marketing in the digital age
TRANSCRIPT
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
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
• 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
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
Online marketing Croydon
020 3137 1826
www.constantcontact.com/index.jsp?pn=smartcow