Digital Marketing Strategy Master Class - Daniel Lemin, Convince and Convert
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Ask yourself this question: is your approach to digital marketing strategy hitting all of your KPIs and objectives? For many marketers, the answer to that question is a resounding “maybe.” This Digital Marketing Strategy Master Class will give you the tools you need to answer that question. Learn how to research and craft personas, mine data and analytics for planning insights, create amazing planning shortcuts that save you time and optimize marketing campaigns to enhance your brand’s customer experience.
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Digital Marketing Strategy Master Class - Daniel Lemin, Convince and Convert
- 2. 1.Youtility: How We Look At Digital 2.Personas: The Heart of Digital 3.Digital Marketing Mix (POEM) 2 Overview
- 3. YOUTILITY Why Smart Marketing is About Help not Hype
- 4. The difference between helping and selling is just 2 letters
- 8. Youtility is marketing so useful, people would pay for it
- 9. @jaybaer
- 10. friend of mine awareness @jaybaer #Infusioncon YoutilityBook.com
- 11. Be a farmer, not just a hunter
- 13. You are competing for attention against everything
- 14. Friend of mine awareness is replacing top of mind awareness
- 15. If you create Youtility, your customers will keep you close
- 16. Do you have the courage to create Youtility?
- 20. 5.3 10.4 Sources Needed Before Making a Purchase 2010 2011 Google
- 21. By year-end 2015, mobile will represent 70% of total US searches.
- 22. If you make a bad decision now, you’re just lazy
- 23. In 2012, 72% of Internet users looked online for health information. Pew Internet, 2012
- 25. @jaybaer
- 26. @jaybaer Average new customer reads 105 pages
- 27. Relationships are created with data and information, not just people
- 28. If you teach better, you sell more
- 30. Trust is the prism through which all business success must pass
- 39. @jaybaer
- 40. Give yourself permission to make the story bigger
- 43. What Do They Need?
- 44. We are surrounded by data, but starved for insights
- 48. How Can You Address That Need?
- 55. Youtility is a Process Not a Project
- 56. Inspiration doesn’t respond to meeting requests
- 60. Is your marketing so useful, people would pay for it?
- 71. You must understand someone’s needs in order to help them solve their problems. 71
- 72. Personas are the core of great digital marketing. 72
- 73. 73
- 74. “B2B customers contact a sales rep only after 70% of the purchase decision has been made.” Sirius Decisions, 2012
- 75. You are competing for attention against everything
- 76. Be useful first
- 77. @jaybaer
- 78. E-Books 78
- 80. Infographics 80
- 81. Tweets 81
- 82. 82
- 83. 83 Segments Personas Athlete Career Mom First Time Hispanic Home owners Au Pairs Babysitter Hospitals Day Care Providers Grand parents Schools CPG/Baby Products Personas vs. Segmentation
- 84. Great content is based on the person, not the demographic. 84
- 86. Personas help you solve the disconnect between what you know and what you assume. 86
- 87. 87
- 88. Start with what you know. 88
- 89. Analytics can tell you a lot of great information. Site behavior Content preferences OS Browser Location (maybe) Site loyalty (maybe) Source (maybe, maybe not) 89
- 90. 90 That’s my dog. I know that he eats dry food and chews on fuzzy toys, and he drinks water. I still don’t know anything about his persona.
- 91. “Analyzing data in aggregate is a crime.” - Avinash Kaushik Google 91
- 92. Ask lots of questions. Daily routines? Personal outlook? Why do they buy you? Product expectations? Influence sphere? Motivators? Call To Action? 92
- 93. Make it relevant. Project goal? How do you make money? What are your brand goals? What actions will push people in the right direction? What makes you uniquely positioned to solve these problems? 93
- 94. Get some detail. Demographics Psychographics Market preferences Needs assessment Business value 94
- 95. Get some help. Internal Resources Customer service data Usability surveys NPS segmentation 95
- 96. Get some free help. External Resources (free!) Quantcast Google Ad Planner Pew Internet Life eMarketer Nielsen Prizm (segmentation) 96
- 97. Know what people care about. 97
- 98. Start the Brainstorm 98 One person and task per page, along with the goal. Person and goal, activity, action or problem. CMO needs to understand how PR contributes to her ROI. Busy brand manager needs to present his big campaign ideas. Day-to-day community manager needs to energize her brand’s Twitter followers. PR manager needs to cast a wide net with his social and media relations.
- 100. Visitor Flow 100 New visitors who come to site from a deep link (not via home page) are more likely to enter subscription process Of new visitors, many come through the home page and go deeper to explore the site; few navigate from home page to subscriptions page
- 102. Example Persona 102 Content Impact: This consumer is all about access to information at POP and online. They want easy, fast and reliable sources of info that meet their needs. Values opinions of people like them (UGC and WOM) Careful shoppers, they seek both value and quality and expect convenience from all brands in their life Proud to have a healthy, active and vibrant pet This consumer is an active family leader; may have children in sports with a busy career and a lot of balls to juggle They do their best when it comes to selecting the best food and products for their pet; they seek advice but aren't sure where to turn and have little time for research Relies on tried and true experts; more welcoming of perceived expertise. Not looking to pet food companies first, may view BRAND as a resource Brand Mix: Trader Joe’s, REI, Sony, GM
- 103. BE PERSONA SAVVY
- 104. 104 Tasks Michael would like to accomplish: Content to answer their need: I would like to make my stereo surround sound. http://www.contentsample.com/exampleURL http://www.contentsample.com/exampleURL http://www.contentsample.com/exampleURL I would like to stream my computer to my TV. http://www.contentsample.com/exampleURL http://www.contentsample.com/exampleURL I need to troubleshoot my player’s Internet connection. http://www.contentsample.com/exampleURL http://www.contentsample.com/exampleURL http://www.contentsample.com/exampleURL I want to download games to my player. http://www.contentsample.com/exampleURL http://www.contentsample.com/exampleURL I need to watch TV while I am traveling. http://www.contentsample.com/exampleURL http://www.contentsample.com/exampleURL Map your content
- 105. 105 Map your content
- 106. Be smart about search discovery. 106
- 107. 107 Score it
- 108. Just be sure that you solved the problem. 108
- 109. YOUR MARKETING MIX
- 110. 3 ELEMENTS
- 112. Sponsored content Ads Fan acquisition Video pre-roll PAID
- 113. Social media engagement PR (media relations) Influencers Endorsements (non-paid) Ratings & reviews EARNED
- 114. Your website Your email Your actual things Printed material OWNED
- 115. ‹#› Where is it best to focus your digital dollars?
- 116. ‹#› My vote: owned
- 117. ‹#› 70% Create Content 38% Say It’s Yet Only
- 118. ONE MODEL Start with the problem Examine the persona Create something OWNED Paid & Earned Media
- 119. Content is fire, social media is gasoline
- 120. “Useful articles are forwarded 30% more often than average.” Contagious, 2013
- 121. ‹#› Key Principle Understand the questions that customers must answer before buying, and answer those questions – for every persona – proactively, with content
- 122. ‹#›
- 123. Is your marketing so useful, people would pay for it?
Editor's Notes
- The key principle for self-serve information is to understand the questions that customers must answer before buying, and answer those questions – for every persona – proactively, with content.