DIGITAL MARKETINGPLAYBOOKf o r e c o n o m i c d e v e l o p m e n t

THE

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■ Clarity // Audience & Goals ■ Focus // 4 Part Marketing Mix

■ Empower // The Unconventional ■ Live Audit

■ 3 Ways to Fail

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CLARITY

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■ Clear goal & message ■ Reflect your target audience

■ Focused, tactical campaign

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FOCUS

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a CLEAR&SPECIFIC

E V E R Y C H A N N E LMUST HAVESTRATEGIC OBJECTIVE

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1: Homebase (conversion) 2: Direct Contact (nurturing) 3: Content (thought leadership) 4: Community (engagement)

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1: Website 2: Newsletter 3: Blog 4: Twitter

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EMPOWER

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■ Lack of citizen engagement ■ Three guys & a story ■ Find and empower your people

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LIVE AUDIT

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5 second test Clear CTA Conversion Point

website

4-step visual test Replies & Engagement Target Audience

social

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HOW TO FAIL

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Lack of Resources ernestbarbaric.com

Lack of Consistency ernestbarbaric.com

Relying on 1 “expert” ernestbarbaric.com

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