Effective digital marketing strategies 050314
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Effective digital marketing strategies 050314

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Workshop content from Effective Digital Marketing Strategies session at WMG's International Institute for Product and Service Innovation.

Workshop content from Effective Digital Marketing Strategies session at WMG's International Institute for Product and Service Innovation.

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    Effective digital marketing strategies 050314 Effective digital marketing strategies 050314 Presentation Transcript

    • Welcome IIPSI INTERNATIONAL INSTITUTE FOR PRODUCT AND SERVICE INNOVATION SCOTT CROWTHER KNOWLEDGE TRANSFER SPECIALIST © 2014
    • Effective Digital Marketing Strategies © 2014
    • Today’s agenda 0845 Welcome + aim for today Scott 0900 Goals and Objectives setting Ellie 0945 Understanding personas Scott 1030 Coffee 1100 Researching your market + keywords Scott 1200 Content Marketing Session 1 (what is it?) Yiannis / Scott 1230 Lunch 1330 Content Marketing Session 2 (where & how?) 1445 Coffee 1515 Digital User Experience Craig 1615 Pulling it all together Scott © 2014 Yiannis/Scott
    • What we do at IIPSI Innovation Programme - Workshops Technology Demonstration Innovation Projects © 2014
    • Expertise Areas © 2014
    • Why do we do it? © 2014
    • So what forms a strategy document? • It is really up to you. • Every company differs. • Find a balance between: and Back of fag packet © 2014 War and peace
    • Today’s agenda 0845 Welcome + aim for today Scott 0900 Goals and Objectives setting Ellie 0945 Understanding personas Scott 1030 Coffee 1100 Researching your market + keywords Scott 1200 Content Marketing Session 1 (what is it?) Yiannis / Scott 1230 Lunch 1330 Content Marketing Session 2 (where & how?) 1445 Coffee 1515 Digital User Experience Craig 1615 Pulling it all together Scott © 2014 Yiannis/Scott
    • Experience Led Innovation Toolkit © 2014
    • Experience Led Approach + Digital Tools = bigger audience, better engagement, increased business © 2014
    • Tomorrow’s Headlines What will be the outcome of today’s workshop on your business? 1. What will the resulting achievements look like? 2. What would you like to see has occurred? 3. How would a news journalist report these achievements to the wider world? 4. What does it mean for the press, the trade, your customers, the general public? © 2014
    • Tomorrow’s Headlines © 2014
    • Goals and Objectives "80 percent of marketers incorrectly begin with tactics instead of goals." -eMarketer Report 2012 © 2014
    • Goals What are your marketing goals? (they should align with your company goals !!!) • • • • © 2014 Build a brand? Build a reputation? Develop relationships? Sales results?
    • Objectives How will you meet your goals? Create some achievable targets that are measurable and align with your company aims. • • • • © 2014 Drive more website traffic? Gaining more business contacts? Don’t overstretch yourself! Make them SMART…
    • Objectives SMART means: • • • • • © 2014 Specific Measurable Achievable Realistic Time-specific
    • Goals and Objectives Goal: Grow the business by 10% by expanding into new markets. Objectives: New LinkedIn marketing campaign in France, achieving gross sales of £50,000 by March 2015. © 2014
    • Goals and Objectives Goal: Become known as thought leaders in logistics sector. Objectives: Have the MD published in 5 major trade publications. Gain 500 followers across Social Media networks. By end March 2015. © 2014
    • Goals and Objectives Goal: Increase number of summer season paying visitors by 20%. Objectives: By end August 2014, run 1 online discount voucher offer and email marketing campaign to grow the CRM database to 500 people. © 2014
    • Goals and Objectives Try some goals and objectives for your business and or… © 2014
    • Today’s agenda 0845 Welcome + aim for today Scott 0900 Goals and Objectives setting Ellie 0945 Understanding personas Scott 1030 Coffee 1100 Researching your market + keywords Scott 1200 Content Marketing Session 1 (what is it?) Yiannis / Scott 1230 Lunch 1330 Content Marketing Session 2 (where & how?) 1445 Coffee 1515 Digital User Experience Craig 1615 Pulling it all together Scott © 2014 Yiannis/Scott
    • Personas: understanding your target © 2014
    • Let’s talk about… • Understanding customers and users. • Not about being a slave to customers’ whims. • Gaining insights which will help you meet your business objectives. • Designing for the experiences and behaviours you hope to create for users of a product or service, or engaging in social media and digital marketing interaction. • We call this: © 2014 Experience Led Innovation
    • Put yourself in the user’s shoes … now how does your company look? © 2014
    • Understand the user perspective How many people would push the wrong button for this lift? © 2014
