Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge. The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria. Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information. w: www.superfastbusiness.co.uk e: info@superfastbusiness.co.uk t: 0845 603 8593

1. Serco Internal
Be successful at Digital Marketing Lizzie Whitchurch @Cosmic_lizzie

2. Serco Internal
What is superfast business programme?
•Superfast Business is a European Funded programme of fully funded business support for SMEs
•Delivered by Peninsula Enterprise, working with the Local Authorities & Connecting Devon & Somerset broadband rollout project

3. Serco Internal
•Business advice and specialist support to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies.
•Benefits for businesses can include:
Competitive advantage through take-up and exploitation of SFBB
Increased productivity
Improve access to new markets and business opportunities
Increase competitive advantage for businesses in rural locations
More flexible and environmentally friendly working practices
Increased opportunity for innovation
Efficiency and timesaving
•Eligibility criteria apply to businesses accessing the service
Superfast Business Support

4. Serco Internal

5. Serco Internal

6. Serco Internal
1.Register on our website (which incorporates the Knowledge Hub). www.superfastbusiness.co.uk to unlock access to a range of resources and materials
2.Check your eligibility
3.Let us know what areas of ICT and technology you might be interested in
4.Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers
Next Steps
Developing an ICT strategy
Developing your ICT network/ infrastructure
Engaging new and existing customers
Collaboration
Client Relationship Management Systems
Flexible working
Moving your business to the Cloud
Business Continuity

7. Serco Internal
http://www.youtube.com/watch?v=G7KZR9NwKQQ

8. Serco Internal
•www.superfastbusiness.co.uk
•twitter @superfastbiz
•Facebook www.facebook.com/superfastbiz
•join our LinkedIn group 'Superfast Business SW'
•info@superfastbusiness.co.uk
•0845 603 8593
Stay up to date

9. Serco Internal
1.Internet minute

10. Advertising
TV
Mail shots
PR
Radio
Print
Old world marketing

11. PR
Search
TV
Mobile
Social media
Radio
Print
affiliate
Webinars
PPC
Email
Rapid Fragmented Two way
Website
New world marketing

12. Serco Internal
The world has changed
•Instantaneous response
•Accessibility
•Transparency
•Accountability
•Higher Expectations

13. Serco Internal

14. Serco Internal
The internet economy
•62% of buying decisions now start online
•90% of people use the internet to research purchases
•Online sales growing 6 times faster than high-street sales
•89% of SMEs see their website as a tool for generating new business
•Less than 20% of SMEs transact online, but these SMEs grow 3 to 5 times faster than non-internet savvy SMEs
•Internet share of UK advertising spend risen to 33% – the highest globally
14

15. Serco Internal
1. Optimise for reach Find customers you don’t already know

16. Serco Internal
•Organic is still the number 1 driver of traffic to websites

17. Serco Internal

18. Serco Internal
How search works

19. Serco Internal
Make your website your hub

20. Serco Internal
Brilliant website?
Style and tone
Engaging, engrossing, reflects customer
Creates environment for ‘desire to buy’
Is content driven
Functionality
Mixed payment methods debit, credit, PayPal
Self serving for customers anytime support, automated
Integration
transactional, self serving website that integrates with key back office functions
Integrates with finance, CRM, e-news,
Website  centralised customer experience platform

21. Web at the heart of a connected business strategy
Analytics Recommendations Social Media

22. Serco Internal
Search Engine Optimisation
•Get the basics right
•Optimise for onsite phrases
–2-3 keyword phrases per page
–At least 200 words per page
–Content, titles. Paragraph titles
–Page titles
–Footers
–Images
•Get strong and relevant links back to your site
•Update your site regularly

23. Serco Internal
•SEO basics video

24. Serco Internal
2. Create content across all channels Create once, use many times….

25. Serco Internal
How many pages do you have?
•47% of site visits from organic source
•High levels of content
•Broad phrase approach

26. Serco Internal
What written content?
–Create enough content for products and services ‘deep dive’ content
–Create new content
–that resolves customers issues
•How do I choose the right wind turbine
•How do I organise a ….
•What’s the best …
•How do I repair
–That meets with needs earlier in their buying journey
•What’s the best….
•What’s a …..
•How do I….
–That makes you an expert
•Create authority content and tag yourself as the author

27. Serco Internal
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, Editorial, photos

28. Serco Internal
•Video – for sales and marketing
•Product descriptions, visualisations
•Expert analysis, talks
•Case studies, testimonials
•Becoming significant in Search Results
•Pre sales – research
•Post sales - support
What about video?

29. Serco Internal
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%

30. Serco Internal
Video for customer support
Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides.

31. Serco Internal

32. Serco Internal
3. Think mobile How does mobile fit in with your marketing strategy?

33. Serco Internal

34. Is your site mobile responsive?

35. Serco Internal
Mobile marketing
•Check in…
•Facebook
–Check-in to your business
–Appears in friend’s feeds
•And advertise alongside check-in
–Voucher discounts and deals
•Foursquare
–Check-in
–Vouchers and deals

36. Serco Internal
•http://www.wikitude.com/tour/wikitude-world-browser
Use your camera as a browser….

37. Serco Internal
Engaging customers through Augmented Reality: L’Occitane, beauty manufacturer have embraced Augmented reality, using it within their printed brochures and in store for additional experiences and instant purchase

38. Serco Internal
Retaining customers through Augmented Reality: Mitsubushi have used AR to create support for installers replacing and repairing air conditioning units
http://www.youtube.com/watch?v=iz4ykMn3UR4

39. Serco Internal
Aurasma
• http://blippar.com
• Create your own…and … tap-to-buy

40. Serco Internal
Think mobile..
•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
Is your marketing mobile friendly?

