How to create Digital Marketing Strategy and planning to achieve your business goals and increase ROI

1. Digital marketing
strategy

2. Shereen Badr
Digital Marketing Manager
Imfnd
Have more than 10 years experience in Digital
marketing field, these experiences in Inbound
Marketing (SEO, Social Media Strategist,
Monitoring and creative marketing),
Working as SEO & PPC trainer and consultant for
many companies in Egypt & MENA.
Train over than 1000 + people in SEM & Digital
Marketing Fundamentals.
Digital Marketing Manager & Trainer - IMFND
Former Search Engine Marketing Manager for
Bezaat.
SEM Manager – Intermark
SEM Consultant for +15 Cross the MENA.
Hello it’s me
@shereen_badr

3. Table of Contents
• Digital Marketing landscape
• Situation analysis. Where are we now? Understanding your online
marketplace.
• Objective setting. Where do we want to be? Setting useful,
actionable objectives.
• Strategy. How are you going to achieve the goals? Setting a
meaningful strategy.
• Tactics. The details of strategy.
• Actions and Controls. Making it happen.
@shereen_badr

4. WHAT
HAPPENS IN
ONE MINUTE
ONLINE?
@shereen_badr

5. Global Digital landscape
7.395
Billion
Total
Population
Active
Internet
Users
Active social
media
accounts
Unique
Mobile Users
Active Mobile
social
accounts
3.419
Billion
2.307
Billion
3.790
Billion
1.968
Billion
@shereen_badr

6. Digital In Egypt
92.45
Million
Total
Population
Active
Internet
Users
Active social
media
accounts
Mobile
connections
Active Mobile
social
accounts
48.30
Million
30
Million
94.8
Million
23.00
Million
@shereen_badr

7. Why Digital Marketing ?
@shereen_badr

8. Digital Marketing
SEM (SEO –
PPC )
Social Media
Marketing
Online
Advertising
Mobile
Marketing
Games
Marketing
Affiliate
Marketing
Email
Marketing
@shereen_badr

9. SOSTAC

10. @shereen_badr

11. Situation analysis
Where are we now?
Understanding your online marketplace
@shereen_badr

12. Understand
Customer
Industry
Environment(Market)
Macro
Environment
Internal Factors
Context Competition CustomerCompany
characteristics,
behaviors, needs
,wants , Types , buying
journey , Expectations
and Trends
Environmental Scanning
PESTEL
Forecasting Scenarios
Internal Strengths &
Weaknesses
Critical Success Factors
Market Size, Trends,
Growth, Structure,
competition mapping
Threat & Opportunities “
SWOT Analysis @shereen_badr

13. WeaknessStrength Threath
@shereen_badr
Opportunity

14. Digital
Architecture
•Design
•Structure
•UX
•Features
•Functionality
@shereen_badr

15. •Competitive analysis
•Technical issues
•On-page
•Off-page
@shereen_badr

16. PPC
Audit
• Evaluate your ad creative
• Ad copy
• landing pages
• Display
• Keywords
• Publishers
• CPC
• Conversion
@shereen_badr

17. • Competitive analysis
• Engagement evaluation
• Channels Audit
• Content Audit
• Trends
• Insights
@shereen_badr

18. • Content strategy
• Audience evaluation
• Content optimization
• Content Calendar
• Content Editorial
@shereen_badr

19. Competitive Analysis Tools
• For SEO : Alexa , similar web , Moz , Google page speed , Google mobile
friendly test , ahrefs, majestic, screamingfrog, Google Analytics and google
webmaster tools
• For Social : bitly , socialbakers, likealyzer , rivaliq , Followerwonk,
web.Mention,
• For PPC : Google Adwords , similar web , Alexa
• Manual Analysis : Content , UX , Brand voice
@shereen_badr

20. Need
Want
Behaviour
Persona
Know Your Customer
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21. Know your customer by :
@shereen_badr

22. 2. Setting Objectives -Where do we want to
be?
S - Specific. Are your goals clear and
specific?
M - Measured. Can your goals be
measured?
A - Actions. What actions will make
them happen?
R - Realistic. Are they achievable
goals?
T - Time. Will they meet your
deadlines?
@shereen_badr

23. 3. Strategy How are you going to achieve
the goals?
@shereen_badr

24. Segmentation and Targeting
• Online Targeting :
• 1. Customer profile characteristics (demographics).
• 2. Customer value - current and future.
• 3. Customer multi-channel behaviour (channel preference).
• 4. Customer personas including psychographics
@shereen_badr

25. • ❏Name and Photo
• ❏ Background Information
• ❏ Quote
• ❏ Goals
• ❏ Challenges, Fears and Problems
• ❏ Values
• ❏ Buying Decision Process
• ❏ Solutions (Optional)
@shereen_badr

26. Positioning
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27. @shereen_badr

28. Online representation or presence
Content
strategy
Digital
channels
Social Media
strategy
Your website
SEO strategy
PPC strategy
@shereen_badr

29. 4. Tactics - How To
Execute Your Plan?
The details of strategy
@shereen_badr

30. 5. Actions - Who Is In
Charge?
and when should it get
done
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31. 6. Control - Monitor & Measure@shereen_badr

32. Digital Marketing resources
• http://bit.ly/Digitalresources
@shereen_badr

33. Thank You
@shereen_badr