Digital Marketing Strategies:How to Effectively Promote your Business with Technology

Bonnie Sonnenschein

Senior Vice President/Communications

Kellen

…Politics…FAKE NEWS…Celebrity News

Choice | Selection

Digital Marketing?Defining digital marketing

“The use of the Internet and other digital media and technology to support ‘modern marketing’ has given rise to a bewildering range of labels and jargon created by both academics and

professionals. It has been called digital marketing, Internet marketing, e-marketing and web marketing and these alternative terms have varied through time.”

Digital Marketing vs. Marketing1. Assess your Brand

2. Identify Key Stakeholders | Create Personas

3. Identify Goals and Objectives

4. Conduct Research and Analysis

5. Form a Strategy | Identify Tactics

6. Develop Measurement Metrics and KPIs

7. Monitor and Pivot

1.-3. Brand AssessmentA brand is the promise you make to your customers.

The goal of a branding or rebranding exercise is to define the promise that a company wants to make. Basically, it will answer these questions:

• What is the value proposition that our company offers?

• What differentiates us from the competition?

• What is the tone and image we want our company to reflect?

Branding� S.W.O.T. Analysis – Identifying strengths/weaknesses/opportunities and threats

� Audience Identification – Who are we trying to reach? Who are the key stakeholders we need to identify? What are their key needs and wants from us?

� Brand Audit -- Dissecting the components that make a strong brand:

Five Elements of a Strong Brand

Brand Idea—the essence of what you are; the vision

Brand Voice—your exclusive and special messaging

Brand Identity--what you look like, all visual touch points

Brand Architecture--structure that makes your brand memorable

Brand Management—steps to make sure your message stays on track

Brand Audit

IDEA

-Name

-Mission statement

-Vision statement

-Tagline

-Jingle

VOICE

-Origination story

-Historic timeline

-Specialty

-Key message points

-Tone

IDENTITY

-Visual identity

-Logo

-Colors/typeface

-Icons

-Sub-logos

ARCHITECTURE

-Website

-Social media

-Events

-Education

-Digital Space

MANAGEMENT

-Leadership

-Spokespeople

-Partnerships

-Affiliations

-Social responsibility

-Ongoing Communications

4. Research� Online Surveys to Customers

� Industry Benchmarking tools

� Media Monitoring and Assessment Tools

� Website Surveys

� Industry Reports

� “BIG DATA”

� ***Research technology tools that will help to create digital analysis reports in your industry

5. Strategy“According to a ‘Managing Digital Marketing’ study by Smart Insights, 46% of brands don’t have a defined digital marketing strategy, while 16% do have a strategy but haven’t yet integrated it into their marketing activity. But here’s the thing: if you don’t have a plan in place how can you expect

to grow and innovate, to measure meaningful results and to learn from past mistakes?"

5. Strategy: Thought Leadership

Discovery & Research

Establishing Authority

Advocacy & Media Outreach

Digital Marketing Strategies & Tactics

• Search Engine Optimization (SEO)

• Content Marketing (Blogging & Article Writing)

• Downloadable Content Offerings (eBooks, Whitepapers, Webinars)

• Email Marketing

• Social Media Marketing

• Video Production

• Website Design A/B Testing

• Landing Page Strategy

• Call-To-Action Strategy

• E-commerce

• Link Building/Earning

• Infographic Design

• MarTech--Marketing Automation

• Lead Nurture Strategy--Sales

• Public Relations (PR)

Digital Visuals

� Ads

� Infographics

� Icons

� Webinars� Micro-webinars

� Videos� Animated

� White board

� Interview/”man on the street”

� Video challenges

6.&7.Measurement | Monitoring

KPIs…..engagement…..bounce rates….

open rates….click-through rates….benchmarking…..analytics…analysis.

Effectively using digital marketing� USE RESEARCH TOOLS

� Data/digital analysis/surveys/SWOTs/online tools

� YOUR WEBSITE IS YOUR STOREFRONT

� Fresh content/online surveys/visuals/analytics/webinars/e-catalogs/e-books

� BOLSTER E-MAIL MARKETING EFFORTS

� Create campaigns/segment the messaging and tailor to different audiences/measure

� CREATE A SOCIAL MEDIA PLAN

� Assess platforms/create content & calendars/utilize online ads/geo-targeting/visuals/martech

Questions?