DIGIT 13 Karachi Digital Marketing mini Workshop Michael Leander

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Michael Leander presented a mini workshop on digital marketing at the DIGIT 13 organized by Pakistan Advertisers Society in Karachi, Pakistan

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DIGIT 13 Karachi Digital Marketing mini Workshop Michael Leander

  1. 1. Want to know more? Here’s what to do • Come say hi & join the fun over at my Facebook page https://www.facebook.com/michaelleandernielsen • Stay tuned for more content on Twitter http://www.twitter.com/michaelleander • Join the CMO Group on Linkedin here http://www.linkedin.com/groups/Chief-MarketingOfficers-Exclusive-2268050 • If I can help, send me an email to Michael@michaelleander.me
  2. 2. Get videos over at www.marketingtelly.com
  3. 3. Visuals stir emotions
  4. 4. Nothing beats the Feel Good Feeling
  5. 5. …. except when people are comfortable, know exactly what to do next and intuitively understand how
  6. 6. The importance of E’s in your marketing mix • • • • • Expectation Excellence Exciting Experience Emotions (leading to action) • Enablement
  7. 7. The new expectation Tweet: @michaelleander showing digital natives at #digit13 – cute!
  8. 8. Now & Next Generation Online Presence centers around …. Customer journey /& persona driven approach • Align content to solve customer needs • Differentiate based on prospect & customer status + win-back Content in context Community engagement • Match buying vs. selling cycles • Relate content to campaigns • Establish stickiness • Social engagement • Attract, sustain & grow membership based community Engagement & campaign automation • Personalized • Relevant conversations • One data repository Prerequisites = Strong back office & focused plan
  9. 9. Smart marketers ask…. 1. 2. 3. 4. 5. 6. 7. How do you map the buying process of your audience? And how to align that with your selling processes? Customer journey, personas What are the main drivers for delivering a personal good-to-great customer experience online? (match customer expectations) and how will content play a role? How can you take the first step towards better targeting? Online onsite, in direct [push] multi-channel communication ? What does contextual content mean for you and how can you embrace that concept? How can you ensure better control of what people share from your web presence – pictures, headlines, text? How can you establish one data repository containing profile data, behavioral data and transactional data? How can you establish an effective work flow for allowing you to create and test content pages, product pages, e-commerce pages on the fly and with minimum effort?
  10. 10. The power of personalization
  11. 11. How to personalize the customer experience online? • Start taking names • Integrate data capture consistently • Give reasons – add value • Look at how you can use technology to provide a more personalized browsing experience
  12. 12. THE OTS CHALLENGE Message The it’s all over phase Action Increase opportunity to see by 3, 5, 10 Message Message Pre launch phase Message Message Nurture & convince phase Message Action Hard selling phase
  13. 13. Start & hooked Engaged & interacting Stop and transact. Or pause.
  14. 14. The new FURDIC methodology for engagement About content marketing & personalized experiences for more effective customer acquisition, nurturing and retention.
  15. 15. FURDIC - > The feel good feeling related to your online presence Can your audience FURDIC ? – Find – Understand – Relate – Do – Interact – Complete (transaction)
  16. 16. Can your audience FURDIC ? – Find > what are they looking for and why? – Understand > what do they need to understand ? – Relate > what might they relate to? – Do > what would they like to do? – Interact > how and when would they like to interact with us? – Complete (transaction) > what would they want to complete, or how would they like to transact?
  17. 17. But why?
  18. 18. Because… 1. You want to acquire qualified leads 2. You want to nurture leads 3. You want to convert leads to customers 4. You want to retain & grow customers 5. You want customers to recommend you to new leads …and you think aligning with the customer buying process makes sense
  19. 19. Match your content assets to different needs & stages Lead generation Nurture specific topic Ongoing OTS – broad or specific
  20. 20. FURDIC - > The feel good feeling related to your online presence Can your audience FURDIC ? – Find – Understand – Relate – Do – Interact – Complete (transaction)
  21. 21. F = Easy & quick U = Easy R = Persona driven + membership D = Can do, easy I = Yes, but could be better C = Can do, easy & quick F = Not easy U = Not easy R = Not at all, 1 size fits all D = Can do, but not easy I = Limited, customer care missing C = Can do, but not easy
