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How to Win in a Digital Economy

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Winning in a Digital Economy requires 2 key steps.
Firstly establishing your online assets and secondly marketing them relentlessly. In this presentation we look at the challenges we have to be heard on a crowded web of over 500 million websites. The online assets you need to build to win and the fantastic four marketing strategies you need for your ideas to spread and be found by your customers and prospects.

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How to Win in a Digital Economy

  1. 1. How to Winin a Digital EconomyCreator: Jeff BullasTwitter: @jeffbullas
  2. 2. The Challenges
  3. 3. How do you get found in a “universe of 500 million+ websites”?
  4. 4. How do you get found when there are 150 million blogs?
  5. 5. How do get found when there are over 200 billion internet display banner ads every 90 days?
  6. 6. How do you get found when every 60 seconds there are 700,000 searches
  7. 7. We are also stuck in the old marketing habits and paradigms
  8. 8. How does your business and brand cut through in an era of “Big Data”?“Every two days we create as much information as we did from the dawn of civilization up until 2003” - Eric Schmidt, 2010 (CEO of Google)
  9. 9. Amongst this noise, clutter and dated thinking, what are the steps to success online in a digital economy?
  10. 10. Step One: Design and Build your Online Assets
  11. 11. What are online assets?
  12. 12. WebsiteOnline Store Social Networks Mobile Platforms
  13. 13. Asset #1- Design and Develop your Website
  14. 14. Design and Develop your WebsiteDo you think your website in 2012 is like the one you built 4 or 5years ago? • Static – never changed • Text Based- images an afterthought • Needed to be programmed by the developer • One way communication • An optional requirement for business
  15. 15. Design and Develop your WebsiteThe “New” Generation Website • Content management system - CMS • Interactive – Blog, comments • Multimedia – Images, Video, Text • Consistent Content Publishing- Articles, PDF’s, News • Integrated – CRM, Accounting, Database • Social – Facebook, Twitter, YouTube
  16. 16. Design and Develop your WebsiteWhat is essential for a great business website? • Intuitive visual design
  17. 17. Design and Develop your WebsiteWhat is essential for a great business website? • Built on a robust technology platform
  18. 18. Design and Develop your WebsiteWhat is essential for a great business website? •It needs “Liquid” and “Linked” content
  19. 19. Design and Develop your WebsiteWhat is essential for a great business website? • It requires compelling “Multimedia” Content
  20. 20. Design and Develop your WebsiteWhat is essential for a great business website? • Tap into the power of the “Visual Social Web”
  21. 21. Design and Develop your WebsiteWhat is essential for a great business website? It needs to be “Integrated” with your business Examples: • Customer Relationship Management Systems • Warehouse distribution • Accounting • Databases • Email
  22. 22. Design and Develop your Website What is essential for a great business website? • It should be “social”
  23. 23. Design and Develop your WebsiteAsset #2. Design a successful ecommerce website
  24. 24. Design and Develop your WebsiteDesigning a successful eCommerce website•Use a robust eCommerce CMS technology platform•Make it easy for people to buy•Managed and editable without programming knowledge•Trusted•Offer a range of payment methods•Provide discounts and incentives•Personalize it•Embrace “Omni-Commerce”•Make it social•Optimise it for search
  25. 25. Design and Develop your WebsiteDesigning a successful eCommerce websiteThe rise of “Omni Channel” Commerce
  26. 26. Asset #3. Secure, Brand and Establish your Social Networks
  27. 27. Secure, Brand and Establish your Social Networks • Facebook – 900 million plus • Twitter – 500 million plus • YouTube – 2 Billion views per day • Google+ - over 250 million users • SlideShare – 29 million unique visitors mthly • LinkedIn – 160+ million members
  28. 28. Secure, Brand and Establish your Social Networks
  29. 29. Asset #4. Design and Establish your Mobile Sites and Apps
  30. 30. The smart phone is transforming communication, marketing andpublishing.The numbers • 5.9 billion phones • 1.2 billion smart phones • 490 million smart phones sold in 2011 • Over 300,000 apps developed in 3 years • Mobile apps downloaded 10.9 billion times “We have reached a mobile tipping point with mobile devices outselling personal computers”
  31. 31. The Mobile Essentials • Optimise your website for mobile • Design and develop an app for your online store “Read, view and buy anything, anytime, anywhere”
  32. 32. You have designed and developed your online assets: • The website • Your online Ecommerce store • The social networks • Mobile platforms but the journey has just begun!
