Digital marketing workshop june toni_navarro

Marketing Action Plan for
Digital Growth
Workshop created by Toni Navarro Consulting LTD for training purposes . Copyright. ©

About me : Toni Navarro
1- INTRODUCE YOURSELF
2- WHAT YOU DO
3- WHAT ARE YOU EXPECTING TO TAKE AWAY FROM THIS
WORKSHOP
4- HAVE YOU EVER DONE A BUSINESS OR MARKETING PLAN?
But we´re here for you…
WHO ARE YOU?
I AM A DIGITAL MARKETING CONSULTANT WITH OVER 10 YEARS OF
EXPERIENCE IN MARKETING. (B2B & B2C)
I HELP BUSINESS OWNERS, ENTREPRENEURS AND OTHER MARKETERS
TO IMPROVE THEIR ONLINE PRESENCE AND CREATE EFFECTIVE DIGITAL
MARKETING PLANS
TO INCREASE ROI
Let´s connect on social:
@toninavarroyes@toninavarro_digital

01. Analysis
a. Intro+ Why
b. Brand Purpose
c. USP
d. Mission. Vision.
Values
e. Storytelling
03. Strategy & Plan
a. Swot Analysis
b. Competitor Analysis
c. Strategy
d. Inbound Marketing/ Sales
Funnel
e. The best
channels/strategies
f. Action plan
02. Customer
a. Understanding your
customer
b. Target audience
c. Buyer Personas
d. Target Market
04. Analytics
a. Basic metrics on
Analytics
b. Tools
c. KPI´s
d ROI
Wokshop created by Toni Navarro Consulting LTD for training purposes . Copyright. ©
Today´s workshop
@toninavarroyes

Stage 1: Analysis
Start with the foundations

“People don’t buy what you do; they buy why you do it.
And what you do simply proves what you believe”
Workshop created by Toni Navarro Consulting LTD for training purposes . Copyright. © @toninavarroyes
Let´s start with my
Why ?
My family...They are my
Why
from a business point of
view, is having always a
new challenge to achieve,
something new to become
a better self

Why Golden Circle
Golden circle by Simon Sinek Tedex Talk
Exercise: what´s your why?

Deﬁne your
brand purpose

What´s the purpose of your brand?

Examples of brand purpose

“Your brand is not your logo”

WHY YOUR BRAND MATTERS?
Exercise 2
Deﬁne your
brand in 2-3
words
@toninavarroyes

Every brand needs a story?
@toninavarroyes

Watch video Airbnb-
Berlin “belong to
anywhere
Let´s discuss
how Marketer
can activate a
positive
emotion of your
brain through
telling stories*

Deﬁne USP Message &
Mission.Vision. Values

The importance of setting your business apart! (Unique Selling Point
What makes you different from your competitors?

What do you offer differently? USP
Domino's Pizza
You get fresh, hot pizza delivered to your door in 30 minutes or
less or it's free.
Real example of a client that provides carer services
USP1: Start receiving help within days, no weeks.
USP2: Trust Reliable and friendly carers who you choose
USP3: Easy and ﬂexible way to book a carer for your love one
Exercise: Deﬁne your USP
@toninavarroyes

USP Examples
● Enterprise Rent-A-Car is a rental car company that will pick you up and
drop you off so you don’t have to worry about getting to the rental car
agency. The USP is convenience.
● Rainforest Cafe is a family restaurant that makes it look and feel like you
are eating in the middle of a rainforest. The USP is the ambiance, the
experience for families.
●
● TOMS Shoes is a for-proﬁt shoe company founded in 2006 that
promises to provide a free pair of new shoes to a shoeless child in
need for every pair sold. The USP is the ethical entrepreneurial
model.

Mission. Vision. Core Values
Exercise:
Deﬁne your mission.(Including USP´s) vision. Core Values
● OUR MISSION: Our mission is to improve the physical
health and well-being of individuals to live a healthier
lifestyle in Greater Manchester.
● OUR VISION: Our vision is to become the sports injury
clinic reference for everyone who want to become pain
free and live a healthy lifestyle in Greater Manchester●
CORE VALUES:
Patient Care
We are focused on providing patient centred care working to professional
medical standards of practice in line with our governing bodies.
Trust
We build trusting and meaningful relationships with each individual to
understand speciﬁcs needs and issues around their underlying symptoms in
order to improve physical health

Target Market

● No market needed
● Ran out cash
● Poor product
● No business model
● Poor Marketing
@toninavarroyes

Market Share

One of the biggest mistakes in Marketing
● Exercise:
Take a moment to reﬂect
about your target market and
niche

