A digital marketing plan is an essential tool for your business. Companies with a clear marketing plan, that regularly measure their efforts, see 60% faster growth than those without a marketing plan. Developing a digital marketing plan will help you identify what makes your business unique and how to get your message out to your audiences through a variety of digital channels. An in-depth and detailed approach to laying out your digital marketing strategy can reveal new opportunities and expand your reach.
Digital strategy - An Overview on how to start winning onlinePatrick Herbert
Presented in 2017 at a public speaking event held by Expertise Events; The Gift and Lifestyle Fair, I was asked to give retailers at the event an overview on how they can be competitive in the digital environment, how to set a digital strategy and what the online marketing funnel looks like.
Defining and Implementing Strategic Planning and Thinking for Marketers, Agencies, and Business Owners
What: See if this scenario sounds familiar: A fresh new marketing plan has been crafted by a crack team of digital specialists, all set to maximize your growth and ROI for the coming year, except, the lift isn’t there. Campaign reports look strong, but the bottom line isn’t moving. If this sounds at all familiar, your digital strategy may be broken, or just plain missing.
In a rapidly evolving digital marketing landscape, the work we do to achieve our marketing goals needs to be better defined and understood among all of our stakeholders, vendors, and partners and the business goals that define our success, or failure.
Join us for the upcoming webinar where Anvil’s Stephen Hammill explores the role of digital strategy in defining goals and marketing tactics matched to the right technologies. Stephen will also be addressing the common misconception that digital strategy and marketing strategy are the same — this is not just incorrect, but works against what a holistic digital strategy is all about!
Who: A New York City native, Stephen moved to Portland in 2012 to work in data marketing and teamed with some fantastic agencies and brands, including Nike, Taco Bell, and Yamaha in the quest to better utilize data science to tell stories, from merging data, to cleaning to platforms, and most importantly to strategizing insights into actionable strategic business growth.
He’s a recovering rock n roll musician, and active karaoke addict. A big fan of the Timbers and Thorns, he loves to play soccer around town with friends of all skill levels, and drive his scooter when the weather allows. He now lives in Lake Oswego with his wife Monnie, in a mixed household (three cats and a pug).
Each day dawns with a new digital platform, app, or data provider courting you for your scarce dollars and attention. To be successful at digital content and marketing, publishers and brands must start with a strategy that puts people at the center of their efforts, defining the kind of relationship they will — and won’t — have with their audiences. Technologies will come and go, so we will discuss the components of a modern digital marketing strategy that will have staying power beyond the next bright shiny object.
Planning Your Digital Strategy Around The Customer JourneyNeil Henry
A short presentation on the importance of having a unified digital marketing strategy AND why focusing on your customers journey is the key to making it successful.
Creative Matters Co., Ltd.'s is a creative and marketing agency providing a wide range of services including brand & marketing strategy, integrated marketing communication, digital marketing, creative & design direction, print/web digital graphic design and creative content development
A case study and campaign comparison between a corporate run marketing plan and Art of Design\'s marketing plan. It\'s a bit clinical but the difference in ROI will astound you!
Girls Do Digital is a free learning hub where women (or anyone, really) can learn hands-on, practical digital skills to start their own home-based freelance business.
Digital strategy - An Overview on how to start winning onlinePatrick Herbert
Presented in 2017 at a public speaking event held by Expertise Events; The Gift and Lifestyle Fair, I was asked to give retailers at the event an overview on how they can be competitive in the digital environment, how to set a digital strategy and what the online marketing funnel looks like.
Defining and Implementing Strategic Planning and Thinking for Marketers, Agencies, and Business Owners
What: See if this scenario sounds familiar: A fresh new marketing plan has been crafted by a crack team of digital specialists, all set to maximize your growth and ROI for the coming year, except, the lift isn’t there. Campaign reports look strong, but the bottom line isn’t moving. If this sounds at all familiar, your digital strategy may be broken, or just plain missing.
In a rapidly evolving digital marketing landscape, the work we do to achieve our marketing goals needs to be better defined and understood among all of our stakeholders, vendors, and partners and the business goals that define our success, or failure.
Join us for the upcoming webinar where Anvil’s Stephen Hammill explores the role of digital strategy in defining goals and marketing tactics matched to the right technologies. Stephen will also be addressing the common misconception that digital strategy and marketing strategy are the same — this is not just incorrect, but works against what a holistic digital strategy is all about!
Who: A New York City native, Stephen moved to Portland in 2012 to work in data marketing and teamed with some fantastic agencies and brands, including Nike, Taco Bell, and Yamaha in the quest to better utilize data science to tell stories, from merging data, to cleaning to platforms, and most importantly to strategizing insights into actionable strategic business growth.
He’s a recovering rock n roll musician, and active karaoke addict. A big fan of the Timbers and Thorns, he loves to play soccer around town with friends of all skill levels, and drive his scooter when the weather allows. He now lives in Lake Oswego with his wife Monnie, in a mixed household (three cats and a pug).
Each day dawns with a new digital platform, app, or data provider courting you for your scarce dollars and attention. To be successful at digital content and marketing, publishers and brands must start with a strategy that puts people at the center of their efforts, defining the kind of relationship they will — and won’t — have with their audiences. Technologies will come and go, so we will discuss the components of a modern digital marketing strategy that will have staying power beyond the next bright shiny object.
Planning Your Digital Strategy Around The Customer JourneyNeil Henry
A short presentation on the importance of having a unified digital marketing strategy AND why focusing on your customers journey is the key to making it successful.
