Presented by Cliff Tillery Oct. 30th, 2013

First and foremost…a schmoe B.A. In Journalism/Advertising Worked at the in-house ad agency down at

America’s Mart M.S. in Counseling Education MBA in Management/Marketing

Who Is This Guy?

New Year's Resolutions

● It's what we all say we're going to do to improve in the new year....but often drift away from the initial goal.

● Yep, that about describes strategic planning for most business owners.

Some Things To Keep In Mind

Traditional vs Modern Marketing

Traditional marketing involves interupting your customer- radio, TV, telemarketing, etc

Average person sees anywhere from 3000-20,000 ads/day, but more like 247

We have to tune things out to get things done

We've developed technology to help us-Tivo, etc

Attention Economy

- A wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.

-Just stick to the first line

AIDATraditional media advertisers followed a model

that suggested consumers went through a linear process called AIDA - 

Attention Interest Desire Action

Attention is therefore a major and the first stage in the process of converting non-consumers. Since the cost to transmit advertising to consumers is now sufficiently low that more ads can be transmitted to a consumer than the consumer can process, the consumer's attention becomes the scarce resource to be allocated.

Deep Thoughts by Professor Handy

Consumers, increasingly expecting beautiful, integrated experiences, are becoming more discerning and selective consumers of information, and that discernment means that advertising is becoming less valuable, and less effective, over time.  At the same time, they are using more devices, generating more data, and making it possible for marketers to deliver ads that provide real value to users, if only those users trust us to do so.

But it’s clear that no one organization can make this happen - we all need to work together to grab hold of that future, a world of Invitational Marketing where the consumers _want_ to be engaged by brands and help to shape it, to create the next generation of online marketing—one that is authentically digital.  It will be better for consumers, and it will be better for us.

Heh?

Modern marketing = InvitationalInvitational isn't what it sounds like.

It's more about direct engagement with your customers vs distraction, attention grabbing or annoying.

defined by  three elements:

Seamless experience – the marketing campaign is integrated with the experience itself, operating through direct engagement rather than distraction

Imminent value – the marketing campaign provides value for the customer or prospects

Self-determination – the marketing experience is transparent so that customers clearly see the value of what you do.

Strategic Planning● Not like Algebra homework● Well, maybe, but way more useful● It's mapping out where you want your business

to go● It's as complicated as you make it● It defines the way you do business for everyone

in the organization● It's the most viable alternative to crisis

management

Listen To The Data

● Jim Collins- From Good To Great

● Look at and listen to the data

● Stand back as you do

Example

SWOT Analysis

● Internal– Strengths– Weaknesses

● External– Opportunities– Threats

The Big Questions

● What is your business all about?● Who do you serve?● What problems does your business solve?

– How?– For whom?– How fast?– How cheaply?

● What sets you apart from the other schmoes?

Goals

● Strategic- more of a 10,000 foot view● Tactical-how are you going to get there● Vision goals and “how to make the vision goals

come true”● Think like the military (well, maybe…)

– Strategic goal: Liberate Iraq from a dictator– Tactical goal: Begin with shock and awe bombing

campaign, put boots on the ground, confuse the hearts and minds of the locals, and (according to Fox News, leave things worse than you found them)

SMART Goals

● Specific● Measurable● Attainable● Realistic● Timely (some say tangible)● This takes some practice● Set the goals then MEASURE!!!

There in lies the problem. This is all still so new Lots of data, but what’s it all mean? That depends…on what’s most important to

your goals Brand awareness=reach Actually making money=conversion You gotta walk before you can run Everything is a numbers game (i.e. the more

you deliver the RIGHT message to the RIGHT prospects, the higher probability of making dollar signs

Measure What?

Digital Marketing ● The Parts:

– Solid Website Design- aesthetics, user friendly, visible, converts well

– Social media marketing- are you where your target market is?

– SEO- Can your site be seen?– Email marketing- do you woo those that already

love you?– Blogging- data shows that browers that read a

company blog convert more than 50%

Website Marketing Goals

With your website, you must first answer this:● Why do you have a website?● What do you want the user to do?

– Begin with the end in mind (customer psych 101)– Call to action (CTA)

● Does your site speak to your customer?● Have you made that easy for them?

Google Analytics● Traffic data● Shows new vs returning users● Shows user metrics: how long someone stays

on the site, how quickly they bounce off, how many pages they read on average- huge factors for SEO

● Shows behavioral flow- where user go on the site and where they leave

● Shows what social media they come from to get to your site

Social Media Goals

● Increase brand awareness● Dialogue with target market-serve, save, sizzle● Increase customer activity- need to define:

– Likes– Reach– Clicks– Conversions

Social Media Data

● Depends upon the social media channel– Facebook- insights– Pinterest analytics– Google+- Platform insights– Twitter-twiteronomy– Linkedin- analytics & page insights

Search Engine Optimization

● Most people think it's all about getting to the first listing in Google.

● It's really all about conversions.● The problem with SEO is that it takes so long.● Results vary depending upon industry and

search results competition.● There are trust issues

What Does SEO Do For Me?

● Would 38% of 1000 searches a day help your business?

● How's about 24%?● 9%?● You get the point. ● Organic search results have the most credibility

and highest click through rate● SEO gives your business more

visibility/credibility

Measuring SEO

● Unfortunately, it takes time● Manual search- control, shift, n brings up

incognito search● If you search for your business while logged in

to Gmail, it can skew your results● Tracking phone number- gives you data● What’s one customer worth?

Having a brief “Contact Us For..” form on the home page of your website can increase conversion up to 30%

Now that you’re collecting emails, what do you do with them? Well, use ‘em!

It’s easier to market to people that already know and like you than it is to convert newbies

Constant contact, Mailchimp Great data- open rates, click rates

Email Marketing

Use Mailchimp, Constant Contact, etc. to get data on how effective your email marketing is

Make sure you are consistent across all platforms

Define a goal for the campaign- get traffic to site, get traffic somewhere else, etc.

Call to action/Tracking phone numbers Open rates are great- it does reflect

engagement Define the story of the clicks

Email Analytics

We’ve developed a free tool that you can use to help you measure the effectiveness of your digital marketing.

Go to:digital.makeitloud.net

Take the free assessment. We’re beta testing this, so help us work out

the kinks!

Digital Marketing Diagnosis

Please Help Us● If you enjoyed any part of this, please do one

or more of the following:– Like us on Facebook & share our stuff– Follow us on Pinterest and repin our stuff– Follow us on Linkedin & like our stuff– Connect with us on Google+ and share our stuff– Follow us on Twitter & share our stuff

● So, basically, please share our stuff!