Tampa Internet Marketing agency Tutak Consulting explains why digital marketing is irrelevant for businesses without first implementing a digital strategy.

2. Presented by: Aparna Tutak, CEO & Founder
Importance of Strategy
in Digital Marketing

3. Digital Marketing Vs. Digital Strategy
Facebook 1 Billion+
Twitter 550 Million+
Google+ 343 Million
LinkedIn 225 Million
Source: ExpandedRamblings.com
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#planfordigi

4. Digital Marketing is IRRELEVANT
Digital STRATEGY is Research to
Accomplish Measurable &
Actionable Objectives
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5. Target Consumer Behavior
• Associations Can Analyze the
Behavior of Members in Digital
Realm
• Create Custom Campaigns
• React Quickly to Develop
Personalized Offers & Messages in
Real-Time
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6. The “Right” Alignment
• Goals  Strategy
• Marketing Agency  Your Association/Business
• Marketing  Sales
Right Place  Right Time  Right People
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7. You’re Just Not That Important
Image Credit: business2community.com
• Digital marketing is NOT for
the benefit of your
association/business – It’s for
your MEMBERS/CUSTOMERS!
• B2B - B2C – Doesn’t Matter
• P2P – People-to-People
• Provide Value to Members
• Think like Amazon’s CEO
#planfordigi

8. 4P Approach
• People = Most Important of 4Ps
• Increase Association Membership &
Decrease Attrition
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9. Golden Key of Digital Marketing
BUYER PERSONAS
#planfordigi
are the MOST Important Facet of Digital
Marketing
• They are the People Around Whom Your Whole
Business is Built
• Key to Unlocking Your Digital Strategy
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10. #planfordigi
SMART Marketing Framework
Specific – goals should be unambiguous
Measurable – goals should be able to be tracked
Attainable – goals should be realistic
Relevant – goals should matter to your business
Timebound – goals should have deadlines

11. #planfordigi
Make a Plan for Your Content
• Content is King
• Map Out Your Content
• Create an Editorial Calendar
• Have a “MC” – Marketing
Champion

12. #planfordigi
Enchanting Your Members
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• “Enchantment
transforms situations
and relationships”
• Lesson #1: Be Likeable
• Give a George Clooney
Smile
• It’s Not About What
Other’s Can Do for You
– It’s About What You
Can Do for Others”
Image Credit: esquire.com

13. #planfordigi
Beat the Blink Test
• Appearances Matter Online
• Visiting Your Website Should
Be a Beautiful Experience to
Increase Conversion Rate
• Website Should Pass the
“Blink Test” to Capture
Attention, Share Message &
Spark Interest

14. #planfordigi
Strategy Myths Debunked
Myth #1: Digital Marketing Replaces All Traditional Marketing
Fact #1: Need Both but Lower Reliance on Paid Advertising
Myth #2: Digital Marketing is Free and a “Quick Fix”
Fact #2: Nothing in Life is Free – Costs Time and/or Money
Myth # 3: Digital Marketing Doesn’t Apply to the Legal Industry
Fact #3: Lawyers Are Embracing Social Networking & Blogging for Brand
Development & Client Acquisition
Image Credit: Jamie Gannon

15. #planfordigi
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Final Thoughts
• Digital Marketing is a
Marathon, Not a Sprint
• Be the Tortoise – Slow &
Steady Wins the Race