Effective marketing in today’s world almost by definition requires digital marketing and specific social media strategies. There are a dizzying array of social networks and digital vehicles for companies to leverage in trying to engage existing and potential customers . Many companies do not even know where to get started in the realm of digital marketing. This course will teach you to speak the language of digital marketing from A/B testing to SEO, help you define the value proposition for digital marketing channels including LinkedIn Facebook, and direct e-mail for your company, and will explore best practices in designing, executing and managing marketing programs that deliver measurable ROI for your company’s valuable marketing dollars.
Consumers have different needs and expectations at each stage of the email subscriber lifecycle—from acquisition and onboarding, through a range of engagement and re-engagement tactics, to the end of an email relationship. In this session, Chad White, ExactTarget Marketing Cloud’s Lead Research Analyst and author of Email Marketing Rules, will share advice on how to optimize each stage, illustrating his recommendations with real-life examples from the Marketing Cloud Swipe File on Pinterest. Get inspired and come away with great email marketing ideas to steal, test, and make your own.
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013Top Floor Technologies
Reaching Customers Through Social Media & Email Marketing presentation delivered by Shane Fell of Top Floor Technologies at the 2013 Mid Am Horticultural Trade Show at Navy Pier in Chicago.
Admit it; colleagues value your leadership and expertise, and as a connoisseur of your craft you relish the idea of contributing to your company’s blog and being apart of a strategic blogging process. But crafting purposeful posts on a regular basis can seem like a monumental undertaking for a busy business owner.
Effective marketing of business software to executive decision makers is increasingly challenging. With broad adoption of software as a service (SaaS), and high valuations for independent software vendors (ISVs), competition has grown dramatically over the last decade. Today, over 6,000 vendors compete in more than 300 software categories*.
So what can you do to stand out? Modern Marketing Partners released a new guide to improve your marketing tactics in order to sell more software, scale your organization, and land long term funding in order to improve your product offering.
With decades of combined experience in software marketing, Modern Marketing Partners can provide you a competitive edge to grow your business now or in the future. Contact us at 630-868-5060 to discuss your needs and start improving your sales.
Consumers have different needs and expectations at each stage of the email subscriber lifecycle—from acquisition and onboarding, through a range of engagement and re-engagement tactics, to the end of an email relationship. In this session, Chad White, ExactTarget Marketing Cloud’s Lead Research Analyst and author of Email Marketing Rules, will share advice on how to optimize each stage, illustrating his recommendations with real-life examples from the Marketing Cloud Swipe File on Pinterest. Get inspired and come away with great email marketing ideas to steal, test, and make your own.
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013Top Floor Technologies
Reaching Customers Through Social Media & Email Marketing presentation delivered by Shane Fell of Top Floor Technologies at the 2013 Mid Am Horticultural Trade Show at Navy Pier in Chicago.
Admit it; colleagues value your leadership and expertise, and as a connoisseur of your craft you relish the idea of contributing to your company’s blog and being apart of a strategic blogging process. But crafting purposeful posts on a regular basis can seem like a monumental undertaking for a busy business owner.
Effective marketing of business software to executive decision makers is increasingly challenging. With broad adoption of software as a service (SaaS), and high valuations for independent software vendors (ISVs), competition has grown dramatically over the last decade. Today, over 6,000 vendors compete in more than 300 software categories*.
So what can you do to stand out? Modern Marketing Partners released a new guide to improve your marketing tactics in order to sell more software, scale your organization, and land long term funding in order to improve your product offering.
With decades of combined experience in software marketing, Modern Marketing Partners can provide you a competitive edge to grow your business now or in the future. Contact us at 630-868-5060 to discuss your needs and start improving your sales.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
As a brand marketer today, you’ve never had greater responsibility or a more measurable impact on your company’s bottom line. The good news is you’ve also never had access to better tools or more precise data to help you succeed.
The Marketing Communication RelationshipLori Fisher
Understanding the difference between marketing and communications will help you create effective sales strategies and tactics that boost your bottom line.
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
Here are the top content marketing trends in the B2B space for 2020. We look at organic vs. paid distribution and content marketing budgets vs. ROI on content.
Comprehensive guide to search engine optimization for Ecommerce includes a 7-point SEO checklist, and 3 critical SEO mistakes common with Ecommerce websites. Lots of free tools, resources, and SEO trade secrets from the Ecommerce Marketing Institute.
The LinkedIn Ads Playbook will help you get your campaigns started on the world's largest professional network.
The playbook covers LinkedIn Ads campaign setup, targeting, bidding, budgeting, creative development, and more. Connect with the world's largest audience of active, influential professionals. Launch your campaign in minutes.
Live Webinar: Mastering Content Marketing on LinkedInLinkedIn
Social media and content marketing are now vital parts of any successfully integrated marketing strategy. These two essential tools are at the nexus of many marketing plans, because they influence search, impact branding, and help drive traffic to your website.
