Download - Marketing to the World in the Digital Age
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Marketing to the World in the Digital Age
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Tuesday, May 2, 2023 CONFIDENTIAL 2
Agenda
DIGITAL STRATEGY DEVELOPMENT
DIGITAL TOOLS & TACTICS
OVERVIEW
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Tuesday, May 2, 2023 CONFIDENTIAL 3
Across all industries and verticals, statistics show that traditional marketing is broken
18%Of TV advertising
campaigns generatea positive ROI
54¢Is the average return insales for every $1 spenton outbound marketing
7%Of companies have achieved
leading edge performance with digital marketing
79%Of marketing leads are never
converted into sales due to poor lead nurturing
The old ways of marketing just aren’t working anymore, and many are ill prepared to capitalize on newer, more targeted marketing tactics
Sources: Connected Marketing (Kirby & Marsden), Turbulence for the CMO (Accenture), MarketingSherpa, MarketingProfs.com
9%Of marketers describe offline direct
marketing as providing an “excellent” ROI
11%Of emails are optimized for mobile, yet
48% of emails are opened on mobile devices first
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Tuesday, May 2, 2023 CONFIDENTIAL 4
Statistics are clearly showing increases in digital marketing spend
33%Of businesses that are planning onIntroducing a digital transformation
program, 33% already have
78%Of companies now have
dedicated Social Media teams
71%Of companies planed to increasetheir digital marketing budgets
In 2015
73%Of B2B marketers are now using
digital video in their contentMarketing strategy
The benefits of digital marketing both domestically and globally are driving this change
Sources: SmartInsights “Digital Marketing Stats: 2015, The Good, The Bad, and The Intriguing”
60%Of a marketer’s time, on average, is
dedicated to Digital Marketing
28%Of marketers have decreased their
advertising budget to spend more on digital marketing
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Tuesday, May 2, 2023 CONFIDENTIAL 5
Global connectivity is on the rise, in response digital marketing is becoming more necessary
Top 5Countries with the highest percentage of
their population purchasing online(in order):
UK, Germany, South Korea, USA, Australia
46%Of China’s 642 Million internet
users are active on Social media
37%Of 642 Million internet users in
China were using the internet to purchase products and services
In Jan 2015
#2Social Media is the 2nd most trusted
source of information (behind the press) in Brazil
Globalization and technological advancements are giving the world access to the internet
Sources: Eurostat, “Individual Internet Users,” OfCom “The Communications Market 2015,” Sampi “China’s Digital Social Mobile Trends, 2015,” Folha de S.Paulo
50%Between the age of 16 and 74 inthe EU reported ordering goods
and services over the Internet in 2015
2.2bnPeople are active on social media
accounts globally
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Tuesday, May 2, 2023 CONFIDENTIAL 6
Companies are increasingly going digital to drive more top-line growth in a global setting
Marketers are increasingly prioritizing mobile and social over traditional ad channels. There is also increased focus on owned and earned media over paid.
Booz Allen Hamilton Strategy& 2013, “Reimagining shopper marketing.”
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Tuesday, May 2, 2023 CONFIDENTIAL 7
In a global marketplace, traditional marketing techniques are often not practical
Face-To-Face Sales
Traditional Media Outlets
On a global scale, expenditure on flights and employee time, coupled with the cost of generating these leads make face-to-face sales extremely expensive
The cost and regulations of television, print, and radio ads in markets vary, and they are difficult to attribute a direct ROI
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Tuesday, May 2, 2023 CONFIDENTIAL 8
Given this background, what should a company that wants enter new markets do?
