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Growing Your Business Through Community and Integrated Marketing

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This deck was presented at Conductor's C3 2014 Conference in New York City.

Every company, large or small, is working to earn the trust and keep the attention of their customers, long-term. Attracting the right customers and earning their loyalty and advocacy, we call community building. Making sure the marketing approach you take to building that community grows a sustainable business, we call smart.

Just like any healthy human relationship, building a community takes time, relentless effort, and a commitment to authenticity. This presentation communicates how content, social media, SEO, and email marketing - the integral components of integrated marketing - meet those requirements and how when they align with the right goals and measurement they will build your brand, a better business, and ultimately, a thriving community.

Published in: Marketing

Growing Your Business Through Community and Integrated Marketing

  1. 1. Playing the Long Game: Growing Your Business Through Community and Integrated Marketing Mack Fogelson Founder & CEO | Mack Web @mackfogelson
  2. 2. We’re part of an ever-changing industry. #C3NY @mackfogelson
  3. 3. Google adjusts its algorithm 500-600 times annually. IMAGE CREDIT: http://moz.com/google-algorithm-change Change #C3NY @mackfogelson
  4. 4. IMAGE CREDIT: https://www.seroundtable.com/google-ssl-not-provided-100-17414.html Change Google reduces organic keyword data. #C3NY @mackfogelson
  5. 5. IMAGE CREDIT: http://searchenginewatch.com/article/2339093/Google-Starts-Blocking-Access-to-Paid- Search-Keyword-Data Change Google reduces paid keyword data. #C3NY @mackfogelson
  6. 6. IMAGE CREDIT: http://searchengineland.com/goodbye-google-authorship-201975 Change Google decides to end Authorship. #C3NY @mackfogelson
  7. 7. IMAGE CREDIT: http://www.forbes.com/sites/ewanspence/2014/06/06/facebook-puts-everyone-on-notice- about-the-death-of-organic-reach/ Change Facebook reduces organic reach. #C3NY @mackfogelson
  8. 8. IMAGE CREDIT: https://gigaom.com/2014/09/04/twitter-cfo-says-a-facebook-style-filtered-feed-is-coming- whether-you-like-it-or-not/ Change Twitter announces plans to integrate algorithm. #C3NY @mackfogelson
  9. 9. And if all of that isn’t enough for you… #C3NY @mackfogelson
  10. 10. IMAGE CREDIT: http://www.ufcw400.org/2011/04/yes-were-open/ Change 543,000 new businesses start every month. #C3NY @mackfogelson
  11. 11. What’s your plan to sustain? #C3NY @mackfogelson
  12. 12. It may be time to change your approach #C3NY @mackfogelson
  13. 13. Integrated Approach #C3NY @mackfogelson
  14. 14. Integrated Process #C3NY @mackfogelson
  15. 15. Integrated Results #C3NY @mackfogelson
  16. 16. Here we go, kids. #C3NY @mackfogelson
  17. 17. Integrated Approach #C3NY @mackfogelson
  18. 18. Marketing should be about building a better business. IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg #C3NY @mackfogelson
  19. 19. Marketing should be about building a better business. This is a transformation that happens from the inside out. IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg #C3NY @mackfogelson
  20. 20. An integrated approach promotes and improves your business. =IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.#C3NY @mackfogelson
  21. 21. An integrated approach promotes and improves your business. A variety of channels work together over time not just to grow the company but to advance it. IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.jpg #C3NY @mackfogelson
  22. 22. An integrated approach builds an experience and a relationship. IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b862a3dad95a782a3b/tumblr_n8q7h7Mge01qh424ko1_500.jpg #C3NY @mackfogelson
