Think Different About Marketing | Ed Field - Digino

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The document outlines a 3-step marketing program: 1) Develop a marketing strategy by rethinking marketing and creating a communications strategy, 2) Create engaging and persuasive marketing communications through defining a pitch, brand identity, copy, and other materials, 3) Develop proven marketing tactics to increase reach and engagement through tactics that attract new sales and leads continuously while also developing ongoing customer engagement through repeat purchases and referrals. The goal is to build a strong marketing engine that drives growth, strength, and profits.

Business Career

3-step program
1. Strategy: Re-think marketing,
develop a smart marketing
communications strategy.
2. Communications: Create
engaging, persuasive,
comprehensive
communications.
3. Tactics: Develop a set of proven
marketing tactics to enhance
reach and increase
engagement.

Purpose
Why does the business
exist? What difference
are you trying to make?

Position
What do you want to
own in the customer’s
mind?

Your defining attribute.
Reality is what’s in the customers
mind. Align with what they already
believe. Hard to change minds.
Minds are busy.

Image from : www.mindmapinspiration.com

Strategy Outcomes
1. Define the opportunity.
2. Set the broad strokes.

Ensure:
• Clear purpose – difference you make
• Clear position – defining attribute

“Tactics before
strategy is the noise
before defeat”
Sun Tzu

Core pitch
Based on understanding yourself and
the customer. Establish the logic.
Craft clear, brief words. Use stories.
Use the customers’ everyday
language.

Reach
Get in front of those who have
the most compelling need for
what you offer.
Tactics that draw in new sales
and sales leads 24/7, 365 days
of the year.

Engagement
Marketing tactics that are
proven to develop an ongoing
engagement with prospects
and customers.
Tactics that drive repeat
purchase, upsell, cross sell
and stimulate referrals.

A strong marketing engine
Growth
Strength
Profit

Can we use online to generate a
sustained flow of international sales
leads for significant projects?

From people who never heard of our
little company and usually choose
giants like Cisco?

Re-crafting VA’s story & pitch:

Developing engaging, persuasive,
comprehensive communications.

With a website and some digital
marketing can you sell a two year,
€13,000 online masters?

To people who have never heard of UL
and live 6,000 miles away?

Persuade people to choose UL over
Penn State, Harvard and others?

With a website and some search
marketing can we enter the UK market?

Ed Field
edfield@diginomarketing.com
www.diginomarketing.com

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