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How to Market in the Disability Services Sector - Daniel Tran
- 1. How to market in the disability services sector.
- 2. Daniel Tran Digital Project Manager p. 02 9458 7678 e. Daniel.Tran@australianbusiness.com.au w. marketingsuccess.com.au f. facebook.com/marketingsuccessau t. @AusBusMarketing
- 4. • More people: The NSW market for disability supports is estimated to grow from 78,000 people in 2016 to 142,000 in 2019 • More funding: The level of annual expenditure is estimated to grow from $3.4 billion to $6.8 billion in 2019 • More jobs: The workforce required to service this demand is estimated to grow from 24,750 - 30,250 to 48,400 - 59,200 FTE in 2019 https://myplace.ndis.gov.au/ndisstorefront/document/nsw-market-position-statement.html
- 5. How?
- 6. Know your brand & message
- 11. Moore’s Positioning Statement For (target customers) Who (have the following problem) Our product is (describe the product or solution) That provides (cite the breakthrough capability) Unlike (reference competition), Our solution (describe the key point of competitive differentiation)
- 15. Who am I? Demographics Routines Research Habits Priorities Aspirations Values Pain Points Motivations
- 18. #3 CHOOSE YOUR CHANNELS Channel Website Blog SEO SEM Email Facebook Twitter Snapchat LinkedIn Pinterest Instagram Meerkat YouTube Webinars Virtual Reality White papers Periscope Apps QR codes Gamification
- 19. #3 CHOOSE YOUR CHANNELS Channel Relevance (tick) Most relevant (choose three and number 1 to 3) Website Blog SEO SEM Email Facebook Twitter Snapchat LinkedIn Pinterest Instagram Meerkat YouTube Webinars Virtual Reality White papers Periscope Apps QR codes Gamification
- 20. Website A website is your online store or office where your audience can find your brand. When they arrive they need to immediately get a clear idea of what it is you want them to do. • Easy and intuitive to use • Answers their questions • Portrays your company as trusted brand
- 23. Why build a blog? Use your blog posts to predict and perfectly answer your audiences’ specific questions before they have even asked it. This will: • Help show your brand as a trusted source of information • Help your audience engage with a person as opposed to a company • And it will help your website to be found in search results
- 26. Why use email marketing? Remind your customers and clients of what they need, when they need it • Email can be a wonderful channel to connect with your audience • Ensure it is interesting and sharable • Always give people a call to action • Always create a strong landing page • Always track your success through Google analytics/or the email software provider • Always follow the rules of the Spam Act • Spend time building your database
- 32. Snapchat Stats • In Australia there are 2,000,000 monthly active Australian users • One of Australia’s top two fastest growing social networks • 86% of Snapchatters fall into an age range of 13-37 years old • 9,000 photos shared on Snapchat every second • 10 billion daily video views
- 33. Why Snapchat? • If an entrepreneur wants to reach a 35 to 44 year old next year, they have 2016 to learn Snapchat because by 2017 that cohort will have joined the millennials on the platform. • And by 2018, the over 55s will be on there too. It happens every time. The youth open up the community centre and their elders flock to it.
