making digital marketing work harder for your business

Making Digital Marketing Work Harder for your Business

Jayne Reddyhoff – Zanzi Digital

Email: [email protected] Twitter: @JayneReddyhoff

WHY DO YOU NEED

A STRATEGY?


Alice: would you tell me please, which way I ought to go from here

The Cheshire Cat: that depends a good deal on where you want to get to

Alice: I don't much care where…

The Cheshire Cat: then it doesn't matter which way you go

Alice: …so long as I get somewhere

The Cheshire Cat: oh, you're sure to do that, if you only walk long enough

From: Alice in Wonderland by Lewis Carroll

Where are you now?


Exercise - situation• What are you selling?

• What is your customer buying?

• Why do they buy it?

• Why will they buy it from you?

• How is your business performing today?


WHERE DO YOU WANT TO BE?



the business

Where do I want to be in three years’ time?

So, where do I want to be in one year’s time?

So, what do I need to do now?

my professional life




my private life




THREE BY THREE MATRIX- start with the end in mind

Exercise - objectives • Short, medium and long term goals

• What is the most important thing to achieve now?

• What happens if you don’t?

• What is your top priority?


Your ideal client


Susan - British natural skincare buyer 37 years old, young family, lives in Southern England

University educated, has a good job & a busy life

Spare time: Enjoys food (cooking), reading, going to the gym / walking,

socialising

Shops for groceries in Waitrose; also in farm shops & independents

if convenient

Willing to pay more for products which meet her personal values

Motivated by supporting small, independent (non-corporate) British brands

Looks for skincare that works – but in the most natural way possible (ingredients, benefits)

Is influenced by: sampling, peer recommendations, PR, branding / packaging and ‘what a product can do for me’

Health conscious, occasionally goes to spas with girlfriends

Buys several different brands across her beauty regime – perhaps 5 or 6 in her bathroom cabinet



The buyer journey

Consideration

Short-listing

Awareness

Research

Decision

Ready to buy

Repeat purchases…

Your target customer• Graham is 45, has a wife and two

teenage children.

• He lives in a semi-detached house on the outskirts of Northampton.

• He works a 9-5 job in the finance department of a large computer company.

• Why are we interested in him? We need lots of detail.

• What triggers his search? He’s had a promotion & decided he can afford to buy a home cinema!


Consideration

Short-listing

Awareness

Research

Decision

Ready to buy

How the buyer journey might look for Graham:

Repeat purchases…

Is it better to have a Panasonic or Sony?

Which is best - a 50 inch TV or a projector and screen?

How long can my speaker cables be without losing sound quality?

Could I get one remote control to operate all my devices?


What triggered Paul’s search?• Paul is a lecturer in his late 30s. He’s married and

lives in Epping.

• It’s Monday and this morning, the bathroom light bulb blew.

• On the way to work he nipped in to Sainsbury's with the old light bulb.

• The shop assistant advised they were out of stock of that particular bulb.

• When he got to work his colleague, Gill, told him to try Lamps-on-line.

• He did and purchased a pack of 5 light bulbs

• Buyer journey completed in one morning!


Exercise - target market • Who are you selling to?

• What does your ideal client look like?

• What is a customer worth to you?

• What triggers them to look for you?


Tactics


Choose the best tacticsBusiness to large business Business to small business Business to Consumer

High consideration Medium consideration Low consideration

High price Medium price Low price

High margin Medium margin Low margin

Single sale Repeat sales

High up/cross sell possibility Low up/cross sell possibility

High lifetime value Medium lifetime value Low lifetime value

Service Both Product

Complex Simple

Lead generation Both Ecommerce

New/not understood Familiar/well understood

High competition Medium competition Low competition

Female Male

18-25 26-35 36-45 46-59 60+

Mobile only Both Mainly desktop

Sexy Boring


Choose the best tactics - ZanziBusiness to large business Business to larger SME business Business to Consumer

High consideration Medium consideration Low consideration

High price Medium price Low price

High margin Medium margin Low margin

Single sale Repeat sales

High up/cross sell possibilityCan extend range of services or length of

contractLow up/cross sell possibility

Low lifetime value Medium lifetime value High lifetime value

Service Both Product

Complex Simple

Lead generation Both Ecommerce

New/not understoodUnderstood by some; a lot of

misunderstandingFamiliar/well understood

High competition Medium competition Low competition

Female Male

18-25 26-35 40-50 46-59 60+

Mobile only Both Mainly desktop

Sexy Boring


Exercise - tactics• Characteristics of your offering

• Decide which tactics might work for your business

• Work in pairs for this one


Email: [email protected] Twitter: @JayneReddyhoffEmail: [email protected] Twitter: @JayneReddyhoff


How much will your marketing

cost?

How much can you afford to

spend?

What return will you get?

How much should you

spend?



Your plan



Meeting- Review progress- Agree changes

Implement- Zanzi- Other agencies- Client

Let the changes ‘bed in’

Measure, analyse & report

Achieving your plan



Why measure?

What should you measure?


Useful resourcesDiscovery document

Persona tools and examples

• Buyer persona Institute

• www.buyerpersona.com

• www.buyerpersona.com/buyer-persona-infographic

• HubSpot:

• www.makemypersona.com

• https://offers.hubspot.com/persona-templates

Ecommerce

• www.zanzidigital.co.uk/useful-information/steps-to-improve-your-ecommerce-profit

HubSpot document on calculating marketing costs


http://www.buyerpersona.com/

http://www.buyerpersona.com/buyer-persona-infographic

http://www.makemypersona.com/

https://offers.hubspot.com/persona-templates

http://www.zanzidigital.co.uk/useful-information/steps-to-improve-your-ecommerce-profit

Email: [email protected] | Twitter: @JayneReddyhoff | W: www.zanzidigital.co.uk

Thank you

Jayne ReddyhoffManaging DirectorZanzi Digital

making digital marketing work harder for your business

Small Business & Entrepreneurship