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Developing a digital marketing strategy to drive business growth - LexisClick

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This document outlines an agenda for a digital marketing strategy workshop. The workshop will cover how to build a brand and influence people, and how to develop a digital marketing strategy. It will include an introduction to LexisClick, the company providing the workshop, and an introduction to the presenter Stephen Bavister. The workshop aims to help attendees develop a written digital marketing strategy to drive their business growth.

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Developing a digital marketing strategy to drive business growth
Today’s objective & agenda To help you build a brand and strategy to succeed in today’s digital world. 8.30 – 9.00 Part 1 - Darren Mooney - How to build a brand and influence people 9.00 – 9.10 Break 9.10 – 9.40 Part 2 - Stephen Bavister - Developing a digital marketing strategy 9.40 – 9.45 Worksheet 9.45 – 10.00 Q&A 10.00 – 10.30 Networking & Finish
LexisClick’s vision The digital marketing team for ambitious SMEs on their journey to becoming market leaders
Introduction to LexisClick Easy to find The first to return toRegularly recommended A pleasure to use A growing business needs to be... We help our clients’ marketing succeed through the power of online technologies and communities by managing and developing their: • Digital strategy and channels: • SEO • Online Advertising • Email Marketing • Social Media Marketing • Web Design • Content Marketing To make them...
Introduction to your presenter Lead Digital Marketing Consultant at LexisClick, 2007 – present. Started working in online marketing, designing and building websites in 1997 – when he designed and built British Steel’s first website from the delights of Scunthorpe. Followed by 10 years working in London in digital marketing across a variety of industry sectors both within business and as a consultant – with 6 years spent at PricewaterhouseCoopers (PWC) as a digital marketing consultant. Stephen Bavister Managing Director LexisClick
QUICK POLL: Who has a written marketing strategy?
Strategy - A definition /stratɪdʒi/ A high level plan to achieve one or more long term goals under conditions of uncertainty
You don’t have one... you’re not alone
Common reason not to have a strategy #1 • I’m clear on my plan
Common reason not to have one #2 • I’m clear on my plan • We know who we are selling to
Common reason not to have one #3 • I’m clear on my plan • We know who we are selling to • We just need to get onto first page of Google
Common reason not to have one #4 • I’m clear on my plan • We know who we are selling to • We just need to get onto first page of Google • We’re too busy
Why is it important?
There is a lot of uncertainty
There is a lot of change
There are a lot of tactics BLOGGING CONTENT TWITTER LINKEDIN PR EMAIL CRM PROSPECTS SEO EVENTS WEBSITE PAGES ADVERTISING ANALYTICS
There are loads of potential tools
Customers are much less predictable
Competitors are much more visible
Your buyer personas are who you’re trying to reach. Instead trying to attract, convert, close, and delight all 3 billion people on the internet, focus on those most likely to become promoters. Cut through the noise
A written strategy will help you… • Keep focused • Identify the best tactics • Keep track of performance • Multiply the results you get from each activity
Create your strategy To drive your business growth
Text StyleRemember It’s not about you; it’s about them Why do you exist Your purpose
Your proposition: 1) What are you selling? 2) What are you really selling? 3) How are you different? 4) How are you remarkable?
Your buyer personas are who you’re trying to reach. Instead trying to attract, convert, close, and delight all 3 billion people on the internet, focus on those most likely to become promoters. Who are you trying to reach? Instead of trying to attract, sell to and delight all 3 billion people on the internet, focus on those most likely to become promoters.
Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. BUYER PERSONAS Customer Personas An explanation
Mapping using your customer journeys • Understand your buyers • Understand your buyers’ journeys • Map content to the journey • Produce and promote content at each stage to build trust
Customer journey Discover Explore compare Consider Commit Retain Advocate • Who do other companies like me use? • Who is doing it best? • Who comes up in search? • Do they have experience of handling this type of job? • Are they reliable? • What do other customers say? • What accreditations do they have? • What’s their company history? • Where are they based? • Do they have the latest technology equipment? • What are their prices? • Have I found all the information I need? • How easy it is to get set up running? • Can this company grow with our business / support our future business needs? • Do they offer any guarantees / insurance? • Can I easily get a price or contact someone? • Do I have all the information I need to get approval? • Do I clearly know the next steps to get started? • What are the business terms? • What if something goes wrong? • How flexible is the contract based on future needs? • Are their prices competitive? • Are they able to do the job in the timeframe? • Is my artwork safe? • Did the job go as planned on time? • Do I feel ongoing expertise? • Are they addressing my business needs? • Am I delighted with their work and would happily recommend their services to others? GOAL: To find the best / most experienced company to meet my specific service GOAL: Exhaustively compare the options / competitors and select a few front runners GOAL: Identify the best solution and request a quote / enquire to get prices / more information about their ability to do the job GOAL: To choose the best company to meet my needs and have peace of mind in that decision GOAL: To find a company who do a great job, that I can trust and work with again GOAL: Share my experience and recommend the good service to others
Your buyer personas are who you’re trying to reach. Instead trying to attract, convert, close, and delight all 3 billion people on the internet, focus on those most likely to become promoters. What is the current situation? And potential situations you need to be aware of
Values? - What are your boundaries - What is important to you as a business - What do your people and partners need to communicate
Price? What is your pricing strategy? Premium, cheapest, price match, cost plus or value based. For example if you have a gross margin of 40% and put up your prices by 10%, you could lose 20% of your sales and still make the same gross margin!
The How: Promotion Many people start with promotion. How you promote will be much clearer, when you have the rest in place...
Building Your Strategy It’s fine for your strategy to evolve as you test and learn... Strategy Development /Refinement Strategy Feedback Discovery Measurement Actions Action Planning
The 4 Pillars of Digital Strategy Audience Marketing Content Technical Tactics Admin Updates Optimisation Analysis Admin Digital
Don’t be afraid to invest - If you were building a new house, would you borrow to build?
Worksheet
I strongly disagree I strongly agree 1 2 3 4 5 1. I have a well communicated brand promise 2. We refer to our promise when we produce our marketing 3. We measure how our customers feel about our brand 4. We have clearly communicated why we exist as a business 5. We have defined what makes us different and it is remarkable 6. We have a written target customer profile / persona 7. We have mapped our customer journey and reference it regularly for our marketing planning 8. We have written values for the business and use them to guide our decision making 9. We have a pricing strategy for the business and review it regularly 10. We have a marketing plan and use our strategy to guide it Worksheet How are you doing? Name: Company:
Action Priority By When Assigned To Action plan Name: Company: Date: Total Score:
Thank You For Attending Please sponsor us to support PDSW
Easy to find A pleasure to work with The first to return to Regularly recommended www.lexisclick.com • marketing@lexisclick.com • 01202 788333

