The 5 P’s of Digital Marketing .. and other things!
Posted by Helen Tonetti
Last week I set off to the big smoke that is London to attend the annual TFM&A at Earls Court.
I lined up with hundreds of other enthusiastic marketing sorts in order to look at the supplier stalls, catch up with clients and attend a few of the great talks on offer throughout the day, that would transform me into a marketing genius.
I made a mad dash to stand in the queue for the first keynote address by Richard Robinson of Google on the 5 P’s of digital marketing.
He introduced us to Google Insights – a really good tool to use for research.
Pulse : I think this relates to the keeping your finger on the pulse, getting information on clients and potential customers is easier than ever now. Do you know what phrases and words your customers are using when searching on line for what you have to offer, we could miss out on potential opportunities, by simply using words or industry acronyms that they would never search for. A tool discussed and demonstrated on the day was Google Insights, easy to use, you can search your phrases, see how popular they are, and look at alternatives. Also great for seeing related news items.
Pace: The need for businesses to adapt to change, to be nimble. Google believes that fast is better than slow, and I agree, take chances, try new things to see what your customers respond to and like. Fail, fail fast so you can learn and move on…. Always easier for small business I know.
Precision: Be relevant to your market and target audience, not all things work for everyone.
Participation: be sociable that doesn’t just mean being on social networks, but how do you use crowdsourcing to create shared content
Two examples an electronic component company that supplied components to electronic engineers, and for years they used catalogues that were sent to customers, who scanned them and sent in orders with codes.
Set up a community for their customers and other engineers to join called element 14 a place to ask engineering questions and get help from the community, a great success, and they could keep an eye on the problems that their customers were discussing, a chance to innovate
Then they created a tv channel with a super duper engineer who was asked each week to build something and showed to members it has over 20 thousand members and over 600 thousand views.
Genius I say, well I know that’s what we are doing at video expression with great for our clients results
Redgate Software created a comedy video about Data Administrator in space , they added fun downloadable quizzes, got the community to reviewed and select the best answers it was fun and interactive. But they could track who logged on, who completed the quiz and who didn’t – then they set up a marketing campaign for the different groups.
Performance how and what do you measure?
Well you must first have a very clear objective to set targets, Some metrics suggested were: looking at your market size and then increasing your market share, what percentage could you get, and how.
He gave us a great link to a measuring model created by Avinash Kaushink
He made some great points, and he reiterated what I tell all my clients, you can’t just be on social media, you need to know why you are adding it to your marketing, what you are going to say (and it can’t be just shouting about yourself) who you want to talk to and what you will measure.
Now the ques were a nightmare this year, a real indication of how much more interested people are in Digital Media, so getting in to talks was difficult.
But I did get in to hear Guy Levine from Return on Digital give a talk about Emerging Social Media Trends.
He started with a great quote
“Social Media is like teen sex, nobody really knows how to do it, and once it’s done, you think it should be better”.
He gave great examples of how we have moved from pure search to asking our friends on line who they would recommend, so we need to know who our customers are talking about and asking for advice on.
Now so many people get trapped in the cycle of just learning about social media tools, they don’t focus on the strategy, why and how they are using Social Media to really build trust. Tools will change and evolve, so you need a clear strategy to ensure that you can adapat.
- Listen… first to the language that your target market uses, we are often at fault for using to much industry jargon, or we use words and terms that we are comfortable with, and our potential clients will never look for them. So do research and spend time just listening…
- Join in .. build respect by adding to conversations not by marketing yourself directly. Look like an expert and help others first.
- Then you can build leads from the connections you make.
Sprout Social is starting to break things down into demographics of followers, so you can see how many are male or female so you tailor your messages for each social media platform.
Facebook Commerce is getting bigger all the time, its like a very busy high street, and you want to make sure you have a window on it, so you can can capture some of the traffic.
He spoke about the creation of content, something that most people find a challenge:
A great tool to create content for your target groups, Flipboard is a tool for iPads that will create an on-line magazine from your feeds, you can then read content in one place and of course pass it on.
Look at trends in your market space and create content around that.
QR Codes are a tool that I think are very underutilised and he gave some good examples of them being put to good use. A wine company has one a code that leads you to a quiz on the type of food you are going to make, then recommends a wine.
I think they could also add them to wine bottles and it could lead to video’s (we could make them of course) of the wine being made and perhaps a wine connoisseur talking about its qualities.
He spoke about the research that has proved that we all need to have a picture of a person attached to our profiles, it does lead to more followers and better interaction. Go on stop being a logo!
Use Tweetdeck to scan for your keywords daily, so you can listen and perhaps re-tweet or answer questions. I also use Google searches that are sent to my in box daily.
A statistic that really confirmed that we all need to use Digital media, and use it well is that B2B use just 1% of their time buying and 99% searching for products or services.
So make sure you have a really engaging strategy that will show you as an expert, that’s personable and will encourage people to link to you on-line.
Well I had a great show, met some fantastic contacts, looked at some exciting new products and managed to catch up with clients too.