Anna's slides for "Introducing a marketing framework" at Many Minds Give it a go conference, 20th October 2017.

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Anna Corbett
@annaappenzeller

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Introducing a
marketing framework

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I wasn’t ready…

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What a dick.

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Let's eradicate the disconnect between
brands and their customers.

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How are brands getting it wrong?

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The knowledge gap between industry and
companies is vast.

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1. Educate brands
2. Select relevant channels
3. Consider content
4. Measure progress and success

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Intent
Channels
Goals

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See Think Do Trust

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Hats for cats

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See

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Think

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Do

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Trust

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See Think Do Trust

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Channel Goal
See
Think
Do
Trust

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Business goals: Be profitable within 1 year
Inform marketing goals: Increase turnover
Inform campaign goals: Increase online sales

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My list
Become profitable within 1 year
Be a well known brand for cat
accessories
Have all the cats
Recruit a cat army to fight
against cruelty to animals

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My list
Become profitable within 1 year
Be a well known brand for cat
accessories
Have all the cats
Recruit a cat army to fight
against cruelty to animals

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Channel Goal
See
Think
Do
Trust
Drive brand
awareness
Drive product
awareness
Drive sales
Drive more sales

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Audience

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Channels

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Channel Goal
See
Think
Do
Trust
Drive products and
brand awareness
Drive product
awareness
Drive sales
Drive more sales
Facebook, Twitter,
Instagram, Pinterest,
display ads, search
Pinterest, PPC, search,
Facebook
Search, PPC
Email, Facebook,
social ads, retargeting

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Channel Goal
See
Think
Do
Trust
Drive products and
brand awareness
Drive product
awareness
Drive sales
Drive more sales
Facebook, Twitter,
Instagram, Pinterest,
display ads, search
Pinterest, PPC, search,
Facebook
Search, PPC
Email, Facebook,
social ads, retargeting

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Channel Goal
See
Think
Do
Trust
Drive products and
brand awareness
Drive product
awareness
Drive sales
Drive more sales
Facebook, search
Search, Facebook
Search, PPC
Email, Facebook

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Consider the user journey.

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Do your content research.

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Channel Goal Content
See Facebook, search
Drive brand
awareness
Cat videos, cutest
cats with outfits, cats
losing it

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Channel Goal Content
Think Facebook, search
Drive product
awareness
How to bond with
your cat
How to make your
cat love you
Fab ways to
accessorise your
cat so you can love
it even more

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Channel Goal Content
Do Search, PPC Drive sales
Best cat clothing
Amazing cat hats
Buy Ghibli hats for
cats

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Channel Goal Content
Trust Email, Facebook Drive more sales
Share your cat hat
pics
Latest cat hat trends
Cat hat competitions
Hat cleaning tips
Dogs with hats jokes

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Never measure outputs.

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Channel Goal Content
See Facebook, Search
Drive products
and brand
awareness
Cat videos, cutest
cats with outfits, cats
losing it
Think Facebook, Search
Drive product
awareness
How to bond with
your cat. How to
make your cat love
you. Fab ways to
accessorise your cat
so you can love it
Do Search, PPC Drive sales
Best cat clothing
Amazing cat hats
Ghibli hats for cats
Trust Email, Facebook Drive more sales
Cat hat pics, cat hat
trends, cat hat
competitions
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Measurement
No. Facebook posts
Pure page likes
Post and page
engagement
No. of links built
Rankings
Organic traffic
Ads created
CTR
Sales
Email subscribers
Open rate
Customer lifetime value

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Who.
Where.
What.
Measure.

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Other audiences

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It’s flexible

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Search terms imply intent.

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Channel Goal Content Measurement
See Facebook, Search
Drive products
and brand
awareness
Cat videos, cutest
cats with outfits, cats
losing it
Engagement
Think Facebook, Search
Drive product
awareness
How to bond with
your cat. How to
make your cat love
you. Fab ways to
accessorise your cat
so you can love it
Engagement, Referral
sessions
Do Search, PPC Drive sales
Best cat clothing
Amazing cat hats
Ghibli hats for cats
Sales
Trust Email, Facebook Drive more sales
Cat hat pics, cat hat
trends, cat hat
competitions
Referrals
Customer lifetime value

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Goal Content Measurement
See
Drive products
and brand
awareness
Cat videos, cutest
cats with outfits, cats
losing it
Engagement
Think
Drive product
awareness
How to bond with
your cat. How to
make your cat love
you. Fab ways to
accessorize your cat
so you can love it
Engagement, Referral
sessions
Do Drive sales
Best cat clothing
Amazing cat hats
Ghibli hats for cats
Sales
Trust Drive more sales
Cat hat pics, cat hat
trends, cat hat
competitions
Referrals
Customer lifetime value
Keyword
“Best food for cats”
“Pets”
“Cute cats”
“Funny cat videos”
“Hats for men”
“Halloween”
“Bonding with your kitten”
“Should cats wear clothes
in winter”
“Dog accessories”
“Buy hats”
“Cat accessories”
“Hats for cats”
“snow leopards”
“Hats for cats”

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1. Goals
2. Audience & Channels
3. Content
4. Measure

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Introducing a
marketing framework

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Meow.
bit.ly/hatsforcats
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