Creative Matters Co., Ltd.'s is a creative and marketing agency providing a wide range of services including brand & marketing strategy, integrated marketing communication, digital marketing, creative & design direction, print/web digital graphic design and creative content development
A case study and campaign comparison between a corporate run marketing plan and Art of Design\'s marketing plan. It\'s a bit clinical but the difference in ROI will astound you!
Girls Do Digital is a free learning hub where women (or anyone, really) can learn hands-on, practical digital skills to start their own home-based freelance business.
Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler Doyle Buehler
Digital Strategy And Marketing Executive Boardroom Strategy Session With Doyle Buehler
We often focus on the wrong things, at the wrong time, and leave too much up to chance or hope. Build it and they will come doesn’t work in the digital space. Content is king doesn’t work either. Automation is not a full solution either. There are sometimes too many factors to try to consider all at once. We fundamentally are missing some of the key ingredients to be able to build a clear and compelling marketing message, without the fluff.
Here's some of what we're going to be covering...
How to build a persuasive digital platform that speaks to your target audience
How to create a strategy and execute tactics so you can surround your buyers with a complete and experiential journey
How to position yourself in the top 3% of online businesses
How to create, drive and schedule your content that reflects your audience and their buying journey
How to maximise your content’s reach with a strategic alignment
How to generate more warm referrals and attract more prospects, and the underlying process that allows you to sell more
Your digital toolkit that will save you time and make you more productive
How to understand, develop and enhance the way that you manage your digital assets and ecosystem, through your DigitalGenius
A comprehensive Power point slide on Digital strategy and planning covering topics like Budget Forecasting, Data Visualization, Benchmarking, SWOT Analysis, KPIs and Analytics.
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
57% of marketers state measuring ROI as their top challenge. Tighter integration is becoming an investment priority because it creates a better consumer experience and leads to a higher ROI overall. Ciceron is a full service digital marketing agency that specializes in all things digital, including digital strategy, consumer insights and brand advocacy.
B2B Digital Marketing Playbook for the COVID EraRohas Nagpal
Customers have changed.
Spending patterns have changed.
People's priorities have changed.
How people spend their time has changed.
So naturally, marketing techniques
NEED TO CHANGE.
The "B2B Digital Marketing Playbook for the COVID Era" recommends an 11-point approach:
1. Understand what you are selling
2. Understand whom you are selling to
3. Design your digital marketing strategy
4. Optimize your website
5. Incentivize influencers
6. Optimize your digital marketing assets
7. Distribute your digital marketing assets
8. Make it easy for potential customers to contact you
9. Aim for a 60-second response time
10. Use dynamic QR codes
11. Use Artificial Intelligence
30X Marketing is a marketing firm offering marketing and consulting services focused primarily around NFC (Near Field Communication) technology, and in particular our exclusive “NFC Remote” technology. We are privileged to be the first official re-seller in North America of a new-patented traceable remote controlled NFC technology. 2015 is already set to be the year that NFC becomes mainstream and it is only a matter of time before it goes viral. We are positioned to ride the tidal wave of NFC engagement that is coming.
Best practice in sales and marketing alignment B2B Marketing
The B2B marketing world has changed dramatically. Today's marketer must be technically proficient, possess strong analytical skills and be innovative in their approach to aligning effectively with their sales counterparts. They must determine how they will increase demand creation through effective lead generation, inbound marketing and more impactful sales enablement with the sales organisation.
In his keynote, John Neeson will review five best practice strategies that are leveraged by high growth organisations for better alignment and effectiveness. Specifically, he will address the following:
•A best practice demand creation framework
•Strategies that best practice organisations are using to effectively align marketing and sales
•A marketing model for inbound, outbound and sales driven demand creation
•Best practice demand creation for the channel
•Identification of buying cycle phases and alignment of marketing activities and budget according to sales requirements in each phase.
The Sweet Spot : integrating brand strategy , advertising agency & digital m...Andrine Mendez
Below is a presentation i made during Mashable Social Media day at Crowne Plaza. Please bear in mind i do not intend to offend or disrespect any organisation or personnel and is meant to be taken as a positive critic.
Introduction to Digital Marketing | #IntroToDigital +22 Free Tools insideNicolas J. Chevalier
INTRO TO DIGITAL - In this presentation, you will find an introduction to digital marketing / online marketing. Through SEM, Display, Content Marketing, E-CRM, Digital communication, discover 22 free tools to do your own analysis.
Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and PurposeStan Phelps
Red Goldfish is the fifth color in the Goldfish Series of books. It focuses on how purpose is driving loyalty and becoming the ultimate differentiator in business.
Stan Phelps is the founder of PurpleGoldfish.com, a speaking and training consultancy that helps brands obtain customers that are up to four times as valuable as ordinary customers. He’s a contributor to Forbes and the author of Purple Goldfish, Green Goldfish, Golden Goldfish, Blue Goldfish, and Purple Goldfish - Service Edition. He works with senior leaders to focus on meaningful differentiation to win the hearts of both employees and customers. Driven by client objectives and inspired by bold vision, Stan creates custom keynotes, workshops, and programs that are memorable and on brand, inspiring businesses to become REMARK-able by design.
Contact Stan at stan@purplegoldfish.com or call 919.360.4702.
What’s missing from your experience tech strategy?
The relationship between events and technology is a subject of much debate and experimentation; clients are asking for the latest technology and our industry has a rich heritage when it comes to harnessing new and innovative technologies to create ever more impressive, immersive and interactive experiences.
But we risk using it for its own sake, forgetting that it is great ideas – not great technologies – that engage audiences and deliver effective results for brands. So technology can be a great enabler, but it can’t create a great experience on its own.
For most content marketers, sourcing or creating content is their biggest challenge. In our industry, however, we have always been creating killer content. It’s just that we often haven’t had a strategy to share it or to target it as a marketing tool.