  23. 23. An integrated approach builds an experience and a relationship. Be the company your customers expect. You don’t have to be perfect, but you must be real, transparent, and human. IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b862a3dad95a782a3b/tumblr_n8q7h7Mge01qh424ko1_500.jpg #C3NY @mackfogelson
  24. 24. An integrated approach honors community and revenue. IMAGE CREDIT: http://maliciousdreamsburnlikeyourlies.tumblr.com/image/98919732857 #C3NY @mackfogelson
  25. 25. An integrated approach honors community and revenue. Communities form and grow when there is something meaningful at the core of the business beyond money. IMAGE CREDIT: http://maliciousdreamsburnlikeyourlies.tumblr.com/image/98919732857 #C3NY @mackfogelson
  26. 26. Build a better business #C3NY @mackfogelson
  27. 27. Attract a stronger community Build a better business #C3NY @mackfogelson
  28. 28. Grow your audience and brand Attract a stronger community Build a better business #C3NY @mackfogelson
  29. 29. Integrated Process #C3NY @mackfogelson
  30. 30. #C3NY @mackfogelson
  31. 31. IMAGE CREDIT: http://nanoanno.tumblr.com/post/96420485071 This is a Custom Process Adjust this integrated process to align with your business goals and the needs of your customers. #C3NY @mackfogelson
  32. 32. 1 Meaning 2 Goals 3 Priorities 4 Tactics 5 Execution 6 Catapult 7 Scrub #C3NY @mackfogelson
  33. 33. 1 Meaning Determine the real meaning of your business beyond money. #C3NY @mackfogelson
  34. 34. #C3NY @mackfogelson
  35. 35. Let’s look at an example… #C3NY @mackfogelson
  36. 36. Authenticity works its way from the inside out #C3NY @mackfogelson
  37. 37. This is not a reflection of who they are #C3NY @mackfogelson
  38. 38. Their company doesn’t just sell wine #C3NY @mackfogelson
  39. 39. Their company doesn’t just sell wine Their company changes women’s lives. #C3NY @mackfogelson
  40. 40. Before #C3NY @mackfogelson
  41. 41. After #C3NY @mackfogelson
  42. 42. Telling real stories of real people #C3NY @mackfogelson
  43. 43. It’s the meaning beyond money that provides an opportunity for connection. IMAGE CREDIT: http://r2-store.distractify.netdna-cdn.com/postimage/201409/40/ee863e2bed3ece8a5df865952f581379_650x.jpg #C3NY @mackfogelson
  44. 44. It’s the meaning beyond money that provides an opportunity for connection. There’s got to be passion and authenticity at your core to attract and foster a community around your brand. IMAGE CREDIT: http://r2-store.distractify.netdna-cdn.com/postimage/201409/40/ee863e2bed3ece8a5df865952f581379_650x.jpg #C3NY @mackfogelson
  45. 45. Companies don’t build communities. People do. #C3NY @mackfogelson
  46. 46. #C3NY @mackfogelson
  47. 47. 2 Goals Identify what you want to accomplish both short-term and long-term. #C3NY @mackfogelson
  48. 48. Everything starts with goals #C3NY @mackfogelson
  49. 49. Visionary #C3NY @mackfogelson
  50. 50. Business & Brand Visionary #C3NY @mackfogelson
  51. 51. Business Campaign & Brand Visionary #C3NY @mackfogelson
  52. 52. Your visionary goal is long-term #C3NY @mackfogelson
  53. 53. Your visionary goal is long-term Your visionary goal is big picture #C3NY @mackfogelson
  54. 54. Your visionary goal is long-term Your visionary goal is big picture Your visionary goal is motivation #C3NY @mackfogelson
  55. 55. IMAGE CREDIT: https://40.media.tumblr.com/tumblr_md1gajx17P1r858eko1_500.jpg Every 3-5 years Revisit your Visionary goal. #C3NY @mackfogelson
  56. 56. “Within 3-5 years we want to become a household name.” Visionary Goal #C3NY @mackfogelson
  57. 57. Business and Brand goals are accessible #C3NY @mackfogelson
  58. 58. Business and Brand goals are accessible Business and Brand goals are connectors #C3NY @mackfogelson
  59. 59. Business and Brand goals are accessible Business and Brand goals are connectors Business and Brand goals are balanced #C3NY @mackfogelson
  60. 60. IMAGE CREDIT: http://bit.ly/1vB6x4g Business Goals Relate to revenue and keep the focus on growth. #C3NY @mackfogelson
  61. 61. Business Goal “We want to increase quality leads.” #C3NY @mackfogelson
