Marketing for success_p2

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Part 2 of a 4 part workshop for Licensed Childcare providers in Brantford/Brant. Focus on content creation, context, blogging, SEO and influence.

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  • Housekeeping: Bathroom locations Break Questions Your learning objectivesStyle: Have slides and will link out to the web to show videos and demonstrate techniques Have a free flow session, but if we go too far, will ask you to park your question in the parking lot When I do these, we’ll (which means you) will have some work to do – Any objections to reporting back?
  • My informal research showed me that this topic matters and is universal.
  • Week Two: Which are the best social media channels for your businessWeek Three: Digital ContentWeel Four:The Basics of Analytics and Proposal Writing.
  • Marketing CommunicationThe reason for focusing on your customer profiles, it will help you craft your messages and what to focus on.
  • What are your most frequently asked questions? What questions do you believe are most important to your parents?What objections do you get when chatting with prospective parents?Resource Page – Uploading a one page design your positioning strategy for you to work on .
  • Options:Position against a competitor – think Apple vs Mac / TD Bank rates vs BMO ratesEmphasis a distinct benefit – The only restaurant with baked sweet potato fries (pioneering strategy)Affliate – carry 1,000 songs in your pocket – The toothpaste most often recommended by Dentists – virtues of the other to rub off on your brand.
  • Positioning strategy – questions you need to answer for yourself - What type of customer your targetWhat you do for that customerHow you do itWhy you do it better than competitorsThen build a statement that can’t sell products per se, but can be used to design your marketing communications. All of your marketing efforts, online, offline and PR should work to convince customers of the points that your statement covers. Any time you reach your customer/prospect at an influence point, you’ll want to ensure that you are communicating within your positioning statement.
  • My informal research showed me that this topic matters and is universal.
  • Influence:Reciprocity – Obliged to give back to others when you receive – People are more likely to say yes (Restaurant example: mint 3%, 2 mints 14%, 1 walk come back 23% )Authority – Follow the lead of credible, knowledgable experts – recent quiet studyroomvs isolation room – PR person kept ensuring the staff are highly trained professionalsScarcity – Simply want more of those things they can have less of – example, guitar discussion Brazilian wood – endangered, but refurbished. Need to point out what is unique and what they stand to loseConsistency – People like to be consist with things they previously said or done, Activated by looking for and asking for initial commitments that can be made – sign example drive safely campaign – no takers, but 4x increase in next neighbourhood that had accepted a small support postcard 10 days earlier. Looks for voluntary active and public commitments – other example having people fill out there own appointment card.Liking – Like people who are similar to us, like people who pay us compliments and people who cooperate with us toward a common goal – be sure to look for areas of similarity you share and genuine compliments you can give. Social Proof – If uncertain, people will look to the actions and behaviours of others before they determine their course of action
  • Your story – Creating a journey for your customers (or recognizing where they are on their journey) allows them to interact with your at various points of influence, and once you’ve captured their attention, provide validation that they are on the right path – provide them with a strong story with meaning, purpose and direction. That way they’ll have a reason to continue to come back to your site, no matter where they are on the path – awareness, interest, information, decision, support and advocacy.
  • We have a client that we work with who has an integrated campaign. We have a web site, pay for online ads with Google and spend a great deal of money on radio advertising. Because of the nature of their audience and the sensitivity around their service, we’ve identified some really unique lessons. Quick question, on your way in this morning – what was the most memorable ad that you saw or heard? Where was it and what got your attention?
  • Have you heard the phrase “Content is King”. Seems like content is a new trend in marketing, when in reality, it’s been with us all along – the mechanisms and speed of sharing our messages is what’s changed. Our goal in content marketing is to provide information that educates, entertains, promotes and creates engagement opportunities. Those opportunities are designed to create a dialogue with your communities (prospects, customers, staff, vendors, collaborators, influencers).
  • The fact that the same "content" can have a totally different meaning (or function), if it is put in a different context, may be elusively obvious, i.e., it is both self-evident and extremely significant.For instance, a cell in a human brain may be considered not very different from a cell found in an arm, biology-wise. Yet, the function that the former fulfils is totally different from that of the latter. The implication of this fact is that there is no big intrinsic difference between these two kinds of cells.The same metaphor may be used for the difference, say, between an important politician and an ordinary civilian; both of them may be very similar, from the points of view of their biology, physical abilities, behaviour, IQ, education, etc., but the function of their thought and behaviour may be totally different. Again, the difference between the two may not be as big as it seems.This difference of function is closely related to the concepts of "Chunk Up" and "Chunk Down"; the same elements can have a totally different function or meaning, depending on which logical type they are situated in.It is interesting to note that the same element can become both a context (pattern, rule, etc.) and a content (detail, result, etc.) depending on which logical type it is placed in. More specifically, the same element which is a context on one logical type can become a content on a higher logical type, and vice versa.
  • Your prospects and customers are all on a journey.
  • As you can see, marketing touches more than just the acquisition phase. As you look to market, you’ll want to be aware of who you customers are and what issues they are trying to solve (pain points).Are all you customers and prospects coming to you for the same reason?Where do they currently turn to get the answers they need?What motivates them to place their children with you? Give Simon Sinek babysitting example (16yr from neighbourhood and 34 Let’s take a second to list some of their needs.
  • Thing that effect your customer persona:DemographicsPhyscographicsGeography
  • As you can see, marketing touches more than just the acquisition phase. As you look to market, you’ll want to be aware of who you customers are and what issues they are trying to solve (pain points).Are all you customers and prospects coming to you for the same reason?Where do they currently turn to get the answers they need?What motivates them to place their children with you? Give Simon Sinek babysitting example (16yr from neighbourhood and 34 Let’s take a second to list some of their needs.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • As you can see, marketing touches more than just the acquisition phase. As you look to market, you’ll want to be aware of who you customers are and what issues they are trying to solve (pain points).Are all you customers and prospects coming to you for the same reason?Where do they currently turn to get the answers they need?What motivates them to place their children with you? Give Simon Sinek babysitting example (16yr from neighbourhood and 34 Let’s take a second to list some of their needs.
  • Let’s move on line – As you can see it’s more than just your website
  • This search was a quick look using the keywords or string “Day care in Brantford” Note that the top is all ads for the most part and then the city’s websites – most discouraging for this group to my mind was the fact that the Private Home Child Care provider came up so high.
  • So we scrolled down a little bit
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • This framework will walk you through each step to get your content on target, created, distributed, measured and tweaked.
  • Marketing for success_p2

