How To Get More Customers With Better Digital Marketing Spa Life International … ·...

How To Get More Customers With Better Digital Marketing

Spa Life International (UK) Conference15 Nov 2017

PR Smith Marketing Books

© PR Smith PRSmith.org PRSmithMarketing PRSmithMarketing PR_Smith

PR Smith Marketing Mentoring & Consultancy


PR Smith Marketing Talks


PR Smith Corporate Social Responsibility social media campaign mobilising a new generation into sportsmanship


66

Fun Social Media Platformswww.GreatSportsmanship.org


Learning Objectives

• Review Your Marketing-Orientation

• Write the Perfect Integrated Digital Marketing Plan

• Get More Customers


Marketing Orientation

Why do you have a web site?(what is the single most important reason?)

Why do you have an app?

Why do you have a Spa Hotel?


SOSTAC® Planning Framework

SOSTAC.org+ 3Ms


Situation Analysis - PEST

Political- Shifts: BREXIT- Laws: GDPR - Regulations

PRSmith.org/blog



Economic- Cycles- Resource Shift: Oil v Data- Digital Disruption- Shifts (China v USA)

f: PR Smith Marketing

Full story

https://www.economist.com/news/leaders/21721656-data-economy-demands-new-approach-antitrust-rules-worlds-most-valuable-resource



Social- Device Junkies - Attention Spans- Time Poor- Visually Driven- Health & Fitness- Mental Health



5 Big Tech Trends

Big Data How Trump WonPRSmith.org/blog

AIHere come the clever botsPRSmith.org/blog

IoTIoT is herePRSmith.org/blog

VR & AR

Marketing Automation (digital body language)



AI & Super AI (Ray Kurzweil)

facial recognition - banks- insurance - iphone- apps

PRSmith.org/blog


Situation Analysis – Competitor Analysis

Borderless Competitors+ Category-less Competitors= Hyper Competition

Competitors trying new ways

to connect with your customers

‘Use Facebook ads to target

the fans of a competitor’s

Facebook page.’

Customer Circle

The value sought by the customer –the requirements

& benefits that they seek

Urbani & Davis 3 Circles of Competitive Analysis


Customer Circle

Company Circle

The value customers

think your company

offersto them

The value sought

by the customer i.e. the

requirements & benefits that

they seek



Customer Circle

Company Circle

1Positive Value

2 Non-Value

3 UnmetNeed = 2 x Growth

Opportunities



Customer Circle Company Circle

Com-petitiveAdvan-

tage

Non-Value

UnmetNeed

Competitor Circle

value customer sees in

competitor’s

offering

Urbany & Davis

PRSmith.org/blog

Ask 6 of your colleagues:

What is your competitive advantage?



Situation Analysis - Customer Analysis

3 Big Customer Questions:

1 23

10+ Sub Questions for each Big Question

Create a culture of customer obsession

Who?Why?

How?


Who is your ideal customer?

Can you categorise them by what stage of buying?

Who are your followers?

Who are your influential customers & followers?

Who else is talking about your type of product?

Who is attending a particular conference or event?

Free sources for answers SOSTAC® Guide

Situation Analysis - Customer Analysis – Who?

PRSmith.org/blog

http://prsmith.org/2014/08/21/how-to-target-very-very-specific-audiences-on-facebook/


What are your customers’ needs? Trends?

What do they really want?

What do your customers like (or dislike) about you?

What are your customers’ future needs?

Why do your visitors return to some sites?

Why do your visitors not convert?

What content do your visitors (& influencers) like?

What is being said about you locally? Free sources for answers: SOSTAC® Guide

Situation Analysis - Customer Analysis – Why?

PRSmith.org/blog

http://prsmith.org/2014/02/02/listening-skills-digital-media-listening-tools-part-22/


How do customers buy (what is their journey)?

How long & how many channels do they use?

When is the best time to post content?

How do customers prefer to view initial info?

How do customers perceive your website?

What % of view your site on a mobile?

Which words & images work better?

Free sources for answers: SOSTAC® Guide

Situation Analysis - Customer Analysis – How?

PRSmith.org/blog



Competitor Analysis

Opportunities &

Threats

External Trends

PEST

Strengths & Weaknesses

InternalControllable

Factors

Results/Performance

Distributor Analysis

Customer Analysis

Situation Analysis

SWOT Analysis Other Key Analyses

Ask Great Questions


Objectives


Sales Funnel

Objectives


Objectives KPIs Period 1 Period 2 Period 3

Sales - units- valueMarket Share - units - value

Market Leader Number (in top 5)Awareness Level (offline survey)

Preference Level (offline survey)

Conversion RateNPS Score (Net Promoter Score)

Digital Marketing (e.g. Blog)Web Site/Blog - Unique Visitors - Average Duration- Subscribers to updates/Newsletter


Strategy: What Went Wrong?

Why Did The World’s 1st eCar Fail?


Strategy Drives Tactics

Targeting & Positioning

Key Components of Strategy


Strategy Components

Targeting PositioningCX (& Shared CX)SequenceData Integration

Strategy


What is really important that are you not providing?

Is it your Portfolio of Services/CXs right?

CX of Buying Process - can you simplify the buying decision?(400% impact v engagement, Gartner)

How can data add value to the CX?- shift the cognitive Load - add other value e.g. weather info feed etc.

Re-imagine the Lifetime CX using data/tech to add value

Strategy: CX (Customer Experience)

Action(Purchase)

Share Repurchase Loyal AdvocateDesireInterest

Lapsed CustomerC

usto

me

r V

alu

e $

Awareness

Repeat Purchase

IndecisiveCustomer

1st

Purchase

Browser

Time

Loyal Customer

Adopted from Dave Chaffey’s CX Journey

Strategy: Develop A Lifetime CX


Grow Life Time Value from Customer’s Life Time Journey

Develop Credibility before Raising Visibility

Develop Awareness before Selling

Choose: Customer Acquisition or Retention or Selection?

