Elements of success for a digital marketing strategy including tips on what content works best at each stage of the buying cycle. Created by Jessie Paul, author of No Money Marketing and CEO, Paul Writer

1. Beyond Likes
Digital Outreach for Business Impact
7 May 2013
Tuesday 7 May 13

2. FAQ
Q: What % of my budget should be marketing?
A: As much as possible. Funded startups spend over 100% of revenue.
Established product firms between 10% and 25%.
Q: When is the right time to do marketing?
A: Before it is too late. Now.
Q: I’m operating on a shoestring. What can I do?
A: Focus on great content and its distribution. Invest time instead of money.
Tuesday 7 May 13

3. How can customers find you?
Marketing is about Pull, not Push
Image: Bill Ward via Flickr
Benefits
Entry Barrier
Less Cost of Sales
Higher Prices
Tuesday 7 May 13

4. Brand Blueprint
WHO ARE YOU
WHAT MAKES YOU SPECIAL
WHAT MAKES YOU UNIQUE
POSITIONING CHANNELS
BOOKS
CONFERENCES
BLOGS
SOCIAL MEDIA
ARTICLES
Tuesday 7 May 13

5. Your
Business Has
to Be Social
to do Social
Media
Tuesday 7 May 13

6. Big is not Best
Tuesday 7 May 13

7. Tool Purpose Content
Twitter
Communication with Customers, Media,
Analysts
Pithy quotes, personal engagement, good
content
Facebook Engagement tool, sharing POV, driving traffic Contests, polls, surveys, events, hiring
LinkedIn Manage your professional connections Professional updates, programs
YouTube Showcasing demos, archiving talks on POVs Demos
Slideshare
Excellent for sharing content, has lead
collection tool
Decks, documents, research, case studies
google+
Good for sharing content, early stages for
other usage such as communities
Same as FB
Search Be visible for customers with intent Rich thought leadership, keywords
Pinterest Sharing links to visual-oriented content Pictures, photos of team, events
All digital isn’t the same
Tuesday 7 May 13

8. What, when, where?
Tuesday 7 May 13

9. Business Lens: Role of Content
PHASE AWARENESS LEAD GEN NURTURE CONVERT ENGAGE
Objective
Higher Search
Rankings
Publicity
Generate Interest
Attract those in
the buying
process
Capture Leads
Continue
outreach with
those not yet
ready to buy
Move up the
purchase
lifecycle
Move target
from prospect
to buyer
Continue
engagement
Cross-sell/
upsell
Manage post-
purchase
dissonance
Common
Tools
White Papers
Research
Rankings
Awards
SEO
Press Releases
Tweets
LinkedIn Answers,
Groups
Slideshare Decks
Demos
Podcasts
Speaking Opps
White Papers
Research
ROI Calculators
Viewpoints
Case Studies
Testimonials
Webinars
Slideshare (paid)
Direct Mailers
Telemarketing
Speaking opps
Newsletters
Custom White
Papers
Research
Press Releases
Speaking opps
(for prospect)
Demos
Co-hosted
webinars
Platform/tech
collateral
Comparisons/
Benchmarks
Sales
Presentation
Pricing Models
Proposals
Case Studies
Referrals
Analyst reccos
Newsletters
Project
updates/photos
Customer
forums
Case Studies
Analyst reports
Awards
Rankings
Speaking opps
(for the client)
Workshops
Tuesday 7 May 13

10. About Paul Writer
Advisory
Conferences
Training
Plan
Management
Brand & Positioning Strategy
Creating a marketing plan
Validating the current plan
Creating a marketing calendar
Optimizing allocations
Developing the execution eco-system
Marketing org design
Program Managing the Marketing Plan
Paul Writer hosts conferences for
practitioners and senior executives
with a passion for marketing.
Workshops are customized for each
client. Though the delivery of the
workshop is usually one day pre-
work is often required to maximize
the impact of the session.
Tuesday 7 May 13

11. Paul Writer
PHOTO COURTESY AGUSTIN RUIZ, FLICKR
Writer: n A person entrusted with managing a tea
or coffee estate including the marketing and operational
management. A trusted advisor of the estate owner.
Origin: Colonial English.
Paul Writer: n A trusted advisor to brand
owners.
JESSIE@PAULWRITER.COM
Tuesday 7 May 13