Start off 2016 right: Rethink content marketing for your business. Join Jon Lombardo, LinkedIn’s Content Marketing Lead, for a webinar in which he explores how you can create a successful content marketing strategy for your company on LinkedIn.
In this webinar, Mastering Content Marketing on LinkedIn, Lombardo will:
- Relate real world examples of brands that are doing it right.
- Show you how to select content that resonates with your target audience.
- Demonstrate how to create a compelling editorial calendar.
- Finally, give advice on how to measure success.
Exclusive Webinar: LinkedIn for Lead Generation: Build Your ArmyLinkedIn
Do you use LinkedIn for business? Are you wondering how you can use LinkedIn to generate quality leads?
Research has shown that LinkedIn is the only platform the majority of B2B marketers consider to be effective and that 77 percent of B2B marketers say they have acquired a customer through LinkedIn.
Jason Miller, Sr. Content Marketing Manager at LinkedIn, goes back to his roots of using social media for lead generation and shows you how to best leverage LinkedIn for building an army of high quality leads. Turn your social media strategy up to eleven.
In this webinar you will learn:
1. The importance of using social media for driving leads.
2. How to drive quality leads using LinkedIn Company Pages, Sponsored Updates, LinkedIn Groups and SlideShare.
3. The types of content that work best for driving leads on LinkedIn.
4. Best practices for messaging, visuals and targeting for your campaigns.
5. How to track and optimize your LinkedIn campaigns for maximum effectiveness.
View the presentation here:
http://youtu.be/KZZkryzdy7E
Masterclass: Advanced Strategies on LinkedIn [Boston]LinkedIn
You’ve launched campaigns, A/B tested, and know LinkedIn best practices….
Now it's time to take your LinkedIn campaigns to the next level. Learn how with the help of this deck from our Masterclass series!
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
Creating a High Converting Inbound Marketing Strategysemrush_webinars
Is your digital strategy strong enough to tackle the market challenges and deliver growth in this fast-changing consumer landscape?
Andrew Levy and Tony Eades from the BrandManager (Sydney/Perth) will teach you the most important online marketing trends and how you can craft an effective Inbound marketing strategy aimed at increasing web traffic, high qualified leads and sales revenue . You will also discover what the future of marketing looks like.
Making Demand Generation work in the Construction industryLedger Bennett DGA
In the UK today, around 93% of builders are recognised as heavy Internet users, and 70% of them buy products online. Likewise, construction industry customers are increasingly engaging in social media as a source of information, and more importantly, recommendation.
Without strong relationships with your merchant base, it's unlikely that you're getting your marketing messages through to the people paying money for products. This is particularly problematic within the construction industry, as the products tradesmen use are a direct reflection of their workmanship, which they value above most other things. When customer satisfaction is fundamental to word-of-mouth recommendation, they need to know and trust the products and brands they’re using. You can make this happen.
'Making Demand Generation work in the Construction industry' is a helpful guide that looks to connect brand owners, merchants and their customers using realistic Demand Generation strategies that professionals can leverage to their advantage.
A Guide to Social Media Marketing MeasurementMark Schaefer
Stuck on how to measure your social media marketing efforts? Here's practical advice from a leading marketing authority that may help you move forward.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
As a brand marketer today, you’ve never had greater responsibility or a more measurable impact on your company’s bottom line. The good news is you’ve also never had access to better tools or more precise data to help you succeed.
The Marketing Communication RelationshipLori Fisher
Understanding the difference between marketing and communications will help you create effective sales strategies and tactics that boost your bottom line.
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
Here are the top content marketing trends in the B2B space for 2020. We look at organic vs. paid distribution and content marketing budgets vs. ROI on content.
Comprehensive guide to search engine optimization for Ecommerce includes a 7-point SEO checklist, and 3 critical SEO mistakes common with Ecommerce websites. Lots of free tools, resources, and SEO trade secrets from the Ecommerce Marketing Institute.
The LinkedIn Ads Playbook will help you get your campaigns started on the world's largest professional network.
The playbook covers LinkedIn Ads campaign setup, targeting, bidding, budgeting, creative development, and more. Connect with the world's largest audience of active, influential professionals. Launch your campaign in minutes.
Live Webinar: Mastering Content Marketing on LinkedInLinkedIn
Social media and content marketing are now vital parts of any successfully integrated marketing strategy. These two essential tools are at the nexus of many marketing plans, because they influence search, impact branding, and help drive traffic to your website.
Start off 2016 right: Rethink content marketing for your business. Join Jon Lombardo, LinkedIn’s Content Marketing Lead, for a webinar in which he explores how you can create a successful content marketing strategy for your company on LinkedIn.
In this webinar, Mastering Content Marketing on LinkedIn, Lombardo will:
- Relate real world examples of brands that are doing it right.
- Show you how to select content that resonates with your target audience.
- Demonstrate how to create a compelling editorial calendar.
- Finally, give advice on how to measure success.
Exclusive Webinar: LinkedIn for Lead Generation: Build Your ArmyLinkedIn
Do you use LinkedIn for business? Are you wondering how you can use LinkedIn to generate quality leads?
