Practical Digital Marketing Strategies. Everything about marketing has changed, yet nothing has changed. Marketing principles and human behaviour do not change

1. DIGITAL STRATEGIES FOR THE
21ST CENTURY
A PRACTICAL APPLICATION

2. MARKETING PRINCIPLES HAVE NOT CHANGED
 YOUR WEBSITE
 YOUR PHONE
 YOUR STORE
 YOUR PHONE
 YOUR STORE
BEFOREDIGITALNOW

3. CONTENT HAS ALWAYS BEEN KING
The “big idea” WAS the “big ad” that got attention, got people talking
around the water cooler.
Today, the “big idea” has to work everywhere, especially on Social
Media and stand up to public scrutiny, to “talk back” and not just on AM
Radio!

4. TECHNOLOGY
& MEDIA HAS CHANGED
Complaints will be
Multiplied

5. FROM MONOLOGUE TO DIALOGUE
• 1 to 1,000‟s  1 to 1
• Power shift to Consumers / Clients
• Customer IS the Medium – User Generated Content / Citizen Journalism

6. “THE BRAND WILL BECOME THE MOST
POWERFUL TOOL SINCE THE SPREADSHEET”
- Marty Neumeyer, author of The Brand Gap
http://www.slideshare.net/coolstuff/the-brand-gap – 3+ Million views

7. (BRAND) STORYTELLING IS THE
FUTURE…

8. BUILD THE RIGHT
FOUNDATION
Customers Offer
You and Your
Point of
Difference
Finding Your Customers
Reaching Your Customers
Connecting

9. Target Audience
Problems Solved
Action You‟d Like Them To Take?
Your Unique Solution
Proof You‟re Unique
Traditional Communications
Web, Online & Social Communications
Brand Personality & Promise
Tagline
Creative Theme

10. WHERE - MEDIA EFFECTIVENESS
PROFESSIONAL SERVICES (B2B)
© www.TheMarketingNetwork.com.au 10
1. REFERRALS
1. Existing customers
2. Influencers (who are not customers)
2. Networking
1. Physical – Dedicated Networking Groups, Industry Associations,
Expos, etc
2. Virtual (LinkedIn, Facebook, etc)
3. Website, Blog, Online Video
4. Search Engine Marketing
1. Paid Search / Pay Per Click
2. Search Engine Optimisation
3. Banner Ads
5. Email (Existing Customers) – Keep in Touch
6. PR – Online
7. PR - Traditional
8. Direct Mail & Telemarketing
9. Trade Press / Local Paper / Niche Magazines
At least half of
these didn‟t exist
10 years ago!
3 years ago you
couldn‟t manage
most of these from
one interface!

11. WHAT‟S HOT? CHOOSE WHAT‟S RIGHT FOR YOU!

12. REFERRALS ARE CRITICAL TO
SUCCESS
FACT
• 98% of Businesses rely on referrals to gain new business
FACT
• 3% of businesses have a strategy for referrals
REFERENCE:
BNI – Business Network International
12

13. LINKEDIN IS…
1. The ultimate DIGITAL referral tool – means no more asking
for referrals blind
1. The most important personal and B2B / Professional
Services marketing development we have ever seen
1. The greatest personal BRANDING & SALES tool we have
ever had
13

14. BENEFITS OF A REFERRAL SYSTEM
1. Lower Marketing Costs
2. Higher Revenues
3. Prospects convert to Customers
4. Better customer „behaviour‟
5. You can concentrate on your business
14

15. UNLIKE WORD OF MOUTH ADVERTISING,
REFERRAL SYSTEM IS:
Predictable
Consistent
Repeatable
15
Who
What
HowWhere
When
Review

16. REFERRAL PROCESS
Identify
WOW
Experience
Stay Top
of mind
Help Them
Help You
Ask For
Referral
Recognize
& Reward
16

17. LINKEDIN – “FACEBOOK FOR BUSINESS”?
1. Provides a meeting place where people expect to “do business”
2. Leverages relationships by making connections visible
3. Helps maintain personal relationships and build new ones.
4. Provides a platform for the most effective form of Marketing - Word of
Mouth
5. It can link to other Social Media Tools
17

18. WHAT DO YOU WANT TO DO?
18
Google Page Rank; Personal & Company
Answer Questions
Recruit / Head hunt
Get Head hunted
- Employer & Employee
- Company Culture
- Growth Potential
- Staff Turnover
Lead
Generation
Sales
Acceleration
- Speak to Successes & Failures
- Opinions / Polls
- An Industry
- Track Start-Ups - Groups
- Advanced Search
- EventsResearch
Productivity
Find Experts,
Partners
Ask for
Advice
Sales
Job Search,
Hire &
Interviews
Reference
Check
Proactive
Networking
Promote
Personal
Brand

19. 19
ADVANCED
SEARCH

20. BE DIFFERENT – YOUR BRAND, YOUR
PROFILE
20
It is like a resume but it
doesn‟t have to be boring
Make sure you have the right
keywords
Get someone else to
proofread it or write it for you!

