Will Your Marketing Strategy Get You Where You Want to Go?
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Your marketing strategy is a central component to your business’ success. Without it, your business will lack focus and will likely fail to reach the objectives that you have set. This video aims to help you and your business understand the marketing strategy planning process, the benefits of conducting a strategy and how you can start planning your own. During this video, Jag Panesar and Danni Johnson talk about: - How marketing has changed due to COVID-19 and what you need to consider in 2021 - How you can understand your audience in more depth - How to set realistic objectives - How to understand your critical success factors Education is key to keeping on top of your competition.
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Will Your Marketing Strategy Get You Where You Want to Go?
- 1. Will Your 2021 Marketing Strategy Get You Where You Want To Go? Let’s Find Out... Presented by Jag Panesar
- 2. Did you know.... Companies that prioritize marketing efforts are 13x more likely to see positive ROI. Hubspot
- 3. You will learn about... How marketing has changed due to COVID-19 1 2 3 4 5 6 The key areas you need to focus your efforts Understanding your audience in more depth Setting realistic objectives Understanding your critical success factors Useful tools to support your strategy creation
- 4. A few important points... • This webinar is catered towards service based SME owners or marketing personnel • The content has been focussed around activity that you should be able to implement yourself • Activity such as SEO, PPC and social media advertising are important but are not covered today
- 5. 13 years in business in house professionals Est 2007 About Xpand • Based in Saltaire, West Yorkshire • Full service digital marketing agency • Est. 2007
- 6. Headway Recruitment Client 35% increase in traffic after 12 months and £114,000 of converted business within 12 months Result 35% £114K INCREASE CONVERSIONS Results
- 7. Pitts Wilson £200,000 worth of enquiries in 6 weeks through Google Adwords £200K 6 OF ENQUIRIES WEEKS Results Client Result
- 8. Chris Makin £80,000 of new business from the website £80K 24 OF BUSINESS MONTHS Client Result Results
- 9. Energy Mill Gym 500 members within 3 weeks. Target was 4 weeks 500 3 NEW MEMBERS WEEKS Client Result Results
- 10. Do you have a marketing strategy? or
- 11. What’s in a marketing strategy? • It provides long term objectives • It outlines your competitive advantage • It outlines the markets and audiences to target • It outlines your brand position • It provides a road map of what needs to happen and when It has the following:
- 12. No. 1 How marketing has changed due to COVID-19
- 13. 1) COVID-19 has accelerated the growth of digital
- 14. • Someone in your business needs to take ownership of digital marketing. If it is outsourced, there NEEDS to be an internal understanding of what is happening and why • You need a digital marketing strategy • At the VERY least, understand how social media works and what it means to your audience, not just what it means to you. What does this mean for 2021? 97% of B2B marketers use LinkedIn as part of their content marketing efforts (Content Marketing Institute)
- 15. 2) Brand trust is key • People connect with authenticity • If they can’t connect with your brand, they’ll connect with someone elses • It’s not enough to tell people you are trustworthy, you have to prove it
- 16. • Build your reviews on Google, Trustpilot, Facebook, LinkedIn etc • Know your brand values - the fundamental beliefs on which your business and its behaviour is based • Ensure your messaging speaks to the pain points of your audience - connect with them What does this mean for 2021?
- 17. 3) Your audience has changed • COVID-19 has affected EVERYONE • The way we make buying decisions has changed, even if only slightly • People are choosing to be more supportive of local businesses
- 18. • You need to understand your audience pain points • Know what might stop them from buying from you • Get into their heads and think like them What does this mean for 2021? More on this later...
- 19. No. 2 The key areas to focus your efforts
- 20. SOLAR7
- 21. The ultimate goal SEARCH SEO + PPC SOCIAL MEDIA EMAIL PR ADVERTISING WEBSITE ENQUIRY CONVERSION TURNOVER PROFIT
- 22. The ultimate goal SEARCH SEO + PPC SOCIAL MEDIA EMAIL PR ADVERTISING WEBSITE ENQUIRY CONVERSION TURNOVER PROFIT
- 23. 3 key areas for business success 1) Skillset 2) Organisation 3) Communication
- 24. Pull your S.O.C.s up!
- 26. What you need to consider Their background Their identifiers Their goals Their primary challenges The sources of information The topics they choose to engage with/ read about What all this tells you in relation to your marketing
- 27. Amy - The Young Volunteer "The best thing about coaching young people is when they realise just how good they are. It's like the light switches on and they just go for it. There's no better feeling" Background Amy has recently finished University and returned home. During her course, Amy coached young people and enjoyed doing so. She found a lot of these young people lacked in self belief and confidence. Now the course has finished she would love to find something similar back here in Leeds but lockdown has restricted a lot of the clubs. Goals: To secure a position working as a full-time Coach for England's' Women's football team Make a difference - role model to young girls who want to pursue a sport Primary Challenges A lot of competition for coaching posts Lockdown CV is lacking experience Keeping her knowledge up to date and relevant with any new training techniques Identifiers: Caring Passionate about supporting young people Ambitious Sporty Proficient social media user Highly energised and a 'Motivator' Committed Sources of Information Watches & reads BBC Sport Social media Uses TikTok, Instagram and Pinterest Follows influencers and trends in sporting industry using hashtags Podcasts The Women in Sport Blogs https://coachingyoungathletes.com/ Topics: How to be a better Sports Coach Women in Sport Student life to real life Sport psychology, nutrition and exercise physiology Influencers: Sarina Wiegman (Englands Head Coach) Mo Marley (England Under 19s & Everton Manager) Amy needs to develop her experience - she has high aspirations but is in the same boat as a lot of others. She needs to stand above the rest. Girlguiding can help her do this, by giving her opportunities to learn new skills and develop personally, whilst building vital experience for job applications. We can also play on the fact that she wants to push girls in Sport. AGE ROLE Unemployed 22 STATUS LOCATION Morley Single EDUCATION FAMILY Mum, dad and two brothers Degree in Sports Science What does this tell us? What can Girlguiding Leeds do to help? Example
- 29. What kind of objectives have you set? ‘This time next year, we’ll be millionaires’ Del Boy
- 30. Your objectives should be.... Specific Measurable Achievable Relevant Timed
- 31. When setting objectives, consider... 1) Where you are at this moment in time 2) Resources available 3) What the objective means to the business
- 32. Example Rather than saying ‘I want more sales/ profit’ Consider I want to increase revenue from XYZ service by 15% by May 31st 2021.
- 33. No. 5 Understanding your critical success factors
- 34. What are critical success factors (CSFs)? The vital few activities that really drive success for your business.
- 35. How do I know if it’s a CSF? Ask yourself: If I don’t achieve this CSF, will my business be successful?
- 36. Example road map
- 37. Example CSFs 1) Focussed business development 2) Regular account management 3) Measuring productivity and staying within estimates
- 39. Useful tools ...plus one additional downloadable tool...
- 41. You should now know... How marketing has changed due to COVID-19 1 2 3 4 5 6 The key areas you need to focus your efforts Understanding your audience in more depth Setting realistic objectives Understanding your critical success factors Useful tools to support your strategy creation
- 42. Strategy download tool... 1 minute survey
- 44. Visit: www.xpandmarketing.co.uk Our other webinars....
- 45. Email Jag jag@xpandmarketing.co.uk Email Danni danni@xpandmarketing.co.uk www.xpandmarketing.co.uk If you’ve enjoyed the webinar, we would really appreciate a LinkedIn recommendation or a Google review. Or both! Let’s connect