- 34. How to leverage Snapchat 1. Put your Snapchat handle on your profile page or “about” section of other social accounts (i.e., Instagram, Facebook, Twitter, LinkedIn, etc.); * 2. Download your Snapcode and make it your profile picture 3. Sign off blog posts with your Snapchat handle 4. Collaborate with other relevant Snapchat accounts to shout-out your Snapchat username
- 35. How to leverage Snapchat 5. Advertise and offer exclusive content or deals on Snapchat 6. Print out your snapcode on your business cards (if you’re old school) 7. Put your username at the bottom of your email signature 8. Create a Call to Action (CTA) Snap 9. Follow your New followers
- 37. Periscope Stats • 10 million users (achieved four months after its launch) • 2 million active periscope users • 200 million broadcasts to date • 350,000 hours of video streamed daily on Periscope • Took only ten days to hit 1 million users • Users watch 40 years of video every day
- 38. Why use Periscope • An unsaturated market • Real-time engagement • A showcase for the real you • Unlimited business opportunities • A whole new follower base • Live streaming is web 3.0 in the making
- 39. Tips for using Periscope • Consider timing – when to get the best views • Spend time coming up with compelling title • Straight-forward • Exclusive • Unique • An invitation to learn • Make your broadcast easy to find • Respond to comments live • Experiment with use cases
- 42. Meerkat Stats • 156,000 Meerkat users • 91,776 videos have been streamed on Meerkat • 293,800 video views on Meerkat • Those steams have been tweeted or retweeted 102,603 times • 20% of Meerkat users watch over 2 hours of live video daily
- 43. Why use Meerkat • Makes it easier to connect with your fans • Your followers can see you the person, as opposed to you the brand • Gives your messaging incredible transparency • Behind the scenes look at the company • Focus groups • Q&A • Product demonstration
- 53. Daniel Tran Digital Project Manager p. 02 9458 7678 e. Daniel.Tran@australianbusiness.com.au w. marketingsuccess.com.au f. facebook.com/marketingsuccessau t. @AusBusMarketing
Editor's Notes
- Target communication Clients/families Industry – OT & plan coordinators
- We all know the opportunities that are available in this Sector, and the huge figures that are being promoted to encourage us all to make the most of the NDIS, which is one of the biggest changes to health care we have seen in Australia since Medicare was introduced.
- And the figures truly are astounding. More people: The NSW market for disability supports is estimated to grow from 78,000 people in 2016 to 142,000 in 2019 More funding: The level of annual expenditure is estimated to grow from $3.4 billion to $6.8 billion in 2019 More jobs: The workforce required to service this demand is estimated to grow from 24,750 - 30,250 to 48,400 - 59,200 FTE in 2019
- But the question is how to achieve success in a new environment, when there isn’t a manual to follow, when the industry is so diverse, when there are so many options and so little time and money to achieve our goals. That is the question we hope to answer in today’s presentation as we focus on 5 strategies you can implement to help you successfully market in the disability services sector.
- For the first time ever, businesses in the disability services sector are being required to act like a commercial operation. To think commercially, behave commercially and deliver products and services in a commercial manner. One of the most important components of being a commercial operation is to understand your brand and your message. As obvious as this sounds, in our experience it is the strategy that is under invested in by businesses within the disability services sector as most businesses are focused on hurriedly trying to get their products and services out there and actively promoting what they have to offer.
- In all this hurry, organisations forget to do is ask how this product/service ‘flogging’ is being perceived by the target audience, whose lives are being impacted by not only the disruption to their funding but by the overwhelming responsibility of choosing the ‘correct’ suppliers to work with. Image and perception of that image is critical to success in the disability sector, as your offering has such a profound impact on the end user. It is for this reason that it is imperative that businesses, like yours, who exist in the disability services sector focus on the big picture instead of focusing on just selling a product. Take a moment to ask yourself who are we as a business? What do you have to offer your clients and how does that define your organisations brand and message? The first strategy is to understand what your message is, which includes understanding your brand - what is unique about your organisation and service offering.
- A brand is more than a strong logo. A brand defines what your organisation stands for and needs to take into consideration how your target audience reacts when they come into contact with you. What feelings and images are conjured up every time your company’s name is seen and heard?
- These reactions need to be considered as combined they define your identity. There are three parts to your brands identity: verbal, visual and tactical identity. Each are critical as they will define and formulate the foundation of your marketing.
- Once you are confident about who you are, you need to work on defining how to incorporate this into a clear and concise message. This message is often referred to as a Unique Selling Proposition, and defining this is critical as it sets the tone for all your marketing activity, sales activity and customer service activity. Most importantly it lets you clearly understand how you are different.
