Digital Marketing Strategy Planning Template

Transcription

TemplateDigital Marketing Strategy Planning TemplateBegin planning your marketing strategy using the RACE FrameworkPart of the Digital Marketing Strategy and Planning Toolkit

Digital strategy for omnichannel marketing successTransformation for rapid and sustainable growthThe challenge to implement a fully integrated marketing approach is more crucial than ever before.With customers choosing brands whose messaging, marketing and values go beyond the product, the need to rapidlytransform your marketing efforts digitally, is critical to ongoing engagement and success.So, where do you start?The key to success is using a proven digital marketinggrowth process to leverage your specific knowledge ofyour industry to make the most of new and emergingtechnologies while consistently proving to customersthat what you say is what you do.RemarketingCROAffliliatesGoogle ShoppingInfluencer OutreachSocial MediaPop Up StoresContent MarketingSEOSearch PPCSponsorshipEventsPrintRadioTelevisionClick CollectMessengerBotsPhone and OnlineMerchandisingInstore and OnlineOmnichannelCampaignsOnlineMarketing AutomationInstore and OʻlineRepeatCustomerRe-engage EmailProgramENGAGESocialCustomerServiceCONVERT1st EACHCustomer Interactions and Value Customer expectations of value are more complex than ever. Aswell as generally being better informed, they want a connectionwith brands that goes beyond quality products and competitivepricing Emerging technologies are making it easier to cater tocustomer needs and create opportunities in both B2B andB2C environments Engagement initiatives require consistent effort over time. Theability to adapt to shifts in consumer and channel preferenceswhile remaining relevant is critical Targeted audience research is needed to reveal who yourcustomers are, how they behave, and what platforms theyprefer to use Integrating marketing automation into your digital marketingstrategies is the key to consistent and reliable growthCommunityLetʼs highlight a few key areas:LoyalCustomerLapsedCustomer1stPurchaseDemand generationand purchase intentIndecisive CustomerTimeAchieving digital marketing success in crowded marketplaces starts with a goal-driven, datafueled digital marketing plan. Our scalable, principle based approach gives you the frameworkyou need to achieve your digital marketing goals - whether working alone or within larger teams.Read on to get started with your journey.

INTRODUCTIONHow to use this RACE Framework planning templateAims of this templateThis template will help you rapidly review and present a simple digital marketingstrategy. It is based on the Smart Insights RACE Framework and six pillars of digitalmarketing success which ensures complete and comprehensive coverage of allthe marketing activities needed to increase leads and sales across the customerlifecycle.How to use this template1PLANDefine your goals and strategy2GrowFor each of the six pillars, you will be presented with a number of questions aboutyour current digital marketing activities.Use the checkboxes to quickly identify those activities that are in place.3Prompt inNext, review the unchecked boxes and fill in the corresponding area of the tablewith the actions required in priority order, where possible.Turning your plan into action with Smart Insights resourcesThis template will give you a good starting point. To fully implement your plan wewill highlight specific Smart Insights resources to support action across all theessential activities.REACHyour audiencemediausing paid, owned and earned4ACTteractions, subcribers and leadsCONVERTAchieve sales online or offlineENGAGE5Encourage repeat business RE- A U TO M ATE

THE SIX PILLARS OF EFFECTIVE DIGITAL MARKETINGPlanning andGovernanceGoals andMeasurementMedia Strategic initiatives Forecasts Paid media Marketing integration Digital KPIs Digital transformation Business and revenuemodels Budgets and ROI Systems, structures ng Website customerjourneys Email marketing Owned media Content marketingstrategy Digital dashboards Earned media Top-of-funnel (TOFU) Landing pages Customer profiles Offline/onlineintegration Middle-of-funnel (MOFU) Multichannel path topurchase Human-assistedchat Attribution Always-on andcampaign investment Bottom-of-funnel(BOFU) Conversion RateOptimization Mobile messaging Automation andCRM Personalization Resources and skills Marketing technologyThe six pillars simplify digital marketing complexity from hundreds of tools and communications that could potentially be used.Our research shows that many people invest time and money without a plan, goals or measurement.Our six pillars highlight the key investment areas that every organization, regardless of size or sector, needs to consider when they are developingtheir plans and priorities for interacting with and selling to consumers or businesses online.We recommend that you review these success factors across each part of the RACE Framework which you will be guided though in thistemplate.

