the a10 marketing framework (plus: tops tips for seo) · practical use of the a10 marketing...
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The A10 Marketing Framework (Plus: Tops Tips for SEO)
CIM Cambridge Digital Marketing Conference
July 2019 / Ann Stanley
@AnnStanley @AniccaDigital
A bit about Anicca and Ann
Different elements of creating a business and marketing plan
What is strategy?
Where you
are now?
(Current
Situation)
Where you want
to go to?
(Objectives)
How you get there?
(Your Strategy)
Business planning process
Business
ObjectivesCurrent
situation
Business
Strategy
Finance
Marketing
Operations
FiMO
Individual
Department
Plans
Marketing
Objectives
Marketing
situation
Marketing Strategy
PromotionPhysical
EvidenceProcesses PeoplePlacePriceProduct
The Marketing Mix
(The 7 P’s)
Marketing
Planning
Promotion
Paid
MediaOwned
Media
Earned
Media
Technical
Media
Offline / Traditional
Online / Digital
Above the line
(broadcast)
Below the line
(personalised)
Promotional Mix (POET)
EEarned Media
TTechnical Media
✓ Voice search
✓ Chatbots
✓ Internet of Things
✓ AI and Machine Learning
✓ Paid search
✓ Paid display
✓ Paid social
✓ Marketplaces ads &
optimisation
✓ Ecommerce
(incl. Affiliates, CSE)
✓ Traditional and online PR
✓ Social media
✓ Community and
reputation management
✓ Influencer marketing
✓ Reviews and testimonials
PPaid Media
✓ Search engine
optimisation (SEO)
✓ Content marketing
✓ Social media
✓ Email and marketing
automation
OOwned Media
Sales Funnel
Promotional Mix (POET)
Planning Frameworks
SOSTAC® by PR Smith
Situation Analysis
Objectives Strategy Tactics Actions Control
RACE
Reach
Act
Convert
Engage
By Smart Insights
Introducing The A10 Marketing
Frameworkby Ann Stanley
“The A10 Marketing Framework is a
practical 10-step process that
marketers can use
to analyse, plan, implement and
manage their marketing
communications strategy”
1: Analysis
2: Aims
3: Audience
4: Assets
5: Awareness
6: Acquisition
7: Actions
8: Attention/ Retention
9:Advocacy
10: Assessment
A10
Marketing
Framework
Practical use of the A10 Marketing Framework
Flexibility
• Can be used for online and offline marketing channels and works particularly well for integrated multi-channel and omni-channel campaigns
• The A10 Digital Marketing Framework can be used by companies of all sizes and types
• It will help your business to get the basics right, such as; website usability, trust signal, Analytics and brand consistency
• You can apply the same flexible framework even when digital marketing technology changes
Practical use
• Depending on the size and complexity of your business the A10 Digital Framework (including all the initial Analysis) can take between 5 and 10 days to complete
• This does require that your Analytics is set-up and reporting correctly and that the necessary diagnostic tools are in place to record data and the effectiveness of specific channels
How does it fit into the planning
process?
Business ObjectivesCurrent situation
Business Strategy
Marketing ObjectivesMarketing situation
Marketing Strategy
PromotionPhysical
EvidenceProcesses PeoplePlacePriceProduct
Paid
MediaOwned
Media
Earned
Media
Technical
Media
Offline & Traditional
Online & Digital
Above the line (broadcast)
Below the line (personalised)
Business
Plan
Marketing
Plan
The Marketing Mix
Promotional Mix (POET)
1: Analysis
2: Aims
3: Audience
4: Assets
5: Awareness
6: Acquisition
7: Actions 8: Assessment
9: Attention/ Retention
10: Advocacy
A10 Marketing Framework
1: Analysis
2: Aims
3: Audience
4: Assets
5: Awareness
6: Acquisition
7: Actions
8: Attention/ Retention
9:Advocacy
10: Assessment
Key elements
of the
A10
Marketing
Framework
A1: Analysis:Use our cheat sheet to
audit your digital marketing
A3: AudiencesUnderstanding your
audiences & creating personas
Age, gender and interest data & targetingUse analytics to understand “All visitor”
and actual customers
Target audiences that are “In Market” to buy:
Add LinkedIn pixel to your site to view “Website demographics data”
Examples of the
brands we work with
Create your Personas
“ Don’t worry – we do not
have time to go through
all 10 steps – so, here’s
a few highlights from the
book”
Free site-graders and diagnostics
How can you increase leads & sales?
Increase
traffic
Increase
EngagementIncrease
Conversion Rate
Increase Average
Order Value
Increase
Frequency
Source of traffic by website type
https://www.wolfgangdigital.com/kpi-2019/
Dashboard created in Data Studio
Bonus session:-Top tips for improving
your organicsearch rankings (SEO)
• Speed
• Security
• Mobile
• Insights
Speed is a ranking & usability factor
“Sites that load in five seconds (compared to those that load in 19) see 70% longer average
sessions”
“79% of web shoppers who have trouble with web site
performance say they won’t return to the site to buy again”
Source: https://unbounce.com/page-
speed-report/
Google Page Speed Insights
https://developers.google.com/speed/pagespeed/insights
Chrome audit tool (Lighthouse)
Instructions to find Lighthouse “Audits”:Right click on web page >Click on Inspect >
Look in top menu for Audits (within “More”) Or Press Function F12!
Analytics page timings report
Security
Domain versions and secure site (https)
http:// https://
www http://www.anicca.co.uk https://www.anicca.co.uk
Non-www http://anicca.co.uk https://anicca.co.uk
301 redirects to chosen version
Domain versions examples
Mobile First Indexing
Mobile friendly test
https://search.google.com/test/mobile-friendly
Insights
Using Data Studio to create reports for SEO
✓ Google data studio is a free data visualisation tool from Google
✓ Easily build custom reports and dashboards
✓ Connects to multiple data sources e.g. Analytics, Search Console etc.
✓ Can be used to pull in data from Facebook, Twitter, YouTube AND other custom databases (by using a paid connector such as Supermetrics)
✓ Interactive and sharable with other users
✓ Signup to get access through your Google Account
SEO KPI report
Effectiveness of blogs
Panguin tool – compare your Analytics data with Google updates
https://barracuda.digital/panguin-seo-tool/
Examples of the
brands we work with
Tickets only £54 – with proceeds to a local children’s charity