SlideShare a Scribd company logo
Planning and Executing a Digital Marketing Strategy
A Bit About Me... Mark Lerner MBA 
• Originally from New York 
• Made Aliyah in 2011 
• MBA (Marketing from FAU) 
• BA in Psychology (Boston University) 
• 4+ years in digital marketing 
• Currently Director of Marketing at 
Oktopost – a social media marketing 
platform for B2B 
• Heavily focused on social media, content 
marketing, various digital media
What we are NOT going to cover 
 SWOT Analysis 
 5 Forces 
 4 Ps
What we ARE going to cover 
Content Marketing 
Social Media 
Marketing
Overview 
• Content 
• Blog 
• White Papers 
• Case Studies 
• Testimonials 
• Repurposing 
• Social 
• LinkedIn 
• Facebook 
• Twitter 
• Curation 
• Listening 
• Lead Generation 
• 3rd Party Platforms
Content Marketing: Necessity 
• No longer “Soap Operas,” all 
digital 
• Go-to strategy 
• Not about self-promotion 
• Thought-leadership 
• Pushing down the funnel
The Universal Marketing Funnel
Creating and Managing a Blog 
Why, when, and how?
Why Blog? 
• The number one way to 
communicate with your audience 
• Content is the new SEO 
• Establish thought-leadership 
• Can distribute through other 
channels (Social)
When to Blog? 
• Before GTM 
• Less is More? 
• Weekdays 
• Big events 
• Big releases
How to Blog 
1. Ideas 
2. Title 
1. Writer’s Block
How to Blog: Ideas 
• “Newsjacking” 
• Needs of Your Market 
• Current Events 
• Personal Experience 
• Keep a List
How to Blog: Title 
• Numbers and Lists 
• “How to” 
• SEO 
• Urgency 
• Be Provocative
How to Blog: Writer’s Block 
• Google 
• Social Listening 
• Take a Break 
• Plan in Advance 
• Just Write
Key Takeaway 
It’s NOT about you
White Papers
What is a White Paper? 
Authoritative report or guide that helps the 
reader understand an issue, problem, or 
make a decision 
-Wikipedia
3 Steps to White Paper Success
Step 1: Plan First, Write Later 
What problem(s) are you .1 
addressing 
How long .2 
Layout .3 
Research .4 
Visuals .5 
See examples .6
White Paper Blueprint 
1. Title Page 
2. Headers/Footers 
3. Introduction 
4. Chapters 
5. Sub-headers 
6. Conclusion 
7. Endnotes Page 
8. End Page
Step 2: Mind Your Writing Style 
Third Person .1 
Limit the Jargon .2 
Don’t Promote .3 
Keep it Short .4
Step 3: Get the Word Out 
Landing Page .1 
Registration Page .2 
Social Promotion .3 
Email Campaign .4 
Newsletter .5 
Website Banner .6
Gated Content
Case Studies 
Demonstrate Real Value
4 Steps to Creating a Case Study 
Right Customer .1 
Relevant Participant .1 
Detailed Questions .1 
Analyze Information .1
Testimonials 
The Most Effective Content
3 Ways to Get a Testimonial 
Survey .1 
Direct Outreach .1 
Newsletter .1
Repurposing Content
Never Produce Anything Once 
White Paper -> 3 blog posts • 
Recorded Webinar -> Podcast • 
Multiple Blog Posts -> White Paper • 
Multiple White Papers -> eBook •
Social Media 
Not Just for Kids Anymore
The Evolution of Content Marketing 
Traditional 
• Direct Sales 
• Print Advertising 
• Brochures, Catalogues 
• Branded Magazines 
• TV, Radio, Mail 
Digital 
• Case Studies 
• eBooks 
• White Papers 
• Blog Posts 
• Webinars 
Social 
• Facebook Pages 
• LinkedIn Groups 
• Twitter Messages 
• Google+ Pages 
