30-60-90 Day Plan Let’s Get Started - · PDF fileWhere Do We Start? 30-60-90 Plan For...
Transcript of 30-60-90 Day Plan Let’s Get Started - · PDF fileWhere Do We Start? 30-60-90 Plan For...
30-60-90 Day Plan Let’s Get Started
Prepared by Marlise Nishikihama
Who is Marlise?
Senior marketing professional
Highly organized
Detail-oriented
Deadline-driven
Self-motivated
Works well under pressure
Energetic
Enthusiastic can-do attitude
Ambitious
Your best candidate to join Nightingale!
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What Does Marlise Bring to Nightingale?
10+ years of marketing experience
(digital/social/traditional)
Direct experience developing brand strategies
and communication plans that drive brand
awareness and customer engagement
Adept negotiation skills necessary to build
strategic alliances and partnerships
Excellent project management skills
Business development mindset to seek out new
opportunities that will drive future growth
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Where Do We Start?
30-60-90 Plan For the organization
For marketing
First 30 Days – listen and learn
Days 31 to 60 – engage and participate
Days 61 to 90 – prioritize, grow and review
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What Do I Need To Know About Nightingale?
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First 30 Days – Listen and Learn
Learn more about the organization What is Nightingale’s vision/mission?
Critical success factors Organizational goals
Action plans
Responsibilities
Timelines and priorities
Start to develop a SWOT (Strengths/
Weaknesses/Opportunities/Threats) analysis
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First 30 Days – Listen and Learn
Dig deeper into Nightingale’s culture What are the core values and principles?
Social responsibility
Familiarize myself with the processes and
procedures Paperwork?
Reports?
Training?
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First 30 Days – Listen and Learn
Get to know the people Understand Mark’s expectations of my role and the
marketing department Meet with each functional and other critical
individuals/stakeholders everyone Introduce myself to the rest of the Marketing team
and schedule weekly 1 on 1 /team meetings Outside vendors?
Do the HR thing Benefits Company policies Performance evaluations
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First 30 Days – Listen and Learn
Learn and live Nightingale’s products and services Do an in-depth review of the products and services and
financials Review the product roadmap Explore the competitive landscape
Understand how to best support the sales team Discuss current value proposition and effectiveness Examine any perceived gaps in the current marketing
strategy and/or product line Review key accounts Continue to support/examine initiatives already in
progress
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Days 31 to 60 – Engage and Participate
Continue to absorb company knowledge Review financial reporting processes and functions Review budget and forecasting processes Review reporting and performance metrics Solicit feedback from all department for opportunities Participate in all meetings (if applicable)
Continue to build relationships
Continue to build rapport with corporate leadership team and other departments Get feedback from Mark
Determine strengths and capacity of marketing team Review position duties and responsibilities
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Days 31 to 60 – Engage and Participate
Continue to study and improve my product and
industry knowledge Understand customer/prospect wants and needs
Review customer/prospect segmentation
Focus on customer perception and service issues
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Days 61 to 90 – Prioritize, Grow and Review
Continue to build relationships Continue to build rapport with corporate leadership team and
other departments Solicit (constructive) feedback re: quarterly review Explore future organizational structure for the marketing team (if
required) Team-building initiatives?
Continue to study and improve my product and industry knowledge Keep up-to-date on the product road map/key milestones
Explore growth opportunities Strategic alliances and partnerships?
Exceed all expectations!
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What’s Up With Marketing?
