Get ready for the DigitalRevolution
Introductions & HousekeepingAnthony Congdonrethinkmarketing.com.au@AnthonyCongdonAnthony Congdon
Tonights AgendaThe Changing Business LandscapeThe New Model of Marketing for the Digital Era
Tonights AgendaThe Changing Business LandscapeThe New Model of Marketing for the Digital Era
What’s ChangedCustomers, Staff & Technology
THE            CUSTOMER  Online, Savvy, Mobile &        Demanding
The buying process has changed  And customers are better  educated than ever before
We are now better educated about the         products we buy                                   Researched                 ...
What are we researching?          Source: Ebay Consumer Research
What does this mean for bricks and       mortar businesses?
Where we buy is changing
We are buying more online          Source: consumerbarometer.com
Why are we buying online?• Convenience 24/7        • Prices• Variety & Specificity   • Confidence                         ...
The Mobile InternetChanges how we use the internet, Changes how we see the world!
Technology Adaption Curves
Y
What do we do on these mobile devices?65% of smartphone users access theinternet every day…
How about local?86% of smartphone users have usedtheir phone to find local information (e.g.shops, restaurants, events, at...
What kind of action…
Customer ServiceThe new expectations for a digital            world
We expect more  • Know me• Make it easy • Keep it real
Do you know your customer?
Staff ExpectationsReputation, Knowledge, Communications & IT
Reputation & RecruitingBack then…Newspaper Ads, Resumes etc.   Now…                                         .             ...
Knowledge Management                   Now…Back then 1:1…     Management of Digital Knowledge Assets                   • I...
CommunicationsBack then…                         Now…Structured, Formal Channels        Social Networks, Email, Connected ...
IT Re-InventedENABLER, CLOUD BASED
The Role of IT is ChangingBack then…          Now…      Automation        Business Enabler
The Nature of Networks have changedBack then…              Now…    The Corporate LAN      Cloud Computing
The Nature of Software has changedBack then…        Now…        Big IT     SaaS (Software as a Service)
The Nature of IT Security has changedBack then…         Now…
5 Ways IT Can Transform Your Business1. Stock Management               2. Customer Relationship  – Get deep insights as to...
5 Ways IT Can Transform Your Business3. Knowledge                      4. Communications &   Management                   ...
5 Ways IT Can Transform Your Business5. Rethink Your   Marketing  – Implement metrics to    measure ROI  – Continually fin...
Tonights AgendaThe Changing Business LandscapeThe New Model of Marketing for the Digital Era
The New Buying Cycle   for a digital world
The Super Simplified             Buying Cycle        What is the problem I am experiencing?KNOW    What does it really mea...
What Questions would traditional marketers have                   asked?          What do I need to spend on advertising t...
INBOUND                           OUTBOUND                                                 DIRECTKNOW            BLOGS    ...
SALES CHANNELS                  Website, Store, Sales Force                              etcGetting the most from yourTHE ...
SALES CHANNELS           OPTIMISATION▼Define Target Market▼Define Unique Selling Proposition▼Define Objectives▼Define Desi...
Define Target Market• Who exactly is your perfect customer   –   Know your target market   –   Who are they?   –   What do...
Unique Sales Proposition (USP)• A short statement (no more than 1 sentence)• Keep it simple and be honest• Match it to you...
Building your USP• What is content?   –   Your story!   –   Your online reputation & authority   –   Your Sales Pitch   – ...
Define your Objectives• What is the purpose of your online presence?  –   Generate leads  –   Sell products online  –   Cr...
SMARTER Objectives  S   Specific  M   Measurable  A   Achievable  R   Reach  T   Timeframe  E   Evaluate  R      Re-Evaluate
Metrics• How would you measure success of your  sales channel?   – Traditional Metrics:    • Sales / Revenue / Profit  – C...
Create your design• What is design?   –   Your online image!   –   Your online reputation & authority   –   Your Sales Pit...