Every customer interaction with a company is an opportunity for a lasting impression. When companies invest in Customer Experience improvements, they see revenue grow as high as 5x. As your customers' expectations increase, advances in CX management must keep pace.
Is a great customer experience an impossible ask? No. The challenge is where to start.
George Pace, Global Consulting Partner at Ogilvy Consulting, leads this webinar exploring the real ways Customer Experience drives revenue.
Connect with your customer on a deeper level and develop a successful marketing strategy that will lead to revenue growth and profit.
Kevin Getch, Founder + Director of Digital Strategy at Webfor is going to show you how to develop a customer centric digital strategy using a simple framework. He'll also share a visual that has helped him get buy-in from 100's of key decision makers and explain how this all will help your company take advantage of the biggest fundamental shift in marketing.
The only constant in digital marketing is change and with the exhaustive list of channels, tactics, platforms, tools & techniques, trying to go into battle without a plan is a death wish. Yet, so many businesses are doing this every day. Are you leaving money on the table?
City and Regional Magazine Association — Content Strategy 101 amandaserfozo
This presentation was given to the City and Regional Magazine Association (May 2013) by Brand Fever. The talk shared helpful techniques from the field of content, web and editorial strategy, in order to help magazines and regional publications to stay "on brand" in all aspects, from events to content audits and mastheads.
Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler Doyle Buehler
Digital Strategy And Marketing Executive Boardroom Strategy Session With Doyle Buehler
We often focus on the wrong things, at the wrong time, and leave too much up to chance or hope. Build it and they will come doesn’t work in the digital space. Content is king doesn’t work either. Automation is not a full solution either. There are sometimes too many factors to try to consider all at once. We fundamentally are missing some of the key ingredients to be able to build a clear and compelling marketing message, without the fluff.
Here's some of what we're going to be covering...
How to build a persuasive digital platform that speaks to your target audience
How to create a strategy and execute tactics so you can surround your buyers with a complete and experiential journey
How to position yourself in the top 3% of online businesses
How to create, drive and schedule your content that reflects your audience and their buying journey
How to maximise your content’s reach with a strategic alignment
How to generate more warm referrals and attract more prospects, and the underlying process that allows you to sell more
Your digital toolkit that will save you time and make you more productive
How to understand, develop and enhance the way that you manage your digital assets and ecosystem, through your DigitalGenius
A comprehensive Power point slide on Digital strategy and planning covering topics like Budget Forecasting, Data Visualization, Benchmarking, SWOT Analysis, KPIs and Analytics.
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
57% of marketers state measuring ROI as their top challenge. Tighter integration is becoming an investment priority because it creates a better consumer experience and leads to a higher ROI overall. Ciceron is a full service digital marketing agency that specializes in all things digital, including digital strategy, consumer insights and brand advocacy.
B2B Digital Marketing Playbook for the COVID EraRohas Nagpal
Customers have changed.
Spending patterns have changed.
People's priorities have changed.
How people spend their time has changed.
So naturally, marketing techniques
NEED TO CHANGE.
The "B2B Digital Marketing Playbook for the COVID Era" recommends an 11-point approach:
1. Understand what you are selling
2. Understand whom you are selling to
3. Design your digital marketing strategy
4. Optimize your website
5. Incentivize influencers
6. Optimize your digital marketing assets
7. Distribute your digital marketing assets
8. Make it easy for potential customers to contact you
9. Aim for a 60-second response time
10. Use dynamic QR codes
11. Use Artificial Intelligence
30X Marketing is a marketing firm offering marketing and consulting services focused primarily around NFC (Near Field Communication) technology, and in particular our exclusive “NFC Remote” technology. We are privileged to be the first official re-seller in North America of a new-patented traceable remote controlled NFC technology. 2015 is already set to be the year that NFC becomes mainstream and it is only a matter of time before it goes viral. We are positioned to ride the tidal wave of NFC engagement that is coming.
Best practice in sales and marketing alignment B2B Marketing
The B2B marketing world has changed dramatically. Today's marketer must be technically proficient, possess strong analytical skills and be innovative in their approach to aligning effectively with their sales counterparts. They must determine how they will increase demand creation through effective lead generation, inbound marketing and more impactful sales enablement with the sales organisation.
In his keynote, John Neeson will review five best practice strategies that are leveraged by high growth organisations for better alignment and effectiveness. Specifically, he will address the following:
•A best practice demand creation framework
•Strategies that best practice organisations are using to effectively align marketing and sales
•A marketing model for inbound, outbound and sales driven demand creation
•Best practice demand creation for the channel
•Identification of buying cycle phases and alignment of marketing activities and budget according to sales requirements in each phase.
The Sweet Spot : integrating brand strategy , advertising agency & digital m...Andrine Mendez
Below is a presentation i made during Mashable Social Media day at Crowne Plaza. Please bear in mind i do not intend to offend or disrespect any organisation or personnel and is meant to be taken as a positive critic.
Introduction to Digital Marketing | #IntroToDigital +22 Free Tools insideNicolas J. Chevalier
INTRO TO DIGITAL - In this presentation, you will find an introduction to digital marketing / online marketing. Through SEM, Display, Content Marketing, E-CRM, Digital communication, discover 22 free tools to do your own analysis.
Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and PurposeStan Phelps
Red Goldfish is the fifth color in the Goldfish Series of books. It focuses on how purpose is driving loyalty and becoming the ultimate differentiator in business.