Research has shown that LinkedIn is the only platform the majority of B2B marketers consider to be effective and that 77 percent of B2B marketers say they have acquired a customer through LinkedIn.
Jason Miller, Sr. Content Marketing Manager at LinkedIn, goes back to his roots of using social media for lead generation and shows you how to best leverage LinkedIn for building an army of high quality leads. Turn your social media strategy up to eleven.
In this webinar you will learn:
1. The importance of using social media for driving leads.
2. How to drive quality leads using LinkedIn Company Pages, Sponsored Updates, LinkedIn Groups and SlideShare.
3. The types of content that work best for driving leads on LinkedIn.
4. Best practices for messaging, visuals and targeting for your campaigns.
5. How to track and optimize your LinkedIn campaigns for maximum effectiveness.
View the presentation here:
http://youtu.be/KZZkryzdy7E
Masterclass: Advanced Strategies on LinkedIn [Boston]LinkedIn
You’ve launched campaigns, A/B tested, and know LinkedIn best practices….
Now it's time to take your LinkedIn campaigns to the next level. Learn how with the help of this deck from our Masterclass series!
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
Creating a High Converting Inbound Marketing Strategysemrush_webinars
Is your digital strategy strong enough to tackle the market challenges and deliver growth in this fast-changing consumer landscape?
Andrew Levy and Tony Eades from the BrandManager (Sydney/Perth) will teach you the most important online marketing trends and how you can craft an effective Inbound marketing strategy aimed at increasing web traffic, high qualified leads and sales revenue . You will also discover what the future of marketing looks like.
Making Demand Generation work in the Construction industryLedger Bennett DGA
In the UK today, around 93% of builders are recognised as heavy Internet users, and 70% of them buy products online. Likewise, construction industry customers are increasingly engaging in social media as a source of information, and more importantly, recommendation.
Without strong relationships with your merchant base, it's unlikely that you're getting your marketing messages through to the people paying money for products. This is particularly problematic within the construction industry, as the products tradesmen use are a direct reflection of their workmanship, which they value above most other things. When customer satisfaction is fundamental to word-of-mouth recommendation, they need to know and trust the products and brands they’re using. You can make this happen.
'Making Demand Generation work in the Construction industry' is a helpful guide that looks to connect brand owners, merchants and their customers using realistic Demand Generation strategies that professionals can leverage to their advantage.
A Guide to Social Media Marketing MeasurementMark Schaefer
Stuck on how to measure your social media marketing efforts? Here's practical advice from a leading marketing authority that may help you move forward.
How to Align Your Digital Marketing Metrics with Campaign ObjectivesCourtney Caldwell, MBA
What are your marketing objectives? Generate sales, brand awareness, increase revenues, enhance customer loyalty, or improve customer experience?
In today’s digital marketing ecosystem, promotional
campaigns alone do not necessary lead to a sale. As
companies increase digital marketing investments, marketers are facing increased pressure to prove the return on marketing investments (ROMI) of their digital and branding campaigns. This presentation, originally shared at the 2013 IQPC Digital Marketing Mix & Metrics Conference, provides best practices for marketers on how to align their marketing metrics with their campaigns.
BMW Digital Marketing 2012 Presented by eBrand VietnamHai Dongkixot
Objectives – Enhance brand awareness – Attract potential & new customers – Generate new leads – Increase showroom traffic – Improve customer database: quantitative and qualitative (targeting: reach – consumers with real interest in our products; gain deeper insights into customer – Profiles: their interests, needs, lifestyles, etc.) get valuable data
2018 Digital Marketing Strategy Proposal Templateunfunnel
http://bit.ly/powerhouse-digital-mktg-proposal
This free template provides a quick and easy outline for how to not only win in the digital marketplace across multiple channels, but also how you can get clients and team members on-board (beyond politics or who gets the credit).
Download this free guide to have a consistent reference for how to format, visualize and deliver online success in 2016.
Get it here: http://bit.ly/powerhouse-digital-mktg-proposal
Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.
Are you struggling to generate quality leads for your B2B
business? Follow these expert tips to achieve lead generatio
success and boost your business growth
Live Webinar: How to Launch & Scale an Effective Account-Based Marketing Stra...LinkedIn
Join us to find out how modern marketers can:
- Align with Sales on targeting, content and ABM specific metrics
- Adopt the ABM tactics real marketers are implementing today
- Understand the technology that will fuel your ABM strategy
Digital Marketing 101: Everything You Need To KnowFolsom Creative
Webinar slide deck from Folsom Creative and Inteum
Inteum develops industry-leading intellectual property management software with clients include technology transfer offices at over 400 installations in 22 countries around the globe, including universities, research institutions, federal labs, corporations, and startups.
Folsom Creative is a design and marketing agency that specializes helping clients create full stack marketing strategies. We provide a full suite of services to assist in our customers in these areas. Our clients rage from tech startups to large multi marketed enterprises.
The LinkedIn Brand and Demand Playbook highlights how to spread awareness, engage and convert the audiences across the user journey for brands and much more.
