Upload
cision
View
1.335
Download
0
Embed Size (px)
Citation preview
Strategize for SuccessWith the Vocus Marketing Consulting Team
Speaker: Rebecca BredholtMarketing Consultant Manager
Today’s Webinar Outline
1. Knowing the customer/client
2. Knowing the competitor
3. Knowing the business
4. Shaping the strategy a. Marketing Mixb. Tips
Tweet with us: @VocusConsultant #VocusWebinar
Rebecca BredholtMarketing Consultant Manager
• Facilitated successful client features in major media outlets like Forbes, CNN.com, the Shopping Network, and The Hollywood Reporter, and others.
• Prior to joining Vocus in 2006 she launched more than 18 award-winning magazines, oversaw the editorial departments of four national publications, and served as an editor for several online consumer magazines.
• She also served as a Web correspondent to cover interest pieces from Japan, South Africa, and Ukraine.
• She started her career at a local NBC news affiliate, went on to publish more than 200 printed articles covering a wide variety of topics such as personal finance, graphic design, travel, fashion, and the film industry.
• Rebecca was featured in Jean Chatzky’s Forbes for Women magazine in 2001 and again in Orlando Magazine in 2006.
Tweet with us: @VocusConsultant #VocusWebinar
“All men can see these tactics whereby I conquer,
but what none can see is the strategy
out of which victory is evolved.”̶ Sun Tzu
Tweet with us: @VocusConsultant #VocusWebinar
How do I get here?
Market your business in a way that shows you understand your customer’s life.
Tweet with us: @VocusConsultant #VocusWebinar
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience
Target Persona 1Demographics of your ideal client.
AgeLocationGenderIncome levelEducation levelMarital or family statusOccupationEthnic background
Psychographics of your ideal client.
PersonalityAttitudesValuesInterests/hobbiesLifestylesBehaviorMaslow’s Hierarchy Rank
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience: Segmentation
Geographic segmentation - Based on geographic area
- Continent- Country- Time-zones- State- County- Zip code
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience: Segmentation
Product-user segmentation - B2C marketing - Divided by product usage or
the consumption pattern of a product, service or brand
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience: Segmentation
Lifestyle segmentation - B2C marketing - Divided by consumers’ lifestyle
- Values and Beliefs- Attitudes- Perceptions- Leisure activities - Interests
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience: Segmentation
Positive market segmentation: - B2B marketing - Divided by industry or the
public/ private sector
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience
Niche/concentrated marketing- Targeting one particular, well-
defined group of customers (a niche) in a small segment or sub-segment
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience
Differentiated marketing- Targeting each segment with
a product that has its own marketing message
- Designed to match the needs of the consumers within the segment
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience
Undifferentiated marketing- B2C marketing - Selling a single product to the
whole market- Assuming that customers’ needs
are very similar if not identical in all market segments
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience
TwitterMore than 555 million usersBest tool for interacting in real time57% Female, Mostly 26-34 years old, Some College, Income $25-$48k
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience
LinkedInMore than 150 million users57% Female, College Degree, Mostly 26-34/35-44 years old, Income $50-$74k/$75-99k
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience
Tweet with us: @VocusConsultant #VocusWebinar
What do they look like?
Where do they work?
What did they study?
Where they live?
Knowing the Audience
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Audience
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Competition
When doing competitor
profiling, make sure you’re comparing
apples to apples. Too many business
owners compare their business to a
brand totally outside their industry.
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Competition
Once you’ve found 2 or 3 competitors…
1. Do a SWOT analysis on them
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Competition
Once you’ve found 2 or 3 competitors…
1. Do a SWOT analysis on them
2. Find out exactly what their resources are
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Competition
Once you’ve found 2 or 3 competitors…
1. Do a SWOT analysis on them
2. Find out exactly what their resources are
3. Figure out their marketing approach
1. What is their unique selling proposition
2. Sign up to receive their emails
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Competition
Once you’ve found 2 or 3 competitors…
1. Do a SWOT analysis on them
2. Find out exactly what their resources are
3. Figure out their marketing approach
1. What is their unique selling proposition
2. Sign up to receive their emails
4. Know their online presence
1. What keywords do they target?
2. What is their site traffic?
3. What Calls to Action do they use?
4. What forms of “Link Bait” do they use?
5. What is their website structure?
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Competition
• Name 1 Competitor:
• Name 1 of their strengths:
• Name 1 of their weaknesses:
• What is their main product or service?
• How many resources do they have? (human resources, financial resources, etc.)
• What marketing tools are they using?
• What type of content are they publishing online?
• What is their online presence like?
– Their website?
– Their blog?
– Their social pages?
– Their advertisements?
– Their emails?
– Their media coverage?
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Competition
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Competition
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Competition
PA stands for Page Authority.
The highest score is 100, usually reserved only for .gov pages.
Wikipedia pages are likely to rank in the 90’s.
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Competition
Coffee – WikipediaPA: 91
Green Mountain CoffeePA: 77
Peet’s Coffee & TeaPA: 71
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Competition
DA stands for Domain Authority.
It’s the predictive ranking strength of the entire domain versus PA which just ranks the strength of individual pages.
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Competition
Coffee – WikipediaDA: 100
Green Mountain CoffeeDA: 72
Peet’s Coffee & TeaDA: 75
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Competition
Tweet with us: @VocusConsultant #VocusWebinar
The Brand (a quiz)
On a scale of 1-5, with 5 being the best, how
would you rank your business in terms of…
Brand Awareness? (how many searches for your brand happen each month?)
