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Why Does My Digital Marketing Suck?


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Session from the Digital Workplace Conference NZ (#DWCNZ), held at the Cordis Hotel in Auckland, New Zealand on April 30th, 2019. Presented by Christian Buckley, Microsoft RD & MVP, and the CEO of CollabTalk LLC, an independent research and technical marketing services company based in Lehi, Utah.

Published in: Marketing
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Why Does My Digital Marketing Suck?

  1. 1. Why Does My Digital Marketing Suck? Christian Buckley CollabTalk LLC
  3. 3. Christian Buckley Founder & CEO of CollabTalk LLC Microsoft Regional Director & MVP @buckleyplanet
  4. 4. What is “Good” Digital Marketing?
  5. 5. Where do most organizations go wrong? • They focus primarily on keywords and metrics • They believe SEO = Marketing • They fail to understand and ensure authenticity in their campaigns, messaging, and positioning • Their customer nurturing most often ends with the sale • Their strategies focus where every competitor is focusing, which makes it difficult to stand out
  6. 6. When author and marketing guru Seth Godin published his book ‘Permission Marketing‘ back in 2001, the traditional methods of marketing were being fundamentally transformed by the maturity of the internet and advanced email marketing techniques.
  7. 7. “Because the purpose of business is to create and keep a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Peter Drucker
  8. 8. Webinars Email Campaigns Blogging Channel Development Email Conferences Public Relations Branding Social Presence Thought Leadership Community-Building Advocacy Innovation Trust Passion Originality Authenticity The Marketing Baseline Finding the Baseline
  9. 9. The number one failure of organizations with marketing has nothing to do with technology.
  10. 10. Without a strategy, you’ll “go plaid”
  11. 11. Modern Marketing’s Core Tenets  Market research  Branding  Messaging and Positioning  SEO  Social network marketing  Personas  Customer Journey  The Elevator Pitch (Avoiding "going plaid")
  12. 12. Mistake #1: Focusing too much on brand
  13. 13. A common mistake is thinking that your corporate branding – your logo, tagline, and chosen color palette – constitutes your brand. More than any design elements, it is you, your company culture, and the reputation of your front-line employees that define your brand and level of influence. Your Logo
  14. 14. "If your brand walked into a bar, what would it start talking about?" Lisa Moretti, Gartner
  15. 15. Mistake #2: Relying too much on metrics
  16. 16. “Many executives have a love affair with spreadsheets. I am not one of them. In fact, I encourage my team to approach spreadsheets with a healthy dose of skepticism, and I caution everyone else to do the same. Spreadsheets are no doubt very useful tools, but too many executives view them as the be-all and end-all for their planning. They manage from the spreadsheet, viewing it as an oracle, rather than as the map that it actually is. Ron Shaich, Panera Bread
  17. 17. Mistake #3: Not learning from your mistakes through iteration
  18. 18. One of the biggest mistakes in any product or software development effort is spending too much time on the details of the first iteration, often referred to as analysis paralysis. The key to rapid prototype development is to not try to do too much at the beginning of your project – instead, follow an iterative model and move forward. There is always time later in the process to add detail to your requirements.
  19. 19. Mistake #4: Failing to plan
  20. 20. What is your target market?  What is your Total Applicable (or Available) Market?  What is your Served Available Market?  What is your geographic reach?  What are your primary channels of distribution within that reach?  Who are your key partners for sales and marketing within those channels?  What will it cost for you to capture 10 to 20 percent of that market?
  21. 21. Mistake #5: Failing to understand and connect with your community
  22. 22. In The Social Organization by Bradley and McDonald (Gartner), the authors talk about the components of successful collaboration:  Community  Social  Purpose
  23. 23.  Most companies do not understand who the influencers are within their customer communities, and how to tailor their messages to those influencers.  Even more elusive than a strategy for external influencers is a plan for internal influencers, and yet these people are often the eyes and the hands for an organization.  Just because something is difficult to measure does not mean that it does not have value.  Whether you have someone dedicated to building out your corporate brand, like an evangelist, or you take the time to ensure each customer interaction provides the right branding message, the secret is to at least try to measure the outcomes of influence.
  24. 24. Build a Champion Program (Office 365 Team)
  25. 25. Build a Champion Program (Office 365 Team)
  26. 26. Building your “Above the Line” marketing strategy
  27. 27. Consider & Buy Companies overemphasize this phase, allocating more resources to awareness through traditional advertising and encouraging purchase with “retail” promotions Evaluate & Advocate This phase has increasingly become relevant. Marketing investments that help consumers navigate the evaluation process and then spread positive word of mouth are as important as building awareness and driving purchase Trust If a consumer’s bond with a brand is strong enough, they may repurchase without cycling through the earlier decision-journey stages, and influence others in this same decision The Consumer Decision-Journey: Develop Trust
  28. 28. Install & Activation Adoption Engagement The Consumer Decision-Journey: What are you measuring? Advocacy
  29. 29. Strategy Tip #1: Identify your core messaging
  30. 30. You must be clear on what you want to achieve:  Improved branding  Thought-leadership  Partnerships and alliances  Product or service feedback  Competitive intelligence  Corporate strategy  Community development  Internal cultural improvements
  31. 31. What is your content strategy?  Create your ‘Hero’ content (eBook, whitepaper, feature article) • Tactical media plan • 2-3 blog posts • 2-3 derivative articles • 9-12 social posts • Landing page • Adword campaign • Email nurturing
  32. 32. Your content marketing strategy should be  Consistent  Multi-layered (volume + quality)  Strategic