What is your content marketing strategy? Find out some best practices and how maximize the value of your content marketing strategy and increase leads.
The Definitive Guide to Lead Generation WorkbookMarketo
Get some fresh ideas for your lead generation plan! This fun, interactive workbook, helps marketers develop their lead generation strategies through templates, fill-in-the-blanks, group exercises, word searches, checklists, and more.
In this session, you'll learn about:
• Defining a inbound marketing strategy to identify your current priorities
• Executing a plan to drive the lead and sales you need to reach your growth goals
• Evolving your strategy to develop healthy and scalable strategic planning habits
Originally presented as a webinar by Whole Brain Group CEO, Marisa Smith and HubSpot Director, Dan Tyre on October 30, 2013.
Explore LinkedIn’s demand generation capabilities and get equipped to create LinkedIn advertising campaigns that effectively generate and nurture high-quality leads.
SNSW Team - Light Green
Lead Generation
In today's competitive world, businesses are constantly seeking effective strategies to identify, engage, and convert potential customers into loyal advocates. The success of any organization heavily relies on its ability to generate a consistent stream of qualified leads through lead generation.
This ppt will provide you a basic knowledge about the lead generation - meaning, need and importance, process, strategies, tools used and lead generation companies.
This presentation teaches entrepreneurs and small businesses how to strategically market their company or organization from how to use the basic tools of marketing, to how to identify, create messages for, and deliver messages to target markets. Presented by Ellen Didier of Red Sage Communications, to the FastTrac class at Women's Business Center of North Alabama.
With the twitch of the internet and explosion of social media, B2B marketing and lead generation has changed intensely in the last few years.
In this case study, we’ve defined what has changed in the recent years and additionally, a few B2B marketing strategies to increase lead generation.
Similar to Leveraging the Right Social Media and Digital Marketing Channels to Drve Growth (20)
Delivering earnings predictability, owning corporate governance, and supporting productivity across the enterprise are among the top challenges faced by financial professionals. Where do financial professionals even begin defining a strategy to embrace these opportunities? The answer to that question may raise more than a few eyebrows: best-in-class travel and entertainment (T&E) expense management
Billions of dollars are spent each year by organizations delivering or sponsoring webinars. Unfortunately, most fail to deliver the ROI that attendees deserve for their time, let alone the sales growth that companies that invest in delivering or sponsoring these webinars desire. The desired outcomes of all parties involved in a webinar should go hand in hand. A great webinar will draw great attendance, produce happy attendees, and deliver the sales leads that organizations need to deliver top line sales growth. Th The content of this presentation focuses on how to develop, market and execute a webinar that delivers sales growth while also conveying thought leadership and building your company's brand.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
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Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
3.0 Project 2_ Developing My Brand Identity Kit.pptx
Leveraging the Right Social Media and Digital Marketing Channels to Drve Growth
1. Digital Marketing & Social Media: Identifying
& Leveraging the Right Channels to Impact
Sales Growth
Ernie Humphrey
CEO, 360 Thought Leadership Consulting
2. OUR AGENDA
Setting the Stage: Marketing & Digital Marketing (DM)
DM: Identifying the Right Channels for Your Company
DM: Leveraging the Right Channel Vehicles for Your Company
The Business of Social Media: Marketing & Advertising
2
Developing a Digital Marketing Plan for Your Company
Closing Thoughts and 10 Great Resources
3. THE HUMOR: MARKETING IS FUN!
Top 5 Signs You May Need Digital Marketing 101
5. You think Instagram is a breakfast treat.
4. You think that LinkedIn is a fashion accessory.
3. You are studying up on bird calls so you can
catchup with all of the other who are “tweeting”
out there.
2. You think that blogging is the consequence of
eating too much ice cream.
1. You are worried that you are “it” when someone
says they tagged you in a photo.
3
4. WHAT IS MARKETING
Marketing is the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and society
at large.
Direct Marketing generates profitable business
results by using targeted communications to
engage specific audiences through a
combination of relevant messaging and offers
that can be tracked, measured, analyzed, stored
and leveraged to drive future marketing
initiatives.
4
5. WHERE MARKETING GOES WRONG
SPAM- Not Targeting your Efforts to any
Specific Audience Based on a Perceived
Desire to Learn More about your Products
and/or Services
Continued Outreach after a Specific
Request to stop Receiving Information
Too Much Too Often
Not Enough Information
Not the Right Messaging
No Intent to Inspire Action
Offensive Verbiage in Messaging
Only Treating Potential Customers Like
Transactions
5
6. WHEN MARKETING GOES RIGHT
Sharing Information that Improves the
lives of Those to Whom You are Marketing
Delivering Thought Leadership
Building Customer Relationships
Inspiring Specific Actions
Invoking Emotional Reactions (Positive)
Inspiring People to Share Information
about Your Products & Services
6
7. IMPACT THE SALES FUNNEL: KEEP IT SIMPLE (KIS)
AWARENESS
INVOLVEMENT
CLOSE
7
8. THE SALES FUNNEL
AWARENESS
What is the level of awareness (percentage) of sprayer
quotes of which you are aware in all target markets?
