The document discusses the evolving landscape of digital marketing, emphasizing the importance of modern tools and strategies to engage clients effectively. Key areas include optimizing websites, utilizing email marketing, leveraging social media, and employing content marketing to build relationships and drive sales. The author encourages experimentation with different techniques to enhance marketing efforts and outlines practical steps for implementation.

1. FOR MODERN PROJECTS
MODERN TOOLS
Using Digital Tools to
Reach New Clients
Emily Nichols
Tuck OnSite Global Consulting

2. A Little ContextExplaining why I’m up here
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3. But Alas…I drifted to other things

4. And Alas…I am no longer an “influencer.”

5. In Five Years, A Lot has ChangedHey, Alexa…

6. In Five Years, A Lot has ChangedThis guy.

7. Technology is ever-
acelerating.
- Moore’s Law
‘‘
’’
In Five Years, A Lot has Changed5x the digital marketing services

8. In hours per day: growing 3-6% each year
Spent on digital media each day5.9 hours
+4% growth
55% increase In global wi-fi networks over two years
13% share
Why Does This Matter?Or, why should I listen vs. send email under the table?
Of all US retail sales; grew 16% this year
2% increase In social advertising CTR since 2016

9. v
It’s within your reach
Bit by bit: some is better than none
Trial and error is a great teacher
Start with the tools we’ll talk about today
So, What Do We Do?Let’s not get overwhelmed

10. Digital MarketingA wild universe – we’ll focus on a few items
Website Social
Media
Email
Marketing
Content
Marketing
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11. Website

12. Some Things Never ChangeYour website is still your front door
01
02
03
04
Articulate why
they need you
Quality
visuals
Easy way
to contact
Simple
description
05 Build
credibility
06 Call to
action

13. v
Ways to Engage ClientsGive up the keys to your calendar
Make appointments easy to book; spend
time talking instead of scheduling
Calendar Plug-In
Breadcrumb Technique
Live Chat

14. v
Ways to Engage ClientsAnswer their questions when they arise
Be able to respond quickly when a
prospect has the urge to reach out
Live Chat
Calendar Plug-In
Breadcrumb Technique

15. v
Ways to Engage ClientsAnswer their questions when they arise
Be able to respond quickly when a
prospect has the urge to reach out
Live Chat
Calendar Plug-In
Breadcrumb Technique

16. v
Ways to Engage ClientsAnswer their questions when they arise
Be able to respond quickly when a
prospect has the urge to reach out
Live Chat
Calendar Plug-In
Breadcrumb Technique
Say that having a
live person
available during an
online purchase is
one of the most
important features
a website can offer.
44%
Of chat-using
customers are
satisfied by the
online chat
experience.
92%
"Live chat adds that
human touch that
can't be replicated
elsewhere. Even
though much of the
industry is moving
toward automation,
everyone is hyper-
aware of
maintaining the
human element.”
‘‘
’’

17. v
Ways to Engage ClientsBegin with the big picture
Calendar Plug-In
Increase prospect comfort with sharing
information step-by-step
Breadcrumb Technique
Live Chat

18. v
Ways to Engage ClientsBegin with the big picture
Calendar Plug-In
Increase prospect comfort with sharing
information step-by-step
Breadcrumb Technique
Live Chat

19. v
And there’s more!For those overachievers among us
Calendar Plug-In
Live Chat
Breadcrumb Technique
Request a Quote
Pre-Qualification Quiz
What Else?

20. E-mail
Marketing

21. For Tuck, about half our leads come from
annual email campaign
How prospects expect to hear from us
Standard of office communication*
Direct line in the midst of the work day
Email MarketingIt’s not dead yet!
Set clear expectations on the purpose of
the email

22. Optimizing for MobileHow easily we forget
55% Of emails are opened on
phones*
15% Of emails are opened on
desktop clients*

23. List ExperimentationMany ways to test and refine
LOCATION INDUSTRY POSITION RANDOM
Target C-suite excs or
middle management
Split the list A-M, N-ZFocus on key
geographies
Narrow your list to
healthcare,
manufacturing or tech,
etc.
TIMING
Try to do your outreach
earlier or later than
normal
AFFILIATION
Narrow by alumni year,
Center participation or
club activity
LIFECYCLE STAGE
Tailor outreach based on
stage in decision
process

24. 02 30
07 !
Note with
relevant links
Project example story
Invite to connect
Report on prior
year’s successes
Trigger event: first
call, put into another
list/different workflow
Sale!Welcome
Message
Lifecycle Email ExampleAka “the Drip Campaign”

25. Social Media

26. Social MediaNot just for Kardashians
Deepen client relationships
Demonstrate nuanced brand personality
Gain hard data and informal insights about
preferences
Learn about competitors
Allow direct connection on a massive scale
with message control

27. YOUR
PROGRAM
Social Media ExperimentingNot every network is necessary
Two random groups
One share, one copy/paste
Lessons learned :
- Open rate doesn’t equal engagement
LinkedIn
Large and active group of alumni in
China
Communication and info-sharing
Close access to internal discussions
WeChat

28. Content
Marketing

29. Make the ask when
the time is right
Purchase
Draft a piece of
content about
something you can
uniquely, confidently
address
Create
See who clicks;
gather their contact
info along the way
Learn
Build their faith in
you via the value
the content
provides.
Follow-up
appropriately and
via a longer-term
campaign.
Trust
Promote the
content to a specific
segment;
Target
Content Marketing FunnelTried and true for a reason

30. • Invite clients or
students to tell their
stories
Podcast
• Offer a free or
certificate course
Online Course
• Highlight key areas
of expertise
Webinar
Other Types of ContentFor your consideration

31. Homework
- Decide what ONE THING you can do this year:
- Social media advertising?
- Get a CRM?
- Add chat to your website?
[TWO MINUTES WITH A BUDDY NOW]
[REPORT OUT]
- Read Mary Meeker’s 2018 Internet Trends
Report
- Tell me if you want to work on this together!
- emily.g.nichols@tuck.dartmouth.edu

32. CRM
Free, customizable,
easy to export any
data as needed
Research
Free, extensive, fairly
open, potential for
upgrade
Videoconference
Simple, reliable, works
for video and audio,
global reach
Last but Not LeastOther tools that have been winners for us
THANK YOU!