Digital Marketing EssentialsDate: 1.12.15Prepared for: MMC Learning

Prepared by: Digital marketing manager

CIM NO: 38455719

Word count: 4,398

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Contents

I. Introduction brief (Page 3)

II. Reaching and attracting new customers (Pages 4 - 12)

III. Capturing and nurturing leads (Pages 13 - 19)

IV. Converting and optimising campaigns (Pages 20 - 25)

V. Conclusion (Page - 26)

VI. Bibliography (Pages - 27 - 28)

VII. Appendix (Pages - 29 - 33)

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1. Introduction This report presents advice and recommendations into how to improve the digital marketing efforts of the Wardle Trust a multi - Academy Trust that provides associate services to schools. These include; marketing, IT and Recruitment (see appendix 1).

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2. Reaching and attracting new customersWord count: 1,319

2.1. Lifecycle marketing model The diagram explains the intended lifecycle goals for Trust customers on a lead generation and conversion journey. This includes brand discovery, lead acquisition, conversion and advocacy. (Appendix 2).

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2.2. SEO audit It is important to ensure that the Trust website and all pages are being audited by search engines successfully and avoiding error pages. Chaffey (2014) of Smart Insights recommends the use of google tools.

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The images show that currently the Trust website pages are successfully being indexed by search engines.

Currently the most frequent organic search results for our website (Appendix 3) are resulting from searching the term ‘Wardle Trust’. This will be due to offline marketing and partner school branding.

Keyword relevance within our site pages is important. It is recommended that a keyword plan is created for each page and the content of each page is reviewed in order to implement this. On-page keyword relevance is not the highest ranking SEO technique, but it is an important feature to consider for SEO and the user experience.

A final note on our Keyword efforts; Google Panda penalises websites who are aggressively boosting their SEO rather than concentrating on content that would be useful for the consumer. We must not be seen to be spamming on our website. SEO plugins such as Yoast for WordPress CMS are useful for monitoring keyword activity on pages and avoiding aggressive SEO orientated copywriting.

Below is data taken from MOZ.com (2015) on the most effective techniques to boost SEO:

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Source: moz.com (2015)

MOZ.com suggests the most heavily weighted SEO techniques are based on external link authority. According to the information on Webmasters, our site currently has only a few external links. External link building is good SEO practice and also provides increased advocacy and connections to our site from websites of a similar subject, thus improving the chance of lead generation from customer searches via other sites. Chaffey (2014) of Smart Insights recommends existing links should be scrutinised in a link detoxification exercise as links from poor quality sites or links that don’t work, can damage our site’s ranking. Link building between companies in the same industry is good practice and builds the chance of attracting relevant leads.

In order to maintain SEO authority we must ensure that we produce regular, quality content, measuring the engagement of users on the different types of content in order to optimise the most effective. Current efforts with video content (Appendix 4 & 5) have proved successful. Good video production is an effective way to improve SEO results as well as encourage user engagement and, if a continuing theme such as a blog is used, user retention.

The limited good content that is currently on the site is not being optimised and potential clients are not finding it. The Ektron report ‘optimising you customer’s journey’ (2014) on the optimisation of content marketing says measuring user behaviour in order to create and utilise the most effective content is a key component in a lead nurturing campaign.

Consider our competitor, the Dean Trust’s site:

Regular content updates through news is a good way to update content, utilise keywords, and encourage engagement.

Set goals

It’s important to understand which analytics are presenting valuable data and which metrics are less valuable. For example, page views, as seen in the first screenshot is not a useful metric when considering potential ROI. KPI’s and specific goals are an integral part of SEO strategy and allow us to better understand our user’s behaviours. The second screenshot shows our site referral data. This is a useful tool to allow us to understand where are efforts are being the most successful through particular platforms.

The data currently shows that social media efforts are unsuccessful, therefore how can we improve this? Improvements to social media efforts will increase brand awareness potential and lead nurturing for customers who are active on social media. Once effective reports have been produced, this information can be analysed to further optimise.

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Source: https://www.thedeantrust.co.uk

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2.3. Paid for social media evaluation

Facebook

As the current largest social media platform (eBiMA.com Oct 1st 2015), Facebook cannot be ignored. Paid for Facebook posts can be very wide reaching. You can tailor your audience for more specific demographics and geographics, and the platform provides rich engagement insights. Previous efforts for partner schools brand awareness have proved successful.

