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Scott Digital Marketing 5 P's of Digital Marketing

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Scott Digital Marketing 5 P's of Digital Marketing

  1. 1. SEO Blogging Attraction Customer - Centric TODAY vs. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric YESTERDAY
  2. 2. SEO Blogging Attraction Customer - Centric TODAY vs. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric YESTERDAY
  3. 3. IT’S ABOUT CREATING MARKETING THAT YOUR AUDIENCE WILL LOVE.
  4. 4. Marketing Methodology ATTRACT CONVERT CLOSE INSPIRE Blog Keywords Social Publishing Forms Calls-to-Action Landing Pages CRM Email Workflows Surveys Smart Content Social Monitoring
  5. 5. Marketing Methodology ATTRACT Blog Keywords Social Publishing CONVERT CLOSE Forms Calls-to-Action Landing Pages CRM Email Workflows INSPIRE Surveys Smart Content Social Monitoring
  6. 6. Marketing Methodology ATTRACT Blog Keywords Social Publishing CONVERT Forms Calls-to-Action Landing Pages CLOSE CRM Email Workflows INSPIRE Surveys Smart Content Social Monitoring
  7. 7. Marketing Methodology ATTRACT Blog Keywords Social Publishing CONVERT Forms Calls-to-Action Landing Pages CLOSE CRM Email Workflows INSPIRE Surveys Smart Content Social Monitoring
  8. 8. Marketing Methodology ATTRACT CONVERT CLOSE INSPIRE Blog Keywords Social Publishing Forms Calls-to-Action Landing Pages CRM Email Workflows Surveys Smart Content Social Monitoring
  9. 9. Marketing Methodology ATTRACT CONVERT CLOSE INSPIRE Blog Keywords Social Publishing Forms Calls-to-Action Landing Pages CRM Email Workflows Surveys Smart Content Social Monitoring
  10. 10. Analysis should be inherent in every single thing you do with your marketing strategy.
  11. 11. Use Buyer personas Use the Buyer’s Journey Create remarkable content Leverage your content BEST PRACTICES
  12. 12. Use Buyer personas Use the Buyer’s Journey Create remarkable content Leverage your content BEST PRACTICES
  13. 13. Fictional representations of your ideal buyer based on data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. BUYER PERSONAS
  14. 14. CONDUCTING PERSONA RESEARCH Buyer personas must be based off of actual research, not assumptions.
  15. 15. SAMPLE PERSONA RESEARCH QUESTIONS Persona Detail Sample question to Ask Role Role? Title? Job functions? Company/Organization What industry or industries does your company work/is your role in? Goals What are you working to accomplish? Challenges What are your biggest challenges? Watering Holes, i.e. trade shows, industry associations How do you learn about new information for your job? Buying Preferences Do you use the internet to research vendors or products?
  16. 16. Start by interviewing your current customers.
  17. 17. PERSONA NAMEBACKGROUND: • Basic details about persona’s role, key information about the persona’s company • Relevant background info DEMOGRAPHICS: • Gender, age range, household income (consider a spouse’s income, if relevant) IDENTIFIERS: • Buzzwords & mannerisms GOALS: • Persona’s primary & secondary goal CHALLENGES: • Primary and secondary challenge to persona’s success HOW WE HELP: • How you solve your persona’s challenges & help achieve their goals COMMON OBJECTIONS: • Identify the most common objections your persona will raise during the sales process REAL QUOTES: • Include a few real quotes (taken during interviews) that well represent your persona to make it easier for employees to relate to/understand to them
  18. 18. BAC KGROUND: • Head of firm, married with 2 children (10 and 8) • Worked/owned same company for 10 years; worked up from Associate position DEMOGRAPHICS: • Female, age 30-45, suburban, dual household income northof$250,000 IDENTIFIERS: • Calm demeanor, usually assistant screening calls, wants collateral mailed/printed GOALS: • Keep employees happy and turnover low, supports sales, marketing and finance teams CHALLENGES: • Getting everything done with a small staff, rolling out changes to the entire company HOW WE HELP: • Make it easy to manage all data in one place through subscription solution • Integrate with legal and finance systems, sales and marketing COMMON OBJECTIONS: • Worried will lose data moving to a new system, doesn’t want to have to train the entire company on it. REAL QUOTES: • “It’s been difficult getting company-wide adoption of new technologies in the past.” • “I’ve had to deal with so many painful integrations with other departments’ databases and software.” PERSONA PAM
  19. 19. Use Buyer personas Use the Buyer’s Journey Create remarkable content Leverage your content BEST PRACTICES
  20. 20. THE BUYER’S JOURNEY
  21. 21. THE BUYER’S JOURNEY
  22. 22. THE BUYER’S JOURNEY
  23. 23. THE BUYER’S JOURNEY
  24. 24. THE BUYER’S JOURNEY
  25. 25. THE BUYER’S JOURNEY
  26. 26. WHEN C REATING CONTENT, KEEP IT EDUCATIONAL. Not educating your buyer personas on who you are and what you do, but educating them on their problems and solutions to those problems.