• Slideshare Decks
87% of B2B marketers use social 
media to distribute content
Facebook Has Changed 
• Millions of teens 
left Facebook for 
“cooler” 
networks 
• Fastest growing 
demographic is 
55+ 
• Decision makers 
are there
5 Facebook Tactics 
1. Have an active 
company page 
2. A full description 
of your company 
3. At least 1-2 updates 
per day 
4. Make sure to 
engage 
5. Ask questions 
6. Don’t just promote 
7. Good Image and 
Banner
Twitter for B2B 
• Reach anybody 
• The great equalizer 
• Focused hashtags 
• Highly active 
• Effective Content Distribution 
Channel
Twitter Best Practices for B2B 
• 10+ Tweets Per Day 
• Content Curation 
• Engage 
• Follow Hashtags 
• Listen 
• Utilize Personal Twitter 
Accounts
Using Hashtags 
• Indicate a “topic” 
• People search for and follow 
relevant hashtags 
• Perfect for campaigns 
• Hashtag-jack for more 
visibility 
• Identify based on what 
influencers are sharing
LinkedIn: a B2B Marketer’s Best Friend 
• The vast majority of our leads 
come from LinkedIn 
• Discussion Groups 
• Networking 
• Awareness 
• Listening
LinkedIn Discussion Group Best Practices 
• Don’t Promote 
• Distribute Valuable Content 
• Ask Questions in Posts 
• Watch Out for SWAM! 
• Engage 
• Listen 
• Network 
• Read the Rules
Social Media for Content Curation 
• Social posting is not only about 
your own content 
• Turn your social channels into a 
place people will come to find 
quality content 
• Scour the web for relevant 
content 
• Third party platforms can help 
identify content to curate
Professional Social Media Marketing in a Nutshell 
Manage 
Social Posting 
Publish 
Across the Social Web 
Measure 
What Matters: Conversions 
See ROI
3rd Party Platform 
Save time and 
resources by 
doing all posting 
and measuring 
through a single 
platform
Social Editorial Calendar 
Create a 
Schedule of 
Posts in Advance
How many leads? 
Me 
CEO
Robust Unlimited Reports 
Social Media 
Generates Leads 
– You Just Need 
to Be Able to 
Measure Them
Understand Where Social Leads Come From
Thanks! 
Contact me: 
mark@oktopost.com 
@LernerMark 
http://www.oktopost.com 
Blog.oktopost.com

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Presentation for Israel Export Institute B2B Marketing Course

  • 1. Planning and Executing a Digital Marketing Strategy
  • 2. A Bit About Me... Mark Lerner MBA • Originally from New York • Made Aliyah in 2011 • MBA (Marketing from FAU) • BA in Psychology (Boston University) • 4+ years in digital marketing • Currently Director of Marketing at Oktopost – a social media marketing platform for B2B • Heavily focused on social media, content marketing, various digital media
  • 3. What we are NOT going to cover  SWOT Analysis  5 Forces  4 Ps
  • 4. What we ARE going to cover Content Marketing Social Media Marketing
  • 5. Overview • Content • Blog • White Papers • Case Studies • Testimonials • Repurposing • Social • LinkedIn • Facebook • Twitter • Curation • Listening • Lead Generation • 3rd Party Platforms
  • 6. Content Marketing: Necessity • No longer “Soap Operas,” all digital • Go-to strategy • Not about self-promotion • Thought-leadership • Pushing down the funnel
  • 8. Creating and Managing a Blog Why, when, and how?