Coordination of the Trust Facebook channel and partner school channels has proved effective for efforts such as recruitment as the reach to potential leads is increased for each channel and smaller channels benefit from larger partners. These social media efforts also benefit from potential UGC efforts as followers share the information about posts further. However, predicted lead generation in the b2b environment we are aiming to attain is difficult and using Facebook sponsored posts would lack relevance for some of our targeted customer personas. Therefore Facebook is an important component for social media efforts but one which will improve brand awareness and CSR rather than lead generation.

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(kentmere Academy 2015. www.kentmereacademy.co.uk)

Youtube display advertisement

Youtube is the 2nd largest search engine (Pinnacle marketing 2013) and paid display would be an effective brand building tool with a high footfall. However, this option is expensive and relies on Adwords, therefore potential competition is wide ranging. The lack of relevant ads on a user’s journey can also be considered intrusive and have a negative impact on opinion. At this early stage in our development, this option is not the best choice but should be considered in future.

Youtube video advertisement

Sponsorship of youtube video content has the highest conversion rates and ROI of any social media. (Social media week, June 26th 2015). Sponsored content would be tailored to keywords. The insights into this are useful in terms of CTR and drop-off.

However, again we need to consider our CSR and whether the campaign would generate interest and engagement or simply annoy users. Potential clients will use youtube as an educational resource suggesting that impressions would be made, however, the functionality in which they would use it may mean efforts are ignored. This method is also dependent on content quality, poor content could have a negative effect.

If Wardle Trust was to use Youtube, we would have to ensure that the content created is audience relevant. As noted in the analytics above, only 0.69% of leads reach our site through social media. We need to consider whether a paid for youtube effort would provide the intended ROI or if improvements to video based social media coordination through our existing clients would prove more effective.

Successful coordination of paid for social media will result in an increase in content optimisation. Using sponsored Facebook posts in line with video links will ensure that there is easier access to different content types for customers.

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(kentmere Academy 2015. www.kentmereacademy.co.uk)

Source: Wardle Trust Youtube channel (2015)

Coordination of our social media channels will enable a network of lead generation with each effort targeting the same goals. Measuring the results allows the discovery of less successful elements in campaigns enabling focus on more successful platforms.

Methods of coordination:

Social media calendar:

A social media calendar allows us to manage our paid for social media efforts in one place and edit efforts according to developing insights. Posts can be tailored to the highest impression times and content can be optimised in relation to the highest engagement potential.

Social media relationship platforms:

Hootsuite (www.hootsuite.com) helps users manage their social media for several platforms. It is recommended that the Trust purchases Hootsuite pro to help coordinate our social media efforts. Platforms such as Hootsuite allow proactive scheduling of posts in conjunction with our social media calendar. This saves time and avoids reactive posting.

It is important that we measure campaign insights for development. This could invoke investment into corporate level social media data monitoring like viral heat, or a more cost effective approach like addict-o-matic. As channels develop we can review the effectiveness of each. We then must tailor our investment so as not to waste money on unsuccessful paid for channels.

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Source: school marketing (2015)

3. Capturing and nurturing leadsWord count: 1,716

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3.1. Digital channels used to capture and nurture leads

Wardle Trust has used PPC to capture leads for its existing clients. Recent efforts show the main ad group hitting 14,248 impressions with a CTR of 66.23%, reasonable success for the investment.

Social media efforts can be useful to capture and nurture leads. Website referral from social media informs us of progress within the user journey. This information can be used to tailor more successful content engagement for social media platforms. This will also improve future PPC efforts and increase the likelihood for successful CTR as the information presented can been reactively optimised to the key phrases that users have used to discover our social media content.

As the user journey continues we can also continue to create content that is tailored to the user journey thus nurturing the client. A increase in CTA and value proposition on additional content will guide the user into further acknowledgement of the value of our services. This content optimisation based on user engagement insight is recommended by Nick Baggott in his webinar “How to build social media into your content marketing plan” (2015).

Thought leadership is a example of content that can be optimised through data analysis. Tips on a school’s e-safety could be presented though PPC investment to capture the interest of a school leader. This content can then be utilised through the above techniques in order to optimise nurturing. Useful, frequent content, distributed through these digital techniques is an effective way to both generate and nurture leads.

