The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
Marketing for success_p2
1. Marketing for
Success
Marketing your Centre in challenging
times.
Brant Early Years Centre Nov. 2013
Presented by: Gordon Diver, Diverse Achievements
Gordon Diver - Diverse Achievements - www.diverseachievements.com
3. Week 1 - Review
Your Customer Persona
•
What did you take away from your
exercise?
•
What additional resources would
you like to help identify who you
need to connect with?
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
4. Week 2 – Goals
•
Week two – Off line and On line
Communication:
Understand the difference between on line
and off line;
Look at influence, persuasion and clarity in
your communications with your communities.
Talk briefly about off-line marketing tactics;
Begin our online discussions with your hub;
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
5. Remember, it’s not about you.
Marketing’s role is to reach
customers and compel them to
purchase, use and repurchase your
service. Unfortunately, most
customers don’t care about you or
your company – they are interested
in their wants and needs.
Your challenge is to demonstrate
that your service fulfills their needs
and is in not only the parents but the
children’s best interests.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
6. Questions your prospects need answers to
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
7. Your Positioning Strategy
You’ve identified your
prospects, customers and
influencers, now what?
It’s time to position yourself in the
market.
Options:
Position against a competitor.
Emphasis a distinct benefit.
Affiliate your company with
something the customer values
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
8. Positioning Statement
Make sure your are reaching the right customers with the right message.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
9. Clarity
We often understand something better when we
see it in comparison with something else, than
when we see it in isolation – Robert Cialdini
We see the clarity principle at work here. Clarity
depends on contrast. The blind man’s sign
moved people in the park to empathize with him
by starkly comparing their reality with his.
In looking to persuade prospective
parents to consider your
facility, provide clarity. Video sourced from YouTube:
Power of Words by Andrea Garnder www.andreagardner.com
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
10. Dr. Robert Cialdini - Influence
The 6 Steps to Influence are:
•
Reciprocity
•
Authority
•
Scarcity
•
Liking
•
Consistency
•
Social Proof
To learn more check out: this video
Gordon Diver - Diverse Acheivements - www.diverseachievements.com,
11. Defining Your Voice
Integrated marketing is about
telling a story.
Know what you want to say
about your brand and then
invite them on a well-planned
journey.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
12. Off Line Marketing efforts
Off line advertising efforts
can be great for building top
of mind awareness – or in
this case guerilla marketing
example, maybe not quite so
successful. Which do you
prefer?
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
14. Content and Context
Content - to drive traffic
to the hub (website/blog)
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Knowing that the same piece of
content can be viewed differently
based on the receivers context
15. Context - where are they on their journey
To create content with context, you’ll
want to understand these three things
about your customers journey:
Their motivations, pain points, and
role in the buying process,
Where along their buyer journey they
are most likely to get stuck (road
blocks, fears),
How you can get them unstuck and
help them continue their journey to
the end.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
16. Goal of content marketing
Build awareness
Build interest
Build trust
Consume your information
Convert to a customer
Transform into advocates
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
17. Content for your Persona
Persona
Persona Tone
Content Type
Content Tone
Content
UNAWARE
Needs Unknown
Interruptive
Address their pain
Industry News, Trends,
Issues
HESITANT
Need Awareness
Educational
Assist to Compare Quality Best Practises "How to" Blogs
INVESTIGATIVE
Needs More Info
Educational
Nuture self-qualification
Unique Features, Benefits EBooks
INVOLVED
Needs Confirmed
Validating
Relieve feeling of risk and
doubt
Case Studies, Comparative
Info
COMMITTED
Needs Meet
Validating
Demonstrate
Differentiation
Analysts Reports,
Testimonials
INVESTED
Needs Solved
Exclusive
Informative, Peer-to Peer
Exclusive Offers, "Insider"
Tips
20. Content Success
1. Set Strategic and Measurable Goals
2. Establish who your Audience is
3. Focus on the right social media platforms
4. Take advantage of tools to schedule, monitor
and analysis your efforts
5. Create evergreen content
6. Use “Call-to-Actions” to drive traffic to your hub
(website or blog)
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
23. Yellow
pages
Search Results – what you need to know
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
24. How do you rank?
7 Tips for SEO Success:
Care about your visitors – be genuine, provide content that adds value and answers
questions.
Create share-able content - it’s not about building links, it’s about creating content that
people want to share
Build relationships not links – get to know people and let them get to know you
Provide a quality experience – don’t skimp on your website design and think about SEO
before you build or re-design
Be generous – give away great stuff for free and promote other people’s great content as
well
Don’t hide from search engines – stay away from using Flash or Ajax for important
content and be sure to submit your sitemaps to the search engines
Share your content – make the most of social networks to distribute your content and
reach a wider audience
Source: discover-your-customers.com Nov 2013
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
25. Directories
Know WHERE your listed and
ensure that your listing is
ACCURATE and drives traffic
back to your site.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
27. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
28. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
29. Directories – Which ones should you be in?
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
30. Content Plan
•
Create a few basic templates
for types of content
•
This will help you put content
together more
quickly, efficiently, and
consistently
•
Will also help you keep track
of content to recycle
This is an example for a web
page, works for blog, video etc.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
31. Content Curation
Benefits to Curating:
Ease the demand to
constantly create original
content
Generate new ideas for
content to share
Agility – able to respond to
trends quickly
Add other points of view
Enable your audience to
share and contribute
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
32. Content Calendar
To set up your social content calendar:
1. Choose a topic or topics
2. Set up a schedule
3. Develop a curation system
4. Schedule posts (from within
Facebook or with a third party like
Hootsuite)
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
33. Blogging
Blogging is a low-cost alternative or
addition to having a web presence.
