digital marketing roundtable 4/6/17

Welcome

Today’s Agenda• Session 1: What Does Your Marketing Strategy

Look Like?

• Session 2: The Importance of a Digital Strategy

• Session 3: Integrating Marketing and Sales

Today’s Moderator:Shane Fell

Shane Fell Digital Marketing Strategist

414.491.2441 [email protected]

linkedin.com/in/shanefell @shanemfell

Our Sponsor:

Introductions

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Session 1: What Does Your Marketing Strategy Look Like?Presented by: Shane Fell

What Does Your Marketing Strategy Look Like?

What Marketing Tactics Are You Using?

ROUND 1 ROUND 2 ROUND 3 ROUND 4 ROUND 5

• Complete survey in your folder (3 minutes)• Briefly share the tactics you’re using with your group

Findings:• What was the highest number of tactics for one company?• What was the most common tactic at your table?


Any Idea What “2ME” Stands For?


• Pick the two tactics that you consider your most effective• Share your selections with your group

Findings:• What tactics were mentioned most frequently at your table?


Which of Your Tactics Do You Consider Least Effective?


• Note the one tactic that you consider your least effective• Share your selection with your group

Findings:• What tactics were mentioned most frequently at your table?


What Criteria Did You Use to Decide Which Tactics Are Most/Least Effective?


• Google Analytics• Lead Attribution• Comments from Others• Tracked Sales• Gut Feel• Other Criteria?


Would Others Share Your Assessment of Which Tactics Are Most Effective?


• Which tactic would your owner rate as most effective?• Which tactic would your VP of Sales rate as most effective?• Are their opinions different than yours? If so, why?

Findings:• How many felt the owner’s perception is different than theirs?• How about the VP of Sales?

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Session 2: The Importance of aDigital StrategyPresented by: Sarah Kloth

The Importance of a Digital Strategy

Sarah Kloth

Director of Digital Marketing

THE WHAT

THE WHYTHE HOW

DIGITAL STRATEGY: a plan to accomplish something with the benefit of digital tools.

What Is A Digital Strategy?THE WHAT

DIGITAL STRATEGY: a plan to ACCOMPLISH SOMETHING with the benefit of digital tools.

An object has to Measurable & Actionable

What Is A Digital Strategy?THE WHAT

A Digital Strategy is…

The series of actions that are going to help you achieve your goal(s) using online marketing.

THE WHAT

Companies with a clear marketing plan, that regularly measure their efforts, see 60% faster growth than those without a marketing plan.

Why Do I Need a Digital Strategy? THE WHY

Capture More Leads

Incorporating a diverse mix of digital marketing platforms into your strategy, you will better enable your business to

reach a wider audience

Why Do I Need a Digital Strategy? THE WHY

Why Do I Need a Digital Strategy?

Gives Your Company Better Direction.

Without a digital strategy you have no direction – and you run the risk of spending your budget without the

means of showing any return on your investment.

THE WHY

Building Your Digital Strategy THE HOW

Step 1: Define Your Audience

• Do You Know Who You’re Marketing To?• Do You Know What Makes Them Tick?• Do You Know Where They Hang Out?• Do You Know When They Are There?

THE HOW

Step 1: Build Your Buyer Personas

Identify Your Audience: • Job Titles & Industries • Who do you talk to?• Who are the decision makers?• Details: Age, Gender, Location, Education, Family, etc. Identify Challenges & Goals • What are they faced with daily?• What common problems do they face?• What goal are they trying to accomplish?• What does success look like for them?

How Can Your Business Help? • What pain relievers do you offer?• What services / products do you offer that will help them achieve their goals? • How does your value proposition match up with what they are seeking?

THE HOW

Step 1: Build Your Buyer Personas THE HOW

Packet: Persona

Worksheet

Step 2: Identify Your Goals & Tools

What Do You Want To Accomplish?• Product/Service Sales Increase?• Launch Into New Vertical? • Be Specific. Be Reasonable.

How Are You Going To Measure It?• KPI units of measurement • Digital Tools: Google Analytics, CRM, e-Mail

THE HOW

Packet: Strategy

Questions

Step 3: Evaluate Your Existing Digital Marketing Channels & Assets

THE HOW


Audit & Plan Your OWNED Media

• Audit your existing content• Make a list of your existing owned content and rank each

item according to what has previously performed best in relation to your current goals.

• Identify gaps in your existing content• Do you have content that speaks to the pain points and

challenges identified in your audience research and buyer personas?

THE HOW


Audit & Plan Your OWNED Media

• Develop a content creation plan• What Content Do You Need? Match to Persona’s Pain Points,

Challenges, Solutions • Who Is It For? Match to Personas • What Point in Buyers Journey? Awareness, Consideration,

Evaluation, Purchase

THE HOW

Packet: Content Calendar

Topic Ideation Tools: - Answer The Public - Buzz Sumo - LSI Graph - Google Trends


Audit & Plan Your EARNED Media

• Review Sites (Google, Facebook, etc.)• Online Mentions of Your Brand• Press Releases

Audit & Plan Your PAID Media

• Google AdWords, Bing Ads• Facebook, Twitter, LinkedIn• Other Media Buys

THE HOW

Audit Tools:- Google Analytics- UTM Builder- Ad Platforms - Google Site: search - Moz: Fresh Web Explorer - Moz: Open Site Explorer - Google Alerts

Step 4: Evaluate Your Competition

Understanding The Competitive Landscape

• Organic Search Value • Paid Search • Social Media Presence • Other Media Buys • Messaging • Product/ Service

Offerings

Auditing Tools: • SEM Rush• SpyFu • Moat.com

THE HOW

YOU

Competitor

Competito

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Competitor

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Competitor

Competitor

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96

Step 5: Position Yourself From the Competition

Break away from the competition….

