Marketing matters part three Aug 2011


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  • SM is rethinking the old marketing channels Inbound is the new termIts about conversations, listening and engagement
  • Social media can influence the Sales/NBD funnel. Taking Kotler’s Rational decision-making model. Lets look at how social media can affect the sales funnel from awareness to loyalty.
  • Awareness stage Firstly you need to understand where your clients hang out online, and be there - join forums, blogs, communities etc. For example use twitter to see whose talking about accountancy or tax.Look at competitors, referral networks, local media twitter feeds and follow them. Simple twitter search who’s asking about tax issues etc Research competitors products and services. Sign up to their RSS feedsUse as a broadcast message say update on linked in , tweet, blog post etcMake messages interesting, aim to get articles passed on, shared or retweeted
  • Give them something their interested in. Know who you are now showing next step.Give something away to draw people into your content eg blog, article webcast, etcOnce have idea for content, Repurpose it for different channels eg blog article, slides on slideshare, youtube etcDemonstarteexpertsieAlso about engaing in conversation, answerewuestions, join groups ask questions
  • What can Social Mediado at the evaluation stage when weighting up others against your firmAsk on twitter why your clients use you, retweet then share their comments and use in offline materialsLook at questions being asked and offer answersRun Live Q&A webinar for exampleRefer clientsInfluence at this evaluation stage is medium, Your services need to stand up to scrutiny for potential clients to move down the sales funnel
  • About quality of service at this stages but SM can help champion good servicePut newbies in touch with existing advocate customersWhen articles downloaded etc contact them for feedback, do they need a case study on how it works, free trial etcInfluence here is relatively low
  • Mainly p2p sellingQuality of sales force
  • Influence here very highCross sell and up sell oppProvide up to date reminders eg key dates, new services, new legislationDevelop 1 2 1 relationships with customers and deepen relationships, improve serviceSupport loyalty by helping customers out tweet links to customers or rewteet content, provide recommendations Deepening relationshipsEncouraging lock-inFantastic opps at loyalty stage for deepening relationship, increasing customer service.
  • Still need case studiesQuality servicesTargetsGood sales people
  • Many are free!!
  • Compare these to the freepost envelope – make it easier for people to complete the action
  • Google blog search will help you find good blogs Then subscribe via RSS feed
  • Website tips:Home page so importantDirecting visitors quickly to where they want to goDirect call to actionsEncouraging sign ups to contentSearch facilitySpecific landing pages (with page tags so we can track them are essential)
  • 126 million blogs listed on Blogpost (Jan 2010)
  • Use Blogs toPromote your blogEmail signatures
  • Mercer & Hole have 3 industry segmented blogs but actually not ranked on google blog search?Blogging tipsGood blogs are almost mini websitesAbout me or firm sectionTags/categoriesRSS feed Comments optionVariety of media
  • Profile pictureGood headlineRegular updates – mine through my twitterfeedPublic ProfilePromote and link to website/blogs/twitter etcTarget 100% completeness
  • Recommendations - Don’t ask give to receiveConsider other applications such asReading listTwitter feedsEventsRecommendations
  • Track through twitter buzz
  • Customised twitter background useful to sell servicesConsider your follower policyUse lists to segment your followers either public or private
  • Who are we videosRecruit case studies
  • Variety of tools that allow you to manage social media
  • Image to show hootsuite where you can add streams and then statistics
  • GeochirpFor example, if you want to search for people Tweeting about “Tax in Birmingham ”, you canjust select the area in the map, set the radius within 1-10 miles of that area, enter the keyword “tax” or any other related keyword and BOOM you have all the people Twittering about tax in and around Birmingham. Can you respond to start a conversation?