Stan Phelps is the founder of PurpleGoldfish.com, a speaking and training consultancy that helps brands obtain customers that are up to four times as valuable as ordinary customers. He’s a contributor to Forbes and the author of Purple Goldfish, Green Goldfish, Golden Goldfish, Blue Goldfish, and Purple Goldfish - Service Edition. He works with senior leaders to focus on meaningful differentiation to win the hearts of both employees and customers. Driven by client objectives and inspired by bold vision, Stan creates custom keynotes, workshops, and programs that are memorable and on brand, inspiring businesses to become REMARK-able by design.
Contact Stan at stan@purplegoldfish.com or call 919.360.4702.
What’s missing from your experience tech strategy?
The relationship between events and technology is a subject of much debate and experimentation; clients are asking for the latest technology and our industry has a rich heritage when it comes to harnessing new and innovative technologies to create ever more impressive, immersive and interactive experiences.
But we risk using it for its own sake, forgetting that it is great ideas – not great technologies – that engage audiences and deliver effective results for brands. So technology can be a great enabler, but it can’t create a great experience on its own.
For most content marketers, sourcing or creating content is their biggest challenge. In our industry, however, we have always been creating killer content. It’s just that we often haven’t had a strategy to share it or to target it as a marketing tool.
Every customer interaction with a company is an opportunity for a lasting impression. When companies invest in Customer Experience improvements, they see revenue grow as high as 5x. As your customers' expectations increase, advances in CX management must keep pace.
Is a great customer experience an impossible ask? No. The challenge is where to start.
George Pace, Global Consulting Partner at Ogilvy Consulting, leads this webinar exploring the real ways Customer Experience drives revenue.
Connect with your customer on a deeper level and develop a successful marketing strategy that will lead to revenue growth and profit.
Kevin Getch, Founder + Director of Digital Strategy at Webfor is going to show you how to develop a customer centric digital strategy using a simple framework. He'll also share a visual that has helped him get buy-in from 100's of key decision makers and explain how this all will help your company take advantage of the biggest fundamental shift in marketing.
The only constant in digital marketing is change and with the exhaustive list of channels, tactics, platforms, tools & techniques, trying to go into battle without a plan is a death wish. Yet, so many businesses are doing this every day. Are you leaving money on the table?
City and Regional Magazine Association — Content Strategy 101 amandaserfozo
This presentation was given to the City and Regional Magazine Association (May 2013) by Brand Fever. The talk shared helpful techniques from the field of content, web and editorial strategy, in order to help magazines and regional publications to stay "on brand" in all aspects, from events to content audits and mastheads.
Digital Marketing 101 covers the very basics of digital marketing. You will learn about each digital marketing channel, some best practices, and how to create and implement a digital marketing strategy.
Tools to Automate & Elevate Your Marketing Efferts Sarah Kloth
Automation is a must in today’s fast-paced digital marketing world. The necessity to streamline key online business and marketing processes is continuously on the rise. During this session, we will uncover the top tools and plugins today’s marketers rely on to both automate and elevate results. From content marketing to SEO and analytics, these WordPress plugins will help you boost marketing efficiency, enhance effectiveness and help you generate marketing leads. Discover how to simplify and improve the way you carry out your marketing strategy in 2017.
Digital marketing is important for any website For an ecommerce website it is much more than just important Preparing a digital marketing plan for your eCommerce business can be a daunting task
Visit SAP NRF Resource Center to see how SAP helps drive infinite opportunity in Retail.
http://global.sap.com/campaign/na/usa/CRM-XU16-RET-NRF16ME/post/index.html
This deck reviews the strategic drivers for Retail Omni Commerce and how managing this digital transformation requires a new retail mindset.
Digital Strategy, Consumer Insights & Target AudienceArdian Atmaka
Disclaimer:
This slide is heavily inspired by Bud Caddell’s Digital Strategy 101.
I made this to practice my slide-making skills while trying to summarize the most basic understanding about digital strategy, insights and target audience.
Global consumer discretionary: 2016 outlookBloomberg LP
Apparel retailers cannot ignore online shopping as the transition from stores accelerates and mobile browsing becomes the starting point for many purchases.
Case Study: Mastering digital disruption in retailScopernia
Retail companies have quite some challenges with the way the world is (rapidly) changing due to digitization. That’s why Belgian retailer Torfs & Duval Union Consulting have worked together to set up a strategy to master the digital transformation of Torfs.
In the following case study, we discuss the current market situation and disruptive trends in retail based on our seven Drivers of Transformation.
It’s fundamental to understand what is going on at the moment in the retail industry, where it is going and identify critical threats when constructing a digital strategy towards the future.
Need help with your transformation?
Do contact us: through a series of workshops, we help you to understand digital disruption and offer you a model to shape your own future.
What is Digital Strategy? presentation explains the role of digital strategy in easy to understand language.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Pay with a tweet to download - http://www.paywithatweet.com/pay/connect.php?id=3bc9bee2cfdc011872fc15e896cbd108
Looks at answering what the role of a Digital Strategist is in an Advertising Agency. A relative of the Communications Planner, Strategic Planner and Account Planner, Digital Strategy concentrates on understanding the digital consumer, brand, media and creativity.
Looking at the core skills of Insight Mining, Communication Planning and Digital Metrics for success.
Thanks to Mark Pollard, Ana Andjelic, Mike Arauz and the many other Digital Strategists who helped me work out this bloody hard question.
This slideshare highlights 40 mini case studies of businesses in Singapore that have stood out by implementing creative social media marketing campaigns.
How to Use Social Media to Influence the WorldSean Si
Here's the deck to my talk for the 23rd ASA Congress which was at The Grand Ballroom of Marriott Hotel. It was an awesome experience and I only had two points:
1) Use social media for good and
2) You have to have authority to use social media influentially.
My company: https://seo-hacker.net
The Great State of Design with CSS Grid Layout and FriendsStacy Kvernmo
For far too long we've been forced to reuse layout patterns that have worked in the past, creating a web full of sites that all look the same. Narrow timelines, browser support restrictions and lack of a true grid system have led us to create work that is "good enough".
