WMTC17: Digital Marketing for the Wine Industry

We all know digital marketing has been the focus of the marketing world for the past decade. Digital marketing tends to be more trackable than traditional advertising and can often be more easily tailored to a specific audience. But most companies in the wine industry still question their own practices: Are we engaging in the right forms of digital marketing in the right way? In this three-hour workshop, experts Ron Scharman and Ryan Neergaard from Astra Digital Marketing Services will cover all aspects of direct-to-consumer digital marketing from a wine industry perspective. At the conclusion of this workshop, participants will be able to:

Understand how direct-to-consumer digital marketing plays an integral role as part of a your overall omni-channel marketing strategy.
Recommend strategies for building customer engagement, retention, and loyalty for existing customers and prospects through digital marketing.
Develop a DTC digital marketing strategy and budget to integrate into an overall marketing plan
Effectively communicate with customers through all digital channels including web, email, mobile, and social media marketing.
Have an understanding of the key marketing concepts of content marketing, SEO/SEM, digital advertising, CRM, and other related topics

Transcript

1. 1 Digital Marketing Presented by Ron Scharman, CEO Digital Marketing for the Wine Industry November 6, 2017 Winery Marketing and Tourism Conference
2. 2 Digital Marketing Presentation Available in Digital Format
3. 3 Digital Marketing • Currently CEO Astra Digital Marketing Services and FlyWithWine • Instructor, SSU Wine Business Institute – 4 Years • Previously 2 years as COO of Chatterbox Wine Marketing Services and VinoVisit.com • Previously 7 years as President of eWinery Solutions • Previously 2 years as COO of New Vine Logistics • Previously 4 years as CEO of Morrell Wine Group • 15 years as a specialty retailer • MBA Cornell University Johnson School of Management • Lover of all things food & wine • Passionate about direct to consumer wine marketing • More info on LinkedIn at http://bit.ly/2cRRL5C Who am I and Why am I here?
4. 4 Digital Marketing TIME TO LEARN ABOUT YOU!
5. 5 Digital Marketing Where are we headed today? • Past, present, future overview of digital marketing • Analyze the DTC digital ecosystem • Learn about Omni-Channel digital marketing • Explore the D-E-A-L model of customer progression to Connect/Collect/Convert customers and prospects • Discuss web, mobile, social, email and other DTC digital marketing strategies and tactics • Break out customer retention, loyalty and engagement strategies • Dive in to customer relationship management (CRM) • Learn how to build an effective digital marketing plan and budget
6. 6 Digital Marketing QUESTION FOR THE DAY:
7. 7 Digital Marketing QUESTION FOR THE DAY: How do we sell a 3-dimensional story in a 2-dimensional world?
8. 8 Digital Marketing THE TRUTH IS, ITS HARD. VERY HARD. It is hard to capture the essence of your brand online. This is everyone’s challenge. Visitors are exposed to a number of stimuli that help frame their experience at your winery. They breathe fresh warm air that blows across the valley floor as they enjoy expansive views, marvel at architectural details, and soak in the overall ambiance of your tasting room during their visit. All of these things help engage and interest them.
9. 9 Digital Marketing Tell your story + tell it well (the magic 15%)
10. 10 Digital Marketing It’s Not Only Me……. “Marketing is no longer about the stuff you make, but the stories you tell.” Seth Godin Best Selling Author, Entrepreneur and Marketer
11. 11 Digital Marketing The Past, Present, and Future of Wine DTC Digital Marketing
12. 12 Digital Marketing GROWTH STATS The consumer direct channel of the wine industry is the fastest growing and most profitable channel. Do you have all the digital tools necessary to be successful and ride the wave?
13. 13 Digital Marketing WINE INSTITUTE LATEST UPDATE • 44 States out of 50 have some provision for winery direct shipping to consumers (95% of consumer markets) • Importers and internet retailers are restricted to fewer states, depending on method of shipment and licenses held.
14. 14 BUS-843W-101-17-SP Wine eCommerce The evolution from early 2000’s to present day, “personal computing” has changed 10 fold. What’s changed? Bigger, More Complex Sites 2003 2015 2007 2016 Amazon Dash/Echo Dot
15. 15 Digital Marketing Digital Experiences are Increasingly Important 15
16. 16 Digital Marketing Looked at Another Way The faithful gather in 2005 near St. Peter's to witness Pope John Paul II's body being carried into the Basilica for public viewing. St. Peter's Basilica at the Vatican, on March 13, 2013
17. 17 Digital Marketing THE WEB HAS BEEN GROWING FASTER THAN STORES….
18. 18 Digital Marketing MOBILE COMMERCE SOARS
19. 19 Digital Marketing MORE PC’S GATHER DUST *Source: U.S. Commerce Dept., Internet Retailer
20. 20 Digital Marketing THE WEB HAS BEEN GROWING FASTER THAN STORES…. *Source: UPS 2016 Annual Survey
21. 21 Digital Marketing LOOKED AT ANOTHER WAY
22. 22 Digital Marketing MY PHONE IS MY LIFE NOT MOBILE-ONLY, BUT MOBILE-FIRST
23. 23 Digital Marketing People have transformed how they live, work, shop, and buy. Businesses need to adapt…….
24. 24 Digital Marketing It’s All About the Customer: Omni-Channel Marketing
25. 25 Digital Marketing OMNI-CHANNEL RETAIL Today’s shoppers expect a single shopping cart that follows them on their customer journey THAT MEANS through multiple touchpoints – instore, online or on the move – so that customers have a seamless experience. Omni- Channel Retail Direct to Consumer Retailers Direct Sales Marketing Wine Club Events eCommerce
26. 26 Digital Marketing Remember That the Journey is Non-Linear Find the customer where they want to be found…
27. 27 Digital Marketing DTC Best Practice: 360 Degree Customer View eCommerce Wine Club Allocations Tasting Room Recipe Engine Social Media (Social Commerce) Mobile Telesales (inbound & outbound) SMS (Text) Email Marketing Visitor Reservations Newsletter Mobile POS Search Engine Optimization (SEO) Fax Winery DTC Ecosystem Apps
28. 28 Digital Marketing Digital Marketing Defined A discipline within marketing that makes use of electronic devices to engage with audiences, applying technologies like websites, e-mail, mobile devices, apps and social networks.
29. 29 Digital Marketing Fundamental Question Digital marketing helps answer very common questions & business problems, such as: “What’s our growth strategy?” “Organic growth has slowed…” “What can we be doing online…?”
30. 30 Digital Marketing Let’s Clear Something Up First……. “Just as you cannot not communicate, you cannot not market - Every time you answer the phone, it’s marketing. - Every time you send an email, it’s marketing. - Every word on your website is marketing. - If you build software, your error messages are marketing. - If you’re in the restaurant business, the after-dinner mint is marketing.” Rework by 37signals
31. 31 Digital Marketing Wine eCommerce vs Wine Commerce
32. 32 Digital Marketing eCommerce Basics The digital footprint is increasingly important for small-to-medium-size wineries that are shut out of the three-tier distribution channel. It starts with a great website…………
33. 33 Digital Marketing How is Your Customer Experience at Your winery?
34. 34 Digital Marketing
35. 35 Digital Marketing How is your customer experience when finding your winery online?
36. 36 Digital Marketing
37. 37 Digital Marketing Where do we go from here?
