This document outlines a comprehensive marketing campaign strategy for a new B2B product. It recommends:
1) Defining key information about the product, market, and goals before deciding on campaigns.
2) Using both push strategies like direct email, telemarketing, and trade shows as well as pull strategies like search engine marketing, social media, and events to generate leads and awareness.
3) Creating targeted, multi-channel campaigns on platforms like Google, LinkedIn, Twitter and YouTube and monitoring results through analytics.
Are you feeling the itch to refresh your inbound marketing campaigns, but unsure where to begin? Inbound is all about publishing helpful and interesting content your audience wants to consume, but with the infinite number of approaches and ever-increasing creative standards, the possibilities of how your campaigns might take shape can be overwhelming.
To help get the inspiration flowing, we’ve collected 32 examples of truly enviable inbound marketing. Whether you want to rethink your approach to social media, email, or blogging, we’ve curated top-notch examples to expand your thinking. Or, perhaps you are ready to experiment with a new medium for your content. Explore the video and microsite chapters to discover what the leaders in multimedia marketing are creating to share their stories.
This comprehensive digital marketing plan outlines several social media strategies based on Glen Eden's current digital marketing trends. The plan includes several implementation samples of social media posts based on the overall strategy and digital goals outlined in the initial phase.
Talent Market Place Social Media, Digital & Lead Generation StrategyBrand Sauce
An Elite cross platform digital plan that focuses on talent marketplace lead generation both for the demand and talent side covering awareness, engagement, lead generation, nurturing and referral.
Digital Marketing Strategy - A FrameworkMarkus Neuert
THOUGHTS ON A DIGITAL STRATEGY
I put this presentation together based on a loose framework I have used and expanded on since starting my production company Cyclefilm in 2006. I credit this model with identifying an expansion opportunity into the Tampa event management space with the Downtown Crawlers to support the marketing and launch strategy of my social App Kyngo. The model works equally well for identifying opportunities in both digital and traditional marketing.
I focused the presentation on media and tech collaboration opportunities in an attempt to find the right questions. The exact answers must be worked out individually for each company, taking into account the current business environment, unique strengths and opportunities.
A STARTER PACK
The presentation is a simple starter pack for any company that wants to win in digital by creating a comprehensive digital strategy document. This document can then be used as a central guidebook when developing actionable tasks and initiatives.
THE HOLISTIC APPROACH - FROM SILOS TO UNIFICATION
I wanted to provide companies with a framework to hang digital ideas and integrate them into the overall marketing strategy. Moving away from 1-off efforts in silos, and steering towards a holistic approach that encompasses the customer journey as a whole - from initial customer contact to purchasing the product. Every real world initiative must have a digital component that leverages the power of Email, Search and Social, as well as VOD, Podcasts and Blogs, from the smartphone to the store.
NOT COVERED
I did not venture deeper into a Social Media Channel Strategy, since this requires detailed insights and further analysis of the current state of social within each company.
I also did not touch on retail collaborations since this requires a deeper understanding of each company’s customers infrastructure and digital capabilities.
Are you feeling the itch to refresh your inbound marketing campaigns, but unsure where to begin? Inbound is all about publishing helpful and interesting content your audience wants to consume, but with the infinite number of approaches and ever-increasing creative standards, the possibilities of how your campaigns might take shape can be overwhelming.
To help get the inspiration flowing, we’ve collected 32 examples of truly enviable inbound marketing. Whether you want to rethink your approach to social media, email, or blogging, we’ve curated top-notch examples to expand your thinking. Or, perhaps you are ready to experiment with a new medium for your content. Explore the video and microsite chapters to discover what the leaders in multimedia marketing are creating to share their stories.
This comprehensive digital marketing plan outlines several social media strategies based on Glen Eden's current digital marketing trends. The plan includes several implementation samples of social media posts based on the overall strategy and digital goals outlined in the initial phase.
Talent Market Place Social Media, Digital & Lead Generation StrategyBrand Sauce
An Elite cross platform digital plan that focuses on talent marketplace lead generation both for the demand and talent side covering awareness, engagement, lead generation, nurturing and referral.
