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Digital Marketing WorkshopAlex Tucker – Marketing Manager
Ady Harold – Client Support Manager
• Mastering the marketing plan• Email marketing best practice• Increasing enquiries and sales • Content marketing for busy people
Agenda
Mastering the marketing plan
Prepare an effective marketing plan in 7
pages
Session objective
Hang on a minuteTwo things to check first
Where the marketing plan fits
Marketing resource
Foundations - Planning the plan
● How do you want to be perceived?● What growth are you trying to achieve?● Where is new business coming from?● What type of clients do you want?
Goal setting
Market the things you
do well to people that
need your help
● What services do you currently offer?● Are your clients aware of all the help you offer?● Where do you have the most expertise?● How many new clients do you need for growth?● Will you need to recruit?
Current capabilities
Research
your clients
and prospects
The “what”Messaging and Tactics
Learn to express● What is unique about your practice?● What are you good at?● What do clients need you for?● Why do clients come to you? ● Why do they stay?
Creating the message
Common marketing tactics
Common marketing tactics
Measure everything (everything you can anyway)
Tell your stakeholders how you intend to measure your marketing
Simple measurements
● Campaign costs● Leads generated ● Resulting proposals● Win ratio● Long term client value● Set expectations● Review and improve
On average, professional services firms…● Turn 5% of web visitors into enquiries ● Convert 50% of leads into proposals● Win 30% of those proposals
Some benchmarks
Page 1 - SWOTPage 2 - Marketing goalsPage 3 - Current capabilitiesPage 4 - Marketing researchPage 5 - Messaging Page 6 - TacticsPage 7 - KPIs
Your 7 page marketing plan
Email marketingbest practice
Question
Is email marketing relevant in 2015?
Tale of the tape
• 2.9 billion user accounts• Used 122 billion times per hour• 3 x as many accounts as Facebook and twitter• Used 100 times more than search engines
Share of messages
But…
Attention spans are
So how can we get through?
Email campaign mechanics
Each element needs to give just enough value to take the prospect to the next step
● Open (subject, from details)● Read (content and design)● Click (call to action)● Convert (web)
How we disqualify email
How do we like to communicate?
B2B?
B2C?
Person to person?
Personalise
Segment and be relevant
Make lists
● By sector● By interest● By where you met ● By stage in the buying cycle
1 2Unidentified
needFelt painNo project
SHOPPING
3
1 2Unidentified
needFelt painNo project
SHOPPING
3Useful content Social proof Prove value
1 2 3About THEM
AboutOTHERS
About YOU
Useful content Social proof Prove valueMARKETING CONTENT
Test and improve
The A/B test
Subject lineFrom name/address
HTML vs TextDesign elementsCall to action
WINNER
A
B
Test and improve
ONE thing at a time
WINNER
A
B
Email best practice
● Be personal ○ from name/address ○ subject○ design
● Be relevant ○ content
● Use lists● Use tests (sparingly)
Putting it into practice
Increasing enquiries and sales
Session objectives
● Define sales goals from the web● 6 simple ways to increase conversion rates● Practical demonstration
How much?
● Start with £ sales● How many new clients do we need?● How many proposals?● what’s our conversion rate from visitor to lead?
Benchmarks
On average, professional service firms…
● Turn 5% of web visitors into leads ● Convert 50% of leads into proposals● Win 30% of those proposals
Things to remember
● We need ≥60 visitors for each new client● Visits ≠ Visitors● Visitors rarely convert on their first visit● You still need clients to visit your site● Your website doesn’t exist in a vacuum
Areas to focus
6 Simple ways to improve conversion
rates from your website
Areas to focus
#1 “About us”
Why bother?
● If somebody recommends you to a friend, this is where the friend goes to evaluate you
● Prospects can choose from thousands of accountants offering similar services
● Many firms use generic text, “about us” can be an easy place to differentiate your firm
What to do
● Above all be credible and approachable● Showcase your team and its talent● Show specialisms● Direct contact details (not mobile though)● Banish generic copy
Areas to focus
#2 Be mobile friendly
Why bother?
