EDER HOLGUIN

DIGITAL

CREATE – ENGAGE - AMPLIFY

WHAT ARE YOU BIGGEST MARKETING CHALLENGES?

WHAT IS YOUR DIGITAL FOOTPRINT?

ARE YOU VISIBLE ONLINE?

CAN YOUR CUSTOMERS FIND YOU? IF SO, WHAT WOULD THEY SEE OR READ ABOUT YOU, YOUR COMPANY OR YOUR PRODUCT?

GENERAL DIGITAL OVERVIEW

▪ Branding and Positioning ▪ Online Visibility▪ Search results▪ Awareness (impressions on different channels)▪ Site traffic (Sources, channels, Direct vs. referral, paid)▪ Social Footprint (Number of fans/followers)▪ Engagement (Number of mentions)▪ Frequency (Number of posts)▪ Content Strategy (Unique/Curated/Repurposed)

HOW TO DEVELOP A MARKETING PLAN

DEVELOPING A MARKETING PLAN

▪Vision / Mission / Strategy

▪SWOT Analysis

▪Competitor Analysis

▪Customer Analysis

▪Tactics

▪Implementation / Action Plans

▪Monitor and Evaluate

BRANDING STRATEGY

Establish goals:

▪ Unique Value Proposition▪ Positioning ▪ Identity▪ Image, Tagline▪ Voice

Branding Strategy - Concept development and storytelling

Brand storytelling is:

● The reason why your company came to be

● What motivates your team to wake up and come to work everyday

● How your product came to be

● What types of customers find value in working with your brand and why

● A transparent view into the people behind the company

● A relationship-building tool

● More subtle than you realize

● A concept that underscores your entire web presence

● Something that your entire team, at organizational levels, embraces

● A look into who you are as a company

● Direct

VISION – MISSION - STRATEGY

1. What is your vision for 3 years hence? I want to be the leading....

2. What is your mission?

To achieve a turnover of X with X% profitability by 2017.

3. How are you going to get there? New marketing campaigns, partner with complementary

organisations, local radio and pr activity, educational events / seminars, blog, social media etc.

CURRENT PERFORMANCE AND SITUATION

1. How well are you performing

Financial analysis, competitor analysis, what’s contributing to success or failure. 2. What needs to change?

What are your main obstacles?

STRENGHTS (INTERNAL)

• Great reputation and good image among clients

• High percentage of market share• Reputation for quality• Excellent Service levels• Effectiveness of communications

WEAKNESS (INTERNAL)

• Change of leadership• Not enough skilled workforce• Motivation of employees• Niche offering• Cash flow

OPPORTUNITIES (EXTERNAL)

• Globally connected• Geographical coverage• Niche offering• Technological development

THREATS (EXTERNAL)

• Global competition• Currency

MARKET ANALYSIS

What is the state of your market?

Vision: To be ...

• The xyz sector in the US is valued at $X.

• This sector is growing at a rate of X % per annum

• There are xx .... in New York

• Breakdown of services they typically offer.

COMPETITOR ANALYSIS

What does the competition look like?

• Who are your main competitors• Who are the customers of your competitors?• What do their customers think of them?• What do they charge?• How do they position themselves in the market?• What’s their USP?

Practical activities:

• Website research• Social media research• Set up channels to listen to competitors on a regular basis

Build ‘Personas’ – Customer Story Boards

Are there patterns with your customers?

Personas – or Customer Story Boards help you to createa targeted approach and relevant and purposeful content.

John. Male Executive Age 37 Married.Loves the outdoors. Foodie. Good wine. Reads WSJ and Inc. Magazine Well connected.

CUSTOMER ANALYSIS

CUSTOMER INSIGHTS

What problems can you solve for your customers?

• What problems / pain do they have?

• What solution can you offer them?

• How can you compel them to want to choose you over your

competitors?

• How can you make their life easier?

• How can you make that solution unique?

• What’s your USP?

Build your marketing proposition – around customer needs.The better you understand your market the more targeted your marketing can be.

Now you’ve done your analysis – what are you going to achieve?

Specific

Measurable

Attainable

Relevant

Time sensitive

MARKETING OBJECTIVES

SMART GOALS

• Increase the number of leads to 25 per week within 6 months.

• Convert 20% of leads to new customers

• Increase the average spend from X to X or by X %

• Increase the number of transactions per customer from 2 per month to

3 per month within 12 months.

