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Develop a Marketing Plan in a DayThe Seminar 2018

Welcome To Develop a Marketing Plan in a Day!

• Andrew Shelton

• Shelton Associates

• Programme Director of MPID

Who are Shelton Associates?

• Sheffield-Based Firm

• Specialising in:

– Marketing Consultancy

– Marketing Training

– Working with Small to Medium-Sized businesses

Andrew Shelton

What is Develop a Marketing Plan in a Day?

• A proven course designed to:

– Help you to develop a marketing plan for your business

– Develop your marketing skills

• Built on Practical Experience, with a whole range of tools and techniques to improve the effectiveness of your marketing

Where are you on the Marketing Scale?

Your individual Marketing Skills

1=Very Poor

5=Excellent

Is Your Marketing Working?

If Not-Don’t just keep hoping that it will

Do Something different!


Definition of Insanity

Doing the same thing over and over again and expecting different results.

Albert Einstein


Review and Evaluate EverythingZero Budgeting Marketing

Support

• Free Marketing Consultation with Andrew Shelton

KEY ISSUES TO COVER

What is a marketing plan? What does it look like? Why do I need one?

KEY ISSUES TO COVER

How to Review the Effectiveness of Your Marketing?

– Is it working?

– Can you tell if it is working?

KEY ISSUES TO COVER

How big is the market for your products/services?

– How do I find out and where?

– What do our Customers think of us?

KEY ISSUES TO COVER

How to Set Firm Quantifiable Objectives for your Business?

– Do you do this at the moment?

– Do you monitor these?

KEY ISSUES TO COVER

How to develop different messages and approaches to different groups

KEY ISSUES TO COVER

What are the 4 main marketing growth strategies for your business?

KEY ISSUES TO COVER

Product

Development

Market

Penetration

New

Exis

tin

g

Diversification

Market

Development

Pro

duct

sNewExisting

Markets

KEY ISSUES TO COVER

Contact Management SystemsHow to manage your customers and prospects-keeping your records

KEY ISSUES TO COVER

Effective Email Marketing? What to do

What not to do

KEY ISSUES TO COVER

Drip Marketing? -What is it?

-How to introduce Drip Marketing to my Business

KEY ISSUES TO COVER

Using Video in Marketing?-When, how

-What not to do

KEY ISSUES TO COVER

Websites and Landing Pages Is your website working for you?

If not, Why not?

KEY ISSUES TO COVER

Getting to the Front Page of Google? How do you do it?

Can you do it?

KEY ISSUES TO COVER

Social Media Facebook

Twitter

LinkedIn

KEY ISSUES TO COVER

Traditional Marketing

Advertising

PR

Exhibitions

Networking

KEY ISSUES TO COVER

The differences between selling services and products? How to package your services into ‘products’

KEY ISSUES TO COVER

How to identify what makes your products/services different?

What value has this for your customers? How to exploit these differences? What is your distinct USP?

What is Marketing?

What is Marketing?

‘Marketing is the management process responsible for

identifying, anticipating, and satisfying customer

requirements profitably’

(Chartered Institute of Marketing)

What is Marketing?

‘Marketing is about finding out what customers want and

giving it to them’

A definition

What is Marketing?

‘There is no magic solution’

You know the old adage about inspiration and perspiration

What is Marketing?

Well it applies to marketing as well!

What is Marketing?

• There is much mythology surrounding marketing

• Much of marketing is common sense!

• We will look at marketing from a practical viewpoint and ensure that you get the basics in place

What is Marketing?

Marketing is about customers• Identifying who and where they are

• Identifying their requirements

• Developing products and services to meet those requirements

What is Marketing?

Marketing is about information:• Market (Size, trends, growth etc)

• Customers

• Competitors

What is Marketing?

Marketing is about Planning:• Setting Objectives

• Outlining Strategy to achieve those objectives

• Monitoring and Reviewing

• Re-Setting targets

What is Marketing?

Marketing is about Communication:• Promoting your products and services to identified customers,

prospects, Enquirers, influencers etc….

• Listening to them

What is Marketing?

Marketing is not something that you can just

add on later, it has to be part of everything you

do!

In successful businesses,

Marketing is a way of life.

Marketing v Sales

What is the Difference?

Marketing v Sales

• Selling is part of marketing.

• It is one of the ways of promoting your products and services to your customers

Marketing Mix

• Product

• Price

• Promotion

• Place

Marketing Mix

Very important when we start thinking about the strategic side of marketing

A ‘mix’ of areas of your business which you, as managers, have direct control

Need to be consistent with each other

Marketing Mix

• Sometimes referred to as the 7 Ps-Service Companies

• 5-People (People Delivery and Service)

• 6-Physical evidence (eg Where the Service is Delivered)_

• 7-Process (How the Service is delivered)

Marketing MixExercise 1

Take a Few Minutes to Draft out your own

Marketing Mix

(4Ps)

Planning

We all know the sayings..

