Hannah Thilthorpe, Account Director, twogether

Marketing your firm –Key foundations you’ve got to get right

WiFi: QBConnect No password required#QBConnect

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An introduction

You’re all experts in:

What you may not be expert at is marketing

My goalTo get you on the road to better marketingmulti-tasking your chosen field being consumers

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Basic principles

In 1960, respected professor and author, E J McCarthy, created what we now know as the marketing mix: the 4 Ps

Product Price Place Promotion

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This worked for a while, but it didn’t account for the human element. So we increased it to 7 Ps:

Basic principles

Product Price Place Promotion

People Process Physical evidence

But none of this accounted for the ascension of the internet…

Traditional, status-quo marketing is dead –children of today will certainly never, ever understand this concept of mass communication.

Marketing in the new era

Grassegger and Krogerus

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The 7 Cs of marketing in the new era

Customer

Credibility

ContextCall to action

Conversion

Content

Consistency

1. Consistency

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Consistency

Source: Google

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Consistency: logo

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Consistency: your brand is not just your logo

PackagingWEB

PlacementEvents

Displays

Salesperson

Check-infront desk

Invoice

Up sale

Socialmedia

Loyaltyprograms

Newsletter

Storefront

CouponsCustomer

service

Ad promos

Surveys

PR

Direct mail

Sales

Word ofmouth

Promo

Brand touchpoints

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Consistency: builds your brand

Think about what is consistent in your firm today

Repetition and replication builds reputation and awareness

Your brand is part of this mix

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Consistency: brand equity

A brand has a persona and image in the mind of consumers and it is based on the sum of all information and experiences consumers have with the brand

Source: Effect of Co-Branding on Brand Equity Usman Ali Warraich1+ , Muhammad Awais1+, Ahmed Amin1+, and Rakesh Parkash1+ 1 Department of Business Administration, Indus University, Karachi, Pakistan

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Consistency: brand equity

Once you’ve built equity across all your touchpoints you can evolve your visual look and feel…

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Consistency: Shell logo evolution

1900 1904 1909 1930 1948

1955 1961 1971 1995 TODAY

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Quiz time

2. Customer

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Customer

Put them at the heart of everything you do

Source: www.macinnismarketing.com.au

Know me

Make my life simple

Anticipate my needs

Look out for me

Rewardme

Customer centric marketing

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Customer

Customer-centric marketing increases:

Loyalty

Engagement

Efficiency

Agility

Differentiation

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Customer: profiling

Think about your current customers

3. Credibility

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Credibility

of B2B buyers distrust vendor claims

There are two core success factors to combat this:

58%

Published 27 January, 2017 by Nikki Gilliland @ Econsultancy

Buddying with a more established brand

Customer recommendations

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Credibility: customer recommendation

Anytime someone else sings your

praises rather than you, it’s more

credibilityWord of mouth is

crucial for all companies –

especially small businesses

More credibility equals more

business

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Credibility: co-branding

To associate yourself with another brand that has already got high brand equity leapfrogs you ahead of the competition

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Credibility: co-branding tips

Visit the ProAdvisor portal which is available through the QuickBooks Online Accountant product to get brand guidelines, logo files and ProAdvisor badges

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Credibility: free marketing templates

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Credibility: Marketing development fund

Also, use the marketing funds being offered by Intuit to claim against all kinds of marketing activity:

BEFORE AFTER

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Credibility: Marketing development fund

http://gf-sheridan.co.uk/quick-book/

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Credibility: actions you can take

Use the free marketing templates

Reviews on your ‘Find an Accountant’ listing

Reviews on Google Plus to improve your organic search ranking

Use the MDF

Reviews on your website

Use Intuit’s branding wherever possible

4. Content

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Content

According to a recent study by the Content Marketing Institute:

88%of B2B marketers currently execute content marketing

while

32%have a documented content marketing

strategy

only

Think about how much content you consume

across your day

Content planning doesn’t need to be complex or

hugely time-consuming

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Content: tips

Retweet relevant content

Share on social – whether yours or third-party content – to LinkedIn or Facebook groups

