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Innervate Digital Marketing Plan
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- 2. 1. Brand Overview 2.Goals 3. SEO & SEM Strategy 4. Content Strategy 5. Social Media Strategy 6. Measurement Plan 7. Retargeting 8. Budgeting 9. Things for the Future 10. Conclusion Agenda
- 3. Brand Overview In 2015,the worldwide digital games market totaled $61 billion
- 4. Brand Overview How doesInnervate fit in? When a video game like Battletech becomes popular… …its fans want to engage each other.
- 5. Brand Overview Innervate providesgame companies with the platform to engage
- 6. Brand Overview Elevator Pitch Forthe video game maker who has the need to better understand what his gamers like, don’t like, need and want. Maybe gamers don’t care much about graphics but instead want a deeper story or better gameplay. That’s where Innervate comes into play. Innervate is a player relationship management tool that helps game makers build better relationships with their gamers. Unlike Lithium, the software that covers too many product and service categories to understand the video game industry.
- 7. Our players carea lot more about the other players they are connecting with, rather than the content they’re taking part in. EA CEO Andrew Wilson Brand Overview
- 8. MVP - MinimalViable Personality 1 How can you change a customer’s life? We advance gaming by providing video game companies with tools to help them prosper and delight their customers by providing better game experiences. 2 What do you stand for? We want more games to be successful and to give gamers a better experience. 3 Who and what do you hate? We hate Zynga (game companies that treat their gamers like numbers and not people.) Brand Overview You can’t just have a good product; you need a compelling personality behind the product
- 9. Think and Feel •Wants to make a game loved and engaged by gamers • Needs to speak and listen to his gamers • Finds company like Blizzard remarkable based on its interaction with gamers, resulting in increased game quality and profit • Doesn’t want to spend time creating online forums for his game Hear • Influenced by other video game developers, publishers, and industry trends • Interested in how to make his game more profitable • Hears pressure from his investors: “Why isn’t your awesome game making more money?” • May not be open to change See • Customer environment is mostly digital • Mark is sharply following online message boards and forums, video game news sites, and industry newsletters • He lives in a high-tech urban area and sees screens and monitors everywhere Say and Do • Mark wants to grow and retain users • He wants happy gamers • However, he doesn’t have the time and resources to make and maintain an active community for his game • He lives on his computer and spends all day online (PC and mobile); he is on the cutting edge of all technology Customer Empathy Map Example: Mark, Indie Video Game Lead Developer and CEO, 30-Years-Old Brand Overview
- 10. Competition Brand Overview Other companieshave community engagement platforms, but none are video game-specific
- 11. This is Innervate’snew landing page Goals
- 12. Goals It targets topprofessionals from video game companies
- 13. Goals Our challenge: Howcan we attract our target audience to the site AND THEN get them to click this button?
- 14. Goals AND THEN clickon one of these buttons?
- 15. Goals UI Suggestion Change copyof “get started” to “sounds great!” and let’s do it!” because we’ve already used “get started” as initial CTA
- 16. Goals Innervate would liketo see 12 new subscribers in Q1 of 2016
- 17. Goals Goals Strategies Tactics 1.Increase new visitors to website by 20% every month • Generate continuous quality content on site • Social media growth with links • Search engine marketing • Search engine optimization • 2 blog posts per week • 8 FB posts per day • 10 Twitter Tweets/Retweets per day • SEM: Increase AdWord traffic by improving quality score • SEO: Increase quality of web site 2. Increase ”button click” goal conversion rate from nearly 0 to 10% • Landing page optimization • Optimize form • A/B testing with buttons • Strong CTAs (call to actions) on site 3. Increase contact form submissions from target audience (video game CEOs, CTOs, CMOs, Developers, Founders, Presidents, etc.) • Continue to connect with target audience on social media • Retargeting • Use programs like Mention to follow who’s talking about our interests • Facebook ads • Display ads Three goals can help take on that challenge
- 18. SEO & SEMStrategy Since the implementation of AdWords, 1/3 of Innervate’s traffic now comes from organic search
- 19. SEO & SEMStrategy Because the real estate is prime, and right now, we have an average position of 2.5 on search terms Why use paid search?
