david and goliath marketing strategies and tools
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David versus Goliath : Digital Marketing
How to pick suitable
marketing strategies
& tools that enable them !!!
How to pick marketing strategies and tools
… that meet your company’s needs.
What are the right tools for you?Image from Wikipedia
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The Story of David and Goliath
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Pick my Strategy …• Keep my distance
and Tools …• Sling
According to my company’s …• Size
• Competition• Products/Services
4 Broad Categories of Digital Marketing Tools
1. Online Reputation Management Tools
2. Inbound Marketing Tools
3. Interactive Marketing Tools
4. Influencer Marketing Tools
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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
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Tools
1. ORM – Online Reputation Management
2. SMM – Social Media Marketing
3. SCRM – Social CRM
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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
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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.
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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
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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
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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
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Marketing Automation ToolsCapabilities:1. Spot mentions of the brand.2. Support content marketing3. Support email marketing
Social MediaWebEmail
1. Promote through SEO & Content Marketing
Marketing Automation Tools Market-Share
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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).
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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
Courtesy of Plumb5
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Content Marketing – Creation/Analysis
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”
Courtesy of Plumb5
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Content Marketing – Unified Customer Views
Courtesy of Plumb5
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Content Marketing – Unified Customer Views
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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
2. Content Marketing Tools
They may not work for small firms competing with big firms
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Competitive Landscape
Your content Your competitor’s content
YouYour competitor
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Competitive Landscape
Example 1
Startup
Big firm
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Example 2
Small software services firmOpen sourceproject
Competitive Landscape
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B2C
Advertisement
Search Engine Marketing
Advertisement
B2B
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B2C
Advertisement
Product Type
Customer
Customer
Customer
Accountant
2. Content Marketing Tools or SEO or SEM
They may not work great for firms in the B2B space
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B2B
Advertisement
Product Type
Not a customer
Not a customer
Customer
Accountant
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B2B SEM ROI
Budget is $10 10 eyeballs
Cost Per Prospect Click = $10Cost Per Click = $1
3. Interactive Marketing Tools
They can work for small firms competing with big firms and
for B2B firms
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)
Interactive Marketing
Social CRM Tools With Intention Analysis
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.
New Tools! Buyer Persona Modeling
Interactive 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
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
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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
3. Interactive Marketing Tools
Now that you’ve generated awareness and have an
audience, you’ve solved the following problem!!!
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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
3. Interactive Marketing Tools
However, interactive marketing won’t work for
small-ticket consumer goods
6. Influencer Marketing
Capabilities:1. Model B2B (or B2C) 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
4. Influencer Marketing Tools
Influencer marketing can work for small-ticket B2C and
for B2B firms
Speakers and Panelists
Cohan Sujay Carlos, CEO, Selasdia
Pavan Kumar, Head Product Marketing, Plumb5
Chirantan Ghosh, Head of Communications, TCS