Uploaded byJon Payne
Digital Marketing Strategy Oct 2017
Here is a draft persona for the IT Journalist: Name: Emma Jones Age: 32 Location: London Marital Status: Single Background: Emma has worked as a technology journalist for 5 years, currently writing for a major tech blog. Goals: Emma wants to break into writing for mainstream publications like The Guardian Tech section. She is always on the lookout for the next big tech story or trend to help advance her career. Challenges: Keeping up with the constant flow of new gadgets, apps and industry news. Fending off burnout from the fast pace of the job. Securing interviews with major industry figures. Demographic Identifiers: Avid user
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Digital Marketing Strategy Oct 2017
- 1. ©Noisy Little Monkey| 2017 Bath College Digital Marketing Strategy
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- 4. Natasha Creative Director Nicola Managing Director Jon TechnicalDirector Mr Dog VP Farts EMEA Lucy Account Manager Clare Operations Manager Claire Events Manager Ste SEO Manager Gertie Digital Marketing Exec James Digital Marketing Exec Zoe Junior Marketing Exec Natalie Digital Marketing Exec Josh Inbound Manager Joanne Junior Marketing Exec
- 5. BIZ ‘2’BIZ INBOUND MARKETING ECOMMERCEPROFESSIONAL SERVICES @MrJonPayne
- 6. The company wekeep 6
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- 9. Today Inbound ContentSearch SocialEmail Funnel LegalYour Site Personas ? ?
- 10. Expectations • This isprobably 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…
- 11. Now Inbound ContentSearch SocialEmail Funnel LegalYour Site Personas ? ?
- 12. What the heck? InboundMarketing 12
- 13. Our focus today InboundMarketing 13
- 14. Does it work? InboundMarketing 14
- 15. Now Inbound ContentSearch SocialEmail Funnel LegalYour Site Personas ? ?
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- 18. Our focus today InboundMarketing 18
- 19. Our focus today InboundMarketing 19
- 20. Our focus today InboundMarketing 20
- 21. Our focus today InboundMarketing 21
- 22. Our focus today InboundMarketing 22 www.youtube.com/watch?v=BNHR6IQJGZs
- 23. Our focus today InboundMarketing 23
- 24. Our focus today InboundMarketing 24
- 25. Our focus today InboundMarketing 25
- 26. Our focus today InboundMarketing 26
- 27. Our focus today InboundMarketing 27
- 28. Our focus today InboundMarketing 28 Google My Business
- 29. • Google thinksit’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
- 30. Where does organicsearch sit in the funnel? 30
- 31. 31 Learn this stuffhttps://moz.com/beginners-guide-to-seo
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- 33. Our focus today InboundMarketing 33 What is wrong with this picture?
- 34. Our focus today InboundMarketing 34
- 35. • It’s anauction. 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. 36 Learn this stuffhttps://support.google.com/adwords/answer/6146252
- 37. Where does paidsearch sit in the funnel? 37
- 38. Now Inbound ContentSearch SocialEmail Funnel LegalYour Site Personas ? ?
- 39. Social Being part ofthe conversation
- 40. • Measure successby reach, engagement, traffic to site • Particularly good for B2C • Organic reach is often hard – promote posts • Don’t sell 40 Facebook
- 41. • Posts onlyvideos or photos • Link to website • Likes relevant other pages • Replies quickly (ish)
- 42. • Measure successby 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
- 43. • Good ratiofollowing : followers • Good number of RTs of relevant content • Link to website • Mainly posts photos or videos • Social cards
- 44. • Measure successby traffic to site • Follow relevant accounts • 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
- 45. • They poststuff on LinkedIn • Link to website
- 46. • Measure successby reach, engagement, traffic to site • Good if your potential audience in <30 • Follow relevant accounts • Have conversations • Try promoted posts when stuff falls flat 46 Instagram
- 47. • Photos ofpeople • Good consistency • Link in bio
- 48. • Photos ofpeople • Good consistency • Link in bio • Old bald guy features heavily
- 49. • Measure successby reach traffic to site • Great if you’re selling physical products 49 Pinterest
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- 53. • You mayhave 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. 54 Do one thingwell, but think about doing them all
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- 56. 56 Learn this stuffhttps://moz.com/beginners-guide-to-social-media
- 57. Where does socialmedia sit in the funnel? 57
- 58. Now Inbound ContentSearch SocialEmail Funnel LegalYour Site Personas ? ?
