Justin Bowser@jkbowser

www.HTKhorizon.com@HTKhorizon

question 1“What are we talking about?”

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• Email• Website / blog• Web ‘landing pages’• Mobile (SMS, mobile web)• Social media• Voice• SEO• Pay-per-click

“Digital Marketing” covers a LOT of things

Multi-channel

Personalised(not spam!)

ConversationsWith your customers

and prospects

question 2“Isn’t it just a website and some e-blasts?”

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• Revenue growth

1) Acquisition

2) Retention

3) Cross/up sell

4) Advocacy

5) Listening to the wider market

“Marketing” is NOT just acquisition

Revenue

RetentionLoyalty

Acquisition

Customer

SalesMarketing

Service

question 3“OK, so what do I need to do?”

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This is what the big guys (try to) do

data

1) Track customer activityCRMBillingWebsitesSocial media

insight

2) Build a 360° customer viewEmotional segmentationConversational dialogue― Next-best action― Next-best offer― Moments of magic

interaction

3) Run consistent multi-channel campaignsAcross voice, email, web, mobile, social

astute observation.“We don’t have time for Rocket Science!”

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1. Get your website visible on Google– Because you just need to

2. Add some CLEAR, MEASURABLE calls-to-action– What do you want people to do?– Contact you, download a PDF, get their credit card out?

3. Add some MEASURABLE, ACTIONABLE data traps– Website tracking cookies (remember to declare them!)– Call-to-action buttons– Enquiry forms

Here are some quick tips

Yes, I said “MEASURABLE” twice. It’s important.

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4. Start to build a customer database– With meaningful data, not just names & email addresses– Question: “What data would be useful to my business?”

Stage: Contact / Lead / Opportunity / CustomerTheir business location/sTheir industry sectorWebsite activityOrder historyInterestsSurvey results / Social shares / Complaints / Praise …

Here are Some Quick Tips

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5. Do some research on “Inbound Marketing”

– Google likes it, and it matches your prospects’ behaviour– What’s the first thing you do when you want to buy a …

1. Create some content2. Promote it3. Make your website and data traps work for you

Here are Some Quick Tips

It’s this compared to this

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6. Start to acquire the info you need– Website enquiry forms– Run surveys, competitions …– Promote your “inbound” campaigns on social media

7. Run targeted, measurable campaigns, not e-blasts– Segment your customer database– Send relevant, helpful information– Respond quickly (automatically?) when someone enquires

Here are some quick tips

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8. Take some time to look at your results– Test measure improve

9. Think about funnels– Top-of-the-funnel (helpful content: “know, like, trust …”)– Middle-of-the-funnel (use data traps, capture intent)– Bottom-of-the-funnel (sales engagement)

Here are some quick tips

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• “Top of the funnel”– Interesting– Original– Useful

Funnels?

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• “Middle of the funnel”– Free trial request– Analyst report– Buyers’ guide– Case study– Review

Funnels?

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10.It’s never too late to learn …– CIM– Econsultancy.com– MarketingProfs.com– contentRulesBook.com– Marketing Book– marketingweek.co.uk

Here are some quick tips

Justin Bowser@jkbowser

www.HTKhorizon.com@HTKhorizon

Thank you