INVOLVEMENT
What is the level of involvement (percentage) of
sprayer quotes in which you are in the game with a
quote in all target markets?
Understand why each quote did not
convert into a sale and assign a cause:
product features (specs), brand
preference, value proposition
perception
CLOSE
8
9. WHAT IS DIGITAL MARKETING
The use of digital technologies to create
an integrated, targeted and measurable
communications which help to acquire
and retain customers while building
deeper relationships with them.
9
10. DIGITAL MARKETING CHANNELS
Your Company’s Website
Relevant Industry Websites, Newsletters
Relevant Professional Association
Websites & E-Newsletters
Chamber of Commerce Websites and
E-Newsletters
Relevant College & University Program
Websites and E-Newsletters
Affiliate Websites & Newsletters
(Strategic Partners)
10
11. DIGITAL MARKETING CHANNELS (CTD.)
Direct E-mail
Affiliate E-mail (Strategic Partners)
Social Media
LinkedIn
Facebook
Twitter
YouTube
Digital Advertising
Google AdWords
Facebook
LinkedIn
11
12. YOUR COMPANY WEBSITE
5 Critical Considerations
1. Alignment with Company’s Strategic
Objectives (Short & Long Term)
2. Content
3. The User Experience
4. Ease & Functionality of Site Search
5. SEO Friendliness
12
13. YOUR COMPANY WEBSITE
Alignment with Company’s Strategic Objectives
Structure communicates strategic priorities
Clear, concise, consistent messaging which
conveys company’s objectives
Website content & messaging inspires
clearly-defined actions
Provides the platform for a customer
experience
13
14. YOUR COMPANY WEBSITE
Content
1. A well-defined content taxonomy
2. Inspires website visits and visitor
engagement (time on site)
3. Conveys thought leadership
4. Dynamic and relevant content
5. Deliver a portfolio of content types
and resources
• Webinars
• Videos
• Infographics
• Blogs
• Templates 14
15. YOUR COMPANY WEBSITE
Create an Experience for Customers
1. Engaging style and design
2. Deliver what they want in an efficient
manner
3. Understand, meet & exceed
expectations
4. Understand visitor behaviors on your
website and create features,
functionality and messaging to impact it
5. Understand why people visit your site,
what makes them come back, and will
make them come back
15
16. YOUR COMPANY WEBSITE
Ease of Use & Functionality
1. Clean design
2. Clear action option(s) on each
webpage
3. Features your customer base expects
4. Minimal number of mouse clicks for
users to complete desired actions
5. Site search within and across your
website that keeps visitors on your
website
16
17. YOUR COMPANY WEBSITE
Search Engine Optimization (SEO) Friendly
1. Discover keywords most relevant to your
customer base
• How are people searching to
discover your website
• What Keywords are a focus of your
competitors
• Google Insights
• Google Trends
• Know Your Customers (KYC)
2. Develop a content strategy which aligns
with keywords for which you want to
optimize search relevance
17
18. YOUR COMPANY WEBSITE
Search Engine Optimization (SEO) Friendly
3. Keywords should be specific
4. Don’t forget synonyms and plurals
5. Enhance keywords with modifiers
6. Optimize friendliness on webpages as well
as across your website
• Webpage title tags
• Meta tags
• Header tags
• Content structure
7. Structure webpage URLs to contain
keywords
18
19. YOUR COMPANY WEBSITE
Search Engine Optimization (SEO) Friendly
8. Post articles & blogs that contain
keywords in the title and last
paragraph
9. Structure webpage URLs to contain
keywords
10.Cross link content to related website
content that contains keywords in
webpage URLs
19
20. FINDING RELEVANT WEBSITES & NEWSLETTERS
Know your Industry (Industries)
Know your Supply Chain
Know your Customers
Know your Competitors
Know where your Customers go for
Professional Development
Associations
Chambers of Commerce
Colleges & Universities
Industry Events
20
21. E-MAIL MARKETING
Building an Opt-In List
A concise web form that launches when
website visitors click on certain content
on your website
Inclue an opt-in link in your e-mail
signature
Send an e-mail to existing contacts
inviting them to opt-in to your list
Leverage Social Media Vehicles
Collect business cards at industry events and
follow up with an invitation to join your opot-in
list that entitles them to great content and
resources
Host your own webinars and make opting into
your list a requirenent for registering
21
22. E-MAIL MARKETING
Affiliate E-mail (Strategic Partners)
Rent an e-mail marketing list to reach your
target audience
List Acquisition
Acquire an opt-in e-mail list
Require a specific opt-in to your content
in your initial outreach to an acquired list
BE CAREFUL- companies that offer opt-in
e-mail marketing lists are a dime a dozen
Understand exactly what they do when
their list subscribers opt-in
It is YOUR responsibility to comply with
CAN-SPAM Act e-mail marketing rules.