Web pages are usually static, blogs are
not and therefore help with SEO.
For small business owners, blogging is a
way to create dynamic and relevant
content in a timely basis.
Websites with blogs convert 57% more.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
34. Blogging – What are your goals
First set of Goals:
Though Leadership
Awareness
Visibility
Promotion
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
35. Second set of Goals:
Product
Sales
Leads
Acquisition
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
36. Best Practices for Goal Two
Solve or Share:
Your blog should either solve your customers’ problems or
share helpful resources.
Write blog posts about what your readers care about.
Think about frequently asked questions as fuel for blog
posts.
Blogging is a chance to connect with your prospective
customers in a real time way.
Keep in mind that your blog needs to be a part of your
business and a continual part of your lead generation
efforts.
Your blog won’t magically build your business without
active and ongoing promotion and participation.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
37. Goal #3
Retention
Customer Feedback
Focus groups
SCRM
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
38. Types of Blogs
How-To Post – How to do something
Lists – Best of ...
Curated Post – Share others and
comment
Thought Leadership – Posts that
“make your reader go Hmmm”
What/Why – Explain a concept
Story – Feature a story about your
team, client, situation
FAQ – Answer the most common
questions you get (CX)
Interview – a industry leader, client
or staff
Other Content – SlideShare
deck, Video etc.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
39. Blog Template
Be specific. Pick a topic
for each post and stay
on it.
Use language that
creates excitement &
interest.
Use a template for a
standard format and to
organize your thoughts
and ideas.
Link to additional
content sources on your
own or others’ web
sites.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Core Topic/Theory/Issue
Opening paragraph with summary of topic and
key concept.
(Set some tension here pros & cons of the issue.)
Counter Theory/Issue
Discoveries, advantages &/or obstacles.
Elaborate on Theory/Issue
Describe what it means, what your opinions are.
Conclusion/Guidance
End with Insight - Solutions/Suggestion (Bullet
points)
ALWAYS end posts with some sort of important
question. You want people to engage, to
comment, to argue, to ask more questions.
40. Expanding Content – 4 into 1
Source: Stanford Smith, Pushing Social
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
41. QuickSprout – SEO analysis
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
44. Homework
For your homework:
1. Let’s turn your 200 – 300 word story into a blog post. What is the key
theme of your story that you need to communicate with your
audiences that you’ve defined. Choose one persona and write for
them.
2. Write your positioning statement I’ll ask for volunteers, but it is really
for you to help clarify your brand with your markets.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
45. Resources:
To help you prepare:
1. Content Marketing Framework:
http://contentmarketinginstitute.com/wpcontent/uploads/2013/03/CMI_Framework.pdf/ CMI
2. Building Your Blog from Social Media Today – SlideShare post
on structuring your blog.
3. Evernote: A great tool to capture and store blog
ideas, concepts for curation
4. Building a positioning statement: Sean D’Sousa discusses how
to build your effective unique statement (11 min video)
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
46. Survey and Thank You
Next week we’ll dive into the key social channels. Now that you have identify
your audience and their concerns/interests, we’ll discuss how to share the
information with them that they need and want..
To help I’ve compiled a short survey to help me understand your business
and use of social media, either personally or professionally. What concerns
you have with integrating social into your current marketing efforts. You’ll
find the link here and it would be very useful for me to tailor our
discussions. You can access it here.
Reminder that you’re entitled to a no obligation 1 hour consultation of your
online presence. You’ll receive a report of what you may be able to improve
on to increase your traffic.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Hinweis der Redaktion
Housekeeping: Bathroom locations Break Questions Your learning objectivesStyle: Have slides and will link out to the web to show videos and demonstrate techniques Have a free flow session, but if we go too far, will ask you to park your question in the parking lot When I do these, we’ll (which means you) will have some work to do – Any objections to reporting back?
My informal research showed me that this topic matters and is universal.
Week Two: Which are the best social media channels for your businessWeek Three: Digital ContentWeel Four:The Basics of Analytics and Proposal Writing.
Marketing CommunicationThe reason for focusing on your customer profiles, it will help you craft your messages and what to focus on.
What are your most frequently asked questions? What questions do you believe are most important to your parents?What objections do you get when chatting with prospective parents?Resource Page – Uploading a one page design your positioning strategy for you to work on .
Options:Position against a competitor – think Apple vs Mac / TD Bank rates vs BMO ratesEmphasis a distinct benefit – The only restaurant with baked sweet potato fries (pioneering strategy)Affliate – carry 1,000 songs in your pocket – The toothpaste most often recommended by Dentists – virtues of the other to rub off on your brand.
