SlideShare a Scribd company logo
1 of 61
How to FOCUS your 
Digital Marketing Strategy 
Tips & Tools to Help You Succeed 
Brought to you by: 
Keith Boswell - Chief Strategist, Perceptint
MY BACKGROUND 
 1996 co-found web design agency 
with friends 
 Browser Wars & Web search new 
 NO GOOGLE
NEVER
NEVER 
Set out to make something “viral”.
INSTEAD 
Focus on quality, value & track engagement.
NEVER 
Re-org out of leadership.
INSTEAD 
Put together a plan and assign duties.
NEVER 
Ignore the elephant in the room.
INSTEAD 
Break it up & assign tasks w/deadlines.
NEVER 
Act without talking to 
your customers.
INSTEAD 
Talk to them first & often.
NEVER 
Give the keys to your kingdom away.
INSTEAD 
Own & operate your digital world. 
(Also back-up regularly.)
NEVER 
Assume where you need to be… 
A.K.A. Facebook syndrome.
INSTEAD 
Find your audience, then create 
& engage with them. 
Point to yourself only 
when relevant.
NEVER 
Let your agency guide you.
INSTEAD 
Guide the agency & speak their language. 
Have regular two-way 
performance reviews.
NEVER 
Use multiple vendors 
& tracking systems.
INSTEAD 
Coordinate efforts & piggyback where possible. 
Track through one system 
or as few as possible. 
Accept margin 
of error.
SO WHAT DOES IT 
TAKE TO SUCCEED?
COMMIT
COMMITMENT 
State and live a purpose.
EXAMPLE 
TOMS Shoes & REI
COMMITMENT 
Accept transparency.
EXAMPLE 
Yelp!, Glassdoor & TripAdvisor
COMMITMENT 
Engage your community, whether 
it’s comfortable or not. 
Be empathetic & human.
EXAMPLE 
Amy’s Bakery
EXAMPLE 
Amy’s Bakery
COMMITMENT 
Participate & contribute regularly.
EXAMPLE 
Cleveland Clinic CEO & Ironlakfilms
COMMITMENT 
Reduce friction for your customers. 
Planning for mobile first 
helps with scalability.
EXAMPLE 
Art Prize
COMMITMENT 
Listen before speaking.
EXAMPLE 
Peter Shankman
COMMITMENT 
Your story is a small part 
of your customers world. 
Serve them well & they will 
spread the word.
EXAMPLE 
Natural Running Store
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.
QUESTIONS & 
FEEDBACK
TURNING ADVICE 
INTO A PLAN
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?
WHAT TYPE OF 
MARKETING ORG? 
 Brand Marketers 
 Lead Generators 
 User Experience Designers 
 Product Innovators
BRANDING
BRANDING 
 Awareness 
 Not directly selling 
 Reinforces a POV and culture 
 Speaks to an audience 
 Connecting and sharing
LEAD GENERATION
LEAD GENERATION 
 Direct call to action 
 Drive to a conversion 
 Remove distraction 
 Guiding an audience 
 Measurable outcomes
USER EXPERIENCE
USER EXPERIENCE 
 Testing culture 
 Optimizing and learning 
 Removing friction for customers 
 Improving the experience 
 Measurable outcomes
INNOVATION
INNOVATION 
 Segmenting customers and services 
 Finding the audience 
 Testing demand 
 Bringing people along 
 Creating new measures along the way
NEEDS BY ORGANIZATION 
Booz & Company Research
THE CONVERSATION PRISM 
By Brian Solis & JESS3. 
For more information check 
out conversationprism.com
LET’S BE YOUR 
CUSTOMER 
at least one or two of you…
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?
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?
PILOTS BUILD MOMENTUM 
 Hypothesis to Results - Start Small 
 Channel Selection & EngagementModel 
• Resources (Internal & External) 
• Assets & Content 
• Tools 
• Tracking & Assessment 
 Test & Measure, Rinse, Repeat
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
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
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
REVIEW & 
FEEDBACK
QUESTIONS? 
Contact Info: 
 Web http://perceptint.com 
 Email keith@perceptint.com 
 Twitter @keithboswell 
 LinkedIn Keith Boswell 
THANK YOU.

