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Digital Marketing Strategy: the drivers behind it, creating a strategic plan, developing content sharing.
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2. http://www.youtube.com/watch?v=ypmfs3z8esI
2
SocialnomicsYoutube Video
http://www.youtube.com/watch?v=ypmfs3z8esI
3. Welcome!
Today:
How to use digital marketing to grow your business
Understanding the drivers of digital marketing
Creating and implementing strategic digital plans
Developing a content strategy that drives engagement
3
4. Patton Brand Strategy
Brand strategy > more customers > better ROI and
profitability
Be smarter
Investing in websites, social media, advertising and promotions
without a strategic plan is a fast trip to wasted spending and
underperforming ROI.
4
5. Were in the Midst of a Digital Revolution
5
6. Confused? Youre Not Alone.
6
7. Experts Add to the Confusion
7
8. Digital Marketing is a Bigger Tool Kit to Create and Keep
Customers
The revolution has changed how people socialize, work and
shop
The toolkit helps us adopt to those changes and provides new
opportunities to grow
But how does it apply to your business?
8
9. Start at the Beginning: Your Business
9
10. Business Foundation
Customer understanding
Research, analysis, segmentation, insights
A business plan
Brand architecture
3 Ws: Who, What, Why
Marketing plan
10
11. Four Drivers of Digital Marketing
11
12. 1. Customers Choose When, Where, and How to Listen to
You.
12
13. 2. Content Rules
13
14. 3. Analytics are Critical
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15. 4. Its a Flat World, Adapt Accordingly
in each new information revolution, decision rights have been
pushed lower in the organization.
A Long-Wave Theory on Todays Digital Revolution
Historian Elin Whitney-Smith (Booz & Co.
http://www.strategy-business.com/article/00074?pg=all)
15
16. The Marketing Funnel
Acquiring Customers: Yesterday and Today
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17. The Traditional Marketing Funnel was a Push Strategy
Hey, look what we have for you! Youre gonna love us!
Loyalty
Interest
Action
Awareness
17
18. The New Marketing Funnel is a Pull Strategy
Be there when, where and how Im ready. Until then, dont bother
me
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19. The New Pull Marketing Funnel
Be there when, where and how Im ready. Otherwise, dont bother
me
Awareness
Interest
Engagement
Follow Up
Service
Action
19
20. Push Marketing Tool Kit
Advertising
Print, TV, Radio
Direct Mail
Events, Promotions
PR
Loyalty Programs
20
21. Pull Marketing Tool Kit
Social Media
Email
Mobile
Internet: SEO, SEM
Website
Events, Promotions
Direct Mail
PR
Loyalty Programs
Advertising
21
22. Pull Marketing Tool Kit
Social Media
Email
Mobile
Internet: SEO, SEM
Loyalty Programs
Website
Events, Promotions
Direct Mail
PR
Advertising
22
23. Working the new marketing Pull Funnel to drive business
23
24. Listen
How do I cut a Mango like they do on Food Network?
24
25. Build Awareness
Action
Awareness
Interest
Engagement
Follow Up
Service
25
26. Reward Engagement
Action
Awareness
Interest
Engagement
Follow Up
Service
I wonder what else I can do with a mango?
26
27. Action
Awareness
Interest
Engagement
Follow Up
Service
27
28. Engagement
Action
Awareness
Interest
Engagement
Follow Up
Service
28
29. Engagement, Action
Action
Awareness
Interest
Engagement
Follow Up
Service
29
30. Service Make It Easy
Action
Awareness
Interest
Engagement
Follow Up
Service
30
31. Follow Up
Action
Awareness
Interest
Engagement
Follow Up
Service
31
32. Relevant, Valued, Consistent, Appropriate
32
33. Listen
Were going to expand business and build three new retail stores in
the NYC area over the next two years. I need to find the right
construction company.
33
34. Awareness
Action
Awareness
Interest
Engagement
Follow Up
Service
34
35. Interest
Action
Awareness
Interest
Engagement
Follow Up
Service
35
36. Engagement
Action
Awareness
Interest
Engagement
Follow Up
Service
36
37. Engagement
Action
Awareness
Interest
Engagement
Follow Up
Service
37
38. Action
Action
Awareness
Interest
Engagement
Follow Up
Service
38
39. Listen
Ive been contacted about a new position at IMC Construction. Wonder
what they are like?
39
40. Interest
Action
Awareness
Interest
Engagement
Follow Up
Service
40
41. Engagement andAction
Action
Awareness
Interest
Engagement
Follow Up
Service
41
42. Listen
Were thinking about upgrading our dental equipment as we remodel
our offices. I wonder whats out there?
42
43. Awareness
Action
Awareness
Interest
Engagement
Follow Up
Service
43
44. Interest
Action
Awareness
Interest
Engagement
Follow Up
Service
44
45. Engagement
Action
Awareness
Interest
Engagement
Follow Up
Service
45
46. Action & Service
Action
Awareness
Interest
Engagement
Follow Up
Service
46
47. Relevant? Valued? Consistent? Easy?
47
48. 3 Logos. 3 Description Tag Lines. 4 Type Fonts.4 Brand
Positions.