Planning

‘If you don’t know where you are going then you don’t know how to

get there’

Planning

‘Failing to plan is planning to fail’

Benjamin Franklin

Planning

‘A goal without a plan is just a wish’

Antoine de Saint-Exupéry

Planning

‘Give me six hours to chop down a tree and I will spend the first four

sharpening the axe’

Abraham Lincoln

Developing a Marketing Plan

What is a Marketing Plan?


A Marketing Plan is:A written, flexible, strategic document, based on well-researched information, outlining the future

direction of the business and how this will be achieved from a marketing point of view. It will

include a detailed action plan for implementation.


1 Business Review/Marketing Audit

2 Market Research

3 SWOT Analysis

4 Set Objectives5 Agree Target Segments6 Develop Marketing Strategy7 Develop Action Plan

-----------------------------------------------------------------------------------

The 7 Main Stages:

Stage 1Business Review/Marketing Audit

‘A review of the business from a marketing perspective, which provides the foundation for

the development of the marketing plan’


History to the business

Ownership

Recent financial performance (analysed by product/service past 3 years)

Organisational structure

Range of Products/Services

Current approach towards pricing

Current approach towards distribution

Review of promotional methods undertaken (Who is being targeted, activities undertaken, Budget, what has worked/not worked-can we tell?)


Exercise 2Review your current methods of marketing

What works?

What doesn’t work

Can you tell?

Do you have a marketing Budget? If yes, how much?



2 Market Research

3 SWOT Analysis


-----------------------------------------------------------------------------------

The 7 Main Stages:

Stage 2Market Research

‘Obtaining the information to understand your customers and the market in which you

operate’


‘The management process responsible for identifying, anticipating, and satisfying

customer requirements profitably’

Market research deals with the identifying of and anticipation of customer requirements


• Market Research is about:

– Understanding your market

– Understanding your customers

– Understanding your competitors


‘Market research helps us to learn more about our market, our customers and our competitors, in order to have more information on which to base decisions to exploit opportunities and to minimise the risks of expensive mistakes.

It provides the basis for marketing planning’


Without Market Research we are making decisions in a Vacuum


Thorough market research is vital, but there must a need for the information

Remember Paralysis through analysis


Market Research ApproachesThere are two main methods of undertaking Market Research:Desk Research (Secondary Information)

Field Research (Primary Information)


Desk Research• Very important part of Market Research

• Experienced researcher can often provide much of the information needed

• Always undertake solid desk research before a field research programme


Desk ResearchInvolves finding out:

• What information has already been published on a marketplace


Desk ResearchSources of information include:-Google (check reliability of information)

-Competitors' already supplying the Market (Website, Social Media)

-Published Reports (Free/Purchased-Keynote, Mintel, Euromonitor, Frost and Sullivan)

-Trade Associations

-Companies House


Desk Research InformationInternet Searching

• Competitor website searches and reviews

• Google Keyword Planner searches to determine how often a particular phrase has been searched for:eg Dental Holiday Market

Article in the Telegraph …………..’as many as 60,000 Britons searched for information on dental holidays on the internet in September 2017. India, Hungary, Poland and Thailand are among the most popular destinations for dental tourists. Common treatments include cosmetic work such as veneers, crowns, bridges and implants’


Desk Research InformationKeyword Searches

Google Trends www.google.com/trends

http://adwords.google.co.uk/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRe

questType=KEYWORD_IDEAS


ords.google.co.uk/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS


Desk Research InformationFacebook Searches

• Research in Facebook to determine how many people have:

– A particular occupation

– A particular Interest

– Ever commented anywhere within facebook about a particular subject


Desk Research Information

Facebook Searches

• Use Ads Manager Tool


Desk Research InformationFacebook Searches

• Choose your audience-or who you want to research eg architects

78000 in facebook

• who live in the United Kingdom

LinkedIn 70000


Field ResearchThere are Five main methods of Field Research

• Postal Survey

• Telephone Survey

• Personal Interview

• On Line Survey

• Group Discussion/Focus Groups


Exercise 3What Market Research have you done/do you do?

Consider the opportunities for Market Research and how you would do it eg:

-Customer Survey

-Mystery Shopping

-Review the market opportunity for a new product or in a new area



2 Market Research

3 SWOT Analysis


-----------------------------------------------------------------------------------

The 7 Main Stages:

Stage 3SWOT Analysis

• Strengths

• Weaknesses

• Opportunities

• Threats


• Normally with Senior Management Team• Led by an independent facilitator• A few Ground Rules• Brainstorm SWOT• Rank findings from A-D, to prioritise• Agree Ratings as a Group• Type up and distribute to participants

amendments and finalise


Strengths Weaknesses

Opportunities Threats


Exercise 4Draft out a Quick SWOT Analysis for your business-to be undertaken more formally with your colleagues later on

A=Major Strength, Major Weakness, Major Opportunity, Major Threat.



