- So what changed your life this year?
- Who and what made an impact on your 2014?
Afternoon all. I trust you all had a fantastic start to the year? I’m sure, being driven people, that your goals are set, you know what you want to achieve in 2014 and now its just a case of making it happen.
As the owner of a digital agency in Exeter I want to cover a few ideas for things you should look to implement within your digital strategy this year. If you take on board just a couple of these you’ll be ahead of the majority of the crowd. I know you guys are always looking for the edge, so please enjoy.
Explore the world of Conversion Optimisation (CRO/Split Testing)
Offering up different versions of the same page on your website in order to see which converts the most is an extremely valuable technique to master. Even if you don’t sell online (where huge returns on investment can be seen), you should split test any enquiry forms on your site. Get your agency to do this for you and work with them on the results.
Start practicing Inbound Marketing
Another big trend for the year will see the tracking of customers through your websites, taking a look at what they are downloading, where they spend time and mashing that all up with their social profiles and historic browsing history so you can personalise their journey. Check out industry leaders like Hubspot and Pardot.
Ramp up your Content Marketing..but make it worthwhile
Content marketing is still an important part of your digital strategy and should fuel your Inbound Marketing funnel but it needs to be good. Theres too much content in this world so make sure what you create is better than everyone else in your market. Aim for things that are shareable through social media. Video, best practice guides and content which anticipates and answers your prospects questions should all feature highly.
Setup Email Autoresponders
Its a simple, yet quick win. By linking your website up to a decent email marketing system (MailChimp, OptixMail, Constant Contact etc) you can set a series of automated emails to go out when someone fills out an enquiry form. These are called autoresponders and go out at pre-defined time periods. Obviously you don’t want to spam people but a casual thank you email followed by a top tips email a week later might go down well and make you look switched on.
Get your social policies and strategy in place.
If you don’t want to fall into the same trap as the University Professor who tweeted about Obese doctors last year then make sure your team know what’s expected of them when interacting online. Social provides huge opportunities for your business but its your responsibility to make sure your team know the boundaries.
Fire up your digital presence, enjoy your 2014 and let me know when you get some significant wins.
Oh and Happy Easter
Image courtesy of https://www.flickr.com/photos/jefthomas/
–Update to Post Mar 2014–
For many years us marketeers have focused on outbound marketing. A one-way message, attempting to buy people’s attention. Think Radio, Think Advertising, Think TV Adverts. With Inbound Marketing the focus switches to ‘earnt’ attention. By providing your prospects with something of value they give you permission to keep marketing to them. For example, giving away tips in a blog article/whitepaper, which your prospect finds via Google is a good form of Inbound Marketing. They like your content, it sounds like you know what you’re talking about, so they subscribe to your blog feed and in turn give you permission to market to them in the future. A powerful way of creating a relationship with someone who was a stranger only minutes before. You’ve ‘earnt’ their attention.
This is the first step.
True inbound companies work on converting these people into customers, taking them on a journey down a sales/marketing funnel (still providing value all the way). This is called lead nurturing. This can consist of email auto-responders; automated emails which keep giving you more information/help/advice, conversion optimisation; different formats for the same pages on a website, tested constantly for the best results and even dynamic content; if I know you’ve downloaded a document before from my site and you’ve given me your name, I might put a personal message for you on my site the next time you return.
The first step to becoming an inbound organisation is to work out your customer personas. You may have two or three for your business depending on audience types/number of products etc. In my business, one of our personas is Bob. Bob is the managing director of a successful business turning over more than a million pounds a year. He has built the business from scratch and is fascinated by marketing. He’s a true salesman and sells his business better than anyone else. Bob is interested in marketing because he recognises that it’s the route to take his business to the next level. He’s an enthusiastic chap who knows what he wants and looks to employ the best people for the job. He doesn’t try and drive people down on price because he appreciates quality. He calls his suppliers partners.
Now when we create marketing material we think of Bob. Would this blog article be of interest to him, would this letter we’re sending out get through his PA? Is this whitepaper going to be something he prints out and takes home to read at night? Your focus on marketing becomes more defined and less time is wasted trying to appeal to all.
