how to get more customers with better digital marketing spa life international … ·...
TRANSCRIPT
![Page 1: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/1.jpg)
How To Get More Customers With Better Digital Marketing
Spa Life International (UK) Conference15 Nov 2017
![Page 2: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/2.jpg)
PR Smith Marketing Books
![Page 3: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/3.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
PR Smith Marketing Mentoring & Consultancy
![Page 4: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/4.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
PR Smith Marketing Talks
![Page 5: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/5.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
PR Smith Corporate Social Responsibility social media campaign mobilising a new generation into sportsmanship
![Page 6: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/6.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
66
Fun Social Media Platformswww.GreatSportsmanship.org
![Page 7: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/7.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Learning Objectives
• Review Your Marketing-Orientation
• Write the Perfect Integrated Digital Marketing Plan
• Get More Customers
![Page 8: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/8.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Marketing Orientation
Why do you have a web site?(what is the single most important reason?)
Why do you have an app?
Why do you have a Spa Hotel?
![Page 9: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/9.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
SOSTAC® Planning Framework
SOSTAC.org+ 3Ms
![Page 10: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/10.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
![Page 11: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/11.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Situation Analysis - PEST
Political- Shifts: BREXIT- Laws: GDPR - Regulations
PRSmith.org/blog
![Page 12: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/12.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Situation Analysis - PEST
Economic- Cycles- Resource Shift: Oil v Data- Digital Disruption- Shifts (China v USA)
f: PR Smith Marketing
Full story
![Page 13: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/13.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Situation Analysis - PEST
Social- Device Junkies - Attention Spans- Time Poor- Visually Driven- Health & Fitness- Mental Health
![Page 14: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/14.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Situation Analysis - PEST
5 Big Tech Trends
Big Data How Trump WonPRSmith.org/blog
AIHere come the clever botsPRSmith.org/blog
IoTIoT is herePRSmith.org/blog
VR & AR
Marketing Automation (digital body language)
![Page 15: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/15.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Situation Analysis - PEST
AI & Super AI (Ray Kurzweil)
facial recognition - banks- insurance - iphone- apps
PRSmith.org/blog
![Page 16: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/16.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Situation Analysis – Competitor Analysis
Borderless Competitors+ Category-less Competitors= Hyper Competition
Competitors trying new ways
to connect with your customers
‘Use Facebook ads to target
the fans of a competitor’s
Facebook page.’
![Page 17: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/17.jpg)
Customer Circle
The value sought by the customer –the requirements
& benefits that they seek
Urbani & Davis 3 Circles of Competitive Analysis
Situation Analysis – Competitor Analysis
![Page 18: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/18.jpg)
Customer Circle
Company Circle
The value customers
think your company
offersto them
The value sought
by the customer i.e. the
requirements & benefits that
they seek
Urbani & Davis 3 Circles of Competitive Analysis
Situation Analysis – Competitor Analysis
![Page 19: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/19.jpg)
Customer Circle
Company Circle
1Positive Value
2 Non-Value
3 UnmetNeed = 2 x Growth
Opportunities
Urbani & Davis 3 Circles of Competitive Analysis
Situation Analysis – Competitor Analysis
![Page 20: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/20.jpg)
Customer Circle Company Circle
Com-petitiveAdvan-
tage
Non-Value
UnmetNeed
Competitor Circle
value customer sees in
competitor’s
offering
Urbany & Davis
PRSmith.org/blog
Ask 6 of your colleagues:
What is your competitive advantage?
Situation Analysis – Competitor Analysis
![Page 21: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/21.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Situation Analysis - Customer Analysis
3 Big Customer Questions:
1 23
10+ Sub Questions for each Big Question
Create a culture of customer obsession
Who?Why?
How?
![Page 22: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/22.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Who is your ideal customer?
Can you categorise them by what stage of buying?
Who are your followers?
Who are your influential customers & followers?
Who else is talking about your type of product?
Who is attending a particular conference or event?
Free sources for answers SOSTAC® Guide
Situation Analysis - Customer Analysis – Who?
PRSmith.org/blog
![Page 23: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/23.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
What are your customers’ needs? Trends?
