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The 3 stages of digital marketing overview 7-13
1. Listen, Convert & Retain
Empower your digital media presence to
help you find your next customers – and
keep the customers you have.
2. • The evolution of technology & business communications – pg. 3
• The 3 stages of the modern marketing cycle – pg. 5
– Stage 1: Listen & Plan – pg. 6
– Stage 2: Promote & Convert – pg. 10
– Stage 3: Cultivate & Retain – pg. 18
• Social Business – pg. 22
– Channels – pg. 23
– Analytics – pg. 34
– How to leverage them – pg. 39
Discussion Topics:
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Evolving Technology Creates Opportunity
• When a new technology is embraced by consumers, history has
shown that businesses follow. Social Business will be no exception.
3
5. The 3 Stages of The Modern Marketing Cycle:
2: Promote & Convert
– We’ll build your channel platform and media plan to attract
new customers. Levers used: SEM, Facebook, YouTube, etc. ads.
3: Cultivate & Retain
– Based on results, we’’ll optimize messaging and its distribution.
Tools used: Nimble/HubSpot
• The 100mph end-to-end process
takes into full account the
complexities of marketing today:
1: Listen & Plan
– We monitor & analyze chatter to
understand your customer. Develop
a strategy with the insight. Tools
used: Sysomos, Radian6, etc.
5
6. Stage 1: Listen & Plan
6
• We listen to your audience in order to develop a clear understanding of
their needs – as well as the channels they tend to use along their journey:
7. Listen
7
• Listening data and keyword research will help us uncover the key
questions needing to be answered by the brand through its
marketing messaging & channel planning.
8. Plan
8
• The resulting insight will enable us to lay the groundwork for how
best to prioritize content & marketing strategies with precision.
10. Stage 2: Promote & Convert
• Expand the audience “net” with
targeted ads in key media channels.
• Acquire an audience of people who
value and need the solution you offer.
• Engage that audience with content
that helps them get closer to your
solution.
• At specific points in your customer’s
lifecycle, initiate a dialogue.
• At the point of need, ask to take next
steps.
• With specific insight into who our audience is, what they value, &
where they engage… we can then build the acquisition strategy.
10
11. Reach: boost organic search presence
• How social and SEO topics drive organic search rankings:
11
12. Paid Search Ads
– These ads are
relevant to the
keyword being
searched and
are purchased
on a Cost Per
Click basis.
Organic Results – Populated by the search engine’s algorithm,
rank cannot be purchased but it can be optimized.
Reach: Capture prospects where they look
• Search engine marketing & optimization are powerful lead generation
tactics, as people go to search engines looking to take next steps.
12
13. • Facebook, YouTube, & Twitter are among the key channels where
people spend their time online. Having an aggressive earned,
owned, & paid media strategy here today is essential.
Reach: Social ads engage prospects
13
14. Engage: Optimize content to improve visibility
• After acquiring your audience, sharing content relevant to their concerns
& interests is key to gaining visibility in their social feeds.
14
15. Convert: Search ads drive users to take action
• With our approach, we can track
which ad led to a new customer –
enabling us to achieve a dramatic
boost in ad efficiency.
• Employing the right content & call-to-action at the right time will enable
us to maximize the quantity of new leads, while optimizing media
spend.
15
16. Stage 3: Cultivate & Retain
• Social CRM requires major
changes in the way
businesses communicate
internally and externally, and
the 100mph team is well-
versed in the marketing and
communications challenges
facing marketers.
18
17. Cultivate: balanced, cross-channel communication
• All top digital channels are important for different reasons, as is ensuring
the right content gets distributed to the right channel at the right time:
19
18. Cultivate: CRM, automation, & collaboration tools
• Given the nature of media today, leveraging key tools to manage
communications & ensure messaging is resonating with your
audience is essential.
20
19. Retain: Capture, analyze & act on performance data
• Tools help us understand the numerous actions taking place across
channels – and how they impact the bottom line:
21
23. How much can you, possibly, when you don’t scale?
• Leverage technology to help you amplify your communications where your
customers naturally gravitate.
• The more quality interaction, the more likely they are to do business with you.
Reach them – with just a few hours a week – focusing on key channels:
• Email (still the dominant communication channel)
• LinkedIn, Facebook, Twitter, Instagram, etc.
• Other channels, depending on your customer & offering
• Give them good reason to share – and refer you!
And attract new customers who need your help through:
• Google & Bing (social optimization, paid search)
• LinkedIn (search, shared connections & interests)
• Yelp, Foursquare & other localized channels
How much time do you spend with customers?
25. LinkedIn – the professional network
• Why use it?
– Share what you read that’s interesting to you and your customers.
– Provide tips that save your customers time, money, effort or
AMPLIFY the value of what you provide them.
• Is it recommended? Absolutely!
26. Chatter – for internal collaboration & sharing
• Why use it?
– Share what you read that’s interesting to you and your customers.
– Provide tips that save your customers time, money, effort or
AMPLIFY the value of what you provide them.
• Is it recommended? Absolutely!
35. Social selling – use social media to:
• Use social media daily to understand how to leverage it for your
business purposes, use it every day.
Use social media to:
• Gather information about prospects and clients; their lives (i.e.,
hobbies, interests, mutual connections, charities, etc.) are being
broadcast online, providing endless fodder to engage them.
• Profile your prospect before meeting them, uncovering what likely
“keeps them up at night” before you speak.
• Find mutual connections that can introduce or refer you.
• Monitor prospect life changes for opportunities.
• Wow your clients by being thoughtful (e.g., send a travel guide for a
trip they’re about to take).
45. Areas of commonality that help forge an
immediate bond
• What and who you have in common with them
• Who they know that you want to know
• The community organizations and causes that interest them
• Accomplishments that you can acknowledge
• Important positions they hold on boards and committees
• The neighborhood where they live
• Where their business is located
46. Before reaching out, find out what’s going on with
them by looking at what they're talking about online