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Similar to Developing a digital marketing strategy to drive business growth - LexisClick
Developing a digital marketing strategy to drive business growth - LexisClick
- 1. Developing a digitalmarketing strategy to drive business growth
- 2. Today’s objective &agenda To help you build a brand and strategy to succeed in today’s digital world. 8.30 – 9.00 Part 1 - Darren Mooney - How to build a brand and influence people 9.00 – 9.10 Break 9.10 – 9.40 Part 2 - Stephen Bavister - Developing a digital marketing strategy 9.40 – 9.45 Worksheet 9.45 – 10.00 Q&A 10.00 – 10.30 Networking & Finish
- 3. LexisClick’s vision The digital marketingteam for ambitious SMEs on their journey to becoming market leaders
- 4. Introduction to LexisClick Easy tofind The first to return toRegularly recommended A pleasure to use A growing business needs to be... We help our clients’ marketing succeed through the power of online technologies and communities by managing and developing their: • Digital strategy and channels: • SEO • Online Advertising • Email Marketing • Social Media Marketing • Web Design • Content Marketing To make them...
- 5. Introduction to yourpresenter Lead Digital Marketing Consultant at LexisClick, 2007 – present. Started working in online marketing, designing and building websites in 1997 – when he designed and built British Steel’s first website from the delights of Scunthorpe. Followed by 10 years working in London in digital marketing across a variety of industry sectors both within business and as a consultant – with 6 years spent at PricewaterhouseCoopers (PWC) as a digital marketing consultant. Stephen Bavister Managing Director LexisClick
- 6. QUICK POLL: Who hasa written marketing strategy?
- 7. Strategy - Adefinition /stratɪdʒi/ A high level plan to achieve one or more long term goals under conditions of uncertainty
- 8. You don’t haveone... you’re not alone
- 9. Common reason notto have a strategy #1 • I’m clear on my plan
- 10. Common reason notto have one #2 • I’m clear on my plan • We know who we are selling to
- 11. Common reason notto have one #3 • I’m clear on my plan • We know who we are selling to • We just need to get onto first page of Google
- 12. Common reason notto have one #4 • I’m clear on my plan • We know who we are selling to • We just need to get onto first page of Google • We’re too busy
- 13. Why is itimportant?
- 14. There is alot of uncertainty
- 15. There is alot of change
- 16. There are alot of tactics BLOGGING CONTENT TWITTER LINKEDIN PR EMAIL CRM PROSPECTS SEO EVENTS WEBSITE PAGES ADVERTISING ANALYTICS
- 17. There are loadsof potential tools
- 18. Customers are muchless predictable
- 19. Competitors are muchmore visible
- 20. Your buyer personasare who you’re trying to reach. Instead trying to attract, convert, close, and delight all 3 billion people on the internet, focus on those most likely to become promoters. Cut through the noise
- 21. A written strategy willhelp you… • Keep focused • Identify the best tactics • Keep track of performance • Multiply the results you get from each activity
- 22. Create your strategy Todrive your business growth
- 23. Text StyleRemember It’s not aboutyou; it’s about them Why do you exist Your purpose
- 24. Your proposition: 1) Whatare you selling? 2) What are you really selling? 3) How are you different? 4) How are you remarkable?
- 25. Your buyer personasare who you’re trying to reach. Instead trying to attract, convert, close, and delight all 3 billion people on the internet, focus on those most likely to become promoters. Who are you trying to reach? Instead of trying to attract, sell to and delight all 3 billion people on the internet, focus on those most likely to become promoters.
- 26. Semi-fictional representations ofyour ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. BUYER PERSONAS Customer Personas An explanation
- 27. Mapping usingyour customer journeys • Understand your buyers • Understand your buyers’ journeys • Map content to the journey • Produce and promote content at each stage to build trust
- 28. Customer journey Discover Explore compare ConsiderCommit Retain Advocate • Who do other companies like me use? • Who is doing it best? • Who comes up in search? • Do they have experience of handling this type of job? • Are they reliable? • What do other customers say? • What accreditations do they have? • What’s their company history? • Where are they based? • Do they have the latest technology equipment? • What are their prices? • Have I found all the information I need? • How easy it is to get set up running? • Can this company grow with our business / support our future business needs? • Do they offer any guarantees / insurance? • Can I easily get a price or contact someone? • Do I have all the information I need to get approval? • Do I clearly know the next steps to get started? • What are the business terms? • What if something goes wrong? • How flexible is the contract based on future needs? • Are their prices competitive? • Are they able to do the job in the timeframe? • Is my artwork safe? • Did the job go as planned on time? • Do I feel ongoing expertise? • Are they addressing my business needs? • Am I delighted with their work and would happily recommend their services to others? GOAL: To find the best / most experienced company to meet my specific service GOAL: Exhaustively compare the options / competitors and select a few front runners GOAL: Identify the best solution and request a quote / enquire to get prices / more information about their ability to do the job GOAL: To choose the best company to meet my needs and have peace of mind in that decision GOAL: To find a company who do a great job, that I can trust and work with again GOAL: Share my experience and recommend the good service to others
- 29. Your buyer personasare who you’re trying to reach. Instead trying to attract, convert, close, and delight all 3 billion people on the internet, focus on those most likely to become promoters. What is the current situation? And potential situations you need to be aware of
- 30. Values? - What areyour boundaries - What is important to you as a business - What do your people and partners need to communicate
- 31. Price? What is yourpricing strategy? Premium, cheapest, price match, cost plus or value based. For example if you have a gross margin of 40% and put up your prices by 10%, you could lose 20% of your sales and still make the same gross margin!
- 32. The How: Promotion Manypeople start with promotion. How you promote will be much clearer, when you have the rest in place...
- 33. Building Your Strategy It’sfine for your strategy to evolve as you test and learn... Strategy Development /Refinement Strategy Feedback Discovery Measurement Actions Action Planning
- 34. The 4 Pillars ofDigital Strategy Audience Marketing Content Technical Tactics Admin Updates Optimisation Analysis Admin Digital
- 35. Don’t be afraidto invest - If you were building a new house, would you borrow to build?
- 36.
- 37. I strongly disagree I strongly agree 12 3 4 5 1. I have a well communicated brand promise 2. We refer to our promise when we produce our marketing 3. We measure how our customers feel about our brand 4. We have clearly communicated why we exist as a business 5. We have defined what makes us different and it is remarkable 6. We have a written target customer profile / persona 7. We have mapped our customer journey and reference it regularly for our marketing planning 8. We have written values for the business and use them to guide our decision making 9. We have a pricing strategy for the business and review it regularly 10. We have a marketing plan and use our strategy to guide it Worksheet How are you doing? Name: Company:
- 38. Action Priority ByWhen Assigned To Action plan Name: Company: Date: Total Score:
- 39. Thank You For Attending Pleasesponsor us to support PDSW
- 40. Easy to find Apleasure to work with The first to return to Regularly recommended www.lexisclick.com • [email protected] • 01202 788333