Possibly the most efficient and practical way to create a digital marketing strategy that won’t take you a month to create and won't be outdated by the time you finish it.
Utilising a process that starts with your objectives, this presentation shared how to quickly do market/competitor research, identify personas, use the data to develop digital marketing strategies and eventually a reportable, KPI driven 3 month roadmap.
This presentation was presented the Digital DIY’ers meetup group in Sydney. Join the free group here: http://bit.ly/1Rb2ylZ
Meetup and presentation proudly sponsored by redpandas.com.au
How to Create a Digital Marketing Strategy in 2016 | Digital DIY'ers Meetup
1. Digital DIY’ers Meetup
How to Create a Digital
Marketing Strategy
Speaker: Moby Siddique
An agile approach 10 years in the making
2. Digital DIY’ers Meetup
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 | moby@redpandas.com.au
3. Two Overarching Uses for FB Advertising
Source: SmartInsights 2015
In 2013, 70% of
respondents answered
No.
4. Without a structured plan,
there is a real danger you
will be subject to
“Shiny Object Syndrome”
5. 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:
6. 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
7. Digital DIY’ers Meetup
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 Google
o It’s not how to get more fans on
Facebook
o It’s not even how to do Content
Marketing
9. Agile Digital Marketing Strategy Framework
Marketing Goals
Situational Analysis Personas
Digital Marketing Objectives
Reach Engage Convert
3, 6, 12 month roadmap
10. Let’s use an example..
Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
11. Step 1. Identify Digital Marketing Goals
Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
Digital Marketing Goals:
o Obtain (100) Converted Leads per month
o Increase Digital Channel sales by 50%
o Expand into the Outdoor Hospitality
events industry
12. 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 External
TOWS matches external opportunities and threats with your internal strengths and weaknesses
14. Step 2a) SWOT Analysis
Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
Strengths
o Only certified trainers
o Trained more drone pilots than
anyone else
o Strong Brand Equity (10yrs)
Weaknesses
Opportunities Threats
SWOT Analysis
Internal
Factors
External
Factors
15. Step 2a) SWOT Analysis
Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
Strengths
o Only certified trainers
o Trained more drone pilots than
anyone else
o Strong Brand Equity (10yrs)
Weaknesses
o Online presence does not reflect
their offline reputation
o Very lean staff numbers
Opportunities Threats
SWOT Analysis
Internal
Factors
External
Factors
16. Step 2a) SWOT Analysis
Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
Strengths
o Only certified trainers
o Trained more drone pilots than
anyone else
o Strong Brand Equity (10yrs)
Weaknesses
o Online presence does not reflect
their offline reputation
o Very lean staff numbers
Opportunities Threats
o Est. 20 entrants to come into market
in (12) months – as of July 2015.
SWOT Analysis
Internal
Factors
External
Factors
17. Step 2a) SWOT Analysis
Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
Strengths
o Only certified trainers
o Trained more drone pilots than
anyone else
o Strong Brand Equity (10yrs)
Weaknesses
o Online presence does not reflect
their offline reputation
o Very lean staff numbers
Opportunities
o Become synonymous with the
product category due to footprint
o Partnering with Manufacturers
o Mobile responsive resource site
Threats
o Est. 20 entrants to come into market
in (12) months – as of July 2015.
