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DIGITAL MARKETINGPLAYBOOKf o r e c o n o m i c d e v e l o p m e n t
THE
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■ Clarity // Audience & Goals ■ Focus // 4 Part Marketing Mix
■ Empower // The Unconventional ■ Live Audit
■ 3 Ways to Fail
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CLARITY
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■ Clear goal & message ■ Reflect your target audience
■ Focused, tactical campaign
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FOCUS
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a CLEAR&SPECIFIC
E V E R Y C H A N N E LMUST HAVESTRATEGIC OBJECTIVE
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1: Homebase (conversion) 2: Direct Contact (nurturing) 3: Content (thought leadership) 4: Community (engagement)
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1: Website 2: Newsletter 3: Blog 4: Twitter
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EMPOWER
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■ Lack of citizen engagement ■ Three guys & a story ■ Find and empower your people
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LIVE AUDIT
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5 second test Clear CTA Conversion Point
website
4-step visual test Replies & Engagement Target Audience
social
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HOW TO FAIL
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Lack of Resources ernestbarbaric.com
Lack of Consistency ernestbarbaric.com
Relying on 1 “expert” ernestbarbaric.com
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