making marketing great again - doubleradius
TRANSCRIPT
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Making Marketing Great
AgainScott Holmes
CEO
Niagara Wireless Internet Company
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Background
Extreme Technology…
15 years in business
Purchased a WISP called Wireless
Works in 2011. We formed NWIC (
Niagara Wireless Internet Company
Pre 2011, ETC was a full service
website development company
including digital marketing execution
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Developed a strategy to procure and
sustain 30,000+ Likes on Facebook
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Why Is Marketing Important
Customer Retention & Loyalty – keeps your customers informed of what you are doing as a business, upgrades to your network, expansion. Build loyalty by developing an ongoing RELATIONSHIP with them
Recovery – Customers sometimes change providers from what they think is a better deal, you can use marketing to re-communicate without being too bold
New Leads/Customers – promote your offering to new potential customers
Service Notices - stop problems before they start. While this is more a communication strategy –communication for the most part should be a marketing exercise
Recruiting – Let people know about your company so they want to work or want to recommend as a place to work
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Different Types of Marketing
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Inbound vs Outbound Marketing
Inbound Outbound
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Problems with Outbound Marketing (
Traditional)
Very few ways to value your return of
investment
Expensive
Not Targeted
Does well for brand awareness
Works but less effective
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Why Do Customers Purchase Your Service
Are you the only option? – What do you do when
competition comes?
Do you have a superior product? – How do new
potential customers know this?
Is your customer service superior?
Is your prices better than the competition?
Where can they compare this?
Or All of the Above?
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Who Are Your Customers?
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Prospect Product or
Service
Customer
Inbound
Marketing
Outbound
Sales
Inbound Techniques
Social Media
Landing Pages
Events
Blogs/Articles
Website Video
SEO
Sponsorship/Ad’s
Outbound
Techniques
Direct Person to
Person
Retail Stores
Buyers Journey
Decision
*Most effective methods are built around
building awareness to drive consideration and
followed by decision*
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Personas are fictional representations of your customers that help focus your
content creation and nurturing strategies.
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Put Customers Into Buckets
Family with
Young Kids
Family with
Teenagers
Elderly Couple
University
Students Living in
a House
Small Business
Enterprise
Business
Do your market individually to these groups
or do you mass market?
B2C
B2C
B2B
B2B
B2C
B2C
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• Young Families
• Millennials
• Generation X / Y
• Seniors
• Businesses (B2B)
• Government
• Enterprise
Examples of Potential
Customer Types
Roles - What kinds of roles does this
persona play in their professional
and personal life?
Goals - What are some of the
goals your persona wants to
achieve?
Challenges - What kinds of
difficulties does your persona
face when trying to achieve
their goals?
How would this persona
describe herself on a form?
(Required)
Be More Specific
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Create Targets in Facebook
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Evaluating Your Spend
Campaign lasted 7 days
Spend was $58.51
11 Site Surveys were generated from
website
7 new customers generating $100/month
each
$8,400 increase in annual sales from a
spend of $58.51
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Referral Marketing
“Word-of-mouth is the primary factor behind 20 to 50 percent of all
purchasing decisions.”
Give customers a good experience through Reliable Technology
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Why Inbound?
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Content Strategy
Be informative – Every Post shouldn’t be self
promoting
Always use images
Use video where possible
Remember you are trying to create a relationship. You
don’t make friends always selling
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Recap
Facebook is a great tool for driving business in B2C
Markets
Create content for your audience you are targeting (
Everyone is different)
Use Images all the time
Evaluate your spend and don’t be afraid to run some
AB comparisons of the same post in different
cities/audiences