What do they really want?
What do your customers like (or dislike) about you?
What are your customers’ future needs?
Why do your visitors return to some sites?
Why do your visitors not convert?
What content do your visitors (& influencers) like?
What is being said about you locally? Free sources for answers: SOSTAC® Guide
Situation Analysis - Customer Analysis – Why?
PRSmith.org/blog
![Page 24: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/24.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
How do customers buy (what is their journey)?
How long & how many channels do they use?
When is the best time to post content?
How do customers prefer to view initial info?
How do customers perceive your website?
What % of view your site on a mobile?
Which words & images work better?
Free sources for answers: SOSTAC® Guide
Situation Analysis - Customer Analysis – How?
PRSmith.org/blog
![Page 25: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/25.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Competitor Analysis
Opportunities &
Threats
External Trends
PEST
Strengths & Weaknesses
InternalControllable
Factors
Results/Performance
Distributor Analysis
Customer Analysis
Situation Analysis
SWOT Analysis Other Key Analyses
Ask Great Questions
![Page 26: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/26.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
![Page 27: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/27.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Objectives
![Page 28: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/28.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Objectives
![Page 29: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/29.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Sales Funnel
Objectives
![Page 30: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/30.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Sales Funnel
Objectives
![Page 31: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/31.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Objectives KPIs Period 1 Period 2 Period 3
Sales - units- valueMarket Share - units - value
Market Leader Number (in top 5)Awareness Level (offline survey)
Preference Level (offline survey)
Conversion RateNPS Score (Net Promoter Score)
Digital Marketing (e.g. Blog)Web Site/Blog - Unique Visitors - Average Duration- Subscribers to updates/Newsletter
![Page 32: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/32.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
![Page 33: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/33.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Strategy: What Went Wrong?
Why Did The World’s 1st eCar Fail?
![Page 34: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/34.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
![Page 35: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/35.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Strategy Drives Tactics
Targeting & Positioning
Key Components of Strategy
![Page 36: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/36.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Strategy Components
Targeting PositioningCX (& Shared CX)SequenceData Integration
Strategy
![Page 37: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/37.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
What is really important that are you not providing?
Is it your Portfolio of Services/CXs right?
CX of Buying Process - can you simplify the buying decision?(400% impact v engagement, Gartner)
How can data add value to the CX?- shift the cognitive Load - add other value e.g. weather info feed etc.
Re-imagine the Lifetime CX using data/tech to add value
Strategy: CX (Customer Experience)
![Page 38: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/38.jpg)
Action(Purchase)
Share Repurchase Loyal AdvocateDesireInterest
Lapsed CustomerC
usto
me
r V
alu
e $
Awareness
Repeat Purchase
IndecisiveCustomer
1st
Purchase
Browser
Time
Loyal Customer
Adopted from Dave Chaffey’s CX Journey
Strategy: Develop A Lifetime CX
![Page 39: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/39.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Grow Life Time Value from Customer’s Life Time Journey
Develop Credibility before Raising Visibility
Develop Awareness before Selling
Choose: Customer Acquisition or Retention or Selection?
Strategy: Sequence
![Page 40: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/40.jpg)
What pages / products
are they most interested in?
How interested are they?(click behaviour)
Any past purchases?
What do we know about them from
the CRM system?
Have they been to this site before?
How can we help them with their
next steps = MA
© PR Smith 2014
www.prsmith.org
Digital Body Language
Progressive Profiling (forms)
Add Social Data
Augmenting Profiles
(click behaviour)
Add 3rd Party Data (databases)
& Marketing
Automation
Strategy: Data Integration
![Page 41: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/41.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Strategy: Data Integration
![Page 42: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/42.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
![Page 43: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/43.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Marketing Mix is morphing - Product/Service + Place + Promo (IoT + VR + AR + Big D)- CRM (Marketing Auto e.g. AI / Chatbots)
Select Right Tactical Tools - Matrix
e.g. Remarketing/Retargeting - Acquisition
e.g. Mail Shot Surprise Gift - Retention
Lifetime Customer Journey
Comms Plan
Content Marketing
Magic Marketing Formula: IRD
Tactics
![Page 44: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/44.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Video Video Video
90% content shared on social media is video Smartinsights 2017
Research what your target audience likes
Video may be closest you get to: a face to face conversation with your audience
FB Live & Instagram Live - create new exciting content
Ephemeral Content (live story telling - best engagement rate)
Tactics: Content Marketing
![Page 45: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/45.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Tactics: Integrate Online with Offline & Be Creative
Customers want intimate experiences with brands
Art inst. Chicago created Van Gogh’s ‘Yellow Room’
Cost $31k cost & Promoted on Airbnb (£10 per night)Generated $6m ‘Earned Media’
Paid Media amplified by 950%, 200,000 visitors Highest attended exhibition in 15 years
![Page 46: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/46.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
![Page 47: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/47.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
How do you ensure excellence & passion in execution?
