Marketing Bootcamp December 2017
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Marketing expert Dave Pannell and Business Growth Guru Mark Prince show you how to market and grow your business in the digital age.
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Marketing Bootcamp December 2017
- 1. BUSINESS GROWTH & MARKETING BOOTCAMP Mark Prince Mark Prince Growth Dave Pannell Dave Pannell @daviepannell
- 2. Dave Pannell MCIM BA(Hons) Dave Pannell @daviepannell Over 20 years of marketing and branding experience and ambassador for CIM Yorkshire
- 3. Mark Prince Mark Prince Growth Hugely experienced business leader, author and speaker - with 30 years of global corporate leadership.
- 5. ... if you don’t have your business basics right first
- 6. £7mmarketing
- 7. “Coke sells tap water for 95p” Coca-Cola’s new brand of“pure” bottled water was revealed to be tap water taken from the mains, sold at a 300,000% mark-up.
- 8. How did you first hear about...
- 9. People forget what the basics of marketing are: Selling the right product To the right people At the right price (ie your business basics!)
- 11. A growth mindset
- 12. The world’s largest taxi company owns no vehicles The world’s largest accommodation provider owns no properties
- 13. Disruption Short, high-impact strategies Fast growth mind-set 5 YEAR PLAN
- 14. VS
- 15. VS
- 16. VS
- 17. How do they do it? Create a point of difference Know their customer Solve a problem others are not able or willing to solve Create a cause, serve a club
- 18. Create a point of difference
- 24. Their gender Their age Level of education Income Do they need the product or is it a luxury? How will they use the product or service? What do your customers value most? Do they impulse buy or do they save for it? Where do they get their decision making information? Where are your customers located?
- 29. Solve a problem others are not able or willing to solve
- 34. Create a cause, serve a club
- 39. Engage your market with... Passion Technology Disruption
- 40. How we communicate, how we work, how we gather information, how we buy...
- 41. ... so why are you still trying to find sales like it’s the 90s?
- 42. Report: How Engineers Find Information (Q4 2016) INDUSTRIAL ENGINEERS Nearly 70% turn to search engines to find information
- 43. Report: Wolters Kluwer Health Point-of-Care Survey (2011) DOCTORS Nearly half frequently use search engines for diagnosing their patients
- 44. At the start of their buying decision. Once they have narrowed down the options themselves to a couple of suppliers. Only to confirm pricing or delivery details. 20% 25% 55% At what point B2B buyers want to engage with suppliers BUYINGDECISION
- 45. THE INVISIBLE BUYER Visits your website, takes your information and writes you off without you ever knowing you were in the running
- 46. Pay per click Landing pages Nurturing Follow-ups Email capture Re-marketing SEO Email marketing LinkedIn Personal brand Social Branding PR Direct sales Strategy
- 47. 2% Ready to engage 18% Decision-making 80% Passive / checking you out80% 18% 2% Visitors to your website
- 48. Limbo Deciding Trigger point SaleAware of a need Customer buying timeline
- 49. Limbo Deciding Trigger point SaleAware of a need Visits your site for first time LinkedIn request LinkedIn Articles Clicked on link in email Meeting Email exchange Follow-up call Email marketing Download PDF& capture email Customer buying timeline
- 50. Your email address What does this tell you about the person who downloaded?
- 51. Limbo Deciding Trigger point SaleAware of a need Visits your site for first time LinkedIn request LinkedIn Articles Clicked on link in email Meeting Email exchange Follow-up call Email marketing Download PDF& capture email
- 52. CAPTURING THE INVISIBLE BUYER
- 53. Send personal email & connect on LinkedIn Added to sector specific mailing list Contact shows interactivity Follow-up call / email Initial meeting Sale
- 54. Digital marketing doesn’t get rid of the need to sell It gives you the opportunity to have better sales conversations with the right people
- 55. Splitpage
- 56. Squeeze
- 57. What makes email marketing different to...
- 58. Online pharmaceutical spam works to a 0.00001% conversion rate. Have to send 350 million emails to generate 28 sales. Spamalytics: An Empirical Analysis of Spam Marketing Conversion (2008) TARGETING
- 59. Your current customers & contacts People who have downloaded information Bought, very targeted, mailing lists Higher interaction Lower interaction
- 60. There are 5 reasons why people don’t buy from you: No need No money No rush No desire No trust TIMING
- 61. Limbo Deciding Trigger point SaleAware of a need Visits your site for first time LinkedIn request LinkedIn Articles Clicked on link in email Meeting Email exchange Follow-up call Email marketing Download PDF& capture email Customer buying timeline
- 62. VS
- 64. Customers are not sat waiting for your email to land as the answer to all their problems. At some point you have to pick up the phone
- 66. Pay per click Landing pages Nurturing Follow-ups Email capture Re-marketing SEO Email marketing LinkedIn Personal brand Social Branding PR Direct sales Strategy
- 68. Google made $90 billion last year $80 billion came from advertising revenue Source Alphabet Fourth Quarter and Fiscal Year 2016 Results
- 70. Accountants Huddersfield Paid-for PPC adverts Ad
- 71. Paid-for PPC adverts Paid-for PPC adverts ‘Local’results Organic / SEO results Ad Ad
- 72. 52% don’t look beyond the first two search results
- 73. 1 2 3 2 4 1 Scroll down for local results 4 3 Accountants Huddersfield
- 74. Scroll down for organic results Accountants Huddersfield
- 75. 1 2 3 2 3 1 4 5 4 Accountants Huddersfield Organic listings don’t appear until half way down the results page
- 76. The days when you could ‘cheat’Google are over Buying backlinks Keyword stuffing Invisible content
- 77. VS SEO and PPC
- 78. Google is in charge (not you, and not an SEO company) Mobile search favours mobile-friendly sites Can only target one keyword per page Slow: off-site and on- site techniques require long-term strategies Search Engine Optimisation (SEO)
- 79. Instant results and budget control Only pay when someone has a genuine interest Can directly target all keywords (even competitor product names and brands!) Exclude keywords Pay Per Click (PPC)
- 80. Other search engines are available!
- 81. Re-marketing
- 82. 3 seconds That’s how long someone takes to make their mind up about your company when they first visit your website (You can't prove your credibility in that time using words)
- 85. Branding in the digital world Always online Always there Always ‘on’
- 86. Office / store Stationery Marketing literature Press advert Your brand pre-2000
- 87. Website Mobile website Google search results Email stationery LinkedIn Social media (all of it!) Online downloads YouTube Your brand now
- 88. 2017
- 89. Pre-2000
- 90. Pre-2000 Now
- 91. Pre-2000 Now
- 92. 1960s
- 93. People buy from people - and they buy most from the people they like
- 94. If I Google you and find nothing then, to me, you are a very unremarkable person
- 96. THE WHOLE WIDE WORLD The bit you have to be known in
- 102. Credibility proven before you even walk through the door
- 103. Social media
- 104. Social Sales Social Sales Hobbies, interests & social selling Have to make the company sociable B2B social B2C social
- 108. Pay per click Landing pages Nurturing Follow-ups Email capture Re-marketing SEO Email marketing LinkedIn Personal brand Social Branding PR Direct sales Strategy
- 109. What are you going to do right now? Over to you
- 111. Bring together the right team for the right job
- 112. Build momentum, create a drumbeat
- 113. Take a guide
- 114. Buy the book!
- 115. Leave your feedback
- 116. BUSINESS GROWTH & MARKETING BOOTCAMP Mark Prince Mark Prince Growth Dave Pannell Dave Pannell @daviepannell