Need tips on how to manage digital marketing for your startup? Check out these three presentations from RIC Centre experts Paul Barter, Bernie Schmidt and Amarpreet Kaur covering: earned, owned and paid media and how it relates to website conversions and social media.

1. Lean Marketing 101
riccentre.com

2. Earned Promotion
Getting Attention (Inexpensively) in a Digital World
Paul Barter, @barterpaul, www.paulbarter.com, paul.barter@riccentre.com
Entrepreneur in Residence at RICCentre;
Management Consultant; Speaker; Tech Strategy Prof at Schulich;
Venture Investor

3. First, a
marketing
review.

4. Marketing
Advertising

5. Product
Price
Place
Promotion
It’s still those 4 P’s

6. Paid
Owned
Earned

7. What’s
Changed?

8. In the old world, you
devoted 30% of your
time to building a great
service and 70% of your
time to shouting about it.
In the new world, that
inverts.
Jeff Bezos

10. The changing promotion mix:
Legacy Now
Paid
Owned
Earned

11. Website
• Its your most important owned asset
Tables stakes?
Your website.
More from other
speakers

12. What have the
big guys done?

15. But I’m a Startup!
I’m not that big!

16. Owned Earned
Then
Paid

23. The Trump Anxiety was posted on March 9, so
comparing the first 2 months of the year with the
next 2 months...
Jan 1 to Feb 29 - Blog reach was 33,711
Mar 1 to April 30 - Blog reach was 127,054

24. But

25. Source: Naumi Haque

29. The Earned Promotion Rules
Source: T4G.com

30. I guess you can test for everything, but some other celestial
bullet comes along and challenges your design. I agree that
the car performed very well under such an extreme test. The
batteries went through a controlled burn which the internet
images really exaggerates. Anyway, I am still a big fan of
your car and look forward to getting back into one.

31. What comes now?
1. Make great products
2. Tell your story your way
3. Owned & Earned first
4. Then paid
5. Listen & respond appropriately

32. Optimizing On-line Business Generation
Three Key Areas to Optimize Web Site Lead Generation
Bernie Schmidt, @bernieschmidt, profitableconversions.com
B2B Digital Marketing and Lead Generation Strategist

33. Optimizing On-line
BUSINESS GENERATION

34. Three Key Areas to Optimize Web Site Lead Generation:

35. Access to Information
6,000,000,000+ Searches DAILY
on
1,000,000,000+ Web Sites

36. 80% of Internet Users
research on-line
before they buy

37. THEIR BUYING PROCESS
has replaced
YOUR SELLING PROCESS
They
buy
They
CHOOSE
the best option
They
SEARCH
for a solution
They
IDENTIFY
a problem

38. Three Key Areas to Optimize Web Site Lead Generation

39. Organic Search
SEARCH
Web Site
Organic Search
LINKS
Web sites Blogs
Directories
Building Pathways into Website
Organic Search
SOCIAL MEDIA

40. Keywords!
Keywords create the CONNECTION
Customer
Search
Terms
Your
Value
Proposition
words
common
to both
that starts the CONVERSATION

41. Search Engine Optimization (SEO)
Organic Search
LINKS
Web sites Blogs
Directories
Organic Search
SOCIAL MEDIA
Organic Search
SEARCH
Web Site
OFF-PAGE
ON-PAGE

42. • How many people visit my website?
• Where do my visitors live?
• Do I need a mobile-friendly website?
• What websites send traffic to my website?
• What marketing tactics drive the most traffic to my website?
• Which pages on my website are the most popular?
• How many visitors have I converted into leads or customers?
• Where did my converting visitors come from and go on my
website?
• What blog content do my visitors like the most?
Basic Performance Questions

43. • Session - Visits
• Users
• How they found you
• Page Views
• Pages Per Session
• Average Session Duration
• Bounce Rate
• Time on site
• Pages Visited
• Entry Page
• Conversion Rate
• Returning Visitors
• Language
• Country
• City
• Operating System
• Device
• Screen Resolution
• Pages Visited
• Entry Page
• Social Shares
Google Analytics

