nussbaum centerpres final_8.22.11

PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011 ©Patton Brand Strategy, LLC 2011

DIGITAL MARKETING BASICS From Confusion to Clarity

PATTON BRAND STRATEGY, LLC

PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011

http://www.youtube.com/watch?v=ypmfs3z8esI

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http://www.youtube.com/watch?v=ypmfs3z8esI


Welcome!

Today:

• How to use digital marketing to grow your business

• Understanding the drivers of digital marketing

• Creating and implementing strategic digital plans

• Developing a content strategy that drives engagement

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Patton Brand Strategy

• Brand strategy > more customers > better ROI and profitability

• Be smarter

• Investing in websites, social media, advertising and promotions without a strategic plan is a fast trip to wasted spending and underperforming ROI.

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We’re in the Midst of a Digital Revolution

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Confused? You’re Not Alone.

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“Experts” Add to the Confusion

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Digital Marketing is a Bigger Tool Kit to Create and Keep Customers • The revolution has changed how people socialize, work and

shop

• The toolkit helps us adopt to those changes and provides new opportunities to grow

But how does it apply to your business?

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Start at the Beginning: Your Business

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Business Foundation

• Customer understanding • Research, analysis, segmentation, insights

• A business plan

• Brand architecture • 3 W’s: Who, What, Why

• Marketing plan

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FOUR DRIVERS OF DIGITAL MARKETING

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1. Customers Choose When, Where, and How to Listen to You.

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2. Content Rules

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3. Analytics are Critical

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4. It’s a Flat World, Adapt Accordingly

• “…in each new information revolution, decision rights have been pushed lower in the organization.”

A Long-Wave Theory on Today’s Digital Revolution

Historian Elin Whitney-Smith (Booz & Co. http://www.strategy-business.com/article/00074?pg=all)

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http://www.strategy-business.com/article/00074?pg=all




THE MARKETING FUNNEL Acquiring Customers: Yesterday and Today

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The Traditional Marketing Funnel was a Push Strategy

“Hey, look what we have for you! You’re gonna love us!”

Awareness Interest Action Loyalty

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The New Marketing Funnel is a Pull Strategy

“Be there when, where and how I’m ready. Until then, don’t bother me”

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The New Pull Marketing Funnel

Awareness Interest Engagement Follow Up Service Action

“Be there when, where and how I’m ready. Otherwise, don’t bother me”

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Push Marketing Tool Kit

Advertising Print, TV, Radio

Direct Mail PR

Events, Promotions Loyalty Programs

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Website

Internet: SEO, SEM

Pull Marketing Tool Kit

Email Mobile

PR

Events, Promotions

Advertising

Social Media

Loyalty Programs

Direct Mail

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Pull Marketing Tool Kit

Internet: SEO, SEM Email Mobile

PR Events, Promotions

Advertising

Social Media

Loyalty Programs

Direct Mail

Website

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WORKING THE NEW MARKETING PULL FUNNEL TO DRIVE BUSINESS

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Listen

“How do I cut a Mango like they do on Food Network?”

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Build Awareness


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Reward Engagement

“I wonder what else I can do with a mango?”


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Engagement


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Engagement, Action


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Service – Make It Easy


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Follow Up


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Relevant, Valued, Consistent, Appropriate

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Listen

“We’re going to expand business and build three new retail stores in the NYC area over the next two years. I need to find the right construction company.”

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Awareness


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Interest


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Engagement


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Engagement


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Action


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Listen

“I’ve been contacted about a new position at IMC Construction. Wonder what they are like?”

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Interest


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Engagement and Action


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Listen

“We’re thinking about upgrading our dental equipment as we remodel our offices. I wonder what’s out there?”

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Awareness


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Interest


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Engagement


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Action & Service


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Relevant? Valued? Consistent? Easy?

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3 Logos. 3 Description Tag Lines. 4 Type Fonts. 4 Brand Positions.

Who are you, really? What do you do? Why should I care?

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Consistent. Relevant. Valued.