- A way to help you convey this point of difference is using Moore’s positioning statement. By following the process you can formulate a clear and concise Unique Selling Proposition for business overall, as well as a USP for specific products and a USP for specific target audiences. In the disability services sector is critical to understand how you differentiated across a variety of verticals as there are quite often multiple target audiences; the person with a disability, their carer or some one from within the industry, for example an OT.
- Knowing your overall USP and your specific USP, allows you to market top down (overarching brand/message) and bottom up (specific services to specific target audiences).
- Now that we understand ourselves, it’s time to invest some effort into understanding your target audience. Many business make the mistake of defining their target audience based on superficial information such as job title. The process we recommend to clients is called persona building, and it provides a lot more insight into what drives and motivates your audience giving you the opportunity to customise your efforts based on the audiences needs.
- The persona building process is particularly useful in the disability services sector as the target audience could be one of many people. As we have mentioned earlier it could be the person with a disability, their carer or some one from within the industry.
- This is the persona building model we recommend that you use to get into the mind set of each of your target audiences. You will notice that this exercise doesn’t focus on your business, or your product or your service or what you have to say. It’s about the customer and focusing on them and their needs. Care is changing to be more about person centric care, and your marketing needs to do that as well. It needs to focus on how you can help your customer, what you can do help them reach their aspirations, how you can relieve their pain points and how you can align your offering with what motivates them and is a priority to them. You will find that although you may have different target audiences, there will be values which all audiences use to assess a supplier. These common values can help you focus your targeted messaging.
- Now that you know who you are talking to and what you are going to say when you are talking to them, it’s now time to think about where your audience is going to be, so you can make sure you are there too.
- When it comes to marketing, in particular in this current age where online has provided so many opportunities, it is important to think about the channels that are the most relevant to your target audience, instead of participating in all channels just because they are there.
- On the screen you will see a long list of digital marketing channels that exist in todays market, which can be used to connect with and communicate with your target audiences. This is not by any means a complete list of options, and it is also missing offline channels, which in my personal opinion is as important as online options.
- If we had more time, I would go into detail on each one, however what we are going to do is go through those that are essential in the disability services industry. To help you make a decision on which channels to select for your industry, we’ve added in two columns, one for you to select those that are relevant, and then another to help you prioritise the relevant channel.
- Your WEBSITE As we all know your website is your business open 24 hours 7 days a week 365 days a year. To maximise the benefit of your website, you need to ensure that it is: Easy and intuitive to use Answers their questions Portrays your company as trusted brand
- Now that you have the tools to understand your audience and develop a relevant USP, have a look at your website and ensure that it aligns with both those things. If not, it is worthwhile investing in redeveloping your website, so it provides you with the best opportunity possible to maximise the traffic your marketing efforts generates.
- For me, this is a good example of a website that is maxmising the traffic being generated by marketing. The USP is clear The target audience is clear And it is also clear how to navigate the website and get the information I need as the target audience.
- Use your blog posts to predict and perfectly answer your audiences specific questions before they have even asked it. Use the blog to show you're human. People buy from other people not from businesses only. A blog is a fantastic opportunity to give your brand a personal voice. A blog will Help show your brand as a trusted source of information Help your audience engage with a person as opposed to a company And most importantly it will help your website to be found in search results
- SEO and SEM are obvious recommendations when it comes to attracting your target audience. SEO focuses on generating organic traffic to your website. By optimising your online activities will help your audience find your business easily by showing up on search results when they need you most. SEM allows you to target audiences and generate traffic while your organic strategies are being optimised.
- SEM can extend to remarketing Remarketing helps you reach people who have visited your website or used your app. Previous visitors or users can see your ads as they browse websites that are part of the Google Display Network, or as they search for terms related to your products or services on Google. It is essentially online stalking. You can also tell Google who your preferred clients are and they will target people just like those ideal clients.
- Email marketing is the perfect tool to grow your website traffic or boost your ecommerce conversion rates. It is still one of the best ways to get recurring business. Email is a very popular channel, so it is important that your content is relevant and topical in order to cut through.
- Social media is a given. And there are a few platforms that are obvious for you to participate in.