TheSmartInsightsRACEThe SmartInsightsRACEPlanningFrameworkSystemThe Smart Insights RACE Planning SystemBuild an agile, strategic approach to digital marketing1Competition is fierce online. To win you need to Plan, Manage and Optimizedigital channels against defined targets, SMART KPIs and a focusedinvestment in content marketing, digital media and experiences. We believean integrated digital strategy is essential to define new Segmentation,Targeting and Positioning for your online value propositions.PLANDefine your goals and strategyBUYER STAGE:2Grow your audieREACHediance using paid, owned and earned mInvest in always-on and campaign activity including organic and paidsearch, social media, PR, display and influencer marketingBUYER STAGE:3ACTPrompt interactions, subscribers and leads4CONVERTAchieve sales online or offlineENGAGE5Encourage repeat business REE- A U TO M ATEXPLORATIONDECISION MAKINGBe worth finding using clear persona customer journeys and acontent hub that is relevant, inspirational, useful and creates leadsBUYER STAGE:PURCHASEPersuasion marketing using CRO, marketing automation and retargetingto ensure contextual relevance, brand trust and value drives conversionBUYER STAGE:ADVOCACYThrilled customers are key to social media marketing, social proof, repeatsales and referral. Ensure you research your customer loyalty drivers!KEY MEASURESAudience volumeAudience qualityAudience value and costKEY MEASURESLeads/Lead conversion rateTime on siteSubscribers, Likes and SharesKEY MEASURESSales (on and offline influence)Revenue/ProfitConversion and Order ValueKEY MEASURESRepeat Purchase (Lifetime Value)Brand satisfaction and LoyaltyAdvocacy

PLANPlan: Define your strategyTo create an effective digital marketingstrategy, you must first have a good ideaof what you’re currently doing, as well asyour strengths and weaknesses.It’s also important to understand themarket and your competitors’ activities.This will help highlight areas to focus onand enables you to create actionable,measurable goals.Key performance measures:Situation review (current output) Set goals and objectives Define prioritized strategySuccess factors and deliverables for this planning stage: Quantified opportunities based on benchmarking competitor activity Clearly defined goals and objectives A data-driven process through customized analytics and KPI dashboards A defined strategy with prioritized investments in digital marketing Defined customer personas and online value propositionsAction points:Identify all your current digital marketingactivities.Work out your strengths, weaknesses,opportunities and threats. The SWOT/TOWS frameworks are useful for this.Outline goals and objectives and makesure they’re Specific, Measurable,Attainable, Relevant and Timely (SMART).Take the next steps and turn your plan into actionRead our free Guide to Digital marketing success using the RACE FrameworkThis explains the five key activities to include within your plan to improve performancefrom your Plan Activities and gives examples of digital marketing techniques included inthis templateUnderstand who you are marketing to,their needs, wants and expectationsACCESS NOW

PLAN6 Pillars of Digital SuccessAudit of current capabilitiesCheck the box for the activities you have in place.1. Planning and governanceHave you audited your current digital marketing activity?Do you have a digital transformation change management plan? Doyou have a defined customer acquisition plan?*Have you defined your online value proposition?Do you have prioritized investment for digital marketing activities?2. Goals and measurementHave you developed SMART objectives that align with your forecastcommercial contribution from digital channels?Have your Google Analytics goals, events and dimensions beencustomized?Do you have a digital performance review dashboard in place?3. MediaHave you reviewed your digital media effectiveness?Have you assessed your internal media creation capability?Do you have a budget for external media creation?Do you have an established media quality assurance process?4. ContentHave you assessed your content marketing effectiveness and ROI?Do you have a defined content marketing strategy?5. ExperienceHave you benchmarked your website for usability and customer journeyeffectiveness?Do you have a defined plan for structured testing of your website?Do you have a CRO/personalization plan? *6. Conversational messagingHave you planned your customer segmentation and targetingstrategies?Do you have a defined customer engagement plan? *Do you have a plan for automated response technologies?** Most needed in larger businessesStrategic initiatives and actionsFor the boxes that are unchecked, write your planned action in thespace below

