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The Evolution of Digital Marketing: From Mass Consumption to One-to-One Targeting
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The Evolution of Digital Marketing: From Mass Consumption to One-to-One Targeting

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The presentation was given on September 19, 2012 at the Middleton, Wisconsin Chamber's "Ask the Expert" event by Jacob Penner and Sam Zastrow of CloudTactix.

The presentation was given on September 19, 2012 at the Middleton, Wisconsin Chamber's "Ask the Expert" event by Jacob Penner and Sam Zastrow of CloudTactix.

Published in: Business, Technology

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  • When consumption patterns change, the marketing world is never far behind
  • MOVEMENT INTO THE CLOUD, consumers are always “on” thanks to iPhones, iPads, laptops, less likely to go into stores or respond to billboards
  • MOVEMENT INTO THE CLOUD, consumers are always “on” thanks to iPhones, iPads, laptops, less likely to go into stores or respond to billboards
  • Why don’t we have a 10 year plan? Game changers online sprout up overnight, iePinterest; for example, YouTube didn’t exist 7 years ago
  • Web industry evolves FAST (amazon in 1995)
  • INTERRUPTION
  • ENGAGEMENT
  • Integrating inbound-ready, fully optimized website integrated with digital reputation management, automated lead nurturing, and social media marketing
  • When consumption patterns change, the marketing world is never far behind
  • Being present means more than just “having a website” --- here’s an example of an outstanding Vietnamese restaurant near our office; horrible website – visually unappealing, zero visitor engagement, looks unprofessional and outdated, no clear purpose, doesn’t tell visitors what to do
  • Clear, compelling, action-driven --- needs to have a purpose, needs to tell visitors what to do next
  • Plain text description that appears beneath title in search result listings; draws attention on SERPs
  • If Google notices you’re regularly updating content, it will distinguish as a credible voice in your industry and your rankings will go up.
  • HubSpot software; certified partner agency
  • Downloadable 6 month plan for Social Media Marketing and Online Reputation Management Parnterships, PDF; info not directly available on our website
  • Clear, compelling, demonstrates value, action-driven, eye-catching, MAKE AN OFFER
  • CTA leads to LANDING PAGE, where inbound visitors volunteer their information in exchange for the offer. Info goes into email list; leads are qualified – they came to us, offered their information, requested more information – less likely to unfollow, unsubscribe; more likely to engage with offers and emails
  • CTA leads to LANDING PAGE, where inbound visitors volunteer their information in exchange for the offer. Info goes into email list; leads are qualified – they came to us, offered their information, requested more information – less likely to unfollow, unsubscribe; more likely to engage with offers and emails
  • CTA leads to LANDING PAGE, where inbound visitors volunteer their information in exchange for the offer. Info goes into email list; leads are qualified – they came to us, offered their information, requested more information – less likely to unfollow, unsubscribe; more likely to engage with offers and emails
  • Key – keep your firm on your visitors’ minds – add value and information, automated so you don’t have to keep track of everyone, nurtures people at different points in the funnel, can send different information to someone who was just browsing around than someone who was looking for something specific
  • For most brands, a social strategy starts with Facebook, because that’s where the most people are 163 million Americans use Facebook. Also why we recommend most of our clients start with Facebook and it’s also why I’ll focus most of my time on for the rest of the presentationBest part about social – always changing. Tumblrpinterest, instagram all broke social media growth records in last yearAlso means you target a small segment of people by being active in places besides the big twoIf your brand is visual, you may want to use instagram, pinterest or tumblrIf you’re marketing to an audience of professionals, LinkedIn might be more your speed
  • Important thing is to get on these social networks – people will find and follow you
  • Still, not many small businesses are taking advantage of this – more than half of all small businesses and nearly half of all medium-sized businesses don’t even use social media
  • Starts with an aesthetically pleasing design; it’s the first person people seeIf they like what they see, they’re more likely to engage
  • It’s also important to keep branding consistent across your platforms and website. Because they’re a creative venue, social networks provide a great brand strengthening
  • You don’t want to send people away from your page searching for more information about your brand, so make sure you’ve filled out any relevant information.Additionally, giant social networks like Twitter and Facebook rank very highly on search engine results pages, so include your brand’s keywords in descriptions as well
  • Social media icons on your documents, on other media (like your website) and in your brick-and-mortar are great ways to build an audience
  • Engagement starts with building an audienceExplain sponsored stories, ads and offers
  • Engagemnet starts with delivering relevant infoEven simple things like letting customers know your specials or even asking what you can do for them are make for easy ways to deliver information and generate engagement
  • When someone says something nice about you, you say thank you. Same is true on sm. However, with social media, you also have an opportunity to share with others when someone says something nice of you.
  • Partlybecause of the recent shift towards a more visual social network … sm gives you an opportunity to take your online brand and bring it to life.This is especially important for small businesses, which often are dependent on personal relationships. Sharing photos of what’s going on at the office or even of employees hard at work helps remind folks of what goes on behind the scenes.
  • You can also create social media friendly infographics to help people understand what you do and why you do it. Some of our most successful social media posts have been posts like these
  • We like to encourage small businesses to tell a compelling story on their online channels, and sm provides a venue for that. Crafting a narrative drives engageement and keeps folks coming back for more
  • Important to realize people aren’t on facebook looking to buy a product. They want to be entertained, so get their attention with light-hearted or funny posts.Remember--- top of mind1/3 of posts
  • just need to be subtle about itWe recommend using social media as a top-of-funnel sales tool by driving folks to landing pages, blog posts or other places on your website, where they can then be converted to leadsThis takes us back to the importance of content as part of your digital marketing strategy.If you don’t have compelling content to share out on social media, it’s going to be difficult to get people to your site and therefore generate leads using these networks.
  • Posts that include a photo generate twice as many likes as text or link posts among top Facebook brand pagesThe best way to use social media to market your business using social media, particularly visual channels like Facebook, may be to combine the two types of posts into an entertaining post complete with a call to action that links back to your site.These types of posts also show the value of visuals to social media marketing, which I touched on earlier.
  • Most important place for social integration
  • Once again, there’s an opportunity to get a hit where your competitors have missed
  • It’s a world of instant gratification: People search for products and services from their phones right when they need them – CLAIM your listings.Also important to standardize them to make it perfectly clear to Google and other search engines that your business is the place searchers are looking
  • You need to be claim your local listings and then manage your local reputation on review sites like yelp, google local, trip advisor – why? They have more search cred than you, will show up before your own site does on the listings
  • Good reviews are great for business, and you can share them across other online platforms, like social media and on your website in a what people are saying about your brand page
  • Usually cannot get bad reviews removed, but you can respond and give your side of the storyOne thing to keep in mind is avoiding to admit guilt in a public online setting. Move these conversations to a private realm, like email.
  • Make it easy for folks to navigate your website on their smart phones.People WILL go to your website while they’re sitting in your brick and mortar, I’ve done it before, and I’m sure plenty of you have as wellANY QUESTIONS ABOUT DIGITAL REPUTATION MANAGEMENT
  • Transcript