I've spent years exploring how we can make the web a more unique space. With some of the newer CSS techniques available, we can start to make more creative designs. CSS Grid Layout is on the horizon and will play a major role in the design of our sites. Finally having a true, 2 dimensional grid will give our layouts much more flexibility and it is on us to explore the possibilities.
This talk was presented at CSS Day 2016.
In our first roundtable, we held three presentations: 1. What Does Your Marketing Strategy Look Like? 2. The Importance of a Digital Strategy 3. Integrated Marketing & Sales
How to Create a Social Media Road Map For Your BusinessKylie Bartlett
If you're looking for a step by step plan on how to create a social media road map for your business, here's a process to follow.
www.socialforcefive.com.au
A 6-Step Guide to 2021 Marketing PlanningAndrea Martin
This 6-Step process offers guidance on how to build out a strategic, tactical marketing plan that is audience specific and easy to follow so you can achieve your business and marketing objectives in 2021.
Australian Marketing Institute Workshop - Doyle Buehler - Digital Brand Leade...Doyle Buehler
What is Digital Brand Leadership?
Authority - Brand credibility
Influence - Brand “active” audience
Knowledge - Expertise in your industry/niche
Combining all the elements of digital media is what digital leadership is about. It is about combining all of the different elements of what is needed online to work with your brand.
This is my presentation for the Australian Marketing Institute Annual 2014 Congress in Perth, WA
Presented before young community leaders during the breakout session of TechCamp Philippines on March 10, 2018 at Xavier University, Cagayan de Oro City.
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...Jon Wuebben
Presented at Content Marketing World 2013, "Building Your Content Marketing Measurement Program From The Ground Up" - by Jon Wuebben, CEO of Content Launch and Author, Content is Currency: Developing Powerful Content for Web & Mobile
Learn the essentials of building a documented content marketing strategy, from our Co-Founder and Chief Content Officer, Debbie Williams. Set goals and KPIs, develop buyer personas and an SEO plan, and map editorial content ideas to your buyer's journey. Filled with data, insights, and dozens of ideas for generating content ideas that will deliver results. www.sproutcontent.com
Robert Sherry : Digital Media Sales Fundamentals 2-27-18Robert Sherry
A Media Sales tutorial focused on influencer marketing, digital, and social media sales fundamental, yet relevant for all media salespeople and marketers.
How to Craft a Campaign-Driven Marketing Strategy for Your FirmGood2bSocial
A marketing campaign can be defined simply as a collection of activities (email, social media, blog posts, videos, webinars or events, etc.) that are aimed at a specific target audience and center around a specific message. Effective marketing campaigns target certain audiences by creating premium content that are relevant to that audience. When a law firm’s marketing activities don’t have a direction, the messages become less focused and less effective. By utilizing a campaign approach whereby you select specific industry niches, target specific personas, or focus on specific topics or practice areas, you can focus your attention more narrowly and track your results more precisely.
In this one hour webinar, we'll describe what you need in order to build a successful campaign-driven marketing strategy for your firm. This process will give you the ability to generate a better ROI from your marketing and business development efforts and will provide you with a deeper insight into your target audience.
Presenters:
Susan Chan
Digital Marketing Strategist and Campaign Leader, Deloitte
Susan Chan is a creative digital marketing strategist and campaign leader at Deloitte. She has a strong track record of developing and executing marketing campaign strategies to achieve audience reach and engagement while enhancing brand awareness, improving digital presence, and optimizing the user experience.
Guy Alvarez
Founder, Good2bSocial
Guy Alvarez is the founder and Chief Engagement Officer of Good2bSocial which helps law firms and legal vendors understand and leverage the power of content, digital marketing and social media. Starting out as a lawyer, and over his 25-year career, Guy’s deep expertise spanning law, technology, and marketing, has enabled him to emerge as a leading voice in the application of digital and social technologies for business.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Metaverse Marketing in the Generation of the Internet - Eugene Capon
Importance of a digital strategy
1.
2.
3.
4. What is a Digital
Strategy?
A Digital Strategy is…..
a plan to accomplish something with the benefit of
digital tools.
5. What is a Digital
Strategy?
A Digital Strategy is a PLAN to accomplish something
with the benefit of digital tools.
A plan requires a Who, What,
When, Where & How
6. What is a Digital
Strategy?
A Digital Strategy is a plan to ACCOMPLISH
SOMETHING with the benefit of digital tools.
An object has to Measurable & Actionable
7. What is a Digital
Strategy?
A Digital Strategy is the who, what, when, and where of
LISTENING and RESPONDING to consumers, BRIDGING
brand experiences, ITERATING offerings and COLLECTING
and ACTIVATING consumer relationships in order to
accomplish an actionable and measurable objective.
9. WHY?
REASON #1: Companies with a clear marketing plan,
that regularly measure their efforts, see 60% faster
growth than those without a marketing plan.
12. WHY?
REASON #4: Without a digital strategy you have no
direction – and you run the risk of spending your
budget without the means of showing any return on
your investment.
13. HOW?
1) Define Your Audience
2) Set Goals
3) Audit Previous Efforts
4) Plan For Success
14. Step #1: Build Your Buyer
Personas
• Do You Know Who You’re Marketing To?
• Do You Know What Makes Them Tick?
• Do You Know Where They Hang Out?
• Do You Know When They Are There? TOOL KIT:
Buyer Persona
Map
15. Step #1: Build Your Buyer
Personas
• Job Titles & Industries
• Who do you talk to?
• Who are the decision makers?
