TACCA Training day event

Transcription

1 TACCA Training day event

2 What will we cover? Planning your marketing strategy Implementing your marketing Monitoring performance, adapting & improving

3 Planning your strategy Identify your customers Consider your marketing options Develop short/long term strategies Set budgets and targets Implement / outsource

4 Planning your strategy Identify your customers 1. Divide your customer types into groups a. Domestic - price conscious b. Domestic - affluent c. Commercial - Small biz, nurseries, schools, community d. Commercial - Corporate, offices, council 2. Identify your most valuable leads a. Note down all your sales for 1 month. b. Put each sale into a group c. Which groups make the most? d. Which groups have the smallest profit margin? e. When you have marketing data after the campaign, you can calculate the cost per lead

5 Planning your strategy Identify your customers 3. Plan how to target your high value leads a. Price conscious customers care a bit less about design b. More affluent customers care more about brand image c. Decide if your branding is helping or hindering your efforts d. Logo, Business cards, letterheads, website, social media = your brand

6 Planning your strategy Identify your customers Business cards: So bad, they're almost good

7 Planning your strategy Identify your customers 4. Prioritise going after your high value customer groups 5. Monitor the conversion rates and profit margins of your customer groups to focus on the highest returning

8 Planning your strategy Customer Relationship Management

9 Planning your strategy Prepare to manage your new customers Organising your leads: Keep spreadsheets or records with all information. Tools designed for the cleaning industry Get Booked Up Clean Pro Software Cleanlink Software Other tools to manage your customer database Google docs spreadsheets are very handy Gmail with Google Tasks is an unbeatable combination (install the official Google tasks chrome extension for more features) Online CRM tools: We now use Solve360 and have setup the following for clients: Capsule, Salesforce, Highrise, Nimble, Nutshell, Pipeline, Insightly, BaseCRM

10 Planning your strategy Prepare to manage your new customers

11 Planning your strategy Identify your customers Now you know which types of customer are the most valuable to you, it's time to go and get them...

12 Planning your strategy Consider your marketing options

13 Planning your strategy Consider your marketing options 7+ Touch points to make with potential customers

14 Planning your strategy Multi channel marketing - is it affordable?

15 Planning your strategy Multi channel marketing - Top challenges

16 Planning your strategy Multi channel marketing - Effectiveness

17 Planning your strategy Develop short & long term strategies Short term strategies Flyers / leaflets / local adverts newsletter Adwords advertising Social media (to some extent - requires an established presence and trust to work) Long term strategies Word of mouth / referral schemes SEO (and content marketing / inbound marketing)

18 Planning your strategy Set budgets & targets

19 Planning your strategy Set budgets & targets Global Marketers Still Rate SEO, Marketing As Tops for ROI

20 Planning your strategy Set budgets & targets Social, SEO Highly Rated for Lead Generation & Conversions

21 Planning your strategy Implement & outsource Offline marketing action plan: Based on your customer groups you have chosen to target 1. If your target customers are more affluent, your brand needs to reflect the quality of service - Decide if your branding is helping or hindering 2. Logo, Business cards, letterheads, 3. Choose a graphic designer - continue design & colours from website 4. Get flyers designed to target your customer groups. 5. Get flyers printed and keep in van, leave 3 with every customer (include a referral scheme for better results) 6. Ask if your domestic customers, would also be interested in taking a couple of flyers for your commercial service to take into work?

22 Planning your strategy Implement & outsource Online marketing: Define customer groups to target If your target customers are higher spenders, your brand needs to reflect the quality of service Decide: in-house or outsource? Get flyers designed to target your groups Get printed and keep in van, leave 3 with every customer (include a referral scheme for better results)

23 Implement your marketing Offline marketing: Branding Offline marketing: Print advertising Offline marketing: Events Offline marketing: Customer retention Online marketing: Online marketing: Search - Pay per click Online marketing: Search - SEO Online marketing: Social

24 Implement your marketing Offline marketing: Branding

25 Implement your marketing Offline marketing: Branding Branding - continuity across media

26 Implement your marketing Offline marketing: Print

27 Implement your marketing Offline marketing: Print Flyers, leaflets, brochures etc.. Design matters. A positive brand image helps a lot Distribution is limiting factor Delivery service costly - try to find recommendations of a company with a good track record. You and your employees are your strongest sales people - as you finish a job try drop flyers up the street - Especially with noisy machines - just as you finish, you may catch neighbours for a direct sales pitch and leave them the flyer.

28 Implement your marketing Offline marketing: Print Some more of our work *shameless plug!

29 Implement your marketing Offline marketing: Print + Online + Mobile

30 Implement your marketing Offline marketing: Events Like the TACCA day - network, exchange ideas and tactics that work for you - learn and improve Get to know members on the limits of your regional coverage to exchange work.