How important is design?
Mobile Best Practices                   Be Thumb-FriendlyKeep it Quick             Make it SeamlessMake it Easy to Convert...
Select Technology PlatformWhich features do you need?   –   Content Management System - Mandatory   –   Mobile Ready - Man...
DeploymentDo It Yourself               Choose a DeveloperConsiderations               Considerations• Time?               ...
Deployment CostsType of Site                      DIY                             Professional DeveloperStatic HTML       ...
Analysis• Types of Tools  – Quantitative – Answers the What, How, Where     • Google Analytics     • Clicktale     • Crazy...
Review• What do problems / opportunities do your  analytics identify?• Who can you resolve these?• Would an A/B Test be of...
Getting the most fromINBOUND MARKETING
SEO – Search Engine Optimisation“Search engine optimization (SEO) is theprocess of affecting the visibility of a websiteor...
Why Search Engines Matter
How Search Engines Work
What is a SERP?            Search             Term                   Paid                Advertising                  (PPC...
What influences your SERP Position?• 200+ parameters which make up the search  engine’s “secret ingredients”• Designed to ...
SEO Self Assessment1. Do I show up #1 for my business name?2. Do I show up on Google Maps?3. Do I show up for my core prod...
3 Things you should be doing to improve               your ranking• Start building fresh, unique, valuable and  useful con...
3 Things you should NEVER DO to improve               your ranking• Accept any unsolicited offers from anyone  whose email...
SEO – Keyword Research• Keywords  – These are the words that your target    customer will use online to find your products...
Using the Google Keyword Tool                 google.com/adwords/keywordtool
Content“Content is information and experiences thatmay provide value for an end-user/audiencein specific contexts”        ...
10 Reasons Why Content Matters
5 Ideas for Content you can create now• How to videos and documents    – Perfect for YouTube and sharing• Your own product...
Social Media“Social media refers to the means ofinteractions among people in which theycreate, share, and exchange informa...
2013 Landscape
10 Things you should be doing with Social                 Media• Start with a plan     • Always Listen• Create Measurable ...
10 Things you should NEVER do with Social                  Media• Take shortcuts building   •   Be Pushy or Rude  your net...
Making outbound marketing work for youOUTBOUND MARKETING
EMAIL MARKETINGWell executed email marketing can• Turn 1 time buyers into loyal customers• Keep you on your customers “rad...
EMAIL MARKETINGGetting started…1. Choose a platform  –   E.g. Mailchimp, Constant Contact, iContact etc2. Set up a templat...
ONLINE ADVERTISINGRemember the role search engines play inthe buying cycle today….
And how a Search Results Page is laid out?                 Search                  Term                       Paid        ...
How it works
Leveraging your most valuable assetCUSTOMERS
What is CRM?“Customer relationship management (CRM)is a model for managing all of a company’sinteractions with current and...
What can it deliver•   Improved Customer Satisfaction•   Improve Customer Retention•   Increased average transaction value...
How to get started• Start with the basic collection of customer  details• Match these with transactional information  from...
Some of the Tools Available
The New Marking Model   One more time 
INBOUND                           OUTBOUND                                                 DIRECTKNOW            BLOGS    ...
IntroductionsAnthony Congdonrethinkmarketing.com.au@AnthonyCongdonAnthony Congdon
Tonights AgendaThe Changing Business LandscapeThe New Model of Marketing for the Digital Era
Q&AThanks for your attendance
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Getting the most out of the Digital revolution for Small Business

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  • ADHD Consumer
  • Monitor your reputation online and thank positive mentions on social networks.
  • Monitor your reputation online and thank positive mentions on social networks.
  • Monitor your reputation online and thank positive mentions on social networks.