REACHReach: Grow your audienceReach involves building awareness ofyour brand, products, and services onother websites and in offline media tobuild traffic to different web presenceslike your main site, microsites or socialmedia pages.It involves maximizing reach usingcontinuous inbound communicationsand planned campaigns to createmultiple interactions using differentpaid, owned and earned mediatouchpoints.Action points:Perform keyword research to find areasof strength and opportunity - both paidand organic.Define your key brand messages,focussing on growing audienceawareness, familiarity and purchaseintent.Create segments and goals in GoogleAnalytics.Key performance measures:Audience volume Audience quality Audience value and costSuccess factors and deliverables for this planning stage: A clear picture of how your digital media channels collectively perform Standard campaign tracking and attribution for reviewing performance A gap analysis for target keywords based on different consumer search types toshow opportunities for organic and paid search A social media campaign plan to promote the right content to the right people andwork with relevant influencers A paid and display media budget and schedule defining investments to reach youraudienceTake the next steps and turn your plan into actionRead our free Guide to Digital marketing success using the RACE FrameworkThis explains the five key activities to include within your plan to improve performancefrom your Reach Activities and gives examples of digital marketing techniques included inthis templateACCESS NOW

REACH6 Pillars of Digital SuccessAudit of current capabilitiesCheck the box for the activities you have in place.1. Planning and governanceHave you created an acquisition budget and plan?Have you defined your key brand messages, focussing on growingaudience awareness, familiarity and purchase intent?Have you performed keyword research to find areas of strength andopportunity - both paid and organic?2. Goals and measurementDo you have a conversion-based forecast model for media ROI? *Has a keyphrase gap analysis been created? *Have you created segments and goals in Google Analytics?3. MediaIs you organic and paid search strategy (inc Ads display network) defined?Have you reviewed your paid media prospecting options (e.g. paid socialand programmatic)?Has the partner and influencer marketing potential been explored?4. ContentIs your TOFU content optimized and attracting visits through organicsearch social media?Does your content address your audience's needs better than thecompetition?5. ExperienceIs your technical SEO and organic social sharing integrated into the site toeffectively attract inbound visits?Has your website been speed benchmarked to be effective on mobile?6. Conversational messagingHas investment been made in permission-based publisher/eventorganizer email campaigns?Are you co-marketing with complementary list owners using emailmarketing?Are you using social selling, outreach and account-based marketingfor ABM? ** Most needed in larger businessesStrategic initiatives and actionsFor the boxes that are unchecked, write your planned action in thespace below

ACTAct: Prompt interactions,subscribers and leadsAct is aimed encouraging interactions togenerate leads. Rather than immediatelyfocussing on conversion, you need toinspire interactions with your contentand social media profiles.You can then create a plan that willpersuade site visitors to take the nextstep on their buying journey.Key performance measures:Leads Dwell time Shares/comments/likesSuccess factors and deliverables for this planning stage: Identified website improvements to make customer journeys more efficient Optimized landing pages and content hub to maximize conversion to lead Clearly defined lead scoring based on customer personas, relevance to yourbusiness/service and level of buying intent A budgeted content marketing strategy to support acquisition An editorial calendar and campaign plansAction points:Review existing landing pagesqualitatively and quantitatively(analytics a

This template will help you rapidly review and present a simple digital marketing strategy. It is based on the Smart Insights RACE Framework and six pillars of digital marketing success which ensures complete and comprehensive coverage of all the marketing activities needed to increase leads and sales across the customer lifecycle. How to use this template For each of the six pillars, you will .