Post on 02-Jul-2015
description
COOL, HELPFUL, CREEPY:
INTERNET MARKETING IN 2013
Jarrett SmithMaximize Social Media
@TheJarrettSmith
HOW THIS WILL GO
OBLIGATORY PREACHING AND
THEORY.
SOME SPECIFIC EXAMPLES.
PART 1: IN WHICH I TELL YOU HOW
THE INTERNET HAS CHANGED THE
WAY PEOPLE BUY.
BUT FIRST, A SIMPLE
DEMONSTRATION
DO YOU KNOW ANY OF THE
FOLLOWING?
THE PER CAPITA INCOME OF INDIA?
THE CLOSEST PLACE TO GET FRENCH-
INFLUENCED VIETNAMESE FOOD?
THE BEST PROJECT MANAGEMENT TOOL
FOR SMALL BUSINESS?
SRSLY?
5.2
10.4
2010 2011
Average Number of Information Sources Referenced Before Purchase
Source: Zero Moment of Truth (ZMOT), Google, 2011
Awareness
Education
Validation
Decision
Oh meh gerd.
ALSO... AND THIS IS IMPORTANT...
MARKETERS RUIN EVERYTHING.
Marketers
Everyone ever
Crappy marketing
MARKETERS RUIN EVERYTHING.
Traditional vs. InboundINBOUND VS. TRADITIONAL MARKETING
TraditionalMarketing
Inbound Marketing
• Cold calling• Print• TV• Radio• Direct mail• Outdoor display• Tradeshows• Email to
purchased lists• Online banner ads• Social media ads
• Search engine optimization
• Content marketing• Permission-based
email• Social media • Search ads• Blogging• E-books & Reports• Webinars• Online lead capture
Interruption-based
Impersonal
Only work as long as there’s
budget
Interception-based
Relevant
Relatively LessExpensive
Relatively MoreExpensive
Work even after you stop
TraditionalMarketing
Inbound Marketing
• Cold calling• Print• TV• Radio• Direct mail• Outdoor display• Tradeshows• Email to
purchased lists• Online banner ads• Social media ads
• Search engine optimization
• Content marketing• Permission-based
email• Social media • Search ads• Blogging• E-books & Reports• Webinars• Online lead capture
Interruption-based
Impersonal
Only work as long as there’s
budget
Interception-based
Relevant
Relatively LessExpensive
Relatively MoreExpensive
Work even after you stop
3 WAYS TO WIN AT
INTERNET MARKETING
IN 2013
BE COOL
BE HELPFUL
BE CREEPY <- BUT NOT TOO CREEPY
COOL AT SCALE
Being cool is hard.
Being cool is *usually* expensive.
Being cool is easy to get wrong.
CASE IN POINT
IF YOU CAN’T BE COOL, BE HELPFUL
BLOG POSTS
E-BOOKS & GUIDES
FREE TOOLS & CALCULATORS
APPS
DATA VISUALIZATIONS
PODCASTS
VIDEOS
SCREENCASTS
SLIDE DECKS
WEBINARS
CONTENT & SALES = BFFs
Traditional Media and PR, Online
DisplayAwareness
Traditional Media and PR, Online
Display
Blogging, Podcasts, Video, Reports, Guid
es, Email
Awareness
Education
Traditional Media and PR, Online
Display
Blogging, Podcasts, Video, Reports, Guid
es, Email
Email, In-depth Content, Buyer’s
Guides
Awareness
Education
Validation
Traditional Media and PR, Online
Display
Blogging, Podcasts, Video, Reports, Guid
es, Email
Email, In-depth Content, Buyer’s
Guides
Case Studies, Product Guides, Vendor
Comparisons, Endorsements
Awareness
Education
Validation
Decision
CONTENT IS A MAGICAL ANIMAL
Bacon? Ham? Pork chops?
Heh heh heh. Ooh yeah right.
A wonderful, magical animal.
TRUST
AUTHORITY
WORD OF MOUTH
POSITIVE BRAND JIU-JIU
LINKS
MENTIONS
SHARE
SEARCH ENGINE RANKINGS
TRAFFIC
LEADS
SALES
THE MAGICAL ANIMAL
Be (a little) creepy
Knows your motivations, pain
points, and FAQs.
