10 Must Have Digital Marketing Strategies For Growing Your Business In 2015

10 Must Have Digital Marketing

Strategies For Growing Your

Business in 2015

By Digital Bungalow

@nwolfson@gplutsky

Digital Bungalow // 209 Essex Street // Salem, MA 01970 // digitalbungalow.com

2About Digital Bungalow

@DigitalBungalowPresenters: @nwolfson @gplutsky


3Awards

@DigitalBungalow

Key Strategy # 1:

Align Digital To Your

Business Goals


5What Is The Fundamental Goal Of Marketing?

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To drive…

Qualified leads

New Customers

Upsells

…and growth!


6New Marketing & Sales Funnel

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7A Paradigm Shift

Old Paradigm New Paradigm

Primary Dependency for

Growth

Sales Team Marketing Team

Who owns the website? IT Marketing

Role of the Web Brochure Educate potential

customers

Measurement “Hits” Generate leads &

growth

Opportunity for

Competitive Advantage

Low High

Strategy for Success Generic Specific


8Strategy Case Study: School For Field Studies

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9Strategy Case Study: School For Field Studies

Primary organization by

field of study, secondary

organization by location

EXCELLENCE IN

COMMUNICATION

WINNER

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Key Strategy # 2:

Embrace Mobile First


11Smartphone Adoption Continues To Grow

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12Mobile Traffic Continues To Grow

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13Showcase Cinemas: Mobile First Design

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14Showcase Cinemas: Mobile First Design

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15Mobile Drives to Your Website

Email

Marketing

Social

Media

Key Strategy # 3:

Make Your Digital

Ecosystem Seamless


17What is a Digital Ecosystem?

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18Earned, Owned and Paid Media

Leverage owned, earned,

and paid media for

a comprehensive marketing

strategy

Gain more exposure to web

properties with SEO and

PPC

SEO & brand content drive

earned media (sharing) &

traffic

EARNED

MEDIA

OWNED

MEDIA

PAID

MEDIA

Propel sharing &

engagement with paid

promotion

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19Pepsi Pulse

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Key Strategy # 4: Engage

With Video


21Hologic - Before


23PayPal Video as Hero

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Key Strategy # 5:

Invest In Social

Advertising


25Google AdWords Is Saturated

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26Audience Selection Capabilities & Cost Comparison

Criteria AdWords Facebook

Keywords Yes No

Demographics Limited Accurate, Extensive

Location Yes Yes

Interests No Yes

Competitor Likes No Yes

Avg Cost $2.50 / click $0.80 / click

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27Facebook Advertising

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28Twitter & LinkedIn Examples

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Key Strategy # 6:

Stop Marketing To

The “Average”


30There Is No Average Customer

Today, marketers target content to the average user, but really how many

users are actually average? One size does not fit all.

51

@DigitalBungalow


31Know Your Audience

In market for a bicycle she

can use for racing

Rebecca RacerPatty Parent Cathy Commuter

In market for a commuter

bicycle to get to the train

from home

In market for a tricycle for

her son

@DigitalBungalow


32Multiple Revenue Opportunities

“Average”

consumer

purchasing a

bicycle

Avg Purchase

Value: $187.50

Commuter,

looking for

Commuter

Bicycle

Avg Purchase

Value: $200

Parent, looking

for Tricycle for

child

Avg Purchase

Value: $100

Bike Racer,

looking for

Performance

Bicycle

Avg Purchase

Value: $350

@DigitalBungalow

Key Strategy # 7:

Don’t

Underestimate Email


34

Email has an ROI of 4,300%

Email is the second biggest acquisition channel, right behind organic search

Email has more active users than all the social media platforms combined

Email Still Has the Greatest Reach


35Implement Triggered Email Campaigns

Cathy

Familiar with Products and

Engaged

Signs up for

email after

seeing a social

media post

Added to

Welcome Series

upon joining list

and receives

Welcome Email

Receives 2nd

email in series

that has a

promotional offer

Cathy

purchases a

product

Cathy receives

emails that

promote similar

or like products

she might buy

Cathy makes

another

purchase

Cathy shares

her experience

on Facebook

with her friends

@DigitalBungalow


36Nordstrom Example – Bad Impression

Example: Nordstrom Email

Marketing

Use Case:Semi-Frequent

Male Shopper

Wasted

Impression

=

Not Smart!

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37Amazon Email – Good Impression

Example: Amazon

Email

Marketing

Use Case:Follow-Up

Email Based

on Product

Research

Good

Impression

=

Smart!

@DigitalBungalow

Key Strategy # 8:

Link Data to Revenue


39March 2014 Adobe Study

March 2014: Adobe, “Digital Roadblock” http://www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-roadblock-survey.pdf

Capturing and applying data to inform and drive marketing activities is the new reality

Marketers need to embrace “hyper-personalization” (i.e. using data to provide the right products, services and

content at the right time)

Mobile is a critical element for marketers to get right

Digital marketing is more about driving and rewarding engagement

Data (metrics from digital ads, campaigns websites, etc.) is informative in involving my

company’s marketing creative

Traditional marketing is more about driving brand awareness brand differentiation & creative demand

I am more open to experimenting and taking risks

Do you agree with the following?

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40Driving Revenue Through Marketing Assets

Email

Social

Media

Web

Ads

Blog

Print

eBook

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41Driving Revenue Through Marketing Assets

Email

Social

Media

Web

Ads

Blog

Print

eBook

Nurture & Follow Up

Drive Traffic & Retarget

Share & Engage

Leadership & Expertise

Owned

Earned

Paid

Owned

@DigitalBungalow


42Get an Expert to Build Your Dashboard

Key Strategy # 9: Leverage

Testing To Resolve

Funnel

Bottlenecks


44Hypothetical Website Funnel

Traffic

Engagement

Conversion

Monthly Visitors – 10,000

New vs. Return – 54% vs. 46%

Bounce Rate – 68%

Pages per Visit – 2.2

Time on Site – 30 Seconds

Conversion Rate – 12%

Average Value – $58

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45Review Website Interactions – Heat Maps

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46Review Website Interactions – Click Maps

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47A/B Testing – 37 Signals “High Rise” Product

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Key Strategy # 10:

Consider Website as a

Service (WaaS)


49The Problem With Websites

Design

Develop

Destroy

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50SaaS Example

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51Paradigm Shift in Website Platform Technology

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52Tribeca Flashpoint Academy

Summary


54

1. Align digital with your business goals

2. Embrace mobile first

3. Make your digital ecosystem seamless

4. Engage with video

5. Invest in social advertising

6. Stop marketing to the “average”

7. Don’t underestimate email

8. Link data to revenue

9. Leverage testing to resolve funnel bottlenecks

10. Consider Website as a Service (WaaS)

Summary of 10 Key Strategies

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Questions?

Thank You!www.digitalbungalow.com

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