  • Promote through business cards, email signatures etc
  • Marketing matters part three Aug 2011

    1. 1. Marketing MattersPart ThreePresentation for Chartergroup- 24 August 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. Recap<br />
    4. 4. Marketing/Sales Process<br />LOGIC<br />TIME<br />EMOTION<br />
    5. 5. Digital/Social Media Marketing<br />
    6. 6. Agenda<br />What is social media<br />Social media & marketing<br />Available tools<br />Top tools & some tips<br />Managing digital and social media<br />
    7. 7. What is social media<br />“Social media is an umbrella term that defines<br />the various activities that integrate technology,<br />social interaction, and the construction of<br />words and pictures.”<br />Source: Wikipedia<br />
    8. 8. Rethinking marketing!<br />Interruption<br />Permission<br />
    9. 9.<br />Social Media Fad or Fact?<br />
    10. 10. Social Media + Sales/NBD funnel<br />
    11. 11. Social Media = Awareness<br />Where are your clients?<br />Use as a broadcast channel<br />Expand reach by making messages interesting<br />INFLUENCE <br />
    12. 12. Social Media = Interest<br />Give away information<br />Repurpose for different channels<br />Engage in conversation<br />Answer questions<br />Ask thought-provoking questions<br />INFLUENCE <br />
    13. 13. Social Media = Evaluation<br />Ask and use testimonials<br />Find people at evaluation stage<br />Run live Q&As<br />Make referrals<br />INFLUENCE <br />
    14. 14. Social Media = Trial<br />Put people in touch through forums, twitter etc<br />Keep up the conversation<br />Post links to how to articles, case studies<br />INFLUENCE <br />
    15. 15. Social Media = Adoption<br />Special offers, time limited advice<br />Influence wider decision makers<br />INFLUENCE <br />
    16. 16. Social Media = Loyalty<br />Keep in touch <br />Advice on new services<br />Develop 1 to 1 relationships<br />Use your channels to promote your customers<br />INFLUENCE <br />
    17. 17. Social Media Summary<br />Authenticity counts<br />Genuine conversations <br />Balance broadcast and conversation<br />Part of marketing toolkit<br />Social Media will not equip sales funnel entirely<br />
    18. 18. Digital/Social Marketing Tools<br />
    19. 19. 3 types of Digital Tools<br />Share<br />Publish<br />Network<br />
    20. 20. Publish<br />
    21. 21. Share<br />
    22. 22. Network<br />
    23. 23. Recommendations<br />Not extensive but based on my experience <br />Tools I recommend are...<br />
    24. 24. Google the Great! <br />Alerts – keep tabs on your company online<br />Analytics – allows you to measure digital tools<br />Adwords – buy keywords and gain SEO<br />BlogSearch - Find blogs on your favourite topics<br />Places– get a Google local listing <br />Ad Sense – earn from your site (where appropriate)<br />Maps – enhance your directions<br />Reader – RSS feeds & competitor knowledge<br />Google +1 – launched end June 2011<br />
    25. 25. The Power of Sharing<br />Decide to post it on Facebook<br />Now my friend & colleagues can view it <br />Visit a website and share the article<br />
    26. 26. Top Accountancy Tools<br />Will depend on your target market<br />Google Tools <br />Website<br />Blogs<br />Linkedin & Twitter<br />Sharing tools<br />Videocasts<br />Slideshare<br />
    27. 27. Web wonders <br />Objectives:<br />1. Be found on search engines<br />2. Generate leads and filter to conversions<br />How?<br /><ul><li>Good functional design
    28. 28. Keyword analysis
    29. 29. SEO friendly – content, meta descriptions, keywords, page titles, linking strategy
    30. 30. Page tags on every page
    31. 31. Good analytics to refine pages
    32. 32. Content management system to update/edit</li></li></ul><li>Websites<br />
    33. 33. Blogs<br />Content publishing tool that displays your posts/articles in chronological order<br />Multi media content<br />Top 3 platforms<br />
    34. 34. What’s good...<br />Way to establish your firm and people as experts<br />Chance to create remarkable content and enhance website<br />Great SEO ranking and therefore awareness tool<br />Chance to develop relationship through comments<br />
    35. 35. What’s bad...<br />Time intensive<br />Need to have regular content<br />Busy blogosphere<br />Personality and content very important<br />
    36. 36. Blogging guide<br />Use to develop your position as experts<br />Invite Guest bloggers<br />Respond and leave comments on other blogs<br />Diversify content – links, video, slides etc<br />SEO essential to promote your blog <br />Use tags/categories<br />Link to other social media<br />Promote your blog<br />
    37. 37. Good Blogs I follow<br />
