7pillars workshop growthmarketing_050616

7pillarsdigital.com#7Pillars @blueliner
GrowthGrowth Marketing EditionMarketing Edition
By: Arman Rousta
@arousta
@blueliner
@7pillarsdigital

INTROS & ICE BREAKER

“The business enterprise has
two – and only two – basic
functions: marketing and
innovation…All the rest are
costs.”
- Peter Drucker

WHAT IS THE 7 PILLARS?
The 7 Pillars of Digital Marketing is a
framework – a map – for the learning,
strategy, budgeting, execution and
analysis of the entire universe of
digital marketing tactics and
techniques.

The 7 Pillars of Digital (1st
Dimension)
pillar 1. Content (Copy, Video, Photography, Audio)
pillar 2. Design (UX, Web Design, Web Development)
pillar 3. Search (Organic Search – SEO, Organic CSE, Onsite Search)
pillar 4. Media (Paid Search, CPM, Affiliate, Retargeting)
pillar 5. CRM (Customer Service, Email Marketing, Contact Mgmt.)
pillar 6. Social (SMM, Online PR, Networks, Blogs, Games)
pillar 7. Mobile

7 Pillars Course Overview7 Pillars Course Overview
• Pre-recorded online lessons, complimented by live
workshops and webcasts
• Focus on tangible skill building
• Real knowledge, not just general 101-level information, will
be disseminated, down to minute details of how to perform
specific tactical functions
• High-leve strategy, philosophy and history of the digital
marketing realm
• Certification Program across various Tracks
• 49er Matrix App (In Development – Beta ETA: Nov 2016)
@7pillarsdigital

Learning ObjectivesLearning Objectives
This course is designed to provide students with an in-depth
understanding of digital as well as traditional marketing
principles and is based on years of experience and research.
The specific learning objectives are to help companies
and individuals:
1. Increase companies’ digital IQ and keep up with the
latest digital strategies
2. Learn how to evaluate your personal aptitude for being a
successful marketer and marketing manager
3. Implement actionable and ROI-proven tactics,
techniques and insights
@7pillarsdigital

• You will have the tools to:
• Judge one's level
• Judge others with objective criteria
• Undergo a formal assessment &
Certification process
• Setting goals for self and with others
[6-mo, 1-yr, 2-yrs]
7 Pillars: Self-Assessments7 Pillars: Self-Assessments
@7pillarsdigital

• You will have the tools to assess:
• Collective knowledge & experience
• Experience under current leadership
• Succession planning and
implementation processes
7 Pillars: Company Assessments7 Pillars: Company Assessments
@7pillarsdigital

The 7 Dimensions of Marketing
Dimension I. Pillars
Dimension II. Modes (Modalities or Stages)
Dimension III. Levels (Skills, Expertise – Belts)
Dimension IV. Angles (4 Majors, 4 Minors)
Dimension V. Markets (Geos & Demos / Global, Local)
Dimension VI. Industries
Dimension VII. Time (Eras)

The Master Filtration System - 7
Dimensions of Marketing
Objective: To provide a high-level way to
organize marketing knowledge and
practices
•What are the 7 Dimensions?
•How are they similar and different?
•How do they interact to make a master
filtration system of marketing practices?
@7pillarsdigital

1.3 bil
250 mil
1 bil550 mil
300 mil
7 billion subscriptions; 5 billion users

The 7 Pillars of Traditional (D1)
T-Pillar 1. Content
T-Pillar 2. Branding
T-Pillar 3. Advertising
T-Pillar 4. PR
T-Pillar 5. Sales (Business Development, Merchandising)
T-Pillar 6. Events
T-Pillar 7. Direct (DR, Direct Mail)

The Importance of Integrated
Marketing
@7pillarsdigital

“Your Time is your
Energy is your Life.
Use it wisely.”

The 7 Modes (2nd
Dimension)
Mode 1. Brainstorming (Ideation, Research, Discovery)
Mode 2. ROI (Budgeting & Goal Setting)
Mode 3. Strategy
Mode 4. People
Mode 5. Tools (Tech & Systems)
Mode 6. Execution
Mode 7. Analytics (BI, Audit & Optimization)

The 49er Matrix
MODE 1
MODE 2
MODE 3
MODE 4
MODE 5
MODE 6
MODE 7
Poor
Average
Effective
Not Relevant

The 7 Levels (D34) Levels Matrix (Levels x Pillars)
Guru/Master
Expert
Senior Level
Mid Level
Junior Level
Apprentice
Beginner

“Your Time is your
Energy is your Life.
Use it wisely.”
Dimension 4. Angles [or Tracks]

Angles Pyramid View (Angles x Pillars)
(A1) Marketing
(Outbound)
(A2) Creative
(A6) Financial
(A3) Technical
(A7) Venture
(A4) Management
(A1) Marketing (Inbound)
(A5) Legal

The Pyramids of Knowledge

The 7 Marketing Personality Types
Type 1. Number Cruncher (NC)
Type 2. Information Gatherer (IG)
Type 3. Hunter (Sales)
Type 4. Farmer (Organizer)
Type 5. Idea Man or Woman (IM)
Type 6. Doer
Type 7. Visionary