● ⅓ of web traffic is now mobile (UK)
● 90% of people switch between devices to accomplish a goal
● Just look around
What to do
● Have a responsive site or mobile version
● Don’t use images for phone numbers
● Don’t use images for email addresses
Areas to focus
#3 Build trust
Why bother?
● Clients put their livelihoods in the hands of a capable adviser
● They need to feel at ease or they will go somewhere else
● Prospects are less likely to get in touch with you if your website doesn’t create trust
What to do
● Accreditations of practice and practitioners● Membership bodies and regulation● Build trust visually ● Build trust through content
Areas to focus
#4 Social proof
Why bother?
● 92% of people trust word-of-mouth recommendation
● 63% say they are more likely to buy from a site with ratings or reviews
● People need to “belong”
What to do
● Show how many people you’ve helped● Use detailed case studies● Use named testimonials● Be authentic about social proof● Remember that social proof lives offsite too
Areas to focus
#5 Forms
Why bother?
● Forms turn anonymous visitors into sales leads
● They determine the level of qualification and information
What to do?
● Experiment○ more fields = more friction○ more friction = fewer leads
● BUT○ sometimes few leads = better win rate
Areas to focus
#6 Calls to action
Why bother?
● A call to action is the “conversion point”● Where the visitor makes their decision to
contact you or sign up for more info● The difference between conversion and exit
What to do
● Avoid using “submit”● And “click here” while we’re at it● Be specific ● Be positive● Tweak and test
Putting it into practice
Content marketingfor busy people
Session objectives
● Define “content marketing”● Illustrate the benefits of content marketing● Explore digital content types ● Demonstrate how to find the time● Real-life example
Definitions
“Content marketing is any marketing format that involves the creation and sharing of media and publishing of content in order to acquire customers.”
Wikipedia
“Content marketing is a pull, rather than a push, strategy. Content doesn’t interrupt, it attracts.”
Advertising Age
In case you’re not convinced
Social media sites and blogs reach 8 out of 10 of all web users and account for 23% of all time spent online. (CMI)
Blogs give websites 434% more indexed pages and 97% more indexed links. (Content+)
B2B companies with blogs generate 67% more leads per month on average than non-blogging firms. (Social Media B2B)
Definition
Attract (don’t sell)Show credibility Build relationshipsIncrease engagementHelp SEO efforts Drive leads and sales
No timeNot a great writerWorried people will steal contentNot sure what to talk about
why
you
sho
uld
why
you
sho
uld
Why you m
ight notW
hy you might not
Types of content
● Blogs● Social posts● Case studies● Whitepapers● Guides● Infographics● Emails
Things you’ll need
● Some research ○ (already have this from the marketing plan)
● A content plan○ (We’re already part way there)
● Good content○ (not that tricky)
● Platform ○ (We already have this)
● A way to measure success
Client/prospect persona
Your content isn’t for you
Questions to ask
● What motivates them?● What keeps them up at night?● Are they decision maker? Influencer?
Researcher?● How fluent are they?● What language do they speak?● Where do they look for information online?
Planning your content
Planning content
● What is the content?● Who is it for?● When will you produce it?● Where will you publish and share?● What’s the objective?● How will you measure?
Content platform
H.E.A.R.T Content
● Helpful● Entertaining● Authentic ● Relevant● Timely
Productivity trick
Powerpoint amnesty
Remember “mastering the marketing plan”?
PPT to PDF
PDF to blog post(s)
Then...
● Tweets ● Advertising ● LinkedIn posts● Google+● Emails ● PR (if it’s REALLY good)● Get creative
Thank you!Need some help?
Alex (Marketing) alex.tucker@practiceweb.co.ukAdy (Client Support) clientsupport@practiceweb.co.ukYour Account Manager darren.lewis@practiceweb.co.uk
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