44. Aggregated Analytics

45. Three Key Areas to Optimize Web Site Lead Generation
Traffic

46. OK, You got me to look. Now……
(Visuals – Content – Navigation)
Guide the visitor
to what they want
Key Site Design Elements
Keep things
SIMPLE and CLEAR

47. Hero Shot with
confirming text
Features/Benefits
An Offer
Testimonials
Client Roster
Another Offer
Footer
Navigation Bar
Another Offer!

48. II want to
buy now
I want to
research
2 Types of Website Visitors

49. Make An Offer

50. ▪ Newsletter
▪ Whitepaper
▪ eBook
▪ Podcast
▪ Webinar
▪ Demo
▪ Trade Show
▪ Infographic
▪ Special Offer
If Ready to Buy – Great!
If not….
Make an Offer
Offer value in return for contact info

51. Three Key Areas to Optimize Web Site Lead Generation
Traffic Goals: Forms A/B Testing Email Marketing Goals: Attribution
Landing Pages Heat Maps

52. Boy Meets Girl
OK……
What
about me?
I’m really
good at
sports!
I know I aced
the math test!
That’s Nice
I’m going on
a field trip!
Good for
you.

53. Boy Meets Girl
Wow, he’s a
good
listener!
What’s your
favorite colour?
What TV
shows do
you like?
Pink!
That’s a nice pink
dress you’re
wearing
Thank you!

54. Marketing Automation
• Nurture Leads by delivering personalized content that aligns with the
buyer’s profile and their stage in their buying process
• Deliver Sales Ready Leads by tracking and scoring a lead’s behaviour with
company content (webpages, emails, collateral, events)
• Generate more leads by identifying anonymous web visitors through
reverse IP tracking
• See comprehensive ROI for every marketing tactic by tracking the entire
sales process from end-to-end.
A set of integrated tools that let companies:

55. Whitepaper
Landing Page
Video Landing
Page
Testimonial
Landing Page
Website
4 Blog
Posts
Newsletter
Email to Demo
Video
Email to
Testimonial
Newsletter
Webinar
Invitation
Whitepaper
NOW PDF
Demo Signup
Name
Email
Company
Tel#
Newsletter
Signup
Industry
Report
Whitepaper
Download
Webinar
Signup
Demo
Signup
30-Day Trial
Request
Engagement
Points
Increasing Levels of Lead Commitment
SALES
ENGAGEMENT
Email
Website
Content
Engagement Workflow

56. Three Key Areas to Optimize Web Site Lead Generation
Traffic Goals: Forms A/B Testing Email Marketing Goals: Attribution
Landing Pages Heat Maps Marketing Automation ROIVisitorID – Reverse IP Lookup

57. Takeaways
• Current State of Marketplace: Buyer in control of transaction process
• Your Website’s Job: Engage in their search/evaluation and decision process
• CONNECT: Traffic Generation & Optimize Your Internet Properties
• CONVINCE: Turn Visitors into Leads: Call to Actions with Offers
• CONVERT: Lead Nurturing: Guide & Measure Behaviour
• CLOSE!

58. Thank you!

59. 10 Resource-Packed Social Media
Tips for Small Business
Amarpreet Kaur, @akamarpreet, amarpreetkaur.com
Digital Marketing Manager at RIC Centre

60. 10 Resource-Packed Social Media
Tips for Small Businesses
Amarpreet Kaur
Digital Marketing Manager
RIC Centre

61. I know social media
can help me grow my
business, but where
do I start?

62. Plan and define your target audience

63. Plan and define your target
audience
• Align social goals to business goals
• Audit your social presence (Hootsuite
template)
• Site, Followers, Last Activity, Action
• Define your target audience
• Analyze your competition
• Pick a platform (SproutSocial analysis)
• Develop a content strategy
• HootSuite, Buffer, etc

