campaign launch techniques - dave chaffey - smart insights

webinars@ConnectWisdom.com

Webinar

7 Practical Insights for Anyone involved

in Launching Digital Marketing

Campaigns

Hosted & Intro. by Imran FarooqMD of MMC Learning

Main Presentation by Dr Dave ChaffeyCEO of Smart Insights

#mmcwebinar

Agenda

1. Introduction by Imran Farooq (5min)

What is happening in Digital?

2. Main Presentation by Dr Dave Chaffey (30min)

7 Practical Insights for Anyone Launching a Digital Marketing Campaign

3. Short Q&A Session (10min)

Submit your questions

4. SMTP Launch (10min)

Social Media Training Pack Launch Exclusive

About Me & MMC Learning

MD of MMC Learning (Joint Venture with MMU Business School) Digital Marketing Qualifications, Management Qualifications, Digital Campaigns, specialist

Video and e-learning producer Senior Examiner for Digital Marketing Essentials, Chartered Institute of

Marketing Expert Digital Marketing Commentator on Smart Insights.com CAM Foundation Advisory Board

Connect as a Friend on Linkedinhttp://uk.linkedin.com/in/imranfarooq Follow on Twitter

@imranfarooq

What is happening in Digital?

Customer is No Longer King

Customer is King Kong

Affiliates

Usability

User Experience

Social Media

Web Analytics

Search

Mobile

Which Digital Tools are You Using?

Digital Marketing – Social Media

Social Media

Blogging

VideoSharing

Photo Sharing

Widgets

Social Networks

Podcasts

Forums

MicroBlogging

Digital Marketing – Social MediaSocial Media Map

Digital Marketing – Smart Insights Model

7 Practical Insights for Anyone involved in Launching

Digital Marketing Campaigns

Main Presentation by Dr Dave ChaffeyAuthor & CEO of Smart Insights

Best practice guides

About Dave Chaffey

Digital marketingadvice & consulting www.smartinsights.com

Search &conversionconsultingwww.clickthrough-marketing.com

webinars@ConnectWisdom.com13

• I want to give you practical…– Actions – Tools– Analysis techniques

• Please ask questions

• More details…– http://bit.ly/smartstrategy

My Seven Insights• 1. Goals and Analytics• 2. Customer insights• 3. Core messages • 4. Targeting• 5. Creative• 6. Communications

strategy• 7. Optimisation

About Dave Chaffey

Insight 1: Goals and Analytics

Q. How do we know when our campaigns are generating value?Use these!

http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/

The 3 key value measures in Google Analytics: 1. Index value (Top content reports)

Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.

2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports.

3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.

http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205

Tip: Use advanced segments1. Segmentation by Referrer / Traffic source:• Paid• Natural• Paid and natural brand and non-brand• By number of keywords – 2,3,4• Social media

2. Segmentation by Visitor Type• New visitor• Returning visitor• Registered visitor• Customer

3. Segmentation by Engagement• 5 pages,• <3 pages

4. Segmentation by Content Viewed • Key landing page• Product page• Checkout complete• Folders for large organisation

5. Segmentation by Landing Page Type 6. Segmentation by Event:• Conversion goal types and E-commerce

7. Segmentation by Platform (less important)• Browser• Screen resolution• Mobile platforms

8. Segmentation by Location Geography

• Main markets• UK• US• FIGS• ROW

http://bit.ly/smartsegments

‘How to’ example of a custom segment

Notes: 1. Chose a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contains’ or RegEx for your brand names2. No metrics are required.3. Test the segment first, but you will need to enter a name for the segment to do this. 4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol ‘|’.5. Note that segments are specific to a profile initially – you may want to share them.

Example: KPIs in place

Insight 2: Customer insights =Characteristics

BehaviourNeedsWants

Opinions

Search insights

Creating a gap analysis of customer search behaviour

Tip: Use “Google Keyword tool” to identify categories/volume of searches:on “Exact match”See Dan Barker’s article http://bit.ly/smartgap

Understanding customer intent and preferences

Practical Tip. Control through gap analysis – see PMMake sure your copywriters check Ubersuggest:http://suggest.thinkpragmatic.net

Mobile marketing has arrived!

Source: Craig Sullivan: http://www.slideshare.net/sullivac/

Gaining site and business innovation ideas through Uservoice

http://bit.ly/smartfeedback

Insight 3: Core messages:Developing a messaging hierarchy

Campaign messaging hierarchy

Campaign engagement and response messages: AIDA Primary offer – product, service or lead generation? Secondary offer?

Core brand proposition = Marketing Mix: Who you are? What you do? Where you do it? What makes you different?

OVP - Online Value Proposition What can your provide to help/inform/entertain me online? Reinforces core brand proposition and credibility, but messaging

shows… Different OVPs for different markets and audiences Value that a site visitor get from your online brand or campaign that…

They can’t get from you offline? They can’t get from competitors?

Develop content strategy to develop OVPs Communicate message forcefully: online and offline

Integratedcampaign example

How strong is your brand personality?

Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.

Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.