Identify Your Audience
16. Step #1: Build Your Buyer
Personas
• Age
• Gender
• Location
• Education
• Family
Detail Your Audience
17. Step #1: Build Your Buyer
Personas
• What are they faced with daily?
• What common problems do they face?
• What goal are they trying to accomplish?
• What does success look like for them?
Identify Challenges & Goals
18. Step #1: Build Your Buyer
Personas
• What pain relievers do you offer?
• What services / products do you offer that will
help them achieve their goals?
• How does your value proposition match up with
what they are seeking?
How Can You Help?
20. Step #2: Identify Your Goals &
Digital Marketing Tools
• What Do You Want To Accomplish?
o Product/Service Sales Increase?
o Launch Into New Vertical?
o Be Specific. Be Reasonable.
TOOL KIT:
Master List of
Strategic
Questions
21. Step #2: Identify Your Goals &
Digital Marketing Tools
• How Are You Going To Measure It?
o KPI units of measurement
o Digital Tools: Google Analytics, CRM, e-Mail
22. Step #3: Evaluate Your Existing Digital
Marketing Channels & Assets
Owned Media: website, social media profiles, blog
content, imagery, etc.
Earned Media: press mentions, positive reviews, and by
other people sharing your content on social media, etc.
Paid Media: ppc, social advertising, etc.
23. Audit & Plan Your Owned Media
• Audit your existing content
• Identify gaps in your existing content
• Create a content creation plan
Step #3: Evaluate Your Existing Digital
Marketing Channels & Assets
24. Make a list of your existing owned content and rank
each item according to what has previously
performed best in relation to your current goals.
Step #3: Evaluate Your Existing Digital
Marketing Channels & Assets
Owned Media: Audit Your Existing
Content
25. Do you have content that speaks to the pain points
and challenges identified in your audience research
and buyer personas?
Step #3: Evaluate Your Existing Digital
Marketing Channels & Assets
Owned Media: Identify Gaps in Your
Content
26. Owned Media: Create a Content Creation
Plan
• Title
• Format
• Goal
• Promotional channels
• Why you’re creating it
• Priority level
Step #3: Evaluate Your Existing Digital
Marketing Channels & Assets
TOOL KIT:
Content
Calendar
27. • Review Sites (Google, Facebook, etc.)
• Online Mentions of Your Brand
• Press Releases
Audit & Plan Your
Earned Media
Step #3: Evaluate Your Existing Digital
Marketing Channels & Assets
28. • Google AdWords
• Facebook, Twitter, LinkedIn
• Other Media Buys
Audit & Plan Your Paid Media
Step #3: Evaluate Your Existing Digital
Marketing Channels & Assets
29. Owned Media + Earned Media +
Paid Media = Success
Step #3: Evaluate Your Existing Digital
Marketing Channels & Assets
30. Step #4: Bring It All Together
• Buyer Persona + Digital Marketing Goals + Audit
Findings = Your Road Map to Success.
TOOL KIT:
Marketing
Calendar
31. Step #4: Bring It All Together
Create Your Digital Strategy Document
33. DOWNLOAD FREE TOOL KIT:
• Persona Matrix
• Mega Strategy Questions
• Digital Marketing Calendar
• Content Calendar http://bit.ly/
2h9Ojrk
Editor's Notes
Good afternoon. For those who don’t know me, my name is Sarah Kloth. I am the director of digital strategy here at top floor. I work directly with our marketing team here to outline our strategies and tactics to ensure what the team is working towards aligns with our clients goals. I have been in the digital marketing space for about 10 years now and creating large scale strategic marketing plans is what excites me most. So with that lets get started.
In today’s ever changing digital landscape, success in business can often depend on what you do or don’t do in terms of marketing.
From SEO to content marketing and analytics, it can be overwhelming figuring out where to start -- and, more importantly, what’s going to have the biggest impact on your business. To be effective, you’ll need a strategy.
So lets first define what a digital strategy is.
A Digital strategy can be defined as - A plan to accomplish something with the benefits of digital tools. But what does this really mean? Lets further define this.
When we define a digital strategy, we reference a PLAN. A plan requires a Who, What, When, Where & How. So when we look at making our strategy, we want to make sure we make sur we have all of these items fleshed out.
Next, in our definition of a digital strategy, we hit on “Accomplish something” - that object NEEDS to be both measurable and actionable. Which we will hit on a little later of how to make sure our goals are being both measured.
So we put that all together, a digital strategy is the who, what, when and where of Listening and responding to consumers, bridging brand experiences, iterating offerings and collecting and activating consumer relationships in order to accomplish an actionable and measurable objective.
Simple, Right?
While knowing all that is important, we don’t want to over think it.
In short: Your digital marketing strategy is the series of actions that are going to help you achieve your goal(s) using online marketing. The term ‘strategy’ might seem intimidating, but building an effective digital strategy doesn’t need to be difficult.
A strategy is just a plan of action to achieve a desired goal.
For example, your goal might be to increase sales in one segment of your business and to do this you would need to increase the your online leads by 25%. So your strategy would outline the actions you would need to take to reach this goal of 25% more leads.
Now that we understand the basics of what a digital strategy is – lets look at why all this is important.
On average, Companies with a clear marketing plan, that regularly measure their efforts, see 60% faster growth than those without a marketing plan.
By implementing an integrated digital strategy that includes analytics, you can track changes in your customer’s behaviour and use that information to continuously improve your marketing efforts. It allows you to go back and review what worked and what didn’t, allowing you to optimise the strategy and the execution of as you move forward, according to the goals you’ve set and the benchmarks you use to track your progress.
