In 2015 Everything You Do Is Digital There is no more digital marketing. There is only marketing.
5 Barriers to Smart Digital Marketing
Barrier 1 The Dizzying Array Facebook, Pinterest, Instagram, Twitter, LinkedIn, Google+, YouTube - what s best for your business? Who says you should even be on social?
Barrier 2 The Viral Myth So and so started a business and used LinkedIn and YouTube to grow her business by 400% in just 2 days! The reality: viral is a rarity. It takes on average 1.5 million views to go viral.
Barrier 3 Tried It. Didn t Work Failure is bad. You failed. So what? Failure is basic to figuring out what will work for you.
Barrier 4 The Free Mindset Facebook is free. Social marketing shouldn t cost me anything. I m not willing to risk money for something I don t know will work.
Barrier 5 Marketing & Sales Confusion Marketing is not a synonym of Sales. The slow-to-die, half myth of direct mail marketing. Marketing is all about creating followers building your platform.
The 7 Digital Channels What s Best for YOU?
Digital Mobile 60% of web site traffic comes from mobile smart phones and tablets. And 51% of that comes from mobile apps. Key question: Is your web site mobile responsive?
Digital Email Remains one of the top channels for marketers. Open rates vary from 20 to 28% for opt-in lists. Key question 1: Is your email design mobile responsive? Key question 2: Do you have a specific way to capture email addresses?
Digital Social Platforms The Top Social Platforms Facebook, LinkedIn, Twitter, Google+, Instagram, Pinterest, Tumblr, and YouTube Key question 1: Is your personal profile robust on LinkedIn? Do you have a company page? Key question 2: Do you know which platform is used most by your customers? Key question 3: If you had to pick one, which would it be?
Digital Video & Images 74% of all Internet traffic in 2015 will be video. 93% of all marketers use video for marketing, communication, etc. Key question 1: Do you have a compelling 2-minute messaging video on your web site? Key question 2: Is your web site too text heavy? Key question 3: Are you using boring businessmen and women shaking hands images?
Digital Content Marketing Blog posts, white papers, longform articles/videos, podcasts, webinars, Facebook educational groups. Web content doubles every few months. Key question 1: What unique ideas can you contribute? Do you have a big idea? Key question 2: Is your content so good someone would pay for it, or at least forward it to a friend/colleague?
Digital SEO SEO = search engine optimization optimizing your web site for search Most firms selling you SEO services are snake oil salesmen / saleswomen Important when you set up your new site The most effective form of SEO is publishing fresh content on your site Key Question before You Spend $$: Are you publishing fresh content?
Digital SEM SEM = search engine marketing using ads to drive people to your web site, purchase a product, or attend a webinar Google Adwords (Bing/Yahoo) Social Paid Promotions Facebook ads / sponsored content Twitter ads / sponsored tweets LinkedIn ads Other ad networks Outbrain, e.g.
SEM Key Questions What is the purpose of using Google adwords or social ads? To capture new email addresses? To generate subscribers to your podcast feed? To grow your Twitter followers or?
The Final 5
Q 1 B2B or B2C? What kind of business are you? Are your customers primarily businesses? Or individual customers? Or both?
Q 2 Worth Talking About? Is your service or product worth talking about? Do you have any word-of-mouth? If not, don t waste your money on digital marketing.
Q 3 A Thousand Days Are you ready for a long obedience in the same direction? Are you ready to stick it out? If not, don t waste your money on digital marketing.
Q 4 Teachable Are you someone who is willing to try things and then make adjustments if they don t work out? Are you able to learn quickly? If not
Q 5 Listener How good of a listener are you? When is the last time you had a conversation with ten to fifteen of your customers? Digital marketers know their customers.
Questions