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Marketing matters part three Aug 2011

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Marketing matters part three Aug 2011

  1. 1. Marketing MattersPart ThreePresentation for Chartergroup- 24 August 2011 <br />Claire Griffiths<br />Lighthouse Marketing Ltd<br />
  2. 2. Presented by<br />Claire Griffiths<br />Director <br />Lighthouse Marketing Ltd<br />Over 15 years B2B marketing experience<br />Professional services/finance sector expertise<br />Offer strategy, planning, implementation<br />Communications, PR, events<br />Traditional and digital/social media marketing<br />
  3. 3. Recap<br />
  4. 4. Marketing/Sales Process<br />LOGIC<br />TIME<br />EMOTION<br />
  5. 5. Digital/Social Media Marketing<br />
  6. 6. Agenda<br />What is social media<br />Social media & marketing<br />Available tools<br />Top tools & some tips<br />Managing digital and social media<br />
  7. 7. What is social media<br />“Social media is an umbrella term that defines<br />the various activities that integrate technology,<br />social interaction, and the construction of<br />words and pictures.”<br />Source: Wikipedia<br />
  8. 8. Rethinking marketing!<br />Interruption<br />Permission<br />
  9. 9. http://www.youtube.com/watch?v=QLd9q88ohUs&feature=fvw<br />Social Media Fad or Fact?<br />
  10. 10. Social Media + Sales/NBD funnel<br />
  11. 11. Social Media = Awareness<br />Where are your clients?<br />Use as a broadcast channel<br />Expand reach by making messages interesting<br />INFLUENCE <br />
  12. 12. Social Media = Interest<br />Give away information<br />Repurpose for different channels<br />Engage in conversation<br />Answer questions<br />Ask thought-provoking questions<br />INFLUENCE <br />
  13. 13. Social Media = Evaluation<br />Ask and use testimonials<br />Find people at evaluation stage<br />Run live Q&As<br />Make referrals<br />INFLUENCE <br />
  14. 14. Social Media = Trial<br />Put people in touch through forums, twitter etc<br />Keep up the conversation<br />Post links to how to articles, case studies<br />INFLUENCE <br />
  15. 15. Social Media = Adoption<br />Special offers, time limited advice<br />Influence wider decision makers<br />INFLUENCE <br />
  16. 16. Social Media = Loyalty<br />Keep in touch <br />Advice on new services<br />Develop 1 to 1 relationships<br />Use your channels to promote your customers<br />INFLUENCE <br />
  17. 17. Social Media Summary<br />Authenticity counts<br />Genuine conversations <br />Balance broadcast and conversation<br />Part of marketing toolkit<br />Social Media will not equip sales funnel entirely<br />
  18. 18. Digital/Social Marketing Tools<br />
  19. 19. 3 types of Digital Tools<br />Share<br />Publish<br />Network<br />
  20. 20. Publish<br />
  21. 21. Share<br />
  22. 22. Network<br />
  23. 23. Recommendations<br />Not extensive but based on my experience <br />Tools I recommend are...<br />
  24. 24. Google the Great! <br />Alerts – keep tabs on your company online<br />Analytics – allows you to measure digital tools<br />Adwords – buy keywords and gain SEO<br />BlogSearch - Find blogs on your favourite topics<br />Places– get a Google local listing <br />Ad Sense – earn from your site (where appropriate)<br />Maps – enhance your directions<br />Reader – RSS feeds & competitor knowledge<br />Google +1 – launched end June 2011<br />
  25. 25. The Power of Sharing<br />Decide to post it on Facebook<br />Now my friend & colleagues can view it <br />Visit a website and share the article<br />
  26. 26. Top Accountancy Tools<br />Will depend on your target market<br />Google Tools <br />Website<br />Blogs<br />Linkedin & Twitter<br />Sharing tools<br />Videocasts<br />Slideshare<br />
  27. 27. Web wonders <br />Objectives:<br />1. Be found on search engines<br />2. Generate leads and filter to conversions<br />How?<br /><ul><li>Good functional design
  28. 28. Keyword analysis
  29. 29. SEO friendly – content, meta descriptions, keywords, page titles, linking strategy
  30. 30. Page tags on every page
  31. 31. Good analytics to refine pages
  32. 32. Content management system to update/edit</li></li></ul><li>Websites<br />
  33. 33. Blogs<br />Content publishing tool that displays your posts/articles in chronological order<br />Multi media content<br />Top 3 platforms<br />
  34. 34. What’s good...<br />Way to establish your firm and people as experts<br />Chance to create remarkable content and enhance website<br />Great SEO ranking and therefore awareness tool<br />Chance to develop relationship through comments<br />
  35. 35. What’s bad...<br />Time intensive<br />Need to have regular content<br />Busy blogosphere<br />Personality and content very important<br />
  36. 36. Blogging guide<br />Use to develop your position as experts<br />Invite Guest bloggers<br />Respond and leave comments on other blogs<br />Diversify content – links, video, slides etc<br />SEO essential to promote your blog <br />Use tags/categories<br />Link to other social media<br />Promote your blog<br />
