The document outlines an agenda for a digital marketing workshop. It discusses developing a digital marketing strategy using the SOSTAC framework and analyzing competitors. Key topics covered include analyzing competitors' strategies, traffic sources, digital marketing mix usage, social media presence, paid search spending, and tools for evaluating performance. The document also discusses building a sales and lead generation process by identifying lead sources, lead scoring, nurturing leads, integrating CRM systems, and analyzing lead costs and performance.

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Developing your
Digital Marketing Strategy

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Topics Covered
1) Creating a plan using the SOSTAC frame work
2) How to analyse your competitors
3) Building your Sales and Lead Generation process

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Tactics without strategy is the
noise before defeat
SunTzu

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Creating a plan using the
SOSTAC frame work

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 Situation – where are we now?
 Objectives – where do we want to be?
 Strategy – how do we get there?
 Tactics – how exactly do we get there?
 Action – what is our plan?
 Control – did we get there?

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How to Analyse
competitors

10. To begin with..
Every businesses position their product/ services to be
superior in terms of quality and other dimensions.
so does the competitors..
And then you have other businesses offering the same
feature at much lower prices.
In comes Fierce competition- every body wants a large bite
of the consumer cake

11. How do we identify
competition?
competitors can have the following features
Nature - Local ; Global
Type - similar service ; extended services ; clubbed
services eg- consumer product sold in single website,
ecommerce site etc.
scale - Brand , local, SME, Startups
online/ offline or both
competitors can be identified by defining &
understanding the client's business- geo-location scope,
positioning

12. When & Why
Start of the project- we ask our client's to list names of competitors.
we analyze and list some more..
what does it tells us?
how is the competition doing in terms of strategy
Traffic [composition]
SEO + Links analysis
Content [strength & quality]
Ads
Social marketing
scope & opportunities-
key positioning's

13. What to compare
Strategy - [digital platforms]
Engagement- [social platforms]
Positioning
price point - cheap, affordable,premium etc.
Market standing- market leader,pioneer,Tech savvy, new age
etc.
Qualitative - best, superior technology etc.
Service - quick, efficient, high quality etc.
Note: This will also help understand the TG.

14. The Customer journey to online purchase
Paid search and Organic search directly helps to take decisions.

15. Understanding Conversions

16. Search market analysis
Taking Relevant Generalized key phrase search volume.
Objective is to show the search market universe available for the
particular niche.
s - Look at the search market

17. comp1 comp 2 comp 3 comp 4
Total no of pages
Page Load Time
Citation flow
External backlinks
Govt backlinks
Educational
backlinks
SEO strength analysis:

18. Total
traffic
Organic
Search
Referral Social Mail
Display
Ads
Search
Ads
Comp 1
Comp 2
Comp 3
Comp 4
Digital marketing mix usage
and traffic sources:

19. Social Media Analysis :
Facebook
Fans
Likes
Share
Engagement
Retweets
Followers
Pins
+1's
Twitter
G+
Pinterest
Instagram
LinkedIn
Others

20. Daily Ad Budget
 Avg. Ad Position
 Paid vs Organic
Clicks Per Day
PPC Analysis (Daily ad spends)

21. How We do It !
Tools 2 Success
Page Speed Analysis -
https://developers.google.com/speed/pagespeed/insights/
Web traffic & marketing insights - similarweb.com
PPC analysis - spyfu.com
Organic competition - semrush.com
Backlink strength - majesticseo.com ; ahref.com ; opensiteexplorer.com
statistics - google insights ; statscorp.com ; google trends
social media - socialbaker.com ; klout.com ; socialmention.com
Online Consumer Behaviour - consumerbarometer.com
A lot more available... will keep listing

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Building your Sales and Lead Generation process
Identify the Source – Inbound Marketing and Landing

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Keeping Score – Lead Scoring, User Behavior
Analytics, and Advanced Email Marketing

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Keeping Score – Lead Scoring, User Behavior Analytics, and
Advanced Email Marketing

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Following Up – Lead Nurturing and Marketing Automation

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Keep Extensive Records – CRM Integration

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Make More Money – Lead Source Cost Analysis
• What sources – web, traditional, or otherwise – bring in the most
revenue?
• What characteristics do interested buyers demonstrate on the web?
• How can the sales funnel be modified to increase efficiency and
efficacy?
• What particular products or services perform best on the web or in
traditional media, in person or online, with promotional materials or
without, on this web page or that, so on and so forth (the
combination of conditions is seemingly endless)?

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