38. 38 Digital Marketing Why Wineries Fail at eCommerce Merchants at heart, who won’t play the part Read my Blog at http://bit.ly/2fFbFV4
39. 39 Digital Marketing Top 5 Reasons • Magic: Wine is approximately 85% water and 15% magic. • Stories worth reading: There may be stories worth telling in the winery DNA, but they are rarely found on winery websites. • Differentiators : Why do so many winery websites look alike? Most winery websites look like cookie cutters of most other winery websites on a gallery wall. • What’s in it for me: As a consumer, there is no compelling reason I should care about the brand, the user experience, or why I should stay browsing on the site. It’s all about “them”. • Mobility: Recent national all industry data shows that only 45% of website traffic now occurs on a desktop computer. Yet most winery sites give a poor mobile user experience.
40. 40 Digital Marketing Bottom Line “Making great wine has nothing to do with creating a great visual palate and making me care about the brand online. It needs to be relevant to my life, not just the vintner’s.” Ron Scharman Wine Consumer Advocate
41. 41 Digital Marketing USING YOUR WEBSITE TO TELL YOUR STORY  Strong branding is key  Include rich content  Use the tools built into your website to improve your SEO  Gather data and market smart  Go Mobile!
42. 42 Digital Marketing So how do I build a great website?
43. 43 Digital Marketing Understanding Where I Have Been and Where I am Going. What am I Trying to Achieve With My Online Presence?
44. 44 Digital Marketing Answer the Important 3 Questions: 1) Why do I exist? (My Brand) 2) Why should you care? (The Consumer) 3) How do I measure success? ($$, Visitors)
45. 45 Digital Marketing What’s the Difference Between Good and Bad? GREAT AD TERRIBLE WEBSITE
46. 46 Digital Marketing 46
47. 47 Digital Marketing Building Blocks for Websites Factors to Consider • Software platform • Compliance Solution • Cost • Design/Project Management • User Experience • Features Why Winery Websites Fail • Design by committee, boring • Hard to navigate, hard to buy • Not engaging brand story or user experience • Bad Q/C, stuff doesn’t work • Browser incompatibility • Content/Data not updated
48. 48 Digital Marketing Consumers are on-the-go and want quick and easy access to basic information. 99% of the time, they want to do one of five things:  Call Winery  Find Tasting Room  Locate Wine  Buy Wine  Join Wine Club And Don’t Forget Mobile
49. 49 Digital Marketing The Self-Fulfilling Prophesy of Fear Marketing: Please Cancel Me From Your Ecosystem
50. 50 Digital Marketing D-E-A-L Model of Customer Progression
51. 51 Digital Marketing MODEL OF CUSTOMER PROGRESSION DISCOVERY • Search engine • Ratings • Word of mouth • Advertisement • Social Media • Location ENGAGEMENT • Visits website • Apps • Visits tasting room • Social Media • Mobile ACQUISITION • Purchases wine online • Buys wine in tasting room • Joins wine club • Buy a ticket LOYALTY/LOVE • Email communication • Facebook shares • Special events • Ratings • Referrals
52. 52 Digital Marketing The Science of Discovery DISCOVERY • Events/Restaurant/Retail •Search engine •Word of mouth/Ratings •Advertisement • Social Media • Location
53. 53 Digital Marketing
54. 54 Digital Marketing
55. 55 Digital Marketing
56. 56 Digital Marketing
57. 57 Digital Marketing
58. 58 Digital Marketing
59. 59 Digital Marketing MAYBE………
60. 60 Digital Marketing Discovery: Getting Found • Videos • Blogs • Social media • Newsletters • Articles on other websites • Events • Reviews
61. 61 Digital Marketing Discovery: Content Marketing 1. Create useful, usable content that adds value to the customer experience with your brand. 2. Perform outreach, and determine the best outlets to publish (high-profile guest blogging, social networks, your own website). 3. Identify influencers who will share your content and further discussion. 4. Pay attention to the responses, and engage your audience. 5. Analyze the results, measure the impact (new links to your website, new visitors, increased social media activity, more sales).
62. 62 Digital Marketing  Wine, food, travel forums  Existing customers  Referrals from local businesses  Social media channels  Friends and family  Special events  Wine publications and blogs  Search Engine Optimization  Search Engine Marketing  Ratings and Reviews Getting Found Building Advocates Discovery: Socializing Bricks & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
63. 63 Digital Marketing  Wine, food, travel forums  Existing customers  Referrals from local businesses  Social media channels  Friends and family  Special events  Wine publications and blogs?  Search Engine Optimization  Search Engine Marketing  Ratings and Reviews Getting Found Building Advocates Discovery: Socializing Bricks & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
64. 64 Digital Marketing Ratings and Discovery Why should I care?
65. 65 Digital Marketing People To People • People are already writing reviews • Opportunities to connect directly with customers • Helps search engines find you and increases ranking • 90% of local searches = purchase or visit
66. 66 Digital Marketing The Players
67. 67 Digital Marketing Heavy Traffic • More than 179 million visitors to the Yelp website each month. • 55% of the visits are on a mobile device • 42% of users are in the 18 -34 age group and 20% over 55. • 34% have household income less than $59k and 39% over $100K.
68. 68 Digital Marketing Heavy Traffic • TripAdvisor has more than 84 million members, and more than 350 million reviews • More than 340 million travelers visit TripAdvisor each month • TripAdvisor offers a wide range of marketing opportunities, advertising and content solutions
69. 69 Digital Marketing Heaviest Traffic – It’s Google
70. 70 Digital Marketing Heaviest Traffic • Google has 2.3 Million searches per second worldwide • Put another way, it’s at 100 Billion per month, 1.17 Billion unique users per month • 75.2% of all searches in U.S. on Google • 89.2% of all mobile search in U.S. on Google
71. 71 Digital Marketing Advertising Options • Targeted local advertising • Premium placement on search and competitor business pages • Displays on mobile devices too
72. 72 Digital Marketing Make It Personal
73. 73 Digital Marketing Specialized Wine Discovery Tools 73 Apps for the consumer
74. 74 Digital Marketing Specialized Wine Discovery Tools 74
75. 75 Digital Marketing Specialized Wine Discovery Tools 75
76. 76 Digital Marketing Specialized Wine Discovery Tools 76
77. 77 Digital Marketing Specialized Wine Discovery Tools 77
78. 78 Digital Marketing And More………. 78
79. 79 Digital Marketing Specialized Winery Discovery Tools 79 Apps for the consumer
80. 80 Digital Marketing Cellarpass.Com Discover Me Now
81. 81 Digital Marketing VinoVisit.Com Discover Me Now
82. 82 Digital Marketing Yelp SeatMe Discover Me Now
83. 83 Digital Marketing Winery Passport
84. 84 Digital Marketing Visiting Media
85. 85 Digital Marketing Social Media Marketing - Discovery IT’S A BIG TOPIC!
86. 86 Digital Marketing  Wine, food, travel forums  Existing customers  Referrals from local businesses  Social media channels  Friends and family  Special events  Wine publications and blogs?  Search Engine Optimization  Search Engine Marketing  Ratings and Reviews Getting Found Building Advocates Discovery: Socializing Bricks & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
87. 87 Digital Marketing Remember That the Journey is Non-Linear Transforming the customer journey across all channels
88. 88 Digital Marketing Latest Stats February 2017 • 234 Million Adults in U.S. • 14% High Frequency Drinkers • = 33 Million HF Drinkers • 24% Occasional Drinker • = 56 Million Occasional Drinkers • Total = 89 Million Prospects *Wine Market Council – 2016 High Frequency Wine Consumer Study
89. 89 Digital Marketing *Wine Market Council – 2016 High Frequency Wine Consumer Study 234 Million Adults in U.S. 14% High Frequency Drinkers = 33 Million HF Drinkers
90. 90 Digital Marketing The Science of Social Discovery + The Art of Engagement
91. 91 Digital Marketing DISCOVERY & ENGAGEMENT Ryan Neergaard Director of Business Development and Social Media Astra Digital Marketing Services LinkedIn Profile: http://bit.ly/RyanNeer
92. 92 Digital Marketing DISCOVERY & ENGAGEMENT ABOUT ME • Director of Business Development and Social Media, Astra Digital Marketing Services • Currently lead a team responsible for customer acquisition, engagement, and conversion on website, social media, and blog platforms • 9 Years in Wine Tourism Media Communications • 100% Foamer! • Every occasion should be started with bubbles!!! • My band – HighNoon – Is playing at the Napa Valley Film Festival!
