Audience planning & marketing analytics
Inhoudsopgave
1. Audience planning & marketing analytics .............................................................................. 1
Kanaalkeuze ....................................................................................................................................1
Audience planning ...........................................................................................................................1
Praktijk ........................................................................................................................................1
Audience planning vs mediaplanning ............................................................................................2
Marketing analytics ..........................................................................................................................2
3 belangrijke componenten ..........................................................................................................2
2. Het Framework ..................................................................................................................... 3
3. Digitale strategie .................................................................................................................. 3
Een goede strategie ..........................................................................................................................3
Typische problemen voor digitale strategiën ......................................................................................4
Keuzes in een digitale strategie .........................................................................................................5
Digitale strategie bepalen .................................................................................................................5
4.Doelgroepen, segmenten en de customer journey ....................................................................... 5
Doelgroep bepaling ..........................................................................................................................5
Segmentatie ....................................................................................................................................6
Segmenteren kan op 3 manieren ..................................................................................................6
Doelgroep vinden in een digitale omgeving ........................................................................................7
Relevante boodschap ......................................................................................................................7
Job-to-be-done-theorie ................................................................................................................7
Boodschap..................................................................................................................................8
Customer journey ........................................................................................................................9
De marketing funnel .................................................................................................................. 10
5. Doelstellingen en KPI’s ........................................................................................................11
Doelstellingen ............................................................................................................................... 11
Link doelstellingen en KPI’s: voorbeelden ........................................................................................ 12
The North Star Metric ................................................................................................................. 12
6. Reach tactics ......................................................................................................................13
1. Contentmarketing ...............................................................................................................14
Behoren tot contentmarketing: ....................................................................................................... 14
Belang van contentmarketing ......................................................................................................... 14
Bouwen van een lange termijn contentmarketingstrategie ................................................................ 14
Uitgebreide researchfase ........................................................................................................... 15
KPI-workshop ................................................................................................................................ 15
Keyword research (KWR) ............................................................................................................ 16
, Contentmapping ....................................................................................................................... 18
Analytics-audit .......................................................................................................................... 19
SEO-audit ................................................................................................................................. 19
Contentplan bouwen ..................................................................................................................... 20
Bevat: ....................................................................................................................................... 20
5 stappen naar een contentplan ................................................................................................. 20
Stap 1: Conceptualise................................................................................................................ 20
Stap 2: Plan a timeline ............................................................................................................... 22
Stap 3: Create workflow ............................................................................................................. 23
Stap 4: Share ............................................................................................................................. 24
Stap 5: roles .............................................................................................................................. 24
Contentdistributie.......................................................................................................................... 24
Owned media: social media ....................................................................................................... 25
Owned media: je eigen website .................................................................................................. 25
Owned media: e-mailmarketing.................................................................................................. 26
Resultaat: content marketing strategie ............................................................................................ 26
2. Owned media: eigen website....................................................................................................27
3 verschillende pagina’s ................................................................................................................. 28
Landingspagina’s ........................................................................................................................... 28
10 elementen van een goede landingspagina .............................................................................. 28
1.Korte, beschrijvende hoofdtitel ................................................................................................ 28
2.Duidelijke CTA ........................................................................................................................ 29
3.Visualiseer je credibiliteit ......................................................................................................... 29
4.Social proof ............................................................................................................................ 29
5.Betekenisvolle tussentitels ...................................................................................................... 30
6.Beantwoord de meest voorkomende vragen ............................................................................. 30
7.Werk met korte paragrafen ....................................................................................................... 30
