6 WAYS TO BE A ROCKSTAR
& DOMINATE ONLINE IN THE USA
MARKETING TO THE
USA!
Clubs Marketing-Communication & Audencia Abroad
JASON McDONALD
@stringcanagency
@JasonMcDonaldIntl
linkedin.com/company/stringcan-interactive
fr.linkedin.com/in/jasondmcdonald/
stringcaninteractive.com
stringcaninteractive.fr
StringCan Interactive
We build digital roadmaps that win!
My Passion:
Help companies access the US market successfully
My Rock Star Talent:
Connecting clients to their ideal audience online
StringCan Mission:
Making Complex Simple!
MARKETING TO THE USA IS EASY! MULTIPLE BUYING INFLUENCERS,UNKNOWN VARIABLES AFFECTING SALES,BOTH OFFLINE AND ONLINE TRANSACTIONS,CONSTANTLY EVOLVING SEARCH CHANGES,PRODUCING CONTENT IN ENGLISH,SIGNIFICANT NOISE FROM COMPETITION,OVERWHELMED ONLINE AUDIENCE,UNIQUE CONTENT NEEDS BY SEGMENT,UNKNOWN FRENCH BRAND IN AMERICA,AND IT BECOMES VERY COMPLEX. WE SPECIALIZE IN MAKING THE COMPLEX SIMPLE!
WHY ARE
WE HERE TODAY?
WHO ARE YOUR FUTURE ADORING FANS?
MARKETING IN AMERICA
ITS NOT ABOUT CONQUERING THE USA QUICKLY AND BECOMING ROCK STAR RICH
OR ABOUT BEING ABLE TO
SET IT & FORGET IT
Deliver the RIGHT INFORMATION at the RIGHT TIME to the RIGHT PEOPLE!
LET’S DO A QUICK TEST…
HOW WELL DO YOU KNOW YOUR AUDIENCE?
Do you know what specific STEPS they take to search for solutions?
Do you know what they use to SCORE options & what criteria are most important to decide?
Do you know what your clients expect to CHANGE once they hire you?
If you’re like most of our clients, you probably answered YES to only 1 of 3 questions.
KNOW YOUR ROCK TALENT
ARE YOU POSITIONING
YOURSELF TO
STAND OUT
COMPLETE A S.W.O.T. WITH YOUR TEAM!
FOCUS ON YOUR STRENGTHS
TO STAND OUT!
YOU DON’T HAVE TO BE GOOD AT EVERYTHING
WATCH OUT FOR THE HOT NEW THING
ARE YOU MONITORING YOUR
COMPETITION?
BOTH DIRECT AND INDIRECT COMPETITORS
Offering the same product or service now
Offering similar products or services now
Could offer the same or similar products or services in the future
Could remove the need for a product or service
COULD TAKE A LOT OF TIME SO…
HAVE GOOGLE DO THE WORK FOR YOU!
AND USE SOCIAL MONITORING
TOOLS AS WELL!
FISH WHERE THE FISH ARE AT
ARE YOU
ENGAGING WITH YOUR
AUDIENCE
WHERE THEY ARE?
DON’T WRITE YOUR SONGS IN GOOGLE TRANSLATE
DOMINATE ONLINE LIKE A ROCK STAR WITH 6 SIMPLE TIPS
Listen to your customers: Ask your current & prospective clients questions
Own a position to stand out: Focus on strengths that solve your clients needs
Monitor your competition: Put tools in place to see what they are up to &how to get ahead
Fish where the fish are at: Engage with your audience where they are already at
Ensure you have proper English translation: Use a strong language consultant not just a translator
Measure & monitor results: Leverage your data to constantly optimize your approach
2. JASON McDONALD
StringCan Interactive
We build digital roadmaps that win!
@stringcanagency
@JasonMcDonaldIntl
linkedin.com/company/stringcan-interactive
fr.linkedin.com/in/jasondmcdonald/
stringcaninteractive.com
stringcaninteractive.fr
My Passion:
Help companies access the
US market successfully
My Rock Star Talent:
Connecting clients to their
ideal audience online
StringCan Mission:
Making Complex Simple!