As clichéd as it might sound, sharing is caring in this world. Create remarkable content that people want to talk about and tell their friends to check out. This is the way of an inbound organisation, is it the way of your organisation?
If you’re practising Inbound marketing I’d love to hear your stories in the comments. How is it working for you?
p.s. Hat-tip to Hubspot who are the masters of this world and coined the term back in 05/06. Love your work guys.
Wow – firstly just need to say this is my 100th post! Boom! It makes writing to thin air in the early days seem worthwhile when you hit milestones like this. Thanks to Dave at Optix for pointing this out to me!
So last week I attended Inbound Marketing 2013 in London with my digital marketing team at Optix Solutions. A great day put on by Deeply Digital and Hubspot. The various speakers covered everything from the basic principles of Inbound Marketing (more on that to follow), to how your sales team needs to adapt to an inbound world, to an excellent presentation on conversion rate optimisation by Will Critchlow of Distilled.
As with all these events, they often leave your mind whirring and if you’re not careful you can write down so many things you want to implement, that you don’t end up doing anything. In order that I don’t fall into that trap myself I thought it may be useful to share a few key takeaways with you.
1). Inbound Marketing is more of a philosophy than I’d realised. It all starts with working out your buyer personas (you can have a few). These are not generally demographics but behaviours of your buyers. What makes this persona tick, how do they feel about working with you, what problems do they have that you can solve. The next stage is to create your content plan based on these personas. The next and possibly most technical stage is bringing context into play. Inbound marketers are constantly learning about their users and offering up different experiences online depending on these. A user viewing a website for the first time will see different landing pages than one who has perhaps already downloaded your latest ‘best practice guide’. According to one of the speakers a great example of this was demonstrated by the Wall Street Journal who were able to work out their influencers, lower the pay wall for this group and in turn drive more traffic to their site. True Inbound Marketing at work.
2). Sales (and in fact your entire team) must engage very differently in an inbound world. Brian Halligan, CEO of Hubspot believes that in today’s social world, prospects of B2B companies are anywhere upto 70% down the purchasing funnel before they even pick up the phone to you. They’ve done their research on your company and products. They’ve read reviews, looked at your social media presences and probably looked up your staff. By the time they pick up the phone to call you they’ve made up their mind about the type of company you are so it’s vital your sales team understand this and treat them with the respect they deserve as an informed buyer. This needs to cascade down the entire ‘inbound organisation’ says Brian. Once the sale is made, the whole team need to be consistent in the type of relationship your company has built with them. The message was clear: Sell with integrity, sell with trust, listen more than talk.
3). My final takeaway was around how much management of staff has changed in the last 40 years and how this impacts anyone who employs a team. Brian showed us this fascinating table of his take on culture change in the last 40 years.
|Tenure||Whole Career||6 Years||18 Months|
For people who have lived their lives managing employees from one of the other generations (probably a large proportion of board level directors I’d guess) this leaves an interesting challenge. They must seek to understand their younger workforce and consider the overall makeup of their business if they are to continue getting the most from their team. So what does your staff benefit list look like? Does it impact across the company or just one sub-set of your team? When was the last time you even looked at it? I’m off to look at mine now!
Some great takeaways, some of which I have action points on already. If you can make it to next year’s conference I’d wholeheartedly recommend it.
1). Firstly a website is just the start of your online presence. So many people rock up to a project thinking about their budget in terms of the capital outlay on their website. They often don’t consider the marketing and comms resource they’re going to need to put into getting it off the ground. The website you create for your business/service/product should really be the start of your online journey so make sure you’re ready to budget just as much (and probably a lot more) on what happens next.
2). Is Google important to you? Goole drives around 90% of all UK web searches. In industry terms that’s a ‘bucket load’ and can’t really be ignored. If you want your website to show up in search then there are a number of things you need to consider and to be perfectly honest although there are a number of things you can play with yourself (I wrote about this topic a while ago here), it’s probably an area that you want to talk to an agency that specialise in if these results are critical to your success.
