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First 90 days of a B2B Digital Marketing Strategy
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First 90 days of a B2B Digital Marketing Strategy

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Outlining a 90 day plan to build a Digital Marketing strategy. Includes tips on benchmarking and creating a baseline; identifying appropriate social media channels; implementing initial strategy. Also …

Outlining a 90 day plan to build a Digital Marketing strategy. Includes tips on benchmarking and creating a baseline; identifying appropriate social media channels; implementing initial strategy. Also recommends free resources to help with planning and implementation. Originally presented at BMA-NJ Digital Marketing Summit.

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  • 1. The First 90 Days of a Digital StrategySteve CumminsDirector, Digital MarketingPresented at BMA-NJ Digital Marketing SummitApril 9th 2013
  • 2. Any image on this presentation with ais pinned at http://pinterest.com/stevejcummins/first-90-days/Sometimes, it’s best to explain things with an image……
  • 3. What is Digital Marketing?• Online• Social• Web• Community• “Free”• QR Codes• “………”
  • 4. This graphic, based on the iconic London Underground map, shows thecomplexity, and inter-relationships, of Digital Marketing
  • 5. The First 90 DaysBaseline & BenchmarkingBuilding the FoundationImplementation
  • 6. Based on my Experiences at these fine companies….www.DittmanIncentives.comwww.pewa.Panasonic.com
  • 7. The First 30 DaysBaseline & Benchmarking
  • 8. Website Traffic Ranking – using Alexa.comxxx,xxxxxx,xxx
  • 9. Dig Deeper into Your Site – Using Google Analytics
  • 10. Dig Deeper into Your Competitor’s Digital Presence“Evaluate their sitevisually; run analexa ranking; seehow they rate onGoogle search forcommon keywords”
  • 11. “Evaluate theirsocial mediaactivity; how theyuse each platform;how muchinteraction occurs”
  • 12. Digital Presence Benchmarking*Alexa ranking is a relative measure ofweb traffic over last 3 monthsNo PresenceLow ActiviyActive✔ Best In ClassCompetitor Alexa* Ranking Blog LinkedIn Twitter Google+ Tumblr Pinterest YouTube FaceBookAchievers 184,174 ✔ ✔ ✔OC Tanner 318,925 ✔ ✔ Vimeo ✔Globoforce 348,903 ✔BI Worldwide 764,745 ✔ FlikrMadison Performance Gp 1,279,602EIM 2,064,300JNR Corp 3,044,924 ✔ITA 3,051,042Maritz Motivation 3,177,897 ✔ Just started? ✔ RecentMotivaction 4,126,647 Sales ToolsSpear One 5,370,815 TravelUS Motivation 5,644,547 News feedMotivation Excellence 19,149,540EGR International 23,404,157Competitor Alexa* Ranking Blog LinkedIn Twitter Google+ Tumblr Pinterest YouTube FaceBookAchievers 184,174 ✔ ✔ ✔OC Tanner 318,925 ✔ ✔ Vimeo ✔Globoforce 348,903 ✔BI Worldwide 764,745 ✔ FlikrMadison Performance Gp 1,279,602EIM 2,064,300JNR Corp 3,044,924 ✔ITA 3,051,042Maritz Motivation 3,177,897 ✔ Just started? ✔ RecentMotivaction 4,126,647 Sales ToolsSpear One 5,370,815 TravelUS Motivation 5,644,547 News feedMotivation Excellence 19,149,540EGR International 23,404,157“Create a simpleExcel matrix foryour competitors;rate their activityon all socialplatforms; look fortrends, gaps &opportunities”
  • 13. WebSite Audit(Fee Required)“Run a quick websiteaudit – the free onesgive you a good firstlook; pay for moredetails”Your_url.com
  • 14. Developing a Keyword List – “Quick & Dirty”• Internal Survey– “How would you describe what we do?”– “How do you think our customers would search for us onGoogle?”• Alexa• Wordclouds– Company website– Competitors
  • 15. Use Wordle with the text from your top 5 webpages, or yourLinkedin profile to see what your copy currently focuses on“Do the same withtext from yourcompetitor’s websiteor boilerplate too!”
  • 16. Google Tools (Less Quick, Much Cleaner)
  • 17. Start Talking the Talk• Develop some definitions relative to Company Goals• Encourage Use of new Vocabulary• Show the difference between social media & digital marketing
