Digital marketing plan a growth strategies
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The document outlines a digital marketing plan targeting an airport transfer business to increase e-commerce sales from both local and international customers using the R.A.C.E. framework to address customer engagement. It emphasizes the use of various media channels, including paid advertisements, search engine optimization, email marketing, and influencer outreach, to drive brand awareness, interaction, and conversion. Recommendations include detailed strategies for achieving these objectives and leveraging analytics to continuously optimize marketing efforts.
Digital marketing plan a growth strategies
- 1. Digital Marketing Plan - A Growth Strategies Prepared by Andrew Teh Kim Leong
- 2. Question For our airport transfer business that has 50% local and 50% foreign customers, what strategy or strategies would you pursue to substantially increase the e-commerce sales from both segments? Please elaborate on how you propose to reach them, and more importantly convert them into sales.
- 3. Assumption Made for Proposed Strategies: ● There are not website analytics data available, growth strategies suggested are based on high level data that obtained from government body or 3rd party (Ubersuggest). ● All the marketing growth strategies can be applied to both domestic and international market except for some local affiliate program that happen locally where may involve physical redemption at kiosk or outlet. ● The main differentiator for domestic and international paid campaign initiatives, blog content are: targeting language & keyword, text ads, targeting location.
- 4. Executive Summary of Growth Strategies • R.A.C.E. is proposed as the strategies to achieve the growth of sales for KLIA Ekspres service. • R.A.C.E covers the marketing funnel from (R)each, (A)ct, (C)onvert, (E)ngage that designed to help brand engages their customers throughout the customer lifecycle. • R.A.C.E. strategies utilize 4 types of media (paid, own, earned, experience) that comprises of various marketing tactics or initiatives in order to help KLIA Ekspres to acquire, nurture lead and convert lead to customers for both local and international market. NOTE: (A)ct is refer as interaction.
- 5. Brand Journey (R)each (A)ct (C)onvert (E)ngage Consumer Intention Discover Research Buy Owners Digital Objective Increase brand awareness Increase valuable interaction with brand on website or other brand presence Convert into sales Nurture relationship & build brand advocacy KPI New website visitor Engagement score Conversion score % of returning visitor Indicator Unique Visit, SM followers # of share, comment, article view, register as member, sign up newsletter, add to cart # of lead turn into purchase eDM open rate, click to share, # of redemption R.A.C.E Framework Continue…….
- 6. Brand Journey (R)each (A)ct (C)onvert (E)ngage Digital Objective Increase brand awareness Increase valuable interaction with brand Convert into sales Nurture relationship & build brand advocacy Paid Media -FB Ads (Awareness) -Linkedin Ads (Awareness) -FB Ads (Consideration) -Linkedin Ads (Consideration) -Google Search Ads (CPC) -FB Ads (Conversion) -Linkedin Ads (Conversion) -Google Search Ads (CPA) -Google RLSA -Google Display remarketing ads -FB Retargeting ads - Own Media -On Page SEO -Email marketing -KLIA Ekspres App -Testimonial -Email marketing -Whatsapp -KLIA Ekspres App -Email marketing -Loyalty program -KLIA Ekspres App Earn Media -Influencer Outreach -Affiliates - - - Experience - -CRO -Analytics -Analytics -
- 7. Customer Moments that Matter Most • Everyday there are moments where people signal a brand interest in an online space. • KLIA Ekspres must seize this opportunity to own these customer moments & drive some into conversion. • Online marketing allows KLIA Ekspres to identify & respond to those moments & ultimately enabling marketers to drive better business outcomes.
- 8. Identify Moments That Matter Through Data Each day many aim to … • DISCOVER • RESEARCH • BUY Based on the data released by MCMC Malaysia in 2018, KLIA Ekspres can understand internet users INTENTION through these data and strategise the online marketing game plan accordingly.
