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Digital Strategy Toolkit Workbook Smart Insights
Digital Strategy Toolkit Workbook Smart Insights
Short on time?
Thought so, we all are! In creating this workbook, our aim was to create a comprehensive set of templates for a full digital
strategy review covering all digital channels and customer lifecycle touchpoints, but to also enable you to create a simple
version for a quick review.
To help simplify, if you want to follow the quickest route to creating a strategy, or are working on a strategy for a smaller
business, just complete the Five key strategy templates marked CORE that you can use to summarise the strategy
including the one page strategy summary shown below – these are marked see the table of contents that follows.
We recommend that as your main deliverable or output from your digital strategy you create template 1.3.1 in this workbook: the
CORE Strategy Definition Technique: Digital channel strategy objective summary: objective – strategy alignment grid.
Here is an example of template 1.3.1 from our companion resource Digital marketing plan example that we recommend you
also download to use alongside this document.
Workbook structure
This workbook is structured around the Smart Insights RACE Planning framework which covers all online marketing touchpoints
which need management as part of a digital strategy.
Smart Insights RACE Planning is our framework for developing an integrated digital strategy covering the entire customer
lifecycle.
Each of these 5 strategy components are broken down into 5 numbered activities to manage and associated deliverables.
Note that in this workbook, the focus is on the Plan activities to define the opportunity of digital marketing and create a strategy.
Branding
This document is unbranded with minimal formatting and made available in Word so you can easily format it for your company
or your clients.
Table of contents
(Click on the numbers to go to the relevant template)
EXECUTIVE SUMMARY
As you will see, there are many issues to consider in creating a digital strategy. So the challenge is summarizing your
Opportunity, Strategy and Action!
After you have completed the relevant analysis templates and your plan is created, go back to this page and create a 1-2 page
summary that a busy, senior executive can understand and believe in.
The same Exec summary is useful for PowerPoint presentations should you need to present the bones of your plan, and the
ROI projections. An important part of your role is helping others understand what digital marketing is, and the immense value
that it can add to the business.
1. Opportunity
Digital contribution review using analytics customized to the business – What is digital marketing contributing now?
Current digital marketing capabilities – How will we improve our governance of digital marketing?
Digital or Multichannel SWOT – What are the key issues we need to manage?
Defined SMART Goals, Objectives and KPIs – What will digital marketing contribute in the next planning period?
2. Strategy
Vision for digital channels – What will digital marketing contribute in the long-term?
Segmentation and Targeting – What existing and new targeting approaches will we use to boost acquisition and retention?
Value Proposition – How can we improve value delivered by our brand(s)?
Roadmap for implementing RACE initiatives – What are the prioritized lifecycle initiatives to meet our objectives and vision?
Budget for investment – What budget is needed to implement strategic digital initiatives?
3. Action
Digital governance - The Digital Transformation plan to improve People, Process, Tools and Metrics?
90 Day Implementation plans – How do we breakdown strategic initiatives to implement each quarter?
Detailed resourcing and timescales – What staff, agency and tools are needed to implement the 90 day plan?
Measurement and testing – What optimizations are planned to improve efficiency and effectiveness?
1 PLAN
1.1 Performance review and situation analysis – Where are we now?
1.1.1 CORE Strategy Analysis template: Digital marketing-specific SWOT
Purpose: Summarise the current effectiveness of digital or multichannel marketing within a business and identify strategies to improve effectiveness.
Resource: For a completed example download the Digital marketing plan example. Chart in 2.14.
Instructions: We suggest you start here and add to the template as you review other templates. First, at the top, select 5-8 major internal strategic strengths and weaknesses. Next, identify
opportunities and threats that apply to anyone working in this market. Finally, identify alternative strategies in the four other boxes.
Append each bullet with a letter relating it to PRACE or other organizational challenges e.g. (B) Brand development, (G) Governance or resourcing to help summarise in the next template
Strengths: Weaknesses:
Note: In a large organization, or for a more complete summary complete a separate SWOT for Customer acquisition and conversion and customer development; Different brands; Different
markets; Different competitors – direct and indirect;
We recommend using a TOWS matrix for SWOT as shown in the first template below and explained here http://bit.ly/smartswot since this helps integrate your analysis with your strategy
rather than the analysis being placed on the shelf and forgotten.
