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South Essex College Marketing Agenda for today’s session 9.30am – 3.00pm • RATEs Marketing Strategic Marketing in the Google Age • Who are our Customers? – Websites • What do they want? – Google Maps & Satnav • How do prospects search? – Pay Per Click, Alerts etc Traditional marketing strategies – The Brochure – Viral Media Releases – Social/business networking – Page One of Google Break – Advertising – Marketing ROI – Press Releases – Exhibitions – Websites 12.30 Lunch – Getting the media to chase you 3.00 Close Who is responsible for marketing? Everyone – from cleaners to SLT Who are the Customers? Rachel Elnaugh Formed Red Letter Days when only 24 Dragons’ Den Panellist Rachel knew her customers Rachel’s typical Red Letter Days customer was a woman, 35 – 55 years old who read Vogue ……….. Who is our typical customer? The businesses and the individuals Typical customers Typical customers Typical customers Why Do They Buy? What Difference Does It Make To Them ? What is the Value of that Difference? Who are our Ten Best Customers? 80:20 rule What Makes Them Best? How Do We Keep in Contact with Them Do They Know What Else We Offer? Are they on our database/CRM system? List 5 Marketing Ideas What KPIs can we use in marketing? Do we use jargon too much? Don’t we mean … What can we measure to show we do a good job? E.g. Website visitors Database numbers Abandonment rate £ The RATES Marketing Strategy The RATES Marketing Strategy focuses on four strategic areas and aims to: • Reduce marketing costs • Automate significant amounts of your marketing • Test, Measure & Improve your marketing strategies • Engage prospects & customers more effectively • Simplify our marketing Reduce marketing costs “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wannamaker (1838 – 1922) We don’t have an unlimited marketing budget We need a high Return On Investment FREE There are many strategies and tools that are very low cost or even free to utilise and we need to ensure that not half, but all of our marketing works. Automate significant amounts of your marketing – – – – – – We can’t staff the college 24 hours a day Prioritising means some important items are not on the top of our list Automating some of our marketing enables significant cost savings Automating ensures a 24 hour service … even over the Christmas period Automated systems need not be impersonal and have the advantage of creating databases of pre-qualified prospects Automation enables us to populate our CRM systems, send out newsletters, conduct research systems etc. Test, measure and improve your marketing strategies • It is essential that we test, measure and improve all aspects of our marketing on a sustained basis. • This can be as simple as measuring a Call to Action such as a telephone number, email address or other response mechanism. – We can predict response rates. – Split test different aspects of our marketing – Over time this can improve response rate many fold and both save money and time. • Many tools such as Analytics, Website Optimiser and Hypertracker are available to help you accurately measure and improve response rates. Engage prospects & customers more effectively • So many traditional marketing techniques have consisted of a scatter gun approach that failed to engage with the recipient. • People prefer to do business with those they know, like, trust and respect. • Both traditional and new marketing strategies need to be integrated • We need to build relationships What do customers seek from SEC? Work in pairs – 5 minutes Feedback What are our Key Messages? How do you research and seek information? Yellow Pages Ask a friend When researching a product or seeking information do you use… Newspaper advert Read a book or guide TV advert The traditional prospectus and brochure Q. How many prospectuses does SEC produce? How many are read? Q. How customer focused is the prospectus? • Q. Do we primarily focus on the college and the courses/services we offer? • Or do we focus on the needs of the customer and the benefits our courses and services confer? • Q. Do we need a prospectus/brochure? • Could a booklet that details limited information and promotes our website be more appropriate? The traditional prospectus and brochure Many providers do not use a prospectus or brochure. They rely on generic materials and their websites Could this principle extend to SEC? Probably not totally ….… YET Traditional advertising strategies How much do we spend on advertising? Where do we advertise? Is our advertising cost effective? How do we know? What is the true cost of our advertising? What is our advertising ROI? Traditional advertising strategies Advertising ROI •A full page B&W advert in a trade magazine costs approx ……………….£2286 •Say you negotiate that down to …………….….……..£1000 •Response rate of, say, 50 people •Cost per enquiry………………….........……….………£20 •Conversion rate of, say, 25% •Cost of acquisition …...……………………………. £80 Press / Media Release strategies We regularly send out media releases? • • • • What percentage are used by the media? How cost effective are our media releases? How do you source our stories? Are there opportunities to get more media coverage? Traditional Press Releases v Media Releases “I was motivated to be more active in PR and "free“ publicity to get my business name and course availability out into the world. [On] the day of the press release, a gentleman came in, quoted that he had seen us in the press, and wanted some training courses.” Helen Scourfield, MD PTP Quality Training Ltd, Haverford West Magazine features Don’t rely solely on sending media releases Offer articles as well Traditional exhibition strategies The exhibitions industry is worth £billions and it is easy to spend large sums with no measurable return Why do organisations take stands at exhibtions? Exhibitors say …… – – – – – – Because our competitors do To fly the flag We were approached by the exhibition sales team Our CEO said we should attend Our customers expect us to be there People think we have closed if we don’t attend Traditional exhibition strategies Why do we take stands at exhibitions? – To attract new customers – To launch a new product or service – To act as a magnet and filter … contact details – To build relationships with existing and new customers Traditional exhibition strategies You need a SMART exhibition plan that details pre-event activity, event activity and post event activity – Do …. – – – – Research the event Have an objective Brief your staff Promote your attendance – Look different – Get media coverage – Don’t ….. – Arrive at the last minute – Fail to set objectives – Fail to budget adequately – Fail to brief staff – Forget to follow up quickly Traditional website strategies Why do we have a website? • To provide credibility and information • To sell To build relationships & obtain prequalified contact