6 Ways to be a ROCK STAR & Dominate Online in the USA From France
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6 WAYS TO BE A ROCKSTAR & DOMINATE ONLINE IN THE USA MARKETING TO THE USA! Clubs Marketing-Communication & Audencia Abroad JASON McDONALD @stringcanagency @JasonMcDonaldIntl linkedin.com/company/stringcan-interactive fr.linkedin.com/in/jasondmcdonald/ stringcaninteractive.com stringcaninteractive.fr StringCan Interactive We build digital roadmaps that win! My Passion: Help companies access the US market successfully My Rock Star Talent: Connecting clients to their ideal audience online StringCan Mission: Making Complex Simple! MARKETING TO THE USA IS EASY! MULTIPLE BUYING INFLUENCERS, UNKNOWN VARIABLES AFFECTING SALES, BOTH OFFLINE AND ONLINE TRANSACTIONS, CONSTANTLY EVOLVING SEARCH CHANGES, PRODUCING CONTENT IN ENGLISH, SIGNIFICANT NOISE FROM COMPETITION, OVERWHELMED ONLINE AUDIENCE, UNIQUE CONTENT NEEDS BY SEGMENT, UNKNOWN FRENCH BRAND IN AMERICA, AND IT BECOMES VERY COMPLEX. WE SPECIALIZE IN MAKING THE COMPLEX SIMPLE! WHY ARE WE HERE TODAY? WHO ARE YOUR FUTURE ADORING FANS? MARKETING IN AMERICA ITS NOT ABOUT CONQUERING THE USA QUICKLY AND BECOMING ROCK STAR RICH OR ABOUT BEING ABLE TO SET IT & FORGET IT Deliver the RIGHT INFORMATION at the RIGHT TIME to the RIGHT PEOPLE! LETS DO A QUICK TEST HOW WELL DO YOU KNOW YOUR AUDIENCE? Do you know what specific STEPS they take to search for solutions? Do you know what they use to SCORE options & what criteria are most important to decide? Do you know what your clients expect to CHANGE once they hire you? If youre like most of our clients, you probably answered YES to only 1 of 3 questions. KNOW YOUR ROCK TALENT ARE YOU POSITIONING YOURSELF TO STAND OUT COMPLETE A S.W.O.T. WITH YOUR TEAM! FOCUS ON YOUR STRENGTHS TO STAND OUT! YOU DONT HAVE TO BE GOOD AT EVERYTHING WATCH OUT FOR THE HOT NEW THING ARE YOU MONITORING YOUR COMPETITION? BOTH DIRECT AND INDIRECT COMPETITORS Offering the same product or service now Offering similar products or services now Could offer the same or similar products or services in the future Could remove the need for a product or service COULD TAKE A LOT OF TIME SO HAVE GOOGLE DO THE WORK FOR YOU! AND USE SOCIAL MONITORING TOOLS AS WELL! FISH WHERE THE FISH ARE AT ARE YOU ENGAGING WITH YOUR AUDIENCE WHERE THEY ARE? DONT WRITE YOUR SONGS IN GOOGLE TRANSLATE DOMINATE ONLINE LIKE A ROCK STAR WITH 6 SIMPLE TIPS Listen to your customers: Ask your current & prospective clients questions Own a position to stand out: Focus on strengths that solve your clients needs Monitor your competition: Put tools in place to see what they are up to &how to get ahead Fish where the fish are at: Engage with your audience where they are already at Ensure you have proper English translation: Use a strong language consultant not just a translator Measure & monitor results: Leverage your data to constantly optimize your approach
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6 Ways to be a ROCK STAR & Dominate Online in the USA From France
- 1. image source: http://bit.ly/1mevn5R Clubs Marketing-Communication & Audencia Abroad
- 2. JASON McDONALD StringCan Interactive We build digital roadmaps that win! @stringcanagency @JasonMcDonaldIntl linkedin.com/company/stringcan-interactive fr.linkedin.com/in/jasondmcdonald/ stringcaninteractive.com stringcaninteractive.fr My Passion: Help companies access the US market successfully My Rock Star Talent: Connecting clients to their ideal audience online StringCan Mission: Making Complex Simple! #AudenciaSCI
- 3. Headquarters Scottsdale, Arizona International Paris, France Think the Grand Canyon?