Note if you are sending e-mails to people
in Canada additional restrictions apply. 22
23. E-MAIL MARKETING
Managing your Opt-In list
Doing it right takes tame
Consider leveraging an
e-mail marketing solution
MailChimp
Constant Contact
Vertical Response
Campaigner
AWeber
An E-mail marketing automation
solution takes it to the next level
Marketo
HubSpot
Silverpop
Marketo
23
24. E-MAIL MARKETING PROGRAMS
Newsletters
Often highlight your best website content,
relevant news, and thought leadership
content from strategic partners
Event Marketing
Highlights and invites your target audience
to attend your educational programs
and/or programs you are sponsoring or
have a subject matter speaking
Website Digest
Hightlights website content over a given
period of time--- day, week, month
Introduce or feature new products
and/or services
24
25. E-MAIL MARKETING TEMPLATES
HTML format
Concise Messaging
Clean & Engaging
Clear, Prominent Action Button (s)
Text format
Concise, more personalized messaging to a
target audience
Often used for follow-up e-mails based
on an open or click thru from an initial
e-mail marketing program
25
26. E-MAIL MARKETING CONSIDERATIONS
What to Send
When to Send it
To whom, list segmentation or not for
each e-mail
Creating a Compelling E-mail Title
How often do you send e-mails
More than once a week
Once a week
Once a month
Once a quarter or less frequently
26
27. E-MAIL SUCCESS METRICS
Open Rates
How many people opened your
e-mail
How does this compare with releavnt
industry averages
Click-Thru Rates
How many people clicked on a hyperlink
within your e-mail messages
Unique click-thru rate- accounts for people
who click on more than one link to limit
over-inflated click-thru rates and identifies
the level of engagement by those who
open an e-mail and take an action
27
29. SOCIAL MEDIA: THE BIZ DEV CHANNEL
A Low Cost Channel to Drive Business Growth
Build & Manage Your Company’s LinkedIn Brand
Identify the Industries you Want to Target
Identify the Companies you Want as Customers
Identify & Engage the Professionals at Target
Companies who Control the Relevant Spend
The Keys to the Candy Store
The Company Search Feature
Joining LinkedIn Groups focused on Your
Target Industries, Customers, and Decision
Makers
Engage LinkedIn Group Leaders & Active
Members
29
30. SOCIAL MEDIA: THE BIZ DEV CHANNEL
Build & Manage Your Company’s LinkedIn Brand
Create and Manage a Compelling Company
Profile
Helps Define Your Company Brand on LinkedIn
Find competitors and other company profiles
you like, leverage the features you find
compelling, and make your profile stand out
Communicate your company’s value
proposition
Highlight your product and services and what
about them drives your competitive advantage
Highlight Your Employees
Include video customer testimonials
Update your page on a regular basis to engage
those who follow your company on LinkedIn
30
31. SOCIAL MEDIA: THE BIZ DEV CHANNEL
Build & Manage Your Company’s LinkedIn Brand
Educate Employees how to build compelling
LinkedIn Profiles
Build a Complete Profile
Deliver a Compelling Profile Title
Convey Thought Leadership- Twitter account, Blog
Posts, Personal Website, etc.
Communicate “how you do it” as well as what you
have done
Highlight Soft Skills
Build out and Manage a LinkedIn Group
User Group
A General Group to Offer a Vehicle for Thought
Leaders in Your Industry (ies) to connect and share
knowledge
31
32. SOCIAL MEDIA: FOR BIZ DEV
The Company Search Feature- Ex. Cloud Computing ERP
32
33. SOCIAL MEDIA: FOR BIZ DEV
The Company Search Feature- Ex. Cloud Computing ERP
33
34. SOCIAL MEDIA: FOR BIZ DEV
The Company Search- NetSuite as my Target
34
36. SOCIAL MEDIA: FOR BIZ DEV
Who do I want to Know at NetSuite?– The COO
36
37. SOCIAL MEDIA: FOR BIZ DEV
As I scroll down I see The COO is a 2nd Degree Connection-
Whom do the COO and I share as 1st Degree Connections?
37
38. SOCIAL MEDIA: FOR BIZ DEV
My Shared 1st Degree Connections with NetSuite COO
I identify the best one to introduce me to the COO and ask for it.
38
39. UNLOCK THE REAL POWER:
I am linked to over
14.5 Million People!!!
39
40. UNLOCK THE REAL POWER:
Groups = The Keys to the Candy Store
40
41. UNLOCK THE REAL POWER:
Example: I am a Treasury Professional
41
42. UNLOCK THE REAL POWER:
Example: The Treasury Management Network Group
42
43. UNLOCK THE REAL POWER:
Example: The Treasury Management Network Group
43
44. UNLOCK THE REAL POWER:
Example: The Treasury Management Network Group
- Once a Member you can Access Other Members
44
45. UNLOCK THE REAL POWER:
Example: The Treasury Management Network Group
- Anyone Interesting in Indiana?
