My Digital Marketing essentials Strategies to reach your audience with one easy-to-use marketing automation platform Contents 03 Purpose 04 Before you get started 06 How to use campaigns 09 How to use events 11 How to use website syndication 13 How to use social media 15 Ideas to amplify your digital marketing Get started > The big idea Purpose This guide is intended to give you real-world Getting the most out of this guide Benefits: Advice examples for how to use IBM® My Digital As an IBM Business Partner, you have access Marketing campaigns and assets to supplement to IBM partner-ready marketing assets to Registration is easy your marketing efforts, generate leads and supplement your own campaigns. You only need to be a registered IBM Business increase pipeline. No-charge Partner to access My Digital Marketing. – Discover new resources described in this guide My Digital Marketing is a no-charge IBM – Login to IBM My Digital Marketing—there’s – Your account is automatically created when PartnerWorld® benefit that includes a full no fee you sign in using your IBM single-sign-on. marketing automation platform stocked with – Browse the available campaigns and assets to – All you need is an IBM ID that is associated ready-to-use marketing campaigns. It can find a good fit for your business with your company’s PartnerWorld account. also be a great supplement to agency work – Deploy your custom campaign to create Automation and paid marketing efforts. awareness or generate sales leads – Find step-by-step training guides on using the platform here Access IBM My Digital Marketing → Ready-to-use Generate leads Purpose Before you Campaigns Events Website Social Amplify your get started syndication media posts digital marketing 3 Defining terms Before you get started Let’s go over the commonly used terms found in Nurturing is a series of emails or social posts Campaign elements can include: this guide. that are timed to be automatically sent. The messages are designed to build on one another A campaign is a collection of assets and tactics and to offer your prospect more information to convey a message about an IBM product or about the product or solution. Email service. Nurturing is a great way to move a cold lead The tactics convey drive-to offers, which are to a medium lead, and eventually to a hot lead. reasons for your audience to take an action. The approach progressively provides content Collectively, all the tactics in a campaign work that increases interest and engagement in together to support the action you want your your offering—bringing the lead to a purchase Web audience to take. decision or sale. The action taken by a prospect or client, such In a campaign, emails and social posts can as clicking a link, is an indicator they want to sometimes have the same purpose—each is learn more about a product or solution; they just a different way to reach your audience. are now an opportunity response. The best part of the nurture features in My Social In a campaign built using IBM My Digital Digital Marketing is that you only need to Marketing, this is all set up for you and step through and activate them once to optimized by IBM subject matter experts, automatically launch the series. and pre-tested in real-world client situations. Supporting assets Purpose Before you Campaigns Events Website Social Amplify your get started syndication media posts digital marketing 4 Defining terms A call-to-action, often simply called a CTA, is Registration forms may be used to capture the action you want your client or prospect to lead information from a CTA. In some cases, take. Phrases such as “Learn more,” “Watch,” a CTA leads to a landing page with a “gate,” or “Try now” encourage action. which means the visitor is required to submit contact information, often a company name, Most of the tactics in My Digital Marketing, phone and email address, in order to access such as email, web and social, contain CTAs the offer/asset which was featured in the which drive to offers that deliver information. CTA. You can set up your reporting to Those offers, also called assets, can be found automatically notify you or anyone in your within campaigns or in the Asset Library. My Digital Marketing account to receive notifications each time a form is submitted. As marketers, we measure the performance “IBM has done an extra-ordinary job providing digital tools and of all our activities. The click-through rate provides us with the percentage of prospects resources in My Digital Marketing. The platform enabled us to who clicked on the call to action; if they then take another step, such as submitting a form, quickly plan, build, execute and measure two recent Watson the metric is called conversion rate. campaigns. We didn’t have an in-house marketing automation tool, so to have access to My Digital Marketing—and at no extra cost—is a game changer!” Company: Ucensys Research Location: North America My Digital Marketing modules used: Email campaigns Purpose Before you Campaigns Events Website Social Amplify your get started syndication media posts digital marketing 5 Campaigns How to use campaigns Campaigns usually include a robust set of 1. Login to My Digital Marketing and click Steps to take: Advice tactics and assets including email, social posts Campaigns and “browse” to find a campaign and web banners and microsites. If you aren’t that aligns to the IBM product or service Customizing campaigns familiar with web banners and microsites yet, you sell. Campaigns in My Digital Marketing are check out the Web Syndication section of 2. Select your products in the left side navigation Find ready-to-use, but can also be customized. this guide. or type a term into the search box. 3. Once you have found a campaign, be sure All email, landing pages and social posts The tactics in each campaign contain a CTA to read the Campaign Overview for more are fully editable, and you are encouraged leading to a landing page where the visitor can details. Many campaigns will also contain a to add your own text based on your audience download the offer. companion Campaign Guide with more detail preferences, specific-industry terms or on how to optimize the campaign. local idioms. The landing page is activated for your account Select when you activate one of the tactics (email, You can also use the built-in translation social or web). If you would like to customize or tool for all editable copy. translate the landing page you can locate the activation in My Marketing > My Activities. This only needs to be done once to apply to any of the connected tactics. Personalize View all campaigns → Purpose Before you Campaigns Events Website Social Amplify your get started syndication media posts digital marketing 6 Campaigns Comprehensive campaign example IBM Security Cloud Identity Campaign Advice This campaign contains: Using multiple elements in – A campaign guide; always read this first when a campaign is the best way it’s available to reach prospects. – An email series that drives to webinar, video, solution brief and free edition Email, social, embed banners or microsites – A web banner that drives to the Cloud Identity all provide different channels for prospects for Dummies e-book to find information about the products or – A microsite that drives to the e-book and services you are promoting. Be sure to edit free edition email and social posts to include information – Social media companion posts specific to your added business value. – Other offers and assets including the e-book, solution brief, Forrester report and videos View campaigns → Purpose Before you Campaigns Events Website Social Amplify your get started syndication media posts digital marketing 7 Campaigns Create-your-own email example Create-your-own emails (CYO) Advice Did you know 25% of people unsubscribe from permission-based emails due to irrelevant content? Gating your offers Personalizing email content will help ensure that Don’t ask for more than you are giving! emails are relevant to your customers and prospects. Most people will stop at a registration form, so sometimes it’s better to give away the You’ll find the option to create html emails in My information without asking for something in Marketing. Select email in the secondary navigation, return. Make it a reasonable value exchange then click on “new email.” Just insert your html code and only “gate” your most valuable assets. in the editor. A high-level sales brochure is probably not as valuable to your prospect as access to an You can also find ready-to-use email templates under online ROI calculator, for example. Campaigns. These are formatted and ready-to-go, just populate with your own copy, images and CTA. View CYO campaign → Purpose Before you Campaigns Events Website Social Amplify your get started syndication media posts digital marketing 8 Events How to use events Events are much like campaigns, they may Advice include various assets and tactics to help support and drive traffic to the event. They also contain Create-your-own events registration and confirmation pages, along with You can use your own content for events associated emails. with the automation tool. Look for “create- your-own” and find templates for the Our event module works with your preferred registration page, email confirmation and online event tool, for a seamless integration into invites. You supply the content and let My the registration page. Digital Marketing help automate the process. Events always contain: Keep in mind, for any online event in My Digital Marketing, you need to provide the – Registration page meeting link.