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How much do businesses spend on digital marketing?
Marketing expense budget is 10.2% of revenue in 2014 — half of companies plan an increase in 2015 by 6%.
Source: Gartner - CMO Spend Survey 2015: Eye on the Buyer
2014
2015
Average Marketing Budget
10.2%
16%
The majority spends between 10% and 50% of their marketing budget on digital marketing activities — the average is 25%.
Source: Gartner - Key Findings From U.S. Digital Marketing Spending Survey, 2013
Digital Marketing Budget
25%
$$
What factors impact digital marketing budgets?
Time Technology Processes People
Common Factors that Impact Budget
Questions | Time
How much time to do you to dedicate to your digital marketing efforts every day, week, or month?
Questions | Technology
What tools and technology will we need to be successful?
How much will those tools cost us?
Questions | Processes
Do we have processes in place that make it easy for us to scale our efforts or hand them off to others?
Questions | People
Who will take responsibility for our digital marketing? One person? A team?
Do we have the expertise in-house or do we need outside help?
Prepare & Plan
Set Goals
Set GoalsWhat do you want to achieve? 1. Brand awareness? 2. Lead generation? 3. Increase sales (online or in store)? 4. Increase search ranking 5. Customer retention and engagement
Create Personas
Create PersonasWho are your customers? 1. Where do they get information from? 2. Where do they spend their time online
(apps, social networks, media sites, research)?
3. Which devices do they use?
Review Competitors
Perform a competitive audit 1. Visit your competitors websites and
social channels. 2. Don’t only pay attention to how many
likes or followers they have. See how much engagement they are getting across their posts.
3. What kind of content seems to be successful?
Review Competitors
Keyword Research
SEO is a Big Deal
Align yourself with their words 1. What language is your customer using
to find what they want online? 2. Are you speaking that language? 3. How can that language be used to
drive content on your website and in your marketing materials?
4. Are they using he same language on social networks?
Free Tools 1. ubersuggest.org 2. Google Trends 3. soovle.com 4. Topsy.com 5. Twitter Search 6. Socialmention.com
Keyword Research
Time for Action What to Focus On
Don’t Start with Facebook
• Blog • Email • Linkedin • Instagram
• Pinterest • Youtube • Twitter • Slideshare
Less Expensive
Don’t Start with Facebook
SEO is a Big Deal
SEO is a Big Deal
1. Searchers are buyers. 2. Ignoring SEO means you’re
leaving money on the table. 3. Great organic search means
paying less for advertising.
Think like a Media Company
1. Content is king 2. Informative over promotional 3. Quality over quantity 4. Publish where your audience is
in the format they prefer on the device they use.
Think like a Media Company
1. Coschedule 2. Kapost 3. DivyHQ
4. Wordpress 5. Hootsuite 6. Soundcloud
Think like a Media Company
Content & Editorial Tools
Don’t Ignore Email Marketing
Don’t Ignore Email Marketing
1. Mailchimp 2. Constant Contact 3. Campaign Monitor 4. Marketing Automation Tools
Let Data Drive You
Let Data Drive You1. Google Analytics 2. bit.ly or Hootsuite 3. Google WebMaster Tools 4. Facebook, Twitter, Pinterest
Analytics
Be Creative
Refresh, Repurpose & Reimagine
Refresh, Repurpose & Reimagine
1. Refresh old content instead of creating new.
2. Repurpose & reimagine existing content in other forms and formats.
Time Technology Processes People
Common Factors that Impact Budget
In Summary
Questions? Want to talk?
adam@secretsushi.com @Secretsushi
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