#AudenciaSCI
4. MARKETING TO THE USA IS EASY!
MULTIPLE BUYING INFLUENCERS,
UNKNOWN VARIABLES AFFECTING SALES,
BOTH OFFLINE AND ONLINE TRANSACTIONS,
CONSTANTLY EVOLVING SEARCH CHANGES,
PRODUCING CONTENT IN ENGLISH,
SIGNIFICANT NOISE FROM COMPETITION,
OVERWHELMED ONLINE AUDIENCE,
UNIQUE CONTENT NEEDS BY SEGMENT,
UNKNOWN FRENCH BRAND IN AMERICA,
AND IT BECOMES VERY COMPLEX.
WE SPECIALIZE IN MAKING THE COMPLEX SIMPLE!
image source: https://flic.kr/p/dxaJg2
9. THE AMERICAN MARKET
Data: US Census Data 2012
image source: http://bit.ly/1qsFQvc
74.8%
Have Internet
in the home
10. THE AMERICAN MARKET
Data: US Census Data 2012
image source: http://bit.ly/1qsFQvc
74.8%
Have Internet
in the home
11. THE AMERICAN MARKET
Data: US Census Data 2012
image source: http://bit.ly/1qsFQvc
74.8%
Have Internet
in the home
of Americans
25+ have
Smartphones
45.
3%
12. THE AMERICAN MARKET
Data: US Census Data 2012
image source: http://bit.ly/1qsFQvc
74.8%
Have Internet
in the home
of Americans
25+ have
Smartphones
45.
3%
What is cyber-
Monday?
13. THE AMERICAN MARKET
Data: US Census Data 2012
image source: http://bit.ly/1qsFQvc
74.8%
Have Internet
in the home
of Americans
25+ have
Smartphones
45.
3%
What is cyber-
Monday?
14. THE AMERICAN MARKET
Data: US Census Data 2012
image source: http://bit.ly/1qsFQvc
74.8%
Have Internet
in the home
of Americans
25+ have
Smartphones
45.
3%
What is cyber-
Monday?
$262 Billion
2013
18. A VERY DIVERSE
MARKET
image source: http://bit.ly/1qsFQvc
US Population
318 million
The number of people who play
an instrument
Number of people who
play the guitar
19. IS YOUR MARKET THIS
GUY?
image source: http://bit.ly/1qEtkLa
21. A VERY DIVERSE
MARKET
image source: http://bit.ly/1qsFQvc
US Population
314 million
The number of people who play
an instrument
Number of people who
play the guitar
Number of people who
play the electric guitars
Number of professional
electric guitars players
24. OR ABOUT BEING
ABLE TO
SET IT & FORGET
IT
image source: https://flic.kr/p/5VngA2
25. COMPLEX MADE SIMPLE IN SIX EASY(ISH) STEPS
INTERNET MARKETING LIKE A ROCK STAR
DON’T SCREAM AT
YOUR AUDIENCE
OWN YOUR ELVIS
FLARE
WATCH OUT THE
HOT NEW THING
FISH WHERE THE
FISH ARE AT
DON’T WRITE SONGS IN
GOOGLE TANSLATE
IF IT WORKS, KEEP
PUSHING OUT ALBUMS
35. • Struggling to keep up with other
companies who undercut them in price
• Wants to create high quality products that
cut costs and also make them stand out
• Can’t afford to make a mistake because
their products protect lives
• Uses Google to find companies and
LinkedIn to engage with Peers
• Looking to learn from companies that
have experience in his industry
Danny| 32 | Married
Sr. Design Engineer
$100K income
Washington D.C.
THEN DEVELOP YOUR
PERSONAS
Familiarity With Your Industry
Meet Danny
image source: http://bit.ly/1mnoXS7
43. If you are ignorant of both your enemy and
yourself, then you are a fool and certain to be
defeated in every battle.
If you know yourself, but not your enemy,
for every battle won, you will suffer a loss.
If you know your enemy and yourself, you will
win every battle...
Sun Tzu
The Art of
War
KNOW YOUR ENEMY!
“
”
image source: http://www.davidbrim.com/sun-tzu-lessons-on-strategy/
44. image source: https://flic.kr/p/56q2x2
BOTH DIRECT AND INDIRECT COMPETITORS
1. Offering the same product or service now
2. Offering similar products or services now
3. Could offer the same or similar products or
services in the future
4. Could remove the need for a product or service
53. DON’T WRITE YOUR SONGS IN
GOOGLE TANSLATE
image source: http://bit.ly/1ru0taf
HE TRIED TO TRANSLATE HIS LAST
NAME – IN RUSSIAN.”