Why do 50% CRM projects Fail?
Why so many sloppy web sites?
Why isn’t Spa fully integrated with all guest-facing dept’s?
Internal Marketing
- Motivation + Communications + Training
Action
![Page 48: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/48.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
1. Ensure 20 Credibility Factors
2. Create Relevant Landing Pages
3. Test Multiple Landing Pages
4. Create Strong Propositions
5. Create Clear Calls To Action (CTAs)
6. Add ‘See – Try – Buy’ options
7. Simplify the Sign-Up-Process
8. Post Recommendations & Reviews
9. Consider Price Lining
10. Run Exit Surveys
Action: Training 10 Ways To Convert Visitors into Customers
![Page 49: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/49.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Action: Training 5 Ways To Convert Lifetime Customers
1. Listen & Be Relevant
2. Communicate (‘Contact Strategy’)
3. Interact/Engage
- Product Ratings & Reviews
- Shared CX: Tell A Friend/ Post a comment
- Collaborative & Co-Creation
4. Excite – add some sizzle (surprise gifts & rewards)
5. Keep Your Promise
![Page 50: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/50.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Action
“Culture eats strategy for breakfast”
Peter Drucker
Is there a passion for excellence?
![Page 51: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/51.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
![Page 52: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/52.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Your plan should include:
What do you measure?How often? Who does it? What does it cost?What do you do with these metrics?
e.g. Unique visitors sudden increase by 100%& conversions at 18% ….
Control
![Page 53: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/53.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Control
![Page 54: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/54.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
PR Smith’s SOSTAC® Planning Framework
+ 3Ms
![Page 55: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/55.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Learning Objectives
• Review Your Marketing-Orientation
• Write the Perfect Integrated Digital Marketing Plan
• Get More Customers
![Page 56: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/56.jpg)
Continual Professional Development
www.SOSTAC.org
![Page 57: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/57.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Links to PR Smith Articles/Posts Mentioned SOSTAC® Plan in 4 mins (video) www.SOSTAC.org& articles below are from www.PRSmith.org/blogGDPR Opportunity to Boost CX or a Threat of Closure? (Part 1)
Big Data How Trump Won - Big data & the Magic Marketing Formula
AI Here come the clever bots bursting with AI (Part 1)
IoT IoT (the Internet of Things) is here
AI Here come the clever bots: AI & Customer Needs (Part 2)
3 Circles Beware Customers See Your Competitive Advantage Differently
Customer Analysis (Who?) How to target very specific audiences on facebook
Customer Analysis (Why?) Social Listening Skills (Part 1)
Customer Analysis (How?) Social Listening Skills (Part 2)
Choosing the Best Tactic: The Tactical Matrix
The Book: SOSTAC® Guide To Your Perfect Digital Marketing Plan
![Page 58: How To Get More Customers With Better Digital Marketing Spa Life International … · 2017-11-21 · How To Get More Customers With Better Digital Marketing Spa Life International](https://reader035.vdocuments.site/reader035/viewer/2022081404/5f0596487e708231d413b33e/html5/thumbnails/58.jpg)
© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith
Continue the conversation
SOSTAC® Certified Planner www.SOSTAC.org
Speak at your next event www.PRSmith.org
Sportsmanship Ambassador www.GreatSportsmanship.org
e: [email protected] t: 0044 (0) 208 567 4659