Maintain the status quo Leverage digital tools and channels
Continue to market using a traditional approach that will seldom work when breaking
into unchartered new markets
Develop a robust digital plan that establishes a solid and actionable foundation for your
growth objectives. Conduct research, solidify marketplace positioning, select appropriate
tactics, and chart out a detailed implementation plan
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Tuesday, May 2, 2023 CONFIDENTIAL 9
Agenda
OVERVIEW
DIGITAL STRATEGY DEVELOPMENT
DIGITAL TOOLS & TACTICS
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Tuesday, May 2, 2023 CONFIDENTIAL 10
Website
Search Engine Marketing
Website Tracking
Social Media
Online Marketplaces
3rd Party Website Advertising
Content and Design in web development
Affinity, Digital Media Buys, Remarketing &Affiliate Marketing
Paid Search, and SEO
Marketing Automation and Lead Nurturing
eBay, Amazon & Alibaba
LinkedIn and Facebook
Google Analytics and LeadLander
A large number of digital channels exist to market your company to the world
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Tuesday, May 2, 2023 CONFIDENTIAL 11
Your website is your primary asset to market your company on the global stage
C:\Users\Ro\Desktop\TV\SEM.png
Most of your digital advertising channels will direct customers back to your website to
convert new business
Social Media
Brand Website
3rd Party SitesSEM
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Tuesday, May 2, 2023 CONFIDENTIAL 12
In a global environment, both language and content should be adjusted for targeted countries
TribalVision US TribalVision Korea
Besides language, masthead images and video testimonials are different between TribalVision US and TribalVision Korea
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Tuesday, May 2, 2023 CONFIDENTIAL 13
Company websites need to address logistical concerns when selling directly in a new market
1. Will you ship internationally or domestically within your market?
2. What are the shipping policies/providers in your market
3. How does a return policy get factored in?
4. How will taxes effect final sale price?
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Tuesday, May 2, 2023 CONFIDENTIAL 14
Mobile Website Responsive Website
“70% of mobile searches for products or services will result in a sale in the near future.”
http://www.forbes.com/sites/jaysondemers/2014/06/04/7-ways-that-seo-is-uniquely-important-for-entrepreneurs/
Statistics show that mobile design is equally important in web development
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Tuesday, May 2, 2023 CONFIDENTIAL 15
Depending on the market, OS market share should dictate where you focus design
If the market you’re entering is dominated by Android devices, time and attention needs to be spent on optimizing design for that OS
Sources:Webenza.com
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Tuesday, May 2, 2023 CONFIDENTIAL 16
Track visitors on Google Analytics to learn what part of the world they are coming from
Analyze which pages they visit, in what order, and for how long.
Analyze sources of web traffic,
including the quality of leads
they deliver.
Integrating GA into your website will let you map the customer journey, and fix the rough spots. Great indicators are return visitors, pages per session, and visit duration.
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Tuesday, May 2, 2023 CONFIDENTIAL 17
Ensuring your website adheres to best practices will optimize it for lead generation
5
Make sure contact CTAs are clearly labeled
Leverage video on your site wherever you can
Provide forms for leads to input their information
Update it with new content on a consistent basis
Include customer testimonials to legitimize your offer
4
3
2
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Tuesday, May 2, 2023 CONFIDENTIAL 18
SEO efforts can help you maintain high visibility in searches without requiring ad spend
SEO efforts such as content generation, social media, optimizing page tags, and more will help return your website at the top of organic search results
Note that SEO is an ongoing effort and requires extensive maintenance, as well as a ramp-up period to generate credibility in the eyes of Google
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Tuesday, May 2, 2023 CONFIDENTIAL 19
A properly managed paid search campaign can drive global traffic to your brand
Step 1: Target the countries you would like your Paid Search campaigns to show-up on
Step 2: Set your ads to show up on your target markets browser
You will need to draft copy and keywords in your target market’s native language
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Tuesday, May 2, 2023 CONFIDENTIAL 20
Social media channels can also drive sales on a global stage
Hubspot, The Ultimate List of Marketing Statistics, ContentMarketingInstitute.com
43% of B2B and 77% of B2C companies have acquired customers from Facebook.
43% of all marketers have found a customer via LinkedIn in 2013.
83% of marketers indicate that social media is important for their business for lead generation, but the social media channel of greatest importance varies greatly depending on the audience.