- 4. MARKETING TO THE USA IS EASY! MULTIPLE BUYING INFLUENCERS, UNKNOWN VARIABLES AFFECTING SALES, BOTH OFFLINE AND ONLINE TRANSACTIONS, CONSTANTLY EVOLVING SEARCH CHANGES, PRODUCING CONTENT IN ENGLISH, SIGNIFICANT NOISE FROM COMPETITION, OVERWHELMED ONLINE AUDIENCE, UNIQUE CONTENT NEEDS BY SEGMENT, UNKNOWN FRENCH BRAND IN AMERICA, AND IT BECOMES VERY COMPLEX. WE SPECIALIZE IN MAKING THE COMPLEX SIMPLE! image source: https://flic.kr/p/dxaJg2
- 5. WHY ARE WE HERE image source: http://bit.ly/1ww2hlO
- 6. WHO ARE YOUR FUTURE ADORING FANS? image source: http://bit.ly/1pDavGE
- 7. THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc
- 8. THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc
- 9. THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc 74.8% Have Internet in the home
- 10. THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc 74.8% Have Internet in the home
- 11. THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc 74.8% Have Internet in the home of Americans 25+ have Smartphones 45. 3%
- 12. THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc 74.8% Have Internet in the home of Americans 25+ have Smartphones 45. 3% What is cyber- Monday?
- 13. THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc 74.8% Have Internet in the home of Americans 25+ have Smartphones 45. 3% What is cyber- Monday?
- 14. THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc 74.8% Have Internet in the home of Americans 25+ have Smartphones 45. 3% What is cyber- Monday? $262 Billion 2013
- 15. THE AMERICAN MARKET image source; http://bit.ly/1qGNwwb
- 16. THE AMERICAN MARKET image source; http://bit.ly/1qGNwwb
- 17. THE AMERICAN MARKET image source; http://bit.ly/1qGNwwb
- 18. A VERY DIVERSE MARKET image source: http://bit.ly/1qsFQvc US Population 318 million The number of people who play an instrument Number of people who play the guitar
- 19. IS YOUR MARKET THIS GUY? image source: http://bit.ly/1qEtkLa
- 20. OR THIS GUY? image source: http://bit.ly/1qsFQvc
- 21. A VERY DIVERSE MARKET image source: http://bit.ly/1qsFQvc US Population 314 million The number of people who play an instrument Number of people who play the guitar Number of people who play the electric guitars Number of professional electric guitars players
- 22. MARKETING IN AMERICA image source: http://bit.ly/1nzoABQ
- 23. ITS NOT ABOUT CONQUERING THE USA QUICKLY AND BECOMING ROCK STAR RICH image source: http://bit.ly/1jcG2JE
- 24. OR ABOUT BEING ABLE TO SET IT & FORGET IT image source: https://flic.kr/p/5VngA2
- 25. COMPLEX MADE SIMPLE IN SIX EASY(ISH) STEPS INTERNET MARKETING LIKE A ROCK STAR DONT SCREAM AT YOUR AUDIENCE OWN YOUR ELVIS FLARE WATCH OUT THE HOT NEW THING FISH WHERE THE FISH ARE AT DONT WRITE SONGS IN GOOGLE TANSLATE IF IT WORKS, KEEP PUSHING OUT ALBUMS
- 26. image source: http://bit.ly/1qswHTe DONT SCREAM AT YOUR AUDIENCE ARE YOU LISTENING?
- 27. Deliver the RIGHT INFORMATION at the RIGHT TIME to the RIGHT PEOPLE! image source: https://flic.kr/p/dZdXNp
- 29. image source: http://www.stockvault.net/photo/147804/school-test LETS DO A QUICK TEST HOW WELL DO YOU KNOW YOUR AUDIENCE?
- 30. image source: https://flic.kr/p/7Lq7yf Q1 Do you know what specific STEPS they take to search for solutions? YES NO
- 31. image source: https://flic.kr/p/8DjY5j Q2 Do you know what they use to SCORE options & what criteria are most important to decide? YES NO
- 32. image source: https://flic.kr/p/ght8m7 Q3 Do you know what your clients expect to CHANGE once they hire you? YES NO
- 33. If youre like most of our clients, you probably answered YES to only 1 of 3 questions. image source: https://flic.kr/p/638wPy
- 34. image source: https://flic.kr/p/bhyT8B TALK WITH CLIENTS & LEARN ABOUT THEIR NEEDS!
- 35. Struggling to keep up with other companies who undercut them in price Wants to create high quality products that cut costs and also make them stand out Cant afford to make a mistake because their products protect lives Uses Google to find companies and LinkedIn to engage with Peers Looking to learn from companies that have experience in his industry Danny| 32 | Married Sr. Design Engineer $100K income Washington D.C. THEN DEVELOP YOUR PERSONAS Familiarity With Your Industry Meet Danny image source: http://bit.ly/1mnoXS7
- 36. image source: http://bit.ly/1rqaWUa KNOW YOUR ROCK TALENT ARE YOU POSITIONING YOURSELF TO STAND OUT?
- 37. image source: https://flic.kr/p/82L7jr PEOPLE LOOK FOR AUTHORITY!
