Creating an effective Digital Strategy

Creating an Effective Digital StrategyA RESEARCH DRIVEN APPROACH TO SUCCESS

Why do you need a Digital Strategy?

1.Co-ordinate efforts

2.Celebrate success, learn from failure

3.Make better decisions

2Want to talk strategy?

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Budget

Before you start



At this stage you need to know at least 1 of the following:

BudgetObjectives

Objectives






Objectives Budget

Before you start



At this stage you need to know at least 1 of the following:

BudgetObjectives






What should a digital strategy look like?

5

Roadmap for success

A roadmap lays down key activity, milestones and

goals in the short, medium and long terms.

Opportunity Analysis

Identifying which channels represent the greatest opportunity is a key element of

strategy, to outline the directions with the most potential.

Personas

Research

Stakeholder and audience research (through workshops, interviews and surveys for instance) is an essential

foundation for any strategy.

Data review

Analysis of website and enquiry data provides additional insight into audience, opportunity and behaviour.

Documenting the proposition and key selling points helps to provide clarity

of purpose and position for any strategy.

Positioning and Messaging

Personas represent typical audience groups and act as a reference point

to ensure all marketing is focused on the user.

Want to talk strategy?







Why Research?








Research: The building blocks of strategy

Research is a fundamental element of strategy and to gain the full picture, you should aim to understand the business, its users and data.

BusinessTo map out how best

to market the business, an

understanding of its future direction and

USPs is essential.

DataFrom website analytics to

CRM records, data can help you to identify how

users interact, key points in their purchasing

journeys and your most profitable channels

UsersResearching users

gives audience demographics,

behaviours, locations and the experience

they expect.

The sweet spot!Many strategies fail by focusing too much on one area. The value of this approach is thatit balances requirements and information sources, creating a comprehensive and well-rounded strategy.








User Research



Survey Phone Interview

Focus Group

Guerrilla Research

Contextual Research

Quantitative Qualitative






Research Quality

1.Plan your research

2.Sample size & recruitment

3.Be objective!








The value of personas

Ways we must

interact with this user type

Ways we must avoid interacting with this user type

Summary of what they

are trying toachieve

Snapshot of their

mind-set and

opinions.

A sample Persona document








Positioning Messaging

Importance of positioning and messaging statements

Unique

benefit

Reasons to

Believe

Target audien

ce

Market context

A sample Messaging document








Analysing the opportunity out there for your business can be split into 3 distinct areas

Finding those opportunities

34% of companies say web analytics isn't integrated into a broader intelligence strategy.

Econsultancy/Lynchpin, 2013



CompetitorsData

Marketplace






Opportunity Analysis Toolkit



Google

Trends









Keyword Planner









Display Planner









Social Ad Platforms






Time for a sense check

Take your opportunity analysis back to your budget and your objectives

Are the Objectives still SMART?



Generate 10,000 new signups from in house SEO managers in the UK from LinkedIn during 2015






Forecasting & Planning



Now it’s time to put pen to paper on the strategy. Use everything you’ve gathered so far and:

1. Choose channels and plan outline activity

2. Apply your budgets

3. Create a forecast (if you can)






Forecasting & Planning



Forecasting is a risky business – just like the weather forecast, they can be wrong

Graph our any forecasts you do to spot anomalies in the numbers

Start/Stop ActivityLikely shape for

campaign activity and email marketing

Slow and Steady Growth

Likely shape for SEO, and Brand related channels

Logarithmic Growth

Likely shape for NOTHING!






The proof of the pudding is in the eating…








The Pudding










You are

here






Forecasting…



67Registrations

30Target

Attendees

45% Attendance






Forecasting…



30Target

Attendees

5Meetin

gs

17% Conversion Rate






What should a Digital Strategy do?

A strategy sets out to:

Understand the objective audience & current marketplace

Evaluate opportunities for investment to meet objectives

Plan activity and milestones in the short, medium and long term.

By:

Representing positioning and messaging.

Establishing the target audience combined with user needsand behaviours.

Investigating the opportunity across multiple digital channels.

Providing an overall roadmap of activity.








Thanks!

Any Questions?








Creating an effective Digital Strategy

Marketing

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