Digital marketing planPaddy Wood

Business → User → Opportunity → Objective & KPI → Tactics → Acquisition →Winback →What’s Next?

● Publisher targeting doctors; focus on GPs

● Print Digital

● Make money from advertising pharmaceuticals

● Bigger audience = more advertising = more $$$

● Must subscribe so we know they’re a doctor, so we can serve them advertising!

Business→ User → Opportunity → Objective & KPI → Tactics → Acquisition →Winback →What’s Next?

Time-PoorRespect their time, provide a

tightly curated offering. Make it immediately relevant

Concerned about relative lack of prestige

Focus coverage on issues of prestige, such as salary, social

standing, work-life balance Believe in evidenceRespect evidence in reporting, go deeper than the mainstream press

Fear being suedFocus coverage on cases and case-studies that illustrate best practice

Professionally isolatedProvide access to a community of like-minded colleagues

Business→ User→ Opportunity → Objective & KPI → Tactics → Acquisition →Winback →What’s Next?

● ~9000 GP MAUs in April

● Growing at ~2% per month(organic social, organic search, referral, email)

● No user lifecycle strategy

● No paid marketing

● (Most subscribers visit via daily email newsletter)

Business→ User → Opportunity→ Objective & KPI → Tactics → Acquisition →Winback →What’s Next?

● Objective: Reach 13,000 MAUs in November

● Can be achieved by doubling growth rate from ~2% to ~4% month-on-month

● Primary KPI? MAUs

● Secondary KPIs? New users, returning users

Business → User → Opportunity → Objective & KPI→ Tactics → Acquisition →Winback →What’s Next?

Business → User → Opportunity → Objective & KPI → Tactics→ Acquisition →Winback →What’s Next?

Strategies

Acquisition Campaign

WinbackCampaign

TacticsTactics

Email (Owned)Facebook (Paid) Facebook (Paid)

AutomationCustom Audiences

Targeting/RetargetingHero Content Retargeting

● Facebook Ads (hero content, resources) targeted at○ Australia○ Age 25-65+○ Interests: RACGP or ACRRM

● Excluded: Existing subscribers (custom audience)

● Pixel-based custom audiences, retargeted according to stage in acquisition funnel, with different content

Business → User → Opportunity → Objective & KPI → Tactics → Acquisition→Winback →What’s Next?

● KPI? Conversions

● Tracked via? Facebook, GA (utm_campaign=acquire)

● Two-week sprint

● Review: CPA, clicks, CPC, CTR

● Optimise, scale

Two weeks, $300

Two weeks, $600 ($350 as of 3.19pm today)

Business → User → Opportunity → Objective & KPI → Tactics → Acquisition→Winback →What’s Next?

Business → User → Opportunity → Objective & KPI → Tactics → Acquisition →Winback→What’s Next?

● KPI? Returning users

● Tracked via? Marketo,Facebook, GA (utm_campaign=winback)

● Two-week sprint

● Review: Delivery, opens, clicks, CTO rate

● Optimise, scale

Business → User → Opportunity → Objective & KPI → Tactics → Acquisition →Winback→What’s Next?

✓ Keep iterating

✓ Calculate value to the business of each additional MAU in order to allocate budget economically

✓ Expand tactics (Plug other channels into acquisition [i.e. display, AdWords] to boost multi-channel conversions)

✓ Refine existing activation (onboarding)

✓ Scale to other brands in the group, look at integration points

Business → User → Opportunity → Objective & KPI → Tactics → Acquisition →Winback →What’s Next?

Questions?

Business → User → Opportunity → Objective & KPI → Tactics → Acquisition →Winback →What’s Next?