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B2b digital marketing strategies

The document outlines a go-to-market strategy focusing on digital engagement in B2B contexts within Asia, highlighting the importance of adapting to a changing digital landscape and customer journey. It details the shift from push marketing to pull marketing, emphasizing content marketing and SEO as critical tools for attracting leads. Additionally, the document includes strategies for optimizing website performance, understanding B2B and B2C marketing differences, and setting measurable KPIs for successful outcomes.

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B2B Marketing•
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G o T o M a r k e t S t r a t e g y & P l a n Engage Asia. Go Digital. B2B (GO TO) Market Strategies
P R O F E S S I O N A L • Worked across Netherland, Singapore, Indonesia & Malaysia • For European FMCG companies Royal Friesland Campina in Marketing in Malaysia, Danone in Netherlands, Danone Dumex in Singapore • 10+ years experience in Business & Marketing Strategies for Fortune 500 companies & Start Ups • Marketing Trainer At General Assembly • Regional Managing Director 2Stallions Digital Marketing Agency Intro Daniël HEERKENS
A regional AGENCY with GLOBAL reach APAC Offices • Singapore • India • Indonesia • Philippines • Malaysia (Q3)
We create AWARD WINNING campaigns G l o b a l B r a n d E x c e l l e n c e A wa r d s - W o r l d B r an d C o n g r e ss ‘ 1 9 M ar k e t i n g M ag az i n e ' s M ar k e t i n g E x c e l l e n c e A war d s’ 1 9 M ar k e t i n g M ag az i n e ' s A si a e C o m m e r c e A war d s’ 1 9 A si a ' s B e st B r a n d A wa r d s b y C M O A si a ‘ 1 9 S M E s A si a A wa r d 2 0 1 5 / 2 0 1 6 S i n g ap o r e B u si n e ss A wa r d s ‘ 2 0
Thank you!
1. How Brands Grow Part 2: Emerging Markets, Services, Durables, New and Luxury Brands 2. Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future 3. The Lean Startup: How Constant Innovation Creates Radically Successful Businesses 4. Give Take Helping Others Success- Adam Grant Recommended Marketing/Business books
B r a n d S t r a t e g y W o r k s h o p
1. Understanding the Digital Landscape & Changing Customer Journey 2. Go To Market (GTM) Strategy (inc SEO & strategy planning) 3. Successful Asian B2B case study 4. Covid-19 B2B Marketing impact 5. Questions (15m) If time permits…….. • Marketing Automation B2B • How to create b2b customer personas? Todays OUTLINE
G o T o M a r k e t S t r a t e g y & P l a n 1.Understanding the Digital Landscape & Changing B2B Customer Journey
G o T o M a r k e t S t r a t e g y & P l a n Company Website, Video & Mobile News- paper Direct Mail TV Email WEBRadio PPC Outdoor SEO WEB 2005-2009 | Web-centric Marketing Company News- paper Direct Mail TV WEB Radio Outdoor 1995-2004 | Traditional Marketing + Web Full disruption to everyday life. “Push Marketing” was key & ads from different mediums were forcefully pushing customers to buy Google’s rise brought along Search Engine Optimization (SEO). Instead of forcing your business in front of people, you let people who are interested find your business instead. Also known as “pull marketing” 10 THE MARKETING Story So Far
G o T o M a r k e t S t r a t e g y & P l a n B2B buyers are already through their buying cycle when they approach vendors. 60% Engagement 11 Digital Marketing 2018 ONWARDS Company Website, Video & Mobile News-paper Direct Mail TV Email WEBRadio PPC Outdoor SEO WEB
G o T o M a r k e t S t r a t e g y & P l a n This is thought leadership, brought to life through compelling content It’s not aimed at everyone but at targeted leads. Incites action by guiding not forcing CONTENT MARKETING USES YOUR INSIGHT TO CREATE RELEVANT, INTERESTING AND ENGAGING CONTENT TARGETED AT POTENTIAL LEADS AND CUSTOMERS THAT SELLS WITH THEM 12 Content Marketing In A NUTSHELL
G o T o M a r k e t S t r a t e g y & P l a n IT’S THE EXACT OPPOSITE Advertising (Outbound) Sell Distract, interrupt Budget A hammer Content Marketing (Inbound) Help, teach, advise Attract, connect, interact Brains A magnet 13 So is CONTENT MARKETING Another Form of Advertising?
