Getting the most out of online marketing plymouth

Serco Internal

Welcome

Nina Goodwin Cosmic

@Cosmic_UK

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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Superfast Business


Need any other support?

• UKTI

• Digital Marketplace

• Growth Accelerator

• Get up to speed

• Rural Growth Network


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.

Serco Internal

Winning and keeping customers online

Boston Consulting report Oct 2012


Business is Changing

UK ?


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


1. How's your website?

Does it show you off well enough?


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?

Does your website work hard enough?


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


2. Attract customers you don't already

know

Website optimisation


Organic is still the number 1 driver of traffic to websites



How Search Works


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


• SEO basics video



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


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


3. Think mobile

How does mobile fit in with customer

acquisition?


Gaining the mobile customer


Mobile marketing

• We can check in…

• Facebook

– 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


• http://www.wikitude.com/tour/wikitude-world-browser

Use your camera as a browser….

Augmented Reality

http://www.wikitude.com/tour/wikitude-world-browser






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



Aurasma


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



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.


Serco Internal

• 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?


4. The power of e-news

Do you keep your current clients up to date?

Serco Internal

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


E-newsletters

• Currently - 50,000 subscribers

• Has taken 5yrs to build

• Segmented – Equine

– Shooting

– Farming


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


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)


5. Retaining Good Customers

How can CRM help your business?


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


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


Which CRM?

Sector specific


Inputs from many sources


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


Microsoft Dynamics • 6.3% share of marketplace

• 3.5m licences 2013

• Fully integrates with Microsoft

stack – Outlook – built in

• Good UI




• Integrates really well with other

software

– Xero

– Mailchimp

– Google Apps

• Free up to 2 users

• Simple easy to use

• Great interface



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


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


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?


5. Don't ignore Social Media

Listen and win


Average age of Facebook user in UK?

Average age of Twitter user UK?

% of pensionable age UK residents on

Facebook


Did you know?

Twitter’s fastest-growing age group? 79% increase since 2012

Facebook’s fastest-growing age group? 51% increase since 2012


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


Hashtag ideas

• Sector specific

• #windpower

• #climatechange

• Geographic specific

• #devon

• #Plymouth

• Campaign specific

• #greenenergy

• Media specific

• #journorequest

• #prrequest


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


Video for customer support

Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides.


Manage for success


How much Klout do you have?



7. Always be available for your customers

Unified comms, online chat and video call in style


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*

http://www.liveperson.com/liveengagesthash.YGvaDdz5.dpuf

http://www.liveperson.com/liveengagesthash.YGvaDdz5.dpuf


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



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


8. Learn more about your customers

How well do we know our customers?

Serco Internal

•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



Small businesses?

Customer data + production data + competitor prices +

supply prices +market predictions+ weather forecast + geo

location + email correspondence = Big data


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


Understanding analytics

1. Who are your

visitors

2. How do they get

to your site

3. What do they do

once they are

there


9. Predict your customer's future


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


LA Police

Review 13 million past crimes to predict

current behavior


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.


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


Questions?

Serco Internal

www.superfastbusiness.co.uk

twitter @superfastbiz

Facebook www.facebook.com/superfastbiz

join our LinkedIn group 'Superfast Business SW'

[email protected]

0845 603 8593

Find out more

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mailto:[email protected]


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





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