DigitalBristol - January 2012 - Boosting Online Business via Neil Wilkins

Boosting Business OnlineHarnessing the power of digital communication to market

your products and services

Harnessing Digital Chaos

Website

eMail

Blog

eNewsletters

Social Media

Mobile

SEO

AdvertisingLocation Based Services

Internet Directories

Chat Forum

electronic Customer Relationship Management

Pay per Click

Affiliate Marketing

eCommerce

Web Analytics

ResearchSMS

Television

Apps

Your Digital Hub

Website

eMail

Blog

eNewsletters

Social Media

Mobile

SEO

AdvertisingLocation Based Services

Internet Directories

Chat Forumelectronic Customer Relationship Management

Pay per Click

Affiliate Marketing

eCommerce

Web AnalyticsResearch

SMS

Television

Apps

Your Digital Hub

Website

eMail

Blog

eNewsletters

Social MediaMobile

SEO

AdvertisingLocation Based Services

Internet Directories

Chat Forumelectronic Customer Relationship Management

Pay per Click

Affiliate Marketing

eCommerce

Web AnalyticsResearch

SMS

Television

Apps

Much To Think About

People - Place - Personalisation - Production - Product - Price - Promotions - Prioritisation - Perseverance - Planning

PeopleDo you have the experience or will you need others to help you plan and deliver digital and social networking activity?

Do you have to develop variants of your products and services to satisfy local needs of those who you are targeting? Not only products and services but your website and digital marketing activity too

Product

ProductionCustomer service where you have no real presence? Do your online promises match your customers’ real world experience?

Place

You are open 24/7 365. How do you serve and earn revenue whilst you sleep? Not all weeks are Monday to Friday

Is your online pricing strategy relevant to the countries you are targeting? How will online legislation, regulations and tax affect your approach to markets?

Price

Taking Your First Strategic Steps

Build a Strategy

Create a Digital Hub

Awareness, Acquisition, Retention

Understand Customers

Deliver a Consistent Customers’ Journey

Create a Digital Dashboard

What You’ll Be Able To Do Next

Optimise your Websites

Words and Images in Different Markets

Harness Social Media

Take Next Steps... Step by Step

Prioritisation

How will you decide which countries and market sectors are most attractive to prioritise first? How will you balance short term financial objectives to longer term strategic goals?

Planning

How will you know when you have achieved your goals? An effective digital and social media plan will ensure you are measuring the right things to both grow your business through online marketing and provide the highest level of service to your customers

Plan your Strategy

Awareness, Acquisition, Retention

Link with your sales and marketing

Plan to help deliver business goals

Focus on 3-5 years out by SOSTAC

Be passionate about measurement

One Size Won’t Fit All

Understanding Your Customers

Customers’ Journey

Understanding the Customers

• Prioritise your segments by market

• “Long Tail” digital content

• Segments become your filter for everything you do and say

• Beyond digital to products, services, sales and customer service

Creating a Digital Dashboard

• No vanity metrics allowed

• Turn information into intelligence

• Balance financials with soft measures

• Measure the length of the journey

• Continually fine tune everything

Digital Dashboard

Personalisation

Are Facebook, Twitter and Linkedin the right social networks?

Do you have the back office capability to serve customers on their terms, in their timescales and in their language?

Promotions

• Search Engine Optimisation

• Customer Optimisation by Content

• Internationalisation

• Blogging

Magic Rule of Thirds

One Third About YOUOne Third FREE StuffOne Third Overt SALE

Perseverance Slow burn or fast-track, short term gain?

Next Steps

•Plot customer journeys for priority customer segments•Plan Your SOSTAC Strategy•Balance awareness, acquisition and retention across all marketing•Start writing great content•Measure and fine tune