Brand Recognition? (how many fans/subscribers do you have?)
Brand Reputation? (how many bad reviews are online?)
Customer Loyalty? (how many repeat customers? How many brand ambassadors?)
Customer Satisfaction? (how many user reviews? How many positive surveys?)
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Business
Vision & Mission Statement – Chipotle
FB Graph API = "mission": "Building a better world, one burrito at a time."
What do you do for people? (not businesses, people)
What is your Unique Selling Proposition?
“You get fresh, hot pizza delivered to your door in 30 minutes or less
— or it’s free.”
Why would those people choose your business over your competition?
Sometimes it’s the way the brand advertises itself. Just look at Target vs.
Wal-Mart.
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Business
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Business
Customer ServiceResponse Time
Lack of internal red tape
No edgy content marketing in this industry
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Business
Tweet with us: @VocusConsultant #VocusWebinar
Knowing the Business
Sequester
Tweet with us: @VocusConsultant #VocusWebinar
Shaping the StrategyCommon pitfalls of new businesses: I want sales without spending any time.
Tweet with us: @VocusConsultant #VocusWebinar
Shaping the StrategyCommon pitfalls of old businesses: I don’t believe in the internet.
Tweet with us: @VocusConsultant #VocusWebinar
Shaping the Strategy
Success for my business starts with _________ (website
visitors, emails, a phone call, foot traffic, etc.)
We’ve made sure that our ______ (website visitors, email
subscribers, phone callers, in-store visitors, etc.) are 100%
satisfied with their experience and we’re ready to bring in
more new ones.
No? ……(awkward pause here)
Let’s set some key performance indicators based on how
we can help your business bring in leads.
Tweet with us: @VocusConsultant #VocusWebinar
Shaping the Strategy
Sample Goal & Sample Measurement
Raising brand awareness?
Get 10x more Social Shares in 1 quarter.
Establishing thought leadership?
Get 10x more media interviews this month.
Converting visitors into buyers?
Reduce bounce rates by 25% this week.
Turning customers into brand ambassadors?
Double customer service efforts/ give-aways or surprise 3 fans with a
special treat this quarter.
Tweet with us: @VocusConsultant #VocusWebinar
Shaping the Strategy
Develop a Positioning Strategy.
Tweet with us: @VocusConsultant #VocusWebinar
Shaping the Strategy
Develop a Positioning Strategy.
“We are Ladies and Gentlemen serving Ladies and Gentlemen.”
Tweet with us: @VocusConsultant #VocusWebinar
Shaping the Strategy
Develop a Positioning Strategy.
Tweet with us: @VocusConsultant #VocusWebinar
Shaping the Strategy
Develop a Positioning Strategy.
Matthew Mullenweg,founding developer
WordPress
Personal Shopper – Too busy lounging on the beach to do all your own shopping? Let your personal shopper do it for you!
Tweet with us: @VocusConsultant #VocusWebinar
Creating the Marketing Mix
Tweet with us: @VocusConsultant #VocusWebinar
Creating the Marketing Mix
1
Tweet with us: @VocusConsultant #VocusWebinar
Creating the Marketing Mix
1
2Tweet with us: @VocusConsultant #VocusWebinar
Creating the Marketing Mix
1
2
3
Tweet with us: @VocusConsultant #VocusWebinar
Creating the Marketing Mix
1
2
3
4Tweet with us: @VocusConsultant #VocusWebinar
Creating the Marketing Mix
"It is in brands' best interest to use social media to funnel consumers into their traditional, owned marketing channels to extract the most value." - PRDaily.com
Tweet with us: @VocusConsultant #VocusWebinar
Tips
Google gets 2.5 billion page views per day & 1 of 3 mobile
searches has a local intent, according to Google.
Once you know what you want to sell and to whom you want to sell it.
1. Make sure your website can be found & appeals to your audience.
2. Create ads that link to your website & match other messaging.
3. List your address with Google+, and others.
4. Create a social page on sites where your target audience exists.
5. List your menu, coupons, offerings, ,etc. on trustworthy directory sites.
6. Get happy customers to review your products online.
7. Send media pitches that relevant and timely.
8. Log into Google Analytics and review your numbers.
Tweet with us: @VocusConsultant #VocusWebinar
Tips
Businesses must • have a current marketing plan
• have a narrative
• know their audience
• be present where their audience is present
• have a mobile website
• have subscribers
• know what they don’t know
Tweet with us: @VocusConsultant #VocusWebinar
“Over 40% say corporate website, social networking,
and digital advertising are key to marketing success.” -- Gartner Research Center,
U.S. Digital Marketing Spending Report 2013
“Nine out of 10 adults access social media at least once a month.”-- Mashable
“Implementing Tactics without a Strategy...
It's also why so many people fail at marketing in general.”-- Search Engine Journal
“Marketers need to learn where their consumers are and
then create a presence there.”-- PRDaily.com
Tweet with us: @VocusConsultant #VocusWebinar
Thank You!
@VocusConsultant
www.facebook.com/Vocus
MarketingConsultants
Tweet with us: @VocusConsultant #VocusWebinar
Questions?
Strategize for Success
Rebecca Bredholt
Marketing Consultant Manager