Diploma in Online Marketing, Sales & Digital Strategy

Keith Feighery

Course Overview

• 12 week course• Project Assignment Based • Lectures, Hands-on group work, class presentations• Assignment due 2 weeks after final class• Class participation is key• Essential to read suggested course materials – blogs, books, reference sites, podcasts, webinars etc…

Course Overview

• Developing and executing Digital Strategy• Digital and Online Marketing Programmes• Content marketing solutions• Automated B2B and B2C marketing solutions• Online Sales Optimisation• Social media strategies & tactics• Implementing measurement Programmes• Digital Media Content Creation

Reading Lists

Books-Podcasts-Webinars

• Core Text Books– New Rules of Marketing and PR – David Meerman Scott– Now is Gone – Brian Solis– Groundswell – Charlene Li and Josh Bernoff

• Podcasts– Forimmediaterelease.biz– Alterian Podcast Series– Marketing Over Coffee

• Webinars– Hubspot.com series of webinars– Vocus Top 6 Webinars 2009– Marketo, Marketing Sherpa, Alterian Webinars

Websites• Digital Marketing

– http://www.marketingprofs.com– http://www.marketingsherpa.com/– http://www.twistimage.com/blog/– http://econsultancy.com/– www.adage.com– http://johnbell.typepad.com/– www.hubspot.com– www.nickburcher.com

• Online PR/Communications– http://www.webinknow.com/– http://www.steverubel.com/– http://darmano.typepad.com/logic_emotion/– http://www.briansolis.com– http://www.theharteofmarketing.com/– http://sethgodin.typepad.com/

Websites

• Social Media– www.mashable.com– http://www.socialmediatoday.com– www.techcrunch.com– http://www.chrisbrogan.com/– www.web-strategist.com– http://blogs.forrester.com/groundswell/– http://www.casestudiesonline.com/– www.nevillehobson.com– http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/– http://www.beingpeterkim.com/2008/09/ive-been-thinki.html– http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-

lists-and-tons-of-examples/

Websites

• Analytics– http://www.webmetricsguru.com/– http://www.kaushik.net/avinash/– http://lifeanalytics.blogspot.com/– http://andrewchenblog.com/list-of-essays/– http://blog.revahealth.com/– http://crazyegg.com/– http://haveamint.com/

• A/B & MultiTesting– http://www.abtests.com/– https://www.google.com/analytics/siteopt/splash?hl=en– http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-tip

s/– http://www.vertster.com/– http://www.whichmvt.com/

B2B Sites and Products• B2B Marketing and Lead Management

– blog.startwithalead.com/weblog/– marketinginteractions.typepad.com/– www.leadsloth.com– www.propellingbrands.wordpress.com– www.leaddogs.com– www.market2lead.com– www.churchofthecustomer.com– www.customerexperiencematrix.blogspot.com/

• B2B Marketing Products– www.alterian.com– www.eloqua.com– www.marketo.com– www.reachforce.com– www.pardot.com– www.funnelholic.com

Google/Conversion Related

• Google Related– www.google.com/support/forum/p/websiteoptimizer?hl=en– www.google.com/webmasters/– www.google.com/support/conversionuniversity/– www.google.com/adwords/webinars/agency.html– www.google.com/insights/search/#– adwords.google.com/select/AdTargetingPreviewTool– adwords.google.com/select/KeywordToolExternal– www.google.com/trends

• Keywords– freekeywords.wordtracker.com/– inventory.overture.com/d/searchinventory/suggestion/

• Online Conversion Related– conversionroom.blogspot.com/– www.widerfunnel.com/proof/case-studies

SEO

• SEO/PPC– www.seo-moz.com– www.searchenginewathck.com– www.toprank.blog.com– www.redfly.com– www.seobook.com– www.mattutts.com– www.searchengineforums.com– http://www.searchengineguide.com/stoney-degeyter/7-steps-to-improving-conver

sion-rates.php– websitegrader.com/– www.hubspot.com– www.xml-sitemaps.com/

Digital Strategy

Digital Marketing Process

Source eConsultancy

Digital Strategy & Planning

Source RedAnt.co.uk

Planning Phase

Planning• Define business objectives

– Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc..

– Identify and communicate to key stakeholders (buy-in)• Listening to what is being said about brand currently• Define audience and break down into key segments

– Influencers, Advocates, Personas – Demographics, Psychographics, SocialGraphics etc.

• Audience locations and value of each audience segment– Where do the reside digitally, what are their preferences, how do they

consume media, what are preferred formats• Aligning brand with digital strategy

– What is the tone, voice, perception currently presented

Goals and Audience Location Analysis

Source RedAnt.co.uk

Creation Phase

Creation

• Once strategy, audience, locations are known– Start conceiving, designing and creating tactical solutions

• Identify themes, channels, tone, aims for each tactical channel and initiative– PPC, Social Platforms, SEO, Email, Lead Gen etc…

• For B2B business map out buyer and sales cycles– Align marketing and sales organisations

• Create internal procedures and best practices for social channels• Initiate a content marketing production programme

– Map this out along with personas and buyer cycles

• Define KPIs for each programme – know upfront what success will look like (by corrolary failure too)

Mapping audience, solutions and projected ROI

Source RedAnt.co.uk

Actualisation Phase

Actualisation

• Real-time implementation of each channel, campaign and platform

• Engaging and interacting with your audiences• Reacting to issues and tweaking campaigns as they

proceed live• Constantly compare performance with projected KPIs

created during the previous phases• Create a cross functional communications feedback loop

to resolve all issues and update status• Capture all lessons learnt in a repository in order to

feedback into an improvement process

Evaluation Phase

Evaluation• Once Campaign goes live then measure the following to find the delta for

before and after– Online Traffic

• Traffic Volumes, PPC conversions, referral numbers, effectiveness of keyword usage, time spent on sites, bounce rates

– Levels of interaction • Comments left by users, number of Retweets, number of Fans on Facebook pages,

numbers of @comments in twitter, number of subscribers through email and RSS

– Leads/Conversions • create measurable and trackable conversion points in your sales funnel – sign up for

newsletter, make a purchase, click on a link, fill out contact form, download a trial version, whitepapers, attend webinars, podcasts listens, etc.

– Search Engine Optimisation • links from blogs, trackbacks, comments left in blogs, views of embedded digital content

that you provided, Digg links

– Brand Metrics • NPS, positive brand associations, brand awareness, brand recall

Evaluation Feedback loop

• Implement a continuous learning and improvement framework

• All findings and experiences should feed into subsequent phases, campaigns and initiatives

• Refine reporting process – Improve ROI metrics in their broadest sense– Continue to get communicate internally of sucesses– Educate management through correlation of digital

and business goals