EVALUATING YOUR DIGITAL MARKETING EFFORTS

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1 EVALUATING YOUR DIGITAL MARKETING EFFORTS Copyright 2016 Elephant Marketing & Media, LLC. Editing, re-presentation or sale prohibited

2 WHAT IS DIGITAL MARKETING?

3 DIGITAL MARKETING: The promotion of products or brands that uses digital technology and devices to communicate your message.

4 TRADITIONAL VS. DIGITAL WHICH IS WHICH? TRADITIONAL Print Radio TV OOH Direct Mail? DIGITAL Search engine optimization (SEO) Search engine marketing (SEM) Content marketing Social Media Marketing (SMM) Pay-per-click advertising (PPC) Affiliate marketing LESS MORE marketing TRACKABLE, CUSTOMIZABLE & INSTANTANEOUS

5 FUN FACT: AMERICANS SPEND AN AVERAGE OF 11+ HOURS PER DAY USING ELECTRONIC MEDIA

6 GET YOUR PIECE OF THAT 11 HOURS! START WITH YOUR CUSTOMER KNOW YOUR CUSTOMER: Have you clearly defined your ideal audience and customer base? What does your audience want to see, hear, learn, buy, or experience? Demographics / Psychographics How are they finding you? What is your customer s decision making process? Why do they ultimately buy or not buy? Are they lookers, buyers, loyalists or advocates? What are their media consumption habits?

7 GOOD MARKETERS SEE CONSUMERS AS COMPLETE HUMAN BEINGS WITH ALL THE DIMENSIONS REAL PEOPLE HAVE. JONAH SACHS

8 GET YOUR PIECE OF THAT 11 HOURS! KNOW YOURSELF AND YOUR GOALS KNOW YOURSELF What are your current goals outside of your strategic marketing efforts? How much time and money are you able or willing to spend on digital marketing? What outlets are most likely to reach your identified customer demographic? Who are the stakeholders in your company's decision making? What are your realistic expectations in terms of reach, revenue and response? Is your sales funnel in line with your expectations and does it provide clear expectations and tracking?

9 DIGITAL FUNNEL Plan & R.A.C.E. Define what outlets are best for each stage and what key performance indicators you will use for tracking effectiveness.

10 PLAN Understanding your brand identity, voice and reach is key. Knowing your customer, your value proposition and understanding how you will share your message across multiple channels should all be done in the PLAN phase.

11 SCORE CARD PLAN STAGE Do you have a brand book? Do you know your brand mission? Have you identified your ideal customer demographics & psychographics? PLAN STAGE TOTAL:

12 REACH BUYER STAGE Exploration CHANNELS Search Engines, Social Channels, Blogs, marketing, PPC RESPONSE Drawing THE RIGHT people to your branded content KPI Unique Visitors Value / Cost per Visit Fans / Followers

13 SCORE CARD REACH STAGE Do you have a website? Do you currently use SEO tools and measures? How many social channels are you active on? Minimum of 2/week activity. 0 = 0 1 = = 2 4+ = 3 Does your website have a current blog? Recent post within 1 month. REACH TOTAL:

14 ACT BUYER STAGE Decision Making CHANNELS Website, Content, Testimonials, Reviews, Lead Generation Response RESPONSE Be worth their time trying to find you. Relevant, engaging content and outsider reviews and testimonials. KPI Pages Per Visit Site Interaction (Click, Cart, Comment) Leads / Conversions

15 SCORE CARD ACT STAGE Do you run analytics on your site, social or other outlets? Do you have current testimonials? Do you have online reviews at a third party site? (Google, Yelp, Facebook ) 0 = = 1 2+ = 2 Do you have a lead capture form or action on your website? ACT STAGE TOTAL

16 CONVERT BUYER STAGE Purchase CHANNELS e-commerce ability, Sales and Promotions, CRM System, Social Sharing RESPONSE Be the easy decision. Reduce risk with offers and connections. Covert leads to sales. KPI Sales Conversion Rates Promotional Success

17 SCORE CARD CONVERT STAGE Do you utilize a CRM system? Do you use or accept e-commerce, online billing or payments? Do you understand where you lose most of your unsuccessful conversions? Do you use promotions, giveaway, free trials or other timely offers? CONVERT TOTAL

18 ENGAGE BUYER STAGE Advocacy CHANNELS Social Sharing, Reviews & Testimonials, e- mail Marketing, CRM, RESPONSE Customers are so thrilled they want to share their experience and become repeat customers. KPI Returning Visits Repeat Sales Social Sharing & Reviews

19 SCORE CARD ENGAGE STAGE Do you use marketing or other outlets to stay in contact with your past customers? Do you actively seek reviews or testimonials from customers in a timely manner? Do you digitally share positive feedback you are given? Do you promote and reward referrals? ENGAGE TOTAL

20 HOW DID YOU DO? 0-5 = Needs attention 6-11 = Making progress = Great efforts = Excellent

21 HOW DO YOU KEEP PROGRESSING? Evaluate your messaging - Consistency - Voice / Tone - Value Proposition - Remove stale content? Evaluate your reach - Focus on most effective channels - Set goals for audience expansion - Timing and content of messaging

22 QUESTIONS? WE RE ALL EARS. CARI HANSEN President & CEO Elephant Marketing & Media