Creating an e-marketing strategy

Creating An e-Marketing Strategy

© Linda Parkinson-Hardman 2009 www.growabetterbusiness.co.uk

Three Ways To Build A Business Increase the number of customers Increase the number of times they buy Increase the average order value.

No Customers Average Value Order Frequency

Turnover

100 £20.00 10 £20,000




Turnover

100 £20.00 10 £20,000

110 £20.00 10 £22,000




Turnover

100 £20.00 10 £20,000

110 £20.00 10 £22,000

110 £22.00 11 £26,620


How Do We Increase By 10%? By using the ACT Model in e-Marketing

To ATTRACT To CONVERT To TRANSFORM

In order to do that we need to know: Who our customers are What they want Why they want it from us Where the currently hang out


Get To Know The Competition Getting to know the competition is great for:

Finding out what they are up to How your service or product stacks up Getting ideas for things you could do Checking out that you are going in the same

direction and hitting the same targets Identifying the brand differentiators – what makes

you better/different to them


Introducing The Five S’s

The five S’s help you to determine what you want to achieve from your online activities and save you from using a scatter gun approach. Sales Serve Save Speak Sizzle


Setting A Goal

A goal must be SMART Specific Measurable Achievable Realistic Timely

“if you don’t know where you’re going any road will take you there”

To increase my visitors by 10% in 3 months and increase my customers by 3


Who Is Your Audience?

Are you going to use social marketing to attract customers, work with your suppliers or for some other reason

Once you have a goal, then you can determine WHO you want to attract and WHY

Once you know that, you can then work out how you will CONVERT them – and what you will convert them into.


What Do You Want To Achieve? Grow Your Business Build A Brand Promote Yourself Show Off Specialist Knowledge Demonstrate Excellence


What Do You Need In Place? Do you need specialist knowledge skills? Do you have someone that can write? Are you doing this yourself or will you be

overseeing someone else doing it? How much time do you have? How do you promote your business/activity

already?


You Now Have A Basic Strategy You now know:

What your overall goal is What you want to use your activities for What your competitors are doing Who your audience is What specialist skills, knowledge or support you

might need

Download the Strategy Document At The End Of The Module and Complete The Exercises