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Nightingale’s Marketing Needs
Audience profile Segmentation analysis
Customer persona
Competitive analysis
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Nightingale’s Marketing Needs
Brand awareness programs
Brand management Brand guidelines maintenance
Strategic brand extension opportunities
Brand messaging refinement
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Nightingale’s Marketing Needs
Website audit and analytics Site usage
Unique visits, page views, pages/visit Bounce rate Average time on site Percentage of new visits
Traffic sources Search engines Direct traffic Referring sites
Content Overview
Intranet
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Nightingale’s Marketing Needs
E-marketing Demand generation tactics
Lead nurturing programs
E-newsletter(s)/eBlasts
Analysis and reporting Number of emails opened, deleted, forwarded
Number of new subscribers, unsubscribes
Determine bounce backs (contact loss and undeliverable)
Unique clicks per link, CTRs
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Nightingale’s Marketing Needs
Content marketing Content mapped to the buying cycle
Blog posts Webinars Articles Infographics Industry reports Case studies Demos Customer testimonials Detailed product info Analysts reports
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Nightingale’s Marketing Needs
Social media marketing Two-way conversations
Google+
YouTube
Tumblr
SlideShare
Webinars
Measuring success ROI
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Nightingale’s Marketing Needs
Event Marketing Nightingale hosted
Nightingale Connects 2014
Booster sessions/training events
Upcoming trade shows/events E-Health 2014 Conference, Vancouver
Sponsorships
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Nightingale’s Marketing Needs
Traditional marketing Direct mail
Print/advertorials
Radio
Press releases
PR
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Nightingale’s Marketing Needs
Collateral and promotional items Sales collateral/leave-behind
Nightingale-branded promotional items
Trade show signage/booth
Price guide
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First 30 Days – Listen and Learn
Determine the target audience/s Use analytics to find out more about Nightingale’s
audience Start developing customer profile/persona and
understand what motivates them What social networks do they use What time of day are they online What interactive formats do they prefer – chat, video, forums,
etc.
Listen to what others are saying Google Alerts Twitter Blogs Industry influencers
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First 30 Days – Listen and Learn
Assess the competition Who are the key competitors and what are their
strengths and weaknesses?
Who are competitors targeting?
What does their marketing strategy/tactics look like? What do you like/not like about what they are doing?
How does Nightingale distinguish itself from its
competitors? Why should customers choose Nightingale over the
competitors?
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First 30 Days – Listen and Learn
Start to develop a marketing plan Build a scorecard to measure marketing effectiveness
Review the current brand strategy
Determine what’s working and what’s not working Gather/research requirements if necessary
Review brand guidelines Determine what, if any, updates/changes need to be made
Audit the website/s Determine current/ongoing website updates Update outdated/incorrect website info Obtain/review all website analytics reports and try to identify
patterns and trends
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First 30 Days – Listen and Learn
Review current e-marketing strategy and tactics Determine what is working/not working
Use current data to establish a baseline/benchmark on
where you are today
Review current e-mail/e-newsletter templates,
content, frequency and make recommendations as
needed Examine current analytics for patterns and trends
Start to develop an editorial calendar for e-
newsletters
Determine how, where and what info is being
captured for lead generation
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First 30 Days – Listen and Learn
Evaluate the status of content marketing Determine what content is owned vs. 3rd party Start to map (available) content to the buying cycle Build an editorial calendar Map out processes to manage and track content Establish roles and responsibilities
Review social media marketing strategy and tactics Determine how social media “buzz” is being tracked and
review analytics for patterns and trends Start to plan social media campaign/increase brand
awareness through channels such as Facebook, Twitter, LinkedIn, YouTube, Google+
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First 30 Days – Listen and Learn
Review event marketing schedule Develop a 2014 events calendar including events to
attend and events that will be hosted by Nightingale
Inventory current trade show booth and collateral
Explore sponsorship opportunities
Determine traditional marketing requirements Map traditional marketing channels to target
audience profile/s
Review budget
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First 30 Days – Listen and Learn
Inventory current collateral and promotional
items Create a catalogue of current collateral and
promotional items
Review, make suggestions, determine if new
collateral is required
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Days 31 to 60 – Engage and Participate
Continue to refine target audience profile/s Use analytics to build customer profile/persona
Personalize/customize the experience whenever possible
Continue to listen to what others are saying and start
to participate in the conversations Look for/track social mentions and brand mentions
Continue to track and assess competitors Are there industry benchmarks? How does
Nightingale fare?
