Presentation delivered to the Bunbury Wellington Small Business Centre

1. Get ready for the
Digital
Revolution

2. Introductions & Housekeeping
Anthony Congdon
rethinkmarketing.com.au
@AnthonyCongdon
Anthony Congdon

3. Tonight's Agenda
The Changing Business Landscape
The New Model of Marketing for the
Digital Era

4. Tonight's Agenda
The Changing Business Landscape
The New Model of Marketing for the
Digital Era

5. What’s Changed
Customers, Staff & Technology

6. THE CUSTOMER
Online, Savvy, Mobile &
Demanding

7. The buying process has changed
And customers are better
educated than ever before

8. We are now better educated about the
products we buy
Researched
offline
Researched
online
Source: consumerbarometer.com

9. What are we researching?
Source: Ebay Consumer Research

10. What does this mean for bricks and
mortar businesses?

11. Where we buy is changing

12. We are buying more online
Source: consumerbarometer.com

13. Why are we buying online?
• Convenience 24/7 • Prices
• Variety & Specificity • Confidence
• Trust

14. The Mobile Internet
Changes how we use the internet,
Changes how we see the world!

15. Technology Adaption Curves

16. Y

17. What do we do on these mobile devices?
65% of smartphone users access the
internet every day…

18. How about local?
86% of smartphone users have used
their phone to find local information (e.g.
shops, restaurants, events, attractions
etc)…
88% have taken action as a result!

19. What kind of action…

20. Customer Service
The new expectations for a digital
world

21. We expect more
• Know me
• Make it easy
• Keep it real

22. Do you know your customer?

23. Staff Expectations
Reputation, Knowledge,
Communications & IT

24. Reputation & Recruiting
Back then…
Newspaper Ads, Resumes etc. Now…
.
.

25. Knowledge Management
Now…
Back then 1:1… Management of Digital Knowledge Assets
• Intranets, Blogs, Wikis,

26. Communications
Back then… Now…
Structured, Formal Channels Social Networks, Email, Connected
Boss
Manager Manager
Worker Worker Worker

27. IT Re-Invented
ENABLER, CLOUD BASED

28. The Role of IT is Changing
Back then… Now…
Automation Business Enabler

29. The Nature of Networks have changed
Back then… Now…
The Corporate LAN Cloud Computing

30. The Nature of Software has changed
Back then… Now…
Big IT SaaS (Software as a Service)

31. The Nature of IT Security has changed
Back then… Now…

32. 5 Ways IT Can Transform Your Business
1. Stock Management 2. Customer Relationship
– Get deep insights as to Management
what is selling and when to – Know your customers
better plan your holdings
– What they like and dislike
– Margin Management
– What & When they buy
discover which lines are
your most profitable – What they think about you
– What they say about you*

33. 5 Ways IT Can Transform Your Business
3. Knowledge 4. Communications &
Management Collaboration
– Create Knowledge – Internal social networks
Repositories to SHARE – Reduce reliance on email
information, policies and – Improve communications
procedures with customers
– Get your staff to build the
knowledge base, and make
suggestions to changes in
your procedures

34. 5 Ways IT Can Transform Your Business
5. Rethink Your
Marketing
– Implement metrics to
measure ROI
– Continually fine tune your
efforts to achieve the best
ROI
– Interact with your
customers in the channels
that suit them

35. Tonight's Agenda
The Changing Business Landscape
The New Model of Marketing for the
Digital Era

36. The New Buying Cycle
for a digital world

37. The Super Simplified
Buying Cycle
What is the problem I am experiencing?
KNOW What does it really mean to me?
What are the options available to address my “pain point”?
Who are the companies/products that can help me?
What do they have to offer?
Which option appeals to my explicit needs?
LIKE Which option fits addresses my “implicit” needs?
Does it compare favourably to all the other options
Do I have confidence that the option I like will fix my problem?
TRUST How significant is the risk I am taking?
If everything is OK, then let’s transact

38. What Questions would traditional marketers have
asked?
What do I need to spend on advertising to get my brand out there?
KNOW How can I cut through the advertising noise?
What are the media habits of my target demographic?
How do I best position my brand?
LIKE
What barriers are there to people trusting my brand?
TRUST

39. INBOUND OUTBOUND
DIRECT
KNOW BLOGS CONTENT MARKETIN
TELE -
G
ADS
EMAIL-
COLD MARKETIN
SEO SOCIAL VIDEO MARKETIN
CALLING G
G
STORE
SALES CHANNELS
LIKE Website, Store, Sales Force
etc
TRUST

40. SALES CHANNELS
Website, Store, Sales Force
etc
Getting the most from your
THE SALES CHANNELS

41. SALES CHANNELS
OPTIMISATION
▼Define Target Market
▼Define Unique Selling Proposition
▼Define Objectives
▼Define Designing & Branding
▼Select Technology Platform
▼Deploy
▼Analysis
▼Review

42. Define Target Market
• Who exactly is your perfect customer
– Know your target market
– Who are they?
– What do they like and dislike?
– How would they describe what you sell?
– What matters most to them?
– What matters least to them?
Don’t Guess. Ask them!