G o T o M a r k e t S t r a t e g y & P l a n 14 The Customer Journey is CHANGING
G o T o M a r k e t S t r a t e g y & P l a n PURCHASEINTENTHIGHLOW Social Post Website / Online Potential Leads Goal: Brand Awareness 1. Direct Contact Leads Goal: Product Knowledge 2. Opportunities Goal: Closed Deal 3. 15 The 3-STEP GUIDE to Generate More Leads & Active Customers back to your website
G o T o M a r k e t S t r a t e g y & P l a n 16 2. B2B Go to Market Digital STRATEGY
G o T o M a r k e t S t r a t e g y & P l a n Go to Market Digital Strategy A) Marketing Focus & KPIs B) B2B vs. B2C way of marketing marketing C) Website SEO Audit & Optimization D) Advertising Strategy on FB/IG, Google & LinkedIn 17
G o T o M a r k e t S t r a t e g y & P l a n Source: State of Inbound 2017 Report18 A) Marketing focus & KPIs
G o T o M a r k e t S t r a t e g y & P l a n 1. Converting contracts/leads to customers 2. Growing traffic to the website 3. Providing the ROI of your marketing activities 19 Source: State of Inbound 2017 Report A) Marketing focus & KPIs MOST IMPORTANT KPIs FOR MARKETERS IN ASIA
G o T o M a r k e t S t r a t e g y & P l a n 20 Email & CRM Own your owned MEDIA & DATA
G o T o M a r k e t S t r a t e g y & P l a n 21 B) B2B vs B2C Marketing
G o T o M a r k e t S t r a t e g y & P l a n 22 B) B2B vs B2C Marketing
G o T o M a r k e t S t r a t e g y & P l a n 23 B) B2B vs B2C Marketing Purchase process B 2 B P U R C H A S E P R O C E S S I S T O T A L L Y D I F F E R E N T T H A N B 2 C P U R C H A S E P R O C E S S Note ROPO: Research Online, Purchase Online
G o T o M a r k e t S t r a t e g y & P l a n Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. Google calls this online decision-making moment the Zero Moment of Truth, or simply, ZMOT. The ZMOT refers to the moment in the buying process when the consumer researches a product prior to purchase. 24 B) B2B vs B2C Marketing
G o T o M a r k e t S t r a t e g y & P l a n • Localized websites domain in the countries you are active for example .sg .my .au • Local SEO • Local sales staff • Languages localized in all marketing activities • Localized (product/services) • Localized blog content • Images/videos localized 25 B2B CHECK LIST GOING DIGITAL
G o T o M a r k e t S t r a t e g y & P l a n 26 C) What is a SEO website AUDIT? Website audit is a full analysis of all the factors that affect website’s visibility in search engines. This standard method gives a complete insight into any website, overall traffic and individual pages. Website audit is completed solely for marketing purposes Source: Wikipedia
G o T o M a r k e t S t r a t e g y & P l a n Features Of A ‘Good’ Business Website That Attracts Targeted Visitors To Help Fulfill My MARKETING/ BUSINESS Objectives ‘Well Branded’ ‘Lead Generating’ ‘Revenue Generating’ 27 Source: Wikipedia Website OBJECTIVES
G o T o M a r k e t S t r a t e g y & P l a n 28 How to Start Your WEB AUDIT 1. Free website tools you can use to audit your web property: Link: https://www.webpagetest.org/ Select location as Singapore or relevant countries where your brand is active
