DIGITAL MARKETING BASICSFrom Confusion to Clarity          PATTON BRAND STRATEGY, LLCPATTON BRAND STRATEGY, LLC           ...
2                http://www.youtube.com/watch?v=ypmfs3z8esIPATTON BRAND STRATEGY, LLC                                   ©P...
3Welcome!Today:• How to use digital marketing to grow your business• Understanding the drivers of digital marketing• Creat...
4Patton Brand Strategy• Brand strategy > more customers > better ROI and profitability• Be smarter• Investing in websites,...
5We’re in the Midst of a Digital Revolution PATTON BRAND STRATEGY, LLC       ©Patton Brand Strategy, LLC 2011
6Confused? You’re Not Alone. PATTON BRAND STRATEGY, LLC   ©Patton Brand Strategy, LLC 2011
7“Experts” Add to the Confusion PATTON BRAND STRATEGY, LLC      ©Patton Brand Strategy, LLC 2011
8Digital Marketing is a Bigger Tool Kit to Createand Keep Customers• The revolution has changed how people socialize, work...
9Start at the Beginning: Your Business PATTON BRAND STRATEGY, LLC       ©Patton Brand Strategy, LLC 2011
10Business Foundation• Customer understanding   • Research, analysis, segmentation, insights• A business plan• Brand archi...
11FOUR DRIVERS OFDIGITAL MARKETINGPATTON BRAND STRATEGY, LLC   ©Patton Brand Strategy, LLC 2011
121. Customers Choose When, Where, and Howto Listen to You. PATTON BRAND STRATEGY, LLC      ©Patton Brand Strategy, LLC 2011
132. Content Rules PATTON BRAND STRATEGY, LLC   ©Patton Brand Strategy, LLC 2011
143. Analytics are Critical PATTON BRAND STRATEGY, LLC   ©Patton Brand Strategy, LLC 2011
154. It’s a Flat World, Adapt Accordingly• “…ineach new information revolution, decision rights have been pushed lower in ...
16THE MARKETING FUNNELAcquiring Customers: Yesterday and TodayPATTON BRAND STRATEGY, LLC                 ©Patton Brand Str...
17The Traditional Marketing Funnel was a PushStrategy“Hey, look what we have for you! You’re gonna loveus!”         Awaren...
18The New Marketing Funnel is a Pull Strategy“Be there when, where and how I’m ready. Untilthen, don’t bother me”  PATTON ...
19The New Pull Marketing Funnel“Be there when, where and how I’m ready. Otherwise, don’t bother me”Awareness             I...
20Push Marketing Tool Kit                                                  Advertising                                    ...
21   Pull Marketing Tool Kit                                         Social Media                        Email            ...
22    Pull Marketing Tool Kit                                       Social Media                    Email                 ...
23WORKING THE NEW MARKETINGPULL FUNNEL TO DRIVE BUSINESSPATTON BRAND STRATEGY, LLC   ©Patton Brand Strategy, LLC 2011
24Listen “How do I cut a Mango like they do on Food Network?” PATTON BRAND STRATEGY, LLC      ©Patton Brand Strategy, LLC ...
25Build AwarenessAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, L...
26Reward Engagement “I wonder what else I can do with a mango?”Awareness             Interest   Engagement   Action   Serv...
27Awareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, LLC             ...
28EngagementAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, LLC   ...
29Engagement, ActionAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY...
30Service – Make It EasyAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRA...
31Follow UpAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, LLC    ...
32Relevant, Valued, Consistent, Appropriate PATTON BRAND STRATEGY, LLC      ©Patton Brand Strategy, LLC 2011
33Listen “We’re going to expand business and build three new retail stores in the NYC area over the next two years. I need...
34AwarenessAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, LLC    ...
35InterestAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, LLC     ...
36EngagementAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, LLC   ...
37EngagementAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, LLC   ...
38ActionAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, LLC       ...
39Listen “I’ve been contacted about a new position at IMC Construction. Wonder what they are like?” PATTON BRAND STRATEGY,...
40InterestAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, LLC     ...
41Engagement and ActionAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRAT...
42Listen “We’re thinking about upgrading our dental equipment as we remodel our offices. I wonder what’s out there?” PATTO...
43AwarenessAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, LLC    ...
44InterestAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, LLC     ...
45EngagementAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, LLC   ...
46Action & ServiceAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, ...
47Relevant? Valued? Consistent? Easy? PATTON BRAND STRATEGY, LLC     ©Patton Brand Strategy, LLC 2011
483 Logos. 3 Description Tag Lines. 4 Type Fonts.4 Brand Positions.Who are you, really? What do you do? Why should I care?...
49Consistent. Relevant. Valued. PATTON BRAND STRATEGY, LLC     ©Patton Brand Strategy, LLC 2011
50Follow Up, Engagement & ActionAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BR...
51Service & Follow Up                              From: Clay Vickers [mailto:clay@argylesocial.com]                      ...
52Service & Follow Up +                              Mamie,                              Thanks for the speedy reply! Of c...
53InterestWord of Mouth“It’s a great tool. I use it all the timewhen I moderate focus groups.”  PATTON BRAND STRATEGY, LLC...
54Engagement & ActionAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEG...
55EngagementAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, LLC   ...
56EngagementAwareness             Interest   Engagement   Action   Service         Follow Up PATTON BRAND STRATEGY, LLC   ...
57Service & Follow Up Failure Lost the SaleAwareness             Interest   Engagement   Action   Service         Follow U...
58Hey @mortons can you meet me at newarkwith a porterhouse when I land in two hours,k, thx.:)http://www.huffingtonpost.com...
59DIGITAL STRATEGY & PLANNINGPATTON BRAND STRATEGY, LLC   ©Patton Brand Strategy, LLC 2011
60Digital Planning                                                                             Measure &   Objectives     ...
61Content Strategy          Customer Analysis                              Content Strategy          Business Planning    ...
62   The Tool Kit   These are just a few of the tools available. Use it to start your own tool kit.Website            SEO ...
63SummaryUse digital marketing to create and strengthen the forces ofattraction between your customers and your business.1...
64Things to Watch Out For• Putting the cart before the horse – begin with your brand and your    marketing plan•   Make su...
65Tips from Those Who Have Been There• It’s not free• Be prepared to commit time• Use a content calendar to keep consisten...
66ConclusionHow to use digital marketing to grow your businessUnderstanding the drivers of digital marketingCreating an...
67Thank You!                              mamie@pattonbrandstrategy.com                               www.pattonbrandstrat...
68Resources                              http://www.theconversationprism.com/ PATTON BRAND STRATEGY, LLC                  ...
69HubSpot                      http://www.hubspot.com/essential-guide-to-internet-marketing/ PATTON BRAND STRATEGY, LLC   ...
70Resources                  MarketingProfs: Marketing Resources for Marketing Professionals                  marketingpro...
71ResourcesSocial Media          Argyle Social              How to do Social Media                      http://ar.gy/green...
72ResourcesSocial MediaSocial Media Infographics         Brain Solis & Jess3 provide powerful      http://www.theconversat...
73ResourcesStrategy and ManagementB2B Online                        Strategic marketing for B2B                http://www....
