Digital Marketing Playbook: Simple Strategies to Kick Start Your Company’s Digital Success

| May 15, 2013

Digital Marketing Playbook: Simple Strategies to Kick Start Diving into the facets of digital marketing can be an overwhelming experience. From website design, optimization, and measurement to social media and the growing importance of a mobile presence, it’s difficult to know where to start. Larger companies are lucky enough to either have internal teams or the ability to contract agencies to focus on digital marketing needs. What about the average small business or non-profit with limited time and budget to dedicate towards these areas? Below is a Digital Marketing Guide compiled with simple and effective strategies from local seasoned and up and coming digital marketing professionals. Dive in to learn how you can strengthen your online presence and become your own digital marketing expert.

Brand

Understanding your brand and brand intent is the foundation when beginning to craft your digital strategy. Below are some key questions to consider helping guide the direction your strategy will take.

Lisa Peyton-Leading Digital Marketing Strategist in Portland, Executive Editor of TMMPDX.COM, and instructor for PSU Digital Marketing Strategies Program:

Digital Marketing Playbook: Simple Strategies to Kick Start

Triangulation of Branding
Above, Lisa has tailored a graphic describing Scott Davis’ process of helping brands stand out against the competition. Be sure to download Lisa’s interview with Scott and view the Triangulation of Branding graphic here: Marketing Innovators Podcast Series: The Brand Man, Scott Davis

  • Company/Business – Who are you? What biz are you in?
  • Customer/Audience – Who do you serve? What problem do you solve?
  • Market – What are your competitors missing?

Joel Borzin-PSU Digital Marketing Strategies Program graduate and currently the Online Marketing Manager for CRKT:

  • Is the way that our customers perceive the brand the same way we (the brand) perceives it? Research this. If not, you need a brand strategy that makes sense. The strategy must “feel right” and connect emotionally to your customer base.
  • Is there a brand strategy that we had in place in the past that was particularly successful for the growth of the brand? Why? Revisit.
  • Read through your goal and business objective again when distilling any potential new brand strategy. Will the brand strategy that you are actively considering serve your initial objective? If not, rethink. Stay nimble.

Digital Marketing Playbook: Simple Strategies to Kick Start Web

As with brand, it’s important to have a plan for your website: defining a purpose for your site, objectives, and how those objectives will be measured.

  • What kind of site do you have? Complete Web Monitoring by Alistair Croll and Sean Power does a great job of defining four different categories for websites:

Media-Offer content to attract audience (Newspapers, bloggers)

Transactional-Selling a product/service (Bestbuy.com, Expedia.com, Apple.com)

Collaboration-Offer content to build community with viral growth (Facebook, Wikipedia, Slideshare)

Software-as-a-service(SaaS)-Provides a service (Salesforce.com, Google Docs, Basecamphq.com, Freshbooks.com)

  • What are your business objectives? Goals?  Key performance indicators? What metrics will you use to measure these?

More often than not these elements of web planning and measurement get blurred, however have very different definitions. Avinash Kaushik defines these elements helping you get off on the right foot to planning: Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets

  • How will you measure your website performance?

There are many directions you could go in selecting the right program for your web analytics. However considering simplicity in implementation and cost, one can’t go wrong with Google Analytics. With a price tag of $0 and an in-depth level of reporting, this is one of the best options for small businesses. If you are using WordPress for your site, installing the Google Analytics code is a breeze! How to Install Google Analytics in WordPress for Beginners

Digital Marketing Playbook: Simple Strategies to Kick Start Social Media

Hannah Meuser-Winter 2013 graduate of the PSU Digital Marketing Strategies Program and the new Account Executive for Formic Media:

For most small businesses and non-profits, using social networking sites can seem like an overwhelming, dubious undertaking. However, with the right strategy, content planning, and platform management tools, the opportunities are endless.

Before jumping in to social media, it’s important to develop a strategy that aligns with your overall business objectives. Outlining strategy before jumping into tactics will help conserve limited resources. Social Media ROI: How To Define a Strategic Plan

Planning social media content is an important step for small businesses. A well-planned content calendar can boost your social media marketing efforts and ensure your content is constantly relevant and useful to your consumers. How to Create a Social Media Editorial Calendar

The right tools can make managing social media sites a snap! These tools help small businesses manage multiple social profiles, schedule messages and tweets, track brand mentions, and analyze social media interactions: 4 Social Media Management Tools for Small Businesses

This is a cheat sheet that compiles all the media sizing specifications for each social network. I’ve found this to be one of the most valuable and used social media resources to date. INFOGRAPHIC: The Ultimate Complete Final Social Media Sizing Cheat Sheet

This article explains common pitfalls small businesses experience when getting started social media networks. How To Protect Your Business From Social Media Pitfalls

Digital Marketing Playbook: Simple Strategies to Kick Start SEO

There are many factors that come into play impacting how your business will rank in search. If your site is well optimized, you have a greater chance of ranking higher and standing out amongst the competition. With constant changes in search technology it’s increasingly important to make sure you have a SEO strategy in place.

