Making resolutions is easy. Maintaining them is hard. 2016 promises to be an exciting year in the world of digital marketing. Many questions will be answered and even more will be asked. Will mobile continue to grow? How can we become better content marketers? With new technologies, marketing channels and data points, it’s easy to get lost in the minutiae. But don’t let all the noise affect your ability to deliver clear, actionable results.

1. [Webinar]
2016 Digital Marketing Resolutions

2. Agenda:
2
• Introductions
• 2016 Resolutions
• Traditional
• Translating to Digital Marketing
• 2016 Trends
• Key Takeaways and Questions

3. Introductions:
3
Tom Hileman
President
@HilemanTom
Bob Rawlins
VP Marketing Strategy
@HWood

4. 2016 Resolutions:
Traditional
4

5. The Usual Suspects:
5

6. 2016 Resolutions:
TranslatingtoDigitalMarketing
6

7. 7

8. Converting the Traditional to Digital
Marketing
Traditional: Lose weight
Translation:
• Stop marketing to people who have NO interest
• Maintain a clean and active database
• Quit SPAMMING
• Direct your communications towards specific personas that show interest in your
product and do not be afraid to lose the ones that don’t fit into your target audience or
are inactive
• Measure only significant KPIs
• Don’t focus on the vanity metrics but those specific to driving your bottom line
• Integrate new technologies into existing systems
• Help save time in money but looking for vendors that integrate and automate with your
current system
8

9. Converting the Traditional to Digital
Marketing
Traditional: Get fit, eat healthy, and exercise
Translation:
• Develop a content strategy, calendar
• Create valuable content
• Implement marketing automation to your business
• Apply consistent lead nurturing
and lead scoring
9

10. Converting the Traditional to Digital
Marketing
Traditional: Reduce debt, save money and make investments
Translation:
10
• Clearly define budgets and
expected results
• Optimize existing programs
• Make investments in content
marketing, marketing
automation and mobile
• Benefit from your key
customers and partners

11. Converting the Traditional to Digital
Marketing
Traditional: Learn something new; better education
Translation:
• Commit to on-going education; digital marketing changes every day
• Implement new strategies, such as video and live streaming
• Automate, test, and measure
11

12. Converting the Traditional to Digital
Marketing
Traditional: Strengthen relationships
Translation:
• Focus on account-based marketing
• Advertise only to key accounts
• Personalize your buyer’s journey
• Use Progressive Profiling to gain
better information
• Track performance of campaigns to
align with sales goals
• Invest in paid social
12

13. Converting the Traditional to Digital
Marketing
Traditional: Volunteer; help others
Translation:
• Provide tools (assessments, calculators, worksheets, etc.) that help
your prospect without cost
13

14. 2016Trends:
DigitalMarketing
14

15. 15
2016 Digital Marketing Trends
www.smartinsights.com

16. Hileman Group’s 2016 Digital Marketing
Trends
6 Digital Marketing Trends to Continue in 2016:
16
• Content Marketing
• Marketing Automation
• Paid Social
• Video
• Live Streaming
• Mobile
Download Copy:
http://bit.ly/2016-digital-marketing-trends

17. Key Takeaways

18. Key Takeaways:
18
• Make good resolutions; clearly define budgets, expected results,
and make sure to plan and track them through to completion
• Find a starting point; start small and build upon your successes,
don’t spread yourself too thin
• Ensure buy-in from leadership; speak their language and present
strong campaign metrics
• Quit the shotgun approach; start marketing to the audience that has
an interest in your product or services
Stay on top of industry trends:
http://bit.ly/hilemangroup-blog

19. Questions?