Inbound Marketing and Social media. Seminar

Transcription

1 Inbound Marketing and Social media Seminar

2 Introduction What is marketing What are trends Who is customer Who is persona What is customer experience What is user experience

3 Story

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5 MARKETING PRODUKT PRICE PROMOTION PLACE Advertising Sales promotion Direct marketing Public Relations Publicity

6 MARKETING PRODUKT PRICE PROMOTION PLACE Advertising Sales promotion Personal selling Public Relations ON LINE OFF LINE

7 ON LINE? OFF LINE?

8 The core?

9 2 What is the main aim?

10 HOW? (NOW)

11 HOW? 1) Whats going on? 2) Who is customer? 3) What is customer journey? 4) How to tell customer, that we have product he wants?

12 Whats going on?

13 Whats going on?

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16 Whats going on? Mobile habits (91% of them spend at least half an hour online daily.) Weekends 2 hours Communication Over 71% of millenials check out social network accounts daily. Facebook, YouTube, Google+ Digital Footprints more than 36% are very concerned about being tracked.

17 What s going on?

18 What doest it mean for the company? Interaction Acting and reacting (Customer is informed willing to share but needs care Customer is inpatient) Adaptation To know customer To adjust product To adjust communication

19 Who is customer in general?

20 1. Don t care how, I want it now! (71% of online shoppers claim that the most important thing a brand can do is to value the customer s time. Not just that, but 52% will abandon online purchases if they can t find a quick answer.) 2. Meet me where I am. Love, The Everywhere Customer (the tendency to use multiple devices at once, switching between laptops, smartphones, and TV on an average of 27 times per hour.) 3. When social calls, you better answer (53% of customers who ask a brand a social question a response within one hour) 4. No I ll do it! 70% of customers expect a company website to include self-service tools. 5. Prove that you really know me (companies investin in marketing customer experience effords)

21 Who is my customer? or Who is my Buyer Persona?

22 Who are you customer?

23 Who is my customer? Segment Segmentation labeling (specific group of people with specific characteristics ) Persona Personalisation (person with specific characteristics )

24 Segment Persona

25 Who is my customer? Segment Students? Requalifications? Hobbies? Think about your segments

26 Who is my customer? Persona Personalisation (person with specific characteristics ) Think about your Persona

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28 PERSONA Background Income Product Proces Info WWW Please fill the paper alone, than we can share among the group.

29 Who is my customer? Persona Where do I get this info from? You Research Remarketing Campaingns

30 Customer experience Customer journey

31 Customer journey Need Recognition Information search Evaluation of alternatives Buying Post buying

32 Customer experience CE A product of an interaction between an organization and a customer over the duration of their relationship. This interaction includes a customer's attraction, awareness, discovery, cultivation, advocacy and purchase and use of a service. Touch point

33 Touch point

34 What is the jouney of your customer? 1)Please define the 3 basic steps each of your customer has to do when searching and wanting to buy your product. 2) How important it is? (1-10) 3) How good you are? (1-10) www Test it

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36 To sum up: What is marketing What are trends Who is customer Who is persona What is customer experience What is user experience

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38 How to tell customer, that we have product customer wants?

39 How to tell customer TELL THE CUSTOMER? BE ONLINE - so the customer can find us... HOW?

40 How to tell a customer? www page Content Inbound marketing Remarketing Facebook Blogs Videos

41 www How it works? Customer - search, - finds, - happy?

42 Sounds familiar? Need Recognition Information search Evaluation of alternatives Buying Post buying

43 www SEO, copywriting keywords Web 2.0 Content,Inbound Remarketing

44 www www SEO, copywriting

45 Customer search Key words - to web - To blog bloghttps://adwords.google.com/ko/keywordplanner/home? u= & c= &authuser=0#search

46 Task Lets try to search: your keywords Try to find your school in google. Try keywords your customer is using Check your competitiors bloghttps://adwords.google.com/ko/keywordplanner/home? u= & c= &authuser=0#search

47 Content Inbound marketing Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action.

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49 Content

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51 Goals content marketing Brand awareness or reinforcement

52 Remarketing Remarketing helps you reach people who have visited your website or used your app. Previous visitors or users can see your ads as they browse websites that are part of the Google Display Network, or as they search for terms related to your products or services on Google.

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56 Task Lets try it at HnM will they suggest somethin?

57 Goals content marketing Lead conversion and nurturing encouraged someone to give up enough information about themselves that you now have permission to market to them. signing up for a demo, registering for an event, subscribing to your e-newsletter, or gaining access to your Resource Center.

58 Web 2.0

59 Goals content marketing Customer conversion content illustrates why your solution is better or will uniquely meet his or her needs. Customer service - earn subsciptions How you can use our product, the best possible? FAQ Customer loyalty/retention letter printed, or newsletter to turn customers into loyal Customer upsell communication about other products

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61 Tools Register for : demo registering for an event, subscribing to your e-newsletter, or gaining access to your Resource Center. Downolad e-book

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63 How it works - nakreslit na tabulu Landing page ranking google atc Try to find your school in google. Try keywords your customer is using to check your competitiors What is SEO Copywriting

64 www Linkbuilding - catalog, Discussions, Blogs, Guest Blogging

65 Webmasters tools Payed Ahrefs.com MajesticSEO Open Site Exploder For free Backlink Test Solomono

66 Taks What is the content your persona is inerested in? What is the product?

67 Good content 1. A Attention 2. I Interest 3. D Desire 4. A Action Arguments References Information. Fun. Advice How to Interesting facts AIDA

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69 To conclude: What is content inbound marketing What is SEO What is main aim of the content? Link building Ideas for content

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71 Because Social media generate trafic

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74 Facebook

75 Facebook Largest Person like me Trust Groups Targeting

76 Group

77 Page Page Humans of New York

78 FB page Sharing regurally Make a plan Videos Blogs Pictocharts Pictures

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82 Promote your page

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84 News feed

85 Promote your page CPT Cost Per Thousands oldest one (price/1000 ) (cost per mille) Banner youtube (495x150 CTP 1,- eur) unique views , price: 2000,- eur CPC Cost per Click Addwords CPA- Cost per Action - only for customer that will bring real customer to page

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87 Video 1) Camrera or mobile, or go pro (within your budget, HD quality, external Audio) 2) Video editin software (Youtube, imonvie) 3) Broadcasting platform YouTube, Easy Video Player)

88 Your Video needs to do 2 Things Drive traffic to your page Convert customers

89 Whenever you see me... a4c KTs

90 Types of video 1) Wellcome video grab their attention covey the Benefits of your site deliver call to cation

91 Types of video 2) SEO Video, video blogging How to do? Advices, hack, tutorials Identify key words your customers are searching for use google keywords tool

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93 To sup up todays Caring -sharing, Acting- Reacting 1. Sharing - Consider customer as an partner, who is informed, equal and willing to share. 2. Caring - Knowing customer to be quick in solving his/ her needs. By best care 3. Being active - Constant care about experience customer has based on the active attitude. Activity on one side leads into activity on other side.