Digital Marketing Strategy - A FrameworkMarkus Neuert
THOUGHTS ON A DIGITAL STRATEGY
I put this presentation together based on a loose framework I have used and expanded on since starting my production company Cyclefilm in 2006. I credit this model with identifying an expansion opportunity into the Tampa event management space with the Downtown Crawlers to support the marketing and launch strategy of my social App Kyngo. The model works equally well for identifying opportunities in both digital and traditional marketing.
I focused the presentation on media and tech collaboration opportunities in an attempt to find the right questions. The exact answers must be worked out individually for each company, taking into account the current business environment, unique strengths and opportunities.
A STARTER PACK
The presentation is a simple starter pack for any company that wants to win in digital by creating a comprehensive digital strategy document. This document can then be used as a central guidebook when developing actionable tasks and initiatives.
THE HOLISTIC APPROACH - FROM SILOS TO UNIFICATION
I wanted to provide companies with a framework to hang digital ideas and integrate them into the overall marketing strategy. Moving away from 1-off efforts in silos, and steering towards a holistic approach that encompasses the customer journey as a whole - from initial customer contact to purchasing the product. Every real world initiative must have a digital component that leverages the power of Email, Search and Social, as well as VOD, Podcasts and Blogs, from the smartphone to the store.
NOT COVERED
I did not venture deeper into a Social Media Channel Strategy, since this requires detailed insights and further analysis of the current state of social within each company.
I also did not touch on retail collaborations since this requires a deeper understanding of each company’s customers infrastructure and digital capabilities.
Digital Marketing Strategy Workshop - Abed JrabAbed Jrab
This was a free digital marketing strategy workshop, this Digital Marketing Strategy workshop covered an overview of how to begin on digital channels. Before even starting any digital campaign or digital communication you must have a strategy in place which will define your activities, your target audience and the results you wish to achieve.
What it included:
● What is a Digital Marketing Strategy
● Why you need a digital marketing strategy
● Introducing RACE Planning System
● Developing personas
● Setting SMART objectives
● Online Value Proposition
● Free Ebook Giveaway (Blogging the smart way, Jeff Bullas)
● Many other resources to be shared
● Live examples
Digital marketing and digital marketing strategy for start-up companiesIgor Jurčić
Digital marketing is and will be crucial in all business segments. Start-up companies, as well, have to create new products and services and inform their potential customes about them. In this presentation were shown basic details of digital marketing for start-up companies.
Internet Marketing Concepts And Strategies PowerPoint Presentation Slides SlideTeam
Finding ways for promoting your products and services over the internet? Now you don’t have to worry! SlideTeam presents you pre-designed internet marketing concepts and strategies PowerPoint presentation slides. Our content ready online advertising presentation PPT will help you get the idea of how to promote your products and services online. This professionally designed online advertising PPT graphics cover slides like promotional objectives, e-mail advertising, blogging, pay per click marketing, social media marketing, digital marketing, viral selling, AIDA model, weekly/monthly/yearly performance, search engine marketing, website performance review, monthly traffic source overview, web traffic insights, lead generation activities, paid search analytics and many more. Not just this, by using these internet advertising PPT presentation layouts, you can also cover various other topics like online advertising, digital promotion, display presentation, online promotion platform, search engine optimization, content promoting, technology promotion, e-commerce advertising etc. So why wait? You are just one click away to get this amazing internet marketing concepts and strategies presentation templates. Elaborate on the ideal diet with our Internet Marketing Concepts And Strategies PowerPoint Presentation Slides. Highlight the important health factors considered.
Digital Strategy Template - For Startups Small Business & Ad AgenciesPiyush Agarwal
One of the biggest problems for any startup or small business is that there is no template for digital strategy available. In this document, I've tried to cover very practical approach on how to break down your digital strategy process into stages that cuts across identifying & segmenting your target audience, choosing the right digital marketing channels and creating the marketing metrics to track your performance.
