Generate UK Digital Marketing Strategy seminar 2012
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  • As a company we’re very proud in the fact that we have built an excellent reputation both locally and nationally for delivering quality work and knowing our subject matter. Recently we appear on the BBC, a programme called Click a technology programme talking about the benefits of business blogging. As a company we try and do things differently and try bring an element of fun to the work place and working ways to raise money for charity
  • So today will focus on understanding the task head – asking ourselves some hard hitting questionsDon’t take the easy option – often we find people taking short cuts.....Ecommerce example...only yesterday I was talking to someone who has recently found a piece of software online to build a shopping cart website, so uploading products etc is great, drag and drop and he said it was really cheap but now he found out that platform only processes paypal transactions and he needs a full shopping cart facility to process all the other payment options....and these is now going to cost him twice as much and has delayed his project?Know your competitors! Do your research, often this really overlooked as you can learn loads from your competitors, understanding what’s working for them and capitalising on areas where there focus is less.Creating Platforms is probably the most important part of this presentation – companies need to invest in future proof web platforms. We’ve seen some real horror story’s here and it pain me every time I see companies investing good money in bad technology and often its not the fact that the technology is bad it a case of it doesn’t fit their business requirements. And this is due to bad preparation and planning. Lastly once you know the task ahead, understand what your competitors are doing and you’ve researched and opted for some great flexible platforms to enable you to grow, you can start to develop a effective online strategy!
  • So today will focus on understanding the task head – asking ourselves some hard hitting questionsDon’t take the easy option – often we find people taking short cuts.....Ecommerce example...only yesterday I was talking to someone who has recently found a piece of software online to build a shopping cart website, so uploading products etc is great, drag and drop and he said it was really cheap but now he found out that platform only processes paypal transactions and he needs a full shopping cart facility to process all the other payment options....and these is now going to cost him twice as much and has delayed his project?Know your competitors! Do your research, often this really overlooked as you can learn loads from your competitors, understanding what’s working for them and capitalising on areas where there focus is less.Creating Platforms is probably the most important part of this presentation – companies need to invest in future proof web platforms. We’ve seen some real horror story’s here and it pain me every time I see companies investing good money in bad technology and often its not the fact that the technology is bad it a case of it doesn’t fit their business requirements. And this is due to bad preparation and planning. Lastly once you know the task ahead, understand what your competitors are doing and you’ve researched and opted for some great flexible platforms to enable you to grow, you can start to develop a effective online strategy!
  • So today will focus on understanding the task head – asking ourselves some hard hitting questionsDon’t take the easy option – often we find people taking short cuts.....Ecommerce example...only yesterday I was talking to someone who has recently found a piece of software online to build a shopping cart website, so uploading products etc is great, drag and drop and he said it was really cheap but now he found out that platform only processes paypal transactions and he needs a full shopping cart facility to process all the other payment options....and these is now going to cost him twice as much and has delayed his project?Know your competitors! Do your research, often this really overlooked as you can learn loads from your competitors, understanding what’s working for them and capitalising on areas where there focus is less.Creating Platforms is probably the most important part of this presentation – companies need to invest in future proof web platforms. We’ve seen some real horror story’s here and it pain me every time I see companies investing good money in bad technology and often its not the fact that the technology is bad it a case of it doesn’t fit their business requirements. And this is due to bad preparation and planning. Lastly once you know the task ahead, understand what your competitors are doing and you’ve researched and opted for some great flexible platforms to enable you to grow, you can start to develop a effective online strategy!
  • So today will focus on understanding the task head – asking ourselves some hard hitting questionsDon’t take the easy option – often we find people taking short cuts.....Ecommerce example...only yesterday I was talking to someone who has recently found a piece of software online to build a shopping cart website, so uploading products etc is great, drag and drop and he said it was really cheap but now he found out that platform only processes paypal transactions and he needs a full shopping cart facility to process all the other payment options....and these is now going to cost him twice as much and has delayed his project?Know your competitors! Do your research, often this really overlooked as you can learn loads from your competitors, understanding what’s working for them and capitalising on areas where there focus is less.Creating Platforms is probably the most important part of this presentation – companies need to invest in future proof web platforms. We’ve seen some real horror story’s here and it pain me every time I see companies investing good money in bad technology and often its not the fact that the technology is bad it a case of it doesn’t fit their business requirements. And this is due to bad preparation and planning. Lastly once you know the task ahead, understand what your competitors are doing and you’ve researched and opted for some great flexible platforms to enable you to grow, you can start to develop a effective online strategy!
