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

  1. 1. 初心 Marketing White Belt者 Basics for the Digital Marketer市 Christopher S. Penn http://cspenn.com/book販
  2. 2. Who I Amcspenn.com/tcspenn.com/fcspenn.com/lcspenn.com/gcspenn.com/p
  3. 3. Warnings
  4. 4. 武 The Martial Way道
  5. 5. Marketers Today
  6. 6. 基 Basics本
  7. 7. Why frameworks and models matter
  8. 8. Path to mastery
  9. 9. 地 Earth
  10. 10. 4 Business Model Archetypes
  11. 11. 4 Ps
  12. 12. Income Margin ExpenseNet Profit Audience Volume Action
  13. 13. Income Product Margin Expense OperationsNet Profit Audience Marketing Volume Action Sales
  14. 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. 15. 水 Water
  16. 16. Always be testing, measuring, refining
  17. 17. migration
  18. 18. fragmentation
  19. 19. Do you know your funnel?
  20. 20. Potential Audience Active AudienceInterested ProspectsPrequalified Leads Qualified Leads Sales
  21. 21. Potential Audience Active Audience Interested Prospects Prequalified Leads Qualified Leads Sales
  22. 22. Potential Audience 800 Active Audience 400 Interested Prospects 200 Prequalified Leads 100 Qualified Leads 50 Sales 25
  23. 23. Potential Audience 800 50% Active Audience 400 50% Interested Prospects 200 50% Prequalified Leads 100 50% Qualified Leads 50 50% Sales 25
  24. 24. RPhoto credit: AMAgill I
  25. 25. Outcomes
  26. 26. EPL
  27. 27. Earned - SpentNumber of Leads
  28. 28. Worksheet 3 Money Earned: $_______ Money Spent: $_______ Hourly Rate: $_______ Time Spent: _______ Time Spent in Money: $_______ Total Spent: $_______ Total Earned-Total Spent _______ EPL Leads
  29. 29. So what?
  30. 30. Last Touch Problem SolvedGoo gle
  31. 31. Yes, but so what?
  32. 32. 火 Fire
  33. 33. Vision StatementMission Statement
  34. 34. Marketing starts with audience
  35. 35. Building audience is like building a fire
  36. 36. Metcalfe’s Law
  37. 37. 風 Wind
  38. 38. The marketing path: you, your mission, your community.
  39. 39. 空 Void
  40. 40. 守破 Path to mastery離
  41. 41. 守 Preserve the form
  42. 42. 破 Vary the form
  43. 43. 離 Transcend the form
  44. 44. scrambled eggs
  45. 45. 守 Follow best practices
  46. 46. case studies
  47. 47. 破 Vary the practices
  48. 48. 離 Transcend best practices
  49. 49. 初 Marketing White心 Belt者 cspenn.com/市 book販
  50. 50. Almost Timelycspenn.com/n
  51. 51. Thank You!cspenn.com/tcspenn.com/fcspenn.com/lcspenn.com/gcspenn.com/p

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