Completly revised for 2017. Business growth does not happen by accident, or even through incredibly hard work. It comes by combining the right business model with the right marketing strategy.
The world of both business and marketing has changed. With customers in all sectors now going online, your business has to be there to meet them – and for a company to be successful it has to thrive using the new marketing mix. But there’s no point in investing in marketing (digital or otherwise) if you haven’t got your business basics right first. Do you have the right company culture for growth? Do you have a point of difference that sets you apart? Do you know your customer inside out?
7. “Coke sells tap water for 95p”
Coca-Cola’s new brand of“pure”
bottled water was revealed to be
tap water taken from the mains,
sold at a 300,000% mark-up.
17. How do they do it?
Create a point of difference
Know their customer
Solve a problem others are not able or
willing to solve
Create a cause, serve a club
24. Their gender
Their age
Level of education
Income
Do they need the
product or is it a
luxury?
How will they use the
product or service?
What do your customers
value most?
Do they impulse buy
or do they save
for it?
Where do they
get their decision
making information?
Where are your
customers located?
42. ... so why are
you still trying to
find sales like it’s
the 90s?
43. Report: How Engineers Find
Information (Q4 2016)
INDUSTRIAL ENGINEERS
Nearly 70% turn to search
engines to find information
44. Report: Wolters Kluwer Health
Point-of-Care Survey (2011)
DOCTORS
Nearly half frequently use
search engines for diagnosing
their patients
45. At the start of their buying
decision.
Once they have narrowed
down the options themselves
to a couple of suppliers.
Only to confirm pricing or
delivery details.
20%
25%
55%
At what point B2B buyers want
to engage with suppliers
BUYINGDECISION
46. THE INVISIBLE BUYER
Visits your
website, takes
your information
and writes you off
without you ever
knowing you were
in the running
47. Pay per click
Landing pages
Nurturing
Follow-ups
Email capture
Re-marketing
SEO
Email marketing
LinkedIn
Personal brand
Social
Branding
PR
Direct sales
Strategy
48. 2% Ready to engage
18% Decision-making
80% Passive / checking
you out80%
18%
2%
Visitors to your website
50. Limbo Deciding
Trigger
point
SaleAware
of a need
Visits your site
for first time
LinkedIn
request
LinkedIn Articles
Clicked on
link in email Meeting
Email
exchange Follow-up call
Email marketing
Download
PDF&
capture
email
Customer buying timeline
52. Limbo Deciding
Trigger
point
SaleAware
of a need
Visits your site
for first time
LinkedIn
request
LinkedIn Articles
Clicked on
link in email Meeting
Email
exchange Follow-up call
Email marketing
Download
PDF&
capture
email
54. Send personal email & connect on LinkedIn
Added to sector specific mailing list
Contact shows interactivity
Follow-up call / email
Initial meeting
Sale
55. Digital marketing doesn’t get rid
of the need to sell
It gives you the opportunity to
have better sales conversations
with the right people
59. Online pharmaceutical spam works
to a 0.00001% conversion rate.
Have to send 350 million emails
to generate 28 sales.
Spamalytics: An Empirical Analysis of
Spam Marketing Conversion (2008)
TARGETING
61. There are 5 reasons why people
don’t buy from you:
No need
No money
No rush
No desire
No trust
TIMING
62. Limbo Deciding
Trigger
point
SaleAware
of a need
Visits your site
for first time
LinkedIn
request
LinkedIn Articles
Clicked on
link in email Meeting
Email
exchange Follow-up call
Email marketing
Download
PDF&
capture
email
Customer buying timeline
65. Customers are not sat waiting for
your email to land as the answer to
all their problems.
At some point you have to pick up
the phone
66.
67. Pay per click
Landing pages
Nurturing
Follow-ups
Email capture
Re-marketing
SEO
Email marketing
LinkedIn
Personal brand
Social
Branding
PR
Direct sales
Strategy
68.
69. Google made $90 billion last year
$80 billion came from
advertising revenue
Source Alphabet Fourth Quarter
and Fiscal Year 2016 Results
78. Google is in charge
(not you, and not an
SEO company)
Mobile search favours
mobile-friendly sites
Can only target one
keyword per page
Slow: off-site and on-
site techniques require
long-term strategies
Search Engine Optimisation (SEO)
79. Instant results
and budget control
Only pay when
someone has a
genuine interest
Can directly target
all keywords (even
competitor product
names and brands!)
Exclude keywords
Pay Per Click (PPC)
82. 3 seconds
That’s how long someone takes to make
their mind up about your company when
they first visit your website
(You can't prove your credibility in that
time using words)
83.
84.
85. Branding in the digital world
Always online
Always there
Always ‘on’
103. Pay per click
Landing pages
Nurturing
Follow-ups
Email capture
Re-marketing
SEO
Email marketing
LinkedIn
Personal brand
Social
Branding
PR
Direct sales
Strategy
104. What are you going to do
right now?
Over to you