  • Go through the example of a runner who starts getting blisters in his old runnersKnow -
  • Before we go much further, I’d like to clear up one common misconception.Marketing is often confused with advertising, branding or sales. Where it differs though is in the role it should play within the business. Marketing in its essence is all about a dialogue between the customer and the business. It is as much about listening to the customer and feeding their inputs into business, as it is about conveying the value proposition of the business to the customer. True marketing is a dialogue between the customer and the business.Anyway, that said…Know – All about getting found. Traditionally you would have spent large sums of your budget on yellowpages, newspaper, television and radio advertising. You may have dabbled in direct mail and telemarketing, but in large part, your marketing efforts concentrated on getting your story heard by as many ears and seen by as many eyeballs as possible ideally within your target market.Like: This would come down to the creative side of things presenting your story in a way that resonated with your typical customer.Trust: This final step may have included convincing customers to make a commitment, with perhaps some protections like a 30 day guarantee, etc
  • One of the major differences between the old and new models are where we can begin the sales process.{Click}Whilst we still have all the tools we used to have in terms of outbound marketing to drive leads and opportunities through advertising / cold calling / telemarketing etc…These OUTBOUND marketing tools help us to "buy, beg, or bug their way in“{Click}We also have a completely new suite of tools available to help our customers formulate their needs, and find us. Traditionally, we would have only started the sales process once the customer had identified an explicit need. Now, we can help them form that need through the careful creation of content on the internet.INBOUND marketers "earn our way in”{Click}Once we have a prospect “in” our sales funnel, our efficacy in converting them to a customer is of paramount importance. We should always be measuring this as our “conversion rate”, and we’ll spend a bit of time on this area looking at what tools are available to do this later on.{Click}And when we have done everything right, and the customer is convinced we are the best option to solve their problems, we are duly rewarded with a sale. And more importantly a customer. What we do next however will determine whether we run a good or great business!
  • Traditionally Measured:Sales / Revenue / ProfitProsEasy to measureGreat for short term results.ConsHow effective are they?Is there a problem else where?How many customers have you “burned”?Does it encourage long term success?New MetricsConversion RateMeasures efficiency of sales channelCustomer SatisfactionMeasures long term sustainability of sales channelCustomer Recency, Frequency & Monetisation (RFM)Measures true lifetime value of customer relationships
  • What is a CMS – a system which allows you to edit your website without the need for detailed technical know how! This is a must have today. Platforms include Wordpress, Joomla! , Drupal, Weebly, WIX, and range from simple site builders to comprehensive management systems.Why do you need it:This will form the basis of all of your content marketingYou can not afford to let someone else run your website for youYou need to make the management of your website a core competency
  • What is a CMS – a system which allows you to edit your website without the need for detailed technical know how! This is a must have today. Platforms include Wordpress, Joomla! , Drupal, Weebly, WIX, and range from simple site builders to comprehensive management systems.Why do you need it:This will form the basis of all of your content marketingYou can not afford to let someone else run your website for youYou need to make the management of your website a core competency
  • What is a CMS – a system which allows you to edit your website without the need for detailed technical know how! This is a must have today. Platforms include Wordpress, Joomla! , Drupal, Weebly, WIX, and range from simple site builders to comprehensive management systems.Why do you need it:This will form the basis of all of your content marketingYou can not afford to let someone else run your website for youYou need to make the management of your website a core competency
  • Google Analytics Demo https://www.google.com/analyticsUse White CargoDashboardConversion TrackingTraffic SourcesVisitor FlowContent
  • Google Analytics Demo https://www.google.com/analyticsUse White CargoDashboardConversion TrackingTraffic SourcesVisitor FlowContent
  • KnowSearch Engines & Social Networks love great contentRelevant content adds value to the conversationRelevant Content will help you get found & stand outLikeVisitors love to view and share great contentTrustGreat content is authentic but more importantly, believable. It will positions your site as a trusted advisor
  • For a “small fee” you can be listed #1 in the paid resultsWhy would you do it?Research as to what terms lead to sales before committing to a SEO campaignAvoid the cost and lags with a long SEO campaign for a super competitive termTarget longtail keywords that are too had to build great content forGet sales What do you need to know…What you conversion rate is for each ad/ key word / campaignFrom this you can calculate the cost per acquisition or saleIf it is profitable or notGive hotel exampleIs it easy to set up?Yeshttp://www.youtube.com/watch?feature=player_embedded&v=CBzQyNZLqYIIs it easy to get a result that is maximising your ROI?NoShould you seriously invest in your own training or a Certified Adwords Professional to help you on this, for Sure!
