Scott Digital Marketing 5 P's of Digital Marketing

SEO
Blogging
Attraction
Customer - Centric
TODAY
vs.
Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
YESTERDAY

IT’S ABOUT CREATING
MARKETING THAT
YOUR AUDIENCE
WILL LOVE.

Marketing Methodology
ATTRACT CONVERT CLOSE INSPIRE
Blog
Keywords
Social Publishing
Forms
Calls-to-Action
Landing Pages
CRM
Email
Workflows
Surveys
Smart Content
Social Monitoring

ATTRACT
Blog
Keywords
Social Publishing
CONVERT CLOSE
Forms
Calls-to-Action
Landing Pages
CRM
Email
Workflows
INSPIRE
Surveys
Smart Content
Social Monitoring

ATTRACT
Blog
Keywords
Social Publishing
CONVERT
Forms
Calls-to-Action
Landing Pages
CLOSE
CRM
Email
Workflows
INSPIRE
Surveys
Smart Content
Social Monitoring

Analysis should be
inherent in every
single thing you do
with your marketing
strategy.

Use Buyer personas
Use the Buyer’s Journey
Create remarkable content
Leverage your content
BEST PRACTICES

Fictional representations of your ideal buyer based on data and
some select educated speculation about customer
demographics, behavior patterns, motivations, and goals.
BUYER PERSONAS

CONDUCTING
PERSONA RESEARCH
Buyer personas must be based off of
actual research, not assumptions.

SAMPLE PERSONA RESEARCH QUESTIONS
Persona Detail Sample question to Ask
Role Role? Title? Job functions?
Company/Organization What industry or industries does your company
work/is your role in?
Goals What are you working to accomplish?
Challenges What are your biggest challenges?
Watering Holes, i.e. trade shows, industry associations How do you learn about new information for your
job?
Buying Preferences Do you use the internet to research vendors or
products?

Start by interviewing your
current customers.

PERSONA NAMEBACKGROUND:
• Basic details about persona’s role, key information about the persona’s company
• Relevant background info
DEMOGRAPHICS:
• Gender, age range, household income (consider a spouse’s income, if relevant)
IDENTIFIERS:
• Buzzwords & mannerisms
GOALS:
• Persona’s primary & secondary goal
CHALLENGES:
• Primary and secondary challenge to persona’s success
HOW WE HELP:
• How you solve your persona’s challenges & help achieve their goals
COMMON OBJECTIONS:
• Identify the most common objections your persona will raise during the sales process
REAL QUOTES:
• Include a few real quotes (taken during interviews) that well represent your persona to make it easier for employees to
relate to/understand to them

BAC KGROUND:
• Head of firm, married with 2 children (10 and 8)
• Worked/owned same company for 10 years; worked up from Associate position
DEMOGRAPHICS:
• Female, age 30-45, suburban, dual household income northof$250,000
IDENTIFIERS:
• Calm demeanor, usually assistant screening calls, wants collateral mailed/printed
GOALS:
• Keep employees happy and turnover low, supports sales, marketing and finance teams
CHALLENGES:
• Getting everything done with a small staff, rolling out changes to the entire company
HOW WE HELP:
• Make it easy to manage all data in one place through subscription solution
• Integrate with legal and finance systems, sales and marketing
COMMON OBJECTIONS:
• Worried will lose data moving to a new system, doesn’t want to have to train the entire company on it.
REAL QUOTES:
• “It’s been difficult getting company-wide adoption of new technologies in the past.”
• “I’ve had to deal with so many painful integrations with other departments’ databases and software.”
PERSONA PAM

WHEN C REATING
CONTENT,
KEEP IT EDUCATIONAL.
Not educating your buyer personas on who you are and what you do,
but educating them on their problems and solutions to those problems.

Use Buyer personas
Use the Buyer’s journey
Create remarkable content
Leverage your content
BEST PRACTICES

Digital Marketing = Content + Context
Content Context

CONTEXT
Who are you creating content for?

Distribution makes content relevant.
FLICKR USER SMITHSONIAN INSTITUION

LEVERAGING CONTENT
VIA DISTRIBUTION
The right distribution technique gets the right content in front of the right person at
the right time.
Website Business Social Landing Calls-to- Marketing
pages blog media pages action emails

WHAT DOES THIS LOOK LIKE
WHEN EXECUTED?

