Digital Marketing for Entrepreneurs

Digital Marketing International Entrepreneurship Conference ‘Baltic Spark’ April 17, 2010 - Riga, Latvia Delfin Vassallo Your gateway to international markets

Business going international
“ The Global Village”
10 years ago:
You had to travel to the target country
Research the market, opportunities, competitors
Get local contacts, advice, get a distributor or representative
Do local promotion
Nowadays you can do all these directly from your office / home. All this globalization story made it possible, with Internet as the main tool

Success stories?
85-95% CEE entrepreneurs fail to offer any product / service different from competitors
67% retailers are failing in going outside home market
Western world companies are failing in going abroad
They are still living in BG times

Traditional Marketing vs. Digital Marketing And how does it fit on my business?

Traditional Marketing Brand Marketing Direct Marketing Mainstream Media

Marketing in the Internet era Brand Marketing Direct Marketing Mainstream Media

Your opportunity “… if your consumers trust their friends more than big brands, you have to become more like their friends to earn their trust.” Shiv Singh VP & Global Social Media Lead, Razorfish “ Consumers are tired of engaging with large, impersonal brands and often turn against them in the web… The economic downturn is accelerating the use of social media because people are placing more value in the recommendations of their friends than they are in big business.” The Economist & 2009 Edelman Trust Barometer

Traditional Marketing Campaign Development Evaluating Executing Planning Creating

Digital Marketing Defining strategies Company personality Business development input Developing concepts Choosing tools Effectiveness Objectives achieved Evaluation parameters Benchmark parameters Adjust performance Implementing CRM Influencing Engaging Evaluating Involving Planning Creating Measuring

Digital Marketing is different Example from www.HubSpot.com

Digital Marketing is based on: *More info www. HubSpot .com **Razorfish TM www. razorfish .com Inbound Marketing* Social Influence Marketing**
Nothing new on business networking process, just as you do offline:
Meeting people
Building relationships
Asking questions
Answering questions
Building trust
Building a reputation

From where do I start? And where to continue?

Do your strategy Where are we? > Where we want to be? > How do we get there?

Where is your market? Research by country: Internet use Popular sites Local niches

Doing your strategy
Track every KPI relating it with your business objectives
Traffic generated by SEO
Leads by source: inbound web, seminars, tradeshows
Compare metrics with your increase in leads & sales
Every effort should focus on how to influence final consumer
Commit your team members to take initiative on conversations
How the target can share or discuss with others your content
Very specific
Where the activity will develop
Whom you are targeting
How it synchronizes with offline activities
Define KPI’s and how will be measured
How they will work together
Who will implement and manage them
Measurement process
Define your objectives Choose your tactics & tools Execute for engagement Track the results

Choose your tactics & tools
Website
Blog
eNewsletter / podcasts / webinars
eMail Marketing / eCRM
Pay Per Click Advertising
Social Media Marketing
Photo by Skene http://www.flickr.com/photos/skene/2691689029/in/photostream/

Website developing dimensions Business dimension: How website fits on Marketing strategy? Define KPIs & its measurement Technical dimension: Programming Hosting Maintenance Website effectiveness Visual dimension: Web design Look & feel Corporate identity

Questions to do before creating a website Source: Seth Godin’s blog: http: //sethgodin . typepad .com/
What is the goal of the site? (when it works great, what specific result will come?)
How many people on your team have to be involved? At what level?
Which is our target market?
What are the sites that this group has demonstrated they enjoy interacting with?
Are we telling a story? Or are we trying to close sales?
Are we hoping that people will watch or learn?
Do we need people to spread the word using various social media tools?
Are we building a community where people will use to connect with each other?
Is there ongoing news and updates that need to be presented to people?
Do we want people to call us?
How many times a month would we like people to come by? For how long?
Who will update this site? How often?
Does showing up in the search engines matter? If yes, in which terms? At what cost? Will we be willing to compromise any of the things above in order to achieve this goal?
Will the site need to be universally accessible?
Any issues of connection speed or language or browser?
How much money do we have to spend? How much time?

Types of websites: online brochure

Types of websites: corporate

Types of websites: online store

Types of websites: online services

Types of websites: SaaS

Create your webhub
Not a destination but a crossroad
Keep always in mind what your customers like / want
Create buzzing content**
Make something different (Only 16% of European companies have something else than corporate web / online brochure*)
Ask for external help when needed, don’t wait until it’s too late
Have fun!
* European Interactive Advertising Association: http://www. eiaa .net/ ** Writing engaging content: http://www. conversationagent .com/2009/06/writing-engaging-content.html 50 Content ideas that create buzz: http://www. conversationagent .com/2009/04/50-content-ideas-the-create-buzz.html

Worth to read Digital Marketing insights Going Social Now by Shiv Singh http://www. goingsocialnow .com/ Jeremiah Owyang www.web-strategist.com/blog Valeria Maltoni www.conversationagent.com Hub Spot blog http://blog.hubspot.com/ Duct Tape Marketing http://www.ducttapemarketing.com/blog/ Online Marketing blog http://www.toprankblog.com/ Marketing Sherpa (thoughtful research) http://www.marketingsherpa.com/ Enterprise 2.0 50+ Enterprise 2.0 case studies: http://www. jmorganmarketing .com/collection-enterprise-2-0-case-studies-examples/

Keep in touch
Delfin Vassallo
Digital Villager
Helsinki, Finland
@DJVassallo
[email_address]
www. djvassallo .com

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Digital Marketing for Entrepreneurs

by Delfin Vassallo on Apr 16, 2010

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Digital Marketing for Entrepreneurs — Presentation Transcript