G o T o M a r k e t S t r a t e g y & P l a n 29 How to Start Your WEB AUDIT 2. Other website links you can use https://gtmetrix.com/ https://tools.pingdom.com/ https://www.webpagetest.org/ https://developers.google.com/speed/pagespeed/insights/ Note: Select location as Singapore or relevant nearest countries where your brand is active (if possible)
G o T o M a r k e t S t r a t e g y & P l a n 30 Results web AUDIT Problems are usually found in: Video, images, font & page sizes
G o T o M a r k e t S t r a t e g y & P l a n Keep Visitors On Your Website Load Your Site Quickly! Website Optimization 31 Source: Wikipedia
G o T o M a r k e t S t r a t e g y & P l a n Profitable Startup, In Business For 5 Years Before via gtmetrix.com After Result 1. 80% improvement in people NOT leaving the site immediately 2. 68% improvement in how much of the site is browsed Case Study Website OPTIMIZATION
G o T o M a r k e t S t r a t e g y & P l a n STEPS PURPOSE Use smaller image sizes ( http://compressjpeg.com/ ) Smaller file size loads faster. Enable Gzip compression for your website ( https://gtmetrix.com/enable-gzip-compression.html ) Compressing reduces the overall size of your website, allowing it to download faster. Leverage browser caching ( https://gtmetrix.com/leverage-browser-caching.html ) Allows static website content to be stored with the end user to improve future loading times. 33 WHAT YOU CAN DO Source: Wikipedia
G o T o M a r k e t S t r a t e g y & P l a n STEPS PURPOSE Make sure every page on your website has a title & meta description that is descriptive To control how your search results look like on Google. Create a sitemap.xml file ( www.xml-sitemaps.com ) To tell Google which pages you want to show in their search results. Set up a robots.txt file for your website ( http://tools.seobook.com/robots-txt/ ) To give permission to Google to index your website. Create an account on Google Webmaster Tools ( https://www.google.com/webmasters/tools ) To inform Google that your website exists. Submit your sitemap to Google Webmaster Tools To speed up how quickly Google indexes your website pages. 34 How to be FOUND…
G o T o M a r k e t S t r a t e g y & P l a n 35 Website ranking FACTORS A L L T H E I M P O R T A N T E L E M E N T S T H A T I M P A C T Y O U R S E A R C H R A N K I N G S I N A P E R I O D I C T A B L E S T Y L E . Source: Wikipedia • Content • Links • (GOOGLE) Rank Brain
G o T o M a r k e t S t r a t e g y & P l a n 36 What to do for your On-Page SEO? • Optimize Your Website Indexable Fast Loading Mobile Friendly • Create Content Creating High Quality Content • Optimize Content Titles Meta Description Headline Analysis For Social Shares
G o T o M a r k e t S t r a t e g y & P l a n 37 4. What Do Higher Rankings Mean For Your Business? More visibility for your business that results in Greater volume of qualified traffic to your website that leads to More conversions to leads / sales that IMPROVES your bottom line!
