David and goliath marketing strategies and tools

189
-1

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
189
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

David and goliath marketing strategies and tools

  1. 1. cohan@selasdia.com David versus Goliath : Digital Marketing How to pick suitable marketing strategies & tools that enable them !!!
  2. 2. cohan@selasdia.com How to pick marketing strategies and tools … that meet your company’s needs. What are the right tools for you? Image from Wikipedia
  3. 3. cohan@selasdia.com Image from Wikipedia The Story of David and Goliath Image from Wikipedia Pick my Strategy … • Keep my distance and Tools … • Sling According to my company’s … • Size • Competition • Products/Services
  4. 4. cohan@selasdia.com 4 Broad Categories of Digital Marketing Tools 1. Online Reputation Management Tools 2. Inbound Marketing Tools 3. Interactive Marketing Tools 4. Influencer Marketing Tools
  5. 5. cohan@selasdia.com 1. Online Reputation Management Tools
  6. 6. cohan@selasdia.com Image from Wikipedia Three Big Firm Strategies 1. Tackle complaints on social media 2. Promote through social channels 3. Solve problems through social channels Example: 1) United breaks guitars 2) Trending hashtag #CCDSucks A or B? Recommends A Likes A Uses A Example: 1) @airtel_presence
  7. 7. cohan@selasdia.com Image from Wikipedia Image from Wikipedia Tools 1. ORM – Online Reputation Management 2. SMM – Social Media Marketing 3. SCRM – Social CRM
  8. 8. cohan@selasdia.com Image from Wikipedia Image from Wikipedia Online Reputation Management Social Media Marketing & Analytics Capabilities: 1. Spot negative mentions of the brand. 2. Spot trending tags or mentions related to a brand. Capabilities: 1. Schedule posts 2. Measure engagement with posts 3. Measure reach of posts 4. Estimate best time for posts 5. Sentiment, buzz and influence metrics Social Media
  9. 9. cohan@selasdia.com Image from Wikipedia Image from Wikipedia Social CRM Tools and Social Customer Service Capabilities: 1. Spot mentions of the brand. 2. Support a customer service workflow. 3. Support a sales workflow. 4. Spot inquiries 5. Spot leads 6. Spot complaints Social Media Newer tools offer intention analysis. That means spotting complaints, requests, inquiries, etc.
  10. 10. cohan@selasdia.com Image from Wikipedia Image from Wikipedia 1. Online Reputation Management 2. Social Media Marketing Assumption: You have an online reputation to manage Assumption: That there is an audience/followers Size = Medium to BIGAssumption: Company’s Size 3. Social CRM Assumption: That there are many customers
  11. 11. cohan@selasdia.com 1. Online Reputation Management Tools The assumption is that you’re a big firm
  12. 12. cohan@selasdia.com Image from Wikipedia Image from Wikipedia There were 5.8 million employer firms in the U.S.A. 89.7% = less than 20 workers 99.7% = fewer than 500 workers According to U.S. Census Bureau data (2009 data): Source: http://www.sbecouncil.org/about-us/facts-and-data SMEs
  13. 13. cohan@selasdia.com Image from Wikipedia Customer Acquisition Strategies 3. Promote through interactive marketing 2. Promote through advertising (SEM & SMM) 4. Promote through viral marketing 1. Promote through SEO & Content marketing 5. Promote through event marketing 6. Promote through influencer marketing
  14. 14. cohan@selasdia.com 2. Content Marketing Tools They work for big and small firms
  15. 15. cohan@selasdia.com Image from Wikipedia Image from Wikipedia Marketing Automation Tools Capabilities: 1. Spot mentions of the brand. 2. Support content marketing 3. Support email marketing Social Media Web Email 1. Promote through SEO & Content Marketing
  16. 16. Marketing Automation Tools Market-Share
  17. 17. cohan@selasdia.com Image from Wikipedia Content Marketing Marketing over the web, social media, and email by sharing content that helps customers or prospects: 1. Content creation around keywords 2. Content dissemination on digital media 3. Lead capture using forms, polls and gated downloads This is a bit of a superset of SEO (SEO is about making your website rank high on search engines).
  18. 18. cohan@selasdia.com Image from Wikipedia Example of Content Marketing Let’s say I am Tally, and I want to promote tools for financial accounting to Chartered Accountants. 1. Content creation around keywords that potential customers might search for: accounting, accounting software, accounting tools, tax preparation, taxation, cost accounting, tax compliance 2. Content dissemination on digital media: Web pages with articles including those keywords http://tallysolutions.com/5- accounting -tips-for-small-firms.html Title: 5 Amazing Accounting Tips for Small Firms Content: Has your accounting given you spent sleepless nights
  19. 19. Courtesy of Plumb5 Image from Wikipedia Content Marketing – Creation/Analysis
  20. 20. cohan@selasdia.com Share the content on social media 1. Find out when your potential customers are active on social channels 2. Schedule the content to go out at those peak hours Eg: “5 indispensable #accounting tips for small business!!! http://bit.ly/hjjker”
