effective digital marketing strategies 050314

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Welcome

IIPSIINTERNATIONAL INSTITUTE FORPRODUCT AND SERVICEINNOVATION

SCOTT CROWTHERKNOWLEDGE TRANSFER SPECIALIST

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Effective Digital Marketing Strategies

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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?) Yiannis/Scott

1445 Coffee

1515 Digital User Experience Craig

1615 Pulling it all together Scott

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What we do at IIPSI

Technology Demonstration

Innovation Projects

Innovation Programme - Workshops

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Expertise Areas

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Why do we do it?

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So what forms a strategy document?

• It is really up to you.

• Every company differs.

• Find a balance between:

andBack of fag packet War and peace

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Today’s agenda




1030 Coffee



1230 Lunch


1445 Coffee



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Experience Led Innovation Toolkit

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

increased business

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Tomorrow’s Headlines

What will be the outcome of today’s workshop on yourbusiness?

1. What will the resulting achievements look like?

2. What would you like to see has occurred?

3. How would a news journalist report theseachievements to the wider world?

4. What does it mean for the press, the trade, yourcustomers, the general public?

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Tomorrow’s Headlines

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Goals and Objectives

"80 percent of marketers incorrectlybegin with tactics instead of goals."

-eMarketer Report 2012

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Goals

What are your marketing goals?(they should align with your company goals !!!)

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

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Objectives

How will you meet your goals?Create some achievable targets that are measurableand align with your company aims.

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

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Objectives

SMART means:

• Specific• Measurable• Achievable• Realistic• Time-specific

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Goal:Grow the business by 10% by expanding into new markets.

Objectives:New LinkedIn marketing campaign in France, achievinggross sales of £50,000 by March 2015.

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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 voucheroffer and email marketing campaign to grow the CRMdatabase to 500 people.

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Try some goals and objectives for your business and or…

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Today’s agenda




1030 Coffee



1230 Lunch


1445 Coffee



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Personas:understanding your target

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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 socialmedia and digital marketing interaction.

• We call this:

Experience Led Innovation

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Put yourself in the user’s shoes

… now how does your company look?

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How many peoplewould push the wrongbutton for this lift?

Understand the user perspective

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Getting it right…

“the user experience iswhat we care about most”

Steve Jobs

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Personas

• Allows you to describe a target Persona in somedetail

• Helps you appreciate their perspective

• Understand how and why they make decisions

• Behaviours, locations, motivations, other brands ofinterest

A tool to assist with understanding andeffective targeting of specific user groups

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Personas

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 keyinsights. Who is your target audience?

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

Two main ways to use this tool:

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Personas: How to use it

• 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

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Personas: examples

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Personas: some common mistakes

1. Too much speculation

• Imagination is good! But balance with hard market knowledge

2. Stereotypes and assumptions

• Beware assuming traditional roles, genders, etc

3. Over-simplifying a market

• Lumping everyone together may miss important insights

4. Too much segmentation

• Look for common behaviour and motivation traits which cut acrossdemographics

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Personas worksheet

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Personas worksheet

Group exercise

• Build a persona from what we know

Owners of:

Volvo V50

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Personas worksheet

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

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Today’s agenda




1030 Coffee



1230 Lunch


1445 Coffee



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Research and Listening

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Why do this?

You will get to understand…

• Your business• Your market• Your competitors• Your customers

…better.

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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


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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?)


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What are you doing right now?

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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 ?

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2. Companies

- Track your competitors- And your company!!!

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Social Listening

But what will we find out?

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

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Some places to consider:

• Your industry webzines, blogs, groups.• Social Media.• Competitors’ websites.

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Some tools to consider:

• 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. ***

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Sample Listening Plan

Who Where (how)

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

Competitors MuckynutzPlumeCrud

Bikeradar, chopMTB, MoredirtTheir Websites, Twitter, Facebook,Google+.

Customers Jess StoneRichard Clegg

Twitter, Facebook, Google+.

PotentialAdvocates

Ruth Owen-Evans Website, Twitter, Facebook.

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Keyword analysis

Keywords are individual words or phrasesthat give a broad view on the main conceptsbeing discussed online in articles, blogs, etc.

Keywords are a helpful tool whenindexing your content and attempting tomake it available to a wider audience.

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Keyword analysis

Why?

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

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Keyword analysis

In general:

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

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Keyword analysis

Some Suggested FREE Steps:

• 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!)

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Keyword analysis

• Other tools to consider (paid):

• www.SEMRush.com• www.wordtracker.com• www.SpyFu.com (KeywordSmartSearch)

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Keyword analysis

Tips:

• Consider internationalisation• Mudguard vs Fender !

• “Can anyone recommend…”

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Hashtags!

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Today’s agenda




1030 Coffee



1230 Lunch


1445 Coffee



www.yourmumux.co.uk

ALTHOUGH MARKETING MAYAPPEAR TO HAVE CHANGED.

WE FUNDAMENTALLY EXISTFOR THE SAME REASONS…

www.yourmumux.co.uk

SO MUCH CHOICE… SO MUCH CONFUSION

www.yourmumux.co.uk

NEW DOESN’T ALWAYS MEAN GREAT

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MAKE THE RIGHTCHOICE.

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CREATE ONCE,DISTRIBUTE

EVERYWHERE…

…THAT IS RIGHT FOR YOU

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

70/20/10 – BE AGILE

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Content Marketing

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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?

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Content Marketing

Suggested Steps:

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

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Content Marketing

Theme examples for a B2B software company:

• 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

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Content Marketing

Over lunch…

Brainstorm some monthly themes andtopics for your own company or brand.

Prepare to share to the room after lunch!

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Content Types & Creation

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

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

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Content Hub & Distribution

Now you’ve decided on your content and theformat you would like to use:

• Where will you publish to?• Where will you distribute?

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

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Content Planning

Now it’s the ‘when’…

• When will we publish this stuff?• When will we create it?

(and who..?)

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Content Calendar

Planning for mud !

Facebook Twitter Other

Mondays Update from company. Tweet from company. Remind colleagues to retweet and share.

Run Listening Plan.

Tuesdays Update from company.

Also comment on something

newsworthy from an outside source.

Tweet from company.

Comment about something newsworthy

from an outside source.

Unfollow anyone you are following more

than 3 months who isn't following you back.

Source images and infographics for next

week.

Wednesdays Update from company. Tweet from company.

Follow 50 new people and any new

customers.

Remind colleagues to retweet and share.

Plan next week’s Content Planner.

Thursday Update from company. Set up automated Tweets for weekend.

#MTBhour 9-10pm

Write new posts and edit any video footage

for next week’s use.

Fridays Update from company.

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.

Remind colleagues to retweet and share.

Automate Twitter and Facebook updates for

weekend.

Saturdays React to any posts from others React to anything mentioning company n/a

Sundays React to any posts from others React to anything mentioning company n/a

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Overall approach

What is your overarching ‘vibe’?- Helpful?- Approachable?- Confrontational?!?

- Pick 3 words that describe your approach.- Could relate to your business mission.

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Writing the Strategy

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

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Time Management

You need to decide on what time scales you willdo these tasks, and consider who will do them!

• Research• Email-marketing• Social Media updates• Review your content calendar?• New keyword analysis?

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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?