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Digital Marketing Webinar
David Vs Goliath: Pick The Right
Marketing Strategy And Tools
May 21, 2014 | Cohan Carlos, CEO, ...
cohan@selasdia.com
How to pick marketing strategies and tools
… that meet your company’s needs.
What are the right tools f...
cohan@selasdia.com
Image from Wikipedia
The Story of David and Goliath
Image from Wikipedia
Pick my Strategy …
• Keep my d...
cohan@selasdia.com
Image from Wikipedia
Three Big Firm Strategies
1. Tackle complaints on social media
2. Promote through ...
cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
Tools
1. ORM – Online Reputation Management
2. SMM – Social M...
cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
Online Reputation Management
Social Media Marketing & Analyti...
cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
Social CRM Tools and Social Customer Service
Capabilities:
1....
cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
1. Online Reputation Management
2. Social Media Marketing
Ass...
cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
There were 5.8 million employer firms in the U.S.A.
89.7% = l...
cohan@selasdia.com
Image from Wikipedia
Customer Acquisition Strategies
3. Promote through interactive marketing
2. Promot...
cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
Marketing Automation Tools
Capabilities:
1. Spot mentions of ...
Marketing Automation Tools Market-Share
cohan@selasdia.com
Image from Wikipedia
Content Marketing
Marketing over the web, social media, and email by
sharing conte...
cohan@selasdia.com
Image from Wikipedia
Example of Content Marketing
Let’s say I am Tally, and I want to promote tools for...
Courtesy of Plumb5
Image from Wikipedia
Content Marketing – Creation/Analysis
cohan@selasdia.com
Share the content on social media
1. Find out when your potential customers are active on
social channe...
Courtesy of Plumb5
Image from Wikipedia
Content Marketing – Unified Customer Views
Courtesy of Plumb5
Image from Wikipedia
Content Marketing – Unified Customer Views
cohan@selasdia.com
Image from Wikipedia
Example of Content Marketing
3. Lead capture using forms, polls and gated download...
cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
Competitive Landscape
Your content
Your competitor’s content
...
cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
Competitive Landscape
Example 1
Startup
Big firm
cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
Example 2
Small software services firm
Open source
project
Co...
cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
B2C
Advertisement
Search Engine Marketing
Advertisement
B2B
cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
B2C
Advertisement
Product Type
Customer
Customer
Customer
Acc...
cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
B2B
Advertisement
Product Type
Not a customer
Not a customer
...
cohan@selasdia.com
Image from Wikipedia
B2B SEM ROI
Budget is $10 10 eyeballs
Cost Per Prospect Click = $10
Cost Per Click...
cohan@selasdia.com
3. Promote through Interactive Marketing
/ Relationship Marketing
/ Outbound Marketing
Email Marketing ...
cohan@selasdia.com
Social Media Interactive Marketing
Smart Social CRM Tools
Capabilities:
1. Spot mentions of the brand
2...
cohan@selasdia.com
Examples of leads spotted using
intention analysis
cohan@selasdia.com
New Tools! B2B Buyer Persona Targeting Tools
B2B Marketing Automation Systems
Capabilities:
1. Model B2...
cohan@selasdia.com
B2B Buyer Persona Modeling Example
Buyer Persona 1 – Buyer of digital marketing software
1. Job role: C...
cohan@selasdia.com
B2B Buyer Persona Modeling Example
cohan@selasdia.com
B2B Buyer Persona Modeling Example
cohan@selasdia.com
B2B Buyer Persona Modeling Example
cohan@selasdia.com
Image from Wikipedia
B2B Interactive ROI
Budget is $10
10 prospects view
100 targeted interactions
1 ho...
cohan@selasdia.com
B2B Interactive Marketing Outcomes
Audience
cohan@selasdia.com
B2B Interactive Marketing Outcomes
Awareness
cohan@selasdia.com
Image from Wikipedia
Image from Wikipedia
1. Online Reputation Management
2. Social Media Marketing
Ass...
cohan@selasdia.com
6. Influencer Marketing
Capabilities:
1. Model B2B Buyer Personas
2. Build lists of people who fit thos...
cohan@selasdia.com
B2B Influencer Analysis Example
Where do marketers get their information?
cohan@selasdia.com
B2B Influencer Analysis Example
How do marketers and CMOs compare?
www.digitalvidya.com
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Join upcoming Digital Marketing Webinar live!
