A look at current marketing needs

1. MARKETING STRATEGY

2. “Business has only two functions - marketing and
innovation.
–Milan Kundera

3. –Don Draper
“The day you sign a client is the day you start losing
them.”

4. How Do We Go About Marketing
• Email Marketing
• Text Marketing
• Fax Marketing (It Still Works ;)
• Telemarketing
• Social Marketing
• Mail Marketing (usually second tier toTelemarketing - “Send me some info please”)
• Publications
• Blogs
• Strong Website SEO (Search Engine Optimisation)
• Mobile Friendly / Responsive Design Patterns
• PPC (Pay Per Click)

5. The Marketing Funnel / Cycle

6. Additional Marketing OpportunitiesTo EnhanceThe Marketing
Funnel
• Current customers
• Inside knowledge of competitors
• Business intelligence
• CRM segmentation
• Semantic analytics
• Product line, having a great product line is the most important, however, without
exposure margins will not be attained

7. Why Use Email Marketing
• To enhance the relationship of a merchant with its current or previous
customers
• Encourage customer loyalty and repeat business
• Acquisition of new customers
• Convince current customers to purchase your product immediately
• Showcase a product or service - you may have the best thing since sliced
bread, but if you do not market it will go stale on you

8. –Jordie van Rijn
“Design like you are absolutely right, then optimise like
you were wrong from the start..”

9. The Email Strategy
• Target Groups
• SplitTest
• Evaluate Response
• Categorise Leads
• Respond & Refine

10. Target Groups
Interrogate raw data to see where each block fits,
some may span products so be careful not to
push for the hard sell on product A as you may
put them off product B.
FACT!
There is an art to the text and feel of a marketing
email

11. SplitTest
• Conduct A/B test methods to fine tune
campaign
NOTE
Use the data provided to your advantage and the
failure of your rivals

12. Evaluate Response
• Interrogate responses programatically with a
framework that is logical and flexible at the same time
CAUTION!
You will get out of the data as much as you put into it so
don’t cut corners and budgets as this will result in a nose
dive and you may loose what you already have,
reputation is key to repeat business

13. Categorise Leads
• Split responses into groups, they may span
across the product demand
NOTE
Make sure you as a business concern you can
differentiate and pigeonhole hole into the spectra of
your products and services, to do so you will need a
funnel process in place

14. Respond & Refine
• Give them what you have promised them
• Ask why if the answer is no, it is better to come away with
a reason so that you can combat it next time you pose the
question.
NOTE
Be ready for questions and have the literature in place to back
up your pledge and satisfy the needs of the prospective client

15. Text & Fax Marketing
• Text marketing is a useful additional tool, it enables a company to
connect with people on the move
• Fax marketing is pretty old hat but it still has it’s place in a
complete campaign plan as it is a physical entity that lands with
the potential lead
NOTE
Both of these mediums follow the same principles as the email
market strategy - Target Groups, Split Test, Evaluate Response,
Categorise Leads and lastly Respond & Refine

16. Telemarketing
• Telemarketing has been tried tested and is a more traditional
method of yesteryear sales techniques but is non the less effective
• If you have a great product then plan your call efficiently and you
will know if it is a viable call within the first 30 seconds of the call.
NOTE
Tie your agents in with a CRM for best results and again follow: -
Target Groups, Split Test, Evaluate Response, Categorise Leads and
lastly Respond & Refine

17. Social Marketing
What’s AllThe Hype?
FACT! Social advertising has become a big think of late, more so in the B2C marketplace
• What platforms should we look at?
• Facebook (We will look at Facebook in more detail in the next slide)
• Twitter
• Google+
• Pinterest
• LinkedIn - Business Orientated
Advice
Create business pages on the above mentioned platforms, get an audience and build a cohesive
relationship through many products and services.

18. • Total number of FaceBook users = 1.26 Billion (as of
06/10/2013)
• Total number of Likes since launch = 1.13Trillion
• Average number of friends per FaceBook user = 130
NOTE
Love or loath it, the fact is it is not going to go away anytime soon,
if you offer B2C or your customers do then embrace it and watch
the visits come rolling in.

19. The Metrics Explained
• Target your sales to the supplied demographics,
ok these are Worldwide figures but on average
can be applied to the United Kingdom or any
other country
• Plan your Facebook page with precision as it is a
free space for you to advertise your products and
services, showcase it across the social stratosphere
NOTE
By using Facebooks new advertising system you can target the segments you want,
be sure to use the page insights to your advantage and take a stand in the market place

20. Some More Social Facts

21. Mail Marketing
• Mail marketing has been tried and tested for many years and still
produces a notable ROI.
• It is a good way to back up any campaign as it is again a physical
entity, it may lay dormant for a time but may spark an interest in
the future even if it doesn't immediately
NOTE
Make sure your content is palpable in content and can express why
your products and services are better then the opposition even if it is
more costly

22. Publishing
• Traditional publishing methods still play a large part in gaining
a part of the market share
• Get noticed by using front, back or inside covers for better
results, this can become costly but will generate a good ROI is
advertised to the right sector of the target audience.
HOW CAN I SEE THE RESULTS?
Gauge the success of the publication using a specified link or
promotion code, then you can see what really works for you.

23. Blogs
Blogs are a great way to engage with your target audience
What Do We Blog About
You can blog about practically anything to do with your industry from
consumer statistics to the latest products and services to success stories.
You can also play the Devils Advocate and survey them from time to time
to gain inside knowledge of what the customer / consumer thinks of your
products and services, this will in turn give you a greater understanding and
allow you to fine tune.
Best of all there is no real cost involved so the ROI will always surpass the
efforts that you have inputted.

24. Strong Website SEO
This is a massive topic to cover but a very important one
for sales and will generate a rich ROI if done correctly
What Is SEO
SEO stands for Search Engine Optimisation and is to do with
Keywords, Descriptions, Headings, URL’s (Web Address) and
the content of your website in short but there is a lot more
to it such as Site Maps via XML (eXtensible Markup
Language and so on.

25. Mobile Friendly Design Patterns
Gone are the days where you had to optimise websites for a 1024 X 768 pixel display,
people are on the move more often then not and expect your website presentation
to be available on Smartphones andTablets alike.
To get user buying you need to invest in this service as to get results across the board.
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26. PPC - Pay Per Click
Pay Per Click is an option for any company but would be as a last resort as a well
established company will rank well with the right SEO in place.
This would usually be advantageous to fledgeling companies or those well behind
in a marketing capacity
WHAT IS PPC
Pay per click (PPC) (also called cost per click) is an internet advertising model
used to direct traffic to websites, in which advertisers pay the publisher (typically a
website owner) when the ad is clicked. It is defined simply as “the amount spent
to get an advertisement clicked.”

27. Marketing Summary
• Email Marketing - Solution
• Text Marketing - Solution
• Fax Marketing - Solution
• Telemarketing - Advice & Consultation
• Social Marketing - Advice & Consultation
• Mail Marketing - Advice & Consultation
• Publications - Advice & Consultation
• Blogs - Advice & Consultation
• SEO - Advice & Consultation
• Mobile Friendly Web Presence - Advice & Consultation
• PPC - Advice & Consultation

28. THANKYOU FORYOURTIME