100mph, The 3 Stages of Digital Marketing: Listen, Convert & Retain


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The 3 Stages of The Modern Marketing Cycle - an overview. Listen, Convert & Retain: Empower your digital media presence to help you find your next customers – and keep the customers you already have.

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100mph, The 3 Stages of Digital Marketing: Listen, Convert & Retain

  1. 1. Listen, Convert & Retain Empower your digital media presence to help you find your next customers – and keep the customers you have.
  2. 2. •  The evolution of technology & business communications – pg. 3 •  The 3 stages of the modern marketing cycle – pg. 5 –  Stage 1: Listen & Plan – pg. 7 –  Stage 2: Promote & Convert – pg. 9 –  Stage 3: Cultivate & Retain – pg. 14 •  Why 100mph - pg. 18 Discussion Topics: 2
  3. 3. !"#"$%& !"#"$%&'()!"% !"#"$%&'*+,"-),, ,./"%& ,./"%&'()!"% ,./"%&'*+,"-),, interactive Online Transactional Human Global Local Mobile Connected, Adaptive, intelligent !"#$ !%&#&'$ ()$)%& Evolving Technology Creates Opportunity •  When a new technology is embraced by consumers, history has shown that businesses follow. Social Business will be no exception. 3
  4. 4. Mobile Marketing Analyst Business NetworksSocial Networks Virtual Events Sales Reps Press Magazines Microblogging Online Videos Online Q&A Blogs Peers Trade Shows Search EnginesDirect Mail Email Marketing PRESS BUYER 2013 Magazines Direct Mail Peers Sales Reps Press PRESS Trade Shows Analyst BUYER 1980 •  Buyer channels have proliferated, and so must every business’s marketing & communications: Business Networking & Communication Channels Then: Now: 4
  5. 5. The 3 Stages of The Modern Marketing Cycle: 2: Promote & Convert –  We’ll build your channel platform and media plan to attract new customers. Levers used: SEM, Facebook, YouTube, etc. ads. 3: Cultivate & Retain –  Based on results, we’’ll optimize messaging and its distribution. Tools used: Nimble/HubSpot •  The 100mph end-to-end process takes into full account the complexities of marketing today: 1: Listen & Plan –  We monitor & analyze chatter to understand your customer. Develop a strategy with the insight. Tools used: Sysomos, Radian6, etc. 5
  6. 6. Stage 1: Listen & Plan 6 •  We listen to your audience in order to develop a clear understanding of their needs – as well as the channels they tend to use along their journey:
  7. 7. Listen 7 •  Listening data and keyword research will help us uncover the key questions needing to be answered by the brand through its marketing messaging & channel planning.
  8. 8. Plan 8 •  The resulting insight will enable us to lay the groundwork for how best to prioritize content & marketing strategies with precision.
  9. 9. Stage 2: Promote & Convert •  Expand the audience “net” with targeted ads in key media channels. •  Acquire an audience of people who value and need the solution you offer. •  Engage that audience with content that helps them get closer to your solution. •  At specific points in your customer’s lifecycle, initiate a dialogue. •  At the point of need, ask to take next steps. •  With specific insight into who our audience is, what they value, & where they engage… we can then build the acquisition strategy. 9
  10. 10. Paid Search Ads – These ads are relevant to the keyword being searched and are purchased on a Cost Per Click basis. Organic Results – Populated by the search engine’s algorithm, rank cannot be purchased but it can be optimized. Reach: Capture prospects where they look •  Search engine marketing & optimization are powerful lead generation tactics, as people go to search engines looking to take next steps. 10
  11. 11. •  Facebook, YouTube, & Twitter are among the key channels where people spend their time online. Having an aggressive earned, owned, & paid media strategy here today is essential. Reach: Social ads engage prospects 11
  12. 12. Engage: Optimize content to improve visibility •  After acquiring your audience, sharing content relevant to their concerns & interests is key to gaining visibility in their social feeds. 12
  13. 13. Convert: Search ads drive users to take action •  With our approach, we can track which ad led to a new customer – enabling us to achieve a dramatic boost in ad efficiency. •  Employing the right content & call-to-action at the right time will enable us to maximize the quantity of new leads, while optimizing media spend. 13
  14. 14. Stage 3: Cultivate & Retain •  Social CRM requires major changes in the way businesses communicate internally and externally, and the 100mph team is well- versed in the marketing and communications challenges facing marketers. 14
  15. 15. Cultivate: balanced, cross-channel communication •  All top digital channels are important for different reasons, as is ensuring the right content gets distributed to the right channel at the right time: 15
  16. 16. Cultivate: CRM, automation, & collaboration tools •  Given the nature of media today, leveraging key tools to manage communications & ensure messaging is resonating with your audience is essential. 16
  17. 17. Retain: Capture, analyze & act on performance data •  Tools help us understand the numerous actions taking place across channels – and how they impact the bottom line: 17
  18. 18. We’ll help you adapt to the new rules of business 18
  19. 19. We’ll show you which of these to use and how, or we’ll simply take care of it for you. 18
  20. 20. Why 100mph 1.  Though hundreds of tech companies offer essential tools, they do not offer an overarching solution OR assume the responsibility of delivering a profitable outcome for the client. We do. 2.  Given the complexity of social and digital media, businesses need ongoing guidance and support. We provide the training and support you will need. 3.  Our multifaceted strategy, planning & production teams are adaptive to every marketer’s need – from small to large. 4.  Our collective mastery of the digital media ecosystem – and willingness to dive in deep and “own” the responsibility of your program’s success – is unique among marketing services firms. So let’s talk about your goals. 18