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Source: Wardle Trust Youtube channel (2015)

3.2. Content marketing in a lead nurturing campaign. The 2014 CIM report on content marketing describes it as “The creation and distribution valuable, relevant and consistent content to attract and afire a clearly defined audience - with the objective of driving profitable customer action.” (CIM Content marketing report 2014). The CIM report further explains the lack of understanding and utilisation of content marketing both within a b2b and b2c environment.

Consider the following:

“We are still banging out emails and case studies when there is real potential for these richer ways of engagement through content.” ( Thomas Brown 2014).

Taking the data above into consideration, the following are recommendations of the various forms of content marketing we can utilise in a lead nurturing campaign.

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Currently invest in might us in future

Source: CIM content marketing report|Digital marketing (2014)

Video content

“By 2017, video will account for 69% of all consumer internet traffic, according to Cisco. Video-on-demand alone will have almost trebled. (The Guardian June 2015). Video content has a number of advantages with regards to lead nurturing:

- Ease of engagement. As the diversity of language is ever increasing and social networking becomes more global, the use of video content rather than text based content becomes a much easier form of engagement for potential users.

- Digital media integration. Youtube is not the only video marketing tool. Social media sites are beginning to implement video into their platforms. Rob Coston explains; “Video posts are occupying a growing proportion of Facebook news feeds, with a 75% global increase in the number of video posts per person in the past year.” (Coston ‘Challenging youtube’ Oct 2015). This is an important aspect of our efforts as the optimisation of your content and the ease of access is just as important as the content itself. “It’s important to make it super easy for the consumer to interact with the content” (Nick Baggott ‘how to build social media into your content marketing plan. (webinar) 25/8/15).

- MVP. Video engagement on phones is now a crucial component to consider when optimising customer engagement prospects. “Ooyala has claimed a tenth of all video plays happen on mobiles and tablets, and it's an increasingly important segment, with mobile phones holding 41% more share of video consumption at the end of June 2013 than at the start of that year.” (The Guardian, June 2015). MVP is crucial in the early stages of our user journey. Content must be optimised across all formats so we can keep up with trends of accessibility and ensure our content is not lost among the masses due to digital laziness. As Allister Frost explains “We also need to think more deeply about how emerging technologies will likely change customer behaviours and expectations in the near future. New device interfaces like voice control, near field communication and camera recognition create fresh experiential opportunities for brands” (Frost, CIM Oct 2015).

Video content can however, be restrictive. The risks none utilisation of other, more original content marketing due to reliance on more impressive video production could result in user journey drop-offs.

As video production becomes more frequent, the area is at risk of saturation, making it more difficult to optimise our content to our leads and nurture clients with original creations. Video content cannot be a solely relied upon medium for content marketing. The user must be offered several different content types throughout their journey, each being tailored to engagement insights.

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Thought leadership

To teach is to influence and thought leadership is crucial in B2B, tailoring our efforts to the understanding of the client personas. As a company based in the education sector, thought leadership is a resource that we should utilise in order to nurture leads. White paper resources that can be downloaded from our website, the introduction of webinars presented through email marketing and advocacy from existing clients are all elements that we should be thinking about:

As noted by the competition above, thought leadership and learning opportunities are used to nurture customer engagement and determine strategic growth. We could be nurturing these leads for years, therefore it is important to ensure regular, easily accessible content that entices the lead into engagement.

Customer advocacy and statistics

Existing customer advocacy is a crucial persuasive tool to help nurture leads. Brown 2008 explains that positive testimonial about brands is more likely to come from offline WOM. 54% offline 40% online. However, as digital platforms like social networking continue to grow, casual communication between parties will grow with it and we will see a rise in online WOM for the sake of brands and services. Effective testimonial content, delivered through contexts such as social media and email, that attracts interest and sparks conversation between parties, will become an increasingly effective lead nurturing resource. 24% state the the purchase decision was made solely from a comparison website. (Brown research 2008), 20% which also stated personal contact. Therefore we can see the importance of considering testimonial content through a digital means.

The risks involved in this are a lack of new customer testimonials could imprint a negative impression on leads and we risk relegating ourselves due to a lack of positive WOM. Actively encouraging feedback and a creative approach to the delivery of this feedback will increase the lifespan of testimonials and allow tailored delivery of advocacy at specific points within the user journey.

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(source: school website 2015)

Recommendations:

- Online newsletter - delivered through email - lead acquired through social media engagement and email sign up.

- Webinars - delivered through email and found through video based SEO. - Testimonial - delivered through online PR, on-site optimisation and social media. - Efforts of delivery - considerations of different ways which content can be presented to leads, for

example, podcasting thought leadership resources, accessible during the ‘ACT’ stage of our user journey.

Finally, all content efforts must be measured in order to optimise. Ektron explains the importance of measuring the behaviour of the content in order to utilise the most effective means of delivery and the type of content. (Ektron report ‘optimising your customer’s journey’ 2014), (Clarke, SEO 2015 (2015)).

3.3 Viral campaign evaluation

The viral campaign chosen is the Dove ‘Choose beautiful’ campaign. (Appendix 6).

The standard format for viral videos such as a popular digital character for endorsement have been over-shadowed by an enticement of internet users and press to react to the video content, with mixed opinions. “Kat Gordon, founder of the 3% Conference, which advocates more female leadership in advertising, called the “Choose Beautiful” campaign, released last week, “heavy-handed and manipulative,” while Jean Kilborne, the filmmaker behind Killing Us Softly: Advertising’s Image of Women, termed it “very patronising.” Dove, The Guardian says, “has mastered the art of passing off somewhat passive-aggressive and patronising advertising as super-empowering, ultra PR-able social commentary.” (Fortune April 2015)

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Source: Youtube 2015)

This acclaimed passive aggressive method which has sparked keyboard opinion has resulted in the campaign hitting 6,907,494 hits on one Youtube channel with considerable engagement and there has been over 1 million google entries for the term Dove, choose beautiful’ (April 2015). Humour is commonly the prime reason for viral content. Consider the ALS ‘Ice bucket challenge’. However, with humour being the main component for the majority of well known viral campaigns, does this result in increased effectiveness for a viral campaign with a different approach?

Techniques

The techniques used for this viral campaign that I would take:

- PR reaction. The Dove campaign sparks conflict and encourages engagement through opinion. This, as marketing consultant Kirby (2003) describes, is the seeding of the viral campaign and the reaction sparked through press. Rodgers (1983) talks about the early adopters in his process of diffusion. By treating the press and their reaction as these early adopters we can utilise the measures required to create a viral campaign. Use of the press as the advocator of a viral campaign is effective as the press becomes the intermediary for the originator and the series they are offer. However, limitations of press utilisation such as the subjective nature of the press can be harmful to the campaign, hence the mix of opinion on Dove’s recent efforts.

- Social media: Referring again to Rodgers, the early and late majorities have spread the press reaction campaign through social media. E-WOM and opinion of the viral campaign through social media is an effective means of spreading awareness and reaction. Consider the Speed society video ‘just adding a little oil’ which shows a smarty dressed woman covering her car motor in oil rather than the traditional application. While this will appeal to laddish humour, it has also sparked a social media reaction to the sexist opinion that women are less capable at car maintenance than men. Whether this will damage the deputation of the originator or not is yet to be seen but the data still shows success with 55,548,869 Facebook video views.

- Brand value proposition. Consistent brand placement and referral to suggest company support for the positive female body image, improving positive public opinion.

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4. Converting and optimising campaignsWord count: 1,234

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4.1 Email marketing report

3 metrics to consider when improving email marketing:

1. Conversions. It is common for a business to monitor the opening rate of emails and the CTR in comparison to the delivery. An effective way to improve the information acquired from email marketing would be to link the email marketing system to google analytics so as to monitor website referral conversion goals as a result of email marketing efforts e.g. A resource download conversion goal referred from an email campaign: 1000 emails, 200 resource downloads = 20% conversion rate.

Recommendations

• Specify CTAs to landing pages. By analysing which landing pages are more frequently visited, we can infer which of our services are more appealing.

• Compare specific CTA metrics to landing page bounce rates. As Smart Insights recommends; “If you find the bounce rate for the landing page is relatively high, and conversion rates low, you can be sure you are directing your visitor to a less relevant page from your email.” By analysing this, we can optimise our email content further.

