Effective digital marketing strategies 050314

Welcome

IIPSI

INTERNATIONAL INSTITUTE FOR
PRODUCT AND SERVICE
INNOVATION
SCOTT CROWTHER
KNOWLEDGE TRANSFER SPECIALIST

© 2014

Effective Digital Marketing Strategies

© 2014

Today’s agenda
0845

Welcome + aim for today

Scott

0900

Goals and Objectives setting

Ellie

0945

Understanding personas

Scott

1030

Coffee

1100

Researching your market + keywords

Scott

1200

Content Marketing Session 1 (what is it?)

Yiannis / Scott

1230

Lunch

1330

Content Marketing Session 2 (where & how?)

1445

Coffee

1515

Digital User Experience

Craig

1615

Pulling it all together

Scott

© 2014

Yiannis/Scott

What we do at IIPSI
Innovation Programme - Workshops

Technology Demonstration

Innovation Projects
© 2014

So what forms a strategy document?
• It is really up to you.
• Every company differs.
• Find a balance between:
and
Back of fag packet

© 2014

War and peace

Experience Led Innovation Toolkit

© 2014

Experience Led Approach + Digital Tools =
bigger audience, better engagement,
increased business

© 2014

Tomorrow’s Headlines
What will be the outcome of today’s workshop on your
business?
1. What will the resulting achievements look like?
2. What would you like to see has occurred?
3. How would a news journalist report these
achievements to the wider world?
4. What does it mean for the press, the trade, your
customers, the general public?
© 2014

Tomorrow’s Headlines

© 2014

Goals and Objectives

"80 percent of marketers incorrectly
begin with tactics instead of goals."
-eMarketer Report 2012

© 2014

Goals
What are your marketing goals?

(they should align with your company goals !!!)
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© 2014

Build a brand?
Build a reputation?
Develop relationships?
Sales results?

Objectives
How will you meet your goals?

Create some achievable targets that are measurable
and align with your company aims.
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© 2014

Drive more website traffic?
Gaining more business contacts?
Don’t overstretch yourself!
Make them SMART…

Objectives

SMART means:
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© 2014

Specific
Measurable
Achievable
Realistic
Time-specific

Goal:
Grow the business by 10% by expanding into new markets.
Objectives:
New LinkedIn marketing campaign in France, achieving
gross sales of £50,000 by March 2015.

© 2014

Goal:
Become known as thought leaders in logistics sector.
Objectives:
Have the MD published in 5 major trade publications.
Gain 500 followers across Social Media networks.
By end March 2015.
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Goal:
Increase number of summer season paying visitors by 20%.
Objectives:
By end August 2014, run 1 online discount voucher
offer and email marketing campaign to grow the CRM
database to 500 people.

© 2014

Try some goals and objectives for your business and or…

© 2014

Personas:
understanding your target

© 2014

Let’s talk about…
• Understanding customers and users.
• Not about being a slave to customers’ whims.
• Gaining insights which will help you meet your business
objectives.
• Designing for the experiences and behaviours you hope to
create for users of a product or service, or engaging in social
media and digital marketing interaction.
• We call this:

© 2014

Experience Led Innovation

Put yourself in the user’s shoes

… now how does your company look?

© 2014

Understand the user perspective

How many people
would push the wrong
button for this lift?

© 2014

Getting it right…
“the user experience is
what we care about most”
Steve Jobs

© 2014

Personas
A tool to assist with understanding and
effective targeting of specific user groups
•
•
•
•

© 2014

Allows you to describe a target Persona in some
detail
Helps you appreciate their perspective
Understand how and why they make decisions
Behaviours, locations, motivations, other brands of
interest

Personas
Two main ways to use this tool:
1. Develop speculative profiles
•

Useful for idea exploration, or quick user perspective questioning

2. Better understanding an existing target market
•

Build on what you already know, and take this further to gain key
insights. Who is your target audience?

Personas can be as quick or as involved as you wish – but do be
aware of the limitations of the approach you have taken.
© 2014

Personas: How to use it
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© 2014

Goal is to describe the target customer as a real person
Give them a name and image
Age, gender, interests
Use situation – when do they buy / use this product?
Key information needs
Decision making factors
Increase personal description for B2C situations, e.g. music, brands
Understand decision-making role for B2B situations

Personas: some common mistakes
1. Too much speculation
• Imagination is good! But balance with hard market knowledge

2. Stereotypes and assumptions
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Beware assuming traditional roles, genders, etc

3. Over-simplifying a market
•

Lumping everyone together may miss important insights

4. Too much segmentation
•
© 2014

Look for common behaviour and motivation traits which cut across
demographics

Personas worksheet
Group exercise
•

© 2014

Build a persona from what we know
Owners of:
Volvo V50

Personas worksheet

Now in pairs, try the same exercise for your own companies.

© 2014

Research and Listening

© 2014

Why do this?
You will get to understand…
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Your business
Your market
Your competitors
Your customers
…better.

© 2014

It improves your insights on…
• Market understanding
• What conversations are happening?
• Brand mentions
• Sentiment polarity!
• Negative comments
• Sales opportunities
• Partner development
• Product and service development
© 2014

Research
• Deeper analysis of companies and customers.
• Helps you define a Listening Plan.
• Infrequent (maybe once a quarter or less)
Listening
• Fixed plan of places/people to listen to.
• Relatively quick review of what is happening now.
• Do this regularly (weekly?)
© 2014


What are you doing right now?

© 2014

1. Customers
- Analyse existing and potential customers.*
- Look into their online conversations.
- Why do customers do what they do?
- Where are your customers?
- What are they discussing?
- What are their needs?
* Remember your personas ?
© 2014

2. Companies
- Track your competitors
- And your company!!!

© 2014

Social Listening
But what will we find out?
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© 2014

Topics / Themes / Content
Sources / Channels for promotion
People / Advocates
Keywords

Some places to consider:
• Your industry webzines, blogs, groups.
• Social Media.
• Competitors’ websites.

