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Meet the Panel
Ramon RaySmall Business Technology Evangelist,
Smallbiztechnology.com
Raghav MathurVP, Strategy & Business Development,G/O Digital
Moderator
Raymond HennesseyEditorial Director,Entrepreneur.com
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We’ll Explore:
Digital’s pervasive influence over consumer behaviors
What types of digital marketing drive online and offline actions for small businesses
How to make the best use of content and education to justify marketing spend and guide planning
The ins and outs of building a fluid marketing strategy
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It’s a Digital World—We’re Just Living In It
54%Replaced phone bookswith Internet & local
search
93%Online searches
begin with search engines
2.6BLocal internet
searches performed monthly
84%Use digital tools
before and during trips to stores
Source: ComScore, CMO.com, Small Business Community, CMO.com, 2014
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24% of small businesses plan to spend more on marketing and advertising services over the next 12 months
Investment In Digital Becomes Top Priority
Source: Cargo, September 2014
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There’s No Magic Potion for SuccessIt doesn’t result from deploying a tactic here or there; it requires continual nurturing and optimization.
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First Understand the Digital Buyer’s Journey
Source: G/O Digital “Digital Buyer’s Journey” Infographic, April 2014
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Be Deliberate to Trigger Online andOffline Actions
Improve SEO33% of clicks from organic search results go to the top of Google listings
Draw Facebook users offline54% say discounts on Facebook could motivate them to call and/or book an appointment
Make websitesmobile-friendly57% won’t recommend a business with a poorly designed mobile site
Increase leads with targeted email56% have made a purchase offline as a result of email marketing messages
Establish credibility and boost trust72% say they trust online reviews and positive customer experiences are 3 times more likely to result in a recommendation
Target offers by location9 out of 10 mobile searches lead to action
Source: G/O Digital “Digital Buyer’s Journey” Infographic, April 2014
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Challenges Breed Unique Advantages• Only 4% of SMB staff works in marketing-
related roles, where they influence buying decisions
• 82% of SMBs earn up to $2.5 million in annual revenue, however, 78% of SMBs, digital marketing accounts for only 5% of annual revenue
Time is Money and SMBs Act Fast• 64% of SMBs take less than one month to
make spending decisions of over $1000 from the time a need is identified
.
Source: G/O Digital & Entrepreneur’s “Crossing the Digital Divide” Report, May 2015
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How to Evaluate & Hire the Right Marketing Provider
TIP #1: Make sure marketing providers understand yourbusiness category, your industry and your needs.
WHY? 27% of SMBs believe it’s more important for a potential vendor to understand their organizational needs/goals than it is to deliver on
commitments (18%) and meet designated timeframes (5%).
Source: G/O Digital & Entrepreneur’s “Crossing the Digital Divide” Report, May 2015
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How to Evaluate & Hire the Right Marketing Provider
TIP #2: Look for vendors who produce research studies to illustrate how your consumers’ digital interactions correlate to
purchase intent – both online and offline.
WHY? 33% of SMBs are most likely to share research studies with colleagues.
Source: G/O Digital & Entrepreneur’s “Crossing the Digital Divide” Report, May 2015
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How to Evaluate & Hire the Right Marketing Provider
TIP #3: Ask for concrete proof of value in the form of customer testimonials and case studies.
WHY? The top 3 types of information SMBs find most useful when researching digital marketing solutions are: pricing information, peer
recommendations and customer testimonials/references.
Source: G/O Digital & Entrepreneur’s “Crossing the Digital Divide” Report, May 2015
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Six Steps for Building a Living & Breathing Marketing Strategy
Define your audience
Make specific media choices
Research vendors/solutions
Know how/ where content will be released
Build production calendars based
on tactical rollout
Ensure that the plan remains fluid by adjusting campaigns based on analytics
TARGETING
STRUCTURE
OUTLINING COSTS
MAPPING DISTRIBUTION
CHANNELS
IMPLEMENTATION
REVISITING THE PLAN
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Conception/IdeationCreate a campaign based on defined challenges/goals.
DevelopmentBuild the components (e.g., SEO/PPC, mobile optimization, targeted email marketing, social ads, etc.)
ImplementationExecute the plan.
Post-mortemGauge what worked and what didn’t work, then test and learn for future success.
The Anatomy of a CampaignIndividual components should complement each other. Reinforce brand messaging throughout each stage of a campaign.
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Gauging Return on Marketing Dollars
• Identify and track quantifiable metrics (conversions, sales, revenue growth).
• Test and optimize repeatedly so every single marketing dollar and tactic is deployed wisely.
• Analyze trends from each campaign and translate into actionable lessons for future success.
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More Content To Help You
RESEARCH STUDY
INFOGRAPHICWEBINAR SLIDESHARE
Use these additional pieces of content to guide you in allocating your digital marketing spend and annual plans.
Building a Living and Breathing Marketing Strategy