web marketing brilliance
Post on 21-Jan-2015
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A division of
Web Marketing Brilliance
Web Matters!
A division of
Why us?
Chris Hall
• 20+ years Marketing
• 10 years Digital Marketing
• Created and ran Web building and marketing agency 12 years
• 15 years socially active on the Internet
• 3,500 followers on Twitter
Carol Mann
• 20+ years overseas property professional
• Built first CRM in 1986
• Created and run overseas property agencies
• CIM trained in digital marketing
• 15 years socially active on the Internet
• 1,400 followers on Twitter
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
Chris and Carol are partnered with the
Richmond Green Group of companies
who also own RGM Global and OPP
They run
which is a digital marketing agency dedicated EXCLUSIVELY to
property professionals
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
The World Wide Web... what is it?
Nothing more than a fast route to people
The trick is finding the right route in a better, faster way than anyone else!
So how do we do that?
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
The reasons you are here...
What? Why? How?
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
Internet MarketingSOSTAC®
Situation – Where are we now? = RESEARCH
Objectives – Where do we want to be? = TARGET
Strategy – How are we going to do it = METHODS
Tactics – What tools do we use? = MARKETING MIX
Actions – What skills do we need? = IMPLEMENTATION
Control – How do we monitor it all? = MANAGEMENT
The SOSTAC planning system is a marketing planning system created by marketing author PR Smith
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
The core of Web marketing
Emotional Appeal
This is the secret to ‘brilliance’
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
Use emotional appeal to...
• Expand your market reach
• Attract qualify and ‘close’ new business
• Communicate with key stakeholders - clients, staff etc.
• Raise awareness of your business
• Build reputations and create PR ‘buzz’
• Deliver better and more timely customer service
• Sell more product
• Enhance the lifetime value of your customers
• Showcase new services
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
SITUATIONWhere are we now?
This should be a collection and review of information about your external environment and
internal processes and resources in order to inform the strategy
Why?
So you can answer...
• Is what we are going to do right and appropriate?• Have we got the resources to do it?
How?
• Research – research – research
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
Situation analysis
Situation reviewInternal capabilities, immediate competitive environment [customer demand, competitor activity,
supplier relationships], wider environment – PEST [politics, economy, social, technology]
Marketing audit / effectivenessLeads, sales, customer retention, audience share, brand enhancement, customer service
Internet effectivenessWebsite effectiveness, [visits to your website, repeat visits, duration, subscription rates, conversion rates,
awareness], PR, SEM [search engine marketing]
Internal resource analysisFinances, technology, human, structure of the company, processes, CRM [Customer/client
Relationship Management] technical and physical
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
ObjectivesWhere do we want to be?
SELL
It is important to quantify your sales and/or lead generation targets, segmented (where possible) by category and market. i.e. Retirement / young families / investors (chairman etc.)
SERVE
Try to define the number of customers you’d like to serve online - and set ‘levels’ for their satisfaction.
SPEAK
Effectiveness in this area can be gauged by the number of unique visitors you receive, and the extent to which those visitors engage with your site.
SAVE
Done right, your digital strategy should result in considerable cost savings, enabling more efficient service delivery, lower transactional costs, streamlined administration, and all but eliminating the need for printing and postage.
SIZZLE
In fact, ‘sizzle’ refers to increased project / property / resort awareness and perception. Both of which are a whole lot easier to measure online.
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
Broad objectives
• Acquisition
• Conversion
• Retention
• Growth
• Cost
FOR EXAMPLE...
• Acquire and convert new customers
• Retain existing customers
• Develop customer relations
• Provide existing customers with better services and communication tools
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
Examples of online objectives
Think about the benefits of the internet channel so that these benefits can be turned
into objectives.
• Increase property reservations online by 5% per month by digital marketing -
how... Website functionality review – updates, usability of booking system etc.
• 10 new clients per month from website – how... SEM
• 2% of existing clients buy 1 more property – how...email marketing
• 50 more registrations per week – how...offline ad
• 2 downloads per day of our brochure – how...change position of data capture box
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
Strategy
• Segmentation, targeting and positioning
• Analysis, development, implementation
• OVP – Online Value Proposition
• Strategic agility... Response to change and marketplace dynamics
• Tools – email, mobile, software, CRM etc.
• Monitor competitor strategy
• Test usability of your website
• Budget should be flexible to reassign priority of spend
• Tracking
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
Tactics: Integration and Tools
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
Tactics – How?
• Digital marketing mix
• Digital campaign schedule
• Communication methods
• Social networking
• Social Media
• Contact strategy
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
Action
• Responsibility– Project management– Co-ordination– Who does what and when?
• Internal resources and skills– Can we do it?– Have we got knowledge?– Have we got the technology?– Have we got the time?
• External agencies– Do they have the resources?– Do they understand my marketplace?– Can I trust them?– Can we afford it?– Get a contract
I got this badge for helping a property
developeracross the Internet
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
Control
Assess whether strategy and tactical objectives are
achieved and how improvements can be made...
– Analytics
– Customer surveys
– Testimonials
– Frequency of reporting
– Technical systems
– Process of reporting and actions
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
Brilliance doesn’t just ‘happen’
It costs...
YOUR TIME – to do it yourself
• You have to work really hard to truly understand the Internet AND using digital
marketing in a highly targeted way to achieve your goals
YOUR MONEY – to use someone else
• Or you have to pay someone who does know to do it
However even if you are going to pay for Web marketing, it is still necessary to understand
what is going on so you are in control and can make educated decisions about what is
happening and truly understand all that ‘stuff’
A division of
Situation | Objectives | Strategy | Tactics | Action | Control
Thank you
Question time!
If you have any further questions visit us on
stand 568 or call
Chris: +44 (0)7525 155144
Carol: +44 (0)7767 785813
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