Approach to map out goals

O.K.R
Objectives Key Results

This approach is used by top global companies

 Objectives Key results
Where do we want to go? How do we know we have
gotten there?
\

Objectives
Increase online sales for an
ecommerce business

Ecommerce store Key results

Increase revenue by 15%
100 unit sales of a key product
All goals should be time bound; occasionally, OKRs
are measured quarterly.
So we could say our ecommerce goal is due by
the end of the Q1 of the next year.

To learn more about OKRs: John Doerr's book-

Measure what matters
 Example
Objectives: Increase online sales for mugs

Applying SMART
Sell 100 mugs in 3 months
Developing your

KPIs
As you move your marketing forward, you have established objectives and
key results for your quaterly performance. But to establish granular
success metrics for each of your marketing objectives. One of the ways you
can do this is through the creation of Key Performance Indicators, or KPIs.
KPIs
KPIs help you measure the
performance of a particular
activity.

They need to be aligned to your

business goals.

They need to be measurable and

easy to understand.
KPIs
Increase traffic 5% month over
month.

Increase traffics eacch month

You want your KPIs to be tied to your marketing
objectives because then they are influenced by
your effort. Then you will know when to celebrate
or make something better.
 Example
Objective KPI

Running an ad as a test to see if you

can get acquisition costs to an Achieve a $40 cost per action (CPA).
acceptable level.

If you go with achieving 100 sales, you will be focusing on something you are not
actually trying to achieve since it's not in line with your objective.

Meanwhile, you can achieve the desired CPA and then scale your KPI to generate
100 sales/month at a 40$ CPA

 Other examples
Objective KPI

Online sales Conversion rate & CPA

Broader marketing objectives Total revenue and even the ratio of new to

returning visitors

For a landing page

Set a bounce rate KPI. This way to identify if

your inbound traffic isn't targeted enough or if

the content isn't relevant enough

Focus on KPIs that impact

your bottom line.
You can track marketing KPIs with a google
spreadsheet, or software from
geckoboard.com or cyfe.com
Drafting a one-page
Marketing
Plan
As your marketing strategy shapes up, you
need a place to pack that information. It
need to be agile, easy to update, and very
simple to distribute. Hence...

Lean
The

Canvas
\

It is a one-page document that

organized your product marketing
knowledge and research, adapted
from Alexander Osterwalder's
Business Model Canvas by Ash
The Lean Canvas Maurya.

Its great for taking all your marketing

knowledge and research and organizing
it into one central document.
The Lean Canvas
Problem Solutions Unique Value Unfair Customer
Proposition Advantage Segments

Key Metric Channels

Cost Structure Revenue Streams

Product/Service Market
Problem Solutions Unique Value Unfair Customer
Proposition Advantage Segments

Key Metric Channels

Cost Structure Revenue Streams

Folding the above diagram in half:

The left side is all about your product and service
The right side is all about the market
 Product/Service Market
Problem Solutions Unique Value Unfair Customer
Proposition Advantage Segments

Key Metric Channels

Alternative
Solution

Cost Structure Revenue Streams

Problem: In the problem box, list one to three high priority

problems that your customer has; and below them list any
existing solution that try to solve those problem
 Product/Service Market
Problem Solutions Unique Value Unfair Customer
Proposition Advantage Segments

Key Metric Channels

Alternative
Solution

Cost Structure Revenue Streams

Customer Segments: List the personas that you're targeting.

NB The problems and the customer segments are intrinsically connected

Product/Service Market
Problem Solutions Unique Value Unfair Customer
Proposition Advantage Segments

Key Metric Channels

Alternative
Solution

Cost Structure Revenue Streams

Solutions: Here, you list one to three ways

that your service solves the customer's problems.
Product/Service Market
Problem Solutions Unique Value Unfair Customer
Proposition Advantage Segments

Key Metric Channels

Alternative
Solution

Cost Structure Revenue Streams

USP: This is right in the middle as it lives both

between your product or service and your market.
Product/Service Market
Problem Solutions Unique Value Unfair Customer
Proposition Advantage Segments

Key Metric Channels

Alternative
Solution

Cost Structure Revenue Streams

Channels: This is your path to the customer

and its how you'll communicate the existence of
what you're selling.
Product/Service Market
Problem Solutions Unique Value Unfair Customer
Proposition Advantage Segments

Key Metric Channels

Alternative
Solution

Cost Structure Revenue Streams

Revenue streams:
This comprise the stream of income of the business
 Product/Service Market
Problem Solutions Unique Value Unfair Customer
Proposition Advantage Segments

Key Metric Channels

Alternative
Solution

Cost Structure Revenue Streams

Cost structure: This is where you'd list the operating cost for
making the business get all the way to the market. How much does
it cost to acquire your customer? How much does it cost to run the
business? What's the gross margin on whatever it is you're selling?
 Product/Service Market
Problem Solutions Unique Value Unfair Customer
Proposition Advantage Segments

Key Metric Channels

Alternative
Solution

Cost Structure Revenue Streams

Key metrics: Every business must have key metrics that are
used to monitor performance. List what activities you'll measure that
are going to demonstrate that you're successful.
 Product/Service Market
Problem Solutions Unique Value Unfair Customer
Proposition Advantage Segments

Key Metric Channels

Alternative
Solution

Cost Structure Revenue Streams

Unfair advantage: The job of your value proposition is to grab

your customer's attention; while the goal of your unfair advantage is to
deter copycats and competitors. It cannot be easily bought or copied.
Check out: "miro.com" or google out lean canvas templates

As you put your business canvas

together, start to test it. Keep
evolving it until you find the model
that works for your product or
service.
 Thank you

www.welupdigital.com welupdigital Welup Digital

 DIGITAL
MARKETING

B O O T C A M P

MODULE 1
LESSON 3

www.welupdigital.com
Lets Begin!
Digital Marketing is

Persuasive
 The big challenge we face in
marketing is persuading people to
buy a product or service.
Persuasion would be much effective if
you have insights into you and your
behaivour.