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Tuesday, May 2, 2023 CONFIDENTIAL 21
LinkedIn premium accounts increase the tools at your disposal to create connections across the world
• 3 InMails per month • 15 Introductions • 300 Profiles per search• Up to 4 advanced search filters for leads
• 10 InMails per month• 25 Introductions • 500 profiles per search • Up to 4 advanced search filters for leads
• 25 InMails per month• 35 Introductions • 700 profiles per search • Up to 8 advanced search filters for leads
Business$19.95
Business Plus$49.95
Executive$99.95
A LinkedIn premium account can help you research and contact more leads, with a higher count of InMails and access to more advanced search filters and results
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Tuesday, May 2, 2023 CONFIDENTIAL 22
LinkedIn’s powerful search tools provide opportunities to find new global contacts
Use LinkedIn’s advanced people search to research relevant leads for your business. You can also ask for introductions from mutual contacts to improve response rates
Step 1: Contact existing connections from events, business associations, alumni groups and more using InMails
Step 2: Identify appropriate criteria to research new leads, targeting by industry, company size, job title, location and more
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Tuesday, May 2, 2023 CONFIDENTIAL 23
LinkedIn provides advanced targeting parameters to ensure ads are delivered to your audience, globally
1. Geography (domestic and global)
2. Industry3. Number of
employees4. Job Titles and
Seniority
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Tuesday, May 2, 2023 CONFIDENTIAL 24
LinkedIn helps you generate new business through Sponsored Updates and/or Text Ads
Text Ads: Paid Ads that are static and show up on the right hand rail of LinkedIn:(Advantage = Static Placements)
Sponsored Updates: Paid ads that show up in relevant news feeds (Advantage = Dynamic Placements; Large Images)
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Tuesday, May 2, 2023 CONFIDENTIAL 25
Sponsored updates and text ads should provide a call to action back to your website
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Tuesday, May 2, 2023 CONFIDENTIAL 26
Facebook also provides opportunities to advertise in both B2B and B2C industries, globally
A new Facebook ad option allows advertisers to collect emails and other information from interested Facebook users
These ad options direct people to take actions on your website
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Tuesday, May 2, 2023 CONFIDENTIAL 27
Advertisements are presented on FB newsfeeds and right hand rails
Ad Placement: Newsfeed, Right Hand Rail
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Tuesday, May 2, 2023 CONFIDENTIAL 28
Facebook also allows brands to reach customers on their mobile app
Ad Placement: Mobile Newsfeed
Ensuring that you are visible via Facebook’s web browser and mobile
application will maximize your
reach with your intended audience
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Tuesday, May 2, 2023 CONFIDENTIAL 29
Facebook’s advanced targeting parameters allow brands to target specific audiences globally
Create & target look-a-like audiencesFacebook will use your page likes or web visitors to build a look-a-like model brands can target ads to..
Custom targetingSimilar to LinkedIn, Facebook allows provides advanced targeting.• Geography (Domestic and International)• Interests • Income Level• Age• Gender• Spoken Languages
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Tuesday, May 2, 2023 CONFIDENTIAL 30
An eBay Store allows you to directly sell your products through eBay’s interface
eBay Stores offer many benefits, including reduced final value fees, marketing tools, and the ability to create numerous customer offers and coupons to boost sales.
Customers can sign up for your newsletter, which brands can create and customize in eBay and send to targeted email marketing lists.
Sale Event Offers are a visual way to boost sales. They are displayed anywhere your listings typically appear.
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Tuesday, May 2, 2023 CONFIDENTIAL 31
Amazon.com allows you to do the same with the added benefit of handling logistics worldwide
Vendors on Amazon have the opportunity to further advertise their products within Amazon’s network through Sponsored Products keyword-targeted advertising (similar to Paid Search Ads). They will also pack and ship your products to customers for you.
You can provide your products to Amazon, they will store them in their warehouse and ship them both domestically and globally for you.
