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Crafting a Digital Marketing Plan

Material from the Digital Marketing Seminar conducted by Catherine Quiambao, Marketing Strategist.

Crafting a Digital Marketing Plan is a short intensive class that will walk you through the elements of an online marketing strategy. Our end goal is to equip you with practical knowledge to be able to plan, implement and measure effective campaigns.

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Crafting a Digital Marketing Plan

  1. 1. Digital Marketing Plan Outline • Situational Analysis: Where are you now? • Brand Messaging: Who are you talking to? • Goals: Where do you want to go? • Marketing Strategy: How will you achieve it? • CVO Funnel • Channel Strategy • Measuring Performance: How did you fare?
  2. 2. • Catherine Quiambao, Marketing Strategist • Brand Marketer for 8 years • Freelance Marketing Consultant for 4 years • Founder, • Author, • Liaison, GBS-CIDP PH • Wife and mum
  3. 3. Why Every Business Needs a Digital Marketing Strategy “The fact is though, whatever business you’re in, it’s highly likely that an increasing proportion of your target market are using digital technology to research, evaluate and purchase the products and services that they consume.” Almost any company who want to be found online and/or contact by their target audience would need digital marketing.
  5. 5. Digital Marketing Defined • “Digital Marketing is the practice of targeted, measurable, and interactive marketing of products and services using database-driven online distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner.” - Mobile Storm • “Any way we use digital media to influence users.”- Simon Heseltine, Senior Director at AOL • DM = Data + Creativity + Value
  6. 6. What Digital Marketing is Not • Traditional marketing - print, radio, TV and billboards • Successful over a long period of time but aren’t as effective in today’s modern age • Rely on eyeballs, reach and impression • No concrete way of measuring effectivity or ROI • Digital marketing • New approach to marketing which offers a unique understanding of consumer behavior. • Striking difference between Traditional and Digital Marketing is the degree of data you can acquire and measure
  7. 7. Why Your Business Needs Digital Marketing
  8. 8. Why Your Business Needs Digital Marketing
  9. 9. Why Your Business Needs Digital Marketing 1. Digital Marketing is cost-effective than traditional marketing 2. Delivers conversions and highly measurable 3. Generates better and faster revenue 4. Facilitates interaction with targeted audience 5. Real-time feedback 6. Caters to mobile consumer 7. Helps you stay ahead of competitors 8. Earns people’s trust
  10. 10. You Category Competitor Company Consumer Situational Analysis: 4C’s • Category • Consumer • Competitor • Company
  11. 11. Category • Trends • Market shares • Industry insights • Source: AC Nielsen, Euromonitor, Ibis World
  12. 12. Consumer • Usage data • Customer Profile • Reception to market trends • Source: Similar to category
  13. 13. Competitor • Identifying top 5 major competitors • Price Mapping • Visiting competitor websites • Social listening (following, activity, reviews) • Source: Websites, Social Networks, eCommerce stores
  14. 14. Company • Current position: • Sales performance in the last 3 years • Outlook for current year • SKU portfolio/performance • Average Transaction Value/LTV • Quantitative and qualitative data • Source: Internal data, owned assets, CRM “BBP has been in the business for a solid 15 years but sales performance has been declining in the past 3 years (-10% 2015 vs 2014 and -15% 2014 vs 2013)."
  15. 15. Overall Brand Challenge • What is your main pain point based from your environment scan? “How do we arrest decline in student sign ups for 2016?”
  16. 16.
  17. 17. Millennials: Who are they? • Millennials (Gen Y) generally refer to “the generation of people born between the early 1980s and the early 2000s”.
