Winning in a Digital Economy requires 2 key steps. Firstly establishing your online assets and secondly marketing them relentlessly. In this presentation we look at the challenges we have to be heard on a crowded web of over 500 million websites. The online assets you need to build to win and the fantastic four marketing strategies you need for your ideas to spread and be found by your customers and prospects.

1. How to Win
in a Digital
Economy
Creator: Jeff Bullas
Twitter: @jeffbullas

2. The Challenges

3. How do you get found in a “universe of 500 million+ websites”?

4. How do you get found when there are 150 million blogs?

5. How do get found when there are over 200 billion internet
display banner ads every 90 days?

6. How do you get found when every 60 seconds there are
700,000 searches

7. We are also stuck in the old marketing habits and paradigms

9. How does your business and brand cut through in an era of
“Big Data”?
“Every two days we create as much information as we did
from the dawn of civilization up until 2003”
- Eric Schmidt, 2010 (CEO of Google)

10. Amongst this noise, clutter and dated thinking, what are the steps
to success online in a digital economy?

11. Step One: Design and Build your Online Assets

12. What are online assets?

13. Website
Online Store Social Networks Mobile Platforms

14. Asset #1- Design and Develop your Website

15. Design and Develop your Website
Do you think your website in 2012 is like the one you built 4 or 5
years ago?
• Static – never changed
• Text Based- images an afterthought
• Needed to be programmed by the developer
• One way communication
• An optional requirement for business

16. Design and Develop your Website
The “New” Generation Website
• Content management system - CMS
• Interactive – Blog, comments
• Multimedia – Images, Video, Text
• Consistent Content Publishing- Articles, PDF’s, News
• Integrated – CRM, Accounting, Database
• Social – Facebook, Twitter, YouTube

17. Design and Develop your Website
What is essential for a great business website?
• Intuitive visual design

18. Design and Develop your Website
What is essential for a great business website?
• Built on a robust technology platform

19. Design and Develop your Website
What is essential for a great business website?
•It needs “Liquid” and “Linked” content

20. Design and Develop your Website
What is essential for a great business website?
• It requires compelling “Multimedia” Content

21. Design and Develop your Website
What is essential for a great business website?
• Tap into the power of the “Visual Social Web”

22. Design and Develop your Website
What is essential for a great business website?
It needs to be “Integrated” with your business
Examples:
• Customer Relationship Management Systems
• Warehouse distribution
• Accounting
• Databases
• Email

23. Design and Develop your Website
What is essential for a great business website?
• It should be “social”

24. Design and Develop your Website
Asset #2. Design a successful ecommerce website

25. Design and Develop your Website
Designing a successful eCommerce website
•Use a robust eCommerce CMS technology platform
•Make it easy for people to buy
•Managed and editable without programming knowledge
•Trusted
•Offer a range of payment methods
•Provide discounts and incentives
•Personalize it
•Embrace “Omni-Commerce”
•Make it social
•Optimise it for search

26. Design and Develop your Website
Designing a successful eCommerce website
The rise of “Omni Channel” Commerce

27. Asset #3. Secure, Brand and Establish your Social Networks

28. Secure, Brand and Establish your Social Networks
• Facebook – 900 million plus
• Twitter – 500 million plus
• YouTube – 2 Billion views per day
• Google+ - over 250 million users
• SlideShare – 29 million unique visitors mthly
• LinkedIn – 160+ million members

29. Secure, Brand and Establish your Social Networks

30. Asset #4. Design and Establish your Mobile Sites and Apps

31. The smart phone is transforming communication, marketing and
publishing.
The numbers
• 5.9 billion phones
• 1.2 billion smart phones
• 490 million smart phones sold in 2011
• Over 300,000 apps developed in 3 years
• Mobile apps downloaded 10.9 billion times
“We have reached a mobile tipping point with mobile devices
outselling personal computers”

32. The Mobile Essentials
• Optimise your website for mobile
• Design and develop an app for your online store
“Read, view and buy anything, anytime, anywhere”

33. You have designed and developed your online assets:
• The website
• Your online Ecommerce store
• The social networks
• Mobile platforms
but the journey has just begun!

