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How to Focus your Digital Marketing Strategy - by Keith Boswell from Perceptint

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How to Focus your Digital Marketing Strategy - by Keith Boswell from Perceptint

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This deck is from a workshop "How to Focus your Digital Marketing Strategy" that I presented on September 17th, 2014 at Start Garden. I share the lessons I've learned working in digital marketing for the past 19 years as a strategist and client lead.

I'm hopeful some of these lessons will help you too.

This deck is from a workshop "How to Focus your Digital Marketing Strategy" that I presented on September 17th, 2014 at Start Garden. I share the lessons I've learned working in digital marketing for the past 19 years as a strategist and client lead.

I'm hopeful some of these lessons will help you too.

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How to Focus your Digital Marketing Strategy - by Keith Boswell from Perceptint

  1. 1. How to FOCUS your Digital Marketing Strategy Tips & Tools to Help You Succeed Brought to you by: Keith Boswell - Chief Strategist, Perceptint
  2. 2. MY BACKGROUND  1996 co-found web design agency with friends  Browser Wars & Web search new  NO GOOGLE
  3. 3. NEVER
  4. 4. NEVER Set out to make something “viral”.
  5. 5. INSTEAD Focus on quality, value & track engagement.
  6. 6. NEVER Re-org out of leadership.
  7. 7. INSTEAD Put together a plan and assign duties.
  8. 8. NEVER Ignore the elephant in the room.
  9. 9. INSTEAD Break it up & assign tasks w/deadlines.
  10. 10. NEVER Act without talking to your customers.
  11. 11. INSTEAD Talk to them first & often.
  12. 12. NEVER Give the keys to your kingdom away.
  13. 13. INSTEAD Own & operate your digital world. (Also back-up regularly.)
  14. 14. NEVER Assume where you need to be… A.K.A. Facebook syndrome.
  15. 15. INSTEAD Find your audience, then create & engage with them. Point to yourself only when relevant.
  16. 16. NEVER Let your agency guide you.
  17. 17. INSTEAD Guide the agency & speak their language. Have regular two-way performance reviews.
  18. 18. NEVER Use multiple vendors & tracking systems.
  19. 19. INSTEAD Coordinate efforts & piggyback where possible. Track through one system or as few as possible. Accept margin of error.
  20. 20. SO WHAT DOES IT TAKE TO SUCCEED?
  21. 21. COMMIT
  22. 22. COMMITMENT State and live a purpose.
  23. 23. EXAMPLE TOMS Shoes & REI
  24. 24. COMMITMENT Accept transparency.
  25. 25. EXAMPLE Yelp!, Glassdoor & TripAdvisor
  26. 26. COMMITMENT Engage your community, whether it’s comfortable or not. Be empathetic & human.
  27. 27. EXAMPLE Amy’s Bakery
  28. 28. EXAMPLE Amy’s Bakery
  29. 29. COMMITMENT Participate & contribute regularly.
  30. 30. EXAMPLE Cleveland Clinic CEO & Ironlakfilms
  31. 31. COMMITMENT Reduce friction for your customers. Planning for mobile first helps with scalability.
  32. 32. EXAMPLE Art Prize
  33. 33. COMMITMENT Listen before speaking.
  34. 34. EXAMPLE Peter Shankman
  35. 35. COMMITMENT Your story is a small part of your customers world. Serve them well & they will spread the word.
  36. 36. EXAMPLE Natural Running Store
  37. 37. EXAMPLE Natural Running Store’s Secrets of Success Don’t compete on price—Deliver powerful experiences that customers can’t help but tell others about, and that’s your brand. Ditch the hard sell—”If you look at our Twitter feed and Facebook, you might see an advertised sale three or four times. We’ve never used social media as a sales or promo tool, but as a relationship-building tool,” Gleason says. Maximize every piece of content—Replay and repackage content in as many ways and places as possible. Stay short and sweet—Videos are typically 2 to 3 minutes and blog posts hit the 300-word mark.
  38. 38. QUESTIONS & FEEDBACK
  39. 39. TURNING ADVICE INTO A PLAN
  40. 40. OBJECTIVES FIRST, PLANS FOLLOW  What are you trying to do?  Have you done it before?  Who owns it?  Does it have a budget?  Can it be done in-house or need help?
  41. 41. WHAT TYPE OF MARKETING ORG?  Brand Marketers  Lead Generators  User Experience Designers  Product Innovators
  42. 42. BRANDING
  43. 43. BRANDING  Awareness  Not directly selling  Reinforces a POV and culture  Speaks to an audience  Connecting and sharing
  44. 44. LEAD GENERATION
  45. 45. LEAD GENERATION  Direct call to action  Drive to a conversion  Remove distraction  Guiding an audience  Measurable outcomes
  46. 46. USER EXPERIENCE
  47. 47. USER EXPERIENCE  Testing culture  Optimizing and learning  Removing friction for customers  Improving the experience  Measurable outcomes
  48. 48. INNOVATION
  49. 49. INNOVATION  Segmenting customers and services  Finding the audience  Testing demand  Bringing people along  Creating new measures along the way
  50. 50. NEEDS BY ORGANIZATION Booz & Company Research
  51. 51. THE CONVERSATION PRISM By Brian Solis & JESS3. For more information check out conversationprism.com
  52. 52. LET’S BE YOUR CUSTOMER at least one or two of you…
  53. 53. How-To Get Customer Feedback Ask your top customers these questions in person or on the phone.  What’s your favorite site to buy from?  Are you a part of any communities online? If so, which ones?  If I could wave a wand and use technology to fix your biggest problem, what would it be?  Where do you go to find information about our industry?
  54. 54. How-To Get Customer Feedback Ask your top customers these questions in person or on the phone.  Do you use our website today? If so, for what? If not, why?  Are you open to us testing ways to improve our products and service for you? Your feedback will drive the process.  How can we serve you better?  What’s happening in your business/market that I should know about?  Tell me about an app or a website you’re using that really impresses you. What do you like about it?
  55. 55. PILOTS BUILD MOMENTUM  Hypothesis to Results - Start Small  Channel Selection & EngagementModel • Resources (Internal & External) • Assets & Content • Tools • Tracking & Assessment  Test & Measure, Rinse, Repeat
  56. 56. HUMAN CAPITAL: BRAINS & FREE-RANGE Resource Assessment  Internal team needs • Content – images, written, A/V • Managers • Ownership & budget  External needs • Specialized labor or tech • Operate to a defined scope
  57. 57. NEXT STEPS  Org & Capability Confirmation  Customer Survey  Set Hypothesis  Identify Needed Resources to Manage  Identify Key Performance Indicators to Measure  Plan for & Begin Testing  Learn & Test Becomes Cultural
  58. 58. SITES I READ & TRUST  http://responsive.org/  http://www.web-strategist.com/blog/  http://www.strategy-business.com/  http://www.theverge.com/  http://www.altimetergroup.com/blog
  59. 59. REVIEW & FEEDBACK
  60. 60. QUESTIONS? Contact Info:  Web http://perceptint.com  Email keith@perceptint.com  Twitter @keithboswell  LinkedIn Keith Boswell THANK YOU.