© 2014

Some tools to consider:
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www.mention.net to monitor your brand.
www.opensiteexplorer.org for any site’s inbound links.
www.peerindex.com for finding Advocates.
www.nod3x.com for finding Advocates. ***

© 2014

Sample Listening Plan
Who

Where (how)

Us

Mudhugger

bikeradar, chopMTB, Moredirt.
Twitter, Facebook. (Mention)

Competitors

Muckynutz
Plume
Crud

Bikeradar, chopMTB, Moredirt
Their Websites, Twitter, Facebook,
Google+.

Customers

Jess Stone
Richard Clegg

Twitter, Facebook, Google+.

Potential
Advocates

Ruth Owen-Evans

Website, Twitter, Facebook.

© 2014

Keyword analysis
Keywords are individual words or phrases
that give a broad view on the main concepts
being discussed online in articles, blogs, etc.
Keywords are a helpful tool when
indexing your content and attempting to
make it available to a wider audience.
© 2014

Keyword analysis
Why?
• Blog and social media topics
• Phrases to include in content
• SEO impact (Google rankings!)

© 2014

Keyword analysis
In general:
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© 2014

Brainstorm a seed list of terms
Expand using research tools
Refine with competitor research
Try them and measure impact!
Review in future.

Keyword analysis
Some Suggested FREE Steps:
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© 2014

Brainstorm !!!
Ubersuggest (http://ubersuggest.org)
Google Adwords (adwords.google.com)
• Tools > Keyword planner
Long Tail Tool
• http://www.keywordtooldominator.com/k/google-auto-suggest/
Google Trends (www.google.co.uk/trends/explore)
Google search
Twitter
Review competitor’s sites (Google Adwords again!)

Keyword analysis

• Other tools to consider (paid):
• www.SEMRush.com
• www.wordtracker.com
• www.SpyFu.com (KeywordSmartSearch)

© 2014

Keyword analysis
Tips:
• Consider internationalisation
• Mudguard vs Fender !
• “Can anyone recommend…”

© 2014

ALTHOUGH MARKETING MAY
APPEAR TO HAVE CHANGED.
WE FUNDAMENTALLY EXIST
FOR THE SAME REASONS…

www.yourmumux.co.uk

SO MUCH CHOICE… SO MUCH CONFUSION

www.yourmumux.co.uk

NEW DOESN’T ALWAYS MEAN GREAT
www.yourmumux.co.uk

MAKE THE RIGHT
CHOICE.

© 2014

70/20/10 – BE AGILE

70% planned, 20% programmatic, 10% purely responsive

Content Marketing

what will we talk about?
what format will we produce?
where will we publish it?
when will we do it?
who will do it?
© 2014

Content Marketing
Suggested Steps:
• Start by brainstorming a list of monthly themes
• Brainstorm topics within each theme
• Your Listening Plan will help inform this!

© 2014

Content Marketing
Theme examples for a B2B software company:
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Mobile app options
Delivering bespoke software projects on time and on budget
Onshore vs Offshore vs Inhouse staffing
Bespoke vs off the shelf software – pros and cons
Company vs contractor, which is best?
Cultivating quality
Technology we like

© 2014

Content Marketing
Over lunch…
Brainstorm some monthly themes and
topics for your own company or brand.
Prepare to share to the room after lunch!
© 2014

Content Types & Creation

• What are you going to create?
• How are you going to create it?
• Who is going to create it?
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© 2014

NB1: Will it help you meet your goals?
NB2: Remember Social Listening + Personas.

Content Hub & Distribution
Now you’ve decided on your content and the
format you would like to use:
• Where will you publish to?
• Where will you distribute?
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© 2014

NB1: Will it help meet your goals?
NB2: Remember Listening + Personas

Mondays

Facebook
Update from company.

Content Calendar

Tuesdays

Twitter
Tweet from company.

Other
Remind colleagues to retweet and share.
Run Listening Plan.


Tweet from company.

Also comment on something
newsworthy from an outside source.

Source images and infographics for next
week.

Comment about something newsworthy
from an outside source.
Unfollow anyone you are following more
than 3 months who isn't following you back.

Wednesdays


Tweet from company.
Follow 50 new people and any new
customers.


Planning for mud !

Plan next week’s Content Planner.

Thursday


Set up automated Tweets for weekend.
#MTBhour 9-10pm

Write new posts and edit any video footage
for next week’s use.

Fridays

Update to welcome any new
customers.

Tweet from company.
#FF Tweet to welcome any new customers
or interesting followers or important
targets.
Retweet about something newsworthy from
3rd party - fun for weekend.


React to any posts from others
React to any posts from others

React to anything mentioning company
React to anything mentioning company

n/a
n/a

© 2014

Saturdays
Sundays

Automate Twitter and Facebook updates for
weekend.

Overall approach
What is your overarching ‘vibe’?
- Helpful?
- Approachable?
- Confrontational?!?
- Pick 3 words that describe your approach.
- Could relate to your business mission.

© 2014

Writing the Strategy
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© 2014

Is yours completed?
Will it achieve the goals you set?
Will it really work?
Do you have enough time to do this?
Enough money?

Time Management
You need to decide on what time scales you will
do these tasks, and consider who will do them!
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Research
Email-marketing
Social Media updates
Review your content calendar?
New keyword analysis?

© 2014

What if it doesn’t work?
• Measure against your objectives
• Review what worked and what didn’t
• Adjust and improve
> When will you do this?

© 2014

Effective digital marketing strategies 050314

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