Digital Marketing Strategy Oct 2017

©Noisy Little Monkey | 2017
Bath College Digital Marketing Strategy

Natasha
Creative Director
Nicola
Managing Director
Jon
Technical Director
Mr Dog
VP Farts EMEA
Lucy
Account Manager
Clare
Operations Manager
Claire
Events Manager
Ste
SEO Manager
Gertie
Digital Marketing Exec
James
Zoe
Junior Marketing Exec
Natalie
Josh
Inbound Manager
Joanne
Junior Marketing Exec

BIZ ‘2’BIZ
INBOUND MARKETING
ECOMMERCE PROFESSIONAL SERVICES
@MrJonPayne

Today
Inbound ContentSearch Social Email
Funnel LegalYour Site Personas ?
?

Expectations
• This is probably the first step on a long journey
• You will meet charlatans on this journey
• We have a lot to cover*, please save your questions until I ask for them 
*there will be no breaks, other than lunch, which may be curtailed…

Now
Inbound ContentSearch Social Email
Funnel LegalYour Site Personas ?
?

What the heck?
Inbound Marketing
12

Our focus today
Inbound Marketing
13

Does it work?
Inbound Marketing
14

Our focus today
Inbound Marketing
18

Our focus today
Inbound Marketing
19

Our focus today
Inbound Marketing
20

Our focus today
Inbound Marketing
21

Our focus today
Inbound Marketing
22
www.youtube.com/watch?v=BNHR6IQJGZs

Our focus today
Inbound Marketing
23

Our focus today
Inbound Marketing
24

Our focus today
Inbound Marketing
25

Our focus today
Inbound Marketing
26

Our focus today
Inbound Marketing
27

Our focus today
Inbound Marketing
28
Google My Business

• Google thinks it’s trustworthy and relevant
• Links point to your web content from authoritative sites
• Your website matches the language the search used
• Your website’s content answers the tacit question the search asked
• Your website is built following standard design practices
• Your website architecture follows standard design practices
• Your content is fresh
• Your business acquires local citations
• Your business has active social channels, engaging with real humans
• When people visit your website from Google, they don’t “bounce”
Learn this stuff: https://moz.com/beginners-guide-to-seo
29
Content ranks because

Where does organic search sit in the funnel?
30

31
Learn this stuff https://moz.com/beginners-guide-to-seo

Our focus today
Inbound Marketing
33
What is wrong with this picture?

Our focus today
Inbound Marketing
34

• It’s an auction. Bid highest and your ad is highest (basically)
• A higher “Quality Score” can reduce the amount you pay per click
• Write ads that match the search
• Make the ad landing page to match the search
• Kill off unperforming ads / keywords
35
Ads rank because

36
Learn this stuff https://support.google.com/adwords/answer/6146252

Where does paid search sit in the funnel?
37

Social
Being part of the conversation

• Measure success by reach, engagement, traffic
to site
• Particularly good for B2C
• Organic reach is often hard – promote posts
• Don’t sell
40
Facebook

• Posts only videos or photos
• Link to website
• Likes relevant other pages
• Replies quickly (ish)

• Measure success by reach, engagement, traffic
to site
• Follow relevant accounts
• Get involved and curate content for your
followers
• Have conversations
• Try promoted posts when stuff falls flat
42
Twitter

• Good ratio following : followers
• Good number of RTs of relevant
content
• Link to website
• Mainly posts photos or videos
• Social cards

• Measure success by traffic to site
• Get your team to Link to the company
• Get your team to join relevant groups an get
involved in conversations
• If your sales people aren’t using it to stalk
people before they meet them, fire your
sales people now.
44
LinkedIn

• They post stuff on LinkedIn
• Link to website

• Measure success by reach, engagement,
traffic to site
• Good if your potential audience in <30
• Have conversations
• Try promoted posts when stuff falls flat
46
Instagram

• Photos of people
• Good consistency
• Link in bio

• Photos of people
• Good consistency
• Link in bio
• Old bald guy features heavily

• Measure success by reach traffic to
site
• Great if you’re selling physical
products
49
Pinterest

• You may have both, you may have
neither, you maybe somewhere in-
between.
• If you have both, publish to G+ and
make sure your local SEO is on point
• If you have only G+, publish content
there and set up GMB
• If you only have GMB, share stuff there
(if you can)
• If you have neither, ONLY set up GMB
53
Google+ / Google My Business

54
Do one thing well, but think about doing them all

56
Learn this stuff https://moz.com/beginners-guide-to-social-media

Where does social media sit in the funnel?
57

59
Ads rank because
HMS Content

• Plan
• Who
• What
• Why
• Create
• What format?
• Be human
• Be negative?
• Distribute
• Analyse
• Referrers in Google Analytics
• Organic visits in Google Analytics
• Social Analytics
• Repeat (do, review, improve)
60
Content With Purpose