  • One of the major differences between the old and new models are where we can begin the sales process.{Click}Whilst we still have all the tools we used to have in terms of outbound marketing to drive leads and opportunities through advertising / cold calling / telemarketing etc…These OUTBOUND marketing tools help us to "buy, beg, or bug their way in“{Click}We also have a completely new suite of tools available to help our customers formulate their needs, and find us. Traditionally, we would have only started the sales process once the customer had identified an explicit need. Now, we can help them form that need through the careful creation of content on the internet.INBOUND marketers "earn our way in”{Click}Once we have a prospect “in” our sales funnel, our efficacy in converting them to a customer is of paramount importance. We should always be measuring this as our “conversion rate”, and we’ll spend a bit of time on this area looking at what tools are available to do this later on.{Click}And when we have done everything right, and the customer is convinced we are the best option to solve their problems, we are duly rewarded with a sale. And more importantly a customer. What we do next however will determine whether we run a good or great business!
  • Test-driven marketing is about continuous improvement, iterating through experiments as a way of life, rather than a one-shot project. Chris Goward of WiderFunnel gave a fantastic presentation at the conference on applying the Kaizen method (popularized by the Toyota Production System) to conversion optimization. I think this is a brilliant cross-pollination of ideas from engineering and operations into digital marketing.
  • Getting the most out of the Digital revolution for Small Business

    1. 1. Get ready for the DigitalRevolution
    2. 2. Introductions & HousekeepingAnthony Congdonrethinkmarketing.com.au@AnthonyCongdonAnthony Congdon
    3. 3. Tonights AgendaThe Changing Business LandscapeThe New Model of Marketing for the Digital Era
    4. 4. Tonights AgendaThe Changing Business LandscapeThe New Model of Marketing for the Digital Era
    5. 5. What’s ChangedCustomers, Staff & Technology
    6. 6. THE CUSTOMER Online, Savvy, Mobile & Demanding
    7. 7. The buying process has changed And customers are better educated than ever before
    8. 8. We are now better educated about the products we buy Researched offline Researched online Source: consumerbarometer.com
    9. 9. What are we researching? Source: Ebay Consumer Research
    10. 10. What does this mean for bricks and mortar businesses?
    11. 11. Where we buy is changing
    12. 12. We are buying more online Source: consumerbarometer.com
    13. 13. Why are we buying online?• Convenience 24/7 • Prices• Variety & Specificity • Confidence • Trust
    14. 14. The Mobile InternetChanges how we use the internet, Changes how we see the world!
    15. 15. Technology Adaption Curves
    16. 16. Y
    17. 17. What do we do on these mobile devices?65% of smartphone users access theinternet every day…
    18. 18. How about local?86% of smartphone users have usedtheir phone to find local information (e.g.shops, restaurants, events, attractionsetc)…88% have taken action as a result!
    19. 19. What kind of action…
    20. 20. Customer ServiceThe new expectations for a digital world
    21. 21. We expect more • Know me• Make it easy • Keep it real
    22. 22. Do you know your customer?
    23. 23. Staff ExpectationsReputation, Knowledge, Communications & IT
    24. 24. Reputation & RecruitingBack then…Newspaper Ads, Resumes etc. Now… . .
