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1. Digital Marketing Webinar
David Vs Goliath: Pick The Right
Marketing Strategy And Tools
May 21, 2014 | Cohan Carlos, CEO, Selasdia
www.digitalvidya.com

2. cohan@selasdia.com
How to pick marketing strategies and tools
… that meet your company’s needs.
What are the right tools for you?
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3. cohan@selasdia.com
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The Story of David and Goliath
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Pick my Strategy …
• Keep my distance
and Tools …
• Sling
According to my
company’s …
• Size
• Competition
• Products/Services

4. cohan@selasdia.com
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Three Big Firm Strategies
1. Tackle complaints on social media
2. Promote through social channels
3. Solve problems through social channels
Example: 1) United breaks guitars 2) Trending hashtag #CCDSucks
A or B?
Recommends A
Likes A
Uses A
Example: 1) @airtel_presence

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Tools
1. ORM – Online Reputation Management
2. SMM – Social Media Marketing
3. SCRM – Social CRM

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Online Reputation Management
Social Media Marketing & Analytics
Capabilities:
1. Spot negative mentions of the brand.
2. Spot trending tags or mentions related to a brand.
Capabilities:
1. Schedule posts
2. Measure engagement with posts
3. Measure reach of posts
4. Estimate best time for posts
5. Sentiment, buzz and influence metrics
Social Media

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Social CRM Tools and Social Customer Service
Capabilities:
1. Spot mentions of the brand.
2. Support a customer service workflow.
3. Support a sales workflow.
4. Spot inquiries
5. Spot leads
6. Spot complaints
Social Media
Newer tools offer intention analysis.
That means spotting complaints, requests, inquiries, etc.

8. cohan@selasdia.com
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1. Online Reputation Management
2. Social Media Marketing
Assumption: You have an online reputation to manage
Assumption: That there is an audience/followers
Size = Medium to BIGAssumption:
Company’s Size
3. Social CRM
Assumption: That there are many customers

9. cohan@selasdia.com
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There were 5.8 million employer firms in the U.S.A.
89.7% = less than 20 workers
99.7% = fewer than 500 workers
According to U.S. Census Bureau data (2009 data):
Source: http://www.sbecouncil.org/about-us/facts-and-data
SMEs

10. cohan@selasdia.com
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Customer Acquisition Strategies
3. Promote through interactive marketing
2. Promote through advertising (SEM & SMM)
4. Promote through viral marketing
1. Promote through SEO & Content marketing
5. Promote through event marketing
6. Promote through influencer marketing

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Marketing Automation Tools
Capabilities:
1. Spot mentions of the brand.
2. Support content marketing
3. Support email marketing
Social Media
Web
Email
1. Promote through SEO &Content Marketing

12. Marketing Automation Tools Market-Share

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Content Marketing
Marketing over the web, social media, and email by
sharing content that helps customers or prospects:
1. Content creation around keywords
2. Content dissemination on digital media
3. Lead capture using forms, polls and gated downloads
This is a bit of a superset of SEO (SEO is about making your
website rank high on search engines).

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Example of Content Marketing
Let’s say I am Tally, and I want to promote tools for financial
accounting to Chartered Accountants.
1. Content creation around keywords that potential customers
might search for:
accounting, accounting software, accounting tools,
tax preparation, taxation, cost accounting, tax compliance
2. Content dissemination on digital media:
Web pages with articles including those keywords
http://tallysolutions.com/5- accounting -tips-for-small-firms.html
Title: 5 Amazing Accounting Tips for Small Firms
Content: Has your accounting given you spent sleepless nights

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Content Marketing – Creation/Analysis

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Share the content on social media
1. Find out when your potential customers are active on
social channels
2. Schedule the content to go out at those peak hours
Eg:
“5 indispensable #accounting tips for small business!!!
http://bit.ly/hjjker”

17. Courtesy of Plumb5
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Content Marketing – Unified Customer Views

18. Courtesy of Plumb5
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Content Marketing – Unified Customer Views

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Example of Content Marketing
3. Lead capture using forms, polls and gated downloads
http://tallysolutions.com/5-accounting-tips-for-small-firms.html
Possible Carrots:
1) Newsletters
2) Whitepapers

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Competitive Landscape
Your content
Your competitor’s content
You
Your competitor

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Competitive Landscape
Example 1
Startup
Big firm

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Example 2
Small software services firm
Open source
project
Competitive Landscape

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B2C
Advertisement
Search Engine Marketing
Advertisement
B2B

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B2C
Advertisement
Product Type
Customer
Customer
Customer
Accountant

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B2B
Advertisement
Product Type
Not a customer
Not a customer
Customer
Accountant

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B2B SEM ROI
Budget is $10 10 eyeballs
Cost Per Prospect Click = $10
Cost Per Click = $1

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3. Promote through Interactive Marketing
/ Relationship Marketing
/ Outbound Marketing
Email Marketing Automation Tools
Marketing over email:
1. Content dissemination over email
2. Measure engagement (opens, links followed)

28. cohan@selasdia.com
Social Media Interactive Marketing
Smart Social CRM Tools
Capabilities:
1. Spot mentions of the brand
2. Support a sales workflow
3. Spot inquiries
4. Spot leads
5. Spot complaints
Social Media
Newer tools offer intention analysis.
That means spotting complaints, requests, inquiries, etc.

29. cohan@selasdia.com
Examples of leads spotted using
intention analysis

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New Tools! B2B Buyer Persona Targeting Tools
B2B Marketing Automation Systems
Capabilities:
1. Model B2B Buyer Personas
2. Build lists of people who fit those personas (leads)
3. Identify ways to connect with them (email or social channels)
4. Score and prioritize the leads to interact with
Social Media
Web

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B2B Buyer Persona Modeling Example
Buyer Persona 1 – Buyer of digital marketing software
1. Job role: CMO
2. Keywords: marketing, digital marketing, #smm
3. Seniority: VP or Executive
4. Location: Any
5. Company size and vertical: Any

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B2B Buyer Persona Modeling Example

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B2B Buyer Persona Modeling Example

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B2B Buyer Persona Modeling Example

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B2B Interactive ROI
Budget is $10
10 prospects view
100 targeted interactions
1 hour’s salary
1 prospect follows
Cost Per Prospect View = $1
Cost Per View = $1

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B2B Interactive Marketing Outcomes
Audience

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B2B Interactive Marketing Outcomes
Awareness

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1. Online Reputation Management
2. Social Media Marketing
Assumption: You have an online reputation to manage
Assumption: That there is an audience/followers
Size = Medium to BIGAssumption:
Company’s Size
3. Social CRM
Assumption: That there are many customers

39. cohan@selasdia.com
6. Influencer Marketing
Capabilities:
1. Model B2B Buyer Personas
2. Build lists of people who fit those personas (leads)
3. Identify who or what influences them (media, people, tags)
4. Reach out to them through their influencers

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B2B Influencer Analysis Example
Where do marketers get their information?

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B2B Influencer Analysis Example
How do marketers and CMOs compare?

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