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10 recession-beating digital marketing tactics

for business growth

Dr Dave Chaffey
Co-founder Smart Insights

Digital Marketing Priorities brought to you by

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About Dave Chaffey and Smart Insights

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About you
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RACE: A recession-beating growth system

Strategy
Agenda
Create a plan with SMART
objectives using the RACE • How the RACE planning
planning framework
system supports growth
• The 10 ‘Always-on’ tactics
• Using Smart Insights
People
Employee skills
Process
Plan, manage and to support your growth: +45
development and
change management
optimize activities
using the RACE tactics, the RACE OSA
across RACE growth process,
insight and KPIs process – demonstration and
and offer
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The
RACE
planning
framework

Source: Smart Insights digital marketing planning template

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Always-on lifecycle tactics to support growth

Source: Always-on customer lifecycle article

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Do you have the agile mindset to improve

your results from digital marketing?

Source: Chris Goward - WiderFunnel

Recommendation: Include regular structured experiments in your 90-day plans

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10 tactics to increase conversion using

a data-driven approach

For non E-commerce

businesses, lead generation
conversion rates vary
between 2.6 and 6.0%

Source: Smart Insights E-commerce conversion rates compilation

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Six pillars of effective omnichannel marketing

Planning and Goals and Media Content Experience Conversational

Governance
• Strategic initiatives
• Marketing integration
• Digital transformation
• Business and revenue
models
• Budgets and ROI
• Systems, structures
and processes
• Resources and skills
• Marketing technology
measurement messaging
• Forecasts • Paid media • Content marketing • Website customer • Email marketing
• Digital KPIs • Owned media strategy journeys • Mobile messaging
• Digital dashboards • Earned media • Top-of-funnel • Landing pages • Human-assisted chat
• Customer profiles (TOFU) • Multichannel path to • Automation and CRM
• Attribution • Middle-of-funnel purchase
(MOFU) • Conversion Rate
• Bottom-of-funnel Optimization
(BOFU) • Personalization

The six pillars simplify digital marketing complexity from hundreds of tools and communications to potentially use.
Our research shows that many people invest time and money without a plan, goals or measurement. Madness!
Our pillars also highlight the key investment areas for which every organization, regardless of size or sector, needs to
decide their plans and priorities to interact and sell to consumers or businesses online.
We recommend these success factors are reviewed across each part of the RACE framework as the next slide shows.
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Tactic 1. Define lead goal value in funnel

Recommendation: Set up goal value in Google Analytics for leads

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Example: conversion funnel steps

Source: GetResponse case study

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Tactic 2: Assess what content drives value now

Source: Content optimization matrix

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Tip: Use Page value to review lead magnets

NB. Page value requires E-commerce tracking OR defining Goals

for lead magnet funnel conversions in Google Analytics Admin
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Tactic 3. AB test your lightboxes and landing pages

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Our experience = CRO works!

Test example from Convert.com

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Prioritizing your tests with PIE

• Potential: Uplift?
• Importance: Traffic
volume, value, quality
• Ease: Implementation?

Source: Improve digital experiences learning path module

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Tactic 4. Improve lead profiling

2+ ‘Killer profiling fields’

Consider ‘progressive profiling’
Minimal : Email and name Consider lead scoring and grading
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Create segmented customer journeys

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Tactic 5. Review value by persona / profile

Details need for an effective
persona:
• A. Characteristics
• B. Motivations and
Buyer behaviour
• C. Customer journey/
content mapping
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Lead scoring – implicit – behaviour based

Explicit Profile
Lead grading – explicit – profile-based

Implicit Behavioural
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Tactic 6. Map content across funnel

PLAN REACH ACT CONVERT ENGAGE
Annual GTM and Grow awareness using Generate website leads Using offline sales touchpoints Create loyalty
communications plans based on six inbound marketing using with online content support amongst customers
pillars content assets
GOVERNANCE • Acquisition plan and • Google Analytics lead • Contact strategy for lead nurture • Retention plan
Go To Market plan budget goals • Bidding process • Post-campaign review
Value proposition narratives. Customize • CRO plan
analytics, Dashboard, KPIs. Martech
stack