- 38. image source: https://flic.kr/p/e3CC8F COMPLETE A S.W.O.T.WITH YOUR TEAM!
- 39. image source: https://flic.kr/p/bX1Jqk FOCUS ON YOUR STRENGTH S TO STAND OUT! YOU DONT HAVE TO BE GOOD AT EVERYTHING
- 40. What Your Customer Wants What Your Competition Does Well What Your Company Does Well X Win Lose Be Careful Ignore X
- 41. Our cards are made with recycled paper and are very creative OR When you care enough to send the very best!Winner: Loser:
- 42. image source: http://bit.ly/To0SPQ WATCH OUT FOR THE HOT NEW THING ARE YOU MONITORING YOUR COMPETITION?
- 43. If you are ignorant of both your enemy and yourself, then you are a fool and certain to be defeated in every battle. If you know yourself, but not your enemy, for every battle won, you will suffer a loss. If you know your enemy and yourself, you will win every battle... Sun Tzu The Art of War KNOW YOUR ENEMY! image source: http://www.davidbrim.com/sun-tzu-lessons-on-strategy/
- 44. image source: https://flic.kr/p/56q2x2 BOTH DIRECT AND INDIRECT COMPETITORS 1. Offering the same product or service now 2. Offering similar products or services now 3. Could offer the same or similar products or services in the future 4. Could remove the need for a product or service
- 46. COULD TAKE A LOT OF TIME SO HAVE GOOGLE DO THE WORK FOR YOU!
- 47. AND USE SOCIAL MONITORING TOOLS AS WELL!
- 48. image source: https://flic.kr/p/5wA41m FISH WHERE THE FISH ARE AT ARE YOU ENGAGING WITH YOUR AUDIENCE WHERE THEY ARE?
- 49. THE WEB IS A HUGE SHINY OBJECT. CONSTANTLY EVOLVING!
- 50. OFTEN CAN FEEL OVERWHELMING
- 51. image source: https://www.facebook.com/business/power-of-advertising TONS OF RESEARCH AVAILABLE
- 52. image source: http://goo.gl/glSwWZ WITH STATS TO HELP YOU MAKE SMART & FOCUSED DECISIONS!
- 53. DONT WRITE YOUR SONGS IN GOOGLE TANSLATE image source: http://bit.ly/1ru0taf HE TRIED TO TRANSLATE HIS LAST NAME IN RUSSIAN.
- 54. DONT WRITE YOUR SONGS IN GOOGLE TANSLATE image source: http://bit.ly/1ru0taf HE TRIED TO TRANSLATE HIS LAST NAME IN RUSSIAN. IT SAYS NO TRANSLATION
- 55. TRANSLATION CONSULTING image source: http://bit.ly/1ru0taf Finger Licking Good In China Well eat your fingers off Turn it lose Spanish - Suffer from diarrhea Belgium - Every car has a high quality body Every car has a high quality corpse
- 56. IF IT WORKS, TWEAK IT KEEP PUSHING OUT ALBUMS ARE YOU MEASURING & MONITORING RESULTS & THEN ADJUSTING? image source: http://bit.ly/1lLrNRG http://bit.ly/1m5rlrK http://bit.ly/1m5rlrK
- 59. CONTENT IS KING, QUEEN & THE WHOLE CASTLE image source: http://bit.ly/1miKXxx
- 60. ANALYZE TRENDS & FIND OPPORTUNITY
- 62. Persona for Purpose for Keyword Phrase for Page that provides Solution
- 63. YES, VISUAL CONTENT IS AWESOME!!! So sweet, holding hands! & Is it really that fun working? Avoid super lame stock photography image source: http://pixabay.com
- 64. STREAMLINE DATA OVERLOAD. FOCUS ON ROI!
- 65. DOMINATE ONLINE LIKE A ROCK STAR WITH 6 SIMPLE TIPS Listen to your customers: Ask your current & prospective clients questions Own a position to stand out: Focus on strengths that solve your clients needs Monitor your competition: Put tools in place to see what they are up to &how to get ahead Fish where the fish are at: Engage with your audience where they are already at Ensure you have proper English translation: Use a strong language consultant not just a translator Measure & monitor results: Leverage your data to constantly optimize your approach
- 66. Merci Audencia Abroad for hosting StringCan
- 67. Q&A THANK YOU!