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Tuesday, May 2, 2023 CONFIDENTIAL 32
On a global scale, Alibaba is the largest online market place in the world
• Sell products to companies all over the world
• 407 million active users
• 4.3 BILLION UPS shipments worldwide from Alibaba
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Tuesday, May 2, 2023 CONFIDENTIAL 33
Free membership options are available to sellers with options to upgrade at later dates
Gold Membership Benefits
1. Higher rankings on site
2. Direct contact to buyers
3. Product showcases (maximize your product’s visibility on site)
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Tuesday, May 2, 2023 CONFIDENTIAL 34
Affinity Targeting methods
Affinity- audience with demonstrated, qualified interest in your offerings
In-market- people searching for offerings similar to yours
Look-a-like- Upload your email database and Google will build a model of your audience to target
Affinity targeting through Google Display Network will allow you to reach new audiences globally
On the campaign level, you can target by specific country, state, or city
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Tuesday, May 2, 2023 CONFIDENTIAL 35
Leverage your geographic acquisition data from Google Analytics for more strategic digital buys
Google Analytics will break down site traffic by country and cities within those countries
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Tuesday, May 2, 2023 CONFIDENTIAL 36
3rd party website ads appear as banners on popular websites across the world
Banner ads appear on thousands of websites in over 100 countries globally. They appear at either the top/bottom or right/left side of content on a website
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Tuesday, May 2, 2023 CONFIDENTIAL 37
Leverage your geographic acquisition data from Google Analytics for more strategic digital buys
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Tuesday, May 2, 2023 CONFIDENTIAL 38
Remarketing can help keep your name in front of buyers across the globe who’ve visited your site
Visit to NYT.com as a non-subscriber
Remarketing ad served that encourages subscription
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Tuesday, May 2, 2023 CONFIDENTIAL 39
Create remarketing campaigns to target past visitors
Within Google Analytics, under Admin, you have the ability to
create Remarketing lists.
Or you can target these audiences directly from your
AdWords account.
Either option will slightly change the cookie left on visitors’ computers. Once in place, this code will allow you to target these past visitors with specific AdWords campaigns.
You won’t pay any extra – it will operate just like any Ad group.
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Tuesday, May 2, 2023 CONFIDENTIAL 40
Using all three of these methods together builds a digital funnel designed to prospect and convert global leads
Utilize Google’s intelligence to find new prospects to visit your website
Buy ad space wherever your audience consumes industry news
Affinity Display - GDN
Digital Media Buys – News Outlets
Remarket your message to website visitors to increase your customer base
Remarketing – AdRoll or Criteo
Your Target Audience
Audience members that come to your website
Potential Customers
Conversion
PROSPECTS
VISITORS
LEADS
Purchasers
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Tuesday, May 2, 2023 CONFIDENTIAL 41
Affiliate marketing is a more straight forward way of advertising on 3rd party websites
A company looking to place ads online in order to sell product will look for the
right publisher(s) based off demographics and page
visits
An organization that owns ad space on popular retail
websites will explain demographic and page visits in order to receive
advertisers
A published ad will be clicked on by a consumer, and if they purchase, commissions will
be paid to publisher by advertiser
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Tuesday, May 2, 2023 CONFIDENTIAL 42
Commission Junction is a globally operated network that connects advertisers and publishers
Commission Junction operates globally and serves a variety of sectors in both B2B and B2C marketplaces
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Tuesday, May 2, 2023 CONFIDENTIAL 43
Advertisers can select publishers to work with based on many factors including geography
Rate Publishers On:1. Geography2. Total website
sessions3. Conversion Rates4. Positioning 5. Branding6. Ad Placement7. Forecasted revenue
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Tuesday, May 2, 2023 CONFIDENTIAL 44
Your Target Audience
Audience members that come to your website
Potential Customers
Conversion
PROSPECTS
VISITORS
LEADS
Purchasers
Affiliate marketing coupled with remarketing tactics is another way to create a global funnel
A straightforward 3rd party web marketing tactic that is designed to drive prospects all the way through conversion
Affiliate Marketing - CJA
If you have remarketing enabled, you will continue to reach people who have visited your site from Affiliate Marketing 3rd party websites
Remarketing – AdRoll or Criteo
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Tuesday, May 2, 2023 CONFIDENTIAL 45
Brands should leverage tools to get them on 3rd party websites
Easy to use, CPC model, and powerful affinity, in-market, and look-a-like targeting
CPM model and the largest ad exchange network. Useful for remarketing on websites
and Facebook
Ad exchange that is located in Boston and offers superior customer service as well as a CPC
model
One of the worlds largest affiliate marketing networks serving a variety of industries
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Tuesday, May 2, 2023 CONFIDENTIAL 46
Using lead gen partners can enhance your email marketing outreach both domestically and globally
A B2B lead information provider that operates on a global scale with over 42 Million contacts
Global database with over 80 Million companies stored in their directory
Intelligence tool used to gather contact information from LinkedIn and other internet
sources
The regulations around emailing to a list of acquired leads varies from country to country
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Tuesday, May 2, 2023 CONFIDENTIAL 47
Coupling Lead Generation Partners with an automated drip campaign will help nurture your global leads to conversion
A Drip Campaign is a series of automated emails that get delivered based off of previous
engagement or some other pre-defined action.