The 5 W and the 1 H Guide
Quick exercise to
complete
@toninavarroyes

Understanding
your audience
@toninavarroyes

Tools to help you deﬁne your audience:
Free version (Paid too)
It gives you insights on website trafﬁc
and competitors audience as well
(Interests and topics)
Carry out surveys
to your clients
Paid tool

Tools to understand your customer behaviour (search intent, interest)
Have you used any of these tools?
@toninavarroyes

Deﬁning your
Buyer Personas

What´s a buyer persona?
A buyer persona is a semi-ﬁctional representation of
your ideal customer based on market research and
real data about your existing customers.
When creating your buyer persona(s), consider
including customer demographics, behavior
patterns, motivations, and goals. The more detailed
you are, the better.
Source: Hubspot

Buyer Persona example
Where?
Buyer Persona Hubspot Free Tool
@toninavarroyes

Personalisation is key
Buyers are 48% more likely to consider solution
providers that personalize their marketing to
address their speciﬁc business issues
Source:Google

3 Main Types of Buyer Personas
The Decision Maker
The Prescriber
The Inﬂuencer
He is the one who makes
the buying decision
He is the one who
recommends the purchase
ase of a product
She is the one who, with his opinion,
inﬂuences others to buy us.

90 % of company sales
Source:https://searchengineland.com
According to Mark W. Schaefer,
3-4 personas usually account for
over 90% of a company’s sales.

Real example
Of a buyer
persona
@toninavarroyes

Focus on the pains vs solutions
CUSTOMER PAIN POINTS SOLUTION
1- MISUNDERSTANDING OF THE SERVICES
EXPENSES AND VALUE
2- LACK OF TRUST AND CONFIDENCE DUE TO THE
BIG INVESTMENT TO BE MADE
1- CREATE A GUIDE/BLOG ON HOW MUCH
AN ARCHITECTURE CHARGES AND WHAT
HE DOES EXACTLY
2- BUILD TRUST SHARING CONTENT ON
PORTOLIO, REVIEWS AND TESTIMONIALS
FOR CLIENTS

Template 1/3: definition of your BP.
Example of a physiotherapy clinic´s buyer persona
Profile Job, family, Professional
experience
• Name: James Harrison
• CEO, Founder of a company
• Running his/her own business for more than
2 years
• Single
• Runner and working from an office
Demographics Age, salary, location , sex • 36 years old
• Men
• Salary: 80- 100 K
• Lives in Manchester*
How is him? Personality
Behaviour
• Very active and sporty person
• Like Going Straight to the point
• Direct and clear in what he wants

Objectives Primary & Secondary
Objectives
• Make his company successful
• Keep himself as healthy as possible
Main Challenges Primary & Secondary
Challenges
• Reduce his working hours from 10-12 a
day down to 6-8 hours
• Recovering from a shoulder injury
• Become pain free
• Be more productive and less stressed
• Prepare a half marathon
How can we help him? to help him achieve his goals
…and overcome his
challenges
• We are going to identify his injury and
go through like a recovery programme
to help him become pain free.

Comments Example of real comments about
their challenges and objectives
• Ray has done an incredible job on
my back with a combination of
excellent physio techniques. I
highly recommend his practice
and will be returning.
Common Complains/Pain Points Reasons why they would never buy our
product or service
I don't trust any physiotherapist as I
have had a really bad experience with
the NHS services and other private
clinics. So I´m going to try once and
see how good is MySportsInjury. As I
have seen they have more than 150
excellent reviews on Google.
Marketing Message How would you describe your business
to James?
Improve your physical health and
well-being is our main mission at
MySports Injury
Sales Pitch How would you sell it to James? our mission is to heal you and help you
become pain free

Empathy Map
Exercise:
Complete the empathy map for one of
your ideal client
@toninavarroyes

Deﬁnition of the Strategy
(Action Time)

Conduct a Swot Analysis

Example of swot analysis: small restaurant
Exercise- Page 8
add at least one in each of
the gaps
@toninavarroyes

Business Analysis: what´s your situation?
● Do we have a website/online shop/mobile App (let´s audit it)
● Resources (equipment/ staff, etc…)
● Market and competitions
● How much budget can we invest in the business?
● How many people I am going to need? (Team- Staff)
● What are the tools that we need to implement the strategies?

Business Model Canvas
Exercise- Page 9
Complete the
model canvas
exercise

Competitor
Analysis

“Companies that solely focus on competition will
die. Those that focus on value creation will
thrive.” – Edward de Bono
Exercise
Name 1-2 competitors and write down what they do
better than you and you can improve.
and what do you do better than them
Watch Video
BMW VS
Mercedes
Competition
that inspires

What´s your Key differentiator?
The key is to add value to your brand’s proposition so that price is not the key diﬀerentiator.