45
46. SOCIAL MEDIA: FOR BIZ DEV
Making Desired Connections on LinkedIn
You already know the person- Just Ask
Degrees of Separation- Get an
introduction from someone you know
who is connected to them
Cold Call-
Join the Groups in which they are a
member
Send them an InMail
46
47. SOCIAL MEDIA: THE BIZ DEV CHANNEL
Build & Manage Your Company’s Facebook Brand
Build a Complete & Compelling Profile
Find competitors and other company profiles
you like, and make your profile stand out
Post Content that Inspires Engagement
Experiment with the best days and times to
post on Facebook
Actively Manage Your Company Account
Market Your Educational Programs
Leverage Facebook to build your prospect list
DO NOT HAVE EMPLOYEES MIX COMPANY
BUSINESS WITH THEIR PERSONAL FACEBOOK
ACTIVITY!!!
47
48. SOCIAL MEDIA: THE BIZ DEV CHANNEL
A Low Cost Channel for Competitive Intelligence
Identify Companies you Want as Customers
Follow the Companies you Want as Customers
Follow & Engage the Professionals at Target
Companies who Control the Relevant Spend
Inspire Target Companies and their Decision
Makers to Follow You or Your Company
Identify Online Groups and Associations where
your Prospects Play
Contribute Thought Leadership around how to
solve the problems your potential customers face
Actively Manage Your Account
Learn to love the hashtag (#)
48
49. SOCIAL MEDIA: THE BIZ DEV CHANNEL
A Channel to Engage & Entertain Prospective Customers
Post Videos that Inspire Comments
Post Videos to Invoke Actions
Post Videos that Invoke Emotion
Make People Laugh and Smile
Be Creative, Making Videos that Resonate is More
Art than Science
Actively Manage your Account
The More Relevant Videos you Post the Better
49
50. SOCIAL MEDIA: THE BIZ DEV CHANNEL
Google Plus was to be Google’s answer to Facebook
Users form Google Circles to create groups that share
desired demographics and interests.
Share as many photos as possible that you believe
communicate your brand and thought leadership
Leverage the “recommended links” feature that
allows you to share what your believe are useful to
those within your Google Plus Circles (groups of
connections you define and manage)
Develop a network of evangelists to share your
Google Plus posts and help you grow your Google
Circles.
Measure your success with Google Analytics
50
51. SOCIAL MEDIA: THE BIZ DEV CHANNEL
Instagram is an online mobile photo-sharing, video-sharing
and social networking service
Instagram is finally focused on developing tools
for businesses to help them monetize its user base
of over 200 million
Users generally leverage the mobile app and NOT
the website
Follow the Instagram Blog for Business
Connect with your Facebook account to drive
your brand awareness across both platforms
Leverage Videos (Instagram recently added this
feature to combat Vine).
51
52. SOCIAL MEDIA: THE BIZ DEV CHANNEL
You need to be active an cultivate your following
Leverage the Hashtag (#) to promote the visibility of
your content
Engage Instagrammers (Instagranm users) who have
huge followings and engage them as evangelists for
your company
See what your competitors are doing on Instagram to
generate ideas and avoid mistakes
Follow and engage companies you want as
customers and the relevant decision makers at these
companies.
Measure what’s working and follow trends,
(statigr.com, web.stafram.com
52
53. SOCIAL MEDIA: THE BIZ DEV CHANNEL
A social networking site that allows users to share
common interests virtually through photo sharing via a
practice called “pinning”.
The goal is to make connections via “things” that both
parties find interesting (including “professional
interests” such as public speaking)
Pinterest has been shown to be as effective as
Facebook in driving website traffic
Pinterest can be a value add to Facebook and
Instagram as a “more socially” driven social media
channel
You need to follow and create compelling Pinboards
(a collection of “pins” with a common theme).
53
54. SOCIAL MEDIA: THE BIZ DEV CHANNEL
A social networking site that allows users to share
common interests virtually through photo sharing via a
practice called “pinning”.
Engage Pinterest users who have huge followings
and engage them as evangelists for your
company
See what your competitors are doing on
Instagram to generate ideas and avoid mistakes
Follow and engage companies you want as
customers and the relevant decision makers at
these companies.
54
55. DIGITAL ADVERTISING: GOOGLE ADS
Reaching Your Target Audience via Google Searches
Google AdWords Glossary
Bid- the highest amount of money you are
willing to pay for a click on your ad.
Impressions- the number of times your ad is
viewed
CPM- Your cost of impressions per thousand
Visitor- a person who clicks on your ad and
navigates to the webpage you target using a
hyperlink
CPC (Cost per Click), PPC (Pay per Click)
55
56. DIGITAL ADVERTISING: GOOGLE ADS
Reaching Your Target Audience via Google Searches
Google AdWords Glossary (Continued)
Conversion- a desired result (signup, lead,
purchase) taken as a result of someone
clicking on your ad
Conversion Rate- the number of times your ad
is viewed
Quality Score- a ranking system used by
Google to measure relevancy of your ads and
pages to which your ad directs those who
click on your ad (landing pages).