Ideas on innovation in online marketing and technology platforms thats will be important in 2014.
Uploaded by Dave Chaffey, CEO SmartInsights.com and co-author of Emarketing Excellence.
See http://bit.ly/smarttrends for more details on the trends.
If you are a business owner, or new to digital marketing, and understand the ecosystem of Digital Marketing and how all it's parts are connected to the whole, this with be a good place to begin.
Digital Marketing 101 Toolkit that covers the basics of Digital Planning, Social Media, Consumer Touch-points and a guide to using basic digital/social platforms like Facebook, Twitter, YouTube, Blogs, Web Analytics and Social Listening
Digital marketing strategy for B2B sectorMoses Gomes
Here is a simple DIY for B2B and entrepreneurs on how to use social media and internet marketing strategies for lead generation, engagement and branding. This presentation presents some simple key techniques to help on different social media and technology elements for engagement with customers.
Online And Offline Marketing Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Online And Offline Marketing Proposal PowerPoint Presentation Slides look no further.Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/2vq0WXH
Toshiba Laptops: An integrated digital marketing strategyArchana Nilaver
An integrated Digital Marketing strategy for Toshiba Laptops India. The objective is to create a digital presence through the social channels to promote the brand; its products, product innovation features & create engagement.
10 Exceptional Tips To Increase Leads with Google AdwordsMike Ncube
Find out how to increase leads and sales for your business using by following this guide, which lists the most effective tips for Google Adwords PPC advertising
Budget: Every marketer's favorite and least favorite word. Your budget is the foundation of your social media campaigns, and the key to strategic, effective social media development. Download the guide to learn how to set your social media campaigns up for success through strategic budgeting and resource allocation.
Integrated Multi-channel Digital Marketing Strategies Dushyant Verma
This presentation on Integrated Multi-Channel Digital Marketing Strategies covers an overview of various Digital Marketing techniques i:e SEO, SMO, PPC, Display Adv, Email Marketing, Online Reputation Mangement and Affiliate Marketing, channels, and platforms to generate favorable actions or responses from targeted audiences.
Cryptzone SharePoint and Office 365 Security Solutions GuideDavid J Rosenthal
The SharePoint and Office 365 Security Gap
While thousands of organizations are deploying SharePoint and Office 365 to manage enterprise content, streamline business processes, and deliver enterprise 2.0 collaboration capabilities, compliance and security concerns − and their associated risks − remain top of mind. As the amount of content and user interaction increases, particularly given the enhanced collaborative capabilities of Microsoft's collaboration platforms, the chance for a SharePoint or Office 365 security breach or compliance violation increases as well. A solution that automatically classifies, applies permissions, tracks, encrypts and prevents the inappropriate storage, access and distribution of sensitive content stored in SharePoint and Office 365 is clearly necessary to overcome this confidence gap.
Digital Marketing Strategy Workshop - Abed JrabAbed Jrab
This was a free digital marketing strategy workshop, this Digital Marketing Strategy workshop covered an overview of how to begin on digital channels. Before even starting any digital campaign or digital communication you must have a strategy in place which will define your activities, your target audience and the results you wish to achieve.
What it included:
● What is a Digital Marketing Strategy
● Why you need a digital marketing strategy
● Introducing RACE Planning System
● Developing personas
● Setting SMART objectives
● Online Value Proposition
● Free Ebook Giveaway (Blogging the smart way, Jeff Bullas)
● Many other resources to be shared
● Live examples
Digital marketing and digital marketing strategy for start-up companiesIgor Jurčić
Digital marketing is and will be crucial in all business segments. Start-up companies, as well, have to create new products and services and inform their potential customes about them. In this presentation were shown basic details of digital marketing for start-up companies.