By incorporating a diverse mix of digital marketing platforms into your strategy, you will better enable your business to reach a wider audience that can lead to higher traffic on your site and more sales being generated as a result. By creating a cohesive digital strategy that has a specific target audience in mind, you can reach them more effectively via the platforms they prefer to engage with. Some may prefer Google searches, while others may spend more time on social media sites like Facebook, where they can be targeted with native ads integrated directly onto their feeds. To discover which channel will yield the best results, it is important to have a digital marketing strategy that features a strong assortment of digital platforms with a specific goal in mind.
One major advantage a digital strategy can provide is the ability to keep everyone in your company and your marketing agency moving in the same direction towards the same set of goals.
A digital strategy can help you get the most out of your online marketing as long as you have specific goals in mind. This means that simply looking to generally improve sales or online engagements is too vague. A cohesive digital strategy will enable you to set specific goals and keep track of your progress as you advance towards achieving those goals.
Reason 4 - -Without a digital strategy you have no direction – and you run the risk of spending your budget without the means of showing any return on your investment.
A truly effective digital strategy will include a large number of online engagement methods including email, social media, SEO, and content, etc. These are just a few examples of the many aspects of a digital strategy that, when combined with the analytics, which measure the success of these executions, can be extremely effective when it comes to increasing market share and delivering a strong ROI.
In short, if you don’t have a clear plan – you are just throwing effects and more importantly money out there with no means to understand what it working and what’s not.
Now that we understand what a digital strategy is and why we need it – we can begin to look into how to effectively built your strategy. Despite our simplification of the term ‘strategy’, there’s no doubt it can be difficult to get started actually building one. To do so we are going to look at [READ BULLETS]
For any marketing strategy you need to know who you are marketing to. The best strategies are built upon detailed personas (the who, what, where, and when). In order to get the answers to these questions, we will need to begin researching, surveying, and interviewing your business’s target audience.
This is what we refer to as a buyer persona study – where we will interview your clients and employees to get an understanding of who they are, what makes them tick, where they hang out, and when they are there.
It’s important to note that this information should be based upon real data wherever possible, as making assumptions about your audience can cause your marketing strategy to take the wrong direction.
But what kind of information should you gather for your own buyer persona(s) to inform your digital marketing strategy?
For those of you who download the strategy kit, you can find a template of the buyer persona map that will help you detail out this process. The template doesn’t get too granular, but it will help you lay out those personas at a high level to get you started.
The first piece of information we want to gather is job titles and industries.
This is something you can get a rough idea of from your existing customer base, and is most relevant for B2B companies.
Remember, when looking at job titles don’t just focus on the decision makers, but also focus on those who you have direct contact with. A C-level might be the one ultimately making all decision, but a manager or coordinator might be doing research for their boss.
Next, we want to flesh out the details of each persona.
Location. You can use web analytics tools like Google Analytics to easily identify what location your website traffic is coming from.
Age. Depending on your business, this may or may not be relevant. It’s best to gather this data by identifying trends in your existing prospect and customer database.
These are all details that will help us better understand the mindset and behaviors of our target audience.
Next, we want to identify their challenges and goals.
Goals. Depending on the need your product or service was created to serve, you might already have a good idea of what goals your persona is looking to achieve. However, it’s best to verify your assumptions by speaking to customers, salespeople and customer service representatives.
Challenges. Again, speak to customers, salespeople and customer service representatives to get an idea of the common problems your audience faces. What are their struggles within their job? What are their pain points when working with companies like yours? This part will be key later on when we look at how to set yourself apart from your competition.
Lastly we want to take all the information we learned about our audience and match each one of those piece of information – challenges, goals, etc. - to the services and products that you offer and how they can eleviate those pains and help to solve those problems.
Some key questions you want to ask yourself includes- [read bullet points. ]
So once you have gathered all your information you should have a clear understanding of your audience. You will then need to start thinking about that information and seeing how your products/ services align to solve their problems and challenge, help them reach their goals, and how all together your business can help them. From here this information will guide the rest of the strategy to make sure it tie to your businesses goals as well as aligns with who your audience is.
Next, we want to identify our goals and marketing tools.
Your marketing goals should always be tied back to the fundamental goals of the business. For example, if your business’s goal is to increase online revenue by 20%, your goal as a marketer might be to generate 50% more leads via the website than you did last year to contribute towards that success.
What are your most critical business goals, and how can digital marketing help you reach them? That’s the essential question driving a digital strategy. Whether you’re focused on acquiring new customers, taking your products or services into new markets, or building brand awareness for your company with specific segments, a digital strategy provides the roadmap you’ll need. Your goals determine which tactics, channels, messages, and partners you need to focus on to generate real results.
Whatever your overarching goal is, you need to know how to measure it, and more importantly, actually be able to measure it (i.e., have the right digital marketing tools in place to do so). How you measure the effectiveness of your digital strategy will be different for each business and dependent on your goal(s), but it’s vital to ensure you’re able to do so, as it’s these metrics which will help you adjust your strategy in the future. IE The ‘Fail Fast’ Method.
When considering your available digital marketing channels or assets to incorporate into your strategy, it’s helpful to first consider the bigger picture to avoid getting overwhelmed. The owned, earned and paid media framework helps to categorize the digital ‘vehicles’, assets or channels that you’re already using.
Owned Media
This refers to the digital assets literally owned by you. Whether that’s your website, social media profiles, blog content, or imagery, owned channels are the things your business has complete control over.
Earned Media
Quite simply, earned media refers to the exposure you’ve earned through word-of-mouth. Whether that’s content you've distributed on other websites (e.g., guest posts), PR work you’ve been doing, or the customer experience you've delivered, earned media is the recognition you receive as a result.