- Facebook is an obvious one, as it is a great tool for communicating and connecting on a personal perspective. It can also be used to create communities
- LinkedIn is another obvious choice when it comes to leveraging relationships with those within the industry. It gives you the opportunity to network with professionals and boost your personal brand as a thought leader. There are 13,102 people on LinkedIn, in Sydney with ‘Disability’ as part of their professional profile.
- And Instagram has over 140K posts with disability tagged in it.
- What is snapchat? Snaphcat is a visual social network mobile app that enables you to send and share snaps of videos and image with your friends on their smartphone. The snaps of images and videos can be sent in public or privately.
- http://www.socialmedianews.com.au/social-media-statistics-australia-february-2016/
- Social media maven Gary Vaynerchuk says that If an entrepreneur wants to reach a 35 to 44 year old next year (which is the age of the new generation of farmers), they have 2016 to learn Snapchat because by 2017 that cohort will have joined the millennials on the platform.
- What is Periscope? Periscope enables you to “go live” via your mobile device anytime and anywhere. The app enables you to become your own “on the go” broadcasting station, streaming video and audio to any viewers who join your broadcast.
- An unsaturated market Unlike Facebook and Twitter, Periscope is still growing, and at a rapid rate. Businesses that have already recognized the potential inherent in interacting with their followers live are ahead of the game and proving that there is a lot of business application to the app. Some large brands are already active on Periscope, but the majority have yet to embrace it, which leaves an untapped opportunity for many small business owners to fill the gap and offer nuggets of value to Periscope users 2. Real-time engagement Real-time engagement is one of the best features of the Periscope app. Sure, you could argue that responding quickly on Facebook and Twitter is the same, but nothing compares to customers being able to ask questions live on a Periscope broadcast and get an immediate response, or your being able to answer questions your viewers just asked in real time. We are a generation of people who want things now -- otherwise, we move on to find them someplace else. Periscope allows for real-time engagement with followers and viewers who are there in the moment and actively engaging with your live scope. A showcase for the real you You hear me say it all the time: Being authentic on social media is the only way to go. Well, on Periscope, there is no other way to be! Because you are live, your audience isn't just looking into your digital eyeballs but into your real ones. Big difference. They are seeing and connecting with a real person, not just the brand behind a Facebook page or Twitter account. This personal connection builds the "know, like and trust" factor at a super-accelerated rate. And guess what? People buy from those they know, like and trust. Unlimited business opportunities There are oh so many ways that businesses can use Periscope to market their brand, products and services; and I have seen just about every one of these suggestions on Periscope myself. You could offer a: Behind-the-scenes look into how your product is made or what your offices look like Live Q & A Live tutorial Showcase of a new product launch Special promo code or coupon Film live at an event A whole new follower base One of the most surprising things I have discovered since going all-in on Periscope is the new follower base. You may think that the same people who follow you on other social platforms will be the same ones who follow you on Periscope, but I have found that most of my Periscope community is brand new to me. This is a whole new set of business owners, marketers, bloggers, etc. that may never have found me if not for my being on Periscope and offering little nuggets of value. Now, I am moving these followers to Facebook, Twitter, my email list and more. Live streaming is web 3.0 in the making Personally, I believe that live streaming is the next evolution in how we connect, engage and eventually buy. This is going to change the way that we get information and interact with brands and businesses as well as our followers. I also think it’s going to be a major shift in how we can market our products and services. Think about it a minute: Where can you pick up your phone, click a button and immediately be in front of a live, captivated audience that sees who you are, is interested in what you have to share and, if its members know and like you, will ultimately trust you enough to buy what you are selling? Closest thing to teleportation
