Superfast Business - Getting the most out of online marketing

transcript

Welcome

Getting the most out ofonline marketing

@Cosmic_MattyMatt YoungCosmic

What is superfast business?

•Superfast Business is a European Funded programme of fully funded business support for SMEs

•Delivered by Peninsula Enterprise, working with the Local Authorities broadband rollout project

• Business advice and specialist support to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies.

• Benefits for businesses can include:

Competitive advantage through take-up and exploitation of SFBB Increased productivity Improve access to new markets and business opportunities Increase competitive advantage for businesses in rural locations More flexible and environmentally friendly working practices Increased opportunity for innovation Efficiency and timesaving

• Eligibility criteria apply to businesses accessing the service

Superfast Business Support

Support Available – 12 hours of support

1. Register on our website (which incorporates the Knowledge Hub). www.superfastbusiness.co.uk to unlock access to a range of resources and materials

2. Check your eligibility

3. Let us know what areas of ICT and technology you might be interested in

4. Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers

Next Steps

Developing an ICT strategy Developing your ICT network/ infrastructure

Engaging new and existing customers Collaboration

Client Relationship Management Systems Flexible working

Moving your business to the Cloud Business Continuity

http://www.youtube.com/watch?v=G7KZR9NwKQQ

• www.superfastbusiness.co.uk

• twitter @superfastbiz

• Facebook www.facebook.com/superfastbiz

• join our LinkedIn group 'Superfast Business SW'

• info@superfastbusiness.co.uk

• 0845 603 8593

Stay up to date

Boston Consulting report Oct 2012

Business is Changing

Business with no change?

2012Physical CDs - ½ millionDownloads –183m

Businesses that have adapted

6% of UK Sales £2.6 billion

33% of UK Sales £2 billion – digital

17% - book revenues online Financial Times

subscriptions : 316k digital vs 286k print

Marketing - what’s changed?

Advertising

Mail shots

Old worldcustomermarketing

Search

Mobile

Social media

Affiliate

Webinars

PPCEmail

Website

TWO-WAY

New worldmarketing

FRAGMENTED

What else has changed?

Customers…

•Have higher expectations

•Mobilisation – real time commentary

•They talk to each other – social media

The world has changed

• Instantaneous response

• Accessibility

• Transparency

• Accountability

People change

• Gen X• Gen Y• Gen Z

• Baby Boomers• Millennials• Digital Natives

• Business leaders need to think about

• How can we increase our brand awareness?

• How can I be with my customers all of the time?

• How can we provide consistently good customer service?

• How do I monitor what’s being said about me?

• How can I increase sales through new media channels?

Agenda

1. Optimise for reach

2. Think mobile

3. The power of e-news

4. Don’t ignore Social media

5. Design CRM around customers

6. Gain customer insights

1. Optimise for reach

Search Engine optimisation - organic

Search Engine Optimation

Get the basics right

1.Optimise for onsite phrases

– 2-3 keyword phrases per page – Content, titles. Paragraph titles– Page titles– Footers– Images

2.Get strong and relevant links back to your site

3.Update your site regularly

• SEO basics video

Mole Valley Farmers

• 47% of site visits from organic source

• High levels of content

• 300,000 pages on their website that are indexed by Google

• Broad phrase approach

SEO next steps….

• Create new content

– that resolves customers issues• How do I choose the right wind turbine• How do I organise a ….• What’s the best …• How do I repair

– That meets with needs earlier in their buying journey• What’s the best….• What’s a …..

• How do I….– That makes you an expert

• Create authority content

2. Think mobile

How does mobile fit in with customer acquisition?

Gaining the mobile customer

http://www.youtube.com/watch?v=GRiwUCXPo8U

Mobile marketing

• We can check in…

• Facebook

– Check-in to your business– Appears in friend’s feeds

• And advertise alongside check-in

– Discounts and deals

• Foursquare

– Check-in– Vouchers and deals

Google Goggles

Use pictures to search the web

Not typing or speech

Search by taking a photo through your mobile phone…..

Mobile marketing

• http://www.wikitude.com/tour/wikitude-world-browser

Use your camera asa browser….

Engaging customers through Augmented Reality:

L’Occitane, beauty manufacturer have embraced Augmented reality, using it within their printed brochures and in store for additional experiences and instant purchase

Engaging customers through Augmented Reality:

L’Occitane, beauty manufacturer have embraced Augmented reality, using it within their printed brochures and in store for additional experiences and instant purchase

http://www.youtube.com/watch?v=iz4ykMn3UR4

Retaining customers through Augmented Reality:

Mitsubushi have used AR to create support for installers replacing and repairing air conditioning units

Retaining customers through Augmented Reality:

Mitsubushi have used AR to create support for installers replacing and repairing air conditioning units

Aurasma

• http://www.aurasma.com http://blippar.com

Create your own…and … tap-to-buy

http://www.youtube.com/watch?v=uSn7c1uw1_A

Customers purchasing through Augmented Reality:

Goertz shoe company, Germany have created a virtual shoe store for scanning, sizing and purchasing in store

Customers purchasing through Augmented Reality:

Goertz shoe company, Germany have created a virtual shoe store for scanning, sizing and purchasing in store

Google Glass

http://www.youtube.com/watch?v=V6Tsrg_EQMw

The next consumer challenge – Google Glass:

Mobile sales

And we can receive payments from cards….

