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Digital Marketing:What Exporters Need to KnowExplore Export 9th November 2015

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Presenters:

Sue Beverley -

International Trade Adviser,

UKTI

Robert Jones -

Director, Noovo Creative

Katie Scott -

Sales and Marketing Manager,

Rockliffe Hall Hotel

Quick overview of this session

• Traditional marketing v digital marketing• How to create a plan that works for you• Tools that can help not hinder!• Web & SEO what you need to know• Rockliffe Hall Hotel case study• The next steps – sources of advice and support

• 5 minute Q&A

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There’s been a peaceful revolution

Push v Pull

Traditional marketing:

•Adverts in papers / mags•Commercials on TV / Radio•Billboards•Event sponsorships•Exhibitions•Trade shows•Glossy brochures direct mailed

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Digital Marketing:

•Web development•Search Engine Optimisation•Pay per Click Advertising•Email marketing •Mobile technology•Social Media•Analytics

“Outbound marketing” – No-ones listening!

•45% of direct mail never gets opened, 200 million people are on the national Do Not Call Registry•85% of people fast forward through commercials•84% of 25 –35 year-olds are likely to click off a website with excessive advertising•You have a better chance of surviving an airplane accident than having someone convert on a banner ad

Solve Media

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Should I Push or Pull?

“Inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be.

By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.”  Hubspot

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What you don’t do……8

•Jump in!•Don’t start without doing your homework•Assume that all the markets will be the same•Forget to make allowances for differences in product perception•Not make allowances for cultural difference•Turn up to the wrong party – know your digital platform•Reach instead of preach! •Try to reach a prospect under 40 with outbound marketing

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•Communication Strategy

•Content Structuring

•Technology Optimisation

Where do I start?

Strategy10

Understand your audience: The TOP 511

Facebook: 900,000,000 unique monthly visitors

Twitter: 310,000,000 unique monthly visitors

LinkedIn: 255,000,000 unique monthly visitors

Pinterest: 250,000,000 unique monthly visitors

Google Plus +: 120,000,000 unique monthly visitors

Source:ebizmba.com

Market Research:12

• Create surveys, get answers: https://www.surveymonkey.com/

• Language skills: via the UKTI’s PG4IB

• UKTI’s programme of events: webinars and in-region http://bit.ly/WorkshopGuide

• UKTI Overseas Market Introduction Service

• Start to hang out on line

Survey Monkey:13

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• How to online guides: e.g http://www.dummies.com/how-to/content/getting-started-on-google.html

•Knowledge Sharing Sites: http://www.slideshare.net/

•UKTI Export Communications Review & Workshops:https://www.gov.uk/guidance/export-communications-review

Create your plan

Social Media Strategy:15

Tools for the job: 16

What do you need?

•Find the right people to follow?•Set up your platforms•Manage your platforms•Create a good CRM•Align your brand image across all platforms www.canva.com•Email marketing software•Project Management Software•Measure your impact

Find who to follow: www.crowdfireapp.com17

Managing Social Media: 18

Options include:

•Hootsuite•Sprout Social

Register your social usernames:19

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Find a good CRM system:

Content generation: www.buzzsumo.com21

Content generation: www.alltop.com22

Email Marketing: www.communigator.co.uk23

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Measuring ROI

• Mail chimp reporting functionality• Google analytics• Facebook analytics• Twitter analytics

Case study: the digital shiftKatie Scott

Marketing Manager

Rockliffe Hall is a luxury hotel, golf and spa resort in County Durham.

The resort opened for the first time in November 2009.

Since opening the shift in marketing from traditional to digital has

enabled us to reach more potential customers than ever.

Launch CampaignThe initial launch campaign was based on raising

awareness and building a customer base and market share from scratch. Activity included:

•Billboard / large format advertising•Media buying in national newspapers, key

regional titles and trade press•Attending exhibitions and trade shows

Launch CampaignAdvantages:

•Reached high number of people•Created awareness and hype quickly

Launch CampaignDisadvantages:

•Expensive•Not targeted

•Scatter gun approach•No engagement

Traditional Marketing

Digital ShiftAs Rockliffe Hall became more established, our

customer data base grew and we began to learn about our customers likes/dislikes.

•Segmented data (interest, geographic location)•Began email marketing (targeted, inexpensive)•Joined social media which enabled us to start

conversation with customers (engagement)

Digital Shift

Recent Example• Spa Garden launch campaign was run using

email, blog, website, PR and social media channels

• Over 500,000 people engaged with the campaign in some way

• Fantastic example of how ‘fans’ will promote your product for you

Spa Garden Launch

Spa Garden Launch

Spa Garden Launch

Spa Garden Launch

Spa Garden Launch

Using Digital Marketing ‘takeaways’

• Make it relevant and interesting – tell stories • Use multiple channels – blog, email, social

media and web • Timing is key – research and insight when your

customers will be online / engage • Call to action – do you want engagement,

leads, enquiries or sales?