The Notes from the #o2mktgmatters training event on April 30th with Dan Sodergren aka @ukmarketinghelp. Covering who you are, what you can do, and when you need to do it. So your can create "Your 90 day" Marketing plan. Remember that for your marketing to be GREAT. It needs to be Guerrilla, Remarkable, Engaging, Active / Agile and work all Together. For more help with your marketing contact your marketing trainer Dan Sodergren on dan@greatmarketingworks.co.uk

1. Marketing is not about you…
It’s about people and about psychology
and what people think, what they
share, what they love, what they feel
about you…

2. What do other people want?
https://www.youtube.com/watch?v=NJnP2wsgnoA

3. GREAT stories = GREAT marketing.

4. “GREAT Marketing has to be
Guerrilla, Remarkable, Engaging,
Active and work all Together.”
#o2mktgmatters

5. Who are you?
#o2mktgmatters

6. Let’s start THINKING.
Brands always communicate – even when
they don’t want too. So does your marketing.

7. Most of it is visual.

8. As I am impartial – here’s another.
Underneath everything is implied
communication of brand values.

9. Write down three words that sum up
their brand to you.

11. Write down three words that sum up
your business.

12. Is the company showing these brand
values through your marketing?

13. Write down three words that sum up
YOUR CUSTOMERS.

14. Where are your
customers?
In social we have
The Conversation
Prism.
Where are your
demographic?

18. What are your competitors doing?

19. As an Agency what do we use?
• Traditional
• Events
• Content / PDF’s
• Email
• Multiple Mobile
Landing Pages
• Display Ads
• PPC in search
• SEO inc Blogs.
• Modern
• PPC in social
• Webinars
• Videos
• Twitter
• LinkedIn
• Apps
• Quizzes
• Games.

20. From a deeper point.
It’s why we use them.
Marketing vs Community.

21. 21
Now pop them on the sheet.
AIDA?
Awareness. Interest. Desire. Action.
#o2mktgmatters

22. A
I
D
A

27. So it’s you and content…. 

28. 5+ tools for creating great content
• Cool tools you can use to make stuff
• https://infogr.am
• For making some cool infographics
• https://www.reembed.com
• For adding your logos onto videos.
• http://www.chartblocks.com
• For pretty charts and graphs
• www.spoken.ly
• For creating your own inspirational quotes
• And a couple of dangerous ones… As “fully automated”…

31. BUT… Can you make perfect content?

34. It’s not the (size of the) tool…
It’s what you do with it.

35. So that’s the real secret…
#o2mktgmatters

36. Use your tools for the right things.

37. “Every moment of Marketing
has an ideal length. How long it
is, is not up to you.”
Dan Sodergren (2015)
#o2mktgmatters

38. And.. each moment IS different.
• Email Subject: 28 – 39 characters.
• Tweets: 71 – 100 characters.
• First Paragraphs: 40 – 55 characters.
• Blog Headlines: 6 words long.
• Blogs Posts: 1,200 - 1,600 words.
• LinkedIn Posts: 25 words.
• LinkedIn Blogs: 600 – 800 words.
• Slide Shares: 6 minutes.
• Podcasts: 22 minutes long.

39. So what will you do with what you
have been given?

40. Skype Example: Have you read it yet?

41. Skype example:
• In the materials provided.
• Skype give us some great examples.
• And some powerful copy.
• Summed up in the:
• Hook, Short Copy, Long Copy, Quote.
• Let’s have a look at one version of this.
• And have a think about where you might use
each part in your marketing.

42. Any feature taken at random.

43. Where might we use the hook?
• Over to you: SHOUT OUT – 30 seconds.
• Examples that we might create as an agency.
• When split up as the body of the PPC.
• Maybe as part of a first paragraph in a blog.
• Definitely the start of a LinkedIn post.
#o2mktgmatters

44. Any feature taken at random.

46. Where might we use the short copy?
• Over to you: SHOUT OUT – 30 seconds.
• Examples that we might create as an agency.
• Use it as part of a Facebook PPC or any PPC.
• Or as a Tweet. Especially with the image.
• Or as an overlay to a tweet picture.
• Or as the intro part of on a LinkedIn Group.

50. You could use Canva to make this:

51. Where might we use the long copy?
• Over to you: SHOUT OUT – 30 seconds.
• Examples that we might create as an agency.
• In our own blogs – mixed with case studies.
• As part of a PDF of the offering.
• On our own website.
• We can mix it with the customer quotes and
create some lovely content.

54. Other good stuff.
• Great case studies to use.
• Especially Alumasc Precision Plc, Aston Martin,
and the Clean Bean case studies…
• Some really nice quotes in there.
• From a variety of people in different positions.
• So no matter who your customer.
• They have created materials for you.
• You have lots of options.
• You even have copy. Some not great… be careful.

58. What you can do now?
• Now you have to start thinking.
• Choose one of these pairs of questions.
• What’s Easy vs Hard?
• What does my customer like vs dislike.
• OR
• What takes a short time vs a long time?
• What do they need vs. what do they want?

59. Easy
Hard
Dislike Love
What to
do 1st.
What not
to do ever.
What to
do 2nd.
Only if
have to.

60. Short
Long
Need Want
What to
do 1st.
What not
to do ever.
What to
do 2nd.
Only if
have to.

61. 61
Remember:
Only three things in life.
And write them down
Now.
#o2mktgmatters

62. Time

63. Money

64. Love / energy.

65. I will not run out of:

66. And I hope not this one…

67. We all know this one:

68. But for marketing perhaps it’s this one:

69. Ever heard of these guys?

70. For us it might be…
• Time - to do a 90 day plan for our marketing.
• 5% on the plan and calendar for the time.
• 30% on the creation of the content.
• 60% on getting the message out there / PR.
• 5% on benchmarking the results.
• One of the points of today is to make sure
you are getting the first and last bits correct.

71. So Benchmarking:
Things to measure..
• No. of pieces of coverage
• Total No. of unique users reached
• Total number of page impressions
• No. of views
• No. of event attendees
• No. of inbound links generated
• Website traffic referred
• Sales revenue
• Online sentiment
• No. of brand advocates
• Improvement in SEO performance

72. 5 Tools To Benchmark With Online.
• Is my message working?
• In PPC the CTR on ads and for your content.
• Number of people to your site:
• Google Analytics.
• Mentions i.e. Brand engagement.
• Twitter Analytics.
• Number of followers.
• Twitter Counter.
• Business people talking about you.
• LinkedIn Insights.

73. Your 90 Day Plan

74. A BIG CHALLENGE
• 90 day plan:
• You now know what you are going to say.
• You know you are going to change your tone.
• You know have some tools to create new
content, to become your own marketing team.
• Now you have to work out…
• Where each of them goes in YOUR TIME plan.

75. 0 – 30 30 - 60 60 - 90

76. How’s this doing?
#o2mktgmatters

77. Summary and Conclusion:
• Huge thanks to O2 and Microsoft.
• What we covered today.
• Who are we? Our brand.
• What we can do? Our options.
• How and when we will do it? Our plan.

78. Dan Sodergren #o2mktgmatters

79. Any Questions ?
#o2mktgmatters

80. Get my card and email me at:

81. Extra thank you.
We will email you our
Seven Top Tips for GREAT marketing.