CASE STUDY #1
Who and what we’ve done

Payments & accounting
SaaS that automates
invoicing/billing process
for technology and
professional services firms,
globally. Approx.

ConnectBooster
once relied heavily
on trade shows,
cold calls, word of
mouth to generate
leads for sales.

ConnectBooster
developed their
buyer persona.
Sought to understand their main customer’s
demographics, role, buying behaviors, and
business struggles to the team could create
better targeted content, emails and offers
for that audience.

BACKGROUND:
• Managing partner/CFO of an $3M technology company
• Married with two children
• Been running his own business for about 10 years
DEMOGRAPHICS:
• 41 years old
IDENTIFIERS:
• Drives a used BMW X5
• Driven, high achiever
• Determined individual and a natural leader
• Entrepreneurial flair,alongwith his business partner
GOALS:
• Has high ambitions for his business
• Can see great opportunities in his marketplace for growth
• Likes beinghisownboss
C HALLENGES:
• Cash flow and outstanding A/R is limiting growth potential
• Lenders aren’t very helpful about loaning funds to IP-based businesses
• Revenue hasbeen little erratic at times due to business cash flow
• Occasionally has to borrow funds to borrow money which causes stress
• Isn’t on the same wavelength as his partner
• Feels stretched at times
ANTHONY ACCOUNTANT

Expanded downloadable
content offerings on their
website.
• Whitepapers
• E-books
• Blog posts
• Case studies
• Podcast

BLOG POSTS
• 7 Dangers of Your Managed
Service Business Not Being Paid
On Time
• 5 Areas of an MSP Business That
Need More Attention
• How to Avoid Bank-
Instituted ACH Payment
Restrictions

200%Increase in web traffic within a six-month period

4xGrowth from 15 warm leads per month on their
website to over 60 warm leads per month

50-80%
With lead management
and nurturing, improved
sales-ready leads by

30%-50%
Video strategy with 3 different types of videos content: animated videos,
short-form video content for sales purposes and social media, and
webinar video content. Goal was to leverage video to hit sales targets.
Increased close ratio:

CASE STUDY #2

Boutique growth strategy,
M&A, and due diligence
firm helping technology
companies buy, sell, &
grow. Based in Edina and
serves clients globally.
Approx.

Revenue Rocket
once relied heavily
on speaking gigs,
cold callers, and
word of mouth to
generate revenue.

Revenue Rocket
developed their
buyer persona.
Wanted to understand their ideal buyer and
who their ideal buyer is not. Wanted a
better understanding of their clients role,
how they buy, and business issues so
marketing and sales could create targeted
content, and emails designed for a
personalized audience.

BACKGROUND:
• Owner/CEO of $7M professional services firm
• Married with four children, ages 25, 23, 21 and 19
• Been running his own business for 20 years
DEMOGRAPHICS:
• 49 years old
IDENTIFIERS:
• Drives a Mercedes GL63 AMG
• Driven, high achiever, shrewd business owner
• Determined individual and a natural leader
• Entrepreneurial flair,alongwith his business partner
GOALS:
• Has high ambitions for his business, which is also his retirement
• Can see great opportunities in his marketplace
• Loves freedom of self-employment
C HALLENGES:
• Cash flow and capital (lending) for growth purposes
• Solid sales team has been problem in recent years
• Disconnected marketing andsales alignment
• Has had to borrow funds to cover growth
• Struggleswith thoughtof burnout
• Looking forward to next technology adventure
PROFESSIONAL SERVICES PAUL

Expanded content to
include:
• Customized calculator on
website so prospects can
instantly get business valuation
• Quarterly email campaigns
• Blog posts & case studies
• Facebook Group (forum)
• Influencer campaigns

BLOG POSTS
• 5 Steps Every IT Services
Business Should Take To
Prepare To Sell
• How Microsoft Partners
Looking to Sell Can Increase
Their Business Value
• How Cloud and IP
Are Changing the IT
Services Market

50%Increase in web traffic within a 24-month period

10xGrowth from 2 warm leads per month on their
website to over 20 warm leads per month

50%
With lead management
and nurturing, decreased
sales cycle time by

$3M
Doubled revenue size of
firm in first 6 months of
2018

10%-20%
2-part video strategy: M&A Minute and business YouTube channel.
YouTube channel published testimonial videos, influencer webinars, and
M&A Minute videos. Videos only succeeded because of a strong email
promotional plan. Resulted in increase of sales-ready leads between
10%-20%.