  37. 37. Good Blogs I follow<br />
  38. 38. The “professional” social network<br />Launched May 2003 - 43 million users in 170 industries<br />Around 50% of users in UK<br />Create online CV and connect with others peers through online networking<br />Also have business profile<br />Many businesses use it to recruit (and check references)<br />
  39. 39. The Good...<br />Easy to use<br />Connect to people through existing connections<br />Allows you to integrate twitter, blog and website<br />Join groups to develop connections and share knowledge<br />Question and Answer to demonstrate knowledge<br />Post public events<br />
  40. 40. and the bad...<br />Smallest of the Big Three social networks<br />Less fun and harder to develop personality<br />Job seekers are more active on the site than those already employed<br />Professional site, so marketing messages are not always welcome.<br />
  41. 41. How can you use it?<br />Develop and promote yourself and your firm<br />Build connections<br />Seek recommendations<br />Promote your knowledge and answer questions <br />Promote upcoming events/seminars<br />Promote other content you’ve created, including webinars, blog posts or podcasts<br />Recruit new staff<br />Targets – Develop relationships with targets<br />Pre-meeting research<br />
  42. 42. Linked in tips<br />
  43. 43. Linked in tips<br />
  44. 44. <ul><li>Free micro-blogging service
  45. 45. Send and read 140 character Tweets
  46. 46. Build up connections or followers
  47. 47. Share Tweets (RT) and highlight someone/thing (#) </li></li></ul><li>The good...<br />Public and instant = greater SEO exposure<br />Open forum - build a community of potential customers you don’t personally know<br />Fans can “follow you” without you having to reciprocate<br />There is a quick way to share links to content<br />Users are very vocal, so if they are happy with your firm they’ll say so<br />
  48. 48. And the bad...<br />Text only — pictures and video are shared through secondary links<br />140 characters is challenging<br />Busy with lots of “noise.” Stand-out very hard<br />Increasing spammers<br />Needs monitoring , users are very vocal<br />
  49. 49. How can you use it?<br />Develop and promote yourself and your firm<br />Interact with your customer base<br />Track what people are saying about your company and brand<br />Create buzz around upcoming events/seminars<br />Promote other content you’ve created, including webinars, blog posts or videocasts<br />Develop direct relationships with bloggers and journalists for potential PR placement<br />Track competitive activity<br />
  50. 50. Twitter tips <br />
  51. 51. Pod/Videocasts<br />Digital media files (either audio or video) that are released and downloaded through web syndication<br />Second largest search engine so great SEO<br />Create your own channel <br />Professional video not necessary<br />
  52. 52. Videocasts<br />
  53. 53. Keeping track of it all... <br />Tools to manage and track social media<br />Can be linked into Google analytics to track conversion rates/effectiveness<br />
  54. 54. RSS - the ability to update readers ‎with new content it publishes<br />Set up a RSS reader <br />Keep track of all relevant sites, blogs etc<br />Make time to read your RSS feeds<br />Share what’s relevant – Retweet, blog etc <br />
  55. 55. Keeping track of it all... <br />Hootsuite(http://www.hootsuite.com). –<br />Free <br />Manages multiple Social Media accounts <br />Provides statistics & tracking <br />Ability to pre-schedule messages <br />
  56. 56. Keeping track of it all... <br />Twitterfeed.com<br />Allows you to feed your RSS/blog feed into your Twitter account and thus keep updated and in sync<br />Geochirp.com <br />GeoChirp helps you search for people Twittering for specific things in a specific area. <br />
  57. 57. Keeping track of it all... <br />Tweetdeck<br />Free browser for tracking social media accounts<br />No tracking as yet , so use a URL shortener<br />No pre scheduling of messages<br />URL Shorteners - bit.ly<br />Saves characters vital in Twitter <br />Tracks clicks on URLs<br />
  58. 58. Keeping track of it all... <br />Share Buttons/ TweetMeme. <br />The counter on webpages<br />Shows page popularity<br />Encourages page retweets the page. <br />View stats on who’s retweeted and when.<br />
  59. 59. Google analytics<br />
  60. 60. Summary<br />Social Media is another marketing tool, don’t forget to promote the channels<br />Think publish, share and network<br />The key is engagement<br />2-way conversation needs interaction<br />Needs time<br />Can be monitored and tracked <br />
  61. 61. Any questions?<br />
  62. 62. How can I help your firm?<br />Contact me on:<br />m: 07845 185143<br />e: claire@lighthouse-marketing.net<br />t: @ClaireGLighthse<br />l: http://uk.linkedin.com/in/clairegriffithslighthouse<br />Fixed hourly, daily, project rates so no surprises!<br />

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