More Related Content

What's hot

10 Things to Do When You Feel Like You Suck at Sales
10 Things to Do When You Feel Like You Suck at Sales10 Things to Do When You Feel Like You Suck at Sales
10 Things to Do When You Feel Like You Suck at SalesSalesScripter
 
How to Open and Establish Cold Calls
How to Open and Establish Cold CallsHow to Open and Establish Cold Calls
How to Open and Establish Cold CallsSalesScripter
 
Simplifying the Sales Process
Simplifying the Sales ProcessSimplifying the Sales Process
Simplifying the Sales ProcessSalesScripter
 
101 Sales Mistakes and How To Avoid Them
101 Sales Mistakes and How To Avoid Them101 Sales Mistakes and How To Avoid Them
101 Sales Mistakes and How To Avoid ThemJoshua Loveday
 
10 Steps to Manage Your Online Ratings #RDJ2016
10 Steps to Manage Your Online Ratings #RDJ201610 Steps to Manage Your Online Ratings #RDJ2016
10 Steps to Manage Your Online Ratings #RDJ2016Surefire Local
 
Painful Sales Truths
Painful Sales TruthsPainful Sales Truths
Painful Sales Truths Sales Hacker
 
The Science of Marketing Automation
The Science of Marketing AutomationThe Science of Marketing Automation
The Science of Marketing AutomationHubSpot
 
EIA2017Portugal - Shira Abel - User Acquisition: Zero Budget Ways to Acquire ...
EIA2017Portugal - Shira Abel - User Acquisition: Zero Budget Ways to Acquire ...EIA2017Portugal - Shira Abel - User Acquisition: Zero Budget Ways to Acquire ...
EIA2017Portugal - Shira Abel - User Acquisition: Zero Budget Ways to Acquire ...European Innovation Academy
 
10 Sales Tips for How to Sell More by Selling Less
10 Sales Tips for How to Sell More by Selling Less10 Sales Tips for How to Sell More by Selling Less
10 Sales Tips for How to Sell More by Selling LessSalesScripter
 
Chapter 3: Consultative Selling
Chapter 3: Consultative SellingChapter 3: Consultative Selling
Chapter 3: Consultative SellingSalesScripter
 
How to Become a Better Closer
How to Become a Better CloserHow to Become a Better Closer
How to Become a Better CloserSalesScripter
 
CEOFlow Introduction To Cold Calling 2.0 102007
CEOFlow Introduction To Cold Calling 2.0 102007CEOFlow Introduction To Cold Calling 2.0 102007
CEOFlow Introduction To Cold Calling 2.0 102007Aaron Ross
 
Social Selling at LinkedIn
Social Selling at LinkedInSocial Selling at LinkedIn
Social Selling at LinkedInSales Hacker
 
Branson Centre Passion to Profits
Branson Centre Passion to Profits Branson Centre Passion to Profits
Branson Centre Passion to Profits Co-founder Ignitor
 
Website Copywriting for Financial Advisors
Website Copywriting for Financial AdvisorsWebsite Copywriting for Financial Advisors
Website Copywriting for Financial AdvisorsClaire Akin, MBA
 
Reputation management 101
Reputation management 101Reputation management 101
Reputation management 101Maggie Benson
 
Selling Smart Workshop - Questioning Technique - Asking the Right Questions
Selling Smart Workshop - Questioning Technique - Asking the Right QuestionsSelling Smart Workshop - Questioning Technique - Asking the Right Questions
Selling Smart Workshop - Questioning Technique - Asking the Right QuestionsAnnArborSPARK
 
EIA2017Italy - Shira Abel - Increasing Market Traction
EIA2017Italy - Shira Abel - Increasing Market TractionEIA2017Italy - Shira Abel - Increasing Market Traction
EIA2017Italy - Shira Abel - Increasing Market TractionEuropean Innovation Academy
 
Ten tips for cold calling success
Ten tips for cold calling successTen tips for cold calling success
Ten tips for cold calling successClose.io
 

What's hot (20)

10 Things to Do When You Feel Like You Suck at Sales
10 Things to Do When You Feel Like You Suck at Sales10 Things to Do When You Feel Like You Suck at Sales
10 Things to Do When You Feel Like You Suck at Sales
 
How to Open and Establish Cold Calls
How to Open and Establish Cold CallsHow to Open and Establish Cold Calls
How to Open and Establish Cold Calls
 
