Online Marketing Strategy – Commercial Electrical Testing

Roger on 28/04/2012

Aim: Develop an Online Marketing Strategy that is aligned with business and marketing objectives to provide consistent direction for online marketing activities.

SITUATION ANALYSIS

  • Assess micro and macro environments to provide SWOT analysis
    • Market – Expanding or contracting?
    • Company – Growing or shrinking?
    • Competitors – Growing or shrinking? (80 in Reading area)
    • Customers – Which online platforms do they use? Touchpoints.
    • Resources – Human, financial, technological

OBJECTIVES

  • Sell – Set customer acquisition and retention targets e.g. winning x number of clients from competitors within given time scale.
  • Serve – Set customer satisfaction targets e.g. increased transparency and accountability.
  • Sizzle – Set brand recognition and perception targets e.g. delivering excellent customer experience.
  • Speak – Set number of engaged customers e.g. number of existing customers engaged with & number of potential customers engaged with within given time scale.
  • Save – Set efficiency gains targets e.g. streamlined communications with existing customers.

STRATEGY

Essentially channel marketing strategy.

  • Segmentation – Segment customers through Spend, Regularity, Service Usage, Online Communications Usage.
  • Brand Positioning – Selecting brand position within the industry based customers served and perceived gaps in the market.
  • Value Proposition – Achieve differential advantage of buying services, e.g. Safety, Peace of mind, Compliance to legislation, cost effectiveness, reliability.
  • Communication – Target brand and value communications to relevant customer segments.
  • Integration – Integrate digital and social media marketing with business and marketing objectives.

TACTICS

  • Set up Google Alerts for company name, competitors name, and specific industry keywords to gather picture of the digital landscape CET is operating in.
  • Optimise website with greater CTA, remove inline styling, add company address in footer.
  • Optimise website for mobile devices.
  • Implement SEO for website with optimised keywords, rich snippets, authorship, sitemap.
  • Implement Google Analytics for website.
  • Increase and optimise usage of News section on website to included regular updates about company and changes within the industry.
  • Use pingomatic to tell search engines News has been updated.
  • Implement Twitter feed on website.
  • Fix LinkedIn profile link on website.
  • Optimise Google Places page and encourage customers to leave reviews.
  • Optimise Twitter page including background image.
  • Increase and optimise Twitter usage to include regular updates about the company, and industry, but more importantly engage in conversations, retweets and mentions. Follow customers, intermediaries, and industry leaders.
  • Set up eCRM to manage email campaigns to existing customers.
  • Create QR codes for particular tests, equipment, service, or customer that link to specific help pages on company website.
  • Utilise PAT Electric App to manage asset database and export reports to customers.

ACTION

  • Prioritise website improvements, social media, and seo actions.
  • Set resources for project/tasks, including financial, technological, and human.
  • Assign responsibilities for tasks.
  • Set schedule for tasks and project.
  • Set KPI’s for project.

CONTROL

  • Measuring and evaluating strategy and implementation.
    • Were customer acquisition and retention targets met?
    • Measure customer satisfaction through surveys. Were targets met?
    • Measure brand recognition and perception through survey. Were targets met? Are more potential customers aware of the company. Do existing customers feel they have an excellent customer experience.
    • Measure number of engaged customers e.g. number of existing customers engaged with & number of potential customers engaged with within given time scale.
    • Measure efficiency gains. Has there been an increase in the number of customer communicated to with email, Twitter, etc. Were targets met?

Questions

  • How does the team work together on a project? Collaboratively or more individually?
  • What’s the day-to-day work pace like?
  • Which aspect of the role would be the highest priority?
  • Will there be opportunities for sharing skills so I can learn more?
  • How would my performance be monitored?
  • Would you be able to support me in my course with things like information for case studies, etc.?
  • Assuming I’m success at the this stage, what’s the next part of the process?