marketing for success_p2

Marketing for SuccessMarketing your Centre in challenging times.Brant Early Years Centre Nov. 2013

Presented by: Gordon Diver, Diverse Achievements

Gordon Diver - Diverse Achievements - www.diverseachievements.com

Gordon Diver - Diverse Acheivements - www.diverseachievements.com

Agenda• Introductions

• Week 1 Questions

• Week 2 Objectives

• Traditional Marketing – quick tips

• On line marketing


Week 1 - Review

Your Customer Persona

• What did you take away from your exercise?

• What additional resources would you like to help identify who you need to connect with?


Week 2 – Goals • Week two – Off line and On line

Communication:

Understand the difference between on line and off line;

Look at influence, persuasion and clarity in your communications with your communities.

Talk briefly about off-line marketing tactics;

Begin our online discussions with your hub;


Remember, it’s not about you.

Marketing’s role is to reach customers and compel them to purchase, use and repurchase your service. Unfortunately, most customers don’t care

about you or your company – they are interested in their

wants and needs.

Your challenge is to demonstrate that your service fulfills their needs and is in not

only the parents but the children’s best interests.


Questions your prospects need answers to


Your Positioning StrategyYou’ve identified your

prospects, customers and influencers, now what?

It’s time to position yourself in the market.

Options: Position against a competitor. Emphasis a distinct benefit. Affiliate your company with

something the customer values


Make sure your are reaching the right customers with the right message.

Positioning Statement


Clarity

We often understand something better when we see it in comparison with something else, than when we see it in isolation – Robert Cialdini

We see the clarity principle at work here. Clarity depends on contrast. The blind man’s sign moved people in the park to empathize with him by starkly comparing their reality with his.

In looking to persuade prospective parents to consider your facility, provide clarity. Video sourced from YouTube: Power of Words by Andrea Garnder www.andreagardner.com

Dr. Robert Cialdini - Influence

The 6 Steps to Influence are:

• Reciprocity

• Authority

• Scarcity

• Liking

• Consistency

• Social Proof

Gordon Diver - Diverse Acheivements - www.diverseachievements.com,

To learn more check out: this video

http://www.diverseachievements.com/

http://www.youtube.com/watch?v=cFdCzN7RYbw&feature=share&list=PLIdjpJev82evrCPpgNefEMMZ268k9RkO3


Defining Your Voice

Integrated marketing is about telling a story.

Know what you want to say about your brand and

then invite them on a well-planned journey.

Off Line Marketing efforts


Off line advertising efforts can be great for

building top of mind awareness – or in this case guerilla marketing example,

maybe not quite so successful. Which do you

prefer?


Content Marketing


Content and Context

Content - to drive traffic to the hub (website/blog)

Knowing that the same piece of content can be viewed differently based on the receivers context


Context - where are they on their journey

To create content with context, you’ll want to understand these three things about your customers journey: Their motivations, pain points,

and role in the buying process, Where along their buyer journey

they are most likely to get stuck (road blocks, fears),

How you can get them unstuck and help them continue their journey to the end.


Goal of content marketing

Build awareness

Build interest

Build trust

Consume your information

Convert to a customer

Transform into advocates

Content for your Persona

Persona Persona Tone Content Type Content Tone Content

UNAWARE Needs Unknown Interruptive Address their pain Industry News, Trends, Issues

HESITANT Need Awareness Educational Assist to Compare Quality Best Practises "How to" Blogs

INVESTIGATIVE Needs More Info Educational Nuture self-qualification Unique Features, Benefits E-Books

INVOLVED Needs Confirmed Validating Relieve feeling of risk and doubt

Case Studies, Comparative Info

COMMITTED Needs Meet Validating Demonstrate Differentiation

Analysts Reports, Testimonials

INVESTED Needs Solved Exclusive Informative, Peer-to Peer Exclusive Offers, "Insider" Tips


Content Types

Source: CMSWire


Content Framework


Content Success

1. Set Strategic and Measurable Goals

2. Establish who your Audience is

3. Focus on the right social media platforms

4. Take advantage of tools to schedule, monitor and analysis your efforts

5. Create evergreen content

6. Use “Call-to-Actions” to drive traffic to your hub (website or blog)


On line Marketing


S(earch) E(ngine) M(arketing)SEM is often used to describe

acts associated with

researching, submitting and

positioning a Web site within

search engines to achieve

maximum exposure of your Web

site

Particularly

interesting


Search Results – what you need to know

Yello

w

page

s


How do you rank? 7 Tips for SEO Success:

Care about your visitors – be genuine, provide content that adds value and answers questions.

Create share-able content - it’s not about building links, it’s about creating content that people want to share

Build relationships not links – get to know people and let them get to know you

Provide a quality experience – don’t skimp on your website design and think about SEO before you build or re-design

Be generous – give away great stuff for free and promote other people’s great content as well

Don’t hide from search engines – stay away from using Flash or Ajax for important content and be sure to submit your sitemaps to the search engines

Share your content – make the most of social networks to distribute your content and reach a wider audience

Source: discover-your-customers.com Nov 2013

http://discover-your-customers.com/2013/11/04/seo-and-certainty-dont-belong-in-the-same-sentence/


Directories

Know WHERE your listed and ensure that your

listing is ACCURATE and drives traffic back to your

site.