2. Recipient CTR/time. Measuring a recipient’s engagement at particular points. It’s natural that recipients become less active to emails over time, therefore it’s important to measure this and create ways to reactivate longer term subscribers. Specific life-cycle objectives could be set to coordinate the most effective ways to update email engagement. Kath Pay of Smart Insight (2013) states that client persona data is crucial in terms of mailing list quality as well. The more data we know on the personas of engaging clients, the more effective we can make the email marketing both in terms of its content effectiveness and the context in which a client will engage.

Benefits Limitations - Email content optimisation. Tailoring emails to

the type that produced the highest conversion rate.

- Reduction in lead generation due to lack of content diversity. Too much reliance on specific email content could result in us excluding clients who are seeking information that we are not producing.

- Client list optimisation in response to content relevance. Insight that allows email campaigns to successfully reach specified client personas.

- Insight into goals that are reached through email allowing focus for specific conversion goals.

Benefits Limitations Allows insight into reasons for customer retention, what content keeps them subscribed?

Insights don’t suggest specific conversion reasons, if any.

Does not account ISP details and potential failed delivery.

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Recommendations

• Long term email strategy. We should implement retention efforts into email strategy for long term subscribers.

• Mailing list detoxification. Removing recipients who are repetitively failing delivery.

3. Bounce rate. Smart insights (2014) describes email bounce rate as “emails that could not be delivered and in turn return a bounce message. Commonly categorised into hard bounces and soft bounces, hard bounces are bounces due to a permanent error; whereas soft bounces mean a temporary error.” This could be due to a number of reasons including a deleted email account or a full inbox. Measuring bounce rate analytics is useful for mailing list detoxification. This is important as a high bounce rate can result in Spam identification.

Recommendations for improvement

• Ensure optimisation of email delivery and limitation of the ISP assumption of Spam. Tim Watson for Smart Insight (2014) details a number of technical considerations to make to ensure that our email delivery efforts are good. These include:

- Avoiding ISP spam traps - Repairing incomplete technical criteria e.g. DNS. - Create consistent ip address activity.

Benefits Limitations Provides insight into email frequency recommendations.

Does not provide accurate reason for bounce i.e. MVP, spam filter, hard bounce or soft bounce. Therefore efforts for improvements are compromised.

Allows for mailing list detoxification.

Reduces ISP spam consideration on our email efforts. Higher bounce rates result in spam identification.

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4.2 Failed campaign analysis

The choice of campaign is the 2014 Apple iPhone 6 digital marketing campaign in collaboration with U2. This saw the content marketing efforts of a new U2 album being uploaded to user’s devices, regardless of permission. The stunt produced a large social media backlash resulting in several a ‘how to’s’ on removing the album from a device. This fuelled the issue as Apple did not release a simple customer led option to remove the content until later.

Customer privacy.

The content marketing exercise involved with this campaign resulted in Apple customers receiving a free U2 album on their devices, whether they wanted it or not. This lack of customer nurturing resulted in the backlash and claims of an infringement in customer privacy. The backlash also saw search results for Apple and U2 bringing up just as much negative opinion on the marketing efforts as the intended dedicated apple/U2 landing page including guides for how to remove the content.

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Source: Youtube (2015)

A survey by appiterate.com on the prime reasons for customer drop offs:

Lack of content relevance

Successful content must be relevant to the customer. Apple’s marketing strategy presented relevant content to U2 fans, but not all receivers of this content where U2 fans. Therefore the content presented is irrelevant to them resulting in an adverse effect to the campaign. Content marketing must present value to the consumer, if the content presents no value than the efforts are useless.

This lack of content relevance spread into other elements of the campaign such as the debut U2 single “The Miracle” which was used for Apple’s advertising campaigns. Again, a lack of content relevance; U2 fans receiving content that is heavily branded by a potentially irrelevant product.

Poor data insight

Improvements to the coordination of additional channels such as social media would have increased brand awareness and improved customer insight. Digital marketing is very c2b focused therefore insights via additional channels should have driven this campaign rather than simply releasing with an assumption of success.

Recommendations

- Content marketing is only as effective as the relevance to the customer. The lack of relevant content has little to no positive effect on ROI. By offering Apple customers the choice to download the album rather than force it on everyone, Apple would have received a more positive response.

- Pre-release marketing. Creation of a dedicated web landing page and efforts through social media platforms could then be analysed in order to engage with customers that would find the content relevant to them as inferred through website landing page hits and site referral through pre-determined content. This would have resulted in a more effective campaign.