- 9. Some Insights from MCMC • Based on the top three online activities, top social media users & app, KLIA Ekspres can reach these potential target audience via Paid Media ads (Facebook ads / Insta), Search Ads (as users are actively doing online search) more effectively. Top 3 activities
- 10. Some Insights from MCMC For device bid, it is recommended that KLIA Ekspres bids higher for mobile as the device is widely used by Malaysians to access the Internet. Slide 9
- 11. Some Insights from Ubersuggest Other than Malaysia, majority of the traffic contribute by English speaking countries. RLSA Remarketing
- 12. Paid Media: Facebook / Insta Ads Facebook / Insta Ads Brand Awareness Consideration Conversion Brand awareness: to target ppl who likely to pay attention to your ads. - Traffic: Send people to app / website - Engagement: get more ppl to see, engage with you post. (incl: share, like, comment) - Lead Generation: Collect lead info from ppl interested in your business.. - Messenger: assist people to complete purchase, answer questions FB platform smart bidding (automated bidding strategy) to optimize for conversion for the paid campaign. Target: Interest → Travel Behavior → Live Abroad → Expat → Frequent traveller
- 13. Paid Media: Google Search Ads Google Search Campaign Generic Keyword Campaign Branded Keyword Campaign Competitor Keyword Campaign To target prospect who search for transport to airport / city center that yet to make up decision To target prospect already know about the brand & search by branded keywords. To serve ads to customer look for alternative (competitor) transport to airport / city center NOTE: 1. English keyword & ads: target Malaysia & oversea 2. Malay keyword & ads : target Malaysia 3. Relevant top SEO keyword for both branded and generic categories from Ubersuggest can add into the campaign to increase the conversion rate. 4. Campaigns start with CPC and optimize into CPA in later stage after collect enough data..
- 14. Paid Media: Linkedin Ads Linkedin Ads Brand Awareness Consideration Conversion Brand awareness: to target people who likely to pay attention to your ads. - Traffic: Send people to app / website - Engagement: get more ppl to see, engage with you post. (incl: share, like, comment) Utilizing smart bidding strategy to Increase conversion on website / app. Target: By job title: such as manager or above by field. As these TA have higher chances to travel abroad for business trip.
- 15. Paid Media: RLSA, Display Remarketing Remarketing RLSA (Google Only) Display Remarketing (Google Display, FB ads) To retargeting lead that previously search & click into KLIA Ekspres website / app to convert them into sales in subsequent search. To retargeting lead using image ads that previously search & click into KLIA Ekspres website / app to convert them into sales NOTE: - Display remarketing (Google), Facebook Retargeting to be executed in both platforms respectively. - RLSA, Google Remarketing, FB Retargeting to target online user that visit KLIA Ekspres home page, view fare page, schedule page, buy ticket page (as per data shown by Ubersuggest.)
- 16. Own Media: On Page SEO ● There are lots of SEO tactics can be done to the website. Below are the top tactics: ○ Meta title - in short: name of the page and header appears in SERP ○ Meta desc - In short: explain what the page about & description appears in SERP ○ Keyword - relevant words that used to describe a specific page of your website and trigger SERP ○ Link - build internal link ○ Img alt text - keyword that use to describe your image ○ Redirection - to avoid visitor landed at error page ○ Robots txt - instruction given to robot to crawl (not to crawl) your web page / website. Will impact on SERP ○ Schema structured data - Markup for your SERP (bold, image) ○ ETC ● However, based on the scanning by Ubersuggest, I would like to suggest to fix the critical issues before move forward with those SEO tactics.
- 17. Own Media: On Page SEO This score (over 100) represent a combination of the ratio of issue found to the number of check performed by the audit tools
- 18. Own Media: On Page SEO
- 19. Own Media: On Page SEO 1. 2. 3. 4. Recommendations for issues #: 1 & 4: Need webmaster to deep dive, no access to Google Console of KLIA Ekspres. 2. 34 pages that optimize for SEO should have 500 words count if possible. 3. Each of these pages must have it own meta title in order for robot to crawl & index and is one of the contributor to SERP.
- 20. Own Media: Email Marketing ● Email dripping: to nurture lead from Act stage till engagement stage. ● E.g.: Automated mail to lead ○ Send mail on limited time offer, product updates, news, announcement, follow us on social media after that follow by sending cross / upsell email. ○ Send reminder mail if mail no open after x days. Act Thanks first time customers, social media engagement, testimonial, press release & news announcement, Sign up newsletter, Chat with Us Convert Cross / upselling, limited time offer, product update Engage Win back lapsed customers (check aging from database)
- 21. Own Media: Loyalty Program ● Suggest to have a loyalty program to retain existing customers to continue to use KLIA Ekspres services. ● Example: ○ Collect point & redeem free ride ○ Frequent traveller enjoy x% discount for their every 100 rides. ○ Reward frequent traveller with certain badges in their online account. Example: Diamond / Platinum / Gold / Silver / Classic traveller
- 22. Own Media: Testimonial ● Refer to this slide Own Media: WhatsApp WhatsApp To lead: -Introduction about KLIA Ekspres -FAQ -Promotion / update To customer: -Reach customers direct for all the promotional activities / update ● Can identify the lead, customer thru database analysis and broadcast the below message to them via WhatsApp Business. This is the fastest and lowest cost way to reach TA.