2 Market Research

3 SWOT Analysis


-----------------------------------------------------------------------------------

The 7 Main Stages:

Stage 4Setting Objectives

• Crucial Part of the Process

• Everything you do from now on will be towards achieving these objectives


• Hard, Quantifiable Objectives-not ‘woolly’

• Over a period of time-Typically 3 years• More than 3 Years-to much

• Less than 3 years-Firefighting


• Also include ‘Softer’ objectives, which can’t yet be fully quantified


Marketing Objectives typically relate to areas such as:

• Sales Levels

• Profitability (Gross Margin, Net Profit)

• Targeted Market Share

• Number of New Customers

• Introduction of New Products etc


Objectives should be: pecific

easurable

chievable

ealistic

ime constrained

S

M

A

R

T


Sample Objective 1

‘To increase sales of our new widgets in the UK Market’


Sample Objectives 1

‘To increase sales from current levels of £500k to £750k in Year 1, £950k in Year 2 and £1.25m in

Year 3’


Sample Objective 2

’To raise the profile of our products and services’


Sample Objective 2

‘‘To increase customer awareness of our product

range from its current level of 5% to 15% by Year 3’


Three Year ObjectivesYear 1 Year 2 Year 3

Sales

% Increase

Gross Profit

GP%

Net Profit

NP%

Number of Customers

Number Of Enquiries

Conversion Rate

Etc….


Exercise 5• Write down the key objectives for your

business over the next 3 years

• Remember SMART



2 Market Research

3 SWOT Analysis


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The 7 Main Stages:

Stage 5Market Segmentation

Again, very important from a marketing point of view

Any market breaks down into smaller specific groups of customers


You may decide to target all, or only part of the total market

These are your target group(s) of customers


A market segment is

‘A group of customers with similar needs’


It is a term for classifying customers-which have some characteristics in common-into different

groups


By focussing your marketing effort on specific, targetted groups it becomes more effective

and more cost-effective


Market Segmentation provides the basis for your marketing strategy


How can you segment a market?

At a basic level you could look at:

Consumer (B2C)

or

Business to Business (B2B)


Consumer Segmentation


Consumer Segmentation• Demographic-Age, Sex, Social Class, Marital

status, number of children

• Socio-economic-occupation, income

• Geographic Region-where based

• Lifestyle-leisure, shopping habits


Social StatusA Upper Middle Higher Man/Prof

B Middle Mid Mgt/Prof

C1 Lower Middle Supervisory/Clerical

C2 Lower Middle Skilled Working Class

D Working Class Semi-Unskilled

E Subsistence Level Pensioners, Unemployed


Acorn• Acorn is a segmentation tool which categorises the UK’s

population into demographic types

• Acorn segments households, postcodes and neighbourhoods into 6 categories, 18 groups and 62 types.


Business to Business• Geographic Region

• Size Business (Turnover/Employees)

• Sector of Business


There are 3 basic rules for good segmentation:

Segments should be measurable• Can customers/prospects which fall into this category be

identified?



Segments should be viable:• Needs to be big enough to be worth targetting



Segments should be contactable:• Are there specific marketing approaches which could be used

to promote to this group


How to Start Structuring your Market Segments


Market Segment Description

Existing Customers Dealt with in the past 12 months

Past Customers Not dealt with in the past 12 months

Lost Bids Quoted but not Converted

Enquired Enquired but not Quoted

Prospect Group 1 Prospects in targeted segment




Exercise 6• Think about how you can/might segment

your own customer base?

• Define the main target customer groups for your business

• Describe these segments



2 Market Research

3 SWOT Analysis


-----------------------------------------------------------------------------------

The 7 Main Stages:

Stage 6Develop a Marketing Strategy

What is a strategy?

Simply speaking, it is a means of achieving an objective!


There are 4 Main Marketing Growth Strategies:

Market PenetrationMarket DevelopmentProduct DevelopmentDiversification


Product

Development

Market

Penetration

New

Exis

tin

g

Diversification

Market

Development

Pro

duct

s

NewExisting

Markets


Exercise 7What marketing growth strategy or strategies

will you use to achieve your objectives?

• Market Penetration

• Market Development

• Product Development

• Diversification


Your Marketing Strategy is based around your Marketing Mix

Areas which you as managers of your business have direct control over


Your Marketing Strategy will therefore comprise:-Product and Service Strategy-Pricing Strategy-Promotional Strategy-Place (Distribution Strategy)


A crucial point to bear in mind is that you are likely to have a different strategy for

each segment you target

(if justified by the Segmentation rules)


So you could potentially- Offer a different product (or variant) to each

segment targeted- Sell at differing pricing levels to different segments- Use different promotional methods with different

messages- Distribute through different channels


ExistingCustomers

Past Customers

Lost Bids Enquired ProspectGroup 1

ProspectGroup 2

ProspectGroup 3

ProductStrategy

Pricing Strategy

PromotionalStrategy

Distribution Strategy


How could you apply this in your own business?


