8 digital marketing secrets to grow your business quickly
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2016 is the 1st year where companies are spending more money on digital marketing than television advertising. That's because digital marketing provides data, flexibility and the ability to reach your target audience in ways television can't. Our presentation covers 8 digital strategies you can use so you're business isn't left behind.
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8 digital marketing secrets to grow your business quickly
- 1. | 8 Effective Digital Strategies 1 8 Digital Strategies to Grow Your Business
- 2. | 8 Effective Digital Strategies 2 The buying journey has changed
- 3. | 8 Effective Digital Strategies 3 Digital is Poised to Surpass TV and The Shift to Mobile…
- 4. | 8 Effective Digital Strategies 4 Digital Marketing Objectives For B2C and B2B Companies
- 5. | 8 Effective Digital Strategies 5 Experience with Brands with Retail Networks These best practices apply to brands that sell through retail locations, franchises, field sales offices, dealers or independent contractors.
- 6. | 8 Effective Digital Strategies 6 Expected Eco-System for Local Business Paid Media Local Social SEO Buy Leads Display Facebook Ads Content Marketing YouTube Ads Content Strategy On-Page YouTube Facebook Other sites Twitter Guest Blogging In Search In Display In Stream Reviews Directories Google My Business Lead/List Aggregators Content Networks Retargeting Demographic or Interest Based Ads Optimized, consistent biz info Social integration Ensure consistent, correct biz info in all directories Identify vital review sites Incentivize within reason Provide content to relevant blogs Quick, brief announcements Sharing of images, videos, and special offers Other channel-specific campaigns (Instagram, HOUZZ, Pinterest) Facebook announcements Special offers for FB fans Video Testimonials & Optimization Form & Function Metadata/URLs User Experience Content Strategy Company Story Blogging Customer Stories Outreach & Content Placement Social Amplification Retailer/ Dealer Digital Presence PPC Google Bing Mobile
- 7. | 8 Effective Digital Strategies 7 Paid Media Local Social SEO Buy Leads On-Page Facebook Reviews Google My Business Have tried buying leads unsuccessfully 70% have claimed Google My Business Most have 5+ reviews but are focused on a few review sites Inconsistent communications and updates Most score less than 25% with on- page SEO Retailer/ Dealer Digital Presence Actual Eco-System for Local Business
- 8. | 8 Effective Digital Strategies 8 What’s Really Going On Location-based Businesses • 83% say their #1 challenge is more leads • 76% aren’t doing any paid media marketing • 67% have no in-house marketing resources • 49% never update their local online listings • Most lack appointment setting resources • Most sell competing product lines • Most sell multiple product services
- 9. | 8 Effective Digital Strategies 9 Three Search Engine Algorithms Paid media Local Search Organic Search
- 10. | 8 Effective Digital Strategies 10 LowConversionRateHigh Graphic by Elliance,http://searchengineland.com/search-illustrated-b2b-long-tail-seo-13237 Best luxury pontoon boats for entertaining Search term phrases identify where prospects are in the buying cycle and conversion Local MN dealer for Premier Pontoons Pontoon boats
- 11. | 8 Effective Digital Strategies 11 8 Effective Digital Marketing Strategies SEO Websites Landing Pages Leads Customers Revenue Paid Media LSEOWebsites are flawed and not always found by search engines Many websites are not responsive to work on any device Get more online visibility with paid media advertising Create conversion centric web pages to increase lead flow Nurture leads that aren’t ready to buy with email marketing automationSegment and market to existing customers to attract new or buy more Online Presence Location-based businesses require the NAP, directories and proper citations
- 12. | 8 Effective Digital Strategies 12 PURCHASE PATH · NON-BRAND AWARE 8 impact points They are aware of and seriously consider more brands – delaying the brand decision. Showroom visit happens later (5th). 1 - Start with mapping out the customer journey(s)
- 13. | 8 Effective Digital Strategies 13 2 - Develop personas to understand how to talk to potential buyers (Content and Offers) 4 BUYING MODALITY CHECK COMPETITIVE (5-10%) Bottom line UVP "Best" evidence Learn/achieve challenges SPONTANEOUS (25- 35%) Personalization, Guarantee Time-savers / Tools Hot trends / Urgency HUMANISTIC (10-15%) People/Others-focused People photos Stories & Reviews METHODICAL (~ 45%) Process steps Factual details Timing expectations Immediate Results • Most online-driven segment • 33% of the market Emotional Buyer • Retail driven – in-person/in-store • 14% of the market Wants Everything • Mix of online & in-person shopping • 51% of the market, the biggest segment Source: Waiting for Your Cat to Bark BRYAN AND JEFFREY EISENBERG
- 14. | 8 Effective Digital Strategies 14 3 - Create centralized paid media programs for dealers/retailers with responsive landing pages
- 15. | 8 Effective Digital Strategies 15 4 - Develop unique content for each location, even if products & services are similar/identical Unfortunately for Lifetime Fitness, duplicate content could be negatively affecting the organic visibility of location pages.