Simplifying the Sales Process
Simplifying the Sales ProcessSimplifying the Sales Process
Simplifying the Sales Process
 
Facebook for Insurance Agents
Facebook for Insurance AgentsFacebook for Insurance Agents
Facebook for Insurance Agents
 
101 Sales Mistakes and How To Avoid Them
101 Sales Mistakes and How To Avoid Them101 Sales Mistakes and How To Avoid Them
101 Sales Mistakes and How To Avoid Them
 
10 Steps to Manage Your Online Ratings #RDJ2016
10 Steps to Manage Your Online Ratings #RDJ201610 Steps to Manage Your Online Ratings #RDJ2016
10 Steps to Manage Your Online Ratings #RDJ2016
 
Painful Sales Truths
Painful Sales TruthsPainful Sales Truths
Painful Sales Truths
 
The Science of Marketing Automation
The Science of Marketing AutomationThe Science of Marketing Automation
The Science of Marketing Automation
 
EIA2017Portugal - Shira Abel - User Acquisition: Zero Budget Ways to Acquire ...
EIA2017Portugal - Shira Abel - User Acquisition: Zero Budget Ways to Acquire ...EIA2017Portugal - Shira Abel - User Acquisition: Zero Budget Ways to Acquire ...
EIA2017Portugal - Shira Abel - User Acquisition: Zero Budget Ways to Acquire ...
 
10 Sales Tips for How to Sell More by Selling Less
10 Sales Tips for How to Sell More by Selling Less10 Sales Tips for How to Sell More by Selling Less
10 Sales Tips for How to Sell More by Selling Less
 
Chapter 3: Consultative Selling
Chapter 3: Consultative SellingChapter 3: Consultative Selling
Chapter 3: Consultative Selling
 
How to Become a Better Closer
How to Become a Better CloserHow to Become a Better Closer
How to Become a Better Closer
 
CEOFlow Introduction To Cold Calling 2.0 102007
CEOFlow Introduction To Cold Calling 2.0 102007CEOFlow Introduction To Cold Calling 2.0 102007
CEOFlow Introduction To Cold Calling 2.0 102007
 
Social Selling at LinkedIn
Social Selling at LinkedInSocial Selling at LinkedIn
Social Selling at LinkedIn
 
Branson Centre Passion to Profits
Branson Centre Passion to Profits Branson Centre Passion to Profits
Branson Centre Passion to Profits
 
Website Copywriting for Financial Advisors
Website Copywriting for Financial AdvisorsWebsite Copywriting for Financial Advisors
Website Copywriting for Financial Advisors
 
Reputation management 101
Reputation management 101Reputation management 101
Reputation management 101
 
Selling Smart Workshop - Questioning Technique - Asking the Right Questions
Selling Smart Workshop - Questioning Technique - Asking the Right QuestionsSelling Smart Workshop - Questioning Technique - Asking the Right Questions
Selling Smart Workshop - Questioning Technique - Asking the Right Questions
 
EIA2017Italy - Shira Abel - Increasing Market Traction
EIA2017Italy - Shira Abel - Increasing Market TractionEIA2017Italy - Shira Abel - Increasing Market Traction
EIA2017Italy - Shira Abel - Increasing Market Traction
 
Ten tips for cold calling success
Ten tips for cold calling successTen tips for cold calling success
Ten tips for cold calling success
 

Viewers also liked

Developing Digital Strategy for Business / Brand
Developing Digital Strategy for Business / BrandDeveloping Digital Strategy for Business / Brand
Developing Digital Strategy for Business / BrandKabir Ahmad
 
‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example
‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example
‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy ExampleHICHAM SAAF
 
Openrice Digital Marketing Strategy 2015
Openrice Digital Marketing Strategy 2015Openrice Digital Marketing Strategy 2015
Openrice Digital Marketing Strategy 2015Patra Ramadana
 
360 Degree Digital Marketing Strategy - EBriks Infotech
360 Degree Digital Marketing Strategy - EBriks Infotech360 Degree Digital Marketing Strategy - EBriks Infotech
360 Degree Digital Marketing Strategy - EBriks InfotechEBriks Infotech Pvt. Ltd.
 
