Nussbaum centerpres final_8.22.11

1. Digital marketing basics
From Confusion to Clarity
PATTON BRAND STRATEGY, LLC

2. http://www.youtube.com/watch?v=ypmfs3z8esI
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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
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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.
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5. Were in the Midst of a Digital Revolution
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6. Confused? Youre Not Alone.
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7. Experts Add to the Confusion
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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?
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9. Start at the Beginning: Your Business
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10. Business Foundation
Customer understanding
Research, analysis, segmentation, insights
A business plan
Brand architecture
3 Ws: Who, What, Why
Marketing plan
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11. Four Drivers of Digital Marketing
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12. 1. Customers Choose When, Where, and How to Listen to You.
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13. 2. Content Rules
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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)
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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
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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
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20. Push Marketing Tool Kit
Advertising
Print, TV, Radio
Direct Mail
Events, Promotions
PR
Loyalty Programs
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21. Pull Marketing Tool Kit
Social Media
Email
Mobile
Internet: SEO, SEM
Website
Events, Promotions
Direct Mail
PR
Loyalty Programs
Advertising
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22. Pull Marketing Tool Kit
Social Media
Email
Mobile
Internet: SEO, SEM
Loyalty Programs
Website
Events, Promotions
Direct Mail
PR
Advertising
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23. Working the new marketing Pull Funnel to drive business
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24. Listen
How do I cut a Mango like they do on Food Network?
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25. Build Awareness
Action
Awareness
Interest
Engagement
Follow Up
Service
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26. Reward Engagement
Action
Awareness
Interest
Engagement
Follow Up
Service
I wonder what else I can do with a mango?
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27. Action
Awareness
Interest
Engagement
Follow Up
Service
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28. Engagement
Action
Awareness
Interest
Engagement
Follow Up
Service
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29. Engagement, Action
Action
Awareness
Interest
Engagement
Follow Up
Service
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30. Service Make It Easy
Action
Awareness
Interest
Engagement
Follow Up
Service
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31. Follow Up
Action
Awareness
Interest
Engagement
Follow Up
Service
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32. Relevant, Valued, Consistent, Appropriate
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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.
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34. Awareness
Action
Awareness
Interest
Engagement
Follow Up
Service
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35. Interest
Action
Awareness
Interest
Engagement
Follow Up
Service
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36. Engagement
Action
Awareness
Interest
Engagement
Follow Up
Service
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37. Engagement
Action
Awareness
Interest
Engagement
Follow Up
Service
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38. Action
Action
Awareness
Interest
Engagement
Follow Up
Service
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39. Listen
Ive been contacted about a new position at IMC Construction. Wonder what they are like?
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40. Interest
Action
Awareness
Interest
Engagement
Follow Up
Service
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41. Engagement andAction
Action
Awareness
Interest
Engagement
Follow Up
Service
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42. Listen
Were thinking about upgrading our dental equipment as we remodel our offices. I wonder whats out there?
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43. Awareness
Action
Awareness
Interest
Engagement
Follow Up
Service
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44. Interest
Action
Awareness
Interest
Engagement
Follow Up
Service
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45. Engagement
Action
Awareness
Interest
Engagement
Follow Up
Service
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46. Action & Service
Action
Awareness
Interest
Engagement
Follow Up
Service
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47. Relevant? Valued? Consistent? Easy?
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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?
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49. Consistent. Relevant. Valued.
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50. Follow Up, Engagement & Action
Action
Awareness
Interest
Engagement
Follow Up
Service
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51. Service & Follow Up
Action
Awareness
Interest
Engagement
Follow Up
Service
From: Clay Vickers [mailto:[email protected]] Sent: Tuesday, August 16, 2011 9:27 AMTo:[email protected]: 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
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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

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
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53. Interest
Word of Mouth
Its a great tool. I use it all the time when I moderate focus groups.
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54. Engagement & Action
Action
Awareness
Interest
Engagement
Follow Up
Service
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55. Engagement
Action
Awareness
Interest
Engagement
Follow Up
Service
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56. Engagement
Action
Awareness
Interest
Engagement
Follow Up
Service
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57. Service & Follow Up Failure Lost the Sale
Action
Awareness
Interest
Engagement
Follow Up
Service
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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
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59. Digital Strategy & Planning
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60. Digital Planning

Integrate with existing business & marketing plans

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
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76. The Tool Kit
These are just a few of the tools available. Use it to start your own tool kit.
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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
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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
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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
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80. Conclusion

How to use digital marketing to grow your business

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!
[email protected]
www.pattonbrandstrategy.com
336.880.8611
http://pattonbrandstrategy.wordpress.com/
http://www.linkedin.com/in/mamiepatton
http://twitter.com/mamiep
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85. Resources
http://www.theconversationprism.com/
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86. http://www.hubspot.com/essential-guide-to-internet-marketing/
HubSpot
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87. Resources
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MarketingProfs: Marketing Resources for Marketing Professionals
marketingprofs.com
88. Resources
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89. Resources
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90. Resources
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