Ask yourself this question: is your approach to digital marketing strategy hitting all of your KPIs and objectives? For many marketers, the answer to that question is a resounding “maybe.” This Digital Marketing Strategy Master Class will give you the tools you need to answer that question. Learn how to research and craft personas, mine data and analytics for planning insights, create amazing planning shortcuts that save you time and optimize marketing campaigns to enhance your brand’s customer experience.
89. Analytics can tell you a lot of
great information.
Site behavior
Content preferences
OS
Browser
Location (maybe)
Site loyalty (maybe)
Source (maybe, maybe not)
89
90. 90
That’s my dog.
I know that he eats dry food and chews on fuzzy toys, and he drinks water.
I still don’t know anything about his persona.
92. Ask lots of questions.
Daily routines?
Personal outlook?
Why do they buy you?
Product expectations?
Influence sphere?
Motivators?
Call To Action?
92
93. Make it relevant.
Project goal?
How do you make money?
What are your brand goals?
What actions will push people in the right direction?
What makes you uniquely positioned to solve these
problems?
93
98. Start the Brainstorm
98
One person and task per page,
along with the goal.
Person and goal,
activity, action or
problem.
CMO needs to
understand how PR
contributes to her
ROI.
Busy brand manager
needs to present his
big campaign ideas.
Day-to-day
community manager
needs to energize
her brand’s Twitter
followers.
PR manager needs
to cast a wide net
with his social and
media relations.
100. Visitor Flow
100
New visitors who come to site
from a deep link (not via home
page) are more likely to enter
subscription process
Of new visitors, many come
through the home page and go
deeper to explore the site; few
navigate from home page to
subscriptions page
102. Example Persona
102
Content Impact:
This consumer is all about access
to information at POP and online.
They want easy, fast and reliable
sources of info that meet their
needs. Values opinions of people
like them (UGC and WOM)
Careful shoppers, they seek both value and quality
and expect convenience from all brands in their life
Proud to have a healthy, active and vibrant pet
This consumer is an active family leader; may have
children in sports with a busy career and a lot of
balls to juggle
They do their best when it comes to selecting the
best food and products for their pet; they seek
advice but aren't sure where to turn and have little
time for research
Relies on tried and true experts; more welcoming of
perceived expertise. Not looking to pet food
companies first, may view BRAND as a resource
Brand Mix: Trader Joe’s, REI, Sony, GM
104. 104
Tasks Michael would like to
accomplish:
Content to answer their need:
I would like to make my stereo
surround sound.
http://www.contentsample.com/exampleURL
http://www.contentsample.com/exampleURL
http://www.contentsample.com/exampleURL
I would like to stream my computer to
my TV.
http://www.contentsample.com/exampleURL
http://www.contentsample.com/exampleURL
I need to troubleshoot my player’s
Internet connection.
http://www.contentsample.com/exampleURL
http://www.contentsample.com/exampleURL
http://www.contentsample.com/exampleURL
I want to download games to my
player.
http://www.contentsample.com/exampleURL
http://www.contentsample.com/exampleURL
I need to watch TV while I am
traveling.
http://www.contentsample.com/exampleURL
http://www.contentsample.com/exampleURL
Map your content
121. ‹#›
Key Principle
Understand the questions that customers
must answer before buying, and answer
those questions – for every persona –
proactively, with content
The key principle for self-serve information is to understand the questions that customers must answer before buying, and answer those questions – for every persona – proactively, with content.