64. Ann Hadley @MarketingProfs
connect to your strategy
tell your bigger story
grow your audience

65. Match the tone of your business

66. Match the tone of your
business
• What does your brand sound like?
• What kind of words do you use in your
social media conversations?
• Why are you on social media in the first
place?
• Don’t be a glorified RSS feed -
humanize your brand
• Be consistent across all channels
• 71% of consumers have unfollowed a
brand because they were embarrassed
& 41% admitted to unfollowing brands
who don’t share relevant information
(SproutSocial)

67. Dave Kerpen, CEO of Likeable Media
“At a cocktail party, you wouldn’t walk up to someone and say,
‘Hey, I’m Dave. My stuff is 20 percent off.’ What you do is ask
questions, tell stories, listen and relate to people.”

68. Aim for engagement, don't try to sell

69. Aim for engagement, don’t try
to sell
• It’s not always about “me”
• Share interesting and relevant content
• feedly.com | commun.it
• Share posts that are share-worthy
• #BALLOTBRIEFCASE - PwC
• Increased PwC’s social impressions
136x on Twitter
• #ShotOniPhone – Apple
• 85% of users surveyed find visual user-
generated content more influential than
brand photos or videos (Adweek, 2016)

70. Use social media to get people to your website

71. Use social media to get people
to your website
• If your audience doesn’t like what you’re
sharing on social media, they won’t go to
your website
• For every call-to-action you have, you
should also generate each of the following:
• 3 blog posts, articles or
visuals/infographics
• Hemingway App to write clear call-to-action
focused social media posts
• Use snip.ly to add your call-to-action on
every post you share on social media

72. #Hashtags?

73. #Hashtags?
• Be specific and cater hashtags to the social
network you’re using
• Daily hashtags - boost engagement and
visibility
• #MotivationMonday
• #FridayFact
• #Caturday
• Unbranded hashtags - #DoUsAFlavor
• Don’t have more hashtags than words
• How to Choose a Hashtag w/ Twitter

74. Optimize optimize optimize

75. Optimize, optimize, optimize
• Your website should be mobile-optimized
• In-app integration
• Social-media friendly posting with metadata
updates
• All-In-One SEO Pack, Yoast
• Social media photos and image sizes
• Ultimate Cheat Sheet from HubSpot

76. Break through the noise

77. Break through the noise
• Find the best times to post on social media
• CoSchedule Blog analyzed 16 studies
• Search for topics and keywords and
analyze what content or topics get the most
shares on social media - BuzzSumo
• Sloppy writing? No bueno
• Hemingway App
• Finding social media influencers
• Klear

78. Use your creativity

79. Use your creativity
• Visual content is more than 40 times more
likely to get shared on social media than
other types of content. (Source: HubSpot)
• Social media images - Canva
• Infographics - Venngage, Piktochart
• GIFs - gifs.com
• Video - Adobe Spark Video
• Slideshare - Turn your best blog post into a
Slideshare
• Twitter Moments - Add tweets by account,
search, link, photos, etc

80. Measure and track using analytics

81. Measure and track using
analytics
• Tracking - bit.ly | Google Analytics |
KeyHole
• Goals to set:
• Increase brand awareness, drive traffic to
website, generate new leads, grow
revenue, boost brand engagement, etc
• Metrics to track:
• Reach, site traffic, leads generated, sign-
ups and conversions, revenue generated

82. How can I learn more?

83. How can I learn more?
• Hootsuite Academy
• Social Marketing Training, Certification,
Social Strategy Certification
• Training for each social media platform
• 61 Best Social Media Tools for Small
Business
• MarketingProfs

84. Amarpreet Kaur
Digital Marketing Manager, RIC Centre
amarpreet.kaur@riccentre.com | @akamarpreet

85. Lean Marketing 101
Learn more at
riccentre.com