@jkbowserjustin.bowser@htk.co.uk
• Email• Website / blog               Multi-channel• Web „landing pages‟• SEO                                Personalised•...
1. Outbound marketing2. Inbound marketing3. Content, content, content4. Measurement5. Customer centricityIntelligent custo...
• “interruption” marketing                                 Some good resources      – Strategy: Grab attention and keep it...
• SEO, blogging, social media, RSS, video      – Strategy: It‟s about earning attention (and trust)• Blogging: The Dos    ...
• Social media      – Twitter            • Help people, develop conversations, promote your blog.      – Facebook         ...
• Develop a content strategy                                 Some good resources                                          ...
• Digital marketing is just part of the “marketing mix”      – You need to understand whether it‟s working• How to measure...
• “It‟s easier to keep an existing customer than win a new one”      – Focus on customer retention, as well as acquisition...
@jkbowserjustin.bowser@htk.co.uk
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HTK Horizon - 5 strategies for digital marketing success

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HTK Horizon - 5 strategies for digital marketing success

  1. 1. @jkbowserjustin.bowser@htk.co.uk
  2. 2. • Email• Website / blog Multi-channel• Web „landing pages‟• SEO Personalised• Pay-per-click (not spam!)• Mobile (SMS, mobile web)• Social media Conversations• VoiceIntelligent customer contact
  3. 3. 1. Outbound marketing2. Inbound marketing3. Content, content, content4. Measurement5. Customer centricityIntelligent customer contact
  4. 4. • “interruption” marketing Some good resources – Strategy: Grab attention and keep it Chrisbrogan.com (a great email newsletter) • Targeted email and SMS campaigns• The DOs MarketingProfs.com (lots of ideas and advice, and – Get permission!!! compare their newsletter…) – Send relevant, engaging messages – Don‟t forget the “call to action”• The DON‟Ts – Don‟t treat your customers like a row on a spreadsheet! • “Dear J Bowser, I was thinking about you just the other day…”1. Outbound | 2. Inbound | 3. Content | 4. Measurement | 5. Customer centricityIntelligent customer contact
  5. 5. • SEO, blogging, social media, RSS, video – Strategy: It‟s about earning attention (and trust)• Blogging: The Dos – Publish, regularly (the frequency is up to you) – Use your own domain name, and earn links to it – Think about search terms Some good resources – Be human, and help people adrianswinscoe.com (good style, good content)• The DON‟Ts HubSpot.com – Don‟t advertise (inbound marketing evangelists!) • People will tune out Google analytics, woopra1. Outbound | 2. Inbound | 3. Content | 4. Measurement | 5. Customer centricityIntelligent customer contact
  6. 6. • Social media – Twitter • Help people, develop conversations, promote your blog. – Facebook • Special offers, promote events, encourage conversation – LinkedIn • Your personal network. Also good for targeted B2B conversions – YouTube • Engagement, personality, trust (and can be great for SEO) – Quora • Great opportunities to be helpful, and listen to your market1. Outbound | 2. Inbound | 3. Content | 4. Measurement | 5. Customer centricityIntelligent customer contact 6
  7. 7. • Develop a content strategy Some good resources ContentRulesBook.com – White papers, reports, analysis (simple, practical advice) – Videos, photos, podcasts, case studies Google Reader (for content ideas) – Q&A with interesting people • Re-purpose all this content into blog posts eBooks, email newsletters… • Think about “the big idea” and try to make everything contribute to a larger whole – Work out what‟s achievable with the resources you have – be realistic.• This will fuel your inbound & outbound efforts1. Outbound | 2. Inbound | 3. Content | 4. Measurement | 5. Customer centricityIntelligent customer contact
  8. 8. • Digital marketing is just part of the “marketing mix” – You need to understand whether it‟s working• How to measure – Email marketing • Use an email provider; you‟ll get useful „open‟ and „click‟ tracking – „Top of the funnel‟ content • bitly.com to track Twitter clicks and retweets • Google Analytics to track site visits, top content, referrers – I also use Woopra (paid, but not much) – „Middle of the funnel‟ content • „Data traps‟ – and use CRM integration1. Outbound | 2. Inbound | 3. Content | 4. Measurement | 5. Customer centricityIntelligent customer contact
  9. 9. • “It‟s easier to keep an existing customer than win a new one” – Focus on customer retention, as well as acquisition – Stay in touch with regular, personalised, engaging content • Build your customer database and understand where the value lies • Apply good segmentation and targeting for outbound messages • Create opportunities for on-going engagement • Listen to what your customers are saying – Be consistent in your marketing approach across all digital channels • Consistent campaigns and offers • Consistent help and support • One campaign at a time (don‟t confuse or dilute) – Remember: Sharing and solving, not just selling!1. Outbound | 2. Inbound | 3. Content | 4. Measurement | 5. Customer centricityIntelligent customer contact
  10. 10. @jkbowserjustin.bowser@htk.co.uk

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