how to create a digital marketing strategy in 2016 | digital diy'ers meetup

Digital DIY’ers Meetup

How to Create a Digital Marketing Strategy

Speaker: Moby Siddique

An agile approach 10 years in the making


Your Presenter: Moby Siddique

Co-founder of RedPandas.com.au

We’re Inbound & Digital Marketing Consultants. We’re full service.

Digital Marketing educator since 2013.

Former Lead Strategist, Social & Content Marketing Manager @ BRW listed agency.

5yrs+ Client-side in Digital Marketing Manager & Digital Specialist roles.

@MobySiddique | [email protected]

Two Overarching Uses for FB Advertising

Source: SmartInsights 2015

In 2013, 70% of respondents answered No.

Without a structured plan, there is a real danger you will be subject to “Shiny Object Syndrome”

According to Social Media users in the US themselves, Facebook does not even rate in the top 10 most effective marketing tactics

Source: eMarketer (Nov 2015)

The Danger in Following Tactics:

Campaigns become poorly integrated and lack consistency

ROI and measurement is a very real problem (and so are business cases)

You don’t know you’re customers well enough and what cuts through

The problems of not having a Digital Strategy


What is a Digital Marketing Strategy?

In short, a Digital Marketing Strategy translates business

objectives and marketing goals to tactics.

A Digital Marketing Strategy IS NOT:o How to get keyword x on

the first page of Googleo It’s not how to get more

fans on Facebooko It’s not even how to do

Content Marketing

An AgileDigital marketing framework

Agile Digital Marketing Strategy Framework

Marketing Goals

Situational Analysis Personas

Digital Marketing Objectives

Reach Engage Convert

3, 6, 12 month roadmap

Let’s use an example..

Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap

Step 1. Identify Digital Marketing Goals


Digital Marketing Goals:o Obtain (100) Converted Leads per

montho Increase Digital Channel sales by

50% o Expand into the Outdoor Hospitality

events industry

Step 2. Conduct a Situational Analysis

Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis

a) SWOT / TOWS Analysis

Strengths Weaknesses

Opportunities Threats

Internal Factors

External Factors

SWOT Analysis

TOWS Analysis

Strengths & Weaknesses internal, Opportunities & Threats ExternalTOWS matches external opportunities and threats with your internal strengths and weaknesses

Step 2a) SWOT Analysis


Strengths Weaknesses


Internal Factors

SWOT Analysis

ExternalFactors



Strengthso Only certified trainerso Trained more drone pilots

than anyone elseo Strong Brand Equity (10yrs)

Weaknesses


SWOT Analysis

Internal Factors

ExternalFactors





Weaknesseso Online presence does not

reflect their offline reputationo Very lean staff numbers


SWOT Analysis

Internal Factors

ExternalFactors







Opportunities Threatso Est. 20 entrants to come into

market in (12) months – as of July 2015.

SWOT Analysis

Internal Factors

ExternalFactors







Opportunitieso Become synonymous with

the product category due to footprint

o Partnering with Manufacturers

o Mobile responsive resource site

Threatso Est. 20 entrants to come into

market in (12) months – as of July 2015.

SWOT Analysis

Internal Factors

ExternalFactors

o Legally, you need accreditation

o The cost of commercial drones ($10K -$30K currently)

Step 2b) PESTLE Analysis

o Due to stringent safety standards, safer to send drones than human surveying


Step 2c) Benchmarking: GA Benchmarking


Step 2c) Benchmarking: SemRush


Step 2c) Benchmarking: SemRush


http://www.semrush.com/au , free trial, $69.95/month

http://www.semrush.com/au

Step 2c) Benchmarking: MOAT


http://www.moat.com , decent free version

http://www.moat.com/

Step 2c) Benchmarking: Find what works for you


Find all these benchmarking tools at: http://bit.ly/1R5a4ip /

http://bit.ly/1R5a4ip


Personas are fictional, generalised representations of your ideal customers. Segments with a personality.

At their core, defining personas allows you to identify what they really care about when trying to solve a real

world problem

Personas are powerful for Content Marketing & Social, Your website & all Creative

Pilot Patrick

• Skews male• Age 40 - 65• $100K + Salary• Suburban

• Calm demeanor• Technical

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• Charter Planes Pilot• Has worked for various private charter companies• Pilot looking to spend less time in the air and

supplement income flying drones• Tend to be family men but not necessarily• Looking for work life balance

• Supplement income by flying drones• Work life balance

• Varied and sporadic work schedule• Loves flying but looking to slow down and enjoy disposable

income it has taken him a decade to reason

• Train pilots via a fast tracked training program to either supplement or replace their incomes as drone pilots

• 10 year track record, trained more pilots than anyone else• Many of our trainers come from an aviation background• Relationship with CASA

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Pilot Patrick

• “Being a charted pilot can be sporadic work. I might get 8-12 shifts one week then nothing for a week@

• “I’m looking for stability and work life balance”• “Looking for a safer alternative”

• Drone pilots are not real pilots• Questionable job growth outlook• Fear of unknown in relatively new industry

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Pilot Patrick

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• Allow pilots to use their natural skills of flying and understanding flight conditions to work as drone pilots

• Flexible training options, dual training mode (theory online, practice in person)

• Supplement or replace income flying drones• Safer and ideal for pilots who can no longer fly due to

health issues

Since 2005 Belvoir Drone TC has been helping Airline Pilots supplement their incomes by becoming Commercial Drone pilots. In this time we’ve formed a close relationship with the aviation industry having trained more pilots than any other company and with many of our trainers are being current and ex-pilots. We’ve formed a strong alliance with CASA and were the premier training company to offer this accreditation.

Pilot Patrick

Step 3. Create Digital Marketing Objectives


REC Model: The (3) minimum components of any Digital Strategy

o Ideal for heavy for awareness-type problems

o Traffic (Owned, Earned, Paid)

o Digital Share of Voiceo SEO activity

o Engagement metrics on GA (bounce, return, time on site)

o Email Marketing related efforts

o Social Mediao Marketing Automation &

Lead Nurturing via resources

o Live chat

o Ideal where conversion rate issues exist

o CRO effortso Retargeting / Remarketingo Lead Nurturingo Live chato Resource downloads

Agile Digital Marketing Strategy Framework

Marketing Goals

Situational Analysis Personas

Digital Marketing Objectives

Reach Engage Convert

3, 6, 12 month roadmap

Before you go!!1. Find our Podcast show on iTunes, listen and rate it!

2. Consider a $5 donation (or less) to our selected charity, World Orphan Fund (orphan.org.au)

On an iPhone use ‘iTunes’ and Search for ‘InboundBuzz’, listen, go to reviews & rate.Or if on Android go to soundcloud.com/inboundbuzz

thank you.More questions?

Contact: [email protected]: @MobySiddiquewww.redpandas.com.au

mailto:[email protected]