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......

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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  • 1. TRADITIONAL MARKETING IN A DIGITAL WORLD Excell Oregon | January 16, 2014
  • 2. Agenda      Intro What are You Hoping to Gain Today? Traditional Marketing in a Digital World Member Marketing Program Reviews Questions/Recap
  • 3. Mike Rosenberg  CEO, Rosenberg Marketing  @MikeRosenberg  mike@rosenbergmarketing.com  http://www.linkedin.com/in/mikejrosenberg   President, SEMpdx Digital Marketing
  • 4. Amy Rosenberg  President, Rosenberg Marketing  amy@rosenbergmarketing.com  http://www.linkedin.com/in/amyrosenberg   Recent Board Member, PRSA Traditional Marketing/Public Relations
  • 5. Do What’s Right For Your Business Don’t jump on the latest trend unless it is right for your business.
  • 6. No Magic Formula One solution will not work for everyone. There is no black box solution.
  • 7. Traditional Marketing In a Digital World
  • 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. 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. 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. 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. LinkedIn  Do your sales people use LinkedIn?       Empower them! Educate them Encourage them Company Overview Services/Product Description Groups
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. THANK YOU! @RMarketing www.rosenbergmarkeing.com http://www.slideshare.net/MikeRosenberg Mike & Amy Rosenberg | Rosenberg Marketing