1.
Marketing for
Success
Marketing your Centre in challenging
times.
Brant Early Years Centre Nov. 2013
Presented by: Gordon Diver, Diverse Achievements
Gordon Diver - Diverse Achievements - www.diverseachievements.com

2.
Agenda
•
Introductions
•
Week 1 Questions
•
Week 2 Objectives
•
Traditional Marketing – quick tips
•
On line marketing
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

3.
Week 1 - Review
Your Customer Persona
•
What did you take away from your
exercise?
•
What additional resources would
you like to help identify who you
need to connect with?
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

4.
Week 2 – Goals
•
Week two – Off line and On line
Communication:
Understand the difference between on line
and off line;
Look at influence, persuasion and clarity in
your communications with your communities.
Talk briefly about off-line marketing tactics;
Begin our online discussions with your hub;
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

5.
Remember, it’s not about you.
Marketing’s role is to reach
customers and compel them to
purchase, use and repurchase your
service. Unfortunately, most
customers don’t care about you or
your company – they are interested
in their wants and needs.
Your challenge is to demonstrate
that your service fulfills their needs
and is in not only the parents but the
children’s best interests.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

6.
Questions your prospects need answers to
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

7.
Your Positioning Strategy
You’ve identified your
prospects, customers and
influencers, now what?
It’s time to position yourself in the
market.
Options:
 Position against a competitor.
 Emphasis a distinct benefit.
 Affiliate your company with
something the customer values
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

8.
Positioning Statement
Make sure your are reaching the right customers with the right message.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

9.
Clarity
We often understand something better when we
see it in comparison with something else, than
when we see it in isolation – Robert Cialdini
We see the clarity principle at work here. Clarity
depends on contrast. The blind man’s sign
moved people in the park to empathize with him
by starkly comparing their reality with his.
In looking to persuade prospective
parents to consider your
facility, provide clarity. Video sourced from YouTube:
Power of Words by Andrea Garnder www.andreagardner.com
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

10.
Dr. Robert Cialdini - Influence
The 6 Steps to Influence are:
•
Reciprocity
•
Authority
•
Scarcity
•
Liking
•
Consistency
•
Social Proof
To learn more check out: this video
Gordon Diver - Diverse Acheivements - www.diverseachievements.com,

11.
Defining Your Voice
Integrated marketing is about
telling a story.
Know what you want to say
about your brand and then
invite them on a well-planned
journey.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

12.
Off Line Marketing efforts
Off line advertising efforts
can be great for building top
of mind awareness – or in
this case guerilla marketing
example, maybe not quite so
successful. Which do you
prefer?
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

13.
Content Marketing
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

14.
Content and Context
Content - to drive traffic
to the hub (website/blog)
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Knowing that the same piece of
content can be viewed differently
based on the receivers context

15.
Context - where are they on their journey
To create content with context, you’ll
want to understand these three things
about your customers journey:
 Their motivations, pain points, and
role in the buying process,
 Where along their buyer journey they
are most likely to get stuck (road
blocks, fears),
 How you can get them unstuck and
help them continue their journey to
the end.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

16.
Goal of content marketing
Build awareness
Build interest
Build trust
Consume your information
Convert to a customer
Transform into advocates
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

17.
Content for your Persona
Persona
Persona Tone
Content Type
Content Tone
Content
UNAWARE
Needs Unknown
Interruptive
Address their pain
Industry News, Trends,
Issues
HESITANT
Need Awareness
Educational
Assist to Compare Quality Best Practises "How to" Blogs
INVESTIGATIVE
Needs More Info
Educational
Nuture self-qualification
Unique Features, Benefits EBooks
INVOLVED
Needs Confirmed
Validating
Relieve feeling of risk and
doubt
Case Studies, Comparative
Info
COMMITTED
Needs Meet
Validating
Demonstrate
Differentiation
Analysts Reports,
Testimonials
INVESTED
Needs Solved
Exclusive
Informative, Peer-to Peer
Exclusive Offers, "Insider"
Tips

18.
Content Types
Source: CMSWire
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

19.
Content Framework
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

20.
Content Success
1. Set Strategic and Measurable Goals
2. Establish who your Audience is
3. Focus on the right social media platforms
4. Take advantage of tools to schedule, monitor
and analysis your efforts
5. Create evergreen content
6. Use “Call-to-Actions” to drive traffic to your hub
(website or blog)
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

21.
On line Marketing
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

22.
S(earch) E(ngine) M(arketing)
Particularly
interesting
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

23.
Yellow
pages
Search Results – what you need to know
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

24.
How do you rank?
7 Tips for SEO Success:
Care about your visitors – be genuine, provide content that adds value and answers
questions.
Create share-able content - it’s not about building links, it’s about creating content that
people want to share
Build relationships not links – get to know people and let them get to know you
Provide a quality experience – don’t skimp on your website design and think about SEO
before you build or re-design
Be generous – give away great stuff for free and promote other people’s great content as
well
Don’t hide from search engines – stay away from using Flash or Ajax for important
content and be sure to submit your sitemaps to the search engines
Share your content – make the most of social networks to distribute your content and
reach a wider audience
Source: discover-your-customers.com Nov 2013
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