  27. 27. Use Buyer personas Use the Buyer’s journey Create remarkable content Leverage your content BEST PRACTICES
  28. 28. Digital Marketing = Content + Context Content Context
  29. 29. CONTEXT Who are you creating content for?
  30. 30. Use Buyer personas Use the Buyer’s Journey Create remarkable content Leverage your content BEST PRACTICES
  31. 31. Distribution makes content relevant. FLICKR USER SMITHSONIAN INSTITUION
  32. 32. LEVERAGING CONTENT VIA DISTRIBUTION The right distribution technique gets the right content in front of the right person at the right time. Website Business Social Landing Calls-to- Marketing pages blog media pages action emails
  33. 33. Use Buyer personas Use the Buyer’s Journey Create remarkable content Leverage your content BEST PRACTICES
  34. 34. WHAT DOES THIS LOOK LIKE WHEN EXECUTED?
  35. 35. CASE STUDY #1 Who and what we’ve done
  36. 36. Payments & accounting SaaS that automates invoicing/billing process for technology and professional services firms, globally. Approx.
  37. 37. ConnectBooster once relied heavily on trade shows, cold calls, word of mouth to generate leads for sales.
  38. 38. ConnectBooster developed their buyer persona. Sought to understand their main customer’s demographics, role, buying behaviors, and business struggles to the team could create better targeted content, emails and offers for that audience.
  39. 39. BACKGROUND: • Managing partner/CFO of an $3M technology company • Married with two children • Been running his own business for about 10 years DEMOGRAPHICS: • 41 years old IDENTIFIERS: • Drives a used BMW X5 • Driven, high achiever • Determined individual and a natural leader • Entrepreneurial flair,alongwith his business partner GOALS: • Has high ambitions for his business • Can see great opportunities in his marketplace for growth • Likes beinghisownboss C HALLENGES: • Cash flow and outstanding A/R is limiting growth potential • Lenders aren’t very helpful about loaning funds to IP-based businesses • Revenue hasbeen little erratic at times due to business cash flow • Occasionally has to borrow funds to borrow money which causes stress • Isn’t on the same wavelength as his partner • Feels stretched at times ANTHONY ACCOUNTANT
  40. 40. Expanded downloadable content offerings on their website. • Whitepapers • E-books • Blog posts • Case studies • Podcast
  41. 41. BLOG POSTS • 7 Dangers of Your Managed Service Business Not Being Paid On Time • 5 Areas of an MSP Business That Need More Attention • How to Avoid Bank- Instituted ACH Payment Restrictions
  42. 42. 200%Increase in web traffic within a six-month period
  43. 43. 4xGrowth from 15 warm leads per month on their website to over 60 warm leads per month
  44. 44. 50-80% With lead management and nurturing, improved sales-ready leads by
  45. 45. 30%-50% Video strategy with 3 different types of videos content: animated videos, short-form video content for sales purposes and social media, and webinar video content. Goal was to leverage video to hit sales targets. Increased close ratio:
  46. 46. CASE STUDY #2 Who and what we’ve done
  47. 47. Boutique growth strategy, M&A, and due diligence firm helping technology companies buy, sell, & grow. Based in Edina and serves clients globally. Approx.
  48. 48. Revenue Rocket once relied heavily on speaking gigs, cold callers, and word of mouth to generate revenue.
  49. 49. Revenue Rocket developed their buyer persona. Wanted to understand their ideal buyer and who their ideal buyer is not. Wanted a better understanding of their clients role, how they buy, and business issues so marketing and sales could create targeted content, and emails designed for a personalized audience.
  50. 50. BACKGROUND: • Owner/CEO of $7M professional services firm • Married with four children, ages 25, 23, 21 and 19 • Been running his own business for 20 years DEMOGRAPHICS: • 49 years old IDENTIFIERS: • Drives a Mercedes GL63 AMG • Driven, high achiever, shrewd business owner • Determined individual and a natural leader • Entrepreneurial flair,alongwith his business partner GOALS: • Has high ambitions for his business, which is also his retirement • Can see great opportunities in his marketplace • Loves freedom of self-employment C HALLENGES: • Cash flow and capital (lending) for growth purposes • Solid sales team has been problem in recent years • Disconnected marketing andsales alignment • Has had to borrow funds to cover growth • Struggleswith thoughtof burnout • Looking forward to next technology adventure PROFESSIONAL SERVICES PAUL
  51. 51. Expanded content to include: • Customized calculator on website so prospects can instantly get business valuation • Quarterly email campaigns • Blog posts & case studies • Facebook Group (forum) • Influencer campaigns
  52. 52. BLOG POSTS • 5 Steps Every IT Services Business Should Take To Prepare To Sell • How Microsoft Partners Looking to Sell Can Increase Their Business Value • How Cloud and IP Are Changing the IT Services Market
  53. 53. 50%Increase in web traffic within a 24-month period
  54. 54. 10xGrowth from 2 warm leads per month on their website to over 20 warm leads per month
  55. 55. 50% With lead management and nurturing, decreased sales cycle time by
  56. 56. $3M Doubled revenue size of firm in first 6 months of 2018
  57. 57. 10%-20% 2-part video strategy: M&A Minute and business YouTube channel. YouTube channel published testimonial videos, influencer webinars, and M&A Minute videos. Videos only succeeded because of a strong email promotional plan. Resulted in increase of sales-ready leads between 10%-20%.
