Getting the Most out of online Marketing Torrington & Honiton
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This document discusses strategies for modern marketing and customer relationship management. It covers optimizing websites for search engine optimization and mobile responsiveness. Social media engagement and content creation strategies are outlined. The importance of listening to customers and measuring the customer journey with a CRM system is emphasized. Predictive analytics can provide customer insights to improve targeting and retention.
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Getting the Most out of online Marketing Torrington & Honiton
- 2. So where are we???
- 5. The world has changed • Instantaneous response • Accessibility • Transparency • Accountability • Higher Expectations
- 9. How many pages do you have? • 47% of site visits from organic source • High levels of content • Broad phrase approach
- 10. Search Engine Optimisation • Get the basics right • IS YOUR WEBISTE MOBILE RESPONSIVE??? – Good quality relevent content – Good Quality Link building – Deep Linking – Sitemap – At least 200 words per page – Content, titles. Paragraph titles – Image titles, Page titles – Images – Update your site regularly – Does your Domain include Keywords? – Use Google Adwords for Keyword searches
- 11. Useful SEO checker – www.seositecheckup.com
- 12. 2. Think Mobile
- 13. Mobile
- 15. Aurasma • http://blippar.com • Create your own…and … tap-to-buy
- 16. Think mobile.. Is your marketing mobile friendly? • Your presence in databases in even more important – Wikipedia, TripAdvisor, review sites. • Make sure your website works well on a range of mobile devices • Check you can accept payments - sales • Review your check-in options • Create augmented reality applications, mobile promotions, vouchers, deals
- 18. Our phones are now our wallets - mobile payments Through our Mobile numbers
- 19. PayPal Here £69 to buy - 2.75% for payments using Chip and PIN cards and PayPal check-in
- 20. 4. Be Social
- 21. Social Media – Trends for 2015 • Vlogging will continue to grow • Social wallets • Social Platforms more interest based • Ability to humanise your brand - This will be the single-most important factor in social media success in 2015
- 22. Listen Google Alerts Twitter Google Reader Share & converse Twitter Facebook LinkedIn Pinterest Newsletter Content creation & Broadcast You Tube Blog Flickr iTunes/podcasts Community building Forum Facebook Groups LinkedIn Groups Virtual worlds Social media engagement ladder – Don’t be afraid to go back to basics Less time More time
- 23. Listen
- 24. Listen • Listening for social cues – Listening for your brand and reputation • Listen to hashtags for mention of needs # • Check social media search terms – Check out your reputation • Check SERPs of your phrases • Check review sites • Ready crisis management plan
- 25. Hashtag ideas • Sector specific • #windpower • #climatechange • Geographic specific • #northdevon • #devonhour • Campaign specific • #greenenergy • Media specific • #journorequest • #prrequest
- 27. #journorequest
- 29. How do you find influencers?
- 31. Create
- 32. Adapted from ‘Media Cloverleaf’ by Richard Edelman ‘Content first’ strategy ‘Tradigital’ E-news Forums Digital magazines Traditional Media Press Social networks Facebook Twitter YouTube LinkedIn Website Responsive design Mobile enabled Owned Content Video, blogs, photos Create Once Post Everywhere
- 34. Embedded content - Addition of video Marks & Spencer • In one year, 3m minutes of video content viewed • M&S Consumers who watch the videos stay 2x longer on the site as those who do not watch them. • Boosted Basket Size 25%
- 37. How does it make you feel?…. Where is the product?....
- 38. 5. CRM – Measure Your Customer Journey5. CRM Measure your Customer Journey
- 39. What is a CRM? (Customer Relationship Management)
- 41. How do you record your customer information? Is it secure? What happens if your computer stops working? Can all of your team access it when they are out and about?
- 42. Why use a CRM? • A CRM can connect every area of business that touches the customer – – Marketing – Sales – After sales support • And areas which the customer may not see – Finance – Accounting integration CRM moves the company from a product centric focus to a customer driven focus.
- 43. What can a CRM system do? Collate customer information • Enquiries received • Telephone calls made/received • Meeting notes • Business cards received • Leads Generated • Letters/Emails sent & Received • Attendees to Seminars • Website hits • Project plans
- 44. Inputs from many sources
- 45. Customer relationship management systems
- 48. 6 week content planner w/c --------- --- 1 2 3 4 5 Planned events/seas onal fixtures Video Photos Blog Facebook Twitter Pinterest
- 50. • Schedule posts for most popular times of the day • If you schedule – don’t forget to be available for responses • Work with your planned business activities • Think about seasonal opportunities • Create your own opportunities!
- 52. Think before you post!!!