25.
Directories
Know WHERE your listed and
ensure that your listing is
ACCURATE and drives traffic
back to your site.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

26.
Directories
Basic search
on Govt of
Ontario Site
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

27.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

28.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

29.
Directories – Which ones should you be in?
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

30.
Content Plan
•
Create a few basic templates
for types of content
•
This will help you put content
together more
quickly, efficiently, and
consistently
•
Will also help you keep track
of content to recycle
This is an example for a web
page, works for blog, video etc.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

31.
Content Curation
Benefits to Curating:
 Ease the demand to
constantly create original
content
 Generate new ideas for
content to share
 Agility – able to respond to
trends quickly
 Add other points of view
 Enable your audience to
share and contribute
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

32.
Content Calendar
To set up your social content calendar:
1. Choose a topic or topics
2. Set up a schedule
3. Develop a curation system
4. Schedule posts (from within
Facebook or with a third party like
Hootsuite)
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

33.
Blogging
 Blogging is a low-cost alternative or
addition to having a web presence.
 Web pages are usually static, blogs are
not and therefore help with SEO.
 For small business owners, blogging is a
way to create dynamic and relevant
content in a timely basis.
 Websites with blogs convert 57% more.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

34.
Blogging – What are your goals
First set of Goals:
Though Leadership
Awareness
Visibility
Promotion
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

35.
Second set of Goals:
Product
Sales
Leads
Acquisition
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

36.
Best Practices for Goal Two
Solve or Share:
Your blog should either solve your customers’ problems or
share helpful resources.
 Write blog posts about what your readers care about.
 Think about frequently asked questions as fuel for blog
posts.
 Blogging is a chance to connect with your prospective
customers in a real time way.
 Keep in mind that your blog needs to be a part of your
business and a continual part of your lead generation
efforts.
 Your blog won’t magically build your business without
active and ongoing promotion and participation.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

37.
Goal #3
 Retention
 Customer Feedback
 Focus groups
 SCRM
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

38.
Types of Blogs
 How-To Post – How to do something
 Lists – Best of ...
 Curated Post – Share others and
comment
 Thought Leadership – Posts that
“make your reader go Hmmm”
 What/Why – Explain a concept
 Story – Feature a story about your
team, client, situation
 FAQ – Answer the most common
questions you get (CX)
 Interview – a industry leader, client
or staff
 Other Content – SlideShare
deck, Video etc.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

39.
Blog Template
Be specific. Pick a topic
for each post and stay
on it.
Use language that
creates excitement &
interest.
Use a template for a
standard format and to
organize your thoughts
and ideas.
Link to additional
content sources on your
own or others’ web
sites.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Core Topic/Theory/Issue
Opening paragraph with summary of topic and
key concept.
(Set some tension here pros & cons of the issue.)
Counter Theory/Issue
Discoveries, advantages &/or obstacles.
Elaborate on Theory/Issue
Describe what it means, what your opinions are.
Conclusion/Guidance
End with Insight - Solutions/Suggestion (Bullet
points)
ALWAYS end posts with some sort of important
question. You want people to engage, to
comment, to argue, to ask more questions.

40.
Expanding Content – 4 into 1
Source: Stanford Smith, Pushing Social
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

41.
QuickSprout – SEO analysis
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

42.
HubSpot’s MarketingGrader
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

43.
Google Analytics
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

44.
Homework
For your homework:
1. Let’s turn your 200 – 300 word story into a blog post. What is the key
theme of your story that you need to communicate with your
audiences that you’ve defined. Choose one persona and write for
them.
2. Write your positioning statement I’ll ask for volunteers, but it is really
for you to help clarify your brand with your markets.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

45.
Resources:
To help you prepare:
1. Content Marketing Framework:
http://contentmarketinginstitute.com/wpcontent/uploads/2013/03/CMI_Framework.pdf/ CMI
2. Building Your Blog from Social Media Today – SlideShare post
on structuring your blog.
3. Evernote: A great tool to capture and store blog
ideas, concepts for curation
4. Building a positioning statement: Sean D’Sousa discusses how
to build your effective unique statement (11 min video)
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

46.
Survey and Thank You
Next week we’ll dive into the key social channels. Now that you have identify
your audience and their concerns/interests, we’ll discuss how to share the
information with them that they need and want..
To help I’ve compiled a short survey to help me understand your business
and use of social media, either personally or professionally. What concerns
you have with integrating social into your current marketing efforts. You’ll
find the link here and it would be very useful for me to tailor our
discussions. You can access it here.
Reminder that you’re entitled to a no obligation 1 hour consultation of your
online presence. You’ll receive a report of what you may be able to improve
on to increase your traffic.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com