    25. 25. Knowledge Management Now…Back then 1:1… Management of Digital Knowledge Assets • Intranets, Blogs, Wikis,
    26. 26. CommunicationsBack then… Now…Structured, Formal Channels Social Networks, Email, Connected Boss Manager Manager Worker Worker Worker
    27. 27. IT Re-InventedENABLER, CLOUD BASED
    28. 28. The Role of IT is ChangingBack then… Now… Automation Business Enabler
    29. 29. The Nature of Networks have changedBack then… Now… The Corporate LAN Cloud Computing
    30. 30. The Nature of Software has changedBack then… Now… Big IT SaaS (Software as a Service)
    31. 31. The Nature of IT Security has changedBack then… Now…
    32. 32. 5 Ways IT Can Transform Your Business1. Stock Management 2. Customer Relationship – Get deep insights as to Management what is selling and when to – Know your customers better plan your holdings – What they like and dislike – Margin Management – What & When they buy discover which lines are your most profitable – What they think about you – What they say about you*
    33. 33. 5 Ways IT Can Transform Your Business3. Knowledge 4. Communications & Management Collaboration – Create Knowledge – Internal social networks Repositories to SHARE – Reduce reliance on email information, policies and – Improve communications procedures with customers – Get your staff to build the knowledge base, and make suggestions to changes in your procedures
    34. 34. 5 Ways IT Can Transform Your Business5. Rethink Your Marketing – Implement metrics to measure ROI – Continually fine tune your efforts to achieve the best ROI – Interact with your customers in the channels that suit them
    35. 35. Tonights AgendaThe Changing Business LandscapeThe New Model of Marketing for the Digital Era
    36. 36. The New Buying Cycle for a digital world
    37. 37. The Super Simplified Buying Cycle What is the problem I am experiencing?KNOW What does it really mean to me? What are the options available to address my “pain point”? Who are the companies/products that can help me? What do they have to offer? Which option appeals to my explicit needs?LIKE Which option fits addresses my “implicit” needs? Does it compare favourably to all the other options Do I have confidence that the option I like will fix my problem?TRUST How significant is the risk I am taking? If everything is OK, then let’s transact
    38. 38. What Questions would traditional marketers have asked? What do I need to spend on advertising to get my brand out there?KNOW How can I cut through the advertising noise? What are the media habits of my target demographic? How do I best position my brand?LIKE What barriers are there to people trusting my brand?TRUST
    39. 39. INBOUND OUTBOUND DIRECTKNOW BLOGS CONTENT MARKETIN TELE - G ADS EMAIL- COLD MARKETIN SEO SOCIAL VIDEO MARKETIN CALLING G G STORE SALES CHANNELS LIKE Website, Store, Sales Force etc TRUST
    40. 40. SALES CHANNELS Website, Store, Sales Force etcGetting the most from yourTHE SALES CHANNELS
    41. 41. SALES CHANNELS OPTIMISATION▼Define Target Market▼Define Unique Selling Proposition▼Define Objectives▼Define Designing & Branding▼Select Technology Platform▼Deploy▼Analysis▼Review
    42. 42. Define Target Market• Who exactly is your perfect customer – Know your target market – Who are they? – What do they like and dislike? – How would they describe what you sell? – What matters most to them? – What matters least to them? Don’t Guess. Ask them!
    43. 43. Unique Sales Proposition (USP)• A short statement (no more than 1 sentence)• Keep it simple and be honest• Match it to your customers MOST important prioritiesexample…Kitchenware Direct says…Australias most trusted cookware and kitchenware retailer! 6000products - all with a 30 day money back guarantee and free shipping ifover $100!
