getting the most out of online marketing plymouth
TRANSCRIPT
Serco Internal
Business advice and specialist support to help growth businesses
maximise the opportunities of Superfast Broadband and associated
technologies.
Benefits for businesses can include:
Competitive advantage
Increased productivity
Access to new markets
Remote working
Opportunity for innovation
Efficiency and timesaving
Eligibility criteria apply to businesses accessing the service.
Superfast Business Support
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Need any other support?
• UKTI
• Digital Marketplace
• Growth Accelerator
• Get up to speed
• Rural Growth Network
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Agenda
• Introduction to Superfast Business Support;
• Winning and keeping customers online; websites/SEO
Optimisation;
• Think Mobile – How does mobile fit in with Customer
Acquisition?;
• Retaining good customers – How can you help your business;
the power of e-news; CRM;
• Don’t ignore Social Media; Listen and Win!
• Always be available for your customers;
• Gain customers insights;
• Predict your customers future.
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Reach SEO PPC Social media Display/affiliate
Convert Website design & content
Landing page Product page optimisation
Basket conversion
Retain E-news CRM Personalisation Social media
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Website
• Does your business website……
– portray the right message?
– market your business well enough?
– Match the customer demographic?
– Match their customer journey?
– Encourages customers to engage?
– Create environment for ‘desire to buy’?
– Have useful, compelling content?
– Supports repeat visits and develops relationships?
– Work across all platforms?
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Business benefits of a ‘website first’ strategy
• Your website, your castle - your website
communicates volumes about your brand, your
values and the way you do business;
• Save time and resources
– Integrating with back office functions
– Create self serving clients
– Customers can use website first
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Search Engine Optimisation
Get the basics right
1. Optimise for onsite phrases – 2-3 keyword phrases per page
– Content, titles. Paragraph titles
– Page titles
– Footers
– Images
2. Get strong and relevant links back to your site
3. Update your site regularly
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Content is King
• 47% of site visits from organic source
• High levels of content
• 300,000 pages on our website that are indexed by Google
• Broad phrase approach
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SEO next steps….
– Create enough content for products and services ‘deep dive’ content
Create new content
– that resolves customers issues
• How do I choose the right wind turbine
• How do I organise a ….
• What’s the best …
• How do I repair
– That meets with needs earlier in their buying journey
• What’s the best….
• What’s a …..
• How do I….
– That makes you an expert
• Create authority content and tag yourself as the author
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Mobile marketing
• We can check in…
– Check-in to your business
– Appears in friend’s feeds
• And advertise alongside check-in
– Voucher discounts and deals
• Foursquare
– Check-in
– Vouchers and deals
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• http://www.wikitude.com/tour/wikitude-world-browser
Use your camera as a browser….
Augmented Reality
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Augmented Reality
Engaging customers through Augmented Reality: L’Occitane, beauty manufacturer have embraced Augmented reality, using it within their printed brochures and in store for additional experiences and instant purchase
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Augmented Reality
Retaining customers through Augmented Reality: Mitsubushi have used AR to create support for installers replacing and repairing air conditioning units http://www.youtube.com/watch?v=iz4ykMn3UR4
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Mobile sales
And we can receive payments from cards….
2.75% per swipe for Visa, American Express, MasterCard and Discover.
No contracts, monthly fees or merchant accounts.
Funds are deposited into bank account the next day.
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• Your presence in databases in even more important – Wikipedia, Trip
Advisor, review sites: • Make sure your website works well on a range of mobile devices • Check you can accept payments - sales • Review your check-in options • Create augmented reality applications, mobile promotions, vouchers,
deals
Think mobile..
Is your business mobile friendly?
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E-newsletter conversion rates
100,000,000 web visitors to e-commerce
sites*
Conversion Rate
E-news 3.9%
Google 2.4%
Facebook 1.5%
*optify Sept 2012
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E-newsletters
• Currently - 50,000 subscribers
• Has taken 5yrs to build
• Segmented – Equine
– Shooting
– Farming
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E-news is measurable
• 168,000 email subscribers
• Biweekly
• Current open rate ± 28%
• ROI on each email activity is ± £10,000 for products in
the email
Gather customers
emails religiously;
• 3-4 stories
• Keep it simple
• Keep it visual
Always link back to
your website
Builds loyalty and advocacy
Creates 7 touch points for new sales
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E-newsletters
• Segment for different audiences
• Measure each e-newsletter and
review success
• Keep the content simple
• Always link back to website
• Measure journey on website from click
(Analytics)
6 functions of a CRM system
Contacts database
Sales process & project automation
Customer support
Marketing process & monitoring
Social media & monitoring
Internal communications
1
2
3
4
5
6
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Business benefits of a CRM system
• Improved productivity: Right information;first time
• Better Management Information: most profitable customer, lifetime value of customers, ave cost of sale, spotting customer problems etc
• Efficient sales processes - in-office and on-the-move
• Establish marketing effectiveness – what works best?
• Improved internal communications – staff knowing more about business
• Staff empowerment
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SalesForce CRM • Worlds leading CRM vendor (14%
share)
• Covers wide range of CRM needs
• Modular
• Integrates with many software products
• Good reports
• On-premise and hosted solutions
• Email/voice/web/calendar integration
• Email campaigns & mailing labels
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Microsoft Dynamics • 6.3% share of marketplace
• 3.5m licences 2013
• Fully integrates with Microsoft
stack – Outlook – built in
• Good UI
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• Integrates really well with other
software
– Xero
– Mailchimp
– Google Apps
• Free up to 2 users
• Simple easy to use
• Great interface
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CRM Costs
Costs Number of free users?
