1:03 - What is an integrated marketing strategy...it's more than just covering Twitter, Facebook, and LinkedIn.
Breaking down the silos within an organization
3:19 - So you want to be a content marketer? Let's take a step back and look at channels, brands, and power...
6:45 - 96% of people who visit your website are not ready to buy.(KISSmetrics) What does your website need to do to make sure you don't lose those opportunities?
Is your marketing impacting the customer at every step of their journey?
If you're speaking at a trade show or conference, are you thinking about what your LinkedIn profile looks like? Are the topics you're speaking about present on your company blog? What's going to happen to the decks after the conference? This is integrated marketing.
Shelly covered so many instances of missed opportunities that are typical. You spend the money to get them to the trade show, to have beautiful cards, manicured hands to shake hands, allowance for schmoozing - yet what did they do to prepare?
Some ideas include:Create lists, groups, circles that include all of the speakers for the event. Same with sponsors, exhibitors. If you are going through the trouble to send people there - have them pepper the key attendees with interest - "Hey, you're speaking - I can't wait to hear you..." + mention, @ mention them and their companies. You'd be surprised how much that can mean to people.
13:25 - Fantastic story about an enterprise-level client and the impact (or lack thereof) of decisions related to marketing spend, specifically display advertising.
What do you want to be known for in your market? Do you talk about it? If not, you're leaving opportunities on the table.
If you are speaking on a topic on behalf of your company, does your company profile include links to posts/articles that you have created on the same topic? Does your company site display that you have the expertise on this topic? How current are the posts? Check them out or create them FAST! Build that credibility.
17:59 - Are you gating your content? Bad idea (see 6:45 timestamp), you're alienating your prospects.
Keep watching for a mini-rant on LinkedIn, lead-gen marketing, social media automation, and a great story about doing "a lot of different things, a little bit right."
You may think you have it covered, but chances are - you are indeed doing a lot of things, a little bit right.
- Are you trying too hard to "own" your communities or just using the ones you like, and are you forcing people to "go" somewhere other than where they want to go?
I don't care if you don't like Google+, get over it! Work with somebody who has proficiency in Google+.
For that matter, find team members who are proficient in each of your four major online venues - could be one person, could be four. LinkedIn, Google+, Twitter, Facebook. It's pretty even that this is where people hang out - 25% average for each. If you want to hit more prospects and expose them to your expertise, you have to be proficient in all of these venues. But this is just the online piece.
- The fastest commercial break ever! Now let's talk about how to break down a piece of content into different presentations of that information for different audiences and platforms (tough to automate this, people).
Get over being paranoid about sharing things that your competition may find, just do it better!
34:58 - Shelly talks about the challenges that marketers face today to embrace all these channels and ideas in an effective fashion, and what to do about it.
38:12 - Who do you hire? Younger and savvy, or senior and seasoned? What will be most successful? How do we adapt and effect change?
43:18 - How to find and work with Shelly, info on the Integrated Marketing Summit and other conferences worth checking out, either IRL (in real life) or virtually...but IRL is better.
About Shelly Kramer
About our friend, Stephan Hovnanian:
If you need the expertise of not only an experienced, active Google Plus user, but also someone who understands marketing and web strategy, consider hiring me for some hands-on personal Google Plus training.