Shake up your multi-channel strategy tchin-tchin !

DEREK D’URSEL

Little intro

I define myself as:

The rigor of a management engineering The craziness of an entrepreneur The spirit of a marketer

What I am doing since 4 years:

creating leads websites with little budget

Let’s define together:

How to create a strategic plan and use proposed tools

Appetizer

So keep yourself up to date !

All this is onlyrelationship mgmt

!

# 1 # 2

(2) Acquisiti

on

(3)Retentio

n

(4)Conversio

n

(1) Reach

The e-marketing wheel:

The channels

E-mail marketing Online marketing Affiliate marketing Search engine marketing PPC advertising Social media marketing Viral marketing Online reputation mgmt Web PR marketing Mobile Marketing …

Main dish

Bon appétit !

0. Know your productIs it a product

service

advertisement

… all of them

What do you sell?

1. Define the objectivesShould be task specific (what is to be accomplished),

measurable (how much), time specific (by when) and

realistically attainable

Ex: rise brand awareness

rise number of inscriptions

rise number of sales

What do you want to achieve?

Define KPI you’ll use (you’ll need them!)

0. Product (s)?

0. Product (s)?

1. Objective (s) and KPI (s)?

2. Identify your target groupsFirst step: list their needs

Second step: understand how they consume digital

medias

Who is your customer ?

Use personae technique

First tool : personaeWill help you define groups and use case of media usage

0. Product (s)?

1. Objective (s) and KPI (s)?

2. Target group (s)?

3. Define your unique valuesFirst step: eliminate values that cannot be seen as an

answer to one need of your target group

Second step: be aware of values that are not unique

regarding competition. (oups… huge topic!)

What value do you bring ?

Second tool : GA hackWill help you test your values toward your target groups

Value 1 Value 2 Value 3

Arg

um

en

t 1

Arg

um

en

t 2

Arg

um

en

t 3 …

Arg

um

en

t 1

Arg

um

en

t 2

Arg

um

en

t 3 …

Arg

um

en

t 1

Arg

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en

t 2

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um

en

t 3 …

20€ + 80€ free google account

Landing page promoting

value1

Landing page promoting

value2

Landing page promoting

value3

Conversion Conversion Conversion

Google

analy

tics

0. Product (s)?

1. Objective (s) and KPI (s)?

2. Target group (s)?

3. Value (s) ?

4. Scheme your buying processEx: a. identification of need

b. search of information offline

c. search of information online

d. . . .

What is doing your client at each step?

You have it all ! En route !

Third tool : The recap matrixWill help you identify what actions to be taken where

Reach Acquire Convert . . .

Step 1

How do I reach him in step 1 ?

- - …

Step 2

How do I reach him in step 2 ?

How do I acquire him in step 2 ?

- …

Step 3

How do I reach him in step 3 ?

How do I acquire him in step 3 ?

How do I convert him in step 3 ?

…

… … … … …

E-marketing wheelB

uyin

g p

rocess s

tep

sTARGET

GROUP 1

To meet your objectives, for each target group,

on each step of the e-marketing circle and at each step of the buying process

you now know:

what Action to do on what Channel to promote which

Value

And don’t forget

“

”

Data is King !Trial and error is Keen !

… and Gin is Jack !

So keep calm and relax. All this is great fun ;-)