  • 9. Why Blog? • The number one way to communicate with your audience • Content is the new SEO • Establish thought-leadership • Can distribute through other channels (Social)
  • 10. When to Blog? • Before GTM • Less is More? • Weekdays • Big events • Big releases
  • 11. How to Blog 1. Ideas 2. Title 1. Writer’s Block
  • 12. How to Blog: Ideas • “Newsjacking” • Needs of Your Market • Current Events • Personal Experience • Keep a List
  • 13. How to Blog: Title • Numbers and Lists • “How to” • SEO • Urgency • Be Provocative
  • 14. How to Blog: Writer’s Block • Google • Social Listening • Take a Break • Plan in Advance • Just Write
  • 15. Key Takeaway It’s NOT about you
  • 17. What is a White Paper? Authoritative report or guide that helps the reader understand an issue, problem, or make a decision -Wikipedia
  • 18. 3 Steps to White Paper Success
  • 19. Step 1: Plan First, Write Later What problem(s) are you .1 addressing How long .2 Layout .3 Research .4 Visuals .5 See examples .6
  • 20. White Paper Blueprint 1. Title Page 2. Headers/Footers 3. Introduction 4. Chapters 5. Sub-headers 6. Conclusion 7. Endnotes Page 8. End Page
  • 21. Step 2: Mind Your Writing Style Third Person .1 Limit the Jargon .2 Don’t Promote .3 Keep it Short .4
  • 22. Step 3: Get the Word Out Landing Page .1 Registration Page .2 Social Promotion .3 Email Campaign .4 Newsletter .5 Website Banner .6
  • 25. 4 Steps to Creating a Case Study Right Customer .1 Relevant Participant .1 Detailed Questions .1 Analyze Information .1
  • 26. Testimonials The Most Effective Content
  • 27. 3 Ways to Get a Testimonial Survey .1 Direct Outreach .1 Newsletter .1
  • 29. Never Produce Anything Once White Paper -> 3 blog posts • Recorded Webinar -> Podcast • Multiple Blog Posts -> White Paper • Multiple White Papers -> eBook •
  • 30. Social Media Not Just for Kids Anymore
  • 31. The Evolution of Content Marketing Traditional • Direct Sales • Print Advertising • Brochures, Catalogues • Branded Magazines • TV, Radio, Mail Digital • Case Studies • eBooks • White Papers • Blog Posts • Webinars Social • Facebook Pages • LinkedIn Groups • Twitter Messages • Google+ Pages • Slideshare Decks
  • 32. 87% of B2B marketers use social media to distribute content
  • 33. Facebook Has Changed • Millions of teens left Facebook for “cooler” networks • Fastest growing demographic is 55+ • Decision makers are there
  • 34. 5 Facebook Tactics 1. Have an active company page 2. A full description of your company 3. At least 1-2 updates per day 4. Make sure to engage 5. Ask questions 6. Don’t just promote 7. Good Image and Banner
  • 35. Twitter for B2B • Reach anybody • The great equalizer • Focused hashtags • Highly active • Effective Content Distribution Channel
  • 36. Twitter Best Practices for B2B • 10+ Tweets Per Day • Content Curation • Engage • Follow Hashtags • Listen • Utilize Personal Twitter Accounts
  • 37. Using Hashtags • Indicate a “topic” • People search for and follow relevant hashtags • Perfect for campaigns • Hashtag-jack for more visibility • Identify based on what influencers are sharing
  • 38. LinkedIn: a B2B Marketer’s Best Friend • The vast majority of our leads come from LinkedIn • Discussion Groups • Networking • Awareness • Listening
  • 39. LinkedIn Discussion Group Best Practices • Don’t Promote • Distribute Valuable Content • Ask Questions in Posts • Watch Out for SWAM! • Engage • Listen • Network • Read the Rules
  • 40. Social Media for Content Curation • Social posting is not only about your own content • Turn your social channels into a place people will come to find quality content • Scour the web for relevant content • Third party platforms can help identify content to curate
  • 41. Professional Social Media Marketing in a Nutshell Manage Social Posting Publish Across the Social Web Measure What Matters: Conversions See ROI
  • 42. 3rd Party Platform Save time and resources by doing all posting and measuring through a single platform
  • 43. Social Editorial Calendar Create a Schedule of Posts in Advance
  • 44. How many leads? Me CEO
  • 45. Robust Unlimited Reports Social Media Generates Leads – You Just Need to Be Able to Measure Them
  • 46. Understand Where Social Leads Come From
  • 47. Thanks! Contact me: mark@oktopost.com @LernerMark http://www.oktopost.com Blog.oktopost.com

Editor's Notes

  1. When I went to grad school, we covered all the traditional marketing models. My teachers hadn’t actually been in marketing for many years, and had no idea how much things have changed. Social was not mentioned once. While these ideas are important, they are no longer the core of marketing
  2. Content marketing, especially with B2B, is now the main marketing tool. For digital marketing, it can be broken down into 4 main parts Content Social
  3. We are going to go into detail about each aspect. I will give you a basic, higher level, understanding of these various strategies and how they apply in real life. As well as actionable tactics to make these strategies work in your marketing mix
