The First 90 Days of a Digital StrategySteve CumminsDirector, Digital MarketingPresented at BMA-NJ Digital Marketing Summi...
Any image on this presentation with ais pinned at http://pinterest.com/stevejcummins/first-90-days/Sometimes, it’s best to...
What is Digital Marketing?• Online• Social• Web• Community• “Free”• QR Codes• “………”
This graphic, based on the iconic London Underground map, shows thecomplexity, and inter-relationships, of Digital Marketing
The First 90 DaysBaseline & BenchmarkingBuilding the FoundationImplementation
Based on my Experiences at these fine companies….www.DittmanIncentives.comwww.pewa.Panasonic.com
The First 30 DaysBaseline & Benchmarking
Website Traffic Ranking – using Alexa.comxxx,xxxxxx,xxx
Dig Deeper into Your Site – Using Google Analytics
Dig Deeper into Your Competitor’s Digital Presence“Evaluate their sitevisually; run analexa ranking; seehow they rate onGo...
“Evaluate theirsocial mediaactivity; how theyuse each platform;how muchinteraction occurs”
Digital Presence Benchmarking*Alexa ranking is a relative measure ofweb traffic over last 3 monthsNo PresenceLow ActiviyAc...
WebSite Audit(Fee Required)“Run a quick websiteaudit – the free onesgive you a good firstlook; pay for moredetails”Your_ur...
Developing a Keyword List – “Quick & Dirty”• Internal Survey– “How would you describe what we do?”– “How do you think our ...
Use Wordle with the text from your top 5 webpages, or yourLinkedin profile to see what your copy currently focuses on“Do t...
Google Tools (Less Quick, Much Cleaner)
Start Talking the Talk• Develop some definitions relative to Company Goals• Encourage Use of new Vocabulary• Show the diff...
1) Communication across multiple Digital Channels, includingSocial Media, Websites & Mobile Devices2) A strategy to intera...
1) Digital Communication with Immediacy and Reach2) A vehicle to interact and engage with clients & prospects3) Platforms ...
1) Generate Prospects & Leads2) Strengthen Brand Image as “Industry Expert”• Level playing field with larger competitors3)...
Our Social Media Usage1. Connect with Extended Sales Force– Distributors– Sales Representatives (3rd party)2. Strengthen o...
The Next 30 DaysBuilding the Foundation
image source: http://www.undergroundmarketing.co.uk/inbound-marketing-vs-outbound-marketing/
26Source: Buddy Media / Lumia Partners
Develop Personas“Hubspot has a greattemplate for Personadevelpment:”
Pick the Social Media Channels To Use & Why (Example)Broadcast information to our sales team and our customers• Product in...
• Information Source / Sharing• Informal; links / photo / video driven• Become an Industry Resource• Highlights Company as...
How to Design Your Social Media Pages?
The Final 30 DaysImplementation
“Develop a writtenimplementation plan withmilestones; establish aneditorial calendar”
Developing a Content Gridhttp://blog.eloqua.com/the-content-grid-v2/
Use Videos to attract a different audience…“Videos can be developedcheaply (less than $1000 forthis one); and can be share...
Train your team…“Teach people about DigitalMarketing; why are you doingit, how they can help, why it’sgoing to make their ...
Create Internal User Guides (Example)Blog Posting Guidelines
Style Length Philosophy Purpose & GoalBlog Semi-Formal/Conversation200-600wordsThought Leadership; ContentCreationSEO; Cli...
90 Days +
“Keep feeding the beast…”Photo by William Warbyhttp://www.flickr.com/photos/wwarby/
ResourcesWhitepapers, e-books, Top10’sThe Tao of Twitter@MarkWSchaeferSocial Marketing to theBusiness CustomerPaul GillinO...
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...
First 90 days of a B2B Digital Marketing Strategy
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 recommends free resources to help with planning and implementation. Originally presented at BMA-NJ Digital Marketing Summit.

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First 90 days of a B2B Digital Marketing Strategy

  1. 1. The First 90 Days of a Digital StrategySteve CumminsDirector, Digital MarketingPresented at BMA-NJ Digital Marketing SummitApril 9th 2013
  2. 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. 3. What is Digital Marketing?• Online• Social• Web• Community• “Free”• QR Codes• “………”
  4. 4. This graphic, based on the iconic London Underground map, shows thecomplexity, and inter-relationships, of Digital Marketing
  5. 5. The First 90 DaysBaseline & BenchmarkingBuilding the FoundationImplementation
  6. 6. Based on my Experiences at these fine companies….www.DittmanIncentives.comwww.pewa.Panasonic.com
  7. 7. The First 30 DaysBaseline & Benchmarking
  8. 8. Website Traffic Ranking – using Alexa.comxxx,xxxxxx,xxx
  9. 9. Dig Deeper into Your Site – Using Google Analytics
  10. 10. Dig Deeper into Your Competitor’s Digital Presence“Evaluate their sitevisually; run analexa ranking; seehow they rate onGoogle search forcommon keywords”
  11. 11. “Evaluate theirsocial mediaactivity; how theyuse each platform;how muchinteraction occurs”
  12. 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. 13. WebSite Audit(Fee Required)“Run a quick websiteaudit – the free onesgive you a good firstlook; pay for moredetails”Your_url.com
  14. 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. 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. 16. Google Tools (Less Quick, Much Cleaner)
  17. 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. 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. 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. 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. 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. 22. The Next 30 DaysBuilding the Foundation
  23. 23. image source: http://www.undergroundmarketing.co.uk/inbound-marketing-vs-outbound-marketing/
  24. 24. 26Source: Buddy Media / Lumia Partners
  25. 25. Develop Personas“Hubspot has a greattemplate for Personadevelpment:”
  26. 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. 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. 28. How to Design Your Social Media Pages?
  29. 29. The Final 30 DaysImplementation
  30. 30. “Develop a writtenimplementation plan withmilestones; establish aneditorial calendar”
  31. 31. Developing a Content Gridhttp://blog.eloqua.com/the-content-grid-v2/
  32. 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. 33. Train your team…“Teach people about DigitalMarketing; why are you doingit, how they can help, why it’sgoing to make their jobeasier….”
  34. 34. Create Internal User Guides (Example)Blog Posting Guidelines
  35. 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. 36. 90 Days +
  37. 37. “Keep feeding the beast…”Photo by William Warbyhttp://www.flickr.com/photos/wwarby/
  38. 38. ResourcesWhitepapers, e-books, Top10’sThe Tao of Twitter@MarkWSchaeferSocial Marketing to theBusiness CustomerPaul GillinOptimize@LeeOddenBusinessGrow.comhttp://biznology.com/
  39. 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
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