Growing Your Business The Right Way: Why Strategy Is Vital - Adam Leach, The Marketing Pod
•
0 likes•52 views
Digital marketing can be powerful - but only if it’s done right. Content marketing, social and SEO can all be effective tools for your business, but without the right strategy in place, you won’t get the results you need.Making the most of your marketing all comes down to the strategy you put in place at the beginning of the journey, and how well you tailor your activities to your products, channels - and, most importantly - your audiences. This session isn’t about spouting buzzwords and following trends, we’ll discuss tried and tested digital marketing tactics tailored to business’ unique needs. We’re dedicated to helping businesses every step of the way, from strategy and creation to implementation and beyond. But it all starts with that first step.The right digital marketing strategy can make or break your business. So where do you start? Join Adam to learn from real life examples that can be applied to your own business. Key Takeaways: - How to create and deliver a cohesive marketing strategy - How marketing can help scale your business - new markets, new regions, new customer audiences - Some of the newest tools and techniques on the market - and how to determine if they're right for you (or, more importantly, your audience)
Recommended
Recommended
More Related Content
Similar to Growing Your Business The Right Way: Why Strategy Is Vital - Adam Leach, The Marketing Pod
Similar to Growing Your Business The Right Way: Why Strategy Is Vital - Adam Leach, The Marketing Pod (20)
More from DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
More from DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions (20)
Recently uploaded
Recently uploaded (20)
Growing Your Business The Right Way: Why Strategy Is Vital - Adam Leach, The Marketing Pod
- 1. KEYNOTE Adam Leach HEAD OF DIGITAL THE MARKETING POD Growing Your Business The Right Way: Why Strategy Is Vital BOSTON, MA ~ JUNE 13 - 14, 2022 DIGIMARCONNEWENGLAND.COM | #DigiMarConNewEngland
- 2. “Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin marketingpod.com Growing your business the right way: Why strategy is vital
- 3. Identifying opportunity Scaling your organisation marketingpod.com Growing your business the right way: Why strategy is vital
- 4. marketingpod.com Growing your business the right way: Why strategy is vital Year 1 Year 2 Year 3 Year 4 Growth Cost Revenue Year 1 Year 2 Year 3 Year 4 Scaling Cost Revenue Scaling the organisation
- 5. marketingpod.com Growing your business the right way: Why strategy is vital 1. Scaling through existing customers Cross-selling, up-selling, renewal and extension. 2. Scaling through further market penetration Within existing markets, acquire new customers. 3. Scaling through new markets Introduce your business to new local or global markets. 4. Scaling through new audiences Expanding stakeholder networks 5. Scaling through channel partnerships Working with resellers, affiliates and trade bodies. 6. Scaling through merger and acquisition Combining companies to scale an organisation. Scaling the organisation
- 6. marketingpod.com Growing your business the right way: Why strategy is vital – Source: Ansoff Existing Products New Products Existing Markets Market Penetration Product Development New Markets Market Development Diversification Scaling the organisation
- 7. Identifying opportunity New markets, new regions, new audiences marketingpod.com Growing your business the right way: Why strategy is vital
- 8. marketingpod.com Growing your business the right way: Why strategy is vital
- 9. marketingpod.com Growing your business the right way: Why strategy is vital
- 10. Identifying new markets marketingpod.com Growing your business the right way: Why strategy is vital Landscape research – PESTEL model Political Environmental Societal Technological Economic Legal For customers; Restrictions in-place Decision making capacity Buyer confidence For you; Procurement requirements Stability of market For customers; What is the demand for your products or services in-market? Market trends and sentiment External influencers For you; What competitors are in-market? How do you onboard or serve customers in-market? For customers; How does the product fit into ways of work Societal trends For you; Do you understand the ways of doing business? What is the decision- making process? How is media consumed? For customers; What are they missing out on? What are they unable to do compared to competitors? For you; Tool availability What infrastructure exists in-market? Is there technology or skill to service in- market? For customers; Pricing Economic status Market conditions For you; Buying cycles Purchasing power Contractual structures Profitability expectations For customers; Legal requirements for the customer For you; Regulatory requirements Compliance requirements
- 11. Identifying new markets marketingpod.com Growing your business the right way: Why strategy is vital Landscape research ▪ PESTEL ▪ Political ▪ Environmental ▪ Societal ▪ Technological ▪ Economic ▪ Legal ▪ Competitive environment ▪ Market measurement Customer profiling ▪ Qualitative Research ▪ Focus groups ▪ In-depth interviews ▪ Panel/forums ▪ Quantitative Testing ▪ Polls ▪ Surveys Outputs ▪ SWOT Analysis ▪ Ansoff Matrix ▪ Market Plan
- 12. Identifying new markets marketingpod.com Growing your business the right way: Why strategy is vital Measuring the total addressable market size is a difficult task, however some tools provide assets. One tool which provides a good indication of the size of your total addressable market, is Clearbit. www.clearbit.com
