8 digital marketing secrets to grow your business quickly

| 8 Effective Digital Strategies 1

8 Digital Strategies to Grow Your Business


The buying journey has changed


Digital is Poised to Surpass TV and The Shift to Mobile…


Digital Marketing Objectives For B2C and B2B Companies


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

Twitter

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


Paid Media

Local

Social

SEO

BuyLeads

On-Page

Facebook

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


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


Three Search Engine Algorithms

Paid media

Local Search

Organic Search


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

http://seo.elliance.com/


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


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)


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


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/identical

Unfortunately for Lifetime Fitness, duplicate content could be negatively affecting the organic visibility of location pages.


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


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


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 – 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


Do These Strategies Really Matter?Status Quo – Average Dealer

Organic Local Paid

Revenue

TOFUTop of Funnel

MOFUMiddle of Funnel

BOFUBottom of Funnel


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 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


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


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


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!