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Digital Strategy Done Right - Anvil Media

The document outlines a webinar conducted by Stephen Hammill on digital strategy for marketing, emphasizing the importance of measurable marketing and defining the distinction between digital strategy and digital marketing. It details the various components that should be included in a digital strategy, such as stakeholder interviews, analytics, and content audits, and stresses that digital strategy should integrate business goals with marketing initiatives. It also explains the necessity of aligning digital marketing efforts with overarching business objectives to ensure effective outcomes.

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Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DIGITAL STRATEGYDONERIGHT Defining and Implementing Strategic Planning and Thinking for Marketers, Agencies, and Business Owners June 27, 2018 Webinar Presented by: Stephen Hammill, Director of Insight stephen@anvilmedia.com www.anvilmedia.com
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME  +12 years in Digital Marketing, with a focus on measureable strategy linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME  +12 years in Digital Marketing, with a focus on measureable strategy  Created data-driven strategies for brands including Nike, Intel, Taco Bell, and Yamaha linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME  +12 years in Digital Marketing, with a focus on measureable strategy  Created data-driven strategies for brands including Nike, Intel, Taco Bell, and Yamaha  Google certified and trained linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME  +12 years in Digital Marketing, with a focus on measureable strategy  Created data-driven strategies for brands including Nike, Intel, Taco Bell, and Yamaha  Google certified and trained  IBM Partner reseller for automated marketing solutions linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME  +12 years in Digital Marketing, with a focus on measureable strategy  Created data-driven strategies for brands including Nike, Intel, Taco Bell, and Yamaha  Google certified and trained  IBM Partner reseller for automated marketing solutions  Focus on search and email marketing linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME  +12 years in Digital Marketing, with a focus on measureable strategy  Created data-driven strategies for brands including Nike, Intel, Taco Bell, and Yamaha  Google certified and trained  IBM Partner reseller for automated marketing solutions  Focus on search and email marketing  Although I do marketing, I’m not a technically a marketer… but I do help them linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME  +12 years in Digital Marketing, with a focus on measureable strategy  Created data-driven strategies for brands including Nike, Intel, Taco Bell, and Yamaha  Google certified and trained  IBM Partner reseller for automated marketing solutions  Focus on search and email marketing  Although I do marketing, I’m not a technically a marketer… but I do help them (I’ll explain later …) linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Auditing your Social Presence WHATWE’LLCOVERTODAY  DEFINING DIGITAL STRATEGY  PUTTING IT INTO ACTION  STRATEGY GUIDED BY MISSION  TAKEAWAYS | DISCUSSION
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.11 A fresh new marketing plan has been crafted by a crack team of digital specialists, all set to maximize your growth and ROI for the coming year, except, the lift isn’t there. Campaign reports look strong, but the bottom line isn’t moving. If this sounds at all familiar, your digital strategy may be broken, or just plain missing.
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. OK Then… What is Digital Strategy? 12
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.13 In a rapidly evolving digital marketing landscape, the work we do to achieve our marketing goals needs to be better defined and understood among all of our stakeholders, vendors, and partners and the business goals that define our success, or failure.
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.14 “The role of strategy is to understand the given problem and all the circumstances so that a goal can be defined (client briefs too often fail in that aspect).” source: https://www.quora.com/Whats-the-role-of-a-digital-strategist
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.15 “…then they create and oversee the execution of a plan through specific initiatives to meet the objectives of the strategy.” source: https://www.quora.com/Whats-the-role-of-a-digital-strategist “The role of strategy is to understand the given problem and all the circumstances so that a goal can be defined (client briefs too often fail in that aspect).”
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.16 “A common misconception is that digital strategy is an aspect within a marketing strategy, specific to online or digital media initiatives. This is not only incorrect, but works against what a holistic digital strategy is for: creating cohesive business plans that utilize today's digital assets.” source: https://www.quora.com/Whats-the-role-of-a-digital-strategist “The role of strategy is to understand the given problem and all the circumstances so that a goal can be defined (client briefs too often fail in that aspect).” “…then they create and oversee the execution of a plan through specific initiatives to meet the objectives of the strategy.”
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.17 “Then they create and oversee the execution of a plan through specific initiatives to meet the objectives of the strategy.” “A common misconception is that digital strategy is an aspect within a marketing strategy, specific to online or digital media initiatives. This is not only incorrect, but works against what a holistic digital strategy is for: creating cohesive business plans that utilize today's digital assets.” source: https://www.quora.com/Whats-the-role-of-a-digital-strategist ? “The role of strategy is to understand the given problem and all the circumstances so that a goal can be defined (client briefs too often fail in that aspect).”
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. What is Digital Strategy? 18 Yeah, What Is Marketing Strategy?Wait, those those are different things?
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.19 Digital strategy vs. digital marketing: “Digital strategy focuses on the transformation of the core business while digital marketing focuses on the marketing elements of the overall strategy. In our experience, most organizations synonymously refer to their digital marketing as their digital strategy. This is a common mistake.” source: http://www.digitalstrategyservice.com/difference-between-digital-strategy-digital-marketing
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.20 “Digital strategy is essentially defining and implementing a marketing plan for the business through tools and tactics like SEO, Social Media, PR, SEM, Content Marketing … to enable visits and conversions, and to engage customers.” source: http://www.digitalstrategyservice.com/difference-between-digital-strategy-digital-marketing Digital strategy vs. digital marketing: “Digital strategy focuses on the transformation of the core business while digital marketing focuses on the marketing elements of the overall strategy. In our experience, most organizations synonymously refer to their digital marketing as their digital strategy. This is a common mistake.”
