digital marketing

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• DIGITAL MARKETING STRATEGY

• TEMPLATE

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• Your Company Name

• One liner/Mission Statement

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TABLE OF CONTENT
Step 1 Understand Your Industry Step 2
Understand Your Competition Step 3 Understand
Your Buyers Step 4 Understand the Digital
Channels that will work for you Step 6
Understanding Marketing Metrics Goals Step 5
Create Digital Marketing Strategy the 5Ds
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• PART ONE

• UNDERSTAND YOUR INDUSTRY

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Its worthwhile to analyze the state of your
industry whether as a prospective new entrant
or as an existing player in the game. One way to
do this is with Porters Five Forces Analysis.
This method of studying an industry considers
as the name suggests five different criteria
and how high the power, threat, or rivalry in
each area is. Below are the five forces in the
analysis

• Purpose of Our Research

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1. Competitive Rivalry This section asks how high
   the level of direct competition is in your
   industry. Ask yourself what other companies offer
   the same product or service that you do in the
   location that you do business in. While there may
   be another company offering the same thing you
   do, it only matters how much of a direct threat
   they impose on your share of the market for this
   analysis.
2. Threat of New Entrants This area explores how
   difficult it is to start a company or launch a
   product that could compete with yours. It also
   looks at barriers to entry whether those are
   resource-based, financial, or imposed by
   government restrictions.
3. Threat of Substitution For this criteria, think
   of the alternatives to your product or service.
   Keep in mind, these are not direct substitutes.
4. Buyer Power Buyer power looks at whether your
   market is a buyers market or a sellers market
   from your companys perspective. If your product
   is at the mercy of the latest trend or a
   bargain-hunting coupon cutter, buyer power is
   high.
5. Supplier Power Lastly, supplier power considered
   how much suppliers influence the business.

• Purpose of Our Research

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• Threat of New Entrants
• Add your threats here
• Very High High
• Low Very Low

• Supplier Power
• Very High High
• Low Very Low

Buyer Power Very High High Low
Very Low

• Competitive Rivalry
• Very High High
• Low
• Very Low

• Threat of Substitution
• Very High High
• Low Very Low

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Analyzing Your Results After you complete your
analysis, take note of how often categories are
marked as high or low. If there are more lows
than highs, this is good! You have an
opportunity to make an enormous impact in your
market. If your highs outweigh your lows,
consider what concrete actions you will have to
take to overcome these potential threats and
obstacles. Whether youre incumbent or a new
business, these forces can change at any time, so
staying on top of industry trends and getting a
high-level look at your market is essential for
long-term success.

• Analyzing Your Results

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• PART TWO

• UNDERSTAND YOUR COMPETITION

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Once you understand your industry as a whole,
dive into where you fit into that industry with a
SWOT analysis. A SWOT analysis looks at a
companys internal strengths and weaknesses and
the external opportunities and threats within the
market. Competing this analysis will highlight
the direct areas of opportunity your company can
start building on or working to overcome.

• Competition Research

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Strengths A companys strengths are its internal
pros. Strengths are usually unique to that
company, but can also be generally positive
features that might be shared by another company.
Weaknesses Weaknesses are the internal faults
that are within the companys control. This is
not a time to mention the strengths of other
industry players, but rather problems internally.
Opportunities Analyzing opportunities requires
looking at the industry, market, and world as a
whole to identify chances for a company to grow
the business. Threats Threats, like
opportunities, exist outside of the company, but
can be damaging to its success and profitability.
This is where we consider government regulation,
the influence of other companies, the economy,
consumer trends, and more.

• Competition Research

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  Strengths                           Weaknesses              
  Opportunities                           Threats              
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Use this analysis as a snapshot for your
companys performance or potential performance.
Dont just compare the amount of strengths and
opportunities with the amount of weaknesses and
threats weigh their importance to determine if
youre currently in a good place or if you could
be doing better.

• Analyzing Your SWOT Analysis

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• PART THREE

• UNDERSTAND YOUR BUYER

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• While you need to know where you stand in your
  industry, its ultimately worth knowing where you
  stand in the eyes of your customer and potential
  customers.
• Taking the time and effort to learn how your
  company or product will be perceived in the
  market is a vital action all businesses must
  routinely take.
• You will better understand
• Facts about your target market.
• What matters to someone who would purchase from
  you.
• The demand for your product.
• The potential price points.
• Perception on competition
• Impressions of your branding.