Tools to analyse competition:
SEO Tools
Analyse competitor website
PPC (Pay per click)
Facebook & Instagram Ads
Ad Library
Twitter & Facebook & Instagram
Facebook & Instagram Ads
Tools to analyse on brand positioning & strategy

Tools to analyse content

Goals Setting/
Challenges

SMART GOALS setting
Exercise:
Set 2-3 SMART GOALS FOR THIS 2019

Examples of SMART GOALS
Lead
Generation
Increase real followers on
Social Media
● [S] Increase traffic to my website
● [M] Double total visits from 2018.
● [A] Investing in ads, blogging strategy.
● [R] As a results, increase conversions and
sales.
● [T] from April to September 2019
Increase visits to
my website
● [S] Increase the number of
qualified leads.
● [M] Increase in 50% in between
500 and 600
● [A] Investing in Facebook ads and
Google adwords
● [R] As a result increase sales by
converting those qualified leads
● [T] 3Q of 2019
• [S] Increase the number of followers
on Instagram
• [M] Increased 75%, which means 6.000
followers
• [A] supported with a social media
plan, producing great content and
running some Instagram ads
• [R] Reach a wider target and improve
online presence and reputation
• [T] from January to December 2019

We start deﬁning
the plan

More than 45% of companies doesn´t have a clear deﬁned digital marketing
strategy! Can you believe it?

7 Steps to an effective digital marketing plan
@toninavarroyes

7P´s of the Marketing Mix
FORGET ABOUT THE
7P´S OF MARKETING
MIX

100% focus on the customer needs...
Have you ever heard
of Inbound
Marketing?
Inbound Marketing is the process of attracting customers/prospects through personalised content,
and other techniques, even before they are raedy to buy a product.

Understanding modern
customer Journey / Inbound
Marketing
@toninavarroyes

Undertanding modern customer journey

The buyer journey/ Sales funnel
THINK OF ONE EXAMPLE
OF PIECES OF CONTENT
OR ACTIONS AND WRITE
THEM DOWN (WHICH
STAGE OF CUSTOMER
JOURNEY AND WHY?

What are the tactics we will have to implement?

Sales Funnel
@toninavarroyes

What´s a sales funnel?
A sales funnel is “a series of steps
designed to guide visitors toward
a buying decision. The steps are
composed of marketing assets
that do the work of selling, like
landing pages and email.”

Example of minimum viable sales funnel
: Ads + blog+ convert1
2
3
4
1.
1. Traﬃc ( ads)
Add a pop-up at the bottom of our blog posts If you sign up for the email
list, you will be brought back to Holm´s homepage. We also link directly to
Holm at the top of every page.
2. Homepage / Services Pages
3. Find a carer Page or contact Page
4. Book service
5. Thank you page
6. Email sequence
@toninavarroyes

Facebook sales funnel strategy
Free tool to use to build sales
funnel
Tools that I used for email
automation and Inbound
Marketing

Exercise:
Take a couple of minutes
to build your own basic
sales funnel +
automation
@toninavarroyes

Identify & choose the best
channels/strategies

Some of the top digital channels

What are the most used tactics?
Have you used any of
these tactics before?
Let´s discuss

This is just a survey…...
“what can work for you might
not work for others”
It depends on who is your ideal
client and your strategy to
attract them.
(resources time and budget)
It has to be a combination of
some organic growth, quality
content, and some paid
strategies
“Exercise to choose the 1-2
strategies that you think it
would be the best one for your
business”

Top Digital Marketing Strategies that work in 2019 (FME)
01. Social
Media
03. Video
Marketing
02. Ads (Social Ads +
Google Adwords)
04. Email Marketing
05. SEO
(+Voice Search)
06. Content
Marketing
07. Marketing Automation
(tools +chatbots)

Apply the 80-20 rule (Pareto principle)
(20) Focusing 20 % of your effort on 1.-2 strategies that are going to bring you more results short
term (Facebook Ads + PPC+ Google shopping, landing page)
(80) And investing the other 80% of your effort in long term strategies that are going to bring
you results at medium-long term strategies such us. SEO, content marketing, social media,
email marketing.
“Exercise to choose the 3 strategies that you think it would be the best one
for your business”

Social Media: Tips & Hints

● Build community
● Build trust & credibility
● Increase trafﬁc to your website
● Increase brand awareness
● Improve engagement
● Generate some leads/sales
What is social media for?

