May 12-23 2014
Digital Marketing and Social Media
College of Charleston Center for Continuing and Professional Education
B...
Where are you now?
SEO Content
Tech
3
Key
Components
These are all connected and must be utilized together!
What do you do?
A cat The hottest new toy
in 2014
My company to
grow faster
To sell the best
homeowners
insurance in Flori...
8 steps for a company to grow!
Develop Strategy
Before Tactics
Become
Data-Driven
Benchmark Against
Key Competitors
Integr...
It Begins with a Mindset
Benchmark Against Key
Competitors
Be curious, get outside your own company!
1
Best Trade Show
Marketing
Best Blogs
Google
Alerts, Talkwalke
r
Moz’s OpenSite
Explorer
Marketing
Grader
Competitor
Analys...
Check where you are spending
money and time
Review Current Marketing
Spend
No Sacred Cows
2
$
✓
Including salaries?
What is the result?
$10,000,000 revenue What are you spending and what does it include?
$20,000 to $50...
Prepare Them in Advance
Develop Strategy Before
Tactics3
What is the Difference?
Strategy can be the broad goals of the company that generate the results
the company wants to achi...
We want to work with people we
know and trust
*What do you need and how can I help you?
Identify Buyer Personas
Who are yo...
Paint a Picture
We want to work with people we know and trust
*What do you need and how can I help you?
What are their dem...
Make your company easy to do business with!
On the Internet! 57-92% of search starts there!
Do they find you via your
webs...
How?
Leads Need to be Called and they Need to be Called
Quickly!
Calling a lead within 5 minutes of a form fill vs. 60 min...
Think PESO!
What is a SRL?
What is a MRL?
Integrate Everything!
Paid, Earned, Sponsored, Owned
5
Think PESO! And Integrate!
The Earned Premium
Paid, Earned, Sponsored, Owned
5
Obsess!
Become
Data-Driven
Show Me The Numbers!
6
Show me the Numbers!
Test, Test, Test
ROI CLTV Conversions
How much
revenue/how
much I
invested
How much
profit will I
ear...
You don’t need to bet the bank!
Experiment!
Use Technology!
And Test, Test, Test!
Marketing Automation, CRM Systems, Apps
...
Marketing Automation, CRM Systems, Apps
You don’t need to bet the bank! Experiment!
Google Analytics WhichTestWon.com A/B ...
Develop the Culture/ Be Agile/
Experiment
There is no such thing as Digital Marketing,
It’s Marketing!
Everyone is in Mark...
Being a Digital Marketer Takes Effort
What do you need to do?
And so on…
Sales
of B2B marketers send all leads directly to sales; however,
only 27% of those leads will be qualified.
of business b...
Marketing Automation
of top performing companies are using or plan to start using
marketing automation between 2012 to 201...
of CMO’s at top performing companies indicate that their most compelling
reason for implementing marketing automation is t...
Lead Nurturing
Companies that excel at lead nurturing generate
DemandGen Report
Nurture leads produce, on average, a incre...
or greater increase in revenue in 6-9 months.
The Annuitas Group
Nurture leads make larger purchases than non-nurtured lea...
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Digital Marketing and Social Media College of Charleston class one

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This is a certificate course in digital marketing and social media conducted between May 12-23, 2014 at the college. Slideshow by #sketchdeck.

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  • Image credit to Alumnus:http://thusagricola.typepad.com/the_gates_of_academe/college_of_charleston/
  • Digital Marketing and Social Media College of Charleston class one

