marketing in the digital age

Marketing in

the Digital Age

Introductions

Marketing in the Digital vs Real world

Your Business Online

1

2

3

Overview

Outbound4

Inbound5

Social6

Introductions1

Simon Cripps

IT development and management for 25 year

Delivery of worlds first online Life insurance quote and buy

platform

Set up Smart Cow Marketing

Was once a personal trainer “to the stars”

Introductions

Marketing

ˈmɑːkɪtɪŋ/

noun

1.the action or business of promoting and selling products

or services, including market research and advertising.

Marketing in the Digital vs Real world2

HOME

OutboundInbound

Social

Customer

Your Business online3

Look after your Business

Your Website is your business onlineMake it easy for your visitors and search engines to find you

Keywords

Ask people what they would type

Google AdWords –Keyword Planner

What would your potential clients type to find the services you provide

Domain

Page URL

Description <meta>

<H1>

<H2>

Images

Blogs

Content text

Future of Keywords to become more conversational an intuitive rather than exact

Keywords

House MaintenanceKeep it simple stupid

Call to action – lead people to next step (Bounce is monitored)Provide clear menu for visitors and a site map for search enginesDon’t be afraid of white space – Clutter free, Clean and tidyQuick to load – open door policy, mobile versionMore content – engage with customers/visitors – Blog and blog moreRegular Fresh content – tidy up your store – Blog and blog moreFree gifts and samplesGet on mailing listAnalyticsWebmaster toolsCreate Business personaCreate Client Persona(s)

How to Build Your Buyer Persona3a

Persona Name

BACKGROUND:

• Basic details about persona’s role

• Key information about the persona’s company

• Relevant background info, like education or hobbies

DEMOGRAPHICS:

• Gender

• Age Range

• HH Income (Consider a spouse’s income, if relevant)

• Urbanicity (Is your persona urban, suburban, or rural?)

IDENTIFIERS:

• Buzz words

• Mannerisms

Persona Name

GOALS:

• Persona’s primary goal

• Persona’s secondary goal

CHALLENGES:

• Primary challenge to persona’s success

• Secondary challenge to persona’s success

HOW WE HELP:

• How you solve your persona’s challenges

• How you help your persona achieve goals

Persona Name

REAL QUOTES:

• Include a few real quotes –taken during your interviews –that represent your persona well. This will make it easier for employees to relate to and understand your persona.

COMMON OBJECTIONS:

• Identify the most common objections your persona will raise during the sales process.

Persona Name

MARKETING MESSAGING:

• How should you describe your solution to your persona?

ELEVATOR PITCH:

• Make describing your solution simple and consistent across everyone in your company.

Example3b

Sample Sally

BACKGROUND:

• Head of Human Resources

• Worked at the same company for 10 years; worked her way up from HR Associate

• Married with 2 children (10 and 8)

DEMOGRAPHICS:

• Skews female

• Age 30-45

• Dual HH Income: £80,000

• Suburban

IDENTIFIERS:

• Calm demeanor

• Probably has an assistant screening calls

• Asks to receive collateral mailed/printed

Sample Sally

GOALS:

• Keep employees happy and turnover low

• Support legal and finance teams

CHALLENGES:

• Getting everything done with a small staff

• Rolling out changes to the entire company

HOW WE HELP:

• Make it easy to manage all employee data in one place

• Integrate with legal and finance teams’ systems

Sample Sally

REAL QUOTES:

• “It’s been difficult getting company-wide adoption of new technologies in the past.”

• “I don’t have time to train new employees on a million different databases and platforms.”

• “I’ve had to deal with so many painful integrations with other departments’ databases and software.”

COMMON OBJECTIONS:

• I’m worried I’ll lose data transitioning to a new system.

• I don’t want to have to train the entire company on how to use a new system.

Sample Sally

MARKETING MESSAGING:

• Integrated HR Database Management

ELEVATOR PITCH:

• We give you an intuitive database that integrates with your existing software and platforms, and lifetime training to help new employees get up to speed quickly.

