Digital marketing hints and tips for small businesses

1. Digital Marketing and Growth Hacking
Tips and Tactics

2. Page 2
What are your marketing
challenges?

3. Impact is not created by
big budgets. It is created
by innovative marketing
approaches

4. What is marketing?
Who
What
Why
When
Your customers
Your product /
service
Is there a pain?
Purchase
occasion?

5. What is marketing?
How
How will your
product be used?
How will you let
people know?
How will people
buy it?

6. Before we start – do you know?

8. Personas

9. Personas
What were their pain points?
What products did they buy from you?
What did they like/dislike about your
communications?
How to build your business personas

10. Some questions to consider
• Who is your ideal customer?
• Which marketing campaigns have you seen the most success from?
• What is the typical buyer journey of your customer?
• What stops the buying process?
• Why do you lose to competitors?
• Why do customers choose you over the competition?
• What pain points do you solve?
• How do you justify the price of your product/service?

12. What is digital marketing?
The process of building and
maintaining customer
relationships through online
activities to facilitate the
exchange of ideas, products and
services that satisfy the goals of
both parties

13. The benefits of digital marketing
1. Puts the consumer in control
2. Provides convenience
3. Increases satisfaction
4. Drives brand loyalty
5. Reduces the selling cycle
6. Reduces the cost of sales
7. Builds your brand
8. Is measurable
9. Cost effective

14. What are the key digital
marketing methods?

15. Digital Marketing
• Key components
− Website design
− Search engine optimisation
− Pay per click
− Social media
− Email marketing
− Display advertising
− Content marketing

16. Competitors
What are your competitors doing?
Who are they? What are they doing that I
like?
What are they doing that I
don’t like?
Local, regional and
national
What can I learn? Maybe something is
missing?
Know them, follow them,
like them
Is it transferable? What can I learn?
Any good ideas? How can I use it to my
advantage?

17. Competitors – who are they, what are they saying, where are they saying it?
Competition
Where are
they saying
it?
What are
they saying?
What are the
key
benefits?

18. Focus on digital marketing
Objectives
Targets
ChannelsMessages
Feedback

19. Define
actionable
goal
Implement
analytics to
track goals
Leverage
existing
strengths
Execute
the
experiment
Optimise
the
experiment
The Digital Marketing Process
Repeat

20. How do you currently
measure the success of
your marketing efforts?
How could you?

21. Goals and metrics
Acquisition
• Unique visitors, number of pages, number of clicks
• Time on site, visitors by source
Activation
• Unique visitors – sign up, sign up conversion
• New account creation, opt in conversion
Retention
• Email click through, multiple log ins, length of use
• Returns to complete profile, returns to share
Referral
• Shares via email, social media
• Invites, referral conversion
Revenue
• Paid conversion, Leads by source, leads to sale conversion
• Sales, revenue

22. Awareness
Interest
Desire
Action
Attract
Engage
Nurture
Engage
Remember the journey
ModernVsTraditional
Customer doesn’t
know me
Customer has
heard of me
Customer starts to
listen
Customer buys

23. Promotional marketing
In your view what is the
most overrated marketing
tactic?

24. Page

25. What marketing methods
do you use and when in
the journey?
Can you map out your
journey?
Awareness
Interest
Desire
Action

26. 3 P’s of getting visitors
Pull
• Blogging
• Podcasts
• Guides / Whitepapers
• Infographics
• Webinars
• Presentations
• Seo
• Social Media
• LOPA
Push
• Purchase Ads
• Promo swap
• Affiliates
• Direct Sales
Product
• Network invitations
• Email
• Phone
• Social
• Social sharing
• API integrators
• Backlinks
• Incentives

27. 3 P’s of getting visitors – which ones work?
Pull Push Product
Which ones work depend on whether you are:
B2B vs B2C
Service vs Product
Commodity vs Capability

28. B2B vs B2C
• B2B products and services may require a more significant investment.
• B2B products and services are often complex, requiring a steep learning curve.
• The B2B evaluation process can be extensive, perhaps including a Request for Proposals (RFP) or an
on-site evaluation (PILOT).
• The purchasing decision often involves multiple individuals from different departments and levels
in the organization.
• When targeting businesses, your campaigns need to focus on logic. When your audience
is individual consumers, the decision to purchase is more emotionally based.