SWOT Analysis
Internal
Factors
External
Factors
18. 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
Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
19. Step 2c) Benchmarking: GA Benchmarking
Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
20. Step 2c) Benchmarking: GA Benchmarking
Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
21. Step 2c) Benchmarking: SemRush
Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
22. Step 2c) Benchmarking: SemRush
Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
http://www.semrush.com/au , free trial, $69.95/month
23. Step 2c) Benchmarking: MOAT
Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
http://www.moat.com , decent free version
24. Step 2c) Benchmarking: Find what works for you
Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
Find all these benchmarking tools at: http://bit.ly/1R5a4ip /
25. Marketing Goals Personas Digital Marketing Objectives RoadmapSituational Analysis
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
26. Pilot Patrick
• Skews male
• Age 40 - 65
• $100K + Salary
• Suburban
• Calm demeanor
• Technical
1
2
3
4
• 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
27. • 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
5
6
7
Pilot Patrick
28. • “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
8
9
Pilot Patrick
29. 10
11
• 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
30. Step 3. Create Digital Marketing Objectives
Marketing Goals Situational Analysis Personas Digital Marketing Objectives Roadmap
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 Voice
o SEO activity
o Engagement metrics on GA
(bounce, return, time on site)
o Email Marketing related
efforts
o Social Media
o Marketing Automation & Lead
Nurturing via resources
o Live chat
o Ideal where conversion rate
issues exist
o CRO efforts
o Retargeting / Remarketing
o Lead Nurturing
o Live chat
o Resource downloads
37. Agile Digital Marketing Strategy Framework
Marketing Goals
Situational Analysis Personas
Digital Marketing Objectives
Reach Engage Convert
3, 6, 12 month roadmap
38. 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
Plans help businesses to prioritise, set goals and resource at the right level to hit targets. That’s well known for business and marketing plans. We wondered whether businesses take a planned approach to digital marketing too. Without structured plans, there is a danger you will be subject to “shiny object syndrome”, always chasing your tail, as Jeff Bezos of Amazon has referred to.
It is measurable, makes it easier to be agile and tweak but most importantly, is aligned to the business goals and objectives.
Ok, that’s the definition out of the way, onto our framework.
This is not the only way, I’m not even saying it is the best but if you wanted an approach that is proven to work consider this framework.
Fixed course, $3K
Equally, it’s important to avoid creating a silo of digital resources and practice through digital transformation. So we see a digital plan as a short-term tool to define your digital future and help transform your business until it becomes an integrated part of planning for business as usual. (source managing digital marketing smart insights)
Ok, from here on in I’m going to move pretty quickly as we’ve got a few concepts to cover.
Fixed course, $3K
Sometimes you can’t beat the classics.. The SWOT & TOWS variations are fantastic strategy development tools are they are outward looking and provide focus.
The TOWS Matrix is usually the next step and it matches external O & T with internal S & W. E.g. S in great, engaging social media community, great feedback in the way of Instagram and/twitter posts. T might be cheap influx competitors into the market. ST: leverage off social media and use as creditability cues on key pages e.g. the pricing page. The moment you add social proof to a pricing page, it immediately increases the value perception of your price and brand.
To keep things simple for our beloved Belviour Drone company, I’ve just used a SWOT. I’m not going to spend too much time on this.
Threats: Happens to a lot of our clients, get comfortable in a mature industry, haven’t had to focus on design but with the commodotisation and proliferation of web design.
To keep things simple for our beloved Belviour Drone company, I’ve just used a SWOT. I’m not going to spend too much time on this.
Threats: Happens to a lot of our clients, get comfortable in a mature industry, haven’t had to focus on design but with the commodotisation and proliferation of web design.
To keep things simple for our beloved Belviour Drone company, I’ve just used a SWOT. I’m not going to spend too much time on this.
Threats: Happens to a lot of our clients, get comfortable in a mature industry, haven’t had to focus on design but with the commodotisation and proliferation of web design.
To keep things simple for our beloved Belviour Drone company, I’ve just used a SWOT. I’m not going to spend too much time on this.
Threats: Happens to a lot of our clients, get comfortable in a mature industry, haven’t had to focus on design but with the commodotisation and proliferation of web design.
To keep things simple for our beloved Belviour Drone company, I’ve just used a SWOT. I’m not going to spend too much time on this.
Threats: Happens to a lot of our clients, get comfortable in a mature industry, haven’t had to focus on design but with the commodotisation and proliferation of web design.
Tech will present its own challenges, threats and opportunities.
This is something you keep an ear to the ground on but you may want to formally revisit this every 12 months
Social Crawlytics - you can compare the level of sharing and review the most popular content types for your competitors as a way to learn about their content marketing.
2. what context that problem lives in and factors that affect (or compromise) their decision making
Digital Marketing Goals:
Obtain (30) Converted Leads per month
Increase Digital Channel sales by 50%
Expand into the Outdoor Hospitality events industry
Digital Marketing Goals:
Obtain (30) Converted Leads per month
Increase Digital Channel sales by 50%
Expand into the Outdoor Hospitality events industry
This is not the only way, I’m not even saying it is the best but if you wanted an approach that is proven to work consider this framework.