The Agriculture Media Summit (#AgMS) is the largest gathering of crop and livestock publications professionals in the U.S. The annual event is hosted by the American Agricultural Editors' Association (AAEA), the Livestock Publications Council (LPC) and the ABM AGri Council. The mission of the Ag Media Summit is to provide professional development and education opportunities for its members, as well as to promote, support and enhance the viability of ag media as an efective communications medium
I was asked to present at the 2011 #AgMS, held in New Orleans, LA on the topic of Integrating Digital Media Into Your Business and Measuring ROI. This presentation was intended to show #AgMS attendees how they could focus on bringing added value to their clients and prospective clients using digital channels, and then measure the impact of their efforts.
Integrating Digital Marketing Into Your Business Strategy: 2011 Agriculture Media Summit
1. Integrating Digital
Media Into Your Business
+ Measuring ROI
Shelly Kramer
CEO, V3 Integrated Marketing
INTEGRATED
MARKETING
Vision + Voice + Value
2. INTEGRATED
MARKETING
Vision + Voice + Value
What
I
do:
Own
a
full
service
integrated
marke4ng
agency
located
in
Kansas
City
and
doing
business
with
clients
na4onally.
I’m
half
marketer,
half
geek.
What
I
am
really
good
at:
Helping
clients
develop
effec4ve
strategic
integrated
marke4ng
plans,
understand
and
use
digital
media,
build
brand
awareness,
grow
new
markets,
convert
leads
to
sales,
develop
communi4es
and
master
ROI
across
all
mediums.
Find
me
on
Twi5er:
h5p://twi5er.com/shellykramer
3. Who Are You?
Trade
Associations
20% (93)Brand
Agency, Education
Awareness
PR, Marketing 18% (80)
19% (86)
Finance Ag Business
2% (10) Media 19% (87)
Government
20% (93)
2% (9)
4. e ss e s
B u s in
ur C us tome rs)
(Yo
d
N
H
e
E
e
L P
12. SMB Opportunity
• SMBs need to learn to use digital channels
• They need to understand how to measure
• There’s an opportunity to educate them
• And an opportunity to serve them
19. Inbound Marketing is More Effective
Outbound
Ave. Cost Per Lead
Inbound is
$332 60%
lower per lead
Inbound
Ave. Cost Per Lead
$134
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
37. Local and Industry
Directories?
Use “Places Management” as part
of your suite of offerings with the
goal of getting people to their
business through multiple channels
that you create or manage for them.
46. Most desktop websites were
not designed to be viewed
on the small screens of
mobile devices.
Fonts can be too small,
images are too small,
navigation can be clunky,
Flash won’t work, lengthy
page loads, and the list
goes on and on.
47. of businesses have never checked
the appearance or function of their
website on a smartphone.
Source: Fanminder – Mobile Marketing Survey (August, 2010)
66. Social
Media
Why
bother?
93%
of
people
expect
companies
to
have
a
social
media
presence
67. Primary
Social
Media
ObjecOves
27%
28%
Brand
Other
Awareness
Customer
AcquisiOon
Customer
Growth
19%
&
Loyalty
25%
Source:
2010
COLLOQUY
&
DMA
Social
Media
Study
77. Tactics to find new
customers
2010
2011
Website
51% 85%
Search
38% 74%
Video
20% 54%
Source: New Study by Bredin Business Information
78. Tactics to find new
customers
2010
2011
Coupon
Offers
(Groupon)
- 53%
Mobile
- 49%
Twi5er
27% 50%
Facebook
43% 65%
Source: New Study by Bredin Business Information
79. Leads by Indexed Web Pages
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
81. Why Does This Matter???
It’s Money, Plain and Simple
More Indexed Pages = $
Companies with more indexed pages on Google,
Yahoo and Bing generate more sales leads.
Every 50 to 100 incremental indexed pages can
mean double-digit lead growth.
Growth in new leads accelerates significantly once
websites achieve 300+ pages indexed by Google.
82. Social Media is for Leads and Sales
Percentage of companies that have acquired a customer from:
Company
Blog 46%
LinkedIn 41%
Facebook 44%
Twitter 41%
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
111. Before ROI, You Get This
• Increase in site traffic
• Increase in time spent on site
• Views of a specific landing page, blog post
or offer
• Increased follower/like/friend base
• Increase in Share of Voice
• Increase in Positive Sentiment (this means
they like you) (more)
112. And the Payoff …
• Increased revenue
• More leads
• Shorter sales cycles
• Lower customer acquisition costs
• Lower customer service costs
• Lower customer retention costs
(Are You Happy Yet?)
113. Scorecard
Financial Have Revenue/Profits increased?
Financial Have Costs decreased?
Have consumer attitudes about
Brand the brand improved?
Risk
Management Better prepared to find/respond?
Has the company enhanced
Digital it’s assets?
114. “It is not the strongest of the
species that survives, nor the
most intelligent that survives.
It is the one that is the most
adaptable to change.”
- Charles Darwin