  62. 62. IMAGE CREDIT: http://www.onelittlevoice.co.uk/wp-content/uploads/2012/06/Map-Cat.jpg Brand Goals Keep the focus on building a better company. IMAGE CREDIT: http://images.fineartamerica.com/images-medium-large/kitten-playing-with-building-blocks- martin-poole.jpg #C3NY @mackfogelson
  63. 63. “We want to earn trust and become an exemplary company.” Brand Goal #C3NY @mackfogelson
  64. 64. Campaign goals are short-term #C3NY @mackfogelson
  65. 65. Campaign goals are short-term Campaign goals are tied to tactics #C3NY @mackfogelson
  66. 66. Campaign goals are short-term Campaign goals are tied to tactics Campaign goals are your momentum #C3NY @mackfogelson
  67. 67. Every 90 Days Revisit your Campaign goals. IMAGE CREDIT: http://www.onelittlevoice.co.uk/wp-content/uploads/2012/06/Map-Cat.jpg #C3NY @mackfogelson
  68. 68. ` “Increase conversion rate by 10% over the next 12 months.” Campaign Goal #C3NY @mackfogelson
  69. 69. “Earn media coverage from Campaign Huffington Post within 9 months.” Goal #C3NY @mackfogelson
  70. 70. “Increase community conversation by 35% within 6 months.” Campaign Goal #C3NY @mackfogelson
  71. 71. All of your goals should align with your Visionary Goal. #C3NY @mackfogelson
  72. 72. Campaign Goals #C3NY @mackfogelson
  73. 73. Business & Brand Goals Campaign Goals #C3NY @mackfogelson
  74. 74. Visionary Goal Business & Brand Goals Campaign Goals #C3NY @mackfogelson
  75. 75. #C3NY @mackfogelson
  76. 76. 3 Priorities Determine what to focus on for the next 90 days. #C3NY @mackfogelson
  77. 77. Build your strategy based on priorities for the next 90 days #C3NY @mackfogelson
  78. 78. Year-long marketing plans are not agile. IMAGE CREDIT: http://blocktalk.wpengine.netdna-cdn.com/wp-content/uploads/2013/08/shutterstock_103570856.jpg #C3NY @mackfogelson
  79. 79. Don’t be distracted by shiny objects. IMAGE CREDIT: http://nellsdish.files.wordpress.com/2011/06/party-lights.jpg #C3NY @mackfogelson
  80. 80. WIN what’s important now? #C3NY @mackfogelson
  81. 81. IMAGE CREDIT: http://www.pinterest.com/pin/412431278345105000/ Conduct An Assessment •Goals •Persona •Brand Positioning •Drivers & Risks •Unique Selling Prop •Competitive Analysis #C3NY @mackfogelson
  82. 82. Run 4 Helpful Lists Identify and prioritize what belongs in strategy. EXERCISE CREDIT: http://www.patersoncenter.com/stratop/stratop-business.html #C3NY @mackfogelson
  83. 83. #C3NY @mackfogelson
  84. 84. Run Touchpoints Determine what your audience needs. #C3NY @mackfogelson
  85. 85. EXERCISE DEVELOPED VIA JOANNA LORD: http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/ #C3NY @mackfogelson
  86. 86. Determine Priorities Identify the top 3-5 strategic priorities for the next 90 days. #C3NY @mackfogelson
  87. 87. Your priorities will drive the campaigns that fit within your integrated strategy. #C3NY @mackfogelson
  88. 88. Prioritize the right things for your 90 day strategy #C3NY @mackfogelson
  89. 89. 4 Tactics Break strategy down into tactics and deliverables that will accomplish goals. #C3NY @mackfogelson
  90. 90. Your tactics become deliverables in your 90 day road map #C3NY @mackfogelson
  91. 91. How are we gonna get there? #C3NY @mackfogelson
  92. 92. Work from strategic priorities to campaign goals to tactics #C3NY @mackfogelson
  93. 93. Here is where your Campaign goals come into play #C3NY @mackfogelson
  94. 94. Communicate all deliverables and assign dates for delivery #C3NY @mackfogelson
  95. 95. Your measurement for each Campaign aligns with goals #C3NY @mackfogelson
  96. 96. Use the document to communicate progress #C3NY @mackfogelson
  97. 97. Your tactics will build the integrated experience. #C3NY @mackfogelson
  98. 98. #C3NY @mackfogelson
  99. 99. An integrated strategy goes way deeper than optimizing a form on a website. #C3NY @mackfogelson
  100. 100. I’m a lead I interact website social blog mobile mobile mobile offline I submit a form I interact email social blog offline I become a consultant I interact email community blog offline #C3NY @mackfogelson
