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TRADITIONAL MARKETING IN
A DIGITAL WORLD
Excell Oregon | January 16, 2014
Agenda







Intro
What are You Hoping to Gain Today?
Traditional Marketing in a Digital World
Member Marketing Prog...
Mike Rosenberg


CEO, Rosenberg Marketing
 @MikeRosenberg
 mike@rosenbergmarketing.com

 http://www.linkedin.com/in/mi...
Amy Rosenberg


President, Rosenberg Marketing
 amy@rosenbergmarketing.com
 http://www.linkedin.com/in/amyrosenberg


...
Do What’s Right For Your
Business
Don’t jump on the latest trend unless it is right
for your business.
No Magic Formula
One solution will not work for
everyone.
There is no black box
solution.
Traditional Marketing

In a Digital World
Getting Started


Who are your audiences?






Who is the decision maker?
What industry?
Does location matter?
Do yo...
Getting Started


How do you reach them?
 What

are they reading/watching?
 Are they on social media?
 What events are...
Getting Started


What are you going to say to them?
 What
 You

 How

are your goals?
see that this should be your fi...
Word of Mouth | Referrals


Traditional
 Peer

groups, networking, email, cocktail party
 Internal reviews/testimonials...
LinkedIn


Do your sales people use LinkedIn?








Empower them!
Educate them
Encourage them

Company Overview
S...
LinkedIn
Measurement
 Reach
 Connections, followers
 Engagement
 Likes, shares, comments
 Conversions
 Content downl...
Public Relations



What is PR?
Traditional Media Relations
 Get

journalists to report on your company

 Print,

broa...
Public Relations


PR is more than the Press Release
 Be



aware of what the possibilities are

Think like a reporter
...
Editorial Calendars


Traditional
 All

magazines have editorial calendars

 Map

 What

out coverage topics for the y...
Content Calendar Topics



Industry news
Local news
 Community






events

Partner news
Sharing/Curating
Contests...
Content Idea Sources



Google Alerts http://www.google.com/alerts
Social Media
 LinkedIn



Newsletters (industry, co...
Bylined Articles


Traditional
 Your

company writes articles for publications
 Article details an industry topic, not ...
Press Releases



A vehicle to distribute news
What should it be about?
 Awards

won (this is a PR process in itself)
...
Press Releases


Where should you distribute?
 Examine

your goals and your audiences
 Local audiences or just trade/ve...
Tradeshows


Traditional
 Attend,

sponsor, speak/present
 Host parties, etc.
 Media tour
 New product/service launch...
Thought Leadership/Authority


Traditional
 Rely

on the media for positioning
 Present at conferences/tradeshows
 Get...
Resources
Select resources and tools
 https://getlisted.org/
 Google+
 Moz.com





http://www.opensiteexplorer.org...
Resources
Select resources and tools
 DMOZ.org


http://www.socialmediaexaminer.com/13-tools-tosimplify-your-social-medi...
THANK YOU!
@RMarketing
www.rosenbergmarkeing.com

http://www.slideshare.net/MikeRosenberg

Mike & Amy Rosenberg | Rosenber...
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Traditional Marketing in a Digital World

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Presentation on Traditional Marketing in a Digital World given to Excell Oregon members. Featuring content on marketing strategies and tactics including; word of mouth, referrals, LinkedIn, public relations, editorial calendars, content calendars, by-lined articles, press releases, trade shows, thought leadership and authority. Content provided by Rosenberg Marketing.

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Transcript of "Traditional Marketing in a Digital World"