29. LEAD GENERATION

30. Lead generation
IDENTIFYING LEADS
NURTURINGLEADS
QUALIFIEDLEADS
OPPORTUNITIES
CUSTOMERS
People who have displayed the intent
and ability to make a purchase
decision within a reasonable
timeframe.

32. SOCIAL MEDIA

33. Social Media as Lead Generation
Which platforms do you
use most?
Which are the most
effective?

34. Which social networks do small businesses use regularly
0%
5%
10%
15%
20%
25%
30%
30%
22%
14% 13%
7%
3%
11%

35. Which social networks have the most potential to help small business
0%
10%
20%
30%
40%
50%
LinkedIn Facebook Twitter You
Tube
Google + Pinterest Other /
None
41%
14%
3%
16%
4% 2%
20%

37. How do we measure social media
• Analytics tools
− Google Analytics
− Facebook analytics
− Twitter analytics
− LinkedIn analytics

38. SEARCH ENGINE OPTIMISATION

39. SEO
Advantages
• Your website will be found
• Improve your competitive edge
• Cost effective
• Free traffic
• Higher sales
• Measurable results
• Increased visibility
Disadvantages
• Website owners have no idea what search terms will be
used
• Fresh content is important but hard to keep doing
• Its hard work and time consuming
• No one really understands how Google works
• If your competition is high its harder
• Takes a long time to see the results

40. Basic SEO strategy – tips and tactics
• Keyword research
• Unique and relevant titles on each page
• Write for users not yourself
• Optimise content for keywords
• Content is king – create great content
• Name images
• Include google analytics

41. Keyword research

42. Keyword research

44. Lead Acquisition

45. http://www.yourwebsite.com
Identifying
leads

46. Activating Visitors
• Where do you engage with potential customers?
• How do you engage with them?

47. Activating visitors
Visitors
Launch Page
Copywriting
Calls to
action
Onboarding
Gamification
Pricing
strategies

48. Activating Visitors
• Launch page
A launch page is a landing page that you put up before your product is even public, and the goal is to
collect email addresses of visitors so that you can inform them about your product when you do go live.
− Use it to get traffic not just activations
− The headline and sub headline are everything – get attention
− Emotional imagery – not just a headline and sub head – use an image to generate ties to your product
− Don’t let your list grow cold
− Post to betal.ist or erlibird.com – sites specialising in pre launch products

49. Launch page
• The goal of a launch page is to validate one or more hypotheses, not
to collect emails or sell, which is a nice by product of the
experiment.
• Elements
− Traffic – generate traffic with ads, social media or existing channels
− Headline – Craft a headline that speaks to your potential customers and introduces the
value proposition
− Value proposition – ensure your value proposition is clear and tangible to potential
customers
− Call to action – get website visitors to perform an action that you can learn from
− Outreach – Reach out to people who performed the call to action. Investigate why they
were motivated to perform the action
Total audience
addressed
Visitors to
website
Visitors who
performed the
action
Visitors who are
willing to talk to
you

52. Activating Visitors
• Copywriting
If you want people to take a certain action, and not bounce, then the words you use are more important
than you realise.
− The headline should mention your unique value proposition
− The sub head should further explain your unique value proposition
− The more expensive the product the longer the copy should be
− Different audiences will respond best to different benefits and words
− Use testimonials where possible to social proof your copy – people buy from people

53. What makes content more sharable
Articles with
images get
94% more
views
36% of
readers prefer
a headline
that starts
with a number
Articles with
more than
2400 words
rank higher on
google
36% of the
top stories on
facebook
contained
video
Content
creation
ranked as the
most effective
seo tactic by
53% of
marketers
78% of
consumers
prefer
organisations
that create
content

54. Don’t just write a blog for your own website
Can you repurpose it into:
• A powerpoint for Slideshare
• A podcast for iTunes
• An infographic for Instagram
• LinkedIn post
• Use it for PR

55. Activating visitors
• Calls to action
The best way to get someone to do what you want is by giving
them a clear call to action

56. • Pricing strategies
Getting someone to make a
purchase is really just a unique kind
of activation. You are getting a
visitor to take a certain action, that
action just happens to be making a
purchase.
− Multiple tiers
− Suggestive tier naming
− Free trials
− Discount codes
− Bundling