Directories

Basic search on Govt of Ontario Site


Directories – Which ones should you be in?


Content Plan

• Create a few basic templates for types of content

• This will help you put content together more quickly, efficiently, and consistently

• Will also help you keep track of content to recycle

This is an example for a web page, works for blog, video etc.


Content Curation

Benefits to Curating: Ease the demand to

constantly create original content

Generate new ideas for content to share

Agility – able to respond to trends quickly

Add other points of view

Enable your audience to share and contribute


Content Calendar

To set up your social content calendar:

1. Choose a topic or topics

2. Set up a schedule

3. Develop a curation system

4. Schedule posts (from within Facebook or with a third party like Hootsuite)


Blogging

Blogging is a low-cost alternative or addition to having a web presence.

Web pages are usually static, blogs are not and therefore help with SEO.

For small business owners, blogging is a way to create dynamic and relevant content in a timely basis.

Websites with blogs convert 57% more.


Blogging – What are your goals

First set of Goals:

Though Leadership

Awareness

Visibility

Promotion


Second set of Goals:

Product

Sales

Leads

Acquisition


Best Practices for Goal TwoSolve or Share:Your blog should either solve your customers’ problems or share helpful resources. Write blog posts about what your readers care about. Think about frequently asked questions as fuel for blog

posts. Blogging is a chance to connect with your prospective

customers in a real time way. Keep in mind that your blog needs to be a part of your

business and a continual part of your lead generation efforts.

Your blog won’t magically build your business without active and ongoing promotion and participation.


Goal #3

Retention Customer Feedback Focus groups SCRM


Types of Blogs How-To Post – How to do

something Lists – Best of ... Curated Post – Share others

and comment Thought Leadership – Posts

that “make your reader go Hmmm”

What/Why – Explain a concept Story – Feature a story about

your team, client, situation FAQ – Answer the most

common questions you get (CX)

Interview – a industry leader, client or staff

Other Content – SlideShare deck, Video etc.


Blog Template Core Topic/Theory/IssueOpening paragraph with summary of topic and key concept.(Set some tension here pros & cons of the issue.)

Counter Theory/IssueDiscoveries, advantages &/or obstacles.

Elaborate on Theory/IssueDescribe what it means, what your opinions are.

Conclusion/GuidanceEnd with Insight - Solutions/Suggestion (Bullet points)

ALWAYS end posts with some sort of important question. You want people to engage, to comment, to argue, to ask more questions.

Be specific. Pick a topic for each post and stay on it.

Use language that creates excitement & interest.

Use a template for a standard format and to organize your thoughts and ideas.

Link to additional content sources on your own or others’ web sites.


Expanding Content – 4 into 1

Source: Stanford Smith, Pushing Social

http://pushingsocial.com/welcome1


QuickSprout – SEO analysis


HubSpot’s MarketingGrader


Google Analytics


HomeworkFor your homework:

1. Let’s turn your 200 – 300 word story into a blog post. What is the key theme of your story that you need to communicate with your audiences that you’ve defined. Choose one persona and write for them.

2. Write your positioning statement I’ll ask for volunteers, but it is really for you to help clarify your brand with your markets.


Resources:To help you prepare:

1. Content Marketing Framework: http://contentmarketinginstitute.com/wp-content/uploads/2013/03/CMI_Framework.pdf/ CMI

2. Building Your Blog from Social Media Today – SlideShare post on structuring your blog.

3. Evernote: A great tool to capture and store blog ideas, concepts for curation

4. Building a positioning statement: Sean D’Sousa discusses how to build your effective unique statement (11 min video)

http://contentmarketinginstitute.com/wp-content/uploads/2013/03/CMI_Framework.pdf

http://contentmarketinginstitute.com/wp-content/uploads/2013/03/CMI_Framework.pdf

http://www.buyerpersona.com/

http://socialmediatoday.com/brianna5mith/1914376/building-your-blog-slideshare-presentation

http://evernote.com/

http://www.youtube.com/watch?v=w-MLFERcpMI#t=228


Survey and Thank YouNext week we’ll dive into the key social channels. Now that you have identify your audience and their concerns/interests, we’ll discuss how to share the information with them that they need and want..

To help I’ve compiled a short survey to help me understand your business and use of social media, either personally or professionally. What concerns you have with integrating social into your current marketing efforts. You’ll find the link here and it would be very useful for me to tailor our discussions. You can access it here.

Reminder that you’re entitled to a no obligation 1 hour consultation of your online presence. You’ll receive a report of what you may be able to improve on to increase your traffic.

http://diverseachievements.com/eyc-survery

marketing for success_p2

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diverse acheivements

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