Beyond Likes - Digital Marketing Strategy. Presented at Google Business Groups (GBG) IISc Bangalore

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Elements of success for a digital marketing strategy including tips on what content works best at each stage of the buying cycle. Created by Jessie Paul, author of No Money Marketing and CEO, Paul Writer

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Beyond Likes - Digital Marketing Strategy. Presented at Google Business Groups (GBG) IISc Bangalore

  1. 1. Beyond LikesDigital Outreach for Business Impact7 May 2013Tuesday 7 May 13
  2. 2. FAQQ: What % of my budget should be marketing?A: As much as possible. Funded startups spend over 100% of revenue.Established product firms between 10% and 25%.Q: When is the right time to do marketing?A: Before it is too late. Now.Q: I’m operating on a shoestring. What can I do?A: Focus on great content and its distribution. Invest time instead of money.Tuesday 7 May 13
  3. 3. How can customers find you?Marketing is about Pull, not PushImage: Bill Ward via FlickrBenefitsEntry BarrierLess Cost of SalesHigher PricesTuesday 7 May 13
  4. 4. Brand BlueprintWHO ARE YOUWHAT MAKES YOU SPECIALWHAT MAKES YOU UNIQUEPOSITIONING CHANNELSBOOKSCONFERENCESBLOGSSOCIAL MEDIAARTICLESTuesday 7 May 13
  5. 5. YourBusiness Hasto Be Socialto do SocialMediaTuesday 7 May 13
  6. 6. Big is not BestTuesday 7 May 13
  7. 7. Tool Purpose ContentTwitterCommunication with Customers, Media,AnalystsPithy quotes, personal engagement, goodcontentFacebook Engagement tool, sharing POV, driving traffic Contests, polls, surveys, events, hiringLinkedIn Manage your professional connections Professional updates, programsYouTube Showcasing demos, archiving talks on POVs DemosSlideshareExcellent for sharing content, has leadcollection toolDecks, documents, research, case studiesgoogle+Good for sharing content, early stages forother usage such as communitiesSame as FBSearch Be visible for customers with intent Rich thought leadership, keywordsPinterest Sharing links to visual-oriented content Pictures, photos of team, eventsAll digital isn’t the sameTuesday 7 May 13
  8. 8. What, when, where?Tuesday 7 May 13
  9. 9. Business Lens: Role of ContentPHASE AWARENESS LEAD GEN NURTURE CONVERT ENGAGEObjectiveHigher SearchRankingsPublicityGenerate InterestAttract those inthe buyingprocessCapture LeadsContinueoutreach withthose not yetready to buyMove up thepurchaselifecycleMove targetfrom prospectto buyerContinueengagementCross-sell/upsellManage post-purchasedissonanceCommonToolsWhite PapersResearchRankingsAwardsSEOPress ReleasesTweetsLinkedIn Answers,GroupsSlideshare DecksDemosPodcastsSpeaking OppsWhite PapersResearchROI CalculatorsViewpointsCase StudiesTestimonialsWebinarsSlideshare (paid)Direct MailersTelemarketingSpeaking oppsNewslettersCustom WhitePapersResearchPress ReleasesSpeaking opps(for prospect)DemosCo-hostedwebinarsPlatform/techcollateralComparisons/BenchmarksSalesPresentationPricing ModelsProposalsCase StudiesReferralsAnalyst reccosNewslettersProjectupdates/photosCustomerforumsCase StudiesAnalyst reportsAwardsRankingsSpeaking opps(for the client)WorkshopsTuesday 7 May 13
  10. 10. About Paul WriterAdvisoryConferencesTrainingPlanManagementBrand & Positioning StrategyCreating a marketing planValidating the current planCreating a marketing calendarOptimizing allocationsDeveloping the execution eco-systemMarketing org designProgram Managing the Marketing PlanPaul Writer hosts conferences forpractitioners and senior executiveswith a passion for marketing.Workshops are customized for eachclient. Though the delivery of theworkshop is usually one day pre-work is often required to maximizethe impact of the session.Tuesday 7 May 13
  11. 11. Paul WriterPHOTO COURTESY AGUSTIN RUIZ, FLICKRWriter: n A person entrusted with managing a teaor coffee estate including the marketing and operationalmanagement. A trusted advisor of the estate owner.Origin: Colonial English.Paul Writer: n A trusted advisor to brandowners.JESSIE@PAULWRITER.COMTuesday 7 May 13

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