Part 2 of the Marketing in a digital age workshop for small businesses. Ran in collaboration with Falmouth University.

1. Kathryn Woolf | Made Open
Marketing in a Digital Age
Tuesday 21st April
#airdigital

2. Welcome back & re-cap
Creating effective digital experiences
• Good user experience
• Branding
• Web design
Attracting an audience
• Search engine optimisation
• Content / Social Media
Creating dialogue and participation
Agenda – Part 2
Planning for your future
What tools are available, when and
how to use them?
How might customer behaviour
change in the future?
• Define your objectives
• Identify your strategy
• Agree tactics / actions

3. What can Google tell you
about your customers?

4. Pay per click
London Boat Show
Total web sessions
Boat magazine
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Jan-07
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan-08
Feb
Mar
Banner advertising
Visitor entry
“All the other boat insurers will be at the
London Boat Show, so we must be there too.”

5. Visibility (Google)
No. of organic appearances
on pages 1 or 2 of Google
using these keywords:
• Boat insurance
• Marine insurance
• Cheap boat insurance
• Yacht insurance
• Motorboat insurance
• Canal boat insurance
• Small craft insurance
• Dinghy insurance
• Narrowboat insurance
• Cheap boat insurance
• Commercial marine insurance
• Superyacht insurance
• Small boat insurance
• Sailing boat insurance
0
2
4
6
8
10
12
TowergateMardon
NobleMarine
NewtonCrum
CoverMyBoat
YachtInsurance
AllBoatInsurance
MorganMarine
EandL
CraftInsure
CheersInsurance
GJW
CurtisMarine
Zurich
Insure-a-boat
Nav&Gen
AdmiralInsurance
NationwideMarine
InsureMyBoat
Boatquote
Totallyboaty.com
iboatinsurance.co.uk
EColeman
“We want to be no.1 on Google when people
type in ‘Navigators & General’.”

6. Completed quotes
Of these, 37% complete the
quote application…
Indicative quotes
Of these, 31% commence the
quote application process.
Total referrals
…and 21% are referred to
underwriting.
Quote engine visits
38% of all visitors click on “get
quote”.
Completed referrals
34% complete the referral
process.
Total Sales
1 in 17 success rate from total
sales against indicative quotes.
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Visitor interaction
“We want to generate more revenue by
increasing traffic to the site.”

7. “Increasing frequency of
keywords is key to high
search engine placement.”

8. Mapping your customer
journey

9. User Journeys
1
1
Less than 10% of traffic is generated
from users in the South West.
WEB
USERS
SEARCH:
PRODUCT /
SERVICE
SEARCH:
COMPANY
THIRD-PARTY
REFERRALS
PAY PER CLICK
SOCIAL MEDIA
REFERRALS
INFORMED
SHOPPER
WINDOW
SHOPPER
(browsing)
2
3
4
5
Searches for your product / service
perform poorly.
3
4
Referrals generate modest traffic but
not from partners / PR.
5
Social media referrals generate less
referrals than internal media.
2
Your Pay Per Click campaign cost
£2.21 per click for “IT Support”.
Your website doesn’t recognise users
who are already customers.
6
7
The average page load takes 4.9
seconds.
The majority of users view your
website on a mobile device.
The bounce rate is very high with
short session durations.
6
7
WWW
EXISTING
CUSTOMER
“We need to increase the number of leads
generated through the website.”

10. WEB
USERS
SEARCH:
PRODUCT /
SERVICE
SEARCH:
COMPANY
THIRD-PARTY
REFERRALS
PAY PER CLICK
SOCIAL MEDIA
REFERRALS
INFORMED
SHOPPER
WINDOW
SHOPPER
(browsing)
WWW
EXISTING
CUSTOMER
1
Clarify target markets, clarify brand
proposition and design to reach.
Revisit pay per click (post website
launch)
Identify clearer PR / partner strategy
in relation to website traffic.
Revisit social media strategy.
Identify a clear / visible strategy for
nurturing and developing customers
Improve search engine optimisation
across key lines of business.
• Improve download speeds
• Design for mobile first.
• Improve user experience.
• Improve ‘Contact Us’ call to action.
• Innovate.
1
2
3
4
5
6
7
1
2
3
4
5
7
6
User Journeys
“We need to increase the number of leads
generated through the website.”

11. Understand your
competitors

12. ‘Best practice’ audit
Company A Company B Company C Company D Company E
1. Brand representation 2 4 2 3 1
2. Product & service
offering
3 2 3 2 4
3. Navigation 2 2 3 0 2
4. Search engine visibility 3 2 3 3 2
5. Value added content &
applications
0 0 1 1 0
6. Dialogue 1 4 0 0 0
7. Customer relationship
management
0 0 3 0 3
8. Sub-branding 0 0 0 0 0
9. UK / Global perspective 1 1 1 1 1
10. Community 0 2 2 2 2
12 17 18 12 15