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Follow Up, Engagement & Action


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Service & Follow Up From: Clay Vickers [mailto:[email protected]] Sent: Tuesday, August 16, 2011 9:27 AM To: [email protected] Subject: Quick question for you... Howdy Mamie, I saw that you downloaded an Argyle white paper and registered for our webinar the other week. I hope you were able to join us! I do have a question for you. Which of the following best describes you? A. I'm just poking around. Don't call me. B. I'm interested and if you give me a call at the right time I'll talk for a few minutes. C. I'm in the market for new software. Let's chat ASAP. D. These categories are too confining. I'll give you my own answer. Pick one and I'll act accordingly! Cheers, Clay Vickers @clay_vickers (919) 408-7990 x7 Click here to see what our customers think of us: http://ar.gy/customers


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mailto:[email protected]


https://twitter.com/

tel:(919) 408-7990 x7

tel:(919) 408-7990 x7

tel:(919) 408-7990 x7

http://ar.gy/customers

http://ar.gy/customers


Service & Follow Up + Mamie, Thanks for the speedy reply! Of course you can direct them to the whitepaper. We'd love for you to share some Argyle with that group. In fact, I've gone ahead and created two custom URLs that you can give to people at the conference to use to download the whitepapers. Might make it easier for them to remember where to go to get the whitepapers: http://ar.gy/greensboro1 http://ar.gy/greensboro2 http://ar.gy/greensboro3 So, do you think you will be able to use those? Is there any other way I can be helpful by sharing more information about Argyle Social? Cheers, Clay Vickers


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http://ar.gy/greensboro1




Interest Word of Mouth “It’s a great tool. I use it all the time when I moderate focus groups.”

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Engagement & Action


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Engagement


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Engagement


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Service & Follow Up Failure Lost the Sale


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'Hey @mortons can you meet me at newark with a porterhouse when I land in two hours, k, thx.:)'

http://www.huffingtonpost.com/2011/08/18/peter-shankman-mortons-steak-tweet_n_930744.html

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DIGITAL STRATEGY & PLANNING

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Digital Planning

Objectives Strategy Plan Execute Measure &

Manage

• Integrate with existing business & marketing plans

• Utilize a pull strategy

• Build on the 4 drivers of digital marketing

• Use the new marketing funnel

• Plan content by listening to customers: •Solutions •Information •Value •Access

• Include planning for tests and experiments

• Flatten your organization

• Assemble your team

• Use outside experts when internal knowledge is missing

• Determine the best analytics to measure progress and learning against goals and objectives

• Establish reporting and dashboards that are right for your needs

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Content Strategy

Brand 3 W’s

Marketing Plan

Customer Analysis

Business Planning Content Strategy

Listen

Respond

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The Tool Kit Website “Tool Central” interest, engagement, action, service, follow up

SEO & SEM Drive awareness & interest

Social Media Awareness, interest, engagement, action, service, follow up

Content Sharing Drive awareness, interest, engagement

Email Interest, engagement, action, service, follow up

Mobile Interest, engagement, action, service, follow up

Management Content management, process management

Analytics & Reporting

www.me.com Google Twitter StumbleUpon Constant Contact

Existing Apps Argyle Google Analytics

Bing Facebook Digg MailChimp Your Company Apps

HootSuite Klout

Yahoo LinkedIn Reddit Promotions SocialFlow (for Twitter)

HubSpot

Google+ Slideshare Groupon HubSpot Argyle

Foursquare YouTube Foursquare Webtrends IBM Core Metrics

Groupon Del.icio.us QRC’s Clicky

YouTube ShareThis TweetDeck

Skype

WordPress

Gaming

Communities

These are just a few of the tools available. Use it to start your own tool kit.

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Summary

Use digital marketing to create and strengthen the forces of attraction between your customers and your business.

