Search Marketing - Digital strategy workbook

1. Search Marketing
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2. Online PR
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3. Online partnership
Contra-deals with complimentary sites or brands
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4. Display advertising
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5. Opt-in email (for acquisition)
Rented permission-based list
Third party newsletter ads
6. Social media marketing
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The next visualization of media effectiveness is recommended for comparing individual techniques and alternatives placements/content partners.
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Least effective media techniques
(Volume of visits/leads/sales)
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Most effective media techniques
(Volume of visits/leads/sales)
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Highest media
investment
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Poor value methods
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Increase efficiency
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Lowest media investment
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Slow and steady
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Star Performers
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ACT Act Technique: Website “Quick Wins” analysis
Purpose: To identify “Quick Wins” to improve interactions and conversion with a site based on where visitors are arriving, common footfall and CTA improvements.
Instructions: Complete a brief review of Google Analytics as described in our Using GA to improve results guide to identify improvements to increase interaction and conversion.
Action / scent trail
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Relevance
to our
business
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Evaluation of current site/social platform:
Clear scent trail / Call-to-action (CTA)
Above the fold
Run-of-site
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Recommended improvements:
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Site landing page analysis (GA). Which site sections and page drive most visits? How can they be enhanced to generate more interactions?
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Forward path analysis (GA). What are the most common customer journeys for main page types (e.g. home page). How can CTAs and messaging be changed to make more effective.
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Reverse path analysis (GA). Which pages currently generate most leads and sales. How can these be enhanced.
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Browse paths. Which categories or products are most commonly browsed (use GA content drilldown to evaluate footfall in different site sections).
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Search mode. Which search types are most important. Which convert to sale.
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View promo. Which content or offer promotions panels are most important?
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Where-to-buy/How to buy? Is this clearly visible (important for non-Ecommerce sites)
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Register for Enewsletter. How can this be increased by increased visibility or pop-ups.
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Sign-up for trial (SaaS). How effective is Home, blog section in achieving signups?
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Share to social. How can social media sharing be enhanced by placement or type of widget.
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Segment analysis (GA). Repeat analysis for different segment types e.g. New visits, visits from SEO, etc to identify CTA effectiveness.
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Act Technique: Google Analytics customization review
Purpose: To assess the effectiveness of site interactions it’s essential that GA is customized for the business and more advanced techniques like segmentation are used for assessing different audience behaviours.
Instructions: Review the Google Analytics guide or Google Analytics Setup audit to assess current and implement customization improvements.
1. Goal setup
Review the range of goals, how grouped, where value set up, with funnels where relevant.
Examples:
Email sign-up
Setup account on site
Ecommerce:
Add-to-basket (Event-goal based on clicking Add-to-cart)
Sale complete
2. Advanced segments?
Review importance of some standard segments:
New visitors vs returning visitors
Non-paid search (SEO traffic)
Mobile
Review relevance of non-standard segments
Non-brand search (paid or natural)
Smartphone vs Tablet
Visits from email
All social media referrals
Visit included view of content marketing asset or landing page
3. Event tracking
Relevant event types:
Carousel/slider on home page
Promo call-to-action
Content downloaded, e.g. PDF
Video played
4. Custom variables
Act Technique: Content marketing audit: Gap Analysis review using the content marketing matrix
Purpose: To review opportunities to improve content marketing to increase visits, interactions and leads.
Instructions: Notes on use – mark each in different colour / symbol.
1. Review current use by brand of content marketing for a specific market or audience type.
2. Benchmark current use by competitors (direct and out of sector) of content marketing for a specific market or audience type.
3. Brainstorm potential future use by brand of content marketing for a specific market or audience type.
4. Prioritise and select most relevant content ideas for future use by brand, e.g. in next marketing campaigns.
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Develop awareness and reach
Outline how you will use content to increase reach
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Encourage purchase
Outline how you will use content to encourage purchase
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Using emotional levers
Outline how you will use content to engage your audience through emotion
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Entertain
Write down current and/or future content types/examples
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Inspire
Write down current and/or future content types/examples
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Using rational arguments
Outline how you will use content to explain features and benefits of your product and service
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Educate
Write down current and/or future content types/examples
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Convince
Write down current and/or future content types/examples
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See http://bit.ly/smartercontent to view full infographic of matrix.
