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Ad:Venture - Strategic Marketing Masterclass
The document outlines strategic marketing concepts, emphasizing the importance of understanding different marketing types, setting SMART goals, and employing growth hacking alongside customer-centric approaches. It highlights the significance of building trust through storytelling, influencer marketing, and customer journey mapping, while also addressing current challenges faced by businesses. Recommendations include enhancing social media strategies, improving homepage clarity, and implementing feedback surveys to boost engagement and referrals.
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Ad:Venture - Strategic Marketing Masterclass
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- 2. Discover: • Who iswho • What would you like to learn • Current skill level • Current experience
- 3. Objectives: • Be strategic •Understand different types of marketing • Identify who you want to talk to and what you will say • Learn how to build trust • Explore growth hacking, customer centric, scarcity and influencer marketing • Be strategic!
- 4. What are yourbusiness and marketing goals and objectives: • SMART ○ Specific ○ Measurable - numbers, numbers, numbers…! ○ Agreed ○ Realistic ○ Timley • OGSM ○ Objectives, Goals, Strategy, Measure.
- 5. Secondary marketing goals? •Educate by watching a video • Subscribe to content • Build list • Power social (follow on twitter, LI, insta, snap) • Finding influencers
- 6. Types of marketing •Advertising • PR • SEO • Social Media / Email • Personality • Storytelling • Sponsorship • Sales Promotion • Influencer Marketing / Recommendations / Word of mouth • Growth Hacker 6 • Cause / Charity / Petitions • Scarcity • Seasonal • Direct Mail • Telemarketing • Inbound Marketing • Promotional/Freebies • Content Marketing • Events / Round Tables • Personal Selling / Networking / Speaking • Customer Centric
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- 9. Growth Hacking -key elements • Typically lower cost • Customer focussed • Deepened and integrated through the entire organisation • Some kind of viral loop • Data Driven • Creative • Experimental • Automation • Test, Test and Test
- 10. Growth Hacking -Example using youtube • Add “?sub_confirmation=1” to the end of your youtube channel
- 11. Customer Centric • Datadriven • Customer Feedback • Customer involvement • Inner Circle • World class onboarding • Check tools like intercom • Customer journey and experience • Loyalty programs • Put the customer first, otherwise someone else will! • Delights, magic, treat them like celebs, big them up, over deliver
- 13. Customer Journey Mapping •Helps you understand your customer’s point of view • Use that understanding to make small changes that can dramatically improve their business. • Awareness • Consideration • Buying Process • After they Buy
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- 19. Current journey END Website Twitter Facebook page Referrals LinkedIn Questionbank pack order Bespoke Training or coaching Pre-course questionnaire Networking Tenders Order online 1 1 2 3 Thank you & invoice Confirmation of posting Question bank pack 4 Course Proposal 5 YesNoEND 6 Meeting to discuss Planning Agreed work carried out END 7 Book through SSE No END 6 Welcome email 2 day training Survey Monkey Prep for day 3 1 day training Feedback survey Links to resources and details of follow up programme No Yes No Yes Joining instructions and prework 8 Help and support offered if required 9 Assignment submitted PassFail Acknowledgement Certificate END 10
- 20. Issues Detail 1 Facebook andLinkedIn are underutilised and more effort and strategy is required. 2 The website homepage doesn’t immediately make clear what problems or challenges you solve 3 It’s difficult to find how to buy your Question Pack, which should be a good source of regular income and referrals 4 No effort to continue or develop the relationship once a Question bank pack has been bought 5 You spend too long writing proposals and then wait a week to follow up a proposal – this is too long 6 May ask for feedback, but no clear strategy 7 Inconsistent process for feedback, referrals and repeat business 8 Sent 2 weeks in advance – but no timeframe or expectations set 9 Help and support only offered after 16 weeks 10 No effort to continue relationship or get referrals
- 21. Recommended journey Website Twitter Facebook page Referrals LinkedIn Questionbank pack order Bespoke Training or coaching Pre-course questionnaire Networking Tenders Order online Thank you & invoice Confirmation of posting Question bank pack Course Proposal No END Meeting to discuss Planning Agreed work carried out Book through SSE No Welcome email 2 day training Survey Monkey Prep for day 3 1 day training Feedback survey Links to resources and details of follow up programme No Yes No Yes Joining instructions and prework Help and support offered if required Assignment submitted PassFail Acknowledgement Certificate 1 2 1 Feedback survey 3 Connection request Newsletter subscription Follow up call after 3 months Newsletter 4 4 Feedback request 3 Feedback survey Follow up call after 3 months – ask for more work and referrals END 3 5 5 6 7 8 84 5 3 9
- 22. Recommendations Detail 1 Create aproactive and aligned social media strategy with consistent communication promoting your services and product, together with providing useful content. 2 Amend your homepage to promote your product (this will be a good lead generator for training and coaching). Add landing pages promoting the product for social media campaigns). 3 Create feedback surveys at key touchpoints. Have a process where you sit down and analyse feedback at least once a month, agree and deliver any changes then talk about them in your newsletter and on social media. 4 Create a monthly newsletter with useful content, promotions and news of changes you have made due to feedback. Invite subscription from your website, Facebook page and at key touchpoints through your customer journeys. Include case studies and testimonials. 5 Introduce follow up calls – to get case studies, testimonials, referrals and repeat business 6 Review your joining instructions and prework to ensure expectations are properly set (inc timescales). 7 Look to offer help and support at an earlier stage. A Facebook group may work well here. 8 Have a structured approach to asking for LinkedIn connections. 9 Follow up email after 2 weeks
- 23. Scarcity ● Very cleversales process ● 15 minute call ● 30 minute call ● 80 page questionnaire ● 1 hour call ● Queue to get in ● Told once in you have 1 hour only ‘At HubSpot, we work passionately to make our customers look brilliant.'
- 24. Influencer Marketing • Worksin B2B and B2C • Same as referrals and recommendations • Got to be ○ Authentic ○ Passionate ○ Relatable • Micro influencers (<10k followers) • Know their followers Fleur Deforce
- 25. Personas & TargetAudience: • Company ○ Size (staff, turnover, profit) ○ Sector / Industry ○ Location ○ Values ○ Departments it will have
- 26. Person: ● Age ● Gender ●Location ● Education ● Job Title ● How is their job measured? ● Who do they report to? 26 ● Their goals ● Their challenges ● Tools or they use or need for job ● How do they learn ● Kids? Car? ● Hobbies? ● What are their pain points ● Think keywords -what might they search on google?
- 27. Building Trust • Influencers •Stories • Case Studies • Thought pieces • Associations • Reviews • Collaborations • 7 hours of content • Personality - Telsa, Virgin, Apple
- 28. Other ideas include •Free Tool • Powered By… • Repurposing content • Be a master of LinkedIn • Video • Storytelling • Freemium Model • Recommend a friend
- 29. Challenge me? Does anyonewant to challenge me, does anyone think this is all a load of nonsense? Find me online @jonnyross LinkedIn/in/jonnyross