    • Getting it right… “the user experience is what we care about most” Steve Jobs © 2014
    • Personas A tool to assist with understanding and effective targeting of specific user groups • • • • © 2014 Allows you to describe a target Persona in some detail Helps you appreciate their perspective Understand how and why they make decisions Behaviours, locations, motivations, other brands of interest
    • Personas Two main ways to use this tool: 1. Develop speculative profiles • Useful for idea exploration, or quick user perspective questioning 2. Better understanding an existing target market • Build on what you already know, and take this further to gain key insights. Who is your target audience? Personas can be as quick or as involved as you wish – but do be aware of the limitations of the approach you have taken. © 2014
    • Personas: How to use it • • • • • • • • © 2014 Goal is to describe the target customer as a real person Give them a name and image Age, gender, interests Use situation – when do they buy / use this product? Key information needs Decision making factors Increase personal description for B2C situations, e.g. music, brands Understand decision-making role for B2B situations
    • Personas: examples © 2014
    • Personas: examples © 2014
    • Personas: examples © 2014
    • Personas: some common mistakes 1. Too much speculation • Imagination is good! But balance with hard market knowledge 2. Stereotypes and assumptions • Beware assuming traditional roles, genders, etc 3. Over-simplifying a market • Lumping everyone together may miss important insights 4. Too much segmentation • © 2014 Look for common behaviour and motivation traits which cut across demographics
    • Personas worksheet © 2014
    • Personas worksheet Group exercise • © 2014 Build a persona from what we know Owners of: Volvo V50
    • Personas worksheet Now in pairs, try the same exercise for your own companies. © 2014
    • © 2014
    • Today’s agenda 0845 Welcome + aim for today Scott 0900 Goals and Objectives setting Ellie 0945 Understanding personas Scott 1030 Coffee 1100 Researching your market + keywords Scott 1200 Content Marketing Session 1 (what is it?) Yiannis / Scott 1230 Lunch 1330 Content Marketing Session 2 (where & how?) 1445 Coffee 1515 Digital User Experience Craig 1615 Pulling it all together Scott © 2014 Yiannis/Scott
    • Research and Listening © 2014
    • Why do this? You will get to understand… • • • • Your business Your market Your competitors Your customers …better. © 2014
    • Research and Listening It improves your insights on… • Market understanding • What conversations are happening? • Brand mentions • Sentiment polarity! • Negative comments • Sales opportunities • Partner development • Product and service development © 2014
    • Research and Listening Research • Deeper analysis of companies and customers. • Helps you define a Listening Plan. • Infrequent (maybe once a quarter or less) Listening • Fixed plan of places/people to listen to. • Relatively quick review of what is happening now. • Do this regularly (weekly?) © 2014
    • Research and Listening What are you doing right now? © 2014
    • Research and Listening 1. Customers - Analyse existing and potential customers.* - Look into their online conversations. - Why do customers do what they do? - Where are your customers? - What are they discussing? - What are their needs? * Remember your personas ? © 2014
    • Research and Listening 2. Companies - Track your competitors - And your company!!! © 2014
    • Social Listening But what will we find out? • • • • © 2014 Topics / Themes / Content Sources / Channels for promotion People / Advocates Keywords
    • Research and Listening Some places to consider: • Your industry webzines, blogs, groups. • Social Media. • Competitors’ websites. © 2014
    • Research and Listening Some tools to consider: • • • • www.mention.net to monitor your brand. www.opensiteexplorer.org for any site’s inbound links. www.peerindex.com for finding Advocates. www.nod3x.com for finding Advocates. *** © 2014
    • Sample Listening Plan Who Where (how) Us Mudhugger bikeradar, chopMTB, Moredirt. Twitter, Facebook. (Mention) Competitors Muckynutz Plume Crud Bikeradar, chopMTB, Moredirt Their Websites, Twitter, Facebook, Google+. Customers Jess Stone Richard Clegg Twitter, Facebook, Google+. Potential Advocates Ruth Owen-Evans Website, Twitter, Facebook. © 2014
    • Keyword analysis Keywords are individual words or phrases that give a broad view on the main concepts being discussed online in articles, blogs, etc. Keywords are a helpful tool when indexing your content and attempting to make it available to a wider audience. © 2014
    • Keyword analysis Why? • Blog and social media topics • Phrases to include in content • SEO impact (Google rankings!) © 2014
    • Keyword analysis In general: • • • • • © 2014 Brainstorm a seed list of terms Expand using research tools Refine with competitor research Try them and measure impact! Review in future.
