Digital Marketing - is it worth your time and money

1. Digital Marketing
Is it worth your time and
money?
Shane Redding, Think Direct

2. A little bit about me
 30 + years in
marketing
 Consult, train and
& lecture
 Own 2 companies
and hold 3 NEDs
 Built and sold 3
marketing led
businesses
09/18/13
2

3. 09/18/133
In 45 mins!
 Time to think!
 Focus – what is ONE thing that will
make the difference
 Keep it simple
 Shared learnings
 Questions
 Action Plan

4. 09/18/134
Top Tips to grow your
business profitably
 Social media – a waste of time and
money or essential?
 Digital marketing for sales leads –
new tools
 Email marketing – is it working for
you and your customers?

5. Digital Marketing today
 Confusion
 Customers in
control
 “free” or cheap
prioritised over
effective
 New marketing
technology
09/18/135

6. Key trends

7. Differences between Consumer and
b2b Marketing
Or is it more about the similarities?
What has changed?

8. The Social Landscape
FACEBOOK: 1.1BN
MEMBERS / 33m
UK
TWITTER: 200M+
MEMBERS WORLDWIDE
/ 15m UK
LINKEDIN: 200M MEMBERS
WORLDWIDE / 10m UK
YOUTUBE: 3BN
VIDEO VIEWS
PER DAY
GOOGLE+: 500M
MEMBERS /
135m active
INSTAGRAM:
200M USERSPINTEREST: 70M
MEMBERS WORLDWIDE
/ 3.2M UK

9. Social is MOBILE!
SOURCE: FACEBOOK

10. How Digital, Mobile & Social
are you?

11. It doesn’t matter!
What does matter is understanding:
Where your customers are
How digital marketing can help them
…buy more from you!
How to measure Roi
Where to invest
09/18/1311

12. So where to start? Look,
Listen and Learn
 Research – where are your customers
and influencers?
 Listen
 What are their interests?
 What is their pain?
 How can you help?
 How can you add value?
09/18/1312

13. B2B v B2C
http://www.socialmediaexaminer.com/b2b-social-media-marketing-resea

14. B2C common problems
B2C
Poor search
results (lack of
brand)
Low footfall/WOM
Poor customer
retention
 Ideas
09/18/1314

15. B2B common problems
Problem
Lack of quality
leads
Poor search
results
Lots of content,
but little
engagement (no
fanbase!)
Ideas
09/18/1315

16. 5 Top Tips
1. Find your influencers and get them to
do your marketing for you!
2. Integrate your channels
3. Be consistent across your channels
in look, and messages
4. Clear Call To Action – what do you
want them to DO?
5. Make it EASY (for them!)
09/18/1316

17. 09/18/1317

18. 09/18/1318

19. 09/18/1319

20. 09/18/1320

21. 09/18/1321

22. 09/18/1322

23. 09/18/1323

24. 09/18/1324

25. 09/18/1325

26. 09/18/1326

27. 09/18/1327

28. What else can Social Media
do for you?
1. Generate data (leads and deeper
customer insight)
2. Customer generated content (maybe
more valuable than yours!)
3. Customer service: gives you feedback
on what the world thinks of you
4. Crowdsource = Ask for input (e.g. new
product dev, market research)

29. Set Smart objectives
 I want to increase my email sign ups from 1000
to 2000 by December 31st
2012
 I need to create increased engagement at
events, using Twitter I will gain 500 new
followers and achieve a 10% increase in
retweets with a 5% increase in stand visitors
 I will increase website referrals from thought
leaders by 8% in 6 months
But be very clear on how this will convert to

30. Don’t forget the Internal
benefits!

31. Marketing Tactics that work
09/18/1331

32. The KME Group
485,000 tons
€ 3,000 million
13 production sites
2 industry-leading research centres
Global sales network
6,250 employees
21,000 business partners

33. YCT
£150 million turnover
200 employees
35% market share
62 years – manufacturing in the UK

34. What we did in the old days
Tube talk magazine
Trade press
PR
Direct mail
Database 3k
Talked to the merchants

36.  Costs four times what we currently
pay
 Un-measureable
 No proof of ROI

37.  Costs four times what we currently
pay
 Un-measureable
 No proof of ROI

38.  Costs four times what we currently
pay
 Un-measureable
 No proof of ROI

39. Today
Social media
Video
Email marketing – direct and html
Website – Lead forensics
Database of 40k
Talk to the end user – the installer

47. RESULTS
• 108,961 emails
• 16,039 opens
• 1290 Facebook Likes
• 412 Twitter Followers
• 23 LinkedIn Members

48. Marketing Tactics that work
US DMA stats show that
revenue per $1
Email $39
Search $22
Display $19
Social $12
09/18/1348

49. Email marketing
1. Collect the email – doh!
2. Make it easy, relevant and compliant
3. Check: links, spam filters, rendering,
spelling!
4. Test SMALL
5. Make Mobile friendly
09/18/1349

50. Target using the 3 R’s
1. Right person
2. Right place
3. Right time
This will give you the best return on
your marketing - more than
anything else!
09/18/1350

51. Email marketing
1. Good data essential for TARGETING
2. Integrate – email to social and back
3. Newsletters are great, but send them
“regularly” not “monthly” – only send
when you have something to say
4. and what do you want them to do ……
CTA?
09/18/13

52. ROMI: What to measure and
Tools
1. Online: Referral sites, page views,
Ad ROI, Google Analytics (free)
2. E commerce: Google Checkout
3. Email: depends on esp but opens,
clicks, hard bounces, soft bounces
4. Twitter use unique bitly links and #
5. Offline: Media by Unique code
6. B2b: tools like Lead Forensics
09/18/1352

53. ACTION PLAN
Marketing Tactics
 What are you going to do differently?
 How are you going to do it?
 Who is going to do it?
 When will it be done?
09/18/1353

54. KISS
1. Focus
2. What do you do well?
3. What do you NOT do well?
4. Outsource for growth
5. Keep doing it better
09/18/1354

55. Don’t forget to
 Say thank you
 Tell them what else you do
 Ask for testimonials
 Offer rewards for referrals
 Keep in touch (collect their data!)
 Make it personal!
09/18/1355

56. Thank you!
Shane.Redding@thinkdirect.biz
@shanerddng
www.cyance.com
Slides on Slideshare and linked in
09/18/1356