Plan – Governance
Management and resourcing
Reach
Increase audience
Act
Increase leads
Convert
Increase online or offline sales
Engage
Increase customer loyalty
1.1.2 CORE Strategy Analysis template: Company Digital Marketing capability assessment
Purpose: This summary is powerful since it reveals quickly in a simple visual form, the current use of digital marketing in a company compared to others in a sector, so it can be used as a
simple shock tactic to show colleagues the need to act. It covers both digital marketing tactics and how digital is managed.
Instructions: Score each capability out of 5 compared to others in your sector, or for a tougher target, out-of-sector.
Recommended resource: For a more detailed quantitative review in a larger organization you will find this digital marketing benchmarking audit spreadsheet for Expert members useful
Core capability One. Initial Two. Managed Three. Defined Four Quantified Five. Optimized
A. Strategic approach to digital
B. Performance improvement
process?
C. Management buy-in
E. Data an infrastructure
F. Integrated customer
communications
G. Integrated customer
experience
1. Goal setup
Review the range of goals, how grouped, where value set up, with funnels where relevant.
Examples:
Email sign-up
Setup account on site
Ecommerce:
Add-to-basket (Event-goal based on clicking Add-to-cart)
Sale complete
2. Advanced segments?
Review importance of some standard segments:
New visitors vs returning visitors
Non-paid search (SEO traffic)
Mobile
3. Event tracking
Relevant event types:
Carousel/slider on home page
Promo call-to-action
Content downloaded, e.g. PDF
Video played
4. Custom variables
For example, Logged-in vs non-logged in users – Prospects, Customers, Signed-in.
Example:
“Our digital channels will make it easy for shoppers to find, compare and select products using a structured approach to merchandising and improving conversion to produce an experience
rated as excellent by the majority of our customers.”
1.2.2 Strategy Definition Technique: Define SMART Objectives and track KPIs using a digital marketing performance dashboard
Purpose: Review and then select relevant KPIs to build a business dashboard.
Resource: See Step 5 Define performance dashboards in Expert members Guide Digital Marketing Optimization.
Instructions: Select the measures that are most relevant for you to track as part of a review process across RACE. Mark the most important with a star.
We recommend four different types of measures to help you and colleagues look forward to the future offered by digital marketing:
So we suggest this hierarchy of measures may help in larger organizations:
1. Top-level broad goals to show how the business can benefit
from digital channels
2. Mid-long term vision to help communicate the transformation needed in a larger organization
3. Specific SMART objectives to give clear direction and commercial targets
4. Key performance indicators to check you are on track
You should be as specific as possible in your goals. We recommend these should be:
SMART - see the definition at foot of http://www.smartinsights.com/about/
Based around the customer lifecycle – we use the mnemonic RACE to define this and give examples of different KPIs here: http://bit.ly/smartrace
Define what the R is in ROI for you - it will likely be monetary but don’t forget digital marketing can be more than that
Divided into key digital strategy areas of customer acquisition, conversion, customer development and growth - this is important to ensure you’re covering all of the areas
Broken down into short, medium and long-term goals
You may have dashboard summaries of different complexities for different roles and purposes, so for senior managers, the business value KPIs and customer-centric KPIs are most relevant.
The majority of measures are available from Digital Analytics (e.g. Google, Adobe, IBM Analytics), but some KPIs may need to be integrated from other sources such as social media or
Marketing Automation systems
Performance Share of audience Page engagement rate Conversion rate to Active customers % (site
drivers Share of search (Bounce rate, duration) sale and email active hurdle
Brand/direct visits Lead conversion rate by Channel conversion rates)
(diagnostics) engagement tool rates Active social followers
Category conversion Repeat conversion rate
rates
Business value Audience share Goal value per visit Revenue per visit Retained sales growth and
KPIs (owned media) or Online lead contribution Online-originated volume
Share of voice (earned media) (n,£, % of total) contribution to sales, Revenue per channel and
revenue and product category
1.3 PLAN – Define Digital Strategy and Governance – How do we get there?
1.3.1 CORE Strategy Definition Technique: Digital channel strategy objective summary: objective – strategy alignment grid
Purpose: A one page summary of your digital strategy linking SMART objectives in left column to how they’re achieved and detailed KPIs.