  18. 18. Millennials: Who are they? • They don’t believe advertising • They’re price sensitive • They want a voice • They want the lowest effort means of interaction • They use their time on their terms
  19. 19. Target Market
  20. 20. Creating Your Buyer Persona • Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions. • Behavioral drivers • Obstacles to purchasing • Mindset • Based on qualitative and quantitative data you have. • Surveys, interviews, purchase behaviors, Google Analytics Data, social media insights, Customer Feedback/Reviews • New businesses – look at competitors • Typically you have more than one persona • NOTE: Please do not target EVERYONE
  21. 21. Creating Your Buyer Persona A. Stay At Home Busy Mum • This group of 40-49 y.o. mums are typically busy taking care of their family’s daily needs. Sending their kids to school during weekdays and spending some quality time with them during weekends. They rarely have the time for themselves, let a alone shop for their personal luxuries. B. Self-driven Working Female • This younger female group of mostly 30-39 year olds are juggling their professional career as well as building relationship with their husbands. Although most of them have no children yet, starting a family is in their short- term plans. They earn about $4,000-$10,000 on a monthly basis. They are forward thinkers and open- minded.
  22. 22. Creating Your Buyer Persona
  23. 23. Brand Positioning The art of sharing your company's unique value in ways that resonate with your buyer, compelling them to engage, trust, and -- ultimately -- buy from you.
  24. 24. Brand Positioning Before After Have No extra curricular activities Fun, enjoyable after school activity Feel Low self-esteem, low energy level and lack of focus Confident, physically and mentally strong, improved social skills, no fear of being bullied. Average Day Hates school days and goes home extremely exhausted Homework time with kids is a breeze, more energy and happier disposition all week long Status Worried and guilty mum Satisfied and fulfilled mum
  25. 25. Brand Positioning 1. Statement of Value BBP enables mums to experience a sense of fulfillment by witnessing their children’s improvement both physical and character-wise. 2. Unique Selling Proposition: BBP is your trusted partner in raising strong, happy and confident kids via martial arts classes that also focuses on essential life-skills. 3. Reason To Believe: BBP offers martial arts for kids and adults which are designed to be more than just punches and kicks: • Karate • Self defence • Kickboxing 4. Specific Consumer Take-out: “The bully backed down.” • When Brian got off the bus today he couldn't stop talking about how he stood up to this bully who had been picking on him for weeks! He said the bully backed down, and everyone saw it!
  26. 26. Establish a Specific Goal
  27. 27. Establish a Specific Goal • Specific, Measurable, Attainable, Relevant, Time-bound • If possible, break your goal into daily (or monthly) targets to make sure it is realistic  Ex. At, Noah Kagan set two goals: get 100,000 users within six months of the public launch, and a write-up in a major publication like The Wall Street Journal or Wired. • Don’t list too many goals, focus on 1-3 per quarter  Management by objective (MBO) • Review your goals on a regular basis.
  28. 28. Establish a Specific Goal Here are some typical examples of SMART objectives, including those to support objective setting in customer acquisition, conversion and retention categories for digital marketing: • Digital channel contribution objective. Achieve 10% online revenue contribution within two years. • Acquisition objective. Acquire 50,000 new online customers this financial year at an average cost per acquisition (CPA) of $30 with an average profitability of $5. • Conversion objective. Increase the average order value of online sales to $42 per customer. • Engagement objective. Increase active customers purchasing at least once a quarter to 300,000 in a market.
  29. 29.
  30. 30. ROI Driven Strategy 1. Use your data and insights to craft a sound digital marketing strategy that addresses each of your persona’s needs. • You should have a better idea of who, how, and where you should be marketing to achieve the greatest level of success. • Demographics -> target your ads more effectively • Psychographics -> write more engaging copy for each persona
  31. 31. ROI Driven Strategy 2. Brands need to be hyper-focused on delivering experiences rather than delivering messages. • CASE: Airbnb and HomeAway, two companies that provide a platform that matches travelers with private rental accommodations. • To fend off the new entrant, HomeAway developed and spent millions of dollars on a digital branding strategy that described why it was different from Airbnb. • Airbnb, focused its efforts on creating unique and compelling experiences for its consumers, comparing itself to no one. • Today, HomeAway has a market cap of roughly $3 billion, while Airbnb’s valuation has soared to $20 billion.
