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Overview for Caroline Arnold Delivering Growth through Online Marketing: Social media's role in an integrated marketing strategy
Overview for Caroline Arnold
Delivering Growth through Online Marketing:
Social media's role in an integrated marketing strategy
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We can’t slow down the pace of technological evolution
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Impact on marketing
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Transforming business effectiveness
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The Changing Business Landscape
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McKinsey : “Digital marketing is no longer about merely adding online channels to the media mix; it is about integrating digital into all facets of marketing.”
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Drive higher sales productivity and other performance gains through digital marketing.
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Master multichannel to generate distinctive and practical insights from digital sources.
Use as a starting point to develop new contact strategies, streamline planning and execution processes, and upgrade internal capabilities.
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Adapt to an evolving customer decision making journey
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Combine insights from digital with an integrated customer experience approach. These new sources of growth can be new products and services or new forms of media that better engage and convert existing online visitors. Design new customer experiences that drive more demand for existing offerings.
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4 stages of content marketing to drive sales
Your audiences Business objectives
Marketing objectives
Perceptions to create in 3, 6, 9 months
Messages to convey
INFLUENCE THEMPR & social media tools
Customers Twitter/LinkedInOnline PRBlogNetworking
Prospects LinkedIn GroupsCase studiesSocial mediaAwards
Partners Webinars NewslettersSocial media
Influencers News storiesSocial media
Stage 1 - Plan & segment your audience
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Stage 2 - Devise a content strategy
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Which platforms are right for you/your clients?
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Stage 3 - Build your profile and differentiate
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Build an eco-system of influence
Integrate & participate via social media
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ContentRelevantEngagingFreshCreativeValue addProfileDifferentiateConsistent, constant, connected
• Video is 50 times more likely to get organic page ranks in Google than plain text results. (Source: Forrester Research)
• Video search results have a 41% higher click-through rate than plain text results. (Source: aimClear)
• You can double your search traffic by having a video thumbnail in your search result. (Source: IQ Visibility)
• People stay two minutes longer on your site if you have video. (Source: Comscore)
• Posts with videos attract three times more inbound links than plain text posts. (Source: Moz)
• 2% of Google universal searches include video. (Source: Marketingland)
Video
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Stage 4 - Nurture leads
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An integral part of the sales process is getting to know your prospects and establishing relationships
Creating engaging and compelling content covering agreed campaign themes across a range of formats is a key component in the conversion funnel.
Each piece should be designed to nurture and pull prospects along the conversion funnel – and beyond.
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The marketing funnel
Stage Content Distribution methods
Discovery • Blogs• Video• ThingLinks/Vines• Top Tips• Infographics
• Social media• SEO• PR
Realisation of needs
• E-books• Case studies• Whitepapers• How to guides• Webinars
• Email• Direct mail• Web links
Consideration • Product/service fact sheets• Pricing guides• Incentives / promotions
• Email• Telemarketing
Conversion Sales Process
Retention (Cross-sell / Up-sell)
• Newsletter• Offers & promotions• Loyalty programme
• Email• Account Management
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Lead nurture content planner
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Training sales telemarketing teams how to exploit LinkedIn for business development
Data mining
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Creating e-shots which exploit PR & act as a warm door opener for sales
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Measuring effectiveness
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Measuring the Results
As with any project it’s important to measure the results and present them to the C-Suite and other departments to prove value. To retain interest and enthusiasm Zoodikers is careful not to bombard every department with the same set of results – our consultants produce departmental reports that highlight areas that will have most resonance. For instance:
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Q&A time
