While some companies have been hesitant at adopting digital marketing strategies, consumer and business buyers have not. The customer journey has evolved dramatically. This presentation provides all the information you need to modernize your content, mobile, and social strategies to adapt to your prospect's changing behavior.

2. Purchase Journeys Have Changed:
Source: Cisco
The number of points
along the customer
purchase journey are
accelerating, 800 and
growing as more and
more resources
become available for
research.

3. The Myth of Attribution
Technology attributes first and last touch attribution,
and is beginning to predict the impact from other
mediums, but consumers are impacted throughout the
journey and directly attributing the moment of truth is
virtually impossible.
I recently purchased an Amazon Echo after hearing
about how great it was from Mark Schaefer on
Facebook. I checking Amazon, YouTube, seeing
retargeting ads, viewing reviews… but I don’t know at
what point I actually made the purchase decision. So
how does your analytics know?

4. Moments
Source: Think with Google
4 moments crucial in the buyer’s
journey that you must have
strategies to assist via your digital
media and mobile presence.

5. Marketing is Evolving
• It is not batch, blast, and
spamming.
• It is establishing your
company as a trusted
resource.
• It is establishing you as a
trusted authority.
• It is growing your company’s
awareness and reach.
• It is working to grow an
audience into a community.

6. Social Media IS Working!
• 78% of salespeople using social
media outsell their peers.
Source: Forbes
• 64.% of sales people utilizing
social media report an increase
in sales revenue, 22.2% more
than sales people not utilizing
social media.
• 91% of social sellers report an
expected increase in their
company’s sales revenue
• Top sellers use LinkedIn 6 hours
per week. Source: Jill Konrath

7. Why Aren’t Organizations seeing Social Success?
• Only 8.5% of users have a social media-
integrated process.
• 72% of sales professionals are not proficient
with social selling techniques.
PS: Subscribe to the Marketing Technology Blog
for our upcoming Social Selling series!
https://www.marketingtechblog.com

8. Your Prospects Consume Content Differently:
• Video: Facebook Live,
Periscope, Vine, YouTube,
Hangouts
• Audio: Podcast
• Text: Tweets, Updates, Blog
Posts
• Visual: Infographics
• Events: Tweet Chats, Blabs,
Hangouts, Event Hashtags

9. Successful Sales and Branding Alignment are a Must!
• A personal brand that
differentiates you WITH your
company.
• A corporate brand that has a
great reputation and is engaged
with prospects and customers.
• An online presence for both that
builds your authority, reach and
value.
• A sales strategy based on sound
methods, mindsets and
mechanics.

10. Research keywords and hashtags!
#catbreading vs #catbreeding

11. The Modern Marketing Machine:

18. What Your Aiming For:

19. Paid Owned and Earned Results
Source: OMI

20. Build a Content Library
Stop ineffective, time-consuming content production that doesn’t
work!
1. Audit – taxonomy and hierarchy to content and performance
2. Enhance – engage via podcast, video, infographic, and imagery
3. Condense – identify and condense topics into highly engaging,
multi-media, shallow to deep pages
4. Add – prioritize competitive, non-branded gaps and generate
high-quality content
5. Maintenance – keep old content fresh, new imagery, new
statistics

21. LIE: “Attention Spans Are Shortening”
1. FACT – the average #1 ranking page
has GROWN to over 1,500 words on Google.
2. FACT – businesses and consumers are
consuming MORE content than EVER in
history.
3. FACT – businesses and consumers
that BUY need enough information
to make the purchase decision.
4. FACT – people spend less time on sites
and pages that SUCK, not on well-designed,
well-produced, and well-written pages
with great information.

22. A foundation of all your digital efforts should be nurturing via email! It’s not “versus”!

23. Corporate Stages of Social Media and Influence:
Successful social media engagement requires a strategy to move your brand through each stage.
Each stage increases the value of the program and overall return on investment.

24. Get Social:
 Follow your peers within your company and
promote their updates.
 Be an advocate for your company’s sales and
marketing efforts online.
 Follow leaders within your industry and promote
their updates when the opportunity arises.
 Follow your company and promote its goods and
services to increase your value to them.
 Follow prospects and assist them with issues that
may or may not be associated with your products
or services.
 Make introductions between any and all to
increase your value to their network.
 Share industry news, publications and events that
would be of value to your audience

25. Contact:
Douglas Karr
• @douglaskarr @mktgtechblog
• CEO, DK New Media
• Author of Corporate Blogging for Dummies
• Founder of the Marketing Technology Blog
Offices
• http://www.dknewmedia.com
• Downtown Indianapolis:
• 120 East Market Street, Suite 940
• Indianapolis, IN 46204
• Phone: (844) DKNEWMEDIA or (844) 356-3963
• Email: info@dknewmedia.com