- 20. Structure campaigns intosimilar ad groups1 Optimize keyword ad copy2 Target landing pages with same keywords3 How can we increase AdWords quality score? SEO & SEM Strategy
- 21. Structure campaigns intosimilar Ad Groups1 SEO & SEM Strategy 2 Campaigns 54 Keywords in each Ad Group7 Ad Groups in each Campaign
- 22. Optimize AdWords copy2 Testseveral versions of ads 2 examples SEO & SEM Strategy Community Group Ad Forum Group Ad
- 23. Target landing pagewith same keywords3 A/B testing: change “Community” to “Forum” for inbound links from “Forum” ad group SEO & SEM Strategy
- 24. Blog Posts Facebook posts Twitter posts LinkedIn Posts Social media ads Google AdWords Content Partners PR outreach Going to events Email White papers Frequency2 per week 5 per day 10 per day 3 per week Recurrent Recurrent 2 per week Recurrent 1 per month 1 per month 2 per year Cost Free Free Free Free $5/day to $6/click $5/day Free Free Free Free Free Target Inbound traffic Followers Followers and retweets of game makers Tech industry Video game industry Video game industry Video game media sites Tech media sites Conventio ns, meetups Subscriber list Video game developers and publishers Strategy Percepti ons of games and industry Share from other sites and own blog posts Target specific info about gaming community Valuable info about community and engagement Target community managers at game companies A/B testing/tra cking with word groups Share relevant articles on own site and vice versa Make Innervate more recognizable name in game industry Network with video game makers locally and regionally Maintain and engage current subscriber list Establish credibility and educate as industry leader Content Calendar Content Strategy
- 25. Example Blog: “mailbag”answering serious and silly questions Content Strategy
- 26. Example Blog: relevantindustry info that will paint Innervate as industry expert and bring target audience back to page for useful tips Content Strategy
- 27. Use an optimizationplugin like Yoast to maximize SEO for each post Content Strategy
- 28. Carefully analyze eachpiece of content to increase reach Content Strategy
- 29. Social Media Strategy Despite39,000 Twitter followers and 2,400 Facebook likes, only 3.5% of traffic is coming from social media
- 30. Facebook has over1 billion active users every month Social Media Strategy We can initiate conversations and increase our brand presence with a variety of posts
- 31. Social Media Strategy FacebookAd strategy Target as narrowly as possible: for example, with our free t-shirt campaign, we only want community managers who are attending the 2016 Game Developers Conference
- 32. Social Media Strategy FacebookAd strategy Test different versions: for example, the left CTA is “Contact Us” and the right is “Learn More”
- 33. Twitter is usedheavily by the games industry Social Media Strategy 1. Twitter users are 72% more likely to talk about gaming than the average internet user 2. 50% of Twitter users say gaming is part of who they are 3. 25% of Twitter users play video games every day 4. 46% of Twitter users will buy video games this Christmas 5. 48% of Twitter users like to keep up to date with upcoming game releases 6. 20% of Twitter users say they are often asked for their opinion on game consoles 6 stats support that claim
- 34. Social Media Strategy Twitterpost strategy Stay active in every game community conversation possible; also retweet influencers and customers
- 35. Social Media Strategy TwitterAd strategy For our free t-shirt campaign, only target users who mentioned some form of GDC16
- 36. Social Media Strategy TwitterAd strategy The audience won’t be large, but will be hyper-specific to meet our need Those keyword targets don’t put us in Twitter’s “suggested range,” but we only want the stronger leads anyway $5 per day will yield these engagements
- 37. LinkedIn strategy: moreformal and informational Social Media Strategy Targeted to video game industry leaders with relevant information
- 38. LinkedIn ads: sponsoredcampaigns Social Media Strategy Targeted to specific roles in “computer games” industry Cost? $6 per click
- 39. Use social mediatools to listen to keywords and reach out to potential customers Social Media Strategy
- 40. Measurement Plan How willwe measure the strategies of goals? Strategies Measurement Budget Generate continuous quality content on site Track which type of content generates clicks and follow trends learned from data Free Social media growth Track which type of posts and retweets generate interest and follow trends Free Search engine marketing 2 week periods with AdWord groups Use A/B testing to monitor effective groups $70 for 2-week segments Search engine optimization 2 week periods tracking quality score improvements or diminishment Free Landing page optimization 1 week periods tracking click rates, bounce rates, and overall behavior Free Continue to connect with target audience on social media 1 week segments tracking slight variations in ad copy and audience $50 for 1-week segments Retargeting 24 hour segments tracking 2nd touch conversion rate $0.25-$0.60 per click
- 41. Measurement Plan • Measurewhat works and what doesn’t • Eliminate the ineffective ads and channels • Keep refining what works to optimize Specific examples of measurement execution Use UTMs to track effectiveness of ads
- 42. Measurement Plan Specific examplesof measurement execution Use alternate links to increase SEO
- 43. Retargeting Create second touch-pointin next 24 hours Retargeted customers are about 70% more likely to complete a purchase. Use a program like AdRoll to create display ads for users who meet the following criteria: • Spent at least one minute on landing page but didn’t click to “Contact Form” page (average time on landing page is two minutes) • Clicked to “Contact Form” page but didn’t convert to “Contact Form Completion” (average time on contact form is 45 seconds)
- 44. Retargeting Show ads ongame dev websites and social media To be less intrusive, these can even be content marketing blog posts to educate our audience
- 45. Budgeting How did wearrive at AdWords estimates? The goal return-on-investment is 50% There were 476 new visitors in past month But just 3 “contact form submissions” for a .63% conversion rate Aiming to acquire 12 new customers/leads We need 1,905 visits for 12 new customers 1,905 clicks * $4 cost per click = $7,620 12 new customers * ($250/mo.) = $3,000 monthly revenue $3,000/$7,620 = 39% ROI
- 46. Budgeting Facebook, Twitter, andLinkedIn ads don’t allow as much precision We can set a daily budget, measure, then refine $5 per day will yield 5-7 daily engagements $6 per click (minimum daily budget of $10) $5 per day will reach about 80 people
- 47. Things for thefuture Once we increase our user base, email marketing and CRM
- 48. Conclusion Innervate wants itstarget audience to come to www.innervate.us, spend time on the webpage, and become customers To accomplish that goal, we will employ a variety of digital marketing techniques • SEO and SEM • Content Marketing • Social Media Marketing • Retargeting Then measure what works, what doesn’t, and continue to improve and innovate
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