Making digital marketing work harder for your business

Making Digital Marketing Work
Harder for your Business
Jayne Reddyhoff – Zanzi Digital
Email: Jayne@Zanzidigital.co.uk
Twitter: @JayneReddyhoff

Email: Jayne@Zanzidigital.co.uk Twitter: @JayneReddyhoff

WHY DO
YOU NEED
A
STRATEGY?
Alice: would you tell me please, which way I
ought to go from here
The Cheshire Cat: that depends a good deal
on where you want to get to
Alice: I don't much care where…
The Cheshire Cat: then it doesn't matter which
way you go
Alice: …so long as I get somewhere
The Cheshire Cat: oh, you're sure to do that, if
you only walk long enough
From: Alice in Wonderland by Lewis Carroll

Where are you now?

Exercise - situation
• What are you selling?
• What is your customer buying?
• Why do they buy it?
• Why will they buy it from you?
• How is your business performing today?

WHERE DO YOU WANT TO BE?

the business
Where do I want to be
in three years’ time?
So, where do I want to
be in one year’s time?
So, what do I need to
do now?
my professional life
do now?
my private life
do now?
THREE BY THREE MATRIX
- start with the end in mind

Exercise - objectives
• Short, medium and long term goals
• What is the most important thing to achieve now?
• What happens if you don’t?
• What is your top priority?

Your ideal client

Susan - British natural skincare buyer
 37 years old, young family, lives in Southern England
 University educated, has a good job & a busy life
 Spare time: Enjoys food (cooking), reading, going to the gym / walking,
socialising
 Shops for groceries in Waitrose; also in farm shops & independents
if convenient
 Willing to pay more for products which meet her personal values
 Motivated by supporting small, independent (non-corporate) British brands
 Looks for skincare that works – but in the most natural way possible (ingredients, benefits)
 Is influenced by: sampling, peer recommendations, PR, branding / packaging and ‘what a product can do for me’
 Health conscious, occasionally goes to spas with girlfriends
 Buys several different brands across her beauty regime – perhaps 5 or 6 in her bathroom cabinet

The buyer journey
Consideration
Short-listing
Awareness
Research
Decision
Ready to buy
Repeat purchases…

Your target customer
• Graham is 45, has a wife and two
teenage children.
• He lives in a semi-detached house on the
outskirts of Northampton.
• He works a 9-5 job in the finance department
of a large computer company.
• Why are we interested in him? We need lots of detail.
• What triggers his search? He’s had a promotion & decided he
can afford to buy a home cinema!

Consideration
Short-listing
Awareness
Research
Decision
Ready to buy
How the buyer journey might look
for Graham:
Repeat purchases…
Is it better to have a Panasonic
or Sony?
Which is best - a 50 inch TV or a
projector and screen?
How long can my speaker
cables be without losing sound
quality?
Could I get one remote control
to operate all my devices?

What triggered Paul’s search?
• Paul is a lecturer in his late 30s. He’s married and
lives in Epping.
• It’s Monday and this morning, the bathroom light
bulb blew.
• On the way to work he nipped in to Sainsbury's
with the old light bulb.
• The shop assistant advised they were out of stock
of that particular bulb.
• When he got to work his colleague, Gill, told him
to try Lamps-on-line.
• He did and purchased a pack of 5 light bulbs
• Buyer journey completed in one morning!

Exercise - target market
• Who are you selling to?
• What does your ideal client look like?
• What is a customer worth to you?
• What triggers them to look for you?

Tactics

Choose the best tactics
Business to large business Business to small business Business to Consumer
High consideration Medium consideration Low consideration
High price Medium price Low price
High margin Medium margin Low margin
Single sale Repeat sales
High up/cross sell possibility Low up/cross sell possibility
High lifetime value Medium lifetime value Low lifetime value
Service Both Product
Complex Simple
Lead generation Both Ecommerce
New/not understood Familiar/well understood
High competition Medium competition Low competition
Female Male
18-25 26-35 36-45 46-59 60+
Mobile only Both Mainly desktop
Sexy Boring

Choose the best tactics - Zanzi
Business to large business Business to larger SME business Business to Consumer
High consideration Medium consideration Low consideration
High price Medium price Low price
High margin Medium margin Low margin
Single sale Repeat sales
High up/cross sell possibility
Can extend range of services or length of
contract
Low up/cross sell possibility
Low lifetime value Medium lifetime value High lifetime value
Service Both Product
Complex Simple
Lead generation Both Ecommerce
New/not understood
Understood by some; a lot of
misunderstanding
Familiar/well understood
High competition Medium competition Low competition
Female Male
18-25 26-35 40-50 46-59 60+
Mobile only Both Mainly desktop
Sexy Boring

Exercise - tactics
• Characteristics of your offering
• Decide which tactics might work for your business
• Work in pairs for this one

How much will
your marketing
cost?
How much can
you afford to
spend?
What return will
you get?
How much
should you
spend?

Your plan

Meeting
- Review progress
- Agree changes
Implement
- Zanzi
- Other agencies
- Client
Let the changes
‘bed in’
Measure,
analyse &
report
Achieving your
plan

Why measure?
What should you measure?

Useful resources
Discovery document
Persona tools and examples
• Buyer persona Institute
• www.buyerpersona.com
• www.buyerpersona.com/buyer-persona-infographic
• HubSpot:
• www.makemypersona.com
• https://offers.hubspot.com/persona-templates
Ecommerce
• www.zanzidigital.co.uk/useful-information/steps-to-improve-
your-ecommerce-profit
HubSpot document on calculating marketing costs

Email: Jayne@Zanzidigital.co.uk | Twitter: @JayneReddyhoff | W: www.zanzidigital.co.uk
Thank you
Jayne Reddyhoff
Managing Director
Zanzi Digital

Making digital marketing work harder for your business

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