2. Presented by Claire Griffiths Director Lighthouse Marketing Ltd Over 15 years B2B marketing experience Professional services/finance sector expertise Offer strategy, planning, implementation Communications, PR, events Traditional and digital/social media marketing
3. Marketingmatters Four part series. Builds to offer practical advice to develop your marketing programmes. Interactive sessions. Homework required.
5. Homework undertaken Understand your competitors Clear idea of customers and segments Have defined your services per segment Built your SWOT analysis Started to collate key messages for each customer segment Shared this information with your team (lined the bucket) Now ready to start planning this
7. Key messages and marketing tools Know your target audience Identify their problems Your solution and benefits Identify the tools to take them through the sales funnel Call to actions Ways to be proven/show credibility
8. Basic marketing tools Website Databases – PMS & CRM Email facility Blog Social Media accounts Marketing literature Source codes capture
10. Awareness Stage Objective: to be there and as quickly as possible In-person networking Online networking Press releases SEO/Link building Article marketing
11. In-person networking Aims: Build relationships Increase connections/referral networks Long term technique
12. In-person networking checklist Before: Research appropriate networking groups Advance attendee list & research attendees Prepare call to action During: Take business cards Listen more then talk After Add to database Follow up – coffee, linkedin invite to join mailing list etc
13. Online networking Aims: Build relationships and raise awareness Increase connections/referral networks Develop positive word of mouth and referrals Extend your digital footprint Often about influencers not buyers Long term technique
14. Online networking checklist Key business platforms – Linkedin, Twitter etc Research where audience lives online Create interesting content Maintain frequency Balanced comments, helpful vssalesy Long term approach
15. Issuing Press Releases Aim Gain PR coverage vertical and horizontal press Demonstrate expert knowledge/promote service Gain in bound links from online coverage Increase digital footprint
16. Press Releases - checklist Find & follow journalists on twitter Draw up press/media list Review website, forward features etc Review news areas of business clubs etc Find free submission sites Issue news item at least quarterly
17. Search Engine Optimisation Aim: Know your key search terms Be found using those key search Increase web traffic through natural search Encourage links from complementary sites
18. SEO - checklist Google Analytics enabled Website content control - meta data, page titles, keywords, alt tags, link descriptions. Inbound links Review competitor sites – alexa.com, google keywords Regular fresh content Blog/Social media accounts linking to website Consider paid search advertising
19. Article Marketing Objective: To make your articles available to others Generate inbound links to your website Checklist: Choose popular article (400 – 500 Words Ensure keyword rich Add in short profile and byline Submit to article sites
20. Interest stage Objective: to be relevant, right message at the right time Referral schemes Email newsletters Speaking opportunities Blogging Affinity offers
21. Referral schemes Aim: Encourage and reward people for leads/referrals Generate referred leads Checklist: Referral policy Incentive scheme staff Publish policy – website/social media Constant review of referral activity
22. Email Aim Data capture device on website email sign up Build target database Sales promotion opportunity within email newsletter
23. Email - checklist Sign post clearly on website Minimum data capture Permission based – opt in Email content beware spam filters Test emails on different systems, mobile. Email system with data management Consider segmenting different content/sector Exclusive email content
24. Speaking opportunities Aim Demonstrate credibility Provides content for other areas Active lead generation Checklist Prepare speaker outline Research guest speaker slots Record or video talk add to website
25. Blogging Aim Demonstrate credibility Provides content for other areas Strong keywords for SEO Keeps website fresh Reuse content Checklist Decide on core messages Weekly articles eg top tips/how to etc Guest bloggers Footer and cross links Promote across website/social media
26. Affinity offers Objectives: Partner with complementary organisations Access to another organisations clients Checklist: Research appropriate organisations Prepare suitable offer Joint promotional activity Track conversions Consider formal affiliate network
28. Case studies Aim Demonstrates credibility Third party endorsement Show sense of how you work Use through sales process
29. Case studies - checklist Hero on your site Remember key words and messages Continually ask for case studies as part of wrap up Prepare and use copy in multiple format- Web/SM/Slides/quotes in tenders etc Consider video case studies Cross link through website to case studies Aim quarterly
30. Endorsements Aim Demonstrates credibility Third party endorsement Show sense of how you work Use through sales process Checklist Get Linkedin/Google endorsements Ask endorsements through questionnaires etc Remember key words and messages
31. Trial stage Objective: to be helpful, make it easy Free meeting offer Hosted events/seminars Special rates eg event attendees, business club members etc Trials/Product demos Video case studies
32. Hosted events Various formats – roundtable/seminar Consider joint events with referral partners Post on free event listing sites Check date against industry clashes Online booking eg Event registration systems Gather feedback and set aside follow up time Consider live blogging/tweeting
33. Trials Consider on screen demos eg Sage using screen capture software How to videos Free trial of accounting software?
34. Adoption stage Objective: to influence the influencer Extended networking – influencing the KDM, research referral networks of your targets Hospitality
35. Loyalty stage Objective: keep the client, turn into advocate Welcome packs Easy to use services Customer satisfaction monitoring Link up on social media Guest blogger Maintain close relationship
37. Marketing Planning Consider splitting plan by customer segments Set key objectives and measurements Define key deadlines/dates eg Budget, tax year-end Plot campaigns based on key messages/timelines Should have a calendar of actions
40. Next actions Decide on marketing tools and content Develop marketing action plan Allocate budget Get on with it Sample plans http://www.cim.co.uk/filestore/resources/10minguides/mktingplantoolkit.pdf http://www.marketingdonut.co.uk/marketing/marketing-strategy/your-marketing-plan/marketing-plan-template
