Developing your digital marketing strategy · Case study subject Loyalty scheme Ambassador...
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Developing your digital marketing strategy Using your ACR status as a marketing asset
Transcript of Developing your digital marketing strategy · Case study subject Loyalty scheme Ambassador...
Developing your digital marketing
strategyUsing your ACR status as a marketing asset
Introduction
Chartered Marketer (CIM).
Over 20 years’ professional experience in NFP sector.
Director of Publishing, Digital and Communications.
Independent consultant advising charities and
membership bodies.
Icon co-opted trustee.
>Chalcroft digital.
Brief
Engage accredited Icon members to consider
how they can use their hard-won status to their advantage.
For many conservators, marketing may be a mystery or a chore. But investing time in
some basics and with a considered strategy you can quickly reap rewards.
Putting your hard earned ACR status to work should be central to this.
>Chalcroft digital.
Programme
Part 2: Using your ACR status
• The impact of external validation
• Opportunities to use your ACR status
• (Postnominals, ACR logo, Conservation register)
• Summary.
PART 1: Marketing 101
• Your audience
• What is it that you do?
• Looking at Google
• Marketing funnels
• Summary
Coffee/comfort
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Part 1: Marketing 101
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Definitions
Marketing
“the action or business of promoting and selling products or
services, including market research and advertising.”
Communications
“the imparting or exchanging of information by speaking,
writing, or using some other medium.”
>Chalcroft digital.
Strategy
“Strategy is about what you don’t do.
Strategy is what allows you to say no to the
things you shouldn't do…”
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Youraudience
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Poll
Poll | where do you work?
Product
development
DiversificationMarket
development
Market
penetration
Do more of what you do
Product/Service
Customers
New
Product/Service
New
Custo
mers
Existing
Product/Service
Exis
ting
Custo
mers
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What is it that you do?
(outcomes, not outputs)
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Competition | what is it that you do?
Describe what you do in terms of its outcomes only.
Use emotions, a reaction, or a feeling that your
customers/stakeholders/colleagues experience as a direct
result of what you do.
Type your entry into the chat during the break.
The best 3 will be put to a poll at the end of the session.
Prize for the winner!
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Looking at Google
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Conservator websites (some generalisations)
My first reflections:
• A focus on objects over people.
• A tendency to present academic biography (papers
published, etc).
• Testimonials can be hidden.
• Very little use of video.
• Little indication of what’s involved (the process, the craft,
the science).
• Many instances of using the old ACR mark (many of not
using it at all).
Familiar?
(NB: I also saw some very good examples)!
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Google results page (SERPs)
Let’s look at 3 search queries
Google results page (SERPs) Advert
Related searches
Instruction
Related questions
Videos
Search results
Images
Advert
Google results page (SERPs) Adverts
Related searches
Local businesses
Related questions
Videos
Search results
Adverts
Search results
Google results page (SERPs)
Adverts
Related searches
Business detail
Reviews
Videos
People also searched
Adverts
Search results
Search results
Google results page (SERPs)
Results pages differ depending on what Google thinks the
searcher is looking for.
Remember: Google can only ever show content that is
published on websites.
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Marketing funnels
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The SEO funnel
Top of funnel
Middle of funnel
Bottom of funnel
Purchase (action)
Question format – what
are the options? Who
does this kind of work?
Non-technical language.
Comparisons – of
businesses, prices,
locations.
Specific (branded)
searches, seeking
reviews.
High competition.
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The (classic) marketing funnel
Awareness
Interest
Decision
Action
Online reviews
Word of mouth referral
Online rating
Feedback survey
Case study subject Loyalty scheme
Ambassador programme
Blogs (3rd party)
News
Social networks
PPC
SEO
Spokespeople
Conferences
Case studies
Videos
Testimonials
Factsheets
How-to-guides
RegisterCheckout
Search marketing
Reviews
Guidance
Product/price info
Comment
Re-marketing
Webinars
Sales
Lead generation
Lead nurture
Customer nurture
Summary
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Recap | marketing 101
We’ve covered:
1. Starting point for your digital marketing is your business plan.
2. The cornerstones of your business plan are your product and
your audience.
3. Considering outcomes of what you do will enable you to think of
the benefits you give to your customers.
4. It will also help you to create compelling content.
5. To be most effective, your content should consider the journey
your audience will follow before becoming customers.
>Chalcroft digital.
During the break | competition time
Describe what you do in terms of its outcomes only.
Use emotions, a reaction, or a feeling that your
customers/stakeholders/colleagues experience as a direct result of what
you do.
Type your entry into the chat.
I’ll select 3 to put to a poll at the end of the session. You’ll choose the
winner.
Prize for the most intriguing!
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Welcome back!
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Part 2: Using your ACR status
as a marketing asset
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The impact of external validation
Anyone can call themselves an expert.
Brands names, and their registration, add authenticity and
validation to a product or service.
Your ACR status can be a powerful external validation for your
skills, expertise and professional practice.
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1. Postnominals
2. ACR logo (badge)
3. Conservation Register
Opportunities to show your ACR status
Poll | who’s already using these benefits?
ACR
uptake
familiaritydemand
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Postnominals | case study
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ACR badge
ACR badge
First step is to access the new ACR badge!
Some uses;
• Your email signature
• Your website (as a link to Icon ACR webpages to explain
the mark, or to your own Conservation register page)
• In your profile on your social channel accounts (on your
profile photo (subject to logo usage guidelines), or as a post)
• In your email newsletter template
• On your business cards
• On your stationary (letterhead, invoices – will be online)
• On your brochures (online and offline)
Think of your marketing funnel! What are you trying to get
people to do – immediately or through nudging?
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What more do you think Icon could do to help promote your
status through the badge?
Conservation Register
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Conservation register | case study
RICS has a new president each year.
The president is the profession’s main ambassador.
He meets many people, keeping important customers close and
developing new ties.
His business card was used to connect the face-to-face
meetings, to his online extended professional directory profile,
and (hopefully) into the world of RICS.
…and on to develop new business.
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Conservation Register
Your listing acts as external validation of your skills.
Amplify your listing:
• bit.ly links (can customize the name and track clicks)
• QR code (can customize appearance and track clicks)
Add these to business cards, social channel profiles, brochures,
slide packs, etc.
Also blog posts and social posts in their own right.
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Getting started | your time commitment
Getting a website is cheap and quick (£200, domain name £15)
Creating content requires time, but is essentially free.
Google Analytics is free
Identify what’s popular with users and the impact your social and email activity has.
Mapping your domain to your email client is free
It’s easy to present a professional front.
Simple email newsletter software is free
Use it to stay in touch and grow contact relationships (lead nurture, customer nurture).
Simple CRM databases can be free
Store and manage your contacts (customer nurture).
Lead nurture your contacts to become customers.
Social channels are free
Amplify your website content (to drive users back to you).
Engage with peers and customers and build connections.
People buy into people
Ultimately, your best marketing asset is you.
The ACR status is an external validation of you – your expertise, your know-how.
Your customer testimonials are external validation of the great work you do.
People are buying you! They are trusting you with their treasures and memories. They seek the
reassurance that their faith in you is well placed.
So how can you give more?
Be visible (action shots, candid shots, shots of you in your studio environment, you with clients, you
guiding/leading/interacting with people and objects).
• Video – you sharing what you do, common problems, common procedures, what makes you
professionally proud, etc).
• Blog – write on what you’ve done, how you’ve found it
Summary
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uptake
familiaritydemand
Competition winner…
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Poll | Choose the description that’s the most intriguing!