  32. 32. ROI Driven Strategy 3. Tap online channels which are relevant to your target market. 4. Make sure your owned assets speak well about your brand and give a pleasant experience for your user • Brand building • Lead generation • Customer engagement 5. Track, measure, evaluate • Eliminate hope marketing by naming, measuring and reacting to every feeder channel.
  33. 33. CVO Funnel 1. Determine Product/Market Fit 2. Choose a Traffic Source 3. Offer a Lead Magnet 4. Offer a Tripwire 5. Offer a Core Product 6. Offer a Profit Maximizer 7. Create the Return Path
  34. 34. CVO Funnel 1. Lead Magnet 2. Tripwire 3. Core Product 4. Profit Maximizer
  35. 35. Traffic Source Facebook Ads Email Marketing Blogging Social Media Lead Magnet • Offer a free 2-week intro kids karate video tutorial series. Trip Wire • Paid Trial 3 weeks for $39 + 1 week free! Core Offer •3 Month class worth $540 (+$99 Reg fee) Profit Maximizer • Sign up for 6 get a free kiddie party CVO Funnel Return Path Blogging Email Marketing Social Media Retargeting
  36. 36. CVO: Cost and ROI • By spending $20/day x 14 days, we can reach an average of 1500 mums • To grow our enrollees by 50% students by end Q2, we must achieve the following numbers • Assumptions: • Target growth- 2014 Sem 1 total (86 + 50% growth = 129 • Based on DM ratios target conversion rates for Lead magnet is 40%, trip wire is 10% and core is 10% • Total enrollees for Q1 = $3420 • 60 x $39 = $2340 • 6 x $180 = $1080 • Repeat campaign for Q2 brings total sem1 enrollees to = 132 or $6840 Lead Magnet (600) - 40% Trip Wire (60 x $39) - 10% Core (6 x $180) - 10%
  37. 37. Channel Strategy
  38. 38. Pillars Of Digital Marketing 1 UX Design/ Website 2 Content Marketing 3 Email Marketing 4 CRM/Automation 5 Social Media 6 PPC/Adwords 7 Mobile Marketing 8 Affiliate Marketing 9 SEO
  39. 39. Pillars Of Digital Marketing: #1 Website • Website is the home of your business’ online presence. • Branding is maximize but overall user experience is still pleasant • Users should be able to find value in your website • Conversion should happen in 2-3 clicks • Subscribe • Sale • Download • Stream • Contact information for support is within reach • Search Engine optimized
  40. 40. Pillars Of Digital Marketing: #2 Content • BIG Content is still king. • It is the bloodstream and language of digital marketing • Copywriting, photography, video, audio and animation. • Quality, original content is a prized possession as ever. • Value Adding • By positioning content as a helpful resource to buyers, it becomes a valuable lead generation tactic, capable of enticing buyers to provide their own personal data in exchange for something of value • 80-20 or if not 90-10 • It’s the lure that attracts both readers and search robots.
  41. 41. Pillars Of Digital Marketing: #2 Content
  42. 42. Pillars Of Digital Marketing: #3 Email Marketing • Your buyers are constantly plugged into their email accounts • 91% of consumers reported checking their email at least once a day • Email is the workhorse of online communications. • Drives social media interactions. • Email is the dominant use of the mobile Internet. • Tools and apps: Mailchimp, Constant Contact, Aweber, Campaign Monitor
  43. 43. Pillars Of Digital Marketing: #4 Automation and CRM • Marketing automation - initial import of a lead into a database, to every touch point a lead has with a marketing campaign • Customer Relationship Management is all about how customers and leads are managed, organized and communicated to. • Tools and Apps: Infusionsoft, Hubspot, Ontraport, Zoho
  44. 44. Pillars Of Digital Marketing: #5 Social Media • Social media content can be created by a company and/or customers and/or the public. • Way for people to communicate and interact online. • Alternate page in the absence of a website or can act as an extension of your site. • Make it a point to engage with your audiences on whichever channels they use most frequently. • Use it for social media monitoring tools and social analytics.