GOALS AND MEASUREMENT Improve awareness: Improve MQLs: Improve SQLs: Improve retention:
Improve lead volume, • Impression share • Database contacts • Number of pitches and bids • Repeat contracts and
quality, sales velocity and ABM • Unique visitors • Lead profile quality renewal size

CONTENT AND EXPERIENCE TOFU Content: MOFU Content: BOFU Content: ROFU content:
Define content strategy to explain Value • Demand gen blogs • Products and solutions • TCO business-case whitepapers • Customer support
Proposition • Infographics pages – co-branded • Case studies by • Community – user groups
Improve customer journeys • Analyst reports • Landing pages application/industry
Define personas with content mapping • Calculators

MEDIA Grow reach: Convert to lead: Nurture to sale: Engage customers:

Always-on and campaign-based media • Target keywords • Webinars and • Ad retargeting • Ad retargeting
plan • Organic search/social roundtables • Influencer marketing • Social media advocacy
Editorial calendar • ABM advertising • Ad retargeting
• Influencer marketing

CONVERSATION MESSAGING Offline/offsite convos: Initial interactions: Nurture interactions: Customer interactions:
Multichannel contact strategy focusing • Publisher and trade- • Welcome emails • Email nurture and retargeting • Onboarding
on email nurture show emails and ads • Website live chat • Website personalization and • Newsletter
Improve data quality • Event marketing • Website message bots • Website message bots • Website personalization
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Develop your content and editorial strategy

Source: Smart Insights Content marketing matrix

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Tactic 7. Improve your lead magnets

TOFU:
• Brainstorm : Free-Win-Save! Whitepaper
Spreadsheet
• TOFU/MOFU/BOFU Templates

• Maintain quality… MOFU:

Video
Infographic

BOFU:
Consultation
Demo
Calculator/quote

Source: GetResponse 25 lead magnet ideas

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Consumer quiz example

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Tactic 8. Surface your lead magnets

q Home page? Segmented?
q Run-of-site? Sidebar panel
Lightbox vs Static panel?
X Seconds vs Exit intent?
q Inline copy e.g. blogs Inline panel
q Offsite – social lead gen?
q Offsite – influencer marketing:
influencers create resources
Inline text
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Consumer DVP with clear outcomes

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Tactic 9. Define email nurture strategy

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B2B Examples
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Example nurturing
emails that
differentiate
and encourage action

Source
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Tactic 10. Improve ad retargeting

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Summary - Customer lifecycle omnichannel touchpoint review –

filling gaps and optimization needed!

Source: Customer lifecycle guide

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Let’s Connect – Questions and discussion welcome!

https://www.linkedin.com/in/davechaffey
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Using Smart Insights to support your growth

How to use our digital learning paths and templates
to create and implement your plan and tactics
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In this section…
Improvement process
+
Recommended
resources
+
Personal offer
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How can we help you attain the next level

in the next 12 months?

Structured knowledge + Skills development

+ Credibility + Business results + Higher income
= Success
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Smart Insights member resource types

for each essential toolkit
Opportunity Strategy Action
• Learning paths • Learning paths • Learning paths
• Audit templates • Planning templates • Campaign plan templates
• Forecasting templates • Playbooks • Optimization templates
• Capability graders • Example templates • Quick Wins
• Skills audits • Case studies • Reporting templates
• Benchmark insights • Sector innovation briefings • Design pattern examples
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Guides and templates

Source: Guides and templates page

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Create a plan using our planning template PDF

Source: Free digital marketing plan template

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The Smart Insights growth process

Prioritize actions: Define opportunity:

• 90-day optimization plans • Performance and marketplace
review
• Campaign plans
• RACE Capability and skills audit
• Customize analytics reports
• Forecast and set SMART objectives
• Employee development
• Key issues summary

Create strategy:
• Prioritize strategic improvement initiatives
• Assess business case and define budget
• Define marketing playbooks and governance
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Learning paths – interactive training

Source: Marketing skills development guide and template

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Quick wins and What’s Hot

Detailed platform tactics
and examples:
• Google
• Facebook / Instagram
• LinkedIn
• Twitter
• Webinars / Podcasts
• Copywriting
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Our customer feedback

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Your personal offer

Implement the recession beating tactics in this webinar
with a Business Membership
Exclusive discounts – only available for 48 hours*
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