Outbound4

Adverts

Google Ads

Can have limited information

Good Keyword planning tools

Remarketing

Geographic

Images and text

A vs B

Broad, Narrow, Exact Keywords

Social

Facebook, LinkedIn, Twitter

Very targeted

Smaller Audience

Email

7 points about email marketing• Why use e-mail marketing

• Email tools

• How to create engaging content

• How to get your e-mail opened

• What structures should the email be in

• How to build a list

• How to run a campaign

Email

• 50% easier to sell to new customers than to brand new prospects

• We ALL have email accounts • We ALL use email

– 22% social, 21% searches, 20% content reading, 19% e-mail, 13% multi media, 5% shopping

– All have different portals except email

• It’s not just spam• Cost effective

EmailAcquisition channel Growth

EmailCustomer lifetime Value

EmailEmail service v Outlook

SubscribesList managementStatistics

BouncesOpensClicks

Black listingA v B testingTemplates

EmailHow to create engaging content

Overcoming content challengesI can’t create great content, I’m a horrible writer I don’t know what I’ll be doing a year from now, it’s impossible to plan my contentI have a business to run, I can’t spend time creating contentI’m only one person, I can’t come up with enough content ideasI’m just a small business, I can’t compete with the big guys Content is only valuable to me if it gets people to buy

EmailHow to get your email opened

• From 100 emails you receive a day, what to open• Name First

– 0.5 – 1.5 seconds to decide to trust source– Info@ Help@ or Simon@

• Title– 1 – 2.5 to engage– Not too long 5 – 7 words– Punchy / quirky– Call to action– Not spammy or sales

• Preview pane– Content to the left – Menu, content, links to the right

EmailStructure of email

• Content to the left as opposed to websites– Opening pane and page size– Non responsive

• Engaging and informative– 1 key point per mail

• Call to action– Like, follow– Download, click through– Visit (HTML) site

• Keep engaged– Links to content– Ways to contact– #Unsubscribe

EmailBuilding list

• Current clients• Business contacts• Business cards• Sign up forms

– On site– On tablet– QR code– Pen and paper

• Paid Lists– Quality vs quantity– Data cleanse

• List segmentation– Products and services– Client vs leads– A v B

EmailRunning a campaign

• Get the right tool for the job (Constant contact)• Create template• Segment data• Campaign types

– Auto responder (initial campaign)– Monthly e-mails– Product awareness

• When to send• Gather statistics• Act on statistics• Rinse and repeat

Inbound5

What is SEO

SEO is the practice of improving and promoting a web site in order to increase the number of visitors the site receives from search engines.

There are many aspects to SEO, from the words on your page to the way other sites link to you on the web.

Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand.

Inbound MarketingFactors to get visitors organically

Quality of site (onsite content)

Link Building

Directories

Guest Links (blogs)

Link Keywords

Links

Pyramids

Weather

Local Search

Social5

Social media

It’s Social

Social media started as a way to share with friends

However Business opportunities and need to monetise site creates a business market

Beware of being anti social

Beware they may just be temporary

Can be very time consuming if done properly

Twitter

Short term messagesBrand pages Very reactive

Time consumingHigh engagementReputation management

Links back to siteTarget Growth, Find similar or interested parties (just unfollow)Beware of the ChurnLimit of 2000 Promoted posts (ads.twitter.com)

Bespoke Pages (unique name after 25 followers)

Longer lasting messages

Groups

Links back to site

More difficult to grow

Adverts – for various actions

Very targeted Adverts

Business specific

Very, very targeted

In mail

Links back to site

Groups

Business Page

Easy to grow with quality content

Adverts – Very, very targeted

Very powerful social tool

Building on features of others

Video, Groups, Circles, events, Hangouts

Google ranking

Google Local

Reviews, get reviews

Low take up

Instagram, Vine, Foursquare, Tumblr, Yammer, Pinterest, YouTube, blogger

Get to the right party for your business

Engage with people

Link back to your site

Beware they may be short-lived

Others

Useful Links

SEOmozDistilleduThe weatherConstant contactsAdWordsAnalyticsPurley Business AssociationSmart Cow MarketingJust unfollowHootsuite

Thank you very much

Any Questions?

www.Smartcowmarketing.com

Simon@smart-cow.com

Online marketing Croydon

020 3137 1826

www.constantcontact.com/index.jsp?pn=smartcow