  • Don’t take the easy option – often we find people taking short cuts.....Ecommerce example...only yesterday I was talking to someone who has recently found a piece of software online to build a shopping cart website, so uploading products etc is great, drag and drop and he said it was really cheap but now he found out that platform only processes paypal transactions and he needs a full shopping cart facility to process all the other payment options....and these is now going to cost him twice as much and has delayed his project?

Generate UK Digital Marketing Strategy seminar 2012 Presentation Transcript

  • 1. Digital Marketing Strategy Seminar 2012
  • 2. Agenda1. An Introduction to Generate UK2. A Digital Marketing Strategy for your Business3. Generate UK AdvantageRefreshments and Networking4. Top Ten Tips to Accelerate your Website Success5. Case Study – An Integrated Social Marketing Strategy6. Q&A Panel
  • 3. Digital Marketing Agency HQ: NEWBURYLONDON OFFICE 50 Liverpool St
  • 4. Happy Bunch Happy Customers
  • 5. Online Marketing Success
  • 6. Watch out next year….
  • 7. So what do we do?We quite simply work hard with our clientsto achieve their online objectives.We form strategic partnerships with our clients anddevelop our relationships through coaching,training and deliverables.
  • 8. Hello…we are Generate UK
  • 9. A Digital Marketing Strategy
  • 10. Do you have a strategy?• If so where is it? – In your head Strategy ? – On the back of a scrap piece of paper – Or a professionally written document?
  • 11. Source : Smart Insights
  • 12. WEBSITE & ONLINE PLATFORMS Transfer Skills ConsultancyWEB ANALYTICS WEBSITE DESIGN & BUILD Support Customer Service ONLINE STRATEGY
  • 13. Where to Start? The Basics!
  • 14. “a failure to plan is a plan to fail”.
  • 15. A Clear VisionYou’re directionlessWe find thatcompanies without adigital strategy (andmany that do) don’thave clear vision
  • 16. Goals and Objectives• Strategic goals allow you to understand what you want to achieve? • Sell more products • Gaining new customers • Build deeper relationships with existing customers?• If you don’t have goals • You don’t put enough resources to reach the goals • You don’t evaluate through analytics whether you’re achieving those goals.
  • 17. With no strategy do you know your potential?• You won’t know your online market share• You could underestimate customer demand• Waste time, resource and money in the wrong areas• An ad-hoc approach simply does not work!• You’re always second guessing
  • 18. You struggle to define your online value proposition• Will help you differentiate your online brand• Encouraging existing and new customers to engage• With the aim to stay loyal
  • 19. Integrated not “disintegrated”!• It’s all too common for digital activities to be completed in silos• Statistics prove that digital marketing works best when integrated with traditional media
  • 20. Have an open mind!• Embrace digital marketing• Be sceptical• Be open in new ideas• If you look at the top online brands like Amazon, Dell, Google, Tesco they’re all trialling new approaches to gain or keep their online audiences.
  • 21. You’re simply not optimising• Most company website now have analytics• We find many senior managers/owners don’t ensure that they take time to review them
  • 22. Analyse and Benchmark!• Do you know how big your online footprint is?• Do you know your competitors? • What are they doing?• Do you know your customers? • Do you know where they hang out? • Do they have a typical profile? • Search criteria?• Do you know the potential for different online channels?
  • 23. Understand the Market Place• Google has updated their algorithm 200 times in the last 6 months!• Facebook have 1 billion users!• 140 million Twitter users globally• Twitter now has 10m users in UK• UK is the fourth-largest country with 80% accessing it with mobile phones Sources: Guardian Mashable Maolcom Coles
  • 24. VIDEO"Social Media Revolution" by Erik Qualman.Based on #1 International Best Selling BookSocialnomics by Erik Qualman.Stats are from 2011
  • 25. The Essential Components to a Success Strategy
  • 26. ?....have you
  • 27. Are the platforms you use effective?