Act Technique: Organisational content marketing maturity review
Purpose: To review and then improve the drivers/levers for effective content marketing since this is at the heart of effective digital marketing.
Instructions: Consider these categories of organizational People, Process or Tools that may be holding back your content marketing.
Assessment
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Assessment: 0-5
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Summary of current approach
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Recommended improvements
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Organisational structure
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Internal resources
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External resources
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Measurement
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Education
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CONVERT Convert Technique – CRO capability review
Purpose: To identify improvements to process, people and tools for how CRO is managed.
Instructions: Review current capabilities for CRO using the table below
Optimisation
Maturity stage
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Business contribution
reporting
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Campaign
performance
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Site
optimisation
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Voice of customer
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Your assessment
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1 Initial
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Ad-hoc review of traffic volumes and outcomes
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Ad-hoc post-campaign review of performance
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Ad-hoc review of page popularity and conversion
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Ad-hoc collection of customer feedback
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2 Managed
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Regular actionable structured review
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Actionable review of campaign efficiency
during campaign
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Defined outcomes reviewed for different referrer segments
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Regular surveys and monitoring customer conversations
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3 Defined
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Actionable review against target
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Multichannel influence reviewed
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AB page testing
Micro-conversion review
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Actionable review of customer conversations
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4 Quantitative
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Review involves
drill-down to ROI performance of assets
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Micro-analysis of conversion quality
Review of referrer attribution
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Page portfolio review
Multivariate testing of key pages
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Structured customer satisfaction reporting
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5 Optimizing
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Continual optimisation of targets given performance
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Real-time optimisation during campaign
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Real-time personalisation based on context
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Closed-loop reporting informing NPD and service quality
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ENGAGE Engage Technique: Assessing customer engagement
Purpose: To review and select the most relevant measures of customer engagement from those covered
Instructions: Assess which of these methods are currently used to assess online customer engagement and how they can be improved.
1. The Forrester 4Is?
2. E-loyalty - latency and hurdle rates, e.g. percentage of customers or subscribers who are 90 day active?
3. Value-based segmentation: Current against future value?
4. Cohort analysis – most relevant for subscription services or systems requiring login.
5. Net Promoter Score
6. Avinash Kaushik’s social platform measures
Engage Technique: Improving customer loyalty and retention
Purpose: To review and then improve the drivers/levers for effective customer engagement and loyalty.
Instructions: Consider these categories of organizational People, Process or Tools that may be holding back your content marketing.
Customer retention technique
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Assessment: 0-5
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Summary of current approach
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Recommended improvements
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1. Evaluation of customer engagement. Through insight – using the 6 techniques above
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2. Understand the satisfaction gap. Identify the factors which limit satisfaction and so reduce loyalty.
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3. Define customer value proposition. Which combination of products, offers and added-value online services (e.g. community) will be used to encourage future purchase and loyalty.
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4. Define customer targeting and contact strategy. Define targeting and sequence for messages delivered by Marketing Automation across web, mobile, email and social platforms.
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5. Review and improve customer service. Define how customer service and onboarding can be improved to increase satisfaction.
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6. Define advocacy techniques. How can social sharing and member-get-member methods be used to encourage customer acquisition.
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7. Implement and improve marketing automation and customer data.
Implement a customer loyalty system capable of delivering the strategy defined above.
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For detailed advice on boosting customer loyalty, see our Customer Retention guide.
You’re now at the end of the workbook! We hope you have found some templates useful for structuring your ideas and creating your plans.
If you have other requirements for resources or to feedback and ask questions please use our member forum http://www.smartinsights.com/answers/.
Thanks, Dave Chaffey and the Smart Insights Team.
Digital Marketing Strategy for
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