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1. Digital strategy for SMEs
Making digital a part of your business
Laurie Turnbull
021 023 95708
laurie@digitalcontentmarketing.co.nz
www.digitalcontentmarketing.co.nz

2. Digital is no longer a nice to have
Rising expectations….
• You have got a website right?
• I didn’t find your website on
Google (so I didn’t find you)
• Should be able to buy online
• Businesses should engage
customers across multiple
channels seamlessly
• What do you mean you don’t
have a Facebook page?
• It’s so easy to do it yourself now
• Digital is so much cheaper than
traditional sales & marketing
The challenges….
• Everything keeps changing - not
sure when to get on board
• Have limited budget
• Lack of resources to integrate
digital into business model
• Legacy systems
• Is it marketing or is it something
else?

3. And it’s leaving businesses with a
quandry
When shall we get on
board?
How much to spend?
Do I need to employ
somebody?
Dabble for a while or go
for it?
Does it replace my other
marketing?
What ROI should we
expect?

4. Making sense of the options..

5. ..requires a shift in mind set
From this..
Linear, each channel satisfies
select elements of the
engagement funnel with limited
connectivity
..to this
Non-linear, most channels satisify
multiple elements of the
engagement funnel

6. 5 Stage digital planning process
1.
2.
3.
4.
5.
Define single online business objective
Segment your customer/prospect base
Prioritise your digital channels
Select your digital media
Establish KPIs and reporting metrics

7. 1. Define online business objective
Sell online
Provide information
Provide an online
service
Generate sales
leads
Brand awareness

8. 2. Segment your customer base
Existing/new
Known or
unknown
Demographic
Online
behaviour
Interests
Language
Device usage
Business or
consumer

9. 3. Prioritise your digital channels
• Based on your single primary online business goals, prioritise the digital
channels that you will invest in
• This isn’t about there being any one channel that will do the entire job, it
is about selecting the ones that will have the most impact

10. 4. Select your digital media
Display
advertising
Search Engine
Marketing
Channel
placements
Retargeting
Interactive
tools
Affiliates
WebChat
email
SMS
Video ‘TVCs’
Video
Blogs
Mobile
advertising

11. 5. Establish KPIs and reporting
metrics
Sales conversion, cost per acquisition, lead-to-sale value
Social engagement metrics, brand awareness, brand
attribution
Readership numbers, articles shared
Customer feedback, service interactions, repeat usage

12. Example: Selling online
Scenario
Jane is starting up a small retail business that sells designer shoes imported from Italy.
She has limited financial resources so wants to initially focus on the New Zealand
market and conduct her business entirely online.
Considerations
Online Business Objective
Sell shoes online
Business context
Start up
Market context
NZ, existing market, mature, high competition
Customer segmentation
Direct-to-consumer, no existing customers, active
online users, urban areas, price sensitive
Product context
FMCG, Medium margin, medium RRP, high crosssell potential, profits accessible quickly

13. Example: Phased online sales
Blogs
Blogs
Directories
Directories
Social
Social
Organic Search
Organic Search
SEM
SEM
eCommerce website
eCommerce website
Mobile
Mobile
eCatalogue & Shopping cart
eCatalogue & Shopping cart
Merchant
Merchant
Fulfilment
Fulfilment
eNewsletter provider
eNewsletter provider
Display retargeting
Display retargeting
Phase 11
Phase
Phase 22
Phase
Phase 3+
Phase 3+

14. Examples: Sales lead generation
Scenario
Phil runs an established IT business. New business enquiries are currently managed via
a small call centre which feeds leads to local sales reps. They are losing out to
companies that are utilising online channels.
Considerations
Online Business Objective
Generate sales leads through online channels
Business context
Established, known in market. Mature business
Market context
NZ, existing market, mature, high competition
Customer segmentation
B2B, new & existing customers
Product context
Service, high margin, high RRP, low volume, long
lead-$$ timeline, B2B buying cycles

15. Example: Phased lead generation
Blogs
Blogs
Affiliates
Affiliates
Video
Video
Social
Social
Organic Search
Organic Search
Directories
Directories
SEM
SEM
Info Website
Info Website
Lead Capture
Lead Capture
CRM
CRM
eNewsletter
eNewsletter
SMS
SMS
Phase 11
Phase
Phase 22
Phase
Phase 3+
Phase 3+

16. Examples: Providing information
Scenario
Trevor is a writer from NZ who, on the side, loves to write about his first passion,
fishing. He has built up a little readership over the years and now he wants to increase
his exposure.
Considerations
Online Business Objective
Communicate his information
Business context
Building readership with a view to monetising in
the future
Market context
Specialist area of expertise, very localised to NZ
Customer segmentation
NZ, consumer, mostly male, all socio-economic
groups
Product context
No specific product or revenue basis

17. Example: Providing information
Syndication //directories
Syndication directories
Organic Search
Organic Search
Publishing Platform
Publishing Platform
Blogs
Blogs
Video
Video
Mobile
Mobile
Forum
Forum
Social
Social
CRM
CRM
eNewsletter
eNewsletter
Phase 11
Phase
Phase 22
Phase
Phase 3+
Phase 3+

18. Examples: Providing online service
Scenario
A new start-up company named ‘Mail-to-you’ wants to offer businesses cloud-hosted
email services. This is a complicated arena with significant up-front set up costs.
Considerations
Online Business Objective
Generate engagement with online service
Business context
New to market
Market context
Complex marketplace, NZ focus,
Customer segmentation
NZ, B2B, combination of existing and new
customers
Product context
Service, tiered pricing, long time from sign up to
revenue

19. Example: Providing online service
Social
Social
Syndicate content via:
Channels
Channels
YouTube
YouTube
Organic Search
Organic Search
SEM
SEM
Front end website
Front end website
Lead Capture
Lead Capture
Service Platform
Service Platform
CRM
CRM
Service information
Service information
Forum
Forum
Tele
Tele
Email
Email
SMS
SMS
Phase 11
Phase
Users
Users
Phase 22
Phase
Phase 3+
Phase 3+

20. Examples: Brand Awareness
Scenario
Auckland Council is holding ‘Movies in the Park’ and wants to promote the calendar of
events to locals.
Considerations
Online Business Objective
Raise awareness & Interest in ‘Movies in the Park’
Business context
Well known event having run for several years.
Established communication channels.
Market context
Competing with other Summer events
Customer segmentation
Direct to consumer, Auckland focus,
Product context
One of several ‘products’ to be promoted
throughout the year

21. Example: Brand Awareness
SEM
SEM
Display
Display
Online ‘TVC’
Online ‘TVC’
Video
Video
Affiliates, Directories, Channel
Affiliates, Directories, Channel
Organic Search
Organic Search
Social media campaign
Social media campaign
Facebook
Facebook
Google+
Google+
Pinterest
Pinterest
YouTube
YouTube
Integrated events
Integrated events
listings
listings
CRM
CRM
Twitter
Twitter
Priority 11
Priority
eNewsletter
eNewsletter
Priority 22
Priority
SMS
SMS
Priority 3+
Priority 3+

22. A bit about me
SEO & SEM
SEO & SEM
• Full service SEO consulting
• AdWords (Certified)
Digital Strategy
Digital Strategy
• Digital Channel Strategy
• Digital Content Strategy
• Digital media strategy
• Website strategy
• Social Media
Some of the businesses I have worked with
Websites
Websites
• eCommerce design &
build
• CMS site design & build
• Blog/publishing sites
• Website analytics
• Content Management
Copywriting
Copywriting
• Full online copywriting
• Proof reading/editing
• Blog article writing