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 21 It’s often the case that our marketing plans don’t have a good working digital strategy, meaning marketing recommendations don’t get properly implemented…
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 22 So, if we’re doing the MARKETING STRATEGY, but no one’s doing the DIGITAL STRATEGY, maybe we should re-think this distinction, and refine our approach
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. What is Digital Strategy? 23 OK … how do we do that?
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.24 Think about some of the things you, your team, or your company does under the digital marketing umbrella  the things we allocate budgets and hours for …
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.25  Stakeholder interviews  Surveys + focus groups  Personas  Competitor research  Analytics  Content audits and plans  Defining KPIs  Paid Media  SEO  Social Media  Email  Measurement + reporting plans  Conversion funnel + optimization Think about some of the things you, your team, or your company does under the digital marketing umbrella  the things we allocate budgets and hours for …
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.26  Stakeholder interviews  Surveys + focus groups  Personas  Competitor research  Analytics  Content audits and plans  Defining KPIs  Paid Media  SEO  Social Media  Email  Measurement + reporting plans  Conversion funnel + optimization Think about some of the things you, your team, or your company does under the digital marketing umbrella  the things we allocate budgets and hours for … Internal Marketing Team Business Owners External Partners
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.27  Financial analysis  Revenue and customer Forecasting  Business plans  SWOT analysis  Lead accounts  Customer lifecycle  Multi-channel or omni-channel strategy  Customer data analysis  CRM  Technical assessments  Tech architecture, gap analysis, platform migration  Organizational assessments Think about some of the things you, your team, or your company does under the digital marketing umbrella  the things we allocate budgets and hours for … Internal Marketing Team Business Owners External Partners
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.28  Stakeholder interviews  Surveys + focus groups  Personas  Competitor research  Analytics  Content audits and plans  Defining KPIs  Paid Media  SEO  Social Media  Email  Measurement + reporting plans  Conversion funnel + optimization Seeing them all in one place, we can think about Goals   Financial analysis  Revenue and customer Forecasting  Business plans  SWOT analysis  Lead accounts  Customer lifecycle  Multi-channel or omni-channel strategy  Customer data analysis  CRM  Technical assessments  Tech architecture, gap analysis, platform migration  Organizational assessments
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.29  Stakeholder interviews  Surveys + focus groups  Personas  Competitor research  Analytics  Content audits and plans  Defining KPIs  Paid Media  SEO  Social Media  Email  Measurement + reporting plans  Conversion funnel + optimization  Financial analysis  Revenue and Customer Forecasting  Business plans  SWOT analysis  Lead Accounts  Customer lifecycle  Multi-channel or omni-channel strategy  Customer data analysis  CRM  Technical assessments  Tech architecture, gap analysis, platform migration  Organizational assessments Seeing them all in one place, we can think about Goals  More Organic Traffic! Keyword Rankings!
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.30  Stakeholder interviews  Surveys + focus groups  Personas  Competitor research  Analytics  Content audits and plans  Defining KPIs  Paid Media  SEO  Social Media  Email  Measurement + reporting plans  Conversion funnel + optimization  Financial analysis  Revenue and Customer Forecasting  Business plans  SWOT analysis  Lead Accounts  Customer lifecycle  Multi-channel or omni-channel strategy  Customer data analysis  CRM  Technical assessments  Tech architecture, gap analysis, platform migration  Organizational assessments Seeing them all in one place, we can think about Goals  More Organic Traffic! Keyword Rankings!
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.31  Stakeholder interviews  Surveys + focus groups  Personas  Competitor research  Analytics  Content audits and plans  Defining KPIs  Paid Media  SEO  Social Media  Email  Measurement + reporting plans  Conversion funnel + optimization Think about some of the things you, your team, or your company does under the digital marketing umbrella  the things we allocate budgets and hours for …  Financial analysis  Revenue and Customer Forecasting  Business plans  SWOT analysis  Lead Accounts  Multi-channel or omni-channel strategy  Customer data analysis  CRM  Technical assessments  Tech architecture, gap analysis, platform migration  Customer lifecycle Organic user value! Funnel location! Assisted conversions! Website improvements! ROI! More Organic Traffic! Keyword Rankings!
