Outlining a 90 day plan to build a Digital Marketing strategy. Includes tips on benchmarking and creating a baseline; identifying appropriate social media channels; implementing initial strategy. Also recommends free resources to help with planning and implementation. Originally presented at BMA-NJ Digital Marketing Summit.
Value Proposition canvas- Customer needs and pains
First 90 days of a B2B Digital Marketing Strategy
1. The First 90 Days of a Digital Strategy
Steve Cummins
Director, Digital Marketing
Presented at BMA-NJ Digital Marketing Summit
April 9th 2013
2. Any image on this presentation with a
is pinned at http://pinterest.com/stevejcummins/first-90-days/
Sometimes, it’s best to explain things with an image……
3. What is Digital Marketing?
• Online
• Social
• Web
• Community
• “Free”
• QR Codes
• “………”
4. This graphic, based on the iconic London Underground map, shows the
complexity, and inter-relationships, of Digital Marketing
5. The First 90 Days
Baseline & Benchmarking
Building the Foundation
Implementation
6. Based on my Experiences at these fine companies….
www.DittmanIncentives.com
www.pewa.Panasonic.com
10. Dig Deeper into Your Competitor’s Digital Presence
“Evaluate their site
visually; run an
alexa ranking; see
how they rate on
Google search for
common keywords”
12. Digital Presence Benchmarking
*Alexa ranking is a relative measure of
web traffic over last 3 months
No Presence
Low Activiy
Active
✔ Best In Class
Competitor Alexa* Ranking Blog LinkedIn Twitter Google+ Tumblr Pinterest YouTube FaceBook
Achievers 184,174 ✔ ✔ ✔
OC Tanner 318,925 ✔ ✔ Vimeo ✔
Globoforce 348,903 ✔
BI Worldwide 764,745 ✔ Flikr
Madison Performance Gp 1,279,602
EIM 2,064,300
JNR Corp 3,044,924 ✔
ITA 3,051,042
Maritz Motivation 3,177,897 ✔ Just started? ✔ Recent
Motivaction 4,126,647 Sales Tools
Spear One 5,370,815 Travel
US Motivation 5,644,547 News feed
Motivation Excellence 19,149,540
EGR International 23,404,157
Competitor Alexa* Ranking Blog LinkedIn Twitter Google+ Tumblr Pinterest YouTube FaceBook
Achievers 184,174 ✔ ✔ ✔
OC Tanner 318,925 ✔ ✔ Vimeo ✔
Globoforce 348,903 ✔
BI Worldwide 764,745 ✔ Flikr
Madison Performance Gp 1,279,602
EIM 2,064,300
JNR Corp 3,044,924 ✔
ITA 3,051,042
Maritz Motivation 3,177,897 ✔ Just started? ✔ Recent
Motivaction 4,126,647 Sales Tools
Spear One 5,370,815 Travel
US Motivation 5,644,547 News feed
Motivation Excellence 19,149,540
EGR International 23,404,157
“Create a simple
Excel matrix for
your competitors;
rate their activity
on all social
platforms; look for
trends, gaps &
opportunities”
13. WebSite Audit
(Fee Required)
“Run a quick website
audit – the free ones
give you a good first
look; pay for more
details”
Your_url.com
14. Developing a Keyword List – “Quick & Dirty”
• Internal Survey
– “How would you describe what we do?”
– “How do you think our customers would search for us on
Google?”
• Alexa
• Wordclouds
– Company website
– Competitors
15. Use Wordle with the text from your top 5 webpages, or your
Linkedin profile to see what your copy currently focuses on
“Do the same with
text from your
competitor’s website
or boilerplate too!”
17. Start Talking the Talk
• Develop some definitions relative to Company Goals
• Encourage Use of new Vocabulary
• Show the difference between social media & digital marketing
18. 1) Communication across multiple Digital Channels, including
Social Media, Websites & Mobile Devices
2) A strategy to interact and engage with clients & prospects
3) A way to leverage new technologies to promote the
company and improve our services
What is Digital Marketing?
(Example)
19. 1) Digital Communication with Immediacy and Reach
2) A vehicle to interact and engage with clients & prospects
3) Platforms to Communicate to different segments, in a
variety of formats, with multiple versions of a core
message
What is Social Media?
(Example)
20. 1) Generate Prospects & Leads
2) Strengthen Brand Image as “Industry Expert”
• Level playing field with larger competitors
3) Broaden Interaction with Existing & Potential Clients
• More frequent touches; deeper engagement
4) Increase Traffic to Website
Goals of our Social Media Activity
(Example)
21. Our Social Media Usage
1. Connect with Extended Sales Force
– Distributors
– Sales Representatives (3rd party)
2. Strengthen our position as a Technical Resource for our customers
3. Develop conversations with our customers
“To put us at the
center
of the conversation”
(Example 2)
28. Pick the Social Media Channels To Use & Why (Example)
Broadcast information to our sales team and our customers
• Product information
• Events
• Industry news
Share “How-To” information in customer’s preferred format
• Product features
• Troubleshooting
• Training
Develop technical content for customers; puts a human face on the Company
• Using our products effectively
• Troubleshooting / FAQs
• Market Trends
Our online social identity
• Connects us with our customers (esp. Purchasing)
• Market trends & research
• New – updates to followers
29. • Information Source / Sharing
• Informal; links / photo / video driven
• Become an Industry Resource
• Highlights Company as an Industry Lynchpin, a “go-to” resource
• Strengthens brand awareness and reputation
• Share Blogs, News, Event Photos, 3rd Party Information
• Use the 4:1:1 theory – 4 shares, 1 educational, 1 sales-y
• 1-2 tweets per day
• Goal: One Prospect per month into CRM in Q3
• Average 5 “clickthru+ReTweet” per Company tweet
Twitter – 256 Followers; No activity
Channels – Benchmark & Define (Example)
34. Use Videos to attract a different audience…
“Videos can be developed
cheaply (less than $1000 for
this one); and can be shared on
multiple platforms”
http://youtu.be/yjcEchBIvuA
35. Train your team…
“Teach people about Digital
Marketing; why are you doing
it, how they can help, why it’s
going to make their job
easier….”
39. “Keep feeding the beast…”
Photo by William Warby
http://www.flickr.com/photos/wwarby/
40. Resources
Whitepapers, e-books, Top10’s
The Tao of Twitter
@MarkWSchaefer
Social Marketing to the
Business Customer
Paul Gillin
Optimize
@LeeOdden
BusinessGrow.com
http://biznology.com/