41. Serco Internal
4. The power of e-news How do you keep your current clients up to date?

42. Serco Internal
E-newsletter conversion rates
100,000,000 web visitors to e-commerce sites* Conversion Rate E-news 3.9% Google 2.4% Facebook 1.5%
*optify Sept 2012

43. Serco Internal
E-newsletters
•Currently - 50,000 subscribers
•Has taken 5yrs to build
•Segmented
–Equine
–Shooting
–Farming

44. Serco Internal
E-news is measurable
•168,000 email subscribers
•Biweekly
•Current open rate ± 28%
•ROI on each email activity is ± £10,000 for products in the email

45. Serco Internal

46. Gather customers emails religiously
• 3-4 stories
• Keep it simple
• Keep it visual Always link back to website
Builds loyalty and advocacy Creates 7 touch points for new sales

47. Serco Internal
E-newsletters
•Segment for different audiences
•Measure each e-newsletter and review success
•Keep the content simple
•Always link back to website
•Measure journey on website from click (Analytics)

48. Serco Internal
5. Be Social

49. Serco Internal
Who are your influencers?

50. 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
Less time
More time

51. Serco Internal
Use social media for sales
•Broadcasting your messages
•Broadcast your brand and reputation
•Let people know what you are doing
•Engage in consumers conversations
•Become interested and interesting
•Link back to your website

52. Serco Internal
Think before you post!!!

53. Serco Internal
6. Listen out for your reputation

54. Serco Internal
Make Managing Your Digital Reputation A Priority!!

55. Serco Internal
Use social media for sales
•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

56. Serco Internal
Hashtag ideas
•Sector specific
•#windpower
•#climatechange
•Geographic specific
•#cullompton
•#devonhour
•Campaign specific
•#greenenergy
•Media specific
•#journorequest
•#prrequest

57. #journorequest

58. Serco Internal

59. Serco Internal
7. Be more consistent with your customers
Customer Relationship Management

60. Serco Internal
•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.
Why use a CRM?

61. Serco Internal
http://www.youtube.com/watch?v=TXWn_4lumkw

62. Serco Internal
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

63. Serco Internal
Inputs from many sources
Twitter

64. Serco Internal
Outputs
Customer Data
Analytics
Project Management
Reporting

65. Serco Internal
Customer relationship management systems

66. Map your CRM to your customer journey

67. Serco Internal
8. Create a website hub
3. Websites & apps?

68. Serco Internal
•Your website, your castle - Your website communicates volumes about your brand, your values and the way you do business
•Save time and resources
– Integrating with back office functions
–Create self serving clients
Your website is the place
•Control your content
•Control your reputation and show off your expertise
Business benefits of a connected website

69. Serco Internal

70. Serco Internal
Brilliant website?
Style and tone
Engaging, engrossing, reflects customer
Creates environment for ‘desire to buy’
Is content driven
Functionality
Mixed payment methods debit, credit, PayPal
Self serving for customers anytime support, automated
Integration
transactional, self serving website that integrates with key back office functions
Integrates with finance, CRM, e-news,
Website  centralised customer experience platform

71. Web at the heart of a connected business strategy
Analytics Recommendations Social Media

72. Serco Internal
9. Learn more about your customers How well do you know them?

73. Serco Internal
•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

74. Serco Internal

75. Serco Internal

76. Serco Internal
Small businesses?
•Customer data + production data + competitor prices + supply prices +market predictions+ weather forecast + geo location + email correspondence = Big data

77. Serco Internal
Understanding analytics
•Who are your visitors
•How do they get to your site
•What do they do once they are there

78. Serco Internal
How much Klout do you have?

79. Serco Internal
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 send 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

80. Serco Internal
10. Ready to pay?

81. Serco Internal
Why pay?
•New site, new domain?
•Want exposure
–Fast – new product
–Or for a short time, peak season
•Support your organic searches
•Diversify your campaign –not on your website
•Test the market
Don’t use it
•To replace your organic marketing – too expensive

82. Serco Internal

83. Serco Internal
•Create your campaign,
•Write your advert and
•Create list of phrases that trigger your advert
•Bid on keyword phrases
•Charged when advert is clicked
How does AdWords work?

84. Serco Internal
Click Through Rate

someone types in your keywords

85. Serco Internal
•Depends on what you bid
• 4p, 10p, 25p
•£1.50
•£8.00
What are you charged?

86. Serco Internal
•Monthly Cap on charges
•Can cap at £10 a month - £100 a day
•4p a click = 250 clicks @ £10 a month
•20p a click = 50 clicks
How do I control cost?

87. Serco Internal
•Broad
–Salisbury holiday cottages
•Salisbury holiday cottages
•Cottage holiday Salisbury dog
•Salisbury
•Salisbury holiday self catering cottages
•Phrase – in order, with other terms
–“Holiday cottage Salisbury”
•Holiday cottage in Salisbry
•Exact
–[Holiday Cottage Salisbury]
•Holiday cottage Salisbury , NOT holiday cottages Salisbury
•Negative
–Holiday Cottage somerset
Match types

88. Serco Internal
1 2 3
4 5 6 7 8 9 10

89. Serco Internal
•List Keyword phrases as
- “phrase”
- [exact]
•Fail FAST and Fail EARLY
•Use for seasonal promotions
•Don’t always go for 1st position, 5 or 6 is good too
•Create good landing pages (not your home page
•Write good adverts and update often
•Turn off search partners
Tips to managing AdWords

90. Serco Internal
•www.superfastbusiness.co.uk
•twitter @superfastbiz
•Facebook www.facebook.com/superfastbiz
•join our LinkedIn group 'Superfast Business SW'
•info@superfastbusiness.co.uk
•0845 603 8593
Find out more