More Related Content

Developing a digital marketing strategy to drive business growth - LexisClick

  • 1. Developing a digital marketing strategy to drive business growth
  • 2. Today’s objective & agenda To help you build a brand and strategy to succeed in today’s digital world. 8.30 – 9.00 Part 1 - Darren Mooney - How to build a brand and influence people 9.00 – 9.10 Break 9.10 – 9.40 Part 2 - Stephen Bavister - Developing a digital marketing strategy 9.40 – 9.45 Worksheet 9.45 – 10.00 Q&A 10.00 – 10.30 Networking & Finish
  • 3. LexisClick’s vision The digital marketing team for ambitious SMEs on their journey to becoming market leaders
  • 4. Introduction to LexisClick Easy to find The first to return toRegularly recommended A pleasure to use A growing business needs to be... We help our clients’ marketing succeed through the power of online technologies and communities by managing and developing their: • Digital strategy and channels: • SEO • Online Advertising • Email Marketing • Social Media Marketing • Web Design • Content Marketing To make them...
  • 5. Introduction to your presenter Lead Digital Marketing Consultant at LexisClick, 2007 – present. Started working in online marketing, designing and building websites in 1997 – when he designed and built British Steel’s first website from the delights of Scunthorpe. Followed by 10 years working in London in digital marketing across a variety of industry sectors both within business and as a consultant – with 6 years spent at PricewaterhouseCoopers (PWC) as a digital marketing consultant. Stephen Bavister Managing Director LexisClick
  • 6. QUICK POLL: Who has a written marketing strategy?
  • 7. Strategy - A definition /stratɪdʒi/ A high level plan to achieve one or more long term goals under conditions of uncertainty
  • 8. You don’t have one... you’re not alone
  • 9. Common reason not to have a strategy #1 • I’m clear on my plan
  • 10. Common reason not to have one #2 • I’m clear on my plan • We know who we are selling to
  • 11. Common reason not to have one #3 • I’m clear on my plan • We know who we are selling to • We just need to get onto first page of Google
  • 12. Common reason not to have one #4 • I’m clear on my plan • We know who we are selling to • We just need to get onto first page of Google • We’re too busy
  • 13. Why is it important?
  • 14. There is a lot of uncertainty
  • 15. There is a lot of change
  • 16. There are a lot of tactics BLOGGING CONTENT TWITTER LINKEDIN PR EMAIL CRM PROSPECTS SEO EVENTS WEBSITE PAGES ADVERTISING ANALYTICS
  • 17. There are loads of potential tools
  • 18. Customers are much less predictable
  • 19. Competitors are much more visible
  • 20. Your buyer personas are who you’re trying to reach. Instead trying to attract, convert, close, and delight all 3 billion people on the internet, focus on those most likely to become promoters. Cut through the noise
  • 21. A written strategy will help you… • Keep focused • Identify the best tactics • Keep track of performance • Multiply the results you get from each activity
  • 22. Create your strategy To drive your business growth
  • 23. Text StyleRemember It’s not about you; it’s about them Why do you exist Your purpose
  • 24. Your proposition: 1) What are you selling? 2) What are you really selling? 3) How are you different? 4) How are you remarkable?
  • 25. Your buyer personas are who you’re trying to reach. Instead trying to attract, convert, close, and delight all 3 billion people on the internet, focus on those most likely to become promoters. Who are you trying to reach? Instead of trying to attract, sell to and delight all 3 billion people on the internet, focus on those most likely to become promoters.
  • 26. Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. BUYER PERSONAS Customer Personas An explanation
  • 27. Mapping using your customer journeys • Understand your buyers • Understand your buyers’ journeys • Map content to the journey • Produce and promote content at each stage to build trust