Which social media platforms you should be on?
My advice is to be
active and master 2
or 3 social media
platforms.
(depends on your
audience, strategy
and resources)
Top ones to be on:
Linkedin
Youtube
Facebook
Instagram
Twitter

Is your business B2B or B2C? or both?
Exercise:
Choose 2 social
media channels
where you think
would be the
best for your
business
+
a 3rd one to
have presence
on
and create a
content plan for
them
(link template)*

Social Media Tips
TIP 1
Your content has to be :
1. educational
2. entertaining
3. motivational
4. engaging
TIP 2- Listen and ak your
customers, it´s about them
not about you
TIP 3- Listen and ak your
customers, it´s about them
not about you

The 4 C´s of Social Media
4 C´s
1 Content
2 Collaboration
3 Community
4- Collective Intelligence
5 C (Consistency)

Don´ts on Social Media

Tips & Tools & Resources on Content Marketing
Tools for planning
and scheduling
Other useful tools

Content Marketing

Steps to a winning Content Marketing Strategy
Your story, your brand, mission (story telling)
• Identify your audience Needs Pain Points and Challenges
• Define the Objectives for your content strategy
• Define your marketing message/ USP/ tone of voice
• Target Audience & Definition of your Buyer Personas
• Determine content formats to use (Omnichannel strategy)
• Keywords Research/ Search Intent/ Google Trends/Analysis
• Competitors Analysis (best practices)
• Content Analysis (using Safecont)
• Content Strategy Website & Blog & Social Media
• Content Strategy on Social Media
TIP:
Spend more time
preparing the strategy and
the plan for your content,
than actually creating the
content.

Top tips on Content Marketing
Exercise:
Think of 2-3 pieces of
content that you can
create
Explain Omnichanel
strategy
Create one piece of
content (blog or video) and
adapt it to use it in
different channels
(instagram, youtube, email
marketing, blog, etc..)

Most important tip:
A piece of content without a strategy
would not work, so work on the
strategy ﬁrst
Tips & Tools & Resources on Content Marketing
Top Tools
Top Blogs to read

KW research
Search Analysis
Trends+ Voice
Search

Analysing what people are searching for (Trends / Search Intend/ Keywords Research
3 types of keywords
Navigational(brand)
Informational
(awareness/blog/articles)
Transactional (decision stage
to buy)

Voice Search is here to stay
Voice Search keeps growing

Ads

Google VS Facebook Ads
Tip: analyse ﬁrst your ideal your customer behaviour, and depending on your budget and
goals, try investing in Facebook Ads or Google Ads
Google

Examples of Ads using UPS´s/ Pain Points
keys things to consider when
running ads
Facebook adsGoogle Ads
1- Set a Goal
2- Target Audience
3- Good images/video
4- Copy is key (Pains)
5- Install pixel/set up
6- Timings
7- Run A/B
8- Dedicated landing page
9- Create a funnel to get the
desired results./Ad groups)
10- Use keywords(critical on
Google Adwords)

Tools to use:

SEO (Search Engine
Optimisation)

93%
of online experiences begin with
a search engine.
Source:Google

Why SEO is so important….
•
“SEO is about optimising your website
& content for Google and the users”
Quick SEO
exercise on
Keywords and
search intent

How SEO works...
•
Tips: always start by auditing your site.
& a keyword Research

SEO Tips & Tools & SEO Resources
SEO Tools Top SEO Experts
to follow
link
here my
favourites:

Video Marketing

Why is worth investing in Video Marketing?
Workshop created by Toni Navarro Consulting LTD for training purposes . Copyright. ©Workshop created by Toni Navarro Consulting LTD for training purposes . Copyright. ©
Tip: create video
using your phone,
the quality is in the
content shared
then invest in a
videographer to edit
different videos
from the same
piece of content

Email Marketing

Some facts & tools on email marketing
Tip: ﬁrst build a list of subscribers using a lead magnet and
create an email sequence (automation) to share content
and value with them.
I recommend and
use:

Automation Marketing
Chat bots
Facebook Messenger
Machine learning
AI

Some facts on automation & bots
The bots are already here, let´s use them!
Tip: test your
audience using a
free version ﬁrst

Action Plan: how
to make it work

The secret is.. there is no secret!

The Action Plan: how it works
Exercise: use the action
plan template to ﬁll in
your actions,
objectives, timings and
budget
My advice is to create
an easy dashboard only
with the necessary
information:
1-Action
2- Objective
2- Who?
3- Timing

Analytics
:metrics, kpi´s &
ROI

Top 5 Google tools that make digital marketing easy
Are you familiarise
with any of these
tools?

Top KPI´s/metrics on digital
What´s ROI and how to measure it?

Best Analytics Resources
Best 5 Google Analytics Dashboards
Email me if you need any help with
your Google Analytics!

Link to all resources:
http://bit.ly/2WUIXpx
@toninavarroyes @toninavarro_digital toninavarro.netToni
Navarro
Let´s connect on social:

Digital marketing workshop june toni_navarro

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