    1. 1. May 12-23 2014 Digital Marketing and Social Media College of Charleston Center for Continuing and Professional Education Barbara Fowler CMO, Partner Chief Outsiders@barbfow50 @chiefoutsiders bfowler@chiefoutsiders.com
    2. 2. Where are you now? SEO Content Tech 3 Key Components These are all connected and must be utilized together!
    3. 3. What do you do? A cat The hottest new toy in 2014 My company to grow faster To sell the best homeowners insurance in Florida I want…
    4. 4. 8 steps for a company to grow! Develop Strategy Before Tactics Become Data-Driven Benchmark Against Key Competitors Integrate Everything Identify Buyer Personas Review Current Marketing Spend 1 2 3 4 5 6 $ ✓ ✓ Everyone is in marketing! 8 Test 7
    5. 5. It Begins with a Mindset Benchmark Against Key Competitors Be curious, get outside your own company! 1
    6. 6. Best Trade Show Marketing Best Blogs Google Alerts, Talkwalke r Moz’s OpenSite Explorer Marketing Grader Competitor Analysis Be curious, get outside your own company! How? SEM RUSH EXPLORE!
    7. 7. Check where you are spending money and time Review Current Marketing Spend No Sacred Cows 2 $ ✓
    8. 8. Including salaries? What is the result? $10,000,000 revenue What are you spending and what does it include? $20,000 to $500,000 Averages are from 2-50+% depending on study and industry Example 20% 12% 8% 7% 6% 6% 5% 21% TRADE SHOWS, SEMINARS, CONFERENCES CONTENT PRODUCTION WEBSITE AGENCY FEES EMAIL ADVERTISING PR OTHER
    9. 9. Prepare Them in Advance Develop Strategy Before Tactics3
    10. 10. What is the Difference? Strategy can be the broad goals of the company that generate the results the company wants to achieve. A tactic is a specific “do-it” to achieve the strategy. Strategy or Tactic? • Be the market share leader in sales in the mid-market in our industry. • Maneuver our brand into top two consideration set of household decision makers. • Deploy a marketing campaign that leverages existing customer reviews and spurs them to conduct word of mouth with their peers in online and real world events. • Improve retention of top 10% of company performers. Offer best in market compensation plan with benefits as well as sabbaticals to tenured top performers, source ideas from top talent.
    11. 11. We want to work with people we know and trust *What do you need and how can I help you? Identify Buyer Personas Who are your prospects? Where do you find them? How do they find you? 4
    12. 12. Paint a Picture We want to work with people we know and trust *What do you need and how can I help you? What are their demographics? Age, Gender, Income, etc. Where do they go for information? What are their pain points? What are their most common concerns? What do they value most? What are their goals? How do I identify this persona?
    13. 13. Make your company easy to do business with! On the Internet! 57-92% of search starts there! Do they find you via your website? When they get there, what do they expect? What if they don’t find what they want?
    14. 14. How? Leads Need to be Called and they Need to be Called Quickly! Calling a lead within 5 minutes of a form fill vs. 60 minutes of a form fill increases conversions by 341% (1) If you call a lead within 60 seconds of a form fill you are 500% more likely to convert the lead (2) The first business to speak to a lead on the phone is 238% more likely to get that lead as a customer than the second business to speak to the lead (1) The odds of contacting a lead if called in 5 minutes are 100x higher vs. 30 minutes (1) The odds of converting a lead if called in 5 minutes are 21x higher vs. 30 minutes (1) Technology Tips: Consider these statistics. (1) Kellogg School of Management at Northwestern, Speak2Lead (2) MIT 1 2 3 4 5
    15. 15. Think PESO! What is a SRL? What is a MRL? Integrate Everything! Paid, Earned, Sponsored, Owned 5
    16. 16. Think PESO! And Integrate! The Earned Premium Paid, Earned, Sponsored, Owned 5
    17. 17. Obsess! Become Data-Driven Show Me The Numbers! 6
    18. 18. Show me the Numbers! Test, Test, Test ROI CLTV Conversions How much revenue/how much I invested How much profit will I earn from this customer over time? What is a conversion and how will I measure it?
    19. 19. You don’t need to bet the bank! Experiment! Use Technology! And Test, Test, Test! Marketing Automation, CRM Systems, Apps 7 ✓
    20. 20. Marketing Automation, CRM Systems, Apps You don’t need to bet the bank! Experiment! Google Analytics WhichTestWon.com A/B Testing of Landing Pages Optimizely.com Email: MailChimp, Constant Contact, Usertesting.com Hubspot.com @
    21. 21. Develop the Culture/ Be Agile/ Experiment There is no such thing as Digital Marketing, It’s Marketing! Everyone is in Marketing! 8
    22. 22. Being a Digital Marketer Takes Effort What do you need to do? And so on…
    23. 23. Sales of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified. of business buyers say when they’re ready to buy, they’ll find you. (DemandGen Report) Research shows that (InsideSales.com) of sales go to the vendor that responds first. (SiriusDecisions) of the buying process is now complete by the time a prospect is ready to engage with sales. (MarketingSherpa) 90% 35-50% 70% 61%
    24. 24. Marketing Automation of top performing companies are using or plan to start using marketing automation between 2012 to 2015. The adoption of marketing technology is expected to increase Sirius Decisions by 2015. International Data Corporation The marketing automation market is predicted to grow from In 2010 In 2015 of all B2B Fortune 500 companies are already using marketing automation, along with 76% of the world’s largest SaaS companies. Pardot Gleanster 50% 1/4 $3.2b $4.8b 84%
    25. 25. of CMO’s at top performing companies indicate that their most compelling reason for implementing marketing automation is to increase revenue. Marketing automation platform users have a Aberdeen Group higher conversion rate from marketing response to marketing-qualified lead than non-users. of survey respondents indicate that the ability to set measurable objectives for each of their campaigns is the biggest value driver of marketing automation. Gleanster Gleanster 53% 63% 77% Marketing Automation
    26. 26. Lead Nurturing Companies that excel at lead nurturing generate DemandGen Report Nurture leads produce, on average, a increase in sales opportunites versus non-nurtured leads. 20% 9.3% CSO Insights Companies with mature lead generation and management practices have a higher sales quota achievement rate. Forrester Research 50% more sales-ready leads at 33% lower cost.
    27. 27. or greater increase in revenue in 6-9 months. The Annuitas Group Nurture leads make larger purchases than non-nurtured leads. 47% 9.3% CSO Insights Companies that automate lead management see a higher sales quota achievement rate. 10% Gartner Research Lead Nurturing
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