DigitalBristol - January 2012 - Boosting Online Business via Neil Wilkins
Boosting Business OnlineHarnessing the power of digital communication to market your products and services
Harnessing Digital Chaos Apps Web Analytics Website Chat Forum Research eNewsletters SMS SEO Blog Location Based Services Advertising Mobile eCommerce eMail Pay per Click Television Social Media Internet Directories electronic Customer Relationship Management Afﬁliate Marketing
Your Digital Hub eNewsletters Web AnalyticsSocial Media SEO Research SMS Blog Location Based Services Website AdvertisingeCommerce Mobile Internet Directories Television Pay per Click Apps eMail electronic Customer Relationship Management Chat Forum Afﬁliate Marketing
Your Digital Hub eNewsletters Web Analytics SEO Website Research SMS Blog Location Based Services Social Media AdvertisingeCommerce Mobile Internet Directories Television Pay per Click Apps eMail electronic Customer Relationship Management Chat Forum Afﬁliate Marketing
Much To Think AboutPeople - Place - Personalisation - Production - Product - Price - Promotions -Prioritisation - Perseverance - Planning
Do you have the experience or will you need others to help youPeople plan and deliver digital and social networking activity?
ProductDo you have to develop variants of your products and services to satisfy local needs of those who youare targeting? Not only products and services but your website and digital marketing activity too
Customer service where you have no real presence? Do your onlineProduction promises match your customers’ real world experience?
PlaceYou are open 24/7 365. How doyou serve and earn revenuewhilst you sleep? Not all weeksare Monday to Friday
PriceIs your online pricing strategyrelevant to the countries you aretargeting? How will onlinelegislation, regulations and taxaffect your approach to markets?
Taking Your First Strategic Steps Build a Strategy Create a Digital Hub Awareness, Acquisition, Retention Understand Customers Deliver a Consistent Customers’ Journey Create a Digital Dashboard
What You’ll Be Able To Do Next Optimise your Websites Words and Images in Different Markets Harness Social Media Take Next Steps... Step by Step
PrioritisationHow will you decide whichcountries and market sectors aremost attractive to prioritise ﬁrst?How will you balance short termﬁnancial objectives to longer termstrategic goals?
PlanningHow will you know when youhave achieved your goals? Aneffective digital and social mediaplan will ensure you aremeasuring the right things to bothgrow your business throughonline marketing and provide thehighest level of service to yourcustomers
Plan your Strategy Awareness, Acquisition, Retention Link with your sales and marketing Plan to help deliver business goals Focus on 3-5 years out by SOSTAC Be passionate about measurement
Understanding the Customers• Prioritise your segments by market• “Long Tail” digital content• Segments become your ﬁlter for everything you do and say• Beyond digital to products, services, sales and customer service
Creating a Digital Dashboard• No vanity metrics allowed• Turn information into intelligence• Balance ﬁnancials with soft measures• Measure the length of the journey• Continually ﬁne tune everything
Magic Rule of ThirdsOne Third About YOUOne Third FREE StuffOne Third Overt SALE
Perseverance Slow burn or fast-track, short term gain?
Next Steps•Plot customer journeys forpriority customer segments•Plan Your SOSTAC Strategy•Balance awareness, acquisitionand retention across all marketing•Start writing great content•Measure and ﬁne tune