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Days 31 to 60 – Engage and Participate
Finalize the marketing plan; incorporate calendars created in the 30 day plan Update marketing scorecard
Maintain/update the brand strategy as required
Enforce brand standards everywhere Find all the places where the company can be found online i.e.,
social networks, directories, wikis, blogs, etc.
Maintain the website/s Optimize backend of website for SEO Set-up (Google) analytics on website to measure traffic and ROI Update website as needed Add social media icons as those channels are developed Create keyword list for Google AdWords
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Days 31 to 60 – Engage and Participate
Review/refine e-marketing strategy and tactics Monitor and update e-mail/e-newsletter templates,
content, frequency and continue to make recommendations as needed
Finalize annual editorial calendar for e-newsletters Include distribution dates Work with sales team to announce new product launches,
events, etc.
Continue to monitor lead capture opportunities and make changes as needed to optimize lead information
Examine current marketing automation as suggest other tools as required/budget allows
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Days 31 to 60 – Engage and Participate
Build the inventory of content available to
market Continue to map (available) content to the buying
cycle Make sure content is relevant/useful/current and aligned with
business goals/key milestones – Try experimenting with different types of content
Use persona’s interests, needs, and problems to create
targeted CTAs
Create remarkable CTAs
Ensure landing pages are optimized
Complete annual editorial calendar
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Days 31 to 60 – Engage and Participate
Develop a social media calendar Continue to monitor Nightingale’s social media buzz Create social media pages and cross-link sites
Use HootSuite or similar tool to manage all social media sites Build word of mouth
Encourage sharing of content/forwarding emails Start to grow Nightingale’s community
Provide thought leadership blogs Comment on related posts Participate in related communities
Build/refine event marketing schedule
Plan for upcoming events Work with company evangelists on abstracts for potential
speaking engagements Make changes to trade show booth and collateral as required Continue to explore strategic events/sponsorship opportunities
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Days 31 to 60 – Engage and Participate
Integrate traditional marketing strategy/tactics
into overall marketing plan Ensure all channels can be tracked ROI
Update collateral and promotional items as
required Maintain catalogue of current collateral and
promotional items
Explore ideas and content for new collateral i.e., case
studies, customer testimonials, etc.
Obtain quotes for production of any new collateral
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Days 61 to 90 – Prioritize, Grow and Review
Continue to refine target audience profile/s Continue to use analytics to develop comprehensive
customer profile/persona
Continue to listen to what others are saying and
actively participate in the conversations Look for/track social mentions and brand mentions
Continue to track and assess competitors How is Nightingale faring?
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Days 61 to 90 – Prioritize, Grow and Review
Implement marketing initiatives as detailed in the marketing plan and/or discussed in internal meetings Ensure all initiatives are trackable ROI Update marketing scorecard
Maintain/update the brand strategy as required
Enforce brand standards everywhere
Maintain/update the website/s Continue to add new, relevant, valuable content Monitor website analytics and make changes accordingly
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Days 61 to 90 – Prioritize, Grow and Review
Monitor e-marketing campaign results Continue to monitor and update e-mail/e-newsletter
templates, content, frequency and continue to make
recommendations as needed Add e-newsletters to website and add e-newsletter sign-up to
website
Continue to monitor lead capture opportunities and
make changes as needed to optimize lead
information
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Days 61 to 90 – Prioritize, Grow and Review
Grow the inventory of content available to
market Continue to map (new) content to the buying cycle
Make sure content is relevant/useful/current and aligned with
business goals/key milestones – Continue experimenting with different types of content
Use persona’s interests, needs, and problems to create
targeted CTAs
Create remarkable CTAs
Ensure landing pages are optimized
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Days 61 to 90 – Prioritize, Grow and Review
Expand the inbound strategy through social media Continue to build word of mouth
Connect with evangelists, advocates, industry influencers Encourage sharing of content/forwarding emails
Continue to grow Nightingale’s community Consider syndicating content help it grow legs through postings to
LinkedIn, Facebook, SlideShare Provide thought leadership blogs Comment on related posts Participate in related communities
Continue to monitor all social media pages, measure ROI and post to all sites regularly
Continue to monitor Nightingale’s social media buzz
Build/refine event marketing schedule Plan for upcoming events Organize industry events online and offline Continue to explore strategic events/sponsorship opportunities
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Days 61 to 90 – Prioritize, Grow and Review
Monitor traditional marketing campaigns Advertise website and social media presence in trade
magazines
Update collateral and promotional items as
required Maintain catalogue of current collateral and
promotional items
Explore ideas and content for new collateral i.e., case
studies, customer testimonials, etc.