Lets have a look at our Product, Pricing, Promotion and Distribution Strategies in

turn


PRODUCT AND SERVICE STRATEGY


What Is a Product?

• Think of your product or service in terms of the benefits they provide to the customer


What Is a Product?

• When customers buy a product, they are buying a bundle of benefits, which are perceived to satisfy their own particular needs and wants

• A product is more than the physical item or its features


What Is a Product?In some cases, the core functional product can represent only a small proportion of the reason to purchase it?Core product –eg, • Buyer of a car is buying..

A means of transport• Buyer of an aspirin is buying

Pain relief • The buyer of financial advice is hoping to buy…

Financial security and peace of mind.

What could be the other things we are buying?


Branding

Packaging

Design

Re-Assurance


Unique Selling Proposition (USP)

If you can pinpoint what makes your business ‘unique’ in a world of similar competitors, it makes it easier to target your sales efforts successfully.


Unique Selling Proposition (USP)

A company looks for a USP "peg" on which to hang its marketing strategy.

A business can ‘peg’ its USP on The 4 Ps

They are ‘manipulated’ to give a business a market position that sets it apart from the competition.


Exercise 8Try and identify your own USP


What is the difference between a Product and Service?



• Intangibility– A service cannot be touched, tasted, smelt, or seen

– Can therefore be difficult for consumers to picture or appreciate

– Can’t hold before buying



• Lack of standardisation– Cannot be standardised to the same extent as products eg

• Two meals never the same at a restaurant

There have been attempts to standardise services with eg

MacDonalds



• Perishability– Services cannot be produced beforehand and then stored in a

warehouse

– If a service is not used when it is available, then that capacity is wasted eg:

• Airline Ticket

• Consultancy time

• Theatre ticket



• Location

– A service generally takes place where it is being performed eg

• Restaurant

• Car Bodyshop



• In marketing terms, try to think of services as a product, packaged with specific benefits

• Develop a Marketing Plan in a Day is a packaged service!

Product Portfolio Matrix

Cash

Cow

StarLo

wH

igh

Dog

Problem

Child

Mark

et

Gro

wth

LowHigh

Relative Market Share

Sales

Time

Introduction Growth Maturity Decline

Product Life Cycle

Product Portfolio Matrix

Cash

Cow

StarLo

wH

igh

Dog

Problem

Child

Mark

et

Gro

wth

LowHigh

Relative Market Share

A

B

C

D

F

F


Exercise 9

1 Where are your Products/Services on the Product Portfolio Matrix

2 What is your overall Product/Service strategy?

3 How are your products/services positioned

4 Does this vary by Segment?

PRICING STRATEGY


• Pricing is one of the key decisions in marketing

• Not always given sufficient attention in the Marketing Plan

• Pricing, however, is a key strategic tool

• Often difficult to get right


• Pricing is one of the main factors which determines the value of a product to a customer

• Pricing has a major effect on profitability


Cost Plus


Pricing Strategies

• Broadly speaking, there are three main pricing strategies:

– Market Skimming

– Market Penetration/Development

– Competitive Parity


Market Skimming

‘High initial price to recover investment as soon as possible’

Early Adopters and Laggards

Innovators(2.5%)

Early Adopter (13.5%)

Early Majority(34%)

Late Majority(34%)

Laggards(16%)


Market Penetration/Development

‘Lower pricing policy designed strategically for the longer term development of a market,

rather than early returns’


Competitive Parity

‘Pricing at a level, or at around, that of key competitors’


Exercise 10

What is your future pricing strategy?

Will this vary by Segment of the Market?

DISTRIBUTION STRATEGY


DISTRIBUTION

• Many people will be surprised that distribution is considered to be part of marketing

• Distribution is an important part of the marketing mix and needs to be considered with the other elements to form a consistent strategy


DISTRIBUTION


Exercise 11

Consider your own Distribution Strategy

PROMOTIONAL STRATEGY


PROMOTION

• Major element of the marketing mix

• Concerns how we communicate with our customers, prospects, enquirers, influencers etc


PROMOTION

What types of promotion are there?


