make your marketing plan for 2016- no shoulda, coulda, woulda!

Impression-Marketing.com

December 2015

Marketing in 2016

No Shoulda, Coulda, Woulda!

Howard Deskin

How has the internet changed advertising?

The consumer is in charge!

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Consumers are in charge. They choose which brands to engage with.

How has the internet changed advertising?

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Now we engage them. That’s an important distinction. ENGAGEMENT. There are too many ways the consumer can choose to ignore you.


The Purchase Process

That's how far the average buyer is through the purchase decision process before engaging a sales rep

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Consumers are self educating these days. By the time they contact you, they are often as much as 70% through the decision making process before they reach out for a sales rep. SEVENTY PERCENT. 40% of holiday purchases were online last year! 78% researched their gifts online.


2016 Success

#1 What’s your business strategy?

1. Grow existing markets 2. Enter new markets 3. Exit certain markets 4. Offer new products or services (or stop some) 5. Increase revenue from current customers 6. Pricing changes 7. Reduce expenses 8. Competitor analysis

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2016 Success

#2 Identify your Target Market Who do you want to do more business with? 1. Identify your best customers

a) How do you get more of them 2. What’s their persona 3. Where do they get their information 4. What information are they interested in 5. What are their offline and online behaviors 6. Any untapped industries or businesses

How do you Zig while your competitors Zag?

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2016 Success

#3 Inventory your current marketing

1. What’s working 2. What’s not working 3. What haven’t you tried 4. What haven’t you even heard of 5. Do you know the entire amount you spent 6. And where you spent it

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2016 Success

#4 Establish a Marketing Budget 1. Fixed percent of revenue

a) Large companies 4%-10% b) Small companies 3-5%

2. Monthly amount that makes sense/comfortable with a) $1,500-$2,500 min. for content marketing

3. Customer growth oriented a) Cost to acquire new customer X no. of customers

4. Industry averages 5. Start with last year’s and adjust up/down

Include in-house, outsourced, third party (Google, print), media, events, etc.

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Consumers are self educating these days. By the time they contact you, they are often as much as 70% through the decision making process before they reach out for a sales rep. SEVENTY PERCENT.


2016 Success

#4A Establish a Marketing Budget Allocation

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2016 Success

#5 Fill the gaps - marketing focus areas

1. Brand – need an upgrade? 2. Website - (mobile responsive please!) 3. Content Marketing - (big time now) 4. Google advertising – (still effective) 5. Social advertising – (good value) 6. Public relations – (important) 7. Targeted print & other media (depends) 8. Building a referral network (of course) 9. Customer retention

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What is Content Marketing?

• Articles/Blog posts • Social media posts • Whitepapers • Infographics • Email/newsletters • Videos • Webinars/Events • E-books • Press Releases • Mobile Apps • Website pages

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Also referred to as inbound marketing. Content is the blog posts, videos and any information you put out there to educate your consumer. Content marketing is providing information your target market wants or is currently looking for.


How Do People Search?

1. Cost

2. Problems/Symptoms

3. Versus/Compare

4. Reviews

5. Best

*From the Sales Lion

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So how do people search? No one wants to address cost. They want to be “in front of the customer first”. Well that’s not the way the consumer wants it. If you don’t address cost on your website, you won’t be on the radar at all.


What is Google’s goal?

Be Original!

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Consumers are self educating these days. If they are asking you, you can be sure they are typing it into a google search bar.


Content Marketing Success

Content Marketing Institute - 2016 B2B Content Marketing Report

B2B & B2C

Budget B2B-28% B2C-32%

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We focus efforts on digital content marketing which means we are focused on providing information your target market wants or is currently looking for. Youtility


Best B2B Tactics?

Quick & inexpensive

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Best B2B Tactics?

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Best B2C Tactics?

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Where to promote B2C?

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Best B2C Tactics

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2016 Success

#6 Plan & prioritize action items

1. Content Marketing a) Create a Content Plan - companies with a

plan are much more successful 2. Establish a marketing calendar

a) New website 1st qtr. b) Start e-newsletter 2nd qtr.

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Consumers are self educating these days.


2016 Success

#7 DIY or Get Help!

1. Marketing is more labor intensive now 2. Google is constantly changing 3. A hybrid in-house/outsourced approach may work best


Content Marketing

#8 Do the Math!

1. Track your leads via a CRM 2. What’s your closing ratio 3. Establish KPI’s

a) Business b) Marketing c) Employees d) Customers

4. Is marketing automation in your future?

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Is it working? Success Metrics

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Expertise in social media as well as social media advertising and utilizing social media to promote content, engage customers and achieve target market penetration.


Content Marketing

#9 Customer Retention

1. Implement strategies to retain customers 2. Onboarding 3. Periodic touches 4. Special treatment 5. Cool offers

Don’t forget about them!

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Content Marketing

Appendix - Examples

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B2B First Week Results

B2B Short Term Results

• They’ve closed $35,000, which has a phase II component that will result in additional revenue

• Two leads have come in related to Church facilities

• One lead came in from a military base in DC

• In addition, they’ve had an application for a field installer job

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Since a late February launch, they’ve seen new activity as a result of the new website and it’s more educational focused content


Website Sales Funnel

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A customer searched for video cameras


Website Design & Development

B2B Example

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A potential customer searched for “companies that install tridium control systems in richmond va

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The customer landed on this page. MACC is a system integrator. For example they update commercial HVAC systems to meet current needs


Content Marketing Success

Content Marketing Institute - 2016 B2B Content Marketing Report

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