Nussbaum centerpres final_8.22.11

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Digital Marketing Strategy: the drivers behind it, creating a strategic plan, developing content sharing.

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  • Digital Marketing Basics – From Confusion to Clarity. There is so much noise in the business world about social media, web sites, email, etc., it can be overwhelming. I’ll show you a logical, realistic approach to help you focus on what’s important to your business.
  • according to your customers’ standards, not yours, but delivering it is not. Plan for appropriate staffing, external resources and consulting experts
  • according to your customers’ standards, not yoursListen to your customersMake your content valuedContent should be free, but delivering it is not. Plan for appropriate staffing, external resources and consulting experts
  • Define what you want to measureGet expert adviceExperiment Making mistakes is an inherent part of the processReports for key audiencesDigital analytics are still evolvingClicksConversionsFan demographicsNumber of followersSentimentGeoEtc.– use a “Why and What if” philosophyWhat’s the best analytics for your particular needsWhat’s the best way to communicate to senior staff
  • Transparency reignsYour culture is your brand (Zappo’s)The entire organization is the marketing team
  • It’s about having the right tools and knowing how to use them.
  • As marketers, we can’t manage every action. Instead, we need to provide opportunity to stimulate interaction that creates more prospects and customers in the marketing funnel.
  • Be the easiest one to findDirect them to your websiteWho are you?What do you do?
  • Who are you?What do you do?Why should I care?
  • Be There When and Where I Want You
  • CONTENT is about them, not you!
  • As marketers, we can’t manage every action. Instead, we need to provide opportunity to stimulate interaction that creates more prospects and customers in the marketing funnel.
  • Integrate with your marketing planUse the marketing funnelUse a pull strategyPlan your content to match customer desiresPull strategyContentAnalyticsFlatten your organization
  • Nussbaum centerpres final_8.22.11

    1. 1. Digital marketing basics<br />From Confusion to Clarity<br />PATTON BRAND STRATEGY, LLC<br />
    2. 2. http://www.youtube.com/watch?v=ypmfs3z8esI<br />2<br />SocialnomicsYoutube Video<br />http://www.youtube.com/watch?v=ypmfs3z8esI<br />
    3. 3. Welcome! <br />Today:<br />How to use digital marketing to grow your business<br />Understanding the drivers of digital marketing<br />Creating and implementing strategic digital plans<br />Developing a content strategy that drives engagement<br />3<br />
    4. 4. Patton Brand Strategy<br />Brand strategy > more customers > better ROI and profitability<br />Be smarter<br />Investing in websites, social media, advertising and promotions without a strategic plan is a fast trip to wasted spending and underperforming ROI.<br />4<br />
    5. 5. We’re in the Midst of a Digital Revolution <br />5<br />
    6. 6. Confused? You’re Not Alone.<br />6<br />
    7. 7. “Experts” Add to the Confusion<br />7<br />
    8. 8. Digital Marketing is a Bigger Tool Kit to Create and Keep Customers<br />The revolution has changed how people socialize, work and shop <br />The toolkit helps us adopt to those changes and provides new opportunities to grow <br />But how does it apply to your business?<br />8<br />
    9. 9. Start at the Beginning: Your Business<br />9<br />
    10. 10. Business Foundation<br />Customer understanding <br />Research, analysis, segmentation, insights<br />A business plan<br />Brand architecture<br />3 W’s: Who, What, Why<br />Marketing plan<br />10<br />
    11. 11. Four Drivers of Digital Marketing<br />11<br />
    12. 12. 1. Customers Choose When, Where, and How to Listen to You.<br />12<br />
    13. 13. 2. Content Rules<br />13<br />
    14. 14. 3. Analytics are Critical<br />14<br />
    15. 15. 4. It’s a Flat World, Adapt Accordingly<br />“…in each new information revolution, decision rights have been pushed lower in the organization.” <br />A Long-Wave Theory on Today’s Digital Revolution<br />Historian Elin Whitney-Smith (Booz & Co. http://www.strategy-business.com/article/00074?pg=all)<br />15<br />
    16. 16. The Marketing Funnel<br />Acquiring Customers: Yesterday and Today<br />16<br />
    17. 17. The Traditional Marketing Funnel was a Push Strategy<br />“Hey, look what we have for you! You’re gonna love us!”<br />Loyalty<br />Interest<br />Action<br />Awareness<br />17<br />
    18. 18. The New Marketing Funnel is a Pull Strategy<br />“Be there when, where and how I’m ready. Until then, don’t bother me”<br />18<br />