• Websites

• Email Marketing

• Social Media

• Advertising

• Public Relations

• Direct Marketing

• Exhibitions

• Sales Promotions

• Packaging

• Merchandising

• Sponsorship

• Word of Mouth

• Corporate Identity

• Personal Selling

• Networking

• Apps

• Amazon

• Ebay

Promotional MixWebsites

Email Marketing

Social Media

Advertising

Public Relations

Direct Marketing

Exhibitions

Sales Promotions

Packaging

Merchandising

Sponsorship

Word of Mouth

Corporate Identity

Networking

Amazon

Ebay

Inbound Marketing v Outbound Marketing

Outbound Marketing includes:

-Chasing prospects to do business with you

-eg Cold Calling (Personal, Telephone)

Inbound Marketing means getting prospects to come to you through other marketing activity


Who is in charge of the sales process?

Outbound

Inbound



Aim to get prospects contacting You!!

Outbound

Inbound


Permission-Based Marketing

-Get people to contact you

-Sign up form

-Email campaigns

-SEO/PPC/Facebook Ads/LinkedIn Ads/Content


Inbound Marketing:-Much more satisfying relationship

-More profitable relationship

Outbound Marketing

Outbound Marketing Puts you at a Disadvantage!

Outbound Marketing

Puts you at a Disadvantage!Cold

Calling Sale Rep

Customer

Please do businesswith me!


Outbound Marketing


Calling Sale Rep

Customer


I’m really nice

Outbound Marketing


Calling Sale Rep

Customer


I need to hit my targets

Cold Calling

Clearly you need to:

-Follow up Leads

-Follow Up Referrals

Outbound Marketing

Puts you at a Disadvantage…..

It Creates an Unequal RelationshipCold

Calling Sale Rep

Customer


Outbound Marketing

Most People don’t like Cold Calling!

They will generally find something ‘more important to do’ than make that telephone call Cold

Calling Sale Rep

Customer


Outbound Marketing

Like all relationships needs to be an Equal Relationship

Sale Rep Customer


Outbound Marketing

You have something valuable that the customer needs……

Sale Rep Customer


Outbound Marketing

If you can establish yourself as the ‘expert’, someone they come to rely on and maybe the relationship changes the other way a bit…….. Sale Rep Customer




Aim to get prospects contacting You!!


Inbound Marketing:-Much more satisfying relationship

-More profitable relationship


Features & Benefits

• What is the difference?

• All products and services have features and benefits

• Features are what it is

• Benefits are what it does for the customer


Features & Benefits

• WIIFM

• What’s In It For Me!


Features & Benefits

• People don’t buy products or services, nor the features, they buy the benefits that solve a problem


Which Means That………

Features & BenefitsFeature Which Means That Benefit

These boots have rubber outsoles with traction ribbing. Sealed seams renders them waterproof.

Which Means That Your feet won’t get wet if you wear these boots.

This car has 6 side-impact bags.

Which Means That You and your family will be protected from side impact accidents.

Features & Benefits

Theodore Levitt, former Harvard marketing professor once said,

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”


Exercise 12Features & Benefits

• List 6 features and benefits of your products/services

• To turn a feature into a benefit, use the phrase:

……which means that………….


Promotion

Let’s have a look at some areas of Promotion in a bit more detail


Website MarketingWhat is your website for?

-Brochure on Line

-Ecommerce

-Lead Generation

-Not sure-just feel as though I need one


Website MarketingIs it working?

-How many Visitors per day, per week, per month?

-How many Leads per day, per week, per month?

-Do you know?

-Are you monitoring this?


Website MarketingMake your Website Work for You

-Don’t accept poor performance or lack of results

-It needs to generate Leads/Enquiries/Sales


Website MarketingBe clear about what you want to achieve with your website

-Pretty doesn’t mean effective

-Don’t let your web designer take the initiative and develop a site that looks nice aesthetically but doesn’t work

-It needs to generate Leads/Enquiries/Sales


Website MarketingPut Key information ‘Above the Fold’


Website MarketingFocus Attention with a Headline


Website MarketingReassure visitors that they have come to the right place


Website MarketingHarvest Email Contact Details of as many visitors as possible


Website MarketingUse of Video!!!

Website

Landing Pages

Emails

Social Media


Website MarketingChoice of 4 Main Video Options

Yourself

Presenter

Powerpoint-Style Slide Presentation

Animation


Website MarketingYourself

http://www.sheltonassociates.co.uk/free-consultation/test-for-seminar-template/


Website MarketingPresenter

http://www.savemyusb.co.uk/


Website MarketingPowerpoint Type Slide Presentation

http://www.sheltonassociates.co.uk/rubadeck_landing/index.php


Website MarketingAnimation

http://goanimate.com/business?hook=index.site


Website MarketingDesign for Mobile!

60% of Website Searches are now on Mobiles or Tablets



Mobile Friendly isn’t enough anymore…



People behave differently on Mobile:

-Less Attention

-Want instant Action/Results


Website MarketingIs Your Website Mobile Friendly?

How do you tell?

https://www.google.co.uk/webmasters/tools/mobile-friendly


Exercise 13Website-Design for Mobile

• How can I make my website more effective?

• How can I monitor results better?

