superfast business: be successful at digital marketing
DESCRIPTION
Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge. The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria. Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information. w: www.superfastbusiness.co.uk e: [email protected] t: 0845 603 8593TRANSCRIPT
Serco Internal
Be successful at Digital Marketing
Lizzie Whitchurch
@Cosmic_lizzie
Serco Internal
What is superfast business programme?
• Superfast Business is a European Funded programme of fully
funded business support for SMEs
• Delivered by Peninsula Enterprise, working with the Local
Authorities & Connecting Devon & Somerset broadband rollout
project
Serco Internal
• Business advice and specialist support to help growth businesses maximise
the opportunities of Superfast Broadband and associated technologies.
• Benefits for businesses can include:
Competitive advantage through take-up and exploitation of SFBB
Increased productivity
Improve access to new markets and business opportunities
Increase competitive advantage for businesses in rural locations
More flexible and environmentally friendly working practices
Increased opportunity for innovation
Efficiency and timesaving
• Eligibility criteria apply to businesses accessing the service
Superfast Business Support
Serco Internal
Serco Internal
Serco Internal
1. Register on our website (which incorporates the Knowledge
Hub). www.superfastbusiness.co.uk to unlock access to a range of
resources and materials
2. Check your eligibility
3. Let us know what areas of ICT and technology you might be interested
in
4. Talk to our Client Relationship Co-ordinator to check your eligibility and
arrange an appointment with one of our dedicated Business Advisers
Next Steps
Developing an ICT strategy Developing your ICT network/ infrastructure
Engaging new and existing customers Collaboration
Client Relationship Management Systems Flexible working
Moving your business to the Cloud Business Continuity
Serco Internal
http://www.youtube.com/watch?v=G7KZR9
NwKQQ
Serco Internal
• www.superfastbusiness.co.uk
• twitter @superfastbiz
• Facebook www.facebook.com/superfastbiz
• join our LinkedIn group 'Superfast Business SW'
• 0845 603 8593
Stay up to date
Serco Internal
1.Internet minute
Advertising
TV
Mail shots
PR
Radio
Old world marketing
PR
Search
TV
Mobile
Social media
Radio
affiliate
Webinars
PPC
Rapid
Fragmented
Two way
Website
New world marketing
Serco Internal
The world has changed
• Instantaneous response
• Accessibility
• Transparency
• Accountability
• Higher Expectations
Serco Internal
Serco Internal
The internet economy
• 62% of buying decisions now start online
• 90% of people use the internet to research purchases
• Online sales growing 6 times faster than
high-street sales
• 89% of SMEs see their website as a tool for generating
new business
• Less than 20% of SMEs transact online,
but these SMEs grow 3 to 5 times faster than
non-internet savvy SMEs
• Internet share of UK advertising spend risen to 33% – the
highest globally
14
Serco Internal
1. Optimise for reach
Find customers you don’t already know
Serco Internal
• Organic is still the number 1 driver of traffic to websites
Serco Internal
Serco Internal
How search works
Serco Internal
Make your website your hub
Serco Internal
Brilliant website?
Style and tone
Engaging, engrossing, reflects
customer
Creates environment for ‘desire to buy’
Is content driven
Functionality
Mixed payment methods debit, credit,
PayPal
Self serving for customers anytime
support, automated
Integration
transactional, self serving website that
integrates with key back office functions
Integrates with finance, CRM, e-news,
Website centralised customer experience platform
Web at the heart of a connected business strategy
Analytics
Recommendations
Social Media
Serco Internal
Search Engine Optimisation
• Get the basics right
• Optimise for onsite phrases
– 2-3 keyword phrases per page
– At least 200 words per page
– Content, titles. Paragraph titles
– Page titles
– Footers
– Images
• Get strong and relevant links back to your site
• Update your site regularly
Serco Internal
• SEO basics video
Serco Internal
2. Create content across all channels
Create once, use many times….
Serco Internal
How many pages do you have?
• 47% of site visits from organic source
• High levels of content
• Broad phrase
approach
Serco Internal
What written content?
– Create enough content for products and services ‘deep
dive’ content
– Create new content
– that resolves customers issues
• How do I choose the right wind turbine
• How do I organise a ….
• What’s the best …
• How do I repair
– That meets with needs earlier in their buying journey
• What’s the best….
• What’s a …..
• How do I….
