Smarter marketing for the digital age: quick tips for success.

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Justin Bowser from HTK Horizon explains his quick tips for smarter digital marketing at the Crafted Digital Bites event.

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Smarter marketing for the digital age: quick tips for success.

  1. 1. www.HTKhorizon.com@jkbowser @HTKhorizon
  2. 2. “ question 1 ”
  3. 3. • Email Multi-channel• Website / blog• Web „landing pages‟• Mobile (SMS, mobile web) Personalised (not spam!)• Social media• Voice Conversations• SEO With your customers• Pay-per-click and prospects 3Intelligent customer contact www.HTKhorizon.com
  4. 4. “ question 2 ”
  5. 5. • Revenue growth Acquisition Revenue 1) Acquisition Marketing 2) Retention Sales Customer 3) Cross/up sell 4) Advocacy Service 5) Listening to the wider market Retention Loyalty 5Intelligent customer contact www.HTKhorizon.com
  6. 6. “ question 3 ”
  7. 7. 1) Track customer activity CRM Billing data Websites 2) Build a 360° customer view Emotional segmentation Social media Conversational dialogue ― Next-best action ― Next-best offer insight ― Moments of magic interaction 3) Run consistent multi-channel campaigns Across voice, email, web, mobile, social 7Intelligent customer contact www.HTKhorizon.com
  8. 8. “ astute observation. ”
  9. 9. 1. Get your website visible on Google – Because you just need to2. 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 Yes, I said “MEASURABLE” twice. It’s important. 9Intelligent customer contact www.HTKhorizon.com
  10. 10. 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 / Customer Their business location/s Their industry sector Website activity Order history Interests Survey results / Social shares / Complaints / Praise … 10Intelligent customer contact www.HTKhorizon.com
  11. 11. 5. Do some research on “Inbound Marketing” It’s this compared to this – 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 content 2. Promote it 3. Make your website and data traps work for you 11Intelligent customer contact www.HTKhorizon.com
  12. 12. 6. Start to acquire the info you need – Website enquiry forms – Run surveys, competitions … – Promote your “inbound” campaigns on social media7. Run targeted, measurable campaigns, not e-blasts – Segment your customer database – Send relevant, helpful information – Respond quickly (automatically?) when someone enquires 12Intelligent customer contact www.HTKhorizon.com
  13. 13. 8. Take some time to look at your results – Test  measure  improve9. 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) 13Intelligent customer contact www.HTKhorizon.com
  14. 14. • “Top of the funnel” – Interesting – Original – Useful 14Intelligent customer contact www.HTKhorizon.com
  15. 15. • “Middle of the funnel” – Free trial request – Analyst report – Buyers’ guide – Case study – ReviewIntelligent customer contact www.HTKhorizon.com 15
  16. 16. 10. It‟s never too late to learn … – CIM – Econsultancy.com – MarketingProfs.com – contentRulesBook.com – Marketing Book – marketingweek.co.uk 16Intelligent customer contact www.HTKhorizon.com
  17. 17. www.HTKhorizon.com@jkbowser @HTKhorizon
  18. 18. Thank you

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