  • 28. Customer journey Discover Explore compare Consider Commit Retain Advocate • Who do other companies like me use? • Who is doing it best? • Who comes up in search? • Do they have experience of handling this type of job? • Are they reliable? • What do other customers say? • What accreditations do they have? • What’s their company history? • Where are they based? • Do they have the latest technology equipment? • What are their prices? • Have I found all the information I need? • How easy it is to get set up running? • Can this company grow with our business / support our future business needs? • Do they offer any guarantees / insurance? • Can I easily get a price or contact someone? • Do I have all the information I need to get approval? • Do I clearly know the next steps to get started? • What are the business terms? • What if something goes wrong? • How flexible is the contract based on future needs? • Are their prices competitive? • Are they able to do the job in the timeframe? • Is my artwork safe? • Did the job go as planned on time? • Do I feel ongoing expertise? • Are they addressing my business needs? • Am I delighted with their work and would happily recommend their services to others? GOAL: To find the best / most experienced company to meet my specific service GOAL: Exhaustively compare the options / competitors and select a few front runners GOAL: Identify the best solution and request a quote / enquire to get prices / more information about their ability to do the job GOAL: To choose the best company to meet my needs and have peace of mind in that decision GOAL: To find a company who do a great job, that I can trust and work with again GOAL: Share my experience and recommend the good service to others
  • 29. Your buyer personas are who you’re trying to reach. Instead trying to attract, convert, close, and delight all 3 billion people on the internet, focus on those most likely to become promoters. What is the current situation? And potential situations you need to be aware of
  • 30. Values? - What are your boundaries - What is important to you as a business - What do your people and partners need to communicate
  • 31. Price? What is your pricing strategy? Premium, cheapest, price match, cost plus or value based. For example if you have a gross margin of 40% and put up your prices by 10%, you could lose 20% of your sales and still make the same gross margin!
  • 32. The How: Promotion Many people start with promotion. How you promote will be much clearer, when you have the rest in place...
  • 33. Building Your Strategy It’s fine for your strategy to evolve as you test and learn... Strategy Development /Refinement Strategy Feedback Discovery Measurement Actions Action Planning
  • 34. The 4 Pillars of Digital Strategy Audience Marketing Content Technical Tactics Admin Updates Optimisation Analysis Admin Digital
  • 35. Don’t be afraid to invest - If you were building a new house, would you borrow to build?
  • 37. I strongly disagree I strongly agree 1 2 3 4 5 1. I have a well communicated brand promise 2. We refer to our promise when we produce our marketing 3. We measure how our customers feel about our brand 4. We have clearly communicated why we exist as a business 5. We have defined what makes us different and it is remarkable 6. We have a written target customer profile / persona 7. We have mapped our customer journey and reference it regularly for our marketing planning 8. We have written values for the business and use them to guide our decision making 9. We have a pricing strategy for the business and review it regularly 10. We have a marketing plan and use our strategy to guide it Worksheet How are you doing? Name: Company:
  • 38. Action Priority By When Assigned To Action plan Name: Company: Date: Total Score:
  • 39. Thank You For Attending Please sponsor us to support PDSW
  • 40. Easy to find A pleasure to work with The first to return to Regularly recommended www.lexisclick.com • marketing@lexisclick.com • 01202 788333