Digital Marketing and Social Media College of Charleston class one
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May 12-23 2014 Digital Marketing and Social Media College of Charleston Center for Continuing and Professional Education Barbara Fowler CMO, Partner Chief Outsiders@barbfow50 @chiefoutsiders [email protected]
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This is a certificate course in digital marketing and social media conducted between May 12-23, 2014 at the college. Slideshow by #sketchdeck.
Transcript of Digital Marketing and Social Media College of Charleston class one
May 12-23 2014
Digital Marketing and Social MediaCollege of Charleston Center for Continuing and Professional Education
Barbara Fowler
CMO, Partner
Chief Outsiders@barbfow50@chiefoutsiders
Where are you now?
SEO Content
Tech
3Key
Components
These are all connected and must be utilized together!
What do you do?
A cat The hottest new toy in 2014
My company to grow faster
To sell the best homeowners insurance in
Florida
I want…
8 steps for a company to grow!
Develop Strategy Before Tactics
Become Data-Driven
Benchmark Against Key Competitors
Integrate Everything
Identify BuyerPersonas
Review Current Marketing
Spend
1
2
3
4
5
6
$ ✓
✓
Everyone is in
marketing!8
Test
7
It Begins with a Mindset
Benchmark Against Key Competitors
Be curious, get outside your own company!
1
Best Trade Show
Marketing
Best Blogs
Google Alerts, Talkwalker
Moz’s OpenSite Explorer
Marketing Grader
Competitor Analysis
Be curious, get outside your own company!
How?
SEM RUSH
EXPLORE!
Check where you are spending money and time
Review Current Marketing Spend
No Sacred Cows
2$ ✓
Including salaries?
What is the result?
$10,000,000 revenue
What are you spending and what does it include?
$20,000 to $500,000
Averages are from 2-50+% depending on study and industry
Example
20% 12% 8% 7% 6% 6% 5% 21%
TRADE SHOWS, SEMINARS, CONFERENCES
CONTENT PRODUCTION
WEBSITE
AGENCY FEES
ADVERTISING
PR
OTHER
Prepare Them in Advance
Develop Strategy Before Tactics3
What is the Difference?
Strategy can be the broad goals of the company that generate the results the company wants to achieve. A tactic is a specific “do-it” to achieve the strategy.
Strategy or Tactic? • Be the market share leader in sales in the mid-market in our
industry.• Maneuver our brand into top two consideration set of household
decision makers. • Deploy a marketing campaign that leverages existing customer
reviews and spurs them to conduct word of mouth with their peers in online and real world events.
• Improve retention of top 10% of company performers. Offer best in market compensation plan with benefits as well as sabbaticals to tenured top performers, source ideas from top talent.
We want to work with people we know and trust*What do you need and how can I help you?
Identify Buyer Personas
Who are your prospects?Where do you find them?How do they find you?
4
Paint a Picture
We want to work with people we know and trust*What do you need and how can I help you?
What are their demographics? Age, Gender, Income, etc.
Where do they go for information?
What are their pain points?
What are their most common concerns?
What do they value most? What are their goals?
How do I identify this persona?
Make your company easy to do business with!
On the Internet! 57-92% of search starts there!
Do they find you via your website?
When they get there, what do they expect?
What if they don’t find what they want?
How?
Leads Need to be Called and they Need to be Called Quickly!
Calling a lead within 5 minutes of a form fill vs. 60 minutes of a form fill increases conversions by 341% (1)
If you call a lead within 60 seconds of a form fill you are 500% more likely to convert the lead (2)
The first business to speak to a lead on the phone is 238% more likely to get that lead as a customer than the second business to speak to the lead (1)
The odds of contacting a lead if called in 5 minutes are 100x higher vs.
30 minutes (1)
The odds of converting a lead if called in 5 minutes are 21x higher vs. 30
minutes (1)
Technology Tips: Consider these statistics.
(1) Kellogg School of Management at Northwestern, Speak2Lead (2) MIT
1
2
3
4
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Think PESO!What is a SRL? What is a MRL?
Integrate Everything!
Paid, Earned, Sponsored, Owned
5
Think PESO! And Integrate!
The Earned Premium
Paid, Earned, Sponsored, Owned
5
Obsess!
Become Data-Driven
Show Me The Numbers!
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Show me the Numbers!
Test, Test, Test
ROI CLTV Conversions
How much revenue/how
much I invested
How much profit will I earn from
this customer over time?
What is a conversion
and how will I meansure
it?
You don’t need to bet the bank! Experiment!
Use Technology!And Test, Test, Test!
Marketing Automation, CRM Systems, Apps
7✓
Marketing Automation, CRM Systems, Apps
You don’t need to bet the bank! Experiment!
Google Analytics WhichTestWon.com A/B Testing of Landing Pages Optimizely.com
Email: MailChimp, constant Contact,
Usertesting.com Hubspot.com
@
Develop the Culture/ Be Agile/ Experiment
There is no such thing as Digital Marketing,
It’s Marketing!
Everyone is in Marketing!
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Being a Digital Marketer Takes Effort
What do you need to do?
And so on…
Sales
of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified.
of business buyers say when they’re ready to buy, they’ll find you.(DemandGen Report)
Research shows that
(InsideSales.com)
of sales go to the vendor that responds first.
(SiriusDecisions)
of the buying process is now complete by the time a prospect is ready to engage with sales.
(MarketingSherpa)
90%
35-50%
70%
61%
Marketing Automation
of top performing companies are using or plan to start using marketing automation between 2012 to 2015.
The adoption of marketing technology is expected to increase
Sirius Decisions
by 2015.
International Data Corporation
The marketing automation market is predicted to grow
from
In 2010
In 2015
of all B2B Fortune 500 companies are already using marketing automation, along with 76% of the world’s largest SaaS companies. Pardot
Gleanster
50%
1/4
$3.2b
$4.8b
84%
of CMO’s at top performing companies indicate that their most compelling reason for implementing marketing automation is to increase revenue.
Marketing automation platform users have a
Aberdeen Group
higher conversion rate from marketing response to marketing-qualified lead than non-users.
of survey respondents indicate that the ability to set measurable objectives for each of their campaigns is the biggest value driver of marketing automation.
Gleanster
Gleanster
53%
63%
77%
Marketing Automation
Lead Nurturing
Companies that excel at lead nurturing generate
DemandGen ReportNurture leads produce, on average, a
increase in sales opportunites versus non-nurtured leads. 20%
9.3%
CSO Insights
Companies with mature lead generation and management practices have a
higher sales quota achievement rate.
Forrester Research
50% more sales-ready leads at 33% lower cost.
or greater increase in revenue in 6-9 months.
The Annuitas Group
Nurture leads make larger purchases than non-nurtured leads. 47%
9.3% CSO Insights
Companies that automate lead management see a
higher sales quota achievement rate.
10%Gartner Research
Lead Nurturing