Where does content sit in the funnel?
61

63
Ads rank because
HMS Email

• Just because you have had a previous relationship with someone doesn't mean you have permission to email them. Permission marketing is anticipated, personal
and relevant messaging. The simple measure is this: Would they miss you if you didn't mail them? If not, then you're fooling yourself into thinking you have
something you don't.
• Blaming the tool. There are a wealth of powerful email tools out there (like Mailchimp). If your email campaign isn't working, it's almost certainly not their fault. Don't
waste time looking for a better pencil--learn to write better.
• Your mailmerge is broken. Dear <first name> is far worse than no mailmerge at all. Here's the simple test: if you're not willing to spend fifteen seconds per name
reviewing the list and cleaning it up (why did you email me six times?), then don't expect that we have fifteen seconds to read what you wrote. If you have 4,000
names, that's 1,000 minutes. Don't have 1,000 minutes? Don't send the mail.
• Text is what humans send. Corporations send HTML and pretty graphics. Either can work if expectations are set properly, but if you're a human, act like one.
• Why are you emailing me? If you can't tell me in six words what you need me to do, it's unlikely I'll be able to guess.
• The thing you need me to do better be fun, worth doing and generous. If it's not, I'm not going to do it, no matter how much you need me to do it.
• When does this end? If you're going to send me a series of notes to promote something, does it go on forever? Telling me what's ahead is more likely to earn you
permission going forward. "Oh good, the next one!" If people aren't saying that, you've failed.
• Pinging everyone, at once. Why on earth would you hit SEND ALL? Send 20, see what happens. Send 20 different ones, compare. Send 50. Now send all.
• If your email promotion is a taking, not a giving, I think you should rethink it. If you still want to take the time and attention and trust of your 4,000 closest friends,
think hard about what that means for the connections you've built over the years. There are few promotional emergencies that are worth trading your reputation for.
• http://sethgodin.typepad.com/seths_blog/2013/12/eight-email-failures-and-questions-for-those-that-want-to-do-better.html
64
Marketing Emails with Purpose

Where does email sit in the funnel?
65

Our focus today
Inbound Marketing
69

Conversion
Rate
Average
Basket
Revenue
Per Visit
1.64%  2.56%
+56%
£27.68  £25.04
-10%
£0.45  £0.64
+42%
2.24%  2.70%
+21%
£29.07  £30.80
+6%
£0.71  £0.89
+26%
2.90%  2.85%
-2%
£30.81  £31.78
+3%
£0.89  £0.90
+1%

Visually impaired
internet users in USA
>
Internet users in
CanadaWorld Bank (WDI, 2008) and CDC.gov (NHI Survey, 2008)

•Go to your website
•Unplug your mouse – Try to navigate using ‘tab’ key
•Go to your website
•Install ChromeVox
•Let it read your site
77
#a11y
Disable in menu > more tools > extensions

•Thinking about the funnel… What pages / sections should a site
contain?
78
Your Turn

•Thinking about the funnel… What pages / sections should a site
contain?
•Learn this stuff: http://hubs.ly/H05471B0
79
Your Turn

BACKGROUND:
• Lives in small village near city
• In Grade II listed house (doing it up)
• Married, with toddler
DEMOGRAPHICS:
• Male
• Mid 30s
• 30k
IDENTIFIERS:
• Teacher / Lecturer at University
• Uses Twitter & potentially Reddit
• Facebook (mainly posting pictures of kids for grandparents)
• Always on phone
• Bit of a geek/ gadget fanatic
IAIN | GADGET DAD
Personas
Who Are You Trying To Reach?

IAIN
GOALS:
• Providing for family
• Being seen to be a ‘great dad’
CHALLENGES:
• Taking time off
• Time to socialise
• Replacing his bachelor pad items in home to become more family friendly
HOW WE CAN HELP:
• Useful recipes
• Special offers
• Technical tips
• Value for money
OBJECTIONS TO BRAND:
• Brand recognition
• Lack of online selling

IAIN
Additional Notes:
• Tech Savvy but only on what he knows
• Drinks cider / craft ales or mojito if he’s out
• Shops at Sainsbury's, designers at Debenhams
• Reads BBC, The Guardian (online) Observer on Sunday (print)
• Watches Goggle Box
• Cooking for friends, cycling when time
• First thing in the morning:
• Checks email and/or social media
• Makes his wife a cup of tea
• Night owl
• Not massively into music, feels like he ought to have cooler taste. Doesn’t
own a DAB radio but does have Spotify

BACKGROUND:
• Lives in Worcester
• In long term relationship, just got engaged with new born and 3 year old
DEMOGRAPHICS:
• Female
• Late 20’s
• 28k
IDENTIFIERS:
• On maternity leave (PR)
• Owns a Viszla
• Uses Twitter, Facebook, Pinterest and Instagram.
• Takes lots of photos on phone of kids, the dog and of her food creations
• Thinking of starting her own blog
ANNA | MULTI-TASKING MUM