http://www.digitalvidya.com/webinars/
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David Vs Goliath: Picking Right Marketing Strategies And Tools

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Care about learning 'David Vs Goliath: Picking Right Marketing Strategies And Tools'. You will find this deck presented by Mr. Cohan Carlos, CEO, Selasdia during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/

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David Vs Goliath: Picking Right Marketing Strategies And Tools

  1. 1. Digital Marketing Webinar David Vs Goliath: Pick The Right Marketing Strategy And Tools May 21, 2014 | Cohan Carlos, CEO, Selasdia www.digitalvidya.com
  2. 2. cohan@selasdia.com How to pick marketing strategies and tools … that meet your company’s needs. What are the right tools for you? Image from Wikipedia
  3. 3. cohan@selasdia.com Image from Wikipedia The Story of David and Goliath Image from Wikipedia Pick my Strategy … • Keep my distance and Tools … • Sling According to my company’s … • Size • Competition • Products/Services
  4. 4. cohan@selasdia.com Image from Wikipedia Three Big Firm Strategies 1. Tackle complaints on social media 2. Promote through social channels 3. Solve problems through social channels Example: 1) United breaks guitars 2) Trending hashtag #CCDSucks A or B? Recommends A Likes A Uses A Example: 1) @airtel_presence
  5. 5. cohan@selasdia.com Image from Wikipedia Image from Wikipedia Tools 1. ORM – Online Reputation Management 2. SMM – Social Media Marketing 3. SCRM – Social CRM
  6. 6. cohan@selasdia.com Image from Wikipedia Image from Wikipedia Online Reputation Management Social Media Marketing & Analytics Capabilities: 1. Spot negative mentions of the brand. 2. Spot trending tags or mentions related to a brand. Capabilities: 1. Schedule posts 2. Measure engagement with posts 3. Measure reach of posts 4. Estimate best time for posts 5. Sentiment, buzz and influence metrics Social Media
  7. 7. cohan@selasdia.com Image from Wikipedia Image from Wikipedia Social CRM Tools and Social Customer Service Capabilities: 1. Spot mentions of the brand. 2. Support a customer service workflow. 3. Support a sales workflow. 4. Spot inquiries 5. Spot leads 6. Spot complaints Social Media Newer tools offer intention analysis. That means spotting complaints, requests, inquiries, etc.
  8. 8. cohan@selasdia.com Image from Wikipedia Image from Wikipedia 1. Online Reputation Management 2. Social Media Marketing Assumption: You have an online reputation to manage Assumption: That there is an audience/followers Size = Medium to BIGAssumption: Company’s Size 3. Social CRM Assumption: That there are many customers
  9. 9. cohan@selasdia.com Image from Wikipedia Image from Wikipedia There were 5.8 million employer firms in the U.S.A. 89.7% = less than 20 workers 99.7% = fewer than 500 workers According to U.S. Census Bureau data (2009 data): Source: http://www.sbecouncil.org/about-us/facts-and-data SMEs
  10. 10. cohan@selasdia.com Image from Wikipedia Customer Acquisition Strategies 3. Promote through interactive marketing 2. Promote through advertising (SEM & SMM) 4. Promote through viral marketing 1. Promote through SEO & Content marketing 5. Promote through event marketing 6. Promote through influencer marketing
  11. 11. cohan@selasdia.com Image from Wikipedia Image from Wikipedia Marketing Automation Tools Capabilities: 1. Spot mentions of the brand. 2. Support content marketing 3. Support email marketing Social Media Web Email 1. Promote through SEO &Content Marketing
  12. 12. Marketing Automation Tools Market-Share
  13. 13. cohan@selasdia.com Image from Wikipedia Content Marketing Marketing over the web, social media, and email by sharing content that helps customers or prospects: 1. Content creation around keywords 2. Content dissemination on digital media 3. Lead capture using forms, polls and gated downloads This is a bit of a superset of SEO (SEO is about making your website rank high on search engines).