  • 18. 1) Communication across multiple Digital Channels, includingSocial Media, Websites & Mobile Devices2) A strategy to interact and engage with clients & prospects3) A way to leverage new technologies to promote thecompany and improve our servicesWhat is Digital Marketing?(Example)
  • 19. 1) Digital Communication with Immediacy and Reach2) A vehicle to interact and engage with clients & prospects3) Platforms to Communicate to different segments, in avariety of formats, with multiple versions of a coremessageWhat is Social Media?(Example)
  • 20. 1) Generate Prospects & Leads2) Strengthen Brand Image as “Industry Expert”• Level playing field with larger competitors3) Broaden Interaction with Existing & Potential Clients• More frequent touches; deeper engagement4) Increase Traffic to WebsiteGoals of our Social Media Activity(Example)
  • 21. Our Social Media Usage1. Connect with Extended Sales Force– Distributors– Sales Representatives (3rd party)2. Strengthen our position as a Technical Resource for our customers3. Develop conversations with our customers“To put us at thecenterof the conversation”(Example 2)
  • 22. The Next 30 DaysBuilding the Foundation
  • 23. image source: http://www.undergroundmarketing.co.uk/inbound-marketing-vs-outbound-marketing/
  • 24. 26Source: Buddy Media / Lumia Partners
  • 25. Develop Personas“Hubspot has a greattemplate for Personadevelpment:”
  • 26. Pick the Social Media Channels To Use & Why (Example)Broadcast information to our sales team and our customers• Product information• Events• Industry newsShare “How-To” information in customer’s preferred format• Product features• Troubleshooting• TrainingDevelop technical content for customers; puts a human face on the Company• Using our products effectively• Troubleshooting / FAQs• Market TrendsOur online social identity• Connects us with our customers (esp. Purchasing)• Market trends & research• New – updates to followers
  • 27. • Information Source / Sharing• Informal; links / photo / video driven• Become an Industry Resource• Highlights Company as an Industry Lynchpin, a “go-to” resource• Strengthens brand awareness and reputation• Share Blogs, News, Event Photos, 3rd Party Information• Use the 4:1:1 theory – 4 shares, 1 educational, 1 sales-y• 1-2 tweets per day• Goal: One Prospect per month into CRM in Q3• Average 5 “clickthru+ReTweet” per Company tweetTwitter – 256 Followers; No activityChannels – Benchmark & Define (Example)
  • 28. How to Design Your Social Media Pages?
  • 29. The Final 30 DaysImplementation
  • 30. “Develop a writtenimplementation plan withmilestones; establish aneditorial calendar”
  • 31. Developing a Content Gridhttp://blog.eloqua.com/the-content-grid-v2/
  • 32. Use Videos to attract a different audience…“Videos can be developedcheaply (less than $1000 forthis one); and can be shared onmultiple platforms”http://youtu.be/yjcEchBIvuA
  • 33. Train your team…“Teach people about DigitalMarketing; why are you doingit, how they can help, why it’sgoing to make their jobeasier….”
  • 34. Create Internal User Guides (Example)Blog Posting Guidelines
  • 35. Style Length Philosophy Purpose & GoalBlog Semi-Formal/Conversation200-600wordsThought Leadership; ContentCreationSEO; Client EngagementLinkedIn Formal 20 – 40words +link/photoCredibility; ThoughtLeadership; CorporatePersonalityProspecting; ClientEngagementTwitter Informal 100-140characterincl. linkSharing Information;Go-to Resource;KnowledgeableProspecting; ReputationenhancingGoogle+ Semi-Formal 100 words+link/photoCredibility; ThoughtLeadership; CorporatePersonalitySEOTumblr Informal Photo plus40 wordsHighlighting “Thumbprint”Travel ExperiencesClient Engagement; Sales callfollow-upPinterest Informal Image To enhance travel experience Winner/Guest satisfactionTraining – Digital Platform Summary (Example)
  • 36. 90 Days +
  • 37. “Keep feeding the beast…”Photo by William Warbyhttp://www.flickr.com/photos/wwarby/
  • 38. ResourcesWhitepapers, e-books, Top10’sThe Tao of Twitter@MarkWSchaeferSocial Marketing to theBusiness CustomerPaul GillinOptimize@LeeOddenBusinessGrow.comhttp://biznology.com/
  • 39. Let’s Keep Talking….www.SteveJCummins.comLinkedIn.com/in/SteveCummins@SteveJCummins/ S t e v e J C u mmi n s“T h e F i r s t 90 D a y s