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 32 CampaignsBusiness Plan External Internal
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 33 Campaigns [Social Media Plan] [Search Plan] [Website Audit] Business Plan External Internal
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 34 Campaigns [Social Media Plan] [Org. Assessment] [Financial Modeling] [Search Plan] [Website Audit] Business Plan External Internal
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 35 Campaigns [Social Media Plan] [Customer Journeys] [Org. Assessment] [Platform Audit] [Financial Modeling] [Dashboards] [KPIs] [Search Plan] [Website Audit] Business Plan External Internal
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 36 Campaigns Digital Strategy [Social Media Plan] [Customer Journeys] [Org. Assessment] [Platform Audit] [Financial Modeling] [Dashboards] [KPIs] [Search Plan] [Website Audit] Business Plan External Internal Marketing Strategy
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.37 A hybrid strategy approach: Strategy Webinar Defining and implementing our strategic planning and thinking
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.38  the application of new technologies to existing business activities A hybrid strategy approach: Strategy Webinar Defining and implementing our strategic planning and thinking
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.39  the application of new technologies to existing business activities  related to business strategy, which almost always precedes it A hybrid strategy approach: Strategy Webinar Defining and implementing our strategic planning and thinking
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.40  the application of new technologies to existing business activities  related to business strategy, which almost always precedes it  a process of specifying an organization's vision, goals, opportunities, even mission A hybrid digital strategy approach: Strategy Webinar Defining and implementing our strategic planning and thinking
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 41 It can be high level and more enterprise focused  customer intelligence  new products and market research  sales and service optimization  tech platform architectures and processes  innovation for its own sake
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 42 It can be tactical and user-focused  search optimization  ads  websites  mobile optimization  ecommerce
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.43 Where do you fit in?
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.44 Where do you fit in? Some teams have people with the strategy their title; some don’t Some have entire strategy departments; most don’t
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Either way, you’re being asked to wear a lot of hats Strategy Webinar Defining and implementing our strategic planning and thinking 45 Accounts / Leads Project Management Strategy Analysis Biz Growth
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.46 The real challenge isn’t the workload (although, that’s a big challenge), but finding the right balance among these roles Accounts / Leads Project Management Strategy Analysis Biz Growth Strategy Webinar Defining and implementing our strategic planning and thinking
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 47 Accounts / Leads Project Management Strategy Analysis Biz Growth The real challenge isn’t the workload (although, that’s a big challenge), but finding the right balance among these roles
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 48 Accounts / Leads Project Management Strategy Analysis Biz Growth The real challenge isn’t the workload (although, that’s a big challenge), but finding the right balance among these roles
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 49 Accounts / Leads Project Management Analysis Biz Growth The real challenge isn’t the workload (although, that’s a big challenge), but finding the right balance among these roles
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.50 Let’s put this into action
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.51 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.52 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS 1) Align with all key stakeholders on what true lift would mean this year/next
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.53 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS 1) Align with all key stakeholders on what true lift would mean this year/next 2) Revisit your marketing landscape for the next 12-18 months and determine what needs to happen first to start showing lift (no skipping painful steps)
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.54 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS 1) Align with all key stakeholders on what true lift would mean this year/next 2) Revisit your marketing landscape for the next 12-18 months and determine what needs to happen first to start showing lift (no skipping painful steps) 3) List all potential internal challenges that might prevent the work from succeeding further down the road
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.55 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS 1) Align with all key stakeholders on what true lift would mean this year/next 2) Revisit your marketing landscape for the next 12-18 months and determine what needs to happen first to start showing lift (no skipping painful steps) 3) List all potential internal challenges that might prevent the work from succeeding further down the road 4) Use the right KPIs, avoid the wrong ones, and understand how they influence the true lift goals
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.56 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS 1) Align with all key stakeholders on what true lift would mean this year/next 2) Revisit your marketing landscape for the next 12-18 months and determine what needs to happen first to start showing lift (no skipping painful steps) 3) List all potential internal challenges that might prevent the work from succeeding further down the road 4) Use the right KPIs, avoid the wrong ones, and understand how they influence the true lift goals 5) Understand the company’s true mission, and align the digital strategy with it
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.57 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS 1) Align with all key stakeholders on what true lift would mean this year/next 2) Revisit your marketing landscape for the next 12-18 months and determine what needs to happen first to start showing lift (no skipping painful steps) 3) List all potential internal challenges that might prevent the work from succeeding further down the road 4) Use the right KPIs, avoid the wrong ones, and understand how they influence the true lift goals 5) Understand the company’s true mission, and align the digital strategy with it 6) Learn, and teach, the language of digital strategy for your org
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.58 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS 1) Align with all key stakeholders on what true lift would mean this year/next 2) Revisit your marketing landscape for the next 12-18 months and determine what needs to happen first to start showing lift (no skipping painful steps) 3) List all potential internal challenges that might prevent the work from succeeding further down the road 4) Use the right KPIs, avoid the wrong ones, and understand how they influence the true lift goals 5) Understand the company’s true mission, and align the digital strategy with it 6) Learn, and teach, the language of digital strategy for your org
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.59 RE-FRAMING THE NARRATIVE Effective digital strategy means we help teach stakeholders and direct reports what to ask for
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.60 “We want to grow our customer base for a repeat purchasers.” “We want to get 1,000 new Instagram users this cycle.” RE-FRAMING THE NARRATIVE Effective digital strategy means we help teach stakeholders and direct reports what to ask for
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.61 “We want to grow our customer base for a repeat purchasers.” “We want to get 1,000 new Instagram users this cycle.” RE-FRAMING THE NARRATIVE Effective digital strategy means we help teach stakeholders and direct reports what to ask for (Marketing Plan Speak) (Digital Strategy Speak)
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.62 RE-FRAMING THE NARRATIVE Effective digital strategy means reframing goals into more holistic asks
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.63 “We want 1 million email subscribers.” “We want a fully optimized, healthy, and active email list, and in fact we’ll likely trim it from time to time.” RE-FRAMING THE NARRATIVE Effective digital strategy means reframing goals into more holistic asks
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.64 RE-FRAMING THE NARRATIVE Effective digital strategy means we know how to translate business needs into marketing plans quickly and efficiently, and we need good data to do that
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.65 “We have $10K a month to spend on our 20 target audiences.” “Let’s prioritize and refine top targets into a smaller number of segments, based on likelihood to convert, and use our budget to optimize them first!” RE-FRAMING THE NARRATIVE Effective digital strategy means we know how to translate business needs into marketing plans quickly and efficiently, and we need good data to do that
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.66 RE-FRAMING THE NARRATIVE It’s crucial to not misuse or misunderstand the KPIs, or we risk them becoming anchors to sink an entire strategy
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.67 “Our click rates are too low and we need to focus on a fix.” “We have fewer clicks post optimization, but a better conversion rate from the ones that do click through.” RE-FRAMING THE NARRATIVE It’s crucial to not misuse or misunderstand the KPIs, or we risk them becoming anchors to sink an entire strategy
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.68 Strategies Tied to Our Mission
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.69 Challenge Accepted! To become your Most Valued Partner To Delight and Elevate Commitment, Passion & Growth-mindedness
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 70 Challenge Accepted!
