RSM Marketing Strategy: • Make it a repeatable system • Know your client - but even more-so know your clients clients (think about that one!) • Asset review and mining for gold • Set a baseline to ensure KPI's are properly measured & tracked moving forward • Developing integrated campaigns that focus on Hard ROI & Soft ROI and the role of SM • Develop a Marketing Playbook for Launches & Rolling Campaigns • Tracking tools & strategies that lead to ROI • Let's be the creative force that gets people talking
Marketing Strategy for the New Social Web
Nov 15, 2014
A presentation I did at Social Biz World Conference in 2011
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
RSM
Marketing Strategy:• Make it a repeatable system• Know your client - but even more-so know your clients clients
(think about that one!)• Asset review and mining for gold• Set a baseline to ensure KPI's are properly measured & tracked
moving forward• Developing integrated campaigns that focus on Hard ROI & Soft ROI
and the role of SM• Develop a Marketing Playbook for Launches & Rolling Campaigns• Tracking tools & strategies that lead to ROI• Let's be the creative force that gets people talking
RSM
RSM
RSM
Marketing Strategy:
• The Right Message at the Right Time to the Right Person
• Creating & Feeding the Funnel
• Test, Iterate & Convert
RSM
The Right Message at the Right Time to the Right Person
RSM
Marketing Strategy: Create The Funnel, Feed The Funnel, Launch
Plan, Iteration, Nurture, Conversion, Metrics => Revenue
RSM
Lead Nurture Program
Sign Up
Lead Capture
EcommerceSale
Landing Pages Tech Conversion
Metrics/Measure/Iterate (Google Analytics, Tracking URL’s, Orange Soda, SM tracking, HubSpot)
In-Bound Funnel
Create the Funnel
Lead Capture
PRODUCT
PRODUCT
PRODUCT
PRODUCT
RSM
Feed the Funnel
Websites & Landing Pages
Email Campaigns
Webinars
Adwords (Call) Campaigns
Display Ad Campaigns
Events – Present, Speak, BoothBlogging strategy – Press Releases, Thought leadership, etc.
Social Media strategy – Contests, events, campaigns on T, FB, YT & LiOrganic SEO - backlink building, social bookmarking, etcSales Team - calls, meetings and collateral
PR – Influencers, Pay per Clip, SM/email outreach & calls
Create Detailed Strategies for Each Campaign with a
Marketing Playbook
CPA Deals
RSM
October
Adwords
Launch Plan
November
Email Campaigns
Webinars
Display Ads
PR
Sales TeamOrganic SEO
Social Media Strategy
Blogging Strategy
Events
Website
December
CPA Deals
RSM
Iteration
Test Bed Process
Keywords & Subject Lines & Ads
Keyword & Message Efficacy
Provides us with:Optimized Keywords, Subject Lines & Content
Will be used for:Product Differentiation
Website ContentSEO
Social MediaVideo
Whitepapers/ResourcesBlog Posts
Email DropsAd Campaigns
RSM
Nurture Program & Conversion
Lead Scoring Program
Email Nurture Campaign5 – 7 Touch Points over 45 – 60 days
Whitepaper DownloadsResource Guides
Webinars/Content
Quality Score Threshold
Registration Page Conversion Criteria:
Product Purchase------------------------------
Qualified Leads for Nurture, Contact &
Conversion-----------------------------
Whatever your conversion criteria is
Conversion
RSM
Landing Pages
Measurement throughout the acquisition cycle using various tools and intelligence
In-Bound Funnel
Metrics & Analytics
Google URL BuilderTo create targeted URL’sFor each traffic source
Tracked back to a campaign
Google Analytics
CDM NurtureWebinarsResources
Video
1
2 3 Capture &Conversion
ActiveSites
4
CRM CaptureLead NurtureConversion
Sentiment Monitoring
CommunityMetrics
BlogPulse
GoogleAlerts
SocialMention
TwitterSearch
TwitterHashtag
s
LinkedinGroups
SysomosMonitoring
Related Documents