57. Nurturingleads
Nurturing leads

58. Lead Nurturing

59. 50% OF QUALIFIED LEADS ARE NOT READY TO PURCHASE
IMMEDIATELY. (SOURCE: GLEANSTER)
COMPANIES THAT EXCEL AT LEAD NURTURING GENERATE
50%MORE SALES READY LEADS AT 33% LOWER COST.
(SOURCE: FORRESTER RESEARCH)
NURTURED LEADS MAKE 47% LARGER PURCHASES THAN NON-
NURTURED LEADS. (SOURCE: THE ANNUITAS GROUP)
Nurturingleads
Nurturing

60. Email automation
• Once the lead’s email is obtained and they have clicked, use email marketing to nurture it further,
providing the lead with fresh content on a regular basis. This can even be automated based on their
behaviour on your website. Meaning you communicate in a relevant and timely manner!

62. How do you currently use
email marketing?

63. 10 great email opportunities
1. New content email
2. Product update email
3. Digital magazine or newsletter
4. Event invitation
5. Dedicated send
6. Internal update
7. Confirmation email
8. Form submission thank you
9. Welcome email
10. Lead nurturing email

64. E-commerce Complex Biz Onboarding Personalized Growth Funnels
• Cart
abandonment
• Upsell
• Upcoming product
• Feedback email
• Long sales cycle
• Content rich
education
• Multi-channel
marketing
• Training emails
• Post signup
emails
• Event workflow
• Birthday
Triggers
• Suggestions and
recommendatio
ns
• Prospecting
outreach
• Hack followups
Who Should Use Email Automation?
Email Automation should be used by all business: B2B, B2C, small, medium and large.
• End of trial conversion up
10%
• 3 sets of expired email
automation converted by
2%
Source: groovehq.com
• Remarketing within 12 hours shows best return
• 26% among those who were remarketed converted
8%.
• Emails within 1hr generates 105% more revenue
then after 24hr
Source: Selligent.com
• End of trial conversion up 10%
• 3 sets of expired email automation converted by 2%
Source: groovehq.com

65. Top 7 Benefits of Email Automation
1. Lower lead generation costs
2. Save money
3. Save time
4. Increase sales
5. Increased repeat purchase
6. Provides measurable results

68. Lets build a workflow

69. Email Remarketing Campaigns
Potential
lead
Visit your
website
Get contact
email
address
Send email
campaign(s)
When clicks look at what
the individual has been up
to. They may even reply
directly.

70. Emails

71. info@communigator.co.uk
Latest News
If you cannot read this email, click
here to view it in your browser.
CommuniGator
Latest News
If you cannot read this email, click
here to view it in your browser.
Daniel Hare
Latest News
If you cannot read this email, click

72. info@communigator.co.uk
Latest News
If you cannot read this email, click
here to view it in your browser.
CommuniGator
Latest News
If you cannot read this email, click
here to view it in your browser.
Daniel Hare
Latest News
If you cannot read this email, click

73. Latest News
Download our whitepaper
January Newsletter
Free webinar next Tuesday
Dan, take a trial of X today
Offer must end Friday

74. Aaron Yates
Your BMW contract
Hi Lee, we wanted to let you know that
your BMW contract finishes on 31st
October.

76. Recipients scan headings
and do not read text
Heading and sub heading
copy is critical
Recipients scan down
the left margin
Large fonts work well

77. Key calls to
action and
links should
be inside the
“F”

78. Intrigue
Discover
Consider
Decide

79. INTRIGUE

80. DISCOVER

81. CONSIDER

82. DECIDE

83. Email feedback

86. Digital content marketing activity

87. • What methods will you use to:
− Inspire
− Entertain
− Convince
− Educate
Can you plan your own
content marketing
activity?

88. Listen
Goals
PlanExecute
Analyse
• Find out what your
audience is saying
• Where are they
spending their time?
• What are your
competitors doing?

89. Listen
Goals
PlanExecute
Analyse
• Determine what it is
you want to
accomplish
• Make the goals as
tangible as possible

90. Page
• Determine your
target audience
• Develop your plan /
strategy
• How does this tie in
with all of your
marketing?
Listen
Goals
PlanExecute
Analyse

92. Can you create a mind map?
Think about:
• Sectors
• Messages – benefits
• Media

93. Page
Listen
Goals
PlanExecute
Analyse
• Execute and monitor
your campaign
• Reply to comments,
feedback, questions

94. • Look through your
analytics reports
• Measure success
• Repeat!
Listen
Goals
PlanExecute
Analyse

95. Further information