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[Webinar]
2016 Digital Marketing Resolutions
Agenda:
2
• Introductions
• 2016 Resolutions
• Traditional
• Translating to Digital Marketing
• 2016 Trends
• Key Takeaways and Questions
Introductions:
3
Tom Hileman
President
@HilemanTom
Bob Rawlins
VP Marketing Strategy
@HWood
2016 Resolutions:
Traditional
4
The Usual Suspects:
5
2016 Resolutions:
TranslatingtoDigitalMarketing
6
7
Converting the Traditional to Digital
Marketing
Traditional: Lose weight
Translation:
• Stop marketing to people who have NO interest
• Maintain a clean and active database
• Quit SPAMMING
• Direct your communications towards specific personas that show interest in your
product and do not be afraid to lose the ones that don’t fit into your target audience or
are inactive
• Measure only significant KPIs
• Don’t focus on the vanity metrics but those specific to driving your bottom line
• Integrate new technologies into existing systems
• Help save time in money but looking for vendors that integrate and automate with your
current system
8
Converting the Traditional to Digital
Marketing
Traditional: Get fit, eat healthy, and exercise
Translation:
• Develop a content strategy, calendar
• Create valuable content
• Implement marketing automation to your business
• Apply consistent lead nurturing
and lead scoring
9
Converting the Traditional to Digital
Marketing
Traditional: Reduce debt, save money and make investments
Translation:
10
• Clearly define budgets and
expected results
• Optimize existing programs
• Make investments in content
marketing, marketing
automation and mobile
• Benefit from your key
customers and partners
Converting the Traditional to Digital
Marketing
Traditional: Learn something new; better education
Translation:
• Commit to on-going education; digital marketing changes every day
• Implement new strategies, such as video and live streaming
• Automate, test, and measure
11
Converting the Traditional to Digital
Marketing
Traditional: Strengthen relationships
Translation:
• Focus on account-based marketing
• Advertise only to key accounts
• Personalize your buyer’s journey
• Use Progressive Profiling to gain
better information
• Track performance of campaigns to
align with sales goals
• Invest in paid social
12
Converting the Traditional to Digital
Marketing
Traditional: Volunteer; help others
Translation:
• Provide tools (assessments, calculators, worksheets, etc.) that help
your prospect without cost
13
2016Trends:
DigitalMarketing
14
15
2016 Digital Marketing Trends
www.smartinsights.com
Hileman Group’s 2016 Digital Marketing
Trends
6 Digital Marketing Trends to Continue in 2016:
16
• Content Marketing
• Marketing Automation
• Paid Social
• Video
• Live Streaming
• Mobile
Download Copy:
http://bit.ly/2016-digital-marketing-trends
Key Takeaways
Key Takeaways:
18
• Make good resolutions; clearly define budgets, expected results,
and make sure to plan and track them through to completion
• Find a starting point; start small and build upon your successes,
don’t spread yourself too thin
• Ensure buy-in from leadership; speak their language and present
strong campaign metrics
• Quit the shotgun approach; start marketing to the audience that has
an interest in your product or services
Stay on top of industry trends:
http://bit.ly/hilemangroup-blog
Questions?

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2016 Digital Marketing Resolutions

  • 2. Agenda: 2 • Introductions • 2016 Resolutions • Traditional • Translating to Digital Marketing • 2016 Trends • Key Takeaways and Questions
  • 7. 7
  • 8. Converting the Traditional to Digital Marketing Traditional: Lose weight Translation: • Stop marketing to people who have NO interest • Maintain a clean and active database • Quit SPAMMING • Direct your communications towards specific personas that show interest in your product and do not be afraid to lose the ones that don’t fit into your target audience or are inactive • Measure only significant KPIs • Don’t focus on the vanity metrics but those specific to driving your bottom line • Integrate new technologies into existing systems • Help save time in money but looking for vendors that integrate and automate with your current system 8
  • 9. Converting the Traditional to Digital Marketing Traditional: Get fit, eat healthy, and exercise Translation: • Develop a content strategy, calendar • Create valuable content • Implement marketing automation to your business • Apply consistent lead nurturing and lead scoring 9
  • 10. Converting the Traditional to Digital Marketing Traditional: Reduce debt, save money and make investments Translation: 10 • Clearly define budgets and expected results • Optimize existing programs • Make investments in content marketing, marketing automation and mobile • Benefit from your key customers and partners
  • 11. Converting the Traditional to Digital Marketing Traditional: Learn something new; better education Translation: • Commit to on-going education; digital marketing changes every day • Implement new strategies, such as video and live streaming • Automate, test, and measure 11
  • 12. Converting the Traditional to Digital Marketing Traditional: Strengthen relationships Translation: • Focus on account-based marketing • Advertise only to key accounts • Personalize your buyer’s journey • Use Progressive Profiling to gain better information • Track performance of campaigns to align with sales goals • Invest in paid social 12
  • 13. Converting the Traditional to Digital Marketing Traditional: Volunteer; help others Translation: • Provide tools (assessments, calculators, worksheets, etc.) that help your prospect without cost 13
  • 15. 15 2016 Digital Marketing Trends www.smartinsights.com
  • 16. Hileman Group’s 2016 Digital Marketing Trends 6 Digital Marketing Trends to Continue in 2016: 16 • Content Marketing • Marketing Automation • Paid Social • Video • Live Streaming • Mobile Download Copy: http://bit.ly/2016-digital-marketing-trends
  • 18. Key Takeaways: 18 • Make good resolutions; clearly define budgets, expected results, and make sure to plan and track them through to completion • Find a starting point; start small and build upon your successes, don’t spread yourself too thin • Ensure buy-in from leadership; speak their language and present strong campaign metrics • Quit the shotgun approach; start marketing to the audience that has an interest in your product or services Stay on top of industry trends: http://bit.ly/hilemangroup-blog

Notes de l'éditeur

  1. Kyle Overview - What is what Combining the Two: How and why? Use Cases – Healthcare/Hospitals Alex Parties Involved – Who does what? Platforms – What does what? Use Cases – Insurance Brokerage Bob Introductions Key Takeaways
  2. Lose weight Get fit, eat healthy, and exercise Reduce debt, save money and make investments Learn something new; better education Strengthen relationships Volunteer, help others http://allisonpataki.com/set-new-years-resolutions-january/
  3. Translation to Digital Marketing
  4. http://impressyourguy.com/weight-loss-resolution/
  5. http://www.healthcastle.com/eat-healthy-new-year.shtml
  6. http://www.njfamily.com/NJ-Family/January-2012/Top-15-Failsafe-Tips-for-Saving-Money-in-2012/
  7. http://www.lifehack.org/articles/communication/30-new-years-resolutions-rock-your-2015.html
  8. http://wildhunt.org/2014/01/pagans-and-new-years-resolutions-in-2014new-years-resu.html
  9. http://www.crossculturalsolutions.org/
  10. http://bit.ly/1NFW6pN
  11. How do you measure marketing success? Performance metrics What would success look like 12 months from now When you look at 2015, did you achieve success? Honest self-assessment If so, how did you share these metrics with internal management? If not, why not? What was your best marketing strategy? Based on your most successful strategy, what was the best campaign? How do you plan to improve in 2016?