    19. 19. The New Pull Marketing Funnel<br />“Be there when, where and how I’m ready. Otherwise, don’t bother me”<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />Action<br />19<br />
    20. 20. Push Marketing Tool Kit<br />Advertising<br />Print, TV, Radio<br />Direct Mail<br />Events, Promotions<br />PR<br />Loyalty Programs<br />20<br />
    21. 21. Pull Marketing Tool Kit<br />Social Media<br />Email<br />Mobile<br />Internet: SEO, SEM<br />Website<br />Events, Promotions<br />Direct Mail<br />PR<br />Loyalty Programs<br />Advertising<br />21<br />
    22. 22. Pull Marketing Tool Kit<br />Social Media<br />Email<br />Mobile<br />Internet: SEO, SEM<br />Loyalty Programs<br />Website<br />Events, Promotions<br />Direct Mail<br />PR<br />Advertising<br />22<br />
    23. 23. Working the new marketing Pull Funnel to drive business<br />23<br />
    24. 24. Listen<br />“How do I cut a Mango like they do on Food Network?”<br />24<br />
    25. 25. Build Awareness<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />25<br />
    26. 26. Reward Engagement<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />“I wonder what else I can do with a mango?”<br />26<br />
    27. 27. Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />27<br />
    28. 28. Engagement<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />28<br />
    29. 29. Engagement, Action<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />29<br />
    30. 30. Service – Make It Easy<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />30<br />
    31. 31. Follow Up<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />31<br />
    32. 32. Relevant, Valued, Consistent, Appropriate<br />32<br />
    33. 33. Listen<br />“We’re going to expand business and build three new retail stores in the NYC area over the next two years. I need to find the right construction company.”<br />33<br />
    34. 34. Awareness<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />34<br />
    35. 35. Interest<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />35<br />
    36. 36. Engagement<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />36<br />
    37. 37. Engagement<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />37<br />
    38. 38. Action<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />38<br />
    39. 39. Listen<br />“I’ve been contacted about a new position at IMC Construction. Wonder what they are like?”<br />39<br />
    40. 40. Interest<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />40<br />
    41. 41. Engagement and Action<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />41<br />
    42. 42. Listen<br />“We’re thinking about upgrading our dental equipment as we remodel our offices. I wonder what’s out there?”<br />42<br />
    43. 43. Awareness<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />43<br />
    44. 44. Interest<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />44<br />
    45. 45. Engagement<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />45<br />
    46. 46. Action & Service<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />46<br />
    47. 47. Relevant? Valued? Consistent? Easy?<br />47<br />
    48. 48. 3 Logos. 3 Description Tag Lines. 4 Type Fonts.4 Brand Positions.<br />Who are you, really? What do you do? Why should I care?<br />48<br />
    49. 49. Consistent. Relevant. Valued. <br />49<br />
    50. 50. Follow Up, Engagement & Action<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />50<br />
    51. 51. Service & Follow Up<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />From: Clay Vickers [mailto:clay@argylesocial.com] Sent: Tuesday, August 16, 2011 9:27 AMTo:mamie@pattonbrandstrategy.comSubject: Quick question for you...<br /> <br />Howdy Mamie,<br />I saw that you downloaded an Argyle white paper and registered for our webinar the other week. I hope you were able to join us! I do have a question for you. Which of the following best describes you?<br />A. I'm just poking around. Don't call me.B. I'm interested and if you give me a call at the right time I'll talk for a few minutes.C. I'm in the market for new software. Let's chat ASAP.D. These categories are too confining. I'll give you my own answer.<br />Pick one and I'll act accordingly!<br /> <br />Cheers,<br /> Clay Vickers<br />@clay_vickers(919) 408-7990 x7<br />Click here to see what our customers think of us: http://ar.gy/customers<br />51<br />