    1. 1. Marketing for Success Marketing your Centre in challenging times. Brant Early Years Centre Nov. 2013 Presented by: Gordon Diver, Diverse Achievements Gordon Diver - Diverse Achievements - www.diverseachievements.com
    2. 2. Agenda • Introductions • Week 1 Questions • Week 2 Objectives • Traditional Marketing – quick tips • On line marketing Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    3. 3. 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? Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    4. 4. 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; Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    5. 5. 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. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    6. 6. Questions your prospects need answers to Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    7. 7. Your Positioning Strategy You’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 Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    8. 8. Positioning Statement Make sure your are reaching the right customers with the right message. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    9. 9. 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 Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    10. 10. Dr. Robert Cialdini - Influence The 6 Steps to Influence are: • Reciprocity • Authority • Scarcity • Liking • Consistency • Social Proof To learn more check out: this video Gordon Diver - Diverse Acheivements - www.diverseachievements.com,
    11. 11. 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. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    12. 12. 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? Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    13. 13. Content Marketing Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    14. 14. Content and Context Content - to drive traffic to the hub (website/blog) Gordon Diver - Diverse Acheivements - www.diverseachievements.com Knowing that the same piece of content can be viewed differently based on the receivers context
    15. 15. 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. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    16. 16. Goal of content marketing Build awareness Build interest Build trust Consume your information Convert to a customer Transform into advocates Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    17. 17. 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 EBooks 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
    18. 18. Content Types Source: CMSWire Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    19. 19. Content Framework Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    20. 20. 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) Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    21. 21. On line Marketing Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    22. 22. S(earch) E(ngine) M(arketing) Particularly interesting Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    23. 23. Yellow pages Search Results – what you need to know Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    24. 24. 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 Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    25. 25. Directories Know WHERE your listed and ensure that your listing is ACCURATE and drives traffic back to your site. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    26. 26. Directories Basic search on Govt of Ontario Site Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    27. 27. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    28. 28. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    29. 29. Directories – Which ones should you be in? Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    30. 30. 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. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    31. 31. 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 Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    32. 32. 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) Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    33. 33. 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. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    34. 34. Blogging – What are your goals First set of Goals: Though Leadership Awareness Visibility Promotion Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    35. 35. Second set of Goals: Product Sales Leads Acquisition Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    36. 36. Best Practices for Goal Two Solve 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. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    37. 37. Goal #3  Retention  Customer Feedback  Focus groups  SCRM Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    38. 38. 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. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    39. 39. Blog Template 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. Gordon Diver - Diverse Acheivements - www.diverseachievements.com Core Topic/Theory/Issue Opening paragraph with summary of topic and key concept. (Set some tension here pros & cons of the issue.) Counter Theory/Issue Discoveries, advantages &/or obstacles. Elaborate on Theory/Issue Describe what it means, what your opinions are. Conclusion/Guidance End 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.
    40. 40. Expanding Content – 4 into 1 Source: Stanford Smith, Pushing Social Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    41. 41. QuickSprout – SEO analysis Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    42. 42. HubSpot’s MarketingGrader Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    43. 43. Google Analytics Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    44. 44. Homework For 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. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    45. 45. Resources: To help you prepare: 1. Content Marketing Framework: http://contentmarketinginstitute.com/wpcontent/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) Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    46. 46. Survey and Thank You Next 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. Gordon Diver - Diverse Acheivements - www.diverseachievements.com

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