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 71 Challenge Accepted! means facing internal challenges head on
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 72 To become your Most Valued Partner
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 73 To become your Most Valued Partner we’re truth tellers, providing value beyond the initial ask
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 74 To delight and elevate Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Workshop Defining and implementing our strategic planning and thinking 46 To delight and elevate
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 75 To delight and elevate can be found in helping our teams innovate
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 76 Commitment, Passion & Growth-mindedness
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 77 Commitment, Passion & Growth-mindedness means we need to always lean in, and look for opportunities in unexpected places
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.78 My org’s mission is _______________, and it means our strategy should __________________.
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.79 A NOTE ABOUT REPORTING If your org is light on a true digital strategy, it stands to reason it also lacks a insightful method to report the efficacy of your marketing efforts in a single, cohesive view – just like before, we should look at a hybrid approach …
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.80 A NOTE ABOUT REPORTING If your org is light on a true digital strategy, it stands to reason it also lacks a insightful method to report the efficacy of your marketing efforts in a single, cohesive view – just like before, we should look at a hybrid approach …
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.81 A NOTE ABOUT REPORTING If your org is light on a true digital strategy, it stands to reason it also lacks a insightful method to report the efficacy of your marketing efforts in a single, cohesive view – just like before, we should look at a hybrid approach …
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.82 A NOTE ABOUT REPORTING If your org is light on a true digital strategy, it stands to reason it also lacks a insightful method to report the efficacy of your marketing efforts in a single, cohesive view – just like before, we should look at a hybrid approach … but that’s for another day!
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 83 In closing, if you are doing all or some of an of this, then it’s safe to say you are part digital strategist. Welcome to the club! Let’s get to it!
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Auditing your Social Presence TAKEAWAYS|DISCUSSION  Digital strategy is for creating cohesive business plans that utilize today's digital assets, and is related to business strategy, which almost always precedes it  Marketing Strategy and Digital Strategy aren’t the same, but the lines are more blurred now  Many traditionally business-owned strategies and KPIs need to shared with the marketing team  Re-sequence your digital marketing efforts based off your digital strategy  Learn, and teach, the language of digital strategy for your org
Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THANK YOU! linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524

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Digital Strategy Done Right - Anvil Media

  • 1.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. DIGITAL STRATEGYDONERIGHT Defining and Implementing Strategic Planning and Thinking for Marketers, Agencies, and Business Owners June 27, 2018 Webinar Presented by: Stephen Hammill, Director of Insight stephen@anvilmedia.com www.anvilmedia.com
  • 2.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
  • 3.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME  +12 years in Digital Marketing, with a focus on measureable strategy linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
  • 4.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME  +12 years in Digital Marketing, with a focus on measureable strategy  Created data-driven strategies for brands including Nike, Intel, Taco Bell, and Yamaha linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
  • 5.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME  +12 years in Digital Marketing, with a focus on measureable strategy  Created data-driven strategies for brands including Nike, Intel, Taco Bell, and Yamaha  Google certified and trained linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
  • 6.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME  +12 years in Digital Marketing, with a focus on measureable strategy  Created data-driven strategies for brands including Nike, Intel, Taco Bell, and Yamaha  Google certified and trained  IBM Partner reseller for automated marketing solutions linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
  • 7.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME  +12 years in Digital Marketing, with a focus on measureable strategy  Created data-driven strategies for brands including Nike, Intel, Taco Bell, and Yamaha  Google certified and trained  IBM Partner reseller for automated marketing solutions  Focus on search and email marketing linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
  • 8.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME  +12 years in Digital Marketing, with a focus on measureable strategy  Created data-driven strategies for brands including Nike, Intel, Taco Bell, and Yamaha  Google certified and trained  IBM Partner reseller for automated marketing solutions  Focus on search and email marketing  Although I do marketing, I’m not a technically a marketer… but I do help them linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
  • 9.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. ABOUT ME  +12 years in Digital Marketing, with a focus on measureable strategy  Created data-driven strategies for brands including Nike, Intel, Taco Bell, and Yamaha  Google certified and trained  IBM Partner reseller for automated marketing solutions  Focus on search and email marketing  Although I do marketing, I’m not a technically a marketer… but I do help them (I’ll explain later …) linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524
  • 10.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Auditing your Social Presence WHATWE’LLCOVERTODAY  DEFINING DIGITAL STRATEGY  PUTTING IT INTO ACTION  STRATEGY GUIDED BY MISSION  TAKEAWAYS | DISCUSSION
  • 11.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.11 A fresh new marketing plan has been crafted by a crack team of digital specialists, all set to maximize your growth and ROI for the coming year, except, the lift isn’t there. Campaign reports look strong, but the bottom line isn’t moving. If this sounds at all familiar, your digital strategy may be broken, or just plain missing.
