Creating an e-marketing strategy

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Creating an e-marketing strategy

  1. 1. Creating An e-Marketing Strategy
  2. 2. Three Ways To Build A Business <ul><li>Increase the number of customers </li></ul><ul><li>Increase the number of times they buy </li></ul><ul><li>Increase the average order value. </li></ul>£20.00 Average Value 100 No Customers £20,000 10 Turnover Order Frequency
  3. 3. Three Ways To Build A Business <ul><li>Increase the number of customers </li></ul><ul><li>Increase the number of times they buy </li></ul><ul><li>Increase the average order value. </li></ul>£20.00 £20.00 Average Value 110 100 No Customers £22,000 10 £20,000 10 Turnover Order Frequency
  4. 4. Three Ways To Build A Business <ul><li>Increase the number of customers </li></ul><ul><li>Increase the number of times they buy </li></ul><ul><li>Increase the average order value. </li></ul>£22.00 £20.00 £20.00 Average Value 110 110 100 No Customers £26,620 11 £22,000 10 £20,000 10 Turnover Order Frequency
  5. 5. How Do We Increase By 10%? <ul><li>By using the ACT Model in e-Marketing </li></ul><ul><ul><li>To ATTRACT </li></ul></ul><ul><ul><li>To CONVERT </li></ul></ul><ul><ul><li>To TRANSFORM </li></ul></ul><ul><li>In order to do that we need to know: </li></ul><ul><ul><li>Who our customers are </li></ul></ul><ul><ul><li>What they want </li></ul></ul><ul><ul><li>Why they want it from us </li></ul></ul><ul><ul><li>Where the currently hang out </li></ul></ul>
  6. 6. Get To Know The Competition <ul><li>Getting to know the competition is great for: </li></ul><ul><ul><li>Finding out what they are up to </li></ul></ul><ul><ul><li>How your service or product stacks up </li></ul></ul><ul><ul><li>Getting ideas for things you could do </li></ul></ul><ul><ul><li>Checking out that you are going in the same direction and hitting the same targets </li></ul></ul><ul><ul><li>Identifying the brand differentiators – what makes you better/different to them </li></ul></ul>
  7. 7. Introducing The Five S’s <ul><li>The five S’s help you to determine what you want to achieve from your online activities and save you from using a scatter gun approach. </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Serve </li></ul></ul><ul><ul><li>Save </li></ul></ul><ul><ul><li>Speak </li></ul></ul><ul><ul><li>Sizzle </li></ul></ul>
  8. 8. Setting A Goal <ul><li>A goal must be SMART </li></ul><ul><ul><li>Specific </li></ul></ul><ul><ul><li>Measurable </li></ul></ul><ul><ul><li>Achievable </li></ul></ul><ul><ul><li>Realistic </li></ul></ul><ul><ul><li>Timely </li></ul></ul>“ if you don’t know where you’re going any road will take you there” To increase my visitors by 10% in 3 months and increase my customers by 3
  9. 9. Who Is Your Audience? <ul><li>Are you going to use social marketing to attract customers, work with your suppliers or for some other reason </li></ul><ul><li>Once you have a goal, then you can determine WHO you want to attract and WHY </li></ul><ul><li>Once you know that, you can then work out how you will CONVERT them – and what you will convert them into. </li></ul>
  10. 10. What Do You Want To Achieve? <ul><li>Grow Your Business </li></ul><ul><li>Build A Brand </li></ul><ul><li>Promote Yourself </li></ul><ul><li>Show Off Specialist Knowledge </li></ul><ul><li>Demonstrate Excellence </li></ul>
  11. 11. What Do You Need In Place? <ul><li>Do you need specialist knowledge skills? </li></ul><ul><li>Do you have someone that can write? </li></ul><ul><li>Are you doing this yourself or will you be overseeing someone else doing it? </li></ul><ul><li>How much time do you have? </li></ul><ul><li>How do you promote your business/activity already? </li></ul>
  12. 12. You Now Have A Basic Strategy <ul><li>You now know: </li></ul><ul><ul><li>What your overall goal is </li></ul></ul><ul><ul><li>What you want to use your activities for </li></ul></ul><ul><ul><li>What your competitors are doing </li></ul></ul><ul><ul><li>Who your audience is </li></ul></ul><ul><ul><li>What specialist skills, knowledge or support you might need </li></ul></ul>Download the Strategy Document At The End Of The Module and Complete The Exercises

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