    38. 38. The “professional” social network<br />Launched May 2003 - 43 million users in 170 industries<br />Around 50% of users in UK<br />Create online CV and connect with others peers through online networking<br />Also have business profile<br />Many businesses use it to recruit (and check references)<br />
    39. 39. The Good...<br />Easy to use<br />Connect to people through existing connections<br />Allows you to integrate twitter, blog and website<br />Join groups to develop connections and share knowledge<br />Question and Answer to demonstrate knowledge<br />Post public events<br />
    40. 40. and the bad...<br />Smallest of the Big Three social networks<br />Less fun and harder to develop personality<br />Job seekers are more active on the site than those already employed<br />Professional site, so marketing messages are not always welcome.<br />
    41. 41. How can you use it?<br />Develop and promote yourself and your firm<br />Build connections<br />Seek recommendations<br />Promote your knowledge and answer questions <br />Promote upcoming events/seminars<br />Promote other content you’ve created, including webinars, blog posts or podcasts<br />Recruit new staff<br />Targets – Develop relationships with targets<br />Pre-meeting research<br />
    42. 42. Linked in tips<br />
    43. 43. Linked in tips<br />
    44. 44. <ul><li>Free micro-blogging service
    45. 45. Send and read 140 character Tweets
    46. 46. Build up connections or followers
    47. 47. Share Tweets (RT) and highlight someone/thing (#) </li></li></ul><li>The good...<br />Public and instant = greater SEO exposure<br />Open forum - build a community of potential customers you don’t personally know<br />Fans can “follow you” without you having to reciprocate<br />There is a quick way to share links to content<br />Users are very vocal, so if they are happy with your firm they’ll say so<br />
    48. 48. And the bad...<br />Text only — pictures and video are shared through secondary links<br />140 characters is challenging<br />Busy with lots of “noise.” Stand-out very hard<br />Increasing spammers<br />Needs monitoring , users are very vocal<br />
    49. 49. How can you use it?<br />Develop and promote yourself and your firm<br />Interact with your customer base<br />Track what people are saying about your company and brand<br />Create buzz around upcoming events/seminars<br />Promote other content you’ve created, including webinars, blog posts or videocasts<br />Develop direct relationships with bloggers and journalists for potential PR placement<br />Track competitive activity<br />
    50. 50. Twitter tips <br />
    51. 51. Pod/Videocasts<br />Digital media files (either audio or video) that are released and downloaded through web syndication<br />Second largest search engine so great SEO<br />Create your own channel <br />Professional video not necessary<br />
    52. 52. Videocasts<br />
    53. 53. Keeping track of it all... <br />Tools to manage and track social media<br />Can be linked into Google analytics to track conversion rates/effectiveness<br />
    54. 54. RSS - the ability to update readers ‎with new content it publishes<br />Set up a RSS reader <br />Keep track of all relevant sites, blogs etc<br />Make time to read your RSS feeds<br />Share what’s relevant – Retweet, blog etc <br />
    55. 55. Keeping track of it all... <br />Hootsuite( –<br />Free <br />Manages multiple Social Media accounts <br />Provides statistics & tracking <br />Ability to pre-schedule messages <br />
    56. 56. Keeping track of it all... <br /><br />Allows you to feed your RSS/blog feed into your Twitter account and thus keep updated and in sync<br /> <br />GeoChirp helps you search for people Twittering for specific things in a specific area. <br />
    57. 57. Keeping track of it all... <br />Tweetdeck<br />Free browser for tracking social media accounts<br />No tracking as yet , so use a URL shortener<br />No pre scheduling of messages<br />URL Shorteners -<br />Saves characters vital in Twitter <br />Tracks clicks on URLs<br />
    58. 58. Keeping track of it all... <br />Share Buttons/ TweetMeme. <br />The counter on webpages<br />Shows page popularity<br />Encourages page retweets the page. <br />View stats on who’s retweeted and when.<br />
    59. 59. Google analytics<br />
    60. 60. Summary<br />Social Media is another marketing tool, don’t forget to promote the channels<br />Think publish, share and network<br />The key is engagement<br />2-way conversation needs interaction<br />Needs time<br />Can be monitored and tracked <br />
    61. 61. Any questions?<br />
    62. 62. How can I help your firm?<br />Contact me on:<br />m: 07845 185143<br />e:<br />t: @ClaireGLighthse<br />l:<br />Fixed hourly, daily, project rates so no surprises!<br />