Positioning strategy – questions you need to answer for yourself - What type of customer your targetWhat you do for that customerHow you do itWhy you do it better than competitorsThen build a statement that can’t sell products per se, but can be used to design your marketing communications. All of your marketing efforts, online, offline and PR should work to convince customers of the points that your statement covers. Any time you reach your customer/prospect at an influence point, you’ll want to ensure that you are communicating within your positioning statement.
My informal research showed me that this topic matters and is universal.
Influence:Reciprocity – Obliged to give back to others when you receive – People are more likely to say yes (Restaurant example: mint 3%, 2 mints 14%, 1 walk come back 23% )Authority – Follow the lead of credible, knowledgable experts – recent quiet studyroomvs isolation room – PR person kept ensuring the staff are highly trained professionalsScarcity – Simply want more of those things they can have less of – example, guitar discussion Brazilian wood – endangered, but refurbished. Need to point out what is unique and what they stand to loseConsistency – People like to be consist with things they previously said or done, Activated by looking for and asking for initial commitments that can be made – sign example drive safely campaign – no takers, but 4x increase in next neighbourhood that had accepted a small support postcard 10 days earlier. Looks for voluntary active and public commitments – other example having people fill out there own appointment card.Liking – Like people who are similar to us, like people who pay us compliments and people who cooperate with us toward a common goal – be sure to look for areas of similarity you share and genuine compliments you can give. Social Proof – If uncertain, people will look to the actions and behaviours of others before they determine their course of action
Your story – Creating a journey for your customers (or recognizing where they are on their journey) allows them to interact with your at various points of influence, and once you’ve captured their attention, provide validation that they are on the right path – provide them with a strong story with meaning, purpose and direction. That way they’ll have a reason to continue to come back to your site, no matter where they are on the path – awareness, interest, information, decision, support and advocacy.
We have a client that we work with who has an integrated campaign. We have a web site, pay for online ads with Google and spend a great deal of money on radio advertising. Because of the nature of their audience and the sensitivity around their service, we’ve identified some really unique lessons. Quick question, on your way in this morning – what was the most memorable ad that you saw or heard? Where was it and what got your attention?
Have you heard the phrase “Content is King”. Seems like content is a new trend in marketing, when in reality, it’s been with us all along – the mechanisms and speed of sharing our messages is what’s changed. Our goal in content marketing is to provide information that educates, entertains, promotes and creates engagement opportunities. Those opportunities are designed to create a dialogue with your communities (prospects, customers, staff, vendors, collaborators, influencers).
The fact that the same "content" can have a totally different meaning (or function), if it is put in a different context, may be elusively obvious, i.e., it is both self-evident and extremely significant.For instance, a cell in a human brain may be considered not very different from a cell found in an arm, biology-wise. Yet, the function that the former fulfils is totally different from that of the latter. The implication of this fact is that there is no big intrinsic difference between these two kinds of cells.The same metaphor may be used for the difference, say, between an important politician and an ordinary civilian; both of them may be very similar, from the points of view of their biology, physical abilities, behaviour, IQ, education, etc., but the function of their thought and behaviour may be totally different. Again, the difference between the two may not be as big as it seems.This difference of function is closely related to the concepts of "Chunk Up" and "Chunk Down"; the same elements can have a totally different function or meaning, depending on which logical type they are situated in.It is interesting to note that the same element can become both a context (pattern, rule, etc.) and a content (detail, result, etc.) depending on which logical type it is placed in. More specifically, the same element which is a context on one logical type can become a content on a higher logical type, and vice versa.
Your prospects and customers are all on a journey.
As you can see, marketing touches more than just the acquisition phase. As you look to market, you’ll want to be aware of who you customers are and what issues they are trying to solve (pain points).Are all you customers and prospects coming to you for the same reason?Where do they currently turn to get the answers they need?What motivates them to place their children with you? Give Simon Sinek babysitting example (16yr from neighbourhood and 34 Let’s take a second to list some of their needs.
Thing that effect your customer persona:DemographicsPhyscographicsGeography
As you can see, marketing touches more than just the acquisition phase. As you look to market, you’ll want to be aware of who you customers are and what issues they are trying to solve (pain points).Are all you customers and prospects coming to you for the same reason?Where do they currently turn to get the answers they need?What motivates them to place their children with you? Give Simon Sinek babysitting example (16yr from neighbourhood and 34 Let’s take a second to list some of their needs.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
As you can see, marketing touches more than just the acquisition phase. As you look to market, you’ll want to be aware of who you customers are and what issues they are trying to solve (pain points).Are all you customers and prospects coming to you for the same reason?Where do they currently turn to get the answers they need?What motivates them to place their children with you? Give Simon Sinek babysitting example (16yr from neighbourhood and 34 Let’s take a second to list some of their needs.
Let’s move on line – As you can see it’s more than just your website
This search was a quick look using the keywords or string “Day care in Brantford” Note that the top is all ads for the most part and then the city’s websites – most discouraging for this group to my mind was the fact that the Private Home Child Care provider came up so high.
So we scrolled down a little bit
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.