13. Branding

14. The reason to believe. 360º Analysis

15. The reason to believe. 360º Analysis

16. PRODUCT CAUSE
AUDIENCEMARKET
CREATIVE
PROPOSITION360º Analysis

17. The reason to believe. Brand strategy
Samsung
Galaxy Nexus
Apple
iPhone 6
Blackberry
Q5

18. BRAND
ESSENCE
MARKET
NEED
BRAND
PROMISE
TONE OF
VOICE
CREATIVE
PROPOSITION
Brand
Strategy
The reason to believe.

19. The reason to believe. Creative proposition
Cornwall's luxury
seaview eco-hotel & spa
Real honest food

20. The reason to believe. Creative proposition
Cornish
Bakers
since
1949
Beau2fully
Cornish
Pas2es
to
Shout
About
Made
in
Cornwall
–
Freshly
Baked
Always
Fresh
Always
Tasty
Gourmet
pas2es
hand
craDed
in
Cornwall
Real
honest
food
Top
crimpers
Famous
pas2es
of
Cornwall
The
Oldest
Cornish
Pasty
Maker
in
the
World
Cornish
Pasty
Specialist
Baked
before
the
seagulls
wake
The
award
winning
bakers
from
Padstow
Expert
pasty
maker
Cornish
owned
and
operated
since
2005
Tradi2onal
Cornish
recipe
pas2es

21. The reason to believe. Creative proposition
Natural sounding
straplines are more
catchy than
‘abstract’ ones.
--------------------
Gillette: The best a
man can get.
Avoid abstract
--------------------
Persil: Dirt is good.
Simplicity is vital – it
should be easy to
grasp and easy to
remember.
--------------------
Pickfords: The
Careful Movers.
Tell customers
something about
your services or
ethos, plainly.
--------------------
The car in front is a
Toyota.
Avoid specific
promises – such as
‘always on time’.
--------------------
Avis: We try harder.
Think about what
your customers
value most from
your services.
--------------------
Duracell: Lasts up to
10 times longer.
Rhymes or
alliteration can
make a strapline trip
off the tongue.
--------------------
Beanz Meanz Heinz
Make sure that it
adds something to
proceedings.
--------------------
Good things come
to those who wait.

22. CREATIVE
PROPOSITION
Develop a single-minded aspiration or strapline
that conveys the absolute essence of your new
brand, in around 5 words.

23. PRODUCT CAUSE
AUDIENCEMARKET
BRAND
ESSENCE
MARKET
NEED
BRAND
PROMISE
TONE OF
VOICE
CREATIVE
PROPOSITION

24. User-centred
Design

25. Talk to real people
Listen to them. Don’t go
with any preconceptions.
Gather data.

26. Have someone in mind
when you’re designing -
a typical user.
Personas

27. You are not normal
Don’t try to change
behaviour to fit your
ideas. Work with
existing behaviours.
Focus on the user not
the creator.

28. Don’t jump straight to
the solution. No idea is a
bad idea initially. Write or
draw everything.
Brainstorm

29. Make connections
Making connections
between ideas can
yield interesting
combinations.

30. Sketch a wireframe. Keep
it simple.
Rapid prototype

31. Don’t worry about
edge cases
Have your personas
in mind. Would
features for edge
cases distract from
completing the
primary task?

32. Show people who are
going to use it.
Gather feedback

33. Refine wireframes.
Maybe use a tool like
Moqups. Use mood
boards to define look
and feel. Test and re-
test.
https://moqups.com
Iterate

34. Often great digital
experiences are a way of
enhancing existing
physical experiences.
The best ideas seem
obvious in hindsight.
Keep it simple

35. Unique
mobile
users
exceeded
50%
of
the
world’s
popula2on
in
Sept
2014.
Mobile first

36. Is you website mobile
friendly?
https://www.google.com/webmasters/
tools/mobile-friendly/

37. Finding and attracting an
audience

38. Search Engine
Optimisation

39. Write
useful
content
that
uses
words
and
phrases
used
by
people
who
search
for
your
products
and
services.
Focus on content

40. Ensure
keywords
and
phrases
are
in
the
metadata
as
well
as
body
content.
Try the
Google Adwords keyword
tool.
Keywords

41. Provide
direct
URL’s
to
content
and
social
sharing
buTons
from
pages.
Make it easy for people
to share

42. Links
to
your
site
are
important
but
don’t
confuse
quan2ty
with
quality.
Linking

43. The
rate
at
which
spiders
crawl
your
site
is
in
part
determined
by
frequency
of
change.
Keep it fresh

44. Social media

45. Social media
hTp://www.aokmarke2ng.com/social-­‐media-­‐infographic

47. Check
where
your
customers
are
when
they
are
thinking
about
your
service
and
product.
Don’t try and be
everywhere if not
necessary.
Choose the right platform

48. ….and
then
speak
to
them,
answer
their
ques2ons.
Be
responsive
yourselves.
Listen to your followers

49. What
will
your
followers
gain
from
following
you?
Focus on the benefits

50. Images
are
easier
for
the
human
brain
to
process.
Share
words
and
pictures.
Be visual

51. Share
content
that
leads
people
back
to
your
website.
Link with your website

52. Some useful digital
business tools

53. Trello
is
the
free,
flexible,
and
visual
way
to
organize
anything
with
anyone.
Project collaboration
Podio
is
the
online
work
pla^orm.
Manage,
share,
and
get
your
work
done
smarter
together
with
tools
that
work
like
you.
Free
for
10
Users.
JIRA
is
a
proprietary
issue
tracking
product,
developed
by
Atlassian.
It
provides
bug
tracking,
issue
tracking,
and
project
management
func2ons.
Yammer
is
a
private
social
network
that
helps
employees
collaborate
across
departments,
loca2ons,
and
business
apps.
Imagine
all
your
team
communica2on
in
one
place,
instantly
searchable,
available
wherever
you
go.
That’s
Slack.

54. Kathryn Woolf |Made OpenKathryn Woolf | Made Open
Kathryn
@madeopen.co.uk
01323 259986
madeopen.co.uk
@madeopenltd
Kathryn Woolf | Made Open
Thank you
.