74PATTON BRAND STRATEGY, LLC   ©Patton Brand Strategy, LLC 2011
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Digital strategy, content strategy, integrated with brand marketing

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Nussbaum centerpres final_8.22.11

  1. 1. DIGITAL MARKETING BASICSFrom Confusion to Clarity PATTON BRAND STRATEGY, LLCPATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  2. 2. 2 http://www.youtube.com/watch?v=ypmfs3z8esIPATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  3. 3. 3Welcome!Today:• How to use digital marketing to grow your business• Understanding the drivers of digital marketing• Creating and implementing strategic digital plans• Developing a content strategy that drives engagement PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  4. 4. 4Patton Brand Strategy• Brand strategy > more customers > better ROI and profitability• Be smarter• Investing in websites, social media, advertising and promotions without a strategic plan is a fast trip to wasted spending and underperforming ROI. PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  5. 5. 5We’re in the Midst of a Digital Revolution PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  6. 6. 6Confused? You’re Not Alone. PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  7. 7. 7“Experts” Add to the Confusion PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  8. 8. 8Digital Marketing is a Bigger Tool Kit to Createand Keep Customers• The revolution has changed how people socialize, work and shop• The toolkit helps us adopt to those changes and provides new opportunities to growBut how does it apply to your business? PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  9. 9. 9Start at the Beginning: Your Business PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  10. 10. 10Business Foundation• Customer understanding • Research, analysis, segmentation, insights• A business plan• Brand architecture • 3 W’s: Who, What, Why• Marketing plan PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  11. 11. 11FOUR DRIVERS OFDIGITAL MARKETINGPATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  12. 12. 121. Customers Choose When, Where, and Howto Listen to You. PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  13. 13. 132. Content Rules PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  14. 14. 143. Analytics are Critical PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  15. 15. 154. It’s a Flat World, Adapt Accordingly• “…ineach new information revolution, decision rights have been pushed lower in the organization.” A Long-Wave Theory on Today’s Digital Revolution Historian Elin Whitney-Smith (Booz & Co. http://www.strategy-business.com/article/00074?pg=all) PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  16. 16. 16THE MARKETING FUNNELAcquiring Customers: Yesterday and TodayPATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  17. 17. 17The Traditional Marketing Funnel was a PushStrategy“Hey, look what we have for you! You’re gonna loveus!” Awareness Interest Action Loyalty PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  18. 18. 18The New Marketing Funnel is a Pull Strategy“Be there when, where and how I’m ready. Untilthen, don’t bother me” PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  19. 19. 19The New Pull Marketing Funnel“Be there when, where and how I’m ready. Otherwise, don’t bother me”Awareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  20. 20. 20Push Marketing Tool Kit Advertising Print, TV, Radio PR Direct Mail Loyalty Programs Events, Promotions PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  21. 21. 21 Pull Marketing Tool Kit Social Media Email Mobile Internet: SEO, SEMLoyalty Programs Website Direct Mail Events, Promotions Advertising PR PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  22. 22. 22 Pull Marketing Tool Kit Social Media Email Mobile Internet: SEO, SEMLoyalty Programs Website Advertising Events, Promotions PR Direct Mail PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  23. 23. 23WORKING THE NEW MARKETINGPULL FUNNEL TO DRIVE BUSINESSPATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  24. 24. 24Listen “How do I cut a Mango like they do on Food Network?” PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  25. 25. 25Build AwarenessAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  26. 26. 26Reward Engagement “I wonder what else I can do with a mango?”Awareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  27. 27. 27Awareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  28. 28. 28EngagementAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  29. 29. 29Engagement, ActionAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  30. 30. 30Service – Make It EasyAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  31. 31. 31Follow UpAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  32. 32. 32Relevant, Valued, Consistent, Appropriate PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  33. 33. 33Listen “We’re going to expand business and build three new retail stores in the NYC area over the next two years. I need to find the right construction company.” PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  34. 34. 34AwarenessAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  35. 35. 35InterestAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  36. 