  4. Content marketing used to mean something entirely different. Once of the first forms of content marketing was called “soap operas” – they get their name because the soap companies in the US created these shows to market their products. They realized their target market (housewives) would be interested in the content they provided, a perfect place to advertise their products and place them within the show Now content is all about providing value to your potential market, pushing them down the funnel – Establish THOUGHT-LEADERSHIP
  5. The funnel has become much more simplified. Make them aware of the problem your product or service addresses Help them evaluate your service compared to others – don’t be overtly promotion, sneak yourself in without focusing on it Making the sale is a very small part of the mix Nurture the relationship so they can become evangelists
  6. Blogs provide the absolute best way to communicate with your audience, create awareness, and establish your thought-leadership. Many other aspects of digital marketing lead back to your blog, like social media and email
  7. There is no better way to communicate with your potential market The practice of SEO is dying – I have yet to get a straight answer as to what it means these days. Most people agree that creating valuable content, on a regular basis is the best form of optimizing your site for search Establish yourself and your company as the most knowledgeable resource for your target market to find out information. This will place you at the top of their mind when it comes time to purchase Gives you conttent to distribute through other channels, such as social
  8. Start before you even go to market – lay the ground work, start asking the questions, and identifying the problem you solve. Become a knowledge resource There are several different thoughts – some say longer posts once a week work best – this is our experience Publishing blogs on weekdays will get more readers Write a blog after a big event to highlight your experience there When you have a big release coming up, it’s good to write about it
  9. You can break blog writing down to its simplest aspects: ideas, title, how to deal with writer’s block
  10. Before writing anything, a blog writer’s task is to come up with original and engaging ideas for his or her posts. While this might be a simple enough task at first, eventually one has to dig deeper to get the creative juices flowing – which can be a major stumbling block. There are a few sources from which a content marketer can derive inspiration for blog posts: News The concept of “Newsjacking,” refers to linking your own product or service to recent news items in order to gain more visibility. This is a strategy that can be highly effective for the virality of your content. The Needs of Your Target Market Writing the right content at the right time, for the right audience, is crucial for any content marketer. In order to identify the best topics to cover in a given blog post, a marketer must keep his or her finger on the pulse of his or her target market. Check Google, social media, and message boards to see what people are talking about. Current Events Similar to newsjacking, this strategy needs to be carried out with tact. If, for example, a well-known person passes away, this is not an opportunity to piggyback on the news for your own promotional benefit. Personal Experience While there’s a tendency to keep one’s personal life outside of the professional work space, there is no better stories you can tell than your own. Keep a List of Ideas When a marketer feels a wave of creativity coming on, that’s the time to grab a pen and start writing. When the lean times come, it’s easy to go back to the idea list and find a relevant topic to cover.
  11. Did you know that you only have an eight second window to get your reader to read past the title of your post? These days, people have little patience and a very short attention span, which is why coming up with a strong blog title is vital. Here are a few tips for your blog titles: Numbers and Lists Research shows that a title which includes a number is more enticing to a reader than one that doesn’t. Interestingly, using an odd number will have even greater impact. “How-to” By putting the phrase “How-to…” in your title (the phrase “tips” also works), this will indicate to the reader that they will actually find actionable advice on how to do something. Everyone wants to learn something, don’t you? SEO When a search engine crawls your post, it’s looking for certain terms, or “keywords” that identify what the post is about. As a content marketer, you want to have your post come up at the top of the list when that correct term is searched for. Urgency The goal of a blog title is to get your reader to continue reading. In order to do this, it’s important to use urgency to invigorate your customer base. This is especially true if you’re running a promotion, having a sale, or trying to drive attendance to an upcoming event. Be Provocative Research shows that you are more likely to get attention from a reader if you pose the title as a “You’re Doing it Wrong” or “Why You Are Losing Money.” For one reason or another, people respond more to the negative. Just make sure not to go over board!
