Transcript New Year's Resolutions

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First and foremost…a schmoe
B.A. In Journalism/Advertising
Worked at the in-house ad agency down at
America’s Mart
M.S. in Counseling Education
MBA in Management/Marketing
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It's what we all say we're going to do to
improve in the new year....but often drift away
from the initial goal.
Yep, that about describes strategic planning
for most business owners.
Traditional vs Modern Marketing
Traditional marketing involves interupting your
customer- radio, TV, telemarketing, etc
Average person sees anywhere from 300020,000 ads/day, but more like 247
We have to tune things out to get things done
We've developed technology to help us-Tivo, etc
- A wealth of information creates a
poverty of attention and a need to allocate
that attention efficiently among the
overabundance of information sources that
might consume it.
-Just stick to the first line
Traditional media advertisers followed a model that
suggested consumers went through a linear process
called AIDA -
Attention
Interest
Desire
Action
Attention is therefore a major and the first stage in the
process of converting non-consumers. Since the cost
to transmit advertising to consumers is now
sufficiently low that more ads can be transmitted to a
consumer than the consumer can process, the
consumer's attention becomes the scarce resource to
be allocated.
Consumers, increasingly expecting beautiful, integrated
experiences, are becoming more discerning and selective
consumers of information, and that discernment means that
advertising is becoming less valuable, and less
effective, over time. At the same time, they are using
more devices, generating more data, and making it
possible for marketers to deliver ads that provide real
value to users, if only those users trust us to do so.
But it’s clear that no one organization can make this happen - we
all need to work together to grab hold of that future, a world of
Invitational Marketing where the consumers _want_ to be
engaged by brands and help to shape it, to create the next
generation of online marketing—one that is authentically
digital. It will be better for consumers, and it will be better for
us.
Invitational isn't what it sounds like.
It's more about direct engagement with your customers
vs distraction, attention grabbing or annoying.
defined by three elements:
Seamless experience – the marketing campaign is
integrated with the experience itself, operating through
direct engagement rather than distraction
Imminent value – the marketing campaign provides
value for the customer or prospects
Self-determination – the marketing experience is
transparent so that customers clearly see the value of
what you do.
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Not like Algebra homework
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Well, maybe, but way more useful
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It's mapping out where you want your business
to go
It's as complicated as you make it
It defines the way you do business for
everyone in the organization
It's the most viable alternative to crisis
management
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Jim Collins- From Good To Great
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Look at and listen to the data
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Stand back as you do
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Internal
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Strengths
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Weaknesses
External
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Opportunities
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Threats
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What is your business all about?
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Who do you serve?
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What problems does your business solve?
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How?
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For whom?
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How fast?
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How cheaply?
What sets you apart from the other schmoes?
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Strategic- more of a 10,000 foot view
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Tactical-how are you going to get there
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Vision goals and “how to make the vision goals
come true”
Think like the military (well, maybe…)
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Strategic goal: Liberate Iraq from a dictator
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Tactical goal: Begin with shock and awe bombing
campaign, put boots on the ground, confuse the
hearts and minds of the locals, and (according to Fox
News, leave things worse than you found them)
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Specific
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Measurable
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Attainable
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Realistic
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Timely (some say tangible)
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This takes some practice
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Set the goals then MEASURE!!!
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There in lies the problem. This is all still so new
Lots of data, but what’s it all mean?
That depends…on what’s most important to
your goals
Brand awareness=reach
Actually making money=conversion
You gotta walk before you can run
Everything is a numbers game (i.e. the more you
deliver the RIGHT message to the RIGHT
prospects, the higher probability of making
dollar signs
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The Parts:
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Solid Website Design- aesthetics, user friendly,
visible, converts well
Social media marketing- are you where your target
market is?
SEO- Can your site be seen?
Email marketing- do you woo those that already
love you?
Blogging- data shows that browers that read a
company blog convert more than 50%
With your website, you must first answer this:
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Why do you have a website?
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What do you want the user to do?
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Begin with the end in mind (customer psych 101)
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Call to action (CTA)
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Does your site speak to your customer?
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Have you made that easy for them?
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Traffic data
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Shows new vs returning users
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Shows user metrics: how long someone stays
on the site, how quickly they bounce off, how
many pages they read on average- huge
factors for SEO
Shows behavioral flow- where user go on the
site and where they leave
Shows what social media they come from to
get to your site
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Increase brand awareness
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Dialogue with target market-serve, save, sizzle
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Increase customer activity- need to define:
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Likes
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Reach
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Clicks
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Conversions
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Depends upon the social media channel
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Facebook- insights
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Pinterest analytics
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Google+- Platform insights
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Twitter-twiteronomy
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Linkedin- analytics & page insights
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Most people think it's all about getting to the
first listing in Google.
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It's really all about conversions.
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The problem with SEO is that it takes so long.
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Results vary depending upon industry and
search results competition.
There are trust issues
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Would 38% of 1000 searches a day help your
business?
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How's about 24%?
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9%?
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You get the point.
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Organic search results have the most
credibility and highest click through rate
SEO gives your business more
visibility/credibility
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Unfortunately, it takes time
Manual search- control, shift, n brings up
incognito search
If you search for your business while logged in
to Gmail, it can skew your results
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Tracking phone number- gives you data
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What’s one customer worth?
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Having a brief “Contact Us For..” form on the
home page of your website can increase
conversion up to 30%
Now that you’re collecting emails, what do
you do with them? Well, use ‘em!
It’s easier to market to people that already
know and like you than it is to convert
newbies
Constant contact, Mailchimp
Great data- open rates, click rates
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Use Mailchimp, Constant Contact, etc. to get
data on how effective your email marketing is
Make sure you are consistent across all
platforms
Define a goal for the campaign- get traffic to
site, get traffic somewhere else, etc.
Call to action/Tracking phone numbers
Open rates are great- it does reflect
engagement
Define the story of the clicks
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We’ve developed a free tool that you can use
to help you measure the effectiveness of your
digital marketing.
Go to:
digital.makeitloud.net
Take the free assessment.
We’re beta testing this, so help us work out
the kinks!
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