Kent Lewis-Vast expertise in SEO and Social Media. Founder of Anvil Media, Formic Media, pdxMindshare, and instructor for PSU Digital Marketing Strategies Program:

Digital Marketing Playbook: Simple Strategies to Kick Start Mobile

It’s imperative to develop a mobile presence because this is where the majority of consumers are conducting research, discussing brands, and making purchases. Depending upon your business objectives, you do not necessarily need all the bells and whistles of building an app or having an independent mobile site. Here are a few simple steps you can take to have a positive impact on your business in the mobile realm.  Mobile Strategy A Big Weakness For Small Businesses: Survey Says

  • Responsive Web Design-Does your site render well on multiple devices? This is the simplest fix you can make to your site so that so that a user has a positive experience when interacting with your site via PC, Tablet, or Mobile device. Why 2013 Is the Year of Responsive Web Design
  • Mobile Payments-Switching to mobile payments can help improve cash flow. Using mobile-card readers, electronic invoicing and photo-card processing allows you to receive payments after rendering service as opposed to 30, 60, or 90 day payment terms.  Mobile Payments Brighten Cash Flow for Small Business.
  • To App or not to App-Don’t get app happy unless there’s a significant reason to create one for your business. Get back to the basics of planning and ask yourself what value would an app provide for my customers? Does it provide a value that your website does not? Does it help with point of purchase? Does it help users locate your products? Look at how your customers are accessing your website now. If there’s an increased amount of mobile traffic from a specific platform, it may be time to explore app development, in addition to a mobile website strategy. Does your small business need a mobile app to stay competitive?

 

When approaching your own digital marketing strategy,  Kathy Covey  Winter 2013 graduate of the PSU Digital Marketing Strategies Program and current PR Manager at the Cat Adoption Team, offers sound advice:

“You don’t have to do EVERYTHING. That is especially important for a small organization with one person tasked at doing all the internet marketing. But the things that you do should be done well – thoughtful, planned, and up to date. That means keeping up on the latest and greatest and sometimes not getting distracted by the newest and shiniest.”

By establishing clear objectives for your brand and website, you’ll be able to craft the elements of digital marketing that are best suited to grow your business.

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Digital Marketing Playbook: Simple Strategies to Kick Start Diving into the facets of digital marketing can be an overwhelming experience. From website design, optimization, and measurement to social media and the growing importance of a mobile presence, it’s difficult to know where to start. Larger companies are lucky enough to either have internal teams or the ability to contract agencies to focus on digital marketing needs. What about the average small business or non-profit with limited time and budget to dedicate towards these areas? Below is a Digital Marketing Guide compiled with simple and effective strategies from local seasoned and up and coming digital marketing professionals. Dive in to learn how you can strengthen your online presence and become your own digital marketing expert.

Brand

Understanding your brand and brand intent is the foundation when beginning to craft your digital strategy. Below are some key questions to consider helping guide the direction your strategy will take.

Lisa Peyton-Leading Digital Marketing Strategist in Portland, Executive Editor of TMMPDX.COM, and instructor for PSU Digital Marketing Strategies Program:

Digital Marketing Playbook: Simple Strategies to Kick Start

Triangulation of Branding
Above, Lisa has tailored a graphic describing Scott Davis’ process of helping brands stand out against the competition. Be sure to download Lisa’s interview with Scott and view the Triangulation of Branding graphic here: Marketing Innovators Podcast Series: The Brand Man, Scott Davis

  • Company/Business – Who are you? What biz are you in?
  • Customer/Audience – Who do you serve? What problem do you solve?
  • Market – What are your competitors missing?

Joel Borzin-PSU Digital Marketing Strategies Program graduate and currently the Online Marketing Manager for CRKT:

  • Is the way that our customers perceive the brand the same way we (the brand) perceives it? Research this. If not, you need a brand strategy that makes sense. The strategy must “feel right” and connect emotionally to your customer base.
  • Is there a brand strategy that we had in place in the past that was particularly successful for the growth of the brand? Why? Revisit.
  • Read through your goal and business objective again when distilling any potential new brand strategy. Will the brand strategy that you are actively considering serve your initial objective? If not, rethink. Stay nimble.

Digital Marketing Playbook: Simple Strategies to Kick Start Web

As with brand, it’s important to have a plan for your website: defining a purpose for your site, objectives, and how those objectives will be measured.

