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10 recession-beating digital marketing tactics for business growth
The document outlines ten recession-beating digital marketing tactics to foster business growth, utilizing the RACE planning framework for effective strategy implementation. It emphasizes the importance of defining clear objectives, understanding customer personas, and optimizing content and lead generation efforts through data-driven approaches. Additionally, it provides insights into managing marketing efforts across various channels and measuring success through key performance indicators.
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10 recession-beating digital marketing tactics for business growth
- 1. 1 10 recession-beating digitalmarketing tactics for business growth Dr Dave Chaffey Co-founder Smart Insights Digital Marketing Priorities brought to you by
- 2. 2 About Dave Chaffeyand Smart Insights
- 3.
- 4. 4 RACE: A recession-beatinggrowth system Strategy Create a plan with SMART objectives using the RACE planning framework Process Plan, manage and optimize activities using the RACE growth process, insight and KPIs People Employee skills development and change management across RACE Agenda • How the RACE planning system supports growth • The 10 ‘Always-on’ tactics • Using Smart Insights to support your growth: +45 tactics, the RACE OSA process – demonstration and and offer
- 5. 5 The RACE planning framework Source: Smart Insightsdigital marketing planning template
- 6. 6 Source: Always-on customerlifecycle article Always-on lifecycle tactics to support growth
- 7. 7 Do you havethe agile mindset to improve your results from digital marketing? Source: Chris Goward - WiderFunnel Recommendation: Include regular structured experiments in your 90-day plans
- 8. 8 10 tactics toincrease conversion using a data-driven approach Source: Smart Insights E-commerce conversion rates compilation For non E-commerce businesses, lead generation conversion rates vary between 2.6 and 6.0%
- 9. 9 Six pillars ofeffective omnichannel marketing Planning and Governance Goals and measurement Media Content Experience Conversational messaging • Strategic initiatives • Marketing integration • Digital transformation • Business and revenue models • Budgets and ROI • Systems, structures and processes • Resources and skills • Marketing technology • Forecasts • Digital KPIs • Digital dashboards • Customer profiles • Attribution • Paid media • Owned media • Earned media • Content marketing strategy • Top-of-funnel (TOFU) • Middle-of-funnel (MOFU) • Bottom-of-funnel (BOFU) • Website customer journeys • Landing pages • Multichannel path to purchase • Conversion Rate Optimization • Personalization • Email marketing • Mobile messaging • Human-assisted chat • Automation and CRM 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.
- 10. 10 Tactic 1. Definelead goal value in funnel Recommendation: Set up goal value in Google Analytics for leads
- 11. 11 Example: conversion funnelsteps Source: GetResponse case study
- 12. 12 Tactic 2: Assesswhat content drives value now Source: Content optimization matrix
- 13. 13 Tip: Use Pagevalue to review lead magnets NB. Page value requires E-commerce tracking OR defining Goals for lead magnet funnel conversions in Google Analytics Admin
- 14. 14 Tactic 3. ABtest your lightboxes and landing pages
- 15. 15 Our experience =CRO works! Test example from Convert.com 15
- 16. 16 Prioritizing your testswith PIE • Potential: Uplift? • Importance: Traffic volume, value, quality • Ease: Implementation? Source: Improve digital experiences learning path module
- 17. 17 Tactic 4. Improvelead profiling Minimal : Email and name 2+ ‘Killer profiling fields’ Consider ‘progressive profiling’ Consider lead scoring and grading
- 18. 18 Create segmented customerjourneys
- 19. 19 Tactic 5. Reviewvalue by persona / profile Details need for an effective persona: • A. Characteristics • B. Motivations and Buyer behaviour • C. Customer journey/ content mapping
- 20. 20 Lead scoring –implicit – behaviour based Lead grading – explicit – profile-based Implicit Behavioural Explicit Profile
- 21. 21 Tactic 6. Mapcontent across funnel PLAN Annual GTM and communications plans based on six pillars REACH Grow awareness using inbound marketing ACT Generate website leads using content assets CONVERT Using offline sales touchpoints with online content support ENGAGE Create loyalty amongst customers GOVERNANCE Go To Market plan Value proposition narratives. Customize analytics, Dashboard, KPIs. Martech stack • Acquisition plan and budget • Google Analytics lead goals • Contact strategy for lead nurture • Bidding process • CRO plan • Retention plan • Post-campaign review GOALS AND MEASUREMENT Improve lead volume, quality, sales velocity and ABM Improve awareness: • Impression share • Unique visitors Improve MQLs: • Database