Recommend articles to your customers – it gives you a reason to email them

Think about what your customers are asking you about

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Content: tips

If you have a blog, make sure you give people a way to subscribe

Commit to writing a number of tweets, posts, blog articles, or maybe try video shorts and stick to it

Use that profiling you’ve done to identify which social channels and which days/times your target is likely to be there

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Content: social tips

• Social channels should sound natural not business like

• Schedule posts

Source: gemmasands.co.uk

Tweets with hashtags get two times more engagement than

tweets without

2XWhen you use more

than two hashtags, your engagement drops by

an average of 17%

17%

Interactions are highest on Instagram posts with

11+ hashtags

11+Facebook posts without a hashtag fare better than

those with a hashtag

NO#

A quick guide to #HASHTAGS

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Content: top tips for your website

Add customer testimonials

Don’t be afraid of white space

Differentiate hyperlinks

Don’t try to say everything

Think about the tags you use behind the scenes

Address customer rather than talking about you

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Content: top tips for your website

Look at your website performance reports

If you’re collecting data, then you need to publish your cookie policy

Clear call to actions (more on that later)

Think about how you navigate around websites as a customer

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Content: top tips for your website

Use drag-and-drop template tools such as Wix or Moonfruit for your website, which start at just a few pounds a month

Use an online keyword analyser, such as Google Trends, to find the relevant words and phrases, which you can use on your website pages and blog posts to improve SEO (search engine optimisation).

Try to capture site abandoners

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Content: site abandonment example

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Content: where not to aim

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Content: great information architecture

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Content: you already know what good looks like

5. Context

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Context

Did you know that your Google search results could be totally different to the person sitting next to you?

Let’s try it…

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Context: why?

The type of device used for the search (desktop, laptop, phone, tablet)

Your search history

Whether you are logged in to a Google Account while searching

Your geographic location

Source: 7 Reasons Google Search Results Vary Dramatically. September 29, 2015 by Mike McEvoy

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Context: why?

What type of browser you are using

The number of Google-generated adson the page

What type of search you are doing

Source: 7 Reasons Google Search Results Vary Dramatically. September 29, 2015 by Mike McEvoy

Context marketing respects the habits, goals and devices of people.

Context

@kippbodnar

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Context

Context is where the magic happens

It’s all about the right time, the right place and the right message…

…which is very easy to get very wrong

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Context: relevant online targeting

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Context: good retargeting

But when it’s right, it’s so right!

Contextual marketing can happen throughout the customer journey

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Think about what your customers are searching for

Think about the sites they visit

Context: tip

6. Conversion

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Conversion

The holy grail of any marketing effort simply means succeeding in your goal:

Source: How To Conversion Optimize And Avoid A/B-Testing Failure, Kristian Jønsson, 25 January 2017

Purchase Contact ReferReview

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Conversion

Sales conversion

Website conversion

Google AdWords

conversion

Marketing conversion

Organic search conversion

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Conversion: let’s keep it simple

Aawareness

Aaction

Iinterest

Ddesire

````````

7. Call to action

Call to action

A beautiful ad with no call to action is just a piece of art.

Hannah Thilthorpe, circa 2003

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Call to action: top tips

This is closely linked to conversion

Be really clear what you want people to do

Make it short

Give it a sense of urgency

!!!!!!!!!!!!!!

>>>>>

SHOUTY SHOUTYSHOUTY

CAPITAL LETTERSOr too many >>>>>

Or too many

Try not to use too many

!!!!!!!!!!

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Call to action: sorry Jami Lin!

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Useful resources

15 Tips to Boost Your Content Marketing Strategy

A guide to Context Marketing

6 Things Your Small Business Should Know About Pay-Per-Click Advertising

How to Add Google Analytics to Your Website

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1Profile your clients

and decide who you should market to

3 things you must do now

2Log in to the

ProAdvisor Portal and use the marketing materials

3Update your

website using some of the tips

we coveredLow Hanging

fruit!

Thank you

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