Source:

Key brand messages definedthroughout the customer journey

Insight 4: Positioning and Targeting

PositioningDifferentiate to the target segments needs

Low HighDifferentiation

Relevance

DRIVERSFeatures that are important

to customers and highly differentiated from the

competition

FOOLS GOLDFeatures that are

distinctive but do not drive customers’ loyalty to brand

NEUTRALSFeatures that are

irrelevant to customers

‘HYGIENES’Features that are important

to customers but are provided by all competitors

at a similar level

Different segments

are motivated

by different drivers

Online customer targeting options Targeting approaches Method

1. Classic profile-based demographic segmentation

Target customer groupings according to their characteristics & motivations

2. Customer value Assess customers by current and future value potential

3. Web design personas Target 2-10 typical customer journeys

4. Customer lifecycle Target messages according to length of time using online services

5. Purchase and response behaviour

Use “sense and respond” behavioual targeting based on RFM

6. Channel preference Communicate with customer in their preferred media (and according to value)

7. Tone and style preference Communicate with customers according to their tastes inferred from demographics or behaviour.

http://bit.ly/smarttargeting

Professional persona example

Source: http://www.smartinsights.com/analytics-conversion-optimisation-alerts/web-design-personas/

Insight 5: Comms strategy

Key E-campaign ingredient 1?

Buzz = Engaging + Participative

Example engagement devices: Search boxes Questions Quizzes Polls Calculators Interactive Q&A Call-backs Viral games

Tip. Give your campaign momentum, inertia using a sub-brand

www.tourismirelandtaxichallenge.com

Response increases by 25% for campaign

First Campaign,

Open rate, 8 to 10%

CCR = 0.2%

Second Campaign,

Open rate, 50 to 75%

CCR = 0.2%

Source: E-consultancy Masterclass 2005 - BCA

Remailing to opening-non converters

Tip. Repeat E-mailings where possible39

Response increases by 40% for campaign

First Campaign,

CCR = 0.2%

Second Campaign,

CCR = 0.2%

Multi-message example Email campaign 2

Tip. Use time-limited offers

Remailing with urgency

Combined response from e-mail and direct mail is 125% better than no e-mail.

Pre-mail, with online response

Response increases, 100% for direct mail piece.

Teaser e-mail. No online response Direct Mail

Direct Mail

Multi-message example - Email campaign 3

Reach out to prospects and customers through your web or network

Creating a campaign hub

1. Be relevant. Understand the content that will appeal to different audiences.

2. Create an editorial calendar. Your social media marketing will be more effective §if you produce content on a regular, consistent schedule.

3. Offer distribution choices, but keep a focus. Offer choice to alert subscribers to content using different types of channels since they will have different preferences.

4. Syndicate through partners. Identify partner sites and networks who may publish your content, either in it’s original form or tailored for their audiences.

5. Make communications two-way. Don’t just treat the channels as an alert or update service. Engage!

5 rules of SMO – Rohit Bhargavahttp://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/

Insight 6 : Creative

Q. How clear is your offer?

Need focused offer (s) – depending on objectives: Awareness List-building Lead generation Sales

Number of offers per ad or e-mail campaign? Primary offer / message Secondary offer / message ? Number of calls-to-action ?

Vary offer through campaign Remember “institutional messages” Unique web offers?

Testing option B. AB pre-test for major campaign

Test version A

Send Volume: 10,000

Sample criteria: Random

Click through rate: 6.1%

Test version B

Send Volume: 10,000

Sample criteria: Random

Click through rate: 4.5%

Main Broadcast

Send Volume: 180,000

Click through rate: 5.8%Source:

B2B example:The evolution of Salesforce landing pages

http://www.smartinsights.com/blog/web-design/perfect-landing-page

Insight 7 : Campaign optimisation

How effective is your scent?

WHY CHOOSE US?

WHERE / HOW TO BUY?

NEW CUSTOMER?

<CUSTOMER-CENTRIC SERVICE NAMES>

Example SCENT TRAILS

Which Test Won?

http://www.smartinsights.com/blog/conversion-optimisation/questions-answered-increased-site-conversions/

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SMO: I like this!

New Product LaunchThe Social Media Training Pack

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Social Media Webinar Training Pack – Exclusive Offer

Twitter Webinars x 3

Blogging with WordPress Webinars x 4

Linkedin Webinars x 3

Facebook Webinars x 3

YouTube & Video Webinars x 4

Webinars will cover;

1. How to and quick run through the basics2. Strategy and planning3. Practical steps to leverage the social media platform4. 3rd Party tools to help make your life easier5. Case studies on how people are generating revenue6. Building your own personal brand online7. Channels for your own products and services

Blogging with WordPress Webinars x 4

YouTube & Video Webinars x 4

= 17 Webinars!

Blogging Webinars x 4

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How much is all this

going to cost?

£1700?

Blogging Webinars x 4

YouTube Webinars x 4= 17 Webinars!

All this forLimited Time Offer

www.connectwisdom.com/smtp

Thank You for Attending

See You on the Next Webinar

Let’s Connect! Questions & discussion welcome

Blogwww.smartinsights.com

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Email Newsletterwww.smartinsights.com

uk.linkedin.com/in/davechaffey

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campaign launch techniques - dave chaffey - smart insights

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