marketing white belt: basics for the digital marketer
DESCRIPTION
Marketing White Belt: Basics For the Digital MarketerTRANSCRIPT
MarketingWhite Belt
Basics for the Digital Marketer
Christopher S. Pennhttp://cspenn.com/book
初心者市販
Who I Am
cspenn.com/tcspenn.com/fcspenn.com/lcspenn.com/gcspenn.com/p
Warnings
The Martial Way武道
Marketers Today
基本
Basics
Why frameworks and models matter
Path to mastery
Earth地
4 Business Model Archetypes
4 Ps
Net Profit
Margin
Volume
Income
Expense
Audience
Action
Net Profit
Margin
Volume
Income
Expense
Audience
Action
Product
Operations
Marketing
Sales
Social Media Strategy
Who What Why
Who is going to be your target audience?
What self-identified characteristics will you look for?
What networks are they on?
How will you build the network?
What content are you going to create or curate to gain interest?
Where will that content come from?
What schedule will you use?
Who will be responsible for content creation?
What are the overall business objectives and goals?
How will you measure them?
What indicators will you use to determine when something’s not
working and who makes that call?
Network Content Objectives
Social Media Strategy in One Slide (www.ChristopherSPenn.com and @cspenn)
Work right to left
Water水
Always be testing, measuring, refining
migration
fragmentation
Do you know your funnel?
Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Potential Audience
Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Potential Audience
Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Potential Audience
50
100
200
400
800
25
Sales
Qualified Leads
Prequalified Leads
Interested Prospects
Active Audience
Potential Audience
50
100
200
400
800
2550%
50%
50%
50%
50%
R IPhoto credit: AMAgill
Outcomes
EPL
Earned - SpentNumber of Leads
Money Earned:Money Spent:
Hourly Rate:Time Spent:
Time Spent in Money:
Total Spent:
Total Earned-Total SpentLeads
$_______$_______
$_______ _______$_______
$_______
_______ EPL
Worksheet 3
So what?
Last Touch Problem Solved
Yes, but so what?
Fire火
Vision Statement
Mission Statement
Marketing starts with audience
Building audience is like building a fire
Metcalfe’s Law
Wind風
The marketing path: you, your mission, your community.
Void空
守破離
Path to mastery
守 Preserve the form
破 Vary the form
離 Transcend the form
scrambled eggs
守 Follow best practices
case studies
破 Vary the practices
離 Transcend best practices
Marketing White Belt
cspenn.com/book
初心者市販
Almost Timely
cspenn.com/n
Thank You!
cspenn.com/tcspenn.com/fcspenn.com/lcspenn.com/gcspenn.com/p