Editor's Notes

  • Too many viral videos mimic another viral video – you can’t mimic something people want to share.
  • At Kaiser Permanente, we re-org;d about every 9 to 12 months. We could never achieve a long-term goal because we never had any.
  • Imandi – 2 years in business with 125 employees and no idea how they were going to make money. They asked us if we had any ideas.
  • Don’t build new functionality or sites and services without ensuring your customer wants and needs them and that you have the capacity to deliver to their expectations. The bar has been raised significantly.
  • Had a website that you suddenly couldn’t access because your friend isn’t “doing it anymore” I am over fingers and toes where I have seen this cost businesses tens of thousands of dollars.
  • Don’t get distracted by channels that aren’t relevant to your business objectives
  • They will do what they are best at, not what you need their best thinking on unless you are specific and direct.
  • Too many cooks spread across several kitchens is messy, sloppy and the exact same dish won’t taste the same.
  • This is the new expectation for businesses whether you want it to be or not. Recent research on millennials confirms they want companies to stand for something and give back.
  • You don’t own the message, you are a participant just like everyone else. In the old world you could buy your way into silence because there were a limited number of mediums for finding information. Now they are everywhere, in your lobby with cameras and microphones and live tweeting it all.
  • People don’t want to talk to faceless companies. They want to know who the people behind it all are and how they can interact with them as needed.
  • Your bullet point features aren’t enough. You may not develop the perfect blog, but your brand should be active in it’s ecosystem in ways that meet your business objectives and customer needs.
  • Think Amazon, Uber, AirBnB – these things make sometimes difficult things much easier. How can you emulate that in your business, that’s what you’ve got to find.
  • There are enough conversations going on that you don’t have to jump in first. Social media and search engine monitoring can tell you a lot before you decide how best to engage your market.
  • Your story has to fit within your customers world. If you tell it, live it, demonstrate it and deliver – your customers will tell others. Your story will spread as part of their story.

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