eastern enterprise hub - colchester creative group - marketing strategy
DESCRIPTION
Creating your marketing strategyTRANSCRIPT
CREATING A MARKETING STRATEGY
Introductions
What is the purpose of marketing? Educate people as to what makes you
better.
Showcase your skills.
What is the real value of your product/ service?
evaluate objectives strategy implement measure
STEP 1 -EVALUATE Where are you now?
Who are you trying to engage?
www.therubiconagency.com
PERSONA BASED MARKETING
Start-Up’s & EntrepreneursPersonal:• Age: 25 – 45• Male/ female
Business:• Little money, big ideas• Low overheads• Looking for rapid growth
Drivers:• Money saving• Ease of set up• Add/ remove licences when needed• Security of data• Stored in the cloud• Free trails/ no set-up fees/ long contracts• Mobility• Testimonials/ recommendations
Barriers:• Finding the best deal/ right
product• Lack of real knowledge of
cloud• Understanding of security• Set up fees?• Long contracts?
Start-Up’s & EntrepreneursCompare Cloudware Services
• Website• Hosting• Phone/ Communications• Email• Storage• Conferencing• CRM• Sales• Payments• Marketing• Office
Start-Up’s & EntrepreneursTop 5 Drivers:• Money saving• Ease of set up• Add/ remove licences when needed• Free trails/ no set-up fees/ long contracts• Mobility
Top 5 Barriers:• Finding the best deal/ right product• Lack of real knowledge of cloud• Understanding of security• Set up fees?• Long contracts?
Top 5 Services:• Phone/ Communications• Email• CRM• Payments• Office
Digital profile:• Big mobile user• Online all day• Social – Big on Twitter and LinkedIn• Google searches, will click on ads• Trusting of tech
evaluate objectives strategy implement measure
STEP 2 -OBJECTIVES Be SMART
Specific
Measurable
Achievable
Realistic
Timely
SMART OBJECTIV
ES
evaluate objectives strategy implement measure
STEP 3 -STRATEGY Buying cycles
Customer hang-out’s
Joining up the dots
BUYING CYCLES
NEED
RESEARCH
COMPAREDECISIO
N
EVALUATE
WHERE DO YOUR CUSTOMERS HANG-OUT?
During each stage of the buying cycle, your
customers will be engaging with different
content in a variety of places…
AWARENESS OF NEED
RESEARCH
COMPARE
DECISION
EVALUATE
JOINING UP THE
DOTS Email
Organic search
Paid search
Social
Content
evaluate objectives strategy implement measure
STEP 4 -IMPLEMENT Budget vs Skill vs Time
BUDGET VS SKILL VS TIME
How much budget do we allocate?
Do we have the skill to implement?
Do we have the time to implement?
evaluate objectives strategy implement measure
STEP 5 - MEASURE WHAT?
WHEN?
HOW?
REFINE
REFINE & OPTIMISE
Meeting objectives
Exceeding objectives
Not meeting objectives
You must understand why…