8.Verrijk je pagina met sterke ondersteunende visuals.................................................................. 31
9.Make them an offer they can’t refuse ........................................................................................ 31
10.De minimale basis ................................................................................................................ 31
3. Blogpagina’s ........................................................................................................................31
Pillar-cluster model ....................................................................................................................... 32
De pillars/pillarpage .................................................................................................................. 32
De clusterpagina’s ..................................................................................................................... 32
Voorbeeld toepassing Pillar-cluster model .................................................................................. 32
Blogpost: best practices ................................................................................................................. 33
1.Vermeld het focus zoekwoord op een normaal ritme ................................................................. 33
2.Whitespace is je beste vriend .................................................................................................. 33
3.Maak je content ‘scannable’ .................................................................................................... 34
4.Zet belangrijke tekst in het vet .................................................................................................. 34
5.Verrijk je blogpost met media en visuals ................................................................................... 34
6.Gebruik een font size die groot genoeg is en de tekst confortabel maakt om te lezen ................... 34
7.Zorg voor genoeg pagina marge ................................................................................................ 35
8.Maak gebruik van duidelijke CTA’s ............................................................................................ 35
9.Optimaliseer je tekst voor ‘featured snippets’ ........................................................................... 35
4. Pagina’s VS 3H-model ..........................................................................................................36
5. UX Design: User Experience Design ......................................................................................36
UI: User Interface Design ................................................................................................................ 37
UI & UX.......................................................................................................................................... 37
, Tips voor betere UI en UX ................................................................................................................ 37
Voorbeelden goeie UI & UX ............................................................................................................. 38
Gebruikerservaring evalueren ......................................................................................................... 38
6. Copywriting .........................................................................................................................39
a) Long copy ............................................................................................................................. 39
1.Wees duidelijk ........................................................................................................................ 39
2.Wees beknopt......................................................................................................................... 40
3.Wees eerlijk ............................................................................................................................ 40
4.Wees attent (dia 242) .............................................................................................................. 40
5.Schrijf hoe je spreekt ............................................................................................................... 41
6.Lead with a hook ..................................................................................................................... 41
7.Schrijf voor 1 iemand, niet voor iedereen ................................................................................. 41
8.Je tekst is “oprolbaar” ............................................................................................................. 41
9.Gebruik storytelling om je lezers engaged te houden ................................................................. 42
b) Short copy ............................................................................................................................ 42
1.Begin met een kop die aandacht trekt => thumb-stopping power ............................................... 42
2.Maak je copy actief ................................................................................................................. 43
3.Schrijf toegankelijk.................................................................................................................. 43
4.Maak verstandig gebruik van emojies ....................................................................................... 43
5.Focus op voordelen i.p.v. kenmerken ........................................................................................ 43
6.Maak gebruik van CTA’s ........................................................................................................... 44
7.Gebruik AI .............................................................................................................................. 44
c) Microcopy ............................................................................................................................. 44
1.Basis ...................................................................................................................................... 44
2.Neem bepaalde vragen of zorgen van mensen meteen weg ....................................................... 45
3.Maak bij formulieren/aankoopproces duidelijk hvl stappen er zijn .............................................. 45
4.Laat bezoekers weten hvl tijd je van ze vraagt ............................................................................ 45
5.Gebruik microcopy om je brand voice te versterken................................................................... 45
6.Gebruik microcopy om bezoekers te begeleiden bij invulvelden ................................................. 46
7.Pas op met ‘confirmshaming’ .................................................................................................. 46
7.Activatieplan/contentplan ........................................................................................................46
De 10 stappen van een activatieplan: .............................................................................................. 46
Stap 3: faciliteren van je doelgroepen en communities ..................................................................... 46
Stap 5: contentplan opmaken..................................................................................................... 47
Stap 6: drie contentchecks ......................................................................................................... 49
Stap 7: Contentplan uitvoering (met policycheck - participeren) ................................................... 49
1. Paid advertising ...................................................................................................................50
De mogelijkheden .......................................................................................................................... 50
Parameters die je paid mediamix bepalen ....................................................................................... 50
Branding vs performance ............................................................................................................... 51
Push vs pull strategiën ............................................................................................................... 51
2. Programmatic advertising ....................................................................................................51
Wat is Programmatic advertising? ................................................................................................... 51
