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| 8 Effective Digital Strategies 1
8 Digital Strategies to Grow Your Business
| 8 Effective Digital Strategies 2
The buying journey has changed
| 8 Effective Digital Strategies 3
Digital is Poised to Surpass TV and The Shift to Mobile…
| 8 Effective Digital Strategies 4
Digital Marketing Objectives For B2C and B2B Companies
| 8 Effective Digital Strategies 5
Experience with Brands with Retail Networks
These best practices apply to brands that sell through retail locations, franchises, field sales offices, dealers or independent contractors.
| 8 Effective Digital Strategies 6Expected Eco-System for Local Business
Paid Media
Local
Social
SEO
BuyLeads
Display
Facebook Ads
Content Marketing
YouTube Ads
Content Strategy
On-Page
YouTube
FacebookOthersites
Guest Blogging
In SearchIn DisplayIn Stream
Reviews
Directories
Google My Business
Lead/List Aggregators
Content NetworksRetargeting
Demographic or Interest Based Ads
Optimized, consistent biz infoSocial integration
Ensure consistent, correct biz info in all directories
Identify vital review sitesIncentivize within reason
Provide content to relevant blogs
Quick, brief announcementsSharing of images, videos, and special offersOther channel-
specific campaigns (Instagram, HOUZZ,
Pinterest)
Facebook announcements
Special offers for FB fans
Video Testimonials
& Optimization
Form & Function
Metadata/URLsUser
Experience
Content StrategyCompany Story
BloggingCustomer Stories
Outreach & Content
PlacementSocial
Amplification
Retailer/DealerDigital
Presence
PPC
GoogleBing
Mobile
| 8 Effective Digital Strategies 7
Paid Media
Local
Social
SEO
BuyLeads
On-Page
Reviews
Google My Business
Have tried buying leads
unsuccessfully
70% have claimed Google My Business
Most have 5+ reviews but are focused on afew review sites
Inconsistent communications
and updates
Most score less than 25% with on- page SEO
Retailer/DealerDigital
Presence
Actual Eco-System for Local Business
| 8 Effective Digital Strategies 8
What’s Really Going On Location-based Businesses• 83% say their #1 challenge is more leads
• 76% aren’t doing any paid media marketing
• 67% have no in-house marketing resources
• 49% never update their local online listings
• Most lack appointment setting resources
• Most sell competing product lines
• Most sell multiple product services
| 8 Effective Digital Strategies 9
Three Search Engine Algorithms
Paid media
Local Search
Organic Search
| 8 Effective Digital Strategies 10
Low Conversion Rate H
igh
Graphic by Elliance,http://searchengineland.com/search-illustrated-b2b-long-tail-seo-13237
Best luxury pontoon boats for entertaining
Search term phrases identify where prospects are in the buying cycle and conversion
Local MN dealer for Premier Pontoons
Pontoon boats
| 8 Effective Digital Strategies 11
8 Effective Digital Marketing Strategies
SEO
Websites Landing Pages
Leads
Customers
Revenue
Paid Media
LSEOWebsites are flawedand not always foundby search engines
Many websitesare not responsive towork on any device
Get more online visibility with paid media advertising
Create conversion centric web pages to increase lead flow
Nurture leads that aren’t ready to buy with email marketing automationSegment and market
to existing customers to attract new or buy more
Online Presence
Location-based businessesrequire the NAP, directoriesand proper citations
| 8 Effective Digital Strategies 12
P U R C H A S E PAT H · N O N - B R A N D A W A R E8 i m pa ct p o i n ts
They are aware of and seriously consider more brands – delaying the brand decision. Showroom visit happens later (5th).
1 - Start with mapping out the customer journey(s)
| 8 Effective Digital Strategies 13
2 - Develop personas to understand how to talk to potential buyers (Content and Offers) 4 BUYING MODALITY
CHECK
COMPETITIVE (5-10%)Bottom line UVP"Best" evidenceLearn/achieve challenges
SPONTANEOUS (25-35%)Personalization, GuaranteeTime-savers / ToolsHot trends / Urgency
HUMANISTIC (10-15%)People/Others-focusedPeople photosStories & Reviews
METHODICAL (~ 45%)Process stepsFactual detailsTiming expectations
Immediate Results• Most online-driven segment• 33% of the market
Emotional Buyer• Retail driven – in-person/in-
store• 14% of the marketWants Everything• Mix of online & in-person
shopping• 51% of the market, the
biggest segmentSource: Waiting for Your Cat to BarkBRYAN AND JEFFREY EISENBERG
| 8 Effective Digital Strategies 14
3 - Create centralized paid media programs for dealers/retailers with responsive landing pages
| 8 Effective Digital Strategies 15
4 - Develop unique content for each location, even if products & services are similar/identical
Unfortunately for Lifetime Fitness, duplicate content could be negatively affecting the organic visibility of location pages.
