Srihari Palangala March 2013Views and thoughts expressed here are entirely mine and strictly personal.
• Your current challenges from a marketing perspective Tight and constrained resources – time, budget, people You need to find and laser target your product/service message & position to the right segment (in India and/or across the globe) Coupled with targeting, you want a medium that is ‘always on and fast paced’ – and drives high inbound interest You need to start engaging in active conversations to gather what your prospects are saying about you You need to closely track your spend – and turn up the dial in campaigns where you seem to be making a dent• If you said ‘Yes’ to one or more of the above, you are going to benefit from this discussion• This discussion will focus on using digital tactics for marketing. Offline vehicles/tactics etc. will be a separate focus & discussion 2
“Because the purpose of business is to createa customer, the business enterprise has two--and only two--basic functions: marketing andinnovation. Marketing and innovation produceresults; all the rest are costs. Marketing is thedistinguishing, unique function of the business.“– Peter Drucker 3
1. Positioning: Establish the sweet spot and differentiators for your product among your core segment(s)2. Trials: Make it easy for prospects to try the product and see indicative results3. Co-marketing: Build your interlock in the ecosystem4. Market insight: Keep a keen eye on patterns observed in prospect segments5. Lead Gen: Prospects for the sales funnel 4
• Content driven marketing (Drives Inbound, Self Selected audience largely) • Company Website & Visitor Conversion • Blogs • Whitepapers • Online Videos Time and effort; • Social Generally low on $ • Search SEO cost though • Online seminars • Online forums • Content on 3rd party sites • Mobile (App)• Reaching prospects (Advertising to prospects) • Email • Banner (Display) • Search SEM Time, effort & • Mobile (SMS) involves $ cost 5
1. A blogger had posted an online review about a competing product – we immediately found this online2. We were able to engage with the blogger and highlight our product differences3. As a result, the blogger posted a review of our product as well and amplified our message to his audience (all of whom are again relevant readers)4. All this happened in 2 days! With <1 hour of effort from us. How would this have 6 worked in an Offline world?
Content Marketing Awareness Lead Gen Nurture ThoughtObjective Collateral LeadershipWebsite XBlog X XSearch SEO X XOnline Forum X X3rd party XArticlesEmail X XSocial X XMobile (SMS) X XWhitepaper X X XOnline Seminar X XBanner X XSearch SEM X XOnline Video X 7
Must Have Good to Have Nice to Have B2B • Website & Visitor Conversion • Social (e.g., own LinkedIn, • Mobile (SMS or App) • Blog Facebook, Twitter) • Contributing to Third • Search SEO • Online seminars party website – content • Email • Banner • Online videos • Whitepapers • Search SEM • Online forum engagement (3rd party) B2C • Website & Visitor Conversion • Blog • Whitepapers • Social (e.g., own LinkedIn, • Online videos • Search SEM Facebook, Twitter) • Mobile (SMS or App) • Contributing to Third • Search SEO • Online forum engagement party website – content • Banner (3rd party) • Email• These are broad guidelines for a marketing mix;• You must determine the exact mix based on your specific product/service and business 8
• B2B • LP needs to provide information relevant to the incoming segment traffic; Customize the information highlighted on LPs • Have 1 or 2 prominent calls to action on the LP (Register Here, Download Trial etc.); Don’t go overboard asking for Info when they register • Monitor bounce rates of the landing page• B2C Example: Salesforce page with • It is more important to get the visitor to engage – ‘Contact Me’ as a CTA e.g., on a travel portal, visitor could buy a ticket without having to create a log-in • Some form of ‘instant gratification’ is more important (e.g., quickly finding what they are looking for) 9
Tactic Challenges Some things you could tryWebsite Conversion Build segment based messaging; Try A/B tests; Bring in external credibility/referencesBlog Creating relevant and interesting content; Engage the entire team to contribute – this is a culture; Frequency of posts Discipline to 2 Posts/weekSearch SEO Showing up among top results for keywords Get expert help on SEO; Are there related words you can optimize for?Online Forum Finding the right forums; Setup Google alerts; Learn Advanced Google search Engaging with caution (avoiding backlash) really well! Don’t be pushy about your agenda3rd party article This requires time! Make product marketing responsible for thisEmail Low open rates (<8-10%) Try other formats – e.g., plain text; Pick different days; Some vendors give great reports on email tracking;Social Sustaining engagement Build a content roll out calendar; Stick to it!Whitepaper Creating engaging content Hire techno marketers (i.e., your marketing person should have a good technical background)Online Seminar Driving the right audience Co-marketing; Try renting external databasesBanner Click fraud Pay per lead; Move away from CPMSearch SEM Conversion Improve your CTA; Try a different CTAOnline Video Expensive, if you engage external vendors 10 Record and build your own videos – tools available
• Traffic • Visitors – New vs. repeat • Source of visitors – by campaign, geo region & Internet domain • Conversion – how many of the visitors gave you their contact info? • Time spent and on what content• Engagement • Quality of interactions • Influence – where are your links quoted? • Patterns – what are your segments constantly talking about• Leads or Trials • Leads (and they should be integrated in to your CRM) • Trials that you are driving• Cost (when applicable) • Cost per action by campaign 11
• Build your persona slowly, do not be brash or impose yourself (or your brand) online• Invest the time to find the online influencers in your business; and then build engagement with them; e.g. – offer to do a guest post on their blog etc.• Be ready for positive and negative comments – take them in your stride and make corrections where necessary• People are generally approachable and they help – so engage when you are ready 12
• My recommendation 1. Start with Online – build up your ‘Must have’ tactics 2. Add Offline when you have the resources 3. Then leverage your established Online presence to amplify your Offline• There are benefits to Offline, which we will take up in a different session; Offline includes • Events, Tradeshows & Sponsorships • Other media – TV, Radio, Print • Tele-calling • Contact discovery • PR & building customer references • Industry awards 13