93. 93 Digital Marketing SOCIAL MEDIA VS SOCIAL MARKETING
94. 94 Digital Marketing DISCOVERY & ENGAGMENT SOCIAL MEDIA Social Media is comprised of websites and applications that enable users to create and share content or to participate in social networking.
95. 95 Digital Marketing DISCOVERY & ENGAGMENT SOCIAL MARKETING Social Marketing is a process that uses marketing principles and techniques to influence target audience behaviors
96. 96 Digital Marketing DISCOVERY & ENGAGEMENT
97. 97 Digital Marketing DISCOVERY & ENGAGEMENT Remember That the Journey is Non-Linear
98. 98 Digital Marketing OR THEY MAY FEEL LIKE THIS...
99. 99 Digital Marketing
100. 100 Digital Marketing BUILD TRUST, THEN THEY WILL BUY social is the best discovery engine, but there are 2 steps 1. Trust 2.Need
101. 101 Digital Marketing Lead Your Consumer Down The Path of: 1. Discover 2. Trust 3. Buy
102. 102 Digital Marketing DISCOVERY & ENGAGEMENT DISCOVER, TRUST, BUY FB ad friend hotel referral I discover you 1 I trust you 2 I buy when in need 3 FB post tweet email FB post winery visit a closer look…
103. 103 Digital Marketing THAT WAY, THEY WON’T FEEL LIKE THIS
104. 104 Digital Marketing
105. 105 Digital Marketing INSTEAD, IT WILL BE LIKE THIS
106. 106 Digital Marketing
107. 107 Digital Marketing CONTENT DISTRIBUTION BASICS
108. 108 Digital Marketing STEP 1 Identify Social Media Platforms It is critical to know your audience. Do they want to see pictures? Use Instagram. Do they want behind the scenes video? Use YouTube. *Mistakes Wineries Make – Taking on too many platforms before they are ready. Content takes time to generate. It is much better to master 1-2 platforms than to be mediocre on 5-6.
109. 109 Digital Marketing What is being used?
110. 110 Digital Marketing DISCOVERY & ENGAGEMENT WHAT ARE THE VEHICLES RELEVANT IN THE WINE INDUSTRY?
111. 111 Digital Marketing DISCOVERY & ENGAGEMENT OTHER RELEVANT PLATFORMS
112. 112 Digital Marketing 2016 ANNUAL SOCIAL MEDIA MARKETING REPORT Surveyed 4,000 Marketers, Solopreneurs, and Small to Medium Sized Businesses
113. 113 Digital Marketing WHAT IS THE MOST RELEVANT? Marketers still want to learn most about Facebook: • 95% of marketers are using Facebook • 73% plan to use video and FB Live • 68% want to learn more about it • 62% plan on increasing Facebook activities • 55% of marketers Facebook is the most important • 35% don’t know if their ads are effective
114. 114 Digital Marketing And the winner is...
115. 115 Digital Marketing STEP 2 Define The Content Mix A strategy is only effective if the content is compelling. The content may be the same but should be delivered differently depending on the platform. (Ex - #WineWednesday) Relevant on Twitter and Instagram, but almost considered a nuisance on Facebook.
116. 116 Digital Marketing
117. 117 Digital Marketing STEP 3 Organize and Plan Your Content Take the necessary time to organize and plan content. Many businesses start well but fail to remain consistent. If the content delivery slows, becomes sporadic or stops, your social media strategy becomes stale and your audience will too. Good Tools: 1.A Simple Content Posting Calendar 2.Automated Posting/Monitoring Services
118. 118 Digital Marketing DISCOVERY & ENGAGEMENT
119. 119 Digital Marketing DISCOVERY & ENGAGEMENT
120. 120 Digital Marketing STEP 4 Use High Quality Photos The difference between an average picture and a great one can sometimes boil down to two words, “Crop” and “Enhance”. So you don’t have a full time graphic designer at your fingertips. No problem! Most smartphones have the ability to take average photos and make them great.
121. 121 Digital Marketing DISCOVERY & ENGAGEMENT THE GOOD THE BAD
122. 122 Digital Marketing STEP 5 Promote Your Content
123. 123 Digital Marketing DISCOVERY & ENGAGEMENT If You Do Not Pay to Advertise on Facebook, It Is Estimated That You Only Reach 3-5% of Your Fan Base... Forbes.com
124. 124 Digital Marketing STEP 6 Test and Track Your Stats Social media platforms and automated services are not always perfect. Follow up posts by double- checking that the message(s) intended for that day on the platform it was intended for. Verify that the links contained actually work. Take note of the amount of time it takes to load images and videos. Also, record any comments that are generated by a particular post. This will give you immediate feedback as to what might be working.
125. 125 Digital Marketing
126. 126 Digital Marketing DISCOVERY & ENGAGEMENT
127. 127 Digital Marketing READ THIS 5 Facebook Ad Mistakes That Are Failing Your Winery By: Ryan Neergaard https://www.astradms.com/blog-content/2017/4/11/5-facebook-ad- mistakes-that-are-failing-your-winery
128. 128 Digital Marketing RECAP 1. Identify Social Media Platforms 2. Define The Content Mix 3. Organize and Plan Your Content 4. Use High Quality Photos 5. Promote Your Content 6. Test and Track Your Stats
129. 129 Digital Marketing DISCOVERY
130. 130 Digital Marketing DISCOVERY & ENGAGEMENT Think “making a difference in people’s lives”! ✓ Videos ✓ Blogs ✓ Recipes ✓ Special offers ✓ Invitations to special events ✓ Charitable causes ✓ Downloadable relevant content ✓ Gamification ✓ Sharable experiences Online Discovery Tools
131. 131 Digital Marketing 2016 ANNUAL SOCIAL MEDIA MARKETING REPORT Surveyed 4,000 Marketers, Solopreneurs, and Small to Medium Sized Businesses
132. 132 Digital Marketing CONTENT THAT MATTERS
133. 133 Digital Marketing
134. 134 Digital Marketing DISCOVERY + ENGAGEMENT
135. 135 Digital Marketing DISCOVERY & ENGAGEMENT Engagement is about “What’s in it for me”? ie. The consumer
136. 136 Digital Marketing DISCOVERY & ENGAGEMENT Organic Social Posting
137. 137 Digital Marketing DISCOVERY & ENGAGEMENT Discover Trust Connect
138. 138 Digital Marketing DISCOVERY & ENGAGEMENT • Respond to Comments and Interact with Fans!
139. 139 Digital Marketing DISCOVERY + ENGAGEMENT = CONVERSIONS
140. 140 Digital Marketing ASTRA CASE STUDIES
141. 141 Digital Marketing WHAT WERE THE TOP 3 QUESTIONS MARKETERS WANTED ANSWERED? • What social tactics are most effective? • What are the best ways to engage my audience on social media? • How do I measure return on my social marketing?