If you knew a target audience had just

completed a Google search for the best coffee
mugs or just subscribed to a coffee
subscription, you'd know one would most
likely be interested. And you could build a
marketing campaign around that knowledge.
As you build out your digital
marketing, it's important to
keep asking the following
questions...
 1
What information would help me be
more persusive?
this will help you know what insights you'll
need to capture or where your campaigns
are most likely to succeed.

 2
How will I obtain this information?

 3
How will I use this information
to my benefit?
 Major question: What information
would help you become more
persuasive? you'll have a major edge in
building your marketing strategy after
answering this accurately.
Digital Marketing is Data
Driven
 Having an overview of your data isn't
enough; you have to be willing to study
the data at each point of the
customer's journey.

It's not based on the kind of engagement or profile

visits you are getting, but having an understanding
why your consumers are doing what they're doing.

The data paints a picture

with time as you keep up
with observations.
Analyzing Data
Review metrics
Explore areas new and foreign
Attempt to correlate unrelated
information
Be comprehensive
Overtime you'll come to observe patterns, knowing
what metrics are really the most important
 Digital marketing
requires a data-first
mindset.
Your data would dictate the experiments you try and
whether those experiments succeeded.

The moral is to avoid trusting your guts; avoid leaning

on your instinct, and instead
Capturing key
insights
 Interpreting your data becomes
easier and more meaningful if you
understand the pieces that make
data collection possible.

Every action you take on the web is tracked one

way or another. The pages you view, the files you
download, and even demographic and interest
data can be recorded.

Most of these data are captured through the use of

cookies and pixels.
 Cookies
It's a small file that a website stores on your
computer. And these may include the pages you
visited and when plus a unique identifier.

 Tracking pixel/ Web

beacon
they are small bits of code that stores
information on a web store information on a
web server, not your computer.

 Digital marketing has a tremendous reliance on

cookies and tracking pixels. It's how you gain
visibility into what someone is up to as they interact
with your marketing campaigns.
 The data you collect on your website, your
campaign and social media efforts will determine
the overall health of your digital marketing.

The data is your map; without it you're flying blind.



Measuring data
within the 3 media

Owned Media:
Key insights from your website
you can track insights like
Number of visitors
What actions they took
Where they're coming from
What pages they looked at the most
How long they stayed.
Google analytics is a great resource for tracking your
web data and has it increadible features.
Paid Media:
Key insights from Ad
you can track insights like
Which ads are working
What targeting makes sense
How much you're spending
to acquire a customer

Be sure to setup conversion tracking with any tool

you're using (Conversions could be as sales, signups,
calls, etc.)
Earned Media:
Key insights
These outcomes are dependent on how interesting
people think your product and services are.
Hereyour're tracking things like:
Social media fan base
Mentions and interactions on Twitter
Video views on youtube.

The best way to measure results with earned media is

to have your own goals and objectives that you can
measure against.
Understanding
your online presence
"The view that an industry is a customer-satisfying
process, not a goods-producing process, is vital for
all business people to understand."
Theodore Levitt

In Digital Marketing, you must constantly be

looking out to close the need gaps between your
brand and your customers.
Possible
Need gaps
Product
Level of customer service you provide
Response to a crises
Values of your brand

Satisfying customer's needs is key

How did airlines manage their marketing in the

year 2020

???

Restrategy tips:
Identify your market's bigest need-gaps
Define how you'll close them
Put your plan into action
Align the messaging to the needs gap
you closed
Understanding
your online
presence
 Content sits at the core of your digital marketing
strategy. Your websites, blogs, social media etc. are all
made up of content. But organizing and planning for
the content you need can get overwhelming fast.

what you want is a blueprint of the different places

where you'll be distributing content.

Hubs and Spokes

Model
 Facebook
Hubs
Twitter Represents your content,
Newspaper
product or services

Linkedin Content
you own
Website Spokes
Represents the channels
to distribute content
Radio
Email

Instagram The Hub is entire under your control

to distribute content; the spoke is not
Before choosing a spoke, know your
target audience and where your
competitors are also.

The more the spokes you choose, the more

the management (more resources)
 Deciding on a
marketing channel
As a marketer, you need to know
where your customers are.
The Power of
messaging
To gain a customer, you must communicate
your product or service value effectively; and
you do this through strategic messaging.

The best messaging is always

simple and consistent
Best messaging
Practices
Best messaging Practices
Tell a good convincing story
Appeal to emotions
Be consistent
Be obvious
 Thank you

www.welupdigital.com welupdigital Welup Digital