  22. 22. For B2B marketers lots of content makes a real difference for acquisition & conversion
  23. 23. With traffic coming in from many sources, how do we optimize the experience & our conversion to action across the board ? …
  24. 24. FIND, Serve, Convert Google Campaign Social Entry page
  25. 25. Am I in the right place ? Looks for signals No signals found Finds signal quickly Good experience
  26. 26. Use commonsense > increase your conversion rates Banner advertisement Landing page
  27. 27. More customized experiences • Solid & efficient structure for creating those experiences • A/B Split testing capabilities on the fly
  28. 28. Think about top, mid and end of funnel and focus ferociously on the end goal, short and long term Bottom of funnel is where the action takes place – engagement need to drive your audience towards the bottom of the funnel 29
  29. 29. Most Wanted Response
  30. 30. When you have built your online attractors, make sure they get a prominent place on your website We call that MWR – Most Wanted Responses
  31. 31. Which last step call to action button is more effective? Get my thing Get your thing
  32. 32. How to structure a webpage • Define your MWR’s – Most Wanted Responses • Understand friction and resistance – Address all concerns and information needs through layered content • Implement the MWR call to actions consistently throughout your website • Use benefit driven call to actions
  33. 33. The rule of speed
  34. 34. Website / webpage review
  35. 35. Speed factor – choose your style • • • • Inbound marketing (social) Earned media (social) Referrals & recommendations Takes time, but generally attracts leads of a higher quality and commitment • • • • Outbound marketing New sign-up fast Varied quality Lifetime engagement usually lower than those attracted through inbound marketing
  36. 36. For inbound marketing, what comes first? Content Community
  37. 37. Producing good content on a regular basis does not need to become a major headache
  38. 38. Your content concept lives everywhere – let’s define yours
  39. 39. Components • What are the stories that interest our audience whilst somewhat relating to what we do (as a brand)? • How do we connect stories with call to actions in an appropriate manner?
  40. 40. The content minded marketer • Always on ! • Create, seed, repurpose • Measure and redo successes
  41. 41. Words matter, but only if you know which, why, when and for how long
  42. 42. How to write webpages 1. 2. 3. 4. Large benefit driven headlines Large sub-headlines Clear call to actions – text and images Beware of your search terms and incorporate these as you are writing 5. Focus on what you want people to do after interacting with your page 6. Cross promote content or help the visitor to know the next steps in the buying process 7. Get focus on your current attractors throughout the site >>>
  43. 43. Twitter test of wording
  44. 44. Which Tweet was most effective? A Is marketing your game? Come join us on the Facebook page for learning & laughs B Best Facebook post this week (most shared), go see it here C See what we are talking about over on Facebook today https://www.questionpro.com/a/showReportTab.do?surveyID=3321214
  45. 45. What others said See the survev blog post here
  46. 46. Which Tweet was most effective? 0,45% Is marketing your game? Come join us on the Facebook page for learning & laughs 0,37% Best Facebook post this week (most shared), go see it here 2,67% See what we are talking about over on Facebook today
  47. 47. Think about text/copy and in particular headlines and their Emotional Marketing Value 1. Find the woman of your dreams 2. Find your dream woman 3. Complete your dream with the woman you dream of Link: http://www.aminstitute.com/cgi-bin/headline.cgi
  48. 48. Benefit driven headlines • Emotional Marketing Value (EMV)
  49. 49. When designing campaigns, content, copy ABOA Attribute Benefit Objection Answer 50
  50. 50. The ABOA model Attribute Benefit Objection Answer
  51. 51. Email address: michael@michaelleander.me @michaelleander #michaelleander Pictures here: facebook.com/michaelleandernielsen Pinterest.com/michaelleander
  52. 52. Want to know more? Here’s what to do • Come say hi & join the fun over at my Facebook page https://www.facebook.com/michaelleandernielsen • Stay tuned for more content on Twitter http://www.twitter.com/michaelleander • Join our CMO Group on Linkedin here http://www.linkedin.com/groups/Chief-MarketingOfficers-Exclusive-2268050 • If you missed the 7 points, send me an email to Michael@michaelleander.me

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