This document outlines an agenda for a digital marketing strategy workshop. The workshop will cover how to build a brand and influence people, and how to develop a digital marketing strategy. It will include an introduction to LexisClick, the company facilitating the workshop, and an overview of their vision. The presenter, Stephen Bavister, will then discuss key aspects of developing a digital marketing strategy, including defining the brand promise, buyer personas, customer journeys, values, pricing, and creating a marketing plan. Participants will complete a worksheet to assess their current strategy and develop an action plan.
2. Today’s objective & agenda
To help you build a brand and strategy to succeed in today’s digital world.
8.30 – 9.00 Part 1 - Darren Mooney - How to build a brand and influence people
9.00 – 9.10 Break
9.10 – 9.40 Part 2 - Stephen Bavister - Developing a digital marketing strategy
9.40 – 9.45 Worksheet
9.45 – 10.00 Q&A
10.00 – 10.30 Networking & Finish
4. Introduction to LexisClick
Easy
to find
The first to
return toRegularly
recommended
A pleasure
to use
A growing
business
needs to be...
We help our clients’ marketing
succeed through the power of
online technologies and communities
by managing and developing their:
• Digital strategy and channels:
• SEO
• Online Advertising
• Email Marketing
• Social Media Marketing
• Web Design
• Content Marketing
To make them...
5. Introduction to your presenter
Lead Digital Marketing Consultant at LexisClick, 2007 – present.
Started working in online marketing, designing and building
websites in 1997 – when he designed and built British Steel’s
first website from the delights of Scunthorpe.
Followed by 10 years working in London in digital marketing
across a variety of industry sectors both within business and
as a consultant – with 6 years spent at PricewaterhouseCoopers
(PWC) as a digital marketing consultant.
Stephen Bavister
Managing Director
LexisClick
10. Common reason not to have one #2
• I’m clear on my plan
• We know who we are selling to
11. Common reason not to have one #3
• I’m clear on my plan
• We know who we are selling to
• We just need to get onto first page of Google
12. Common reason not to have one #4
• I’m clear on my plan
• We know who we are selling to
• We just need to get onto first page of Google
• We’re too busy
20. Your buyer personas are who you’re trying to reach.
Instead trying to attract, convert, close, and delight all 3 billion people
on the internet, focus on those most likely to become promoters.
Cut through the noise
21. A written strategy
will help you…
• Keep focused
• Identify the best tactics
• Keep track of performance
• Multiply the results you get
from each activity
24. Your proposition:
1) What are you selling?
2) What are you really selling?
3) How are you different?
4) How are you remarkable?
25. Your buyer personas are who you’re trying to reach.
Instead trying to attract, convert, close, and delight all 3 billion people
on the internet, focus on those most likely to become promoters.
Who are you trying to reach?
Instead of trying to attract, sell to and delight all 3 billion people on the
internet, focus on those most likely to become promoters.
26. Semi-fictional representations of your ideal customer based on real data
and some select educated speculation about customer demographics,
behavior patterns, motivations, and goals.
BUYER PERSONAS
Customer Personas
An explanation
27. Mapping using your customer journeys
• Understand your buyers
• Understand your buyers’ journeys
• Map content to the journey
• Produce and promote content at
each stage to build trust
28. Customer journey
Discover
Explore
compare
Consider Commit Retain Advocate
• Who do other companies
like me use?
• Who is doing it best?
• Who comes up in search?
• Do they have experience of
handling this type of job?
• Are they reliable?
• What do other
customers say?
• What accreditations
do they have?
• What’s their
company history?
• Where are they based?
• Do they have the latest
technology equipment?
• What are their prices?
• Have I found all the
information I need?
• How easy it is to get set up
running?
• Can this company grow with
our business / support our
future business needs?
• Do they offer any
guarantees / insurance?
• Can I easily get a price or
contact someone?
• Do I have all the information
I need to get approval?
• Do I clearly know the next
steps to get started?
• What are the
business terms?
• What if something
goes wrong?
• How flexible is the contract
based on future needs?
• Are their prices competitive?
• Are they able to do the job
in the timeframe?
• Is my artwork safe?
• Did the job go as planned
on time?
• Do I feel ongoing expertise?
• Are they addressing my
business needs?
• Am I delighted with their
work and would happily
recommend their services
to others?
GOAL: To find the best /
most experienced company
to meet my specific service
GOAL: Exhaustively
compare the options /
competitors and select
a few front runners
GOAL: Identify the best
solution and request a
quote / enquire to get prices
/ more information about
their ability to do the job
GOAL: To choose the
best company to meet my
needs and have peace of
mind in that decision
GOAL: To find a company
who do a great job, that
I can trust and work with
again
GOAL: Share my
experience and recommend
the good service to others
29. Your buyer personas are who you’re trying to reach.
Instead trying to attract, convert, close, and delight all 3 billion people
on the internet, focus on those most likely to become promoters.
What is the current situation?
And potential situations you need to be aware of
30. Values?
- What are your boundaries
- What is important to you as a business
- What do your people and partners need to communicate
31. Price?
What is your pricing strategy? Premium, cheapest, price match, cost plus or value
based.
For example if you have a gross margin of 40% and put up your prices by 10%, you
could lose 20% of your sales and still make the same gross margin!
32. The How: Promotion
Many people start with promotion. How you promote will be much clearer, when you
have the rest in place...
33. Building Your Strategy
It’s fine for your strategy to
evolve as you test and learn...
Strategy
Development
/Refinement
Strategy
Feedback
Discovery
Measurement Actions
Action
Planning
34. The 4 Pillars
of Digital
Strategy
Audience
Marketing Content
Technical
Tactics
Admin
Updates
Optimisation
Analysis
Admin Digital
35. Don’t be afraid to invest
- If you were building a new house, would you borrow to build?
37. I strongly
disagree
I strongly
agree
1 2 3 4 5
1. I have a well communicated brand promise
2. We refer to our promise when we produce our marketing
3. We measure how our customers feel about our brand
4. We have clearly communicated why we exist as a business
5. We have defined what makes us different and it is remarkable
6. We have a written target customer profile / persona
7. We have mapped our customer journey and reference it regularly for our marketing planning
8. We have written values for the business and use them to guide our decision making
9. We have a pricing strategy for the business and review it regularly
10. We have a marketing plan and use our strategy to guide it
Worksheet
How are you doing?
Name:
Company:
38. Action Priority By When Assigned To
Action plan
Name: Company:
Date: Total Score:
