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Digital strategy, content strategy, integrated with brand marketing
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011 ©Patton Brand Strategy, LLC 2011
DIGITAL MARKETING BASICS From Confusion to Clarity
PATTON BRAND STRATEGY, LLC
PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
http://www.youtube.com/watch?v=ypmfs3z8esI
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011 ©Patton Brand Strategy, LLC 2011
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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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011 ©Patton Brand Strategy, LLC 2011
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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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
We’re in the Midst of a Digital Revolution
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Confused? You’re Not Alone.
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
“Experts” Add to the Confusion
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011 ©Patton Brand Strategy, LLC 2011
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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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Start at the Beginning: Your Business
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011 ©Patton Brand Strategy, LLC 2011
Business Foundation
• Customer understanding • Research, analysis, segmentation, insights
• A business plan
• Brand architecture • 3 W’s: Who, What, Why
• Marketing plan
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
FOUR DRIVERS OF DIGITAL MARKETING
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
1. Customers Choose When, Where, and How to Listen to You.
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
2. Content Rules
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
3. Analytics are Critical
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011 ©Patton Brand Strategy, LLC 2011
4. It’s a Flat World, Adapt Accordingly
• “…in each new information revolution, decision rights have been pushed lower in the organization.”
A Long-Wave Theory on Today’s Digital Revolution
Historian Elin Whitney-Smith (Booz & Co. http://www.strategy-business.com/article/00074?pg=all)
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
THE MARKETING FUNNEL Acquiring Customers: Yesterday and Today
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
The Traditional Marketing Funnel was a Push Strategy
“Hey, look what we have for you! You’re gonna love us!”
Awareness Interest Action Loyalty
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
The New Marketing Funnel is a Pull Strategy
“Be there when, where and how I’m ready. Until then, don’t bother me”
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
The New Pull Marketing Funnel
Awareness Interest Engagement Follow Up Service Action
“Be there when, where and how I’m ready. Otherwise, don’t bother me”
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Push Marketing Tool Kit
Advertising Print, TV, Radio
Direct Mail PR
Events, Promotions Loyalty Programs
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Website
Internet: SEO, SEM
Pull Marketing Tool Kit
Email Mobile
PR
Events, Promotions
Advertising
Social Media
Loyalty Programs
Direct Mail
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Pull Marketing Tool Kit
Internet: SEO, SEM Email Mobile
PR Events, Promotions
Advertising
Social Media
Loyalty Programs
Direct Mail
Website
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
WORKING THE NEW MARKETING PULL FUNNEL TO DRIVE BUSINESS
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Listen
“How do I cut a Mango like they do on Food Network?”
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Build Awareness
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Reward Engagement
“I wonder what else I can do with a mango?”
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011 ©Patton Brand Strategy, LLC 2011
Engagement
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Engagement, Action
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Service – Make It Easy
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Follow Up
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Relevant, Valued, Consistent, Appropriate
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Listen
“We’re 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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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Awareness
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Interest
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Engagement
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Engagement
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Action
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Listen
“I’ve been contacted about a new position at IMC Construction. Wonder what they are like?”
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Interest
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Engagement and Action
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Listen
“We’re thinking about upgrading our dental equipment as we remodel our offices. I wonder what’s out there?”
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Awareness
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Interest
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Engagement
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Action & Service
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Relevant? Valued? Consistent? Easy?
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
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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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Consistent. Relevant. Valued.
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Follow Up, Engagement & Action
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Service & Follow Up From: Clay Vickers [mailto:clay@argylesocial.com] Sent: Tuesday, August 16, 2011 9:27 AM To: mamie@pattonbrandstrategy.com Subject: 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
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Service & Follow Up + 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
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Interest Word of Mouth “It’s a great tool. I use it all the time when I moderate focus groups.”
