Defining and Implementing Strategic Planning and Thinking for Marketers, Agencies, and Business Owners What: See if this scenario sounds familiar: A fresh new marketing plan has been crafted by a crack team of digital specialists, all set to maximize your growth and ROI for the coming year, except, the lift isn’t there. Campaign reports look strong, but the bottom line isn’t moving. If this sounds at all familiar, your digital strategy may be broken, or just plain missing. In a rapidly evolving digital marketing landscape, the work we do to achieve our marketing goals needs to be better defined and understood among all of our stakeholders, vendors, and partners and the business goals that define our success, or failure. Join us for the upcoming webinar where Anvil’s Stephen Hammill explores the role of digital strategy in defining goals and marketing tactics matched to the right technologies. Stephen will also be addressing the common misconception that digital strategy and marketing strategy are the same — this is not just incorrect, but works against what a holistic digital strategy is all about! Who: A New York City native, Stephen moved to Portland in 2012 to work in data marketing and teamed with some fantastic agencies and brands, including Nike, Taco Bell, and Yamaha in the quest to better utilize data science to tell stories, from merging data, to cleaning to platforms, and most importantly to strategizing insights into actionable strategic business growth. He’s a recovering rock n roll musician, and active karaoke addict. A big fan of the Timbers and Thorns, he loves to play soccer around town with friends of all skill levels, and drive his scooter when the weather allows. He now lives in Lake Oswego with his wife Monnie, in a mixed household (three cats and a pug).

1. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
DIGITAL STRATEGYDONERIGHT
Defining and Implementing Strategic Planning and Thinking
for Marketers, Agencies, and Business Owners
June 27, 2018 Webinar
Presented by:
Stephen Hammill, Director of Insight
stephen@anvilmedia.com
www.anvilmedia.com

2. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
ABOUT ME
linkedin.com/in/stephensolo/
@stephensolo
stephen@anvilmedia.com
503.724.5524

3. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
ABOUT ME
 +12 years in Digital Marketing, with a focus
on measureable strategy
linkedin.com/in/stephensolo/
@stephensolo
stephen@anvilmedia.com
503.724.5524

4. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
ABOUT ME
 +12 years in Digital Marketing, with a focus
on measureable strategy
 Created data-driven strategies for brands
including Nike, Intel, Taco Bell, and Yamaha
linkedin.com/in/stephensolo/
@stephensolo
stephen@anvilmedia.com
503.724.5524

5. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
ABOUT ME
 +12 years in Digital Marketing, with a focus
on measureable strategy
 Created data-driven strategies for brands
including Nike, Intel, Taco Bell, and Yamaha
 Google certified and trained
linkedin.com/in/stephensolo/
@stephensolo
stephen@anvilmedia.com
503.724.5524

6. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
ABOUT ME
 +12 years in Digital Marketing, with a focus
on measureable strategy
 Created data-driven strategies for brands
including Nike, Intel, Taco Bell, and Yamaha
 Google certified and trained
 IBM Partner reseller for automated
marketing solutions
linkedin.com/in/stephensolo/
@stephensolo
stephen@anvilmedia.com
503.724.5524

7. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
ABOUT ME
 +12 years in Digital Marketing, with a focus
on measureable strategy
 Created data-driven strategies for brands
including Nike, Intel, Taco Bell, and Yamaha
 Google certified and trained
 IBM Partner reseller for automated
marketing solutions
 Focus on search and email marketing
linkedin.com/in/stephensolo/
@stephensolo
stephen@anvilmedia.com
503.724.5524

8. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
ABOUT ME
 +12 years in Digital Marketing, with a focus
on measureable strategy
 Created data-driven strategies for brands
including Nike, Intel, Taco Bell, and Yamaha
 Google certified and trained
 IBM Partner reseller for automated
marketing solutions
 Focus on search and email marketing
 Although I do marketing, I’m not a
technically a marketer… but I do help them
linkedin.com/in/stephensolo/
@stephensolo
stephen@anvilmedia.com
503.724.5524

9. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
ABOUT ME
 +12 years in Digital Marketing, with a focus
on measureable strategy
 Created data-driven strategies for brands
including Nike, Intel, Taco Bell, and Yamaha
 Google certified and trained
 IBM Partner reseller for automated
marketing solutions
 Focus on search and email marketing
 Although I do marketing, I’m not a
technically a marketer… but I do help them
(I’ll explain later …)
linkedin.com/in/stephensolo/
@stephensolo
stephen@anvilmedia.com
503.724.5524

10. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Auditing your Social Presence
WHATWE’LLCOVERTODAY
 DEFINING DIGITAL STRATEGY
 PUTTING IT INTO ACTION
 STRATEGY GUIDED BY MISSION
 TAKEAWAYS | DISCUSSION

11. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.11
A fresh new marketing plan has been crafted by a crack team of
digital specialists, all set to maximize your growth and ROI for the
coming year, except, the lift isn’t there. Campaign reports look
strong, but the bottom line isn’t moving.
If this sounds at all familiar, your digital strategy may be broken,
or just plain missing.

12. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
OK Then…
What is Digital Strategy?
12

13. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.13
In a rapidly evolving digital marketing landscape, the work we do
to achieve our marketing goals needs to be better defined and
understood among all of our stakeholders, vendors, and partners
and the business goals that define our success, or failure.

14. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.14
“The role of strategy is to understand the given problem and all
the circumstances so that a goal can be defined (client briefs too
often fail in that aspect).”
source: https://www.quora.com/Whats-the-role-of-a-digital-strategist

15. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.15
“…then they create and oversee the execution of a plan through
specific initiatives to meet the objectives of the strategy.”
source: https://www.quora.com/Whats-the-role-of-a-digital-strategist
“The role of strategy is to understand the given problem and all
the circumstances so that a goal can be defined (client briefs too
often fail in that aspect).”

16. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.16
“A common misconception is that digital strategy is an aspect
within a marketing strategy, specific to online or digital media
initiatives. This is not only incorrect, but works against what a
holistic digital strategy is for: creating cohesive business plans
that utilize today's digital assets.”
source: https://www.quora.com/Whats-the-role-of-a-digital-strategist
“The role of strategy is to understand the given problem and all
the circumstances so that a goal can be defined (client briefs too
often fail in that aspect).”
“…then they create and oversee the execution of a plan through
specific initiatives to meet the objectives of the strategy.”

17. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.17
“Then they create and oversee the execution of a plan through
specific initiatives to meet the objectives of the strategy.”
“A common misconception is that digital strategy is an aspect
within a marketing strategy, specific to online or digital media
initiatives. This is not only incorrect, but works against what a
holistic digital strategy is for: creating cohesive business plans
that utilize today's digital assets.”
source: https://www.quora.com/Whats-the-role-of-a-digital-strategist
?
“The role of strategy is to understand the given problem and all
the circumstances so that a goal can be defined (client briefs too
often fail in that aspect).”

18. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
What is Digital Strategy?
18
Yeah, What Is Marketing Strategy?Wait, those those are different things?

19. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.19
Digital strategy vs. digital marketing:
“Digital strategy focuses on the transformation of the core
business while digital marketing focuses on the marketing
elements of the overall strategy. In our experience, most
organizations synonymously refer to their digital marketing as
their digital strategy. This is a common mistake.”
source: http://www.digitalstrategyservice.com/difference-between-digital-strategy-digital-marketing

20. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.20
“Digital strategy is essentially defining and implementing a
marketing plan for the business through tools and tactics like
SEO, Social Media, PR, SEM, Content Marketing … to enable visits
and conversions, and to engage customers.”
source: http://www.digitalstrategyservice.com/difference-between-digital-strategy-digital-marketing
Digital strategy vs. digital marketing:
“Digital strategy focuses on the transformation of the core
business while digital marketing focuses on the marketing
elements of the overall strategy. In our experience, most
organizations synonymously refer to their digital marketing as
their digital strategy. This is a common mistake.”

21. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Strategy Webinar
Defining and implementing our strategic planning and thinking
21
It’s often the case that our marketing
plans don’t have a good working
digital strategy, meaning marketing
recommendations don’t get properly
implemented…

22. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Strategy Webinar
Defining and implementing our strategic planning and thinking
22
So, if we’re doing the MARKETING STRATEGY,
but no one’s doing the DIGITAL STRATEGY,
maybe we should re-think this distinction,
and refine our approach

23. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
What is Digital Strategy?
23
OK … how do we do that?

24. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.24
Think about some of the things you, your team, or your company does under the
digital marketing umbrella  the things we allocate budgets and hours for …

25. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.25
 Stakeholder interviews
 Surveys + focus groups
 Personas
 Competitor research
 Analytics
 Content audits and plans
 Defining KPIs
 Paid Media
 SEO
 Social Media
 Email
 Measurement + reporting plans
 Conversion funnel + optimization
Think about some of the things you, your team, or your company does under the
digital marketing umbrella  the things we allocate budgets and hours for …

26. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.26
 Stakeholder interviews
 Surveys + focus groups
 Personas
 Competitor research
 Analytics
 Content audits and plans
 Defining KPIs
 Paid Media
 SEO
 Social Media
 Email
 Measurement + reporting plans
 Conversion funnel + optimization
Think about some of the things you, your team, or your company does under the
digital marketing umbrella  the things we allocate budgets and hours for …
Internal Marketing
Team
Business Owners
External Partners

27. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.27
 Financial analysis
 Revenue and customer Forecasting
 Business plans
 SWOT analysis
 Lead accounts
 Customer lifecycle
 Multi-channel or omni-channel
strategy
 Customer data analysis
 CRM
 Technical assessments
 Tech architecture, gap analysis,
platform migration
 Organizational assessments
Think about some of the things you, your team, or your company does under the
digital marketing umbrella  the things we allocate budgets and hours for …
Internal Marketing
Team
Business Owners
External Partners

28. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.28
 Stakeholder interviews
 Surveys + focus groups
 Personas
 Competitor research
 Analytics
 Content audits and plans
 Defining KPIs
 Paid Media
 SEO
 Social Media
 Email
 Measurement + reporting plans
 Conversion funnel + optimization
Seeing them all in one place, we can think about Goals 
 Financial analysis
 Revenue and customer Forecasting
 Business plans
 SWOT analysis
 Lead accounts
 Customer lifecycle
 Multi-channel or omni-channel
strategy
 Customer data analysis
 CRM
 Technical assessments
 Tech architecture, gap analysis,
platform migration
 Organizational assessments

29. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.29
 Stakeholder interviews
 Surveys + focus groups
 Personas
 Competitor research
 Analytics
 Content audits and plans
 Defining KPIs
 Paid Media
 SEO
 Social Media
 Email
 Measurement + reporting plans
 Conversion funnel + optimization
 Financial analysis
 Revenue and Customer Forecasting
 Business plans
 SWOT analysis
 Lead Accounts
 Customer lifecycle
 Multi-channel or omni-channel
strategy
 Customer data analysis
 CRM
 Technical assessments
 Tech architecture, gap analysis,
platform migration
 Organizational assessments
Seeing them all in one place, we can think about Goals 
More Organic Traffic!
Keyword Rankings!

30. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.30
 Stakeholder interviews
 Surveys + focus groups
 Personas
 Competitor research
 Analytics
 Content audits and plans
 Defining KPIs
 Paid Media
 SEO
 Social Media
 Email
 Measurement + reporting plans
 Conversion funnel + optimization
 Financial analysis
 Revenue and Customer Forecasting
 Business plans
 SWOT analysis
 Lead Accounts
 Customer lifecycle
 Multi-channel or omni-channel
strategy
 Customer data analysis
 CRM
 Technical assessments
 Tech architecture, gap analysis,
platform migration
 Organizational assessments
Seeing them all in one place, we can think about Goals 
More Organic Traffic!
Keyword Rankings!

31. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.31
 Stakeholder interviews
 Surveys + focus groups
 Personas
 Competitor research
 Analytics
 Content audits and plans
 Defining KPIs
 Paid Media
 SEO
 Social Media
 Email
 Measurement + reporting plans
 Conversion funnel + optimization
Think about some of the things you, your team, or your company does under the
digital marketing umbrella  the things we allocate budgets and hours for …
 Financial analysis
 Revenue and Customer Forecasting
 Business plans
 SWOT analysis
 Lead Accounts
 Multi-channel or omni-channel
strategy
 Customer data analysis
 CRM
 Technical assessments
 Tech architecture, gap analysis,
platform migration
 Customer lifecycle
Organic user value!
Funnel location!
Assisted conversions!
Website improvements!
ROI!
More Organic Traffic!
Keyword Rankings!

32. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Strategy Webinar
Defining and implementing our strategic planning and thinking
32
CampaignsBusiness Plan
External
Internal

33. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Strategy Webinar
Defining and implementing our strategic planning and thinking
33
Campaigns
[Social Media Plan]
[Search Plan]
[Website Audit]
Business Plan
External
Internal

34. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Strategy Webinar
Defining and implementing our strategic planning and thinking
34
Campaigns
[Social Media Plan]
[Org. Assessment]
[Financial Modeling]
[Search Plan]
[Website Audit]
Business Plan
External
Internal

35. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Strategy Webinar
Defining and implementing our strategic planning and thinking
35
Campaigns
[Social Media Plan]
[Customer Journeys]
[Org. Assessment] [Platform Audit]
[Financial Modeling]
[Dashboards]
[KPIs] [Search Plan]
[Website Audit]
Business Plan
External
Internal

36. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Strategy Webinar
Defining and implementing our strategic planning and thinking
36
Campaigns
Digital Strategy
[Social Media Plan]
[Customer Journeys]
[Org. Assessment] [Platform Audit]
[Financial Modeling]
[Dashboards]
[KPIs] [Search Plan]
[Website Audit]
Business Plan
External
Internal
Marketing Strategy

37. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.37
A hybrid strategy approach:
Strategy Webinar
Defining and implementing our strategic planning and thinking

38. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.38
 the application of new technologies to existing business activities
A hybrid strategy approach:
Strategy Webinar
Defining and implementing our strategic planning and thinking

39. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.39
 the application of new technologies to existing business activities
 related to business strategy, which almost always precedes it
A hybrid strategy approach:
Strategy Webinar
Defining and implementing our strategic planning and thinking

40. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.40
 the application of new technologies to existing business activities
 related to business strategy, which almost always precedes it
 a process of specifying an organization's vision, goals, opportunities, even
mission
A hybrid digital strategy approach:
Strategy Webinar
Defining and implementing our strategic planning and thinking

41. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Strategy Webinar
Defining and implementing our strategic planning and thinking
41
It can be high level and more
enterprise focused
 customer intelligence
 new products and market research
 sales and service optimization
 tech platform architectures and
processes
 innovation for its own sake

42. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Strategy Webinar
Defining and implementing our strategic planning and thinking
42
It can be tactical and user-focused
 search optimization
 ads
 websites
 mobile optimization
 ecommerce

43. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.43
Where do you fit in?

44. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.44
Where do you fit in?
Some teams have people with the
strategy their title; some don’t
Some have entire strategy
departments; most don’t

45. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Either way, you’re being asked to wear a lot of hats
Strategy Webinar
Defining and implementing our strategic planning and thinking
45
Accounts /
Leads
Project
Management
Strategy Analysis Biz Growth

46. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.46
The real challenge isn’t the workload
(although, that’s a big challenge), but finding
the right balance among these roles
Accounts /
Leads
Project
Management
Strategy Analysis Biz Growth
Strategy Webinar
Defining and implementing our strategic planning and thinking

47. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Strategy Webinar
Defining and implementing our strategic planning and thinking
47
Accounts / Leads
Project
Management
Strategy Analysis
Biz
Growth
The real challenge isn’t the workload
(although, that’s a big challenge), but finding
the right balance among these roles

48. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Strategy Webinar
Defining and implementing our strategic planning and thinking
48
Accounts /
Leads Project
Management
Strategy
Analysis
Biz Growth
The real challenge isn’t the workload
(although, that’s a big challenge), but finding
the right balance among these roles

49. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.
Strategy Webinar
Defining and implementing our strategic planning and thinking
49
Accounts /
Leads Project
Management
Analysis
Biz Growth
The real challenge isn’t the workload
(although, that’s a big challenge), but finding
the right balance among these roles

50. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.50
Let’s put this into action

51. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.51
EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL
MARKETING EFFORTS

52. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.52
EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL
MARKETING EFFORTS
1) Align with all key stakeholders on what true lift would mean this year/next

53. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.53
EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL
MARKETING EFFORTS
1) Align with all key stakeholders on what true lift would mean this year/next
2) Revisit your marketing landscape for the next 12-18 months and determine
what needs to happen first to start showing lift (no skipping painful steps)

54. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.54
EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL
MARKETING EFFORTS
1) Align with all key stakeholders on what true lift would mean this year/next
2) Revisit your marketing landscape for the next 12-18 months and determine
what needs to happen first to start showing lift (no skipping painful steps)
3) List all potential internal challenges that might prevent the work from
succeeding further down the road

55. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.55
EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL
MARKETING EFFORTS
1) Align with all key stakeholders on what true lift would mean this year/next
2) Revisit your marketing landscape for the next 12-18 months and determine
what needs to happen first to start showing lift (no skipping painful steps)
3) List all potential internal challenges that might prevent the work from
succeeding further down the road
4) Use the right KPIs, avoid the wrong ones, and understand how they
influence the true lift goals

56. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.56
EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL
MARKETING EFFORTS
1) Align with all key stakeholders on what true lift would mean this year/next
2) Revisit your marketing landscape for the next 12-18 months and determine
what needs to happen first to start showing lift (no skipping painful steps)
3) List all potential internal challenges that might prevent the work from
succeeding further down the road
4) Use the right KPIs, avoid the wrong ones, and understand how they
influence the true lift goals
5) Understand the company’s true mission, and align the digital strategy with
it

57. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.57
EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL
MARKETING EFFORTS
1) Align with all key stakeholders on what true lift would mean this year/next
2) Revisit your marketing landscape for the next 12-18 months and determine
what needs to happen first to start showing lift (no skipping painful steps)
3) List all potential internal challenges that might prevent the work from
succeeding further down the road
4) Use the right KPIs, avoid the wrong ones, and understand how they
influence the true lift goals
5) Understand the company’s true mission, and align the digital strategy with
it
6) Learn, and teach, the language of digital strategy for your org

58. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.58
EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL
MARKETING EFFORTS
1) Align with all key stakeholders on what true lift would mean this year/next
2) Revisit your marketing landscape for the next 12-18 months and determine
what needs to happen first to start showing lift (no skipping painful steps)
3) List all potential internal challenges that might prevent the work from
succeeding further down the road
4) Use the right KPIs, avoid the wrong ones, and understand how they
influence the true lift goals
5) Understand the company’s true mission, and align the digital strategy with
it
6) Learn, and teach, the language of digital strategy for your org

59. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.59
RE-FRAMING THE NARRATIVE
Effective digital strategy means we help teach
stakeholders and direct reports what to ask for

60. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.60
“We want to grow our customer base
for a repeat purchasers.”
“We want to get 1,000 new Instagram
users this cycle.”
RE-FRAMING THE NARRATIVE
Effective digital strategy means we help teach
stakeholders and direct reports what to ask for

61. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.61
“We want to grow our customer base
for a repeat purchasers.”
“We want to get 1,000 new Instagram
users this cycle.”
RE-FRAMING THE NARRATIVE
Effective digital strategy means we help teach
stakeholders and direct reports what to ask for
(Marketing Plan Speak)
(Digital Strategy Speak)

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RE-FRAMING THE NARRATIVE
Effective digital strategy means reframing goals into
more holistic asks

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“We want 1 million email subscribers.”
“We want a fully optimized, healthy,
and active email list, and in fact we’ll
likely trim it from time to time.”
RE-FRAMING THE NARRATIVE
Effective digital strategy means reframing goals into
more holistic asks

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RE-FRAMING THE NARRATIVE
Effective digital strategy means we know how to translate business needs into
marketing plans quickly and efficiently, and we need good data to do that

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“We have $10K a month to
spend on our 20 target
audiences.”
“Let’s prioritize and refine top targets
into a smaller number of segments,
based on likelihood to convert, and use
our budget to optimize them first!”
RE-FRAMING THE NARRATIVE
Effective digital strategy means we know how to translate business needs into
marketing plans quickly and efficiently, and we need good data to do that

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RE-FRAMING THE NARRATIVE
It’s crucial to not misuse or misunderstand the KPIs, or we risk them
becoming anchors to sink an entire strategy

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“Our click rates are too low and we
need to focus on a fix.”
“We have fewer clicks post
optimization, but a better conversion
rate from the ones that do click
through.”
RE-FRAMING THE NARRATIVE
It’s crucial to not misuse or misunderstand the KPIs, or we risk them
becoming anchors to sink an entire strategy

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Strategies Tied to Our Mission

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Challenge Accepted!
To become your Most
Valued Partner
To Delight and Elevate
Commitment, Passion
& Growth-mindedness

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Challenge Accepted!

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Challenge Accepted!
means facing internal
challenges head on

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To become your Most
Valued Partner

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To become your Most
Valued Partner
we’re truth tellers,
providing value beyond
the initial ask

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To delight and elevate
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Strategy Workshop
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46
To delight and elevate

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To delight and elevate
can be found in helping our
teams innovate

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Commitment, Passion & Growth-mindedness

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Commitment, Passion & Growth-mindedness
means we need to always lean in, and look for
opportunities in unexpected places

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My org’s mission is _______________,
and it means our strategy should
__________________.

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A NOTE ABOUT REPORTING
If your org is light on a true digital strategy, it stands to
reason it also lacks a insightful method to report the
efficacy of your marketing efforts in a single, cohesive view
– just like before, we should look at a hybrid approach …

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A NOTE ABOUT REPORTING
If your org is light on a true digital strategy, it stands to
reason it also lacks a insightful method to report the
efficacy of your marketing efforts in a single, cohesive view
– just like before, we should look at a hybrid approach …

81. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.81
A NOTE ABOUT REPORTING
If your org is light on a true digital strategy, it stands to
reason it also lacks a insightful method to report the
efficacy of your marketing efforts in a single, cohesive view
– just like before, we should look at a hybrid approach …

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A NOTE ABOUT REPORTING
If your org is light on a true digital strategy, it stands to
reason it also lacks a insightful method to report the
efficacy of your marketing efforts in a single, cohesive view
– just like before, we should look at a hybrid approach …
but that’s for another day!

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In closing, if you are doing all or some of
an of this, then it’s safe to say you are
part digital strategist.
Welcome to the club!
Let’s get to it!

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Auditing your Social Presence
TAKEAWAYS|DISCUSSION
 Digital strategy is for creating cohesive
business plans that utilize today's digital
assets, and is related to business
strategy, which almost always precedes
it
 Marketing Strategy and Digital Strategy
aren’t the same, but the lines are more
blurred now
 Many traditionally business-owned
strategies and KPIs need to shared with
the marketing team
 Re-sequence your digital marketing
efforts based off your digital strategy
 Learn, and teach, the language of
digital strategy for your org

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THANK YOU!
linkedin.com/in/stephensolo/
@stephensolo
stephen@anvilmedia.com
503.724.5524