Digital Marketing Strategy

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Map the Customer Journey

Awareness

The potential customer knows they have a need or a problem and is actively seeking out answers.

  • SEO
  • PPC
  • Affiliate Marketing
  • Content Marketing
  • Social Media Marketing

Consideration

The potential customer is comparing your product or service to other solutions on the market.

Engagement

This segmentation within Consideration ensures that each touch point rewards the customer by delivering experiences that are recognized as being valuable by the customer.

  • Content Marketing
  • Social Media Marketing
  • Email Marketing

Subscription

This segmentation within Consideration is in between Engagement and Conversion. Also know as a mini-conversion.

  • PPC
  • Content Marketing
  • Email Marketing

Purchase

Conversion

You can create offers / deals, free trial, and upgrades to increase conversions.

  • SEO
  • PPC
  • Content Marketing
  • Email Marketing

Excitement

This segment within purchase helps lead to retention and loyalty, creates excitement in your purchase / brand, and enforces the customer’s purchase decision.

  • Content Marketing
  • Email Marketing

Ascension

Increases loyalty through cross & upselling.

  • PPC
  • Content Marketing
  • Email Marketing

Retention

Advocacy

This stage in the customer journey draws insight from the voice of the customer and turns them into actions that can solve problems for your customers and improve their experiences.

  • SEO
  • Content Marketing
  • Social Media Marketing
  • Email Marketing

Create Target Customer Personas

Marketing Research

  • Define the problem
  • Design the research
  • Collect relevant data
  • Analyze data
  • Report findings

Market Segmentation

  • Demographic
  • Geographic
  • Psychographic
  • Behavioral

Targeting

  • Market
  • Audience
  • Persona

Identify Goals, Objectives, & KPIs

  • Vision
  • Goal
  • Objective: SMART objectives
  • Key Performance Indicators (KPIs): SMART metrics

Evaluate & Audit Existing Digital Channels & Assets

  • Website/SEO
  • Content marketing
  • Digital/PPC advertising
  • Social media marketing
  • Email marketing
  • Affiliate/Influencer marketing

Create Content Plans & Action Steps for Owned, Earned, & Paid Media

Comments

  1. danma says

    miEdge Campaign

    What do we know?
    Marketing has access to miEdge Excel spreadsheet for all 50 states. miEdge is the premier provider of lead generation, data analytics and prospecting solutions specifically designed for the insurance industry.
    The spreadsheets include:

    • First Name
    • Last Name
    • Job Title
    • Role
    • Phone Number
    • Email Address
    • Company Name
    • Company Address
    • Company City
    • Company State
    • Company Zip
    • Employee Count

    We can import all of this information as Marketing Contacts into HubSpot. All of the contacts may or may not know Proliant.

    What do we need?
    Create a multi-faceted, integrated marketing campaign that educates prospects about Proliant and encourages them to schedule a demo.

    Notes:
    The miEdge lead generator would fit into Direct Marketing: social media, email, mail, or phone/SMS campaigns.
    Create landing pages:

    • Contact form
    • CTA
    • We should A/B testing

    Marketing Research
    What is known & what are the known-unknowns? What does analytics show us? What is the competition doing right & wrong? What do we know of those in the insurance sector? Do we have existing customer’s from the insurance industry that can help with our knowledge gaps?

    • Define the problem
    • Design the research
    • Collect relevant data
    • Analyze data
    • Report findings

    Market Segmentation

    • Demographic
    • Geographic
    • Psychographic
    • Behavioral

    Targeting

    • Market: Business professionals & Insurance HR departments
    • Audience: Example: trendy, urban, female business professionals, mid-level in their career
    • Persona: Example: Downtown Denise. Mid-30s, black, working in an urban corporation, likes to stay on trend, go out with friends and colleagues after work, and is currently putting her career before family pursuits. She aspires to become an executive

    Competition

    Reply

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