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

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.

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

    • www.HTKhorizon.com@jkbowser @HTKhorizon
    • “ question 1 ”
    • • 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
    • “ question 2 ”
    • • 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
    • “ question 3 ”
    • 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
    • “ astute observation. ”
    • 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
    • 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
    • 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
    • 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
    • 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
    • • “Top of the funnel” – Interesting – Original – Useful 14Intelligent customer contact www.HTKhorizon.com
    • • “Middle of the funnel” – Free trial request – Analyst report – Buyers’ guide – Case study – ReviewIntelligent customer contact www.HTKhorizon.com 15
    • 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
    • www.HTKhorizon.com@jkbowser @HTKhorizon
    • Thank you