– That makes you an expert
• Create authority content and tag yourself as the author
Serco Internal
Adapted from ‘Media Cloverleaf’ by
Richard Edelman
‘Content first’
strategy
‘Tradigital’
E-news
Forums
Digital
magazines
Traditional
Media
Press
Social
networks
Twitter YouTube
Website
Responsive design
Mobile enabled
Owned
Content
Video, blogs,
Editorial,
photos
Serco Internal
• Video – for sales and marketing
• Product descriptions, visualisations
• Expert analysis, talks
• Case studies, testimonials
• Becoming significant in Search Results
• Pre sales – research
• Post sales - support
What about video?
Serco Internal
Embedded content - Addition of video
Marks & Spencer
• In one year, 3m minutes of video content
viewed
• M&S Consumers who watch the videos
stay 2x longer on the site as those who do
not watch them.
• Boosted Basket Size 25%
Serco Internal
Video for customer support
Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides.
Serco Internal
Serco Internal
3. Think mobile
How does mobile fit in with your marketing
strategy?
Serco Internal
Is your site mobile
responsive?
Serco Internal
Mobile marketing
• Check in…
– Check-in to your business
– Appears in friend’s feeds
• And advertise alongside check-in
– Voucher discounts and deals
• Foursquare
– Check-in
– Vouchers and deals
Serco Internal
• http://www.wikitude.com/tour/wikitude-world-browser
Use your camera as a browser….
Serco Internal
Engaging customers through Augmented Reality: L’Occitane, beauty manufacturer have embraced Augmented reality, using it within their printed brochures and in store for additional experiences and instant purchase
Serco Internal
Retaining customers through Augmented Reality: Mitsubushi have used AR to create support for installers replacing and repairing air conditioning units http://www.youtube.com/watch?v=iz4ykMn3UR4
Serco Internal
Think mobile..
• Your presence in databases in even more important – Wikipedia, TripAdvisor,
review sites.
• Make sure your website works well on a range of mobile devices
• Check you can accept payments - sales
• Review your check-in options
• Create augmented reality applications, mobile promotions, vouchers, deals
Is your marketing mobile friendly?
Serco Internal
4. The power of e-news
How do you keep your current clients up to
date?
Serco Internal
E-newsletter conversion rates
100,000,000 web visitors to e-commerce
sites*
Conversion Rate
E-news 3.9%
Google 2.4%
Facebook 1.5%
*optify Sept 2012
Serco Internal
E-newsletters
• Currently - 50,000 subscribers
• Has taken 5yrs to build
• Segmented
– Equine
– Shooting
– Farming
Serco Internal
E-news is measurable
• 168,000 email subscribers
• Biweekly
• Current open rate ± 28%
• ROI on each email activity is ± £10,000 for products in the email
Serco Internal
Gather customers
emails religiously
• 3-4 stories
• Keep it simple
• Keep it visual
Always link back to website
Builds loyalty and advocacy
Creates 7 touch points for new sales
Serco Internal
E-newsletters
• Segment for different audiences
• Measure each e-newsletter and review success
• Keep the content simple
• Always link back to website
• Measure journey on website from click (Analytics)
Serco Internal
5. Be Social
Serco Internal Who are your influencers?
Listen
Google Alerts Twitter Google Reader
Share & converse
Twitter Facebook LinkedIn Pinterest Newsletter
Content creation & Broadcast
You Tube Blog Flickr iTunes/podcasts
Community building
Forum Facebook Groups LinkedIn Groups Virtual worlds
Social media engagement ladder
Less time More time
Serco Internal
Use social media for sales
• Broadcasting your messages
• Broadcast your brand and reputation
• Let people know what you are doing
• Engage in consumers conversations
• Become interested and interesting
• Link back to your website
Serco Internal
Think before you post!!!
Serco Internal
6. Listen out for your reputation
Serco Internal
Make Managing Your Digital Reputation A Priority!!
Serco Internal
Use social media for sales
• Listening for social cues
– Listening for your brand and reputation
• Listen to hashtags for mention of needs #
• Check social media search terms
– Check out your reputation
• Check SERPs of your phrases
• Check review sites
• Ready crisis management plan
Serco Internal
Hashtag ideas
• Sector specific
• #windpower
• #climatechange
• Geographic specific
• #cullompton
• #devonhour
• Campaign specific
• #greenenergy
• Media specific
• #journorequest
• #prrequest
#journorequest
Serco Internal
Serco Internal
7. Be more consistent with your customers
Customer Relationship Management
Serco Internal
• A CRM can connect every area of business that touches the customer –
– Marketing
– Sales
– After sales support
• And areas which the customer may not see
– Finance
– Accounting integration
CRM moves the company from a product centric focus to a
customer driven focus.
