TADA CDDC8 Developing a Digital Marketing Strategy

@ChristiJOlson #CDDC8 iSEMConsulting.com
Developing your Digital Strategy
creating a roadmap for digital success

Christi J. Olson
• Founder iSEM Consulting
• 10+ years marketing management
• Seasoned digital marketing leader
Professional Experience with:

STRENGTHENING YOUR
MARKETING SKILLS & STRATEGY:
 Questions you need to ask to
develop your strategy
 How to define your DIGITIAL
strategy
 How marketing channels fit
into your Digital strategy

QUESTIONS YOU SHOULD ASK TO DEVELOP YOUR
MARKETING STRATEGY
 Outline your goals and objectives
 Detail specific activities [and their target audience]
 Specify how you’re going to measure success
 Be flexible and agile
 Coordinate available resources

A short story about
strategy…

Concepts behind
building a strategy
aren’t limited to digital

ROLE EXPECTATIONS
 Responsible for Brand Representation in
Sales Territory
Ensure promo materials are properly displayed
Verify retailers are passing through discounts
Allocate B1G1F / BOGO offers to incentive sales
 Bi-Monthly Contracts for Incentives/Offers
Get 90% buy-in on incentives
A little background

My Sales Territory:
15 miles N/S
8 miles E/W

What I saw when I
logged into my sales
system
ID # Name Address
1 Shoreland Cigarland 16404 36th Ave W, Lynnwood, WA 98037
2 Top Tobacco 6224 Sand Point Way NE, Seattle, WA 98115
3 Dan's Smoke Shop 1513 NE 145th St, Seattle, WA 98155
4 Finest Small Cigar Shop 1011 Puget Dr, Edmonds, WA 98020
5 Piece of Mind 1 7504 Aurora Ave N, Seattle, WA 98103
6 Fremont Cigar 10023 NE 183rd St, Bothell, WA 98011
7 Best Cigar Shop 600 N 34th St, Seattle, WA 98103
8 SavOnTobacco 19105 WA-99, Lynnwood, WA 98036
9 University Smoke Shop 1013 NE 45th St, Seattle, WA 98105
10 HWY 99 Cigarland 1175 N 205th S STE #100, Shoreline, WA 98133
11 Arco 1715 228th St SE #102, Bothell, WA 98021
12 Bill Waters Spirit Service Station 8003 Seaview Ave NW, Seattle, WA 98117
13 Safeway #125 4957 NE 193rd St, Lake Forest Park, WA 98155
14 Salmon's Service Center 401 NE Northgate Way #1106, Seattle, WA 98125
15 Tobacco Street 14333 Aurora Ave N, Seattle, WA 98133
16 Quality Food Center #2 2746 NE 45th St, Seattle, WA 98105
17 Piece of Mind 4 13001 Lake City Way NE, Seattle, WA 98125
18 76 Gas Station 18110 Alderwood Mall Pkwy, Lynnwood, WA 98037
19 Costco Whole Sale Biz Center 1175 N 205th S, Shoreline, WA 98133
20 M&C Mini Mart 1437 NW Richmond Beach Rd, Shoreline, WA 98177

135 retail locations
115 stores 1x/month
20 stores 2x/month
Costco = Weekly

A lesson in keeping your
sanity while driving from
one side of town to the
other in stop & go traffic

Setting a strategy to
tackle the tasks and
meet goals.

Developing my strategy
 What is the objective?
 What specific activities can I do?
 How will success be measured?
 What resources do I have?