G o T o M a r k e t S t r a t e g y & P l a n When you search for your brand name: e.g. ‘2Stallions’ 38 Results by doing THIS
G o T o M a r k e t S t r a t e g y & P l a n 39 Source: Ahrefs How to TRACK your website SEO rankings? Website audit SEO off site (Ahrefs is a paid tool)
G o T o M a r k e t S t r a t e g y & P l a n 40 YOUR KEYWORDS RANKING Source: Ahrefs
G o T o M a r k e t S t r a t e g y & P l a n 41 Source: Ahrefs YOUR KEYWORDS RANKING
G o T o M a r k e t S t r a t e g y & P l a n 42 Source: Ahrefs YOUR TRAFFIC GROWTH
G o T o M a r k e t S t r a t e g y & P l a n 43 D) Digital/Marketing Strategy Planning B2B
G o T o M a r k e t S t r a t e g y & P l a n For instance, our marketing objectives have been: ‣ Increase brand awareness: Main priority as low brand awareness results in low sales ‣ Drive sales online and offline at…. : High priority but lower priority than brand awareness as sales conversions are only trackable offline.. 44 Marketing OBJECTIVES
G o T o M a r k e t S t r a t e g y & P l a n Awareness The target audience gets exposed to the brand via touch points. Mindset: “I want to know..” Consideration The target audience evaluates the brand. Provide information they need to make the decision to evaluate. Mindset: “I want to choose..” Purchase The target audience selects the brand and makes the purchase. Mindset: “I want to buy..” Advocacy The customer shares their experience and views, effectively championing the brand. Mindset: “I want to engage..” 45 Understand the Basic User JOURNEY O u r s t r a t e g y w i l l s t i l l r e m a i n f o c u s e d o n t h e b a s i c u s e r j o u r n e y . T h e r e ’ s s t i l l l o w b r a n d a w a r e n e s s a n d i n o r d e r t o d r i v e s a l e s , c o n t e n t s h o u l d s t i l l f o c u s o n r a i s i n g a w a r e n e s s f i r s t t o p u s h t h e m d o w n t h e m a r k e t i n g f u n n e l .
G o T o M a r k e t S t r a t e g y & P l a n 46 Awareness • Content Marketing • Social Media Posts • Search Ads • SEO • Google Display Network (GDN) Consideration • Search Ads • Remarketing • Email Marketing • Social Media Advertising Purchase • Search Ads • Social Media Advertising • Email Marketing Advocacy • Social Media • Email Marketing Digital STRATEGY & the CUSTOMER JOURNEY T h i s i l l u s t r a t e s t h e d i f f e r e n t d i g i t a l c h a n n e l s w e C A N u s e t o t a r g e t t h e d i f f e r e n t s t a g e s o f t h e c u s t o m e r j o u r n e y .
G o T o M a r k e t S t r a t e g y & P l a n 47 EXAMPLES Marketing Objectives & KPIs B a s e d o n m a r k e t i n g o b j e c t i v e s , w e s e t t h e K P I s ( i . e . o n 2 4 A p r i l 2 0 2 0 ) a s s u c h :
G o T o M a r k e t S t r a t e g y & P l a n 48
G o T o M a r k e t S t r a t e g y & P l a n 49 SEM Campaign STRUCTURE
04 | The Blueprint for Successful Content G o T o M a r k e t S t r a t e g y & P l a n 5 0 3.B2B Case Study
51 Technology Brand Challenges O N LY O N E W E B S I T E 01 L O W T R A F F I C 02 L I M I T E D L E A D S 03 L O W M Q L s 04
52 Q U A L I F I E D L E A D S M O R E C O N V E R S I O N S M O R E W E B S I T E L E A D S CAMPAIGN OBJECTIVES
53 SEO DELIVERY - RESEARCH & ANALYSIS W E B S I T E A U D I T 01 K E Y W O R D R E S E A R C H 02 C O M P E T I T O R S A N A L Y S I S 03 B A C K L I N K A N A L Y S I S 04
54 SEO DELIVERY - IMPLENTATION & OPTIMISATION O N - P A G E 01 O f f - p a g e 02
55 Campaign Solutions S E O + T R A F F I C + C O N V E R S I O N S C O U N T RY S P E C I F I C W E B S I T E S
