growing your business - the power of digital marketing
TRANSCRIPT
Program Sponsors
Welcome
PAM BANKSExecutive Director,
RIC Centre
Breakfast with the Experts
The Power of Digital Marketing
April 6th , 2017
Introductory remarks
Paul BarterEntrepreneur-in-Residence,
RIC Centre
Bereskin & Parr LLP
SPEAKERS
Amarpreet Kaur
RIC Centre
Ian Gadsby
PATTISON Outdoor
Paul Barter
RIC Centre
Bernie Schmidt
Profitable Conversions
Paul BarterFuturist and Entrepreneur-in-Residence
at RIC Centre
Earned PromotionGetting Attention (Inexpensively) in a Digital World
Paul Barter, @barterpaul, www.paulbarter.com, [email protected]
Entrepreneur in Residence at RICCentre;
Management Consultant; Speaker; Tech Strategy Prof at Schulich;
Venture Investor
First, a marketing review.
Marketing
Advertising
ProductPricePlacePromotion
It’s still those 4 P’s
Paid
Owned
Earned
What’s Changed?
In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts.
Jeff Bezos
The changing promotion mix:
Legacy Now
Paid
Owned
Earned
Website
• Its your most important owned asset
Tables stakes? Your website.
More from other speakers
What have the big guys done?
But I’m a Startup! I’m not that big!
Owned EarnedThen Paid
The Trump Anxiety was posted on March 9, so
comparing the first 2 months of the year with the
next 2 months...
Jan 1 to Feb 29 - Blog reach was 33,711
Mar 1 to April 30 - Blog reach was 127,054
But
Source: Naumi Haque
The Earned Promotion Rules
Source: T4G.com
I guess you can test for everything, but some other celestial bullet comes along and challenges your design. I agree that the car performed very well under such an extreme test. The batteries went through a controlled burn which the internet images really exaggerates. Anyway, I am still a big fan of your car and look forward to getting back into one.
What comes now?1. Make great products 2. Tell your story your way3. Owned & Earned first 4. Then paid 5. Listen & respond appropriately
Bernie SchmidtConversion Strategist
at Profitable Conversions
Optimizing On-lineBUSINESS GENERATION
Three Key Areas to Optimize Web Site Lead Generation:
Access to Information
6,000,000,000+ Searches DAILYon
1,000,000,000+ Web Sites
80% of Internet Users
research on-linebefore they buy
THEIR BUYING PROCESS has replaced
YOUR SELLING PROCESS
Theybuy
TheyCHOOSE
the best option
TheySEARCH
for a solution
TheyIDENTIFY
a problem
Three Key Areas to Optimize Web Site Lead Generation
Organic Search
SEARCH
Web Site
Organic Search
LINKS
Web sites Blogs
Directories
Building Pathways into Website
Organic Search
SOCIAL MEDIA
Keywords!
Keywords create the CONNECTION
Customer
Search
Terms
Your
Value
Proposition
words
common
to both
that starts the CONVERSATION
Search Engine Optimization (SEO)
Organic Search
LINKS
Web sites Blogs
Directories
Organic Search
SOCIAL MEDIA
Organic Search
SEARCH
Web Site
OFF-PAGE
ON-PAGE
• How many people visit my website?• Where do my visitors live?• Do I need a mobile-friendly website?• What websites send traffic to my website?• What marketing tactics drive the most traffic to my website?• Which pages on my website are the most popular?• How many visitors have I converted into leads or customers?• Where did my converting visitors come from and go on my
website?• What blog content do my visitors like the most?
Basic Performance Questions
• Session - Visits• Users• How they found you • Page Views• Pages Per Session• Average Session Duration• Bounce Rate• Time on site• Pages Visited• Entry Page• Conversion Rate• Returning Visitors
• Language• Country• City• Operating System• Device• Screen Resolution• Pages Visited• Entry Page• Social Shares
Google Analytics
Aggregated Analytics
Three Key Areas to Optimize Web Site Lead Generation
Traffic
OK, You got me to look. Now……
(Visuals – Content – Navigation)
Guide the visitorto what they want
Key Site Design Elements
Keep things SIMPLE and CLEAR
Hero Shot with confirming text
Features/Benefits
An Offer
Testimonials
Client Roster
Another Offer
Footer
Navigation Bar
Another Offer!
