marketing in a digital age - workshop part 2

Kathryn Woolf | Made Open

Marketing in a Digital Age Tuesday 21st April

#airdigital

Welcome back & re-cap Creating effective digital experiences •  Good user experience •  Branding •  Web design Attracting an audience •  Search engine optimisation •  Content / Social Media

Creating dialogue and participation

Agenda – Part 2 Planning for your future What tools are available, when and how to use them? How might customer behaviour change in the future?

•  Define your objectives •  Identify your strategy •  Agree tactics / actions

What can Google tell you about your customers?

Pay per click

London Boat Show

Total web sessions

Boat magazine

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Visitor entry “All the other boat insurers will be at the

London Boat Show, so we must be there too.”

Visibility (Google)

No. of organic appearances on pages 1 or 2 of Google using these keywords: •  Boat insurance •  Marine insurance •  Cheap boat insurance •  Yacht insurance •  Motorboat insurance •  Canal boat insurance •  Small craft insurance •  Dinghy insurance •  Narrowboat insurance •  Cheap boat insurance •  Commercial marine insurance •  Superyacht insurance •  Small boat insurance •  Sailing boat insurance

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“We want to be no.1 on Google when people type in ‘Navigators & General’.”

Completed quotes Of these, 37% complete the quote application…

Indicative quotes Of these, 31% commence the quote application process.

Total referrals …and 21% are referred to underwriting.

Quote engine visits 38% of all visitors click on “get quote”.

Completed referrals 34% complete the referral process.

Total Sales 1 in 17 success rate from total sales against indicative quotes.

0 200 400 600 800

1000 1200 1400 1600 1800 2000

Visitor interaction “We want to generate more revenue by

increasing traffic to the site.”

“Increasing frequency of keywords is key to high

search engine placement.”

Mapping your customer journey

User Journeys

1

1 Less than 10% of traffic is generated from users in the South West.

WEB USERS

SEARCH: PRODUCT / SERVICE

SEARCH: COMPANY

THIRD-PARTY REFERRALS

PAY PER CLICK

SOCIAL MEDIA REFERRALS

INFORMED SHOPPER

WINDOW SHOPPER (browsing)

2

3

4

5

Searches for your product / service perform poorly.

3

4 Referrals generate modest traffic but not from partners / PR.

5 Social media referrals generate less referrals than internal media.

2

Your Pay Per Click campaign cost £2.21 per click for “IT Support”.

Your website doesn’t recognise users who are already customers.

6

7 The average page load takes 4.9 seconds. The majority of users view your website on a mobile device. The bounce rate is very high with short session durations.

6

7

WWW

EXISTING CUSTOMER

“We need to increase the number of leads generated through the website.”

WEB USERS

SEARCH: PRODUCT / SERVICE

SEARCH: COMPANY

THIRD-PARTY REFERRALS

PAY PER CLICK

SOCIAL MEDIA REFERRALS

INFORMED SHOPPER

WINDOW SHOPPER (browsing)

WWW

EXISTING CUSTOMER

1 Clarify target markets, clarify brand proposition and design to reach.

Revisit pay per click (post website launch)

Identify clearer PR / partner strategy in relation to website traffic.

Revisit social media strategy.

Identify a clear / visible strategy for nurturing and developing customers

Improve search engine optimisation across key lines of business.

•  Improve download speeds

•  Design for mobile first.

•  Improve user experience.

•  Improve ‘Contact Us’ call to action.

•  Innovate.

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2

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2

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User Journeys “We need to increase the number of leads generated through the website.”

Understand your competitors

‘Best practice’ audit

Company A Company B Company C Company D Company E

1. Brand representation 2 4 2 3 1

2. Product & service offering

3 2 3 2 4

3. Navigation 2 2 3 0 2

4. Search engine visibility 3 2 3 3 2

5. Value added content & applications

0 0 1 1 0

6. Dialogue 1 4 0 0 0

7. Customer relationship management

0 0 3 0 3

8. Sub-branding 0 0 0 0 0

9. UK / Global perspective 1 1 1 1 1

10. Community 0 2 2 2 2

12 17 18 12 15

Branding

The reason to believe. 360º Analysis

PRODUCT CAUSE

AUDIENCE MARKET

CREATIVE PROPOSITION 360º Analysis

The reason to believe. Brand strategy

Samsung Galaxy Nexus

Apple iPhone 6

Blackberry Q5

BRAND ESSENCE

MARKET NEED

BRAND PROMISE

TONE OF VOICE

CREATIVE PROPOSITION Brand

Strategy

The reason to believe.

