This is a certificate course in digital marketing and social media conducted between May 12-23, 2014 at the college. Slideshow by #sketchdeck.

1. May 12-23 2014
Digital Marketing and Social Media
College of Charleston Center for Continuing and Professional Education
Barbara Fowler
CMO, Partner
Chief Outsiders@barbfow50
@chiefoutsiders
bfowler@chiefoutsiders.com

2. Where are you now?
SEO Content
Tech
3
Key
Components
These are all connected and must be utilized together!

3. What do you do?
A cat The hottest new toy
in 2014
My company to
grow faster
To sell the best
homeowners
insurance in Florida
I want…

4. 8 steps for a company to grow!
Develop Strategy
Before Tactics
Become
Data-Driven
Benchmark Against
Key Competitors
Integrate Everything
Identify Buyer
Personas
Review Current
Marketing Spend
1
2
3
4
5
6
$
✓
✓
Everyone is in
marketing!
8
Test
7

5. It Begins with a Mindset
Benchmark Against Key
Competitors
Be curious, get outside your own company!
1

6. Best Trade Show
Marketing
Best Blogs
Google
Alerts, Talkwalke
r
Moz’s OpenSite
Explorer
Marketing
Grader
Competitor
Analysis
Be curious, get outside your own company!
How?
SEM RUSH
EXPLORE!

7. Check where you are spending
money and time
Review Current Marketing
Spend
No Sacred Cows
2
$
✓

8. Including salaries?
What is the result?
$10,000,000 revenue What are you spending and what does it include?
$20,000 to $500,000 Averages are from 2-50+% depending on study and industry
Example
20% 12% 8% 7% 6% 6% 5% 21%
TRADE SHOWS, SEMINARS,
CONFERENCES
CONTENT PRODUCTION
WEBSITE
AGENCY FEES
EMAIL
ADVERTISING
PR
OTHER

9. Prepare Them in Advance
Develop Strategy Before
Tactics3

10. What is the Difference?
Strategy can be the broad goals of the company that generate the results
the company wants to achieve. A tactic is a specific “do-it” to achieve the
strategy.
Strategy or Tactic?
• Be the market share leader in sales in the mid-market in our industry.
• Maneuver our brand into top two consideration set of household decision
makers.
• Deploy a marketing campaign that leverages existing customer reviews and
spurs them to conduct word of mouth with their peers in online and real world
events.
• Improve retention of top 10% of company performers. Offer best in market
compensation plan with benefits as well as sabbaticals to tenured top
performers, source ideas from top talent.

11. We want to work with people we
know and trust
*What do you need and how can I help you?
Identify Buyer Personas
Who are your prospects?
Where do you find them?
How do they find you?
4

12. Paint a Picture
We want to work with people we know and trust
*What do you need and how can I help you?
What are their demographics?
Age, Gender, Income, etc.
Where do they go for
information?
What are their pain
points?
What are their most
common concerns?
What do they value most?
What are their goals?
How do I identify this
persona?

13. Make your company easy to do business with!
On the Internet! 57-92% of search starts there!
Do they find you via your
website?
When they get there, what
do they expect?
What if they don’t find what
they want?

14. How?
Leads Need to be Called and they Need to be Called
Quickly!
Calling a lead within 5 minutes of a form fill vs. 60 minutes of a form fill increases
conversions by 341% (1)
If you call a lead within 60 seconds of a form fill you are 500% more likely to convert
the lead (2)
The first business to speak to a lead on the phone is 238% more likely to get that
lead as a customer than the second business to speak to the lead (1)
The odds of contacting a lead if called in 5 minutes are 100x higher vs. 30 minutes
(1)
The odds of converting a lead if called in 5 minutes are 21x higher vs. 30 minutes (1)
Technology Tips: Consider these statistics.
(1) Kellogg School of Management at Northwestern, Speak2Lead (2) MIT
1
2
3
4
5

15. Think PESO!
What is a SRL?
What is a MRL?
Integrate Everything!
Paid, Earned, Sponsored, Owned
5

16. Think PESO! And Integrate!
The Earned Premium
Paid, Earned, Sponsored, Owned
5

17. Obsess!
Become
Data-Driven
Show Me The Numbers!
6

18. Show me the Numbers!
Test, Test, Test
ROI CLTV Conversions
How much
revenue/how
much I
invested
How much
profit will I
earn from this
customer over
time?
What is a
conversion
and how will I
measure it?

19. You don’t need to bet the bank!
Experiment!
Use Technology!
And Test, Test, Test!
Marketing Automation, CRM Systems, Apps
7
✓

20. Marketing Automation, CRM Systems, Apps
You don’t need to bet the bank! Experiment!
Google Analytics WhichTestWon.com A/B Testing of Landing
Pages Optimizely.com
Email: MailChimp,
Constant Contact,
Usertesting.com Hubspot.com
@

21. Develop the Culture/ Be Agile/
Experiment
There is no such thing as Digital Marketing,
It’s Marketing!
Everyone is in Marketing!
8

22. Being a Digital Marketer Takes Effort
What do you need to do?
And so on…

23. Sales
of B2B marketers send all leads directly to sales; however,
only 27% of those leads will be qualified.
of business buyers say when they’re
ready to buy, they’ll find you.
(DemandGen Report)
Research shows that
(InsideSales.com)
of sales go to the vendor that responds first.
(SiriusDecisions)
of the buying process is now complete by the
time a prospect is ready to engage with sales.
(MarketingSherpa)
90%
35-50%
70%
61%

24. Marketing Automation
of top performing companies are using or plan to start using
marketing automation between 2012 to 2015.
The adoption of marketing technology is
expected to increase
Sirius Decisions
by 2015.
International Data Corporation
The marketing automation market is
predicted to grow from
In 2010
In 2015
of all B2B Fortune 500 companies are already using
marketing automation, along with 76% of the world’s
largest SaaS companies. Pardot
Gleanster
50%
1/4
$3.2b
$4.8b
84%

25. of CMO’s at top performing companies indicate that their most compelling
reason for implementing marketing automation is to increase revenue.
Marketing automation platform users
have a
Aberdeen Group
higher conversion rate from marketing response to
marketing-qualified lead than non-users.
of survey respondents indicate that the ability to set measurable
objectives for each of their campaigns is the biggest value
driver of marketing automation.
Gleanster
Gleanster
53%
63%
77%
Marketing Automation

26. Lead Nurturing
Companies that excel at lead nurturing generate
DemandGen Report
Nurture leads produce, on average, a increase in sales opportunites versus non-nurtured leads.
20%
9.3% CSO Insights
Companies with mature lead generation and
management practices have a
higher sales quota achievement rate.
Forrester Research
50% more sales-ready leads at 33% lower cost.

27. or greater increase in revenue in 6-9 months.
The Annuitas Group
Nurture leads make larger purchases than non-nurtured leads.
47%
9.3%
CSO Insights
Companies that automate lead
management see a
higher sales quota
achievement rate.
10%
Gartner Research
Lead Nurturing