  12. We have all found ourselves staring at a wall, at a total loss as to what to write about. These moments can be incredibly frustrating, and for a content marketer, extremely detrimental! Here are a few ways to get around writer’s block: Google Search keywords relating to your business and/or target market is great. By doing this, you will get an idea of what is being discussed and come up with your own take on the topic. Social Listening The social web is a great resource to find out what people are interested in reading about and social listening is the best way to do it. Go to the places your target market is active on, find the right LinkedIn Discussion Groups or follow relevant Twitter lists to learn what people are talking about. Take a Break You should take a break once in a while. If you find yourself struggling to come up with ideas, and reaching the point of frustration – stand up, walk away from your desk and do something else. Plan in Advance Humans tend to go through creative “spurts” in which they are overcome with ideas and motivation. During such times, a marketer must “seize the moment” and write out potential blog post ideas. Just Write Do the following exercise: just write – no thinking, no planning; just writing. This will not only help your overall writing skills, but will give you a wealth of content to go back to when you are at a loss for new content.
  13. Content marketing is about PROVIDING VALUE. If you just write promotional content, no one will come back to read more. If you provide value, readers will see you as a thought-leader, and when it does come time to purchase, you will be at the top of their mind. This is a mistake too many marketers make. No one cares about you.
  14. White Papers can seem like a daunting talk, and in fact writing them can be quite a long and drawn out process – but by breaking it up into easy to follow steps, it will make your life simpler
  15. Research: Cite your own, or find recent and engaging data from third-party sources such as academic institutions, analysts or industry reports, thought leaders. Visuals: Include at least one to two visuals for each chapter, which strengthen your arguments. This can be an image, graph, chart, diagram, table or other illustration. Examples and Case Studies: Refer to real-life examples and case studies in a non-promotional way that helps readers easily relate to the point you are trying to prove.
  16. Title Page: It should include the title, company name and logo. Headers/Footers: Include a logo and/or title in the header, and page numbers in the footer. Introduction :Should be one page and include a short summary. Chapters: Have at least three; each should be labeled with a prominent header. Sub-headers: Several within each chapter, should be easily distinguished from a chapter. Conclusion: Summarize the problem, main ideas and solution offered in one page. Endnotes Page: Remember to cite all of your sources, and include links to access them. End Page: Don’t forget to include your website and contact information here
  17. There are a few pointers to keep in mind when writing your white paper – the most important of which is to stick to professional, formal language that will maintain your credibility. Stick to the Third Person: B2B marketers often use first or second person pronouns (I, we, you, your) to make content sound friendly and relatable. Although this is great for a blog post, in a white paper, write in third person to maintain a professional tone. Limit the Jargon: The content you write should definitely include buzzwords and widely recognized industry keywords, but stay away from constant use of complicated terminology or acronyms that will make it harder for the reader to understand your text. Give Promotional Wording a Break: Although a white paper is intended to build credibility for your brand which will ultimately generate sales, its foremost intention should be to educate readers. Avoid any overtly sales-y words to keep the reader engaged. Keep the Paragraphs Short: Edit your writing for any run-on sentences or extremely long paragraphs that will make it more challenging to review the content quickly and easily.
  18. Before you start promoting, shift your attention to the connection you can forge between the white paper and lead generation. You put endless hours into creating this content, and providing access to it, without asking for any lead details, would be a mistake. Also, make sure that you devise a distribution strategy that reaches your unique target audience. Landing Page: Websites are one of the leading destinations for B2B prospects, and each white paper should have its own landing page. It can include a teaser of the white paper and a few bullet points summarizing the valuable information it contains. Registration Form: Turn the white paper into a piece of gated content, and ask leads to fill out a short registration form in return for access to it. Social Media Promotion: Distribute the white paper using a powerful B2B social media marketing platform such as Oktopost, and emphasize LinkedIn Discussion Groups. E-Mail Campaign: Create an e-mail that will be sent out to prospects and customers, including a short summary of the white paper and a call-to-action to download it. Newsletter Spotlight: If your company sends out a weekly or monthly newspaper, highlight the white paper and include a link to the download page. Website Banners: Publish one or two banners in prominent positions on your website, such as the company blog, with a call-to-action that encourages visitors to download a copy.
