Top 7 Digital Strategies For Implementation · Create More How-To Video. 2016 Spring Conference nefma.org ... • Digital marketing ROI ... Get comfortable with using data to drive

nefma.org2016 Spring Conference

Top 7 Digital Strategies For Implementation

Amber Farley, EVP FMS [email protected]

@amberfarley | /in/amberfarley


Focus On These Seven Strategies

1. Focus On Mobile First2. Be Visible When It’s Relevant3. Provide Value & Insight 4. Communicate & Share Often5. Keep Engagement Simple6. Personalize As Much As You Can7. Get Comfortable With Data


1. Focus On Mobile First


Google Update 4.21.15

#MOBILEGEDDON


Responsive Web



Mobile Advertising

• Google Mobile Ads• Directly on social

networks• Platforms

– AdRoll– AdSynergy– ClicksMob– DoubleClick


2. Be Visible When Relevant


Moment of Relevance

The process of gaining traffic and visibility from search engines through both paid and unpaid efforts. It encompasses both SEO and SEM.

SEO – Search engine optimization. It is the process of getting website traffic from the free/organic search results

SEM – Search engine marketing. It is the process of gaining website traffic by purchasing ads on search engines.


Google is Dominant

Google - 68%Microsoft - 18%Yahoo - 10%Other - 4%


Components of a SERP

• Sponsored ads• Organic results• Site links• Locations• Map• Reviews• News• Social channels• Related search queries


Start With These 5 Google Products

1. Google Webmaster Tools2. Google AdWords3. Google My Business4. Google Display Network5. Google Analytics


Google Webmaster Tools

• Site errors• Sitemaps• Indexed• Search queries• Content guidelines• Technical guidelines• Quality guidelines• Whitehat vs. blackhat SEO


SEO Tips• Use tools (xml sitemap, robots.txt, redirects, site errors, links,

search queries, etc. )• Focus on quality content• Keyword research – Focus on topic• Be conscious of voice search commands• Be descriptive in titles and headers• Use geo modifiers• Don’t be afraid of lengthy content• Gain authority through links & social signals• Use a simple and logical architecture• Use simple and descriptive URLs• Consider format and load time, esp. for mobile• Manage consistent content on online directories


Pay For Your Position With AdWords


Align Efforts With Search Patterns


SEM Tips

• Conduct thorough keyword research• Group keywords into specific themes• Set up separate mobile campaigns• Use site links and location extensions• Title case in ads• Use Keyword Insertion in ads• Bid on competitors


Google My Business


Google Display Network

• Google Display Network is made up of over 2,000,000 websites that reach 92% of Internet uses worldwide

• Test various ad formats – text, image, video and mobile• Ad scheduling, above-the-fold, frequency capping and exclusions are all

available• Lots of targeting options—contextual, placement, remarketing, interest

categories, topic targeting, geographic, and demographic


Google Analytics


3. Provide Value & Insight


Develop A Content Strategy


Every Minute …

• Facebook users share nearly 2.5 million pieces of content.

• Twitter users tweet nearly 300,000 times.• Instagram users post nearly 220,000 new photos.• YouTube users upload 72 hours of new video

content.• Apple users download nearly 50,000 apps.• Email users send over 200 million messages.• Amazon generates over $80,000 in online sales.


Your Goal Should Be To …

Help first. Sell second.


Determine Topics & Goals

• What are we trying to achieve with our content?• Who is our target audience?• What type/format of content would work best for this

audience?• How do we want our audience to receive and interact with our

content?• Who will be responsible for gathering information and creating

the content?• How often will the content be distributed?• Where will the content be distributed?• What does success look like?• How will you measure KPIs?


Keyword Research


Audit Existing Content

Inventory

• What content is already available?

• How can I repurpose existing content?

Quality

• Is the content current & of high quality?

• Do any of it need to be updated to a more current format?

Relevancy

• Is it relevant to my audience?

• Does it meet the needs of my audience?

Gaps

• What needs to be created?

• Determine priorities.


Use Existing Content


Create More How-To Video


Build An Editorial Calendar


Develop Library Of Content


4. Communicate & Share Often


Social Networks


Social Campaigns



Define Your Objective & Placement• Clicks to website• Website conversions• Post page engagement • Page likes• App installs• App engagement• Offer claims• Local awareness• Event responses• Video views


Send Regular Emails


Onboard New Customers


5. Keep Engagement Simple







6. Personalize As Much As You Can


Marketing Automation

• Data collection (forms, landing pages, etc.)• Lead qualification process (scoring)• Lead nurturing• Email/SMS/Social elements• Real-time activity tracking• Drip campaigns• Precise segmentation/targeting• Data Analysis (what’s working and what isn’t)


Drip Campaign Example


6. Get Comfortable With Data


Know What You Want To Measure

• Conversions• Sales• Clicks• Leads• Traffic• Engagement


Determine KPIs & Metrics

• Digital marketing ROI (Total Revenue Attributed to Digital –Total Cost of Digital Marketing)/(Total Cost of Digital Marketing)

• Conversion rate (Form Submissions + Tracked Calls + Tracked Emails)/(Total Website Visitors) = Conversion Rate

• Cost per lead (Total Spent on Campaign)/(Total # of Leads)

• Sales (Total Revenue Attributed from Digital)/(Total Monthly Sales)


Cross Channel Attribution


Example of Measuring ROIWhat you know: • Approximately 1 in 20 people who submit photos become customers• Average LTV for customer = $200• Value Per Submission = $10 ($200/20)• Total Photo Submissions Per Channel: Facebook – 250; Twitter – 100; Instagram – 150• Benefits Per Channel: Facebook $2,500; Twitter - $1,000; Instagram - $1,500

Social Channel Creative & Advertising Fees

Labor Hours Labor Cost ($30/hour)

Cost/Channel

Facebook $500 20 $600 $1,100

Twitter $0 10 $300 $300

Instagram $250 15 $450 $700

Channel Benefits Costs ROI

Facebook $2,500 $1,100 127%

Twitter $1,000 $300 233%

Instagram $1,500 $700 114%

(Benefits – Costs) X 100Costs


Conclusion


What You Need To Do Next1. Optimize your look, feel and functionality for mobile first2. Use search engines like Google and YouTube to be present

in the moment of relevance as consumer search 3. Don’t just sell products. Develop a content strategy that

provides value to your audience. 4. Use email and social media to communicate often and to

nurture existing relationships.5. Keep the destination and engagement simple6. Personalize as much as you can. Customer experience will

overtake price and product as the key brand differentiator.7. Get comfortable with using data to drive marketing

decisions.


Questions?


Thank You!

Amber Farley, EVP FMS [email protected]

@amberfarley | /in/amberfarley

Documents

Top 7 Digital Strategies For Implementation · Create More How-To Video. 2016 Spring Conference nefma.org ... • Digital marketing ROI ... Get comfortable with using data to drive