Strategize for Success with the Vocus Marketing Consulting Team

Strategize for SuccessWith the Vocus Marketing Consulting Team

Speaker: Rebecca BredholtMarketing Consultant Manager

Today’s Webinar Outline

1. Knowing the customer/client

2. Knowing the competitor

3. Knowing the business

4. Shaping the strategy a. Marketing Mixb. Tips

Tweet with us: @VocusConsultant #VocusWebinar

Rebecca BredholtMarketing Consultant Manager

• Facilitated successful client features in major media outlets like Forbes, CNN.com, the Shopping Network, and The Hollywood Reporter, and others.

• Prior to joining Vocus in 2006 she launched more than 18 award-winning magazines, oversaw the editorial departments of four national publications, and served as an editor for several online consumer magazines.

• She also served as a Web correspondent to cover interest pieces from Japan, South Africa, and Ukraine.

• She started her career at a local NBC news affiliate, went on to publish more than 200 printed articles covering a wide variety of topics such as personal finance, graphic design, travel, fashion, and the film industry.

• Rebecca was featured in Jean Chatzky’s Forbes for Women magazine in 2001 and again in Orlando Magazine in 2006.


“All men can see these tactics whereby I conquer,

but what none can see is the strategy

out of which victory is evolved.”̶ Sun Tzu


How do I get here?

Market your business in a way that shows you understand your customer’s life.



Knowing the Audience

Target Persona 1Demographics of your ideal client.

AgeLocationGenderIncome levelEducation levelMarital or family statusOccupationEthnic background

Psychographics of your ideal client.

PersonalityAttitudesValuesInterests/hobbiesLifestylesBehaviorMaslow’s Hierarchy Rank


Knowing the Audience: Segmentation

Geographic segmentation - Based on geographic area

- Continent- Country- Time-zones- State- County- Zip code



Product-user segmentation - B2C marketing - Divided by product usage or

the consumption pattern of a product, service or brand



Lifestyle segmentation - B2C marketing - Divided by consumers’ lifestyle

- Values and Beliefs- Attitudes- Perceptions- Leisure activities - Interests



Positive market segmentation: - B2B marketing - Divided by industry or the

public/ private sector



Niche/concentrated marketing- Targeting one particular, well-

defined group of customers (a niche) in a small segment or sub-segment



Differentiated marketing- Targeting each segment with

a product that has its own marketing message

- Designed to match the needs of the consumers within the segment



Undifferentiated marketing- B2C marketing - Selling a single product to the

whole market- Assuming that customers’ needs

are very similar if not identical in all market segments





TwitterMore than 555 million usersBest tool for interacting in real time57% Female, Mostly 26-34 years old, Some College, Income $25-$48k



LinkedInMore than 150 million users57% Female, College Degree, Mostly 26-34/35-44 years old, Income $50-$74k/$75-99k










What do they look like?

Where do they work?

What did they study?

Where they live?







Knowing the Competition

When doing competitor

profiling, make sure you’re comparing

apples to apples. Too many business

owners compare their business to a

brand totally outside their industry.



Once you’ve found 2 or 3 competitors…

1. Do a SWOT analysis on them





2. Find out exactly what their resources are






3. Figure out their marketing approach

1. What is their unique selling proposition

2. Sign up to receive their emails






3. Figure out their marketing approach

1. What is their unique selling proposition

2. Sign up to receive their emails

4. Know their online presence

1. What keywords do they target?

2. What is their site traffic?

3. What Calls to Action do they use?

4. What forms of “Link Bait” do they use?

5. What is their website structure?



• Name 1 Competitor:

• Name 1 of their strengths:

• Name 1 of their weaknesses:

• What is their main product or service?

• How many resources do they have? (human resources, financial resources, etc.)

• What marketing tools are they using?

• What type of content are they publishing online?

• What is their online presence like?

– Their website?

– Their blog?

– Their social pages?

– Their advertisements?

– Their emails?

– Their media coverage?







PA stands for Page Authority.

The highest score is 100, usually reserved only for .gov pages.

Wikipedia pages are likely to rank in the 90’s.