contacts • Lead profile quality Improve SQLs: • Number of pitches and bids Improve retention: • Repeat contracts and renewal size CONTENT AND EXPERIENCE Define content strategy to explain Value Proposition Improve customer journeys Define personas with content mapping TOFU Content: • Demand gen blogs • Infographics • Analyst reports MOFU Content: • Products and solutions pages – co-branded • Landing pages BOFU Content: • TCO business-case whitepapers • Case studies by application/industry • Calculators ROFU content: • Customer support • Community – user groups MEDIA Always-on and campaign-based media plan Editorial calendar Grow reach: • Target keywords • Organic search/social • ABM advertising Convert to lead: • Webinars and roundtables • Ad retargeting • Influencer marketing Nurture to sale: • Ad retargeting • Influencer marketing Engage customers: • Ad retargeting • Social media advocacy CONVERSATION MESSAGING Multichannel contact strategy focusing on email nurture Improve data quality Offline/offsite convos: • Publisher and trade- show emails and ads • Event marketing Initial interactions: • Welcome emails • Website live chat • Website message bots Nurture interactions: • Email nurture and retargeting • Website personalization and • Website message bots Customer interactions: • Onboarding • Newsletter • Website personalization
- 22. 22 Develop your contentand editorial strategy Source: Smart Insights Content marketing matrix
- 23. 23 Tactic 7. Improveyour lead magnets • Brainstorm : Free-Win-Save! • TOFU/MOFU/BOFU • Maintain quality… Source: GetResponse 25 lead magnet ideas TOFU: Whitepaper Spreadsheet Templates MOFU: Video Infographic BOFU: Consultation Demo Calculator/quote
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- 25. 25 Tactic 8. Surfaceyour lead magnets q Home page? Segmented? q Run-of-site? Lightbox vs Static panel? X Seconds vs Exit intent? q Inline copy e.g. blogs q Offsite – social lead gen? q Offsite – influencer marketing: influencers create resources Sidebar panel Inline panel Inline text
- 26. 26 Consumer DVP withclear outcomes
- 27. 27 Tactic 9. Defineemail nurture strategy
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- 29. 29 Example nurturing emails that differentiate andencourage action Source
- 30. 30 Tactic 10. Improvead retargeting
- 31. 31 Source: Customer lifecycleguide Summary - Customer lifecycle omnichannel touchpoint review – filling gaps and optimization needed!
- 32. 32 Let’s Connect –Questions and discussion welcome! https://www.linkedin.com/in/davechaffey
- 33. 33 Using Smart Insightsto support your growth How to use our digital learning paths and templates to create and implement your plan and tactics
- 34. 34 In this section… Improvementprocess + Recommended resources + Personal offer
- 35. 35 How can wehelp you attain the next level in the next 12 months? Structured knowledge + Skills development + Credibility + Business results + Higher income = Success
- 36. 36 Smart Insights memberresource types for each essential toolkit Opportunity • Learning paths • Audit templates • Forecasting templates • Capability graders • Skills audits • Benchmark insights Strategy • Learning paths • Planning templates • Playbooks • Example templates • Case studies • Sector innovation briefings Action • Learning paths • Campaign plan templates • Optimization templates • Quick Wins • Reporting templates • Design pattern examples
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- 38. 38 Guides and templates Source:Guides and templates page
- 39. 39 Create a planusing our planning template PDF Source: Free digital marketing plan template
- 40. 40 The Smart Insightsgrowth process Define opportunity: • Performance and marketplace review • RACE Capability and skills audit • Forecast and set SMART objectives • Key issues summary Create strategy: • Prioritize strategic improvement initiatives • Assess business case and define budget • Define marketing playbooks and governance Prioritize actions: • 90-day optimization plans • Campaign plans • Customize analytics reports • Employee development
- 41. 41 Learning paths –interactive training Source: Marketing skills development guide and template
- 42. 42 Quick wins andWhat’s Hot Detailed platform tactics and examples: • Google • Facebook / Instagram • LinkedIn • Twitter • Webinars / Podcasts • Copywriting
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- 44. 44 Your personal offer Implementthe recession beating tactics in this webinar with a Business Membership Exclusive discounts – only available for 48 hours* * Offer is available for new members only https://go.smartinsights.com/racewebinar STARTER Membership (paid monthly) 20% discount $175 -> $140/month £145 -> $116/month STARTER Membership (paid annually) 50% discount $175 -> 87.50/month £145 -> 72.50/month PRO Membership (paid annually) 20% discount $295 -> 236/month £245 -> 196/month