Become A Digital Marketing Wizard/Guru/Ninja…

Whatever the kids are calling it these days

Nauman Jaffar, CEO MarkiTech

Thanks for joining – we will be starting momentarily

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Today’s objective

Share one key trend to watch out for, simplify what is digital marketing, why should you care about it, key to creating

awesome online content, nuggets on creating a digital marketing plan for approval with your boss and help with ROI question and

then some case studies

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Why go digital or online as of today?

“Mobilegeddon” has arrived

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When Mike Shapiro read that Google was changing its algorithm, he knew it was time to act.

Shapiro, a former corporate lawyer, is CEO and publisher of TAPInto.net, a group of neighborhood news sites in New Jersey that he founded in 2008.

The five-employee chain, based in New Providence, N.J., has grown into a 37-unit franchise.

“When we launched in 2008, less than 10% of our readers came from mobile,” says Shapiro. “At the end of December 2014 that number was 49%. We saw the writing on the wall.” To get ahead of Google’s change, TAPInto.net launched a mobile site in March. “The day it launched our mobile traffic accounted for 51% of our traffic,” says Shapiro. “Two months later, it’s 61%.”

Despite that 90% of small business do not have mobile friendly website according to Local Search Association of North America

What are they using to go online?

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60% of North American adults use mobile or tablets to do their research instead of desktop – Local Search Association

Hence the # 1 trend to watch for in digital is

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Mobile, Mobile, Mobile: Customers are spending increasing amounts of time on mobile devices.

From social recommendations to research and purchase, huge numbers of consumers rely on their smartphones and tablets to shop.

Mobile 70% of all mobile searches result in action within 1 hour. (Source: Mobile Marketer)

OK…But what is and why is digital marketing important?• SEO

– Top lead generation sources with 25% of marketers reporting it produces above average conversion rates.

• Social Media

– Conversions are 41% better than industry averages

• Blogging and Content Marketing

– Daily (vs. monthly) have on average 55% more visitors and 126% more leads

• Email Marketing

– Average increase in lead conversions for 27% of marketers when combined within digital marketing

• Landing Pages

– 88% of marketers that use landing pages collect data for the purpose of increasing relevance

• Lead Management/Nurturing

– 23% shorter sales cycle

Source: Hubspot Inbound, MarketingSherpa, Market2Lead

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Is digital marketing mature technology today?

What is Content Marketing?

Better yet, why should I care and why do people say?

CONTENT IS KING

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What is content marketing?

• Create, share, promote

• Valuable

• Relevant

• Consistency

• Attract & retain

• Provide THOUGHT LEADERSHIP & EXPERT OPINION

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But why should I care?

• Makes you the expert

• Increases your web traffic

• Mould the prospect’s vision

• Drives leads

• Create a BRAND for your product or company

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BrandingInvest in Authenticity and Thought Leadership

Companies need to invest in marketing that enables them to establish credibility with

their audience

Ok I get it…

But my boss doesn’t so how do I convince my him / her

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Clearly state your challenges

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Traffic v. Conversions was flat in 2014

Organic Paid Conversions

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Clearly state your challenges

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Reliance on Paid is driving up our CPL

Organic Paid Conversions

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Inbound CPL is $70

Paid CPL is $150

CPL = Cost per lead

Clearly state your challenges

Lead

Stage 2

Stage 3

Opp

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Our lead to opportunityrate is 6.5%, 3% below theindustry average.

We don’t have the propercontent to guide them throughthe sales funnel.

Solve the problem with real metrics

Leads

Stage 2

Stage 3

Opp

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We can increase our leadto opportunity conversionto 9.5%.

This will result in 10 newcustomers resulting in$190,000 new business.

Now show them your plan

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Create buyer personas

Now show them your plan

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Create editorial calendar and plan –Outsourced for quick results

Now show them your plan

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We’re going to optimize our blogs with CTA’s

Make it personal…and drive Smart KPIs

LinkedIn, 78, 47%

Twitter, 50, 31%

Facebook, 12, 7%

Google+, 25, 15%

Competitor X's Social Shares Per Post

LinkedIn

Twitter

Facebook

Google+

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Awesome my boss said “yes”

… Now what did I get myself into

Build a buyer persona

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• Interview 3-5 prospects, clients and strangers

• Their role• Their goals• Their challenges• Where do they learn about new

info?• Personal background• How do they prefer to interact with

vendors?• What is their buying process?