Instructions: Complete the objectives on the left and describe how you have estimated them (second column); how you will achieve them (third column) and KPIS to prove you are on-track
when reviewing strategy (4th column). Aim to include VQVC (Volume-Quality-Value-Cost) objectives
3. Convert objective(s)
Increase conversion rates
from leads to sales and
sales volumes achieved
online or offline.
4. Engage objective(s)
Digital Marketing Strategy for <Company name>
1 PLAN templates
Objectives Substantiation Strategies to achieve goals Key performance indicators
(informed by situation analysis or (critical success factors)
insight)
Increase long-term
customer engagement and
loyalty leading to repeat
sales and advocacy.
Completed examples of tables: One page summary 1.1 in the Digital marketing plan example and Step 2 Align your business and marketing goals with specific SMART Objectives in
Expert members Guide to Digital Marketing Optimization and step 5 for discussion of VQVC.
1.3.2 Strategy Definition Technique: Strategic digital marketing initiatives priority matrix
Purpose: The main strategic initiatives are then reviewed by placing in this matrix to give approximate priorities:
Instructions: Take the strategic initiatives from the TOWS or objectives-strategies-KPIs grid and discuss with colleagues where they lie on this matrix.
The most important priorities (e.g. P1 or P2) with the lowest capabilities (e.g. C3 or C2) should be acted on first.
P1
=
Very Important
P2
=
Important
P3
=
Lower
importance
An alternative method of scoring strategic initiatives in a structured way is given at the end of this blog article.
Act
Convert
Engage
Brand enhancements
1.3.4 Strategy Definition Technique: Digital channel growth opportunity analysis (Optional)
Purpose: Review options for using digital channels to increase sales by developing new markets, products or services.
Instructions: Digital channels are often used simply for market penetration, so start here, then consider options for market and product development.
Example:
Element of How does this apply to digital Key issues to consider Summary of recommendations needed for
McKinsey marketing governance and managing digital media and technology
7S management
Strategy Demonstrating how digital strategy Techniques for using digital marketing
aligns with and contributes to to impact organization strategy.
marketing and business strategies. Techniques for aligning digital strategy
with organizational and marketing
strategy.
Gaining appropriate budgets and
demonstrating/ delivering value and
ROI from budgets. Annual planning
approach.
Structure The modification of organizational Integration of digital marketing and e-
structure to support digital marketing. commerce teams with other
management, marketing (corporate
communications, brand marketing,
direct marketing) and IT teams.
Use of cross-functional teams and
steering groups.
Insourcing vs outsourcing digital skills.
Systems Digital Marketing capabilities Campaign planning approach–
including the development of specific integration.
processes, procedures or technology Managing/sharing customer and
platforms and information systems to marketplace insight.
support digital marketing. Managing content quality.
Unified reporting of digital marketing
effectiveness.
In-house vs external best-of-breed vs
external integrated technology
solutions.
Staff Digital skills or talent competence Digital skills development for existing
amongst staff in the business – staff and staff retention.
including both digital specialists and Acquiring new digital skills.
marketing, IT specialists. Insourcing vs outsourcing of digital
skills, e.g. from specialist agencies.
Staff development and training.
Style Includes both the way in which key Achieving senior management buy-in/
managers behave in achieving the involvement with digital marketing.
organization’s goals and the cultural Relates to role of digital marketing
style of the organization as a whole team in influencing strategy – is it
But you may want to summarise the essence of some or all of the digital strategies below. - how are you going to leverage the potential of digital marketing to your business, and how does
that meet the objectives. This is about your approach only, not the detail.
Consider breaking it down as well, it’s often easier to explain in smaller, bite-size chunks, this also helps when it comes to tactics which should hang from the strategies below.
Here is an additional checklist showing all of the key strategy definitions to consider which are covered throughout this template.
Here are some suggestions of specific strategic issues you should consider.