Mobile App Digital Marketing Strategy Example
Mobile App Digital Marketing Strategy ExampleMobile App Digital Marketing Strategy Example
Mobile App Digital Marketing Strategy ExampleMike Ncube
 
New Product Launch Digital Marketing Strategy Example
New Product Launch Digital Marketing Strategy ExampleNew Product Launch Digital Marketing Strategy Example
New Product Launch Digital Marketing Strategy ExampleMike Ncube
 
First 90 days of a B2B Digital Marketing Strategy
First 90 days of a B2B Digital Marketing StrategyFirst 90 days of a B2B Digital Marketing Strategy
First 90 days of a B2B Digital Marketing StrategySteve Cummins
 
Online Retailer Digital Marketing Strategy Example
Online Retailer Digital Marketing Strategy ExampleOnline Retailer Digital Marketing Strategy Example
Online Retailer Digital Marketing Strategy ExampleMike Ncube
 
Casino and hospitality marketing
Casino and hospitality marketingCasino and hospitality marketing
Casino and hospitality marketingQualex Asia
 
Four Seasons Hotel Campaign
Four Seasons Hotel CampaignFour Seasons Hotel Campaign
Four Seasons Hotel CampaignBethany Nicole
 
B2B Digital Marketing Strategy
B2B Digital Marketing Strategy B2B Digital Marketing Strategy
B2B Digital Marketing Strategy Jithesh Rajendran
 
Toshiba Laptops: An integrated digital marketing strategy
Toshiba Laptops: An integrated digital marketing strategyToshiba Laptops: An integrated digital marketing strategy
Toshiba Laptops: An integrated digital marketing strategyArchana Nilaver
 
Air France Digital Marketing Strategy
Air France Digital Marketing StrategyAir France Digital Marketing Strategy
Air France Digital Marketing StrategyGareth Jones
 
2018 Digital Marketing Strategy Proposal Template
2018 Digital Marketing Strategy Proposal Template2018 Digital Marketing Strategy Proposal Template
2018 Digital Marketing Strategy Proposal Templateunfunnel
 

Viewers also liked (16)

DCEB-DigitalStrategySession-Jan24th
DCEB-DigitalStrategySession-Jan24thDCEB-DigitalStrategySession-Jan24th
DCEB-DigitalStrategySession-Jan24th
 
Developing Digital Strategy for Business / Brand
Developing Digital Strategy for Business / BrandDeveloping Digital Strategy for Business / Brand
Developing Digital Strategy for Business / Brand
 
‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example
‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example
‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example
 
Openrice Digital Marketing Strategy 2015
Openrice Digital Marketing Strategy 2015Openrice Digital Marketing Strategy 2015
Openrice Digital Marketing Strategy 2015
 
360 Degree Digital Marketing Strategy - EBriks Infotech
360 Degree Digital Marketing Strategy - EBriks Infotech360 Degree Digital Marketing Strategy - EBriks Infotech
360 Degree Digital Marketing Strategy - EBriks Infotech
 
Prelaunch digital marketing example
Prelaunch digital marketing examplePrelaunch digital marketing example
Prelaunch digital marketing example
 
Mobile App Digital Marketing Strategy Example
Mobile App Digital Marketing Strategy ExampleMobile App Digital Marketing Strategy Example
Mobile App Digital Marketing Strategy Example
 
New Product Launch Digital Marketing Strategy Example
New Product Launch Digital Marketing Strategy ExampleNew Product Launch Digital Marketing Strategy Example
New Product Launch Digital Marketing Strategy Example
 
First 90 days of a B2B Digital Marketing Strategy
First 90 days of a B2B Digital Marketing StrategyFirst 90 days of a B2B Digital Marketing Strategy
First 90 days of a B2B Digital Marketing Strategy
 
Online Retailer Digital Marketing Strategy Example
Online Retailer Digital Marketing Strategy ExampleOnline Retailer Digital Marketing Strategy Example
Online Retailer Digital Marketing Strategy Example
 
Casino and hospitality marketing
Casino and hospitality marketingCasino and hospitality marketing
Casino and hospitality marketing
 
Four Seasons Hotel Campaign
Four Seasons Hotel CampaignFour Seasons Hotel Campaign
Four Seasons Hotel Campaign
 