1. Understand your customer

2. Business plan > marketing plan > digital plan

3. Adopt the pull marketing funnel

4. Employ the 4 drivers for success

5. Content rules! Relevant, valued, free

6. Use your digital toolkit to ignite momentum in each phase of the marketing funnel

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Things to Watch Out For

• Putting the cart before the horse – begin with your brand and your marketing plan

• Make sure your content is valuable from a customer perspective, not yours

• Don’t buy into your own myth (internal speak rather than customer speak)

• Failing to have a consistent messaging strategy and content plan

• Under estimating the time commitment

• Failing to measure

• Failing to fail – test, try, experiment

• Not hiring external expertise to provide missing knowledge

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Tips from Those Who Have Been There

• It’s not free

• Be prepared to commit time

• Use a content calendar to keep consistency and energy

• There are no silver bullets; be patient, keep reasonable expectations

• Stay focused on your plan – don’t fall for the newest shiny ball

• Small steps

• Be playful, experiment

• Mistakes are part of a good marketing process

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Conclusion How to use digital marketing to grow your business

Understanding the drivers of digital marketing

Creating and implementing strategic digital plans

Developing a content strategy that drives engagement

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Thank You!

[email protected] www.pattonbrandstrategy.com

336.880.8611

http://twitter.com/mamiep

http://www.linkedin.com/in/mamiepatton

http://pattonbrandstrategy.wordpress.com/

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http://www.pattonbrandstrategy.com/




http://www.linkedin.com/in/mamiepatton





Resources

http://www.theconversationprism.com/

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http://www.hubspot.com/essential-guide-to-internet-marketing/

HubSpot

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Resources

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MarketingProfs: Marketing Resources for Marketing Professionals marketingprofs.com

http://marketingprofs.com/

http://marketingprofs.com/


Resources Social Media

Argyle Social How to do Social Media http://ar.gy/greensboro1

How to Conduct a Social Media Review http://ar.gy/greensboro2

Attirbution & Social Media Marketing ROI


Attirbution & Social Media Marketing ROI

Social Media Examiner All things about Social Media http://www.socialmediaexaminer.com/

Launch: How to Quickly Propel Your Business Beyond the Competition

A social media content strategy and planning book by Michael Stelzner, editor of Social Media Examiner

http://www.amazon.com/Launch-Quickly-Propel-Business-Competition/dp/111802723X/ref=sr_1_1?s=books&ie=UTF8&qid=1313976259&sr=1-1

Content Planning Content planning calendar template http://www.theloudfew.com/blog/an-editorial-calendar-template-for-you-and-your-sanity/

Hubspot

Online Marketing Management Tools for Small/Medium Companies. Extensive digital marketing resources.

http://www.hubspot.com/

CMO Guide to Social Media From CMO.COM, the CMO’s visual chart guide to the digital landscape

http://www.cmo.com/social-media/cmos-guide-social-media-landscape

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http://www.socialmediaexaminer.com/













http://www.theloudfew.com/blog/an-editorial-calendar-template-for-you-and-your-sanity/

















http://www.hubspot.com/













Resources Social Media

Social Media Infographics Brain Solis & Jess3 provide powerful visual graphics of the social landscape


Brian Solis’ Blog Great updates on the social landscape, innovative thinking

http://www.briansolis.com/

Who’s Blogging What Email newsletter for web marketing professionals

http://www.whosbloggingwhat.com

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http://www.briansolis.com/

http://www.whosbloggingwhat.com/


Resources Strategy and Management

B2B Online

Strategic marketing for B2B http://www.btobonline.com/

Exact Target Campaign management and more http://www.exacttarget.com/solutions/small-business.aspx/?intID=Home_Seg_SmallBiz

Eloqua Marketing automation & revenue performance management. Extensive information resources.

http://www.eloqua.com/

McKinsey Consulting Flattening the organization in an era of engagement. “We’re all marketers now Engaging customers today requires commitment from the entire company—and a redefined marketing organization.” JULY 2011 • Tom French, Laura LaBerge, and Paul Magill

https://www.mckinseyquarterly.com/Marketing/Strategy/Were_all_marketers_now_2834

Marketing Profs Extensive marketing resources including digital

http://www.marketingprofs.com/

CMO.COM CMO’s guide to the digital landscape http://www.cmo.com/social-media/cmos-guide-social-media-landscape

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http://www.btobonline.com/

http://www.exacttarget.com/solutions/small-business.aspx/?intID=Home_Seg_SmallBiz



http://www.eloqua.com/



http://www.marketingprofs.com/













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