54. DON’T WRITE YOUR SONGS IN
GOOGLE TANSLATE
image source: http://bit.ly/1ru0taf
HE TRIED TO TRANSLATE HIS LAST
NAME – IN RUSSIAN. IT SAYS “NO
TRANSLATION”
55. TRANSLATION CONSULTING
image source: http://bit.ly/1ru0taf
Finger Licking Good
In China – We’ll eat your fingers off
Turn it lose
Spanish - Suffer from diarrhea
Belgium - Every car has a high quality body
Every car has a high quality corpse
56. IF IT WORKS, TWEAK IT
KEEP PUSHING OUT ALBUMS
ARE YOU MEASURING &
MONITORING RESULTS & THEN
ADJUSTING?
image source: http://bit.ly/1lLrNRG
http://bit.ly/1m5rlrK
http://bit.ly/1m5rlrK
63. YES, VISUAL CONTENT IS AWESOME!!!
So sweet, holding hands! & Is it really that fun
working?
Avoid super lame stock photography
image source: http://pixabay.com
65. DOMINATE ONLINE LIKE A
ROCK STAR WITH 6 SIMPLE
TIPS• Listen to your customers: Ask your current &
prospective clients questions
• Own a position to stand out: Focus on strengths that
solve your clients needs
• Monitor your competition: Put tools in place to see
what they are up to &how to get ahead
• Fish where the fish are at: Engage with your
audience where they are already at
• Ensure you have proper English translation: Use a
strong language consultant not just a translator
• Measure & monitor results: Leverage your data to
constantly optimize your approach
But I wanted to share that my current path is of bigger surprise to my family and childhood friends. I was one of those lost kids in school, I never did well on tests, I got bored easy and I hated following the rules. My poor parents had a few mini heart attacks when I was a kid constantly getting into trouble.
In high school I grew up getting a lot of pressure to get good grades, get into a good college and get a good corporate job. However, high school just was really hard for me and often got very poor grades. My parents had my high school advisor test me to hopefully get me some direction.
Took to post it notes and started writing down all my strengths, weaknesses, and things I love to do
Chris Ganes
Winning: clear points of difference that meets the needs. Make it even bigger
Losing: your competitors meets the needs of your clients better than you do. You will be crushed
Be Careful: competitive battle ground, use emotion, innovative, superior execution
When companies need marketing help, most go straight to tactics. Even most agencies are guilty of this.
To be truly effective, it requires a strategy first, then tactics.
There is so much noise – we figure out why and what you should be doing….
One tool we use is heatmapping. By segmenting the data, we can even find hidden opportunities.
Goal: so what did we learn from all of this? Content is the most important thing and that is what your business should focus on.
Internet has had a tremendous impact on our lives and business. One of the most amazing changes are how businesses and consumers communicate.
http://www.flickr.com/photos/31074376@N06/4935228834/sizes/l/in/photolist-8w7kAj-br2ioY-br2iTs-bDWBft-br2uCu-br2nqf-br2yVs-br2C6s-bDWtNK-bDWvDi-bDWv4i-7UtULS-7UtU7u-9uZcmX-dhpcMW-9NvWPA-duGu5i-9HdQnY-bDWEcr-bDWHqp-br2KgL-bDWMUx-bDWCRx-br2J4A-bDWKTH-bDWFqk-bDWMfx-7Wykuh-ac5S5Y-acfzMa-ac5QJf-ac31SZ-acfuYk-acinNj-acitCC-acfynV-acfySM-ac2Zkx-acfCEa-acfwQB-acfBTx-acfATz-acisMq-aciurj-ac5TDY-acfzk2-aciqPW-ac2XTt-acimEW-acitYj-br2pKb/
http://farm3.staticflickr.com/2233/2405961135_fae132c676_b.jpg
The beauty of digital is that you can measure everything. The drawback to digital is that you can measure everything. After we identify your lead measures, we build a custom dashboard to streamline the data overload and give you a snapshot of the health of your digital efforts.