Internet Marketing Concepts And Strategies PowerPoint Presentation Slides SlideTeam
Finding ways for promoting your products and services over the internet? Now you don’t have to worry! SlideTeam presents you pre-designed internet marketing concepts and strategies PowerPoint presentation slides. Our content ready online advertising presentation PPT will help you get the idea of how to promote your products and services online. This professionally designed online advertising PPT graphics cover slides like promotional objectives, e-mail advertising, blogging, pay per click marketing, social media marketing, digital marketing, viral selling, AIDA model, weekly/monthly/yearly performance, search engine marketing, website performance review, monthly traffic source overview, web traffic insights, lead generation activities, paid search analytics and many more. Not just this, by using these internet advertising PPT presentation layouts, you can also cover various other topics like online advertising, digital promotion, display presentation, online promotion platform, search engine optimization, content promoting, technology promotion, e-commerce advertising etc. So why wait? You are just one click away to get this amazing internet marketing concepts and strategies presentation templates. Elaborate on the ideal diet with our Internet Marketing Concepts And Strategies PowerPoint Presentation Slides. Highlight the important health factors considered.
Digital Strategy Template - For Startups Small Business & Ad AgenciesPiyush Agarwal
One of the biggest problems for any startup or small business is that there is no template for digital strategy available. In this document, I've tried to cover very practical approach on how to break down your digital strategy process into stages that cuts across identifying & segmenting your target audience, choosing the right digital marketing channels and creating the marketing metrics to track your performance.
Ideas on innovation in online marketing and technology platforms thats will be important in 2014.
Uploaded by Dave Chaffey, CEO SmartInsights.com and co-author of Emarketing Excellence.
See http://bit.ly/smarttrends for more details on the trends.
If you are a business owner, or new to digital marketing, and understand the ecosystem of Digital Marketing and how all it's parts are connected to the whole, this with be a good place to begin.
Digital Marketing 101 Toolkit that covers the basics of Digital Planning, Social Media, Consumer Touch-points and a guide to using basic digital/social platforms like Facebook, Twitter, YouTube, Blogs, Web Analytics and Social Listening
Digital marketing strategy for B2B sectorMoses Gomes
Here is a simple DIY for B2B and entrepreneurs on how to use social media and internet marketing strategies for lead generation, engagement and branding. This presentation presents some simple key techniques to help on different social media and technology elements for engagement with customers.
Online And Offline Marketing Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Online And Offline Marketing Proposal PowerPoint Presentation Slides look no further.Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/2vq0WXH
Toshiba Laptops: An integrated digital marketing strategyArchana Nilaver
An integrated Digital Marketing strategy for Toshiba Laptops India. The objective is to create a digital presence through the social channels to promote the brand; its products, product innovation features & create engagement.
10 Exceptional Tips To Increase Leads with Google AdwordsMike Ncube
Find out how to increase leads and sales for your business using by following this guide, which lists the most effective tips for Google Adwords PPC advertising
Budget: Every marketer's favorite and least favorite word. Your budget is the foundation of your social media campaigns, and the key to strategic, effective social media development. Download the guide to learn how to set your social media campaigns up for success through strategic budgeting and resource allocation.
Integrated Multi-channel Digital Marketing Strategies Dushyant Verma
This presentation on Integrated Multi-Channel Digital Marketing Strategies covers an overview of various Digital Marketing techniques i:e SEO, SMO, PPC, Display Adv, Email Marketing, Online Reputation Mangement and Affiliate Marketing, channels, and platforms to generate favorable actions or responses from targeted audiences.
Cryptzone SharePoint and Office 365 Security Solutions GuideDavid J Rosenthal
The SharePoint and Office 365 Security Gap
While thousands of organizations are deploying SharePoint and Office 365 to manage enterprise content, streamline business processes, and deliver enterprise 2.0 collaboration capabilities, compliance and security concerns − and their associated risks − remain top of mind. As the amount of content and user interaction increases, particularly given the enhanced collaborative capabilities of Microsoft's collaboration platforms, the chance for a SharePoint or Office 365 security breach or compliance violation increases as well. A solution that automatically classifies, applies permissions, tracks, encrypts and prevents the inappropriate storage, access and distribution of sensitive content stored in SharePoint and Office 365 is clearly necessary to overcome this confidence gap.
