presented by cliff tillery oct. 30 th, 2013. first and foremost…a schmoe b.a. in...
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First and foremost…a schmoe B.A. In Journalism/Advertising Worked at the in-house ad agency down at
America’s Mart M.S. in Counseling Education MBA in Management/Marketing
Who Is This Guy?
New Year's Resolutions
● It's what we all say we're going to do to improve in the new year....but often drift away from the initial goal.
● Yep, that about describes strategic planning for most business owners.
Some Things To Keep In Mind
Traditional vs Modern Marketing
Traditional marketing involves interupting your customer- radio, TV, telemarketing, etc
Average person sees anywhere from 3000-20,000 ads/day, but more like 247
We have to tune things out to get things done
We've developed technology to help us-Tivo, etc
Attention Economy
- A wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.
-Just stick to the first line
AIDATraditional media advertisers followed a model
that suggested consumers went through a linear process called AIDA -
Attention Interest Desire Action
Attention is therefore a major and the first stage in the process of converting non-consumers. Since the cost to transmit advertising to consumers is now sufficiently low that more ads can be transmitted to a consumer than the consumer can process, the consumer's attention becomes the scarce resource to be allocated.
Deep Thoughts by Professor Handy
Consumers, increasingly expecting beautiful, integrated experiences, are becoming more discerning and selective consumers of information, and that discernment means that advertising is becoming less valuable, and less effective, over time. At the same time, they are using more devices, generating more data, and making it possible for marketers to deliver ads that provide real value to users, if only those users trust us to do so.
But it’s clear that no one organization can make this happen - we all need to work together to grab hold of that future, a world of Invitational Marketing where the consumers _want_ to be engaged by brands and help to shape it, to create the next generation of online marketing—one that is authentically digital. It will be better for consumers, and it will be better for us.
Modern marketing = InvitationalInvitational isn't what it sounds like.
It's more about direct engagement with your customers vs distraction, attention grabbing or annoying.
defined by three elements:
Seamless experience – the marketing campaign is integrated with the experience itself, operating through direct engagement rather than distraction
Imminent value – the marketing campaign provides value for the customer or prospects
Self-determination – the marketing experience is transparent so that customers clearly see the value of what you do.
Strategic Planning● Not like Algebra homework● Well, maybe, but way more useful● It's mapping out where you want your business
to go● It's as complicated as you make it● It defines the way you do business for everyone
in the organization● It's the most viable alternative to crisis
management
Listen To The Data
● Jim Collins- From Good To Great
● Look at and listen to the data
● Stand back as you do
The Big Questions
● What is your business all about?● Who do you serve?● What problems does your business solve?
– How?– For whom?– How fast?– How cheaply?
● What sets you apart from the other schmoes?
Goals
● Strategic- more of a 10,000 foot view● Tactical-how are you going to get there● Vision goals and “how to make the vision goals
come true”● Think like the military (well, maybe…)
– Strategic goal: Liberate Iraq from a dictator– Tactical goal: Begin with shock and awe bombing
campaign, put boots on the ground, confuse the hearts and minds of the locals, and (according to Fox News, leave things worse than you found them)
SMART Goals
● Specific● Measurable● Attainable● Realistic● Timely (some say tangible)● This takes some practice● Set the goals then MEASURE!!!
There in lies the problem. This is all still so new Lots of data, but what’s it all mean? That depends…on what’s most important to
your goals Brand awareness=reach Actually making money=conversion You gotta walk before you can run Everything is a numbers game (i.e. the more
you deliver the RIGHT message to the RIGHT prospects, the higher probability of making dollar signs
Measure What?
Digital Marketing ● The Parts:
– Solid Website Design- aesthetics, user friendly, visible, converts well
– Social media marketing- are you where your target market is?
– SEO- Can your site be seen?– Email marketing- do you woo those that already
love you?– Blogging- data shows that browers that read a
company blog convert more than 50%
Website Marketing Goals
With your website, you must first answer this:● Why do you have a website?● What do you want the user to do?
– Begin with the end in mind (customer psych 101)– Call to action (CTA)
● Does your site speak to your customer?● Have you made that easy for them?
Google Analytics● Traffic data● Shows new vs returning users● Shows user metrics: how long someone stays
on the site, how quickly they bounce off, how many pages they read on average- huge factors for SEO
● Shows behavioral flow- where user go on the site and where they leave
● Shows what social media they come from to get to your site
Social Media Goals
● Increase brand awareness● Dialogue with target market-serve, save, sizzle● Increase customer activity- need to define:
– Likes– Reach– Clicks– Conversions
Social Media Data
● Depends upon the social media channel– Facebook- insights– Pinterest analytics– Google+- Platform insights– Twitter-twiteronomy– Linkedin- analytics & page insights
Search Engine Optimization
● Most people think it's all about getting to the first listing in Google.
● It's really all about conversions.● The problem with SEO is that it takes so long.● Results vary depending upon industry and
search results competition.● There are trust issues
What Does SEO Do For Me?
● Would 38% of 1000 searches a day help your business?
● How's about 24%?● 9%?● You get the point. ● Organic search results have the most credibility
and highest click through rate● SEO gives your business more
visibility/credibility
Measuring SEO
● Unfortunately, it takes time● Manual search- control, shift, n brings up
incognito search● If you search for your business while logged in
to Gmail, it can skew your results● Tracking phone number- gives you data● What’s one customer worth?
Having a brief “Contact Us For..” form on the home page of your website can increase conversion up to 30%
Now that you’re collecting emails, what do you do with them? Well, use ‘em!
It’s easier to market to people that already know and like you than it is to convert newbies
Constant contact, Mailchimp Great data- open rates, click rates
Email Marketing
Use Mailchimp, Constant Contact, etc. to get data on how effective your email marketing is
Make sure you are consistent across all platforms
Define a goal for the campaign- get traffic to site, get traffic somewhere else, etc.
Call to action/Tracking phone numbers Open rates are great- it does reflect
engagement Define the story of the clicks
Email Analytics
We’ve developed a free tool that you can use to help you measure the effectiveness of your digital marketing.
Go to:digital.makeitloud.net
Take the free assessment. We’re beta testing this, so help us work out
the kinks!
Digital Marketing Diagnosis
Please Help Us● If you enjoyed any part of this, please do one
or more of the following:– Like us on Facebook & share our stuff– Follow us on Pinterest and repin our stuff– Follow us on Linkedin & like our stuff– Connect with us on Google+ and share our stuff– Follow us on Twitter & share our stuff
● So, basically, please share our stuff!
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