• How did you stack up against the competition?

• How can you position yourself in a differentiated and compelling way

• What makes your brand different / the only?

THE HOW

The goal of doing this is to make sure you look and sound different—all of which comes back to being relevant to your personas.

Step 5: Position Yourself From the Competition

Blue Ocean StrategyBy W. Chan Kim & Renée Mauborgne

How to Create Uncontested Market Space and Make the Competition Irrelevant

THE HOW

Step 6: Gather Findings THE HOW

• Match Goals to Strategy to Marketing Tactics

• Prioritize Tactics And Set Deadlines

• Assign Project Owners

• Make Predictions And Set Goals

Goals Strategy Tactics

Achieve 15%

business growth

with Existing

Client Base to bring

company to $3.5M in Revenue

1. Create Lunch & Learns For Existing Client Base

1. Create email marketing campaign to introduce additional Lunch & Learns to existing client base.

2. Create Remarketing Display Campaign that promotes Lunch & Learns to previous website visitors.

3. Create Social Media campaigns to invite existing clients to sign-up for Lunch & Learns.

2. Add Remarketing & Email Campaigns to Increase Client Touchpoints

1. Creation of Remarketing campaign to get in front educate website visitors with message of Krueger’s value-add and Integrated approach.

2. Creation of Email Drip Campaign to educate segments of current customers about other products/ services.

3. Facebook Remarketing Campaigns to existing client base to educate.

3. Create Robust Client Appreciation Program

1. Create anniversary swag bags that are both educational and fun.

2. Direct Mail piece that outlines the cost savings that would be associated with additional services.

4. Create Content Section of Website to educate and help current client base

1. Content Creation Campaigns per business segment to educate client base on full offering.

2. Create Content Map to outline content needs for email campaigns, social campaigns, and remarketing campaigns.

3. Monthly content creation to provide value and educate existing clients.

4. Quarterly Case Study development to provide information on cost savings, etc.

Step 7: Map Out Your Digital Strategy THE HOW

Packet: Marketing Calendar

• Practice the “Fail Fast” method

• Review data and measure success

• Make adjustments based on findings

• Always be changing

• Schedule monthly reporting and check-ins with your team

• Schedule quarterly strategy reviews with your team

Step 8: Execute & Refine THE HOW

Don’t Fall Behind.

Define. Focus. Succeed.

GROUP DISCUSSION:• Do you have a Digital Marketing Strategy in place?

• What struggles do you face with your digital strategy? Planning? Execution? Measurement?

• Have you gone through a brand audit? How long ago?

• What are some items you uncovered in your last brand audit?

• When was the last time you did a full competitor audit? How often are you revisiting your competitors?

• What digital channels do you struggle with most?

• Which digital channels have been great success?

• How are you measuring the success of your strategy?

Session 3: From Lead to Sale – Marketing’s Role and How to Track ROIPresented by: Justin Kerley

The Role of Marketing

The Role of Marketing• Marketing

reports on how many leads they generated, sales reports on… sales. But there’s nothing tying the two together

The Benefits of Integrating Sales and Marketing

• Improve engagement with prospects

• Report on impact to the business

• Add to lead generation methods based on feedback

It Begins With Collaboration

Define the Sales Process• How long is the sales cycle?

• What are the typical touchpoints?

• Frequently Asked Questions

• Common Objections

Setup a Lead Tracking System

Closed Lost

Define The Major Milestone Stages of a Sale

Closed Won

OpportunityQualifiedLead

Define the Ideal Customer• Messaging

• Types of collateral generated

• Follow up processes

Get The Data - Sales

• Close Rate

• Average Sale Price

• Customer Lifetime Value

• 10%

• $25,000

• $250,000

Metrics and Goals - Marketing

• Impressions/Reach

• Traffic

• Conversion Rate

• Conversions

• 100,000/month

• 2,000/month

• 2%

• 40/month

Sales Support• With a better

understanding of the customer’s buying process, marketing can develop collateral that will inform decisions and move prospects further down the funnel

Sales Support• Marketing can provide collateral to

sales to support their follow up

• Or marketing can take the lead on advancing prospects down the funnel

Bonus – Marketing Automation

Lead Tracking• To understand the impact of

marketing on sales, the leads generated need to be tracked by all members of marketing and sales involved from generation to close

Metrics to Track• Total Leads Generated

• Total Revenue Generated

• % of Leads that advanced to a particular stage in the sales process

• Value of a Lead

Advanced Lead Tracking• Broken down by lead type

– Quote Request– Newsletter– Contact Form– Content Download

• Broken down by marketing channel– SEO– PPC– E-mail– Social– Tradeshow

Continued Communication• Putting these processes in place is a

great start, but shouldn’t be a one-and-done

• Continue to meet as a unit and discuss the quality of the leads generated, update sales data (as needed), and identify areas to improve the sales process

Thank you for joining us today!