2. A little bit about me
30 + years in
marketing
Consult, train and
& lecture
Own 2 companies
and hold 3 NEDs
Built and sold 3
marketing led
businesses
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2
3. 09/18/133
In 45 mins!
Time to think!
Focus – what is ONE thing that will
make the difference
Keep it simple
Shared learnings
Questions
Action Plan
4. 09/18/134
Top Tips to grow your
business profitably
Social media – a waste of time and
money or essential?
Digital marketing for sales leads –
new tools
Email marketing – is it working for
you and your customers?
5. Digital Marketing today
Confusion
Customers in
control
“free” or cheap
prioritised over
effective
New marketing
technology
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8. The Social Landscape
FACEBOOK: 1.1BN
MEMBERS / 33m
UK
TWITTER: 200M+
MEMBERS WORLDWIDE
/ 15m UK
LINKEDIN: 200M MEMBERS
WORLDWIDE / 10m UK
YOUTUBE: 3BN
VIDEO VIEWS
PER DAY
GOOGLE+: 500M
MEMBERS /
135m active
INSTAGRAM:
200M USERSPINTEREST: 70M
MEMBERS WORLDWIDE
/ 3.2M UK
11. It doesn’t matter!
What does matter is understanding:
Where your customers are
How digital marketing can help them
…buy more from you!
How to measure Roi
Where to invest
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12. So where to start? Look,
Listen and Learn
Research – where are your customers
and influencers?
Listen
What are their interests?
What is their pain?
How can you help?
How can you add value?
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14. B2C common problems
B2C
Poor search
results (lack of
brand)
Low footfall/WOM
Poor customer
retention
Ideas
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15. B2B common problems
Problem
Lack of quality
leads
Poor search
results
Lots of content,
but little
engagement (no
fanbase!)
Ideas
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16. 5 Top Tips
1. Find your influencers and get them to
do your marketing for you!
2. Integrate your channels
3. Be consistent across your channels
in look, and messages
4. Clear Call To Action – what do you
want them to DO?
5. Make it EASY (for them!)
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28. What else can Social Media
do for you?
1. Generate data (leads and deeper
customer insight)
2. Customer generated content (maybe
more valuable than yours!)
3. Customer service: gives you feedback
on what the world thinks of you
4. Crowdsource = Ask for input (e.g. new
product dev, market research)
29. Set Smart objectives
I want to increase my email sign ups from 1000
to 2000 by December 31st
2012
I need to create increased engagement at
events, using Twitter I will gain 500 new
followers and achieve a 10% increase in
retweets with a 5% increase in stand visitors
I will increase website referrals from thought
leaders by 8% in 6 months
But be very clear on how this will convert to
32. The KME Group
485,000 tons
€ 3,000 million
13 production sites
2 industry-leading research centres
Global sales network
6,250 employees
21,000 business partners
48. Marketing Tactics that work
US DMA stats show that
revenue per $1
Email $39
Search $22
Display $19
Social $12
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49. Email marketing
1. Collect the email – doh!
2. Make it easy, relevant and compliant
3. Check: links, spam filters, rendering,
spelling!
4. Test SMALL
5. Make Mobile friendly
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50. Target using the 3 R’s
1. Right person
2. Right place
3. Right time
This will give you the best return on
your marketing - more than
anything else!
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51. Email marketing
1. Good data essential for TARGETING
2. Integrate – email to social and back
3. Newsletters are great, but send them
“regularly” not “monthly” – only send
when you have something to say
4. and what do you want them to do ……
CTA?
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52. ROMI: What to measure and
Tools
1. Online: Referral sites, page views,
Ad ROI, Google Analytics (free)
2. E commerce: Google Checkout
3. Email: depends on esp but opens,
clicks, hard bounces, soft bounces
4. Twitter use unique bitly links and #
5. Offline: Media by Unique code
6. B2b: tools like Lead Forensics
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53. ACTION PLAN
Marketing Tactics
What are you going to do differently?
How are you going to do it?
Who is going to do it?
When will it be done?
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54. KISS
1. Focus
2. What do you do well?
3. What do you NOT do well?
4. Outsource for growth
5. Keep doing it better
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55. Don’t forget to
Say thank you
Tell them what else you do
Ask for testimonials
Offer rewards for referrals
Keep in touch (collect their data!)
Make it personal!
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