• How can I make use of Video?

• Is my Website Designed for Mobile


SEOSearch Engine Optimisation

-State of Flux-But settling down a bit

-Google has changed the Rules!



SEO used to involve:

Step 1: Include your keyword phrase into your website as many times as possible.

Step 2: Get as many inbound links as you possibly could.



-Google has changed the Rules!

-500-600 times per year

-Most Minor


SEOSearch Engine Optimisation-Panda February 2011

-Penguin April 2012

-Hummingbird 2013

-Pigeon 2014

-Mobile Responsive 2015/2016

-Fred 2017

-Core 2018



Google Penalising websites that use ‘Blackhat’ techniques



-White Hat (Staying Within Google Guidelines)

-Grey Hat (Bending the Rules a bit)

-Black Hat (Completely disregarding the Rules)



-Many sites penalised and lost rankings

-Non valid ‘links’ being penalised as well

-Is your site in penalty with Google?



So what is the new Google Algorithm?

Anybody want to know it?


SEO


SEOHow to Analyse Your Website

www.MajesticSEO.co.uk

How many links to your website

http://www.majesticseo.co.uk/


SEODevelop your Keyword Strategy

-Research Google Keyword Planner-Research which keywords or phrases you want to be found for

-No point being top of Google for terms no-one is searching for

Use in SEO/PPC/Social Media


SEO


SEOTraffic to Your Website

Do you know how many visitors to your Website?

Do you monitor this regularly?

How do you find this out?



Google Analytics

Website Traffic Analysis Tools



http://feinternational.com/website-penalty-indicator


SEOOngoing Process


SEOSEO Ranking

If you type in a particular keyword or phrase, where does your website appear in Google?

Do you know?


SEO

http://www.seocentro.com/tools/search-engines/keyword-position.html


Exercise 14SEO

• What is your current approach to SEO?

• Is it working?

• Have you agreed your Keyword Strategy?

• What are your SEO Rankings?

• What do you need to do differently?

Stage 6Develop a Marketing Strategy Google Adwords/Pay Per Click

Pay Per Click/Google Adwords

Get your Website to the Front Page of Google in 24hrs!


SEO/PPCPay Per Click/Google Adwords



4 Ads at the Top

3 At the Bottom

70% of Ads now not appearing

Cost per Click higher

Survival of the Fittest



Master it

Become an Expert

Be very targeted

Use Negative Keywords

Can be very powerful

You can waste a lot of money as well


Exercise 15PPC

• Are you using PPC?

• If yes, Is it working?

• Have you agreed your Keyword Strategy?

• Could you use PPC in the future?

• What do you need to do differently?


Lead GenerationWebsite Lead Generation

Lead Forensics

-Code is placed on your Website

-Provided with daily updates of companies who have visited your website (Fixed IP Address)

-Able to track around 25-30% of visitors


Lead GenerationWebsite Lead Generation

Lead Generation Sites

Eg Approved Index

-£40-60 per lead

-Choose what type of lead you are looking for

-Typically forwarded to 4 Firms


Lead Generation


Exercise 16LEAD GENERATION

• Lead Forensics?

• Lead Generation Sites?

Contact Management

Systems


Contact Management System

A clever database which organises you, your business and your marketing

What is a Contact Management System (CMS)?


Benefits of a Contact Management System

A Contact Management system is the ‘Engine’ of your sales and marketing activity

It drives your sales and marketing forward



It is extremely powerful!!!



At the risk of repeating myself:

A Contact Management system is the ‘Engine’ of your sales and marketing activity


Two Main Types of CMS

Broadly Speaking We Can Split Contact Management Systems into 2 main types:

-Office Based

-Cloud Based


Well-Known SystemsSage ACT/CRM

Goldmine

MS CRM

Zoho

Salesforce.com

Infusionsoft

Insightly


Exercise 17CONTACT MANAGEMENT SYSTEMS

• How do you currently manage your lists of customers, enquirers, prospects etc?

• How could this be improved?

• Does it integrate with emailing etc?

• If no CMS, review options

Email Marketing


Email Marketing-Hints and Tips

Who is the email being sent from?

Use a Personal email address ([email protected])

Achieves much stronger open rate than a general email address ([email protected]).



Will your email blast go to the junk folder? There are many things you can do to avoid this, like

Subject Line!Keep your subject lines to 45 characters or less,

It should read like a headline in an advert.


Email Marketing-Hints and TipsSubject Headings• Avoid words like:• "free," "reminder," "help," "call now," " Click Here " and

"discount" • The shorter the better• Describe the subject of your email.• Really Important!

Hints and Tips



What if the images are blocked?



What do you want your customers to do? You should have a Call to action (Learn more, etc…) in every blast you send



Landing PagesUse email as a means to drive your contacts to a dedicated landing page with no distractions.

