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Marketing White Belt: Basics For the Digital Marketer
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Marketing White Belt: Basics For the Digital Marketer

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Marketing White Belt: Basics For the Digital Marketer

Marketing White Belt: Basics For the Digital Marketer

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  • 1. 初心 Marketing White Belt者 Basics for the Digital Marketer市 Christopher S. Penn http://cspenn.com/book販
  • 2. Who I Amcspenn.com/tcspenn.com/fcspenn.com/lcspenn.com/gcspenn.com/p
  • 3. Warnings
  • 4. 武 The Martial Way道
  • 5. Marketers Today
  • 6. 基 Basics本
  • 7. Why frameworks and models matter
  • 8. Path to mastery
  • 9. 地 Earth
  • 10. 4 Business Model Archetypes
  • 11. 4 Ps
  • 12. Income Margin ExpenseNet Profit Audience Volume Action
  • 13. Income Product Margin Expense OperationsNet Profit Audience Marketing Volume Action Sales
  • 14. Work right to left Social Media Strategy Who What Why Network Content Objectives Who is going to be your target What content are you going to What are the overall business audience? create or curate to gain interest? objectives and goals?What self-identified characteristics Where will that content come from? How will you measure them? will you look for? What schedule will you use? What indicators will you use to What networks are they on? determine when something’s not Who will be responsible for content working and who makes that call? How will you build the network? creation? Social Media Strategy in One Slide (www.ChristopherSPenn.com and @cspenn)
  • 15. 水 Water
  • 16. Always be testing, measuring, refining
  • 17. migration
  • 18. fragmentation
  • 19. Do you know your funnel?
  • 20. Potential Audience Active AudienceInterested ProspectsPrequalified Leads Qualified Leads Sales
  • 21. Potential Audience Active Audience Interested Prospects Prequalified Leads Qualified Leads Sales
  • 22. Potential Audience 800 Active Audience 400 Interested Prospects 200 Prequalified Leads 100 Qualified Leads 50 Sales 25
  • 23. Potential Audience 800 50% Active Audience 400 50% Interested Prospects 200 50% Prequalified Leads 100 50% Qualified Leads 50 50% Sales 25
  • 24. RPhoto credit: AMAgill I
  • 25. Outcomes
  • 26. EPL
  • 27. Earned - SpentNumber of Leads
  • 28. Worksheet 3 Money Earned: $_______ Money Spent: $_______ Hourly Rate: $_______ Time Spent: _______ Time Spent in Money: $_______ Total Spent: $_______ Total Earned-Total Spent _______ EPL Leads
  • 29. So what?
  • 30. Last Touch Problem SolvedGoo gle
  • 31. Yes, but so what?
  • 32. 火 Fire
  • 33. Vision StatementMission Statement
  • 34. Marketing starts with audience
  • 35. Building audience is like building a fire
  • 36. Metcalfe’s Law
  • 37. 風 Wind
  • 38. The marketing path: you, your mission, your community.
  • 39. 空 Void
  • 40. 守破 Path to mastery離
  • 41. 守 Preserve the form
  • 42. 破 Vary the form
  • 43. 離 Transcend the form
  • 44. scrambled eggs
  • 45. 守 Follow best practices
  • 46. case studies
  • 47. 破 Vary the practices
  • 48. 離 Transcend best practices
  • 49. 初 Marketing White心 Belt者 cspenn.com/市 book販
  • 50. Almost Timelycspenn.com/n
  • 51. Thank You!cspenn.com/tcspenn.com/fcspenn.com/lcspenn.com/gcspenn.com/p