Coopetition-Simulation-Ansatz zur LernfilmproduktionIlona Buchem
Vortrag auf der DeLFI Tagung 2010, Interaktive Kulturen, Universität Duisburg-Essen, Titel: "Coopetition-Simulation-Ansatz zur Förderung der Lernerpartizipation an der Erstellung von
nutzergenerierten Inhalten. Ein Erfahrungsbericht aus
einem Kooperationsprojekt zur Lernfilmproduktion." Autorinnen: Ilona Buchem, Annika Jokiaho, Birgit May
Many CEO complain they do not see the value in marketing efforts. For them we suggest to use a simple and practical framework, PCCDIO, that has worked wonders for our clients,
B2B Marketing: Building a Purpose-Driven Content StrategyLeo Bancou
B2B marketing involves many different types of content that are targeted to specific stakeholders and decision-makers (department leads, budget, end user) within a single organization, over a multi-stage sales cycle, across channels owned by different teams. In order to move buyers through each stage of a longer sales cycle, B2B marketers need to use the right content, at the right stage, with the right KPIs to measure effectiveness.
Digital marketing is the use of digital channels to reach and engage with customers. It includes a wide range of activities, such as search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and content marketing.
Digital marketing refers to the use of digital channels and technologies to promote products, services, and brands to a targeted audience. It encompasses various online marketing tactics and strategies that leverage the internet and digital devices to reach potential customers
What is Digital marketing- An advance Guide By DSIMDSIM
Detailed Concepts of Digital marketing By Delhi School of Internet Marketing (DSIM).
This guide will help you to understand "How to do Digital marketing" and "What is Digital Marketing".
1. Digital marketing is doing marketing of products, services, brands or people on Internet using digital devices like laptops, tablets and mobile phones.
2. key steps in Digital Marketing:
a- Identify what customers want
b- Research and development
c- Identifying potential buyers
d- Increasing brand awareness
e- Proposing value
f- Creating utility
g- Advertising
h- Promotion
i- Sales
j- Feedback
k- Retaining
l- Measurement
3. Importance and benefits of digital marketing-
a- Wide Reach
b- Helps in increasing brand awareness
c- Cost effective
d- Performance oriented
e- You can easily target your niche
f- Generate potential business leads
g- Track and monitor your marketing campaigns to improve performance
h- Cut down on employees expenses
i- Edge your lazy competitors
j- Challenge your big fat competitors
k- Add extra outlet for sales
4. 10 step guide on how to start with Digital Marketing:
a- Book A Domain Name
b- Buy Web Hosting
c- Website Content planning
d- Conceptualize your Website
e- . Do A/B Testing
f- Get your website developed
g- Boost Social media visibility
h- Start writing blog
i- Get your website mentioned on your business card or brochure.
j- Online advertising on google Adwords, Facebook, LinkedIn
5. Digital Marketing Process :
a- Increase visibility online
b- Bring targeted traffic
c- Traffic engagement
d- Conversion
e- Measurement
f- Retention
6. How to do digital Marketing:
Search Engine marketing- Organic(SEO), Inorganic(PPC)
Social media marketing
Email marketing
Share Your reviews and feedback on Digital marketing .
Digital Marketing | how it play important role in businesses.docxDigital Worlds
SEO (Search Engine Optimization): Improve your website's visibility and increase organic traffic with our SEO services.
SEM (Search Engine Marketing): Boost your website's visibility on search engines and increase leads with our SEM solutions.
PPC (Pay-per-click advertising): Reach your target audience and maximize your ROI with our PPC advertising campaigns.
Content Marketing: Engage your audience with valuable and relevant content that drives conversions and builds brand loyalty.
Social Media Marketing: Build your brand's social media presence and engage with your audience to increase brand awareness and drive sales.
Email Marketing: Connect with your customers and prospects directly in their inbox and increase sales with our email marketing campaigns.
Influencer Marketing: Collaborate with influential people in your industry to expand your reach and increase brand awareness.