B. Positioning
How do you position your online products and services in the customers mind? Consider
Reinforcing your core proposition. How do you prove your credibility
Define your online value proposition. This should flow from your positioning and be what the customer sees immediately when they interact with you online.
Define these in key messages for different audiences, e.g. prospects against existing customers, segments with different value you target.
You need clear messaging hierarchies to effectively communicate your positioning both in online and offline media.
Particularly if you sell online, you will want to explain how you will modify the marketing mix. For example:
Product. Can you offer a different product range online. How can you add value to products through additional content or online services.
Price. Review your pricing and consider differential pricing for online products or services.
Place. Identify your online distribution issues and challenges. Should you create new intermediaries or portals or partner with existing sites?
Promotion. Discuss the problems and opportunities of the online communications mix. These will be detailed in the acquisition and retention communications strategies. Review
approaches for online promotions and merchandising to increase sales. You may want to include exclusive promotions to support the growth of different digital channels, i.e. Email,
Mobile, Facebook, Twitter.
People. Can use automated tools such as FAQ to deliver “web self-service” or should you provide online contact points through Live Chat or Phone Call-back.
Processes. List the components of process and understand the need to integrate them into a system.
Physical evidence. Identify the digital components that give ‘evidence’ to customers of your credibility such as awards and testimonials
Place. The eighth P. So much of marketing today is based on strategic partnerships partnerships, marketing marriages and alliances that we have added this ‘P’ in as a vital ingredient in
today’s marketing mix.
D. Brand strategy
Our digital marketing radar (http://bit.ly/smartradar) helps you priorities your online presence to reach and engage your audience.
Representation also includes forming partnerships with publishers or other intermediaries to expand your reach (or acquiring them).
J. Data strategy
What are your goals in permission marketing and data capture - what/where/how/when/why, what tools and value adds are you going to use. You might alternatively reference these in the
conversion strategy.
How do you improve the quality of your customer data across channels to help increase the relevance of your messages through personalization
Each of strategy sections A to J will need implementation details which you can get specialists in your team or agencies to develop. Remember that with digital, “the devil is in the detail”. The
best digital strategies can fail if the execution is poor - search, email marketing and creating a persuasive web design are classic examples of this we see daily.
If there’s only you, create a plan and Just Do It! You have the benefit that you can be more nimble, so can test and learn
How are you going to divide the year up - thinking about campaigns versus seasonal or business focuses, this helps to get the plan actionable. Consider quarterly (90 day) blocks to focus on
and ensure objectives, strategies and tactics are focused on that – see examples in our 90 day action planning template.
Keep this section light and fact based and avoid too much description repeated in the strategy section. Hang your tactics under the strategic hangers, for example traffic acquisition, so that
it’s easy for others follow.
Control
Create measurable KPI’s to align against objectives and stay on track
The key is that (assuming your objectives were clear, detailed and relevant) you have the headers to site your KPI’s and measure against.
Consider how you will measure and report using web analytics
Are there other measurement tools and resources needed
What is the process to measure and report, for example looking at keyword level traffic daily is not actionable, but home page bounce can be if site changes are made
Think about creating a KPI summary dashboard
Governance
In larger organizations, you have to think about resourcing, i.e.
Skills - internal and agency requirements to deliver on your plan
Structure - do you have a separate digital team or can you integrate
Systems - the processes to make things work and keep you agile
Persona names? Characteristics / segment? Personal goals? Needs (Brand, experience)? What we want to deliver?
1.
2.
3.
4.
5.
1.4.2 Strategy Analysis Tool: Online customer insight source review (minor importance)
Purpose: Highlight new digital marketing behaviours by review availability and quality of customer and marketplace insight to inform situation analysis
Instructions: Review range of insight sources in this table.
