david vs goliath: picking right marketing strategies and tools
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Digital Marketing Webinar
David Vs Goliath: Pick The Right Marketing Strategy And
Tools
May 21, 2014 | Cohan Carlos, CEO, Selasdia
www.digitalvidya.com
cohan@selasdia.com
How to pick marketing strategies and tools
… that meet your company’s needs.
What are the right tools for you?Image from Wikipedia
cohan@selasdia.com
Image from Wikipedia
The Story of David and Goliath
Image from Wikipedia
Pick my Strategy …• Keep my distance
and Tools …• Sling
According to my company’s …• Size
• Competition• Products/Services
cohan@selasdia.com
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Three Big Firm Strategies
1. Tackle complaints on social media
2. Promote through social channels
3. Solve problems through social channels
Example: 1) United breaks guitars 2) Trending hashtag #CCDSucks
A or B?
Recommends A
Likes A
Uses A
Example: 1) @airtel_presence
cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
Tools
1. ORM – Online Reputation Management
2. SMM – Social Media Marketing
3. SCRM – Social CRM
cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
Online Reputation Management
Social Media Marketing & Analytics
Capabilities:1. Spot negative mentions of the brand.2. Spot trending tags or mentions related to a brand.
Capabilities:1. Schedule posts2. Measure engagement with posts3. Measure reach of posts4. Estimate best time for posts5. Sentiment, buzz and influence metrics
Social Media
cohan@selasdia.com
Image from WikipediaImage from Wikipedia
Social CRM Tools and Social Customer ServiceCapabilities:1. Spot mentions of the brand.2. Support a customer service workflow.3. Support a sales workflow.4. Spot inquiries5. Spot leads6. Spot complaints
Social Media
Newer tools offer intention analysis.That means spotting complaints, requests, inquiries, etc.
cohan@selasdia.com
Image from WikipediaImage from Wikipedia
1. Online Reputation Management
2. Social Media MarketingAssumption: You have an online reputation to manage
Assumption: That there is an audience/followers
Size = Medium to BIGAssumption:
Company’s Size
3. Social CRMAssumption: That there are many customers
cohan@selasdia.com
Image from WikipediaImage from Wikipedia
There were 5.8 million employer firms in the U.S.A.
89.7% = less than 20 workers
99.7% = fewer than 500 workers
According to U.S. Census Bureau data (2009 data):Source: http://www.sbecouncil.org/about-us/facts-and-data
SMEs
cohan@selasdia.com
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Customer Acquisition Strategies
3. Promote through interactive marketing
2. Promote through advertising (SEM & SMM)
4. Promote through viral marketing
1. Promote through SEO & Content marketing
5. Promote through event marketing
6. Promote through influencer marketing
cohan@selasdia.com
Image from WikipediaImage from Wikipedia
Marketing Automation ToolsCapabilities:1. Spot mentions of the brand.2. Support content marketing3. Support email marketing
Social MediaWebEmail
1. Promote through SEO &Content Marketing
cohan@selasdia.com
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Content Marketing
Marketing over the web, social media, and email bysharing content that helps customers or prospects:
1. Content creation around keywords2. Content dissemination on digital media3. Lead capture using forms, polls and gated downloads
This is a bit of a superset of SEO (SEO is about making yourwebsite rank high on search engines).
cohan@selasdia.com
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Example of Content MarketingLet’s say I am Tally, and I want to promote tools for financialaccounting to Chartered Accountants.
1. Content creation around keywords that potential customersmight search for: accounting, accounting software, accounting tools,tax preparation, taxation, cost accounting, tax compliance
2. Content dissemination on digital media: Web pages with articles including those keywords
http://tallysolutions.com/5- accounting -tips-for-small-firms.htmlTitle: 5 Amazing Accounting Tips for Small FirmsContent: Has your accounting given you spent sleepless nights
cohan@selasdia.com
Share the content on social media
1. Find out when your potential customers are active onsocial channels
2. Schedule the content to go out at those peak hours
Eg:
“5 indispensable #accounting tips for small business!!! http://bit.ly/hjjker”
cohan@selasdia.com
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Example of Content Marketing3. Lead capture using forms, polls and gated downloadshttp://tallysolutions.com/5-accounting-tips-for-small-firms.html
Possible Carrots:1) Newsletters2) Whitepapers
cohan@selasdia.com
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Competitive Landscape
Your content Your competitor’s content
YouYour competitor
cohan@selasdia.com
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Competitive Landscape
Example 1
Startup
Big firm
cohan@selasdia.com
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Example 2
Small software services firmOpen sourceproject
Competitive Landscape
cohan@selasdia.com
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B2C
Advertisement
Search Engine Marketing
Advertisement
B2B
cohan@selasdia.com
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B2C
Advertisement
Product Type
Customer
Customer
Customer
Accountant
cohan@selasdia.com
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B2B
Advertisement
Product Type
Not a customer
Not a customer
Customer
Accountant
cohan@selasdia.com
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B2B SEM ROI
Budget is $10 10 eyeballs
Cost Per Prospect Click = $10Cost Per Click = $1
cohan@selasdia.com
3. Promote through Interactive Marketing/ Relationship Marketing/ Outbound Marketing
Email Marketing Automation ToolsMarketing over email:
1. Content dissemination over email2. Measure engagement (opens, links followed)
cohan@selasdia.com
Social Media Interactive Marketing
Smart Social CRM Tools
Capabilities:1. Spot mentions of the brand2. Support a sales workflow3. Spot inquiries4. Spot leads5. Spot complaints
Social Media
Newer tools offer intention analysis.That means spotting complaints, requests, inquiries, etc.
cohan@selasdia.com
New Tools! B2B Buyer Persona Targeting Tools
B2B Marketing Automation Systems
Capabilities:1. Model B2B Buyer Personas2. Build lists of people who fit those personas (leads)3. Identify ways to connect with them (email or social channels)4. Score and prioritize the leads to interact with
Social Media
Web
cohan@selasdia.com
B2B Buyer Persona Modeling Example
Buyer Persona 1 – Buyer of digital marketing software
1. Job role: CMO2. Keywords: marketing, digital marketing, #smm3. Seniority: VP or Executive4. Location: Any5. Company size and vertical: Any
cohan@selasdia.com
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B2B Interactive ROI
Budget is $10
10 prospects view100 targeted interactions
1 hour’s salary
1 prospect follows
Cost Per Prospect View = $1Cost Per View = $1
cohan@selasdia.com
Image from WikipediaImage from Wikipedia
1. Online Reputation Management
2. Social Media MarketingAssumption: You have an online reputation to manage
Assumption: That there is an audience/followers
Size = Medium to BIGAssumption:
Company’s Size
3. Social CRMAssumption: That there are many customers
cohan@selasdia.com
6. Influencer Marketing
Capabilities:1. Model B2B Buyer Personas2. Build lists of people who fit those personas (leads)3. Identify who or what influences them (media, people, tags)4. Reach out to them through their influencers
www.digitalvidya.com
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