56 MARKETING TO SALES QUALIFIED LEADS PERFORMANCE €XXX, XXX Whole of 2018 Growing pipeline from website leads The pipeline generation in 2018 from web forms was just Euro XXX,XXX and in 2019 the pipeline from January to June 2019 is Euro X,XXX,XXX. This represents a growth of 2619% more pipeline than the previous year. € X,XXX,XXXJan – Jun 2019 2619% G R O W T H
57 5 7 5. Covid-19 Crisis
58 Company Mindset & Transformation
59 Look B2C and think B2B
60 Look B2C and think B2B
61 Analyze online trends & behavior https://neilpatel.com/blog/coronavirus/
62 G o T o M a r k e t S t r a t e g y & P l a n 7 Action points Go to Market Digital Strategy 62 https://www.bluecorona.com/blog/recession-marketing-strategies/ 1.Don’t arbitrarily cut your marketing budget Building and maintaining a brand that consumers recognize and trust is one of the best ways to reduce risk when the economy takes a turn for the worst. That’s why, in each recession cycle, the companies with a strong brand presence have come out on top. 2.Do a deep dive of your target audience’s recession behavior Slide 73 HBR 3.Analyze and track everything—now During a recession, knowing exactly what return each marketing investment is providing and why will be your key to not just survival, but growth. Digital marketing has long been accepted as the best low-cost, high-return marketing strategy, largely due to measurability and targeting capabilities 4.Focus on existing customers 5.Increase conversion rates by testing, tweaking, and repeating
63 G o T o M a r k e t S t r a t e g y & P l a n 7 Action points Go to Market Digital Strategy 63 6. New Markets In times of crisis, B2B eCommerce businesses pivot and take on new business structures. As B2C experiences shortages, customers turn to the source, leading to B2B2C and D2C scenarios. Other B2Bs see new opportunities where previously there were none. 7.Omnichannel B2B eCommerce Worldwide stay-at-home orders mean a large influx of customers moving online, straining digital commerce merchants from B2C, B2B, to B2D. As people remain isolated and the need for essential goods remains high, they turn to online shopping. https://oroinc.com/b2b-ecommerce/blog/b2b-commerce-and-coronavirus-business-impact-and-long- term-trends/
64 6 4 Q & A
M a r k e t i n g A u t o m a t i o n B o o t c a m p 65 6. EMAIL MARKETING & MARKETING AUTOMATION: WHAT’S THE DIFFERENCE
M a r k e t i n g A u t o m a t i o n B o o t c a m p 66 Why Email MARKETING? • There are 3.9 billion email accounts in 2019 • Open rates for email marketing messages range from 10-30% with click-through averaging at 2-3%. • A user that’s opted in to your emails is much more receptive and likely to take an action
How About Marketing Automation THEN? Difference between email marketing & marketing automation Many believe that Marketing Automation is just Email Marketing on steroids but it is so much more… Marketing Automation has the power to save time and increase revenue while offering all the functions of most email marketing services.
M a r k e t i n g A u t o m a t i o n B o o t c a m p 68 Why Marketing AUTOMATION? W h a t d o e s t h a t m e a n ? MARKETING AUTOMATION ALLOWS BUSINESS TO NURTURE POTENTIAL LEADS WITH HIGHLY PERSONALISED, USEFUL CONTENT, CONVERTING THEM FROM LEAD INTO DELIGHTED CUSTOMERS. It guides them through your sales funnel Content that discusses their problems and concerns while introducing your business as a solution. It doesn’t just stop with leads. Marketing automation helps keep customers engaged.