142. 142 Digital Marketing
143. 143 Digital Marketing
144. 144 Digital Marketing DIFFERENT APPLICATIONS OF SOCIAL MARKETING • Developing Lists Using Contests • Converting Lists Into Purchasers • Creation of Website Traffic
145. 145 Digital Marketing Case Study - 1 V. Sattui Event Sales • Goal – Sell tickets to event “Food and wine pairing event” and sell wine with discounts • Timeline – 3 Weeks • Segmented Call to Action: –Wine club member discount –General public offer
146. 146 Digital Marketing
147. 147 Digital Marketing Results Case - 1 V. Sattui Stats: •Event sold out •28,312 people reached •1,657 Clicks to site for ticket sales •Engaged 25% of Fan Base
148. 148 Digital Marketing Case Study - 2 BottleRock Email Acquisition • Goal – Gain New Email List Members and Drive Traffic to BottleRock Site • Timeline – 3 Weeks • Call to Action – Ticket Giveaway • Segmented Call to Action: –SF Bay Area targeted offer –Rest of Nation offer
149. 149 Digital Marketing
150. 150 Digital Marketing Results Case - 2 BOTTLEROCK Stats: •8,800 Unique Emails Generated •55,000 Clicks To BottleRock Site
151. 151 Digital Marketing
152. 152 Digital Marketing Case Study - 3 E16 – Wine Sales • Goal – Sell wine to current purchasers and generate new purchasers • Timeline – 2 Days • Call to Action – One Day Sale • Segmented Call to Action: –All previous purchasers got inclusive shipping –All others did not get shipping included
153. 153 Digital Marketing
154. 154 Digital Marketing Case - 3 - E16 Winery Stats: •9 Online Sales in one day • 5 from persons who never purchased before •Reach of 20,556 people
155. 155 Digital Marketing DISCOVERY & ENGAGEMENT Remember That the Journey is Non-Linear
156. 156 Digital Marketing DISCOVERY & ENGAGEMENT FINAL THOUGHT
157. 157 Digital Marketing MAKE ME FEEL SPECIAL!
158. 158 Digital Marketing DISCOVERY & ENGAGEMENT
159. 159 Digital Marketing Lead Your Consumer Down The Path of: 1. Discover 2. Trust 3. Buy
160. 160 Digital Marketing DISCOVERY & ENGAGEMENT Then Do It Again And Again And Again…..
161. 161 Digital Marketing QUESTIONS?
162. 162 Digital Marketing DISCOVERY & ENGAGEMENT  Wine, food, travel forums  Existing customers  Referrals from local businesses  Social media channels  Friends and family  Special events  Wine publications and blogs?  Search Engine Optimization  Search Engine Marketing  Ratings and Reviews Getting Found Building Advocates Discovery: Socializing Brick & Mortar Source: www.tripadvisor.com, Ram’s Gate Winery
163. 163 Digital Marketing DISCOVERY & ENGAGEMENT SEO BREAK
164. 164 Digital Marketing DISCOVERY & ENGAGEMENT Remember That the Journey is Non-Linear Transforming the customer journey across all channels
165. 165 Digital Marketing DISCOVERY & ENGAGEMENT •The User's Search or Query - This is the search term(s). •Organic SERP Listings - These are the "natural" listings. •Paid SERP Listings - These are sponsored advertisements SERP Basics – 3 Key Components
166. 166 Digital Marketing DISCOVERY & ENGAGEMENT How Big is Paid Search? *Source: Direct Marketing Association 2016
167. 167 Digital Marketing DISCOVERY & ENGAGEMENT Why Do SERPs Matter to Me? Because ranking your site in the proper SERP position will be the difference between success and failure in your search marketing campaigns. Consider the following insights provided by recent Google published stats: • 68% of searchers select a result on the first page of search results. • There is a disproportionate number of clicks (approximately 40%) on the number one listing. • Reaching the first page in paid search is equally important. • In other words, most people click on the first page, and most of those people click on earlier results. The higher your search engine results page ranking, the more traffic you'll get.
168. 168 Digital Marketing DISCOVERY & ENGAGEMENT SEO Principles 1. Build Trust 2. Quality vs. Quantity 3. Content is ALWAYS King 4. Link Building 5. Mobile Optimized 6. Speed 7. User Experience
169. 169 Digital Marketing DISCOVERY & ENGAGEMENT Heart of the Matter 1. Optimize page title tags 2. Optimize meta descriptions 3. Optimize images – image tags 4. Keywords 5. Sitemaps 6. SSL
170. 170 Digital Marketing DISCOVERY & ENGAGEMENT Got Wine?
171. 171 Digital Marketing DISCOVERY & ENGAGEMENT Your Website is a Marketing Tool 3 Traffic Sources you must cultivate:  Organic search engines.  Referral sites, especially from local regional sites.  Local maps search results. Varietals •Cabernet, Rose, Muscat Regional •Carneros, Willamette, Rutherford Others •Wine tasting/tours •Weddings •Boutique Build a relevant list of keywords • Your website should be a flytrap for tourists looking to plan their vacation, or visit that special winery with a picnic area, great view, or wedding venue. • Create a list of keywords that you can associate that go beyond your brand name.  Branded search traffic accounts for about 95% of most winery websites traffic.
172. 172 Digital Marketing DISCOVERY & ENGAGEMENT Focus on Local SEO T0 Attract More Visitors In order to rank well in the local search results, you need a two things. A verified Google+ Local page for your business. www.Google.com/places. Multiple NAP (name, address, phone) listings on site like citysearch.com, yp.com, hotfrog.com and others. For a more complete list of sources to get business citations, visit Getlisted.
173. 173 Digital Marketing DISCOVERY & ENGAGEMENT Discovery To Do List – Top 5 Things 1. Expand company profiles on both local and national travel and tourism sites like Trip Advisor, Fodors, Wine Travel Guides, Virtual Tourist, and Lonely Planet, and reservation sites like Cellarpass and VinoVisit. 2. Encourage visitors and fans to leave reviews at Trip Advisor, Yelp, Google+, Facebook, etc. 3. Create useful and usable website content that includes resources, things to do, local knowledge, and popular destinations near your winery. 4. Claim your Google+ Local page. 5. Contribute guest blog posts on travel blogs and websites to increase exposure from new audiences.
174. 174 Digital Marketing DISCOVERY & ENGAGEMENT Model of Customer progression DISCOVERY • Search engine • Ratings • Word of mouth • Advertisement • Social Media • Location ENGAGEMENT • Visits website • Apps • Visits tasting room • Social Media • Mobile ACQUISITION • Purchases wine online • Buys wine in tasting room • Joins wine club • Buy a ticket LOYALTY/LOVE • Email communication • Facebook shares • Special events • Ratings • Referrals
175. 175 Digital Marketing DISCOVERY & ENGAGEMENT The Art of Engagement ENGAGEMENT • Visits website/Apps •Visits tasting room •Calls winery •Social Media •Mobile
176. 176 Digital Marketing DISCOVERY & ENGAGEMENT What’s the Difference Between Good and Bad? GREAT AD TERRIBLE WEBSITE
177. 177 Digital Marketing DISCOVERY & ENGAGEMENT Engagement is about “what’s in it for me?” Ie: the consumer
178. 178 Digital Marketing DISCOVERY & ENGAGEMENT Engagement: Online Shopping Experiences Sources: KJ.com, LaCrema.com, Lindemans.com and UnderdogWine.com
179. 179 Digital Marketing DISCOVERY & ENGAGEMENT Lifestyle Source: www.kj.com
180. 180 Digital Marketing DISCOVERY & ENGAGEMENT Classic
181. 181 Digital Marketing DISCOVERY & ENGAGEMENT Aspirational
182. 182 Digital Marketing DISCOVERY & ENGAGEMENT Contemporary
183. 183 Digital Marketing DISCOVERY & ENGAGEMENT Inspirational Kosta Browne
184. 184 Digital Marketing DISCOVERY & ENGAGEMENT Mystical
185. 185 Digital Marketing DISCOVERY & ENGAGEMENT Think “making a difference in people’s lives”!  Videos  Blogs  Recipes  Special offers  Invitations to special events  Charitable causes  Downloadable relevant content  Gamification  Sharable experiences Online Engagement Tools
186. 186 Digital Marketing DISCOVERY & ENGAGEMENT
187. 187 Digital Marketing DISCOVERY & ENGAGEMENT
188. 188 Digital Marketing DISCOVERY & ENGAGEMENT Final Words on Engagement……. “Don’t just focus on your product. Think about who your customers are, what they care about, and where they hang out. Embracing and engaging with your customers means understanding them, their needs and desires. The goal is to become part of your customers’ everyday lives, not just a company at the other end of a financial transaction.” Jacek Blout, Blogger
189. 189 Digital Marketing DISCOVERY & ENGAGEMENT So what’s new?