Using Google Keyword Planner for content ideas

• Shows you what your clients are searching for

• Provides alternative phrases

• Shows monthly search volumes

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Build an editorial calendar

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I have all these great ideas…

Now what?

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Shortlist type of content that will work for your personas

• Blogs

• Infographics

• Videos

• eBooks

• Checklists

• Whitepapers

• Interviews

• How to guides

• Slide shows

• Memes

• Book reviews

• Product reviews

• Surveys/studies

• Case studies

• Podcast

• Webinars

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Promoting your content

• Leverage your existing audience

• Optimize your pages for sharing

• Use visual content

• Appeal to the experts (klout.com)

• Quote swiping

• Guest blogging/content

• Paid distribution

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Tips, tricks and things to remember

• Don’t focus on the title upfront

• Whiteboard your ideas

• Break big content pieces into small chunks

• Know your limitations, outsource when needed to experts

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Seems straight forward…

But what does it look like in real life?

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How to promote your content

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How to promote your content

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How to re-purpose content

PremiumContent (eBook)

Blog articles

Infographic

How to guide

Lists

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How do we create our content?

• Internal & external

• Promoted/tracked through HubSpot

• Different levels of outsourcing

• Repurpose sales presentations, RFP’s, case studies, etc.

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Is digital marketing important even for B2B?

Case Study # 1 Document management company (MES) in Canada

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MES was able to generate $450K in new business

Prior to using Digital Marketing and HubSpot, the company focused heavily on direct selling approach, It created over 30+ pieces of content and over 370 unique downloads were done in just 10 months – The company spend close to $7K per month

Over $450,000 in new business since November 2014

MES Canada

MES Hybrid Document Systems is an Information Management organization based in Markham, Ontario, Canada. The term Information Management can refer to a collection of different types of information and how to manage it in an electronic computer based system or in this case is used as a term to describe the management of any type of documentation, from hard copies on paper to digital files. The general process involves reducing and classifying the, often overwhelming, amount of documentation an organization needs to retain by either Image scanning[1] or using microfilm. This can assist greatly in allowing an organization to reclaim office space or adhere to the legal retention period of a document

Skyhook Wireless uses HubSpot and Attribution Reporting toolX

Prior to using Digital Marketing and HubSpot, the company focused heavily on business development and custom engineering work for major mobile manufacturers such as Apple, Sony and Samsung. When it expanded its product offering to the mobile app and tech markets in 2013, Skyhook used HubSpot to generate inbound leads, drive demand generation, and deliver full funnel analytics.

SKYHOOK

About SkyhookSkyhook Wireless is the worldwide leader in location and context. Skyhook created and operates a global first party location network that provides the fastest, most accurate and battery-friendly location results to the mobile world. Today, Skyhook regularly powers tens of billions of location and context requests around the world for devices, apps, and ad tech companies.

Technology. Analytics. COS. Smart Content. Mid-Market . MA. Reporting. Geolocation. Attribution Report2X 2.3X 2.5X

Increase in Leads Lift in Sales inquiries Growth of Content Downloads

Website: www.MarkiTech.ca Email: info@markitech.ca Phone: +1 844-462-7548 or 1 844 MARKIT

Case Study # 2 SkyHook

BrightGauge Software Increases Customers 87% and Revenue 152% Using HubSpot!

In the beginning, BrightGauge was using a variety of tools to promote and attract leads. They lacked a formal process for following up on the few leads that they would generate and were unclear as to why some were closing and others were not. Co-Founder and CEO, Eric Dosal found a solution using HubSpot to generate more qualified leads and built an inbound sales process that’s helped BrightGauge acquire and retain more customers.

BrightGauge

About BrightGauge

BrightGauge Software is a SaaS business intelligence platform that enables managed IT services providers (MSPs) to generate customizable performance reports and dashboards based on their unique data sources. Founded in 2010 with a focus on the IT Services industry, BrightGauge has become a leader in simplifying data visualization and analysis for the fast growing worldwide customer base.

Lead Management Anayltics. Lead Generation Consulting. Revenue Software. Inbound Sales. Email Lists87% 55% 152%

Increase in customers YoY Decrease in monthly customer attrition

Increase in Revenue YoY

Case Study # 3 BrightGauge Software

Questions?

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