Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing matters part three Aug 2011


Published on

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

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.<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( –<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 /><br />Allows you to feed your RSS/blog feed into your Twitter account and thus keep updated and in sync<br /> <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 -<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:<br />t: @ClaireGLighthse<br />l:<br />Fixed hourly, daily, project rates so no surprises!<br />