Marketing is not about you…

It’s about people and about psychology and what people think, what they

share, what they love, what they feel about you…

What do other people want?

https://www.youtube.com/watch?v=NJnP2wsgnoA

GREAT stories = GREAT marketing.

“GREAT Marketing has to be Guerrilla, Remarkable, Engaging,

Active and work all Together.” #o2mktgmatters

Who are you?

#o2mktgmatters

Let’s start THINKING.

Brands always communicate – even when they don’t want too. So does your marketing.

Most of it is visual.

As I am impartial – here’s another.

Underneath everything is implied communication of brand values.

Write down three words that sum up their brand to you.

Write down three words that sum up your business.

Is the company showing these brand values through your marketing?

Write down three words that sum up YOUR CUSTOMERS.

Where are your

customers?

In social we have The Conversation

Prism. Where are your demographic?

What are your competitors doing?

As an Agency what do we use?

• Traditional

• Events

• Content / PDF’s

• Email

• Multiple Mobile Landing Pages

• Display Ads

• PPC in search

• SEO inc Blogs.

• Modern

• PPC in social

• Webinars

• Videos

• Twitter

• LinkedIn

• Apps

• Quizzes

• Games.

From a deeper point. It’s why we use them.

Marketing vs Community.

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Now pop them on the sheet.

AIDA?

Awareness. Interest. Desire. Action.

#o2mktgmatters

A

I

D

A

So it’s you and content….

5+ tools for creating great content

• Cool tools you can use to make stuff

• https://infogr.am

• For making some cool infographics

• https://www.reembed.com

• For adding your logos onto videos.

• http://www.chartblocks.com

• For pretty charts and graphs

• www.spoken.ly

• For creating your own inspirational quotes

• And a couple of dangerous ones… As “fully automated”…

BUT… Can you make perfect content?

It’s not the (size of the) tool… It’s what you do with it.

So that’s the real secret…

#o2mktgmatters

Use your tools for the right things.

“Every moment of Marketing has an ideal length. How long it

is, is not up to you.”

Dan Sodergren (2015)

#o2mktgmatters

And.. each moment IS different.

• Email Subject: 28 – 39 characters.

• Tweets: 71 – 100 characters.

• First Paragraphs: 40 – 55 characters.

• Blog Headlines: 6 words long.

• Blogs Posts: 1,200 - 1,600 words.

• LinkedIn Posts: 25 words.

• LinkedIn Blogs: 600 – 800 words.

• Slide Shares: 6 minutes.

• Podcasts: 22 minutes long.

So what will you do with what you have been given?

Skype Example: Have you read it yet?

Skype example:

• In the materials provided.

• Skype give us some great examples.

• And some powerful copy.

• Summed up in the:

• Hook, Short Copy, Long Copy, Quote.

• Let’s have a look at one version of this.

• And have a think about where you might use each part in your marketing.

Any feature taken at random.

Where might we use the hook?

• Over to you: SHOUT OUT – 30 seconds.

• Examples that we might create as an agency.

• When split up as the body of the PPC.

• Maybe as part of a first paragraph in a blog.

• Definitely the start of a LinkedIn post.

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Any feature taken at random.

Where might we use the short copy?

• Over to you: SHOUT OUT – 30 seconds.

• Examples that we might create as an agency.

• Use it as part of a Facebook PPC or any PPC.

• Or as a Tweet. Especially with the image.

• Or as an overlay to a tweet picture.

• Or as the intro part of on a LinkedIn Group.

You could use Canva to make this:

Where might we use the long copy?

• Over to you: SHOUT OUT – 30 seconds.

• Examples that we might create as an agency.

• In our own blogs – mixed with case studies.

• As part of a PDF of the offering.

• On our own website.

• We can mix it with the customer quotes and create some lovely content.

Other good stuff.

• Great case studies to use.

• Especially Alumasc Precision Plc, Aston Martin, and the Clean Bean case studies…

• Some really nice quotes in there.

• From a variety of people in different positions.

• So no matter who your customer.

• They have created materials for you.

• You have lots of options.

• You even have copy. Some not great… be careful.

What you can do now?

• Now you have to start thinking.

• Choose one of these pairs of questions.

• What’s Easy vs Hard?

• What does my customer like vs dislike.

• OR

• What takes a short time vs a long time?

• What do they need vs. what do they want?

Easy

Hard

Dislike Love

What to do 1st.

What notto do ever.

What to do 2nd.

Only if have to.

Short

Long

Need Want

What to do 1st.

What notto do ever.

What to do 2nd.

Only if have to.

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Remember:Only three things in life.

And write them down

Now.

#o2mktgmatters

Time

Money

Love / energy.

I will not run out of:

And I hope not this one…

We all know this one:

But for marketing perhaps it’s this one:

Ever heard of these guys?

For us it might be…

• Time - to do a 90 day plan for our marketing.

• 5% on the plan and calendar for the time.

• 30% on the creation of the content.

• 60% on getting the message out there / PR.

• 5% on benchmarking the results.

• One of the points of today is to make sure you are getting the first and last bits correct.

So Benchmarking:

Things to measure..• No. of pieces of coverage

• Total No. of unique users reached

• Total number of page impressions

• No. of views

• No. of event attendees

• No. of inbound links generated

• Website traffic referred

• Sales revenue

• Online sentiment

• No. of brand advocates

• Improvement in SEO performance

5 Tools To Benchmark With Online. • Is my message working?

• In PPC the CTR on ads and for your content.

• Number of people to your site:

• Google Analytics.

• Mentions i.e. Brand engagement.

• Twitter Analytics.

• Number of followers.

• Twitter Counter.

• Business people talking about you.

• LinkedIn Insights.

Your 90 Day Plan

A BIG CHALLENGE

• 90 day plan:

• You now know what you are going to say.

• You know you are going to change your tone.

• You know have some tools to create new content, to become your own marketing team.

• Now you have to work out…

• Where each of them goes in YOUR TIME plan.

0 – 30 30 - 60 60 - 90

How’s this doing?

#o2mktgmatters

Summary and Conclusion:

• Huge thanks to O2 and Microsoft.

• What we covered today.

• Who are we? Our brand.

• What we can do? Our options.

• How and when we will do it? Our plan.

Dan Sodergren #o2mktgmatters

Any Questions ?

#o2mktgmatters

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