They are designed to nurture leads until they are ready to purchase. They do this by providing value-
adds and compelling content in each email delivered to the recipient.
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Tuesday, May 2, 2023 CONFIDENTIAL 48
Below is an example drip template that sheds light on how drip campaigns work
Timeline: 2 hours after action
Purpose: Introduction
Content: Introduce Brand
Timeline: 2 Days after open
Purpose: Provide additional information
Content: Key Differentiators X, Y & Z
Timeline: 3 Days after open
Purpose: Provide a more direct CTA
Content: Opportunity to contact sales
Action
Email 1 Email 2 Email 3
If opened
If opened
How leads enter the
drip
First touchpoint
Action required for
next touchpoint
Second touchpoint
Action required for
next touchpoint
Third touchpoint
Lead takes action on your website, or marketer manually sends leads
to a predefined list
Conditional logic like “If Opened,” will ensure that only the engaged leads are receiving content
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Tuesday, May 2, 2023 CONFIDENTIAL 49
Brands can employ tools to help them set-up drip campaigns for their outreach
A very powerful Marketing Automation platform with advanced tracking, better for industries with a large amount of contacts
Also a very powerful Marketing Automation platform with advanced tracking, pricing is more flexible
A email marketing platform used for direct blasts, and can be leveraged for more manual lead nurturing
An email marketing platform that has some automation services available. Great for companies with a smaller amount of contacts
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Tuesday, May 2, 2023 CONFIDENTIAL 50
Tools like LeadLander can be leveraged to collect more specific intelligence on your site visitors
Identify businesses and individuals that have been on your website
Understand how specific individuals and companies are getting to your website to help identify your most successful channels
Track each individuals flow through your website and identify what pages they visited and links they clicked on
Integrates with many CRMs for an automatic upload to Sales Team dashboards
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Tuesday, May 2, 2023 CONFIDENTIAL 51
LeadLander is easy to use and provides accessible dashboards for your sales teams
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Agenda
OVERVIEW
DIGITAL TOOLS & TACTICS
DIGITAL STRATEGY DEVELOPMENT
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Developing a digital plan can be broken down into six steps
Research1
Messaging & Positioning2
Tactical Deep Dive3
Asset Development4
Metrics Dashboard5
Tactical Implementation 6
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Step 1: Execute in-depth research to direct your digital strategy
Detailed audit and discovery
In-depth strategic market research
Conduct an in-depth discovery of your business. Talk to internal employees, key stakeholders, current customers and past customers. Deep dive into past and current marketing campaigns, analyze your existing assets and identify your core competencies for entering specific global markets.
Audit key players and competitors in your industry and targeted market. identify opportunities and threats along with key points of differentiation. Understand your competitors market share within your target market
Competitor research
Gather and process secondary data from free and paid industry research reports and online research to develop a clear understanding of market segments, partnership opportunities and market sizing of various global markets.
Rigorous research enables you to have a much clearer understanding of your market positioning and the short and long-term opportunities that you find most attractive to pursue.
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Step 2: Define your messaging and positioning based on your market research
Market Research
Competitive Advantage 1 Competitive Advantage 2 Competitive Advantage 3
Upon the completion of research, arrive at a value proposition that defines the primary reason(s) why a customer should buy from you.
