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Getting more from multichannel marketing

Dr Dave Chaffey, co-founder and Content Director, Smart Insights

Technology for marketing, London, 26th September

Download : www.slideshare.net/smart-insights

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Co-founder and Editor of SmartInsights.com - a marketing

advice community with > ½ million uniques/quarter.

Premium members in over 120 countries use our planning

guides, templates and online courses to Plan, Manage and

Optimize their digital marketing.

We also deliver consulting and training for members.

Digital Marketing strategist, consultant, trainer and author since ‘97

Free Basic

membership

About Dave Chaffey and Smart Insights

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Is your ‘always-on’ lifecycle marketing effective and efficient?

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The missed opportunity of Lifecycle Marketing

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Does your organisation have a defined digital marketing strategy or plan?

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Key success factors

1. Create an integrated Digital Strategy. Create an insight-based integrated plan and process, to Plan, Manage and Optimize your digital marketing and create a roadmap for future growth.

2. Improve customer focus. Micro-target your audience through digital media by defining layered segments and personas.

3. Build Online Value Propositions. Develop your online content, experience and USPs to grow online leads and sales and create a more shareable brand.

PLAN Phase

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Define opportunity

Persona, VoC and comparator analysis

Analytics review

Capability audit - Identify improvements

Forecast lead and sales targets

TOWs summary

Create strategy

Review ALL touchpoints across RACE to generate options

Map content to lifecycle communications

Create comprehensive communications plan

Prioritise actions

Define recommendations

Identify quick wins

Long-term roadmaps

90 day planning

The RACE data-driven marketing improvement process

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Aligning plans

Business plan Marketing plan

1-5 year roadmap

Digital transformation plan 2-5 year roadmap

Annual digital or multichannel plan

Implementation plan – 90 day plans

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Mistake – Not developing DVPs?

Audience use of website and social >

Personas

Commercial goals > Customer

engagement goals

> DVP

Branded

Content Marketing

Engagement Strategy

Integrated

Marketing

Communications

Strategy

Integrated

Digital platform tactics and tools

DVP = Digital Value Proposition

= Brand adding value to audiences

✓ Help me Buy! (Online OR offline)

✓ Help me Use products

✓ Help me do my job / live my life

✓ Help me develop / learn

✓ Make me look good (to colleagues or family)

✓ Entertain Me!

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Example listening community

Source: Vision Critical

The company launched the PRU for You (PFY) community in July 2016 to allow greater

engagement with customers and to give them a voice in developing new products and services. PFY has 4,500 members: 88% are customers and 12%

are agents.

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Consumer DVP with clear outcomes

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Example personas for B2B marketing automation software

Mistake = Misusing Personas

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Mapping personas to lifecycle

Source: HubSpot Persona content mapping template download

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Mistake = Missing out on insight tools and deploying power of automation and AI

Download: http://bit.ly/smartdigitaltools

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Key success factors to add more to the top of the funnel

• Create Integrated campaigns. Prioritise your investment in content

marketing and resources to get cut-through.

• Boost organic visibility. Invest time in owned and earned or inbound

marketing with the focus on SEO, Social Media and co-marketing.

• Cost-effective Paid promotion. Don't miss out on the targeted reach of

paid promotion through AdWords, Social Media, Affiliate and display

marketing.

REACH Phase

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Key Reach activities

Planning activity Deliverables

2.1 Media effectiveness review GA customisation review - VQVC

2.2. Search Marketing Keyphrase Gap analysis. SEM Plan.

2.3 Owned and Earned mediaSocial media & influencer outreach plans

2.4 Paid media Paid and display media schedule

2.5 Acquisition and campaign plan Digital media budget & campaign plan

Key success factors to add more to the top of the funnel

✓ Boost organic visibility - SEO and Social Media

✓ Cost-effective Paid promotion

✓ Create integrated Content Campaigns

Key measures✓ Unique Visitors✓ Inbound links✓ Fans/followers

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Mistake = Tracking and goal-settingSet up Google Analytics with:

• Goals set for all outcomes

• Goal value estimated for each

• UTM campaign tracking for ALL channels

• Call-tracking solutionintegrated to Google Ads

• Report deltas e.g. in Google Data Studio

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What is it? Where to find the data?

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Key success factors to encourage interaction on web, mobile and social

• Get visitors on the right customer journeys. Improve UX, navigation and persuasive messaging across all page templates to generate leads.

• Create an audience engagement strategy using always-on content marketing. Develop content and ‘tripwires’ to fuel your lead generation.

• Run campaigns and create editorial calendars. Generate demand, showcase your brand, products and offers

ACT Phase

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Key InterAct activitiesKey success factors to encourage interaction on web, mobile and

social

✓ Get visitors on the right customer journeys

✓ Create audience engagement strategy using Content

marketing

✓ Implement personalised Welcome or follow-up

Key measures

• Leads, lead

conversion, CPL

• Time on site

• Shares/comments/li

kes

Planning activities Deliverables

3.1. Customer journey analysis Website 'Quick Wins' audit

3.2 Visitor and Customer profiling Visitor/customer insight audit

3.3. Optimise content Content and lead magnet audit

3.4. Optimise Landing Pages Landing page plan

3.5 Content - Campaign planning Editorial calendar plan

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Customer journey - Does your experience align?

Customer persona toolkit: http://bit.ly/smartpersonas

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Content marketing strategy

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Example: integrated B2B content hub

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Quiz example

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Key success factors to boost conversion to sale online and offline

• Retarget with personalized follow-up. Nurture to develop brand engagement with paid, owned and earned media.

• Prompt Multichannel sales. Connect the customer with the best options to buy

• Create a CRO process. Maximize conversion through continuous improvement using structured testing.

CONVERT PHASE

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How many structured experiments does your business run each month?

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Our experience = CRO works!

Test example from Convert.com

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Key success factors to increase long-term customer loyalty

• Improve customer experience and loyalty. Plug the satisfaction gap

• Develop lifecycle marketing automation by web and email. Don't neglect the power of email

• Amplification using social media. Encourage advocacy and social sharing using social media

ENGAGE Phase

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Mistake = Not making full use

ofMarketing

Automation

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Automation Using a layered targetingemail system with dynamic content

Email 'Type' Customer Lifecycle Segmentation

Prospects Nursery Development Lapsing Lapsed

Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme

Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)

Newsletter Sent wk. 1 each month to all contacts with personalised content

Feature Email Sent wk. 2 each month to all contacts

Offers and Deals Sent wk. 3 each month to all contacts

NPI Sent wk. 4 each month to all contacts

Source: Harriet Mitchell Smart Insights Digital Impact conference

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Hero banner

Customised content: (Customer Profile)

• EDE (Electronic Design Engineers)• Non-EDE (Electronic Design Engineers)• Promo Excluded (Key and Corporates)

CLC Module

Customised content: (Customer Lifecycle)

• Nursery• Development• Acquisition

BEH ModuleCustomised content: (Behavioural data)

• Abandoned Baskets• Browsed Not Bought• Propensity to Buy (A recommendations model)• Top Sellers

Product modules can vary in number and format. Maximum of 8 modules per email.

Product Modules

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Let’s Connect – Questions and discussion welcome! https://www.linkedin.com/in/davechaffey

Download : www.slideshare.net/smart-insights