Presented by: Aparna Tutak, CEO & Founder

Importance of Strategy in Digital

Marketing

Digital Marketing Vs. Digital StrategyFacebook 1

Billion+Twitter 550 Million+Google+ 343 MillionLinkedIn 225 Million

Source: ExpandedRamblings.com

Image Credit: kommunikationsmanagement.at/

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Digital Marketing is IRRELEVANT

Digital STRATEGY is Research to Accomplish

Measurable & Actionable Objectives

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Target Consumer Behavior

• Associations Can Analyze the Behavior of Members in Digital Realm

• Create Custom Campaigns

• React Quickly to Develop Personalized Offers & Messages in Real-Time

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The “Right” Alignment• Goals Strategy

• Marketing Agency Your Association/Business

• Marketing Sales

Right Place Right Time Right People

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You’re Just Not That Important

Image Credit: business2community.com

• Digital marketing is NOT for the benefit of your association/business – It’s for your MEMBERS/CUSTOMERS!

• B2B - B2C – Doesn’t Matter

• P2P – People-to-People

• Provide Value to Members

• Think like Amazon’s CEO

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4P Approach

• People = Most Important of 4Ps

• Increase Association Membership & Decrease Attrition

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Golden Key of Digital Marketing

BUYER PERSONAS

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are the MOST Important Facet of Digital Marketing

• They are the People Around Whom Your Whole Business is Built

• Key to Unlocking Your Digital Strategy

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SMART Marketing Framework

Specific – goals should be unambiguous

Measurable – goals should be able to be tracked

Attainable – goals should be realistic

Relevant – goals should matter to your business

Timebound – goals should have deadlines

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Make a Plan for Your Content

• Content is King

• Map Out Your Content

• Create an Editorial Calendar

• Have a “MC” – Marketing Champion

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Enchanting Your Members

Image Credit: guykawasaki.com

• “Enchantment transforms situations and relationships”

• Lesson #1: Be Likeable

• Give a George Clooney Smile

• It’s Not About What Other’s Can Do for You – It’s About What You Can Do for Others”

Image Credit: esquire.com

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Beat the Blink Test

• Appearances Matter Online • Visiting Your Website

Should Be a Beautiful Experience to Increase Conversion Rate

• Website Should Pass the “Blink Test” to Capture Attention, Share Message & Spark Interest

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Strategy Myths Debunked

Myth #1: Digital Marketing Replaces All Traditional Marketing

Fact #1: Need Both but Lower Reliance on Paid Advertising

Myth #2: Digital Marketing is Free and a “Quick Fix”

Fact #2: Nothing in Life is Free – Costs Time and/or Money

Myth # 3: Digital Marketing Doesn’t Apply to the Legal Industry

Fact #3: Lawyers Are Embracing Social Networking & Blogging for Brand Development & Client Acquisition

Image Credit: Jamie Gannon

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Image Credit: beautyinbalance.net

Final Thoughts

• Digital Marketing is a Marathon, Not a Sprint • Be the Tortoise –

Slow & Steady Wins the Race