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West and North Yorkshire Chamber - Strategic marketing in 2019
The document outlines a strategic marketing lunch led by Jonny Ross, focusing on essential marketing concepts, goals, and methodologies. Key areas discussed include various marketing types, building trust, and growth hacking strategies, along with understanding target audiences through detailed personas. Additionally, it highlights the importance of being customer-centric, employing influencer marketing, and utilizing creative approaches for growth and engagement.
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West and North Yorkshire Chamber - Strategic marketing in 2019
- 1. Learning Lunch : StrategicMarketing Jonny Ross @jonnyross @fleek_marketing
- 2. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Discover: • Who is who • What would you like to learn • Current skill level • Current experience
- 3. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Objectives: • Be strategic • Understand different types of marketing • Identify who you want to talk to and what you will say • Learn how to build trust • Explore growth hacking, customer centric, scarcity and influencer marketing • Be strategic!
- 4. @jonnyross @fleek_marketing @WNYChamberin/jonnyross What are your business and marketing goals and objectives: • SMART ○ Specific ○ Measurable - numbers, numbers, numbers…! ○ Agreed ○ Realistic ○ Timley • OGSM ○ Objectives, Goals, Strategy, Measure.
- 5. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Secondary marketing goals? • Educate by watching a video • Subscribe to content • Build list • Power social (follow on twitter, LI, insta, snap) • Finding influencers
- 6. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Types of marketing • Advertising • PR • SEO • Social Media / Email • Personality • Storytelling • Sponsorship • Sales Promotion • Influencer Marketing / Recommendations / Word of mouth • Growth Hacker 6 • Cause / Charity / Petitions • Scarcity • Seasonal • Direct Mail • Telemarketing • Inbound Marketing • Promotional/Freebies • Content Marketing • Events / Round Tables • Personal Selling / Networking / Speaking • Customer Centric
- 7. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Personas & Target Audience: • Company ○ Size (staff, turnover, profit) ○ Sector / Industry ○ Location ○ Values ○ Departments it will have
- 8. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Person: ● Age ● Gender ● Location ● Education ● Job Title ● How is their job measured? ● Who do they report to? 8 ● Their goals ● Their challenges ● Tools or they use or need for job ● How do they learn ● Kids? Car? ● Hobbies? ● What are their pain points ● Think keywords -what might they search on google?
- 9. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Building Trust • Influencers • Stories • Case Studies • Thought pieces • Associations • Reviews • Collaborations • 7 hours of content • Personality - Telsa, Virgin, Apple
- 10. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Growth Hacking Dropbox
- 11. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Dollar Shave Club
- 12. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Growth Hacking - key elements • Typically lower cost • Customer focussed • Deepened and integrated through the entire organisation • Some kind of viral loop • Data Driven • Creative • Experimental • Automation • Test, Test and Test
- 13. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Growth Hacking - Example using youtube • Add “?sub_confirmation=1” to the end of your youtube channel
- 14. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Customer Centric • Data driven • Customer Feedback • Customer involvement • Inner Circle • World class onboarding • Check tools like intercom • Customer journey and experience • Loyalty programs • Put the customer first, otherwise someone else will! • Delights, magic, treat them like celebs, big them up, over deliver
- 15. @jonnyross @fleek_marketing @WNYChamberin/jonnyross
- 16. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Scarcity ● Very clever sales process ● 15 minute call ● 30 minute call ● 80 page questionnaire ● 1 hour call ● Queue to get in ● Told once in you have 1 hour only ‘At HubSpot, we work passionately to make our customers look brilliant.'
- 17. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Influencer Marketing • Works in B2B and B2C • Same as referrals and recommendations • Got to be ○ Authentic ○ Passionate ○ Relatable • Micro influencers (<10k followers) • Know their followers Fleur Deforce
- 18. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Other ideas include • Free Tool • Powered By… • Repurposing content • Be a master of LinkedIn • Video • Storytelling • Freemium Model • Recommend a friend
- 19. @jonnyross @fleek_marketing @WNYChamberin/jonnyross How we can help • Digital Strategy & Campaigns • Web design • Training & Consultancy • Paid & SEO • Advertising • Social & Email • Content & PR • Speaking
- 20. @jonnyross @fleek_marketing @WNYChamberin/jonnyross Next Events • Ad:Venutre • Digital Knowledge Enterprise
- 21. Challenge me? Does anyonewant to challenge me, does anyone think this is all a load of nonsense? It’s time to ask questions!