  45. 45. Pillars Of Digital Marketing: #5 Social Media
  46. 46. Pillars Of Digital Marketing: #5 Social Media
  47. 47. Pillars Of Digital Marketing: #6 Paid Advertising • Pay-per-click (PPC), a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. • Google AdWords
  48. 48. Pillars Of Digital Marketing: #6 Paid Advertising
  49. 49. Pillars Of Digital Marketing: #7 Mobile Marketing • When it comes to marketing, you want to be wherever your customers are — and today, they’re on their smartphones.
  50. 50. Pillars Of Digital Marketing: #7 Mobile Marketing • If you’re not optimizing your website, emails, and landing pages for mobile, you’re missing a valuable opportunity to catch your customers while they’re on- the-go • Mobile Ads • Mobile Search • Local Social • Mobile Apps • Mobile Websites • Smartphone usage as a payment device • Use analytics to understand how your target audiences are accessing your site. • Are they transacting or using it to gather information? Are they mostly on Android or iOS; smartphones or tablets?
  51. 51. Pillars Of Digital Marketing: #8 Affiliate Marketing • Affiliate marketing is the process of earning a commission by promoting other people’s products. • [Publisher] happy because he earned a commission (4-20%) • [Advertiser/Company] happy because they have a new sale from a customer that they might not have normally been able to reach… • [Customer] happy because they learned about a product from you that will hopefully fulfill a need or desire. • Cost effective alternative to online advertising • Affiliate marketing can boost traffic to your site, but you only pay for visits that result in sales. • Affiliate networks: • CJ Affiliate , Linkshare, Amazon Associates, Share a sale
  52. 52. • SEO - Search engine optimization, the process of increasing the number of visitors to a website by achieving high rank in the search results of a search engine. • Creating content and integrated campaigns does you little good if your hard work never gets found. Pillars Of Digital Marketing: #9 SEO
  53. 53.
  54. 54. What to measure?
  55. 55. The Power of Google Analytics • Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. • Allows you to gain a complete understanding of which digital marketing tactics are flourishing along with which tactics are simply proving a waste of valuable resources. • You can test new tactics and make informed decisions about which activities to keep to help you reach and exceed your digital marketing KPIs.
  56. 56. Google Analytics Metrics • Audience statistics • Review unique visitors per month, demographics and new vs returning visitors • Engagement levels • Is your content engaging site visitors? • Traffic sources • “Where did you hear about us?” • Conversion rates
  57. 57. Google Analytics Metrics • Geo Breakdown Referral Traffic Most Visited Page
  58. 58. Facebook Insights Reach and Follower Data Engagement Per Post Best Time To Post
  59. 59. Internal KPIs • Sales Data • Email List • Followers • # of inquiries received • Stock Turnover AU 35% US 25% GB 21% CA 6% SG 4% IE 3% JP 3% NZ 3% QUANTITY 0 200 400 600 800 1000 1200 1400 JULY AUG SEPT OCT NOV DEC JAN Units - By Source Australia Dist International Dist Direct
  60. 60. Digital Marketing Plan Outline • Situational Analysis: Where are you now? • Brand Messaging: Who are you talking to? • Goals: Where do you want to go? • Marketing Strategy: How will you achieve it? • CVO Funnel • Channel Strategy • Measuring Performance: How did you fare?
  61. 61. 3 Takeaways 1. Spend time to analyze and list actionable insights from your data (4C’s). 2. Develop a compelling CVO. Maximize the content you have at hand. Repurpose it if needed. Start attracting leads. 3. Don’t do everything at once. Select channels based on relevance and master it before moving on to the next platform.
  62. 62.
  63. 63. @marketingcath
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Material from the Digital Marketing Seminar conducted by Catherine Quiambao, Marketing Strategist. Crafting a Digital Marketing Plan is a short intensive class that will walk you through the elements of an online marketing strategy. Our end goal is to equip you with practical knowledge to be able to plan, implement and measure effective campaigns.


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