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Digital Tools for Launching New Ventures


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Digital Strategy - including SEO, SEM and Social Media Marketing - to launch a new venture. Presented to Northwestern University's Kellogg School of Management. October 12, 2015

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Digital Tools for Launching New Ventures

  1. 1. ‹#› Digital Tools for New Venture Launches Digital Strategy
  2. 2. ‹#› Intro to Kelly Kelly Cutler is the CEO of Kona Company a Digital Strategy firm. Beginning her career in 1997 with companies including AOL and Classified Ventures, Kelly’s achievements include helping clients including Rush University Medical Center, Hub International and NorthShore develop their digital marketing strategy. Kelly is an adjunct professor at DePaul University and serves on the board of EO Chicago, recently as the first ever woman President. Also zip lining! Connect with Kelly : utler @kfcutler 1
  3. 3. ‹#›3 Kona Company Kona Company is a digital strategy firm, delivering integrated solutions. Our team will work to define your business goals, align those with the proper platforms & execute engaging campaigns and platforms. 2
  4. 4. ‹#›4 Our Clients 3
  5. 5. ‹#› My Profiles 4
  6. 6. ‹#› Overview Digital  New Venture Launch  Digital Channels  Digital Strategy  Roadmap  Search  Content  Social Overview  More on Social  Think Outside the Fishbowl  Measurement  Free Tools  Social Media Wins 5
  7. 7. ‹#› Channels 6
  8. 8. ‹#› Digital Strategy Just because you built it, doesn’t mean they will come Develop a Digital Plan ("Roadmap")  Define your Purpose and Audience  Goals: Sales, leads, downloads – be specific  Primary Goal  Secondary Goal  Timing, Tone, and Tools  Research: develop personas and where they spend time online  Budget: consider ads, organic posts don’t cut it  Tracking and Measurement  Transparency Implement the “rule of thirds” for posted organic content 1/3 promotes your business, 1/3 shares inspiring content, 1/3 is personal interactions and customer service Test different channels, creative, messaging and audience targeting Track, Measure, Optimize 7
  9. 9. ‹#› Roadmap Getting Started: Checklist Determine business goals driving social media marketing and prioritize. These should be clearly defined and measurable actions associated with goals Resources available to commit to social media – both human and financial Content: volume and quality Social channels that our target audience uses Website: ready for engagement with users and tracking is enabled Social will integrate with entire business process and all marketing efforts Business Goal Measurable Action Sales Ecommerce revenue Leads Forms filled out Email list Enewsletter sign ups Engagement Fans & Followers Recruiting Candidate tracking 8
  10. 10. ‹#› Search SEO  Keyword research  Natural and/or paid linking strategy  Mobile friendly  Site speed  User friendly & content rich SEM  Keyword research  Use targeting options and settings  Advanced features like site links, ad extensions and event tracking  Start with Google, look to add Bing  Track conversions not clicks 9
  11. 11. ‹#› Content is King Tips to write better content  Create a shared editorial calendar (free templates on Hubspot)  Find your voice – have fun  Play off current events / headlines / industry news – be timely  Leverage one piece of content in many ways: podcast, slideshare, blog post, eBook etc.  Use stats, checklists, tips, survey results  Integrate keywords and SEO best practices (Wordpress has free plugins  Comment on other blogs  Share articles and syndicate content on sites like Reddit, Medium, Tmblr, StumbleUpon  eBooks deliver high value, can be gated  Never “keyword stuff”  Increased links -> increased authority 10
  12. 12. ‹#› Social Overview Golden Rules of Social Marketing 1. Don’t take yourself too seriously 2. Inbound won’t cut it 3. Good content / Strong offers 4. Call to Action 5. Add Value 6. Social is a 2-way street 7. Peer-to-peer sharing *Content Marketing Institute 11
  13. 13. ‹#› Day in the Life Posts: Twitter  1-2 per hour  4 retweets Facebook  3-5 posts per day Google+  3-5 posts per day LinkedIn  1-2 posts per day Pinterest  4-5 pins per week Monitor:  Daily/Weekly mentions  Respond to comments, issues, questions Promote:  Promote content, events, products  Use images, posts, stats, questions, infographics Blog:  Create blog posts  Insert images  Format properly  Post Measure:  Utilize free tools such as GA, Facebook Insights  Explore additional tools as needed 12
  14. 14. ‹#› What to say on social Pixlr Editor 13
  15. 15. ‹#› Think Outside the FishBowl Free Tools Canva Pixlr EditorPixlr Editor  Visual posts get higher engagement  Tell a story without text  Images more likely to be shared 14
  16. 16. ‹#› Keep Thinking… Quickly made, visual, and includes a call to action. Most isn’t content that’s meant to be put up in a gallery, but rather the flashy visual that’s meant to attract people to a post, and then travel down the feed. Think: snackable, shareable posts 15
  17. 17. ‹#› Measurement What to track?  Traffic sources – where are people coming from?  Goals – define and track who is converting 16
  18. 18. ‹#› Free Tools The Basics:  Twitter, Google+ and Facebook Search  Google Analytics  Google Alerts  Google Search Console (GWT) Publishing Platforms:  Hootsuite  Tweetdeck  Buffer App 17
  19. 19. ‹#› Social Media Wins The Gap uses Vine to show the evolution of jeans over the past 40 years Sharpie’s Instagram account features fan-submitted “Doodles” created using the companies pens and markers Pinterest was the leading social referrer for Container Store even before creating a profile. It has organized boards to reach different audiences. They use email to draw people to the boards. 18
  20. 20. ‹#› Thank you! Kelly Cutler, CEO & Founder