  101. 101. IMAGE CREDIT: http://bit.ly/Zx6T0h Integrated Strategy Consider all of the elements of the experience. #C3NY @mackfogelson
  102. 102. Offline Tactics Identify and solve for gaps in communication between corporate expectations and the approach of sales teams. #C3NY @mackfogelson
  103. 103. IMAGE CREDIT: http://moz.com/google-algorithm-change Offline Tactics Train their sales team to more effectively handle leads. Provide guidance for how to be real, authentic, and genuine. #C3NY @mackfogelson
  104. 104. Community Tactics Work with the internal community and brand advocates to make the brand transformation to be human. #C3NY @mackfogelson
  105. 105. Good wine, good food, good life. As a Traveling Vineyard Wine Guide & Wine Tasting Mommy, I get to enjoy them all. (I love talking about them, too. Hint, hint.) Before After IMAGE CREDIT: http://moz.com/google-algorithm-change #C3NY @mackfogelson
  106. 106. Content Tactics Develop and optimize the content that will address touchpoint questions and provide the resources they need. #C3NY @mackfogelson
  107. 107. Outreach Tactics Provide access to content through a variety of channels earning shares, links, traffic. #C3NY @mackfogelson
  108. 108. Group A Group B Email Marketing Tactics Test and collect data to determine how to more effectively foster leads through the process. #C3NY @mackfogelson
  109. 109. IMAGE CREDIT: http://moz.com/google-algorithm-change A B #C3NY @mackfogelson
  110. 110. IMAGE CREDIT: http://moz.com/google-algorithm-change A B #C3NY @mackfogelson
  111. 111. An integrated approach optimizes the whole experience, not just the lead form. #C3NY @mackfogelson
  112. 112. Your tactics bring your integrated strategy to fruition #C3NY @mackfogelson
  113. 113. 5 Execution Accomplish all of the tasks that get you closer to your goals. #C3NY @mackfogelson
  114. 114. Begin executing all the things on your 90 day road map #C3NY @mackfogelson
  115. 115. IMAGE CREDIT: http://memestorage.com/_nw/48/69607769.jpg #C3NY @mackfogelson
  116. 116. 6 Catapult Assess data, identify trends and opportunities, and adjust the strategy. #C3NY @mackfogelson
  117. 117. While you continue to execute strategy, assess progress every 30 days #C3NY @mackfogelson
  118. 118. IMAGE CREDIT: http://sethgodin.typepad.com/seths_blog/2014/08/analytics-without-action.html #C3NY @mackfogelson
  119. 119. Identify items in your reports that need to be integrated back into strategy #C3NY @mackfogelson
  120. 120. Keep a record of action and update each month to make progress #C3NY @mackfogelson
  121. 121. Execute strategy for the first 30 days, and then run Catapult #C3NY @mackfogelson
  122. 122. Continue strategy execution for another 30 days #C3NY @mackfogelson
  123. 123. At 60 days, hold your next Catapult #C3NY @mackfogelson
  124. 124. Continue executing strategy for another 30 days #C3NY @mackfogelson
  125. 125. Conduct a final Catapult session at the end of the 90 day iteration #C3NY @mackfogelson
  126. 126. So what comes after 90 days? #C3NY @mackfogelson
  127. 127. 7 Scrub Evaluate what was accomplished and determine direction for the next 90 days. #C3NY @mackfogelson
  128. 128. At the 60-day mark, begin a scrub for development of the next 90 day strategy #C3NY @mackfogelson
  129. 129. Don’t worry. You’re not starting from scratch. IMAGE CREDIT: https://40.media.tumblr.com/tumblr_mdu232Swj91rxye79o1_500.jpg #C3NY @mackfogelson
  130. 130. Don’t worry. You’re not starting from scratch. You’re simply continuing the momentum from the last 90 days. IMAGE CREDIT: https://40.media.tumblr.com/tumblr_mdu232Swj91rxye79o1_500.jpg #C3NY @mackfogelson
  131. 131. Assess Data & Intuition Evaluate progress over the last 90 days. #C3NY @mackfogelson
  132. 132. Run Four Helpful Lists Identify new challenges and realign priorities. #C3NY @mackfogelson
  133. 133. Go Back to Goals Ensure alignment with your goals. #C3NY @mackfogelson
