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Page 1: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady
Page 2: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

By  Melinda  Emerson

Creating a Digital Marketing Strategy in Uncertain Times

Page 3: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Melinda Emerson, SmallBizLady

America’s #1 Small Business Expert

§ Accomplished  entrepreneur 20+  yrs§ International  keynote  speaker§ Small  business  influencer§ Social  media  marketing  guru  § Advocate  for  small  business  owners§ Publisher  of  the  resource  blog    

www.succeedasyourownboss.com§ Host,  Smallbizchat  LIVE  § Host,  The  Smallbizchat  Podcast

Her  marketing  consulting  firm  Quintessence  Group,  works  with  Fortune  500  brands  who  target  the  small  business  market.  

Clients  include  VISA,  FedEx,  Google,  HP,  American  Express  and  Verizon  to  name  a  few.

Page 4: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Covid-19 has changed marketing

Consumers  are…..§ Remote  working  and  live-­‐

streaming  everything§ Spending  even  more  time  

on  social  media  § Seeking  escapism  and  

entertainment  § Using  cashless  payments  

at  the  grocery  stores  and  takeout  restaurants  

Page 5: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

97% of all interaction is digital

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Page 6: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Do You Need a New Digital Marketing Strategy?

Yes No Maybe P

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Page 7: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Why You Need a Digital

Marketing Strategy?

§ Lack  of  Direction    § Lack  of  Understanding  

of  Your  Online  Audience  

§ Not  Competing  Effectively  Against  Competitors

§ Lack  of  a  Powerful  Online  Value  Proposition

§ No  Digital  Team  

Page 8: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Why You Need a Digital

Marketing Strategy?

§ Poor  Online  Customer  Engagement

§ Lack  of  an  Integrated  Approach

§ Not  Agile  Enough  to  Catch  up  or  Stay  Ahead

§ Lack  of  Optimization

Page 9: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Create a Digital

Marketing Strategy

§ Is  it  time  to  create  a  new  offer?  

§ Should  you  pivot  your  business  model?

§ Do  you  have  an  email  list?

§ Who  is  your  best  target  customer?

§ Do  you  have  a  powerful  unique  value  proposition?

Page 10: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Substitute - Can  you  use  different  vendors  ?

Combine – What  offers  can  you  combine  to  innovate?

Adapt – What  changes  do  your  customers  need?

Modify – What  can  you  modify  to  add  value?

Put to Another Use – Is  there  another  market  to  serve?

Eliminate –What  you  need  to  stop  doing?

Reverse – How  can  you  reorganize  to  be  more  effective?

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

UseSCAMPERFormula

SCAMPER

Page 11: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Top 6Marketing Channels

1. Your Website: #1  Marketing  Channel  

2. Pay-Per-Click: Google  Ads  and  Facebook/Instagram  Ads

3. Social Media: Build  through  transparency  and  valuable  content

4. Email: Best  method  of  direct  response  marketing

5. Content Marketing/SEO: Demonstrate  expertise  and  drive  organic  search

6. Word of Mouth: Referral  programs  and  online  reviews

Page 12: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Website Best

Practices

Does your website make a good first impression?§ Conduct  a  Site  Audit§ Test  Your  UX§ Check  Your  Lead  Magnets§ Use  Google  Analytics

Page 13: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Website Metrics

§ Revenue§ Cost  per  lead§ Traffic  sources  § Website  traffic  to  lead  ratio

§ Landing  page  conversion  rates

§ Customer  lifetime  value§ Churn  rate

Page 14: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Most Unreliable Web Metrics

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

§ Open  rate§ Unsubscribe  rate

Page 15: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Companies that excel at lead nurturing generate

50% more sales.

Page 16: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

DIY Copywriting => Use PAS Formula:Problem, Agitate & Solution

vs. Copywriting Content

Text of advertisements or sales material. Content directed toward an audience.

Page 17: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

What is Sales

Funnel?

Prospect become aware

Prospect demonstrates interest

Prospect examine competitors

A final buying decision

Purchase is made

Page 18: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Email is King

§ Know  Your  Audience§ Give  to  Get§ Calls  to  Action  (Clear,  Concise  &  Clever)

§ Track  Email  Metrics,  Watch  Email  Fatigue

§ Keep  a  Clean  List§ Email  Must  Align  with  Overall  Brand

§ A/B  Test  Every  Element

Page 19: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

6  C’s  of  Social  Media  Marketing

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Connect

Communicate

6  C’s

CompellingContent

Consistent

Community

Commerce

Page 20: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Choose the Right Platforms to Be On

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

2.3 Billion 1.7 Billion 800 Million

500 Million 330 Million 175 Million

Page 21: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

SPECIAL  OFFERFREE  Ebook  Download

“How  To  Recession  Proof  Your  Small  Business”

www.succeedasyourownboss.com/recession

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Page 22: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Post Covid-19 Marketing Action Plan

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Page 23: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Map The Customer Journey

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

1

Page 24: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Talk To Your Customers

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

2

Page 25: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Competitive Analysis

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

3

Page 26: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Sales vs. Marketing

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

4

VS

Page 27: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Channel Analysis/Analytics

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

5

Page 28: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Internal Resource Audit

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

6

Page 29: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Marketing Automation

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

7

Page 30: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Budgeting

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8

Page 31: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Create the Annual Plan

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9

Page 32: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

“Swords are made, how leaders are made.”

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Page 33: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Contact  [email protected]      Direct:  610-­352-­0680

Melinda  Emerson  @SmallBizLady

www.succeedasyourownboss.com

Like  my  SmallBizLady  fan  page

Follow  me  on  Instagram

Connect  on  LinkedIn

Connect  on  YouTube

LET’S  DISCUSS  YOUR  STRATEGY  OPTIONS!  

Page 34: Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe @smallbizlady

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 25


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