  • What kind of site do you have? Complete Web Monitoring by Alistair Croll and Sean Power does a great job of defining four different categories for websites:

Media-Offer content to attract audience (Newspapers, bloggers)

Transactional-Selling a product/service (Bestbuy.com, Expedia.com, Apple.com)

Collaboration-Offer content to build community with viral growth (Facebook, Wikipedia, Slideshare)

Software-as-a-service(SaaS)-Provides a service (Salesforce.com, Google Docs, Basecamphq.com, Freshbooks.com)

  • What are your business objectives? Goals?  Key performance indicators? What metrics will you use to measure these?

More often than not these elements of web planning and measurement get blurred, however have very different definitions. Avinash Kaushik defines these elements helping you get off on the right foot to planning: Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets

  • How will you measure your website performance?

There are many directions you could go in selecting the right program for your web analytics. However considering simplicity in implementation and cost, one can’t go wrong with Google Analytics. With a price tag of $0 and an in-depth level of reporting, this is one of the best options for small businesses. If you are using WordPress for your site, installing the Google Analytics code is a breeze! How to Install Google Analytics in WordPress for Beginners

Digital Marketing Playbook: Simple Strategies to Kick Start Social Media

Hannah Meuser-Winter 2013 graduate of the PSU Digital Marketing Strategies Program and the new Account Executive for Formic Media:

For most small businesses and non-profits, using social networking sites can seem like an overwhelming, dubious undertaking. However, with the right strategy, content planning, and platform management tools, the opportunities are endless.

Before jumping in to social media, it’s important to develop a strategy that aligns with your overall business objectives. Outlining strategy before jumping into tactics will help conserve limited resources. Social Media ROI: How To Define a Strategic Plan

Planning social media content is an important step for small businesses. A well-planned content calendar can boost your social media marketing efforts and ensure your content is constantly relevant and useful to your consumers. How to Create a Social Media Editorial Calendar

The right tools can make managing social media sites a snap! These tools help small businesses manage multiple social profiles, schedule messages and tweets, track brand mentions, and analyze social media interactions: 4 Social Media Management Tools for Small Businesses

This is a cheat sheet that compiles all the media sizing specifications for each social network. I’ve found this to be one of the most valuable and used social media resources to date. INFOGRAPHIC: The Ultimate Complete Final Social Media Sizing Cheat Sheet

This article explains common pitfalls small businesses experience when getting started social media networks. How To Protect Your Business From Social Media Pitfalls

Digital Marketing Playbook: Simple Strategies to Kick Start SEO

There are many factors that come into play impacting how your business will rank in search. If your site is well optimized, you have a greater chance of ranking higher and standing out amongst the competition. With constant changes in search technology it’s increasingly important to make sure you have a SEO strategy in place.

Kent Lewis-Vast expertise in SEO and Social Media. Founder of Anvil Media, Formic Media, pdxMindshare, and instructor for PSU Digital Marketing Strategies Program:

Digital Marketing Playbook: Simple Strategies to Kick Start Mobile

It’s imperative to develop a mobile presence because this is where the majority of consumers are conducting research, discussing brands, and making purchases. Depending upon your business objectives, you do not necessarily need all the bells and whistles of building an app or having an independent mobile site. Here are a few simple steps you can take to have a positive impact on your business in the mobile realm.  Mobile Strategy A Big Weakness For Small Businesses: Survey Says

  • Responsive Web Design-Does your site render well on multiple devices? This is the simplest fix you can make to your site so that so that a user has a positive experience when interacting with your site via PC, Tablet, or Mobile device. Why 2013 Is the Year of Responsive Web Design
  • Mobile Payments-Switching to mobile payments can help improve cash flow. Using mobile-card readers, electronic invoicing and photo-card processing allows you to receive payments after rendering service as opposed to 30, 60, or 90 day payment terms.  Mobile Payments Brighten Cash Flow for Small Business.
  • To App or not to App-Don’t get app happy unless there’s a significant reason to create one for your business. Get back to the basics of planning and ask yourself what value would an app provide for my customers? Does it provide a value that your website does not? Does it help with point of purchase? Does it help users locate your products? Look at how your customers are accessing your website now. If there’s an increased amount of mobile traffic from a specific platform, it may be time to explore app development, in addition to a mobile website strategy. Does your small business need a mobile app to stay competitive?

 

When approaching your own digital marketing strategy,  Kathy Covey  Winter 2013 graduate of the PSU Digital Marketing Strategies Program and current PR Manager at the Cat Adoption Team, offers sound advice:

“You don’t have to do EVERYTHING. That is especially important for a small organization with one person tasked at doing all the internet marketing. But the things that you do should be done well – thoughtful, planned, and up to date. That means keeping up on the latest and greatest and sometimes not getting distracted by the newest and shiniest.”

By establishing clear objectives for your brand and website, you’ll be able to craft the elements of digital marketing that are best suited to grow your business.