SOCIAL AND DIGITAL MARKETING 2019CONNECTING YOUR CLUB’S CULTURE

Want the slides?https://socialschool.io/cscm2019

STRATEGIC DIGITAL MARKETING: 10 TACTICS FOR 2019

Elevate your knowledge, skills and insight into the biggest opportunities

existing in digital communications today.

Effectively craft a content strategy that fits with your specific audience.

Discover what world-class modern marketing looks like – big club, small

club and beyond.

THE AGE OF PRODUCT DIFFERENTIATION IS DONE.

PEOPLE WANT EXPERIENCE.

TRANSFORMATIVE DIGITAL MARKETING IN 2019: KNOWING WHERE TO GO AND HOW TO SHOW UP.

THE AGE OF THE INDIVIDUAL IS HERE1.

Less is more, quality rules, and variation wins

Content pillars, categories, content types.

Play to the platform, AND your pillars

Customer experience is more important than ever

Storytelling becomes ‘Storyliving'

Marketers must become comfortable shifting to these mediums and the raw, unscripted human element 

QUESTION 1:

How many ‘themes’ or ‘pillars’ are you currently able to divide your marketing content into?

• 1 or 2

• 3 or 4

• 5 or more

• I have no idea what my business’ content themes are

OWN YOUR ‘A’ GAME2.

So long product, price, place and promotion.

Hello authenticity, accessibility, authority, advocacy.

Pull back the curtains, establish trust, be human at all costs.

ATTENTION IS EVERYTHING3.

The struggle to be seen and heard has never been more real

*Know your market, go where they are

If you’re talking to everyone, you’re talking to no one.

Speak one to one, not one in a million.

QUESTION 2:

Which social media or digital marketing platform do you know to be the most utilized or engaged with by your current customer or prospect?

• Facebook

• Instagram

• LinkedIn

• Twitter

YouTube

• Email Marketing

• Other

QUESTION 3:

Which social media or digital marketing platform do you know to be the most utilized or engaged with by your DREAM customer or prospect?

i.e. the next logical audience or market for you to reach

• Facebook

• Instagram

• LinkedIn

• Twitter

YouTube

• Email Marketing

• Other

ADD VALUE AT EVERY CORNER4.

Stop interrupting and start delivering

Give, give, give, ask… a.k.a. permission marketing

**Transformation, end results, life-changing benefits to them – convey that.**

SEGMENT, TARGET, PERSONALIZE5.

Create content personas to help assemble and deliver your content to the right audience

Experiment with content and make innovation part of your business

Email marketing > dynamic behavioural campaigns, triggered sequences, customized messaging 

Remain authentic at scale

LEFT BRAIN, MEET RIGHT BRAIN6.

As organic reach declines and content volume increases, smart and effective paid reach is imperative

Front end content, copy, visuals, graphics, paired evenly with back end insights, optimization, paid reach

REMEMBER:

Social platforms are not entertainment companies, they are advertising companies

QUESTION 4:

What monthly budget are you able to allocate to promoting or ‘boosting’ your social content on Facebook, Instagram and

LinkedIn?

• Less than $50

• $50-200

• $200-$500

• $500-$1500

QUESTION 5:

What monthly budget are you able to allocate to paid digital ad campaigns across Facebook, Instagram, LinkedIn, YouTube,

Google or otherwise?

• Less than $100

• $100-$500

• $500-$3000

• More than $3000

PAY TO PLAY IN ALL THE RIGHT SPACES, INCLUDING PRIVATE SPACES7.

People are massively shifting their attention to private channels

To be effective on private channels, marketing – and paid advertising in particular – needs to be more value-driven than ever

*Use the world’s most powerful advertising tools to your benefit

Retargeting, smart custom audiences, funnel or ‘AIDA’ mentality

(Awareness, Interest, Decision, Action)

Know the numbers that matter to you8.

SEEK OUT DATA-DRIVEN INSIGHTS AT EVERY TURN

Google Analytics, Facebook Insights - know them intimately 

Measuring, optimizing and aiming for meaningful actions, goal completions and custom conversions, not vanity or surface level metrics (likes, shares, comments, follows)

Move from social data to social intelligence

Drip, don’t spray. Target, don’t pray.

AN ORCHESTRA OF EXPERIENCES9.

No matter what you are or do, you are now a subscription business

THE GOAL: Constant delight for your audience, making them excited about and  continually interested in your brand

Turn your business into an orchestra of seamless, unforgettable experiences across all platforms, devices and touch points - human and non-human alike

RECOGNIZE: Experience makers and experience breakers

PERPETUAL BRAND PURPOSE10.

Because now, it’s everybody’s business, and like it or not, your customers are in charge of your brand.

You set the stage, they engage.

1. Meaningful metrics

2. Trust, not traffic

3. Unforgettable experiences

4. First brand loyalty, then brand love

THE FORMULA:

• Be human at all costs

• Make people fall hard for you and your organization

• Establish the coveted 'know, like and trust'

• Pull back the curtains and let people in

THE RULES

Link to slides:https://socialschool.io/cscm2019

Q&A

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