  • 12.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. OK Then… What is Digital Strategy? 12
  • 13.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.13 In a rapidly evolving digital marketing landscape, the work we do to achieve our marketing goals needs to be better defined and understood among all of our stakeholders, vendors, and partners and the business goals that define our success, or failure.
  • 14.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.14 “The role of strategy is to understand the given problem and all the circumstances so that a goal can be defined (client briefs too often fail in that aspect).” source: https://www.quora.com/Whats-the-role-of-a-digital-strategist
  • 15.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.15 “…then they create and oversee the execution of a plan through specific initiatives to meet the objectives of the strategy.” source: https://www.quora.com/Whats-the-role-of-a-digital-strategist “The role of strategy is to understand the given problem and all the circumstances so that a goal can be defined (client briefs too often fail in that aspect).”
  • 16.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.16 “A common misconception is that digital strategy is an aspect within a marketing strategy, specific to online or digital media initiatives. This is not only incorrect, but works against what a holistic digital strategy is for: creating cohesive business plans that utilize today's digital assets.” source: https://www.quora.com/Whats-the-role-of-a-digital-strategist “The role of strategy is to understand the given problem and all the circumstances so that a goal can be defined (client briefs too often fail in that aspect).” “…then they create and oversee the execution of a plan through specific initiatives to meet the objectives of the strategy.”
  • 17.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.17 “Then they create and oversee the execution of a plan through specific initiatives to meet the objectives of the strategy.” “A common misconception is that digital strategy is an aspect within a marketing strategy, specific to online or digital media initiatives. This is not only incorrect, but works against what a holistic digital strategy is for: creating cohesive business plans that utilize today's digital assets.” source: https://www.quora.com/Whats-the-role-of-a-digital-strategist ? “The role of strategy is to understand the given problem and all the circumstances so that a goal can be defined (client briefs too often fail in that aspect).”
  • 18.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. What is Digital Strategy? 18 Yeah, What Is Marketing Strategy?Wait, those those are different things?
  • 19.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.19 Digital strategy vs. digital marketing: “Digital strategy focuses on the transformation of the core business while digital marketing focuses on the marketing elements of the overall strategy. In our experience, most organizations synonymously refer to their digital marketing as their digital strategy. This is a common mistake.” source: http://www.digitalstrategyservice.com/difference-between-digital-strategy-digital-marketing
  • 20.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.20 “Digital strategy is essentially defining and implementing a marketing plan for the business through tools and tactics like SEO, Social Media, PR, SEM, Content Marketing … to enable visits and conversions, and to engage customers.” source: http://www.digitalstrategyservice.com/difference-between-digital-strategy-digital-marketing Digital strategy vs. digital marketing: “Digital strategy focuses on the transformation of the core business while digital marketing focuses on the marketing elements of the overall strategy. In our experience, most organizations synonymously refer to their digital marketing as their digital strategy. This is a common mistake.”
  • 21.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 21 It’s often the case that our marketing plans don’t have a good working digital strategy, meaning marketing recommendations don’t get properly implemented…
  • 22.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 22 So, if we’re doing the MARKETING STRATEGY, but no one’s doing the DIGITAL STRATEGY, maybe we should re-think this distinction, and refine our approach
  • 23.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. What is Digital Strategy? 23 OK … how do we do that?
  • 24.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.24 Think about some of the things you, your team, or your company does under the digital marketing umbrella  the things we allocate budgets and hours for …
  • 25.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.25  Stakeholder interviews  Surveys + focus groups  Personas  Competitor research  Analytics  Content audits and plans  Defining KPIs  Paid Media  SEO  Social Media  Email  Measurement + reporting plans  Conversion funnel + optimization Think about some of the things you, your team, or your company does under the digital marketing umbrella  the things we allocate budgets and hours for …
  • 26.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.26  Stakeholder interviews  Surveys + focus groups  Personas  Competitor research  Analytics  Content audits and plans  Defining KPIs  Paid Media  SEO  Social Media  Email  Measurement + reporting plans  Conversion funnel + optimization Think about some of the things you, your team, or your company does under the digital marketing umbrella  the things we allocate budgets and hours for … Internal Marketing Team Business Owners External Partners
  • 27.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.27  Financial analysis  Revenue and customer Forecasting  Business plans  SWOT analysis  Lead accounts  Customer lifecycle  Multi-channel or omni-channel strategy  Customer data analysis  CRM  Technical assessments  Tech architecture, gap analysis, platform migration  Organizational assessments Think about some of the things you, your team, or your company does under the digital marketing umbrella  the things we allocate budgets and hours for … Internal Marketing Team Business Owners External Partners
  • 28.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.28  Stakeholder interviews  Surveys + focus groups  Personas  Competitor research  Analytics  Content audits and plans  Defining KPIs  Paid Media  SEO  Social Media  Email  Measurement + reporting plans  Conversion funnel + optimization Seeing them all in one place, we can think about Goals   Financial analysis  Revenue and customer Forecasting  Business plans  SWOT analysis  Lead accounts  Customer lifecycle  Multi-channel or omni-channel strategy  Customer data analysis  CRM  Technical assessments  Tech architecture, gap analysis, platform migration  Organizational assessments
  • 29.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.29  Stakeholder interviews  Surveys + focus groups  Personas  Competitor research  Analytics  Content audits and plans  Defining KPIs  Paid Media  SEO  Social Media  Email  Measurement + reporting plans  Conversion funnel + optimization  Financial analysis  Revenue and Customer Forecasting  Business plans  SWOT analysis  Lead Accounts  Customer lifecycle  Multi-channel or omni-channel strategy  Customer data analysis  CRM  Technical assessments  Tech architecture, gap analysis, platform migration  Organizational assessments Seeing them all in one place, we can think about Goals  More Organic Traffic! Keyword Rankings!