- 13. marketingpod.com Growing your business the right way: Why strategy is vital Prospect Marketing Qualified Lead Sales Qualified Lead Opportunity Customer Advocate Buyer status: Not ready to buy Our objective: Piquing interest and build brand awareness Buyer status: Looking to buy, market research Our objective: We can meet your needs Buyer status: Decision to purchase Our objective: Convert to sale and overcome objections Top of the funnel Middle of the funnel Bottom of the funnel Buyer status: Validation & satisfaction Our Objective: Loyalty establishing, cross-sell, recommendation Customer Communications
- 14. marketingpod.com Growing your business the right way: Why strategy is vital Prospect Marketing Qualified Lead Sales Qualified Lead Opportunity Customer Advocate Channels include PR, OOH, TV Broadcast, Radio Broadcast, Display, Organic Social Channels include SEO, sales enablement, webinars, events, whitepapers Channels include 1:1 targeted comms, comparison material, testimonials & case studies. Top of the funnel Middle of the funnel Bottom of the funnel Channels include ongoing engagement, next-best product recommendations, client events & roundtables Customer Communications
- 15. Building your strategy Creating your content strategy marketingpod.com Growing your business the right way: Why strategy is vital
- 16. marketingpod.com Growing your business the right way: Why strategy is vital ❑ Where do your customers get their information? eg. are they looking online, print, recommendation, comparison sites, trade journals or reviews? ❑ How do your customers access information? eg. social media, press, peer groups, online publications, browsing preferred suppliers etc. ❑ Who are your customer personas? Building your personas to a role, demographic, audience level considering the full decision making unit. ❑ What are their key pain points? and how does your product/service address them? ❑ Is your messaging fit for market? Is it meaningful and how can they connect with it, is it rooted in fact and customer interest. ❑ What proof points do you have for your customers? Reviewed stats, facts, case studies providing credibility to your products and organisation. Creating your content strategy
- 17. Creating your content strategy marketingpod.com Growing your business the right way: Why strategy is vital Umbrella Statement External Message Proof Point 1 Proof Point 2 Proof Point 3 External Message Proof Point 1 Proof Point 2 Proof Point 3 Customer Need 1 Customer Need 2 Customer Need 3 External Message Proof Point 1 Proof Point 2 Proof Point 3
- 18. Building your strategy Selecting a channel mix marketingpod.com Growing your business the right way: Why strategy is vital
- 19. marketingpod.com Growing your business the right way: Why strategy is vital Sponsored content Banner advertising Paid search PPC Earned Media Shared Media Owned Media Paid Media Media relations Influencers Editorial features & news stories Awards Social Referral Proactive commentary Website Social channels Content Webinars & guides Video Podcasts
- 20. Crafted not cobbled Building your martech stack marketingpod.com Growing your business the right way: Why strategy is vital
- 21. Crafted not cobbled marketingpod.com Growing your business the right way: Why strategy is vital – Source: HubSpot
- 22. Crafted not cobbled marketingpod.com Growing your business the right way: Why strategy is vital – Source: HubSpot
- 23. Analytics & measurement marketingpod.com Growing your business the right way: Why strategy is vital
- 24. Case studies How does this work in practice? marketingpod.com Growing your business the right way: Why strategy is vital
- 25. marketingpod.com Growing your business the right way: Why strategy is vital 1. Defining their proposition: Following global internal research with subject matter experts, we developed a series of use cases which articulate the tangible value of their product allowing us to review their existing messaging and realign it to their core markets. 2. Carving out their position: Striving to be seen as a forward-thinking, thought- leader, we developed content that established them as such. With an integrated PR and content strategy including key content that challenged industry norms. 3. Focus on digital presence: It’s important that their brand personality and strong visual identity are reflected online, We established a global tech stack, website, global social media presence and a focus on SEO within international markets.
- 26. Accessing a new market Bringing this content to market included launching a campaign to target risk professionals across multiple channels; including Organic Search, Display PPC, and Social Media. To build Duco’s brand awareness and credibility within the risk community we partnered their team with Primia, an industry association within the market. Assets included the survey and whitepaper followed by a webinar, associated content and a martech-driven nurture journey of multiple communications. The campaign was run globally with high focus areas including USA, Europe and Singapore. marketingpod.com Growing your business the right way: Why strategy is vital
- 27. Working as a team Checklist marketingpod.com Growing your business the right way: Why strategy is vital
- 28. marketingpod.com Growing your business the right way: Why strategy is vital ❑ Do I understand the market? ❑ Do I understand the customers? ❑ Is our messaging meaningful? ❑ Is our content relevant and compelling? ❑ Do I understand how to access customers? ❑ Am I maximising content across the channel mix? ❑ Are analytics in place so we can tweak the strategy based on performance and insight? Your scaling checklist Speak with us today, or visit our stand to be sent a copy of our guide to developing a digital-first PR strategy.