DIGITAL STRATEGIES FOR THE 21ST CENTURY A PRACTICAL APPLICATION

MARKETING PRINCIPLES HAVE NOT CHANGED

YOUR WEBSITE YOUR PHONE YOUR STORE

YOUR PHONE YOUR STORE

BEFO

RE D

IGIT

ALN

OW

CONTENT HAS ALWAYS BEEN KING

The “big idea” WAS the “big ad” that got attention, got people talking around the water cooler.

Today, the “big idea” has to work everywhere, especially on Social Media and stand up to public scrutiny, to “talk back” and not just on AM Radio!

TECHNOLOGY & MEDIA HAS CHANGED

Complaints will beMultiplied

FROM MONOLOGUE TO DIALOGUE

• 1 to 1,000’s 1 to 1

• Power shift to Consumers / Clients

• Customer IS the Medium – User Generated Content / Citizen Journalism

“THE BRAND WILL BECOME THE MOST POWERFUL TOOL SINCE THE SPREADSHEET”

- Marty Neumeyer, author of The Brand Gap

http://www.slideshare.net/coolstuff/the-brand-gap – 3+ Million views

(BRAND) STORYTELLING IS THE FUTURE…

BUILD THE RIGHT FOUNDATION

Customers Offer

You and Your Point of

Difference

Finding Your Customers

Reaching Your Customers

Connecting

Target Audience

Problems Solved

Action You’d Like Them To Take?

Your Unique Solution

Proof You’re Unique

Traditional Communications

Web, Online & Social Communications

Brand Personality & Promise Tagline Creative Theme

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WHERE - MEDIA EFFECTIVENESSPROFESSIONAL SERVICES (B2B)

1. REFERRALS1. Existing customers 2. Influencers (who are not customers)

2. Networking1. Physical – Dedicated Networking Groups, Industry

Associations, Expos, etc2. Virtual (LinkedIn, Facebook, etc)

3. Website, Blog, Online Video4. Search Engine Marketing

1. Paid Search / Pay Per Click2. Search Engine Optimisation3. Banner Ads

5. Email (Existing Customers) – Keep in Touch6. PR – Online7. PR - Traditional8. Direct Mail & Telemarketing9. Trade Press / Local Paper / Niche Magazines

At least half of these didn’t

exist 10 years ago!

3 years ago you couldn’t manage

most of these from one interface!

WHAT’S HOT? CHOOSE WHAT’S RIGHT FOR YOU!

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REFERRALS ARE CRITICAL TO SUCCESS

FACT

• 98% of Businesses rely on referrals to gain new business

FACT

• 3% of businesses have a strategy for referrals

REFERENCE:

BNI – Business Network International

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LINKEDIN IS…

1. The ultimate DIGITAL referral tool – means no more asking for referrals blind

2. The most important personal and B2B / Professional Services marketing development we have ever seen

3. The greatest personal BRANDING & SALES tool we have ever had

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BENEFITS OF A REFERRAL SYSTEM

1. Lower Marketing Costs

2. Higher Revenues

3. Prospects convert to Customers

4. Better customer ‘behaviour’

5. You can concentrate on your business

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UNLIKE WORD OF MOUTH ADVERTISING, REFERRAL SYSTEM IS:

Predictable

Consistent

Repeatable

Who

What

HowWhere

When

Review

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REFERRAL PROCESS

Identify

WOWExperien

ce

Stay Top of mind

Help Them

Help You

Ask ForReferral

Recognize &

Reward

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LINKEDIN – “FACEBOOK FOR BUSINESS”?

1. Provides a meeting place where people expect to “do business”

2. Leverages relationships by making connections visible

3. Helps maintain personal relationships and build new ones.

4. Provides a platform for the most effective form of Marketing - Word of Mouth

5. It can link to other Social Media Tools

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WHAT DO YOU WANT TO DO?Google Page Rank; Personal & CompanyAnswer Questions

Recruit / Head hunt

Get Head hunted

- Employer & Employee- Company Culture- Growth Potential- Staff Turnover

Lead Generation Sales Acceleration

- Speak to Successes & Failures- Opinions / Polls

- An Industry- Track Start-Ups - Groups

- Advanced Search- EventsResearch

Productivity

Find Experts,Partners

Ask forAdvice Sales

Job Search,Hire &

Interviews

Reference Check

Proactive Networking

Promote Personal

Brand

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ADVANCED SEARCH

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BE DIFFERENT – YOUR BRAND, YOUR PROFILE

It is like a resume but it doesn’t have to be boring

Make sure you have the right keywords

Get someone else to proofread it or write it for you!

