Developing the digital Strategy Developing the right campaigns and winning offers Brainstorming content marketing by segments Distributing the content to attract an audience (SEO, paid traffic, social media) Marketing through email Annual digital budget Marketing KPIs

1. 30, 60, 90 days plan
Integrated Digital Marketing Strategy
Presented by
Samuel Chatelain
S.P. CHATELAIN LTD © 2017

2. Actions for the first 3 months
Digital Marketing
S.P. CHATELAIN LTD © 2017

3. First 30 days
Setting the digital strategy
Developing the digital strategy
• Creating customer persona and segmentation
• Goals (wants) and values (commitments)
• Demographics (Age, gender, location, occupation, income)
• Challenges and pain points
• Objections and role in purchasing process
• Identifying the right customer journey
• Generating awareness
• Driving engagement
• Building subscribers
• Increasing conversions
• Building excitement
• Making the core offer sale and more
• Developing brand advocates
• Growing brand promoters
• Establishing marketing objectives
• Acquiring new leads and customers
• Activating leads and customers
• Monetising existing leads and customers
Developing the right campaigns and
winning offers
• Three major types of campaigns
• Acquisition campaigns acquire new prospects and
customers (Make aware, Engage, Subscribe and
Convert)
• Monetisation campaigns generate revenue from
existing leads and customers (Excite and Ascend)
• Engagement campaigns create communities of brand
advocates and promoters (Advocate and Promote)
• Crafting winning offers
• Offering value in advance
• Ungated (free content to entertain, inspire or educate)
• Gated (offer to solve a specific problem in exchange of
contact information): discount and coupon club,
educational content, quizzes and surveys
• Deep discount on useful but incomplete service
• Making an upsell or cross sell offer for recurring billing
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4. Customer Journey road map
Aware Engage Subscribe Converted
ExciteAscendAdvocatePromote
Generate new leads and customers
Build engagement Monetise existing leads and customers
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5. First 60 days
Developing content and SEM
Brainstorming content marketing by
customer personas or segments
• Awareness (TOFU): entertain, educate and inspire
• Social media updates
• Photographs and videos
• Surveys, interview and observations
• Trends, issues
• Evaluation (MOFU)
• Educational resources (Blogs and news)
• Useful information
• Discount and coupon clubs, freebie
• Quizzes/contests and surveys
• Problem/solution, product tips/updates
• Ultimate guide
• Conversion (BOFU)
• Demos, frequently asked questions
• Customer stories, case studies, interviews, quotes
• Comparison and spec sheets
Distributing content to attract an
audience (part 1)
• Building high converting landing sale pages through split testing
• Product name
• Call to action (request a call back or a quote)
• Product price list
• Product images
• Product description
• Product reviews
• Social media buttons
• Upsells/cross-sells
• Building capture forms to subscribe for e-news (at least capture an email address)
• Capturing leads through search marketing
• Understanding searcher’s needs
• Knowing what search engine wants
• Defining a Non-branded query
• Choosing the right queries to target
• Using keyword research tools
• Satisfying searchers
• Optimising for Google (write the <title> tag, a meta description and body copy and
Optimise URL)
• Earning links
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6. Organic Search Positions and Competitors
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7. First 90 days
Social media, paid traffic and email
Distributing content to attract an
audience (part 2)
• Using social media to drive traffic to our
website
• Social listening (reputation management)
• Social influencing (distributing and sharing
valuable content)
• Social networking (associating with
authoritative and influential individuals or
brands)
• Social selling (generating leads and sales on
the social web)
• Paying for traffic
• Choosing the right platform (Facebook,
Google, Twitter, YouTube and LinkedIn)
• Ad retargeting (cookies, pixels)
Marketing through email
• Understanding email marketing
• Promotional emails (case studies, announcements, offers)
• Relational emails (subscribers welcome, enews, surveys)
• Transactional emails (order confirmations, account creation,
unsubscribe confirmation)
• Building a promotional calendar and cataloguing products
and services
• Sending broadcast and triggered emails
• Prospect acquisition (Lists purchase, subscribers)
• Customer retention
• Welcome/on-boarding programme
• Customer development (e-news, NPS survey)
• Cross-sell and up-sell (offers)
• Reengagement campaign
• Investigating other direct marketing channels (direct mail,
telemarketing)
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8. Estimated annual digital budget of £200K
Promotion mix
Estimated Cost Estimated Revenue
Annual % Monthly Annual Monthly
SEM £20K (11%) £1,800 pcm £63K £5,300 pcm
Paying for traffic £126K (63%) £10,500 pcm £379K £31,600 pcm
Social Media £32K (16%) £2,600 pcm £95K £7,900 pcm
Email £11K (5%) £900 pcm £32K £2,600 pcm
Content £11K (5%) £900 pcm £32K £2,600 pcm
TOTAL £200K (100%) £16,700 pcm £600K £50,000 pcm
Target: ROI of 200%
S.P. CHATELAIN LTD © 2017

9. Marketing KPIs
Web/SEM Social Email
PPC
Display
Tele-marketing Direct Mail
Organic traffic # followers # sent # impressions # MQLs called # Mailed
Conversion from email # new posts # delivered Cost per impression # Decision maker # Mail returned
Conversion from Social media Engagement Delivery rate % # clicks/visits Decision maker per hour Delivery rate %
Position Tracking
Sentiment –
positive/negative/neu
tral
# bounced click-thru rate % # Calls per hour # Response
Bounce Rate Bounced rate % Cost per lead Talk Time Response rate %
Time spent on landing page # opened # bookings
CTOR rate % Cost per booking
# clicked # New information gathered
CTR rate %
# unsubscribed
Unsubscribe rate %
# website/landing page visits
from email
% of all website traffic
time spent on webpage/landing
page
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10. What would be in place at the end of 3
months?
• Main objective tested: acquiring leads and getting repeat customers
• Customer persona and segmentation
• Initial winning offers and deep discount on useful but incomplete service
• Key content marketing for a major customer persona
• First landing sale page tested through split testing with first case study
• Plan for the built of a subscriber capture form
• Optimisation of the homepage for Google search
• First Google AdWords campaign with 'rubbish clearance London' and 'waste removal London‘ BMM keywords
• A NPS Survey for customer satisfaction and recommendations
• Produce first video interview to be published on YouTube
• Launch an ad campaign on LinkedIn and Facebook to capture subscribers
• 30 days LinkedIn posts calendar
• 3 emails in a month: a rational email (welcome), a promotional email (offer) and a e-newsletter (informative)
• Monitoring and reporting on KPIs, number of leads and ROI
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11. Further actions after 3 months
• Map all content marketing by customer personas
• Develop the customer journey road map further (test engagement)
• Develop gated content (case studies, ultimate guide, interviews, FAQs, comparison)
• Test multiple winning offers and develop a loyalty and a referral scheme
• Develop upsell and cross-sell opportunities when and where possible
• Built more landing sale pages with a clear call to action
• Develop a blog/e-news section on the website relayed by a monthly email newsletters
• Deploy a subscriber capture form
• Further optimise other webpages for Google search
• Develop retargeting advertising online
• Extend Google AdWords campaign with other keywords
• Develop a social media post, YouTube videos, email and blog/e-news 12 months calendar
• Automate more triggered rational emails and plan other promotional email campaigns
• Test prospect acquisition through emailing, telemarketing and mailing list buying
• Developing a digital marketing budget for 12 months
• Direction for data, process and system investments
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12. Q&A
Thank you for listening
S.P. CHATELAIN LTD © 2017