This deck is from a workshop "How to Focus your Digital Marketing Strategy" that I presented on September 17th, 2014 at Start Garden. I share the lessons I've learned working in digital marketing for the past 19 years as a strategist and client lead.
I'm hopeful some of these lessons will help you too.
37. EXAMPLE
Natural Running Store’s Secrets of Success
Don’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.
41. 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?
42. WHAT TYPE OF
MARKETING ORG?
Brand Marketers
Lead Generators
User Experience Designers
Product Innovators
50. INNOVATION
Segmenting customers and services
Finding the audience
Testing demand
Bringing people along
Creating new measures along the way
54. How-To Get Customer Feedback
Ask 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 would
it be?
Where do you go to find information about
our industry?
55. How-To Get Customer Feedback
Ask 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?
56. PILOTS BUILD MOMENTUM
Hypothesis to Results - Start Small
Channel Selection & EngagementModel
• Resources (Internal & External)
• Assets & Content
• Tools
• Tracking & Assessment
Test & Measure, Rinse, Repeat
57. HUMAN CAPITAL:
BRAINS & FREE-RANGE
Resource Assessment
Internal team needs
• Content – images, written, A/V
• Managers
• Ownership & budget
External needs
• Specialized labor or tech
• Operate to a defined scope
58. 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
61. QUESTIONS?
Contact Info:
Web http://perceptint.com
Email keith@perceptint.com
Twitter @keithboswell
LinkedIn Keith Boswell
THANK YOU.
Hinweis der Redaktion
Too many viral videos mimic another viral video – you can’t mimic something people want to share.
At Kaiser Permanente, we re-org;d about every 9 to 12 months. We could never achieve a long-term goal because we never had any.
Imandi – 2 years in business with 125 employees and no idea how they were going to make money. They asked us if we had any ideas.
Don’t build new functionality or sites and services without ensuring your customer wants and needs them and that you have the capacity to deliver to their expectations. The bar has been raised significantly.
Had a website that you suddenly couldn’t access because your friend isn’t “doing it anymore” I am over fingers and toes where I have seen this cost businesses tens of thousands of dollars.
Don’t get distracted by channels that aren’t relevant to your business objectives
They will do what they are best at, not what you need their best thinking on unless you are specific and direct.
Too many cooks spread across several kitchens is messy, sloppy and the exact same dish won’t taste the same.
This is the new expectation for businesses whether you want it to be or not. Recent research on millennials confirms they want companies to stand for something and give back.
You don’t own the message, you are a participant just like everyone else. In the old world you could buy your way into silence because there were a limited number of mediums for finding information. Now they are everywhere, in your lobby with cameras and microphones and live tweeting it all.
People don’t want to talk to faceless companies. They want to know who the people behind it all are and how they can interact with them as needed.
Your bullet point features aren’t enough. You may not develop the perfect blog, but your brand should be active in it’s ecosystem in ways that meet your business objectives and customer needs.
Think Amazon, Uber, AirBnB – these things make sometimes difficult things much easier. How can you emulate that in your business, that’s what you’ve got to find.
There are enough conversations going on that you don’t have to jump in first. Social media and search engine monitoring can tell you a lot before you decide how best to engage your market.
Your story has to fit within your customers world. If you tell it, live it, demonstrate it and deliver – your customers will tell others. Your story will spread as part of their story.