190. 190 Digital Marketing DISCOVERY & ENGAGEMENT Some High Level Stuff
191. 191 Digital Marketing DISCOVERY & ENGAGEMENT Visual Communication: The Next Step in Marketing If you haven't already heard, visuals can play a big part in boosting the performance of your marketing messages.
192. 192 Digital Marketing DISCOVERY & ENGAGEMENT Go Visual! • According to Cisco Systems, up to 82% of all consumer web traffic will be video by 2020. • According to Facebook, the News Feed will be “mostly video” by 2019. • Current Facebook content with images sees up to a 94% increase in page views versus content without images. • As technology advances, we gravitate towards the mediums that best enable us to share our experiences. • Visuals do that, so it's worth including images and considering the role visuals play in your outreach efforts.
193. 193 Digital Marketing DISCOVERY & ENGAGEMENT How Not to Lose Out In the Future Communicating to the customer has become considerably more challenging as a result of the transformation from word to visual. It’s all about the execution.
194. 194 Digital Marketing DISCOVERY & ENGAGEMENT *Social Media Today – Jan 2017 – Andrew Hutchinson
195. 195 Digital Marketing DISCOVERY & ENGAGEMENT *Social Media Today – Jan 2017 – Andrew Hutchinson
196. 196 Digital Marketing DISCOVERY & ENGAGEMENT *Social Media Today – Jan 2017 – Andrew Hutchinson
197. 197 Digital Marketing DISCOVERY & ENGAGEMENT And Finally *Social Media Today – Jan 2017 – Andrew Hutchinson
198. 198 Digital Marketing DISCOVERY & ENGAGEMENT So what else is new?
199. 199 Digital Marketing DISCOVERY & ENGAGEMENT Engagement Experiences
200. 200 Digital Marketing DISCOVERY & ENGAGEMENT Why Do Digital Experiences Matter?
201. 201 Digital Marketing DISCOVERY & ENGAGEMENT Virtual Reality
202. 202 Digital Marketing DISCOVERY & ENGAGEMENT Augmented Reality
203. 203 Digital Marketing Model of Customer progression DISCOVERY • Search engine • Word of mouth • Advertisement • Social Media • Location ENGAGEMENT • Visits website • Visits tasting room • Social Media • Mobile ACQUISITION • Purchases online • Buys in tasting room • Joins wine club • Buys ticket • Signs up newsletter • Signs up wine event LOYALTY/LOVE • Email communication • Facebook shares • Special events • Ratings • Referrals
204. 204 Digital Marketing ACQUISITION The Results Speak for Themselves ACQUISITION • Signs up for Newsletter/Blog • Purchases wine online • Buys wine in tasting room • Joins wine club • Buys a ticket • Signs up for wine event • Purchases from catalog or telephone driven by email
205. 205 Digital Marketing ACQUISITION Web Analytics: Customer Preferences
206. 206 Digital Marketing ACQUISITION 206 The Results Speak for Themselves – Google Analytics
207. 207 Digital Marketing ACQUISITION There is a difference between knowing what stats mean and knowing which stats are meaningful. It all comes down to one thing: Does the metric help you make decisions? Final Word on Analytics
208. 208 Digital Marketing ACQUISITION Customer Acquisition • Wine club signup – Most traditional tasting room business model • Newsletter signup form – Critical best practices – Let’s discuss • Email Campaigns – Critical best practices – Let’s discuss • Telesales – Very effective when tied to click-to-call email digital campaign • Direct Mail, Catalog – Can still be effective; can drive ecommerce conversions • Social media, events, other – Use your imagination; can drive ecommerce conversion
209. 209 Digital Marketing ACQUISITION Please read my blog: http://bit.ly/2iozazr
210. 210 Digital Marketing ACQUISITION “In today’s world, the concept of winery wine clubs must change and evolve, but the importance of continuity programs and relationship annuities lives on.” Ron Scharman Blog The Future
211. 211 Digital Marketing ACQUISITION Rob McMillan SVB Blog March 2017 http://bit.ly/2nQHeeC The Future “If wineries insist that clubs can only be built from people visiting the tasting room, you are purposefully ignoring the other 99% of the population that won’t ever visit your tasting room.”
212. 212 Digital Marketing ACQUISITION Customer Acquisition • Wine club signup – Most traditional tasting room business model • Newsletter signup form – Critical best practices – Let’s discuss • Email Campaigns – Critical best practices – Let’s discuss • Telesales – Very effective when tied to click-to-call email digital campaign • Direct Mail, Catalog – Can still be effective; can drive ecommerce conversions • Social media, events, other – Use your imagination; can drive ecommerce conversion
213. 213 Digital Marketing ACQUISITION Newsletter Best Practices – Make It Easy! 1 - 5 1. Your registration form should request the user’s email and as little else as possible. 2. Present the opportunity to sign up on every page on your site, and in the same spot. 3. Try to show an actual sign-up form on each page instead of just a link. 4. A one-time pop-up requesting visitors to sign up is okay. 5. Include a link to your Privacy Policy as close to the form as possible.
214. 214 Digital Marketing ACQUISITION Newsletter Best Practices – Make It Easy! 6 - 10 6. Include an example of what your customers are signing up for. 7. Present a clear confirmation after your customer signs up. 8. Wait until AFTER the initial sign-up to ask more detailed questions. 9. Send an email confirming the user’s registration. 10. Consider a discount code for a future purchase in the Confirmation Email.
