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Digital marketing

  1. 1. Digital Marketing and Growth Hacking Tips and Tactics
  2. 2. Page 2 What are your marketing challenges?
  3. 3. Impact is not created by big budgets. It is created by innovative marketing approaches
  4. 4. What is marketing? Who What Why When Your customers Your product / service Is there a pain? Purchase occasion?
  5. 5. What is marketing? How How will your product be used? How will you let people know? How will people buy it?
  6. 6. Before we start – do you know?
  7. 7. Personas
  8. 8. Personas What were their pain points? What products did they buy from you? What did they like/dislike about your communications? How to build your business personas
  9. 9. Some questions to consider • Who is your ideal customer? • Which marketing campaigns have you seen the most success from? • What is the typical buyer journey of your customer? • What stops the buying process? • Why do you lose to competitors? • Why do customers choose you over the competition? • What pain points do you solve? • How do you justify the price of your product/service?
  10. 10. What is digital marketing? The process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products and services that satisfy the goals of both parties
  11. 11. The benefits of digital marketing 1. Puts the consumer in control 2. Provides convenience 3. Increases satisfaction 4. Drives brand loyalty 5. Reduces the selling cycle 6. Reduces the cost of sales 7. Builds your brand 8. Is measurable 9. Cost effective
  12. 12. What are the key digital marketing methods?
  13. 13. Digital Marketing • Key components − Website design − Search engine optimisation − Pay per click − Social media − Email marketing − Display advertising − Content marketing
  14. 14. Competitors What are your competitors doing? Who are they? What are they doing that I like? What are they doing that I don’t like? Local, regional and national What can I learn? Maybe something is missing? Know them, follow them, like them Is it transferable? What can I learn? Any good ideas? How can I use it to my advantage?
  15. 15. Competitors – who are they, what are they saying, where are they saying it? Competition Where are they saying it? What are they saying? What are the key benefits?
  16. 16. Focus on digital marketing Objectives Targets ChannelsMessages Feedback
  17. 17. Define actionable goal Implement analytics to track goals Leverage existing strengths Execute the experiment Optimise the experiment The Digital Marketing Process Repeat
  18. 18. How do you currently measure the success of your marketing efforts? How could you?
  19. 19. Goals and metrics Acquisition • Unique visitors, number of pages, number of clicks • Time on site, visitors by source Activation • Unique visitors – sign up, sign up conversion • New account creation, opt in conversion Retention • Email click through, multiple log ins, length of use • Returns to complete profile, returns to share Referral • Shares via email, social media • Invites, referral conversion Revenue • Paid conversion, Leads by source, leads to sale conversion • Sales, revenue
  20. 20. Awareness Interest Desire Action Attract Engage Nurture Engage Remember the journey ModernVsTraditional Customer doesn’t know me Customer has heard of me Customer starts to listen Customer buys
  21. 21. Promotional marketing In your view what is the most overrated marketing tactic?
  22. 22. Page
  23. 23. What marketing methods do you use and when in the journey? Can you map out your journey? Awareness Interest Desire Action
  24. 24. 3 P’s of getting visitors Pull • Blogging • Podcasts • Guides / Whitepapers • Infographics • Webinars • Presentations • Seo • Social Media • LOPA Push • Purchase Ads • Promo swap • Affiliates • Direct Sales Product • Network invitations • Email • Phone • Social • Social sharing • API integrators • Backlinks • Incentives
  25. 25. 3 P’s of getting visitors – which ones work? Pull Push Product Which ones work depend on whether you are: B2B vs B2C Service vs Product Commodity vs Capability
  26. 26. B2B vs B2C • B2B products and services may require a more significant investment. • B2B products and services are often complex, requiring a steep learning curve. • The B2B evaluation process can be extensive, perhaps including a Request for Proposals (RFP) or an on-site evaluation (PILOT). • The purchasing decision often involves multiple individuals from different departments and levels in the organization. • When targeting businesses, your campaigns need to focus on logic. When your audience is individual consumers, the decision to purchase is more emotionally based.
