Trying to understand the right digital marketing approach for your business? Slides from the presentation on 17th May 2017 in association with Vale4Business.

1. @JayneReddyhoff
Making
Digital
Marketing
Work
Harder
for
your
Business
Jayne
Reddyhoff
– Zanzi
Digital

2. @JayneReddyhoff

3. WHY
DO
YOU
NEED
A
STRATEGY?
Alice:
would
you
tell
me
please,
which
way
I
ought
to
go
from
here
The
Cheshire
Cat:
that
depends
a
good
deal
on
where
you
want
to
get
to
Alice:
I
don't
much
care
where…
The
Cheshire
Cat:
then
it
doesn't
matter
which
way
you
go
Alice:
…so
long
as
I
get
somewhere
The
Cheshire
Cat:
oh,
you're
sure
to
do
that,
if
you
only
walk
long
enough
From:
Alice
in
Wonderland
by
Lewis
Carroll

4. Where
are
you
now?

6. Exercise
-­‐ situation
• What
are
you
selling?
• What
is
your
customer
buying?
• Why
do
they
buy
it?
• Why
will
they
buy
it
from
you?

7. WHERE
DO
YOU
WANT
TO
BE?

8. the
business
Where
do
I
want
to
be
in
three
years’
time?
So,
where
do
I
want
to
be
in
one
year’s
time?
So,
what
do
I
need
to
do
now?
my
professional
life
Where
do
I
want
to
be
in
three
years’
time?
So,
where
do
I
want
to
be
in
one
year’s
time?
So,
what
do
I
need
to
do
now?
my
private
life
Where
do
I
want
to
be
in
three
years’
time?
So,
where
do
I
want
to
be
in
one
year’s
time?
So,
what
do
I
need
to
do
now?
THREE
BY
THREE
MATRIX
-­‐ start
with
the
end
in
mind
@JayneReddyhoff

9. Exercise
-­‐ objectives
• Short,
medium
and
long
term
goals
• What
is
the
most
important
thing
to
achieve
now/next?
• What
happens
if
you
don’t?
@JayneReddyhoff

10. Your
ideal
client

11. Susan
-­‐ British
natural
skincare
buyer
— 37
years
old,
young
family,
lives
in
Southern
England
— University
educated,
has
a
good
job
&
a
busy
life
— Spare
time:
Enjoys
food
(cooking),
reading,
going
to
the
gym
/
walking,
socialising
— Shops
for
groceries
in
Waitrose;
also
in
farm
shops
&
independents
if
convenient
— Willing
to
pay
more
for
products
which
meet
her
personal
values
— Motivated
by
supporting
small,
independent
(non-­‐corporate)
British
brands
— Looks
for
skincare
that
works
– but
in
the
most
natural
way
possible
(ingredients,
benefits)
— Is
influenced
by:
sampling,
peer
recommendations,
PR,
branding
/
packaging
and
‘what
a
product
can
do
for
me’
— Health
conscious,
occasionally
goes
to
spas
with
girlfriends
— Buys
several
different
brands
across
her
beauty
regime
– perhaps
5
or
6
in
her
bathroom
cabinet
@JayneReddyhoff

12. @JayneReddyhoff

13. The
buyer
journey
Consideration
Short-­listing
Awareness
Research
Decision
Ready to buy
Repeat purchases…

14. Your
target
customer
• Graham
is
45,
has
a
wife
and
two
teenage
children.
• He
lives
in
a
semi-­‐detached
house
on
the
outskirts
of
Northampton.
• He
works
a
9-­‐5
job
in
the
finance
department
of
a
large
computer
company.
• Why
are
we
interested
in
him?
We
need
enough
detail.
• What
triggers
his
search?
He’s
had
a
promotion
&
decided
he
can
afford
to
buy
a
home
cinema!
@JayneReddyhoff

15. Consideration
Short-­listing
Awareness
Research
Decision
Ready to buy
How
the
buyer
journey
might
look
for
Graham:
Repeat purchases…
Is
it
better
to
have
a
Panasonic
or
Sony?
Which
is
best
-­‐ a
50
inch
TV
or
a
projector
and
screen?
How
long
can
my
speaker
cables
be
without
losing
sound
quality?
Could
I
get
one
remote
control
to
operate
all
my
devices?
@JayneReddyhoff

16. Exercise
-­‐ target
market
• Who
are
you
selling
to?
• What
does
your
ideal
client
look
like?
• What
triggers
them
to
look
for
you?
@JayneReddyhoff

17. Tactics

18. Choose
the
best
tactics
Business
to
large
business Business
to
small
business Business
to
Consumer
High
consideration Medium
consideration Low
consideration
High
price Medium
price Low
price
High
margin Medium
margin Low
margin
Single
sale Repeat
sales
High
up/cross
sell
possibility Low
up/cross
sell
possibility
High
lifetime
value Medium
lifetime
value Low
lifetime
value
Service Both Product
Complex Simple
Lead
generation Both Ecommerce
New/not
understood Familiar/well
understood
High
competition Medium
competition Low
competition
Female Male
18-­‐25 26-­‐35 36-­‐45 46-­‐59 60+
Mobile
only Both Mainly
desktop
Sexy Boring

19. Choose
the
best
tactics
-­‐ Zanzi
Business
to
large
business Business
to
larger
SME
business Business
to
Consumer
High
consideration Medium
consideration Low
consideration
High
price Medium
price Low
price
High
margin Medium
margin Low
margin
Single
sale Repeat
sales
High
up/cross
sell
possibility
Can
extend
range
of
services
or
length
of
contract
Low
up/cross
sell
possibility
Low
lifetime
value Medium
lifetime
value High
lifetime
value
Service Both Product
Complex Simple
Lead
generation Both Ecommerce
New/not
understood
Understood
by
some;
a
lot
of
misunderstanding
Familiar/well
understood
High
competition Medium
competition Low
competition
Female Male
18-­‐25 26-­‐35 40-­‐50 46-­‐59 60+
Mobile
only Both Mainly
desktop
Sexy Boring

20. Resources

21. How
much
will
your
marketing
cost?
How
much
can
you
afford
to
spend?
What
return
will
you
get?
How
much
should
you
spend?

22. Your
plan
@JayneReddyhoff

23. Meeting
- Review
progress
- Agree
changes
Implement
- Zanzi
- Other
agencies
- Client
Let
the
changes
‘bed
in’
Measure,
analyse
&
report
Achieving
your
plan
@JayneReddyhoff

24. Why
measure?
What
should
you
measure?
@JayneReddyhoff

25. Useful
resources
Workbook
Persona
tools
and
examples
• Buyer
persona
Institute
• www.buyerpersona.com
• www.buyerpersona.com/buyer-­‐persona-­‐infographic
• HubSpot:
• www.makemypersona.com
• https://offers.hubspot.com/persona-­‐templates
Ecommerce
• www.zanzidigital.co.uk/useful-­‐information/steps-­‐to-­‐improve-­‐
your-­‐ecommerce-­‐profit
@JayneReddyhoff

26. Email:
Jayne@Zanzidigital.co.uk
|
Twitter:
@JayneReddyhoff |
W:
www.zanzidigital.co.uk
Thank
you
Jayne
Reddyhoff
Managing
Director
Zanzi
Digital

27. @JayneReddyhoff
Free
30
minute
assessment
First
come,
first
served!
01865
595
260
Here’s
what
you’ll
get:
• an
objective
look
at
your
website,
where
it’s
doing
well
and
where
it
could
do
better
• practical
advice
on
how
to
measure
your
return
on
investment
• at
least
3
actions
you
can
take
immediately
to get
more
visitors,
enquiries
or
sales