215. 215 Digital Marketing ACQUISITION Newsletter Signups - Good
216. 216 Digital Marketing ACQUISITION Acknowledge and Reward
217. 217 Digital Marketing ACQUISITION Newsletter Signup – Or Make It Hard If you want someone to sign up for your newsletter, make it easy. Do not: 1. Hide your newsletter link 2. Ask for huge amounts of information 3. Demand more information after the user submitted what was asked for. 4. Force customers to enter all their information all over again if they make a mistake in one particular field 5. Forget about thanking them for subscribing
218. 218 Digital Marketing ACQUISITION Newsletter Signups - Not So Good
219. 219 Digital Marketing ACQUISITION Customer Acquisition • Wine club signup – Most traditional tasting room business model – Let’s discuss • Newsletter signup form – Critical best practices – Let’s discuss • Email Campaigns – Critical best practices – Let’s discuss • Telesales • Direct Mail, Catalog – Can still be effective; can drive ecommerce conversions • Social media, events, other
220. 220 Digital Marketing ACQUISITION Email Marketing for Success
221. 221 Digital Marketing ACQUISITION Email Still Rules: How Money is Spent vs. ROI *Source: Direct Marketing Association 2016
222. 222 Digital Marketing ACQUISITION Some Basic Terminology Opening Rate = Total Opens / # Recipients Click through Rate = Total Clicks / # Recipients Click to Open Rate = Total Clicks / Total Opens** Cost per Click = Total Cost / Total Clicks Conversion Rate = Total Conversions / Total Visits Average Order Value (AOV) = Total Value / Total Conversions Cost Per Email Acquisition (CPA) = Total Spend / Total Conversions Return on Investment (ROI) = (Total Value / Total Spend) - 1
223. 223 Digital Marketing ACQUISITION Important Email Metrics: Performance Benchmarks A Good Open Rate 15 - 30%** A Good Click To Open Rate 15 – 30% **Wine Club Can Be Higher
224. 224 Digital Marketing ACQUISITION Important Point of Clarity  Open Rate is just a measure of the subject line and time of day.  Click to Open Rate is a measure of the effectiveness of the actual content of the email. Please Note: Many ESP’s use Click Rate (# Clicks / Total Recipients)instead of Click to Open Rate. Make sure you are using the right metric. **Wine Club Can Be Higher
225. 225 Digital Marketing ACQUISITION Volume versus Conversion Wine Club Red White Cart Abandonment • Low volume • High conversion Browse & Process Abandonment • High volume • Lower conversion { {
226. 226 Digital Marketing ACQUISITION Making Sense of the Types of Marketing Emails Typically branded affair, less personalized, predictable cadence. Triggered by a purchase, shipment, download, or registration (simply a confirmation) Triggered by pages viewed, emails opened, cart value, buttons clicked, video played, downloads. Triggered by # of days that have passed since a strategically important action (e.g. last purchase) Newsletters Transactional Behavioral Lifecycle
227. 227 Digital Marketing ACQUISITION Email Marketing 1 - 5 "Think of how you can make the user love your mails rather than how to land in the Inbox." • Know your audience • Find Out What Subscribers Want and Honor and Deliver on That • Have a clear value proposition for subscribers and customers • Don’t just batch and blast – segment your list and use preference based marketing data • Think “responsively” – make sure your emails are mobile optimized
228. 228 Digital Marketing ACQUISITION Email Marketing 6 - 10 "Think of how you can make the user love your mails rather than how to land in the Inbox.“ • Test different types of content and promos to see what generates the best engagement rates • Look beyond opens and clicks to measure success – spam complaints, unsubscribes, etc. • Test your promos carefully before blasting away • Use designated landing pages or guide customers to relevant product pages • Use an email marketing platform that guarantees high deliverability rates
229. 229 Digital Marketing ACQUISITION Ideas to Consider
230. 230 Digital Marketing ACQUISITION Ultimately, In Email Less is More
231. 231 Digital Marketing ACQUISITION Mobile Friendly
232. 232 Digital Marketing ACQUISITION Not Mobile Friendly
233. 233 Digital Marketing ACQUISITION Hall Winery – Great Execution with Retargeting 1st Image Scroll Scroll
234. 234 Digital Marketing ACQUISITION A-B Testing
235. 235 Digital Marketing ACQUISITION Browser Compatibility Does your email look beautiful everywhere? Litmus software lets you preview your campaigns across 40+ real email clients and devices in minutes. It’s make email testing easy.
236. 236 Digital Marketing ACQUISITION • Make each email personalized to address the winery customer. • Examples – Use first name in greeting/offer – Reference customer state in shipping offer – Reference customer purchase history – Birthday or other special occasion emails Personalization
237. 237 Digital Marketing ACQUISITION + Social Media Marketing
238. 238 Digital Marketing ACQUISITION + Social Media Marketing ReachMail 2015
239. 239 Digital Marketing ACQUISITION The Changing of the Guard and What It Means for You
240. 240 Digital Marketing ACQUISITION *Source: Etail and Critio, Trends in Digital Retail Report 2016
241. 241 Digital Marketing ACQUISITION • Largest Web-based email service in the world • 1.2BB Users • 20% of the World Market • 68.4% of incoming email messages are promotional • 75% of Gmail users open their email on a mobile device. • Has become the standard bearer for ad supported, consumer email services. Gmail Achieves World Domination DMR Business Statistics August 2017
242. 242 Digital Marketing ACQUISITION And Android Too *Netmarketshare.com Sept 2016
243. 243 Digital Marketing ACQUISITION The New World of Gmail
244. 244 Digital Marketing ACQUISITION • Clean your data • Use “Content Dialysis” software to check your content for spam inducing results. Ex. Content Detective • Use “Headline Analyzer” or similar software to test headlines • Stop using the word “Free”, all caps, colored fonts, etc. • Try sending text format emails vs images. • Go light on imagery, links, and heavy content. • Provide a clear unsubscribe option • New – Test using emojis in subject lines So What Do I Do Now?
245. 245 Digital Marketing ACQUISITION Please read my blog from October 2016 http://bit.ly/2fdzyQG WHAT’S THE VALUE OF AN EMAIL? HERE’S HOW TO CALCULATE THE $ VALUE
246. 246 Digital Marketing ACQUISITION Loyalty Coefficient
247. 247 Digital Marketing ACQUISITION Winery Email ROI Key Metric Benchmarks Annual Campaign 2X Emails per Month Emails Sent 1,000 24,000 Delivery Rate >95% Emails Delivered(Assume) 1,000 24,000 Open Rate >30% Opens 300 7,200 Click To Open Rate >20% Clicks 60 1,440 Conversion Rate >5% Orders 3 72 1,440 clicks x 5% conversion = 72 sales x $200 avg. sale = $14,400 sales = $14.40 per email annual value
248. 248 Digital Marketing ACQUISITION Let’s Summarize • Your net revenue for the year equals $14,400/1,000 emails, or $14.40 per email subscriber. • Assuming an average 3 year tenure for an email subscriber (LTV), net revenue jumps to $42.40. • Discount LTV by weighted average of Loyalty Coefficient. • Does not include value of email for promoting winery and offsite tasting events, etc.
249. 249 Digital Marketing MODEL OF CUSTOMER PROGRESSION DISCOVERY • Search engine • Ratings • Word of mouth • Advertisement • Social Media • Location ENGAGEMENT • Visits website • Apps • Visits tasting room • Social Media • Mobile ACQUISITION • Purchases wine online • Buys wine in tasting room • Joins wine club • Buys a ticket LOYALTY/LOVE • Email communication • Facebook shares • Special events • Ratings • Referrals
250. 250 Digital Marketing LOYALTY Tell Me You Love Me LOYALTY/LOVE • Email communication • Join Wine Club • Newsletter/Blog • Facebook shares/Referrals • Special events • Ratings • Imagination
251. 251 Digital Marketing LOYALTY Remember That the Journey is Non-Linear Transforming the customer journey across all channels
252. 252 Digital Marketing LOYALTY Retention: The Heart of the Matter AT THE CORE OF DIGITAL RETENTION: USERS CAN LEAVE YOUR BRAND FOR SOMEONE ELSE. ALWAYS REMIND CUSTOMERS WHY THEY FELL IN LOVE WITH YOU IN THE FIRST PLACE
253. 253 Digital Marketing LOYALTY Retention Defined Actions a company takes so that their existing customers continue buying the services and products offered by that company in the future.
