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Anna Corbett's Slides for #mmgiveitago

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Anna's slides for "Introducing a marketing framework" at Many Minds Give it a go conference, 20th October 2017.

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Anna Corbett's Slides for #mmgiveitago

  1. 1. @annaappenzeller 1 Anna Corbett @annaappenzeller
  2. 2. @annaappenzeller 2 Introducing a marketing framework
  3. 3. @annaappenzeller 3
  4. 4. @annaappenzeller 4
  5. 5. @annaappenzeller 5
  6. 6. @annaappenzeller 6 I wasn’t ready…
  7. 7. @annaappenzeller 7 What a dick.
  8. 8. @annaappenzeller 8 Let's eradicate the disconnect between brands and their customers.
  9. 9. @annaappenzeller 9 How are brands getting it wrong?
  10. 10. @annaappenzeller 10
  11. 11. @annaappenzeller 11
  12. 12. @annaappenzeller 12 The knowledge gap between industry and companies is vast.
  13. 13. @annaappenzeller 13 1. Educate brands 2. Select relevant channels 3. Consider content 4. Measure progress and success
  14. 14. @annaappenzeller 14 Intent Channels Goals
  15. 15. @annaappenzeller 15 See Think Do Trust
  16. 16. @annaappenzeller 16 Hats for cats
  17. 17. @annaappenzeller 17 See
  18. 18. @annaappenzeller 18
  19. 19. @annaappenzeller 19 Think
  20. 20. @annaappenzeller 20
  21. 21. @annaappenzeller 21 Do
  22. 22. @annaappenzeller 22
  23. 23. @annaappenzeller 23 Trust
  24. 24. @annaappenzeller 24
  25. 25. @annaappenzeller 25 See Think Do Trust
  26. 26. @annaappenzeller 26 Channel Goal See Think Do Trust
  27. 27. @annaappenzeller 27 Business goals: Be profitable within 1 year Inform marketing goals: Increase turnover Inform campaign goals: Increase online sales
  28. 28. @annaappenzeller 28 My list Become profitable within 1 year Be a well known brand for cat accessories Have all the cats Recruit a cat army to fight against cruelty to animals
  29. 29. @annaappenzeller 29 My list Become profitable within 1 year Be a well known brand for cat accessories Have all the cats Recruit a cat army to fight against cruelty to animals
  30. 30. @annaappenzeller 30 Channel Goal See Think Do Trust Drive brand awareness Drive product awareness Drive sales Drive more sales
  31. 31. @annaappenzeller 31 Audience
  32. 32. @annaappenzeller 32
  33. 33. @annaappenzeller 33 Channels
  34. 34. @annaappenzeller 34 Channel Goal See Think Do Trust Drive products and brand awareness Drive product awareness Drive sales Drive more sales Facebook, Twitter, Instagram, Pinterest, display ads, search Pinterest, PPC, search, Facebook Search, PPC Email, Facebook, social ads, retargeting
  35. 35. @annaappenzeller 35 Channel Goal See Think Do Trust Drive products and brand awareness Drive product awareness Drive sales Drive more sales Facebook, Twitter, Instagram, Pinterest, display ads, search Pinterest, PPC, search, Facebook Search, PPC Email, Facebook, social ads, retargeting
  36. 36. @annaappenzeller 36 Channel Goal See Think Do Trust Drive products and brand awareness Drive product awareness Drive sales Drive more sales Facebook, search Search, Facebook Search, PPC Email, Facebook
  37. 37. @annaappenzeller 37 Consider the user journey.
  38. 38. @annaappenzeller 38 Do your content research.
  39. 39. @annaappenzeller 39 Channel Goal Content See Facebook, search Drive brand awareness Cat videos, cutest cats with outfits, cats losing it
  40. 40. @annaappenzeller 40
  41. 41. @annaappenzeller 41 Channel Goal Content Think Facebook, search Drive product awareness How to bond with your cat How to make your cat love you Fab ways to accessorise your cat so you can love it even more
  42. 42. @annaappenzeller 42
  43. 43. @annaappenzeller 43 Channel Goal Content Do Search, PPC Drive sales Best cat clothing Amazing cat hats Buy Ghibli hats for cats
  44. 44. @annaappenzeller 44
  45. 45. @annaappenzeller 45 Channel Goal Content Trust Email, Facebook Drive more sales Share your cat hat pics Latest cat hat trends Cat hat competitions Hat cleaning tips Dogs with hats jokes
  46. 46. @annaappenzeller
  47. 47. @annaappenzeller 47 Never measure outputs.
  48. 48. @annaappenzeller 48 Channel Goal Content See Facebook, Search Drive products and brand awareness Cat videos, cutest cats with outfits, cats losing it Think Facebook, Search Drive product awareness How to bond with your cat. How to make your cat love you. Fab ways to accessorise your cat so you can love it Do Search, PPC Drive sales Best cat clothing Amazing cat hats Ghibli hats for cats Trust Email, Facebook Drive more sales Cat hat pics, cat hat trends, cat hat competitions 48 Measurement No. Facebook posts Pure page likes Post and page engagement No. of links built Rankings Organic traffic Ads created CTR Sales Email subscribers Open rate Customer lifetime value
  49. 49. @annaappenzeller 49 Who. Where. What. Measure.
  50. 50. @annaappenzeller 50 Other audiences
  51. 51. @annaappenzeller 51
  52. 52. @annaappenzeller 52 It’s flexible
  53. 53. @annaappenzeller 53
  54. 54. @annaappenzeller 54 Search terms imply intent.
  55. 55. @annaappenzeller 55 Channel Goal Content Measurement See Facebook, Search Drive products and brand awareness Cat videos, cutest cats with outfits, cats losing it Engagement Think Facebook, Search Drive product awareness How to bond with your cat. How to make your cat love you. Fab ways to accessorise your cat so you can love it Engagement, Referral sessions Do Search, PPC Drive sales Best cat clothing Amazing cat hats Ghibli hats for cats Sales Trust Email, Facebook Drive more sales Cat hat pics, cat hat trends, cat hat competitions Referrals Customer lifetime value
  56. 56. @annaappenzeller 56 Goal Content Measurement See Drive products and brand awareness Cat videos, cutest cats with outfits, cats losing it Engagement Think Drive product awareness How to bond with your cat. How to make your cat love you. Fab ways to accessorize your cat so you can love it Engagement, Referral sessions Do Drive sales Best cat clothing Amazing cat hats Ghibli hats for cats Sales Trust Drive more sales Cat hat pics, cat hat trends, cat hat competitions Referrals Customer lifetime value Keyword “Best food for cats” “Pets” “Cute cats” “Funny cat videos” “Hats for men” “Halloween” “Bonding with your kitten” “Should cats wear clothes in winter” “Dog accessories” “Buy hats” “Cat accessories” “Hats for cats” “snow leopards” “Hats for cats”
  57. 57. @annaappenzeller 57 1. Goals 2. Audience & Channels 3. Content 4. Measure
  58. 58. @annaappenzeller 58 Introducing a marketing framework
  59. 59. @annaappenzeller 59 Meow. bit.ly/hatsforcats Get this talk here:

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