The reason to believe. Creative proposition

Cornwall's luxury seaview eco-hotel & spa

Real honest food


Cornish Bakers since 1949

Beau2fully Cornish

Pas2es to Shout About

Made in Cornwall – Freshly Baked

Always Fresh Always Tasty

Gourmet pas2es hand craDed in

Cornwall

Real honest food Top crimpers

Famous pas2es of Cornwall

The Oldest Cornish Pasty Maker in the

World

Cornish Pasty Specialist

Baked before the seagulls wake

The award winning bakers from Padstow

Expert pasty maker

Cornish owned and operated since 2005

Tradi2onal Cornish recipe pas2es


Natural sounding

straplines are more catchy than

‘abstract’ ones.

--------------------

Gillette: The best a man can get.

Avoid abstract

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Persil: Dirt is good.

Simplicity is vital – it

should be easy to grasp and easy to

remember.

--------------------

Pickfords: The Careful Movers.

Tell customers

something about your services or ethos, plainly.

--------------------

The car in front is a Toyota.

Avoid specific

promises – such as ‘always on time’.

--------------------

Avis: We try harder.

Think about what your customers value most from

your services.

--------------------

Duracell: Lasts up to 10 times longer.

Rhymes or

alliteration can make a strapline trip

off the tongue.

--------------------

Beanz Meanz Heinz

Make sure that it

adds something to proceedings.

--------------------

Good things come to those who wait.

CREATIVE PROPOSITION

Develop a single-minded aspiration or strapline that conveys the absolute essence of your new

brand, in around 5 words.

PRODUCT CAUSE

AUDIENCE MARKET

BRAND ESSENCE

MARKET NEED

BRAND PROMISE

TONE OF VOICE

CREATIVE PROPOSITION

User-centred Design

Talk to real people Listen to them. Don’t go with any preconceptions. Gather data.

Have someone in mind when you’re designing - a typical user.

Personas

You are not normal Don’t try to change behaviour to fit your ideas. Work with existing behaviours. Focus on the user not the creator.

Don’t jump straight to the solution. No idea is a bad idea initially. Write or draw everything.

Brainstorm

Make connections Making connections between ideas can yield interesting combinations.

Sketch a wireframe. Keep it simple.

Rapid prototype

Don’t worry about edge cases

Have your personas in mind. Would features for edge cases distract from completing the primary task?

Show people who are going to use it.

Gather feedback

Refine wireframes. Maybe use a tool like Moqups. Use mood boards to define look and feel. Test and re-test. https://moqups.com

Iterate

Often great digital experiences are a way of enhancing existing physical experiences. The best ideas seem obvious in hindsight.

Keep it simple

Unique mobile users exceeded 50% of the world’s popula2on in Sept 2014.

Mobile first

Is you website mobile friendly?

https://www.google.com/webmasters/tools/mobile-friendly/

Finding and attracting an audience

Search Engine Optimisation

Write useful content that uses words and phrases used by people who search for your products and services.

Focus on content

Ensure keywords and phrases are in the metadata as well as body content. Try the Google Adwords keyword tool.

Keywords

Provide direct URL’s to content and social sharing buTons from pages.

Make it easy for people to share

Links to your site are important but don’t confuse quan2ty with quality.

Linking

The rate at which spiders crawl your site is in part determined by frequency of change.

Keep it fresh

Social media

Social media hTp://www.aokmarke2ng.com/social-‐media-‐infographic

Check where your customers are when they are thinking about your service and product. Don’t try and be everywhere if not necessary.

Choose the right platform

….and then speak to them, answer their ques2ons. Be responsive yourselves.

Listen to your followers

What will your followers gain from following you?

Focus on the benefits

Images are easier for the human brain to process. Share words and pictures.

Be visual

Share content that leads people back to your website.

Link with your website

Some useful digital business tools

Trello is the free, flexible, and visual way to organize anything with anyone.

Project collaboration

Podio is the online work pla^orm. Manage, share, and get your work done smarter together with tools that work like you. Free for 10 Users. JIRA is a proprietary issue tracking product, developed by Atlassian. It provides bug tracking, issue tracking, and project management func2ons.

Yammer is a private social network that helps employees collaborate across departments, loca2ons, and business apps.

Imagine all your team communica2on in one place, instantly searchable, available wherever you go. That’s Slack.

Kathryn Woolf |Made Open Kathryn Woolf | Made Open

[email protected]

01323 259986

madeopen.co.uk

@madeopenltd

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Kathryn Woolf | Made Open

Thank you .