Scenarios for how SMEs should think about Online Marketing


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Scenarios for how SMEs should think about Online Marketing

  1. 1. Digital strategy for SMEs Making digital a part of your business Laurie Turnbull 021 023 95708
  2. 2. Digital is no longer a nice to have Rising expectations…. • You have got a website right? • I didn’t find your website on Google (so I didn’t find you) • Should be able to buy online • Businesses should engage customers across multiple channels seamlessly • What do you mean you don’t have a Facebook page? • It’s so easy to do it yourself now • Digital is so much cheaper than traditional sales & marketing The challenges…. • Everything keeps changing - not sure when to get on board • Have limited budget • Lack of resources to integrate digital into business model • Legacy systems • Is it marketing or is it something else?
  3. 3. And it’s leaving businesses with a quandry When shall we get on board? How much to spend? Do I need to employ somebody? Dabble for a while or go for it? Does it replace my other marketing? What ROI should we expect?
  4. 4. Making sense of the options..
  5. 5. ..requires a shift in mind set From this.. Linear, each channel satisfies select elements of the engagement funnel with limited connectivity this Non-linear, most channels satisify multiple elements of the engagement funnel
  6. 6. 5 Stage digital planning process 1. 2. 3. 4. 5. Define single online business objective Segment your customer/prospect base Prioritise your digital channels Select your digital media Establish KPIs and reporting metrics
  7. 7. 1. Define online business objective Sell online Provide information Provide an online service Generate sales leads Brand awareness
  8. 8. 2. Segment your customer base Existing/new Known or unknown Demographic Online behaviour Interests Language Device usage Business or consumer
  9. 9. 3. Prioritise your digital channels • Based on your single primary online business goals, prioritise the digital channels that you will invest in • This isn’t about there being any one channel that will do the entire job, it is about selecting the ones that will have the most impact
  10. 10. 4. Select your digital media Display advertising Search Engine Marketing Channel placements Retargeting Interactive tools Affiliates WebChat email SMS Video ‘TVCs’ Video Blogs Mobile advertising
  11. 11. 5. Establish KPIs and reporting metrics Sales conversion, cost per acquisition, lead-to-sale value Social engagement metrics, brand awareness, brand attribution Readership numbers, articles shared Customer feedback, service interactions, repeat usage
  12. 12. Example: Selling online Scenario Jane is starting up a small retail business that sells designer shoes imported from Italy. She has limited financial resources so wants to initially focus on the New Zealand market and conduct her business entirely online. Considerations Online Business Objective Sell shoes online Business context Start up Market context NZ, existing market, mature, high competition Customer segmentation Direct-to-consumer, no existing customers, active online users, urban areas, price sensitive Product context FMCG, Medium margin, medium RRP, high crosssell potential, profits accessible quickly
  13. 13. Example: Phased online sales Blogs Blogs Directories Directories Social Social Organic Search Organic Search SEM SEM eCommerce website eCommerce website Mobile Mobile eCatalogue & Shopping cart eCatalogue & Shopping cart Merchant Merchant Fulfilment Fulfilment eNewsletter provider eNewsletter provider Display retargeting Display retargeting Phase 11 Phase Phase 22 Phase Phase 3+ Phase 3+
  14. 14. Examples: Sales lead generation Scenario Phil runs an established IT business. New business enquiries are currently managed via a small call centre which feeds leads to local sales reps. They are losing out to companies that are utilising online channels. Considerations Online Business Objective Generate sales leads through online channels Business context Established, known in market. Mature business Market context NZ, existing market, mature, high competition Customer segmentation B2B, new & existing customers Product context Service, high margin, high RRP, low volume, long lead-$$ timeline, B2B buying cycles
  15. 15. Example: Phased lead generation Blogs Blogs Affiliates Affiliates Video Video Social Social Organic Search Organic Search Directories Directories SEM SEM Info Website Info Website Lead Capture Lead Capture CRM CRM eNewsletter eNewsletter SMS SMS Phase 11 Phase Phase 22 Phase Phase 3+ Phase 3+
  16. 16. Examples: Providing information Scenario Trevor is a writer from NZ who, on the side, loves to write about his first passion, fishing. He has built up a little readership over the years and now he wants to increase his exposure. Considerations Online Business Objective Communicate his information Business context Building readership with a view to monetising in the future Market context Specialist area of expertise, very localised to NZ Customer segmentation NZ, consumer, mostly male, all socio-economic groups Product context No specific product or revenue basis
  17. 17. Example: Providing information Syndication //directories Syndication directories Organic Search Organic Search Publishing Platform Publishing Platform Blogs Blogs Video Video Mobile Mobile Forum Forum Social Social CRM CRM eNewsletter eNewsletter Phase 11 Phase Phase 22 Phase Phase 3+ Phase 3+
  18. 18. Examples: Providing online service Scenario A new start-up company named ‘Mail-to-you’ wants to offer businesses cloud-hosted email services. This is a complicated arena with significant up-front set up costs. Considerations Online Business Objective Generate engagement with online service Business context New to market Market context Complex marketplace, NZ focus, Customer segmentation NZ, B2B, combination of existing and new customers Product context Service, tiered pricing, long time from sign up to revenue
  19. 19. Example: Providing online service Social Social Syndicate content via: Channels Channels YouTube YouTube Organic Search Organic Search SEM SEM Front end website Front end website Lead Capture Lead Capture Service Platform Service Platform CRM CRM Service information Service information Forum Forum Tele Tele Email Email SMS SMS Phase 11 Phase Users Users Phase 22 Phase Phase 3+ Phase 3+
  20. 20. Examples: Brand Awareness Scenario Auckland Council is holding ‘Movies in the Park’ and wants to promote the calendar of events to locals. Considerations Online Business Objective Raise awareness & Interest in ‘Movies in the Park’ Business context Well known event having run for several years. Established communication channels. Market context Competing with other Summer events Customer segmentation Direct to consumer, Auckland focus, Product context One of several ‘products’ to be promoted throughout the year
  21. 21. Example: Brand Awareness SEM SEM Display Display Online ‘TVC’ Online ‘TVC’ Video Video Affiliates, Directories, Channel Affiliates, Directories, Channel Organic Search Organic Search Social media campaign Social media campaign Facebook Facebook Google+ Google+ Pinterest Pinterest YouTube YouTube Integrated events Integrated events listings listings CRM CRM Twitter Twitter Priority 11 Priority eNewsletter eNewsletter Priority 22 Priority SMS SMS Priority 3+ Priority 3+
  22. 22. A bit about me SEO & SEM SEO & SEM • Full service SEO consulting • AdWords (Certified) Digital Strategy Digital Strategy • Digital Channel Strategy • Digital Content Strategy • Digital media strategy • Website strategy • Social Media Some of the businesses I have worked with Websites Websites • eCommerce design & build • CMS site design & build • Blog/publishing sites • Website analytics • Content Management Copywriting Copywriting • Full online copywriting • Proof reading/editing • Blog article writing