Identifying customer target, suitable social media platforms and writing great content.

1. Nice to Meet You All!
John Nunn Julie Cutler Brian More Adrian Coe Cristina A.
Atudorei
• Managing
Director @
Tortrix Ltd.
• Lead Solutions
Architect
• Over 20 years
experience in
software
development
and over 5
years
experience in
developing
innovative
social media
solutions
• Director
• Project
Manager
• Over 20 years
experience in
engaging with
customers and
creating
content that
now provide
invaluable
expertise in
generating
relevant
Internet
content
• Director
• Director of
Intellectual
Property
Services for
Coventry
University
Enterprises Ltd.
• Expert in
evaluating
brands and
intellectual
property audit
• Business
Development
Director
• Renewable
energy
engineer
• Expert in
Internet of
Things and
integrating
social media in
solving day-to-
day energy
efficiency
matters
• Sales &
Marketing
Manager
• Market
research,
social media
strategy and
internal
processes and
policies
development
and
implementatio
n
8/1/2014
Copyright Tortrix Ltd. 2014
#TIFWMDigital

2. Let’s meet online too!
https://www.linkedin.com/company/tortrix-ltd./
https://twitter.com/tortrixltd
https://www.facebook.com/TortrixLtd 8/1/2014
Copyright Tortrix Ltd. 2014

3. Digital Marketing for SMEs
 Understand what digital marketing is and why it is important
 Understand key characteristics of Twitter, LinkedIn, Facebook,
YouTube, Google+, Pinterest, Blogs, Hootsuite, Eventbrite, Mailchimp
 Define your target audience
 Determine your optimal target market
 Understand and recognise the social technographics profile
 Identify where there target audience is engaging online
 Understand what your target audience is talking about
8/1/2014
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29th July 2014 - Key Learning Aims:

4. Identify and Understand Your Ideal
Customer
Basic marketing principles:
 Listen to your customers
 Involve them in your business
 Serve them
 Add value
 Find the best customers for your business
 Nurture them into lifelong customers and replicate them
 Test and measure your digital marketing strategy and improve it constantly
Source: Chafey and Smith, 2008
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5. Identify and Understand Your Ideal
Customer
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• Hi! I’m Joe!
• I’m located in ….
• I work for a company in the … sector/industry.
• I’m the …
• Our annual turnover is ….
• We have about … employees.
• We have been trading for … years.
• Our business is stable throughout the year or seasonal.
What I need:
What I may ask for:
What I expect:
What I fear:

6. Identify and Understand Your Ideal
Customer
 Hi everyone!
 Joe’s demographics: average age of consumer
for B2C or how long the company has been
trading for B2B; level of Internet expertise for B2C
and openness to digital technologies for B2B;
spending habits and budget for B2C and annual
turnover for B2B.
 Joe’s constraints: Internet connection, language
barriers, vision impairment, device used.
 Joe’s needs and wants: what challenges is Joe
facing? What solutions do you offer that will turn
Joe into a real-life customer?
Source: Barker et al, 2013
8/1/2014
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7. Identify and Understand Your Ideal
Customer
Talking to Joe vs. Spamming Joe
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Personas with a
need that your
product can
satisfy
Personas with
enough money
to afford your
product
Personas
interested in
finding out more
about new
products such
as your own.
Optimal target
audience
Secondary
optimal
target
audiences
Source: Barker
et al., 2013

8. Identify appropriate social media
platforms for your business
Creators
Conversationalists
Critics
Collectors
Joiners
Spectators
Inactives
• Publish a blog
• Write content that they publish on a public website
• Upload videos that they’ve created
• Upload audio/music that they’ve created
• Update status on social media network
• Post updates to Twitter
• Rate/review products or services
• Comment on someone else’s blog
• Contribute to online forums
• Edit articles in a wiki
• Use Really Simple Syndication (RSS) feeds
• Add tags to webpages or photos
• Visit networking sites; maintain public profile on such sites
• Read blogs, online forums, customer ratings/reviews, tweets
• Listen to podcasts
• Watch videos from other users
• None of the above
Source: Bernoff, 2010, cited
by Baker et al., 2013

9. Identify appropriate social media
platforms for your business
 What discussion forums do members of your optimal target audience
participate in?
 What social networks are they active on?
 What sharing sites are they active on?
 Are there significant social groups on these sites?
 Which blogs do they read?
 Who are the bloggers that influence their purchasing decisions?
 Who are the community leaders?
 Are they members of organisations?
 What social news sites are they part of?
 What are the subject areas they are passionate about?
 What areas do they have questions about?
 What videos, posts, articles and comments are most popular and get the
more responses?
8/1/2014
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10. Writing Great Content for Digital
Marketing
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“Content marketing is a marketing technique of creating and distributing
valuable, relevant and consistent content to attract and acquire a clearly
defined audience, with the objective of driving profitable customer action.”
Source: Content Marketing Institute, retrieved July 2014

11. Writing Great Content for Digital
Marketing
 Define your optimal target audience.
 Find the social media platforms your audience engages on.
 Listen to the type of content they read, share, comment on. Listen again.
And again. And again. And… you get the drift.
 Design and share content that meets your optimal target audience needs.
 Design and share content that will help you reach your goal.
 Design content with a purpose – include a clear Call To Action (CTA).
 Plan your content.
 Measure.
8/1/2014Copyright Tortrix Ltd. 2014

12. Writing Great Content for Digital
Marketing
Dos DON’Ts
• Have social share buttons. Very
obvious and easily found buttons.
• Optimise your content for search
engines.
• Consider PPC to promote your
most powerful and valuable
content and that which can take
you closer to your goals.
• Break content into easily read
paragraphs. Use titles, subtitles
and media.
• Share in the online environment
things that happen in your offline
world.
• Don’t assume just because you
share your content, it will get
read.
• Don’t create content focusing on
Google liking you.
• Don’t mistake creating ads for
creating content.
• Don’t allow poor spelling and
grammar ruin the charm of your
content.
• Don’t share content that does not
align with your brand.
8/1/2014Copyright Tortrix Ltd. 2014