Who are you, really? What do you do? Why should I care?
48
49. Consistent. Relevant. Valued.
49
50. Follow Up, Engagement & Action
Action
Awareness
Interest
Engagement
Follow Up
Service
50
51. Service & Follow Up
Action
Awareness
Interest
Engagement
Follow Up
Service
From: Clay Vickers [mailto:clay@argylesocial.com] Sent: Tuesday,
August 16, 2011 9:27 AMTo:mamie@pattonbrandstrategy.comSubject:
Quick question for you...
Howdy Mamie,
I saw that you downloaded an Argyle white paper and registered for
our webinar the other week. I hope you were able to join us! I do
have a question for you.Which of the following best describes
you?
A. I'm just poking around. Don't call me.B. I'm interested and if
you give me a call at the right time I'll talk for a few minutes.C.
I'm in the market for new software. Let's chat ASAP.D. These
categories are too confining. I'll give you my own answer.
Pick one and I'll act accordingly!
Cheers,
Clay Vickers
@clay_vickers(919) 408-7990 x7
Click here to see what our customers think of us:
http://ar.gy/customers
51
52. Service & Follow Up +
Action
Awareness
Interest
Engagement
Follow Up
Service
Mamie,Thanks for the speedy reply! Of course you can direct them to
the whitepaper. We'd love for you to share some Argyle with that
group. In fact, I've gone ahead and created two custom URLs that
you can give to people at the conference to use to download the
whitepapers. Might make it easier for them to remember where to go
to get the whitepapers:
http://ar.gy/greensboro1
http://ar.gy/greensboro2
http://ar.gy/greensboro3
So, do you think you will be able to use those? Is there any other
way I can be helpful by sharing more information about Argyle
Social?Cheers,
Clay Vickers
52
53. Interest
Word of Mouth
Its a great tool. I use it all the time when I moderate focus
groups.
53
54. Engagement & Action
Action
Awareness
Interest
Engagement
Follow Up
Service
54
55. Engagement
Action
Awareness
Interest
Engagement
Follow Up
Service
55
56. Engagement
Action
Awareness
Interest
Engagement
Follow Up
Service
56
57. Service & Follow Up Failure Lost the Sale
Action
Awareness
Interest
Engagement
Follow Up
Service
57
58. 'Hey @mortons can you meet me at newark with a porterhouse when
I land in two hours, k, thx.:)'
http://www.huffingtonpost.com/2011/08/18/peter-shankman-mortons-steak-tweet_n_930744.html
58
59. Digital Strategy & Planning
59
60. Digital Planning
61. Utilize a pull strategy 62. Build on the 4 drivers of
digital marketing 63. Use the new marketing funnel 64. Plan content
by listening to customers: 65. Solutions 66. Information 67. Value
68. Access 69. Include planning for tests and experiments 70.
Flatten your organization 71. Assemble your team 72. Use outside
experts when internal knowledge is missing 73. Determine the best
analytics to measure progress and learning against goals and
objectives 74. Establish reporting and dashboards that are right
for your needs60
75. Content Strategy
Customer Analysis
Content Strategy
Listen
Business Planning
Respond
Marketing Plan
Brand
3 Ws
61
76. The Tool Kit
These are just a few of the tools available. Use it to start your
own tool kit.
62
77. Summary
Use digital marketing to create and strengthen the forces of
attraction between your customers and your business.
Understand your customer
Business plan > marketing plan > digital plan
Adopt the pull marketing funnel
Employ the 4 drivers for success
Content rules! Relevant, valued, free
Use your digital toolkit to ignite momentum in each phase of the
marketing funnel
63
78. Things to Watch Out For
Putting the cart before the horse begin with your brand and your
marketing plan
Make sure your content is valuable from a customer perspective, not
yours
Dont buy into your own myth (internal speak rather than customer
speak)
Failing to have a consistent messaging strategy and content
plan
Under estimating the time commitment
Failing to measure
Failing to fail test, try, experiment
Not hiring external expertise to provide missing knowledge
64
79. Tips from Those Who Have Been There
Its not free
Be prepared to commit time
Use a content calendar to keep consistency and energy
There are no silver bullets; be patient, keep reasonable
expectations
Stay focused on your plan dont fall for the newest shiny ball
Small steps
Be playful, experiment
Mistakes are part of a good marketing process
65
80. Conclusion
81. Understanding the drivers of digital marketing 82. Creating
and implementing strategic digital plans 83. Developing a content
strategy that drives engagement66
84. Thank You!
mamie@pattonbrandstrategy.com
www.pattonbrandstrategy.com
336.880.8611
http://pattonbrandstrategy.wordpress.com/
http://www.linkedin.com/in/mamiepatton
http://twitter.com/mamiep
67
85. Resources
http://www.theconversationprism.com/
68
86.
http://www.hubspot.com/essential-guide-to-internet-marketing/
HubSpot
69
87. Resources
70
MarketingProfs: Marketing Resources for Marketing
Professionals
marketingprofs.com
88. Resources
71
89. Resources
72
90. Resources
73
91. 74
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