21. MARKETING DO‟S – MORE GIVE, LESS
TAKE
21
1. Develop a unique profile – Design your Brand, e.g.: Matthew Banks
2. Maximize your profile
3. Connect - Import Contacts - people you have a relationship with:
1. Clients
2. Suppliers
3. Prospects
4. Recommendations: Giving and Asking for
5. Participate: Join Groups
6. Research: Listen, Understand member needs, Ask Questions
7. Analyse
8. Build Credibility by developing content by focusing and delivering on your Brand
9. Build Relationships:
Add Value (Promote Content, e.g.: Blog),
Answer Questions
10. Help others get more connected: Teach and Encourage
11. Get in Front of Prospects
1. Introductions
2. LinkedIn Mail
3. LinkedIn Advertising

22. DON‟T ACT DIFFERENTLY TO “REAL
LIFE”
© www.TheMarketingNetwork.com.au 22
• Have a reason to connect – answer the W.I.F.M!
• Education & Communication v Promotion
• Everyone wants to know the Do‟s and Don‟ts
• No-one wants to be “Sold!”
• Real Example:

23. FIRST IMPRESSIONS LAST – YOUR WESBITE
1. Your most visible “face to the world”
2. Show room open every hour of every day,
3. First thing that your prospects see and experience about your business
as a result of all your other forms of communication
• Halo Effect - Canadian researchers have found that the brain makes
decisions in just one 20th of the second when viewing a webpage.
• First impressions can affect subsequent judgments of perceived credibility,
usability, and ultimately influence purchasing decisions. If you visitors
believe your website looks good, then this positive quality will spread to to
the overall impression of the company.

24. IMPORTANCE OF YOUR WEBSITE AND BLOG
“In today‟s information age of Marketing and Web 2.0, a company‟s
website is the key to their entire business.”
- Marcus Sheridan, Author Of The Sales Lion Blog, Marketing Speaker
“No matter what, the very first piece of social media real estate, I‟d start
with is a blog."
- Chris Brogan, Founder, New Marketing Labs
“Corporations must answer questions about why they should be in the
blogosphere. Small businesses need to answer questions about why they
shouldn‟t!”
- Paul Gillin, Author of The New Influencers
“The right people to start video blogging are those with a passion to tell a
story.
- Steve Garfield, Videographer and Video blogger, author of Get Seen

25. BLOG TO GET RESULTS

26. SOCIAL MEDIA WORKS

27. SOCIAL MEDIA IS WORTH THE EFFORT

28. YOU SUCCEED WHERE YOU FOCUS

29. LOWER CPL

30. DO ONE
CHANNEL WELL
BEFORE ADDING
A NEW CHANNEL

31. SOCIAL MEDIA IS A COMMITMENT

32. YOU NEED TO HAVE A PROCESS

33. YOU NEED TO HAVE A
PLAN

34. KNOW YOUR METRICS

35. TESTING IS CRITICAL FOR IMPROVEMENT

36. YOUR DIGITAL
CHECKLIST
1. Brand Positioning – Are You Different…enough?
1. Copywriting
2. Creative / Visual Theme
2. Referral Strategy
3. Offers / Calls To Action
4. Do you have the right Resources?
1. Can your 16 year old or PA really do it?
2. Do you have the right Technology?
5. Content Plan and Content Schedule
6. Establish and Review Metrics
7. Database and Email Marketing (including testing)
8. Social Media Assets?
1. Blog
2. LinkedIn
3. YouTube
4. Twitter
5. Facebook
9. Are you ready for a Dialogue?
10. Search Engine Marketing
1. PPC and Landing Pages (including testing)
2. SEO

37. 45 MINUTE
FREE NO OBLIGATION DIGITAL AUDIT
1. Review Metrics
2. Review Brand Positioning
3. Evaluate Offers / Call To Actions
4. Review Social Media Assets and Activity
5. Review Search Engine Marketing

38. POWER TO CONNECT
Gene Stark, B.Ec, MIMC
Director & Founding Partner
M: +61 411 989 309
E: gene.stark@themarketingnetwork.com.au
L: http://au.linkedin.com/in/genestark
The Marketing Network
1/192 Graham Street
Port Melbourne Vic 3207
P: +61 3 9645 6226
W: www.themarketingnetwork.com.au
References: http://www.hubspot.com/