  • 30.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.30  Stakeholder interviews  Surveys + focus groups  Personas  Competitor research  Analytics  Content audits and plans  Defining KPIs  Paid Media  SEO  Social Media  Email  Measurement + reporting plans  Conversion funnel + optimization  Financial analysis  Revenue and Customer Forecasting  Business plans  SWOT analysis  Lead Accounts  Customer lifecycle  Multi-channel or omni-channel strategy  Customer data analysis  CRM  Technical assessments  Tech architecture, gap analysis, platform migration  Organizational assessments Seeing them all in one place, we can think about Goals  More Organic Traffic! Keyword Rankings!
  • 31.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.31  Stakeholder interviews  Surveys + focus groups  Personas  Competitor research  Analytics  Content audits and plans  Defining KPIs  Paid Media  SEO  Social Media  Email  Measurement + reporting plans  Conversion funnel + optimization Think about some of the things you, your team, or your company does under the digital marketing umbrella  the things we allocate budgets and hours for …  Financial analysis  Revenue and Customer Forecasting  Business plans  SWOT analysis  Lead Accounts  Multi-channel or omni-channel strategy  Customer data analysis  CRM  Technical assessments  Tech architecture, gap analysis, platform migration  Customer lifecycle Organic user value! Funnel location! Assisted conversions! Website improvements! ROI! More Organic Traffic! Keyword Rankings!
  • 32.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 32 CampaignsBusiness Plan External Internal
  • 33.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 33 Campaigns [Social Media Plan] [Search Plan] [Website Audit] Business Plan External Internal
  • 34.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 34 Campaigns [Social Media Plan] [Org. Assessment] [Financial Modeling] [Search Plan] [Website Audit] Business Plan External Internal
  • 35.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 35 Campaigns [Social Media Plan] [Customer Journeys] [Org. Assessment] [Platform Audit] [Financial Modeling] [Dashboards] [KPIs] [Search Plan] [Website Audit] Business Plan External Internal
  • 36.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 36 Campaigns Digital Strategy [Social Media Plan] [Customer Journeys] [Org. Assessment] [Platform Audit] [Financial Modeling] [Dashboards] [KPIs] [Search Plan] [Website Audit] Business Plan External Internal Marketing Strategy
  • 37.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.37 A hybrid strategy approach: Strategy Webinar Defining and implementing our strategic planning and thinking
  • 38.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.38  the application of new technologies to existing business activities A hybrid strategy approach: Strategy Webinar Defining and implementing our strategic planning and thinking
  • 39.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.39  the application of new technologies to existing business activities  related to business strategy, which almost always precedes it A hybrid strategy approach: Strategy Webinar Defining and implementing our strategic planning and thinking
  • 40.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.40  the application of new technologies to existing business activities  related to business strategy, which almost always precedes it  a process of specifying an organization's vision, goals, opportunities, even mission A hybrid digital strategy approach: Strategy Webinar Defining and implementing our strategic planning and thinking
  • 41.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 41 It can be high level and more enterprise focused  customer intelligence  new products and market research  sales and service optimization  tech platform architectures and processes  innovation for its own sake
  • 42.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 42 It can be tactical and user-focused  search optimization  ads  websites  mobile optimization  ecommerce
  • 43.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.43 Where do you fit in?
