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.”

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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

Email

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.

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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!

Thank you

email me: james@chalcroftdigital.com

connect: linkedin/in/jamesmurphylondon/

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