Advertentieplatforms/DSP’s ....................................................................................................... 52
Breder netwerk aanspreken ........................................................................................................ 53
Via bidding ................................................................................................................................ 53
Multi touchpoints aanpak........................................................................................................... 53
,3. Het marketingplan ...............................................................................................................54
Essentiële onderdelen marketingplan: ........................................................................................ 54
De belangrijkste doelstellingen (1) .............................................................................................. 54
De customer journey (2) ............................................................................................................. 54
1. Marketinganalytics ..............................................................................................................55
3 componenten van marketinganalytics .......................................................................................... 55
2. Gegevensverzameling ..........................................................................................................55
2.1 Verschilllende soorten data: 1st, 2nd and 3rd party data ............................................................. 55
1st party data ............................................................................................................................ 56
2nd party data ........................................................................................................................... 56
3rd party data ............................................................................................................................ 57
Overzicht .................................................................................................................................. 57
De toekomst= 1st party data ....................................................................................................... 58
2.2 Cookies ............................................................................................................................ 58
Verschillende soorten cookies .................................................................................................... 59
Cookies vs. soorten data ............................................................................................................ 59
In praktijk .................................................................................................................................. 59
2.3 GDPR/AVG ........................................................................................................................ 59
Wat wordt verstaan onder persoonsgegevens .............................................................................. 60
Waarom .................................................................................................................................... 60
De verplichtingen ...................................................................................................................... 60
Overzicht Cookies vs GDPR ........................................................................................................ 60
3. Gegevensanalyse en reporting .............................................................................................61
3.1 Doestellingen en KPI’s ....................................................................................................... 61
KPI ............................................................................................................................................ 61
Hiërarchie in doelstellingen + voorbeeld...................................................................................... 61
Waarom zijn KPI’s zo belangrijk ................................................................................................... 61
KPI’s per doelstelling.................................................................................................................. 61
Absolute cijders vs kosten en ratio’s ............................................................................................ 62
3.2 Attributiemodellen ............................................................................................................ 63
Belang attributiemodel .............................................................................................................. 63
De 6 attributiemodellen ............................................................................................................. 63
1.Last click attributiemodel ........................................................................................................ 64
2.First click attributiemodel........................................................................................................ 64
3.Lineair attributiemodel ............................................................................................................ 64
4.Time decay ............................................................................................................................. 64
5.Position based attributiemodel ................................................................................................ 65
6.Data driven attributiemodel ..................................................................................................... 65
Attributiemodel kiezen ............................................................................................................... 66
Do’s en Don’ts attributiemodellen .............................................................................................. 66
3.3 Reporting .......................................................................................................................... 67
Waarom rapporteren .................................................................................................................. 67
Tools om marketingprestaties op te volgen en te rapporteren ....................................................... 67
De opbouw van een goed markering rapport ................................................................................ 67
Praktijkvoorbeelden reporting ..................................................................................................... 68
Do’s en Don’ts reporting ............................................................................................................. 68
Van rapport naar actie ................................................................................................................ 69
4. Optimalisatie & A/B testing ..................................................................................................69
A/B testing ..................................................................................................................................... 69
,5 elementen voor een geslaagde test .......................................................................................... 69
Praktijkvoorbeeld A/B testing ...................................................................................................... 70
Je vertrekt vanuit een observatie en hypothese ............................................................................ 70
, Hoofdstuk 1: intro en strategie
1. Audience planning & marketing analytics
Kanaalkeuze
= afhankelijk van je doelgroep
B2B => meestal via Linkedln waar de professionals zitten en niet op Facebook of
dergelijke
Voorbeelden
Loodgieters => ook een B2B doelgroep maar zitten meestal niet op Linkedln en wel op
Facebook
Co-workingsspace voor creatieve freelancers => doelgroep zit meestal op Instagram
Audience planning
= vorm van mediaplanning waarbij voornaamste overweging de consument zelf is en het
bereiken van deze consument via de apparaten, content feeds en content streams die zij
verkiezen en gebruiken.
= strategische marketingspraktijk waarbij marketeers proactief doelgroepen
identificeren, analyseren en targeten om hun marketingsinspanningen effectiever te
maken.
Praktijk
• Alles draait om het begrijpen van wie je potentiële klanten zijn, wat hen motiveert
en hoe je hen het beste kunt bereiken. En dit alles zowel op organisch als ad
based vlak.