M a r k e t i n g A u t o m a t i o n B o o t c a m p 69 Feature comparison Email Marketing VS Marketing Automation • Sends Mass Emails • Tracks Open Rates and Clicks • Easy to Build Landing Page • Easy to Build Web Forms Email Service* Provider Marketing Automation *Email service providers can be zoho, mailchimp and many others
M a r k e t i n g A u t o m a t i o n B o o t c a m p 70 Email Service* Provider Marketing Automation • Easy to Create Multi-Step Campaigns • Integrates with all Direct Mail, Social Media, and More • Data Deduplication and Normalization • Scores Leads Feature comparison
M a r k e t i n g A u t o m a t i o n B o o t c a m p 71 Email Service* Provider Marketing Automation • Recycles and Nurtures Leads • Ensures Only Qualified Leads go to Sales • Measures the impact on Marketing Initiatives on Revenue Feature comparison
M a r k e t i n g A u t o m a t i o n B o o t c a m p 72 Is Marketing Automation RIGHT For Your ORGANIZATION? • Your customer buying process lasts longer than a week • Sending emails alone does not seem to drive sales • Your marketing team needs an easier way to create and send targeted, multi- touch email campaigns • You sell different products or services to different demographics
M a r k e t i n g A u t o m a t i o n B o o t c a m p • You want to send different messages to different titles and industries • Your sales people are complaining about the quality of leads your marketing team is delivering • You want to know which of your marketing campaigns are the most effective • You can’t tell if you should be spending more or less money on marketing 73 Is Marketing Automation RIGHT For Your ORGANIZATION?
M a r k e t i n g A u t o m a t i o n B o o t c a m p 74 Benefits of Marketing AUTOMATION Your Company Increase Lead Volume & Quality Decisions Based On Data Close More Sales Build Reputation Do More With The Same Team Nearly 80% of top-performing companies have used marketing automation >2 years
M a r k e t i n g A u t o m a t i o n B o o t c a m p 75 WHAT CAN YOU AUTOMATE?
M a r k e t i n g A u t o m a t i o n B o o t c a m p 76 What CAN I automate? MEDICAL SERVICES: Dentist, Orthodontist, Physiotherapy
M a r k e t i n g A u t o m a t i o n B o o t c a m p 77 EDUCATION: Tuition/Childcare centre, Schools, Universities Success STORIES
M a r k e t i n g A u t o m a t i o n B o o t c a m p 78 LEISURE: Sports, Adventure, Travel, Beauty, Fitness And many more. Success STORIES
M a r k e t i n g A u t o m a t i o n B o o t c a m p 79 When repetitive processes are automated, small business owners can instead devote time to the goals that really matter-like GROWING the BUSINESS Success STORIES
M a r k e t i n g A u t o m a t i o n B o o t c a m p 80 Whether you’re meeting new potential customers or responding to those who have already called or emailed, automated processes allow you to gain and retain leads more quickly and efficiently. 1. LEADS 2. SALES Think of automation software as the project manager for your sales team. While software helps your team focus on the most important tasks ahead, it also keeps track of leads who aren’t yet ready to buy, ensuring progress at every stage of the sales journey. What processes to AUTOMATE?
M a r k e t i n g A u t o m a t i o n B o o t c a m p 81 Automation software encourages customers to buy and buy again—even if they forget to reorder, abandon a shopping cart or let a credit card expire. 3. E-Commerce 4. Customer Service and Engagement Automation allows you to treat customers as you would if you had more time. Help customers immediately, respond to their feedback and even send wishes for a happy birthday. What processes to AUTOMATE?
M a r k e t i n g A u t o m a t i o n B o o t c a m p 82 What processes to AUTOMATE? Hosting an event keeps you busy enough. Let automation handle some of the details, like registrations, confirmations and promotion. 5. EVENTS And MANY MORE things to AUTOMATE..
