Post on 06-Jun-2020
DIGITAL MARKETING FOR ECONOMIC DEVELOPERS
Heather Buttrum, Rain Digital
ABOUT ME
OUR SESSION TODAY
DEFINITIONSANY ONLINE MARKETING
OWNEDEARNED
orPAID
Content marketing
Facebook Email marketing
Marketing automation
Google Adwords
SEO
SEM
LinkedInWebsites
YouTube
Apps
RetargetingDisplay
ads
Social media
marketing
HOW MATURE IS YOUR EDO?EARLY
Focused on specific tactics and technologies
Silo’d digital activities lacking senior-level buy-in
Digital channels are not well-integrated and content is not well-differentiated
Measurement is not linked to decision-making
Digital for digital’s sake
MATURE
Collaborative and cohesive digital strategy that begins at the top
Digital is integrated across channels but adapted for channels and audiences
Measures the right things at the right times and guides strategy and decision-making
Digital for strategy’s sake
SO,PRACTICALLY…
HOW DO YOU GET FROM EARLY TO MATURE?
HOW DOES DIGITAL SUPPORT YOUR STRATEGY?
WHY ARE YOU DOING THIS?
• Attraction? Retention? Specific sectors? Credibility check? Offer specific tools? Etc. etc. etc. etc. etc….
• Strategy alignment = helpful constraint and focus
• Strategy alignment = leadership buy-in
WHAT WILL YOU MEASURE?
WHAT DOES SUCCESS LOOK LIKE?
• Strategic constraints also help you decide what to measure
• There’s no excuse not to measure. Really. None.
• Commit to a bi-weekly dashboard that is simple and focused
BE AGILE.
AGILITY IS STRATEGIC
• Frequent, iterative planning - biweekly to start, informed by your metrics dashboard
• Frameworks and processes vs. detailed roadmaps
NEVER FOCUS ON TACTICS.
CONTENT ALWAYS WINS
• The dirty little secret of all digital marketers
• A strong narrative, great resources and cohesive presentation are timeless
• Tactics, on the other hands, are oh so fleeting when it comes to digital marketing
DO A FEW THINGS REALLY WELL.
REALITY: LIMITED RESOURCES
• If your social media accounts look like the previous slide, stop it. Currency is digital currency.
• If you’re broadcasting/spamming because you don’t have time to customize, stop it.
• You don’t need to be everywhere. Be present and resonant in the places that make sense right now.
DO THE RIGHT THINGS, AT THE RIGHT TIME.
AWARE ENGAGED CONVERTED ADVOCACY
DOING/THINKING/FEELING
OPPORTUNITIES
WEBSITE
SOCIAL
PAID
OTHER
HEATHER@RAIN-DIGITAL.CA
RECAP
DIGITAL MATURITY
Collaborative and cohesive digital strategy that begins at the top
Digital is integrated across channels but adapted for channels and audiences
Measures the right things at the right times and guides strategy and decision-making
Digital for strategy’s sake
HOW TO GET THERE
Alignment with strategy
Measure often
Be agile
Tactics are secondary
Do a few things well
Do the right things at the right time
Q&A
SOME THOUGHTS ON…
• Websites
• Social media
• Paid digital
• Video
• Apps