CASE STUDY #3

Professional services & I.T.
firm based in Hartford and
Boston. Specialize in four
main verticals and offer IP
and managed technology
services.

Cooperative
Systems once relied
heavily on speaking
gigs, CEO networking,
and word of mouth to
generate leads.

Cooperative
Systems developed
buyer persona.
Wanted to understand ideal buyer and who
their ideal buyer is not. Wanted to
understand their prospects role, how they
buy, and business issues so marketing could
create personalized and targeted content.

BACKGROUND:
• CIO/VP of Technology/IT Director of Retail Automotive group,
Healthcare organization or Financial Services business
• Married with two children, ages 21 and 19
• Been running medium and large technology teams for over 20 years
DEMOGRAPHICS:
• 49 years old
IDENTIFIERS:
• Drives used import, like Lexus RC 350 coupe
• Ambitious, shrewd IT decision maker and business decision maker
• Big on IT strategy pieces and people development
• Entrepreneurial tendenciesandinnovativebend
GOALS:
• Has high ambitions for his team as it impacts the company
• Want safest, most secure network and values data privacy of customers
• See’s technology trends and wants to keep up with them
• Realizes than innovation is critical to staying relevent
CHALLENGES:
• Cash flow and capital for growth purposes
• Team cohesiveness has been problem
• Aging workforce and lack of younger talent
• Hardware and software resourced are too many-technology overload
IT DIRECTOR IAN

Expanded content to
include:
• Created clear, compelling
messaging on website
including tagline
• Quarterly email drip
campaigns for sales
• Published case studies
• $1,000 month in Google ads
• Short form video

BLOG
POSTS/SEO
• Published blog pieces to rank
on first page for specific terms
• Education sells – sync’d
weekly blog schedule to email
lists
• Leveraged
Newsjacking – using
a trending topic,
like Cybersecurity,
to drive
engagement

25%Decrease in website bounce percentage in 3
month period

2xGrowth from warm leads per month on website
and through email marketing scoring process

$4.5M
Partnered with sales to
increase growth by 10%
annually

10%-20%
Multi-part video strategy: Curated existing videos into short-form video
content for website and Facebook. Videos helped sales close contracts
faster and with better results for call center.

Plan
Persona
Publish
Promote
Purpose
5 P’s of Digital Marketing

Plan:
• Goal: clarify your message to drive leads, traffic and sales for new subscription
solution.
• Craft a plan to identify types of content to publish, plan for social media, blog posts,
email.
• Create content that helps you be the guide by answering questions which solve their
problems.
• Create messaging that shows your ideal prospect what life is like, after the result of
working with you, and be the trusted advisor, that your competitors are not.

Persona:
• Goal: identify your ideal buyer persona and who it is not.
• Accomplished through interviews of you and your team.
• Want to know where businesses go to buy, how they research before they ultimately
buy, and when.

Publish:
• Goal: curate (rewrite) website copy to turn site into a Sales Page.
• Have less than 5 seconds to capture the attention of your prospects.
• Need to pass the grunt test.
• Show caveman your site for 5 seconds and then close your laptop.
• “What does your organization offer?”
• “How will it make your prospects life better?”
• “What do I buy or get started?”
• Craft plan to publish strategic content on consistent basis, starting with tactics like a
strong blog, case studies, e-books, email campaigns.
• Deliver content that keeps your readers attention and ensures prospects and
customers know everything we’re doing to benefit them.
• Communicate updates to existing opportunities regarding improvements to your
solutions, webinars, Facebook Live, and possible podcast.

Promote:
• Goal: promote your content among multiple platforms to target FactRight prospects.
• Capture leads by creating/promoting lead generating PDF’s. (lead magnets)
• Place lead magnets on your site, social media, possible influencer websites, as well
as some paid advertising.
• Launch a strong automated email campaign. (autoresponder)
• Automated email campaigns are silent sales people who drip on your prospects over
a period of time.
• Craft strong sales copy and effective sales letters, as follow ups, including marketing
collateral and marketing slicks.
• Gather client testimonials in the form of short video clips, snippets of client quotes,
etc.
• Monthly webinars, including co-branded events with other channel vendors.

Purpose:
• Goal: to apply a simple scorecard that measures our marketing efforts. We will be
intentional and purposeful with what items are measured. Things measured will be
site traffic, published content, leads generated, form submissions, and of course
sales.

Scott Digital Marketing 5 P's of Digital Marketing

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