Practical Digital Marketing Strategies

505 views

Published on

Practical Digital Marketing Strategies. Everything about marketing has changed, yet nothing has changed. Marketing principles and human behaviour do not change

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Practical Digital Marketing Strategies

  1. 1. DIGITAL STRATEGIES FOR THE 21ST CENTURY A PRACTICAL APPLICATION
  2. 2. MARKETING PRINCIPLES HAVE NOT CHANGED  YOUR WEBSITE  YOUR PHONE  YOUR STORE  YOUR PHONE  YOUR STORE BEFOREDIGITALNOW
  3. 3. CONTENT HAS ALWAYS BEEN KING The “big idea” WAS the “big ad” that got attention, got people talking around the water cooler. Today, the “big idea” has to work everywhere, especially on Social Media and stand up to public scrutiny, to “talk back” and not just on AM Radio!
  4. 4. TECHNOLOGY & MEDIA HAS CHANGED Complaints will be Multiplied
  5. 5. FROM MONOLOGUE TO DIALOGUE • 1 to 1,000‟s  1 to 1 • Power shift to Consumers / Clients • Customer IS the Medium – User Generated Content / Citizen Journalism
  6. 6. “THE BRAND WILL BECOME THE MOST POWERFUL TOOL SINCE THE SPREADSHEET” - Marty Neumeyer, author of The Brand Gap http://www.slideshare.net/coolstuff/the-brand-gap – 3+ Million views
  7. 7. (BRAND) STORYTELLING IS THE FUTURE…
  8. 8. BUILD THE RIGHT FOUNDATION Customers Offer You and Your Point of Difference Finding Your Customers Reaching Your Customers Connecting
  9. 9. Target Audience Problems Solved Action You‟d Like Them To Take? Your Unique Solution Proof You‟re Unique Traditional Communications Web, Online & Social Communications Brand Personality & Promise Tagline Creative Theme
  10. 10. WHERE - MEDIA EFFECTIVENESS PROFESSIONAL SERVICES (B2B) © www.TheMarketingNetwork.com.au 10 1. REFERRALS 1. Existing customers 2. Influencers (who are not customers) 2. Networking 1. Physical – Dedicated Networking Groups, Industry Associations, Expos, etc 2. Virtual (LinkedIn, Facebook, etc) 3. Website, Blog, Online Video 4. Search Engine Marketing 1. Paid Search / Pay Per Click 2. Search Engine Optimisation 3. Banner Ads 5. Email (Existing Customers) – Keep in Touch 6. PR – Online 7. PR - Traditional 8. Direct Mail & Telemarketing 9. Trade Press / Local Paper / Niche Magazines At least half of these didn‟t exist 10 years ago! 3 years ago you couldn‟t manage most of these from one interface!
  11. 11. WHAT‟S HOT? CHOOSE WHAT‟S RIGHT FOR YOU!
  12. 12. REFERRALS ARE CRITICAL TO SUCCESS FACT • 98% of Businesses rely on referrals to gain new business FACT • 3% of businesses have a strategy for referrals REFERENCE: BNI – Business Network International 12
  13. 13. LINKEDIN IS… 1. The ultimate DIGITAL referral tool – means no more asking for referrals blind 1. The most important personal and B2B / Professional Services marketing development we have ever seen 1. The greatest personal BRANDING & SALES tool we have ever had 13
  14. 14. BENEFITS OF A REFERRAL SYSTEM 1. Lower Marketing Costs 2. Higher Revenues 3. Prospects convert to Customers 4. Better customer „behaviour‟ 5. You can concentrate on your business 14
  15. 15. UNLIKE WORD OF MOUTH ADVERTISING, REFERRAL SYSTEM IS: Predictable Consistent Repeatable 15 Who What HowWhere When Review
  16. 16. REFERRAL PROCESS Identify WOW Experience Stay Top of mind Help Them Help You Ask For Referral Recognize & Reward 16
  17. 17. LINKEDIN – “FACEBOOK FOR BUSINESS”? 1. Provides a meeting place where people expect to “do business” 2. Leverages relationships by making connections visible 3. Helps maintain personal relationships and build new ones. 4. Provides a platform for the most effective form of Marketing - Word of Mouth 5. It can link to other Social Media Tools 17
  18. 18. WHAT DO YOU WANT TO DO? 18 Google Page Rank; Personal & Company Answer Questions Recruit / Head hunt Get Head hunted - Employer & Employee - Company Culture - Growth Potential - Staff Turnover Lead Generation Sales Acceleration - Speak to Successes & Failures - Opinions / Polls - An Industry - Track Start-Ups - Groups - Advanced Search - EventsResearch Productivity Find Experts, Partners Ask for Advice Sales Job Search, Hire & Interviews Reference Check Proactive Networking Promote Personal Brand