    44. 44. Building your USP• What is content? – Your story! – Your online reputation & authority – Your Sales Pitch – The call to action• How is it presented – Sales copy – Blogs – Social Media – Email
    45. 45. Define your Objectives• What is the purpose of your online presence? – Generate leads – Sell products online – Create bookings – Drive foot traffic to your retail store?• Whatever you decide, make sure it is tangibly measurable
    46. 46. SMARTER Objectives S Specific M Measurable A Achievable R Reach T Timeframe E Evaluate R Re-Evaluate
    47. 47. Metrics• How would you measure success of your sales channel? – Traditional Metrics: • Sales / Revenue / Profit – Contemporary Metrics: • Conversion Rate • Customer Satisfaction • Recency, Frequency & Monetisation (RFM)
    48. 48. Create your design• What is design? – Your online image! – Your online reputation & authority – Your Sales Pitch – The call to action• How important is it? – Definitely #2 after content – First Impressions do count, and you only have >1s – Builds or Erodes Trust – Can influence conversion rates
    49. 49. How important is design?
    50. 50. Mobile Best Practices Be Thumb-FriendlyKeep it Quick Make it SeamlessMake it Easy to Convert Design for VisibilitySimplify Navigation Use Mobile Site RedirectsMake it Local Make it AccessibleBe Thumb-Friendly Listen, Learn and Iterate Keep it Quick
    51. 51. Select Technology PlatformWhich features do you need? – Content Management System - Mandatory – Mobile Ready - Mandatory – Contact Forms – Online Forms – Payment Processing – Paypal / Credit Cards / Bill Payment – Photo Galleries – Shopping Cart – Customer Account Login – Site Search – Discounts & Promotions – Email Signup
    52. 52. DeploymentDo It Yourself Choose a DeveloperConsiderations Considerations• Time? • Experience & Portfolio• Money? • Affordability• Passion? • Intellectual Property RightsDevelopment Considerations – Who owns what?• Code Validation • Ongoing Costs• Professionalism – Hosting, Management etc.• Ongoing Costs • Ease of Management • Updates & Maintenance
    53. 53. Deployment CostsType of Site DIY Professional DeveloperStatic HTML AvoidSite Builder (e.g. WIX, Weebly, $0 - $100 / MonthGoogle Sites)Content Managed Site $0 - $1,500 $2,000+ or(e.g. Joomla!, Wordpress etc) $100/month+eCommerce $0 - $500 setup $3,000+ $0 - $200/month or commission basedHTML to CMS Conversion $500+Mobile Site $0 - $20/month $400+
    54. 54. Analysis• Types of Tools – Quantitative – Answers the What, How, Where • Google Analytics • Clicktale • Crazy Egg – Qualitative – Measures the Why • Quallaroo • Survey Monkey • PopSurvey
    55. 55. Review• What do problems / opportunities do your analytics identify?• Who can you resolve these?• Would an A/B Test be of value?• What can you do to improve your conversion rate?
    56. 56. Getting the most fromINBOUND MARKETING
    57. 57. SEO – Search Engine Optimisation“Search engine optimization (SEO) is theprocess of affecting the visibility of a websiteor a web page in a search engines "natural"or un-paid ("organic") search results.” Source - Wikipedia
    58. 58. Why Search Engines Matter
    59. 59. How Search Engines Work
    60. 60. What is a SERP? Search Term Paid Advertising (PPC)OrganicResults (free) Google Places Listing (free) Site Links (free)
    61. 61. What influences your SERP Position?• 200+ parameters which make up the search engine’s “secret ingredients”• Designed to deliver the searcher web page deemed most – relevant, – authoritative – popular and – Up to date with regard to their search term
    62. 62. SEO Self Assessment1. Do I show up #1 for my business name?2. Do I show up on Google Maps?3. Do I show up for my core product/service in my area?4. How often do I update my site content?5. Do I have any web analytics to measure my ranking?
    63. 63. 3 Things you should be doing to improve your ranking• Start building fresh, unique, valuable and useful content on your website that people will want to share.• Handcraft your Meta Titles & Tags in your CMS• Research the terms people are using to find your products and ensure these are included (but never over used).