43. Unique Sales Proposition (USP)
• A short statement (no more than 1 sentence)
• Keep it simple and be honest
• Match it to your customers MOST important
priorities
example…
Kitchenware Direct says…
Australia's most trusted cookware and kitchenware retailer! 6000
products - all with a 30 day money back guarantee and free shipping if
over $100!

44. Building your USP
• What is content?
– Your story!
– Your online reputation & authority
– Your Sales Pitch
– The call to action
• How is it presented
– Sales copy
– Blogs
– Social Media
– Email

45. Define your Objectives
• What is the purpose of your online presence?
– Generate leads
– Sell products online
– Create bookings
– Drive foot traffic to your retail store?
• Whatever you decide, make sure it is tangibly
measurable

46. SMARTER Objectives
S Specific
M Measurable
A Achievable
R Reach
T Timeframe
E Evaluate
R
Re-Evaluate

47. Metrics
• How would you measure success of your
sales channel?
– Traditional Metrics:
• Sales / Revenue / Profit
– Contemporary Metrics:
• Conversion Rate
• Customer Satisfaction
• Recency, Frequency & Monetisation (RFM)

48. Create your design
• What is design?
– Your online image!
– Your online reputation & authority
– Your Sales Pitch
– The call to action
• How important is it?
– Definitely #2 after content
– First Impressions do count, and you only have >1s
– Builds or Erodes Trust
– Can influence conversion rates

49. How important is design?

50. Mobile Best Practices
Be Thumb-Friendly
Keep it Quick Make it Seamless
Make it Easy to Convert Design for Visibility
Simplify Navigation Use Mobile Site Redirects
Make it Local Make it Accessible
Be Thumb-Friendly Listen, Learn and Iterate
Keep it Quick

51. Select Technology Platform
Which features do you need?
– Content Management System - Mandatory
– Mobile Ready - Mandatory
– Contact Forms
– Online Forms
– Payment Processing – Paypal / Credit Cards / Bill Payment
– Photo Galleries
– Shopping Cart
– Customer Account Login
– Site Search
– Discounts & Promotions
– Email Signup

52. Deployment
Do It Yourself Choose a Developer
Considerations Considerations
• Time? • Experience & Portfolio
• Money? • Affordability
• Passion? • Intellectual Property Rights
Development Considerations – Who owns what?
• Code Validation • Ongoing Costs
• Professionalism – Hosting, Management etc.
• Ongoing Costs • Ease of Management
• Updates & Maintenance

53. Deployment Costs
Type of Site DIY Professional Developer
Static HTML Avoid
Site Builder (e.g. WIX, Weebly, $0 - $100 / Month
Google Sites)
Content Managed Site $0 - $1,500 $2,000+ or
(e.g. Joomla!, Wordpress etc) $100/month+
eCommerce $0 - $500 setup $3,000+
$0 - $200/month or commission
based
HTML to CMS Conversion $500+
Mobile Site $0 - $20/month $400+

54. Analysis
• Types of Tools
– Quantitative – Answers the What, How, Where
• Google Analytics
• Clicktale
• Crazy Egg
– Qualitative – Measures the Why
• Quallaroo
• Survey Monkey
• PopSurvey

55. Review
• What do problems / opportunities do your
analytics identify?
• Who can you resolve these?
• Would an A/B Test be of value?
• What can you do to improve your
conversion rate?

56. Getting the most from
INBOUND MARKETING

57. SEO – Search Engine Optimisation
“Search engine optimization (SEO) is the
process of affecting the visibility of a website
or a web page in a search engine's "natural"
or un-paid ("organic") search results.”
Source - Wikipedia

58. Why Search Engines Matter

59. How Search Engines Work

60. What is a SERP?
Search
Term
Paid
Advertising
(PPC)
Organic
Results
(free)
Google Places
Listing (free)
Site Links
(free)

61. What influences your SERP Position?
• 200+ parameters which make up the search
engine’s “secret ingredients”
• Designed to deliver the searcher web page
deemed most
– relevant,
– authoritative
– popular and
– Up to date with regard to their search term

62. SEO Self Assessment
1. Do I show up #1 for my business name?
2. Do I show up on Google Maps?
3. Do I show up for my core product/service in
my area?
4. How often do I update my site content?
5. Do I have any web analytics to measure my
ranking?