- 23. Own Media: KLIA Ekspres App ● Can push promotion, news thru App to user that already download this app. ● For collaboration with affiliate using app is explain in these slides.
- 24. Earned Media: Influencer Outreach ● According to Ubersuggest there are 1623 inbound links from various sources (wikipedia, blog, travel website, news site, forum etc) that link back to KLIA Ekspres website. This inbound links are particular important for: ○ Search engine will rank KLIA Ekspres website higher in SERP, the more inbound link one website the higher credibility score the website get. ○ This will be most relevant sources for KLIA Ekspres to get influencer in case would like to utilize them to disseminate any news / promotion. As these influencers can write the content in their native languages & share in their networks. ● Suggest to shortlist only top bloggers by number of traffic contributed & by language. Refer next slide for the example of approach to influencers.
- 25. Earned Media: Influencer Outreach Brief blogger on requirement for the blog post Review & amend blog content Request blogger to post on website launching date & link back to product page ● Product 1 ● Product 2 ● Product 3 Brief blogger on requirement for the blog post Review & amend blog content Request blogger to post on website every mth & link back to product page ● Product 1 ● Product 2 ● Product 3 For new deals / promotion Regular blog post - monthly basis Note: UTM tagging for inbound link Optional: blogger promo code
- 26. Earned Media: Influencer Outreach Incentive to Influencer (blogger) Note: UTM tagging for inbound link ● To bring traffic to KLIA Ekspres website from their write up, can use “campaign URL builder” for tracking purpose. ● Each conversion referred by these blogger or influencer will be paid accordingly as illustrated in below table. ● Each blog write up conversion is valid for 2 month only. Any conversion after this period won’t be paid. Source / Medium / Campaign name / Content Name Month # of conversion Monthly Incentive amount Blog_site / Blog / Blog_date / Blog_title Blogger 1 Jan 1 RMxx ← Each conversion get RMx0 Blog_site / Blog / Blog_date / Blog_title Blogger 2 Jan 2 RMx5 ← Each additional conversion get RM5 top up
- 27. Earned Media: Affiliate Marketing ● Acquire leads via working together affiliate or partners. After acquire these leads, nurturing can be done to them via other tactic such as email, app, WhatsApp marketing. Add on “Redemption” feature in the KLIA App Work with franchise food / beverage outlet in KV Disseminate the news abt food / beverage redemption at RMx via both parties local blog networks, SM, website Lead need to download the app, register then redeem Example (1)
- 28. Earned Media: Affiliate Marketing Create an contest in social media Extend this contest to KLIA Ekspres affiliate such as klook, traveloka etc. Make entry barrier simple: download app & register, hashtag, tag 5 persons Lucky winners will get some prizes Example (2) NOTE: Make the contest banner / visual look like a co sponsor contest by the affiliates in order to gain their support in this effort. The intention is to collect lead indirectly thru affiliates.
- 29. Experience: Conversion Rate Optimization (CRO) ● Among the CRO can be done for the website as below: ○ CTA button ○ Add Chatbot ○ Magic word ○ Add testimonial ○ Show your award badge ○ Use image and video
- 30. Experience: Analytics ● Type of analytics tools: ○ SEM (Google Analytics, Google Ads, Google Optimize, SEMRush, MOZ), ○ SEO (Google Analytics, Google Search Console, 3rd party tool such as Ubersuggest, crazyeggs) ● Analyse data based on these tools to suggestion improvement. Example: ○ CPC (traffic), CPA (conversion) optimization via Google Ads for SEM campaigns. ○ Analyze source /medium of traffic in Google Analytics to improve the traffic for a specific channel(s). ○ Conduct A/B testing for different element (e.g.: banner, CTA button, text) on website to improve the conversion rate.
- 31. Thank You