+ #1 Choose the right channels Depends on your offering Who is your audience? Where do they live, work? What is important to them? Who do they trust? What do the aspire to be? Adapt and achieve
+ #2 Embrace POEM Understanding how your media mix works is critical PR, editorial
+ #2 Learn POEM Understanding how your media mix works is critical
+ #3 The biggest mistakes you can make—and how to avoid them
+ #3 Biggest mistakes And how to avoid them Voice and marketing material doesn’t reflect your value proposition Inconsistency of message; reinventing the wheel Not understanding LTV of customer and what that means to your marketing spend and mix Not fully embracing what works Sticking your head in the sand
+ #4 Mobile madness What’s real, what’s not, what do you need to do NOW
+ #4 Mobile madness What’s real, what’s not, what do you need to do NOW Is your website, email and online advertising optimized for mobile viewing? Have you claimed your location on Google maps, Yelp, Foursquare. Is it correct? Have you considered the importance of location services to your business? Don’t get sucked into developing an app. Determine how to monetize it first.
+ #5 Standing out Differentiation is critical. Determine your Unique Selling Proposition - USP Make your messaging multi-task. Adapt and use in multiple channels. Break through the clutter (e.g., unique, solution, best) Video enhances everything: YouTube is #2 search engine Use the right tools
+#6LinkedIn is more than anetworking tool, it’s amarketing imperative + LinkedIn adds 2 new members per second.+Add LinkedIn URL to your email signoff+Make sure your profile is 100% complete + At end of Q2, LI+Upgrade sales & recruiting staff to paid had 161M membersversions+Add an alternate email to your account+Look at LinkedIn integrated apps+Create a company page + 60% of LinkedIn+Follow your targets AND competitors members are+Are you a B2B company with a differentiated outside the UStarget market or niche service? Consider aLinkedIn advertising campaign
+ #7 Transparency & trends Reflect the true values of your company Have a crisis plan before you have a crisis Trend 1: Video is only going to grow Trend 2: Less is more = give me your best 8 seconds Trend 3: Tell the story
+ #8 Email marketing Best performing types of EM
+ #8 Email marketing Best practices Create a process to continually update your database and actually do it (get both business & personal addresses if you can) Keep most important information “above the fold”, make sure email is optimized for mobile Write a great subject line, keep it under 60 characters, avoid “spammy” words (e.g. “free!). TEST THEM! Include a simple and direct call to action Segment your database and develop messaging relevant to them
+ #9 Manage social media, don’t lose sleep over it
+ #9 Manage social media Listen first Wildfires start with a single spark – track mentions, competitors, trends Move negative experience resolution offline Spotlight positive interactions discreetly Ask fans and best customers to comment, however be careful about “rewarding” them for it Negate critical commentary with positive commentary layered atop. Particularly if it creates a thread.
+ #10 you can’t manage what you don’t measure “Half the money I spend on advertising is wasted; the trouble is, I dont know which half.” John Wanamaker
+ #10 Measurement Determine what’s most meaningful, not just what’s easiest Budget isn’t measurement; one size doesn’t fit all What’s your KPI? (Key Performance Indicator) ROMI: Return on Marketing Investment Total Profit Due to Campaign Activity ROMI: Total Cost of Campaign Look at long term investment vs short term need
Mary Bahr President & Creative Director MAB Advertising Inc. firstname.lastname@example.org+ Kate Koziol President K Squared Communications email@example.com
Appendix Defining POEM: Forrester Research http://tinyurl.com/25vv48f Mary Meeker, KPCB, Internet Trends 2012 http://tinyurl.com/cg54423 Free monitoring: google.com/alerts Research hot words for your industry: google.com/adwords Check out hot internet trends: google.com/trends Monitor your website traffic: google.com/analytics US Trademark search: http://tinyurl.com/7l39tw9 Marketing templates: http://www.demandmetric.com/ LinkedIn: Paid Subscription Levels: http://tinyurl.com/7wuddgv How to use LinkedIn: http://tinyurl.com/bcu9p5+ How to use Twitter for business: http://tinyurl.com/8y62oqn Must Read Marketing Books: The Power of Habit, Why We Do What Do in Life and Business, Charles Duhigg Socialnomics: How Social Media Transforms the Way we Live and Do Business, Eric Qualman Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, Brian Solis Made to Stick, Chip & Dan Heath Switch: How to Change Things When Change is Hard, Chip & Dan Heath Reality Check, Guy Kawasaki Presentation Zen, Garr Reynolds Don’t Make Me Think, Steve Krug
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