Overview of marketing channels

A QUICK REVIEW OF MARKETING FUNNEL
Interest & Consideration
Awareness
Evaluation
Conversion
Loyalty
&
Repeat

PAID & ORGANIC SEARCH
Paid Search
Main Line
Search Results
Right Rail
Search Results
OrganicSearch

PAID SOCIAL

DISPLAY (GDN + PROGRAMMATIC)

EMAIL

Developing your Strategy
What questions you should be asking

PLAY “THE GAME” DON’T JUST STAND ON THE SIDELINES

MARKETING LANDSCAPE IN 2015: bit.ly/2015-ML

DIGITAL CAPABILITIES SPECTRUM
Laggard Developing Competent Above-Average Market Leading
Initial Managed Defined Quantified Optimized
Strategic Approach
Performance
Improvement Process
Management Buy-In
Resourcing and
Structure
Data & Infrastructure
Integrated Customer
Communications
Integrated Digital
Experience
No strategy Prioritized activities
Defined vision and
strategy
Business aligned
strategy & roadmap
Agile strategic
approach
No KPIs Traffic-based KPIs Quality-based KPIs
(last-click attribution)
Value-based KPIs
(weighted attribution)
Lifetime Value KPIs
Limited
No specific
resources
No to limited
data
Not integrated
Website not
integrated
Minimal channel
specific support
Outsourced or
limited resources
Separate data, tools
and IT services
Core push activities
synced
Desktop + Mobile
optimized websites
Sponsorship Active Champion Integrated into all
aspects of digital
Dedicated Resources Centralized &
Experienced Resources
Balanced Team w/
specific marketing skills
Partially integrated
data and systems
Integrated systems
and 360° view of data
Flexible approach to
optimize data & systems
Responsive website,
partial personalization
Integrated inbound
marketing
Integrated & Personalized
Paid-Owned media
Integrated & Personalized
Site + Social
Media mix optimized for
LTV & ROI/ROAS
Fully personalized
experience across channels

DIGITAL CAPABILITIES SPECTRUM
Laggard Developing Competent
Initial Managed Defined
Strategic Approach
Performance
Improvement Process
Management Buy-In
Resourcing and Structure
Data & Infrastructure
Integrated Customer
Communications
Integrated
Digital Experience
No strategy Prioritized activities Defined vision and strategy
No KPIs Traffic-based KPIs Quality-based KPIs
(w/attribution model)
Limited
No specific
resources
No to limited
data
Not integrated
Website not
integrated
Minimal channel specific
support
Outsourced or limited
skill resources
Separate data, tools and
IT services
Core push activities
synced
Desktop + Mobile
optimized websites
Sponsorship
Dedicated and skilled
resources
Partially integrated data and
systems
Responsive website, partial
personalization
Integrated inbound
marketing

Ideas &
Concepts
Written Down
Structured
STRATEGY REFLECTS THE PRIORITIES, VALUES, AND VISION
FOR YOUR ORGANIZATION

HOW DOES DIGITAL FIT INTO YOUR OVERALL STRATEGY?

Q1: HOW DO YOUR DIGITAL GOALS TIE TO YOUR BUSINESS
GOALS?
Foot Traffic & Sales Site Traffic

DON’T CREATE IMPOSSIBLE AND UNMEASURABLE GOALS.
KEEP THEM S.M.A.R.T.

IDENTIFY YOUR KEY PERFORMANCE INDICATORS (KPIs)
Impressions
Clicks
Likes
View-Throughs
PageViews
Time on Site
Visiting specific content
Social Media Engagement
Leads (Contact Info)
Sales
Sign-up / Registration
StrongWeak

Q2: WHO IS THE TARGET AUDIENCE/MARKET?

Q2: WHO IS THE TARGET AUDIENCE/MARKET?
Develop 2-3 Personas and their characteristics:
 Age
 Occupation
 Income Ranges
 Interests / Hobbies
 What is important to them (now)

Q3: WHO INTERNALLY WILL BE RESPONSIBLE FOR DIGITAL?
Marketing
Manager
Marketing
Manager
Demand
Gen
Social Retention
IT / Site
Manager

Q4: DO YOU HAVE THE ABILITY TO MEASURE DIGITAL
PERFORMANCE, OR DO YOU NEED ADDITIONAL TECHNOLOGY?

