CMO's POV: What's Broken In Your Online Marketing Process?

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A customer centric minded point of view weed out what is unproductive in your business. Achieve new lead generation quality and longevity.

Evaluated from an CMO's outside -in review

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CMO's POV: What's Broken In Your Online Marketing Process?

  1. 1. CMO POINT OF VIEW: WHAT’S BROKEN IN YOUR ONLINE MARKETING PROCESS? CMO Point Of View: What’s Broken In Your Online Marketing Process? Lets explore the top seven reasons why your online efforts are failing to meet your goals from a corporate point of view. How can community and content development benefit your organization? Lets discuss what is under your online marketing umbrella and if there are other tools that might help you grow to meet your goals successfully. (Open discussion encouraged) @ElizabethHannan [email_address] Blog: JiveFromTheHive.com Co.: BlueBlazingMedia.com www.linkedin.com/in/ElizabethHannan
  2. 2. Yup let’s go there <ul><li>Define “Broken” </li></ul><ul><li>Broken is not unfixable. Broken is a point to evaluate and grow from. Broken is archaic and inefficient. </li></ul><ul><li>Broken is not achieving the goals that you need to achieve </li></ul>
  3. 3. What is marketing? What’s this ROI thing? <ul><li>Opportunity to communicate and relate your brand, product or service to others on a human level. </li></ul><ul><li>What is the emotion our brand evokes? </li></ul><ul><li>Your Business Translation: </li></ul><ul><li>Marketing in your business is the opportunity to grow and to become a sustainable. </li></ul><ul><li>Instant death: hesitate and do nothing </li></ul>
  4. 4. ONCE UPON A TIME.. IN A FAR AWAY LAND OF FREIGHT LOGISTICS Two Stories: Yours and your Competition
  5. 5. ONCE UPON A TIME.. IN A FAR AWAY LAND OF FREIGHT LOGISTICS Reference: http://marketing-case-studies.blogspot.com/2008/11/relax-its-fedex-campaign.html http://www.fundinguniverse.com/company-histories/FedEx-Corporation-Company-History.html Two Stories: Yours and your Competition Circa 71’ – 72’ Two Friends and CEO’s
  6. 6. ONCE UPON A TIME.. IN A FAR AWAY LAND OF FREIGHT LOGISTICS Differentiation in CEO’s Goals and Vision Two Stories: Yours and your Competition 2010: (30+ years later) Who is a household name? Who possesses more market value? One believed in a marketing budget ; the other is still debating the value. SBA rents space on FedEX planes to ship freight for their clients
  7. 7. Seven Common Reasons Why Your Online Efforts May Be Unsatisfactory <ul><li>What tools are in your online marketing toolbox? Outdated? Worn out? Irrelevant? </li></ul><ul><li>Your goals are unrealistic or in misalignment. </li></ul><ul><li>Communication Systems: </li></ul><ul><li>Monitoring, metrics and analytics – are you paying attention? </li></ul><ul><li>Your Website is for humans and not robots. </li></ul><ul><li>Your designer should not have final word on your site. Is this site for business or the Mona Lisa? </li></ul><ul><li>User Experience and Feedback Systems </li></ul><ul><li>Feeding the Beast: </li></ul><ul><ul><li>Find your Content and Community Sweet spot – Is there a pulse? </li></ul></ul><ul><li>Defining your team/consultants. Are you enabling the right individuals at the correct time. </li></ul><ul><li>Access opportunities and technology often. </li></ul>
  8. 8. WHAT TOOLS ARE UNDER YOUR ONLINE MARKETING TOOLBOX?
  9. 9. What tools are under your online marketing toolbox? <ul><li>Access and Evaluate technology+software+talent in your marketing dept. </li></ul><ul><li>What tools do you have to work with currently? </li></ul><ul><li>Social Media </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Web Development </li></ul><ul><li>Community Strategy </li></ul><ul><li>Email Marketing </li></ul><ul><li>Site Optimization </li></ul><ul><li>Tool Mapping (Mind-Mapping) is under-valued. </li></ul><ul><li>Large co. = lots of unpaved dirt roads… Reevaluate @ least ever 6 months </li></ul>
  10. 10. SETTING REALISTIC GOALS AND OBJECTIVES?
  11. 11. Setting Realistic Goals and Objectives? <ul><li>Setting up goals in a set time frame is important. </li></ul><ul><li>Research accomplishments relevant to your industry vertical. </li></ul><ul><li>What worked and what didn’t? </li></ul><ul><li>Did that campaign generate more leads or grow awareness? </li></ul><ul><li>Develop a road map to achieve your new goals. </li></ul>
  12. 12. COMMUNICATION SYSTEMS: ARE YOU BUILDING SILOS OR NURTURING AN ECOSYSTEM FOR GROWTH LONGEVITY? Slides will be posted at JiveFromTheHive.com & BlueBlazingMedia.com
