Chris and Carol are experienced digital marketers who have partnered to create an agency called Web Matters that provides digital marketing services exclusively to property professionals. They outline the SOSTAC framework for developing an effective digital marketing strategy, which involves analyzing the current situation, setting objectives, developing strategies and tactics, taking action, and controlling the results. They emphasize using emotional appeal throughout digital campaigns to expand markets, attract and qualify new business, improve communications, raise awareness, build reputation, enhance customer service, and increase sales.

1. Web Marketing BrillianceWeb Matters!

2. Why us?Chris Hall20+ years Marketing10 years Digital MarketingCreated and ran Web building and marketing agency 12 years15 years socially active on the Internet3,500 followers on TwitterCarol Mann20+ years overseas property professionalBuilt first CRM in 1986Created and run overseas property agenciesCIM trained in digital marketing 15 years socially active on the Internet1,400 followers on Twitter

3. Chris and Carol are partnered with the Richmond Green Group of companies who also own RGM Global and OPPThey runwhich is a digital marketing agency dedicated EXCLUSIVELY to property professionals

4. The World Wide Web... what is it?Nothing more than a fast route to peopleThe trick is finding the right route in a better, faster way than anyone else!So how do we do that?

5. The reasons you are here...What? Why? How?

6. Internet MarketingSOSTAC®Situation– Where are we now? = RESEARCHObjectives – Where do we want to be? = TARGETStrategy – How are we going to do it = METHODSTactics – What tools do we use? = MARKETING MIXActions – What skills do we need? = IMPLEMENTATIONControl – How do we monitor it all? = MANAGEMENTThe SOSTAC planning system is a marketing planning system created by marketing author PR Smith

7. The core of Web marketingEmotional AppealThis is the secret to ‘brilliance’

8. Use emotional appeal to...Expandyour market reachAttractqualify and ‘close’ new businessCommunicatewith key stakeholders - clients, staff etc.Raiseawareness of your businessBuild reputations and create PR ‘buzz’Deliverbetter and more timely customer serviceSellmore productEnhancethe lifetime value of your customersShowcasenew services

9. SITUATIONWhere are we now?This should be a collection and review of information about your external environment and internal processes and resources in order to inform the strategyWhy?So you can answer...Is what we are going to do right and appropriate?Have we got the resources to do it?How?Research – research – research

10. Situation analysisSituation reviewInternal capabilities, immediate competitive environment [customer demand, competitor activity, supplier relationships], wider environment – PEST [politics, economy, social, technology]Marketing audit / effectivenessLeads, sales, customer retention, audience share, brand enhancement, customer serviceInternet effectivenessWebsite effectiveness, [visits to your website, repeat visits, duration, subscription rates, conversion rates, awareness], PR, SEM [search engine marketing]Internal resource analysisFinances, technology, human, structure of the company, processes, CRM [Customer/client Relationship Management] technical and physical

11. ObjectivesWhere do we want to be?SELL It is important to quantify your sales and/or lead generation targets, segmented (where possible) by category and market. i.e. Retirement / young families / investors (chairman etc.)SERVE Try to define the number of customers you’d like to serve online - and set ‘levels’ for their satisfaction.SPEAK Effectiveness in this area can be gauged by the number of unique visitors you receive, and the extent to which those visitors engage with your site.SAVE Done right, your digital strategy should result in considerable cost savings, enabling more efficient service delivery, lower transactional costs, streamlined administration, and all but eliminating the need for printing and postage. SIZZLE In fact, ‘sizzle’ refers to increased project / property / resort awareness and perception. Both of which are a whole lot easier to measure online.

12. Broad objectivesAcquisitionConversionRetentionGrowthCostFOR EXAMPLE...Acquire and convert new customersRetain existing customersDevelop customer relationsProvide existing customers with better services and communication tools

13. Examples of online objectivesThink about the benefits of the internet channel so that these benefits can be turned into objectives.Increase property reservations online by 5% per month by digital marketing - how... Website functionality review – updates, usability of booking system etc.10 new clients per month from website – how... SEM2% of existing clients buy 1 more property – how...email marketing50 more registrations per week – how...offline ad2 downloads per day of our brochure – how...change position of data capture box

14. StrategySegmentation, targeting and positioningAnalysis, development, implementationOVP – Online Value PropositionStrategic agility... Response to change and marketplace dynamicsTools – email, mobile, software, CRM etc.Monitor competitor strategyTest usability of your websiteBudget should be flexible to reassign priority of spendTracking

16. Tactics: Integration and Tools

17. Tactics – How?Digital marketing mixDigital campaign scheduleCommunication methodsSocial networkingSocial MediaContact strategy

18. ActionResponsibilityProject managementCo-ordinationWho does what and when?Internal resources and skillsCan we do it?Have we got knowledge?Have we got the technology?Have we got the time? External agenciesDo they have the resources?Do they understand my marketplace?Can I trust them?Can we afford it?Get a contractI got this badge for helping a property developeracross the Internet

19. ControlAssess whether strategy and tactical objectives are achieved and how improvements can be made...AnalyticsCustomer surveysTestimonialsFrequency of reportingTechnical systemsProcess of reporting and actions

20. Brilliance doesn’t just ‘happen’It costs...YOUR TIME – to do it yourselfYou have to work really hard to truly understand the Internet AND using digital marketing in a highly targeted way to achieve your goalsYOUR MONEY – to use someone elseOr you have to pay someone who does know to do itHowever even if you are going to pay for Web marketing, it is still necessary to understand what is going on so you are in control and can make educated decisions about what is happening and truly understand all that ‘stuff’

21. Thank youQuestion time!If you have any further questions visit us on stand 568 or callChris: +44 (0)7525 155144Carol: +44 (0)7767 785813