details Traditional website strategies How many website visitors do we attract each month? Ask yourself:– How many visitors? – How do we monitor visitors? – Who monitors the website? – How does this integrate with the rest of our marketing? – Why do visitors visit? – What are their names? – How do we engage with them? – What is our conversion rate? OUR analytics Strategic Marketing in the Google Age Marketing/Emarketing tools include Website – phone number, Web pages - SEO + content, PPC / Adwords, Autoresponders, Keywords, Newsletters, Benchmarking, Google Analytics, Media Releases, Media distribution sites e.g. PRWeb, PR.com, Magazine Features …..single or series, Letters to Editor, Offers – Discounts, Additional features etc, Time sensitive offers, Joint Ventures, Newspaper Columns, Email, Word of Mouth, Ambassadors, Referrals, Social and Business networking sites, Audio, Surveys, Free help, Public speaking .. Free or fee paying, Advertising in print, on line, mobile, vehicles, cinema, Satnav etc, Interviews – radio, newspapers, online, Elevator Pitch, CRM, Guru status, Squeeze page, Testimonials, By line, Face to Face meetings, Blogs – our own and other peoples, Free Directories, Word of Mouth, Telephone – Skype, Calendars, Networking – Quality v Quantity, Trademark / Brand, Incoming inks, Internal links, Anchor text, Affiliates E.g. Amazon, Guarantees, Google Alerts, Etc Strategic marketing in the Google age Do we: Gather website visitors’ email addresses (via an autoresponder)? Check which businesses have recently visited our website? Check our site stats at least once a week? Have an Emarketing Plan? Appear on Page One of Google for any of our keywords? Appear on Google Maps? Websites that engage people Do you want website visitors or a sales funnel full of pre-qualified prospects that convert to customers and sales? There are no prizes for getting large numbers of visitors to your website. The prize lies in getting pre-qualified visitors who convert into business. DIY SEO (Search Engine Optimisation) SEO is often thought to be expensive – Effective DIY SEO can be carried out in-house at virtually no cost – Firstly we need to ensure the search engines can index your website. – We need to understand that search engines do NOT index websites …… they index webpages and every one must be different – We need to provide a “route map” to find each page – We need relevant content Websites that engage people • Your website needs to have an address that is unique e.g. www.YourProvider.ac.uk • It needs to have relevant metatags: – Pages with relevant page titles – Page descriptors that adequately describe what is on the page – Keywords that are relevant and unique to individual pages Attracting Web Traffic & Providing LinkBait Beware IT Lies Proxy search engines provide a true picture X X X Dynamic results .. That keep changing Last year Google made <500 changes to the 200 elements in the search algorithm What are keywords? Keywords (and keyword phrases) are a vital component of your strategy to get pre-qualified visitors to your website • They are the words/phrases that people search for when seeking information from search engines • They need to be very specific if you are to be found amongst the millions of webpages being searched • E.g. Employer = 89,000, 000 pages • Employer Engagement = 779,000 pages • Employer Engagement Strategies = 263, 000 pages • College Employer Engagement Strategies = 233,000 pages SEO or CRO • Having obtained high volumes of highly qualified traffic you need to be able to convert them into customers. • CRO (Conversion Rate Optimisation) is rarely mentioned by SEO experts. • We need a measurable Call to Action that can be measured, benchmarked and improved over a period of time. Measuring CRO with Analytics Google Maps, Google Earth and Satnav • More searchers are using Google Maps to search for hotels, restaurants, garages, gyms etc. because results are displayed geographically, contain reviews and telephone numbers. • Searches on Satnav will navigate you to the garage, college restaurant, training centre etc. • http://maps.google.com More online strategies • Pay Per Click Advertising (PPC) , Google Alerts, Social Networking etc. • Microsoft Adcenter and Google Adwords are both forms of PPC. • PPC is part of an advertising revolution that allows you to target your adverts at searchers that have effectively prequalified themselves by virtue of the keywords they have used in their search. • PPC, when correctly used, is very fast to set up, very cost effective, allows you to segment your market, target geographically, manage your budget, conduct research and test, measure & improve your advertising campaigns. The “Key” to Adwords • The key to Adwords are your keywords, bid price, CTR and page quality score • Adwords work on the keywords people are searching on • How much you pay depends not on bid price alone but upon: – How much you bid – Your Click Through Rate (CTR) – Your Quality Score • Adwords are the modern equivalent to print advertising but with much more predictability and much lower cost. • • • • Direct Mail response rate 1-2% Nationally Adwords response rates are 0.8 - 0.9% Overall campaign figures of 2-4 % are very common, 10-20% is not unusual with 100% being possible for individual keywords. Adword search Adwords screen Google Alerts Who is talking about you online? What are they saying? Which papers and websites are covering your stories? What are your customers & competitors up to? Google Alerts Media release strategies that go viral Press releases are dead Today, as well as thinking about the domestic press, we need to think about search engines and going viral with our Media Releases A well written media release can serve the local press and search engines equally as well. Just think about the keywords you use when writing the media release and, as well as sending it to your usual outlets, put it on a news distribution site, e.g. PR.com or one of the 100+ alternatives. Social and business networking strategies How can social and business networking sites be used to grow a training business? Additional strategies to get the media to chase you Where do journalists find experts? • www.Expertsources.co.uk How many experts? • College merger • Shared Services Colleges 4 Exams 11 College Merger 0 Employer engagement 1 Students 4 Learners 0 Food 22 ?????? 28 Review There are hundreds of marketing tools available to us and we have demonstrated a small handful today. Many are low cost or free; many can be used to automate our marketing; many can be used to test, measure & improve our marketing and many will effectively engage our prospects and customers. All of the tools available can be utilised within a RATES marketing strategy. We need to integrate the traditional with the new. Review How you learnt something new? What actions should we be taking? List 5 actions Questions and close