Digital Marketing Strategy - Bath College Nov 2016

©Noisy Little Monkey | 2016
Bath College Digital Marketing Strategy

Natasha Jon
Ste
Claire
Creative Director Technical Director
SEO Manager
Meet The Team
About Us
Natalie
Account Executive
Nicola
Lucy
Managing Director
Account Manager
Holly
Account Executive
Mr Dog
VIP Shaking
Events & Marketing
Josh
Lo-Mo Specialist

Today
Inbound ContentSearch Social Email
Funnel LegalYour Site Personas ?
?

Expectations
• This is probably the first step on a long journey
• You will meet charlatans on this journey
• We have a lot to cover*, please save your questions until I ask for
them 
*there will be no breaks, other than lunch, which may be curtailed…

Now
Inbound ContentSearch Social Email
Funnel LegalYour Site Personas ?
?

What the heck?
Inbound Marketing10

Our focus today
Inbound Marketing11

Does it work?
Inbound Marketing12

Our focus today
Inbound Marketing16

Our focus today
Inbound Marketing17

Our focus today
Inbound Marketing18

Our focus today
Inbound Marketing19

Our focus today
Inbound Marketing20
www.youtube.com/watch?v=BNHR6IQJGZs

Our focus today
Inbound Marketing21

Our focus today
Inbound Marketing22

Our focus today
Inbound Marketing23

Our focus today
Inbound Marketing24

Our focus today
Inbound Marketing25

Our focus today
Inbound Marketing26
Google My Business

• Google thinks it’s trustworthy and relevant
• Links point to your web content from authoritative sites
• It uses the language the search used
• It answers the tacit question the search asked
• Your website is built following standard design practices
• Your website architecture follows standard design practices
• Your content is fresh
• You acquire local citations
• Your business has active social channels, engaging with real humans
• When people visit your website from Google, they don’t “bounce”
Learn this stuff: https://moz.com/beginners-guide-to-seo
27
Content ranks because

Where does organic search sit in the funnel?28

29
Learn this stuff https://moz.com/beginners-guide-to-seo

Our focus today
Inbound Marketing31
What is wrong with this picture?

Our focus today
Inbound Marketing32

• It’s an auction. Bid highest and your ad is highest (basically)
• A higher “Quality Score” can reduce the amount you pay per click
• Write ads that match the search
• Make the ad landing page to match the search
• Kill off unperforming ads / keywords
33
Ads rank because

34
Learn this stuff https://support.google.com/adwords/answer/6146252

Where does paid search sit in the funnel?35

Social
Being part of the conversation

• Measure success by reach, engagement,
traffic to site
• Particularly good for B2C
• Organic reach is often hard – promote posts
• Don’t sell
38
Facebook

traffic to site
• Follow relevant accounts
• Get involved and curate content for your
followers
• Have conversations
• Try promoted posts when stuff falls flat
39
Twitter

• Measure success by traffic to site
• Get your team to Link to the company
• Get your team to join relevant groups an
get involved in conversations
• If your sales people aren’t using it to stalk
people before they meet them, fire your
sales people now.
40
LinkedIn

traffic to site
• Good if your potential audience in <30
• Have conversations
• Try promoted posts when stuff falls flat
41
Instagram

• Measure success by views
• No dick picks, leave that to the teenagers.
42
Snapchat

• Measure success by reach traffic to
site
• Great if you’re selling physical
products
43
Pinterest

• You may have both, you may have
neither, you maybe somewhere in-
between.
• If you have both, publish to G+ and
make sure your local SEO is on point
• If you have only G+, publish content
there and set up GMB
• If you only have GMB, share stuff
there (if you can)
• If you have neither, ONLY set up GMB
47
Google+ / Google My Business

48
Do one thing well, but think about doing them all

50
Learn this stuff https://moz.com/beginners-guide-to-social-media

Where does social media sit in the funnel?51

53
Ads rank because
HMS Content

• Plan
• Who
• What
• Why
• Create
• What format?
• Be human
• Be negative?
• Distribute
• Analyse
• Referrers in Google Analytics
• Organic visits in Google Analytics
• Social Analytics
• Repeat (do, review, improve)
54
Content With Purpose