• Buyer Persona

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Buyer Personas Before you get to surveying your
buyers, its helpful to define them with buyer
personas semi-fictional generalizations of who
your target customers are. Understanding your
buyer personas guides your survey construction to
be more tailored to your intended audience. If
you havent established your buyer personas yet,
use this free tool to get started.

• Buyer Persona

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• Buyer Persona

• Their Name
• Their Occupation/Title
• Their Age or Location

• Write up a brief synopsis of this buyer persona
  and why they may be a good fit to be a customer.
• If youre making a buyer persona from scratch,
  visit https//www.hubspot.com/make-my-persona and
  insert a screenshot of your persona.

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• PART FOUR

• UNDERSTAND YOUR DIGITAL CHANNELS

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Your Company Goal

• We set out to find out(take it from here!)

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• Types of Digital Marketing Channels
• Content Marketing Blog, Quora, Lead Magnets,
  Guest Posts
• Search engine optimization (SEO) On-page
  Off-page
• Social Media Marketing Facebook, Instagram,
  Twitter, Pintrest, Linkedin
• Paid Social Ads on Social Media Platforms
• Display Advertising Banners ads on high DA
  websites
• Cold Email Outreach Marketing
• Influencer Marketing PR
• Inbound Marketing Marketing Automation Funnel
  Optumization
• Most businesses need a combination of these
  channels to build your effective growth strategy.
  We like to break it down to Organic Paid
  Channels for further clarity on showing
  effectiveness of these campaigns.

• Digital Marketing Channels

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ORGANIC GROWTH Organic growth channels brings in
slow growth to a business but is the most
valuable and trusted source, especially when you
are looking to build a quality lead
pipeline. Choose from these channels below
(based on resources budgets)

• Digital Marketing Channels

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Service What it means Growth Metrics Resources Needed Budget Needed
On-page Optimization Making your website landing pages SEO -friendly mobile friendly Increase traffic Decrease Bounce Rate Designer HTML Developer SEO Strategist
Keyword SEO Showing up your web pages and landing pages for high volume search keywords on google Increase Traffic Lead generation SEO Strategist SEO Team
Content Marketing Creating high quality content for blogs, social posts, emails and ads on your blog Increase Traffic Increase subscriptions Content Writer SEO Strategist Designer
Inbound Marketing Nurturing Leads to conversion to retention via marketing automation, funnel optimization and retargeting Boost ROI Decrease CPAs Increase Revenue Decrease Sales Cycle Build High Quality Sales Pipeline Inbound Marketing Expert MarTech Expert Content Writer Designer
Social Media Marketing Promote your content via social media platforms by create engaging, inspirational fun content to build your brand presence and reach new audience group Build Social Proof Reach New Audience Build Brand Content Writer Social Media Manager Designer
Guest Posts Backlinks Write for other high DA websites and get backlinks to your website Increase organic presence Increase DA Content Writer SEO Strategist
Email Marketing Cold Email Outreach Lead Generation Content Writer Digital Marketer

• Digital Marketing Channels

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PAID GROWTH This is the fastest source for lead
generation and sales for any business. It is the
backbone of growth for all businesses to start
seeing revenue growth. Choose from these
channels below (based on resources budgets)

• Digital Marketing Channels

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Service What it means Growth Metrics Resources Needed Budget Needed
Paid Social Running ads on facebook, instagram, pinterest, quora, linkedin Increase traffic Lead generation Designer HTML Developer PPC Strategist
Display Advertising Banner ads on high DA websites via google or platforms like taboola Increase Traffic Lead generation Designer HTML Developer PPC Strategist
Search Advertising Keyword search on google and bing Increase Traffic Lead generation Designer HTML Developer PPC Strategist
Remarketing Retargeting leads via email, push and social ads to get them to convert Boost ROI Decrease CPAs Build High Quality Sales Pipeline Inbound Marketing Expert MarTech Expert Content Writer Designer
Paid links PR Promote your content via paid sources and media Build Social Proof Increase Traffic Content Writer Social Media Manager
Influencer Marketing Product endorsement by industry influencers Build Brand Build Social Proof Lead generation Content Writer Social Media Manager