Why use a CRM?
Serco Internal http://www.youtube.com/watch?v=TXWn_4
lumkw
Serco Internal
What can a CRM system do?
Collate customer information
• Enquiries received
• Telephone calls made/received
• Meeting notes
• Business cards received
• Leads Generated
• Letters/Emails sent & Received
• Attendees to Seminars
• Website hits
• Project plans
Serco Internal
Inputs from many sources
Serco Internal
Outputs
Customer Data
Analytics
Project Management
Reporting
Serco Internal
Customer relationship management systems
Map your CRM to your customer journey
Serco Internal
8. Create a website hub
3. Websites & apps?
Serco Internal
• Your website, your castle - Your website communicates volumes
about your brand, your values and the way you do business
• Save time and resources
– Integrating with back office functions
– Create self serving clients
Your website is the place
• Control your content
• Control your reputation and show off your expertise
Business benefits of a connected website
Serco Internal
Serco Internal
Brilliant website?
Style and tone
Engaging, engrossing, reflects
customer
Creates environment for ‘desire to buy’
Is content driven
Functionality
Mixed payment methods debit, credit,
PayPal
Self serving for customers anytime
support, automated
Integration
transactional, self serving website that
integrates with key back office functions
Integrates with finance, CRM, e-news,
Website centralised customer experience platform
Web at the heart of a connected business strategy
Analytics
Recommendations
Social Media
Serco Internal
9. Learn more about your customers
How well do you know them?
Serco Internal
• We are creating 2.5 billlion GB of data every day
• In the last 2 years we have created 90% of the data on the planet
Serco Internal
Serco Internal
Serco Internal
Small businesses?
• Customer data + production data + competitor prices + supply
prices +market predictions+ weather forecast + geo location +
email correspondence = Big data
Serco Internal
Understanding analytics
• Who are your visitors
• How do they get to your site
• What do they do once they are there
Serco Internal
How much Klout do you have?
Serco Internal
Predictive Analytics
Want to predict who your customers will be?
Predictive analytics can help do that….
• Tesco– can predict the exact day customers will return and the amount they will send within £10 for
around 20% of their customers
• issues100m personalised coupons at checkout. PA
has increased redemption rates x 4 times.
• Mobile phone company – have successfully
predicted mobile subscribers that are 10x more likely than average to cancel
• HP – PA models generate ‘flight risk’ score for all employees. Estimates $300m savings
Serco Internal
10. Ready to pay?
Serco Internal
Why pay?
• New site, new domain?
• Want exposure
– Fast – new product
– Or for a short time, peak season
• Support your organic searches
• Diversify your campaign –not on your website
• Test the market
Don’t use it
• To replace your organic marketing – too expensive
Serco Internal
Serco Internal
• Create your campaign,
• Write your advert and
• Create list of phrases that trigger your advert
• Bid on keyword phrases
• Charged when advert is clicked
How does AdWords work?
Serco Internal
Click
Through
Rate
someone types in your keywords
Serco Internal
• Depends on what you bid
• 4p, 10p, 25p
• £1.50
• £8.00
What are you charged?
Serco Internal
• Monthly Cap on charges
• Can cap at £10 a month - £100 a day
• 4p a click = 250 clicks @ £10 a month
• 20p a click = 50 clicks
How do I control cost?
Serco Internal
• Broad
– Salisbury holiday cottages
• Salisbury holiday cottages
• Cottage holiday Salisbury dog
• Salisbury
• Salisbury holiday self catering cottages • Phrase – in order, with other terms
– “Holiday cottage Salisbury”
• Holiday cottage in Salisbry • Exact
– [Holiday Cottage Salisbury]
• Holiday cottage Salisbury , NOT holiday cottages Salisbury • Negative
– Holiday Cottage somerset
• NOT dog friendly, not children friendly
Match types
Serco Internal
1
2
3
4
5
6
7
8
9
10
Serco Internal
• List Keyword phrases as
- “phrase”
- [exact] • Fail FAST and Fail EARLY
• Use for seasonal promotions
• Don’t always go for 1st position, 5 or 6 is good too
• Create good landing pages (not your home page
• Write good adverts and update often
• Turn off search partners
Tips to managing AdWords
Serco Internal
• www.superfastbusiness.co.uk
• twitter @superfastbiz
• Facebook www.facebook.com/superfastbiz
• join our LinkedIn group 'Superfast Business SW'
• 0845 603 8593
Find out more