36. 36EngagementAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  37. 37. 37EngagementAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  38. 38. 38ActionAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  39. 39. 39Listen “I’ve been contacted about a new position at IMC Construction. Wonder what they are like?” PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  40. 40. 40InterestAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  41. 41. 41Engagement and ActionAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  42. 42. 42Listen “We’re thinking about upgrading our dental equipment as we remodel our offices. I wonder what’s out there?” PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  43. 43. 43AwarenessAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  44. 44. 44InterestAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  45. 45. 45EngagementAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  46. 46. 46Action & ServiceAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  47. 47. 47Relevant? Valued? Consistent? Easy? PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  48. 48. 483 Logos. 3 Description Tag Lines. 4 Type Fonts.4 Brand Positions.Who are you, really? What do you do? Why should I care? PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  49. 49. 49Consistent. Relevant. Valued. PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  50. 50. 50Follow Up, Engagement & ActionAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  51. 51. 51Service & Follow Up From: Clay Vickers [mailto:clay@argylesocial.com] Sent: Tuesday, August 16, 2011 9:27 AM To: mamie@pattonbrandstrategy.com Subject: Quick question for you... Howdy Mamie, I saw that you downloaded an Argyle white paper and registered for our webinar the other week. I hope you were able to join us! I do have a question for you. Which of the following best describes you? A. Im just poking around. Dont call me. B. Im interested and if you give me a call at the right time Ill talk for a few minutes. C. Im in the market for new software. Lets chat ASAP. D. These categories are too confining. Ill give you my own answer. Pick one and Ill act accordingly! Cheers, Clay Vickers @clay_vickers (919) 408-7990 x7 Click here to see what our customers think of us: http://ar.gy/customersAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  52. 52. 52Service & Follow Up + Mamie, Thanks for the speedy reply! Of course you can direct them to the whitepaper. Wed love for you to share some Argyle with that group. In fact, Ive gone ahead and created two custom URLs that you can give to people at the conference to use to download the whitepapers. Might make it easier for them to remember where to go to get the whitepapers: http://ar.gy/greensboro1 http://ar.gy/greensboro2 http://ar.gy/greensboro3 So, do you think you will be able to use those? Is there any other way I can be helpful by sharing more information about Argyle Social? Cheers, Clay VickersAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  53. 53. 53InterestWord of Mouth“It’s a great tool. I use it all the timewhen I moderate focus groups.” PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  54. 54. 54Engagement & ActionAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  55. 55. 55EngagementAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  56. 56. 56EngagementAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  57. 57. 57Service & Follow Up Failure Lost the SaleAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  58. 58. 58Hey @mortons can you meet me at newarkwith a porterhouse when I land in two hours,k, thx.:)http://www.huffingtonpost.com/2011/08/18/peter-shankman-mortons-steak-tweet_n_930744.html PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  59. 59. 59DIGITAL STRATEGY & PLANNINGPATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  60. 60. 60Digital Planning Measure & Objectives Strategy Plan Execute Manage• Integrate • Utilize a pull • Plan content • Flatten your • Determine with existing strategy by listening organization the best business & • Build on the to • Assemble analytics to marketing 4 drivers of customers: your team measure plans digital •Solutions • Use outside progress marketing •Information experts and learning •Value • Use the new when against •Access marketing internal goals and • Include funnel knowledge objectives planning for is missing • Establish tests and reporting experiments and dashboards that are right for your needs PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  61. 61. 61Content Strategy Customer Analysis Content Strategy Business Planning Listen Marketing Respond Plan Brand 3 W’s PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  62. 62. 62 The Tool Kit These are just a few of the tools available. Use it to start your own tool kit.Website SEO & SEM Social Media Content Email Mobile Management Analytics &“Tool Central” Drive awareness Awareness, Sharing Interest, Interest, Content Reportinginterest, & interest interest, Drive awareness, engagement, engagement, management,engagement, engagement, interest, action, service, action, service, processaction, service, action, service, engagement follow up follow up managementfollow up follow upwww.me.com Google Twitter StumbleUpon Constant Existing Apps Argyle Google Contact Analytics Bing Facebook Digg MailChimp Your Company HootSuite Klout Apps Yahoo LinkedIn Reddit Promotions SocialFlow (for HubSpot Twitter) Google+ Slideshare Groupon HubSpot Argyle Foursquare YouTube Foursquare Webtrends IBM Core Metrics Groupon Del.icio.us QRC’s Clicky YouTube ShareThis TweetDeck Skype WordPress Gaming PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011 Communities
