Making digital marketing work and measuring the results

Making digital marketing work and measuring the results

Raphael O’Donoghue

Digital Marketing Channels

TechnologyDM StrategyPlanning & Implementation

AnalyticsMeasurement & KPI

BrandingCustomer Insight

CommunicationsE-Marketing

CRM & DatabaseManagement

INTEGRATION – Digital Marketing

Marketing Automation

DIGITAL CHALLANGES

Create more interactive

website

Tell your story in a more

compelling way

Lead Generation

Marketing Automation

Grow social media base and

email lists

Website Analysis, another viewpoint..

DELOITTE.COM

67 Est traffic score96 SEO score83 Speed score32 Social Score

EY.COM


KPMG.IE

42 Est Traffic Score74 SEO score100 Speed score17 Social Score

PWC.COM


56 6958 56

Today we will look at:Business Goals

Buyer Persona's

Competition

Keyword & Content

SEO Checklists

Measurement & KPI

Business Goals (may include)..

Increase Sales

Build Brand Awareness

Generate leads

Thought Leadership

Client Service

Educate customers

Increase client base

We know PS is Different?

Relationships / trust based

high degree of confidentiality

Fee earners are in charge

New business attributed to fee earners - measuring marketing is difficult

Most-senior people may not have the digital knowledge

SMART

Objective: Increase online leads by 10%

Goal: Generate 250 qualified website

leads via digital in 2016

Strategy (digital activity): Build SEM

campaigns to deliver qualified

leads

Measure: Monthly no of leads, actual

vs planned, CPA and conversion rate

Also: Increase our email list by 5k users and Improve conversion rate of gated content pages by 20%

Persona’s & Segmentation

Persona building

Persona buildingName, Age, Gender, Family

Title

Role in organisation

Identifiers

Goals

Challenges

What can we do…

Content Mix..1. Understand your market,

persona types (audience types) and target demand

2. Identify what digital channels and content types drive business impact

3. Create, optimise and distribute content

4. Measure results, understand what metrics matter

But Content is hard..

1.Extensive Research2.Expensive3.Time consuming4.Doesn’t always get cut through

What your partners want to see..

Competition

Quicksprout.com

Compete.com

Buzzsumo.com

Buzzsumo.com

Moz.com

Content & Keywords

Content Mix..1. Understand your market,

persona types (audience types) and target demand

2. Identify what digital channels and content types drive business impact

3. Create, optimise and distribute content

4. Measure results, understand what metrics matter

Keyword Research• Identify your key landing pages

• Do rough keyword research

• Check keyword popularity with Google Keyword tool

• Check competitor keywords

• Finalise the list (track and measure in Moz/Hubspot)

SEO Checklists

Moz.com

Screaming frog

“Would you tell me, please, which way I ought to go from here?” “That depends a good deal on where you want to get to,” said the Cat. “I don’t much care where” said Alice.

“Then it doesn’t matter which way you go,” said the Cat.

Measurement & Metrics

Measurement & MetricsIf the success of your website hinges on generating leads, you should be monitoring the following four metrics,

KPI DESCRIPTION NOTES

Overall Lead Generation Rate

% of visitors that complete a lead form

Lead form abandonment rate

% of visitors that start but don’t complete a lead form.

Easiest for multi-page forms. GA Events can be used to measure single page forms as well.

Leads per day/month # of leads over a period of time

Content downloads/requests for more info

# of downloads of additional information

White papers, demo videos, webinars

Asking the right questions..You need to start by tracking the most basic elements of activity on your site. Website analytics tools typically only help you answer the “What”:

1. What are the top 10 pages visited?2. What are the top 10 products/services requested?3. What are the most popular downloads?

AND

4. Why did they go to those 10 pages?5. Should those have been the top 10 pages? 6. Which ones should have been and why weren’t they?

WHAT?

&

WHY?

Web Activity Analysis | Conversion Analysis | Customer Preference Analysis | Experimentation and Testing | Competitive Intelligence

Traffic Metrics Dashboard for 2016

Demonstrate the value of digital..

Who are your stakeholders

Audience

Competitive Analysis

Review Past Performance

Building your KPI Model

A Digital Planning Framework

Step 1 - Establish GoalsStep 2 - Identify Digital tactics and channelsStep 3 - PrioritiesStep 4 - Develop KPI’sStep 5 - Create the digital work planStep 6 - Resources and review/revise frequently

Stakeholders Past Performance Audiences Competitive

Analysis

Key Considerations / Context

As marketers, what the future may hold..

1. ROI – Driven Metrics (what gets measured gets

managed)

2. Behavioral based marketing and personalisation

3. Marketing channels aligned with goals

4. marketing integration that comes with automation

Digital Tools & Sites• compute.com• Hotjar.com• Cyfe.com• Moz.com• Followerwonk• Google keyword planner• Kissmetrics.com• SEMrush.com

• Crazyegg.com• Screamingfrog.com• Huballin.com• Hubspot.com• Lenskold.com• Sproutsocial.com