Justin Bowser from HTK Horizon explains his quick tips for smarter digital marketing at the Crafted Digital Bites event.

1. www.HTKhorizon.com
@jkbowser @HTKhorizon

2. “ question 1 ”

3. • Email
Multi-channel
• Website / blog
• Web „landing pages‟
• Mobile (SMS, mobile web) Personalised
(not spam!)
• Social media
• Voice
Conversations
• SEO With your customers
• Pay-per-click and prospects
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Intelligent customer contact www.HTKhorizon.com

4. “ question 2 ”

5. • Revenue growth
Acquisition Revenue
1) Acquisition Marketing
2) Retention Sales
Customer
3) Cross/up sell
4) Advocacy
Service
5) Listening to the wider market Retention
Loyalty
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Intelligent customer contact www.HTKhorizon.com

6. “ question 3 ”

7. 1) Track customer activity
CRM
Billing
data Websites
2) Build a 360° customer view
Emotional segmentation Social media
Conversational dialogue
― Next-best action
― Next-best offer
insight
― Moments of magic
interaction
3) Run consistent multi-channel campaigns
Across voice, email, web, mobile, social
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Intelligent customer contact www.HTKhorizon.com

8. “ astute observation. ”

9. 1. Get your website visible on Google
– Because you just need to
2. Add some CLEAR, MEASURABLE calls-to-action
– What do you want people to do?
– Contact you, download a PDF, get their credit card out?
3. Add some MEASURABLE, ACTIONABLE data traps
– Website tracking cookies (remember to declare them!)
– Call-to-action buttons
– Enquiry forms
Yes, I said “MEASURABLE” twice. It’s important.
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Intelligent customer contact www.HTKhorizon.com

10. 4. Start to build a customer database
– With meaningful data, not just names & email addresses
– Question: “What data would be useful to my business?”
Stage: Contact / Lead / Opportunity / Customer
Their business location/s
Their industry sector
Website activity
Order history
Interests
Survey results / Social shares / Complaints / Praise …
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Intelligent customer contact www.HTKhorizon.com

11. 5. Do some research on “Inbound Marketing”
It’s this compared to this
– Google likes it, and it matches your prospects’ behaviour
– What’s the first thing you do when you want to buy a …
1. Create some content
2. Promote it
3. Make your website and data traps work for you
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Intelligent customer contact www.HTKhorizon.com

12. 6. Start to acquire the info you need
– Website enquiry forms
– Run surveys, competitions …
– Promote your “inbound” campaigns on social media
7. Run targeted, measurable campaigns, not e-blasts
– Segment your customer database
– Send relevant, helpful information
– Respond quickly (automatically?) when someone enquires
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Intelligent customer contact www.HTKhorizon.com

13. 8. Take some time to look at your results
– Test  measure  improve
9. Think about funnels
– Top-of-the-funnel (helpful content: “know, like, trust …”)
– Middle-of-the-funnel (use data traps, capture intent)
– Bottom-of-the-funnel (sales engagement)
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Intelligent customer contact www.HTKhorizon.com

14. • “Top of the funnel”
– Interesting
– Original
– Useful
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Intelligent customer contact www.HTKhorizon.com

15. • “Middle of the funnel”
– Free trial request
– Analyst report
– Buyers’ guide
– Case study
– Review
Intelligent customer contact www.HTKhorizon.com 15

16. 10. It‟s never too late to learn …
– CIM
– Econsultancy.com
– MarketingProfs.com
– contentRulesBook.com
– Marketing Book
– marketingweek.co.uk
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Intelligent customer contact www.HTKhorizon.com

17. www.HTKhorizon.com
@jkbowser @HTKhorizon

18. Thank you