How to create a Landing Page (Website designer, Lead Pages, Lander)

Tips and Tricks


Email Marketing-Hints and TipsBuild your listBuild your list and capture names and email addresses by giving away something free. Write a great Hints and Tips article request people give you their contact information before they receive it.And Permission to keep in touch-Permission-Based Marketing


GDPR25th May 2018


Exercise 18EMAIL MARKETING

• Do you use email marketing?

• How could You make it more effective?

Social Media


Facebook

Twitter

LinkedIn

YouTube

Google+

Instagram


Facebook for Business

Now a Billion active users worldwide

31m in the UK

50% of active users log in once a day

Average user has 300 friends

Facebook is both B2C and B2B

Certainly no longer just a place to upload your holiday snaps!


Facebook for Business

Not just for the younger generation

20-29 and 30-39 are the biggest age groups

Even 50+’s use it!!


Why use Facebook for Business?Brand awareness

SEO

Customer relations

Feedback

Market Research

LEAD GENERATION

Organic Facebook Marketing


You need to generate a Business PageYou need a personal page to develop a Business Page, which

reflects your website/corporate image

……..and get started

Everyday your competitors are stealing your leads on Facebook!


Individual Profile


Facebook Business Page


Facebook Objectives• Deliver Valuable, attention-grabbing content

• Position yourself as the Expert


Facebook Business Page

Develop a tone of voice suitable for Facebook and your corporate image…


Your aim is to get as many relevant ‘LIKES’ as possible:-

• When someone LIKES your page they will then receive updates you post when they Log In to Facebook

• If they comment, like or share your post their friends will see your post!

Using your Business Page

You need strong content on your Page!-No one will like a page with nothing on it and no one will like a page with no content or content they can’t relate to!

-Start by posting bits and pieces from your website- what is the business? What does the business do?

-If you have relevant images or video- use them!


Facebook Content Plan

Generating Leads and enquiries from Facebook ADS



Facebook Ads Target your ad by:

-Location, Language, Education, Work

-Age, Gender, Birthday, Relationship Status

-interests, Custom Audience (database matches) Lookalike Audience plus a whole range of other powerful options..

Set daily budget

-FB Lead Ads and Video Ads


Facebook Ads

Have you noticed these before on Facebook?

Advertising on Facebook

Facebook Ads - PC


Facebook Ads – Smart Phone


Facebook Ads:--You can target a specific audience so your AD only appears on their Facebook


Different Advertising Options:--There are 4 Main ways of Advertising on Facebook. These are:-

-Boost your Posts- promote a post to get a wider audience to interact

-Promote your page- Promote your Facebook Business Page to get more Likes

-Send people to your website- An advert which directs people to an external website or landing page

-Lead Ads-Enquiry form in Facebook


Like Competitions

Gain more likes and potentially more customers by running a free competition to win a prize


Like Competitions


Creating a Targeted AD

Organic Twitter Marketing


Twitter For Business

400 million Tweets a day

200 million active users


•319 million monthly active users

•16.4 million users in the UK

•Average number of followers per Twitter user –208

•34% of Active Twitter users log in more than once a day


Strategy Twitter For Business

Run promotions

Strengthen your brand

Engage with your customers and potential ones


Why use Twitter for Business?

Generate Leads, Enquiries and Sales


Twitter For Business

Keep customers up to date with your products or services

Engage with them directly- Retweet

Stay in touch through private messaging


What is a tweet?

What is a Tweet?

-A tweet is simply a post on Twitter

-Twitter only allows messages of 280 characters or less

-You are able to add multimedia to tweets - including pictures and videos -without eating into the 280-characters-a-post limit

What is a Tweet?

You may be thinking Twitter is easy – it’s only 280 characters!

It’s not just about one Tweet – Twitter is about the whole process, building a relationship & establishing trust!


What is a retweet?

A Retweet is a re-posting of someone else's Tweet. Twitter's Retweet feature helps you and others quickly share that Tweet with all of your followers.


What is a hashtag?

People use the hashtag symbol # before a relevant keyword or phrase (no spaces) in their Tweet to categorise those Tweets and help them show more easily in Twitter Search.


Optimising your Twitter Profile

You are going to be doing a lot of Following and people need a reason to Follow you back:-

• Include info section (keywords)

• Include Location

• Include Link to website


Twitter Ads

https://Twitter/Ads to get going….


LinkedIn For Business

LinkedIn is about Networking

You can develop your network traditionally through BNI etc

Why not save time and effort and do it digitally

Over 200m members

Over 2m Company pages


LinkedIn is a ‘must’ for sales people!


LinkedIn Objectives!

