Online Marketing Strategy – Commercial Electrical Testing

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?

My darling clementine

Second session of my Diploma in Digital Marketing. Looked at segmentation, which I found really interesting. Wondered about the threshold of how many customers would you need in your database to bother segmenting your marketing, and also is there any company out there that does successful marketing without segmenting? Just got to get down to doing the reading now.

OxCom Day 1

Had my first session with the Oxford College of Marketing for my Diploma in Digital Marketing. The session was really good, and I was impressed with their professionalism and seriousness. The sessions all have learning outcomes attached, the powerpoint slides have a bibliography, and there is a strong focus on making sure you know what needs to be included in your assignment. They also seem to make good use of web-based learning materials with webinars on each topic and all the course material available online.

B2B Email Marketing

Considering using Thompsonlocal for some targetted B2B email marketing to sell a particular product to a particular type of business. They haven’t got back to me with numbers and costs yet but once I have all the figures I can do a cost analysis to a) work out how many units we’d have to sell to see a good ROI and b) see if its worth doing.

Knock knock

Read ‘Knock Knock‘, Seth Godin’s Incomplete Guide to Building a Web Site that Works. It has some interesting ideas about website conversions and waxing the alley. Lots to think about.