    64. 64. 3 Things you should NEVER DO to improve your ranking• Accept any unsolicited offers from anyone whose email address ends in @gmail.com• Trust anyone who offers you “iron clad” guarantees that they’ll get you to place #1 with not much more detail• Take any “short cuts” with $50 link building packages, search engine submissions or the like.
    65. 65. SEO – Keyword Research• Keywords – These are the words that your target customer will use online to find your products and/or services – Keyword research allows you to know exactly what your customers are seeking.
    66. 66. Using the Google Keyword Tool google.com/adwords/keywordtool
    67. 67. Content“Content is information and experiences thatmay provide value for an end-user/audiencein specific contexts” Source - Wikipedia
    68. 68. 10 Reasons Why Content Matters
    69. 69. 5 Ideas for Content you can create now• How to videos and documents – Perfect for YouTube and sharing• Your own product/service demonstrations – Again ideal for video, and sharing• Articles about contemporary issues – e.g. Harlem Shake and Workplace Safety – Ideal for Blogging• Testimonials – both good and bad help establish your authenticity• Newsletter – Weekly or monthly education that nurtures their interest
    70. 70. Social Media“Social media refers to the means ofinteractions among people in which theycreate, share, and exchange informationand ideas in virtual communities andnetworks.” Source - Wikipedia
    71. 71. 2013 Landscape
    72. 72. 10 Things you should be doing with Social Media• Start with a plan • Always Listen• Create Measurable • Be Engaging Goals that matter • Be Consistent• Be Consistent • Build a strong• Build & Share GREAT network content • Be a Good Citizen
    73. 73. 10 Things you should NEVER do with Social Media• Take shortcuts building • Be Pushy or Rude your network • Use Generic Marketing• Try to sell things • Forget to Thank People• Rely on One Platform • Give the responsibility• Spam your audience for your brand to a junior staff member because they know….
    74. 74. Making outbound marketing work for youOUTBOUND MARKETING
    75. 75. EMAIL MARKETINGWell executed email marketing can• Turn 1 time buyers into loyal customers• Keep you on your customers “radar”• Deliver a compelling offer to customers to “buy now”It is the “lowest hanging fruit” for most businessesdelivering a great ROI
    76. 76. EMAIL MARKETINGGetting started…1. Choose a platform – E.g. Mailchimp, Constant Contact, iContact etc2. Set up a template3. Build your mailing list – legitimately!4. Keep in contact at least quarterly but don’t SPAM or hound your subscribers5. Measure the ROI carefully
    77. 77. ONLINE ADVERTISINGRemember the role search engines play inthe buying cycle today….
    78. 78. And how a Search Results Page is laid out? Search Term Paid Advertising (PPC) Organic Results (free) Google Places Listing (free) Site Links (free)
    79. 79. How it works
    80. 80. Leveraging your most valuable assetCUSTOMERS
    81. 81. What is CRM?“Customer relationship management (CRM)is a model for managing all of a company’sinteractions with current and futurecustomers.”
    82. 82. What can it deliver• Improved Customer Satisfaction• Improve Customer Retention• Increased average transaction value• Increased Profitability
    83. 83. How to get started• Start with the basic collection of customer details• Match these with transactional information from your POS, Billing & Service Systems• Look at ways of adding value to the customer’s experience including cross and up-selling
    84. 84. Some of the Tools Available
    85. 85. The New Marking Model One more time 
    86. 86. INBOUND OUTBOUND DIRECTKNOW BLOGS CONTENT MARKETIN TELE - G ADS EMAIL- COLD MARKETIN SEO SOCIAL VIDEO MARKETIN CALLING G G STORE SALES CHANNELS LIKE Website, Store, Sales Force etc TRUST
    87. 87. IntroductionsAnthony Congdonrethinkmarketing.com.au@AnthonyCongdonAnthony Congdon
    88. 88. Tonights AgendaThe Changing Business LandscapeThe New Model of Marketing for the Digital Era
    89. 89. Q&AThanks for your attendance

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