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Lean marketing 101

Need tips on how to manage digital marketing for your startup? Check out these three presentations from RIC Centre experts Paul Barter, Bernie Schmidt and Amarpreet Kaur covering: earned, owned and paid media and how it relates to website conversions and social media.

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Lean Marketing 101
riccentre.com
Earned Promotion
Getting Attention (Inexpensively) in a Digital World
Paul Barter, @barterpaul, www.paulbarter.com, paul.barter@riccentre.com
Entrepreneur in Residence at RICCentre;
Management Consultant; Speaker; Tech Strategy Prof at Schulich;
Venture Investor
First, a
marketing
review.
Marketing
Advertising
Product
Price
Place
Promotion
It’s still those 4 P’s
Paid
Owned
Earned

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Lean marketing 101

  • 2. Earned Promotion Getting Attention (Inexpensively) in a Digital World Paul Barter, @barterpaul, www.paulbarter.com, paul.barter@riccentre.com Entrepreneur in Residence at RICCentre; Management Consultant; Speaker; Tech Strategy Prof at Schulich; Venture Investor
  • 8. In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts. Jeff Bezos
  • 10. The changing promotion mix: Legacy Now Paid Owned Earned
  • 11. Website • Its your most important owned asset Tables stakes? Your website. More from other speakers
  • 12. What have the big guys done?
  • 15. But I’m a Startup! I’m not that big!
  • 23. The Trump Anxiety was posted on March 9, so comparing the first 2 months of the year with the next 2 months... Jan 1 to Feb 29 - Blog reach was 33,711 Mar 1 to April 30 - Blog reach was 127,054
  • 24. But
  • 29. The Earned Promotion Rules Source: T4G.com
  • 30. I guess you can test for everything, but some other celestial bullet comes along and challenges your design. I agree that the car performed very well under such an extreme test. The batteries went through a controlled burn which the internet images really exaggerates. Anyway, I am still a big fan of your car and look forward to getting back into one.
  • 31. What comes now? 1. Make great products 2. Tell your story your way 3. Owned & Earned first 4. Then paid 5. Listen & respond appropriately
  • 32. Optimizing On-line Business Generation Three Key Areas to Optimize Web Site Lead Generation Bernie Schmidt, @bernieschmidt, profitableconversions.com B2B Digital Marketing and Lead Generation Strategist
  • 34. Three Key Areas to Optimize Web Site Lead Generation:
  • 35. Access to Information 6,000,000,000+ Searches DAILY on 1,000,000,000+ Web Sites
  • 36. 80% of Internet Users research on-line before they buy
  • 37. THEIR BUYING PROCESS has replaced YOUR SELLING PROCESS They buy They CHOOSE the best option They SEARCH for a solution They IDENTIFY a problem
  • 38. Three Key Areas to Optimize Web Site Lead Generation
  • 39. Organic Search SEARCH Web Site Organic Search LINKS Web sites Blogs Directories Building Pathways into Website Organic Search SOCIAL MEDIA
  • 40. Keywords! Keywords create the CONNECTION Customer Search Terms Your Value Proposition words common to both that starts the CONVERSATION
  • 41. Search Engine Optimization (SEO) Organic Search LINKS Web sites Blogs Directories Organic Search SOCIAL MEDIA Organic Search SEARCH Web Site OFF-PAGE ON-PAGE
  • 42. • How many people visit my website? • Where do my visitors live? • Do I need a mobile-friendly website? • What websites send traffic to my website? • What marketing tactics drive the most traffic to my website? • Which pages on my website are the most popular? • How many visitors have I converted into leads or customers? • Where did my converting visitors come from and go on my website? • What blog content do my visitors like the most? Basic Performance Questions
  • 43. • Session - Visits • Users • How they found you • Page Views • Pages Per Session • Average Session Duration • Bounce Rate • Time on site • Pages Visited • Entry Page • Conversion Rate • Returning Visitors • Language • Country • City • Operating System • Device • Screen Resolution • Pages Visited • Entry Page • Social Shares Google Analytics
  • 45. Three Key Areas to Optimize Web Site Lead Generation Traffic
  • 46. OK, You got me to look. Now…… (Visuals – Content – Navigation) Guide the visitor to what they want Key Site Design Elements Keep things SIMPLE and CLEAR
  • 47. Hero Shot with confirming text Features/Benefits An Offer Testimonials Client Roster Another Offer Footer Navigation Bar Another Offer!
  • 48. II want to buy now I want to research 2 Types of Website Visitors
  • 50. ▪ Newsletter ▪ Whitepaper ▪ eBook ▪ Podcast ▪ Webinar ▪ Demo ▪ Trade Show ▪ Infographic ▪ Special Offer If Ready to Buy – Great! If not…. Make an Offer Offer value in return for contact info
  • 51. Three Key Areas to Optimize Web Site Lead Generation Traffic Goals: Forms A/B Testing Email Marketing Goals: Attribution Landing Pages Heat Maps
  • 52. Boy Meets Girl OK…… What about me? I’m really good at sports! I know I aced the math test! That’s Nice I’m going on a field trip! Good for you.
  • 53. Boy Meets Girl Wow, he’s a good listener! What’s your favorite colour? What TV shows do you like? Pink! That’s a nice pink dress you’re wearing Thank you!
  • 54. Marketing Automation • Nurture Leads by delivering personalized content that aligns with the buyer’s profile and their stage in their buying process • Deliver Sales Ready Leads by tracking and scoring a lead’s behaviour with company content (webpages, emails, collateral, events) • Generate more leads by identifying anonymous web visitors through reverse IP tracking • See comprehensive ROI for every marketing tactic by tracking the entire sales process from end-to-end. A set of integrated tools that let companies:
  • 55. Whitepaper Landing Page Video Landing Page Testimonial Landing Page Website 4 Blog Posts Newsletter Email to Demo Video Email to Testimonial Newsletter Webinar Invitation Whitepaper NOW PDF Demo Signup Name Email Company Tel# Newsletter Signup Industry Report Whitepaper Download Webinar Signup Demo Signup 30-Day Trial Request Engagement Points Increasing Levels of Lead Commitment SALES ENGAGEMENT Email Website Content Engagement Workflow
  • 56. Three Key Areas to Optimize Web Site Lead Generation Traffic Goals: Forms A/B Testing Email Marketing Goals: Attribution Landing Pages Heat Maps Marketing Automation ROIVisitorID – Reverse IP Lookup
  • 57. Takeaways • Current State of Marketplace: Buyer in control of transaction process • Your Website’s Job: Engage in their search/evaluation and decision process • CONNECT: Traffic Generation & Optimize Your Internet Properties • CONVINCE: Turn Visitors into Leads: Call to Actions with Offers • CONVERT: Lead Nurturing: Guide & Measure Behaviour • CLOSE!
  • 59. 10 Resource-Packed Social Media Tips for Small Business Amarpreet Kaur, @akamarpreet, amarpreetkaur.com Digital Marketing Manager at RIC Centre
  • 60. 10 Resource-Packed Social Media Tips for Small Businesses Amarpreet Kaur Digital Marketing Manager RIC Centre
  • 61. I know social media can help me grow my business, but where do I start?
  • 62. Plan and define your target audience
  • 63. Plan and define your target audience • Align social goals to business goals • Audit your social presence (Hootsuite template) • Site, Followers, Last Activity, Action • Define your target audience • Analyze your competition • Pick a platform (SproutSocial analysis) • Develop a content strategy • HootSuite, Buffer, etc
  • 64. Ann Hadley @MarketingProfs connect to your strategy tell your bigger story grow your audience
  • 65. Match the tone of your business
  • 66. Match the tone of your business • What does your brand sound like? • What kind of words do you use in your social media conversations? • Why are you on social media in the first place? • Don’t be a glorified RSS feed - humanize your brand • Be consistent across all channels • 71% of consumers have unfollowed a brand because they were embarrassed & 41% admitted to unfollowing brands who don’t share relevant information (SproutSocial)
  • 67. Dave Kerpen, CEO of Likeable Media “At a cocktail party, you wouldn’t walk up to someone and say, ‘Hey, I’m Dave. My stuff is 20 percent off.’ What you do is ask questions, tell stories, listen and relate to people.”
  • 68. Aim for engagement, don't try to sell
  • 69. Aim for engagement, don’t try to sell • It’s not always about “me” • Share interesting and relevant content • feedly.com | commun.it • Share posts that are share-worthy • #BALLOTBRIEFCASE - PwC • Increased PwC’s social impressions 136x on Twitter • #ShotOniPhone – Apple • 85% of users surveyed find visual user- generated content more influential than brand photos or videos (Adweek, 2016)
  • 70. Use social media to get people to your website
  • 71. Use social media to get people to your website • If your audience doesn’t like what you’re sharing on social media, they won’t go to your website • For every call-to-action you have, you should also generate each of the following: • 3 blog posts, articles or visuals/infographics • Hemingway App to write clear call-to-action focused social media posts • Use snip.ly to add your call-to-action on every post you share on social media
  • 73. #Hashtags? • Be specific and cater hashtags to the social network you’re using • Daily hashtags - boost engagement and visibility • #MotivationMonday • #FridayFact • #Caturday • Unbranded hashtags - #DoUsAFlavor • Don’t have more hashtags than words • How to Choose a Hashtag w/ Twitter
  • 75. Optimize, optimize, optimize • Your website should be mobile-optimized • In-app integration • Social-media friendly posting with metadata updates • All-In-One SEO Pack, Yoast • Social media photos and image sizes • Ultimate Cheat Sheet from HubSpot
  • 77. Break through the noise • Find the best times to post on social media • CoSchedule Blog analyzed 16 studies • Search for topics and keywords and analyze what content or topics get the most shares on social media - BuzzSumo • Sloppy writing? No bueno • Hemingway App • Finding social media influencers • Klear
  • 79. Use your creativity • Visual content is more than 40 times more likely to get shared on social media than other types of content. (Source: HubSpot) • Social media images - Canva • Infographics - Venngage, Piktochart • GIFs - gifs.com • Video - Adobe Spark Video • Slideshare - Turn your best blog post into a Slideshare • Twitter Moments - Add tweets by account, search, link, photos, etc
  • 80. Measure and track using analytics
  • 81. Measure and track using analytics • Tracking - bit.ly | Google Analytics | KeyHole • Goals to set: • Increase brand awareness, drive traffic to website, generate new leads, grow revenue, boost brand engagement, etc • Metrics to track: • Reach, site traffic, leads generated, sign- ups and conversions, revenue generated
  • 82. How can I learn more?
  • 83. How can I learn more? • Hootsuite Academy • Social Marketing Training, Certification, Social Strategy Certification • Training for each social media platform • 61 Best Social Media Tools for Small Business • MarketingProfs
  • 84. Amarpreet Kaur Digital Marketing Manager, RIC Centre amarpreet.kaur@riccentre.com | @akamarpreet
  • 85. Lean Marketing 101 Learn more at riccentre.com