secrets from the professionals how to write an effective digital marketing strategy
TRANSCRIPT
Secrets from the professionals
How to write an effective
DIGITAL MARKETINGSTRATEGY
Competitor Social platforms Content types Key lessons for Key lessons against
Company 1 Twitter (5k+), Facebook (3k+), Linked In (1000+), Pinterest (250+), YouTube (3.5k views)
Links to videos, inspiring quotes, photos of team
Non sales messages working best, particularly inspiring quotes
Videos rarely getting likes on Facebook – is it due to content or medium?
Example planning template
Market
Creating a digital marketing strategy 5
N.B Just as you might have collected leaflets and clippings in earlier days, collect links to good content and great social media posts to help generate ideas in the future!
www.digitia.co.uk | @digitia_
Objective Owner Measure of Success
Increase hits to the web site as follows: September: From 500 – 1000October: From 1000 – 1500November: From 1500 – 2300December: From 2300 – 3000
Lisa Google Analytics report to be checked weekly to ensure we are on track. To be checked monthly to asses position.
Generate a 50% increase in web site sales over the 4 month period Mark Quarterly sales figures. Will review monthly and weekly sales figures to ensure we are progressing and to identify which tactics work best.
Increase Twitter followers from 3000 – 7000: September: 3500October: 5000November: 6000December 700
Jo Monthly recording via Twitter.
Objectives
Creating a digital marketing strategy 8
Example planning template
www.digitia.co.uk | @digitia_
Direct Paid Earned
Strategic combination 1Email campaign with 3 useful
stories, one offer coupon and a customer story
PPC click ad campaign driving traffic to XX (particular
service / page)
Monthly blog agenda – 8 blogs per month based around a
particular theme
Strategic combination 2 Email campaign with special offer, limited time
Advert on top online news forum in business section
4 blogs, 3 video tutorials, posted to You Tube. All linked
to competition give away
Strategic combination 3
Strategy
Creating a digital marketing strategy 11
Try mapping out various combinations of the three options and pick the that makes most sense in terms of budget, reach and feasibility.
Example planning template
www.digitia.co.uk | @digitia_
Think about your Web site’s “front page” as a collection of pages, not one home page
Week Theme / Day Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Week 1 - Launch of new web site
PR and graphics to launch new web site
Week long PPC trial for new site
Photos of team celebration
News story 2 – TITLE
Interesting story 1 – TITLE
Blog 1 – TITLE
Week 2 - Competition announcement
Competition announced & promoted on Twitter & Facebook
Email campaign sent out about competition
Blog 2 – TITLE Quote graphic Competition Results
Blog 3 – TITLE
Week 3 – ‘Dare to Share’ campaign starts
PR 2 – TITLE Blog 4 – TITLE .Quote picture Paid Ads on Facebook
Blog 5 - TITLE
Content
Creating a digital marketing strategy 14
Start by theming your weeks / months and think about what content will meet the theme. Then start to ‘plot it’ in the table below to give your plan some overall structure. You should then write out your Tweets / posts per day with links lined up to the relevant content. Save this all in a folder to keep it in one place!
Example planning template
www.digitia.co.uk | @digitia_
The Art of Twitter is in the Retweet. You Must be Interesting. However, you must also ensure the content on your web site is engaging enough to keep the visitors until they are ready to buy.
Target (from objectives) Results Comments
Increase hits from 500 – 1000 (September) 1200 Excellent outcome. Biggest contributor was…
Increase sales by 50% 32% Disappointing result although 22 more leads to follow up on as result of PPC.
Increase followers from 400 to 600 590 Good result although need to increase participation in more Twitter sessions to increase numbers
Creating a digital marketing strategy 17
Example planning template
www.digitia.co.uk | @digitia_
Results
Google Analytics is an absolute necessity so you can track where your web traffic comes from and which pages are more popular than most! Another great tool for tracking your social media impact is Moz. Have a look at www.moz.com.
Secrets from the professionals
www.digitia.co.uk | @digitia_
DIGITAL MARKETINGSTRATEGY