- 16. | 8 Effective Digital Strategies 16 5 - Optimize local search to support being found in the geography - high purchase intent! • 1 in 5 searches on Google are related to a location • 45% of local searches have a purchase intent • 50% of all local searches are on mobile devices
- 17. | 8 Effective Digital Strategies 17 Marketing Automation 6 - Respond to digital inquiries with centralized contact center to pre-qualify leads Dealer has a sales appointment (demo) with the CRM DB Email/Phone Dealer orders product installs and updates homeowner record Portal Website Paid Other Dealer 1 Dealer 2 Lead360 Study Dealer Portal Brand
- 18. | 8 Effective Digital Strategies 18 7 - Leverage marketing automation to communicate with prospects and customers 0 days Initial Thank You Boot purchases only +4 days Survey Reminder +20 days How Are Your New Boots Working Out? +6 Months Free 6 Month Tune-Up +12 Months Free Heel-To-Toe Check-Up +18 Months Free Heel-To-Toe Check-Up +24 Months Upgrade To New Boots Email Opt-in Footwear Purchase POS data from 500+ locations pulled daily by store to drive individual specific campaigns
- 19. | 8 Effective Digital Strategies 19 8 – Capture customer data to gain deeper insights about your customer base • What homeowner attribute had the greatest buyer influence for a home improvement project? Age of home Household income Education level Length of time in home Presence of pets Incent dealers or customers to fill out warranty information Link it back to online buyer behavior Do follow-up customer surveys on product or dealer satisfaction Append 3rd party data to customer
- 20. | 8 Effective Digital Strategies 20 Do These Strategies Really Matter? Status Quo – Average Dealer Organic Local Paid Revenue TOFU Top of Funnel MOFU Middle of Funnel BOFU Bottom of Funnel
- 21. | 8 Effective Digital Strategies 21 Do These Strategies Really Matter? YES! A 12.5% improvement at each stage = 2X revenue Organic Local Paid Revenue TOFU Top of Funnel MOFU Middle of Funnel BOFU Bottom of Funnel $350,000 increase/location x 100 dealers = $35 Million
- 22. | 8 Effective Digital Strategies 22 8 Digital Strategies to Grow Your Business 1. Start with mapping out the customer journey(s) 2. Develop personas to understand how to talk to potential buyers (Content and Offers) 3. Create centralized paid media programs for dealers/retailers with responsive landing pages 4. Develop unique content for each location, even if products & services are similar/identical 5. Optimize local search to support being found in the geography - high purchase intent! 6. Respond to digital inquiries with centralized contact center to pre-qualify leads 7. Leverage marketing automation to communicate with prospects and customers 8. Capture customer data to gain deeper insights about your customer base
- 23. | 8 Effective Digital Strategies 23 How to Get Started • Review these 8 strategies against your current marketing situation • Assess where the biggest challenges exist or great opportunities for gain • Prioritize your objectives and develop a digital marketing roadmap for improvement • Execute with a “crawl-walk-run” mentality
- 24. | 8 Effective Digital Strategies 24 Three Deep Paid Media Website Development Search Engine Optimization Content Creation CRM Database Marketing Automation Contact Center Google Analytics Google Tag Mgr Watson Analytics KPI Reporting Deep Analysis Deliver the content they need. Capture qualified prospects Measure & maximize everything digital. Acquire | Engage | Optimize
- 25. | 8 Effective Digital Strategies 25 Presenter: Dan Derosier Vice President/Co- founder Three Deep Marketing 289 5th St East, 2nd floor St Paul, MN 55101 (651) 789-7701 www.threedeepmarketing.com Thank You!
Editor's Notes
- CEB is a best practice insight and technology company.
- Google was launched in 1998, had only 350 advertisers in 2000 Facebook started in 2004 with $382,000 in 2004.
- Estimated 10.3 million contractors in the US After the Top 200 remodelers, none are over $5M in sales
- 5-10 % are competitive 25-35% are spontaneous 45% are methodical 10-15% are humanistic At My Fingertips is 35% and growing They expect to be able to find all information online They want it to be easy – literally, at their fingertips They are younger (<40), busier (with kids and in peak earning years) Touchy Feely is 11% and shrinking The age cohort that is least computer savvy is in decline. The Internet will continue to take the place of in person as it becomes more content-rich and experiential. How to grow House Blend further This segment dominates the current market Tech component will be increasingly important Relationship between online and in-person must be fluid (i.e., screen to screen selling)
- 1 in 5 searches on Google are related to a location 45% of local searches have a purchase intent 50% of all local searches are on mobile devices Remember the NAP! Name, Address, Phone #
- Respond to phone calls in real time Respond to web forms within 5 minutes.
- Promotion Highlights 126%+ over prior period 119%+ coupons redeemed 50%+ of results attributed to email marketing Migrated from Exact Target to the IBM Marketing Cloud
- Three Deep Marketing is a Digital Marketing Performance Agency. The word “measureable“ in our mission statement is germane to who we are and the type of work we take on and deliver. We love putting puzzles together and using the digital environment to solve business problems. And we pride ourselves on getting quantifiable proof of performance for our clients.