II want to buy now
I want to research
2 Types of Website Visitors
Make An Offer
Newsletter
Whitepaper
eBook
Podcast
Webinar
Demo
Trade Show
Infographic
Special Offer
If Ready to Buy – Great!
If not….
Make an OfferOffer value in return for contact info
Three Key Areas to Optimize Web Site Lead Generation
Traffic Goals: Forms A/B Testing Email Marketing Goals: Attribution
Landing Pages Heat Maps
Boy Meets Girl
OK……What
about me?
I’m really good at sports!
I know I acedthe math test!
That’s Nice
I’m going ona field trip!
Good for you.
Boy Meets Girl
Wow, he’s a good
listener!
What’s your favorite colour?
What TV shows do you like?
Pink!
That’s a nice pink dress you’re
wearing
Thank you!
Marketing Automation
• Nurture Leads by delivering personalized content that aligns with the buyer’s profile and their stage in their buying process
• Deliver Sales Ready Leads by tracking and scoring a lead’s behaviour with company content (webpages, emails, collateral, events)
• Generate more leads by identifying anonymous web visitors through reverse IP tracking
• See comprehensive ROI for every marketing tactic by tracking the entire sales process from end-to-end.
A set of integrated tools that let companies:
Whitepaper Landing Page
Video Landing Page
Testimonial Landing Page
Website4 Blog Posts
NewsletterEmail to Demo
VideoEmail to
TestimonialNewsletter
WebinarInvitation
WhitepaperNOW PDF
Demo Signup
Name
Company
Tel#
NewsletterSignup
IndustryReport
WhitepaperDownload
WebinarSignup
DemoSignup
30-Day TrialRequest
EngagementPoints
Increasing Levels of Lead Commitment
SALESENGAGEMENT
Website
Content
Engagement Workflow
Three Key Areas to Optimize Web Site Lead Generation
Traffic Goals: Forms A/B Testing Email Marketing Goals: Attribution
Landing Pages Heat Maps Marketing Automation ROIVisitorID – Reverse IP Lookup
Takeaways• Current State of Marketplace: Buyer in control of transaction process
• Your Website’s Job: Engage in their search/evaluation and decision process
• CONNECT: Traffic Generation & Optimize Your Internet Properties
• CONVINCE: Turn Visitors into Leads: Call to Actions with Offers
• CONVERT: Lead Nurturing: Guide & Measure Behaviour
• CLOSE!
Thank you!
Amarpreet KaurDigital Marketing Manager
at RIC Centre
10 Resource-Packed Social Media
Tips for Small Businesses
Amarpreet KaurDigital Marketing ManagerRIC Centre
I know social media
can help me grow my
business, but where
do I start?
Plan and define your target audience
Plan and define your target
audience
• Align social goals to business goals
• Audit your social presence (Hootsuite
template)
• Site, Followers, Last Activity, Action
• Define your target audience
• Analyze your competition
• Pick a platform (SproutSocial analysis)
• Develop a content strategy
• HootSuite, Buffer, etc
Ann Hadley @MarketingProfs
connect to your strategy
tell your bigger story
grow your audience
Match the tone of your business
Match the tone of your
business
• What does your brand sound like?
• What kind of words do you use in your social media conversations?
• Why are you on social media in the first place?
• Don’t be a glorified RSS feed -humanize your brand
• Be consistent across all channels
• 71% of consumers have unfollowed a brand because they were embarrassed & 41% admitted to unfollowing brands who don’t share relevant information (SproutSocial)
Dave Kerpen, CEO of Likeable Media
“At a cocktail party, you wouldn’t walk up to someone and
say, ‘Hey, I’m Dave. My stuff is 20 percent off.’ What you do
is ask questions, tell stories, listen and relate to people.”