IDEAL BUYER PERSONAS
(AKA. TARGET MARKET ON CRACK)
WHAT’S IN A BUYER PERSONA?
ALL THE USUAL DEMO STUFF
ROLE IN PURCHASE DECISION
KEY RESPONSIBILITIES
TRIGGERS
ATTITUDES / ASSUMPTIONS / BELIEFS
CONCERNS & OBJECTIONS
GOALS
CONTENT CONSUMPTION HABITS
MEET MARKETING MOLLY
Position:Molly is the 30-55 year old Marketing VP/Director/Manager of a mid-sized regional or national business. She could be a marketing “team of one” or may direct the activities of one or more marketing employees.
MEET MARKETING MOLLY
Problems & Challenges:Molly feels that the internet and social media have changed marketing, but she’s not entirely sure what implications that has for her business or how she should adapt. She’s noticed that many of the companies she personally likes, as well as a key competitor, have grown large, engaged audiences on social media. She wishes her own business could do something similar, but she lacks the experience and technical understanding to plan and executesuch a strategy. She’s tried to learn more by reading popular blogs and talking to a few colleagues, but she’s been overwhelmed by the shear volume of information and isn’t sure what’s actually worth her attention. She also knows that any significant investment of time or resources to newmarketing efforts will get scrutiny from her CEO. She doesn’t feel confident that she understands the business value of these efforts, and even if she did, she’s not sure how she’d track quantifiable results. Despite these worries, Molly is open to new ways of generating leads and sales, and she doesn’t want to be left behind simply because she failed to adapt.
BIG PICTURE UNDERSTANDING
TECHNICAL / TACTICAL KNOW-HOW
PRIORITIZATION OF EFFORTS
ABILITY TO SHOW RESULTS &
VALUE
PRESSURE TO ADAPT
TO BE SEEN AS “WITH IT” AND IN
CONTROL
WHAT MOLLY REALLY WANTS & NEEDS
FREQUENTLY ASKED QUESTIONS (ACTUAL QUOTES)
“HOW FREQUENTLY SHOULD WE BE POSTING TO FACEBOOK?”
“WHICH SOCIAL MEDIA PLATFORMS SHOULD I START WITH?”
“WHY DO I HAVE TO ADVERTISE ON FACEBOOK?”
“SHOULD I FOCUS ON SOCIAL MEDIA OR SEARCH ENGINE OPTIMIZATION?”
“HOW CAN WE TRACK RESULTS?”
“DO I NEED TO BLOG?”
“HOW DO I PROMOTE MY BLOG POSTS?”
“WHAT KIND OF THINGS SHOULD I BLOG ABOUT?”
“WHAT DO YOU DO WHEN SOMEONE COMPLAINS ABOUT US?”
HERE’S A FUN GAME...
BUT THIS IS ACTUALLY QUITE
USEFUL
INTELLIGENCE WATERING HOLES
QUORA
FORUMS
NICHE SOCIAL NETWORKS
BLOG COMMENTS
ADWORDS KEYWORD TOOL
TAKING CREEPY UP A NOTCH
What the crap!?
AND NOW... A WORD ABOUT
SOCIAL MEDIA
SOCIAL IS GREAT IF YOU’RE COOL
SOCIAL IS GREAT IF YOU’RE HELPFUL
I know you’re a marketer, Jarrett
I know you’re into content
marketing, Jarrett
I know you’re a fan of LRMC, Jarrett
Ditto
SOCIAL IS GREAT IF YOU’RE CREEPY
GET READY FOR AN
INSPIRING CONCLUSION
NOT REALLY...
ONLINE MARKETING IS HARD.
Oh meh gerd.
EMBRACE NOT ALWAYS KNOWING
THE ANSWER.
WHICH HEADLINE WORKS BETTER?
THERE’S ONLY ONE WAY TO FIND
OUT.
COOL, HELPFUL, CREEPY:
INTERNET MARKETING IN 2013
Jarrett SmithMaximize Social Media
@TheJarrettSmith