  1. 1. TRADITIONAL MARKETING IN A DIGITAL WORLD Excell Oregon | January 16, 2014
  2. 2. Agenda      Intro What are You Hoping to Gain Today? Traditional Marketing in a Digital World Member Marketing Program Reviews Questions/Recap
  3. 3. Mike Rosenberg  CEO, Rosenberg Marketing  @MikeRosenberg  mike@rosenbergmarketing.com  http://www.linkedin.com/in/mikejrosenberg   President, SEMpdx Digital Marketing
  4. 4. Amy Rosenberg  President, Rosenberg Marketing  amy@rosenbergmarketing.com  http://www.linkedin.com/in/amyrosenberg   Recent Board Member, PRSA Traditional Marketing/Public Relations
  5. 5. Do What’s Right For Your Business Don’t jump on the latest trend unless it is right for your business.
  6. 6. No Magic Formula One solution will not work for everyone. There is no black box solution.
  7. 7. Traditional Marketing In a Digital World
  8. 8. Getting Started  Who are your audiences?     Who is the decision maker? What industry? Does location matter? Do you need to expand your audience?
  9. 9. Getting Started  How do you reach them?  What are they reading/watching?  Are they on social media?  What events are they going to?  Focus on what you like to do
  10. 10. Getting Started  What are you going to say to them?  What  You  How are your goals? see that this should be your first question. are you unique?
  11. 11. Word of Mouth | Referrals  Traditional  Peer groups, networking, email, cocktail party  Internal reviews/testimonials  +Digital  LinkedIn (company pages, groups)  Nudge, raise your hand, authority positioning/leadership  External reviews (SEO value)
  12. 12. LinkedIn  Do your sales people use LinkedIn?       Empower them! Educate them Encourage them Company Overview Services/Product Description Groups
  13. 13. LinkedIn Measurement  Reach  Connections, followers  Engagement  Likes, shares, comments  Conversions  Content downloads, webinar registrations, online lead gen form completion, calls, sales  Use campaign/goal tracking
  14. 14. Public Relations   What is PR? Traditional Media Relations  Get journalists to report on your company  Print, broadcast and/or online channels  Relying  on the media to reach your publics +Digital  Additional online hits (link, share, promote with targeted social advertising, SEO value)  Reach “public” and influencers (media and otherwise) directly
  15. 15. Public Relations  PR is more than the Press Release  Be  aware of what the possibilities are Think like a reporter  Follow the trends and seasons  In the news and in daily life  Then relate it to your business  Is there a hot news item you can comment on?
  16. 16. Editorial Calendars  Traditional  All magazines have editorial calendars  Map  What out coverage topics for the year are target pubs looking for?  And how does this relate to you?  Begin to see patterns to build your own calendar  +Digital  Content calendar  Promote, share, link (SEO value)
  17. 17. Content Calendar Topics   Industry news Local news  Community     events Partner news Sharing/Curating Contests Charitable activities *PR & Media has first right of refusal. Your teams need to talk.
  18. 18. Content Idea Sources   Google Alerts http://www.google.com/alerts Social Media  LinkedIn  Newsletters (industry, competitors, news, etc.)  May   Groups, Facebook, Twitter want to create specific email to sign up with Industry & competitor blogs Tools  http://www.socialmediaexaminer.com/13-tools-to- simplify-your-social-media-marketing/
  19. 19. Bylined Articles  Traditional  Your company writes articles for publications  Article details an industry topic, not your company  Maximize  Valuable  visibility through visuals way to build credibility +Digital  Self-publish (company blog)  Leverage content  PR & Media has first right of refusal  Customize article for blog & second-tier media
  20. 20. Press Releases   A vehicle to distribute news What should it be about?  Awards won (this is a PR process in itself)  New products/services/equipment/certifications  New notable employees/promotions  New board positions  Donations/community involvement/events  New company/location
  21. 21. Press Releases  Where should you distribute?  Examine your goals and your audiences  Local audiences or just trade/vertical publications  Newswire and/or PR distribution service?  Free  or paid? +Digital opportunities  Links (may have to ask)  Keywords  Multimedia content (photos, video)
  22. 22. Tradeshows  Traditional  Attend, sponsor, speak/present  Host parties, etc.  Media tour  New product/service launch  +Digital  Leverage participation via social media  More easily highlight attendance  “Own” search presence around conference
  23. 23. Thought Leadership/Authority  Traditional  Rely on the media for positioning  Present at conferences/tradeshows  Get active/join industry boards  +Digital  Self-publish through social channels  Host webinars, virtual presentations  Earned and Owned Media
  24. 24. Resources Select resources and tools  https://getlisted.org/  Google+  Moz.com     http://www.opensiteexplorer.org http://moz.com/blog/web-site-migration-guide-tipsfor-seos SEMRush Free SEO review sites/tools http://www.woorank.com/  http://www.searchcommander.com/site-review/   SEMpdx Events – http://www.sempdx.org/
  25. 25. Resources Select resources and tools  DMOZ.org  http://www.socialmediaexaminer.com/13-tools-tosimplify-your-social-media-marketing/  http://www.google.com/alerts HARO – http://www.helpareporter.com/ Cision – Sign up for a free trial to build your media database or email support.us@cision.com to get a customized list built for a nominal fee. PRSA – https://www.prsa-portland.org/   
  26. 26. THANK YOU! @RMarketing www.rosenbergmarkeing.com http://www.slideshare.net/MikeRosenberg Mike & Amy Rosenberg | Rosenberg Marketing
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