Insight sources Actions to improve insight quality Key insights (build into fact base)
1. Audience characteristics Online profile information: Audience profiles online (%)
Customer profile – from online Audience profiles offline (%)
forms and sign-up cf offline
Google Analytics – where
audience based – can link to
characteristics with custom variable
Surveying social media profiles
2. Audience behaviours Online behavioural information: Conversion rates
Google Analytics – particularly Average days to purchase?
multichannel funnels Average channels before purchase
Survey to research offline purchase % who browse by channel, % who buy
by channel
See Smart Insights members downloads to
consumer adoption and usage statistics
compilation and online benchmarks
3. Audience preferences and sentiment Customer feedback – see Main reasons for:
http://bit.ly/smartfeedback Not converting
Not repeat-purchasing
4. Audience share compared to Google Analytics benchmark option Share of search
competitors. Similar Web Benchmark Share of voice
Targeting approaches Method Current capability / Future relevance (of 5) Priority for future P1-P3
6. Customer lifecycle (WE) Target Email and Web messages according to length of
time using online services
7. Customer value (WE) Review current and future potential for existing
customers
10. Channel preference (WE) Communicate with customer in their preferred media
e.g. Email vs Print and Phone (and according to value)
Typical methods for applying these techniques: P: Paid media targeting E: Email personalization, W: Web or in-app personalization (when profiled, Owned media)
Customer segments: Demographics Main generic category / product phrases Niche media sites or social networks: Competitor 1: Key brand differentiators
Customer segments: Personas Comparison searches Aggregators and super-affiliates Competitor 2: Key brand differentiators
(where comparison sites relevant)
Customer segments: Value Value searches Smaller affiliates Competitor 3: Key brand differentiators
Customer segments: Lifecycle Competitor searches Blogs and individual influencers Competitor 4: Key brand differentiators
Customer segments: Interest-based targeting Other long-tail behaviours or qualifiers Competitor 5: Key brand differentiators
Notes: The consumer search behaviour summary worksheets on our SEO Gap Analysis template suggest a method of summarising the most important consumer search behaviours and
how to target them. You can see examples of visualising the marketplace using this method or across POE media in this post.
How would you describe your business in one sentence as perceived by its customers?
Choose the most important differentiating attributes that show how your business delivers to its customers. How can these be emphasized online.
Considering the marketing mix elements as ways to differentiate your services online (Product, Price, Place, Promotion, Physical Evidence, Process, People)
Financial Value – Your dependability brings your customers a quality product at a low price.
Innovative Products – You are always bringing your customers the very newest products or ideas.
Customized Relationships – You can tailor your services to meet the needs of your customers.
1. Selection online value. How does the content and experience in your sites/social media/communications help people choose the best products for them?
2. Personal online value. How does the experience in your sites/social media/communications help people at home (e.g. education or entertainment) or work (personal or career
development)?
3. Product online value. What benefits does buying from your business online offer compared to traditional channels or competitors? i.e. in the Marketing Mix, e.g. Product selection,
Differential price, Convenience of click and collect.
2 REACH
2.1 Digital media channel effectiveness review
Purpose: A top-level review of 6 core digital marketing techniques to drive visits to a website
Instructions: Review each of the 6 channels comparing current approaches to competitors and priorities need for improvement
Give your summary assessment of opportunities to improve audience reach through the main media channels based on the techniques recommended in the course.
VQVC Measures – use actual figures where known or rate e.g. Great, Good, Average, Poor
Volume: Number or % share of site visits
Quality: Dwell time or conversion rate to lead or sale
Value: Revenue per visit (Ecommerce) or Goal value per visit (if goals set up for non-Ecommerce site)
Cost: Cost per visit/lead/sale
Digital Channel Rating of current capability Priorities of success factors to Priorities for new communications Overall priority or value compared
compared to VQVC measures and improve? techniques to trial? to other reach channels?
competitors use of media
1. Search Marketing Volume : Quality : Value : Cost
SEO
Pay-per-click/AdWords
Outreach
Community
Affiliate marketing
Sponsorship
Contra-deals with
complimentary sites or
brands
Ad networks
Remarketing
Rented permission-based
list
Ads in Enewsletters
Optimising social
presence on different
social networks
Social media ads
The next visualization of media effectiveness is recommended for comparing individual techniques and alternatives placements/content partners.