2.75% per swipe for Visa, American Express, MasterCard and Discover.

No contracts, monthly fees or merchant accounts. Funds are deposited into bank account the next day.

• Your presence in databases in even more important – Wikipedia, TripAdvisor, review sites.

• Make sure your website works well on a range of mobile devices

• Check you can accept payments - sales• Review your check-in options• Create augmented reality applications, mobile promotions, vouchers, deals

•Think mobile..

Is your business mobile friendly?r

3. The power of e-news

E-newsletter conversion rates

100,000,000 web visitors to e-commerce sites*

Conversion RateE-news 3.9% Google 2.4% Facebook 1.5%

*optify Sept 2012

1. E-newsletters

• Currently - 50,000 subscribers

• Has taken 5yrs to build

• Segmented

– Equine– Shooting– Farming

E-news is measurable

• 168,000 email subscribers

• Biweekly

• Current open rate ± 28%

• ROI on each email activity is ± £10,000 for products in the email

Gather customers emails religiously

• 3-4 stories• Keep it simple• Keep it visual

Always link back to website

Builds loyalty and advocacyCreates 7 touch points for new sales

E-newsletters

• Segment for different audiences

• Measure each e-newsletter and review success

• Keep the content simple

• Always link back to website

• Measure journey on website from click (Analytics)

4. Don’t ignore social media

Use social media for sales

• Listening for social cues– Listening for your brand and reputation

• Listen to hashtags for mention of needs• Check social media search terms

– Check out your reputation• Check SERPs of your phrases• Check review sites• Ready crisis management plan

Hashtag ideas

Adapted from ‘Media Cloverleaf’ by Richard Edelman

‘Content first’strategy

‘Tradigital’E-newsForumsDigital

magazines

TraditionalMediaPress

SocialnetworksFacebook

Twitter YouTubeLinkedIn

WebsiteResponsive design

Mobile enabled

Owned Content

Video, blogs, photos

• What content?

• Video – for sales and marketing

• Product descriptions, visualisations• Expert analysis, talks• Case studies, testimonials

Becoming significant in Search Results

Pre sales – researchPost sales - support

Content first strategy

Creating video content for customer retention:

Sony Xperia have created a YouTube channel of all their support and advice guides.

Creating video content for customer retention:

Sony Xperia have created a YouTube channel of all their support and advice guides.

Creating communities

Keeping customers through community building:

River Cottage have created a community that has 36,000 subscribers actively engaged…

Revenue from customers that are engaged in a company's community is 19 % higher on average than from those that aren't.

Source: A Big Payoff from Online Company Communities

Keeping customers through community building:

River Cottage have created a community that has 36,000 subscribers actively engaged…

Revenue from customers that are engaged in a company's community is 19 % higher on average than from those that aren't.

Source: A Big Payoff from Online Company Communities

Don’t ignore social media

• Use listening tools for sales opportunities and reputation management

• Broadcast, but link back to your website & measure your success

• Create a ‘content first’ strategy. Create content and use many times

• Look at video as an engagement tool

5. Design CRM around customer experiences

CRM CXM

Customer Experience Management is becoming the next big thing.

‘It’s not just about the product anymore.

Customers shape their attitudes and behaviours toward companies based

on the totality of their experiences with a brand,

including support and other

interactions they have.’

Customer Experience Management is becoming the next big thing.

‘It’s not just about the product anymore.

Customers shape their attitudes and behaviours toward companies based

on the totality of their experiences with a brand,

including support and other

interactions they have.’

• A CRM can connect every area of business that touches the customer –

– Marketing– Sales– After sales support

• And areas which the customer may not see

– Finance – Accounting integration

CRM moves the company from a product centric focus to a customer driven focus.

Why use a CRM?

http://www.youtube.com/watch?v=TXWn_4lumkw

What can a CRM system do?

Collate customer information•Enquiries received

•Telephone calls made/received

•Meeting notes

•Business cards received

•Leads Generated

•Letters/Emails sent & Received

•Attendees to Seminars

•Website hits

•Project plans

Outputs

Customer Data

Analytics

Project Management

Reporting

Customer relationship management systems

Map your CRM to your customer journey

6. Gain customer insights

• How well do we know our customers?

• We are creating 2.5 billlion GB of data every day

• In the last 2 years we have created 90% of the data on the planet

Customer intelligence

• Analysing customer behaviour

• Web statistics• Social media mentions, engagement• Email traffic• Telephone conversation logging• Knowledge base usage• Web searches• Social media cues sentiment analysis• Feedback

Understanding analytics

1. Who are your visitors

2. How do they get to your site

3. What do they do once they are there

How much Klout do you have?

Predictive Analytics

• Want to predict who your customers will be? Predictive analytics can help do that

• Tesco– can predict the exact day customers will return and the amount they will send within £10 for around 20% of their customers

• issues100m personalised coupons at checkout. PA has increased redemption rates x 4 times.

• Mobile phone company – have successfully predicted mobile subscribers that are 10x more likely than average to cancel

• HP – PA models generate ‘flight risk’ score for all employees. Estimates $300m savings

• LA Police

• Review 13 million past crimes to predict current behaviour

Gain customer insights

• Look at what data you store, Analytics, Social, e-news,

• Review your Klout (or Peer review) score against your competitors

• Look at where your business could gain more data

• Think about Predictive Analytics

New ways to win and keep customers