Load the Bases with Digital Marketing
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Presentation shared at Three Deeps marketing and baseball event on June 30, 2016. Our presentation shares how your multi-location business can attract, engage and optimize customers at every location by sharing success stories from brands who have anointed themselves as successful examples for the rest of us to follow.
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Load the Bases with Digital Marketing
- 1. | June 30th Event 1 Welcome to Load The Bases with Digital Marketing
- 2. | June 30th Event 2 Welcome to Load The Bases with Digital Marketing • 8 Effective Digital Marketing Strategies • Dan Derosier – Vice President, Three Deep • Panel Discussion • Nick Kreyer - Sr. Marketing Project Manager Infinity from Marvin • Mike Rudquist - Retail Program Manager Red Wing Shoes • Chip House - Chief Marketing Officer, FOUR51 • Todd Louden - Founder, E3 Marketing Group • Saints Baseball
- 3. | June 30th Event 3 Experience with Brands with Retail Networks These best practices apply to brands that sell through retail locations, franchises, field sales offices, dealers or independent contractors.
- 4. | June 30th Event 4 The buying journey has changed
- 5. | June 30th Event 5 Digital is Poised to Surpass TV and The Shift to Mobile…
- 6. | June 30th Event 6 Digital Marketing Objectives For B2C and B2B Companies
- 7. | June 30th Event 7 Expected Eco-System for Local Business Paid Media Local Social SEO Buy Leads Display Facebook Ads Content Marketing YouTube Ads Content Strategy On-Page YouTube Facebook Other sites Twitter Guest Blogging In Search In Display In Stream Reviews Directories Google My Business Lead/List Aggregators Content Networks Retargeting Demographic or Interest Based Ads Optimized, consistent biz info Social integration Ensure consistent, correct biz info in all directories Identify vital review sites Incentivize within reason Provide content to relevant blogs Quick, brief announcements Sharing of images, videos, and special offers Other channel-specific campaigns (Instagram, HOUZZ, Pinterest) Facebook announcements Special offers for FB fans Video Testimonials & Optimization Form & Function Metadata/URLs User Experience Content Strategy Company Story Blogging Customer Stories Outreach & Content Placement Social Amplification Retailer/ Dealer Digital Presence PPC Google Bing Mobile
- 8. | June 30th Event 8 Paid Media Local Social SEO Buy Leads On-Page Facebook Reviews Google My Business Have tried buying leads unsuccessfully 70% have claimed Google My Business Most have 5+ reviews but are focused on a few review sites Inconsistent communications and updates Most score less than 25% with on- page SEO Retailer/ Dealer Digital Presence Actual Eco-System for Local Business
- 9. | June 30th Event 9 What’s Really Going On Location-based Businesses • 83% say their #1 challenge is more leads • 76% aren’t doing any paid media marketing • 67% have no in-house marketing resources • 49% never update their local online listings • Most lack appointment setting resources • Most sell competing product lines • Most sell multiple product services
- 10. | June 30th Event 10 8 Effective Digital Marketing Strategies SEO Websites Landing Pages Leads Customers Revenue Paid Media LSEOWebsites are flawed and not always found by search engines Many websites are not responsive to work on any device Get more online visibility with paid media advertising Create conversion centric web pages to increase lead flow Nurture leads that aren’t ready to buy with email marketing automationSegment and market to existing customers to attract new or buy more Online Presence Location-based businesses require the NAP, directories and proper citations
- 11. | June 30th Event 11 PURCHASE PATH · NON-BRAND AWARE 8 impact points They are aware of and seriously consider more brands – delaying the brand decision. Showroom visit happens later (5th). 1 - Start with mapping out the customer journey(s)
- 12. | June 30th Event 12 2 - Develop personas to understand how to talk to potential buyers (Content and Offers) 4 BUYING MODALITY CHECK COMPETITIVE (5-10%) Bottom line UVP "Best" evidence Learn/achieve challenges SPONTANEOUS (25- 35%) Personalization, Guarantee Time-savers / Tools Hot trends / Urgency HUMANISTIC (10-15%) People/Others-focused People photos Stories & Reviews METHODICAL (~ 45%) Process steps Factual details Timing expectations At My Fingertips • Most online-driven segment • 35% of the market Touchy Feely • Retail driven – in-person/in-store • 11% of the market House Blend • Mix of online & in-person shopping • 54% of the market, the biggest segment Source: Waiting for Your Cat to Bark BRYAN AND JEFFREY EISENBERG
- 13. | June 30th Event 13 3 - Create centralized paid media programs for dealers/retailers with responsive landing pages
- 14. | June 30th Event 14 4 - Develop unique content for each location, even if products & services are similar/identical Unfortunately for Lifetime Fitness, duplicate content could be negatively affecting the organic visibility of location pages.
- 15. | June 30th Event 15 5 - Optimize local search to support being found in the geography - high purchase intent! • 1 in 5 searches on Google are related to a location • 45% of local searches have a purchase intent • 50% of all local searches are on mobile devices
- 16. | June 30th Event 16 Marketing Automation 6 - Respond to digital inquiries with centralized contact center to pre-qualify leads Dealer has a sales appointment (demo) with the CRM DB Email/Phone Dealer orders product installs and updates homeowner record Portal Website Paid Other Dealer 1 Dealer 2 Lead360 Study Dealer Portal Brand
- 17. | June 30th Event 17 7 - Leverage marketing automation to communicate with prospects and customers 0 days Initial Thank You Boot purchases only +4 days Survey Reminder +20 days How Are Your New Boots Working Out? +6 Months Free 6 Month Tune-Up +12 Months Free Heel-To-Toe Check-Up +18 Months Free Heel-To-Toe Check-Up +24 Months Upgrade To New Boots Email Opt-in Footwear Purchase POS data from 500+ locations pulled daily by store to drive individual specific campaigns
- 18. | June 30th Event 18 8 – Capture customer data to gain deeper insights about your customer base • What homeowner attribute had the greatest buyer influence for a home improvement project? Age of home Household income Education level Length of time in home Presence of pets Incent dealers or customer to fill out warranty information Link it back to online buyer behavior Do follow-up customer surveys on product or dealer satisfaction Append 3rd party data to customer
- 19. | June 30th Event 19 Do These Strategies Really Matter? Status Quo – Average Dealer Organic Local Paid Revenue TOFU Top of Funnel MOFU Middle of Funnel BOFU Bottom of Funnel
- 20. | June 30th Event 20 Do These Strategies Really Matter? YES! A 12.5% improvement at each stage = 2X revenue Organic Local Paid Revenue TOFU Top of Funnel MOFU Middle of Funnel BOFU Bottom of Funnel $350,000 increase/location x 100 dealers = $35 Million
- 21. | June 30th Event 21 Prioritize These 8 Effective Digital Marketing Strategies for Your Business and Get Started 1. Start with mapping out the customer journey(s) 2. Develop personas to understand how to talk to potential buyers (Content and Offers) 3. Create centralized paid media programs for dealers/retailers with responsive landing pages 4. Develop unique content for each location, even if products & services are similar/identical 5. Optimize local search to support being found in the geography - high purchase intent! 6. Respond to digital inquiries with centralized contact center to pre-qualify leads 7. Leverage marketing automation to communicate with prospects and customers 8. Capture customer data to gain deeper insights about your customer base
- 22. | June 30th Event 22 Three Deep Paid Media Website Development Search Engine Optimization Content Creation CRM Database Marketing Automation Contact Center Google Analytics KPI Reporting Deeper Analysis Deliver the content they need. Capture qualified prospects Measure & maximize everything digital. Acquire | Engage | Optimize
- 23. | June 30th Event 23 Customer and Partner Panel Discussion…
- 24. | June 30th Event 24 Nick Kreyer is the Senior Marketing Project Manager at Infinity Replacement Windows from Marvin. Nick has worked on the Infinity brand for over nine years and has held roles in both product development and marketing communications. In his current role he is responsible for managing a variety of digital and traditional marketing initiatives, which include Infinity’s corporate lead generation program. Nick also directly supports Infinity’s network of over 125 retailers in developing and executing their marketing strategies. Nick Kreyer Sr. Marketing Project Manager
- 25. | June 30th Event 25 Mike is responsible for developing and managing retail marketing programs for Red Wing retail network including- paid search, email, retargeting, direct mail, telemarketing and store websites. Mike also communicates retail updates to stores including store layout/design, promotional plans, website offers, email programs, and store training. Implement Industrial lead generation programs to build local store and industrial (shoe truck) business. Mike works with agency partners for local SEO optimization. Manage Eloqua and Silverpop marketing automation platforms, which includes email design, schedule and send, landing pages, microsites and campaign tracking. Mike Rudquist Retail Program Manager
- 26. | June 30th Event 26 Chip House is Chief Marketing Officer at Four51, the makers of OrderCloud, a leading, cloud-based eCommerce platform used by more than 10,000 businesses worldwide including Aveda and Papa Johns. Chip has over 25 years of direct and digital marketing experience at organizations such as Digital River, ExactTarget, and the Salesforce Marketing Cloud, with leadership roles in marketing, services, privacy, and industry relations. Chip House Chief Marketing Officer
- 27. | June 30th Event 27 Todd Louden is founder of E3 Marketing Group, a customer insights-based marketing firm that helps companies grow by using customer insights to develop data-driven marketing and sales strategies. Todd has over 20 years of marketing experience in channels which use independent dealers, distributors and retail outlets. During his career Todd has worked with companies such as Yamaha, Polaris, Graco and 3M to create positive customer experiences within independent distribution Todd Louden Founder
- 28. | June 30th Event 28 Saints Baseball starts at 7:00 pm Thank you for coming!
Notes de l'éditeur
- CEB is a best practice insight and technology company.
- Google was launched in 1998, had only 350 advertisers in 2000 Facebook started in 2004 with $382,000 in 2004.
- Estimated 10.3 million contractors in the US After the Top 200 remodelers, none are over $5M in sales
- 5-10 % are competitive 25-35% are spontaneous 45% are methodical 10-15% are humanistic At My Fingertips is 35% and growing They expect to be able to find all information online They want it to be easy – literally, at their fingertips They are younger (<40), busier (with kids and in peak earning years) Touchy Feely is 11% and shrinking The age cohort that is least computer savvy is in decline. The Internet will continue to take the place of in person as it becomes more content-rich and experiential. How to grow House Blend further This segment dominates the current market Tech component will be increasingly important Relationship between online and in-person must be fluid (i.e., screen to screen selling)
- 1 in 5 searches on Google are related to a location 45% of local searches have a purchase intent 50% of all local searches are on mobile devices
- Respond to phone calls in real time Respond to web forms within 5 minutes.
- Promotion Highlights 126%+ over prior period 119%+ coupons redeemed 50%+ of results attributed to email marketing Migrated from Exact Target to the IBM Marketing Cloud
- Three Deep Marketing is a Digital Marketing Performance Agency. The word “measureable“ in our mission statement is germane to who we are and the type of work we take on and deliver. We love putting puzzles together and using the digital environment to solve business problems. And we pride ourselves on getting quantifiable proof of performance for our clients.