  33. 33. Take Note:  Creating marketing copy is not the same as developing authentic, valued content.  In the former, you're writing text to fit your marketing message. In the latter, you're developing content with the goal of helping your prospective customers -- without strong (read: obvious) marketing messaging.  It has more to do with providing education, and demonstrating your knowledge and expertise. As your reputation (and social influence) grows, you can then leverage your leadership position to open doors, engage with the community, and talk about your products and services.
  34. 34. Strategy Tip #2: Identify your target personas
  35. 35. Identify your target customer personas Every company has a target customer or customer. Give them names. Define job titles, their unique problem statement, and understand why this ideal customer is in need of your solution. If you understand who you are trying to sell to, you'll have a better idea of the types of content this person needs to 1) understand the problem space (or to help them recognize that there is even a problem), 2) understand what is needed to solve the problem, and 3) understand how your company can solve the problem.
  36. 36. Strategy Tip #3: Map your message to each persona
  37. 37. Map your message to each persona This can be a difficult step, but once you get the ball rolling, it'll get easier. Start by compiling a list of every possible topic you would like your customer to understand: key product use cases, the visible gaps in the out-of-the-box platform, industry best practices. As you think about the products and services you believe this person needs, get granular about how you would define this need, and your solution. If you are a SharePoint ISV delivering analytics tools, you might include topics like:  Building no-code dashboards in SharePoint  Out-of-the-box SharePoint reporting options  Best practices for automating reporting  Leading 3rd party analytics solutions for SharePoint  Real-world examples of building KPIs into SharePoint reporting  Changes in OOTB analytics from SharePoint 2010 to SharePoint 2013
  38. 38. Map your message to each persona As you begin to outline the topics that will become the base of your content strategy, continue to break them down into simple topics. Your goal should not be long, complex white papers, but short, insightful blog posts and feature articles. Look to your initial posts for feedback from customers and partners, and use that data to further expand your list. And its also important to watch for trends within your industry -- and from your competitors -- and identify the keywords and themes that seem to be resonating with customers, adding them into your own content strategy.
  39. 39. Strategy Tip #4: Organize by distribution method
  40. 40. Refine your outline, organize by distribution method  Not surprisingly, the refining of your outline is an ongoing effort.  Which topics are appropriate for your company blog, or which ones should be polished and submitted to industry journals?  Keep things organized in One Note by publishing source, shuffling each article idea under the tab which best matches the tone of the story, allowing you to flag new content ideas up front, and tailor each post for the audience of that site or magazine. For example, I might write a strongly-opinionated post about social collaboration that is appropriate for my company blog, but write a similar, expanded article for CMSWire that includes a more neutral standpoint and other industry perspectives. I might then create a much more personal view, sharing specific stories from a recent event and a conversation with a business partner, on my personal blog. Three posts on a similar topic for three different sources, but all demonstrating my thought leadership on the topic.
  41. 41. Strategy Tip #5: Divide your messages by voice
  42. 42. Incorporate corporate, SME, and personal voices It is important to vary your voice in your content marketing strategy:  Sometimes your content should be more formal, coming from a "corporate" perspective. This might be content that talks about a specific position, or that mentions your products and services -- albeit in as neutral fashion as possible. The tone tends to be factual and straight-forward.  Sometimes your content should utilize your 'subject matter expert' or SME voice, focusing on education and a more granular view of your topic. People want perspectives and opinion, and they want personality, but most of all they want to know that you have mastery of your subject.  Some of your content should inject your own personality into your writing, personalizing your stories with actual interactions and humor to let your readers know that you are a real person, and not just a marketing content machine.
  43. 43. Strategy Tip #6: Keep your messaging topical
  44. 44. Keep it topical  Part of my daily routine is to read through the latest industry journals and scan various online news sources for anything relevant to my content marketing strategy, and to quickly amend my day's plans to include whatever story is going to interest my readers. It's a bit like being a journalist, I suppose: you want to both educate and entertain.  The more you can keep your topics relevant to the news of the day, the better you will position yourself and your content in the eyes of your prospective customers.
  45. 45. Strategy Tip #7: Be authentic
  46. 46. Be authentic  Be open and honest with the community and prospective customers about what you can and cannot do for them.  Be authentic in your marketing and in your content. Share what you know -- but don't be afraid to use your content development as an opportunity to learn more yourself, exploring new topics and strengthening your own understanding of your subject matter.  Prospective customers can see right through inauthenticity.  Ultimately, content marketing is not about the quick win, but about the long-game, so be consistent and focus on providing value.
  47. 47. Strategy Tip #8: Don’t just sit there – move forward
  48. 48. 28905/brand-called-you
  49. 49. A modern update on ‘The Brand Called You’  Understand your unique value proposition  Be able to tell your story  Leverage your influence  Defend your brand  Embrace change
  50. 50. Final Thoughts
  51. 51. Webinars Email Campaigns Blogging Channel Development Email Conferences Public Relations Branding Social Presence Thought Leadership Community-Building Advocacy Innovation Trust Passion Originality Authenticity The Marketing Baseline Find the Baseline & rise above it
  52. 52. Christian Buckley @buckleyplanet Thank you very much!
  53. 53. +1 425-246-2823 Contact Us Strategy. Influence. Amplification.