Aim for engagement, don't try to sell
Aim for engagement, don’t try
to sell
• It’s not always about “me”
• Share interesting and relevant content
• feedly.com | commun.it
• Share posts that are share-worthy
• #BALLOTBRIEFCASE - PwC
• Increased PwC’s social impressions 136x on Twitter
• #ShotOniPhone – Apple
• 85% of users surveyed find visual user-generated content more influential than brand photos or videos (Adweek, 2016)
Use social media to get people to your website
Use social media to get people
to your website
• If your audience doesn’t like what you’re
sharing on social media, they won’t go to
your website
• For every call-to-action you have, you
should also generate each of the following:
• 3 blog posts, articles or
visuals/infographics
• Hemingway App to write clear call-to-action
focused social media posts
• Use snip.ly to add your call-to-action on
every post you share on social media
#Hashtags?
#Hashtags?
• Be specific and cater hashtags to the social network you’re using
• Daily hashtags - boost engagement and visibility
• #MotivationMonday
• #FridayFact
• #Caturday
• Unbranded hashtags - #DoUsAFlavor
• Don’t have more hashtags than words
• How to Choose a Hashtag w/ Twitter
Optimize optimize optimize
Optimize, optimize, optimize
• Your website should be mobile-optimized
• In-app integration
• Social-media friendly posting with metadata
updates
• All-In-One SEO Pack, Yoast
• Social media photos and image sizes
• Ultimate Cheat Sheet from HubSpot
Break through the noise
Break through the noise
• Find the best times to post on social media
• CoSchedule Blog analyzed 16 studies
• Search for topics and keywords and
analyze what content or topics get the most
shares on social media - BuzzSumo
• Sloppy writing?
• Hemingway App
Use your creativity
Use your creativity
• Visual content is more than 40 times more likely to get shared on social media than other types of content. (Source: HubSpot)
• Social media images - Canva
• Infographics - Venngage, Piktochart
• GIFs - gifs.com
• Video - Adobe Spark Video
• Slideshare - Turn your best blog post into a Slideshare
• Twitter Moments - Add tweets by account, search, link, photos, etc
Measure and track using analytics
Measure and track using
analytics
• Tracking - bit.ly | Google Analytics |
KeyHole
• Goals to set:
• Increase brand awareness, drive traffic to
website, generate new leads, grow
revenue, boost brand engagement, etc
• Metrics to track:
• Reach, site traffic, leads generated, sign-
ups and conversions, revenue generated
How can I learn more?
How can I learn more?
• Hootsuite Academy
• Social Marketing Training, Certification,
Social Strategy Certification
• Training for each social media platform
• 61 Best Social Media Tools for Small
Business
• MarketingProfs
@RICCentre | @akamarpreet
Ian GadsbyVice-President of Digital
Technology at PATTISON Outdoor
DOOH MARKET SHARE BY REGION
44%
50%
29%
79%
29%32%
75%
0%
13%
17%
9%12%
14%
25%27%
18%
0% 0%
43% 43%
0%
16%
7%
0% 0%
16%
10%
0%
13% 13%
54%
12%
0% 0% 0%0%
20%
40%
60%
80%
100%
British Columbia Alberta Saskatchewan Manitoba Ontario Quebec Atlantic
PATTISON Outfront Astral Dynamic CDN
Bell Media, 20167COMB Market Data Report Winter 2017
Canadian Digital Network, 2017Dynamic Outdoor, 2017
OUTFRONT Media Inc., 2017PATTISON Outdoor Advertising, 2017
0%
DOOH Has all that…
CONTEXT
Thank You.
Breakfast with the Experts
The Power of Digital Marketing
COFFEE BREAK
Breakfast with the Experts
The Power of Digital Marketing
PANEL DISCUSSIONModerator: Paul Barter
Bereskin & Parr LLP
SPEAKERS
Amarpreet Kaur
RIC Centre
Ian Gadsby
PATTISON Outdoor
Paul Barter
RIC Centre
Bernie Schmidt
Profitable Conversions
Closing remarks
Paul BarterFuturist and
Entrepreneur-in-Residence at RIC Centre
Special Thank You to Our Valued Sponsors!