  21. 21. Courtesy of Plumb5 Image from Wikipedia Content Marketing – Unified Customer Views
  22. 22. Courtesy of Plumb5 Image from Wikipedia Content Marketing – Unified Customer Views
  23. 23. cohan@selasdia.com Image from Wikipedia Example of Content Marketing 3. Lead capture using forms, polls and gated downloads http://tallysolutions.com/5-accounting-tips-for-small-firms.html Possible Carrots: 1) Newsletters 2) Whitepapers
  24. 24. cohan@selasdia.com 2. Content Marketing Tools They may not work for small firms competing with big firms
  25. 25. cohan@selasdia.com Image from Wikipedia Image from Wikipedia Competitive Landscape Your content Your competitor’s content You Your competitor
  26. 26. cohan@selasdia.com Image from Wikipedia Image from Wikipedia Competitive Landscape Example 1 Startup Big firm
  27. 27. cohan@selasdia.com Image from Wikipedia Image from Wikipedia Example 2 Small software services firm Open source project Competitive Landscape
  28. 28. cohan@selasdia.com Image from Wikipedia Image from Wikipedia B2C Advertisement Search Engine Marketing Advertisement B2B
  29. 29. cohan@selasdia.com Image from Wikipedia Image from Wikipedia B2C Advertisement Product Type Customer Customer Customer Accountant
  30. 30. cohan@selasdia.com 2. Content Marketing Tools or SEO or SEM They may not work great for firms in the B2B space
  31. 31. cohan@selasdia.com Image from Wikipedia Image from Wikipedia B2B Advertisement Product Type Not a customer Not a customer Customer Accountant
  32. 32. cohan@selasdia.com Image from Wikipedia B2B SEM ROI Budget is $10 10 eyeballs Cost Per Prospect Click = $10 Cost Per Click = $1
  33. 33. cohan@selasdia.com 3. Interactive Marketing Tools They can work for small firms competing with big firms and for B2B firms
  34. 34. cohan@selasdia.com 3. Promote through Interactive Marketing / Relationship Marketing / Outbound Marketing Email Marketing Automation Tools Marketing over email: 1. Content dissemination over email 2. Measure engagement (opens, links followed)
  35. 35. cohan@selasdia.com Interactive Marketing Social CRM Tools With Intention Analysis Capabilities: 1. Spot mentions of the brand 2. Support a sales workflow 3. Spot inquiries 4. Spot leads 5. Spot complaints Social Media Newer tools offer intention analysis. That means spotting complaints, requests, inquiries, etc.
  36. 36. cohan@selasdia.com Examples of Leads Spotted using Intention Analysis
  37. 37. cohan@selasdia.com New Tools! Buyer Persona Modeling Interactive Marketing Automation Systems Capabilities: 1. Model B2B Buyer Personas 2. Build lists of people who fit those personas (leads) 3. Identify ways to connect with them (email or social channels) 4. Score and prioritize the leads to interact with Social Media Web
  38. 38. cohan@selasdia.com B2B Buyer Persona Modeling Example Buyer Persona 1 – Buyer of digital marketing software 1. Job role: CMO 2. Keywords: marketing, digital marketing, #smm 3. Seniority: VP or Executive 4. Location: Any 5. Company size and vertical: Any
  39. 39. cohan@selasdia.com B2B Buyer Persona Modeling Example
  40. 40. cohan@selasdia.com B2B Buyer Persona Modeling Examples
  41. 41. cohan@selasdia.com Interaction Recommendations
  42. 42. cohan@selasdia.com Image from Wikipedia B2B Interactive ROI Budget is $10 10 prospects view 100 targeted interactions 1 hour’s salary 1 prospect follows Cost Per Prospect View = $1 Cost Per View = $1
  43. 43. cohan@selasdia.com B2B Interactive Marketing Outcomes Audience
  44. 44. cohan@selasdia.com B2B Interactive Marketing Outcomes Awareness
  45. 45. cohan@selasdia.com 3. Interactive Marketing Tools Now that you’ve generated awareness and have an audience, you’ve solved the following problem!!!
  46. 46. cohan@selasdia.com Image from Wikipedia Image from Wikipedia 1. Online Reputation Management 2. Social Media Marketing Assumption: You have an online reputation to manage Assumption: That there is an audience/followers Size = Medium to BIGAssumption: Company’s Size 3. Social CRM Assumption: That there are many customers
  47. 47. cohan@selasdia.com 3. Interactive Marketing Tools However, interactive marketing won’t work for small-ticket consumer goods
  48. 48. cohan@selasdia.com 6. Influencer Marketing Capabilities: 1. Model B2B (or B2C) Buyer Personas 2. Build lists of people who fit those personas (leads) 3. Identify who or what influences them (media, people, tags) 4. Reach out to them through their influencers
  49. 49. cohan@selasdia.com B2B Influencer Analysis Example Where do marketers get their information?
  50. 50. cohan@selasdia.com B2B Influencer Analysis Example How do marketers and CMOs compare?
  51. 51. cohan@selasdia.com 4. Influencer Marketing Tools Influencer marketing can work for small-ticket B2C and for B2B firms
  52. 52. Speakers and Panelists Cohan Sujay Carlos, CEO, Selasdia Pavan Kumar, Head Product Marketing, Plumb5 Chirantan Ghosh, Head of Communications, TCS
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×