How to set SMART objectives Identify who your audience is How to build trust All about growth hacking, looking at Dollar Shave club and dropbox Customer Centric Marketing, looking at Virgin, Nandos and Orange (now EE) Scarcity and Influencer Marketing

1. Strategic Marketing
Jonny Ross

2. Discover:
• Who is who
• 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 your business 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

7. Growth Hacking
Dropbox

8. Dollar Shave Club

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
• Data driven
• 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

14. Awareness

15. Consideration

17. After they buy

18. Potential issues

19. Current journey
END
Website
Twitter
Facebook page
Referrals
LinkedIn
Question bank
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 and LinkedIn 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
Question bank
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 a proactive 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 clever sales 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
• Works in 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 & Target Audience:
• 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 anyone want to challenge me, does
anyone think this is all a load of nonsense?
Find me online
@jonnyross
LinkedIn/in/jonnyross