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July 2, 2014

Barbara Fowler. CMO, Partner Chief Outsiders@barbfow50 @ chiefoutsiders bfowler@chiefoutsiders.com. Mid-year Marketing Multipliers. 8 Marketing Tips f or the second half of 2014 . July 2, 2014. A cat. T he hottest new toy in 2014. M y company to grow faster.

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July 2, 2014

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  1. Barbara Fowler CMO, Partner Chief Outsiders@barbfow50 @chiefoutsiders bfowler@chiefoutsiders.com Mid-year Marketing Multipliers 8 Marketing Tips for the second half of 2014 July 2, 2014

  2. A cat The hottest new toy in 2014 My company to grow faster To sell the best homeowners insurance in Florida I want… Where are you in your buyer’s journey?

  3. What do you do when you need something? 57-92% of search starts on the internet! Do clients find you via your website? When they get to your site, what do they expect? What if they don’t find what they want? Make your company easy to do business with!

  4. Where are you now in marketing on the web? 3 Key Components SEO Content Tech These are all connected and must be utilized together!

  5. 3 8 6 5 4 2 1 7 Integrate Everything Benchmark Against Key Competitors Review Current Marketing Spend Become Data-Driven ✓ $ ✓ Develop Strategy Before Tactics Test Identify Buyer Personas Everyone is in marketing! 8 steps to take

  6. It Begins with a Mindset 1 Benchmark Against Key Competitors Be curious, get outside your own company!

  7. How? Best Blogs Best Trade Show Marketing Google Alerts, Talkwalker Moz’sOpenSite Explorer EXPLORE! Marketing Grader SEM RUSH Competitor Analysis Be curious, get outside your own company!

  8. Check where you are spending money and time 2 ✓ $ Review Current Marketing Spend No Sacred Cows

  9. Including salaries? Example $10,000,000 revenue What are you spending and what does it include? $20,000 to $500,000 Averages are from 2-50+% depending on study and industry email trade shows, seminars, conferences website PR 20% 12% 8% 7% 6% 6% 5% 21% Content production Agency fees advertising Other What is the result?

  10. First Things First! 3 Develop Strategy Before Tactics

  11. What is the Difference? • Strategy can be the broad goals of the company that generate the results the company wants to achieve. A tactic is a specific “do-it” to achieve the strategy. • Strategy or Tactic? • Be the market share leader in sales in the mid-market in our industry. • Maneuver our brand into top two consideration set of household decision makers.  • Deploy a marketing campaign that leverages existing customer reviews and spurs them to conduct word of mouth with their peers in online and real world events. • Improve retention of top 10% of company performers. Offer best in market compensation plan with benefits as well as sabbaticals to tenured top performers, source ideas from top talent.

  12. We want to work with people we know and trust *What do you need and how can I help you? 4 Identify Buyer Personas Who are your prospects? Where do you find them? How do they find you? What stage of the buying process are they in?

  13. We want to work with people we know and trust *What do you need and how can I help you? What are their demographics? Age, Gender, Income, etc. What are their pain points? What do they value most? What are their goals? Where do they go for information? What are their most common concerns? How do I identify this persona? Paint a Picture

  14. And they need it….Now! 1 2 3 4 5 Technology Tips: Consider these statistics. • Calling a lead within 5 minutes of a form fill vs. 60 minutes of a form fill increases conversions by 341% (1) • If you call a lead within 60 seconds of a form fill you are 500% more likely to convert the lead (2) • The first business to speak to a lead on the phone is 238% more likely to get that lead as a customer than the second business to speak to the lead (1) • The odds of contacting a lead if called in 5 minutes are 100x higher vs. 30 minutes (1) • The odds of converting a lead if called in 5 minutes are 21x higher vs. 30 minutes (1) • (1) Kellogg School of Management at Northwestern, Speak2Lead (2) MIT How?

  15. Think PESO! What is a MQL? What is a SQL? 5 Integrate Everything! The Earned Premium Paid, Earned, Sponsored, Owned

  16. Obsess! Obsess! 6 Become Data-Driven Show Me The Numbers!

  17. Analytics Before Anecdotes!! How much revenue/how much I invested How much profit will I earn from this customer over time? What is a conversion and how will I measure it? ROI CLTV Conversions Show me the Numbers!

  18. You don’t need to bet the bank! Experiment! 7 Use Technology! And Test, Test, Test! ✓ Google Analytics, Marketing Automation, CRM Systems, Apps, A/B testing,

  19. You don’t need to bet the bank! Experiment! Google Analytics WhichTestWon.com A/B Testing of Landing Pages Optimizely.com @ Email: MailChimp, Constant Contact, Usertesting.com Hubspot.com Marketing Automation, CRM Systems, Apps

  20. Develop the Culture/ Be Agile/ Experiment 8 There is no such thing as Digital Marketing, It’s Marketing! Everyone is in Marketing!

  21. I can’t do it all! What should I start with? If you don’t have it, add Google+ and update local pages Benchmark three competitors. Decide who to beat Get some expert advice. Marketing is evolving every day. MozLocal SEMRush Go Outside Thank you!

  22. Barbara Fowler ChiefOutsiders.com 908-956-4529 Part-time CMOs for growth companies Contact us!

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