BACKGROUND:
 Lives in same family home as she brought up children
 Married 35 years
 3 children left home
DEMOGRAPHICS:
• Female
• Late 50s
IDENTIFIERS:
• Part-time estate agent
• Has an iPad / Kindle for holidays
• Keen gardener
• Uses Facebook to stalk her children and loves Pinterest
JUDITH | JOINT PURCHASE

Everyone loves a list and with your extensive range, you’ve got a great
selection to suit a range of personalities.
• 27 gadgets you don’t need (but must have!)
• 7 frivolous finds for the coffee connoisseur in your life
• 11 amazing creations you can make with a spiralizer
• Our favourite coffee blends
• 5 gifts for tea lovers
• The best multi-tasking gadgets every kitchen / mum / dad needs
• 13 kitchen essentials for new students
• 25 Best kindle reads
• 17 cooking book apps for the iPad
CAMPAIGN: GADGET GUIDE
Perfect for gadget loving Iain and helpful for gift inspiration for
Judith or Anna – Can be done just on Facebook over a couple of
days, each day highlight use etc.

• Guide your content calendar
• Guide the timing of your shares
• Frame content differently (depending on target), still using the corporate tone
• Repurpose your content
• Measure and improve
88
Personas help

• You’ll never be able to write a piece that works for EVERY audience, so don’t try!
• Your intended persona should always be your starting point
• Don’t assume knowledge, but don’t patronise
• Entertainment for one persona might be dull for another, so target where appropriate
89
If everybody looked the same…

• You’ll never be able to write a piece that works for EVERY audience, so don’t try!
• Your intended persona should always be your starting point.
• Don’t assume knowledge, but don’t patronise.
• Entertainment for one persona might be dull for another, so target where appropriate.
• Maybe think about the negative too?
90
If everybody looked the same…

91
Your Turn
Smith, Smith &
Smith Solicitors
Sunshine Kids

What I want to know:
Demographics:
• Name? Age? Where do they live? Kids?
Background:
• Job role? How much do they earn?
• What do they read? Drive?
Goals:
• What challenges do they face at work?
• What do they want to achieve personally & in their career?
15 minutes in your groups
IT Journalist
Challenges:
Being ahead of the latest geek trends,
stock news, tech gossip, being found out.
Wants:
Google Glass, Bylines in the nationals, her
big break.
Reads The Register, Guardian Tech,
gizmodo, TC, Mashable, Buzzfeed,
NextWeb
Uses r/tech, Google+, Twitter & Facebook

• What is his/her name? What is her age?
• What city/area do they currently live in?
What type of housing does he currently live
in? (Rented flat etc.) detached house
• Is he single, dating, or married? Kids?
Pets?
• What are their favourite TV shows? Bake
Off, Box sets, Corrie etc.
• How do they spend the weekends?
Socialising, entertaining
• Where do they shop? Local, markets, high
street, M&S, Fat Face etc.
• What’s their job?
Things to consider?
• Are they buyer or persuader / researcher (joint
purchase etc.)
• What challenges do they face at work and at
home?
• How can you help solve their unique challenges?
• How does he prefer to communicate? Social or
email
• What social networks do they spend time on?
Twitter, Facebook, Pinterest
• What objections would they have to buying from
Sunshine Kids?
• What factors might make him choose a
competitor’s product over your own?

• Give your content purpose – What do you want your audience to do or feel
after reading your blog post?
Do you want them to:
• Share it, engage, converse, feel informed or enlightened?
• What can you write about to help or inspire your audience?
• Can you answer their queries?
• What do they need to know about you?
• Learn this stuff: http://hubs.ly/H0547nn0
94
Using Personas to create purpose

•You should use Google Analytics. This drops a cookie on
the user.
•Your website probably needs to use cookies to function
for the duration of a users visit. This also drops a cookie.
•Learn this stuff: http://hubs.ly/H0547nB0
98
Cookies – No Opt In Permission Necessary

•You business uses remarketing or retargeting in
your advertising platform
•Your website stores data relating to a user’s visit
which it uses to improve subsequent visits by
presenting more relevant content / people like you
also bought
99
Cookies – Opt In Permission Required

From the ICO:
•Service providers must take appropriate measures to
safeguard the security of their service. What
‘appropriate’ means depends on the nature of the risk,
the technology available, and the cost.
•Service providers must also inform their customers of
any significant security risks.
101
Sign Ups / Contact Forms / Ecommerce

From the ICO:
•Service providers must take appropriate measures to
safeguard the security of their service. What ‘appropriate’
means depends on the nature of the risk, the technology
available, and the cost.
•Service providers must also inform their customers of any
significant security risks.
Today’s max fine? £500,000
Tomorrow? €20,000,000
102
Sign Ups / Contact Forms / Ecommerce

•You should require a “double opt in” for sign ups
•You should have really, really, really clean and up
to date lists.
103
Sign Ups

Hey I just met you & this is crazy…
CONTACT US!
0117 327 0171
Search: Noisy Little Monkey
@NoisyMonkey

Digital Marketing Strategy Oct 2017

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