  19. 19. 19 ADVANCED SEARCH
  20. 20. BE DIFFERENT – YOUR BRAND, YOUR PROFILE 20 It is like a resume but it doesn‟t have to be boring Make sure you have the right keywords Get someone else to proofread it or write it for you!
  21. 21. MARKETING DO‟S – MORE GIVE, LESS TAKE 21 1. Develop a unique profile – Design your Brand, e.g.: Matthew Banks 2. Maximize your profile 3. Connect - Import Contacts - people you have a relationship with: 1. Clients 2. Suppliers 3. Prospects 4. Recommendations: Giving and Asking for 5. Participate: Join Groups 6. Research: Listen, Understand member needs, Ask Questions 7. Analyse 8. Build Credibility by developing content by focusing and delivering on your Brand 9. Build Relationships: Add Value (Promote Content, e.g.: Blog), Answer Questions 10. Help others get more connected: Teach and Encourage 11. Get in Front of Prospects 1. Introductions 2. LinkedIn Mail 3. LinkedIn Advertising
  22. 22. DON‟T ACT DIFFERENTLY TO “REAL LIFE” © www.TheMarketingNetwork.com.au 22 • Have a reason to connect – answer the W.I.F.M! • Education & Communication v Promotion • Everyone wants to know the Do‟s and Don‟ts • No-one wants to be “Sold!” • Real Example:
  23. 23. FIRST IMPRESSIONS LAST – YOUR WESBITE 1. Your most visible “face to the world” 2. Show room open every hour of every day, 3. First thing that your prospects see and experience about your business as a result of all your other forms of communication • Halo Effect - Canadian researchers have found that the brain makes decisions in just one 20th of the second when viewing a webpage. • First impressions can affect subsequent judgments of perceived credibility, usability, and ultimately influence purchasing decisions. If you visitors believe your website looks good, then this positive quality will spread to to the overall impression of the company.
  24. 24. IMPORTANCE OF YOUR WEBSITE AND BLOG “In today‟s information age of Marketing and Web 2.0, a company‟s website is the key to their entire business.” - Marcus Sheridan, Author Of The Sales Lion Blog, Marketing Speaker “No matter what, the very first piece of social media real estate, I‟d start with is a blog." - Chris Brogan, Founder, New Marketing Labs “Corporations must answer questions about why they should be in the blogosphere. Small businesses need to answer questions about why they shouldn‟t!” - Paul Gillin, Author of The New Influencers “The right people to start video blogging are those with a passion to tell a story. - Steve Garfield, Videographer and Video blogger, author of Get Seen
  25. 25. BLOG TO GET RESULTS
  26. 26. SOCIAL MEDIA WORKS
  27. 27. SOCIAL MEDIA IS WORTH THE EFFORT
  28. 28. YOU SUCCEED WHERE YOU FOCUS
  29. 29. LOWER CPL
  30. 30. DO ONE CHANNEL WELL BEFORE ADDING A NEW CHANNEL
  31. 31. SOCIAL MEDIA IS A COMMITMENT
  32. 32. YOU NEED TO HAVE A PROCESS
  33. 33. YOU NEED TO HAVE A PLAN
  34. 34. KNOW YOUR METRICS
  35. 35. TESTING IS CRITICAL FOR IMPROVEMENT
  36. 36. YOUR DIGITAL CHECKLIST 1. Brand Positioning – Are You Different…enough? 1. Copywriting 2. Creative / Visual Theme 2. Referral Strategy 3. Offers / Calls To Action 4. Do you have the right Resources? 1. Can your 16 year old or PA really do it? 2. Do you have the right Technology? 5. Content Plan and Content Schedule 6. Establish and Review Metrics 7. Database and Email Marketing (including testing) 8. Social Media Assets? 1. Blog 2. LinkedIn 3. YouTube 4. Twitter 5. Facebook 9. Are you ready for a Dialogue? 10. Search Engine Marketing 1. PPC and Landing Pages (including testing) 2. SEO
  37. 37. 45 MINUTE FREE NO OBLIGATION DIGITAL AUDIT 1. Review Metrics 2. Review Brand Positioning 3. Evaluate Offers / Call To Actions 4. Review Social Media Assets and Activity 5. Review Search Engine Marketing
  38. 38. POWER TO CONNECT Gene Stark, B.Ec, MIMC Director & Founding Partner M: +61 411 989 309 E: gene.stark@themarketingnetwork.com.au L: http://au.linkedin.com/in/genestark The Marketing Network 1/192 Graham Street Port Melbourne Vic 3207 P: +61 3 9645 6226 W: www.themarketingnetwork.com.au References: http://www.hubspot.com/

×