Tampa Internet marketing agency Tutak Consulting discusses the role of strategy in digital marketing, online reputation management and brand development.

1. Presented by: Aparna Tutak, CEO & Founder
Role of Strategy in Digital
Marketing, Online
Reputation Management
& Branding

2. Role of Strategy in Digital
Marketing

3. Digital Marketing Vs. Digital Strategy
Facebook 1 Billion+
Twitter 550 Million+
Google+ 343 Million
LinkedIn 225 Million
Source: ExpandedRamblings.com
Image Credit: kommunikationsmanagement.at/

4. Digital Marketing is IRRELEVANT
Digital STRATEGY is Research to
Accomplish Measurable &
Actionable Objectives

5. Target Consumer Behavior
• Associations Can Analyze the
Behavior of Clients in Digital Realm
• Create Custom Campaigns
• React Quickly to Develop
Personalized Offers & Messages in
Real-Time

6. You’re Just Not That Important
Image Credit: business2community.com
• Digital marketing is NOT for
the benefit of your business –
It’s for your CLIENTS!
• B2B - B2C – Doesn’t Matter
• P2P – People-to-People
• Provide Value to Clients
• Think like Amazon’s CEO

7. 4P Approach
• People = Most Important of 4Ps
• Increase Client Retention & Decrease
Attrition

8. Golden Key of Digital Marketing
BUYER PERSONAS
are the MOST Important Facet of Digital
Marketing
• They are the People Around Whom Your Whole
Business is Built
• Key to Unlocking Your Digital Strategy
Image Credit: amalus.deviantart.com

9. SMART Marketing Framework
Specific – goals should be unambiguous
Measurable – goals should be able to be tracked
Attainable – goals should be realistic
Relevant – goals should matter to your business
Timebound – goals should have deadlines

10. Make a Plan for Your Content
• Content is King
• Map Out Your Content
• Create an Editorial Calendar
• Have a “MC” – Marketing
Champion

11. Role of Strategy in Online
Reputation Management

12. Broken Glass, Broken Reputation
Perception in Marketing is Truth.
Clean It Up - SimpleWash - http://simplewa.sh

13. Reputation Management for Lawyers
• Control the Message
• The Internet is like an
Elephant
• Online Persona Should
Reflect Real Life YOU
• Lawyers Behaving
Badly
• Don’t get Disbarred -
Practice Good
Judgment
• ORM Tools
Image Source:29.media.tumblr.com

14. Role of Strategy in
Branding

15. Branding Through Social Media Marketing
Will Smith Image Credits: Biography.com
Lindsay Lohan Image Credits: film.com, Miami Herald Blog
• Authentic and Evolutionary
• Be Personal & Have Passion
• Remain True to Who You are and Your Business Image
• Don’t Deceive the Public – It can Ruin your Brand
• All Individuals – NOT Just Law Firms – Are Brands

16. How to Brand Myself Online
•Become a Thought-Leader to Gain
Credibility & Trust
•Blogging – Only 9% of Attorneys Do
This!
•Conversion
•Brand Recognition
•Targeted Audience
•Loyalty
•Identify Type of Cases & Clients
You Want
•Target Influencers
•Social Listening
•Podcasting
•Participate in the RIGHT Social Media
Networks
Source & Image Credit: lawsitesblog.com
Law Firms with Blogs

17. Enchanting Your Clients
Image Credit: guykawasaki.com
• “Enchantment transforms
situations and relationships”
• Lesson #1: Be Likeable
• It’s Not About What Other’s
Can Do for You – It’s About
What You Can Do for Others”
• Being “Mean”

18. Delightful Marketing
• Build Relationships with
Content that is E.T. or 3T
• Educate – Entertain –
Entice
• Teach – Tickle – Touch
• Make People Want to Do
Business with You – Why?
• Customers More Likely to
Share Negative Experiences
with Businesses Online
• Solution: Effective
Listening & Monitoring
Image Credit: business.time.com
Image Credit: SocialTimes.com
Image Source: www.theprayingmantis.com

19. Beat the Blink Test
• Appearances Matter Online
• Visiting Your Website Should
Be a Beautiful Experience to
Increase Conversion Rate
• Website Should Pass the
“Blink Test” to Capture
Attention, Share Message &
Spark Interest

20. Image Credit: beautyinbalance.net
Final Thoughts
• Digital Marketing is a
Marathon, Not a Sprint
• Be the Tortoise – Slow &
Steady Wins the Race