• A.d.h.v. data wordt bepaalt waar in de customer journey je doelgroep zich bevindt
• Content is gebasseerd op basis v.d. plek in de customer journey (niet op basis
van contextuele opgeving)
• Content volgt elkaar op naarmate je verder in de customer journey zit
=> hierdoor vermijd je ‘ad fatique’ en ‘banner blindness’
=> Ad fatique: als je add vaak ziet, dat mensen het beu zijn/als spam aanzien
=> Banner blindness: geeft geen aandacht meer indien er heel veel hetzelfde
boodschap is
• Doelgroepen zijn dynamisch, leer uit waargenomen resultaten
1
Inhoudsopgave
1. Audience planning & marketing analytics .............................................................................. 1
Kanaalkeuze ....................................................................................................................................1
Audience planning ...........................................................................................................................1
Praktijk ........................................................................................................................................1
Audience planning vs mediaplanning ............................................................................................2
Marketing analytics ..........................................................................................................................2
3 belangrijke componenten ..........................................................................................................2
2. Het Framework ..................................................................................................................... 3
3. Digitale strategie .................................................................................................................. 3
Een goede strategie ..........................................................................................................................3
Typische problemen voor digitale strategiën ......................................................................................4
Keuzes in een digitale strategie .........................................................................................................5
Digitale strategie bepalen .................................................................................................................5
4.Doelgroepen, segmenten en de customer journey ....................................................................... 5
Doelgroep bepaling ..........................................................................................................................5
Segmentatie ....................................................................................................................................6
Segmenteren kan op 3 manieren ..................................................................................................6
Doelgroep vinden in een digitale omgeving ........................................................................................7
Relevante boodschap ......................................................................................................................7
Job-to-be-done-theorie ................................................................................................................7
Boodschap..................................................................................................................................8
Customer journey ........................................................................................................................9
De marketing funnel .................................................................................................................. 10
5. Doelstellingen en KPI’s ........................................................................................................11
Doelstellingen ............................................................................................................................... 11
Link doelstellingen en KPI’s: voorbeelden ........................................................................................ 12
The North Star Metric ................................................................................................................. 12
6. Reach tactics ......................................................................................................................13
1. Contentmarketing ...............................................................................................................14
Behoren tot contentmarketing: ....................................................................................................... 14
Belang van contentmarketing ......................................................................................................... 14
Bouwen van een lange termijn contentmarketingstrategie ................................................................ 14
Uitgebreide researchfase ........................................................................................................... 15
KPI-workshop ................................................................................................................................ 15
Keyword research (KWR) ............................................................................................................ 16
, Contentmapping ....................................................................................................................... 18
Analytics-audit .......................................................................................................................... 19
SEO-audit ................................................................................................................................. 19
Contentplan bouwen ..................................................................................................................... 20
Bevat: ....................................................................................................................................... 20
5 stappen naar een contentplan ................................................................................................. 20
Stap 1: Conceptualise................................................................................................................ 20
Stap 2: Plan a timeline ............................................................................................................... 22
Stap 3: Create workflow ............................................................................................................. 23
Stap 4: Share ............................................................................................................................. 24
Stap 5: roles .............................................................................................................................. 24
Contentdistributie.......................................................................................................................... 24
Owned media: social media ....................................................................................................... 25
Owned media: je eigen website .................................................................................................. 25
Owned media: e-mailmarketing.................................................................................................. 26
Resultaat: content marketing strategie ............................................................................................ 26
2. Owned media: eigen website....................................................................................................27
3 verschillende pagina’s ................................................................................................................. 28
Landingspagina’s ........................................................................................................................... 28
10 elementen van een goede landingspagina .............................................................................. 28
1.Korte, beschrijvende hoofdtitel ................................................................................................ 28
2.Duidelijke CTA ........................................................................................................................ 29
3.Visualiseer je credibiliteit ......................................................................................................... 29
4.Social proof ............................................................................................................................ 29
5.Betekenisvolle tussentitels ...................................................................................................... 30
6.Beantwoord de meest voorkomende vragen ............................................................................. 30