  134. 134. #C3NY @mackfogelson
  135. 135. IMAGE CREDIT: http://www.thepeopleproject.com/share-a-quote.php #C3NY @mackfogelson
  136. 136. Sometimes you gotta slow down to speed up. #C3NY @mackfogelson
  137. 137. Integrated Results #C3NY @mackfogelson
  138. 138. What results have looked like for clients. #C3NY @mackfogelson
  139. 139. Our client’s growth within 8 months 56% increase in organic traffic #C3NY @mackfogelson
  140. 140. Our client’s growth within 8 months 56% increase in organic traffic 97% increase in returning visits #C3NY @mackfogelson
  141. 141. Our client’s growth within 8 months 56% increase in organic traffic 97% increase in returning visits 146% increase in FB referrals #C3NY @mackfogelson
  142. 142. But wait, there’s more. #C3NY @mackfogelson
  143. 143. Our client’s growth within 8 months 48% increase in applause (likes & favorites) #C3NY @mackfogelson
  144. 144. Our client’s growth within 8 months 48% increase in applause 78% increase in amplification (likes & favorites) (RTs & shares) #C3NY @mackfogelson
  145. 145. 48% increase in applause 78% increase in amplification 108% increase in conversation Our client’s growth within 8 months (likes & favorites) (RTs & shares) (replies & comments) #C3NY @mackfogelson
  146. 146. 11% increase in leads #C3NY @mackfogelson
  147. 147. Not just any leads. The right leads. #C3NY @mackfogelson
  148. 148. What results have looked like for Mack Web. #C3NY @mackfogelson
  149. 149. This is where Mack Web started integrated efforts An integrated approach is the long game. Expect a 2-3 year ramp up for momentum. #C3NY @mackfogelson
  150. 150. This is where Mack Web started integrated efforts This was our first feature on the Moz Top 10 This was the launch of our community building guide But that doesn’t mean you won’t have lots of victories along the way. #C3NY @mackfogelson
  151. 151. This is where Mack Web started integrated efforts This was our first feature on the Moz Top 10 This was the launch of our community building guide There will always be effort required, but at a different level. We’re still working really hard #C3NY @mackfogelson
  152. 152. IMAGE CREDIT: http://blog.hubspot.com/marketing/slideshare-presentations-inform-inspire-entertain At year 2, we started to see more consistent organic brand recognition #C3NY @mackfogelson
  153. 153. Lots of people and companies we respected started sharing our stuff #C3NY @mackfogelson
  154. 154. 25 20 15 10 5 0 3-5 / month 20-25 / month 2012 2014 We gradually saw a big increase in leads over that two-year period #C3NY @mackfogelson
  155. 155. Most importantly, we have clarity about our meaning. #C3NY @mackfogelson
  156. 156. Why Integrated Works #C3NY @mackfogelson
  157. 157. An integrated approach is independent of platform. #C3NY @mackfogelson
  158. 158. But remember… #C3NY @mackfogelson
  159. 159. You can’t buy a community. IMAGE CREDIT: http://www.pinterest.com/pin/18295942211056286/ #C3NY @mackfogelson
  160. 160. Lead with meaning and authenticity. IMAGE CREDIT: http://www.pinterest.com/pin/37084396906185354/ #C3NY @mackfogelson
  161. 161. Start with goals to drive growth. IMAGE CREDIT: https://twitter.com/avinash/status/513840275853021185 #C3NY @mackfogelson
  162. 162. Focus on the right things. IMAGE CREDIT: https://33.media.tumblr.com/dc3748dc8384f5122738eb1df44ef491/tumblr_ncrkf5XCNg1teja04o1_500.jpg #C3NY @mackfogelson
  163. 163. This shit takes time and it doesn’t scale. IMAGE CREDIT: http://nanoanno.tumblr.com/post/44248490215/absolutely-everything-about-this #C3NY @mackfogelson
  164. 164. This is the long game. Build a better business. IMAGE CREDIT: http://images.nationalgeographic.com/wpf/media-live/photos/000/569/cache/angel-landing-zion_56950_990x742.jpg #C3NY @mackfogelson
  165. 165. Get the Link Bundle https://bitly.com/bundles/mackwebsolutions/a ! Connect With Us http://mackwebsolutions.com/connect/ #C3NY @mackfogelson

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