31 Implement your marketing Online marketing: engagement

32 Implement your marketing Online marketing: How to grow your list?

33 Implement your marketing Online marketing: How NOT to grow your list.

34 Implement your marketing Online marketing: Search engine marketing Your website The ultimate interactive brochure The only digital asset that you have 100% control over Good design matters If you plan to invest in SEO, content matters, so you will need a CMS (content management system) website. Hosted blogs have little value get a website with a blog built-in.

35 Implement your marketing Online marketing: Search engine marketing Security & Hacking: A common problem

36 Implement your marketing Online marketing: Search engine marketing Security & Hacking No computer is safe, getting hacked is increasingly common. Main aim is to deface your site temporarily Sometimes try to pass your Google Authority to their site. This can hurt your rankings.

37 Implement your marketing Online marketing: Search engine marketing Security & Hacking: Prevention Maintain strong, unique passwords hacking is more serious than web hacking Good webhosting companies reduce the chances of hackers getting-in by using the latest software CMS websites need to be kept up to date, if you buy one, make sure someone is maintaining it. Act fast to recover your website and restore from a backup, ideally within 24 hours. Leave your site hacked for longer and Google might drop your rankings especially if the site is dropping

38 Implement your marketing Online marketing: Search engine marketing

39 Implement your marketing Search engine marketing case study

40 Implement your marketing Online marketing: Search (pay per click) You pay Google directly PPC is easy enough to setup, but can be a waste of money if not correctly setup and maintained.

41 Implement your marketing Online marketing: Search (pay per click) How to choose a PPC management company New advertisers can often get vouchers. Many print media companies are moving into PPC mgmt. PPC management firms who charge a percentage of your spend are motivated to try to make you spend more. PPC management firms who are paid on an ad-hoc basis and can demonstrate improvements after every round of optimisation are motivated to get more value for your spend.

42 Implement your marketing Online marketing: SEO + PPC = A recent study by icrossing found that the addition of organic SEO to a pre-existing PPC campaign yielded great benefits (compared to the campaign by itself).

43 Implement your marketing Search Engine Optimisation vs Pay per click

44 Search Engine Optimisation vs Pay per click

45 SEO starter guide (part 1) 1

46 SEO starter guide (part 2)

47 SEO starter guide (part 3)

48 SEO starter guide (part 4)

49 SEO starter guide (part 5)

50 Implement your marketing The Pyramid of SEO Success

51 Implement your marketing Good SEO vs Bad SEO

52 Implement your marketing Good SEO vs Bad SEO

53 Implement your marketing Inbound marketing What is inbound marketing? "Traditional marketers looking for new potential customers are like lions hunting in the jungle for elephants. The elephants used to be in the jungle in the '80s and '90s when they learned their trade, but they don't seem to be there anymore. They have all migrated to the watering holes on the savannah (the internet). So, rather than continuing to hunt in the jungle, I recommend setting up shop at the watering hole or turning your website into its own watering hole."

54 Implement your marketing Inbound marketing What is inbound marketing?

55 Implement your marketing The Pyramid of SEO Success Your website is the "hub" of your inbound marketing strategy.

56 Implement your marketing Inbound marketing: Content marketing

57 Implement your marketing Inbound marketing: Content marketing

58 Implement your marketing Inbound marketing: Content marketing

59 Implement your marketing Online marketing: Search (SEO) How do you choose an SEO provider? Content marketing for SEO relies on a good website to be the platform to build on, it also needs to be well maintained. Choose a 3rd party SEO company means you need to monitor progress Liaising and keeping an eye on 2 companies can become costly Often more cost-effective on a small budget to find an SEO company that does webdesign too, so they can take over and maintain your website. Beware - there are lots of good web designers out there, but very few are also good at SEO - get some evidence of their work, rankings reports etc Ask lots of questions - next page

60 Implement your marketing Online marketing: Search (SEO) What should you ask your SEO provider? Ask for ranking reports Try to get some Analytics data for a client Ask if they will be optimising META:Keywords tags, if they are - this is a sign that their SEO techniques may be out of date. Ask if they have any blogs they own, that they can use to link to your website. If they do, then this is a sign they use link networks, which can get detected by Google and aggressively penalised since the Penguin updates began. Ask if they have in-house staff to do their link building, or if they outsource abroad. Since the Penguin update - link building needs to be done by experienced SEOs who are up-to-date with the latest Google guidelines, to ensure the lasting health of your website.