B2B Digital Marketing Strategy
B2B Digital Marketing Strategy B2B Digital Marketing Strategy
B2B Digital Marketing Strategy
 
Toshiba Laptops: An integrated digital marketing strategy
Toshiba Laptops: An integrated digital marketing strategyToshiba Laptops: An integrated digital marketing strategy
Toshiba Laptops: An integrated digital marketing strategy
 
Air France Digital Marketing Strategy
Air France Digital Marketing StrategyAir France Digital Marketing Strategy
Air France Digital Marketing Strategy
 
2018 Digital Marketing Strategy Proposal Template
2018 Digital Marketing Strategy Proposal Template2018 Digital Marketing Strategy Proposal Template
2018 Digital Marketing Strategy Proposal Template
 

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

Secrets to Effective Channel Marketing
Secrets to Effective Channel MarketingSecrets to Effective Channel Marketing
Secrets to Effective Channel MarketingCompTIA
 
Simplified Marketing techniques for Real Time Results for Start ups
Simplified Marketing techniques for Real Time Results for Start upsSimplified Marketing techniques for Real Time Results for Start ups
Simplified Marketing techniques for Real Time Results for Start upsUnspun Consulting Group
 
SCORE Jacksonville Marketing Presentation
SCORE Jacksonville Marketing PresentationSCORE Jacksonville Marketing Presentation
SCORE Jacksonville Marketing PresentationRussell Ward
 
How to create an employer brand that resonates
How to create an employer brand that resonatesHow to create an employer brand that resonates
How to create an employer brand that resonatesEdwin Soares
 
How To Market & Build Your Startup Brand
How To Market & Build Your Startup BrandHow To Market & Build Your Startup Brand
How To Market & Build Your Startup BrandSomUnspun
 
Applying technology to jumpstart your sales v092311
Applying technology to jumpstart your sales v092311Applying technology to jumpstart your sales v092311
Applying technology to jumpstart your sales v092311Amy Larrimore
 
Marketing Your Radon Business
Marketing Your Radon BusinessMarketing Your Radon Business
Marketing Your Radon BusinessSara Martin
 
Sbims presentation preparing to build your brand online - september 10
Sbims presentation   preparing to build your brand online - september 10Sbims presentation   preparing to build your brand online - september 10
Sbims presentation preparing to build your brand online - september 10Marketing Angels
 
Ida Marketing In Down Times V3
Ida Marketing In Down Times V3Ida Marketing In Down Times V3
Ida Marketing In Down Times V3giasdetailing
 
Zero to One Startup Masterclass Series - Week Two
Zero to One Startup Masterclass Series - Week TwoZero to One Startup Masterclass Series - Week Two
Zero to One Startup Masterclass Series - Week TwoIsaac Jumba
 
Learn build measure building products customers love
Learn build measure building products customers loveLearn build measure building products customers love
Learn build measure building products customers loveRahul PruthI
 
Enhancing Customer Experience
Enhancing Customer ExperienceEnhancing Customer Experience
Enhancing Customer ExperienceBridget Brandt
 
Growing Your Business With Social Media
Growing Your Business With Social MediaGrowing Your Business With Social Media
Growing Your Business With Social MediaMartin William Harvey
 
Digital Marketing Bootcamp
Digital Marketing BootcampDigital Marketing Bootcamp
Digital Marketing BootcampSarah Brody
 
Proactive Marketing For The Foundation Librarian
Proactive Marketing For The Foundation LibrarianProactive Marketing For The Foundation Librarian
Proactive Marketing For The Foundation LibrarianSophia Guevara
 
Proactive Marketing For The Foundation Librarian
Proactive Marketing For The Foundation LibrarianProactive Marketing For The Foundation Librarian
Proactive Marketing For The Foundation Librariangueste20f73
 
Innovation Incorporated 2018
Innovation Incorporated 2018Innovation Incorporated 2018
Innovation Incorporated 2018Mike Parsons
 

Similar to How to Focus your Digital Marketing Strategy - by Keith Boswell from Perceptint (20)

Secrets to Effective Channel Marketing
Secrets to Effective Channel MarketingSecrets to Effective Channel Marketing
Secrets to Effective Channel Marketing
 
Focus on the customer 3 21-12
Focus on the customer 3 21-12Focus on the customer 3 21-12
Focus on the customer 3 21-12
 
