Digital Marketing Strategy

Comments Off on Digital Marketing Strategy

Build Foundation for Success

The key to success is to create:

  • Clear Value objectives (or Clear Return on Investment objectives or Business Case)
  • Clear measurement (“You can’t manage what you don’t measure”)

Value = Total Benefits – Total Investment.

Deliver Value

The Value delivered by a Digital Marketing Strategy is:

  • Customer Sales
    • Part or all of the sales process depending on sale complexity.
    • For Complex B2B Digital Marketing can:
      • Create Awareness & Stimulate interest,
      • Generate Leads
  • Audience Engagement
  • Customer/Market Insight
    • Is the market aware, Ready to buy? Are my customers satisfied?
    • Used for Product Development or to Gauge the Appropriate Sales & Marketing Strategy.

This post will focus only on Customer Sales & Audience Engagement.

Deliver Customer Sales

Digital Marketing integrated  into the Sales Process

Digital (Online) Marketing integrated into the Sales Process

Digital Marketing allows niche markets  to be targeted at a comparatively reduced cost.

Create Awareness

Use

  • Display Advertising
    • on websites that are relevant to the product being sold.
  • Social Media & Blogs
    • to engage with target market, to help educate and to announce new products.
  • Email Marketing
    • to distribute newsletters, whitepapers to stimulate interest.
  • Website
    • to educate.

Use in combination with Offline Marketing in the right blend to enhance success.

Generate Leads

Use

  • Search  (a mixture of organic and paid),
  • Display Advertising (on websites that are relevant to the product being sold) &
  • Email Marketing.
  • Social media (networking and leads from engaged audience)
  • Website (Capture inbound inquiries)

Use in combination with Offline Marketing in the right blend to enhance success.

Search has historically been the strongest digital channel  for lead generation. It has been found that the yield is improved when combined with other channels such as Display Advertising.

Demonstrate Value using a Marketing Funnel

Use Marketing Funnel Above Sales Funnel to demonstrate Value

Whether you are B 2 B, B 2 C or non profit your marketing activities can be best viewed using  the sales funnel.

Marketing at its heart is geared towards lead generation,  but  can also help in development and closure. The Value of any Marketing Campaign must be measured in the number of leads generated and opportunities created.

A Marketing  Funnel  may therefore be added above the Sales funnel.  The exact breakdown of the Marketing and Sales Funnels will vary depending on the nature of the customer buying process. In general for B2B,  the Marketing Funnel moves the target market members to Awareness, To Lead and To Converted Lead which then becomes an Opportunity for development by Sales.  In Small Sales Teams, with no specialized Marketing help, this may well be all done by the sales team.

Demonstrate Value using an ROI Model

The actions to create a model are as follows:

  • Map out a number of channels whereby a target company engages and becomes a lead, for example:
    • Search Engine –>Main Site –>Download Whitepaper –>Registration
    • Search Engine –>Blog–>Main Site–>Enquiry Form
    • Twitter–>Blog–>Enquiry Form
    • Facebook Fan page–>Main Site–>Enquiry Form
    • Display Advertising Banner–>Product Microsite–>Main Site –>Enquiry Form
  • Create KPIs and predicted relationships between KPIs and Leads generated, for example:
    • Main Site Visitors
    • Actions Performed (eg Download Whitepapers)
    • Facebook Fans
    • Twitter Followers
  • Create Model
    • Predict Customer sales
    • Estimate Break down by Lead Generated and Path
    • Estimate Costs
  • Do Pilot Campaigns
    • Compare Different blends and strategies
  • Implement most successful on full market.

Initially, Social Media will be all about building awareness but if an engaged audience can be created then inevitably it will generate leads.

Social Media sites like Linked In are used by Sales Teams as part of their networking strategies.

Measurement and evaluation are very important.  Every business is different and requires some testing  to achieve the optimum blend of digital marketing channels.

Deliver Audience Engagement

The collateral benefit of Digital Marketing strategy is the creation and growth of engaged audiences (customers and prospects).  A more engaged audience delivers the following benefits

  • More Likely to purchase – A Mature engaged Social Media Audience can be a Lead Generation source.
  • Better Retention – more likely to stay
  • Brand Advocate leading to referrals and good references

 

 

Comments are closed.