Coffee – WikipediaPA: 91

Green Mountain CoffeePA: 77

Peet’s Coffee & TeaPA: 71



DA stands for Domain Authority.

It’s the predictive ranking strength of the entire domain versus PA which just ranks the strength of individual pages.



Coffee – WikipediaDA: 100

Green Mountain CoffeeDA: 72

Peet’s Coffee & TeaDA: 75




The Brand (a quiz)

On a scale of 1-5, with 5 being the best, how

would you rank your business in terms of…

Brand Awareness? (how many searches for your brand happen each month?)

Brand Recognition? (how many fans/subscribers do you have?)

Brand Reputation? (how many bad reviews are online?)

Customer Loyalty? (how many repeat customers? How many brand ambassadors?)

Customer Satisfaction? (how many user reviews? How many positive surveys?)


Knowing the Business

Vision & Mission Statement – Chipotle

FB Graph API = "mission": "Building a better world, one burrito at a time."

What do you do for people? (not businesses, people)

What is your Unique Selling Proposition?

“You get fresh, hot pizza delivered to your door in 30 minutes or less

— or it’s free.”

Why would those people choose your business over your competition?

Sometimes it’s the way the brand advertises itself. Just look at Target vs.

Wal-Mart.





Customer ServiceResponse Time

Lack of internal red tape

No edgy content marketing in this industry





Sequester


Shaping the StrategyCommon pitfalls of new businesses: I want sales without spending any time.


Shaping the StrategyCommon pitfalls of old businesses: I don’t believe in the internet.


Shaping the Strategy

Success for my business starts with _________ (website

visitors, emails, a phone call, foot traffic, etc.)

We’ve made sure that our ______ (website visitors, email

subscribers, phone callers, in-store visitors, etc.) are 100%

satisfied with their experience and we’re ready to bring in

more new ones.

No? ……(awkward pause here)

Let’s set some key performance indicators based on how

we can help your business bring in leads.



Sample Goal & Sample Measurement

Raising brand awareness?

Get 10x more Social Shares in 1 quarter.

Establishing thought leadership?

Get 10x more media interviews this month.

Converting visitors into buyers?

Reduce bounce rates by 25% this week.

Turning customers into brand ambassadors?

Double customer service efforts/ give-aways or surprise 3 fans with a

special treat this quarter.



Develop a Positioning Strategy.




“We are Ladies and Gentlemen serving Ladies and Gentlemen.”







Matthew Mullenweg,founding developer

WordPress

Personal Shopper – Too busy lounging on the beach to do all your own shopping? Let your personal shopper do it for you!


Creating the Marketing Mix



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"It is in brands' best interest to use social media to funnel consumers into their traditional, owned marketing channels to extract the most value." - PRDaily.com


Tips

Google gets 2.5 billion page views per day & 1 of 3 mobile

searches has a local intent, according to Google.

Once you know what you want to sell and to whom you want to sell it.

1. Make sure your website can be found & appeals to your audience.

2. Create ads that link to your website & match other messaging.

3. List your address with Google+, and others.

4. Create a social page on sites where your target audience exists.

5. List your menu, coupons, offerings, ,etc. on trustworthy directory sites.

6. Get happy customers to review your products online.

7. Send media pitches that relevant and timely.

8. Log into Google Analytics and review your numbers.


Tips

Businesses must • have a current marketing plan

• have a narrative

• know their audience

• be present where their audience is present

• have a mobile website

• have subscribers

• know what they don’t know


“Over 40% say corporate website, social networking,

and digital advertising are key to marketing success.” -- Gartner Research Center,

U.S. Digital Marketing Spending Report 2013

“Nine out of 10 adults access social media at least once a month.”-- Mashable

“Implementing Tactics without a Strategy...

It's also why so many people fail at marketing in general.”-- Search Engine Journal

“Marketers need to learn where their consumers are and

then create a presence there.”-- PRDaily.com


Thank You!

@VocusConsultant

www.facebook.com/Vocus

MarketingConsultants


Questions?

Strategize for Success

Rebecca Bredholt

Marketing Consultant Manager