Create Compelling Content

Establish your voice

Join Groups and Contribute (Ask and Answer)

Message


Set up your Personal Profile-Make it look interesting-Someone you would like to connect with


Groups (limited to 50)-Once Members, you can contact freely (without usual LinkedIn Restrictions)

-Increase credibility

Eg Professional organisation etc eg FSB


Groups-Set Up Your Own


Groups-Approach-Add in compelling info first!

-Then add in irresistible offers


Posting

Post Updates no more than once week

(It’s not facebook or twitter)

Keep your photo simple and professional

(It’s not facebook or twitter)


Recommendations

Don’t be afraid to ask

Make sure you deserve it

Get recommendations from people who are worth it-others can see them


Recommendations


Endorsements-show skills and expertise

Don’t be afraid to ask

Make sure you deserve it


Endorsements-show skills and expertise


Searching for People to Connect with

Search by:

-Location

-Position

-Function etc


Connecting

Ask to connect-with a personal message-not default

Connect to people with large followings

Allocate 15 mins per day to keep up to date


ConnectingHi Graham

XXX are specialists in pipework/fabrication services for the Water, Steelworks, Oil/Gas industries.

If you want to have a chat about any possible projects you may have coming up please let me know

Either way it would be good to connect on LinkedIn

Thanks Richard


Company page

Showcase:

-Products

-Services

-Special Offers

(Use your website)


Company page

Follow your competitors-see what they are doing


LinkedIn Adverts

Similar to Facebook Ads

Target your audience

Pay per click


Connecting

-Reciprocity

-Offer to refer business rather than sell


Download the email Addresses of your Connections

-Reciprocity

-Offer to refer business rather than sell

Not a lot of people know this!


Exercise 19SOCIAL MEDIA MARKETING

• Do you use Social Media Marketing? Should you?

• Which forms

• How could You make it more effective?


Apps-The Next Big Thing…


Apps

What is an App?

• A Mobile Application or APP is a software application specifically designed to run on smartphones and tablet computers.


Apps

What is an App?

• Enhances the user experience by being easier to use on mobile devices than using a mobile based browser.

• Gives Additional Capabilities


Apps

The Mobile Marketing Revolution• 80% of internet users own a smartphone

• 68% of companies have included mobile marketing into their

marketing strategy


Apps

The Mobile Marketing Revolution B2CGet in to the pockets of your regular customers

• Drive repeat business and loyalty.

Provide customers with loyalty cards via their mobile device

• Much better than traditional loyalty cards as they always have their mobile on them!

Send Push Notifications to customers for free

• Promote offers, products, drive sales and foot flow.

Build an additional loyal database of customers

• Provide mobile users with unique offers and deals.


Apps

The Mobile Marketing Revolution B2BGet into the pockets of your regular customers

• Drive repeat business and loyalty.

Provide Mobile Tools for Your Customers

• Enhance the customer experience by providing mobile tools and forms

Send Push Notifications to customers for free

• Promote offers, products, drive sales and foot flow.

Create Additional Marketing Databases

• Provide value for free to a target customer base and gather data


AppsCase Study Solicitors App


Exercise 20APPS

• Could you use Apps in your business

• How could you make these more effective?

‘Traditional Marketing’


Traditional Marketing• Advertising

• PR

• Exhibitions

• Networking

• Direct Mailing/Leaflet Drops


Exercise 22TRADITIONAL MARKETING

• What other forms of marketing do you/could you use?

• How could you make these more effective?


Exercise 23

PROMOTIONAL STRATEGY

• What is your future Promotional Strategy?

• What promotional tools will you use?

• Why?



2 Market Research

3 SWOT Analysis


-----------------------------------------------------------------------------------

There are 7 Main Stages:


Action PlanActivity Responsibility Timing Cost


Action PlanExercise 24

Start drafting out your Marketing Action Plan

Develop a Marketing Strategy

Monitoring

Set up systems to monitor your marketing at your regular Management Meeting/Marketing Meeting-Google Analytics

-PPC/Adwords

-Leads, Enquiries and Sales

-How did people hear about you

-Social Media traffic/Engagement

-CMS

Develop a Marketing Strategy

Nearly there….

Certificates

We would like to continue to help you with your Marketing

• We appreciate you coming here

We would like to continue to help you with your Marketing

We would like to work with you :

• To further develop Your Marketing Plan

• To Implement Your Marketing Plan– We run ‘In Company’ Workshops for all the areas we

have discussed today-Facebook, LinkedIn, Twitter etc

– We have access to Grant funding up to 50% (for eligible companies)

We would like to help you with your Marketing

We always get people coming up at the end of the Seminars and we can only work with a small number of companies

A few nice Comments..

Marketing Advice Centre

www.MarketingadviceCentre.co.uk

http://www.marketingadvicecentre.co.uk/

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Develop a Marketing Plan in Day

• That’s Pretty much it

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• Happy Marketing………

Develop a Marketing Plan in a Day The Seminar 2018€¦ · Scale? Your individual Marketing Skills...

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