Digital Marketing on a Budget

Adam Helweh @secretsushi secretsushi.com

How much do businesses spend on digital marketing?

Marketing expense budget is 10.2% of revenue in 2014 — half of companies plan an increase in 2015 by 6%.

Source: Gartner - CMO Spend Survey 2015: Eye on the Buyer

2014

2015

Average Marketing Budget

10.2%

16%

The majority spends between 10% and 50% of their marketing budget on digital marketing activities — the average is 25%.

Source: Gartner - Key Findings From U.S. Digital Marketing Spending Survey, 2013

Digital Marketing Budget

25%

$$

What factors impact digital marketing budgets?

Time Technology Processes People

Common Factors that Impact Budget

Questions | Time

How much time to do you to dedicate to your digital marketing efforts every day, week, or month?

Questions | Technology

What tools and technology will we need to be successful?

How much will those tools cost us?

Questions | Processes

Do we have processes in place that make it easy for us to scale our efforts or hand them off to others?

Questions | People

Who will take responsibility for our digital marketing? One person? A team?

Do we have the expertise in-house or do we need outside help?

Prepare & Plan

Set Goals

Set GoalsWhat do you want to achieve? 1. Brand awareness? 2. Lead generation? 3. Increase sales (online or in store)? 4. Increase search ranking 5. Customer retention and engagement

Create Personas

Create PersonasWho are your customers? 1. Where do they get information from? 2. Where do they spend their time online

(apps, social networks, media sites, research)?

3. Which devices do they use?

Review Competitors

Perform a competitive audit 1. Visit your competitors websites and

social channels. 2. Don’t only pay attention to how many

likes or followers they have. See how much engagement they are getting across their posts.

3. What kind of content seems to be successful?

Review Competitors

Keyword Research

SEO is a Big Deal

Align yourself with their words 1. What language is your customer using

to find what they want online? 2. Are you speaking that language? 3. How can that language be used to

drive content on your website and in your marketing materials?

4. Are they using he same language on social networks?

Free Tools 1. ubersuggest.org 2. Google Trends 3. soovle.com 4. Topsy.com 5. Twitter Search 6. Socialmention.com

Keyword Research

Time for Action What to Focus On

Don’t Start with Facebook

• Blog • Email • Linkedin • Instagram

• Pinterest • Youtube • Twitter • Slideshare

Less Expensive

Don’t Start with Facebook

SEO is a Big Deal

SEO is a Big Deal

1. Searchers are buyers. 2. Ignoring SEO means you’re

leaving money on the table. 3. Great organic search means

paying less for advertising.

Think like a Media Company

1. Content is king 2. Informative over promotional 3. Quality over quantity 4. Publish where your audience is

in the format they prefer on the device they use.

Think like a Media Company

1. Coschedule 2. Kapost 3. DivyHQ

4. Wordpress 5. Hootsuite 6. Soundcloud

Think like a Media Company

Content & Editorial Tools

Don’t Ignore Email Marketing

Don’t Ignore Email Marketing

1. Mailchimp 2. Constant Contact 3. Campaign Monitor 4. Marketing Automation Tools

Let Data Drive You

Let Data Drive You1. Google Analytics 2. bit.ly or Hootsuite 3. Google WebMaster Tools 4. Facebook, Twitter, Pinterest

Analytics

Be Creative

Refresh, Repurpose & Reimagine

Refresh, Repurpose & Reimagine

1. Refresh old content instead of creating new.

2. Repurpose & reimagine existing content in other forms and formats.

Time Technology Processes People

Common Factors that Impact Budget

In Summary

Questions? Want to talk?

adam@secretsushi.com @Secretsushi