Digital  Communica.ons    &  Best  Prac+ces  for  Posi%oning    

 Kristy  Bonner  Vice  President  of  Digital  Services,  Foster  Marke+ng  A  Full-­‐service  Marke%ng  Communica%ons  Firm  Serving  the  Energy  Industry  Worldwide  

Does  this  Ma7er  in  Digital?  

   Where  your  services/products  stand  

in  rela+on  to  others  offering  similar  service/  products  in  the  marketplace  

and  in  the  mind  of  the  buyer.    

—  Posi%oning:  The  BaCle  for  Your  Mind  by  Al  Ries  &  Jack  Trout  

Is  Posi.oning  Important?  

   

All  Posi.oning  is  Digital  Posi.oning.  1.  Be  Visible.    

2.  Generate  Awareness.    

3.  Engage  Your  Audience.    

4.  Build  Trust/Rela+onships.    

5.  Develop  Leads.  

Consider  What  You  Know:  STP  Segmenta.on  •   Profile  market  segments  •   Iden+fy  poten+al  

Targe.ng  •   Create  a  targe+ng  strategy  •   Incorporate  market  segments  into  plan  

Posi.oning  •   Posi+on  services/products  in  the  mind  of  the  buyers  •   Apply  appropriate  tac+cs  to  communicate  to  an  audience  

How  Does  This  Help  Me?    I’m  in  Oil  &  Gas  …  

Set  Your  Sights  Iden+fy  a  Clear  Objec+ve.  

•  Back  to  Marke+ng  Basics.  •  Work  the  Plan.    •  Iden+fy  What  Success  Looks  Like.  

Personas  Get  to  Know  

Your  Audience  …    &  Be  Specific.  

•  Get  Involved  …  &  Listen.  •  Ask  Bob.    •  Watch  &  Learn.  

Mirroring  Be  Really  Relevant.  

•  Follow  Bob.  •  Check  Them  Out  Online.    •  Email  Anyone?  

Framing  How  You  Say  It  

Ma_ers.  

•  Verbs  Rule.  •  Tell  Them  What  You  Want  Them  to  Do.    •  Focus  on  Your  Target.  

Test!  Know  What  Works.  

•  A/B  Answers?  •  Go  with  What  Works.    •  Be  Ready  to  React.  

Best  Prac-ces  for  Digital  Posi.oning.  ü  All  Posi+oning  is  Digital  Posi+oning.    ü  Be  Strategic.    ü  Iden+fy  a  Clear  Objec+ve.  ü  Know  Your  Audience  &  Be  Specific.    ü  Be  Really  Relevant.  ü  How  You  Say  It  Ma_ers.  

ü  Know  What  Works.  

Thank  You!  Connect  with  me  at:  

 Email:  kbonner@fostermarke+ng.com  

Web:  FosterMarke+ng.com  

             LinkedIn:    /in/kristybonner  

             Twi7er:  @FosterMarke+ng    @KristyBonner  

             Facebook:    /FosterMarke+ng    /kristy.bonner