CONTENT MARKETING

CONTENT MARKETING STRATEGY

▪ Identify type of content to share with target audience (do research on different channels to identify trending content by keyword or category)

▪ Monitor and optimize frequency and type of content▪ Strategy and schedule▪ Influencer content▪ Curated content vs. Original ▪ Editorial schedule

REPURPOSED AND INFLUENCER CONTENT

Step #1: Find Proven Linkable Assets

(Topsy, Buzzsumo, FB trending, Twitter trending, Google trends, etc…)

Step #2: Make Something Even Better

Improve by adding updates, analysis, commentary or link to similar content

Step #3: Reach Out to The Right PeopleFind influencers or people who can help you increase visibility for your content

CONTENT MARKETING IDEAS

Thought leadership: Take a stand on a controversial issue, Industry analysis, trends or predictions, side by side comparison about companies in your industry.

Solving customer problems: How to, case studies, Mythbusting, X ways to solve Z.

Social proof: Inspirational success story.

Culture and values: What we are NOT, Feature the team, Corporate/personal hero, Our stand on X as a company

Competitors: Analyze a competitor's product or campaign, Comparison chart.

UGC: Involved your followers by leveraging engaging content, community building, top 20 list, ideas/contribution, action oriented.

Trending topics/news: Create content around trending news/topics relevant to your product or service.

CONTENT DISTRIBUTION STRATEGY

• Find the right digital channels• Content production and voice (repurposed content)• Strategy• Content syndication and curation• Authority marketing and trending news hijacking

PR STRATEGIES AND DISTRIBUTION

Build the concept and original content (Culture, nostalgia, sports, maps, regional interests, surveys, animated GIFs, trends through time)

Use pictures or custom graphics (Razors example) Top 10 vs. Shaves in history

Write a post about it with images (do not share on social media)

Distribute through your press contacts with a simple, relevant note

Ask to have a link back to your site, product and or bio

Avg cost for sponsor post on Huffington post $25,000. get 2 or 3 mentiones and that is worth $75,000 of PR.

SOCIAL MEDIA

Primary Objectives:

Grow your audience and footprint

Increase interactions with prospects, customers and fans

Increase conversions (leads, sales, reviews)

Promote upcoming events

Improve customer engagement and customer service

FACEBOOK

Primary Objectives:

Brand awareness and engagement

Lead generation or customer acquisition

Share a mix of relevant links, blog posts, and engaging content

Promote upcoming events

Engage with influencers

KEY METRICS

X number of posts per day

Page follows

Likes

Engagement and comments

Referring traffic Shares

Lead generation/new customers

LINKEDIN

Primary Objectives

Brand awareness and engagement

Lead generation or customer acquisition

Share a mix of relevant links, blog posts, and engaging content

Promote upcoming events

Engage with influencers

KEY METRICS

X number of posts per day

Page follows

Comments, likes, and shares

Group participation

Referring traffic

Lead generation/new customers

TWITTER

Primary Objectives

Brand awareness and engagement Lead generation or customer acquisition Share a mix of relevant links, blog posts, and engaging content Segment influencers and create lists Communicate issues from social media to support team and ensure follow-up Listen and respond to relevant conversations Build reputation

KEY METRICS

X number of posts Followers Mentions Retweets Number of lists Hashtag usage Influence of Twitter followers Lead generation or customer acquisition Referring traffic Favorited tweets

GOOGLE +

Primary Objectives

Brand awareness and engagement

Search authority and visibility

Lead generation or customer acquisition

Share a mix of relevant links, blog posts, and engaging content

KEY METRICS

X number of posts

Google+ circle adds/follows

Google+ mentions

Google +1

Referring traffic

PHOTO SHARING PLATFORMS

Primary Objectives:

Brand awareness

Engagement with visual assets

Showcase products

Showcase company culture

Showcase marketing events

Link back to website, blog, and other content assets

KEY METRICS

Referral traffic

Shares and comments

View of photos

Page rankings on key terms from photo sharing sites

Product purchasing and lead generation

ONLINE VIDEO PLATFORMS

Primary Objectives

• Brand awareness and engagement

• Viral sharing

• Showcase company culture

• Post product videos and demos

• Create a video series to share

KEY METRICS

Views

Shares

Referral traffic

Pages ranking on key terms from YouTube

INFLUENCER PROGRAM

Identify Influencers that will serve as ambassadors (research phase)

▪ Establish a dialogue▪ Create content that will speak to their audience▪ Find a value proposition that works for influencers▪ Share goals and objectives

MEASURE AND OPTIMIZE

Compare original goals and measure:

▪ Influence ▪ Reach▪ Traffic ▪ Engagement▪ Social media footprint