This document outlines the key components of developing an effective digital marketing strategy: 1) Identifying the target audience and creating personas to represent them. This helps narrow the focus to those most likely to engage. 2) Setting objectives that are aligned with business goals such as increasing understanding or reducing inquiries. 3) Developing a strategy for how digital tactics can help achieve the objectives and support the overall business. 4) Considering which technologies and platforms the target audience regularly uses to determine where engagement will be most effective.

1. P.O.S.T
Kevin Hayes, Digital Media Strategist, Communicatto

2. © 2014 communicatto, a social media agency
Digital marketing
Demand generation
People looking for you
• Paid advertising
• Search engine optimization
• Conversion rate optimization
• Social media
• Content marketing
• Email marketing
Top of mind
Awareness

3. © 2014 communicatto, a social media agency
Digital marketing
Strategy
The theory
• Objectives
• Alignment with corporate strategy
• Long term goals
• Whose job
• Social platforms
• Tweeting/Facebook
The execution
Tactics
The difference between strategy and tactics: strategy is done above the
shoulders, tactics are done below the shoulders
- Jeremiah Owyang

4. © 2014 communicatto, a social media agency
P.O.S.T

5. © 2014 communicatto, a social media agency
People
Who are you going after?

6. © 2014 communicatto, a social media agency
People
Who are you going after?
• Slice up your audience into segments: Age, geography, opinion, psychographics
• Organizing who can help:
• Client acquisition – revenue creation
• Client retention – revenue preservation
• Mainstream media – PR play
• Industry experts – Referrals/PR Play
• By narrowing your vision of who you are going to target, you will naturally
leave out some people…and that is ok.

7. © 2014 communicatto, a social media agency
People
Persona building
Name:
Age:
Marital Status:
Schooling:
Comfort with technology:
Income:
Concerns in life:
Concerns in career:
Hobbies:
Hot buttons:
Key Messages:
Why you care about this person:
Peter Goodheart
57
Married
U of A, PhD
3.5/5
$175,000/year
Kids in college, practice, retirement
Building practice
Golf, government, investing
Politics, community association, costs
Your investment is safe. Invs 101
They consume many company
resources

8. © 2014 communicatto, a social media agency
Objectives
What are your goals?
• 10% increase in investor understanding
• Decrease inbound inquires by 15%
• Get investors self serve information

9. © 2014 communicatto, a social media agency
Strategy

10. © 2014 communicatto, a social media agency
Strategy
How will this help your business?
• Help send his to kids to school
• Give him more time at the golf course
• Make him a savvy investor

11. © 2014 communicatto, a social media agency
Technology
What will your audience respond to

12. © 2014 communicatto, a social media agency
Technology
What will your audience respond to

13. © 2014 communicatto, a social media agency
Technology
What will your audience respond to

14. © 2014 communicatto, a social media agency
Wrap up
• People
• Objectives
• Strategy
• Technology

15. © 2014 communicatto, a social media agency
Wrap up
Share the love!
@kevinhayesca | @communicatto

16. Questions?
Kevin Hayes
Digital Media Strategist
kevin@communicatto.com
403 215 7504 x 104
@kevinhayesca