How to Focus your Digital Marketing Strategy - by Keith Boswell from Perceptint
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Brought to you by: Keith Boswell - Chief Strategist, Perceptint How to FOCUS your Digital Marketing Strategy Tips & Tools to Help You Succeed
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Transcript of How to Focus your Digital Marketing Strategy - by Keith Boswell from Perceptint
Brought to you by:Keith Boswell - Chief Strategist, Perceptint
How to FOCUS yourDigital Marketing StrategyTips & Tools to Help You Succeed
MY BACKGROUND 1996 co-found web design agency
with friends Browser Wars & Web search new NO GOOGLE
NEVER
NEVERSet out to make something “viral”.
INSTEADFocus on quality, value & track engagement.
NEVERRe-org out of leadership.
INSTEADPut together a plan and assign duties.
NEVERIgnore the elephant in the room.
INSTEADBreak it up & assign tasks w/deadlines.
NEVERAct without talking toyour customers.
INSTEADTalk to them first & often.
NEVERGive the keys to your kingdom away.
INSTEADOwn & operate your digital world. (Also back-up regularly.)
NEVERAssume where you need to be…A.K.A. Facebook syndrome.
INSTEADFind your audience, then create & engage with them.
Point to yourself onlywhen relevant.
NEVERLet your agency guide you.
INSTEADGuide the agency & speak their language.Have regular two-wayperformance reviews.
NEVERUse multiple vendors& tracking systems.
INSTEADCoordinate efforts & piggyback where possible.Track through one systemor as few as possible. Accept marginof error.
SO WHAT DOES ITTAKE TO SUCCEED?
COMMIT
COMMITMENTState and live a purpose.
EXAMPLETOMS Shoes & REI
COMMITMENTAccept transparency.
EXAMPLEYelp!, Glassdoor & TripAdvisor
COMMITMENTEngage your community, whetherit’s comfortable or not.
Be empathetic & human.
EXAMPLEAmy’s Bakery
EXAMPLEAmy’s Bakery
COMMITMENTParticipate & contribute regularly.
EXAMPLECleveland Clinic CEO & Ironlakfilms
COMMITMENTReduce friction for your customers.Planning for mobile firsthelps with scalability.
EXAMPLEArt Prize
COMMITMENTListen before speaking.
EXAMPLEPeter Shankman
COMMITMENTYour story is a small part of your customers world.Serve them well & they willspread the word.
EXAMPLENatural Running Store
EXAMPLENatural Running Store’s Secrets of SuccessDon’t compete on price—Deliver powerful experiences that customers can’t help but tell others about, and that’s your brand.
Ditch the hard sell—”If you look at our Twitter feed and Facebook, you might see an advertised sale three or four times. We’ve never used social media as a sales or promo tool, but as a relationship-building tool,” Gleason says.
Maximize every piece of content—Replay and repackage content in as many ways and places as possible.
Stay short and sweet—Videos are typically 2 to 3 minutes and blog posts hit the 300-word mark.
QUESTIONS & FEEDBACK
TURNING ADVICE INTO A PLAN
OBJECTIVES FIRST,PLANS FOLLOW What are you trying to do? Have you done it before? Who owns it? Does it have a budget? Can it be done in-house or need help?
WHAT TYPE OF MARKETING ORG? Brand Marketers Lead Generators User Experience Designers Product Innovators
BRANDING
BRANDING Awareness Not directly selling Reinforces a POV and culture Speaks to an audience Connecting and sharing
LEAD GENERATION
LEAD GENERATION Direct call to action Drive to a conversion Remove distraction Guiding an audience Measurable outcomes
USER EXPERIENCE
USER EXPERIENCE Testing culture Optimizing and learning Removing friction for customers Improving the experience Measurable outcomes
INNOVATION
INNOVATION Segmenting customers and services Finding the audience Testing demand Bringing people along Creating new measures along the way
NEEDS BY ORGANIZATION
Booz & Company Research
LET’S BE YOUR CUSTOMERat least one or two of you…
How-To Get Customer FeedbackAsk your top customers these questions in person or on the phone. What’s your favorite site to buy from? Are you a part of any communities online?
If so, which ones? If I could wave a wand and use technology
to fix your biggest problem, what wouldit be?
Where do you go to find information aboutour industry?
How-To Get Customer FeedbackAsk your top customers these questions in person or on the phone. Do you use our website today? If so, for what?
If not, why? Are you open to us testing ways to improve our products
and service for you? Your feedback will drive the process. How can we serve you better? What’s happening in your business/market that
I should know about? Tell me about an app or a website you’re using that really
impresses you. What do you like about it?
PILOTS BUILD MOMENTUM Hypothesis to Results - Start Small Channel Selection & Engagement Model
• Resources (Internal & External)• Assets & Content • Tools• Tracking & Assessment
Test & Measure, Rinse, Repeat
HUMAN CAPITAL:BRAINS & FREE-RANGEResource Assessment Internal team needs• Content – images, written, A/V• Managers• Ownership & budget
External needs• Specialized labor or tech• Operate to a defined scope
NEXT STEPS Org & Capability Confirmation Customer Survey Set Hypothesis Identify Needed Resources to Manage Identify Key Performance Indicators
to Measure Plan for & Begin Testing Learn & Test Becomes Cultural
SITES I READ & TRUST http://responsive.org/ http://www.web-strategist.com/blog/ http://www.strategy-business.com/ http://www.theverge.com/ http://www.altimetergroup.com/blog
REVIEW & FEEDBACK
QUESTIONS?Contact Info: Web http://perceptint.com Email [email protected] Twitter @keithboswell LinkedIn Keith Boswell
THANK YOU.
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