  28. 28. Lead generation IDENTIFYING LEADS NURTURINGLEADS QUALIFIEDLEADS OPPORTUNITIES CUSTOMERS People who have displayed the intent and ability to make a purchase decision within a reasonable timeframe.
  29. 29. SOCIAL MEDIA
  30. 30. Social Media as Lead Generation Which platforms do you use most? Which are the most effective?
  31. 31. Which social networks do small businesses use regularly 0% 5% 10% 15% 20% 25% 30% 30% 22% 14% 13% 7% 3% 11%
  32. 32. Which social networks have the most potential to help small business 0% 10% 20% 30% 40% 50% LinkedIn Facebook Twitter You Tube Google + Pinterest Other / None 41% 14% 3% 16% 4% 2% 20%
  33. 33. How do we measure social media • Analytics tools − Google Analytics − Facebook analytics − Twitter analytics − LinkedIn analytics
  35. 35. SEO Advantages • Your website will be found • Improve your competitive edge • Cost effective • Free traffic • Higher sales • Measurable results • Increased visibility Disadvantages • Website owners have no idea what search terms will be used • Fresh content is important but hard to keep doing • Its hard work and time consuming • No one really understands how Google works • If your competition is high its harder • Takes a long time to see the results
  36. 36. Basic SEO strategy – tips and tactics • Keyword research • Unique and relevant titles on each page • Write for users not yourself • Optimise content for keywords • Content is king – create great content • Name images • Include google analytics
  37. 37. Keyword research
  38. 38. Keyword research
  39. 39. Lead Acquisition
  40. 40. http://www.yourwebsite.com Identifying leads
  41. 41. Activating Visitors • Where do you engage with potential customers? • How do you engage with them?
  42. 42. Activating visitors Visitors Launch Page Copywriting Calls to action Onboarding Gamification Pricing strategies
  43. 43. Activating Visitors • Launch page A launch page is a landing page that you put up before your product is even public, and the goal is to collect email addresses of visitors so that you can inform them about your product when you do go live. − Use it to get traffic not just activations − The headline and sub headline are everything – get attention − Emotional imagery – not just a headline and sub head – use an image to generate ties to your product − Don’t let your list grow cold − Post to betal.ist or erlibird.com – sites specialising in pre launch products
  44. 44. Launch page • The goal of a launch page is to validate one or more hypotheses, not to collect emails or sell, which is a nice by product of the experiment. • Elements − Traffic – generate traffic with ads, social media or existing channels − Headline – Craft a headline that speaks to your potential customers and introduces the value proposition − Value proposition – ensure your value proposition is clear and tangible to potential customers − Call to action – get website visitors to perform an action that you can learn from − Outreach – Reach out to people who performed the call to action. Investigate why they were motivated to perform the action Total audience addressed Visitors to website Visitors who performed the action Visitors who are willing to talk to you
  45. 45. Activating Visitors • Copywriting If you want people to take a certain action, and not bounce, then the words you use are more important than you realise. − The headline should mention your unique value proposition − The sub head should further explain your unique value proposition − The more expensive the product the longer the copy should be − Different audiences will respond best to different benefits and words − Use testimonials where possible to social proof your copy – people buy from people
  46. 46. What makes content more sharable Articles with images get 94% more views 36% of readers prefer a headline that starts with a number Articles with more than 2400 words rank higher on google 36% of the top stories on facebook contained video Content creation ranked as the most effective seo tactic by 53% of marketers 78% of consumers prefer organisations that create content
  47. 47. Don’t just write a blog for your own website Can you repurpose it into: • A powerpoint for Slideshare • A podcast for iTunes • An infographic for Instagram • LinkedIn post • Use it for PR
  48. 48. Activating visitors • Calls to action The best way to get someone to do what you want is by giving them a clear call to action
  49. 49. • Pricing strategies Getting someone to make a purchase is really just a unique kind of activation. You are getting a visitor to take a certain action, that action just happens to be making a purchase. − Multiple tiers − Suggestive tier naming − Free trials − Discount codes − Bundling
  50. 50. Nurturingleads Nurturing leads
  51. 51. Lead Nurturing
  53. 53. Email automation • Once the lead’s email is obtained and they have clicked, use email marketing to nurture it further, providing the lead with fresh content on a regular basis. This can even be automated based on their behaviour on your website. Meaning you communicate in a relevant and timely manner!