Where does content sit in the funnel?55

57
Ads rank because
HMS Email

Where does email sit in the funnel?58

• Just because you have had a previous relationship with someone doesn't mean you have permission to email them. Permission marketing is anticipated,
personal and relevant messaging. The simple measure is this: Would they miss you if you didn't mail them? If not, then you're fooling yourself into thinking
you have something you don't.
• Blaming the tool. There are a wealth of powerful email tools out there (like Mailchimp). If your email campaign isn't working, it's almost certainly not their
fault. Don't waste time looking for a better pencil--learn to write better.
• Your mailmerge is broken. Dear <first name> is far worse than no mailmerge at all. Here's the simple test: if you're not willing to spend fifteen seconds per
name reviewing the list and cleaning it up (why did you email me six times?), then don't expect that we have fifteen seconds to read what you wrote. If you
have 4,000 names, that's 1,000 minutes. Don't have 1,000 minutes? Don't send the mail.
• Text is what humans send. Corporations send HTML and pretty graphics. Either can work if expectations are set properly, but if you're a human, act like one.
• Why are you emailing me? If you can't tell me in six words what you need me to do, it's unlikely I'll be able to guess.
• The thing you need me to do better be fun, worth doing and generous. If it's not, I'm not going to do it, no matter how much you need me to do it.
• When does this end? If you're going to send me a series of notes to promote something, does it go on forever? Telling me what's ahead is more likely to
earn you permission going forward. "Oh good, the next one!" If people aren't saying that, you've failed.
• Pinging everyone, at once. Why on earth would you hit SEND ALL? Send 20, see what happens. Send 20 different ones, compare. Send 50. Now send all.
• If your email promotion is a taking, not a giving, I think you should rethink it. If you still want to take the time and attention and trust of your 4,000 closest
friends, think hard about what that means for the connections you've built over the years. There are few promotional emergencies that are worth trading
your reputation for.
• http://sethgodin.typepad.com/seths_blog/2013/12/eight-email-failures-and-questions-for-those-that-want-to-do-better.html
59
Marketing Emails with Purpose

Our focus today
Inbound Marketing63

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Visually impaired
internet users in USA
>
Internet users in
CanadaWorld Bank (WDI, 2008) and CDC.gov (NHI Survey, 2008)

•Go to your website
•Unplug your mouse – Try to navigate using ‘tab’ key
•Go to your website
•Install ChromeVox
•Let it read your site
71
#a11y
Disable in menu > more tools > extensions

•Thinking about the funnel… What pages / sections should a site
contain?
72
Your Turn

•Thinking about the funnel… What pages / sections should a site
contain?
•Learn this stuff: http://hubs.ly/H05471B0
73
Your Turn

BACKGROUND:
• Lives in small village near city
• In Grade II listed house (doing it up)
• Married, with toddler
DEMOGRAPHICS:
• Male
• Mid 30s
• 30k
IDENTIFIERS:
• Teacher / Lecturer at University
• Uses Twitter & potentially Reddit
• Facebook (mainly posting pictures of kids for grandparents)
• Always on phone
• Bit of a geek/ gadget fanatic
IAIN | GADGET DAD
Personas
Who Are You Trying To Reach?

IAIN
GOALS:
• Providing for family
• Being seen to be a ‘great dad’
CHALLENGES:
• Taking time off
• Time to socialise
• Replacing his bachelor pad items in home to become more family friendly
HOW WE CAN HELP:
• Useful recipes
• Special offers
• Technical tips
• Value for money
OBJECTIONS TO BRAND:
• Brand recognition
• Lack of online selling

IAIN
Additional Notes:
• Tech Savvy but only on what he knows
• Drinks cider / craft ales or mojito if he’s out
• Shops at Sainsbury's, designers at Debenhams
• Reads BBC, The Guardian (online) Observer on Sunday (print)
• Watches Goggle Box
• Cooking for friends, cycling when time
• First thing in the morning:
• Checks email and/or social media
• Makes his wife a cup of tea
• Night owl
• Not massively into music, feels like he ought to have cooler taste. Doesn’t
own a DAB radio but does have Spotify

BACKGROUND:
• Lives in Worcester
• In long term relationship, just got engaged with new born and 3 year old
DEMOGRAPHICS:
• Female
• Late 20’s
• 28k
IDENTIFIERS:
• On maternity leave (PR)
• Owns a Viszla
• Uses Twitter, Facebook, Pinterest and Instagram.
• Takes lots of photos on phone of kids, the dog and of her food creations
• Thinking of starting her own blog
ANNA | MULTI-TASKING MUM

BACKGROUND:
 Lives in same family home as she brought up children
 Married 35 years
 3 children left home
DEMOGRAPHICS:
• Female
• Late 50s
IDENTIFIERS:
• Part-time estate agent
• Has an iPad / Kindle for holidays
• Keen gardener
• Uses Facebook to stalk her children and loves Pinterest
JUDITH | JOINT PURCHASE

Everyone loves a list and with your extensive range, you’ve got a
great selection to suit a range of personalities.
• 27 gadgets you don’t need (but must have!)
• 7 frivolous finds for the coffee connoisseur in your life
• 11 amazing creations you can make with a spiralizer
• Our favourite coffee blends
• 5 gifts for tea lovers
• The best multi-tasking gadgets every kitchen / mum / dad needs
• 13 kitchen essentials for new students
• 25 Best kindle reads
• 17 cooking book apps for the iPad
CAMPAIGN: GADGET GUIDE
Perfect for gadget loving Iain and helpful for gift inspiration
for Judith or Anna – Can be done just on Facebook over a
couple of days, each day highlight use etc.

