Digital Marketing for Your Startup
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Presentation for Babson College budding entrepreneurs.
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Digital Marketing for Your Startup
- 1. Digital Marketing for Your Startup Vanessa Theoharis '10 Director of Digital Marketing at OHO Interactive
- 2. About Me Vanessa Theoharis Undergraduate Class of 2010 – 10 YEAR REUNION this year! Involved in Women’s Leadership Program, Babson Players, Peer Mentors, Admissions Assistants, Steering and Senior Week Committees, some other stuff too. Worked at Babson in College Marketing for 8 years. Works at a digital marketing agency focused in higher education and healthcare. Live in Waltham, MA. Travel addict with a maxed-out DVR.
- 3. About What I Do Director of Digital Marketing at OHO Interactive Consult with organizations primarily in higher education and healthcare on their digital strategies. Evaluate consumer decision journeys (or ‘the funnel’), refine touch points, and smooth friction points. Inform how digital channels can support their business/marketing goals. Help them raise awareness of their programs/business, and drive new interested leads/customers. Talk a lot.
- 4. Activity!
- 5. Your Marketing Crush As a consumer, evaluate what compels YOU. Can be advertising, content, design, etc. You have to have bought this product or this service.
- 6. To get us started...
- 7. Any digital marketing strategy starts with the journey.
- 8. The Customer Journey: No longer like this...
- 9. The Customer Journey: More like this...
- 10. The Customer Journey: More like this... Reviews Organic Social Media Paid “Non- Branded” Campaigns Content Marketing Direct Marketing “Brand” Paid Search Retargeting Content Marketing Personalization
- 11. 5 Pillars of Effective Digital Marketing
- 12. 5 Pillars of Effective Digital Marketing
- 13. The Foundation of Digital Marketing is Technology.
- 14. ? Marketing Technology Solutions in 2019
- 15. 7,040 Marketing Technology Solutions in 2019
- 17. MarTech Evolution Since 2011
- 18. So many platforms… where to begin?
- 19. Activity!
- 20. Your Customers Who is your audience? Describe your ideal customer. 1. How do they get information? 2. What motivates them? 3. Who influences them? 4. How do they connect with others? 5. How do they buy necessities? 6. How do they buy luxuries? Demographics Attitudes Consumer Traits Behaviors
- 21. VT’s Hot Take: What do you NEED?
- 22. What do you NEED? 1) A website. 2) An organic search strategy. 3) One brand presence. 4) A CRM. 5) An email platform. And that’s it, for now. Must-haves for any new business.
- 23. Must-haves for any new business. 1) A website. ● The core of your entire marketing mix. Where customers do business with you. ● Consider: ○ Mobile ○ Effective CTAs 2) An organic search strategy. ● Google is now customers’ gateway to the world of commerce. Be found. ● Consider: ○ Business Profile/Location ○ Content ○ Product ○ Social
- 24. Must-haves for any new business. 3) One brand presence. ● Pick one presence for brand content to own, do well in, is where your customers are, and that will reach them. ● Consider: ○ Social ○ Video ○ Blog ○ Content Partnerships/Sponsorships ○ Influencers
- 25. Must-haves for any new business. 4) A CRM. ● Start collecting customer information early and not just often, but all the time. ● To start: ○ Name ○ Email ○ Location 5) An email platform. ● Nurture, nurture, nurture. ● Consider: ○ Frequency ○ Content ○ CTAs ○ Personalizing
- 27. Questions? Thank You! Vanessa Theoharis '10 Director of Digital Marketing at OHO Interactive @vmtheoharis /in/vmtheoharis
Notas do Editor
- https://chiefmartec.com/2019/04/marketing-technology-landscape-supergraphic-2019/
- https://www.jonblumenfeld.com/periodic-table-of-martech/