Module 1: Who is a Number Cruncher?
CFO, Accountant, Financial Analyst
@7pillarsdigital

Module 1: Who is a Information
Gatherer?
Analyst, Market Researcher
@7pillarsdigital

Module 1: Who is a Hunter?
Salesperson, Strategic Dealmaker
@7pillarsdigital

Module 1: Who is a Farmer?
Manager, PM, AM
@7pillarsdigital

Module 1: Who is an Idea Person?
Pitch person, Creative Director
@7pillarsdigital

Module 1: Who is a Doer?
Person of Action, Mover & Shaker
@7pillarsdigital

Module 1: Who is a Visionary?
CEO, Leader, Chief Strategist
Who
@7pillarsdigital

CASE STUDIES

CASE STUDY– A/B TestCASE STUDY– A/B Test
Option 1Option 1
Flash Banner: YES
Form on Home
Pg: YES
P2-M6. UX Execution

A/B TestA/B Test
Option 2Option 2
Flash Banner: NO
Form on Home
Pg: YES
P2-M6. UX Execution

A/B TestA/B Test
Option 3Option 3
Flash Banner: NO
Form on Home
Pg: NO
P2-M6. UX Execution

A/B TestA/B Test
Option 4Option 4
Flash Banner: YES
Form on Home
Pg: NO
P2-M6. UX Execution

A/B TestA/B Test
ResultsResults
P2-M6. UX Execution
@7pillarsdigital

BAPTIST HEALTH (FLORIDA)

Welcome to World-Class, Destination Healthcare.
“The best thing about being a cardiac surgeon, is that
you literally touch people’s heart” – Dr. Devi Shetty
Case Study

Content Strategy: Topics
Blueliner Marketing 40
1.Inspirational – Dr. Shetty’s vision and compassion as the focal point
2.Sustainability – Health City’s leadership and commitment to it
3.World Class Care – Unique business model, hi-tech facility, patient
experience
4.Medical Tourism – Reinventing the category, gaining recognition
5.Community – Health City’s commitment to Cayman Islands, coverage
of local events, school visits, job postings, training
6.Health Tips – Show consideration for preventative and recuperative
care by posting healthcare advice [from Doctors and Nurses]
7.News & Service Updates – Media Coverage, Doctor views

1.Twitter – 5+ Actions / Day: Original Tweets,
ReTweets and Conversations
2.Facebook – 2+ Actions / Day: Original Posts, Post
Responses and Moderation
3.Google Plus – 2+ Actions / Day: Original Posts,
Post Responses and Moderation
4.YouTube – 2+ NEW Videos / Month
5.LinkedIn – 2+ Actions / Day: Original Posts, Group
Participation
5/31/2014
Content Strategy: Editorial Calendar

Goals: Budgets, ROI & Other KPIs
Be on par with – and eventually exceed – Cleveland Clinic and Mayo Clinic, in terms of
their levels of Social Media engagement and content production.
High-Level goals are outlined below – for a 12-month period –
1.Twitter – 25,000+ Followers, influencing at least 30 new
patients.
2.Facebook – 100,000+ Likes, influencing at least 50 new
patients.
3.Google Plus – 50,000+ Followers, influencing at least 20 new
patients.
4.YouTube – 150,000+ Channel Views, influencing at least 20
new patients.
5.LinkedIn – 2,000+ Followers, influencing at least 50 new
patients.

GEO-SPECIFIC DIGITAL TACTICS

LOCALIZED MARKET RESEARCH
Blueliner will undertake research into relevant topics surrounding health,
healthcare, medical treatment and medical travel in the target cities of:
New York | Miami | Orlando | Tampa | Dallas | Pittsburgh
For each city, this research will:
•Identify the top competitors for each service
•Shape the local content strategy for Social Media
•Reveal the keywords for Digital Advertising
•Inform the copy that will be utilized on the city specific landing pages.
•Provide a monthly ‘cheat sheet’ to the CSRs highlighting the primary selling
points of Health City for each city including flight schedules, durations, prices,
travel checklists, visa requirements and more.
VISIT US @ 99 MADISON AVE, SUITE 607, NEW YORK, NY 10016
CALL US @ 212-904-1240 OR FOLLOW US ON TWITTER @BLUELINER

CITY SPECIFIC LOCALIZED CONTENT
Location Specific Healthcare Content
Content around the specific healthcare trends and local healthcare
news in each of the cities.
Hyperlocal Social Content & Geo-Targeting
Hyperlocal content strategy to raise brand awareness in these
target cities. This will then be effectively geo-targeted on Social
Media.
Local Testimonials
Testimonials from previous Health City patients from these cities
(on the landing pages, in Social content etc.)
Local Health & Healthcare Blogs
Engage with local health blogs in the target cities to create
regionally specific blogs. This will demonstrate the accessibility of
the services at the hospital and be a positive influencing factor on
our local search strategy for these regions.