Targeting
Keyphrase group + volume? Keyphrase group + volume? Example search terms Landing page targeted
priority
1. Generic category searches 1. <category>
1. Generic category searches 2. <category> + <type>
1. Generic category searches 3. <category> + Value
2. Brand terms 1 <Brand> + brand core
2. Brand terms 2 <Brand> + <category>
2. Brand terms 3 <Brand> + value
2. Brand terms 4 <Brand> + location
3. Supplier brand term 1 <supplier>
3. Supplier brand term 2 <supplier> + <category>
4. Competitor
4. Competitor 4 <competitor> + location
REACHING customers
Visitor acquisition tactic review & recommendations
Evaluation Recommendation
Search Engine Optimisation (SEO)
1 Current performance snapshot 1 Current performance snapshot
% of visits, leads or sales:
9 Ad creative 9 Ad creative
Month 1
TOTALS Monthly Traffic Targets 4,800
Customers 610
Target ROI 7
ROI 8
Resources (Man Days) 16
Month 1
Traffic Target (UV's) 15,323
% of Month's total UV target 319.23%
Budget (£'s) 4,000
Customers 230
Search Engine Cost per acquisition (£'s) 17.40
Optimisation Revenue (£'s) 114,923
Target ROI
ROI 29
Resources (Man Days) 2
Notes/Activity Description Enter notes here
3. ACT
3.1. Customer journey analysis
3.3.1 Act Technique: Website “Quick Wins” analysis
Purpose: To identify “Quick Wins” to improve interactions and conversion with a site based on where visitors are arriving, common footfall and CTA improvements.
Instructions: Complete a brief review of Google Analytics as described in our Using GA to improve results guide to identify improvements to increase interaction and conversion.
Action / scent trail Relevance Evaluation of current site/social platform: Recommended improvements:
to our Clear scent trail / Call-to-action (CTA)
business? Above the fold
Run-of-site
Site landing page analysis (GA). Which site
sections and page drive most visits? How can they be
enhanced to generate more interactions?
Forward path analysis (GA). What are the most
common customer journeys for main page types (e.g.
home page). How can CTAs and messaging be
changed to make more effective.
Reverse path analysis (GA). Which pages currently
generate most leads and sales. How can these be
enhanced?
8. 2-3 ‘Killer’ profile fields used to capture data that can be used to
deliver more targeted welcome and nurturing emails later?
9. Two-stage signup used for email and then more profile data?
Remarketing
Social media
14. Social network business pages used to prompt lead generate, e.g.
Updates featuring lead magnets, Pinned posts, CTA buttons on
Facebook, apps.
Look for opportunities to feature the most successful landing pages (or
lead magnets on them) more – in navigation, welcome emails and
through social media.
Where pages are popular by volume of entries, but are not generating
leads see whether you can add more prominent calls-to-action to your
main lead gen pages.
Note: If you set a Segment of New visitor while viewing landing pages
this will filter out some of the affect of returning customers (apart from
those who have had cookies deleted)
3. Use Google Analytics ‘Content Drilldown’ for first time visitors to see
which sections of the site are most effective in attracting new traffic.
4. Use Reverse Path analysis from signup pages to see which pages
are most effective in driving signup. Which popular pages or page
types are missing? How can these be used to enhance conversion.
These are common ways to improve landing pages from top to bottom –
there is a lot more detail in our guide.
Profiling requirements
Competitor review
3. OFFER, CONTENT AND MESSAGING
Promotional offers
Messaging hierarchy
Creative brief
Campaign localization
6. CAMPAIGN EXECUTION
Pre-live testing
In-flight optimization
Post implementation review
4. CONVERT
4.1 Lead nurturing / Remarketing
4.1.1. Define Prospect Welcome sequence
Purpose: Define the purpose, offer and messaging for a triggered email sequence including a Welcome sequence
Resource: Email sequence / contact strategy template
Instructions: 1. Define the aim of each email. 2. Specify copy and creative to achieve this aim. 3. Add Content and Dynamic content.
