests, Age, Gender Behavior – Visit length, Entrance point, Exit point, Top Pages Conversions and Goals – Ecommerce Revenue, Lead submits Traffic Sources – Social, Other Referrals, Organic, Advertised
- 19. Master Basics –> Get Advanced Eventually you should understand how various marketing efforts affect each other by understanding intricate data points.
- 20. Use your data to build your plan You will have hot spots in your site or profile. Develop strategies to engage users. Track results and always be ready to adapt.
- 21. Recap 1. Each customer segment gets reached through specific channels 2. Define clear objectives for your marketing plan and stay focused. 3. Don’t do anything on the web without tracking. 4. Use data to make decisions about online strategies.
Editor's Notes
- How to decide what your business needs online? What resources can you use to create what you need? How do you measure what is working? How do you build a repeatable marketing and advertising process?
- A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.
- The way we connect to our user segments is evolving with new technologies, new social networks and the change in how we use devices.
- Do you need an entire website? Will a Google Profile page suffice? Will a facebook page work? What are the differences? WHAT HAPPENS WHEN WE TRY TO WORK IN 7 DIRECTIONS???? FACEBOOK VS. INSTAGRAM
- Metrics are imperative! Cautionary tale about Ucann Connect
- One channel effects the other. Example: Radio Advertising will effect organic searches.
- You begin with a hunch but you finish with empirical data. Channels drive each other and there is no one channel that can sustain your business. Understand your channel mix. Know what drives one channel or another.