- 54. • Always Respond Online • Acknowledge all of their opinions • Explain what you are doing to change things • Always try to respond to all customers
- 55. Align Your Brand
- 56. Mulberry – ‘hand crafted in Britain’ brand Commissioned a series of focusses on similar brands • Wedgewood • Aston Martin • Mackintosh Saying – ‘we are like these brands’ #mulberryteacup
- 60. 6. Gain Customer Insights 6. Gain Customer Insights
- 61. • We are creating 2.5 billlion GB of data every day • In the last 2 years we have created 90% of the data on the planet
- 63. The Internet of things
- 64. Understanding analytics • Who are your visitors • How do they get to your site • What do they do once they are there
- 65. Predictive Analytics Want to predict who your customers will be? Predictive analytics can help do that…. • Tesco– can predict the exact day customers will return and the amount they will spend within £10 for around 20% of their customers • issues100m personalised coupons at checkout. PA has increased redemption rates x 4 times. • Mobile phone company – have successfully predicted mobile subscribers that are 10x more likely than average to cancel • HP – PA models generate ‘flight risk’ score for all employees. Estimates $300m savings
Hinweis der Redaktion
- Now called ‘splinternet’
- http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf Google most popular in UK Bing is bigger in the US This shows how Google is still clearly the leader of organic visits compared to other search engines.
- Matt Cutts – How search works
- Content content content People ignore this DO you know how many pages you have on your website Mens wellies search brings up mole valley
- Get the basics right. Make sure each page has the 2. Google sees that when people link to your website as a vote Site maps Site : Shows how google indexes your site 3. BBC indexed every minute
- Mobile stats video That shows us how important mobile is One that stands out (apart from the toothbrush one) is that we carry our phones for 14 hours a day Mobile combines B2B & B2C as at work in B2B then when we go home we are B2C
- Aurasma is a radical piece of technology that represents the future of how we use our mobile devices by bringing the physical and virtual worlds together for the first time. Available on smart devices, Aurasma was created out of technology that is capable of recognizing images, symbols and objects in the real world and understanding them. It can then deliver digital content in real time, including videos, animations, audio or webpages
- Working with insurance companies and local companies Small business – turnover £150k without any admin help 5 part time Contract staff Using mobile not about superfast broadband? On average we use 0.27GB data on 3G and 2.3GB data on wifi – factor of 10 difference Invoicing from his phone – photographs all receipts goes straight into Xero. Takes payments with PayPal and PingIt. Uses Skitch and Kuler to check colours nad show clients notes. Ping it – up to £300 Skitch
- Morgan Stanley believe mobile web will outstrip desktop web by 2015 Daily active mobile users on Facebook grown 15% in 2014 – mobile is no longer a secondary channel, it’s becoming first-choice; Customers want to hear the truth from other customers – not so much brand themselves; growing emphasis Are phones are now are wallets – Buy button on FB and Twitter trailing Social Media a financial arena as well as a social one Social networks are more likely interest-focused – uniting users through Common hobbies and passions; image based sites Instagram, Pinterest and Tumblr; Google +; how we consume updates (images over text based; video’s GIF’s
- Listening Broadcast Content Community you can set up searches keyword and your business name Listen to competitors Google Alerts Create opportunities River Cottage
- Want everyone to know that what I am saying is about this particular conversation/subject Journo reqquest – Helen Kindred rose – Country living
- #journorequest – Country Living, Small Business Sunday, Great Interior Design Challenge Selling all over the world Now most of stock sold on Facebook
- Influencers Fern Cotton In style magazine
- hootdsuite
- Used on 6 different channels – including websites blog e-newsletter COPE = Create Once post everywhere
- Show the video – this video footage was then used Content first strategy You tube Show the video – this video footage was then used Not professionally filmed just on smartphone Embedded advert Put in newsletter Used same content through all communication channels
- Create customer journey This is what they allow you to do
- A central CRM system for Enquires, leads Customer sales Customer service handling Can record telephone conversations Can provide reports Use data to provide forecasting Be a mine of intelligence Accessible from anywhere for all staff to input and use
- Social Media Telephone Email Staff input
- Sugar – around £35 a month Capsule £8 per month per user or free for 2 users
- schedule
- The teacups were sent with the invites to London Fashion week - The invites even had their own hashtag, #mulberryteacup, which was mentioned in 147 posts. This was the most talked about and engaged social media throughout London Fashion weelk
- What
- By applying intelligence to data we can build data into Informatioon Knowledge and wisdom
- This is the basics What did they type into google What did they buy… Did they buy?
- Where is this going.. Source: Eric Siegel Predictive Analytics 2013 Source: Eric Siegel Predictive Analytics 2013