Salesforce $65 a month
Dynamics £42 a month
SugarCRM $35 a month
Oracle CRM $70 a month
Zoho $20 a month 3 users
Sage CRM
$39 a month
Capsule £8 a month 2 users
Insightly $29 a month 3 users
Intouch CRM £29 a month 2 user
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Costs
10 staff 50 staff
Consultancy
£1k -5000 £2k- 10000
Staff time
1-5 days 2days – 2 weeks
Software costs £450pcm £2250 pcm
Set up & development £0-20000 £5k-50000
Data cleansing
£0 - 2500 £10000
Data migration £0- 1500 £5000
Staff training
£1500 £10000
Very approx totals £12,000 £50,000
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Designing a CRM system
• Paper exercise
– Outputs – what do you want out of the system, reports,
processes, integration
– Inputs - customer touch points – when, what media, what
content, who inputs
• Think about policies for data cleansing, removal and exporting
• Intelligence check – any thing else?
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Average age of Facebook user in UK?
Average age of Twitter user UK?
% of pensionable age UK residents on
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Did you know?
Twitter’s fastest-growing age group? 79% increase since 2012
Facebook’s fastest-growing age group? 51% increase since 2012
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Use social media for sales
• Listening for social cues
– Listening for your brand and reputation
• Listen to hashtags for mention of needs #
• Check social media search terms
– Check out your reputation
• Check SERPs of your phrases
• Check review sites
• Ready crisis management plan
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Hashtag ideas
• Sector specific
• #windpower
• #climatechange
• Geographic specific
• #devon
• #Plymouth
• Campaign specific
• #greenenergy
• Media specific
• #journorequest
• #prrequest
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Video please?
• Gets to people on an emotional level…
• Video – for sales and marketing
• Product descriptions, visualisations
• Expert analysis, talks • Case studies, testimonials
Becoming significant in Search Results
Pre sales – research
Post sales - support
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Video for customer support
Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides.
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7. Always be available for your customers
Unified comms, online chat and video call in style
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Web chat on your website?
• 20% increase in
conversion
• Engaged customers
typically have 35%
higher order values
• customer service
reduces issue-
handling costs by
25% http://www.liveperson.com/liveengage#stha
sh.YGvaDdz5.dpuf
Live engage 2013*
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Video Conferencing
Currently biggest battleground…
• Google Hangouts - (email contacts are synced with hangouts)
&
• Skype/ Microsoft Lync instant message, collaboration
• Unified Communications
Massive strides forward with superfast broadband
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Unified Communications - The Business Case
• Reduce travel and training costs by 30 %
• Reduce property and facility costs by 40 %
• Reduce telephony and audio conferencing charges by 40%
• Reduce cost of voicemail by 60 %
• Reduce IT infrastructure and administration by 50%
*Microsoft research 2012
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•We are creating 2.5 billlion GB of data
every day
•In the last 2 years we have created 90% of
the data on the planet
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Small businesses?
Customer data + production data + competitor prices +
supply prices +market predictions+ weather forecast + geo
location + email correspondence = Big data
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Customer intelligence
• Analysing customer behaviour • Web statistics
• Social media mentions, engagement
• Email traffic
• Telephone conversation logging
• Knowledge base usage
• Web searches
• Social media cues sentiment analysis
• Feedback
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Understanding analytics
1. Who are your
visitors
2. How do they get
to your site
3. What do they do
once they are
there
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Predictive Analytics
• Why is data now so important?
• Because it can predict behaviours
• Tesco– can predict the exact day customers will return and the amount they will spend within £10 for around 20% of their customers
• issues100m personalised coupons at checkout. PA has increased redemption rates x 4 times.
• Mobile phone company – have successfully predicted mobile subscribers that are 10x more likely than average to cancel
• HP – PA models generate ‘flight risk’ score for all employees. Estimates $300m savings
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Gain Customer Insights
• Look at what data you store, Analytics, Social, e-news,
• Review your Klout (or Peer review) score against your competitors;
• Look at where your business could gain more data;
• Think about Predictive Analytics.
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Ways to win and keep customers
1. Check your website – is it good enough?
2. Optimise for reach – Get basics right in SEO, PPC and SM
3. Think mobile – are you ready for mobile? Have you engaged your print to work in mobile world?
4. The power of e-news – segment, measure and increase use of e-news
5. Design CRM around customers – mirror your customer journey & ensure you get out as much
6. Don’t ignore Social media – use it to listen, monitor and community build as well as broadcast
7. Always be there for your customers – think unified comms, video conferencing, web chat
8. Gain customer insights – use your data to gain solid customer insights for future interactions
9. Predict your customers future – find out how you can use predictive analytics
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www.superfastbusiness.co.uk
twitter @superfastbiz
Facebook www.facebook.com/superfastbiz
join our LinkedIn group 'Superfast Business SW'
0845 603 8593
Find out more
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Future Events
March 2015
All you need to Know about Social Media: Thursday 5th March – Cheltenham;
Getting the most Out of Online Marketing: Wednesday 11th March – Honiton;
Tackle Google with Effective Web Design for your Business: Tuesday 17th March –
Cheltenham;
Social Media: Ways to Make it work for your Business: Wednesday 18th March –
Langport;
Measuring your Online Success: Wednesday 25th March – Barnstaple.
http://www.superfastbusiness.co.uk/events-programme