  58. 58. CASE STUDY #3 Who and what we’ve done
  59. 59. Professional services & I.T. firm based in Hartford and Boston. Specialize in four main verticals and offer IP and managed technology services.
  60. 60. Cooperative Systems once relied heavily on speaking gigs, CEO networking, and word of mouth to generate leads.
  61. 61. Cooperative Systems developed buyer persona. Wanted to understand ideal buyer and who their ideal buyer is not. Wanted to understand their prospects role, how they buy, and business issues so marketing could create personalized and targeted content.
  62. 62. BACKGROUND: • CIO/VP of Technology/IT Director of Retail Automotive group, Healthcare organization or Financial Services business • Married with two children, ages 21 and 19 • Been running medium and large technology teams for over 20 years DEMOGRAPHICS: • 49 years old IDENTIFIERS: • Drives used import, like Lexus RC 350 coupe • Ambitious, shrewd IT decision maker and business decision maker • Big on IT strategy pieces and people development • Entrepreneurial tendenciesandinnovativebend GOALS: • Has high ambitions for his team as it impacts the company • Want safest, most secure network and values data privacy of customers • See’s technology trends and wants to keep up with them • Realizes than innovation is critical to staying relevent CHALLENGES: • Cash flow and capital for growth purposes • Team cohesiveness has been problem • Aging workforce and lack of younger talent • Hardware and software resourced are too many-technology overload IT DIRECTOR IAN
  63. 63. Expanded content to include: • Created clear, compelling messaging on website including tagline • Quarterly email drip campaigns for sales • Published case studies • $1,000 month in Google ads • Short form video
  64. 64. BLOG POSTS/SEO • Published blog pieces to rank on first page for specific terms • Education sells – sync’d weekly blog schedule to email lists • Leveraged Newsjacking – using a trending topic, like Cybersecurity, to drive engagement
  65. 65. 25%Decrease in website bounce percentage in 3 month period
  66. 66. 2xGrowth from warm leads per month on website and through email marketing scoring process
  67. 67. $4.5M Partnered with sales to increase growth by 10% annually
  68. 68. 10%-20% Multi-part video strategy: Curated existing videos into short-form video content for website and Facebook. Videos helped sales close contracts faster and with better results for call center.
  69. 69. Plan Persona Publish Promote Purpose 5 P’s of Digital Marketing
  70. 70. Plan: • Goal: clarify your message to drive leads, traffic and sales for new subscription solution. • Craft a plan to identify types of content to publish, plan for social media, blog posts, email. • Create content that helps you be the guide by answering questions which solve their problems. • Create messaging that shows your ideal prospect what life is like, after the result of working with you, and be the trusted advisor, that your competitors are not. 5 P’s of Digital Marketing
  71. 71. Persona: • Goal: identify your ideal buyer persona and who it is not. • Accomplished through interviews of you and your team. • Want to know where businesses go to buy, how they research before they ultimately buy, and when. 5 P’s of Digital Marketing
  72. 72. Publish: • Goal: curate (rewrite) website copy to turn site into a Sales Page. • Have less than 5 seconds to capture the attention of your prospects. • Need to pass the grunt test. • Show caveman your site for 5 seconds and then close your laptop. • “What does your organization offer?” • “How will it make your prospects life better?” • “What do I buy or get started?” • Craft plan to publish strategic content on consistent basis, starting with tactics like a strong blog, case studies, e-books, email campaigns. • Deliver content that keeps your readers attention and ensures prospects and customers know everything we’re doing to benefit them. • Communicate updates to existing opportunities regarding improvements to your solutions, webinars, Facebook Live, and possible podcast. 5 P’s of Digital Marketing
  73. 73. Promote: • Goal: promote your content among multiple platforms to target FactRight prospects. • Capture leads by creating/promoting lead generating PDF’s. (lead magnets) • Place lead magnets on your site, social media, possible influencer websites, as well as some paid advertising. • Launch a strong automated email campaign. (autoresponder) • Automated email campaigns are silent sales people who drip on your prospects over a period of time. • Craft strong sales copy and effective sales letters, as follow ups, including marketing collateral and marketing slicks. • Gather client testimonials in the form of short video clips, snippets of client quotes, etc. • Monthly webinars, including co-branded events with other channel vendors. 5 P’s of Digital Marketing
  74. 74. Purpose: • Goal: to apply a simple scorecard that measures our marketing efforts. We will be intentional and purposeful with what items are measured. Things measured will be site traffic, published content, leads generated, form submissions, and of course sales. 5 P’s of Digital Marketing
  75. 75. Who we’ve worked with
  76. 76. THANK YOU.

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