  33. 33. The 3 Marketing Steps to SuccessStep One: Create a StrategyThis includes • Establish a clear vision • Define your target audience • Outline your goals • Plan and implement the marketing tactics to achieve those goals • Monitor, measure and modify • Persist with what works
  34. 34. Step Two: Take Multiple Channel Action Social Media Marketing Digital Assets SEO Paid Marketing Website,Blog,Online Store Email Marketing
  35. 35. Step Two: Take Multiple Channel ActionChannel One: Paid Digital Advertising
  36. 36. Step Two: Take Multiple Channel ActionChannel One: Paid Digital AdvertisingWhy Paid Online Marketing?It acts as a catalyst to be found online and accelerates the“velocity”, discovery and sharing of your brand
  37. 37. Step Two: Take Multiple Channel ActionChannel One: Paid Digital Advertising - The fast track “Catalyst” • Search - eg Google AdWords ($50 Billion US per annum as of 2012) • Social – Facebook Ads, LinkedIn Ads ($3 Billion US per annum)
  38. 38. Step Two: Take Multiple Channel ActionChannel One: Paid Digital Advertising - The fast track “Catalyst” Digital Advertising vs Print
  39. 39. Step Two: Take Multiple Channel ActionChannel One: Paid Digital Advertising - The fast track “Catalyst” The Rise of Social Network Advertising
  40. 40. Step Two: Take Multiple Channel ActionChannel Two: Search Engine Optimisation (SEO)
  41. 41. Step Two: Take Multiple Channel ActionChannel Two: Search Engine Optimisation (SEO)•Up to 90% of purchasing decisions start with an online search.•Organic online clicks account for 75% of all click thru’s•25% of all clicks are paid eg Google Adwords.
  42. 42. Step Two: Take Multiple Channel ActionChannel Two: Search Engine Optimisation (SEO)How important is it to be at the top of Google’s search results?•Ranking first on Google gets over 40% of all clicks•Ranking second receives just over 11% - coming second hasdistinct disadvantages – only ¼ of all clicks compared to firstranking•90% of all clicks occur from first page of search results.
  43. 43. Step Two: Take Multiple Channel ActionChannel Two: Search Engine Optimisation (SEO)2 Keys for Optimizing your Websites for Search Engines • Onsite Search Engine Optimisation • Offsite Search Engine Optimisation.
  44. 44. Step Two: Take Multiple Channel ActionChannel Two: Search Engine Optimisation (SEO) • Onsite SEO – Optimise content and website • Offsite SEO – 6 - 12 month program of link building. Google values your site based on who you link to. It includes, research, implementing, modifying and patience
  45. 45. Step Two: Take Multiple Channel ActionChannel Three: Email marketing
  46. 46. Step Two: Take Multiple Channel ActionChannel Three: Email marketing “You own it, you have control and it is an asset you can build over time”
  47. 47. Step Two: Take Multiple Channel ActionChannel Three: Email marketing • Most used channel for personal communications - 45% • Checked daily by more users (91%) • The preferred channel for permission marketing - 77% • The channel that influences the most purchases - 66% • Preferred for financial (52%) and travel (43%) alerts • Preferred even by teens over all other direct channels for permission-based, marketing communications - 66%
  48. 48. Step Two: Take Multiple Channel ActionChannel Three: Email marketingTips • Select a Platform (eg Exact Target, Mail Chimp) • Design and Build an email template that is editable • Email clients regularly • Guide to high engagement, use 80% educational and 20% sales calls to action. Socialize and link to blog content • Provide incentives for prospects to opt-in to your email list eg a free ebook • Opt-in has high open rates • Make it easy (don’t ask for address, phone etc)
  49. 49. Step Two: Take Multiple Channel ActionChannel Three: Email marketingBig Tip • Provide incentives for prospects to opt-in to your email list eg a free ebook
  50. 50. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
  51. 51. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingThe Exponential Marketing Power of Social Media
  52. 52. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingThe goal is to attract and engage your customers and prospects • Using liquid and linked content • On multiple social media channels • Using multimedia
  53. 53. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
  54. 54. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
  55. 55. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhy Social Media MarketingSocial Media Amplifies your Content
  56. 56. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhy Social Media Marketing?Accelerates the Spread of your Brand
  57. 57. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhy Social Media Marketing?Makes you stand out from the crowd
  58. 58. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhy Social Media Marketing?It is networking on steroids
  59. 59. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhy Social Media Marketing?It can position you and your company as experts
  60. 60. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhy Social Media Marketing?Your business can now self publish
  61. 61. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhy Social Media Marketing?It facilitates trust –Edelman’s trust barometer
  62. 62. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhat social networks should you market on?Where your target market hangs out!