63. 3 Things you should be doing to improve
your ranking
• Start building fresh, unique, valuable and
useful content on your website that people
will want to share.
• Handcraft your Meta Titles & Tags in your
CMS
• Research the terms people are using to find
your products and ensure these are included
(but never over used).

64. 3 Things you should NEVER DO to improve
your ranking
• Accept any unsolicited offers from anyone
whose email address ends in @gmail.com
• Trust anyone who offers you “iron clad”
guarantees that they’ll get you to place #1
with not much more detail
• Take any “short cuts” with $50 link building
packages, search engine submissions or the
like.

65. SEO – Keyword Research
• Keywords
– These are the words that your target
customer will use online to find your products
and/or services
– Keyword research allows you to know exactly
what your customers are seeking.

66. Using the Google Keyword Tool
google.com/adwords/keywordtool

67. Content
“Content is information and experiences that
may provide value for an end-user/audience
in specific contexts”
Source - Wikipedia

68. 10 Reasons Why Content Matters

69. 5 Ideas for Content you can create now
• How to videos and documents
– Perfect for YouTube and sharing
• Your own product/service demonstrations
– Again ideal for video, and sharing
• Articles about contemporary issues
– e.g. Harlem Shake and Workplace Safety
– Ideal for Blogging
• Testimonials – both good and bad help establish your authenticity
• Newsletter – Weekly or monthly education that nurtures their interest

70. Social Media
“Social media refers to the means of
interactions among people in which they
create, share, and exchange information
and ideas in virtual communities and
networks.”
Source - Wikipedia

71. 2013 Landscape

72. 10 Things you should be doing with Social
Media
• Start with a plan • Always Listen
• Create Measurable • Be Engaging
Goals that matter • Be Consistent
• Be Consistent • Build a strong
• Build & Share GREAT network
content • Be a Good Citizen

73. 10 Things you should NEVER do with Social
Media
• Take shortcuts building • Be Pushy or Rude
your network • Use Generic Marketing
• Try to sell things • Forget to Thank People
• Rely on One Platform • Give the responsibility
• Spam your audience for your brand to a
junior staff member
because they know….

74. Making outbound marketing work for you
OUTBOUND MARKETING

75. EMAIL MARKETING
Well executed email marketing can
• Turn 1 time buyers into loyal customers
• Keep you on your customers “radar”
• Deliver a compelling offer to customers to “buy
now”
It is the “lowest hanging fruit” for most businesses
delivering a great ROI

76. EMAIL MARKETING
Getting started…
1. Choose a platform
– E.g. Mailchimp, Constant Contact, iContact etc
2. Set up a template
3. Build your mailing list – legitimately!
4. Keep in contact at least quarterly but don’t SPAM
or hound your subscribers
5. Measure the ROI carefully

77. ONLINE ADVERTISING
Remember the role search engines play in
the buying cycle today….

78. And how a Search Results Page is laid out?
Search
Term
Paid
Advertising
(PPC)
Organic
Results
(free)
Google
Places Listing
(free)
Site Links
(free)

79. How it works

80. Leveraging your most valuable asset
CUSTOMERS

81. What is CRM?
“Customer relationship management (CRM)
is a model for managing all of a company’s
interactions with current and future
customers.”

82. What can it deliver
• Improved Customer Satisfaction
• Improve Customer Retention
• Increased average transaction value
• Increased Profitability

83. How to get started
• Start with the basic collection of customer
details
• Match these with transactional information
from your POS, Billing & Service Systems
• Look at ways of adding value to the
customer’s experience including cross and
up-selling

84. Some of the Tools Available

85. The New Marking Model
One more time 

86. INBOUND OUTBOUND
DIRECT
KNOW BLOGS CONTENT MARKETIN
TELE -
G
ADS
EMAIL-
COLD MARKETIN
SEO SOCIAL VIDEO MARKETIN
CALLING G
G
STORE
SALES CHANNELS
LIKE Website, Store, Sales Force
etc
TRUST

87. Introductions
Anthony Congdon
rethinkmarketing.com.au
@AnthonyCongdon
Anthony Congdon

88. Tonight's Agenda
The Changing Business Landscape
The New Model of Marketing for the Digital
Era

89. Q&A
Thanks for your attendance