- 59. • It’s anauction. 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 59 Ads rank because HMS Content
- 60. • 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
- 61. Where does contentsit in the funnel? 61
- 62. Now Inbound ContentSearch SocialEmail Funnel LegalYour Site Personas ? ?
- 63. • It’s anauction. 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 63 Ads rank because HMS Email
- 64. • Just becauseyou 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
- 65. Where does emailsit in the funnel? 65
- 66. Now Inbound ContentSearch SocialEmail Funnel LegalYour Site Personas ? ?
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- 68. Now Inbound ContentSearch SocialEmail Funnel LegalYour Site Personas ? ?
- 69. Our focus today InboundMarketing 69
- 70. Now Inbound ContentSearch SocialEmail Funnel LegalYour Site Personas ? ?
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- 75. 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%
- 76. Visually impaired internet usersin USA > Internet users in CanadaWorld Bank (WDI, 2008) and CDC.gov (NHI Survey, 2008)
- 77. •Go to yourwebsite •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
- 78. •Thinking about thefunnel… What pages / sections should a site contain? 78 Your Turn
- 79. •Thinking about thefunnel… What pages / sections should a site contain? •Learn this stuff: http://hubs.ly/H05471B0 79 Your Turn
- 80. Now Inbound ContentSearch SocialEmail Funnel LegalYour Site Personas ? ?
- 81. Personas ©Reuver Who AreYou TryingTo Reach?
- 82. BACKGROUND: • Lives insmall 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?
- 83. IAIN GOALS: • Providing forfamily • 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
- 84. IAIN Additional Notes: • TechSavvy 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
- 85. BACKGROUND: • Lives inWorcester • 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
- 86. BACKGROUND: Lives insame 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
- 87. Everyone loves alist 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.
- 88. • Guide yourcontent 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
- 89. • You’ll neverbe 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…
- 90. • You’ll neverbe 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. 91 Your Turn Smith, Smith& Smith Solicitors Sunshine Kids
- 92. What I wantto 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
- 93. • What ishis/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?
- 94. • Give yourcontent 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
- 95. Now Inbound ContentSearch SocialEmail Funnel LegalYour Site Personas ? ?
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- 98. •You should useGoogle 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
- 99. •You business usesremarketing 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
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- 101. From the ICO: •Serviceproviders 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
- 102. From the ICO: •Serviceproviders 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
- 103. •You should requirea “double opt in” for sign ups •You should have really, really, really clean and up to date lists. 103 Sign Ups
- 104. Now Inbound ContentSearch SocialEmail Funnel LegalYour Site Personas ? ?
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- 106. Hey I justmet you & this is crazy… CONTACT US! 0117 327 0171 Search: Noisy Little Monkey @NoisyMonkey
Editor's Notes
- #2 Do the register!
- #3 Is there a fire drill planned? What do we do if we hear the alarm? Exits? Where do people with limited mobility wait where for help?
- #9 There is time at the end of each section to ask questions so if you could keep them till then it just means we should be able to get through everything – Also if you need to leave the room at any time feel free.
- #14 What it is Splain the funnel Who its perfect for Who its imperfect for but principals are the same
- #15 What it is Splain the funnel Who its perfect for Who its imperfect for but principals are the same
- #17 Which one is missing? The VIDEO search engine of course!
- #31 What it is Splain the funnel Who its perfect for Who its imperfect for but principals are the same
- #38 What it is Splain the funnel Who its perfect for Who its imperfect for but principals are the same
- #58 What it is Splain the funnel Who its perfect for Who its imperfect for but principals are the same
- #62 What it is Splain the funnel Who its perfect for Who its imperfect for but principals are the same
- #66 What it is Splain the funnel Who its perfect for Who its imperfect for but principals are the same
- #70 What it is Splain the funnel Who its perfect for Who its imperfect for but principals are the same