• Digital Marketing Channels

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• PART FIVE

• UNDERSTAND YOUR MARKETING METRIC GOALS

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Digital Marketing KPIs or Key Performance
Indicators are quantifiable goals which help you
to track and measure success. KPIs are a useful
way for Business owners to see the actual results
of their digital marketing campaigns
Marketing Metrics Sales Metrics
Traffic Conversion rate from leads to opportunities
ROI Conversion rate from Qualified leads to sales
Conversion By Source, Medium, Channel Deal win rate
ROI reporting Leads
Cost Per Acquisition Average days to close
Customer Lifetime Value Monthly recurring Revenue
Followers, Likes, Shares, Comments Profit Percentage

• Marketing Metrics

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All digital marketing campaigns needs to achieve
set marketing goals which are generally derived
from the business goals.
Marketing Goals Business Goals
Reduce CPA Increase Revenue
Improve ROI Increase Profit Percentage
Followers, Likes, Shares, Comments New Customers
Increase Organic Traffic Build Brand
Lead Score High Quality Pipeline
Customer lifetime Value Repeat Business

• Marketing Metrics

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Data Point
What Was the Most Important Data Point?
4x
Customer lifetime Value If your digital
marketing strategies are focused on increasing
your customer lifetime value i.e. repeat
business, it automatically sets you up for
continuous growth.
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• PART SIX

• CREATING YOUR DIGITAL MARKETING STRATEGY

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• Every Digital marketing Strategy Comprises of the
  below 5Ds
• Digital Technology
• Digital Data
• Digital Channels
• Digital Metrics
• Digital Devices
• Lets understand what each of these means and how
  together they build a digital marketing strategy
  that will improve your digital presence and boost
  conversions

• Digital Marketing Strategy

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• Digital Technology The most important part of
  the digital strategy is the technology. Marketing
  today is driven by the right kind of technology
  and tools to enhance and upgrade your marketing
  efforts that show highly effective results. The
  first step is to choose your Marketing Technology
  aka MarTech stack. Here are the tools you need
• Customer Data Platform CDP like Segment allows
  you to track a customer following GDPR guidelines
• Marketing Automation Platforms like Hubspot are
  great automation platforms that helps you setup
  inbound marketing to increase your customer
  retention rates and build a high quality sales
  pipeline. Hubspot also takes the headache off
  social media management campaigns
• Customer Relationship Management CMS systems
  like salesforce are most imperative to start
  seeing quality leads and conversions
• Analytics Metrics Tools like Google analytics,
  Mixpanel and Amplitude helps in giving you the
  right picture
• Digital Marketing Tools Keyword search tools,
  Content analysis tools and various other SEO
  tools needs to be shortlisted

• Digital Marketing Strategy

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Digital Data Digital data normally consists of
audience profiles and engagement patterns with
businesses. This aspect is captured by typography
setup within your chosen digital technology that
focuses on building interactive experiences
across a wide range of digital channels and your
digital channels. Digital Channels Digital
channels are another component that involves the
analysis of the preferred platforms to target the
audience. Evaluate from the digital marketing
channels explained above to build your digital
marketing strategy. A collection of paid, owned,
and earned channels utilize to build engagement
with the target market through several ways such
as advertising e-mails, messaging, search
engines, and social networks.

• Purpose of Our Research

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Digital Metrics identifying business goals and
setting up marketing metrics to fulfill your
goals is the honest way to see how your campaigns
perform. Digital Devices It mainly focuses on
the target audiences interaction and engagement
on websites and mobile applications using a
combination of connected devices. These devices
may include smartphones, tablets, desktop
computers, TVs, and gaming devices. Hence its
most important to make your websites and landing
pages seo-friendly and mobile friendly

• Purpose of Our Research

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• PART SEVEN

• How To Start? A Summary

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1. Build your unique positioning messaging
2. Build your buyer personas.
3. Identify your business goals marketing goals
4. Prepare the list of digital marketing tools
   you'll need.
5. Evaluate your existing digital channels that work
   for you
6. Audit and plan your owned media campaigns.
7. Analyzing your digital marketing strategys past
   success and failures
8. Identify Your Means ( Stick to Your Budget)
9. Measure and monitor the performance of your
   digital marketing strategy and to change elements
   where needed.
10. Setup Inbound Marketing
11. Understand the Digital Sales Funnel
12. Focus on Blogging
13. Focus on Mobile Optimization SEO Friendly
    Content

• 13 steps to create the digital marketing strategy

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• THANK YOU!