Paid Media
Paid media refers to any vehicle or channel that you spend money on to catch the attention of your buyer personas. This includes things like Google AdWords, paid social media posts, native advertising, and any other vehicle which you directly pay for in exchange for visibility.
During this audit phase, you want to gather what you have, and categorize each vehicle or asset in a spreadsheet so you have a clear picture of your existing owned, earned, and paid media.
ALSO – before we get too deep in this process I want to highlight that when you start looking at what worked and what didn’t ask yourself – was it because its not the right channel for us, or was it because we didn’t have an expert within that area to make it successful.
When we drill down into auditing our OWNEd media there are three key pieces we want to be looking at
1) Audit your existing content –
2) Identify gaps in your existing content –
3) Create a content creation plan -
First, we look at auditing our existing content.
During this process we will want to make a list of your existing owned content and rank each content piece according to what has previously performed best in relation to your goals.
FOR EXAMPLE -
If your goal is lead generation, rank your content according to which generated the most leads in the last year. That might be a particular blog post, an ebook, or even a specific page on your website that’s converting well.
The idea here is to figure out what’s currently working, and what’s not, so that you can set yourself up for future success.
Next, we want to identify any gaps in our current content assets.
What this means is where do we currently NOT have any content that goes back to our audiences challenges and goals. We want to make sure we have pieces of content to hit each persona, within each industry with the information that is important to them.
FOR EXAMPLE - if you are marketing to the manufacturing industry, and your persona is an operations manager whose number one goal is to make sure that all machines are up and running, - you would want to make sure to have a piece of content that talk about how your product or service decreases downtime, etc. So this part might take a bit of thinking to really get into the mind set of your audience and figure out what content topics as well as types – ie ebook, whitepapers, blogs, etc. will get them to listen and take action.
Finally, using all the information that we gathered we will want to flesh out a full content creation plan. Again, if you downloaded our strategy kit, there is a template content calendar in there that will help guide you through this process.
During this content creation phase you will want to fully outline all your content pieces, from topic ideation to why and who you are creating it for, to what priority it takes.
For Example – One of Top Floor’s personas is marketing directors. And we have determined marketing directors struggle to find time to plan out their strategy for the year, hint hint, SO, we’re created a free strategy kit filled with templates, and webinars, to help guide them through this process.
Same process goes for both earned and paid media. For Earned media you can utilize tools like Google analytics to see what other channels are driving traffic and conversion's. The majority of earned media will come through as Referral traffic.
When doing this - You might find that a particular article you contributed to the industry, drove a lot of qualified traffic to your website, which in turn converted really well. OR you might discover that LinkedIn is where you see most people sharing your content, which in turn drives a lot of traffic. The idea here is to build up a picture of what earned media will help you reach your goals, and what won’t, based on historic data. However, if there’s something new you want to try, don’t rule that out just because it’s not yet tried and tested.
Evaluating your previous earned media against your current goals can help you get an idea of where to focus your time. Look at where your traffic and leads are coming from and rank each earned media source from most effective to least effective.
Same goes with Your Paid media – your google adwords account, your social media ads, other digital media placements.
What has been successful, what has been least successful. Look not only by channel as a whole, but drill down into the different campaigns in particular that you ran last year to see where we can cut some spend that isn’t performing well and shift it over to those that have outperformed everything else.
Also look at - what avenues have we not tried? Are there other channels that might be important? - because going back to you personas, you should now know where your audience hangs out – where they get all their information.
By the end of the process, you should have a clear idea of which paid media platforms you want to continue using, and which (if any) you’d like to scrap.
It all comes down to figuring out how to repeat past successes and avoid past failures.
In the end, you will have enough information to add to your digital marketing strategy, that incorporates elements of all three of these channels - all working together to help you reach your goal.
For example, you might have an owned piece of content on a landing page on your website that’s been created to help you generate leads. To amplify the amount of leads that content generates, you might have made a real effort to make it shareable, meaning others are distributing it via their personal social media profiles, increasing traffic to the landing page. This is the earned media component. To support the content’s success, you might have posted about the content to your Facebook page and have paid to have it seen by more people in your target audience.
Now, it’s time to bring all of this together to form a solid strategy document.
Let’s revisit what ‘digital strategy’ means -- it is - ‘the series of actions that are going to help you achieve your goal(s) using online marketing’.
By that definition, your strategy document should map out the series of actions you’re going to take to achieve your goals based on your research to this point.
That is where the Marketing Calendar Comes into play.
You’ll need to map out your strategy for an extended period of time (usually 12 months or longer, depending on how your business is set up) so it’s helpful to overlay when you’ll be executing each action.
For example:
In January, you might start a blog which will be continually updated once a week for the entire year.
In March, you might launch a new ebook accompanied by paid promotion.
In July, you might be preparing for your biggest business month.
In September, you might plan to focus on earned media in the form of organic social media to drive additional traffic.
Think High level first. Then break everything out into details – like your social media calendars, content schedule, digitla campaigns, etc.
By taking this approach, you’re also creating a structured timeline for your activity which will help communicate your plans to your colleagues -- and help keep you sane!
A comprehensive digital strategy will also help you to establish your internal and external time/ talent / and resources. Will you need to bring on a new employee? Will you need to hire an agency?
Once you have everything laid out, you should also include budget information for each piece – whether its internal time or an outside resource. This will help you to determine what you have room for within the budget to actually accomplish to make sure you are successful. Because, Remember, you want to make sure your goals are obtainable.
Digital marketing is no longer optional. Customers are looking for brands online – from seeking basic information to looking for support and interaction. Don’t become one of those brands that’s failing to make an impact because it’s being pulled in too many directions. Create a strategy that will let you define your goals, focus your resources behind your most important business objectives, and reap real rewards from your digital marketing efforts.