| 8 Effective Digital Strategies 16
5 - Optimize local search to support being found in the geography - high purchase intent!
• 1 in 5 searches on Google are related to a location
• 45% of local searches have a purchase intent
• 50% of all local searches are on mobile devices
| 8 Effective Digital Strategies 17
Marketing Automatio
n
6 - Respond to digital inquiries with centralized contact center to pre-qualify leads
Dealer has a sales appointment (demo) with the homeowner(s)
CRM DB
Email/Phone
Dealer orders product installs and updates homeowner record
Portal
Website Paid Other
Dealer 1
Dealer 2
Lead360 Study
Dealer Portal
Brand
| 8 Effective Digital Strategies 18
7 - Leverage marketing automation to communicate with prospects and customers
0 daysInitial Thank YouBoot purchases only
+4 daysSurvey Reminder
+20 daysHow Are Your New Boots Working Out?
+6 MonthsFree 6 Month Tune-Up
+12 MonthsFree Heel-To-Toe Check-Up
+18 MonthsFree Heel-To-Toe Check-Up
+24 MonthsUpgrade To New Boots
Email Opt-in Footwear Purchase
POS data from 500+ locations pulled daily by store to drive individual specific campaigns
| 8 Effective Digital Strategies 19
8 – Capture customer data to gain deeper insights about your customer base
• What homeowner attribute had the greatest buyer influence for a home improvement project? Age of home Household income Education level Length of time in home Presence of pets
Incent dealers or customers to fill out warranty information
Link it back to online buyer behavior
Do follow-up customer surveys on product or dealer satisfaction
Append 3rd party data to customer records
| 8 Effective Digital Strategies 20
Do These Strategies Really Matter?Status Quo – Average Dealer
Organic Local Paid
Revenue
TOFUTop of Funnel
MOFUMiddle of Funnel
BOFUBottom of Funnel
| 8 Effective Digital Strategies 21
Do These Strategies Really Matter? YES!A 12.5% improvement at each stage = 2X revenue
Organic Local Paid
Revenue
TOFUTop of Funnel
MOFUMiddle of Funnel
BOFUBottom of Funnel
$350,000 increase/location x 100 dealers = $35 Million
| 8 Effective Digital Strategies 22
8 Digital Strategies to Grow Your Business1. Start with mapping out the customer journey(s)2. Develop personas to understand how to talk to potential
buyers (Content and Offers)3. Create centralized paid media programs for dealers/retailers
with responsive landing pages 4. Develop unique content for each location, even if products &
services are similar/identical5. Optimize local search to support being found in the
geography - high purchase intent!6. Respond to digital inquiries with centralized contact center to
pre-qualify leads7. Leverage marketing automation to communicate with
prospects and customers8. Capture customer data to gain deeper insights about your
customer base
| 8 Effective Digital Strategies 23
How to Get Started• Review these 8
strategies against your current marketing situation
• Assess where the biggest challenges exist or great opportunities for gain • Prioritize your objectives and develop a digital marketing roadmap for improvement
• Execute with a “crawl-walk-run” mentality to minimize risks and maximize results
| 8 Effective Digital Strategies 24
Three Deep
Paid MediaWebsite
DevelopmentSearch Engine Optimization
Content Creation
CRM DatabaseMarketing
Automation Contact Center
Google Analytics
Google Tag MgrWatson
Analytics KPI Reporting
Deep Analysis
Deliver the content
they need.
Capture qualified prospects
Measure & maximize
everything digital.
Acquire | Engage | Optimize
| 8 Effective Digital Strategies 25
Presenter:Dan DerosierVice President/Co-founder
Three Deep Marketing289 5th St East, 2nd
floor St Paul, MN 55101(651) 789-7701
www.threedeepmarketing.com
Thank You!
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