Video Marketing: Capture your audience's attention and communicate your message effectively with our video marketing solutions.
Affiliate Marketing: Increase sales and drive customer acquisition by partnering with affiliates who promote your products or services.
Mobile Marketing: Reach your audience on-the-go and increase engagement with our mobile marketing solutions that include SMS, mobile apps, and more.
This presentation is about exploring social media as a process for driving BtoB lead generation But first a word of caution: Leads depend as much on the messages as they do on the media. Maybe more. So this will be a story about managing both media and messages within our Marcom Engine process. A presentation by Keith Bates
How to Optimise the Efficiency of Your Digital CommunicationLa French Tech
Discover 6 easy tips that will help you to get the maximum out of your digital communication. Optimize your paid media and owned media approach of the Internet in order to generate online visibility and improve your digital ROI.
Complete Guide on Digital Marketing. Digital marketing has revolutionized the way businesses connect with their target audience in the 21st century. In an era dominated by technology and the internet, digital marketing encompasses a wide range of strategies and tools used by companies to promote their products and services, build brand awareness, engage customers, and drive sales. This comprehensive and dynamic approach has become an essential aspect of any successful marketing campaign, transcending geographical boundaries and providing unprecedented opportunities for businesses to thrive in the digital landscape. This article delves into the various components of digital marketing, its significance, and the evolving trends that shape its future.
Digital Marketing Pitch to Bulb StudiosMatt Harrison
Birmingham City University student project. Working with Leicester based agency Bulb Studios on a live brief; We’ve developed a content marketing campaign that jointly meets your objectives and solves your potential clients problems with LEAD CAPTURE at the heart. We will drive visitors to Bulb website, increase convention, and generate solid leads. We propose the strategy focusing on content, digital and search engine optimization with user centric design at the heart of everything we do.
2. Preliminary Remarks
Primary points:
• Product knowledge
• Market analysis
• Definition of target
• Definition of goals
• Competitors analysis
• Budget
Only after considering these points, we can decide which campaigns can
be created and executed.
3. Priority on
PUSH CHANNELS GARRISON
Priority on
PULL CHANNELS SATURATION
Attention Interest Desire Action
Strategic Approach
Create a conversion path
Follow the «AIDA structure» LEAD
GENERATION
NEEDS CHOICE
INFORMATION
CONSIDERATION
4. Conversion rate Y%
Conversion rate X%
Budget
B
Budget
C
Budget
D
Strategic Approach
Design a marketing channels mix
Budget
A
COST
PER
CONTACT
CAMPAIGN RICH
+
_
o DIRECT EMAILING campaigns
o DIRECT MAILING campaigns
o SOCIAL MEDIA campaigns
o SEM campaigns
o SEO activities
o VERTICAL MAGAZINE campaigns
o OUTBOUND TELESELLING activities
Conversion rate Z%
Conversion rate N%
5. 1. Create a Landing Page on the website, which
must contain:
• Description and benefis of the product
• Photos (better if there is a video)
• Call to action: e.g. - Request free trial – Book a visit – Ask for more
information - Newsletter registration …
• Contact form
• Privacy link !!
SEM Campaign
6. 2. Find long tail keywords. How:
• Understanding the needs that companies will
solve with the machine and giving them the
ANSWERS to their potential questions
• Using Google Adwords
SEM Campaign
7. 3. Make the client find you!
• Try to be the best result on research for your
keyword, optimising the landing page for
search engines (for free – through SEO/SEM
Techniques)
• Google Search Sponsored Links (with fee – pay
per click campaign)
SEM Campaign
8. 4. Monitor the results!
SEM Campaign
It is one of the most important action to do:
it gives the whole image of the campaign and
allows you to understand strong and weak
points of your job. This is the fresh start for
the following moves in this kind of marketing
campaign.
9. Being on the wave of Social Media World is
something that cannot be renounced in business
today. For this reason, a company should have
done its studies on which social channels are the
best for itself, and already started to properly
use it BEFORE (and then DURING and AFTER) the
arrival of new products.