Q5: DO YOU HAVE A BRAND IDENTITY?
Follow @JennDunstan ‘s advice and develop your brand identity and framework!
http://bit.ly/JD-CDDC8

Q6: HOW MUCH BUDGET CAN YOU ALLOCATE TO DIGITAL?

DON’T KILL YOUR UPPER FUNNEL/AWARENESS TACTICS

Q7: WHAT IS COMING THAT MIGHT IMPACT MARKETING?
Create an Event/ Promotion Calendar for 3-6 months out
SU MO T W TR FR SA
FW17
FW18 Friends &
Family
Friends &
Family
Friends &
Family
FW19 Friends &
Family
Friends &
Family
FW20 Standard
Shipping
Cut-Off
2 Day
Shipping
Cut-Off
Thanksgivi
ng
Black Friday Black Friday
Sale Cont’
FW21 Black Friday
Sale Cont’
Cyber
Monday
Cyber
Monday
Cont’
FW22
FW23
FW24 Free Ship
Day
Standard
Shipping
Cut-Off
Extended Std
Shipping
Cut-Off
2 Day
Shipping
Cut-Off
FW25 Overnight
Shipping
Cut-Off
Christmas
FW26

RECAP: PREPARE FOR STRATEGY
 Align goals to overall business goals
 Make your goals SMART
 Ensure that you have the ability & technology in place
 Know your audience. Each channel can have a different
or unique audience!
 Know your Personal Brand
 Ensure you have budget to support marketing efforts
 Know and share what is coming!

Developing Digital Strategy
Thinking through digital channels

CREATE A ROADMAP AS YOUR STRATEGY
 S.M.A.R.T. targets and goals, all up & by channel
 Decide where to focus [across channels]
 Prioritize channels for initiatives and projects
 Be agile [the digital space changes quickly]
 Coordinate resources
 Know how to speak about your brand

HOW DOES DIGITAL FIT INTO YOUR CURENT MIX?
TV
RADIO
PRINT
SIGNAGE
OUT-OF-HOME
DIRECT MAIL
DISPLAY
SEARCH
SOCIAL
EMAIL
Above
TheLine
Below
TheLine
Awareness &
Mass Media
Hard to Measure
Targeted
Interest & Intent
Measurable

THERE IS VALUE IN ABOVE THE LINE & AWARENESS THAT
YOU WON’T SEE IN YOUR ANALYTICS & METRICS

EXPOSURE/
AWARENESS
EVALUATE
CONVERT
RESEARCH
EMAIL - REMARKETING
SITE OPTIMIZATION
SEM, SEO, DISPLAY, SOCIAL
LOYALTY/RE-ENGAGE
SOCIAL,EMAIL,REMARKETING
SEM, SEO
CONTENT/DISPLAY
ABOVE THE LINE | DISPLAY
CONTENT PUBLISHERS/BLOGS

DON’T TRY TO DO ALL OF THE DIGITAL THINGS…

CORE DIGITAL CHANNELS
SEO
Local
SEM
Social
Remarketing
Email
Site Fundamentals
Claim & Own listings: N.A.P
Acquisition Based
Own your brand conversation
Re-engage consumers
Targeted Communications

CORE DIGITAL CHANNELS
SEO
Local
SEM
Social
Remarketing
Email
Traffic, Engagement
Traffic, # of Actions
Traffic, Conversions
Likes, Brand Sentiment, Conversations
Conversions, Engagement
Conversions, Engagement

BUILDING A PLAN AMONGST THE CHANNELS
PRIORITY AUDIENCE KPIS
GOALS/
TARGETS RESOURCES % BUDGET
SEO
LOCAL
SEM
SOCIAL
REMARKETING
EMAIL

Developing Channel Specific Strategy
Diving Deep

TO THE MANAGERS:
 Manage management goals and
expectations
 Empower & enable your marketing team
 Help with resourcing & budgeting
 Create an “Event” or Content calendar
 Remove roadblocks