83 How to increase conversions?
2 S t a l l i o n s Remember that a conversion is not the same as a purchase. A conversion might be signing up for a free newsletter or downloading a free whitepaper. But every conversion has real, measurable value for the company, even if there is no cash exchanges hands. Key metrics include: § conversion rate § click-through rate § bounce rate § social media conversion rate MICRO CONVERSIONS
∂ Videos Images Carousel Collection Offers Images Dynamic Canvas ads can be created to work with most of the above ad types Videos Images Carousel Offers Images 2 S t a l l i o n s FACEBOOK & INSTAGRAM ADVERTISING OPTIONS
2 S t a l l i o n s FACEBOOK & INSTAGRAM ADVERTISING FLOW
∂ 2 S t a l l i o n s LINKEDIN ADVERTISING OPTIONS Sponsored Content Dynamic Ads Text Ads Carousel Ads Video Ads Sponsored Content Dynamic Ads Sponsored Inmail Sponsored InMail Lead Gens Forms Video Ads Sponsored Content Sponsored InMail
2St allions Lead magnet capture email
2St allions Lead magnet capture email • Discounts • Free Stuff or Give Away campaigns • Stand a change to win
G o T o M a r k e t S t r a t e g y & P l a n 90 7.How to Create Customer Personas
G o T o M a r k e t S t r a t e g y & P l a n 91 • TOP LEVEL e.g. Sales & Revenue • PRIMARY OBJECTIVE E.g. Brand Awareness Or Thought Leadership • SECONDARY OBJECTIVE E.g. Build a Community Define BUSINESS OBJECTIVES B E F O R E W E B E G I N T O C R E A T E T H E C U S T O M E R P E R S O N A S , W E N E E D T O H A V E C L E A R B U S I N E S S O B J E C T I V E S .
G o T o M a r k e t S t r a t e g y & P l a n 92 BUSINESS OBJECTIVES BUSINESS OBJECTIVES BUSINESS IMPACT (REASON WHY) Sales. Help the sales team close sales more quickly. Allow us to engage a full time sales person. Community. Develop a loyal community who interact with our brand socially. A loyal community can help us gain more eyeballs allowing sales team to close sales effectively. Thought Leadership. Develop name recognition and respect. Again to get greater visibility for content and more organic traffic.
G o T o M a r k e t S t r a t e g y & P l a n 93 A persona is a detailed depiction of your perfect visitor/customer. You can have more than 1 for your business but we recommend no more than 3. What is a PERSONA?
G o T o M a r k e t S t r a t e g y & P l a n 94 Why do you need PERSONAS? Content • To craft the right message • For focused company communication • To humanize marketing Sales • For sales/marketing positioning • To improve your sales funnel
G o T o M a r k e t S t r a t e g y & P l a n 95 CUSTOMER PERSONA B2B Rachel Wong Marketing Manager Social Media Marketing Key decision-maker 32YEARS OLD $90,000/yr Urban Location Master’s Degree Married, No Kids Goals & Challenges • Save time online • Find interesting content to share • Maximize social media resources Values & Fears • Values dependability, clarity, good UI, fast support • Objects to pricing and poor value value proposition during sales process Elevator Pitch Use buffer to schedule post to your favorite social profiles. We’ll even show you the best content to share, and you can add with one click. Marketing Message • Ultimate social media scheduling tool How We Can Help • Schedule posts to a queue • Content suggestions In The Industry 04 YEARS 95
G o T o M a r k e t S t r a t e g y & P l a n 96 How to create your own PERSONA 1) Collect Data (‘WHO’) Google Analytics
G o T o M a r k e t S t r a t e g y & P l a n 97 Understand the Interests of your VISITORS Affinity categories are used to reach potential customers, to make them aware of your brand or product. These are users higher in the purchase funnel, near the beginning of the process. In-market audiences: Users in these segments are more likely to be ready to purchase products or services in the specified category. These are users lower in the purchase funnel, near the end of the process.
G o T o M a r k e t S t r a t e g y & P l a n 98 Understand where your visitors comes from (CHANNELS)
G o T o M a r k e t S t r a t e g y & P l a n 99 How to create YOUR OWN PERSONAS (for those without analytics) Create a demographic survey for the ‘WHO’ and send it out to as many people as possible 2) Conduct Surveys
G o T o M a r k e t S t r a t e g y & P l a n 100 (for those without analytics) • Face to face or phone. Reach out to your customers/readers or prospects • This section informs more of the ‘WHO’ and the ‘WHAT’, ‘WHY’ & ‘HOW’ • Conduct a minimum of 3 interviews & ask qualitative questions 3) Conduct Interviews How to create YOUR OWN PERSONAS