Simplified Marketing techniques for Real Time Results for Start ups
Simplified Marketing techniques for Real Time Results for Start upsSimplified Marketing techniques for Real Time Results for Start ups
Simplified Marketing techniques for Real Time Results for Start ups
 
SCORE Jacksonville Marketing Presentation
SCORE Jacksonville Marketing PresentationSCORE Jacksonville Marketing Presentation
SCORE Jacksonville Marketing Presentation
 
How to create an employer brand that resonates
How to create an employer brand that resonatesHow to create an employer brand that resonates
How to create an employer brand that resonates
 
How To Market & Build Your Startup Brand
How To Market & Build Your Startup BrandHow To Market & Build Your Startup Brand
How To Market & Build Your Startup Brand
 
Applying technology to jumpstart your sales v092311
Applying technology to jumpstart your sales v092311Applying technology to jumpstart your sales v092311
Applying technology to jumpstart your sales v092311
 
Marketing Your Radon Business
Marketing Your Radon BusinessMarketing Your Radon Business
Marketing Your Radon Business
 
Sbims presentation preparing to build your brand online - september 10
Sbims presentation   preparing to build your brand online - september 10Sbims presentation   preparing to build your brand online - september 10
Sbims presentation preparing to build your brand online - september 10
 
Ida Marketing In Down Times V3
Ida Marketing In Down Times V3Ida Marketing In Down Times V3
Ida Marketing In Down Times V3
 
Zero to One Startup Masterclass Series - Week Two
Zero to One Startup Masterclass Series - Week TwoZero to One Startup Masterclass Series - Week Two
Zero to One Startup Masterclass Series - Week Two
 
Learn build measure building products customers love
Learn build measure building products customers loveLearn build measure building products customers love
Learn build measure building products customers love
 
Enhancing Customer Experience
Enhancing Customer ExperienceEnhancing Customer Experience
Enhancing Customer Experience
 
Growing Your Business With Social Media
Growing Your Business With Social MediaGrowing Your Business With Social Media
Growing Your Business With Social Media
 
Pet expo slides 2013
Pet expo slides 2013Pet expo slides 2013
Pet expo slides 2013
 
Social Media Basics for Business
Social Media Basics for Business Social Media Basics for Business
Social Media Basics for Business
 
Digital Marketing Bootcamp
Digital Marketing BootcampDigital Marketing Bootcamp
Digital Marketing Bootcamp
 
Proactive Marketing For The Foundation Librarian
Proactive Marketing For The Foundation LibrarianProactive Marketing For The Foundation Librarian
Proactive Marketing For The Foundation Librarian
 
Proactive Marketing For The Foundation Librarian
Proactive Marketing For The Foundation LibrarianProactive Marketing For The Foundation Librarian
Proactive Marketing For The Foundation Librarian
 
Innovation Incorporated 2018
Innovation Incorporated 2018Innovation Incorporated 2018
Innovation Incorporated 2018
 

Recently uploaded

Intelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership AreaIntelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership Areaabdullahspz0428
 
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfGlobal Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfMROC Japan
 
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARUATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARUsayangkamuu240203
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessLean Summits
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...DIGGIT
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfDIGGIT
 
Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Inflyx
 
Killer Packaging | PrintAction
Killer Packaging | PrintActionKiller Packaging | PrintAction
Killer Packaging | PrintActionVictoria Gaitskell
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Jomer Gregorio
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxAhnaf Tahmid Haque
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfDIGGIT
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Spesialis Kandungan Resmi BPOM
 
5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptxdeepushah1687
 
Building Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfBuilding Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfChristopher Ross
 
Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024experienceprosarah
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnerstejaswinisahyadreeso
 
Mastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfMastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfkassou kacem
 
Best Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaBest Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaPriyaDigitalExpert
 
obat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyaobat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyainfoobataborsi24
 
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfDIGGIT
 

Recently uploaded (20)

Intelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership AreaIntelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership Area
 
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfGlobal Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
 
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARUATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking Success
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
 
Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024
 
Killer Packaging | PrintAction
Killer Packaging | PrintActionKiller Packaging | PrintAction
Killer Packaging | PrintAction
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptx
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
 
5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx
 
Building Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfBuilding Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdf
 
Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginners
 
Mastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfMastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdf
 
Best Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaBest Digital Expert Corporation of India
Best Digital Expert Corporation of India
 
obat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyaobat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganya
 
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
 

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

  • 1. How to FOCUS your Digital Marketing Strategy Tips & Tools to Help You Succeed Brought to you by: Keith Boswell - Chief Strategist, Perceptint
  • 2. MY BACKGROUND  1996 co-found web design agency with friends  Browser Wars & Web search new  NO GOOGLE
  • 4. NEVER Set out to make something “viral”.
  • 5. INSTEAD Focus on quality, value & track engagement.
  • 6. NEVER Re-org out of leadership.
  • 7. INSTEAD Put together a plan and assign duties.
  • 8. NEVER Ignore the elephant in the room.
  • 9. INSTEAD Break it up & assign tasks w/deadlines.
  • 10. NEVER Act without talking to your customers.
  • 11. INSTEAD Talk to them first & often.
  • 12. NEVER Give the keys to your kingdom away.
  • 13. INSTEAD Own & operate your digital world. (Also back-up regularly.)
  • 14. NEVER Assume where you need to be… A.K.A. Facebook syndrome.
  • 15. INSTEAD Find your audience, then create & engage with them. Point to yourself only when relevant.
  • 16. NEVER Let your agency guide you.
  • 17. INSTEAD Guide the agency & speak their language. Have regular two-way performance reviews.
  • 18. NEVER Use multiple vendors & tracking systems.
  • 19. INSTEAD Coordinate efforts & piggyback where possible. Track through one system or as few as possible. Accept margin of error.
  • 20. SO WHAT DOES IT TAKE TO SUCCEED?
  • 22. COMMITMENT State and live a purpose.
  • 25. EXAMPLE Yelp!, Glassdoor & TripAdvisor
  • 26. COMMITMENT Engage your community, whether it’s comfortable or not. Be empathetic & human.
  • 29. COMMITMENT Participate & contribute regularly.
  • 30. EXAMPLE Cleveland Clinic CEO & Ironlakfilms
  • 31. COMMITMENT Reduce friction for your customers. Planning for mobile first helps with scalability.
  • 35. COMMITMENT Your story is a small part of your customers world. Serve them well & they will spread the word.
  • 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.
  • 41. 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?
  • 42. WHAT TYPE OF MARKETING ORG?  Brand Marketers  Lead Generators  User Experience Designers  Product Innovators
  • 44. BRANDING  Awareness  Not directly selling  Reinforces a POV and culture  Speaks to an audience  Connecting and sharing
  • 46. LEAD GENERATION  Direct call to action  Drive to a conversion  Remove distraction  Guiding an audience  Measurable outcomes
  • 48. USER EXPERIENCE  Testing culture  Optimizing and learning  Removing friction for customers  Improving the experience  Measurable outcomes
  • 50. INNOVATION  Segmenting customers and services  Finding the audience  Testing demand  Bringing people along  Creating new measures along the way
  • 51. NEEDS BY ORGANIZATION Booz & Company Research
  • 52. THE CONVERSATION PRISM By Brian Solis & JESS3. For more information check out conversationprism.com
  • 53. LET’S BE YOUR CUSTOMER at least one or two of you…
  • 54. 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?
  • 55. 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?
  • 56. PILOTS BUILD MOMENTUM  Hypothesis to Results - Start Small  Channel Selection & EngagementModel • Resources (Internal & External) • Assets & Content • Tools • Tracking & Assessment  Test & Measure, Rinse, Repeat
  • 57. 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
  • 58. 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
  • 59. 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
  • 61. QUESTIONS? Contact Info:  Web http://perceptint.com  Email keith@perceptint.com  Twitter @keithboswell  LinkedIn Keith Boswell THANK YOU.

Editor's Notes

  1. Too many viral videos mimic another viral video – you can’t mimic something people want to share.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. Don’t get distracted by channels that aren’t relevant to your business objectives
  7. They will do what they are best at, not what you need their best thinking on unless you are specific and direct.
  8. Too many cooks spread across several kitchens is messy, sloppy and the exact same dish won’t taste the same.
  9. 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.
  10. 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.
  11. 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.
  12. 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.
  13. 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.
  14. 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.
  15. 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.