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Engagement & Action
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Engagement
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Engagement
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Service & Follow Up Failure Lost the Sale
Awareness Interest Engagement Follow Up Service Action
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
'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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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
DIGITAL STRATEGY & PLANNING
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Digital Planning
Objectives Strategy Plan Execute Measure &
Manage
• Integrate with existing business & marketing plans
• Utilize a pull strategy
• Build on the 4 drivers of digital marketing
• Use the new marketing funnel
• Plan content by listening to customers: •Solutions •Information •Value •Access
• Include planning for tests and experiments
• Flatten your organization
• Assemble your team
• Use outside experts when internal knowledge is missing
• Determine the best analytics to measure progress and learning against goals and objectives
• Establish reporting and dashboards that are right for your needs
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Content Strategy
Brand 3 W’s
Marketing Plan
Customer Analysis
Business Planning Content Strategy
Listen
Respond
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
The Tool Kit Website “Tool Central” interest, engagement, action, service, follow up
SEO & SEM Drive awareness & interest
Social Media Awareness, interest, engagement, action, service, follow up
Content Sharing Drive awareness, interest, engagement
Email Interest, engagement, action, service, follow up
Mobile Interest, engagement, action, service, follow up
Management Content management, process management
Analytics & Reporting
www.me.com Google Twitter StumbleUpon Constant Contact
Existing Apps Argyle Google Analytics
Bing Facebook Digg MailChimp Your Company Apps
HootSuite Klout
Yahoo LinkedIn Reddit Promotions SocialFlow (for Twitter)
HubSpot
Google+ Slideshare Groupon HubSpot Argyle
Foursquare YouTube Foursquare Webtrends IBM Core Metrics
Groupon Del.icio.us QRC’s Clicky
YouTube ShareThis TweetDeck
Skype
WordPress
Gaming
Communities
These are just a few of the tools available. Use it to start your own tool kit.
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011 ©Patton Brand Strategy, LLC 2011
Summary
Use digital marketing to create and strengthen the forces of attraction between your customers and your business.
1. Understand your customer
2. Business plan > marketing plan > digital plan
3. Adopt the pull marketing funnel
4. Employ the 4 drivers for success
5. Content rules! Relevant, valued, free
6. Use your digital toolkit to ignite momentum in each phase of the marketing funnel
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011 ©Patton Brand Strategy, LLC 2011
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
• Don’t 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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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011 ©Patton Brand Strategy, LLC 2011
Tips from Those Who Have Been There
• It’s 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 – don’t fall for the newest shiny ball
• Small steps
• Be playful, experiment
• Mistakes are part of a good marketing process
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011 ©Patton Brand Strategy, LLC 2011
Conclusion 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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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Thank You!
mamie@pattonbrandstrategy.com www.pattonbrandstrategy.com
336.880.8611
http://twitter.com/mamiep
http://www.linkedin.com/in/mamiepatton
http://pattonbrandstrategy.wordpress.com/
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Resources
http://www.theconversationprism.com/
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
http://www.hubspot.com/essential-guide-to-internet-marketing/
HubSpot
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Resources
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MarketingProfs: Marketing Resources for Marketing Professionals marketingprofs.com
PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Resources Social Media
Argyle Social How to do Social Media http://ar.gy/greensboro1
How to Conduct a Social Media Review http://ar.gy/greensboro2
Attirbution & Social Media Marketing ROI
http://ar.gy/greensboro3
Attirbution & Social Media Marketing ROI
Social Media Examiner All things about Social Media http://www.socialmediaexaminer.com/
Launch: How to Quickly Propel Your Business Beyond the Competition
A social media content strategy and planning book by Michael Stelzner, editor of Social Media Examiner
http://www.amazon.com/Launch-Quickly-Propel-Business-Competition/dp/111802723X/ref=sr_1_1?s=books&ie=UTF8&qid=1313976259&sr=1-1
Content Planning Content planning calendar template http://www.theloudfew.com/blog/an-editorial-calendar-template-for-you-and-your-sanity/
Hubspot
Online Marketing Management Tools for Small/Medium Companies. Extensive digital marketing resources.
http://www.hubspot.com/
CMO Guide to Social Media From CMO.COM, the CMO’s visual chart guide to the digital landscape
http://www.cmo.com/social-media/cmos-guide-social-media-landscape
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Resources Social Media
Social Media Infographics Brain Solis & Jess3 provide powerful visual graphics of the social landscape
http://www.theconversationprism.com/
Brian Solis’ Blog Great updates on the social landscape, innovative thinking
http://www.briansolis.com/
Who’s Blogging What Email newsletter for web marketing professionals
http://www.whosbloggingwhat.com
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PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
Resources Strategy and Management
B2B Online
Strategic marketing for B2B http://www.btobonline.com/
Exact Target Campaign management and more http://www.exacttarget.com/solutions/small-business.aspx/?intID=Home_Seg_SmallBiz
Eloqua Marketing automation & revenue performance management. Extensive information resources.
http://www.eloqua.com/
McKinsey Consulting Flattening the organization in an era of engagement. “We’re all marketers now Engaging customers today requires commitment from the entire company—and a redefined marketing organization.” JULY 2011 • Tom French, Laura LaBerge, and Paul Magill
https://www.mckinseyquarterly.com/Marketing/Strategy/Were_all_marketers_now_2834
Marketing Profs Extensive marketing resources including digital
http://www.marketingprofs.com/
CMO.COM CMO’s guide to the digital landscape http://www.cmo.com/social-media/cmos-guide-social-media-landscape
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