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Source: Appiterate Survey (2014)

- Management of response channels. The backlash included a number of how to resources for uninstalling the content, thus creating further embarrassment. Mitigation of these by creating a dedicated option to remove the content would have helped to manage rogue channels that were causing further negativity.

4.3 Data protection

The Data protection Act (1998) covers a number of factors that we should consider when conducting digital campaigns:

Factor Campaign Positive impact Negative impact

Security Data encryption of an Email campaign.

Data transferred could be pastorally sensitive, therefore data encryption ensures that content involving school images is protected when used in an email campaign.

Privacy Rights Client journey analytics via Cookies for content optimisation.

Client is aware of the cookie policy therefore risk of privacy infringement is reduced.

Client must agree to cookie policy. Awareness of policy may invoke non-compliance.

International Social media campaigns, case studies and client testimonials.

Social media audiences are international and access to information posted through social media is forfeited in accordance with the policy of that social media platform, therefore customer data in a testimonial campaign must be treated with respect and consideration.

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5.0 Conclusion word count: 104

This report explores current digital marketing efforts and presents recommendations for the future. It should be noted for additional campaigns in order to create the most effective approach to upcoming efforts.

5.1 Recommendations

Three key elements that should be taken from this report:

Planned application with specific client personas. Goals targeted from the start should always be implemented for any campaign.

Regular analysis of data in conjunction with your planned application so as to discover areas of success and resolve areas of failure.

Optimisation of you application as a result of your analysis in order to utilise the campaign and achieve a ROI for your efforts.

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Bibliography

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7) School website company (2nd Oct 2015) School marketing weekly update, email to J. Ker.

8) Chumsky S (2015) Why Dove’s ‘Choose Beautiful’ campaign sparked a backlash. Fortune, 15th April [online], http://fortune.com/2015/04/15/why-doves-choose-beautiful-campaign-sparked-a-backlash/ (accessed 23rd September 2015)

9) Garcia T. (2015) It’s time for Dove to put it’s real beauty campaign to rest. PR newser, 15th April [online], http://www.adweek.com/prnewser/its-time-for-dove-to-put-its-real-beauty-campaign-to-rest/112765 (accessed 23rd September 2015)

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16) Nicky Kemp, Marketing Mag, on the Apple/U2 downloading disaster & permission marketing (2014) Youtube video, added by PRPropeller [online], https://www.youtube.com/watch?v=RB7Pwe1eBaw (accessed November 7th 2015).

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Wardle Trust Digital Marketing report. Appendix

1. Company brief

Wardle Trust is a multi-academy trust in the North-West of England that supports its partner school through various associate staff solutions. These services are also available to non - partner schools.

Services include:

- School marketing - School IT solutions - HR and recruitment - Finance and Payroll - Procurement - Leadership and management consultation - Catering - PE provision - Music provision

Currently the Trust supports two academies; Wardle Academy secondary school and Kentmere Academy primary school. The Trust supplies marketing and branding services to two additional non -partner schools. Currently the Trust is able to take an additional two schools before referring back to the Department for Education for additional review with the intention of taking more.

The current max of four schools is the target at the moment and the development of this is not being pushed so there is concentration on the improving the current partner schools and emulating the benefits of joining the Trust. Instead, there is focus on the provision of bespoke service agreements to non-partner schools. The efforts of this report will be put into consideration over the coming months as the trust begins to grow and its senior management begins to focus on these new intentions.

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2. Client persona examples

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3. Google Webmasters Keyword search results

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4. Trust branded video links

Wardle Trust - https://www.youtube.com/watch?v=VAjesDI2jLQ

Wardle Academy - https://www.youtube.com/watch?v=pn4up3718Wk

Kentmere Academy - https://www.youtube.com/watch?v=4apcSELSwdU

5. Trust blog video links

Headteacher’s blog June 2015 - https://www.youtube.com/watch?v=v-06uLI4lsE

Headteachers blog September 2015 - https://www.youtube.com/watch?v=L2wrAvGCsmg

6. Dove Choose Beautiful

The campaign presents a video of women having a choice of two doors to take; one is titled ‘average’ and one is titled beautiful. The purpose of these was to challenge women’s perception of themselves.

https://www.youtube.com/watch?v=7DdM-4siaQw

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