The talk I gave at Cheltenham Racecourse

1. © Noisy Little Monkey | 2017
#WDYT
Digital Marketing Workshop
Cheltenham Racecourse - June 2017

2. Hey Hey
@MrJonPayne

3. 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
Digital Marketing Exec
Holly
Digital Marketing Exec
Natalie
Digital Marketing Exec
Josh
Inbound Manager

4. Last year’s creds
40 million website sessions
1.2 million visitor hours on websites
1.1 million successful outcomes
Driven primarily from Organic Search & Social Media
@MrJonPayne

5. Last year’s creds
40 million website sessions
1 visit from the entire population of Canada
@MrJonPayne

6. 13 working lives of time spent on our sites
@MrJonPayne

7. If each successful outcome was only worth £1
@MrJonPayne

8. @MrJonPayne

9. @MrJonPayne

10. This morning
Trust signals IRL
Who does it well
Vital moments
Foundations for success
Local cooperation
Measuring success
Questions
@MrJonPayne

11. Please Be Upstanding
@MrJonPayne

12. CHOCOLATE
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13. Exemplar
@MrJonPayne

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

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

16. • Photos of people
• Good consistency
• Link in bio

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

18. • They post stuff on LinkedIn
• Link to website

19. • Maps could be better…

20. Vital Moments
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21. 10.4 Touch Points
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22. ZMOT
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23. ZMOT
@MrJonPayne

24. ZMOT
@MrJonPayne

25. ZMOT
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26. ZMOT
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27. “The whole is other than
the sum of the parts”
Kurt Koffka
@MrJonPayne

28. Gestalt
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29. Gestalt
Instagram
Pinterest
Facebook
Twitter
Search Maps
Search Results
@MrJonPayne

30. Foundations for success
@MrJonPayne

31. Tone Of Voice
@MrJonPayne

32. The strongest buyer personas are based on market research as well as insight . . .
Meet the personas
32
Buyer personas
Are fictional, generalised representations of your ideal customers. They help
you understand your customers better and create content tailored to their
specific needs, behaviours and concerns.
Competition Coach
Colin
Mum Mandy Active Alex Outdoor Olivia Wild Swimming Will
@MrJonPayne

33. Marketing Manager MarkPERSONA NAME: S EC TI O N 1 : W HO ?
IDENTIFIERS
Demeanour? Communication Preference?
M u m M a n d y
• Mandy is 39 years old
• She is married and lives with her husband in the suburbs of Bristol. She has 2
children; a boy and a girl aged 5 and 3 respectively. They live in a semi-
detached house and own 2 cars. Her husband is a Software Engineer. She is
currently works part time in a Digital Marketing office as part of the HR
department.
• She likes spending time with her kids and involving herself in their lives, but not
in an overbearing way.
• Is a massive foodie, likes to eat out, try new places and socialise with her
friends.
• Left-leaning political views, voted remain
• Shops at Sainsbury’s and sometimes Aldi and Waitrose as they are closest to
her.
• Relaxed, both as a mum and as an individual. Gives her children structure
but will often reward them with some later bed times. She doesn’t push
her children into doing extra-curricular activities, but are supportive of the
activities they actually want to do (like swimming). Will buy the best if it
helps them achieve better results.
• Prefers shopping in store for herself as she likes to try before she buys.
When it comes to the children, she will shop online for them.
• Has an iPhone 6 and likes using Facebook to keep up to date with friends.
An occasional Twitter and Instagram user. Listens to Radio 2/4/6 and
uses Spotify to listen to their playlists.
• Word-of-mouth is the strongest influence for her.

34. Marketing Manager MarkPERSONA NAME:
PURCHASE GOALS
Primary, Secondary & Personal Goal?
S E CTI O N 2 :
WH AT?
WHAT CAN WE DO
WHERE DOES SHE
HANG OUT?
• Is impartial to a bit of shopping. Will buy online for the kids where it’s less of a
risk that something might not fit or look right but will try before she buys for
herself.
• She’s constantly looking for sales and discounts as she wants to expand her
wardrobe without breaking the bank
• Show off ProSwim reviews and recommendations and get in front of her eye as
this is the main thing that will convince her to purchase, particularly online.
• Get a relatable (to an extent) brand ambassador to hype up the product for
them so that Mandy can gain trust in the product.
• Offers through social media, particularly Facebook and Twitter.
• Show video or image demonstrations of how good the goggles are, why they
are worthy of purchase – their non-leak USP.
• Make sure your website have a pleasing mobile UX as Mandy is likely to browse
the shop while waiting for her kids to finish school or for them to finish their
swimming lesson.
• Reads the Guardian and the BBC for her news. Gets a bit from social media
but mostly uses it for interacting with people.
• Likes to share funny stories of her children on Facebook, but only the ones
that are truly lol-worthy. She isn’t an “irritating Mum” on Facebook.
• Enjoys hanging out at new food places that have been recommended to her.
M u m M a n d y

35. People discover your website from mobile devices
https://developers.google.com/speed/pagespeed/insights/

36. Maybe Intagrate Instagram?
@MrJonPayne

37. Local Search | Website Set Up
@MrJonPayne

38. Website Set Up

39. Google Map & Website Set Up

40. Local Search | Maps Set Up
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41. Maps Set Up

42. Google Map & Website Set Up

43. Maps Set Up
Name
Address
Phone
Website
Opening hours
Logo
Photos
Social
@MrJonPayne

44. Maps Set Up
Social
Website
Address
Name
Phone
Logo
Opening hours
Photos @MrJonPayne

45. Gestalt (almost) Works On Algorithms
@MrJonPayne

46. @MrJonPayne

47. @MrJonPayne

48. Other review sites
To manage multiple
reviews sites, including
Google, Bing, Facebook,
Foursquare and many
others
@MrJonPayne

49. Cooperation
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50. Centroids
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51. Centroids
@MrJonPayne

52. Buy local. Review local.
Buy Local | Review Local
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53. Buy local. Review local.
Share Local
@MrJonPayne

54. Respond to reviews
Respond To Bad Reviews
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55. Respond to reviews
Respond To Good Reviews
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56. Measure The #Win
@MrJonPayne

57. Measurement Framework
Ker-ching
Footfall
Website Visitors (by source)
Social Engagement
Social Publishing

58. Questions
@MrJonPayne for the slides

59. Start NOW for Xmas Black Friday
@MrJonPayne

60. making profit fun
@MrJonPayne