Automated Trigger Source Trigger Message Primary Secondary Transactional Subject Headline Email Block 1 (Lead)
Email code event interval focus marketing marketing / service line template
aims aims purpose used
Welcome- Online Landing +2h Welcome. 1.Explain A. Generate Welcome, Enjoying Let us help Standard Do you need
E1 brochure page Build brand brand callback, B. acknowlege your XX you choose template any help?
download favourability values. "Ask the and thank for brochure? the right Acknowledge
and Expert" to download. course brochure
familiarity 2. Convince capture download
about phone (including
company number or multiple
3. Offer help
Welcome- Online Landing +2d Try our Generate Generate Offer help Have you Learn more Standard Need to find
E2 brochure page service additional callback, tried our about the template out more? Try
download taster lead event "Ask the <next lead <brand> the <lead
Expert" to type>? Experience type>.
capture Acknowledge
phone brochure
number or request.
book online.
Note: This is partial – download the spreadsheet for additional fields for targeting with dynamic content.
4.1.2. Remarketing
Purpose: Ad Retargeting / Remarketing guide
Resources: Display Retargeting guide and AdWords guide (AdWords Remarketing section). Relevant platform help sections on Digital Media Cheatsheet.
Instructions: Use this template (similar to the top-level digital media channels table) to define the types of remarketing you will use
Digital Channel Rating of current capability Priorities of success factors to Priorities for new communications Overall priority or value compared
compared to VQVC measures and improve? techniques to trial? to other reach channels?
competitors use of media
1. AdWords Volume : Quality : Value : Cost
Remarketing
FBX
3. Twitter Volume : Quality : Value : Cost
4. LinkedIn Volume : Quality : Value : Cost
Ad networks
Remarketing
Personalization tools such as Evergage provide options across all of these placements. Others focused on Ecommerce merchandising like Barilliance focus on promotions on product pages.
HelloBar is a simple header or footer popup or bar.
Channel Homepage Run-of-site Header or footer Left or right Inline text Category pages Product pages Search results Other page
pop-up or overlay pop-up sidebar promos e.g. on templates
blog
Website
Mobile
Options for assisted selling via sales or customer service people to be reviewed include:
Live Chat, e.g. pop-ups deeper in the site or after certain dwell time on page
FAQ and customer service portal
Contact Us encouraging
Outbound calling based on lead scoring and content accessed
Your assessment
1 Initial Ad-hoc review of traffic Ad-hoc post-campaign Ad-hoc review of page Ad-hoc collection of
volumes and outcomes review of performance popularity and conversion customer feedback
2 Managed Regular actionable Actionable review of Defined outcomes Regular surveys and
structured review campaign efficiency reviewed for different monitoring customer
during campaign referrer segments conversations
3 Defined Actionable review against Multichannel influence AB page testing Actionable review of
target reviewed Micro-conversion review customer conversations
5. ENGAGE
5.1 Customer Onboarding
5.1.1 Customer Touchpoint analysis
Purpose: Review use of marketing automation through email and web personalization for prospects and customers (here we’re just looking at customer onboarding, but can be broader)
Channel Reach Act Convert Convert Convert Engage Engage Engage Engage
Email Third-party Email welcome Browse product Abandon Post purchase Product review Social media Promotional or Reactivation
mail or category shopping cart transaction email and/or engagement campaign
partnerships mail / Welcome satisfaction emails
and ads survey
Website or Post sign-up Post transaction
mobile page page
This visualization gives a simple way to give a simple ‘Before/After’ visualization of touchpoints :
Purpose: To review and then improve the drivers/levers for effective customer engagement and loyalty.
Instructions: Consider these categories of organizational People, Process or Tools that may be holding back your content marketing.
Customer retention technique Assessment: 0-5 Summary of current approach Recommended improvements
2. E-loyalty - latency and hurdle rates, e.g. percentage of customers or subscribers who are 90 day active?
4. Cohort analysis – most relevant for subscription services or systems requiring login.
2. Evaluation
3. Email communications strategy includes profiling, segmentation, targeting and email types
6. Governance
1. Goals and specific objectives (See one Page Strategy Summary of social media objectives across RACE – at end of Plan example document)
5. Tactics (Framework and approach for managing blog and individual social networks)
You’re now at the end of the workbook! We hope you have found our templates useful for structuring your ideas and creating your plans.
If you have other requirements for resources or to feedback and ask questions please use our member forum: http://www.smartinsights.com/answers/.