254. 254 Digital Marketing LOYALTY Retention vs. Loyalty Loyalty is About Growth Loyalty and loyalty marketing programs work to transform a customer’s positive interactions with a winery into positive outcomes for the customer on an ongoing basis. They recognize the right behaviors and result in a higher value customer for the winery and higher value experience for the customer. Think rewards points, wine club member discounts……..
255. 255 Digital Marketing LOYALTY Retention vs. Loyalty Retention is About Decline Retention is about the preservation, rather than growth of a customer. Retention campaigns are focused on a positive indication that this customer is on their way out the door. It’s no longer about growth or what could be, it’s about knowing what is about to happen to your customer and doing something about it.
256. 256 Digital Marketing LOYALTY Examples of Retention Tactics Email Email a digital gift card to wine club members still on the books after 12 months and 24 months MailChimp, Constant Contact New products or service announcements, curated content, member only special events Social/Blog Retargeting Sale events, targeting all traffic or purchasers only Facebook, Twitter, Wordpress Facebook, AdRoll
257. 257 Digital Marketing LOYALTY Retention vs. Loyalty You Should Do Both Retention and Loyalty are two different types of marketing campaigns. You need both campaigns working in tandem as part of the on-going customer conversations. Without these campaigns, businesses miss critical communication points that could result in bigger returns and long lasting relationships.
258. 258 Digital Marketing LOYALTY Remember Reciprocity?
259. 259 Digital Marketing LOYALTY So Where Does Loyalty Begin?
260. 260 Digital Marketing LOYALTY Hopefully It Starts With: “You had me at hello…….”
261. 261 Digital Marketing
262. 262 Digital Marketing LOYALTY And Keep Delighting Customers • Wine club discounts • Wine club special offerings • Club member events • Loyalty bonuses • Special access • The Unexpected
263. 263 Digital Marketing LOYALTY The DNA of Customer Loyalty The three results that reflect the general components of customer “emotional” loyalty programs are: • Retention – keeping customers • Advocacy – getting new customers through recommendation • Life Time Value – increasing spend and frequency from existing customers
264. 264 Digital Marketing LOYALTY Emotional loyalty demands: 1) Consistency across channels 2) Relevant and timely promotions 3) Customer intimacy; and 4) A real excite and delight element built on top of a standard “I’ve got great wine to sell at a good price” story. The DNA of Customer Loyalty
265. 265 Digital Marketing LOYALTY Loyalty and Love
266. 266 Digital Marketing LOYALTY Get Social - Build Your Brand Advocacy
267. 267 Digital Marketing LOYALTY Whether a customer buys wine in your tasting room, or on your website, their information flows to one central location. Tangible benefits:  Full purchase history in one system  Segmenting customers for marketing  Customer can access their profile online  Access customer information from anywhere  One central customer record shared across multiple systems Tasting room Wine club Website Customer Relationship Loyalty: One Customer, One Database
268. 268 Digital Marketing CRM Customer Relationship Management
269. 269 Digital Marketing CRM – Customer Relationship Management Simply put, CRM is putting customers at the heart of a business. Today it is more important than ever to build better relationships with customers as, in this day and age of social media, they now talk to ???? people at a time. With the support of technology, the goal of CRM is to have a 360-degree view of the customer which will enable you to improve the quality and satisfaction of each customer interaction and maximize the profitability of customer relationships.
270. 270 Digital Marketing 360 Degree View of Your Customer Information about your members collected at each touch point outside your website should be attached to the member profile record, creating a complete view of your customer.
271. 271 Digital Marketing Know Thy Customer What kind of relationship do you want to build with your target audience?
272. 272 Digital Marketing Know Thy Customer 1. How do you define your target audience (age-group, gender, education, income, likings, ethnicity, lifestyle etc) and where majority of them live? 2. Who are your best customer types in terms of revenue generated and why? 3. What are the desires and expectations of your target audience? 4. What is the level of product use? Are your customers loyal to you? 5. What are the most common objections raised by your customers? 6. Who are the actual decision makers (who has the final say)?
273. 273 Digital Marketing Filter and Segment Data • CRM tools filter and segment data. • The first step to understanding how to market and sell to your customers and prospects is to first build custom fields to segment by preferences, buying habits and behaviors. • Filtering tools are used to create custom marketing lists so that the right message is delivered to the right customer at the right time.
274. 274 Digital Marketing Email List Segmentation • Content is Primary • Segmentation comes next – Varietal preferences (Special offer on Reds) – Locals (Come to our next event) – Order history (We’ve missed you) – Club join date (One year anniversary together) – Credit card set to expire (Update your profile)
275. 275 Digital Marketing Manage Member Data • The integrity of your member data is the key to successful CRM. • Member maintenance tools allow you to consolidate duplicate member records, keeping your data clean and accurate. • Match your potentially duplicated member records, then merge the suggested matches, consolidating address, payment and order history. • Clean data is useful data. Find duplicate data and merge records.
276. 276 Digital Marketing Google Analytics • Google Analytics is a powerful tool for evaluating the effectiveness of your website in getting and keeping user traffic. • Implementing Google Analytics tracking codes on your website helps you gauge the amount of traffic to your site and how consumers behave while visiting your website. • This information from your website appears in your Google Analytics dashboard where you can view this data and use it to optimize your site.
277. 277 Digital Marketing What’s New? Social CRM
278. 278 Digital Marketing Next Generation: Listening and Engagement Combined Web Analytics CRM Social Metrics
279. 279 Digital Marketing THE DIGITAL MARKETING PLANNING CHECKLIST & THOUGHT PROCESS
280. 280 Digital Marketing HOW TO KICKSTART YOUR PLANNING PROCESS
281. 281 Digital Marketing NOW WHAT. LET’S TALK ABOUT THE ACTUAL COMPONENTS OF A DIGITAL MARKETING PLAN
282. 282 Digital Marketing WHAT MAKES UP A DIGITAL MARKETING PLAN 1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE
283. 283 Digital Marketing WHAT MAKES UP A DIGITAL MARKETING PLAN (4 CORE THINGS) 1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE (*Why*) The over-arching business problem you were tasked with solving (*What*) Your approach, the layer between the business problem, and how exactly you did it. (*How*) The means you took to satisfy your strategy, the actual details of how you executed (*How Much*) Which partners, for how much, and how long.
