The 3 stages of digital marketing overview 7-13

Listen, Convert & Retain Empower your digital media presence to help you find your next customers – and

keep the customers you have.

•  The evolution of technology & business communications – pg. 3

•  The 3 stages of the modern marketing cycle – pg. 5 –  Stage 1: Listen & Plan – pg. 6

–  Stage 2: Promote & Convert – pg. 10

–  Stage 3: Cultivate & Retain – pg. 18

•  Social Business – pg. 22 –  Channels – pg. 23

–  Analytics – pg. 34

–  How to leverage them – pg. 39

Discussion Topics:

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Evolving Technology Creates Opportunity

•  When a new technology is embraced by consumers, history has shown that businesses follow. Social Business will be no exception.

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Mobile

Marketing

Analyst

Business

NetworksSocial

Networks

Virtual

Events

Sales Reps

Press

Magazines

Microblogging

Online

Videos

Online

Q&A

Blogs

Peers

Trade

Shows

Search

EnginesDirect

Mail

Email

Marketing

PRESS

BUYER2013

Magazines

DirectMail

Peers

Sales Reps

Press

PRESS

TradeShows

Analyst

BUYER1980

•  Buyer channels have proliferated, and so must every business’s marketing & communications:

Business Networking & Communication Channels

Then: Now:

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The 3 Stages of The Modern Marketing Cycle:

2: Promote & Convert –  We’ll build your channel platform and media plan to attract

new customers. Levers used: SEM, Facebook, YouTube, etc. ads.

3: Cultivate & Retain –  Based on results, we’’ll optimize messaging and its distribution.

Tools used: Nimble/HubSpot

•  The 100mph end-to-end process takes into full account the complexities of marketing today:

1: Listen & Plan –  We monitor & analyze chatter to

understand your customer. Develop a strategy with the insight. Tools used: Sysomos, Radian6, etc.

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Stage 1: Listen & Plan

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•  We listen to your audience in order to develop a clear understanding of their needs – as well as the channels they tend to use along their journey:

Listen

7

•  Listening data and keyword research will help us uncover the key questions needing to be answered by the brand through its marketing messaging & channel planning.

Plan

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•  The resulting insight will enable us to lay the groundwork for how best to prioritize content & marketing strategies with precision.

Plan: Balance and integrate the 3 media types

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Stage 2: Promote & Convert

•  Expand the audience “net” with targeted ads in key media channels.

•  Acquire an audience of people who value and need the solution you offer.

•  Engage that audience with content that helps them get closer to your solution.

•  At specific points in your customer’s lifecycle, initiate a dialogue.

•  At the point of need, ask to take next steps.

•  With specific insight into who our audience is, what they value, & where they engage… we can then build the acquisition strategy.

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Reach: boost organic search presence

•  How social and SEO topics drive organic search rankings:

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Paid Search Ads – These ads are relevant to the keyword being searched and are purchased on a Cost Per Click basis.

Organic Results – Populated by the search engine’s algorithm, rank cannot be purchased but it can be optimized.

Reach: Capture prospects where they look

•  Search engine marketing & optimization are powerful lead generation tactics, as people go to search engines looking to take next steps.

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•  Facebook, YouTube, & Twitter are among the key channels where people spend their time online. Having an aggressive earned, owned, & paid media strategy here today is essential.

Reach: Social ads engage prospects

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Engage: Optimize content to improve visibility

•  After acquiring your audience, sharing content relevant to their concerns & interests is key to gaining visibility in their social feeds.

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Convert: Search ads drive users to take action

•  With our approach, we can track which ad led to a new customer – enabling us to achieve a dramatic boost in ad efficiency.

•  Employing the right content & call-to-action at the right time will enable us to maximize the quantity of new leads, while optimizing media spend.

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Stage 3: Cultivate & Retain

•  Social CRM requires major changes in the way businesses communicate internally and externally, and the 100mph team is well-versed in the marketing and communications challenges facing marketers.

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Cultivate: balanced, cross-channel communication

•  All top digital channels are important for different reasons, as is ensuring the right content gets distributed to the right channel at the right time:

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Cultivate: CRM, automation, & collaboration tools

•  Given the nature of media today, leveraging key tools to manage communications & ensure messaging is resonating with your audience is essential.

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Retain: Capture, analyze & act on performance data

•  Tools help us understand the numerous actions taking place across channels – and how they impact the bottom line:

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Social Business

Adopting the new rules of interaction

Mobile now represents 50%+ of web traffic

How much can you, possibly, when you don’t scale? •  Leverage technology to help you amplify your communications where your

customers naturally gravitate.

•  The more quality interaction, the more likely they are to do business with you.

Reach them – with just a few hours a week – focusing on key channels: •  Email (still the dominant communication channel)

•  LinkedIn, Facebook, Twitter, Instagram, etc.

•  Other channels, depending on your customer & offering

•  Give them good reason to share – and refer you!

And attract new customers who need your help through: •  Google & Bing (social optimization, paid search)

•  LinkedIn (search, shared connections & interests)

•  Yelp, Foursquare & other localized channels

How much time do you spend with customers?

Facebook – the activity hub

LinkedIn – the professional network

•  Why use it? –  Share what you read that’s interesting to you and your customers.

–  Provide tips that save your customers time, money, effort or

AMPLIFY the value of what you provide them.

•  Is it recommended? Absolutely!

Chatter – for internal collaboration & sharing

•  Why use it? –  Share what you read that’s interesting to you and your customers.

–  Provide tips that save your customers time, money, effort or

AMPLIFY the value of what you provide them.

•  Is it recommended? Absolutely!

Work.com – for managing work flow

Salesforce.com – for CRM

•  Campaign attribution by channel

•  Enhance lead scoring

•  Personalize communications

Optimization Tools – Analytics, Optimization,

Ads, CRM & Collaboration

We’ll show you which of these to use and how, or we’ll simply take care of it for you.

Google Analytics – site organic performance

Facebook Insights – page performance

bit.ly – post performance by channel

SM-CRM – for connecting &

bolstering interaction

Social selling – use social media to:

•  Use social media daily to understand how to leverage it for your business purposes, use it every day.

Use social media to:

•  Gather information about prospects and clients; their lives (i.e., hobbies, interests, mutual connections, charities, etc.) are being broadcast online, providing endless fodder to engage them.

•  Profile your prospect before meeting them, uncovering what likely “keeps them up at night” before you speak.

•  Find mutual connections that can introduce or refer you.

•  Monitor prospect life changes for opportunities.

•  Wow your clients by being thoughtful (e.g., send a travel guide for a trip they’re about to take).

Social networks for selling

Which social networks to use daily

Social connections you should have

Create and stick to your content calendar

What you should post

Why use social media for business?

How do people choose who they hire?

Find prime prospects on LinkedIn, then identify what you share

Advanced people search helps you find prospects who meet your target criteria

Areas of commonality that help forge an immediate bond

•  What and who you have in common with them

•  Who they know that you want to know

•  The community organizations and causes that interest them

•  Accomplishments that you can acknowledge

•  Important positions they hold on boards and committees

•  The neighborhood where they live

•  Where their business is located

Before reaching out, find out what’s going on with them by looking at what they're talking about online