    • 1. The Evolution of Digital Marketing:From Mass Consumption to One-to-One Targeting Ask the Expert September 17, 2012
    • 2. Consumption is Changing. So is Marketing.
    • 3. The Changing Storefront
    • 4. Phone Books
    • 5. Change Can Happen Overnight Pinterest traffic over 6 months
    • 6. More Changes
    • 7. Traditional Marketing(monologue)
    • 8. InboundMarketing(dialogue)
    • 9. 1-to-1 Marketing
    • 10. 1-to-1 Marketing• Personalized Interactions > Mass Marketing• Differentiate customers one consumer at a time• Trigger lead nurturing campaigns by activity• Consider customer’s lifetime value
    • 11. So What Does That Mean for Small Businesses?
    • 12. It’s Time to Go Digital • Credibility • Local visibility • Authority • Convenience • Sustainability • Sales tool • Cost effective
    • 13. What Makes an EffectiveDigital Marketing Strategy? • Optimized Website • Quality Content • Social Media Marketing • Digital Reputation Management
    • 14. Optimizing Your Website
    • 15. Great Product…Bad Website
    • 16. Bad WebsitesMake People Do This:
    • 17. And This:
    • 18. WhatMakes anEffectiveWebsite?• Clear• Compelling• Action Driven
    • 19. OptimizationMore than just website design! • URL Structure • Page Titles • Metadata • Image Alt Tags • Redirects • Social Share Buttons • Effective Copy
    • 20. Internal URLs• Include keywords• Separate keywords with dashes
    • 21. Metadata
    • 22. Alt Tags• Search bots can’t read images
    • 23. 301 Redirects• Avoid this error --- point yoursite.com to www.yoursite.com
    • 24. SocialSharingOptions• Visible• Simple• Clear
    • 25. Why Not Traditional SEO? Search engine algorithms change faster than the weather If you’re ranked #1 but your website offers nothing of value, people will click “back” button Need Quality Content
    • 26. Leveraging Content forAutomated Lead Generation
    • 27. “Content is King” Internet – information hub eBooks Whitepapers Case studies Blog posts Press releases
    • 28. Do I Really Need To Blog? YES! Blogging:  Draws the attention of search engines  Shows visitors your expertise  Provides a base for your social media marketing strategy
    • 29. Automated LeadNurturing Campaigns
    • 30. Create Premium Content
    • 31. Link to Call to Action
    • 32. Tie to Landing Page
    • 33. With Custom Form
    • 34. and Thank You Page
    • 35. Nurture Leads via Email• Automated• Triggered by action• Days 1, 3, 5, 10, 15• Add value
    • 36. Social Media Marketing
    • 37. Which channel?
    • 38. Step 1: Build• If you build it, they will come
    • 39. Be Present• 93% of Americans believe a company should have a social media presence. (Source: Cone Communications)• 56% of American consumers feel a stronger connection with---and better served by---companies with which they can interact online. (Cone)
    • 40. Room for Improvement
    • 41. Professional Appearance
    • 42. Consistent With Branding
    • 43. Fully Optimized • Keywords • Location • Contact
    • 44. Step 2: Build An Audience Supplement with offline efforts
    • 45. Use Facebook Tools Facebook  Facebook Offers Sponsored Stories (free coupons) and Ads
    • 46. Step 3: EngageDeliver Relevant Information
    • 47. Recognize Feedback
    • 48. Bring YourWork to Life
    • 49. Bring YourWork to Life
    • 50. Craft Narratives
    • 51. No Place for a Hard Sell
    • 52. You Can Still Use SM To Market
    • 53. The Power Of Visuals
    • 54. Social Sharing• Homepage• Contact page• Blog posts
    • 55. Room forImprovement
    • 56. Managing Your Digital Reputation
    • 57. Smartphones  Hyperlocal Marketing Strategy
    • 58. Visibility
    • 59. Positive Engagement
    • 60. Damage Control
    • 61. Optimize for Mobile
    • 62. Takeaway Points
    • 63. Takeaways Your market has shifted Optimize your website Share compelling content Be social Protect your reputation The digital age is here to stay