digino digital communications and strategy
DESCRIPTION
Digino Digital Communications and Strategy. Enterprise Ireland eMarketing event, Blanchardstown, October 2011.TRANSCRIPT
Simple, clear, engaging, convincing communications will enable your company achieve its true potential.
Presented by:
Ed FieldFounder & Managing DirectorDigino
What do we do? • Develop business concepts, communications and marketing strategy. • Plan, design, build and manage websites. • Plan, implement and manage digital marketing activities.
20th Oct 2011
Enterprise Ireland‘s eBusiness workshop, Dublin, Ireland
What kind of communication is that?
• Tells your story. What’s unique, what’s brilliant about your company?• All for customer’s perspective. What they need, resonates with them,
‘what’s in it for me’ WIIFM, easy to understand• Truth. • Clarity & simplicity.• Presentation. In words, images, video, graphics• Brief.
Need to catch your prospects attention in 6 seconds, and have all this communicated in 3 minutes.
Why is clear communication important?
• More choice • More messages • Less time• Communications anytime, anyplace, anyone• How do you expect your customer to understand if you don’t?• And take what you have and localise for 12 different markets?
STAND OUT -> ENGAGE -> CONVINCE
What are the benefits of clear communication?
• Save money - Less resources needed to achieve a sale. Higher prospect to customer conversion rates. Can spend less on advertising – if you stand out people will talk about you. With a clear position there’s better chance of sale materials being right first time and changing less frequently.
• Increase revenue - Competing less on price so increase margins. You have a more defined, defendable position.
• Faster growth - You’re more focused, talking to the right prospects, easier & faster sales, more efficient .
• Happier customers - This is my promise & I can deliver on it.• Happier team - More focus, more flow, more efficiency, happier
customers.
Achieve your true business potential.
Are you achieving your true potential?
• We are brilliant at..........................• What need is this satisfying for your customer?• Do you easily strand out, easily engage, easily convince?
For example when a prospect visits your website are they engaged in6 seconds, convinced in 3 minutes?
How do you rate your company communication?• 1 we’re shocking • 2 we’re fairly poor• 3 we’re ok• 4 we’re amazing
Not achieving your true potential - WHY NOT?
Some possible reasons?
• We didn’t think about communication like that• We didn’t realise that good communication was such an
opportunity• We’re too immersed in the business to see what is brilliant
about what we do• We weren’t really thinking about our customers• Our communications were flat, factual, definitely not
‘resonating’• We knew what was great but we just didn’t have the
communication skills to articulate that
How do you solve this?
1. Develop Understand - develop a deep, true understand of your company, customers and competitors.
2. Find Clarity - see the opportunities, make the complex simple.
3. Then Clearly Communicate - excellent communication skills to explain & persuade internally and externally.
Develop Understanding – possible steps
Possible steps an external provider might go through to build up their understanding of your company, competitors, and customers so that they can help you see how best to clarify your core communications.
• Company – workshop(s) with management, listen to people in the company, walk around, use the product, read everything about the company, immerse ourselves.
• Customer – listen to the companies understanding, listen to the customer themselves (interviews, surveys), observe online discussion forums, examine search behaviour on Google.
• Competitors – buy from them, visit them, review their websites and any other sales materials.
• Leaders - find similar companies that are already excellent at communicating, learn from them.
Find Clarity
1. Think, reflect, discuss, research further.Seek the truth of the situation See the opportunitiesMake the complex simple
2. Write up the suggested approach3. Share it, challenge it, reflect on it4. Refine and firm up
Clearly Communicate
From this clarity all communications flowi.e. for marketing plan, brand, assets, website, advertising,
brochures, right down to the words you use every day.
The approach needs to be simple, focused and relatively fast . Tends to loose perspective and momentum if not moving quickly. The work need a strong leader as simple ideas, simple approach and change will be challenging.
Where’s The Proof
• How just one webpage, clearly thought through from the customer perspective with simple, clear engaging content and a clear call to action can have a significant effect on sales.
Where’s The Proof
A new product page for Natural Sleep’s range of electric adjustable beds.
Following same aesthetic design as existing website. But with revised layout, copy, images, messaging and call to action.
Matched with a small but highly focused Google Adwords campaign resulted in................
Where’s The Proof
Where’s The Proof
• How just one webpage, clearly thought through from the customer perspective with simple, clear engaging content and a clear call to action can have a significant effect on sales.
Where’s The Proof
A new product page for Eblana range of laser diodes.
Following same aesthetic design as existing website. But with revised layout, copy, images, messaging and call to action.
Matched with a small but highly focused Google Adwords campaign resulted in................
Where’s The Proof
Asavie
How product was offered on Asavie’s corporate website.
Developed a new name, brand and website to go direct to market with breakthrough network connectivity product for iPads.
As an example of simple, clear, engaging, convincing communications to enable this product line to achieve its true potential…………………
Bringing to life in digital
An overview of the steps to developing a successful web presence.
1. Digital Strategy: How you are going to bring your marketing strategy to life online, the broad strokes
2. Digital Sales & Marketing Plan: Develop a plan that specifies the detail of all the initial digital sales and marketing tactics to be used.
3. Website Plan: To specify all elements of the site and develop a full set of wireframes.
4. Asset Development: Collate/produce all the assets required. Text, photos, info graphics, video...
5. Website Design: Produce a full set of design templates for the website.
6. Website Build: Based the web plan & templates and using the assets code the website.
Bringing to life in digital
Bringing to life in digital
Bringing to life in digital
Bringing to life in digital
Simple, clear, engaging, convincing communications will enable your company achieve its true potential.
Presented by:
Ed FieldFounder & Managing DirectorDigino
What do we do? • Develop business concepts, communications and marketing strategy. • Plan, design, build and manage websites. • Plan, implement and manage digital marketing activities.
20th Oct 2011
Enterprise Ireland‘s eBusiness workshop, Dublin, Ireland