34. The 3 Marketing Steps to Success
Step One: Create a Strategy
This includes
• Establish a clear vision
• Define your target audience
• Outline your goals
• Plan and implement the marketing tactics to achieve
those goals
• Monitor, measure and modify
• Persist with what works

35. Step Two: Take Multiple Channel Action
Social Media Marketing
Digital Assets
SEO Paid Marketing
Website,Blog,Online Store
Email Marketing

36. Step Two: Take Multiple Channel Action
Channel One: Paid Digital Advertising

37. Step Two: Take Multiple Channel Action
Channel One: Paid Digital Advertising
Why Paid Online Marketing?
It acts as a catalyst to be found online and accelerates the
“velocity”, discovery and sharing of your brand

38. Step Two: Take Multiple Channel Action
Channel One: Paid Digital Advertising - The fast track “Catalyst”
• Search - eg Google AdWords
($50 Billion US per annum as of 2012)
• Social – Facebook Ads, LinkedIn Ads
($3 Billion US per annum)

39. Step Two: Take Multiple Channel Action
Channel One: Paid Digital Advertising - The fast track “Catalyst”
Digital Advertising vs Print

40. Step Two: Take Multiple Channel Action
Channel One: Paid Digital Advertising - The fast track “Catalyst”
The Rise of Social Network Advertising

41. Step Two: Take Multiple Channel Action
Channel Two: Search Engine Optimisation (SEO)

42. Step Two: Take Multiple Channel Action
Channel Two: Search Engine Optimisation (SEO)
•Up to 90% of purchasing decisions start with an online search.
•Organic online clicks account for 75% of all click thru’s
•25% of all clicks are paid eg Google Adwords.

43. Step Two: Take Multiple Channel Action
Channel Two: Search Engine Optimisation (SEO)
How important is it to be at the top of Google’s search results?
•Ranking first on Google gets over 40% of all clicks
•Ranking second receives just over 11% - coming second has
distinct disadvantages – only ¼ of all clicks compared to first
ranking
•90% of all clicks occur from first page of search results.

44. Step Two: Take Multiple Channel Action
Channel Two: Search Engine Optimisation (SEO)
2 Keys for Optimizing your Websites for Search Engines
• Onsite Search Engine Optimisation
• Offsite Search Engine Optimisation.

45. Step Two: Take Multiple Channel Action
Channel Two: Search Engine Optimisation (SEO)
• Onsite SEO – Optimise content and website
• Offsite SEO – 6 - 12 month program of link
building. Google values your site based on who
you link to. It includes, research, implementing,
modifying and patience

46. Step Two: Take Multiple Channel Action
Channel Three: Email marketing

47. Step Two: Take Multiple Channel Action
Channel Three: Email marketing
“You own it, you have control and it is an asset you can build
over time”

48. Step Two: Take Multiple Channel Action
Channel Three: Email marketing
• Most used channel for personal communications - 45%
• Checked daily by more users (91%)
• The preferred channel for permission marketing - 77%
• The channel that influences the most purchases - 66%
• Preferred for financial (52%) and travel (43%) alerts
• Preferred even by teens over all other direct channels for
permission-based, marketing communications - 66%

49. Step Two: Take Multiple Channel Action
Channel Three: Email marketing
Tips
• Select a Platform (eg Exact Target, Mail Chimp)
• Design and Build an email template that is editable
• Email clients regularly
• Guide to high engagement, use 80% educational and 20%
sales calls to action. Socialize and link to blog content
• Provide incentives for prospects to opt-in to your email
list eg a free ebook
• Opt-in has high open rates
• Make it easy (don’t ask for address, phone etc)

50. Step Two: Take Multiple Channel Action
Channel Three: Email marketing
Big Tip
• Provide incentives for prospects to opt-in to your email
list eg a free ebook

51. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing

52. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
The Exponential Marketing Power of Social Media

53. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
The goal is to attract and engage your customers and prospects
• Using liquid and linked content
• On multiple social media channels
• Using multimedia

54. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing

55. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing

56. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Why Social Media Marketing
Social Media Amplifies your Content

57. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Why Social Media Marketing?
Accelerates the Spread of your Brand

58. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Why Social Media Marketing?
Makes you stand out from the crowd

59. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Why Social Media Marketing?
It is networking on steroids

60. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Why Social Media Marketing?
It can position you and your company as experts

61. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Why Social Media Marketing?
Your business can now self publish

62. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Why Social Media Marketing?
It facilitates trust –Edelman’s trust barometer

63. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
What social networks should you market on?
Where your target market hangs out!

64. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Marketing on Facebook

65. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Facebook Tips for B2C Companies
• Welcome page
• Provide an incentive for growing your Facebook “Likes”
• Capture email subscriptions for your database
• Offer specials
• Publish content daily
• Crowd sourced market research
• Sell products on your Facebook store
• Provide rich multimedia

66. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Facebook Case Study for B2C Companies

67. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Facebook Tips for B2B Companies
• Video Channel with “How To” Tutorials
• News Updates in Your Industry
• Provide an Incentive for Growing your Facebook “Likes”
• Capturing Email Subscriptions for your database
• Targeting Decision Makers through Paid SMM
• Market Research and Surveys
• Promote your Thought Leaders

68. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Facebook Case Study for B2B Companies

69. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing

70. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Twitter Marketing Tips
• Develop a targeted Twitter following
• Listen, engage and communicate and build loyal followers
in your community
• Create a live feed on the corporate brand name to see
what the world is saying about you
• Tweet your online specials that link to a landing page
• Tweet your content
• Network and Create contacts on Twitter by retweeting
their content

71. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Twitter Case Study

72. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing

73. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
LinkedIn
• Update your posts on LinkedIn after publishing
• Participate in one of the 800,000 groups that is suitable for
your target audience
• Create your own group that doesn’t sell but provides a forum
for your industry niche
• Create Exclusive Content that requires registration
• Advertise on LinkedIn from as little as $10 per day

74. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
LinkedIn Case Study B2B: Post Card Mania
• Create compelling content
• Build contacts
• Join groups and contribute
• Cold message contacts
Results: In 12 Months they have generated 600 leads from a
B2B audience

75. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing

76. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
The call to action “landing page”

77. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing

78. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
YouTube Marketing Tips
• Interview senior people in your industry – promote them, the
law of reciprocity
• Create information videos that inform clients while you sleep
– leverages your time
• Create Educational videos demonstrating expertise and
thought leadership
• Include videos in your online store to showcase and demo
products (can increase conversion rates by 10-30%

79. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Case Study: Orabrush

80. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing

81. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
SlideShare Marketing Tips
• Turn your posts into PowerPoint presentations
• Write a good headline
• Include keyword tags
• Promote your presentations on Twitter
• Allow viewers to download your presentation
• Post them to your Facebook page
• In choose a license make it CC (Creative Commons)

82. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Case Study: JeffBullas.com

83. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing

84. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Blogging Marketing Tips
• Solve problems with your posts.
• Provide “How To” articles
• Write great headlines
• Write easy to read articles
• Use multimedia embed videos, images and screen shots
• Post to multiple social networks
• Create evergreen content
• Be focused (stay on topic)
• Repurpose offline and publish it online

85. Step Two: Take Multiple Channel Action
Channel Four: Social Media Marketing
Blogging: Case Study

86. Step Three: Monitor, Measure, Modify
Digital marketing can be measured, it can be easily
modified, it takes away the guesswork. It is where
your audience researches, finds entertainment and
increasingly buys.

87. Takeaways
• Strategy not just tactics
• Content is the foundation
• Optimize for search
• Make it easy to share
• Think like a publisher
• Build an online asset
• Publish where your customers are
• Implement the Hub & Spoke model
• Use paid as the catalyst
• Be patient and persist

88. “Nothing in the world can take the place of persistence.
Talent will not,…Genius will not, Education will not; the
world is full of educated derelicts…… Persistence and
determination alone are omnipotent”- - Calvin Coolidge - US
President