CITY SPECIFIC LANDING PAGES
Optimized for Local Search
Blueliner will develop well-planned, high-quality pages for each target cities. Without a
unique page for each city, Health City is unlikely to rank organically for the relevant queries.
The absolute rule for developing local landing pages will be followed too, ensuring that the
content is unique on each one. This will avoid duplicate page content on the site and benefit
local rankings accordingly.
Mobile Vs. Desktop
Since more searches in the United States are now being performed on Mobile rather than
Desktop (source: Google), Blueliner will lead the local landing page creative process with
Mobile Design and be mindful of these users’ buying intent at all times.
Calls to Action
These pages will feature extra prominent Calls to Action above the fold as local searchers
are typically more frantic and looking for a more immediate solution. The CTAs that will be
delivered will range from to “Enquire Now” to “Learn More” and also include direct flight
booking widgets to convert potential prospects with a little friction as possible.

CITY SPECIFIC LANDING PAGE SAMPLE DESIGN
Landing Page Components:
1.City Specific Headline
2.Service Related Video
3.City Specific Form
4.Value Proposition to that city
5.Flight booking widget (with flight
times, durations, schedules etc.)
6.Staff imagery
7.Services of most value / most in
demand in the city
8.Patient testimonials
1
2
3
4 5
6
7
8

CITY SPECIFIC LANDING PAGE BREAKDOWN
Primary City Landing Pages
New York Miami Orlando Tampa Dallas Pittsburgh
Service Level Landing Pages
A B
C D
A B
C D
A B
C D
A B
C D
A B
C D
A B
C D

CITY SPECIFIC DIGITAL ADVERTISING
Overview
Blueliner will select geo-specific, targeted and relevant ‘high intent’ keywords and
demographics across tried and tested Digital Advertising platforms to drive leads
and eventually deliver bookings to Health City from the target cities. The SoLoMo
(i.e. Social Local Mobile) rationale will underpin this strategy from outset to
completion.
Components
•Dynamic Rich Media Banners (Desktop, Smartphone, Tablets)
•Google AdWords, Yahoo and Bing Ads (city specific)
•Facebook Advertising & Retargeting
•Real Time Programmatic Buying, Bidding, and Retargeting
•YouTube Video and Banner Ads

TARGETTED ADS – FACEBOOK AD REACH (PER CITY)
New York – 3,900,000 Miami – 1,400,000
Orlando – 1,100,000 Tampa – 770,000
Dallas – 1,100,000 Pittsburgh – 370,000

GEO-TARGETED SOCIAL LISTENING

SAMPLE CITY SPECIFIC KEYWORD RESEARCH

KEYWORD SEARCH VOLUME PER CITY
New York
(Source: Google)

KEYWORD SEARCH VOLUME PER CITY
Miami
(Source: Google)

KPIS & ANALYTICS
Blueliner will measure, optimize for and then report on the Key Performance
Indicators that are most integral to the successful marketing of Health City
Cayman Island in these target cities.
Sample Report Chart
City Impression
s
Clicks Leads Conversion
s
ROI
New York 890,000 445,000 222,500 2,225 400%
Miami 235,000 117,500 58,750 587 175%
Tampa 157,000 78,500 39,250 392 150%
Orlando 210,000 105,000 52,500 525 125%
Dallas 164,000 82,000 41,000 410 320%
Pittsburgh 110,000 55,000 27,500 275 200%

CURRENT CITY ANALYTICS

NEW YORK – CURRENT WEBSITE ANALYTICS
In the previous 12 months, the
analytics for Health City’s traffic
from New York are as follows:
•859 Sessions
•56.09% New Users
•502 New Users
•7.6% Bounce Rate
•5.62 Pages / Session
•00:05:04 Avg. Session Duration

MIAMI – CURRENT WEBSITE ANALYTICS
In the previous 12 months, the
analytics for Health City’s traffic
from Miami are as follows:
•178 Sessions
•79.21% New Users
•141 New Users
•8.43% Bounce Rate
•3.42 Pages / Session
•00:01:12 Avg. Session Duration

GROUP PROJECT

Assignment
Break out into balanced teams. Either (1) Audit any company using the 7 Pillars model
– OR (2) Take a $10 Million budget over 12 months
1.Break out into balanced teams.
2.Choose any company (one of yours or well-known brand)
3.EITHER (1) Audit the company OR (2) Create a 1-YR
Marketing Plan with a $10 million budget
4.Use the 7 Pillars model and 49er Matrix to present the
company’s strengths & weaknesses, or vision for 1-YR
5.45 Minutes to create; 5 Minutes to present

7pillarsdigital.com#7Pillars @bluelinerTweet @arousta & @7pillarsdigital
7pillarsdigital.com

7pillars workshop growthmarketing_050616

Recommended

Recommended

More Related Content

Similar to 7pillars workshop growthmarketing_050616

Similar to 7pillars workshop growthmarketing_050616 (20)

Recently uploaded

Recently uploaded (20)

7pillars workshop growthmarketing_050616

Editor's Notes