7.Werk met korte paragrafen ....................................................................................................... 30
8.Verrijk je pagina met sterke ondersteunende visuals.................................................................. 31
9.Make them an offer they can’t refuse ........................................................................................ 31
10.De minimale basis ................................................................................................................ 31
3. Blogpagina’s ........................................................................................................................31
Pillar-cluster model ....................................................................................................................... 32
De pillars/pillarpage .................................................................................................................. 32
De clusterpagina’s ..................................................................................................................... 32
Voorbeeld toepassing Pillar-cluster model .................................................................................. 32
Blogpost: best practices ................................................................................................................. 33
1.Vermeld het focus zoekwoord op een normaal ritme ................................................................. 33
2.Whitespace is je beste vriend .................................................................................................. 33
3.Maak je content ‘scannable’ .................................................................................................... 34
4.Zet belangrijke tekst in het vet .................................................................................................. 34
5.Verrijk je blogpost met media en visuals ................................................................................... 34
6.Gebruik een font size die groot genoeg is en de tekst confortabel maakt om te lezen ................... 34
7.Zorg voor genoeg pagina marge ................................................................................................ 35
8.Maak gebruik van duidelijke CTA’s ............................................................................................ 35
9.Optimaliseer je tekst voor ‘featured snippets’ ........................................................................... 35
4. Pagina’s VS 3H-model ..........................................................................................................36
5. UX Design: User Experience Design ......................................................................................36
UI: User Interface Design ................................................................................................................ 37
UI & UX.......................................................................................................................................... 37
, Tips voor betere UI en UX ................................................................................................................ 37
Voorbeelden goeie UI & UX ............................................................................................................. 38
Gebruikerservaring evalueren ......................................................................................................... 38
6. Copywriting .........................................................................................................................39
a) Long copy ............................................................................................................................. 39
1.Wees duidelijk ........................................................................................................................ 39
2.Wees beknopt......................................................................................................................... 40
3.Wees eerlijk ............................................................................................................................ 40
4.Wees attent (dia 242) .............................................................................................................. 40
5.Schrijf hoe je spreekt ............................................................................................................... 41
6.Lead with a hook ..................................................................................................................... 41
7.Schrijf voor 1 iemand, niet voor iedereen ................................................................................. 41
8.Je tekst is “oprolbaar” ............................................................................................................. 41
9.Gebruik storytelling om je lezers engaged te houden ................................................................. 42
b) Short copy ............................................................................................................................ 42
1.Begin met een kop die aandacht trekt => thumb-stopping power ............................................... 42
2.Maak je copy actief ................................................................................................................. 43
3.Schrijf toegankelijk.................................................................................................................. 43
4.Maak verstandig gebruik van emojies ....................................................................................... 43
5.Focus op voordelen i.p.v. kenmerken ........................................................................................ 43
6.Maak gebruik van CTA’s ........................................................................................................... 44
7.Gebruik AI .............................................................................................................................. 44
c) Microcopy ............................................................................................................................. 44
1.Basis ...................................................................................................................................... 44
2.Neem bepaalde vragen of zorgen van mensen meteen weg ....................................................... 45
3.Maak bij formulieren/aankoopproces duidelijk hvl stappen er zijn .............................................. 45
4.Laat bezoekers weten hvl tijd je van ze vraagt ............................................................................ 45
5.Gebruik microcopy om je brand voice te versterken................................................................... 45
6.Gebruik microcopy om bezoekers te begeleiden bij invulvelden ................................................. 46
7.Pas op met ‘confirmshaming’ .................................................................................................. 46
7.Activatieplan/contentplan ........................................................................................................46
De 10 stappen van een activatieplan: .............................................................................................. 46
Stap 3: faciliteren van je doelgroepen en communities ..................................................................... 46
Stap 5: contentplan opmaken..................................................................................................... 47
Stap 6: drie contentchecks ......................................................................................................... 49
Stap 7: Contentplan uitvoering (met policycheck - participeren) ................................................... 49
1. Paid advertising ...................................................................................................................50
De mogelijkheden .......................................................................................................................... 50
Parameters die je paid mediamix bepalen ....................................................................................... 50
Branding vs performance ............................................................................................................... 51
Push vs pull strategiën ............................................................................................................... 51
2. Programmatic advertising ....................................................................................................51
Wat is Programmatic advertising? ................................................................................................... 51
Advertentieplatforms/DSP’s ....................................................................................................... 52