TO THE MARKETERS:
 Be the digital EXPERT
 Analyze data to provide insights for GOALS and
KPIS
 Assist with strategy development & execution
 ASK for help
 To KNOW events /promotions calendar
 Bring forward ideas and potential solutions
 Identify issues / road blocks

Management
&
Communication
Define
Goals &
KPIs
Research
Develop
Campaigns
Targeting &
Segmentation
Test &
Learn
Bid
Management
&
Optimization
Monitoring,
Analysis &
Reporting

BUILDING YOUR CHANNEL SPECIFIC ROADMAP
Where I
want to be
Performance Evaluation
Audit & Opportunities Analysis
Prioritized Roadmap w/ Opportunities & Events
Regular Check-ins & Recalibrations

STEP 1: IDENTIFY YOUR GOALS AND KPIs
 Goals:



 KPIs:




STEP 2: RESEARCH – DEFINE YOUR AUDIENCE
 Who is your target audience? Does it vary for different Makes/Models?
 Age
 Occupation
 Income Ranges
 Interests / Hobbies
 What is important to them (now)

STEP 2: RESEARCH - COMPETITION
 Who are your competitors? (Top 3-5 Competitors)



 What is their value proposition?
 How do they speak about their Brand?
 What are the factors of differentiation between you and them?

STEP 3: PERFORMANCE AUDIT
 12-24 Months performance data
 Channel Metrics + Core KPIs
 Create trend data for: MoM, YoY, QoQ
 What are the trends?
 Does seasonality impact your business?
 How does performance stack against your goals?

STEP 4: ACCOUNT AUDIT
 Opportunity Analysis: Identify areas for improvement
 In-depth audit of your current channel
 Actual execution vs best practices
 New features and betas

STEP 4: 150+ Point PPC AUDIT
• Account set-up & settings
• SE Linked accounts audit
 My Business / Local
 Merchant Center
 Google Analytics
 WebmasterTools
• Conversion tracking audit
• Goals & Events review
• Remarketing Audiences
• Shopping set-up
• Dynamic Search set-up
• Campaign settings & targeting
• Network settings & targeting
• Display settings & targeting
• Day Parting analysis
• GeoTargeting analysis
• Bid-modifier analysis
• DeviceTargeting analysis
• Ad delivery & rotation settings
• Ad extension audit
• Landing Page audit/analysis
• Campaign architecture
• Quality Score analysis
• Impression share analysis
• Keyword audit
• Negative keyword audit
• Match type audit
• Ad copy audit
• Display / Destination URL audit
• Missed Opportunity audit
• Performance audit

STEP 4: 150+ Point PPC AUDIT

STEP 5: Prioritize the Opportunities
 Prioritize opportunities based on:
 Business objectives
 Revenue / growth potential
 Channel Impact
 Events, Promotions, and content launches
 Required updates to continue advertising

STEP 5: Examples of Prioritized lists
10:08 AM

STEP 6: CREATE YOUR STRATEGIC ROAD MAP
October
• FixTracking Issues
• Remarketing Code
• Fix & Update Campaign
Settings
• Negative KWD
• Start Account Re-
architecture
• Update Bid Strategy
November
• MobileTargeting &
Expansions
• Create Remarketing
Audiences
• Break Apart Search &
Display Campaigns
• Add Ad Extensions:
• Location
• Extended Sitelinks
• Mobile Sitelinks
December
• Landing Page Updates
• Geo-Targeting Settings
• Day Parting Settings
• Add Site Exclusions
• Ad CopyTesting Plan

STEP 7: REVIEW AND RECALIBRATE
September October November December January
Develop Road Map
Check-in On Progress
Recalibrate Plan if needed
Extend for next 3 months

FINAL TAKE-AWAYS
It doesn’t have to be perfect
If you don’t build a roadmap
now you won’t know if you
got to where you wanted to
go.

THANK YOU!
QUESTIONS?
christi.olson@hotmail.com
info@isemconsulting.com

TADA CDDC8 Developing a Digital Marketing Strategy

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