1. Building Your Marketing Strategy
Things To Think About
Bringing The Magic
Marketing Plan

2. Janice Burney
VP Marketing
JBurney@WebNoggins.com
415.309.4845
www.linkedin.com/in/janiceburney
Twitter:
@JaniceBurney
@WebNogginsLLC
Foursquare: https://foursquare.com/enoggeggbert

3. Marketing Essentials – Branding
• Develop customer intimacy
• Understand individuals as well as markets
• Focus on relationships not just transactions
• Develop a clear corporate character
• Develop meaningful ROI – measure marketing's contribution
• Understand and deliver value to empowered customers
• Read and position – future trends
• Determine messaging strategy

4. Marketing Elements
Phased Approach
Execution
Deliver Results Branding
Strategy
Grow Business – 20K Corporate - Paying
Marketing Plan
Tactical
Smart Sheets
100K Users - Paying
Tackling & blocking
Nothing Happens Until Something Moves
-Albert Einstein

5. Marketing Strategic Goals
 Marketing that shows respect
 One message does not fit all
 Demonstrate respect for clients time
 Ensure brand tells the truth
 Engage and involve clients in brand
 Cooperate not compete (perception)
 Provide valuable information and solutions
 Develop warm touch points

6. Decision Making Criteria
Statistics
ROI Metrics
Research

7. Statistics
Email opens on smartphones and tablets increased by 80% in last
six months
In any given week, less than .5% of Facebook fans engage with the
brand
20% of Facebook users have purchased something due to ads or
comments
YouTube users watch 3B+ hours of video per month
91% of online adults use social media regularly
38% of people recommend a brand they like of follow

8. ROI
ROI – Analyzing leads Customer Lifetime Value (CLV) – The amount of revenue you’ll
generated, prospects generate from one customer during the relationship’s lifetime
converted, customers
 Step 1 – Determine the average spend over lifetime
retained & profits
 (3x12x$15=$540)
generated
For example: Average Customer Spend = $540
 Step 2 – Determine how much money is spent to acquire the
customer.
1. Quantity For example: 10% of CLV: $540 x .10 = $54
2. Quality Spent $54 in marketing costs to acquire a customer
CPA = Cost Per Acquisition
3. ROI Formula Or CPS = Cost Per Sale
The allowable cost it will take to acquire a new
customer
General Rule: It costs three to five times as much to get a new
customer as it does to keep an existing one

9. Research
Understand the marketplace
• Surveys
• Website feedback
• Social Feedback
• Find evangelists and bloggers
• Business Intelligence
• Analytics
Informed and Intelligent next steps

10. What’s The Plan Lady!?

11. Marketing Plan
Tactical Strategic Wow
Factor
Market
Execute, Monitor and Drive ROI

12. Tactical
Building the bones

13. Marketing Direction
Keep it simple
Marketing Leads
•Outbound •Nurturing
•Inbound •Up-sell Sales Revenue
•Value add
•Social $$$
•Traditional
CLV – Marketing Investment =
ROI
Marketing Investment

14. Test Potential Marketing Channels
(Hypothetical) Direct marketing dollars towards high ROI Channels
Tradeshow Advertisin Direct Mail Telemarketing Social
g I
Media
Marketing $10,000 $50,000 $50,000 $50,000 $50,000
Investment
Leads Generated 5,000 10,000 15,000 $2,000 3,000
Cost Per Lead $2 $5 $3.33 $25 $17
Closed Sales 2,500 7,500 10,000 500 1500
Conversion 50% 75% 67% 25% 50%
Percentage
Cost Per Conversion $4 $6.66 $5.00 $100 $33.33
Customer Lifetime $1.8M $5.4M $7.2M 360K $1,080,000
Value Revenue
3x12x$20=720
Marketing ROI 179% 107% 143% 6.2% 20.6%

15. The Tactical Plan – Phased – Hourly/Weekly/Monthly
Develop Content and Context…
• Website • YouTube
• Blog • Facebook
• Google Tools • LinkedIn
• Twitter • Social Bookmarking
• Facebook • SEO
• LinkedIn • Marketing Collateral
• Marketing Collateral • Location sharing

16. Multi- Channel Approach
B2B Young adults – B2C
• Develop targeted Landing Page(s) • Lead with Free
• LP Marketing Outreach • Targeted ads on Facebook & Twitter
• Scratch Campaign • Mobile marketing
• PPC • Game app ads
• Lead gen software • Develop evangelists program
• Telemarketing • Target student
• Lead capture forms on website organizations/societies
• Live agent chat • Affiliates
• Social campaign –FB/Twitter • Partnerships w/ University's
• Win over Mom & Dad
• Intern Program
• Social Campaign

17. Components – Setting Serious
Benchmarks
1. Sales strategy- lead with FREE – upsell to other services
2. Develop Pencil-Sell Models
3. Long-term emotional engagements
4. Website – Killer experience, killer SEO
5. Viral Videos

18. Strategic
Mind Map

19. Mind Map
Marketing Business Plan

20. Wow
Factors
Go-to-market Plans and Campaigns

21. Factor #1 Postcards with An Edge
Scratch Campaign
• Postcards with an enticingly edgy message
• Email and Mail
• Who wouldn’t scratch off an offer?

22. Factor #2 Download App Today -
Keeps The Crash Away
• Free model
• Upsell Features
• Gamer ad campaign
• Exposure

23. Factor #3 Magic Campaign
Company Young Adults
Key messaging
Value prop
Solve pain points
• Integrate Traditional and Social
• Philanthropic Appeal
• PPC – Facebook, LinkedIn, Yahoo and
Google
• SEO – Featured Landing Pages
• Bloggers
• Bubble Tweets!
• Spread the magic – web & print
• Radio

24. Conclusion
1. Tactical –Strategic- Execution – Hit revenue
targets!!!
2. Social Media Presence Drives SEO
1. Social Media – Is Social
1. Branding
1. Build Campaigns - Ad Agency
2. Provide relevant content daily
3. Phased Approach
4. Content & Context
5. Have some fun!

26. Thanks For
Your Time.
Contact: Janice Burney
JBurney@WebNoggins.com
Twitter: @JaniceBurney
Phone: 415.309.4845