  63. 63. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing Marketing on Facebook
  64. 64. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingFacebook Tips for B2C Companies • Welcome page • Provide an incentive for growing your Facebook “Likes” • Capture email subscriptions for your database • Offer specials • Publish content daily • Crowd sourced market research • Sell products on your Facebook store • Provide rich multimedia
  65. 65. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingFacebook Case Study for B2C Companies
  66. 66. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingFacebook Tips for B2B Companies • Video Channel with “How To” Tutorials • News Updates in Your Industry • Provide an Incentive for Growing your Facebook “Likes” • Capturing Email Subscriptions for your database • Targeting Decision Makers through Paid SMM • Market Research and Surveys • Promote your Thought Leaders
  67. 67. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingFacebook Case Study for B2B Companies
  68. 68. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
  69. 69. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingTwitter Marketing Tips • Develop a targeted Twitter following • Listen, engage and communicate and build loyal followers in your community • Create a live feed on the corporate brand name to see what the world is saying about you • Tweet your online specials that link to a landing page • Tweet your content • Network and Create contacts on Twitter by retweeting their content
  70. 70. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingTwitter Case Study
  71. 71. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
  72. 72. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingLinkedIn• Update your posts on LinkedIn after publishing• Participate in one of the 800,000 groups that is suitable for your target audience• Create your own group that doesn’t sell but provides a forum for your industry niche• Create Exclusive Content that requires registration• Advertise on LinkedIn from as little as $10 per day
  73. 73. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingLinkedIn Case Study B2B: Post Card Mania • Create compelling content • Build contacts • Join groups and contribute • Cold message contactsResults: In 12 Months they have generated 600 leads from a B2B audience
  74. 74. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
  75. 75. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingThe call to action “landing page”
  76. 76. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
  77. 77. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingYouTube Marketing Tips• Interview senior people in your industry – promote them, the law of reciprocity• Create information videos that inform clients while you sleep – leverages your time• Create Educational videos demonstrating expertise and thought leadership• Include videos in your online store to showcase and demo products (can increase conversion rates by 10-30%
  78. 78. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingCase Study: Orabrush
  79. 79. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
  80. 80. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingSlideShare Marketing Tips • Turn your posts into PowerPoint presentations • Write a good headline • Include keyword tags • Promote your presentations on Twitter • Allow viewers to download your presentation • Post them to your Facebook page • In choose a license make it CC (Creative Commons)
  81. 81. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingCase Study: JeffBullas.com
  82. 82. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
  83. 83. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingBlogging Marketing Tips • Solve problems with your posts. • Provide “How To” articles • Write great headlines • Write easy to read articles • Use multimedia embed videos, images and screen shots • Post to multiple social networks • Create evergreen content • Be focused (stay on topic) • Repurpose offline and publish it online
  84. 84. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingBlogging: Case Study
  85. 85. Step Three: Monitor, Measure, ModifyDigital marketing can be measured, it can be easilymodified, it takes away the guesswork. It is whereyour audience researches, finds entertainment andincreasingly buys.
  86. 86. Takeaways • Strategy not just tactics • Content is the foundation • Optimize for search • Make it easy to share • Think like a publisher • Build an online asset • Publish where your customers are • Implement the Hub & Spoke model • Use paid as the catalyst • Be patient and persist
  87. 87. “Nothing in the world can take the place of persistence. Talent will not,…Genius will not, Education will not; the world is full of educated derelicts…… Persistence anddetermination alone are omnipotent”- - Calvin Coolidge - US President

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