  13. 13. Communication Systems: Are you building silos or nurturing an ecosystem for growth longevity? <ul><li>Set goals to a set time frame is important. </li></ul><ul><li>Research accomplishments relevant to your industry vertical. </li></ul><ul><li>What worked and what didn’t? </li></ul><ul><li>Did that campaign generate more leads or grow awareness? </li></ul><ul><li>What metrics are important to your boss and the CEO? (usually gen X $$) </li></ul><ul><li>Cross party lines. “Partner” </li></ul><ul><li>Develop a road map to achieve your new goals </li></ul><ul><li>Rinse and repeat often. </li></ul>
  14. 14. MONITORING, METRICS AND ANALYTICS – ARE YOU PAYING ATTENTION ?
  15. 15. Monitoring, metrics and analytics – Are you paying attention? <ul><li>The correlation and your future roadmap exist in the relevant data you can collect. </li></ul><ul><li>Find your own algorithm… </li></ul><ul><li>If you have no data relevant to the project or service at hand you are dead in the water. </li></ul><ul><li>Old Joke: A strategist, an analyst and a technologist walk into a bar…. How does it end? </li></ul><ul><li>Develop a road map to achieve your new goals </li></ul><ul><li>Rinse and repeat often. </li></ul>
  16. 16. YOUR WEBSITE IS FOR HUMANS AND NOT ROBOTS
  17. 17. Your Website is for hu-mans and not robots! <ul><li>Design you UI for your 1 st visitor first. Give them CTA (call to action) </li></ul><ul><li>Design your user interface for returning visitor. Give them CTA (call to action) </li></ul><ul><li>THEN slap your messaging and official RGB colors on it. </li></ul><ul><li>Your site should be functional and efficient first. Then drive visitors to a the beginning of your lead funnel and online goal. </li></ul><ul><li>Loose the visitor = lose the lead. </li></ul><ul><li>Need a fresh look at your old site? Hire a service to reevalutate. </li></ul>
  18. 18. USER EXPERIENCE AND FEEDBACK SYSTEMS
  19. 19. User Experience and Feedback Systems <ul><li>If you loose me in the process I am unhappy! I am not a robot. </li></ul><ul><li>Customer Service, if you have the digital version of the movie/TV show “Outsourced” it is not a plesant experience. </li></ul><ul><li>Personal favorite: Slap an email address on your site that goes NO WHERE or NO ONE RESPONDS </li></ul><ul><li>Loose the visitor = lose the lead. </li></ul>
  20. 20. FEEDING THE BEAST: FIND YOUR CONTENT AND COMMUNITY SWEET SPOT
  21. 21. Feeding the Beast: Find your Content and Community Sweet spot <ul><li>Synergy in your Community </li></ul><ul><li>Who is your community? Where are they online. </li></ul><ul><li>Research what types of content keeps community members clicking </li></ul><ul><li>Create content with a pulse! </li></ul><ul><li>Loose the visitor = lose the lead. </li></ul>
  22. 22. Seven Common Reasons Why Your Online Efforts May Be Unsatisfactory <ul><li>Notes of Mention: </li></ul><ul><li>Defining your team/consultants. Are you enabling the right individuals at the correct time. </li></ul><ul><li>Accessing opportunities and technology </li></ul><ul><li>Always be customer –centric. What is their experience of your business and brand over all? What is their experience? </li></ul>
  23. 23. CMO POINT OF VIEW: WHAT’S BROKEN IN YOUR ONLINE MARKETING PROCESS? CMO Point Of View: What’s Broken In Your Online Marketing Process? Lets explore the top seven reasons why your online efforts are failing to meet your goals from a corporate point of view. How can community and content development benefit your organization? Lets discuss what is under your online marketing umbrella and if there are other tools that might help you grow to meet your goals successfully. (Open discussion encouraged) @ElizabethHannan [email_address] Blog: JiveFromTheHive.com Co.: BlueBlazingMedia.com www.linkedin.com/in/ElizabethHannan
  24. 24. Photo Credits: Play Nice ---- Always Show Attribution! http://www.flickr.com/photos/crowdive/90875204/sizes/z/in/photostream/ http://www.altitudeaviation.com.au/images/lightbox/freight_interior.jpg http://www.altitudeaviation.com.au/images/lightbox/freight_interior.jpg http://www.google.com/imgres?imgurl=http://egebhardt.com/images/brandedContent.gif&imgrefurl=http://egebhardt.com/brand.php&h=509&w=450&sz=16&tbnid=CnP7MjfHooBlBM:&tbnh=239&tbnw=211&prev=/images%3Fq%3Dcontent%2Bdiagram&zoom=1&q=content+diagram&usg=__eJaZ1U0OlO_oxfgrKh000OaNmvs=&sa=X&ei=qQfnTKW4D4KusAOxnOCxCw&ved=0CBwQ9QEwAA http://www.flickr.com/photos/mulia/506411151/sizes/z/in/photostream/ http://www.flickr.com/photos/frankieclarke/3184140616/sizes/m/in/photostream/

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