61 Implement your marketing Online marketing: Search (Local SEO)

62 Implement your marketing Online marketing: Search (Local SEO) Local search has the potential to be an important customer acquisition tool for brickand-mortar businesses, as a recent study found that 43% of all Google searches have local intent. Furthermore, Google s Mobile Movement Study shows that 61% of mobile users call after a local business search.

63 Implement your marketing Online marketing: Search (Local SEO) Is your website mobile friendly?

64 Implement your marketing Online marketing: Search (Local SEO) Mobile website compatibility - Click to call GOOD & BAD

65 Implement your marketing Online marketing: Search (Local SEO)

66 Implement your marketing Online marketing: Social media Many social media channels Can often be a time waste Need to be disciplined and stick to the plan as Social media marketing requires persistence and effort. Define your target markets, use the networks that they use to increase your chances.

67 Implement your marketing Online marketing: Social media

68 Implement your marketing Online marketing: Social media

69 Implement your marketing Online marketing: Social media

70 Implement your marketing Online marketing: Social media

71 Implement your marketing Online marketing: Social media

72 Monitoring your marketing Tracking online results

73 Monitoring your marketing Tracking online results Google analytics, omniture or other tracking is essential for online marketing. Setup enquiry form submissions goals, so you can track conversion rates.

74 Monitoring your marketing Online marketing - multi channel challenges

75 Monitoring your marketing Online marketing: KPIs

76 Monitoring your marketing Online marketing: KPIs Google Analytics Website visitor stats Unique visitors (KPI for SEO) Average time on site (KPI for CRO) Goal tracking - conversion rates Unique visits from social channels

77 Monitoring your marketing Marketing Automation

78 Monitoring your marketing Offline marketing Tracking telephone numbers for each flyer, magazine or print advert. Put special offers on flyers that can be claimed by visiting unique links to your website such as we can then track the clicks to these pages. Stop and work out the returns from each campaign

79 Final points... The next big things? Increasing importance of Social signals to SEO Increasing mobile & tablet users SEO & PPC will get more competitive but there is an ever increasing number of web users. Google Universal Analytics - offline conversion tracking & CRM integration = holistic data

80 Final points... Common question: "We need to be more proactive in our marketing, and we can see the potential benefits of multi-channel marketing. Some How can we find a marketing company to help us along the way?" Our "marketing beliefs" might give you some ideas...

81 Our marketing beliefs /// 1. Strategy We believe marketers should sit at the table and help to define strategy. A second opinion and additional understanding of markets, products, customers and positioning plays a vital role in shaping strategy. Great businesses look beyond the horizon. Great marketers have the vision to define the horizon and help you reach it.

82 Our marketing beliefs /// 2. Brand The internet has forced transparency upon brands and businesses. Brands no longer control the media, consumers do. This loss of control means businesses must communicate authentically and this requires a clear sense of self, to which they can be true. In a digital age what modern businesses need most is a strong brand.

83 Our marketing beliefs /// 3. Experience Customer experience is a critical factor in the service and marketing message that we deliver across all channels, on & off line. It is about respecting the power and importance of great design and branding

84 Our marketing beliefs /// 4. Data Data must be turned into insight and actions to be a source of customer, competitive and marketing advantage. Data is the foundation of marketing success Digital channels provide new and valuable sources of data.

85 Our marketing beliefs /// 5. Content Content marketing and the focus on owned media represents a fundamental shift in marketing, that is more than a fad. Content is more than just words, pictures or video. FAQs, guides, events and so on deliver rich content experiences too In the words of Google regarding SEO "Content is King." - You need it to rank well

86 Our marketing beliefs /// 6. Social Social media is changing our business culture, the ways we work and the ways we engage with our customers. It is about realising that everything, including our marketing, now happens in an environment where customers can, and will, talk about what we do and can share it with the world. Modern marketers know that social is not a choice.

87 Our marketing beliefs /// 7. Commercial mind Modern business owners have to be commercial. This means knowing the Profit & Loss backwards. It means knowing where money is being made and why.

88 Thanks! Thanks for coming along today, hopefully you got a lot out of this session! To download this slideshow and get more information visit Any questions, please say hello to me or Clare.

89 Advanced online marketing Online marketing: Penguin problems Google Penguin Algorithm Update Link penalties Determine if you have been hit by Penguin Webmaster warnings Reconsideration request to Google

90 Advanced online marketing Online marketing: Penguin problems Google Penguin Algorithm Update Chrome browser plugin - ChartintelligenceGoogle analytics overlay of update dates...

91 Advanced online marketing Online marketing: KPIs Analyse links to identify Bad ones Link detox tool Isolate and process these bad links Submit removal requests to webmasters Confirm removals Submit reconsideration request to Google Get help if you are unsure about anything