Creating a digital marketing
Part one – getting started
What’s happening this session?
• The importance of
• Some building blocks
for a strategic plan
• Examples of
• Assess your digital
• Know your position in
• What do you want to
Building block #1
Define your offering
Quickly write down one short paragraph that tells us what your
business is all about…
What I don’t want is…
“We’re a unique one-stop shop solution
provider that leverages strategic
partnerships to deliver outstanding ROI”
• Avoid generic phrases
• Think about your target audience
• No clichés
• Imagine describing what you do to a 10
year old child
Building block #2
Where do you sit in your market sector?
How to customers perceive your offering compared to others’?
Positioning is meant to give your business a way to find a window in the
mind of your potential customer within a crowded market
Building block #3
Who are your customers?
The more you know about your customers, the easier it is to reach
them via digital and traditional marketing tactics
Who are your tribe?
• Describe your target customer(s)
• What makes them tick?
• What keeps them awake at night?
• What is their view of the world? (attitudes,
• What do they do on a Sunday morning?
• What do they do on a Monday morning?
• What motivates them to do these things?
• People who are in pain and are at the end of their
tether. This is their last option before surgery.
Mostly referred from another practitioner.
• Athletes and serious sports people with ongoing
injuries or who have regular treatment to prevent
injuries. They need to keep in tip top shape.
• Male, 40+ who suddenly find they can’t do the
things they used to be able to do with they were
younger. Facing the ageing process for the first
• Male. 40+ who need to prove they are still young
enough for peak performance. They have no
intention of slowing down and will suffer pain rather
than let anyone see them giving up.
• People who have jobs where they get RSIs -
hairdressers, plasterers, builders etc. They need to
continue to work, and they are worried about what
will happen if they don’t find an effective way to
manage the situation.
Building block #4
What makes your business special?
• Buy this product/service you get this specific benefit
• What is the biggest unique benefit that would make someone
want your product or service?
Therapy biz USPs
• Takes an unconventional approach
to body pain by blending therapy
disciplines from different disciplines
to form a hybrid treatment.
• Explains to the patient exactly
what’s going on. This knowledge
makes people feel better.
• Empowers the patient not to be a
victim of their situation - so they
become an active participant in their
recovery. They get better faster.
• He’s known as the body-sleuth -
and is sent cases other therapists
and doctors don’t know how to
treat. A bit like Dr. House, but with a
IDENTIFY WHAT MAKES YOUR
Why should anyone buy anything from you?
Building block #5
Getting the right message
The right message to the right people, in the right way, at the right
time, in the right place,
Speaking the language of the customer.
Imagine you’re a car salesman
• How would the
change the message
• 17 year old girl who has
just passed her test
• 80 year old man
• A 50 year old sales rep
• A fleet manager in a
• An Eco Warrior
Building Block #6
What do you want?
Setting goals for your business, your marketing and your digital
What kind of goals are we talking
• Double your turnover
• Move into a new market
• Start exporting
• Attract better paying
• Get a succession plan in
• Take your business onto
the stock exchange (IPO)
• Start selling online
• Revamp your website
• Start gathering email
• Take a step into social
• Launch an online
• Start making videos of
• Start a blog
• Pulling everything together
• Creating a tactical plan
• Tips on creating an integrated marketing
• Measurement and evaluation