  • 44.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.44 Where do you fit in? Some teams have people with the strategy their title; some don’t Some have entire strategy departments; most don’t
  • 45.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Either way, you’re being asked to wear a lot of hats Strategy Webinar Defining and implementing our strategic planning and thinking 45 Accounts / Leads Project Management Strategy Analysis Biz Growth
  • 46.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.46 The real challenge isn’t the workload (although, that’s a big challenge), but finding the right balance among these roles Accounts / Leads Project Management Strategy Analysis Biz Growth Strategy Webinar Defining and implementing our strategic planning and thinking
  • 47.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 47 Accounts / Leads Project Management Strategy Analysis Biz Growth The real challenge isn’t the workload (although, that’s a big challenge), but finding the right balance among these roles
  • 48.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 48 Accounts / Leads Project Management Strategy Analysis Biz Growth The real challenge isn’t the workload (although, that’s a big challenge), but finding the right balance among these roles
  • 49.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 49 Accounts / Leads Project Management Analysis Biz Growth The real challenge isn’t the workload (although, that’s a big challenge), but finding the right balance among these roles
  • 50.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.50 Let’s put this into action
  • 51.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.51 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS
  • 52.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.52 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS 1) Align with all key stakeholders on what true lift would mean this year/next
  • 53.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.53 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS 1) Align with all key stakeholders on what true lift would mean this year/next 2) Revisit your marketing landscape for the next 12-18 months and determine what needs to happen first to start showing lift (no skipping painful steps)
  • 54.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.54 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS 1) Align with all key stakeholders on what true lift would mean this year/next 2) Revisit your marketing landscape for the next 12-18 months and determine what needs to happen first to start showing lift (no skipping painful steps) 3) List all potential internal challenges that might prevent the work from succeeding further down the road
  • 55.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.55 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS 1) Align with all key stakeholders on what true lift would mean this year/next 2) Revisit your marketing landscape for the next 12-18 months and determine what needs to happen first to start showing lift (no skipping painful steps) 3) List all potential internal challenges that might prevent the work from succeeding further down the road 4) Use the right KPIs, avoid the wrong ones, and understand how they influence the true lift goals
  • 56.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.56 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS 1) Align with all key stakeholders on what true lift would mean this year/next 2) Revisit your marketing landscape for the next 12-18 months and determine what needs to happen first to start showing lift (no skipping painful steps) 3) List all potential internal challenges that might prevent the work from succeeding further down the road 4) Use the right KPIs, avoid the wrong ones, and understand how they influence the true lift goals 5) Understand the company’s true mission, and align the digital strategy with it
  • 57.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.57 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS 1) Align with all key stakeholders on what true lift would mean this year/next 2) Revisit your marketing landscape for the next 12-18 months and determine what needs to happen first to start showing lift (no skipping painful steps) 3) List all potential internal challenges that might prevent the work from succeeding further down the road 4) Use the right KPIs, avoid the wrong ones, and understand how they influence the true lift goals 5) Understand the company’s true mission, and align the digital strategy with it 6) Learn, and teach, the language of digital strategy for your org
  • 58.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.58 EXERCISE: CREATE A DIGITAL STRATEGY BY RE-SEQUENCING YOUR DIGITAL MARKETING EFFORTS 1) Align with all key stakeholders on what true lift would mean this year/next 2) Revisit your marketing landscape for the next 12-18 months and determine what needs to happen first to start showing lift (no skipping painful steps) 3) List all potential internal challenges that might prevent the work from succeeding further down the road 4) Use the right KPIs, avoid the wrong ones, and understand how they influence the true lift goals 5) Understand the company’s true mission, and align the digital strategy with it 6) Learn, and teach, the language of digital strategy for your org
  • 59.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.59 RE-FRAMING THE NARRATIVE Effective digital strategy means we help teach stakeholders and direct reports what to ask for
  • 60.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.60 “We want to grow our customer base for a repeat purchasers.” “We want to get 1,000 new Instagram users this cycle.” RE-FRAMING THE NARRATIVE Effective digital strategy means we help teach stakeholders and direct reports what to ask for
  • 61.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.61 “We want to grow our customer base for a repeat purchasers.” “We want to get 1,000 new Instagram users this cycle.” RE-FRAMING THE NARRATIVE Effective digital strategy means we help teach stakeholders and direct reports what to ask for (Marketing Plan Speak) (Digital Strategy Speak)
  • 62.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.62 RE-FRAMING THE NARRATIVE Effective digital strategy means reframing goals into more holistic asks
  • 63.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.63 “We want 1 million email subscribers.” “We want a fully optimized, healthy, and active email list, and in fact we’ll likely trim it from time to time.” RE-FRAMING THE NARRATIVE Effective digital strategy means reframing goals into more holistic asks
  • 64.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.64 RE-FRAMING THE NARRATIVE Effective digital strategy means we know how to translate business needs into marketing plans quickly and efficiently, and we need good data to do that
  • 65.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.65 “We have $10K a month to spend on our 20 target audiences.” “Let’s prioritize and refine top targets into a smaller number of segments, based on likelihood to convert, and use our budget to optimize them first!” RE-FRAMING THE NARRATIVE Effective digital strategy means we know how to translate business needs into marketing plans quickly and efficiently, and we need good data to do that
  • 66.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.66 RE-FRAMING THE NARRATIVE It’s crucial to not misuse or misunderstand the KPIs, or we risk them becoming anchors to sink an entire strategy
  • 67.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.67 “Our click rates are too low and we need to focus on a fix.” “We have fewer clicks post optimization, but a better conversion rate from the ones that do click through.” RE-FRAMING THE NARRATIVE It’s crucial to not misuse or misunderstand the KPIs, or we risk them becoming anchors to sink an entire strategy
  • 68.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.68 Strategies Tied to Our Mission
  • 69.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.69 Challenge Accepted! To become your Most Valued Partner To Delight and Elevate Commitment, Passion & Growth-mindedness
  • 70.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 70 Challenge Accepted!
  • 71.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 71 Challenge Accepted! means facing internal challenges head on
  • 72.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 72 To become your Most Valued Partner
  • 73.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 73 To become your Most Valued Partner we’re truth tellers, providing value beyond the initial ask
  • 74.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 74 To delight and elevate Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Workshop Defining and implementing our strategic planning and thinking 46 To delight and elevate
  • 75.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 75 To delight and elevate can be found in helping our teams innovate
  • 76.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 76 Commitment, Passion & Growth-mindedness
  • 77.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 77 Commitment, Passion & Growth-mindedness means we need to always lean in, and look for opportunities in unexpected places
  • 78.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.78 My org’s mission is _______________, and it means our strategy should __________________.