3). Where does Social Media play a role? Unless you’ve been blanketed from the world for the last few years you can’t help but notice that we live in a far more connected world than we used to. Our lives are being dominated by the large social networks – the likes of Facebook, Twitter, LinkedIn and Pinterest seek our attention and allow us to feel more connected than ever before. As a business you need to consider your audience profile and then work out where they hang out. If Facebook’s not right for your business then don’t worry about it – spend your time wisely, you don’t have much of it.
4). Get clever. In the world of email marketing we have these things called auto responders. They are essentially automated emails, triggered on an event. When you create a website consider bringing these into play (most web agencies won’t recommend these unless you ask by the way). Set them up for when people fill out your contact form, signup to your newsletter or download your latest whitepaper. Oh really? You don’t have a whitepaper?
5). Create compelling content. If you want to be found/shared/loved/evangelised/bought from you need to be better than the rest and one way to start this process is by creating compelling content. Things like whitepapers, ebooks, blog articles, infographics, videos all help to get you out there. Your mission however is to try and create things others aren’t. By the way, a by-product of this point is also more success with point 2.
The guys over at Optix Solutions (a digital marketing agency I co-founded) are mustard at the web projects – give them a call if you want any advice on 01392 667766. If you’re after email marketing help connect with @olyharisson on twitter who heads up OptixMail – he’s the master.
Now Your Thoughts
Photo courtesy of: http://www.flickr.com/photos/striatic/
Yesterday I learnt that I’ve been shortlisted for the Entrepreneur of the year award at my local paper’s business awards, and my company, Optix Solutions has been shortlisted for the employer of the year award. A proud moment for both the company and me personally.
Now the personal award is in the lap of the judges but the other award is being put out to public vote and is being judged on number of tweets received in support.
It would mean a lot to me if you’d just take a minute to vote for Optix Solutions here: http://www.exeterbusinessawards.co.uk/shortlist/employer-of-the-year/
I try not to ask for much from you, so that when things like this do come up, you’ll consider reaching out and helping me
What would be even sweeter is if you’d consider sending a tweet to your followers asking them to vote aswell. I’ve even written something for you here:
“Please follow and vote for @optixsolutions in their local award for employer of the year. They really deserve it http://bit.ly/10T1zyH”
If you’re in any doubt, we’ve backed up our claim to glory with a blog post here
Thank you all. I promise I’ll be back with educational content again soon.
Last year I changed my blog over to the Generate Theme on the ‘Genesis framework’ offered by the guys at StudioPress. A number of people have asked me why I chose it, so today I thought I’d explain my reasons. Its also worth me saying that the links in this article are aff links because having had personal success with this combination, I signed up to help promote the StudioPress option to others. It’s important to say that I wouldn’t be doing this if I weren’t getting value from this myself.
Firstly, a wordpress theme actually sits on top of a framework and having done a lot of research into companies offering good solutions for both, I decided to take the recommendation of Chris Brogan who at the time, also used this combo. I believe he’s on a custom theme on top of Genesis now.
SEO: One of the main reasons I chose this framework was for its optimisation (SEO) value. Here’s an excerpt from the studiopress website explaining why it’s so good.
“State of the art code and smart design architecture make it easy for search engines to see what you’ve got. With automatic updates to the Genesis Framework, you never have to think about it again. Your code will always be up to date and fully optimized.”
And boy is it…Having added this article to my blog today, it was almost certainly appear in Google within a couple of days, sometimes I’ve seen it enter their index the same day.
Design: Once you run the Genesis framework you can use a number of what they call ‘child themes’ on top of it which means that I can have a different look for my blog without the need for a designer or developer at a touch of a button.
Support: If you need support then the guys over at StudioPress are second to none. That’s worth paying for in my opinion.
Security: In terms of security, they’ve employed security experts to help with locking down the insecurities that wordpress can suffer from. Obviously nothing is totally infallible but they’ve down what they can to make this the best they can.
There are also a plethora of other custimisation/widget options which I won’t bore you with today.
If you’re looking for framework to go with then I can definitely recommend genesis or any of the studiopress products. For more info on the themes they offer, make sure you check out their great theme chooser.