Social Media Campaign
10. Which are the social networks that suit our
company and product?
1. Twitter
2. LinkedIn
3. YouTube
Having also a Facebook page is important to create a
«community» on the argument, and we must surely follow this
way to promote our product. But The FB campaign suits better
BtoC business, and it’s not our case.
Social Media Campaign
11. 1. Twitter is growing quite well. Italy is much slower than USA,
(and also than England, Germany…) but people are
understanding its potential for business.
Organising an #hashtag campaign on Twitter is a quite
simple job, but it has to be continuously monitored, to
feed the communication and follow the several trends
on the argument. We can launch the new product
linking to our landing page or a video-demonstration of
it.
We can also consider sponsored tweets.
Social Media Campaign
12. 2. LinkedIn works very well in the business
community: having a good profile helps to reach
targeted prospect.
The campaign on LinkedIn is very pointed. We can
choose where the announcement (banner) will be
seen, towards companies, people with a specific role,
business sector…, deciding the strategy (pay per click –
pay per impression)
Social Media Campaign
13. 3. YouTube: it is the second search engine after
Google, and we must consider it if we want to
get a big part of our prospect.
As we said regarding LinkedIn campaign, also YouTube
one is very pointed, because we can choose (through
our keywords) where our promotional/presenting
videos will come out. With a good YouTube Channel we
can also arrive to a very targeted group of interested
people.
Social Media Campaign
14. When we organise an e-mail campaign, we have
to remember two important points:
1. We are NOT selling the product by e-mail
2. We are giving information to create curiosity,
interest and, if we are excellent, also a need
because we know our clients’ lacks, and answers,
because we know their questions!
E-mail/DEM Campaign
How can we do this, then:
15. • Choose an appropriate title for the e-mail:
nice, familiar, without symbols nor too long
• Write an appropriate text, creating a friendly
but always professional relationship, allowing
them to answer for asking, visiting, trying…
Copywriting techniques are mandatory
Link to the website (landing page) is ok, but don’t
attach files or hang heavy pictures
E-mail/DEM Campaign
16. • Monitor the results!
E-mail/DEM Campaign
Again, one of the most important thing to do. There are
some platforms which allow to know how many e-mails
have arrived, if they have been opened and if the recipient
has done the action he was supposed to do (e.g.
ContactLab platform for newsletters). Otherwise, we can
monitor the e-mail answers and the number of accesses to
the website during the campaign through Google Analytics.
17. An error that can be done, is not considering the OFF-
LINE CHANNEL. Companies from several business sectors
still use to inform themselves through specialized
magazines, where we can arrive with an advertising page
or writing a tachnical article in cooperation with the
editorial company.
Unfortunally, Italy is far from a QR code campaign, but I
am sure this is an aspect we should monitor and study, to
be ready before the competitors.
Off-line Campaign
- Specialized magazines -
18. An other off-line push action is the direct mailing,
where we send e.g. a brochure of the new product
to the prospects, taken from preferences lists.
In Italy the redemption of this kind of action is quite low,
compared to USA and UK, because of the little willingness to give
own or clients’ details for commercial purposes. However, the
sector we are working in still uses it with appreciable results.
Off-line Campaign
- Direct mailing -
19. To feed the list of contacts of interested
people, we can also execute one of the
strongest push action for this kind of
product: the outbound Teleselling.
A call center calls the potential company clients
and briefly shows the news to create
ATTENTION.
Off-line Campaign
- Outbound Teleselling -
20. Last but not least: the events
If we study a right way to organise and
communicate an event, e.g. the exclusive
presentation of the product to invited people, I
believe that it will perfectly work throughout
our business.
Off-line Campaign
- The events -
21. Some other marketing actions and
strategies
• Push strategies work well also where the company has a
sales force or a structure of retailers to be trained and
propeled.
• Community Management through all the internet
channels, social networks, blogs, forums… in which we
have to participate with answers and questions, to better
understand prospect’s needs and to create a long term
relationship based on trust.
• Participation to trade fairs