    • Keyword analysis Some Suggested FREE Steps: • • • • • • • • © 2014 Brainstorm !!! Ubersuggest (http://ubersuggest.org) Google Adwords (adwords.google.com) • Tools > Keyword planner Long Tail Tool • http://www.keywordtooldominator.com/k/google-auto-suggest/ Google Trends (www.google.co.uk/trends/explore) Google search Twitter Review competitor’s sites (Google Adwords again!)
    • Keyword analysis • Other tools to consider (paid): • www.SEMRush.com • www.wordtracker.com • www.SpyFu.com (KeywordSmartSearch) © 2014
    • Keyword analysis Tips: • Consider internationalisation • Mudguard vs Fender ! • “Can anyone recommend…” © 2014
    • Hashtags! © 2014
    • Today’s agenda 0845 Welcome + aim for today Scott 0900 Goals and Objectives setting Ellie 0945 Understanding personas Scott 1030 Coffee 1100 Researching your market + keywords Scott 1200 Content Marketing Session 1 (what is it?) Yiannis / Scott 1230 Lunch 1330 Content Marketing Session 2 (where & how?) 1445 Coffee 1515 Digital User Experience Craig 1615 Pulling it all together Scott © 2014 Yiannis/Scott
    • ALTHOUGH MARKETING MAY APPEAR TO HAVE CHANGED. WE FUNDAMENTALLY EXIST FOR THE SAME REASONS… www.yourmumux.co.uk
    • © 2014
    • © 2014
    • SO MUCH CHOICE… SO MUCH CONFUSION www.yourmumux.co.uk
    • NEW DOESN’T ALWAYS MEAN GREAT www.yourmumux.co.uk
    • MAKE THE RIGHT CHOICE. © 2014
    • © 2014
    • CREATE ONCE, DISTRIBUTE EVERYWHERE… © 2014 …THAT IS RIGHT FOR YOU
    • 70/20/10 – BE AGILE 70% planned, 20% programmatic, 10% purely responsive
    • © 2014
    • Content Marketing © 2014
    • Content Marketing what will we talk about? what format will we produce? where will we publish it? when will we do it? who will do it? © 2014
    • Content Marketing WHAT THE HELL DO I TALK ABOUT? © 2014
    • Content Marketing It’s ok – you’re an expert! © 2014
    • Content Marketing …and you can steal (to an extent) © 2014
    • Content Marketing Suggested Steps: • Start by brainstorming a list of monthly themes • Brainstorm topics within each theme • Your Listening Plan will help inform this! © 2014
    • Content Marketing Theme examples for a B2B software company: • • • • • • • Mobile app options Delivering bespoke software projects on time and on budget Onshore vs Offshore vs Inhouse staffing Bespoke vs off the shelf software – pros and cons Company vs contractor, which is best? Cultivating quality Technology we like © 2014
    • Content Marketing We need a volunteer !!! © 2014
    • Content Marketing Over lunch… Brainstorm some monthly themes and topics for your own company or brand. Prepare to share to the room after lunch! © 2014
    • © 2014
    • Content Marketing WHAT THE HELL DO I TALK ABOUT? © 2014
    • Today’s agenda 0845 Welcome + aim for today Scott 0900 Goals and Objectives setting Ellie 0945 Understanding personas Scott 1030 Coffee 1100 Researching your market + keywords Scott 1200 Content Marketing Session 1 (what is it?) Yiannis / Scott 1230 Lunch 1330 Content Marketing Session 2 (where & how?) 1445 Coffee 1515 Digital User Experience Craig 1615 Pulling it all together Scott © 2014 Yiannis/Scott
    • Content Marketing what will we talk about? what format will we produce? where will we publish it? when will we do it? who will do it? © 2014
    • Content Types & Creation • What are you going to create? • How are you going to create it? • Who is going to create it? • • © 2014 NB1: Will it help you meet your goals? NB2: Remember Social Listening + Personas.
