Digital

strategy for SMEs

Making digital a part of your business

Laurie Turnbull 021 023 95708 laurie@digitalcontentmarkeDng.co.nz www.digitalcontentmarkeDng.co.nz

Digital is no longer a nice to have

Rising expectations. You have got a website right? I didnt nd your website on Google (so I didnt nd you) Should be able to buy online Businesses should engage customers across mulDple channels seamlessly What do you mean you dont have a Facebook page? Its so easy to do it yourself now Digital is so much cheaper than tradiDonal sales & markeDng The challenges. Everything keeps changing - not sure when to get on board Have limited budget Lack of resources to integrate digital into business model Legacy systems Is it markeDng or is it something else?

And its leaving businesses with a quandry

When shall we get on board? How much to spend? Do I need to employ somebody? Dabble for a while or go for it? What ROI should we expect?

Does it replace my other marketing?

Making sense of the opDons..

..requires a shiZ in mind set

From this.. ..to this

Linear, each channel saDses select elements of the engagement funnel with limited connecDvity

Non-linear, most channels saDsify mulDple elements of the engagement funnel

5 Stage digital planning process

1. 2. 3. 4. 5. Dene single online business objecDve Segment your customer/prospect base PrioriDse your digital channels Select your digital media Establish KPIs and reporDng metrics

1. Dene online business objecDve

Sell online Generate sales leads Brand awareness

Provide informaDon

Provide an online service

2. Segment your customer base

Existing/new Demographic Known or unknown

Interests

Online behaviour

Language Business or consumer

Device usage

3. PrioriDse your digital channels

Based on your single primary online business goals, prioriDse the digital channels that you will invest in This isnt about there being any one channel that will do the enDre job, it is about selecDng the ones that will have the most impact

4. Select your digital media

Display advertising Search Engine Marketing Interactive tools WebChat SMS Video TVCs Video Blogs Mobile advertising email Channel placements Retargeting

Affiliates

5. Establish KPIs and reporDng metrics

Sales conversion, cost per acquisition, lead-to-sale value Social engagement metrics, brand awareness, brand attribution Readership numbers, articles shared

Customer feedback, service interactions, repeat usage

Example: Selling online

Scenario
Jane is starDng up a small retail business that sells designer shoes imported from Italy. She has limited nancial resources so wants to iniDally focus on the New Zealand market and conduct her business enDrely online.

Considera*ons Online Business ObjecDve Business context Market context Customer segmentaDon Product context Sell shoes online Start up NZ, exisDng market, mature, high compeDDon Direct-to-consumer, no exisDng customers, acDve online users, urban areas, price sensiDve FMCG, Medium margin, medium RRP, high cross- sell potenDal, prots accessible quickly

Example: Phased online sales

Blogs Directories Social

Organic Search SEM eCommerce website Mobile

eCatalogue & Shopping cart Merchant Fullment eNewsleier provider Display retargeDng
Phase 1 Phase 2 Phase 3+

Examples: Sales lead generaDon

Scenario
Phil runs an established IT business. New business enquiries are currently managed via a small call centre which feeds leads to local sales reps. They are losing out to companies that are uDlising online channels.

Considera*ons Online Business ObjecDve Business context Market context Customer segmentaDon Product context Generate sales leads through online channels Established, known in market. Mature business NZ, exisDng market, mature, high compeDDon B2B, new & exisDng customers Service, high margin, high RRP, low volume, long lead-$$ Dmeline, B2B buying cycles

Example: Phased lead generaDon

Blogs Aliates Video Social

Organic Search Directories Info Website Lead Capture CRM eNewsleier SMS
Phase 1 Phase 2 Phase 3+

SEM

Examples: Providing informaDon

Scenario
Trevor is a writer from NZ who, on the side, loves to write about his rst passion, shing. He has built up a liile readership over the years and now he wants to increase his exposure.

Considera*ons Online Business ObjecDve Business context Market context Customer segmentaDon Product context Communicate his informaDon Building readership with a view to moneDsing in the future Specialist area of experDse, very localised to NZ NZ, consumer, mostly male, all socio-economic groups No specic product or revenue basis

Example: Providing informaDon

SyndicaDon / directories Organic Search

Publishing Planorm
Blogs Video Mobile

Forum

Social

CRM eNewsleier

Phase 1 Phase 2 Phase 3+

Examples: Providing online service

Scenario
A new start-up company named Mail-to-you wants to oer businesses cloud-hosted email services. This is a complicated arena with signicant up-front set up costs.

Considera*ons Online Business ObjecDve Business context Market context Customer segmentaDon Product context Generate engagement with online service New to market Complex marketplace, NZ focus, NZ, B2B, combinaDon of exisDng and new customers Service, Dered pricing, long Dme from sign up to revenue

Example: Providing online service

Syndicate content via: Social Channels YouTube

Organic Search
SEM

Front end website Service Planorm Service informaDon Forum Tele

Lead Capture CRM

Email Users

SMS
Phase 1 Phase 2 Phase 3+

Examples: Brand Awareness

Scenario
Auckland Council is holding Movies in the Park and wants to promote the calendar of events to locals.

Considera*ons Online Business ObjecDve Business context Market context Customer segmentaDon Product context Raise awareness & Interest in Movies in the Park Well known event having run for several years. Established communicaDon channels. CompeDng with other Summer events Direct to consumer, Auckland focus, One of several products to be promoted throughout the year

Example: Brand Awareness

SEM Display Online TVC Video Aliates, Directories, Channel Organic Search
Social media campaign

Facebook

Google+

Pinterest

YouTube

Twiier

Integrated events lisDngs

CRM

Priority 1

eNewsleier SMS

Priority 2 Priority 3+

A bit about me
SEO & SEM
Full service SEO consulDng AdWords (CerDed)

Digital Strategy
Digital Channel Strategy Digital Content Strategy Digital media strategy Website strategy Social Media

Websites
eCommerce design & build CMS site design & build Blog/publishing sites Website analyDcs Content Management

CopywriDng
Full online copywriDng Proof reading/ediDng Blog arDcle wriDng

Some of the businesses I have worked with