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Digital Marketing - is it worth your time and money
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Digital MarketingIs it worth your time and money?
Shane Redding, Think Direct
A little bit about me
30 + years in marketing
Consult, train and & lecture
Own 2 companies and hold 3 NEDs
Built and sold 3 marketing led businesses
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In 45 mins!
Time to think! Focus – what is ONE thing that will
make the difference Keep it simple Shared learnings Questions Action Plan
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Top Tips to grow your business profitably
Social media – a waste of time and money or essential?
Digital marketing for sales leads – new tools
Email marketing – is it working for you and your customers?
Digital Marketing today
Confusion Customers in
control “free” or cheap
prioritised over effective
New marketing technology
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Key trends
Differences between Consumer and b2b Marketing
Or is it more about the similarities?
What has changed?
The Social Landscape
FACEBOOK: 1.1BN MEMBERS / 33m
UK
TWITTER: 200M+MEMBERS WORLDWIDE
/ 15m UK
LINKEDIN: 200M MEMBERS
WORLDWIDE / 10m UK
YOUTUBE: 3BN VIDEO VIEWS
PER DAY
GOOGLE+: 500M
MEMBERS / 135m active
INSTAGRAM: 200M USERSPINTEREST: 70M
MEMBERS WORLDWIDE/ 3.2M UK
Social is MOBILE!
SOURCE: FACEBOOK
How Digital, Mobile & Social are you?
It doesn’t matter!
What does matter is understanding:Where your customers areHow digital marketing can help them …buy more from you!How to measure RoiWhere to invest
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So where to start? Look, Listen and Learn
Research – where are your customers and influencers?
Listen What are their interests? What is their pain? How can you help? How can you add value?
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B2B v B2C
http://www.socialmediaexaminer.com/b2b-social-media-marketing-research
B2C common problems
B2CPoor search results (lack of brand)Low footfall/WOMPoor customer retention
Ideas
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B2B common problems
ProblemLack of quality leadsPoor search resultsLots of content, but little engagement (no fanbase!)
Ideas
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5 Top Tips
1. Find your influencers and get them to do your marketing for you!
2. Integrate your channels
3. Be consistent across your channels in look, and messages
4. Clear Call To Action – what do you want them to DO?
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What else can Social Media do for you?
1. Generate data (leads and deeper customer insight)
2. Customer generated content (maybe more valuable than yours!)
3. Customer service: gives you feedback on what the world thinks of you
4. Crowdsource = Ask for input (e.g. new product dev, market research)
Set Smart objectives
I want to increase my email sign ups from 1000 to 2000 by December 31st 2012
I need to create increased engagement at events, using Twitter I will gain 500 new followers and achieve a 10% increase in retweets with a 5% increase in stand visitors
I will increase website referrals from thought leaders by 8% in 6 months
But be very clear on how this will convert to
Don’t forget the Internal benefits!
Marketing Tactics that work
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The KME Group
485,000 tons € 3,000 million 13 production sites 2 industry-leading research centresGlobal sales network 6,250 employees21,000 business partners
YCT
£150 million turnover 200 employees35% market share 62 years – manufacturing in the UK
What we did in the old days
Tube talk magazineTrade press PR Direct mail Database 3k Talked to the merchants
Costs four times what we currently pay
Un-measureable No proof of ROI
Costs four times what we currently pay
Un-measureable No proof of ROI
Costs four times what we currently pay
Un-measureable No proof of ROI
Today
Social mediaVideo Email marketing – direct and html Website – Lead forensics Database of 40kTalk to the end user – the installer
RESULTS
• 108,961 emails• 16,039 opens • 1290 Facebook Likes • 412 Twitter Followers • 23 LinkedIn Members
Marketing Tactics that work
US DMA stats show that revenue per $1
Email $39Search $22Display $19Social $12
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Email marketing
1. Collect the email – doh!
2. Make it easy, relevant and compliant
3. Check: links, spam filters, rendering, spelling!
4. Test SMALL
5. Make Mobile friendly
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Target using the 3 R’s
1. Right person
2. Right place
3. Right time
This will give you the best return on your marketing - more than anything else!
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Email marketing
1. Good data essential for TARGETING
2. Integrate – email to social and back
3. Newsletters are great, but send them “regularly” not “monthly” – only send when you have something to say
4. and what do you want them to do ……CTA?
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ROMI: What to measure and Tools
1. Online: Referral sites, page views, Ad ROI, Google Analytics (free)
2. E commerce: Google Checkout
3. Email: depends on esp but opens, clicks, hard bounces, soft bounces
4. Twitter use unique bitly links and #
5. Offline: Media by Unique code
6. B2b: tools like Lead Forensics04/12/2352
ACTION PLAN Marketing Tactics
What are you going to do differently? How are you going to do it? Who is going to do it? When will it be done?
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KISS
1. Focus
2. What do you do well?
3. What do you NOT do well?
4. Outsource for growth
5. Keep doing it better
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Don’t forget to
Say thank you Tell them what else you do Ask for testimonials Offer rewards for referrals Keep in touch (collect their data!) Make it personal!
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Thank you!
@shanerddng
www.cyance.com
Slides on Slideshare and linked in
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