  63. 63. 63SummaryUse digital marketing to create and strengthen the forces ofattraction between your customers and your business.1. Understand your customer2. Business plan > marketing plan > digital plan3. Adopt the pull marketing funnel4. Employ the 4 drivers for success5. Content rules! Relevant, valued, free6. Use your digital toolkit to ignite momentum in each phase of the marketing funnel PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  64. 64. 64Things to Watch Out For• Putting the cart before the horse – begin with your brand and your marketing plan• Make sure your content is valuable from a customer perspective, not yours• Don’t buy into your own myth (internal speak rather than customer speak)• Failing to have a consistent messaging strategy and content plan• Under estimating the time commitment• Failing to measure• Failing to fail – test, try, experiment• Not hiring external expertise to provide missing knowledge PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  65. 65. 65Tips from Those Who Have Been There• It’s not free• Be prepared to commit time• Use a content calendar to keep consistency and energy• There are no silver bullets; be patient, keep reasonable expectations• Stay focused on your plan – don’t fall for the newest shiny ball• Small steps• Be playful, experiment• Mistakes are part of a good marketing process PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  66. 66. 66ConclusionHow to use digital marketing to grow your businessUnderstanding the drivers of digital marketingCreating and implementing strategic digital plansDeveloping a content strategy that drives engagement PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  67. 67. 67Thank You! mamie@pattonbrandstrategy.com www.pattonbrandstrategy.com 336.880.8611 http://pattonbrandstrategy.wordpress.com/ http://www.linkedin.com/in/mamiepatton http://twitter.com/mamiep PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  68. 68. 68Resources http://www.theconversationprism.com/ PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  69. 69. 69HubSpot http://www.hubspot.com/essential-guide-to-internet-marketing/ PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  70. 70. 70Resources MarketingProfs: Marketing Resources for Marketing Professionals marketingprofs.com PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  71. 71. 71ResourcesSocial Media Argyle Social How to do Social Media http://ar.gy/greensboro1 How to Conduct a Social Media Review http://ar.gy/greensboro2 Attirbution & Social Media Marketing http://ar.gy/greensboro3 ROI Attirbution & Social Media Marketing ROISocial Media Examiner All things about Social Media http://www.socialmediaexaminer.com/Launch: How to Quickly Propel Your A social media content strategy and http://www.amazon.com/Launch-Quickly-Propel- Business-Business Beyond the Competition planning book by Michael Stelzner, editor Competition/dp/111802723X/ref=sr_1_1?s=books&ie of Social Media Examiner =UTF8&qid=1313976259&sr=1-1Content Planning Content planning calendar template http://www.theloudfew.com/blog/an-editorial- calendar-template-for-you-and-your-sanity/Hubspot Online Marketing Management Tools for http://www.hubspot.com/ Small/Medium Companies. Extensive digital marketing resources.CMO Guide to Social Media From CMO.COM, the CMO’s visual chart http://www.cmo.com/social-media/cmos-guide-social- media-landscape guide to the digital landscape PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  72. 72. 72ResourcesSocial MediaSocial Media Infographics Brain Solis & Jess3 provide powerful http://www.theconversationprism.com/ visual graphics of the social landscapeBrian Solis’ Blog Great updates on the social landscape, http://www.briansolis.com/ innovative thinkingWho’s Blogging What Email newsletter for web marketing http://www.whosbloggingwhat.com professionals PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  73. 73. 73ResourcesStrategy and ManagementB2B Online Strategic marketing for B2B http://www.btobonline.com/Exact Target Campaign management and more http://www.exacttarget.com/solutions/small- business.aspx/?intID=Home_Seg_SmallBizEloqua Marketing automation & revenue http://www.eloqua.com/ performance management. Extensive information resources.McKinsey Consulting Flattening the organization in an era of https://www.mckinseyquarterly.com/Marketing/Strat egy/Were_all_marketers_now_2834 engagement. “We’re all marketers now Engaging customers today requires commitment from the entire company—and a redefined marketing organization.” JULY 2011 • Tom French, Laura LaBerge, and Paul MagillMarketing Profs Extensive marketing resources including http://www.marketingprofs.com/ digitalCMO.COM CMO’s guide to the digital landscape http://www.cmo.com/social-media/cmos-guide-social- media-landscape PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
  74. 74. 74PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
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