Marketing MattersPart TwoPresentation for Chartergroup- 15 June 2011 <br />Claire Griffiths<br />Lighthouse Marketing Ltd<...
Presented by<br />Claire Griffiths<br />Director <br />Lighthouse Marketing Ltd<br />Over 15 years B2B marketing experienc...
Marketingmatters<br />Four part series.<br />Builds to offer practical advice to develop your marketing programmes. <br />...
Recap from 1st session<br />
Homework undertaken<br />Understand your competitors <br />Clear idea of customers and segments<br />Have defined your ser...
Marketing/Sales Process<br />LOGIC<br />TIME<br />EMOTION<br />
Key messages and marketing tools<br />Know your target audience<br />Identify their problems<br />Your solution and benefi...
Basic marketing tools<br />Website<br />Databases – PMS & CRM<br />Email facility<br />Blog<br />Social Media accounts<br ...
Marketing tools<br />Different tools for each stage of the sales cycle<br />
Awareness Stage<br />Objective: to be there and as quickly as possible<br />In-person networking<br />Online networking<br...
In-person networking<br />Aims: <br />Build relationships<br />Increase connections/referral networks<br />Long term techn...
In-person networking checklist <br />Before: <br />Research appropriate networking groups<br />Advance attendee list & res...
Online networking<br />Aims: <br />Build relationships and raise awareness<br />Increase connections/referral networks<br ...
Online networking checklist<br />Key business platforms – Linkedin, Twitter etc<br />Research where audience lives online<...
Issuing Press Releases<br />Aim<br />Gain PR coverage vertical and horizontal press<br />Demonstrate expert knowledge/prom...
Press Releases - checklist<br />Find & follow journalists on twitter<br />Draw up press/media list<br />Review website, fo...
Search Engine Optimisation<br />Aim:<br />Know your key search terms <br />Be found using those key search<br />Increase w...
SEO - checklist<br />Google Analytics enabled<br />Website content control - meta data, page titles, keywords, alt tags, l...
Article Marketing	<br />Objective: <br />To make your articles available to others<br />Generate inbound links to your web...
Interest stage<br />Objective: to be relevant, right message at the right time<br />Referral schemes<br />Email newsletter...
Referral schemes<br />Aim:<br />Encourage and reward people for leads/referrals<br />Generate referred leads <br />Checkli...
Email<br />Aim<br />Data capture device on website email sign up<br />Build target database<br />Sales promotion opportuni...
Email - checklist<br />Sign post clearly on website<br />Minimum data capture<br />Permission based – opt in<br />Email co...
Speaking opportunities<br />Aim<br />Demonstrate credibility<br />Provides content for other areas<br />Active lead genera...
Blogging<br />Aim<br />Demonstrate credibility<br />Provides content for other areas<br />Strong keywords for SEO<br />Kee...
Affinity offers<br />Objectives: <br />Partner with complementary organisations<br />Access to another organisations clien...
Evaluation stage<br />Objective: to be proven<br />Client case studies<br />Endorsements<br />Recommendations<br />Webinar...
Case studies<br />Aim<br />Demonstrates credibility<br />Third party endorsement<br />Show sense of how you work<br />Use ...
Case studies - checklist<br />Hero on your site<br />Remember key words and messages<br />Continually ask for case studies...
Endorsements<br />Aim<br />Demonstrates credibility<br />Third party endorsement<br />Show sense of how you work<br />Use ...
Trial stage<br />Objective: to be helpful, make it easy<br />Free meeting offer<br />Hosted events/seminars<br />Special r...
Hosted events<br />Various formats – roundtable/seminar<br />Consider joint events with referral partners<br />Post on fre...
Trials<br />Consider on screen demos eg Sage using screen capture software<br />How to videos<br />Free trial of accountin...
Adoption stage<br />Objective: to influence the influencer<br />Extended networking – influencing the KDM, research referr...
Loyalty stage<br />Objective: keep the client, turn into advocate<br />Welcome packs<br />Easy to use services<br />Custom...
Marketing planning<br />
Marketing Planning<br />Consider splitting plan by customer segments<br />Set key objectives and measurements <br />Define...
Budgeting<br />Allocating your budget against sales cycle<br />
Budget spend per stage <br />
Next actions<br />Decide on marketing tools and content<br />Develop marketing action plan <br />Allocate budget<br />Get ...
Any questions?<br />
How can I help your firm?<br />Contact me on<br />07845 185143<br />claire@lighthouse-marketing.net<br />Fixed hourly, dai...
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  • Marketing matters chartergroup part two June 2011

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

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