Refresh promotional items
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Here’s My Thought Process
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Plan The Work;
Work The Plan
Know Your
Audience
Create
Relevant
Experiences/
Content
Identify Your
Distribution
Channels
Manage The
Process
Share/
Interact Measure
Plan The Work; Work The Plan
Ensure the marketing plan supports the broader strategic plans of the organization
Define what you want to achieve: Increase
Site traffic Brand awareness Free trials Lead generation Sales
Educate prospects on your product benefits Improve SEO Build customer trust, rapport, loyalty Create communities/conversations
Determine tactics Examine risks and how to mitigate them Review and optimize the process on an ongoing basis
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Know Your Audience
Build your buyer persona/determine who you are talking to: Who are they? What are their biggest concerns/needs? What problems are
they trying to solve? What information are they searching for? What kinds of content do they want? Where do they look for content?
Consider segmenting based on:
Demographics/Firmographics Past behaviour Products already purchased Psychographics and preferences Behaviour of similar customers
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Create Relevant Experiences/Content
Make content valuable, not self-promotional
Personalize/customize the experience whenever possible
Map content to the buying cycle: Awareness – get the prospect acquainted with your
brand/product Blog posts Social media updates
Research/Education – identify solutions for the prospect Webinars Industry reports
Comparison/Validation – let the prospect examine options Case studies Demos Customer testimonials
Purchase – complete the sale Detailed product info Analysts reports
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Identify Your Distribution Channels
Determine how and where your audience is consuming your content Your website
Articles/Infographics/Research reports Blogs Webinars/Webcasts/Podcasts
3rd party websites/partners Syndicated content
Email/E-newsletters Social media
Facebook, Twitter, LinkedIn, Google+, etc. Video
YouTube Search Engines Mobile Events Print Advertising/PR Sales reps. Influencers/Evangelists
Establish metrics for each channel
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Manage The Process
Put processes in place to manage the content phases Create and manage Optimize, aggregate, curate, repurpose Converse, listen Measure and learn
Establish roles and responsibilities
Determine style and writing guidelines
Schedule postings/update frequency
Experiment to determine the types of content that best meet goals
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Share/Interact
Connect to/converse with your audience Listen and determine how to best respond
Owned platforms: blogs, social media sites External channels: industry forums, review sites
Set-up Google Alerts Be as transparent as possible
Consider other engagement tools Live chats
Optimize landing pages Call to action Collect customer/prospect information at every touch point
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Sign-up for an e-newsletter
Collect event attendee info
Register for a webinar
Subscribe to your blog
View a demo
Survey your audience
Have a sale rep call you
Start a chat session
Share this on Facebook
Start a free trial
Tweet this offer to your followers
Measure
Determine what is working and what is not working
Implement a system/process for monitoring and reporting experiences/content
Ask for direct feedback
Don‘t ignore your gut
Optimize, iterate, test
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Page views
Video views
Document views
Downloads
Social chatter
Shares, Likes, Tweets, etc.
Email forwards
Form completions
Email subscriptions
Blog subscriptions
Blog comments
Conversion rates
Online/Offline sales
Take-Aways
Fail Fast
Learn from mistakes
Build on what works
Grow engagement
Get more teams involved
Training willing teams
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Today – Hire Me!
Nightingale’s
New Director of Marketing
Marlise Nishikihama
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Thank You!
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Marlise Nishikihama 416-550-1357
http://marlise13.wordpress.com