Editor's Notes
- #5: Shape the situation
- #8: https://www.census.gov/hhes/computer/files/2012/Computer_Use_Infographic_FINAL.pdf http://www.internetretailer.com/2013/12/03/cyber-monday-shatters-online-spending-record http://mashable.com/2013/03/12/forrester-u-s-ecommerce-forecast-2017/
- #9: https://www.census.gov/hhes/computer/files/2012/Computer_Use_Infographic_FINAL.pdf http://www.internetretailer.com/2013/12/03/cyber-monday-shatters-online-spending-record http://mashable.com/2013/03/12/forrester-u-s-ecommerce-forecast-2017/
- #10: https://www.census.gov/hhes/computer/files/2012/Computer_Use_Infographic_FINAL.pdf http://www.internetretailer.com/2013/12/03/cyber-monday-shatters-online-spending-record http://mashable.com/2013/03/12/forrester-u-s-ecommerce-forecast-2017/
- #11: https://www.census.gov/hhes/computer/files/2012/Computer_Use_Infographic_FINAL.pdf http://www.internetretailer.com/2013/12/03/cyber-monday-shatters-online-spending-record http://mashable.com/2013/03/12/forrester-u-s-ecommerce-forecast-2017/
- #12: https://www.census.gov/hhes/computer/files/2012/Computer_Use_Infographic_FINAL.pdf http://www.internetretailer.com/2013/12/03/cyber-monday-shatters-online-spending-record http://mashable.com/2013/03/12/forrester-u-s-ecommerce-forecast-2017/
- #13: https://www.census.gov/hhes/computer/files/2012/Computer_Use_Infographic_FINAL.pdf http://www.internetretailer.com/2013/12/03/cyber-monday-shatters-online-spending-record http://mashable.com/2013/03/12/forrester-u-s-ecommerce-forecast-2017/
- #14: https://www.census.gov/hhes/computer/files/2012/Computer_Use_Infographic_FINAL.pdf http://www.internetretailer.com/2013/12/03/cyber-monday-shatters-online-spending-record http://mashable.com/2013/03/12/forrester-u-s-ecommerce-forecast-2017/
- #15: https://www.census.gov/hhes/computer/files/2012/Computer_Use_Infographic_FINAL.pdf http://www.internetretailer.com/2013/12/03/cyber-monday-shatters-online-spending-record http://mashable.com/2013/03/12/forrester-u-s-ecommerce-forecast-2017/
- #30: But I wanted to share that my current path is of bigger surprise to my family and childhood friends. I was one of those lost kids in school, I never did well on tests, I got bored easy and I hated following the rules. My poor parents had a few mini heart attacks when I was a kid constantly getting into trouble. In high school I grew up getting a lot of pressure to get good grades, get into a good college and get a good corporate job. However, high school just was really hard for me and often got very poor grades. My parents had my high school advisor test me to hopefully get me some direction.
- #36: http://www.foroeuropeo.com/sites/default/files/styles/large/public/Sandeep.jpghttps://www.iter.org/media/www/sites/newsline_1_120/img/18/Dinesh.jpg._1024.jpg
- #39: Took to post it notes and started writing down all my strengths, weaknesses, and things I love to do
- #40: Chris Ganes
- #41: Winning: clear points of difference that meets the needs. Make it even bigger Losing: your competitors meets the needs of your clients better than you do. You will be crushed Be Careful: competitive battle ground, use emotion, innovative, superior execution
- #44: When companies need marketing help, most go straight to tactics. Even most agencies are guilty of this. To be truly effective, it requires a strategy first, then tactics.
- #50: There is so much noise we figure out why and what you should be doing.
- #56: http://www.businessinsider.com/worst-foreign-ad-translation-fails-2012-5?op=1
- #59: One tool we use is heatmapping. By segmenting the data, we can even find hidden opportunities.
- #60: Goal: so what did we learn from all of this? Content is the most important thing and that is what your business should focus on. Internet has had a tremendous impact on our lives and business. One of the most amazing changes are how businesses and consumers communicate. http://www.flickr.com/photos/31074376@N06/4935228834/sizes/l/in/photolist-8w7kAj-br2ioY-br2iTs-bDWBft-br2uCu-br2nqf-br2yVs-br2C6s-bDWtNK-bDWvDi-bDWv4i-7UtULS-7UtU7u-9uZcmX-dhpcMW-9NvWPA-duGu5i-9HdQnY-bDWEcr-bDWHqp-br2KgL-bDWMUx-bDWCRx-br2J4A-bDWKTH-bDWFqk-bDWMfx-7Wykuh-ac5S5Y-acfzMa-ac5QJf-ac31SZ-acfuYk-acinNj-acitCC-acfynV-acfySM-ac2Zkx-acfCEa-acfwQB-acfBTx-acfATz-acisMq-aciurj-ac5TDY-acfzk2-aciqPW-ac2XTt-acimEW-acitYj-br2pKb/ http://farm3.staticflickr.com/2233/2405961135_fae132c676_b.jpg
- #65: The beauty of digital is that you can measure everything. The drawback to digital is that you can measure everything. After we identify your lead measures, we build a custom dashboard to streamline the data overload and give you a snapshot of the health of your digital efforts.