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Digital Strategy for Small Businesses
The document discusses the importance of a digital strategy in digital marketing, emphasizing the need for measurable and actionable objectives. It highlights key components, such as understanding the audience, optimizing content, and leveraging micro moments for better customer engagement. Additionally, it emphasizes measuring effectiveness through various metrics to drive business decisions and improve relationships with customers.
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Digital Strategy for Small Businesses
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- 3. DIGITAL MARKETING BIGGESTCHALLENGES SOURCE : CONNECTOR.IE KNOWLEDGE & TALENT CONVERTING LEADS BRAND AWARENESS STRATEGY & CREATIVITY LEAD GENERATION MARKETING AUTOMATION 40% 36% 36% 32% 20% 12%
- 4. DIGITAL CHANNELS WITHBIGGEST IMPACT SCORED 1 - 10 SOURCE : CONNECTOR.IE 5.6 5.8 6 6 6.2 6.8 7.2 Display Ads Display PR PPC Ads Mobile Ads SEO / SEM Video Social Media
- 5. MARKETING BUDGET SPENDON DIGITAL 16% 12% 8% 16% 28% 20% SOURCE : CONNECTOR.IE 75% - 100% 50% - 75% 30% - 50% 20% - 30% 10% - 20% 0% - 10%
- 6. A digital strategyis a plan to accomplish something with the benefit of digital tools.
- 7. Plans require awhy, who, what, when, where, and how. a plan
- 8. An objective hasto be measureable and actionable. accomplish something
- 9. What is digitaland what are the benefits? benefit of digital tools
- 10. FIGURE OUT WHERE YOU AREAT WHY ARE WE GOING TO DO THIS WHAT ARE YOU TRYING TO DO WHAT IS OUR ROADMAP LET’S GET THINGS DONE HOW ARE WE GETTING ON
- 11. SOURCE : SIMON SINEK PEOPLEDON’T BUY WHAT YOU DO THEY BUY WHY YOU DO IT DIGITAL STRATEGY
- 12. KNOW YOUR AUDIENCE DEVELOPA CONTENT STRATEGY OPTIMISE AND PROMOTE BUILD A RELATIONSHIP DEFINE THE BUSINESS OBJECTIVES DIGITAL STRATEGY
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- 14. MICRO MOMENTS SOURCE: GOOGLE IMMEDIATE ACTION DEMAND FOR RELEVANCE LOYAL TO NEEDS
- 15. MEASURE ALL MOMENTS DELIVERON NEEDS IN THE MOMENT MICRO MOMENTS SOURCE : GOOGLE IDENTIFY KEY MICRO MOMENTS
- 16. MICRO MOMENTS SOURCE: GOOGLE PEOPLE EVALUATE PURCHASE DECISIONS IN THE MOMENT of smartphone users turn to their phone to influence a purchase decision while in a store 82% PEOPLE SOLVE UNEXPECTED PROBLEMS IN THE MOMENT PEOPLE PURSUE BIG GOALS IN SMALL MOMENTS of smartphone users are more likely to take action right away to solving an unexpected problem 62% of smartphone users have used their phone to make progress toward a long term goals while “out and about” 90% PEOPLE TRY NEW THINGS IN ROUTINE MOMENTS of smartphone users turn to their phone for ideas while doing a given task 91%
- 17. 1 MICRO MOMENTS MAKE A MOMENTS MAP 2 UNDERSTAND CUSTOMER NEEDSIN THE MOMENT 3 USE CONTEXT TO DELIVER THE RIGHT EXPERIENCE 4 OPTIMIZE ACROSS THE JOURNEY 5 MEASURE EVERY MOMENT THAT MATTERS
- 18. It is notabout specific tools, but about how your customers behave online
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- 20. 2-5 TIMES Using marketing personas madewebsites more effective by 14% Personalised emails improve CTR by 10% and Conversion Rates by 18 TIMES and drive more revenue than a broadcast email by x2 Behaviourally targeted ads increase effectiveness BUILDING RELATIONSHIPS
- 21. FOCUS GROUPS ANALYTICS MULTIPLE CHOICESURVEYS INTERNAL DATA BUILDING RELATIONSHIPS
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- 23. Search engines, socialnetworks, publishers and blogs Your web site, blog, community and interactive tools E-commerce process, product, price and promotion Customer advocacy 1 2 3 4 DECISION MAKINGBUYER STAGE : EXPLORATIONBUYER STAGE : PURCHASEBUYER STAGE : ADVOCACYBUYER STAGE : REACH ACT CONVERT ENGAGE
- 24. CHEMISTRY USE EMPATHY THINK USER COMMUNICATE BROADCASTTO PERSONAL BUILDING RELATIONSHIPS
- 25. DEVELOP YOUR CONTENT CONTENTGOALS WHO IS MY AUDIENCE WHAT INFORMATION DO I WANT TO SHOW WRITING STYLES BUILDING RELATIONSHIPS
- 26. Website Search Engine Optimisation Online PR/ Social Email Marketing / CRM Paid Advertising Convert
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- 28. MEASURE • Measure • Collect •Analyse • Report
- 29. WHY MEASURE • Returnon Investment • Customer Data • Hot Products and Services • Company Policies • Influence business decisions • Targeted Advertising • Marketing Automation
- 30. EMAIL METRICS • Sent •Opens • Open Rates • Clicks • ClickThrough Rates • Bounced • Unsubscribes
- 31. SOCIAL METRICS • Reach •Followers • Likes • Dislikes • Engagement • Shares • Sentiment
- 32. PAID ADVERTISING METRICS •Impressions • Frequency • Clicks • ClickThrough Rate • Cost Per Click
- 33. WEBSITE METRICS • Sessions/ Users • Pageviews / Pages per Sessions • Session Duration • Bounce Rate • Exit Rate
- 34. WEBSITE METRICS • Conversions •Conversion Rate • ROI • ROAS • Funnel Conversion Rate
- 35. MEASURE • Know whatto measure • Ensure you have the right tools in place • Present the stats in an understandable format • Benchmark • Share it • Use it
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