  54. 54. How do you currently use email marketing?
  55. 55. 10 great email opportunities 1. New content email 2. Product update email 3. Digital magazine or newsletter 4. Event invitation 5. Dedicated send 6. Internal update 7. Confirmation email 8. Form submission thank you 9. Welcome email 10. Lead nurturing email
  56. 56. E-commerce Complex Biz Onboarding Personalized Growth Funnels • Cart abandonment • Upsell • Upcoming product • Feedback email • Long sales cycle • Content rich education • Multi-channel marketing • Training emails • Post signup emails • Event workflow • Birthday Triggers • Suggestions and recommendatio ns • Prospecting outreach • Hack followups Who Should Use Email Automation? Email Automation should be used by all business: B2B, B2C, small, medium and large. • End of trial conversion up 10% • 3 sets of expired email automation converted by 2% Source: groovehq.com • Remarketing within 12 hours shows best return • 26% among those who were remarketed converted 8%. • Emails within 1hr generates 105% more revenue then after 24hr Source: Selligent.com • End of trial conversion up 10% • 3 sets of expired email automation converted by 2% Source: groovehq.com
  57. 57. Top 7 Benefits of Email Automation 1. Lower lead generation costs 2. Save money 3. Save time 4. Increase sales 5. Increased repeat purchase 6. Provides measurable results
  58. 58. Lets build a workflow
  59. 59. Email Remarketing Campaigns Potential lead Visit your website Get contact email address Send email campaign(s) When clicks look at what the individual has been up to. They may even reply directly.
  60. 60. Emails
  61. 61. info@communigator.co.uk Latest News If you cannot read this email, click here to view it in your browser. CommuniGator Latest News If you cannot read this email, click here to view it in your browser. Daniel Hare Latest News If you cannot read this email, click
  62. 62. info@communigator.co.uk Latest News If you cannot read this email, click here to view it in your browser. CommuniGator Latest News If you cannot read this email, click here to view it in your browser. Daniel Hare Latest News If you cannot read this email, click
  63. 63. Latest News Download our whitepaper January Newsletter Free webinar next Tuesday Dan, take a trial of X today Offer must end Friday
  64. 64. Aaron Yates Your BMW contract Hi Lee, we wanted to let you know that your BMW contract finishes on 31st October.
  65. 65. Recipients scan headings and do not read text Heading and sub heading copy is critical Recipients scan down the left margin Large fonts work well
  66. 66. Key calls to action and links should be inside the “F”
  67. 67. Intrigue Discover Consider Decide
  68. 68. INTRIGUE
  69. 69. DISCOVER
  70. 70. CONSIDER
  71. 71. DECIDE
  72. 72. Email feedback
  73. 73. Digital content marketing activity
  74. 74. • What methods will you use to: − Inspire − Entertain − Convince − Educate Can you plan your own content marketing activity?
  75. 75. Listen Goals PlanExecute Analyse • Find out what your audience is saying • Where are they spending their time? • What are your competitors doing?
  76. 76. Listen Goals PlanExecute Analyse • Determine what it is you want to accomplish • Make the goals as tangible as possible
  77. 77. Page • Determine your target audience • Develop your plan / strategy • How does this tie in with all of your marketing? Listen Goals PlanExecute Analyse
  78. 78. Can you create a mind map? Think about: • Sectors • Messages – benefits • Media
  79. 79. Page Listen Goals PlanExecute Analyse • Execute and monitor your campaign • Reply to comments, feedback, questions
  80. 80. • Look through your analytics reports • Measure success • Repeat! Listen Goals PlanExecute Analyse
  81. 81. Further information