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MARKETING DO’S – MORE GIVE, LESS TAKE

1. Develop a unique profile – Design your Brand, e.g.: Matthew Banks

2. Maximize your profile

3. Connect - Import Contacts - people you have a relationship with:1. Clients2. Suppliers3. Prospects

4. Recommendations: Giving and Asking for

5. Participate: Join Groups

6. Research: Listen, Understand member needs, Ask Questions

7. Analyse

8. Build Credibility by developing content by focusing and delivering on your Brand

9. Build Relationships: Add Value (Promote Content, e.g.: Blog), Answer Questions

10. Help others get more connected: Teach and Encourage

11. Get in Front of Prospects1. Introductions2. LinkedIn Mail3. LinkedIn Advertising

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DON’T ACT DIFFERENTLY TO “REAL LIFE”• Have a reason to connect – answer the W.I.F.M!

• Education & Communication v Promotion

• Everyone wants to know the Do’s and Don’ts

• No-one wants to be “Sold!”

• Real Example:

FIRST IMPRESSIONS LAST – YOUR WESBITE

1. Your most visible “face to the world”

2. Show room open every hour of every day,

3. First thing that your prospects see and experience about your business as a result of all your other forms of communication

• Halo Effect - Canadian researchers have found that the brain makes decisions in just one 20th of the second when viewing a webpage.

• First impressions can affect subsequent judgments of perceived credibility, usability, and ultimately influence purchasing decisions. If you visitors believe your website looks good, then this positive quality will spread to to the overall impression of the company.

IMPORTANCE OF YOUR WEBSITE AND BLOG

“In today’s information age of Marketing and Web 2.0, a company’s website is the key to their entire business.”

- Marcus Sheridan, Author Of The Sales Lion Blog, Marketing Speaker

“No matter what, the very first piece of social media real estate, I’d start with is a blog."

- Chris Brogan, Founder, New Marketing Labs

“Corporations must answer questions about why they should be in the blogosphere. Small businesses need to answer questions about why they shouldn’t!”

- Paul Gillin, Author of The New Influencers

“The right people to start video blogging are those with a passion to tell a story.

- Steve Garfield, Videographer and Video blogger, author of Get Seen

BLOG TO GET RESULTS

SOCIAL MEDIA WORKS

SOCIAL MEDIA IS WORTH THE EFFORT

YOU SUCCEED WHERE YOU FOCUS

LOWER CPL

DO ONE CHANNEL WELL BEFORE ADDING A NEW CHANNEL

SOCIAL MEDIA IS A COMMITMENT

YOU NEED TO HAVE A PROCESS

YOU NEED TO HAVE A PLAN

KNOW YOUR METRICS

TESTING IS CRITICAL FOR IMPROVEMENT

YOUR DIGITAL CHECKLIST

1. Brand Positioning – Are You Different…enough?

1. Copywriting

2. Creative / Visual Theme

2. Referral Strategy

3. Offers / Calls To Action

4. Do you have the right Resources?

1. Can your 16 year old or PA really do it?

2. Do you have the right Technology?

5. Content Plan and Content Schedule

6. Establish and Review Metrics

7. Database and Email Marketing (including testing)

8. Social Media Assets?

1. Blog

2. LinkedIn

3. YouTube

4. Twitter

5. Facebook

9. Are you ready for a Dialogue?

10. Search Engine Marketing

1. PPC and Landing Pages (including testing)

2. SEO

45 MINUTE FREE NO OBLIGATION DIGITAL AUDIT

1. Review Metrics

2. Review Brand Positioning

3. Evaluate Offers / Call To Actions

4. Review Social Media Assets and Activity

5. Review Search Engine Marketing

POWER TO CONNECT

Gene Stark, B.Ec, MIMCDirector & Founding Partner

M: +61 411 989 309E: gene.stark@themarketingnetwork.com.au L: http://au.linkedin.com/in/genestark

The Marketing Network 1/192 Graham StreetPort Melbourne Vic 3207

P: +61 3 9645 6226 W: www.themarketingnetwork.com.au

References: http://www.hubspot.com/