The marketing strategy involves creating a repeatable system to understand clients and their clients. It focuses on developing integrated campaigns that measure both hard and soft ROI using social media. The strategy develops a playbook for launches and rolling campaigns to test, iterate, and convert leads through the marketing funnel by using the right message to the right person at the right time. Metrics are tracked throughout the acquisition cycle to optimize keywords, messages, and content.

1. Marketing Strategy:
• Make it a repeatable system
• Know your client - but even more-so know your clients clients
(think about that one!)
• Asset review and mining for gold
• Set a baseline to ensure KPI's are properly measured & tracked
moving forward
• Developing integrated campaigns that focus on Hard ROI & Soft ROI
and the role of SM
• Develop a Marketing Playbook for Launches & Rolling Campaigns
• Tracking tools & strategies that lead to ROI
• Let's be the creative force that gets people talking
RSM

2. RSM

3. RSM

4. Marketing Strategy:
• The Right Message at the Right Time to the Right Person
• Creating & Feeding the Funnel
• Test, Iterate & Convert
RSM

5. The Right Message at the Right Time to the Right Person
RSM

6. Marketing Strategy: Create The
Funnel, Feed The Funnel, Launch
Plan, Iteration, Nurture,
Conversion, Metrics => Revenue
RSM

7. Create the Funnel
Metrics/Measure/Iterate (Google Analytics, Tracking URL’s, Orange Soda, SM tracking, HubSpot)
Landing Pages Tech Conversion
PRODUCT Sign Up
PRODUCT Lead Capture
PRODUCT Lead Capture
PRODUCT Ecommerce
Sale
Lead Nurture
Program
RSM

8. Feed the Funnel
Adwords (Call) Campaigns
Email Campaigns
Webinars
Display Ad Campaigns
CPA Deals
Create Detailed Strategies for
Each Campaign with a
Marketing Playbook
PR – Influencers, Pay per Clip, SM/email outreach & calls
Sales Team - calls, meetings and collateral
Organic SEO - backlink building, social bookmarking, etc
Social Media strategy – Contests, events, campaigns on T, FB, YT & Li
Blogging strategy – Press Releases, Thought leadership, etc.
Events – Present, Speak, Booth
Websites & Landing Pages
RSM

9. Launch Plan
October November December
Adwords
Email Campaigns
Webinars
Display Ads
PR
Sales Team
Organic SEO
Social Media Strategy
Blogging Strategy
Events
Website
CPA Deals
RSM

10. Iteration
Test Bed Process
Keywords & Subject Lines & Ads
Keyword & Message Efficacy
Provides us with:
Optimized Keywords, Subject Lines & Content
Will be used for:
Product Differentiation
Website Content
SEO
Social Media
Video
Whitepapers/Resources
Blog Posts
Email Drops
Ad Campaigns
RSM

11. Nurture Program & Conversion
Registration Page Conversion Criteria:
Product Purchase
------------------------------
Qualified Leads for
Lead Scoring Quality Score Threshold
Nurture, Contact &
Program Conversion
-----------------------------
Whatever your
conversion criteria is
Email Nurture Campaign
5 – 7 Touch Points over 45 – 60 days
Whitepaper Downloads Conversion
Resource Guides
Webinars/Content
RSM

12. Metrics & Analytics
Measurement throughout the acquisition cycle using various tools and intelligence
Google URL Builder
To create targeted URL’s
For each traffic source
Tracked back to a campaign
Google Analytics Capture & Active
Conversion Sites
Community
Metrics
CRM Capture CDM Nurture
Webinars
Lead Nurture
Landing Pages Resources
Conversion Video
Sentiment Blog Google Social Twitter Twitter Linkedin Sysomos
Monitoring Pulse Alerts Mention Search Hashtag Groups Monitoring
s
RSM