  19. Choose the Right Client The first step is to choose a client who you feel best represents the advantages and benefits that your product offers. It should be a company you’ve been in contact with in the past, and has had a least a few months to familiarize themselves with your offering. Most importantly, the company must be able to provide you with real data you can use to strengthen your claims. The best clients to approach are ones that you consider “power users” or “ambassadors” of your brand, who know the ins and outs of the product and love using it. Select the Most Relevant Participant to Interview A successful case study is largely dependent on selecting a relevant and knowledgeable expert to answer your questions. Writing a successful client case study without sufficient quotes, data or detailed information is extremely difficult, and will fail to provide readers with tangible value. Pinpoint someone who has hands-on experience using the service, has been at the company for a substantial amount of time, and is an expert in his/her particular field. Write a List of Detailed Questions The questions will entirely be based on the type of client, your service offering and the length of your case study. The list should be written in advance, and can either be sent via e-mail, asked in person or by phone. Keep in mind, the questions should not limit the interviewee to “yes” or “no” answers; but should be open-ended to extract as much information as possible. Also, ask the interviewee for any data or resources on their end that can add credibility to your case study, such as statistics about usage of your product. Here are a few examples of basic questions (note: [X] = name of your company/product): Provide a 1-2 paragraph description of your company which includes when it was established, field of expertise, target audience, geographic area of operation. What are your [enter relevant sector] goals? What [enter relevant sector] challenges does your company face? When did you start using [X]? Where you using a different product prior to this to meet your needs, and if you, why did you switch? How does [X] help you overcome the challenges your company faces? What specific features/functionality/services do you find most helpful? Cite and describe several best practices or helpful strategies you’ve implemented. Provide a description and clear data which shows how [X] contributed to your goals. Provide two quotes on how [X] has helped your company achieve its business goals. Analyze All of the Information After the client answers your questions, add this information to the research you’ve conducted, and narrow it down to what matters most. When analyzing the data, make sure to extract the numbers that best represent how your product has helped the client. Also, keep an eye out for: the client’s goals, challenges, needs, and the solutions implemented.
  20. The B2B Content Marketing Trends 2013 study surveyed B2B marketers from across the spectrum of industries, nearly 90% of them cited customer testimonials as the most effective content marketing tactic. Why? People don’t believe you when you talk about your own company, they want to hear what your customers are saying. If your testimonial is from a well known customer, that will be the most effective
  21. Given that this is the most effective tactic in content marketing, it’s important that you are able to successfully get a customer to give a testimonial. Though this might seem like a daunting task, it’s an important one, so you can try one of these tactics. Survey
  22. Repurposing content means taking one piece of content and breaking it up into pieces and turning it into other pieces of content
  23. As mentioned earlier, content marketing has evolved over the years – this evolution has sped up since digital marketing took over. Beyond digital content like white papers, case studies etc, social media has become content in and of itself. “Social Content Marketing” is the idea that the text within a social post/tweet is content – even if it’s 140 characters, the strategies in writing this content is the same as the strategies in writing a 20 page white paper.
  24. Beyond that, 87% of b2b marketers use social media as a distribution channel for other types of content. Needless to say if you aren’t active in social, you are leaving money on the table. Start now, your competition is already there
  25. Of all the social channels, B2B marketers in particular tend to be skeptical of Facebook – they assume the demographic is younger, and therefore their target market doesn’t exist there. This is 100% false, and the numbers prove it. There has been a huge “teenage flight” from Facebook in the last few years. Younger people are going towards more “niche” channels, such as snap chat. The largest growing demographic in Facebook is 55+