Breder netwerk aanspreken ........................................................................................................ 53
Via bidding ................................................................................................................................ 53
Multi touchpoints aanpak........................................................................................................... 53
,3. Het marketingplan ...............................................................................................................54
Essentiële onderdelen marketingplan: ........................................................................................ 54
De belangrijkste doelstellingen (1) .............................................................................................. 54
De customer journey (2) ............................................................................................................. 54
1. Marketinganalytics ..............................................................................................................55
3 componenten van marketinganalytics .......................................................................................... 55
2. Gegevensverzameling ..........................................................................................................55
2.1 Verschilllende soorten data: 1st, 2nd and 3rd party data ............................................................. 55
1st party data ............................................................................................................................ 56
2nd party data ........................................................................................................................... 56
3rd party data ............................................................................................................................ 57
Overzicht .................................................................................................................................. 57
De toekomst= 1st party data ....................................................................................................... 58
2.2 Cookies ............................................................................................................................ 58
Verschillende soorten cookies .................................................................................................... 59
Cookies vs. soorten data ............................................................................................................ 59
In praktijk .................................................................................................................................. 59
2.3 GDPR/AVG ........................................................................................................................ 59
Wat wordt verstaan onder persoonsgegevens .............................................................................. 60
Waarom .................................................................................................................................... 60
De verplichtingen ...................................................................................................................... 60
Overzicht Cookies vs GDPR ........................................................................................................ 60
3. Gegevensanalyse en reporting .............................................................................................61
3.1 Doestellingen en KPI’s ....................................................................................................... 61
KPI ............................................................................................................................................ 61
Hiërarchie in doelstellingen + voorbeeld...................................................................................... 61
Waarom zijn KPI’s zo belangrijk ................................................................................................... 61
KPI’s per doelstelling.................................................................................................................. 61
Absolute cijders vs kosten en ratio’s ............................................................................................ 62
3.2 Attributiemodellen ............................................................................................................ 63
Belang attributiemodel .............................................................................................................. 63
De 6 attributiemodellen ............................................................................................................. 63
1.Last click attributiemodel ........................................................................................................ 64
2.First click attributiemodel........................................................................................................ 64
3.Lineair attributiemodel ............................................................................................................ 64
4.Time decay ............................................................................................................................. 64
5.Position based attributiemodel ................................................................................................ 65
6.Data driven attributiemodel ..................................................................................................... 65
Attributiemodel kiezen ............................................................................................................... 66
Do’s en Don’ts attributiemodellen .............................................................................................. 66
3.3 Reporting .......................................................................................................................... 67
Waarom rapporteren .................................................................................................................. 67
Tools om marketingprestaties op te volgen en te rapporteren ....................................................... 67
De opbouw van een goed markering rapport ................................................................................ 67
Praktijkvoorbeelden reporting ..................................................................................................... 68
Do’s en Don’ts reporting ............................................................................................................. 68
Van rapport naar actie ................................................................................................................ 69
4. Optimalisatie & A/B testing ..................................................................................................69
A/B testing ..................................................................................................................................... 69
,5 elementen voor een geslaagde test .......................................................................................... 69
Praktijkvoorbeeld A/B testing ...................................................................................................... 70
Je vertrekt vanuit een observatie en hypothese ............................................................................ 70
, Hoofdstuk 1: intro en strategie
1. Audience planning & marketing analytics
Kanaalkeuze
= afhankelijk van je doelgroep
B2B => meestal via Linkedln waar de professionals zitten en niet op Facebook of
dergelijke
Voorbeelden
Loodgieters => ook een B2B doelgroep maar zitten meestal niet op Linkedln en wel op
Co-workingsspace voor creatieve freelancers => doelgroep zit meestal op Instagram
Audience planning
= vorm van mediaplanning waarbij voornaamste overweging de consument zelf is en het
bereiken van deze consument via de apparaten, content feeds en content streams die zij
verkiezen en gebruiken.
= strategische marketingspraktijk waarbij marketeers proactief doelgroepen
identificeren, analyseren en targeten om hun marketingsinspanningen effectiever te
maken.
Praktijk
• Alles draait om het begrijpen van wie je potentiële klanten zijn, wat hen motiveert
en hoe je hen het beste kunt bereiken. En dit alles zowel op organisch als ad
based vlak.
• A.d.h.v. data wordt bepaalt waar in de customer journey je doelgroep zich bevindt
• Content is gebasseerd op basis v.d. plek in de customer journey (niet op basis
van contextuele opgeving)
• Content volgt elkaar op naarmate je verder in de customer journey zit
=> hierdoor vermijd je ‘ad fatique’ en ‘banner blindness’
=> Ad fatique: als je add vaak ziet, dat mensen het beu zijn/als spam aanzien
=> Banner blindness: geeft geen aandacht meer indien er heel veel hetzelfde
boodschap is
• Doelgroepen zijn dynamisch, leer uit waargenomen resultaten
1
