Developing a digital marketing strategy to drive business growth

Today’s objective & agenda

To help you build a brand and strategy to succeed in today’s digital world.

8.30 – 9.00 Part 1 - Darren Mooney - How to build a brand and influence people

9.00 – 9.10 Break

9.10 – 9.40 Part 2 - Stephen Bavister - Developing a digital marketing strategy

9.40 – 9.45 Worksheet

9.45 – 10.00 Q&A

10.00 – 10.30 Networking & Finish

LexisClick’s vision

The digital marketing team for ambitious SMEs on their journey to becoming market leaders

Introduction to LexisClick

Easy to find

The first to return toRegularly

recommended

A pleasure to use

A growing business needs to be...

We help our clients’ marketing succeed through the power of online technologies and communities by managing and developing their:

• Digital strategy and channels:

• SEO

• Online Advertising

• Email Marketing

• Social Media Marketing

• Web Design

• Content Marketing

To make them...

Introduction to your presenter

Lead Digital Marketing Consultant at LexisClick, 2007 – present.

Started working in online marketing, designing and building

websites in 1997 – when he designed and built British Steel’s

first website from the delights of Scunthorpe.

Followed by 10 years working in London in digital marketing

across a variety of industry sectors both within business and

as a consultant – with 6 years spent at PricewaterhouseCoopers

(PWC) as a digital marketing consultant. Stephen BavisterManaging Director LexisClick

QUICK POLL:

Who has a written marketing strategy?

Strategy - A definition

/stratɪdʒi/A high level plan to achieve one or more long term goals under conditions of uncertainty

You don’t have one...

you’re not alone

Common reason not to have a strategy #1

• I’m clear on my plan

Common reason not to have one #2

• I’m clear on my plan• We know who we are selling to

Common reason not to have one #3

• I’m clear on my plan• We know who we are selling to

• We just need to get onto first page of Google

Common reason not to have one #4

• I’m clear on my plan• We know who we are selling to

• We just need to get onto first page of Google

• We’re too busy

Why is it important?

There is a lot of uncertainty

There is a lot of change

There are a lot of tactics

BLOGGING

CONTENT

TWITTER

LINKEDIN

PR

EMAIL

CRM

PROSPECTS

SEO

EVENTS

WEBSITE PAGES

ADVERTISING

ANALYTICS

There are loads of potential tools

Customers are much less predictable

Competitors are much more visible

Your buyer personas are who you’re trying to reach. Instead trying to attract, convert, close, and delight all 3 billion people on the internet, focus on those most likely to become promoters.

Cut through the noise

A written strategy will help you…• Keep focused

• Identify the best tactics

• Keep track of performance

• Multiply the results you get from each activity

Create your strategy

To drive yourbusiness growth

Text StyleRemember

It’s not about you; it’s about them

Why do you exist

Your purpose

Your proposition:

1) What are you selling?

2) What are you really selling?

3) How are you different?

4) How are you remarkable?

Your buyer personas are who you’re trying to reach. Instead trying to attract, convert, close, and delight all 3 billion people on the internet, focus on those most likely to become promoters.

Who are you trying to reach?Instead of trying to attract, sell to and delight all 3 billion people on the internet, focus on those most likely to become promoters.

Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics,

behavior patterns, motivations, and goals.

BUYER PERSONAS

Customer Personas An explanation

Mapping & using your customer journeys

• Understand your buyers

• Understand your buyers’ journeys

• Map content to the journey

• Produce and promote content at

each stage to build trust

Customer journey

DISCOVER ExPLORE & COMPARE CONSIDER COMMIT RETAIN ADVOCATE

• Who do other companies like me use?

• Who is doing it best?

• Who comes up in search?

• Do they have experience of handling this type of job?

• Are they reliable?

• What do other customers say?

• What accreditations do they have?

• What’s their company history?

• Where are they based?

• Do they have the latest technology equipment?

• What are their prices?

• Have I found all the information I need?

• How easy it is to get set up & running?

• Can this company grow with our business / support our future business needs?

• Do they offer any guarantees / insurance?

• Can I easily get a price or contact someone?

• Do I have all the information I need to get approval?

• Do I clearly know the next steps to get started?

• What are the business terms?

• What if something goes wrong?

• How flexible is the contract based on future needs?

• Are their prices competitive?

• Are they able to do the job in the timeframe?

• Is my artwork safe?

• Did the job go as planned on time?

• Do I feel ongoing expertise?

• Are they addressing my business needs?

• Am I delighted with their work and would happily recommend their services to others?

GOAL: To find the best /most experienced company to meet my specific service

GOAL: Exhaustively compare the options / competitors and select a few front runners

GOAL: Identify the best solution and request a quote / enquire to get prices / more information about their ability to do the job

GOAL: To choose the best company to meet my needs and have peace of mind in that decision

GOAL: To find a company who do a great job, that I can trust and work with again

GOAL: Share my experience and recommend the good service to others

Your buyer personas are who you’re trying to reach. Instead trying to attract, convert, close, and delight all 3 billion people on the internet, focus on those most likely to become promoters.

What is the current situation?And potential situations you need to be aware of

Values?- What are your boundaries

- What is important to you as a business

- What do your people and partners need to communicate

Price?What is your pricing strategy? Premium, cheapest, price match, cost plus or value based. For example if you have a gross margin of 40% and put up your prices by 10%, you could lose 20% of your sales and still make the same gross margin!

The How: PromotionMany people start with promotion. How you promote will be much clearer, when you have the rest in place...

Building Your Strategy

It’s fine for your strategy to evolve as you test and learn...

Strategy Development/Refinement

Strategy Feedback

Discovery

Measurement Actions

ActionPlanning

The 4 Pillarsof Digital

Strategy

Audience

Marketing Content

Technical

Tactics

Admin &

UpdatesOptimisation

Analysis

Admin Digital

Don’t be afraid to invest- If you were building a new house, would you borrow to build?

Worksheet

I strongly disagree

I strongly agree

1 2 3 4 5

1. I have a well communicated brand promise

2. We refer to our promise when we produce our marketing

3. We measure how our customers feel about our brand

4. We have clearly communicated why we exist as a business

5. We have defined what makes us different and it is remarkable

6. We have a written target customer profile / persona

7. We have mapped our customer journey and reference it regularly for our marketing planning

8. We have written values for the business and use them to guide our decision making

9. We have a pricing strategy for the business and review it regularly

10. We have a marketing plan and use our strategy to guide it

Worksheet

How are you doing?

Name:

Company:

Action Priority By When Assigned To

Action plan

Name: Company:

Date: Total Score:

Thank You For Attending

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PDSW

Easy to find A pleasure to work with

The first to return toRegularly recommended

www.lexisclick.com • marketing@lexisclick.com • 01202 788333