Digital marketing from a human perspective: For schools and camps
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Consumer behaviour has forever changed and the digital world continues to be an evolving landscape. Families will research you online, and you need to be where they are. The role of the sales person is now to support everything you do online. This presentation provides a strategy for determine where to go and be in the digital space that will be most effective for your schools or camps marketing goals.
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Digital marketing from a human perspective: For schools and camps
- 1. marie@marketingcopilot.com 416-436-7931 Understanding Digital Marketing from a Human Perspective Marie Wiese, President Marketing CoPilot May 3, 2017
- 2. The Next 50 Minutes • The buyer journey today • The importance of a buyer persona • Mapping the buyer journey to your web presence • Creating a digital roadmap for your organization
- 3. What is digital marketing? • Clicks? • Impressions? • Websites? • Social media? • Email marketing? • Pay-per-click? • SEO?
- 7. Digital Marketing Defined Reaching out to people online in a human way to learn if your value proposition matters to them
- 8. The Buying Process Then (Camper van) 12 months • Two trade shows over 250 kms from the house • Several brochures • Hours of library research • Countless phone calls • Multiple letters • Several weeks to purchase • Hours with sales team
- 17. The Buying Process Today (camper van) 5 Days • 4 different search engines (Google, Amazon, Facebook, Kijiji) • Laptop, tablet and cell phone • Wikipedia • 2 social media platforms (Facebook, Instagram) • No time with sales person – direct to seller
- 18. The job of a sales person is to support your website…
- 24. Digital Marketing Defined Reaching out to people online in a human way to learn if your value proposition matters to them
- 26. Qualifying • I love your value proposition and I am ready to choose you • I like your value proposition but I am not ready yet • I hate your value proposition and I will never choose you
- 27. Taking a Digital Inventory List online presence Goal of being there
- 30. Setting Real Objectives • What is the primary objective of your website? • What is the primary objective of your email marketing? • What is the primary objective of your social media? • What is the primary objectives of your paid online media?
- 31. Your Tool Kit Owned Media • Website, blog, email marketing, newsletter, brochure, etc. Rented Media • Social tools, public relations, industry forums, customer review sites, etc. Paid Media • Pay-per-click, newspaper or radio advertising, Facebook ads, billboards
- 32. Buyer Persona 1. Priority – Highest level priority prospect hopes to achieve 2. Success Factors – What changes after buying? 3. Perceived Barriers – Why would they not buy something? 4. Criteria – How will they choose? 5. Buyer Journey – Where will they go to weigh their options?
- 34. Challenges • Building trust when you can’t look people in the eye • Knowing where to go online • Where to spend money but not waste $$ • Reaching a specific demographic on the right platform • Tools to measure results • Creating good content regularly • Lead nurturing versus “buy now” options
- 35. You have the data… • Your website • Your email marketing stats • Your customer
- 36. Your Website • Where do people come from? • What content do they consume? • How long do they stay? • What is the volume that converts them to an action?
- 37. Channels
- 38. Your Customer Get the basics right… 1. A clearly articulated value proposition 2. A website that is easily found 3. A website that is accessible and easy-to-use 4. A digital strategy that uses channels where your customers are
- 39. Good Content • Researched Keyword Strategy marketingcopilot.com/keyword-strategy-workbook/ • Top 10 Sales Questions • Emails from customers
- 40. Closing Thoughts… • Start with people not digital channels to build your plan • Understand what drives your ideal customer • You can’t be everywhere so focus on where your customers are.
- 41. Evidence-Based Marketing Marketing CoPilot Inc. is a digital marketing agency with a proven methodology for developing and testing customer-centric content. 100% of the companies that implement our program have reduced the cost of lead acquisition, improved the quality of leads and increased revenue. Marketing CoPilot Inc is a registered Canadian trademark. Copyright @2016. Not to be reproduced or reused without full attribution Marketing CoPilot Inc. | 20 Bay Street | Toronto, ON | M5J 2N8 | 416.850.1672
- 42. Resources Subscribe to our Blog marketingcopilot.com/blog Get our Essential Guide to Better Content Marketing marketingcopilot.com/content- marketing-essential-guide/ Get the Book on Amazon