284. 284 Digital Marketing WHAT MAKES UP A DIGITAL MARKETING PLAN 1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE
285. 285 Digital Marketing WHAT MAKES UP A DIGITAL MARKETING PLAN 1. OBJECTIVE (*Why*) The over-arching business problem you were tasked with solving Your objective should be: • Come from a company-wide KPI • Clear • Actionable • Map directly to a company-wide KPI
286. 286 Digital Marketing EXAMPLES OF OBJECTIVES: 1. OBJECTIVE (*Why*) The over-arching business problem you were tasked with solving Increase the number of website visitors and/or conversions Increase the # of email addresses we have in our database Increase visitor traffic/wine club signups at the winery tasting room WHAT MAKES UP A DIGITAL MARKETING PLAN
287. 287 Digital Marketing 2. STRATEGY Your strategies should be: • Clear • Actionable • Map directly to your objective (how are they solving your biz problem?) • The hardest part of a digital media plan. (*What*) Your approach, the layer between the business problem, and how exactly you did it. WHAT MAKES UP A DIGITAL MARKETING PLAN
288. 288 Digital Marketing LETS MARRY THEM TOGETHER Target your demographic audience on the social networks they visit most with best selling wines, or other special offers Encourage new site visitors to redeem an introductory offer in exchange for their email address Drive traffic by promoting off-site tasting events and community-oriented events, focusing on Bay Area residents 1. OBJECTIVE 2. STRATEGY Increase the number of website visitors/conversions Increase the # of email addresses we have in our database Increase visitor traffic to the winery tasting room
289. 289 Digital Marketing 5. PRICING 6. COSTING 7. PARTNER SELECTION 1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE WHAT MAKES UP A DIGITAL MARKETING PLAN
290. 290 Digital Marketing PRICING THEORY IN PRACTICE WHAT MAKES UP A DIGITAL MARKETING PLAN
291. 291 Digital Marketing WHAT DOES $1 DO FOR THE DIGITAL MARKETER TRAFFIC WEBSITE TASTING ROOM APP 3-Tier PRINT/WEB
292. 292 Digital Marketing ONCE TRAFFIC IS IN THE DOOR IT CAN DO MANY THINGS (DIGITALLY-FOCUSED) BOOK A TASTING BUY WINE JOIN A WINE CLUB POST A REVIEW DOWNLOAD RECIPES RE-ENGAGEMENT SHARES BROWSE - TIME ON SITE VIDEO PLAYS ENTRIES/VOTES
293. 293 Digital Marketing 5. PRICING 6. COSTING 7. PARTNER SELECTION WHAT MAKES UP A DIGITAL MARKETING PLAN 1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE
294. 294 Digital Marketing HOW MUCH DO THINGS COST? WHAT MAKES UP A DIGITAL MARKETING PLAN
295. 295 Digital Marketing BACKGROUND ON HOW AD PRICING WORKS CPM (cost per thousand) CPC (cost per click) Publishers charge you every time: CPL (cost per lead) MOST COMMON (EARLIEST FORM OF PRICING, LEAST RISKY FOR PUBLISHER) INCREASINGLY COMMON (MORE RISK TAKEN ON BY PUBLISHER) RAREST (MOST RISKY FOR PUBLISHER, GENERALLY WILL OWN THE SIGNUP EXPERIENCE) Display/Websites Paid Search Paid Social Lead Gen companies (Lead Genius)
296. 296 Digital Marketing WHAT DOES THE AD PRICING MARKET LOOK LIKE Inexpensive Average Expensive CPM $1.25 $3.50 $5-$15+ CPC $0.25 $0.50-$0.75 $1.50+ CPL $25 $50 $100+ All these prices completely depend on your site, pricing, and business
297. 297 Digital Marketing AVERAGE CPC GUIDELINES + OBJECTIVES Base Additions (each is an incremental cost) Avg. Untargeted CPC Gender Age Interest Occupation Education Geo $0.35 +$0.25 +$0.25 +$0.30 +$0.25 +$0.15 +$0.45 In other words, a fully loaded CPC would be $2.00
298. 298 Digital Marketing + OPTIMIZATION
299. 299 Digital Marketing 5. PRICING 6. COSTING 7. PARTNER SELECTION 1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE WHAT MAKES UP A DIGITAL MARKETING PLAN
300. 300 Digital Marketing BUDGETING: HOW MUCH SHOULD I SPEND ON ADVERTISING? WHAT MAKES UP A DIGITAL MARKETING PLAN
301. 301 Digital Marketing Are you comfortable acquiring new users at a loss? (spend $10, make $5) Are comfortable acquiring new users & breaking even? (spend $10, make $10) If we break even or lose money now, can we monetize these users in 3, 6, 12 months? How good were we this month at getting our existing customers to come back and spend time on our site? How many new users do you want to acquire, and in what time frame? HINT: “As many as possible ASAP” is not good enough. Be specific. YOUR CHECKLIST FOR RISK & COSTING
302. 302 Digital Marketing 5. PRICING 6. COSTING 7. PARTNER SELECTION WHAT MAKES UP A DIGITAL MARKETING PLAN 1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE
303. 303 Digital Marketing FOR YOUR 1ST DIGITAL PLAN, KEEP YOUR PARTNERS SIMPLE Fee’s Social Search B2B Display
304. 304 Digital Marketing WHAT ARE THE VEHICLES RELEVANT IN THE WINE INDUSTRY?
305. 305 Digital Marketing BEFORE COMPLETING A DIGITAL MARKETING PLAN YOU HAVE TO PROJECT WHAT YOUR EFFORTS WILL DELIVER
306. 306 Digital Marketing SOME BASIC TERMINOLOGY Cost per Click = Total Cost / Total Clicks Conversion Rate = Total Conversions / Total Visits Average Order Value (AOV) = Total Value / Total Conversions Cost Per Acquisition (CPA) = Total Ad Spend / Total Conversions Return on Investment (ROI) = (Total Value / Total Spend) - 1
307. 307 Digital Marketing Budgeting Worksheet Media Website Return on Ad Spend (ROAS) Site Name % of Spend Budget CPC Clicks to Website Conversion Rate Conversions Avg. Order Value Revenue ROAS Goal Delivered ROAS % vs. ROAS Goal Facebook 100% $5,000 $0.65 7,692 1.00% 77 $100 $7,692 50% 54% 8% Twitter 0% $0 $0.50 - 1.00% $100 $0 50% 0% 0% Instagram 0% $0 $0.50 - 1.00% $100 $0 50% 0% 0% Google Search 0% $0 $1.00 - 1.00% $100 $0 50% 0% 0% LinkedIn 0% $0 $1.50 - 1.00% $100 $0 50% 0% 0% Total Budget $5,000 $1.54 7,692 1.00% 77 $100 $7,692 150% 54% -64%
308. 308 Digital Marketing LET’S SAY YOU RUN A WINERY THAT HAS THE FOLLOWING CRITERIA: EXAMPLE WORLD’S GREATEST WINES Price $100 Goal ROI 200% Goal New Customers 100 Average Conversion Rate 2.00% Expected Cost Per Click $1.00
309. 309 Digital Marketing Winery Digital Metrics Key Metric Benchmarks Test Campaign Online Sales 1 100 Avg Online Sale $100 $10,000 Sale Conversion Rate 2% 2% Visits Required 50 5,000 Cost per Click (CPC) $1 $1 Cost per Sale $50 $5,000 Click thru Rate (CTR) 1% 1% Impressions Required 5,000 500,000 Cost per Thousand (CPM) $10 $10 30
310. 310 Digital Marketing LAST BUT NOT LEAST, BEFORE DOING ANY ADVERTISING THINK: HOW GOOD ARE WE DOING THINGS NOW BEFORE WE PAY FOR TRAFFIC?
311. 311 Digital Marketing What is the Conversion Rate, Average Order Value, and Time Spent for: Our best traffic source Our worst traffic source (with the most visits) Our highest traffic source Do we have appropriate landing pages to make our desired action as simple & easy as possible Are we confident that paid traffic is going to help us do more of the desired action we want Are we maximizing what we are getting out of our organic/free traffic (existing partnerships, search, etc.) YOUR CHECKLIST FOR HOW GOOD YOU ARE
312. 312 Digital Marketing Final Thoughts Things to consider in your DTC digital marketing strategy: • What makes you different or your story compelling? • How do you deliver the message to visitors in person or digital? • Why should they care? • What is your plan for building and maintaining customer loyalty?
313. 313 Digital Marketing Tell your story + tell it well (the magic 15%)
314. 314 Digital Marketing And Delighting Customers Make Me Feel Special
315. 315 Digital Marketing Contact Info Ron Scharman CEO/Astra Digital Marketing Services ron@astradms.com 707-681- 5392 Find Me on LinkedIn at http://bit.ly/1WyFHpA