Value Proposition
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Segment your message by market or audience
Messaging created for specific audiences can be featured in group-specific assets, such as websites, emails, and digital marketing campaigns
Segmented messaging will appeal to different types of prospects.
Audience in Market B (US)Audience in Market A (China)
Specific messaging for Market BSpecific messaging for Market A
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Step 3: Identify and narrow the list of marketing channels you will pursue upfront
Once you’ve defined the message and value of your product, you will need to outline how you will communicate this using different marketing tactics, and how you will distribute your product over multiple channels across targeted markets.
Deep dive into a comprehensive list of marketing channels you could implement.
Explore strategic partnerships to achieve online and global scale.
Don’t forget about exploring online properties, not just tactics or partnerships
Google Ads, SEO, Email, Social Media, Paid Search, Online
Display, Digital Content Marketing
Amazon, eBay, Alibaba
Omni-brand vs. multi-brand, affiliate vs.
direct
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Make sure that you define specific goals for each of your channels and partnerships
Website Optimization
Social Media Marketing
Online Display
Tactics How will Company X increase leads?
- Content production & sharing- Search Engine Optimization
- Profiles optimization- Platform advertisements
- Remarketing - Affinity and in-market targeting
What’s in it for Company X ?
- Higher web traffic- More relevant web traffic
- Company X brand boost- Automated lead generation
- Stay top-of-mind with customers- Increase brand awarness
Paid Search- Develop targeted campaigns- Optimize spend for best results
- Increase high-quality traffic to your website
Amazon, Alibaba, eBay
- Strategic partnership- Access to global space
- Increase in sales both in domestic and global markets
By setting goals per channel, you will be able to track and benchmark your success while staying on track (as other marketing opportunities will inevitably come up).
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Step 4: Develop assets with your new message to support your marketing channels
Website & Messaging
Improving design and incorporating new messaging to transform your company’s current site into a dynamic platform for fresh content and a lead generation tool
Videos Leverage client testimonial and overview videos to strengthen relevancy and prospect conversion
Case studies & white papers Build out white papers and case studies to position your company as a thought leader
Email Templates
Sales pitch decks Design and build out modular sales deck within each of your targeted markets and their related audiences
Build out custom email templates to strengthen e-newsletter credibility and any client touch point
Build out LinkedIn company page with associated service offerings and company information
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High quality, specific assets will be needed as a foundation for each channel
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You can’t always judge the ROI of your assets, but that shouldn’t stop you from investing
59% According to Forbes, 59% of executives would rather watch video than read text
69% According to Cisco, Internet video traffic will comprise 69% of all global consumer Internet traffic in 2017
1200% Videos are shared 1,200% more times than links and text combined (Orion 21 Reports)
Videos may be some of your most expensive assets, but they drive engagement and are quickly becoming one of the most important marketing tools.
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Step 5: Develop key metrics to track and measure the impact of your marketing initiatives
# of Marketing Generated Leads from SEO
Number of conversions by Global Market
Ecommerce Conversion Rate
# of Generated Leads from Social Media
Email open rates
Click through rates Percentage of people who clicked links on your emails
Percentage of contacts that opened your email content
Number of leads acquired from your social media profiles
Number of transactions over the number of visitors on your online store
Number of conversions from various global markets
Number of acquired leads generated from organic website traffic
Without KPI’s that are set ahead of time and continuously monitored, marketing campaigns will fall short.
KPI Description
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Step 6: Create a detailed implementation plan to ensure execution takes place
Without setting a detailed timeline for your growth plan, you may have grand ideas that are never implemented.
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Creating a unified marketing calendar for your team will help ensure proper project management
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28 29 30 1 2 3 4
EXAMPLE – June 2015
Product Feature Email
= Email= Event= Social Media
Networking Event
Calendars were developed for all major marketing activities to tie
activities to deadlines and launch dates,
ensure the organization is on the same page for all lead
generation projects
TBT
Product Feature Email
TBT
TBT
TBT Networking EventFacebook post
Facebook post
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Thank You