- Straight-Forward Sometimes, the most effective title will tell people exactly what you're going doing in the video. For example, Elijah Wood posted a video with the title "Jellyfish" whilst visiting the aquarium Exclusive A title that lets users believe they're seeing exclusive footage can be super compelling. For example, Ellen Degeneres broadcasted a video titled, "I'm Periscoping live from my show!" Unique (Or Just Plain Weird) Broadcasting something unique, rare, or just plain weird? Own it. One of my personal favorites was, “My fridge: 100 viewers and I’ll drop eggs." An Invitation to Learn Guy Kawasaki has gotten really into using Periscope to record talks and conferences. For example, he posted a video of "The Art of the Start lecture at Microsoft." Make your broadcast easy to find. When you use Periscope, you'll have the option to do a private broadcast, share the broadcast on Twitter, and share your location. To get the most views, I'd recommend sharing your broadcast on Twitter and turning on the location tagging option. This way, you'll reach a bigger audience -- and having your video on your Twitter feed gives it a longer tail strategy. Respond to comments live. One of the coolest features on Periscope is that people who are watching your stream in real time can comment and "like" the broadcast (which show up as hearts, like on Instagram). Other viewers are able to see these comments and the number of hearts your video has. Acknowledge or even respond to these comments out loud on the live broadcast to encourage engagement and make the experience feel like more of a two-way conversation. The number of hearts you get helps you get your username ranked in Periscope's app under "Popular People to Follow." There's also a "Most Loved" section in the app that lists users with the most total hearts from all their broadcasts. Experiment with use cases. Since Periscope is still so new, there aren't solidly defined ways to use it, especially for brands. This is a unique opportunity for you to experiment with different ways of using it and what type of content your audience likes most. Periscope lets you analyze a few key stats you'll want to keep track of while you're figuring out what works. Once your video ends, the app lets you see how many live viewers you had, how many viewers replayed your video, and how many hearts your video received (this number updates automatically as users continue "liking" your video from the time it ends until it expires).
- What is Meerkat? Meerkat is a mobile app that enables users to broadcast live video streaming through their mobile device. Once signed up, Meerkat users have the option of connecting their Facebook and Twitter accounts, and stream directly to their followers as soon as they go live.
- Comments are shown superimposed on the live-streaming video ‘Meerkasts’ have a delay of about 30 seconds, give or take 20 seconds Can schedule them so people know when to tune in
- All these a great to share your knowledge and build a pipeline for sales A blog may take you 6 months to start generating leads White papers and ebook can be emailed or promoted and can generate leads and interest straight away Another tactic that is surprisingly resilient is the webinar. We have found a huge interest in webinars and they can reduce the cost of an event significantly and increase your customer base substantially. Like whitepapers and e-books, the registration process is the key. Even if the turn-up on the day isn’t huge, you have a list of warm leads who registered for the webinar that you can go back to. Follow up with a phone call or email
- Video is a fantastic tool for to stand out in a crowded market. It great for educating people and connecting with them on a personal basis. The most important thing about video is that is has to be useful, about the target audience and not about you. Make sure that your video content isn’t like this one. And despite stereotypes that only the young and unemployed watch YouTube, recent Australian research shows that 41% of YouTube users are at least 40 years old, 57% are working, 55% are married and 62% visit the site at least once a week.
- The fourth strategy is focus your marketing efforts.
- You aren't a super hero, even though you do amazing things, so you have to be particular about what you do, when you do it and who you target first
- A great way to focus is theming. For example Q1 is respite services month. You may have three target audiences whom you wish to promote your respite services to, one target audience per month. A calendar, such as the one on your screen will enable you to plan the activity around that campaign, focusing on the channels and the specific messages you wish to communicate with. It also provides transparency around the organisation and allows all involved to know what they need to do when.
- There are three ways in which you can leverage your success. Each way adds to the next, building on the strategy.
- The first is testimonials. Client feedback is invaluable. Especially when it demonstrates how you have been able to assist people within your target audience. It provides prospects with the confidence that you can do what you say you can
- Case studies are similar to testimonials, however they are more indepth, provide more specific information and often allow the reader the opportunity to identify themselves in the story being told.
- The third is brand advocates, and both testimonials and case studies breed brand advocates. Brand advocates are those priceless individuals who will actively spread the word about what you do and how well you do it.