  14. 14. cohan@selasdia.com Image from Wikipedia Example of Content Marketing Let’s say I am Tally, and I want to promote tools for financial accounting to Chartered Accountants. 1. Content creation around keywords that potential customers might search for: accounting, accounting software, accounting tools, tax preparation, taxation, cost accounting, tax compliance 2. Content dissemination on digital media: Web pages with articles including those keywords http://tallysolutions.com/5- accounting -tips-for-small-firms.html Title: 5 Amazing Accounting Tips for Small Firms Content: Has your accounting given you spent sleepless nights
  15. 15. Courtesy of Plumb5 Image from Wikipedia Content Marketing – Creation/Analysis
  16. 16. cohan@selasdia.com Share the content on social media 1. Find out when your potential customers are active on social channels 2. Schedule the content to go out at those peak hours Eg: “5 indispensable #accounting tips for small business!!! http://bit.ly/hjjker”
  17. 17. Courtesy of Plumb5 Image from Wikipedia Content Marketing – Unified Customer Views
  18. 18. Courtesy of Plumb5 Image from Wikipedia Content Marketing – Unified Customer Views
  19. 19. cohan@selasdia.com Image from Wikipedia Example of Content Marketing 3. Lead capture using forms, polls and gated downloads http://tallysolutions.com/5-accounting-tips-for-small-firms.html Possible Carrots: 1) Newsletters 2) Whitepapers
  20. 20. cohan@selasdia.com Image from Wikipedia Image from Wikipedia Competitive Landscape Your content Your competitor’s content You Your competitor
  21. 21. cohan@selasdia.com Image from Wikipedia Image from Wikipedia Competitive Landscape Example 1 Startup Big firm
  22. 22. cohan@selasdia.com Image from Wikipedia Image from Wikipedia Example 2 Small software services firm Open source project Competitive Landscape
  23. 23. cohan@selasdia.com Image from Wikipedia Image from Wikipedia B2C Advertisement Search Engine Marketing Advertisement B2B
  24. 24. cohan@selasdia.com Image from Wikipedia Image from Wikipedia B2C Advertisement Product Type Customer Customer Customer Accountant
  25. 25. cohan@selasdia.com Image from Wikipedia Image from Wikipedia B2B Advertisement Product Type Not a customer Not a customer Customer Accountant
  26. 26. cohan@selasdia.com Image from Wikipedia B2B SEM ROI Budget is $10 10 eyeballs Cost Per Prospect Click = $10 Cost Per Click = $1
  27. 27. cohan@selasdia.com 3. Promote through Interactive Marketing / Relationship Marketing / Outbound Marketing Email Marketing Automation Tools Marketing over email: 1. Content dissemination over email 2. Measure engagement (opens, links followed)
  28. 28. cohan@selasdia.com Social Media Interactive Marketing Smart Social CRM Tools Capabilities: 1. Spot mentions of the brand 2. Support a sales workflow 3. Spot inquiries 4. Spot leads 5. Spot complaints Social Media Newer tools offer intention analysis. That means spotting complaints, requests, inquiries, etc.
  29. 29. cohan@selasdia.com Examples of leads spotted using intention analysis
  30. 30. cohan@selasdia.com New Tools! B2B Buyer Persona Targeting Tools B2B Marketing Automation Systems Capabilities: 1. Model B2B Buyer Personas 2. Build lists of people who fit those personas (leads) 3. Identify ways to connect with them (email or social channels) 4. Score and prioritize the leads to interact with Social Media Web
  31. 31. cohan@selasdia.com B2B Buyer Persona Modeling Example Buyer Persona 1 – Buyer of digital marketing software 1. Job role: CMO 2. Keywords: marketing, digital marketing, #smm 3. Seniority: VP or Executive 4. Location: Any 5. Company size and vertical: Any
  32. 32. cohan@selasdia.com B2B Buyer Persona Modeling Example
  33. 33. cohan@selasdia.com B2B Buyer Persona Modeling Example
  34. 34. cohan@selasdia.com B2B Buyer Persona Modeling Example
  35. 35. cohan@selasdia.com Image from Wikipedia B2B Interactive ROI Budget is $10 10 prospects view 100 targeted interactions 1 hour’s salary 1 prospect follows Cost Per Prospect View = $1 Cost Per View = $1
  36. 36. cohan@selasdia.com B2B Interactive Marketing Outcomes Audience
  37. 37. cohan@selasdia.com B2B Interactive Marketing Outcomes Awareness
  38. 38. cohan@selasdia.com Image from Wikipedia Image from Wikipedia 1. Online Reputation Management 2. Social Media Marketing Assumption: You have an online reputation to manage Assumption: That there is an audience/followers Size = Medium to BIGAssumption: Company’s Size 3. Social CRM Assumption: That there are many customers
  39. 39. cohan@selasdia.com 6. Influencer Marketing Capabilities: 1. Model B2B Buyer Personas 2. Build lists of people who fit those personas (leads) 3. Identify who or what influences them (media, people, tags) 4. Reach out to them through their influencers
  40. 40. cohan@selasdia.com B2B Influencer Analysis Example Where do marketers get their information?
  41. 41. cohan@selasdia.com B2B Influencer Analysis Example How do marketers and CMOs compare?
  42. 42. www.digitalvidya.com Found It Useful? Join upcoming Digital Marketing Webinar live! http://www.digitalvidya.com/webinars/

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