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How to market in the disability services sector.
Laila Hage-AliSenior Manager, Marketing Consulting
p. 02 9458 7812e. [email protected]. marketingsuccess.com.auf. facebook.com/marketingsuccessau t. @AusBusMarketing
• More people: The NSW market for disability supports is estimated to grow from 78,000 people in 2016 to 142,000 in 2019
• More funding: The level of annual expenditure is estimated to grow from $3.4 billion to $6.8 billion in 2019
• More jobs: The workforce required to service this demand is estimated to grow from 24,750 - 30,250 to 48,400 - 59,200 FTE in 2019
https://myplace.ndis.gov.au/ndisstorefront/document/nsw-market-position-statement.html
How?
1Know your brand & message
Moore’s Positioning StatementFor (target customers)
Who (have the following problem)
Our product is (describe the product or solution)
That provides (cite the breakthrough capability)
Unlike (reference competition),
Our solution (describe the key point of competitive differentiation)
Brand & brand communication
Targeted marketing communications
2Know your audience
Who am I?Demographics
Routines
Research Habits
Priorities
Aspirations
Values
Pain Points
Motivations
3Select your channels
#3 CHOOSE YOUR CHANNELSChannel
Website
Blog
SEO
SEM
Snapchat
Meerkat
YouTube
Webinars
Virtual Reality
White papers
Periscope
Apps
QR codes
Gamification
#3 CHOOSE YOUR CHANNELSChannel Relevance (tick) Most relevant (choose three and number 1 to 3)
Website
Blog
SEO
SEM
Snapchat
Meerkat
YouTube
Webinars
Virtual Reality
White papers
Periscope
Apps
QR codes
Gamification
WebsiteA website is your online store or office where your audience can find your brand. When they arrive they need to immediately get a clear idea of what it is you want them to do.
• Easy and intuitive to use• Answers their questions • Portrays your company as trusted brand
Why build a blog?Use your blog posts to predict and perfectly answer your audiences’ specific questions before they have even asked it. This will:
• Help show your brand as a trusted source of information
• Help your audience engage with a person as opposed to a company
• And it will help your website to be found in search results
Why use email marketing?
Remind your customers and clients of what they need, when they need it
• Email can be a wonderful channel to connect with your audience• Ensure it is interesting and sharable
• Always give people a call to action• Always create a strong landing page • Always track your success through Google analytics/or the email software provider• Always follow the rules of the Spam Act• Spend time building your database
Snapchat Stats• In Australia there are 2,000,000 monthly active
Australian users• One of Australia’s top two fastest growing social
networks• 86% of Snapchatters fall into an age range of 13-37
years old• 9,000 photos shared on Snapchat every second• 10 billion daily video views
Why Snapchat?• If an entrepreneur wants to reach a 35 to 44
year old next year, they have 2016 to learn Snapchat because by 2017 that cohort will have joined the millennials on the platform.
• And by 2018, the over 55s will be on there too. It happens every time. The youth open up the community centre and their elders flock to it.
How to leverage Snapchat1. Put your Snapchat handle on your profile page or
“about” section of other social accounts (i.e., Instagram, Facebook, Twitter, LinkedIn, etc.); *
2. Download your Snapcode and make it your profile picture
3. Sign off blog posts with your Snapchat handle4. Collaborate with other relevant Snapchat accounts
to shout-out your Snapchat username
How to leverage Snapchat5. Advertise and offer exclusive content or deals on
Snapchat6. Print out your snapcode on your business cards
(if you’re old school)7. Put your username at the bottom of your email
signature8. Create a Call to Action (CTA) Snap9. Follow your New followers
Periscope Stats• 10 million users (achieved four months after its
launch)• 2 million active periscope users• 200 million broadcasts to date• 350,000 hours of video streamed daily on Periscope• Took only ten days to hit 1 million users• Users watch 40 years of video every day
Why use Periscope• An unsaturated market• Real-time engagement• A showcase for the real you• Unlimited business opportunities• A whole new follower base • Live streaming is web 3.0 in the making
Tips for using Periscope• Consider timing – when to get the best views• Spend time coming up with compelling title• Straight-forward• Exclusive• Unique• An invitation to learn
• Make your broadcast easy to find• Respond to comments live• Experiment with use cases
Meerkat Stats• 156,000 Meerkat users• 91,776 videos have been streamed on Meerkat• 293,800 video views on Meerkat• Those steams have been tweeted or retweeted
102,603 times• 20% of Meerkat users watch over 2 hours of live
video daily
Why use Meerkat• Makes it easier to connect with your fans• Your followers can see you the person, as opposed
to you the brand• Gives your messaging incredible transparency• Behind the scenes look at the company• Focus groups• Q&A• Product demonstration
4Focus your efforts
5Leverage your success
Laila Hage-AliSenior Manager, Marketing Consulting
p. 02 9458 7812e. [email protected]. marketingsuccess.com.auf. facebook.com/marketingsuccessau t. @AusBusMarketing
