[Webinar]2016 Digital Marketing Resolutions

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Agenda:• Introductions

• 2016 Resolutions

• Traditional

• Translating to Digital Marketing

• 2016 Trends

• Key Takeaways and Questions

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Introductions:Tom HilemanPresident @HilemanTom

Bob RawlinsVP Marketing Strategy @HWood

2016 Resolutions:Traditional

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The Usual Suspects:

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2016 Resolutions:Translating to Digital Marketing

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Converting the Traditional to Digital Marketing

Traditional: Lose weight

Translation:• Stop marketing to people who have NO interest

• Maintain a clean and active database

• Quit SPAMMING• Direct your communications towards specific personas that show interest in your

product and do not be afraid to lose the ones that don’t fit into your target audience or are inactive

• Measure only significant KPIs• Don’t focus on the vanity metrics but those specific to driving your bottom line

• Integrate new technologies into existing systems• Help save time in money but looking for vendors that integrate and automate with your

current system

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Converting the Traditional to Digital Marketing

Traditional: Get fit, eat healthy, and exercise

Translation:• Develop a content strategy, calendar • Create valuable content• Implement marketing automation to your business • Apply consistent lead nurturing

and lead scoring

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Converting the Traditional to Digital Marketing

Traditional: Reduce debt, save money and make investments

Translation:

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• Clearly define budgets and expected results

• Optimize existing programs• Make investments in content

marketing, marketing automation and mobile

• Benefit from your key customers and partners

Converting the Traditional to Digital Marketing

Traditional: Learn something new; better education

Translation:• Commit to on-going education; digital marketing changes every day• Implement new strategies, such as video and live streaming• Automate, test, and measure

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Converting the Traditional to Digital Marketing

Traditional: Strengthen relationships

Translation:• Focus on account-based marketing

• Advertise only to key accounts• Personalize your buyer’s journey• Use Progressive Profiling to gain

better information • Track performance of campaigns to

align with sales goals• Invest in paid social

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Converting the Traditional to Digital Marketing

Traditional: Volunteer; help others

Translation:• Provide tools (assessments, calculators, worksheets, etc.) that help

your prospect without cost

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2016 Trends:Digital Marketing

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2016 Digital Marketing Trends

www.smartinsights.com

Hileman Group’s 2016 Digital Marketing Trends

6 Digital Marketing Trends to Continue in 2016:

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• Content Marketing• Marketing Automation• Paid Social

• Video• Live Streaming• Mobile

Download Copy:http://bit.ly/2016-digital-marketing-trends

Key Takeaways

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Key Takeaways:• Make good resolutions; clearly define budgets, expected results,

and make sure to plan and track them through to completion

• Find a starting point; start small and build upon your successes, don’t spread yourself too thin

• Ensure buy-in from leadership; speak their language and present strong campaign metrics

• Quit the shotgun approach; start marketing to the audience that has an interest in your product or services

Stay on top of industry trends:http://bit.ly/hilemangroup-blog

Questions?