    • Content Marketing what will we talk about? what format will we produce? where will we publish it? when will we do it? who will do it? © 2014
    • Content Hub & Distribution Now you’ve decided on your content and the format you would like to use: • Where will you publish to? • Where will you distribute? • • © 2014 NB1: Will it help meet your goals? NB2: Remember Listening + Personas
    • Content Hub & Distribution Our Website © 2014 Our Website
    • Content Marketing what will we talk about? what format will we produce? where will we publish it? when will we do it? who will do it? © 2014
    • Content Planning Now it’s the ‘when’… • When will we publish this stuff? • When will we create it? (and who..?) © 2014
    • Content Calendar Planning for mud ! © 2014
    • Mondays Facebook Update from company. Content Calendar Tuesdays Twitter Tweet from company. Other Remind colleagues to retweet and share. Run Listening Plan. Update from company. Tweet from company. Also comment on something newsworthy from an outside source. Source images and infographics for next week. Comment about something newsworthy from an outside source. Unfollow anyone you are following more than 3 months who isn't following you back. Wednesdays Update from company. Tweet from company. Follow 50 new people and any new customers. Remind colleagues to retweet and share. Planning for mud ! Plan next week’s Content Planner. Thursday Update from company. Set up automated Tweets for weekend. #MTBhour 9-10pm Write new posts and edit any video footage for next week’s use. Fridays Update from company. Update to welcome any new customers. Tweet from company. #FF Tweet to welcome any new customers or interesting followers or important targets. Retweet about something newsworthy from 3rd party - fun for weekend. Remind colleagues to retweet and share. React to any posts from others React to any posts from others React to anything mentioning company React to anything mentioning company n/a n/a © 2014 Saturdays Sundays Automate Twitter and Facebook updates for weekend.
    • Content Planning Over coffee, Try planning for your own company! © 2014
    • © 2014
    • Content Marketing what will we talk about? what format will we produce? where will we publish it? when will we do it? who will do it? © 2014
    • Today’s agenda 0845 Welcome + aim for today Scott 0900 Goals and Objectives setting Ellie 0945 Understanding personas Scott 1030 Coffee 1100 Researching your market + keywords Scott 1200 Content Marketing Session 1 (what is it?) Yiannis / Scott 1230 Lunch 1330 Content Marketing Session 2 (where & how?) 1445 Coffee 1515 Digital User Experience Craig 1615 Pulling it all together Scott © 2014 Yiannis/Scott
    • Pulling it all together Pulling it all together © 2014
    • Overall approach What is your overarching ‘vibe’? - Helpful? - Approachable? - Confrontational?!? - Pick 3 words that describe your approach. - Could relate to your business mission. © 2014
    • Handling Situations How do we handle queries? What do we do if things go wrong? Who should handle it? How? © 2014
    • Writing the Strategy • • • • • © 2014 Is yours completed? Will it achieve the goals you set? Will it really work? Do you have enough time to do this? Enough money?
    • Time Management You need to decide on what time scales you will do these tasks, and consider who will do them! • • • • • Research Email-marketing Social Media updates Review your content calendar? New keyword analysis? © 2014
    • What if it doesn’t work? • Measure against your objectives • Review what worked and what didn’t • Adjust and improve > When will you do this? © 2014