Strategy: Sequence

What pages / products

are they most interested in?

How interested are they?(click behaviour)

Any past purchases?

What do we know about them from

the CRM system?

Have they been to this site before?

How can we help them with their

next steps = MA

© PR Smith 2014

www.prsmith.org

Digital Body Language

Progressive Profiling (forms)

Add Social Data

Augmenting Profiles

(click behaviour)

Add 3rd Party Data (databases)

& Marketing

Automation

Strategy: Data Integration


Strategy: Data Integration


Marketing Mix is morphing - Product/Service + Place + Promo (IoT + VR + AR + Big D)- CRM (Marketing Auto e.g. AI / Chatbots)

Select Right Tactical Tools - Matrix

e.g. Remarketing/Retargeting - Acquisition

e.g. Mail Shot Surprise Gift - Retention

Lifetime Customer Journey

Comms Plan

Content Marketing

Magic Marketing Formula: IRD

Tactics


Video Video Video

90% content shared on social media is video Smartinsights 2017

Research what your target audience likes

Video may be closest you get to: a face to face conversation with your audience

FB Live & Instagram Live - create new exciting content

Ephemeral Content (live story telling - best engagement rate)

Tactics: Content Marketing


Tactics: Integrate Online with Offline & Be Creative

Customers want intimate experiences with brands

Art inst. Chicago created Van Gogh’s ‘Yellow Room’

Cost $31k cost & Promoted on Airbnb (£10 per night)Generated $6m ‘Earned Media’

Paid Media amplified by 950%, 200,000 visitors Highest attended exhibition in 15 years


How do you ensure excellence & passion in execution?

Why do 50% CRM projects Fail?

Why so many sloppy web sites?

Why isn’t Spa fully integrated with all guest-facing dept’s?

Internal Marketing

- Motivation + Communications + Training

Action


1. Ensure 20 Credibility Factors

2. Create Relevant Landing Pages

3. Test Multiple Landing Pages

4. Create Strong Propositions

5. Create Clear Calls To Action (CTAs)

6. Add ‘See – Try – Buy’ options

7. Simplify the Sign-Up-Process

8. Post Recommendations & Reviews

9. Consider Price Lining

10. Run Exit Surveys

Action: Training 10 Ways To Convert Visitors into Customers


Action: Training 5 Ways To Convert Lifetime Customers

1. Listen & Be Relevant

2. Communicate (‘Contact Strategy’)

3. Interact/Engage

- Product Ratings & Reviews

- Shared CX: Tell A Friend/ Post a comment

- Collaborative & Co-Creation

4. Excite – add some sizzle (surprise gifts & rewards)

5. Keep Your Promise


Action

“Culture eats strategy for breakfast”

Peter Drucker

Is there a passion for excellence?


Your plan should include:

What do you measure?How often? Who does it? What does it cost?What do you do with these metrics?

e.g. Unique visitors sudden increase by 100%& conversions at 18% ….

Control


Control


PR Smith’s SOSTAC® Planning Framework

+ 3Ms


Learning Objectives

• Review Your Marketing-Orientation

• Write the Perfect Integrated Digital Marketing Plan

• Get More Customers

Continual Professional Development

www.SOSTAC.org


Links to PR Smith Articles/Posts Mentioned SOSTAC® Plan in 4 mins (video) www.SOSTAC.org& articles below are from www.PRSmith.org/blogGDPR Opportunity to Boost CX or a Threat of Closure? (Part 1)

Big Data How Trump Won - Big data & the Magic Marketing Formula

AI Here come the clever bots bursting with AI (Part 1)

IoT IoT (the Internet of Things) is here

AI Here come the clever bots: AI & Customer Needs (Part 2)

3 Circles Beware Customers See Your Competitive Advantage Differently

Customer Analysis (Who?) How to target very specific audiences on facebook

Customer Analysis (Why?) Social Listening Skills (Part 1)

Customer Analysis (How?) Social Listening Skills (Part 2)

Choosing the Best Tactic: The Tactical Matrix

The Book: SOSTAC® Guide To Your Perfect Digital Marketing Plan

http://www.sostac.org/

http://www.prsmith.org/blog

http://prsmith.org/2017/05/19/gdpr-general-data-protection-regulations-opportunity-to-boost-cx-or-threat-of-closure-part-1/

http://prsmith.org/2017/02/09/how-trump-won-part-2-using-the-magic-marketing-formula-a-sostac-planning-analysis/

http://prsmith.org/2016/07/16/here-come-the-clever-bots-bursting-with-artificial-intelligence/

http://prsmith.org/2016/02/14/iot-the-internet-of-things-is-here/

http://prsmith.org/2017/11/08/here-come-the-really-clever-bots-where-ai-meets-customer-needs/

http://prsmith.org/2015/09/10/beware-customers-see-your-competitive-advantage-differently/

http://prsmith.org/2014/08/21/how-to-target-very-very-specific-audiences-on-facebook/



http://prsmith.org/2014/11/11/the-tactical-matrix-choosing-which-tool-owned-earned-or-paid-media/

https://www.amazon.co.uk/SOSTAC-Guide-Perfect-Digital-Marketing/dp/0956106846/ref=sr_1_1?s=books&ie=UTF8&qid=1510302142&sr=1-1&keywords=sostac+guide+to+your+perfect+digital+marketing+plan


Continue the conversation

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e: [email protected] t: 0044 (0) 208 567 4659

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