    52. 52. Service & Follow Up +<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />Mamie,Thanks for the speedy reply! Of course you can direct them to the whitepaper. We'd love for you to share some Argyle with that group. In fact, I've gone ahead and created two custom URLs that you can give to people at the conference to use to download the whitepapers. Might make it easier for them to remember where to go to get the whitepapers:<br /> <br />http://ar.gy/greensboro1<br />http://ar.gy/greensboro2<br />http://ar.gy/greensboro3<br /> <br />So, do you think you will be able to use those? Is there any other way I can be helpful by sharing more information about Argyle Social?Cheers,<br /> Clay Vickers<br />52<br />
    53. 53. Interest<br />Word of Mouth<br />“It’s a great tool. I use it all the time when I moderate focus groups.”<br />53<br />
    54. 54. Engagement & Action<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />54<br />
    55. 55. Engagement<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />55<br />
    56. 56. Engagement<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />56<br />
    57. 57. Service & Follow Up Failure Lost the Sale<br />Action<br />Awareness<br />Interest<br />Engagement<br />Follow Up<br />Service<br />57<br />
    58. 58. 'Hey @mortons can you meet me at newark with a porterhouse when I land in two hours, k, thx.:)'<br />http://www.huffingtonpost.com/2011/08/18/peter-shankman-mortons-steak-tweet_n_930744.html<br />58<br />
    59. 59. Digital Strategy & Planning<br />59<br />
    60. 60. Digital Planning<br /><ul><li>Integrate with existing business & marketing plans
    61. 61. Utilize a pull strategy
    62. 62. Build on the 4 drivers of digital marketing
    63. 63. Use the new marketing funnel
    64. 64. Plan content by listening to customers:
    65. 65. Solutions
    66. 66. Information
    67. 67. Value
    68. 68. Access
    69. 69. Include planning for tests and experiments
    70. 70. Flatten your organization
    71. 71. Assemble your team
    72. 72. Use outside experts when internal knowledge is missing
    73. 73. Determine the best analytics to measure progress and learning against goals and objectives
    74. 74. Establish reporting and dashboards that are right for your needs</li></ul>60<br />
    75. 75. Content Strategy<br />Customer Analysis<br />Content Strategy<br />Listen<br />Business Planning<br />Respond<br />Marketing Plan<br />Brand<br /> 3 W’s<br />61<br />
    76. 76. The Tool Kit<br />These are just a few of the tools available. Use it to start your own tool kit.<br />62<br />
    77. 77. Summary<br />Use digital marketing to create and strengthen the forces of attraction between your customers and your business.<br />Understand your customer<br />Business plan > marketing plan > digital plan<br />Adopt the pull marketing funnel<br />Employ the 4 drivers for success<br />Content rules! Relevant, valued, free<br />Use your digital toolkit to ignite momentum in each phase of the marketing funnel<br />63<br />
    78. 78. Things to Watch Out For<br />Putting the cart before the horse – begin with your brand and your marketing plan<br />Make sure your content is valuable from a customer perspective, not yours<br />Don’t buy into your own myth (internal speak rather than customer speak)<br />Failing to have a consistent messaging strategy and content plan<br />Under estimating the time commitment<br />Failing to measure<br />Failing to fail – test, try, experiment<br />Not hiring external expertise to provide missing knowledge<br />64<br />
    79. 79. Tips from Those Who Have Been There<br />It’s not free<br />Be prepared to commit time<br />Use a content calendar to keep consistency and energy<br />There are no silver bullets; be patient, keep reasonable expectations<br />Stay focused on your plan – don’t fall for the newest shiny ball<br />Small steps<br />Be playful, experiment<br />Mistakes are part of a good marketing process<br />65<br />
    80. 80. Conclusion<br /><ul><li>How to use digital marketing to grow your business
    81. 81. Understanding the drivers of digital marketing
    82. 82. Creating and implementing strategic digital plans
    83. 83. Developing a content strategy that drives engagement</li></ul>66<br />
    84. 84. Thank You!<br />mamie@pattonbrandstrategy.com<br />www.pattonbrandstrategy.com<br />336.880.8611<br />http://pattonbrandstrategy.wordpress.com/<br />http://www.linkedin.com/in/mamiepatton<br />http://twitter.com/mamiep<br />67<br />
    85. 85. Resources<br />http://www.theconversationprism.com/<br />68<br />
    86. 86. http://www.hubspot.com/essential-guide-to-internet-marketing/<br />HubSpot<br />69<br />
    87. 87. Resources<br />70<br />MarketingProfs: Marketing Resources for Marketing Professionals<br />marketingprofs.com<br />
    88. 88. Resources<br />71<br />
    89. 89. Resources<br />72<br />
    90. 90. Resources<br />73<br />
    91. 91. 74<br />

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