  • 28. Are your Platforms Integrated
  • 29. Does your Website deliver?
  • 30. Are you connected
  • 31. Can you measure?
  • 32. Be proactive!
  • 33. Elements of an online strategy
  • 34. WEBSITE & ONLINE PLATFORMS Transfer Skills ConsultancyWEB ANALYTICS WEBSITE DESIGN & BUILD Support Customer Service ONLINE STRATEGY
  • 35. Be careful! ...Attract More New Customers, Sell More to Existing Customers, and Bring Back Your Customers More Often, With Less Effort — No Matter What Product or Service You Sell"You Will Discover The Secrets To Making $50,247 PerMonth Online And How To Grow Your Own Insane ProfitMachine - Even If Youre Totally New To The Web!"
  • 36. Be bold!
  • 37. Don’t take the easy option.. • Don’t be fooled • Don’t be tempted • Online marketing is a long term and continuous commitment • Cheap is not always best
  • 38. If you’re not achieving...Ask yourself a number of straight questions...• Is my strategy clear?• Are my goals realistic?• Do I have enough resource……
  • 39. Final thoughts• If you’re not devoting enough resources to digital marketing or you’re using an ad-hoc approach with no clearly defined strategy, then your competitors will gain the advantage
  • 40. Generate UK Advantage
  • 41. What does it take to get a potential customer to you site?
  • 42. Investing in a great Ecommerce Website, SEO, Link Building, Social media, etc. is a must but it’s not enough
  • 43.  For an Ecommerce site It’s vital to get your pricing right Too high and you lose a potential sale. Too low and you’ve lost out on potential margin. The last thing you want is to sell something too cheap. Getting your price point correct is extremely important. So, is the solution is to spend all day, every day comparing prices on your competitors websites? Generate Advantage is the answer
  • 44.  We track your competitors online prices daily. This is done discreetly without your competitors knowledge. Daily report showing latest price from each of your competitors for your chosen products. All price changes that have occurred since the previous day will be highlighted Increase profitability and cut cost
  • 45. 15 minutes……
  • 46. Top 10 Tips for accelerating your website success
  • 47. Top Tip 1 Flexible website• Make sure you can update it• Ensure it is easy to update• Add videos/images etc• Search engines are focused on fresh, quality content. Can you provide this?
  • 48. Top Tip 2 Be clear on your objective• Not just at homepage level but also subpages• An objective drives focused decision making
  • 49. Top Tip 3 Know Your Competitors• Certainly the top 3 in your sector, both online and offline• See what they have on their website• How do they engage?• Where do they rank?
  • 50. Top Tip 4 It’s all about the Keywords I repeat…. It’s all about the keywords.
  • 51. Top Tip 5 Content is still King..• Content is written, it’s video, it’s images, podcasts, blogs/news etc• Make it engaging• Consider the User Experience• Make sure it is better than your competitors – Google base their rankings on content they think is better
  • 52. Top Tip 6 Have an Internet Marketing Strategy• Focuses on the Now.. Ie, Pay Per Click, Email Marketing• Focuses on the Mid Term… Ie, SEO, Video, Blogs• Focuses on the Longer Term… Ie, Social Media, Community Building• Budgets, resources and priority will dictate which is most important.
  • 53. Top Tip 7 Be a Social Butterfly• I’ve not met a business yet where Social Media could not help them. The question to ask is whether it is a priority.
  • 54. Top Tip 8 You Can’t Avoid Video• Videos are showing in search results• They are more engaging (user experience)
  • 55. Top Tip 9 Ignorance is no longer bliss…• Mobile – Don’t forget it.• You heard already… this year alone Google made over 200 updates to their search algorithm.• New platforms arriving all of the time, Fancy, Pinterest etc… are these good for your business?
  • 56. Top Tip 10 Learn to love analytics• Google Analytics, Facebook Insights etc• Extend analytics with IP tracking for B2B• Knowledge allows you to make informed changes
  • 57. Bonus Tip!It’s not just about online marketing – Business cards – Flyers – Leaflets – Local newspaper – Editorials