Secret Weaponsfor Selling Digital

&

Sell the Cake. Grow a Tree.

Resourcesfor Selling Digital

The Digital Team

• Digital Strategy

• Project Management

• Digital Design

• Development

• Social Media Setup

• Plans & Estimates

• Vendors

• Media Buying

• Submitting and Verifying Placements

• Media Tracking

• Media Relations

• Media Research

• List Buys

• Account Service

• Social Media Posting

• Media Plans

• Web Updates

• New Business

Other Internal Players• Show & Event Digital & Social Efforts

• Site Population – Non-live Sites

• Social Uploads

• Digital Research

• Digital Double-checks

• SEO Copywriting

• Crisis Communications Planning

• Social Media Campaign Content

• Thought Leadership Efforts

• White Paper Review

MediaThe Process

Get the Ball Rolling

Get the Ball Rolling

Show & Tell

• General Traffic

Statistics

• Previous Placements Results

• Archive of Online Opportunities

Annual Planning

StrategySell the Cake. Grow a Tree.

Sell the Cake…Not the Shopping List

Sell the Cake…Not the Shopping List

Grow a Tree…

TrackingMonitor, Measure & React

Digital Tracking• Google Analytics

• Web Forms

• SEO Rankings

• Social Media

• Google Alerts

ZMOT

Worth Reading…

• Google Alerts are Great Tools to Manage and Monitor ZMOT and for Future Selling Opportunities!

Not Just B2C…Maybe if you make locomotives, or the software that automates production lines, you think: Why should I have videos or web content out there? Who’s going to use that?

But one day at our marketing council we did YouTube searches for just those kinds of things. And you know what? Up came hundreds of videos, including videos from our competitors on things like intelligent thinking for production line automation. It was a great eye-opener. I think we could have entered any topic and found the same thing.

We’ve seen enough data to know that C-level executives do their own search queries for research before they ever meet with potential suppliers. Whether you’re buying a new refrigerator or a jet engine, you want to do your homework in advance.― Beth Comstock, the senior VP and chief marketing officer of GE