cool, helpful, creepy: internet marketing in 2013

COOL, HELPFUL, CREEPY:

INTERNET MARKETING IN 2013

Jarrett SmithMaximize Social Media

@TheJarrettSmith

HOW THIS WILL GO

OBLIGATORY PREACHING AND

THEORY.

SOME SPECIFIC EXAMPLES.

PART 1: IN WHICH I TELL YOU HOW

THE INTERNET HAS CHANGED THE

WAY PEOPLE BUY.

BUT FIRST, A SIMPLE

DEMONSTRATION

DO YOU KNOW ANY OF THE

FOLLOWING?

THE PER CAPITA INCOME OF INDIA?

THE CLOSEST PLACE TO GET FRENCH-

INFLUENCED VIETNAMESE FOOD?

THE BEST PROJECT MANAGEMENT TOOL

FOR SMALL BUSINESS?

SRSLY?

5.2

10.4

2010 2011

Average Number of Information Sources Referenced Before Purchase

Source: Zero Moment of Truth (ZMOT), Google, 2011

Awareness

Education

Validation

Decision

Oh meh gerd.

ALSO... AND THIS IS IMPORTANT...

MARKETERS RUIN EVERYTHING.

Marketers

Everyone ever

Crappy marketing

MARKETERS RUIN EVERYTHING.

Traditional vs. InboundINBOUND VS. TRADITIONAL MARKETING

TraditionalMarketing

Inbound Marketing

• Cold calling• Print• TV• Radio• Direct mail• Outdoor display• Tradeshows• Email to

purchased lists• Online banner ads• Social media ads

• Search engine optimization

• Content marketing• Permission-based

email• Social media • Search ads• Blogging• E-books & Reports• Webinars• Online lead capture

Interruption-based

Impersonal

Only work as long as there’s

budget

Interception-based

Relevant

Relatively LessExpensive

Relatively MoreExpensive

Work even after you stop

3 WAYS TO WIN AT

INTERNET MARKETING

IN 2013

BE COOL

BE HELPFUL

BE CREEPY <- BUT NOT TOO CREEPY

COOL AT SCALE

Being cool is hard.

Being cool is *usually* expensive.

Being cool is easy to get wrong.

CASE IN POINT

IF YOU CAN’T BE COOL, BE HELPFUL

BLOG POSTS

E-BOOKS & GUIDES

FREE TOOLS & CALCULATORS

APPS

DATA VISUALIZATIONS

PODCASTS

VIDEOS

SCREENCASTS

SLIDE DECKS

WEBINARS

CONTENT & SALES = BFFs

Traditional Media and PR, Online

DisplayAwareness


Display

Blogging, Podcasts, Video, Reports, Guid

es, Email

Awareness

Education


Display


es, Email

Email, In-depth Content, Buyer’s

Guides

Awareness

Education

Validation


Display


es, Email

Email, In-depth Content, Buyer’s

Guides

Case Studies, Product Guides, Vendor

Comparisons, Endorsements

Awareness

Education

Validation

Decision

CONTENT IS A MAGICAL ANIMAL

Bacon? Ham? Pork chops?

Heh heh heh. Ooh yeah right.

A wonderful, magical animal.

TRUST

AUTHORITY

WORD OF MOUTH

POSITIVE BRAND JIU-JIU

LINKS

MENTIONS

SHARE

SEARCH ENGINE RANKINGS

TRAFFIC

LEADS

SALES

THE MAGICAL ANIMAL

Be (a little) creepy

Knows your motivations, pain

points, and FAQs.

IDEAL BUYER PERSONAS

(AKA. TARGET MARKET ON CRACK)

WHAT’S IN A BUYER PERSONA?

ALL THE USUAL DEMO STUFF

ROLE IN PURCHASE DECISION

KEY RESPONSIBILITIES

TRIGGERS

ATTITUDES / ASSUMPTIONS / BELIEFS

CONCERNS & OBJECTIONS

GOALS

CONTENT CONSUMPTION HABITS

MEET MARKETING MOLLY

Position:Molly is the 30-55 year old Marketing VP/Director/Manager of a mid-sized regional or national business. She could be a marketing “team of one” or may direct the activities of one or more marketing employees.

MEET MARKETING MOLLY

Problems & Challenges:Molly feels that the internet and social media have changed marketing, but she’s not entirely sure what implications that has for her business or how she should adapt. She’s noticed that many of the companies she personally likes, as well as a key competitor, have grown large, engaged audiences on social media. She wishes her own business could do something similar, but she lacks the experience and technical understanding to plan and executesuch a strategy. She’s tried to learn more by reading popular blogs and talking to a few colleagues, but she’s been overwhelmed by the shear volume of information and isn’t sure what’s actually worth her attention. She also knows that any significant investment of time or resources to newmarketing efforts will get scrutiny from her CEO. She doesn’t feel confident that she understands the business value of these efforts, and even if she did, she’s not sure how she’d track quantifiable results. Despite these worries, Molly is open to new ways of generating leads and sales, and she doesn’t want to be left behind simply because she failed to adapt.

BIG PICTURE UNDERSTANDING

TECHNICAL / TACTICAL KNOW-HOW

PRIORITIZATION OF EFFORTS

ABILITY TO SHOW RESULTS &

VALUE

PRESSURE TO ADAPT

TO BE SEEN AS “WITH IT” AND IN

CONTROL

WHAT MOLLY REALLY WANTS & NEEDS

FREQUENTLY ASKED QUESTIONS (ACTUAL QUOTES)

“HOW FREQUENTLY SHOULD WE BE POSTING TO FACEBOOK?”

“WHICH SOCIAL MEDIA PLATFORMS SHOULD I START WITH?”

“WHY DO I HAVE TO ADVERTISE ON FACEBOOK?”

“SHOULD I FOCUS ON SOCIAL MEDIA OR SEARCH ENGINE OPTIMIZATION?”

“HOW CAN WE TRACK RESULTS?”

“DO I NEED TO BLOG?”

“HOW DO I PROMOTE MY BLOG POSTS?”

“WHAT KIND OF THINGS SHOULD I BLOG ABOUT?”

“WHAT DO YOU DO WHEN SOMEONE COMPLAINS ABOUT US?”

HERE’S A FUN GAME...

BUT THIS IS ACTUALLY QUITE

USEFUL

INTELLIGENCE WATERING HOLES

REDDIT

QUORA

TWITTER

FORUMS

NICHE SOCIAL NETWORKS

BLOG COMMENTS

ADWORDS KEYWORD TOOL

TAKING CREEPY UP A NOTCH

What the crap!?

AND NOW... A WORD ABOUT

SOCIAL MEDIA

SOCIAL IS GREAT IF YOU’RE COOL

SOCIAL IS GREAT IF YOU’RE HELPFUL

I know you’re a marketer, Jarrett

I know you’re into content

marketing, Jarrett

I know you’re a fan of LRMC, Jarrett

Ditto

SOCIAL IS GREAT IF YOU’RE CREEPY

GET READY FOR AN

INSPIRING CONCLUSION

NOT REALLY...

ONLINE MARKETING IS HARD.

Oh meh gerd.

EMBRACE NOT ALWAYS KNOWING

THE ANSWER.

WHICH HEADLINE WORKS BETTER?

THERE’S ONLY ONE WAY TO FIND

OUT.

COOL, HELPFUL, CREEPY:

INTERNET MARKETING IN 2013

Jarrett SmithMaximize Social Media

@TheJarrettSmith