How to use digital marketing

1. Web Marketing: up ideas for a
down economy
16 November, 2010

2. www.concepglobal.com
How will budgets change?

3. www.concepglobal.com
Effectiveness of tactics

4. Mike Schultz & John Doerr, 2009
• 60-70% buyers of professional services use:
➔ Referrals
➔ Personal Recognition or awareness
➔ In-person seminar
➔ Presentation at a conference
• 50-60% use:
➔ Website
➔ Articles / News stories
➔ Exhibit
➔ Case studies
www.concepglobal.com4

5. • 40-50% use:
➔ Articles written by provider
➔ Telephone
➔ Newsletter
➔ Webinar
➔ White Papers
• Social Media / blogs
➔ 24% buyers are very/somewhat likely to use to identify /
learn more about professional service providers
www.concepglobal.com5
Mike Schultz & John Doerr, 2009

6. A walk down memory lane…

22. A fundamentally different approach…

25. Game time! Brand or publisher?

26. Brand or Publisher?

27. Brand or Publisher?

28. Brand or Publisher?

29. Brand or Publisher?

30. Brand or Publisher?

31. Brand or Publisher?

32. Brand or Publisher?

33. Brand or Publisher?

34. Brand or Publisher?

35. Brand or Publisher?

36. What might be considered some best practices within the
professional services industry?

37. Registration has
increased
Video results in
higher site traffic
(27%)
Thought leadership
Hay Group website
Why are you here
today?

38. Links to social
media campaigns
Hay Group enewsletter

39. Hay Group Twitter account
Regular Tweets!

40. Hay Group event microsite
Integrated with
LinkedIn

42. Short, sharp, link
to more

43. Driving traffic to the web
via email marketing

45. Trendspotting and “up” ideas – is there a magic bullet?

46. Tips and take-aways
View internet as a buying engine
Look beyond the CMS - Platform Audit
Apply content-driven analytics
Examine org chart and talent requirements
What vendors, what projects?

47. Questions & our contact details
Gail Hageman: ghageman@hunton.com
Stephen DiGennaro: stephen.digennaro@aporter.com
Leigh George: lgeorge@r2integrated.com
Nancy Slome: nancy@1to1interactive.com
Anthony Green: anthony.green@concepglobal.com

48. • Becoming a publisher (from Leigh George, R2integrated)
➔ Added technology to support distribution (tools, calculators, etc.)
➔ Compelling content your audience finds valuable and wants to share
➔ Syndicated promotion in industry and business media that are
information sources for your audiences
➔ Shifted internal responsibilities to staff content creation and community
management positions (events, social media, etc.)
www.concepglobal.com48
Additional resources

49. • Adapting the organization (Leigh George, R2integrated)
www.concepglobal.com49
Additional resources
Content Management Content Syndication Community Building
Tools
Mobile Applications Rich Media
Tools
Strategy Creative Development Management
Content Author Community Manager Technical Support
Skill Sets Layer
Engagement Layer
Platform Layer

50. • Video
➔ Orrick: http://www.orrick.com/news_events/multimedia.asp#videos
➔ Arnold & Porter:
http://www.arnoldporter.com/multimedia.cfm?u=VIDEOCASTEnvironme
ntalRemediationCostsandtheGovernmentContractor&action=view&id=2
0&t=multimedia
➔ Reznick Group: http://www.youtube.com/watch?v=Q9L-8G_KAso
➔ Townsend: http://www.townsend.com/Who/default
➔ Hay Group:
http://www.haygroup.com/ww/media/Details.aspx?ID=27997
www.concepglobal.com50
Additional resources