  • 79.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.79 A NOTE ABOUT REPORTING If your org is light on a true digital strategy, it stands to reason it also lacks a insightful method to report the efficacy of your marketing efforts in a single, cohesive view – just like before, we should look at a hybrid approach …
  • 80.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.80 A NOTE ABOUT REPORTING If your org is light on a true digital strategy, it stands to reason it also lacks a insightful method to report the efficacy of your marketing efforts in a single, cohesive view – just like before, we should look at a hybrid approach …
  • 81.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.81 A NOTE ABOUT REPORTING If your org is light on a true digital strategy, it stands to reason it also lacks a insightful method to report the efficacy of your marketing efforts in a single, cohesive view – just like before, we should look at a hybrid approach …
  • 82.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.82 A NOTE ABOUT REPORTING If your org is light on a true digital strategy, it stands to reason it also lacks a insightful method to report the efficacy of your marketing efforts in a single, cohesive view – just like before, we should look at a hybrid approach … but that’s for another day!
  • 83.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Strategy Webinar Defining and implementing our strategic planning and thinking 83 In closing, if you are doing all or some of an of this, then it’s safe to say you are part digital strategist. Welcome to the club! Let’s get to it!
  • 84.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. Auditing your Social Presence TAKEAWAYS|DISCUSSION  Digital strategy is for creating cohesive business plans that utilize today's digital assets, and is related to business strategy, which almost always precedes it  Marketing Strategy and Digital Strategy aren’t the same, but the lines are more blurred now  Many traditionally business-owned strategies and KPIs need to shared with the marketing team  Re-sequence your digital marketing efforts based off your digital strategy  Learn, and teach, the language of digital strategy for your org
  • 85.
    Measurable Marketing ThatMoves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc. THANK YOU! linkedin.com/in/stephensolo/ @stephensolo stephen@anvilmedia.com 503.724.5524

Editor's Notes

  • #13 See if this scenario sounds familiar: A fresh new marketing plan has been crafted by a crack team of digital specialists, all set to maximize your growth and ROI for the coming year, except, the lift isn’t there. Campaign reports look strong, but the bottom line isn’t moving. If this sounds at all familiar, your digital strategy may be broken, or just plain missing. In a rapidly evolving digital marketing landscape, the work we do to achieve our marketing goals needs to be better defined and understood among all of our stakeholders, vendors, and partners and the business goals that define our success, or failure.
  • #17 That last quote, I think, is important because it defines a role that might actually contradict a marketing strategy. What does that even mean?
  • #18 That last quote, I think, is important because it defines a role that might actually contradict a marketing strategy. What does that even mean?
  • #20  I personally don’t see a clear distinction between these two things, since it’s often the case that our clients don’t have a good working digital strategy set up for us. Digital marketing strategy is a critical component and a strategic vehicle to deliver messages from the digital strategy.
  • #22  I personally don’t see a clear distinction between these two things… SO, if we’re doing MARKETING STRATEGY but No One’s doing DIGITAL STRATEGY, we need to re-think these distinctions
  • #23  I personally don’t see a clear distinction between these two things… SO, if we’re doing MARKETING STRATEGY but No One’s doing DIGITAL STRATEGY, we need to re-think these distinctions
  • #26 Many of these “tasks” are what Anvil is hired to do, or help marketing teams do.
  • #27 Many of these “tasks” are what Anvil is hired to do, or help marketing teams do.
  • #28 These “Higher Level” activities, if done..
  • #29 Many of these “tasks” are what Anvil is hired to do, or help marketing teams do.
  • #30 What are the measurements of successful SEO? More organic traffic.
  • #31 What are the measurements of successful SEO? More organic traffic.
  • #32 What are the measurements of successful SEO? More organic traffic.
  • #48 (Does this particular client require more account management, more detailed analysis, more direct connections to their biz strategy?) Our strategist brains help us quickly answer these questions
  • #49 (Does this particular client require more account management, more detailed analysis, more direct connections to their biz strategy?) Our strategist brains help us quickly answer these questions
  • #50 (Does this particular client require more account management, more detailed analysis, more direct connections to their biz strategy?) Our strategist brains help us quickly answer these questions
  • #71 To me, this gets to the differences between doing and deciding what we do
  • #72 To me, this gets to the differences between doing and deciding what we do
  • #73 To me, this gets to the differences between doing and deciding what we do
  • #74 To me, this gets to the differences between doing and deciding what we do
  • #75 To me, this gets to the differences between doing and deciding what we do
  • #76 To me, this gets to the differences between doing and deciding what we do
  • #77 To me, this gets to the differences between doing and deciding what we do
  • #78 What I mean this is marketers are no better at predicting the future than business owners  we have to be adaptable
  • #81 When an effective digital strategy is in place, a new type of report is born that doesn’t look like either of these.
  • #82 When an effective digital strategy is in place, a new type of report is born that doesn’t look like either of these.
  • #83 When an effective digital strategy is in place, a new type of report is born that doesn’t look like either of these.