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Marketing matters chartergroup part two June 2011
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Marketing matters chartergroup part two June 2011


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    • 1. Marketing MattersPart TwoPresentation for Chartergroup- 15 June 2011
      Claire Griffiths
      Lighthouse Marketing Ltd
    • 2. Presented by
      Claire Griffiths
      Lighthouse Marketing Ltd
      Over 15 years B2B marketing experience
      Professional services/finance sector expertise
      Offer strategy, planning, implementation
      Communications, PR, events
      Traditional and digital/social media marketing
    • 3. Marketingmatters
      Four part series.
      Builds to offer practical advice to develop your marketing programmes.
      Interactive sessions.
      Homework required.
    • 4. Recap from 1st session
    • 5. Homework undertaken
      Understand your competitors
      Clear idea of customers and segments
      Have defined your services per segment
      Built your SWOT analysis
      Started to collate key messages for each customer segment
      Shared this information with your team (lined the bucket)
      Now ready to start planning this
    • 6. Marketing/Sales Process
    • 7. Key messages and marketing tools
      Know your target audience
      Identify their problems
      Your solution and benefits
      Identify the tools to take them through the sales funnel
      Call to actions
      Ways to be proven/show credibility
    • 8. Basic marketing tools
      Databases – PMS & CRM
      Email facility
      Social Media accounts
      Marketing literature
      Source codes capture
    • 9. Marketing tools
      Different tools for each stage of the sales cycle
    • 10. Awareness Stage
      Objective: to be there and as quickly as possible
      In-person networking
      Online networking
      Press releases
      SEO/Link building
      Article marketing
    • 11. In-person networking
      Build relationships
      Increase connections/referral networks
      Long term technique
    • 12. In-person networking checklist
      Research appropriate networking groups
      Advance attendee list & research attendees
      Prepare call to action
      Take business cards
      Listen more then talk
      Add to database
      Follow up – coffee, linkedin invite to join mailing list etc
    • 13. Online networking
      Build relationships and raise awareness
      Increase connections/referral networks
      Develop positive word of mouth and referrals
      Extend your digital footprint
      Often about influencers not buyers
      Long term technique
    • 14. Online networking checklist
      Key business platforms – Linkedin, Twitter etc
      Research where audience lives online
      Create interesting content
      Maintain frequency
      Balanced comments, helpful vssalesy
      Long term approach
    • 15. Issuing Press Releases
      Gain PR coverage vertical and horizontal press
      Demonstrate expert knowledge/promote service
      Gain in bound links from online coverage
      Increase digital footprint
    • 16. Press Releases - checklist
      Find & follow journalists on twitter
      Draw up press/media list
      Review website, forward features etc
      Review news areas of business clubs etc
      Find free submission sites
      Issue news item at least quarterly
    • 17. Search Engine Optimisation
      Know your key search terms
      Be found using those key search
      Increase web traffic through natural search
      Encourage links from complementary sites
    • 18. SEO - checklist
      Google Analytics enabled
      Website content control - meta data, page titles, keywords, alt tags, link descriptions.
      Inbound links
      Review competitor sites –, google keywords
      Regular fresh content
      Blog/Social media accounts linking to website
      Consider paid search advertising
    • 19. Article Marketing
      To make your articles available to others
      Generate inbound links to your website
      Choose popular article (400 – 500 Words
      Ensure keyword rich
      Add in short profile and byline
      Submit to article sites
    • 20. Interest stage
      Objective: to be relevant, right message at the right time
      Referral schemes
      Email newsletters
      Speaking opportunities
      Affinity offers
    • 21. Referral schemes
      Encourage and reward people for leads/referrals
      Generate referred leads
      Referral policy
      Incentive scheme staff
      Publish policy – website/social media
      Constant review of referral activity
    • 22. Email
      Data capture device on website email sign up
      Build target database
      Sales promotion opportunity within email newsletter
    • 23. Email - checklist
      Sign post clearly on website
      Minimum data capture
      Permission based – opt in
      Email content beware spam filters
      Test emails on different systems, mobile.
      Email system with data management
      Consider segmenting different content/sector
      Exclusive email content
    • 24. Speaking opportunities
      Demonstrate credibility
      Provides content for other areas
      Active lead generation
      Prepare speaker outline
      Research guest speaker slots
      Record or video talk add to website
    • 25. Blogging
      Demonstrate credibility
      Provides content for other areas
      Strong keywords for SEO
      Keeps website fresh
      Reuse content
      Decide on core messages
      Weekly articles eg top tips/how to etc
      Guest bloggers
      Footer and cross links
      Promote across website/social media
    • 26. Affinity offers
      Partner with complementary organisations
      Access to another organisations clients
      Research appropriate organisations
      Prepare suitable offer
      Joint promotional activity
      Track conversions
      Consider formal affiliate network
    • 27. Evaluation stage
      Objective: to be proven
      Client case studies
    • 28. Case studies
      Demonstrates credibility
      Third party endorsement
      Show sense of how you work
      Use through sales process
    • 29. Case studies - checklist
      Hero on your site
      Remember key words and messages
      Continually ask for case studies as part of wrap up
      Prepare and use copy in multiple format- Web/SM/Slides/quotes in tenders etc
      Consider video case studies
      Cross link through website to case studies
      Aim quarterly
    • 30. Endorsements
      Demonstrates credibility
      Third party endorsement
      Show sense of how you work
      Use through sales process
      Get Linkedin/Google endorsements
      Ask endorsements through questionnaires etc
      Remember key words and messages
    • 31. Trial stage
      Objective: to be helpful, make it easy
      Free meeting offer
      Hosted events/seminars
      Special rates eg event attendees, business club members etc
      Trials/Product demos
      Video case studies
    • 32. Hosted events
      Various formats – roundtable/seminar
      Consider joint events with referral partners
      Post on free event listing sites
      Check date against industry clashes
      Online booking eg Event registration systems
      Gather feedback and set aside follow up time
      Consider live blogging/tweeting
    • 33. Trials
      Consider on screen demos eg Sage using screen capture software
      How to videos
      Free trial of accounting software?
    • 34. Adoption stage
      Objective: to influence the influencer
      Extended networking – influencing the KDM, research referral networks of your targets
    • 35. Loyalty stage
      Objective: keep the client, turn into advocate
      Welcome packs
      Easy to use services
      Customer satisfaction monitoring
      Link up on social media
      Guest blogger
      Maintain close relationship
    • 36. Marketing planning
    • 37. Marketing Planning
      Consider splitting plan by customer segments
      Set key objectives and measurements
      Define key deadlines/dates eg Budget, tax year-end
      Plot campaigns based on key messages/timelines
      Should have a calendar of actions
    • 38. Budgeting
      Allocating your budget against sales cycle
    • 39. Budget spend per stage
    • 40. Next actions
      Decide on marketing tools and content
      Develop marketing action plan
      Allocate budget
      Get on with it
      Sample plans
    • 41. Any questions?
    • 42. How can I help your firm?
      Contact me on
      07845 185143
      Fixed hourly, daily, project rates so no surprises!