56
57. DIGITAL ADVERTISING: GOOGLE ADS
Google AdWords Campaign Structure*
Campaign Ad Group Keywords Ads
Shoe
s
Tennis Shoes
Dress Shoes
Boat Shoes
* Courtesy of
• [White tennis
shoes]
• [Nike tennis
shoes]
• [Tennis shoes
non-marking]
………….
………….
58. DIGITAL ADVERTISING: GOOGLE ADS
Reaching Your Target Audience via Google Searches
Google AdWords Glossary (Continued)
Conversion- a desired result (signup, lead,
purchase) taken as a result of someone
clicking on your ad
Conversion Rate- the number of times your ad
is viewed
Quality Score- a ranking system used by
Google to measure relevancy of your ads and
pages to which your ad directs those who
click on your ad (landing pages).
58
59. DIGITAL ADVERTISING: GOOGLE ADS
Google AdWords Best Practices*
Search advertising, then display
Tightly focus your keyword list for each ad group
Start with at LEAST 3 ads per ad group
Set a daily budget
Appropriate / focused landing pages
Support SEO goals – landing pages and keyword
focus
Review search terms report
add relevant exact matches to keywords lists
Add negative terms
Keep working at it
59
* Courtesy of
60. DIGITAL ADVERTISING: FACEBOOK
Page Post Engagements
Page Likes
Clicks to Websites
Website Conversions
App Installments
Event Responses
Offer Claims
3 Keys to Facebook Ad Success
60
Types of Facebook Ads
Short and Sweet
Engaging Campaign Specific Photos
Target your Audience with Pinpoint Accuracy
61. DIGITAL ADVERTISING: FACEBOOK
4 Keys to LinkedIn Ad Success
Short and Sweet
Engaging Content- Clear & Compelling Verbiage
Target your Audience with Pinpoint Accuracy
Test & Optimize
61
LinkedIn Ad Structure
Headline
Image
Copy/Verbiage
62. BUILDING YOUR DIGITAL MARKETING PLAN
You Need a Detailed Plan with Specific
Goals and Metrics of Success
Identify the Right Channels for Your Company
based on the demographics of Your Addressable
Market (s)
Research and Identify the Right Vehicles to
Leverage
Start Small
Leverage A/B, A/B/C, and A/B/C/D Testing
Define Success for each channel and vehicle
Create a matrix of channels and vehicles
Define Metrics for each Matrix Square
Website visits, event registrations, sales, etc.
62
64. ERNIE’S ABCs OF SUCCESS
People
Your most valuable assets
Internal & Consultants
Process
In Order to Identify & Scale any Successful
Marketing Programs you Need It
Communication
You Need to be able to Sell Investments in
Digital Marketing and Communicate Value
Effectively
Collaboration
There is no “I” in Success
Alignment
Technology
Key for Efficiency, but NOT Magic
64
65. CLOSING THOUGHTS
6 Keys to Success for any Initiative are: People,
Communication, Collaboration, Process, Alignment,
Technology
There is No “One Size Fits All” Great Digital Marketing
Strategy
The Foundation of Successful Marketing at
any Company is:
Knowing your Company’s Short & Long Term Business
Objectives Inside & Out
Knowing Addressable Markets Inside & Out
Understanding the Behaviors of Decision Makers at
Companies within Your Target Market(s)
Identify the Right Marketing Channels for YOUR
Company
What works in the B2B (business to business) world often
does not translate to the B2C (business to customer)
What works for a Fortune 500 company often does not
work for a start-up 65
66. CLOSING THOUGHTS
Identify the Right Vehicles within Each Target Market
Channel for YOUR Company
Benchmark Your Company’s Digital Marketing Strategy
Against your Competitors
Engage your target audience where they want to be
engaged and how they want to be engaged virtually.
Digital Marketing Efforts Need to Coordinated-
You Need a Detailed Strategic Marketing Plan
Your Business Case for Why Digital Marketing
Matters for YOUR Company
Metrics of Success for Each Channel & Vehicle
66
67. ERNIE’S PERSONAL TOP 10 RESOUCES
Slideshare.net- Search and you Shall Find
a Valuable PowerPoint Presentation
YouTube- Search and you Shall Almost
Always find Exactly How to Do Something
LinkedIn – My Social Media Channel
Favorite for Biz Dev
Smart Insights- Free and “Not Free” Digital
Marketing Resources
HubSpot’s Blog- Great Digital Marketing
Thought Leadership
67
68. ERNIE’S PERSONAL TOP 10 RESOUCES (CTD)
Marketing Profs- Great for all Aspects of
Marketing, including and beyond Digital
Marketing
American Marketing Association- Not Free,
but a Top Notch Professional Association with
Great Content and a Solid Indy Chapter
eMarketer- Shares Valuable Insights from
Large Global Marketing Studies
Dan Zarrella’s Blog- Dan is a Social Media
Legend
Marketo’s Blog- Marketing Automation
Company with a true Commitment to
Thought Leadership
68