• Guide your content calendar
• Guide the timing of your shares
• Frame content differently (depending on target), still using the corporate
tone
• Repurpose your content
• Measure and improve
82
Personas help

• You’ll never be able to write a piece that works for EVERY audience, so don’t try!
• Your intended persona should always be your starting point
• Don’t assume knowledge, but don’t patronise
• Entertainment for one persona might be dull for another, so target where appropriate
83
If everybody looked the same…

• You’ll never be able to write a piece that works for EVERY audience, so don’t try!
• Your intended persona should always be your starting point.
• Don’t assume knowledge, but don’t patronise.
• Entertainment for one persona might be dull for another, so target where appropriate.
• Maybe think about the negative too?
84
If everybody looked the same…

85
Your Turn
Smith, Smith &
Smith Solicitors
Sunshine Kids

What I want to know:
Demographics:
• Name? Age? Where do they live? Kids?
Background:
• Job role? How much do they earn?
• What do they read? Drive?
Goals:
• What challenges do they face at work?
• What do they want to achieve personally & in their
career?
15 minutes in your groups
IT Journalist
Challenges:
Being ahead of the latest geek trends,
stock news, tech gossip, being found out.
Wants:
Google Glass, Bylines in the nationals, her
big break.
Reads The Register, Guardian Tech,
gizmodo, TC, Mashable, Buzzfeed,
NextWeb
Uses r/tech, Google+, Twitter & Facebook

• What is his/her name? What is her age?
• What city/area do they currently live in?
What type of housing does he currently
live in? (Rented flat etc.) detached house
• Is he single, dating, or married? Kids?
Pets?
• What are their favourite TV shows? Bake
Off, Box sets, Corrie etc.
• How do they spend the weekends?
Socialising, entertaining
• Where do they shop? Local, markets, high
street, M&S, Fat Face etc.
• What’s their job?
Things to consider?
• Are they buyer or persuader / researcher (joint
purchase etc.)
• What challenges do they face at work and at
home?
• How can you help solve their unique
challenges?
• How does he prefer to communicate? Social or
email
• What social networks do they spend time on?
Twitter, Facebook, Pinterest
• What objections would they have to buying
from Sunshine Kids?
• What factors might make him choose a
competitor’s product over your own?

• Give your content purpose – What do you want your audience to do or
feel after reading your blog post?
Do you want them to:
• Share it, engage, converse, feel informed or enlightened?
• What can you write about to help or inspire your audience?
• Can you answer their queries?
• What do they need to know about you?
• Learn this stuff: http://hubs.ly/H0547nn0
88
Using Personas to create purpose

•You should use Google Analytics. This drops a cookie
on the user.
•Your website probably needs to use cookies to
function for the duration of a users visit. This also
drops a cookie.
• Learn this stuff: http://hubs.ly/H0547nB0
92
Cookies – No Opt In Permission Necessary

•You business uses remarketing or retargeting in
your advertising platform
•Your website stores data relating to a user’s visit
which it uses to improve subsequent visits by
presenting more relevant content / people like
you also bought
93
Cookies – Opt In Permission Required

From the ICO:
•Service providers must take appropriate measures to
safeguard the security of their service. What
‘appropriate’ means depends on the nature of the risk,
the technology available, and the cost.
•Service providers must also inform their customers of
any significant security risks.
95
Sign Ups / Contact Forms / Ecommerce

From the ICO:
•Service providers must take appropriate measures to
safeguard the security of their service. What ‘appropriate’
means depends on the nature of the risk, the technology
available, and the cost.
•Service providers must also inform their customers of any
significant security risks.
Today’s max fine? £500,000
Tomorrow? €20,000,000
96
Sign Ups / Contact Forms / Ecommerce

•You should require a “double opt in” for sign ups
•You should have really, really, really clean and
up to date lists.
97
Sign Ups

Hey I just met you & this is crazy…
CONTACT US!
0117 327 0171
Search: Noisy Little Monkey
@NoisyMonkey

Digital Marketing Strategy - Bath College Nov 2016

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