Block71 MARKETING 101 Session 20 August 2019 - Handout

MARKETING 101:
Creating a marketing strategy that works!
BLOCK71, 20 August 2019
Marielle Reussink | The EMMS

WHY DO
STARTUPS FAIL?

Top 10:
Of the top 4, 3 are Marketing related!
1. No market need: Selling the wrong products or services.
2. No marketing plan; no or too small marketing budget; poor marketing.
3. No clear value proposition and differentiation vs. competitors.
4. Not being able to identify and reach the right customer.
5. Wrong pricing and lack of control over costs.
6. Poor product or service delivery. Ignore customer feedback.
7. Ineffective business model.
8. Personal (wrong team, internal disharmony, burnout, lose focus, lose passion etc.)
9. Lack of investment and funding.
10. Losing track of the market

How can marketing be
that important?

Good Marketing is:
• Strategic
• Goal oriented
• Measurable
• Based on research, analysis & understanding of your target audience, market
dynamics and competitors
• Driven and optimised by data
• Impacts your entire business: product development, distribution, sales, advertising
and promotion

Objective for today?
Learn to think about your marketing
strategically, so you can do what’s right
for your business!

Strategic Marketing will help you to:
• Be clear on your goals.
• Be clear on your target audience.
• Identify and communicate your value.
• Clarify why customers should choose you.
• Help you invest in the right channels.
• Improve the quality of your website traffic.*
• Improve conversions.*
• Improve how you’re spending your marketing budget.
• Ensure you’re doing more of the right things to achieve your goals and make your business
a success.
*Assuming you have a well-designed site.

So how does it work?

Step 1:
Define your objective.

Branding
Can your target audience identify you? Do
they know what you stand for?
Understanding the funnel
– and YOUR challenges
Awareness
Does your target audience know about
your business?
Education
Does your target audience understand
your business, what you do and how you
solve their problem?
Consideration
Do they know what makes your business
unique and why they should choose you?
Do they clearly understand your value
proposition?
Conversion
Do they become a lead and buy your
products or services?

Always be conscious of what you want to achieve, what
your challenges are and never lose sight of your goals!
Whether it’s awareness, branding, education,
consideration or conversion, your strategy should be
focused on helping you achieve your aims.
Your goals will determine your entire strategy. If they
shift, your KPIs will change and your strategy needs to
adapt!

Step 2:
Know your audience.

Who’s your target customer?

I don’t know…

Everyone?

If you don’t know who your target customer is, how can
you find them?
If you can’t find them, how can they buy your product or
service?
If no one buys your product or service, how will your
business survive?

You need to know your
target customer!

Based on that you can choose the right channels and
design communications that push all the right buttons.
So take a step back and think about it… Who is your
target audience? What makes them tick?
How is your product or service relevant to them? What
problem are you solving and in what scenario?
How can you reach them in these situations?

Step 3:
Select your channels.

Channel Overview
Digital:
Facebook
Instagram
LinkedIn
Twitter
YouTube
Pinterest
Snapchat
Display Ads/Banner Ads
Website
Search Engine Marketing/Paid Search/AdWords
Blogging
Email Marketing
SEO
Digital directory listings
Offline
Speaking Engagements
Events
TV
Radio
PR
Out of home (billboards etc.)
Print (magazines, newspapers etc.)
Collateral (Flyer, Brochure, Poster etc.)
Other
Affiliate Marketing
Influencer Marketing
Community Building
Word of Mouth

How do you
choose?

Selecting the right channels for your communications
can feel daunting. To make the right choice, you need to
understand what a communication channel can do for
you.
- Is it designed to achieve your goals?
- Can it reach your target audience?
- How does your target audience use the channel?
- Is that in line with your needs?
Once you have a good understanding of this, you have
the information you need to make an informed decision.

Step 4:
Create your message!

The magic behind successful Marketing
is consistency and clarity!

Get clear on your Value
Proposition & your Brand!

Be inspired by the biggest brands
in the world!
Source: Forbes, Jan 2018.

They don’t sell products.

They sell an experience!

They tell a story!

And so should you!

What makes a good story?

2 + 1:
Value Proposition & Brand
Story type

Step 5:
Implement!

The secret to success lies in the
implementation!

Writing:
Your writing is compelling, it is relatable to the reader,
it is written in a tone that is true to your brand and in a
style that is appropriate for the channel, it conveys
your value proposition, your differentiation and why
someone should choose you. It has a clear call to
action.

Visuals:
Your visual communications, including images and
videos, tell a story that compliments your text. They are
in line with your brand and reinforce the brand
experience. They are of good quality; they are assets
you are proud to use. They have been created keeping
the medium and how the user interacts with it in mind,
ensuring that it is the right size and format.
All your communications should have visuals.

Channel:
You understand the channel, you understand how it
works and how you can maximize your ROI using it. You
know what formats are right for the channel you’re
using, the tone of voice you should be using. You also
know that it is optimised and designed to help you
achieve your goals and that it can reach your target
audience.

Step 6:
Measure, learn, refine.

Measure, learn…
Then adapt your strategy.

Find out what’s the benchmark
Ensure your expectations are
achievable!

Education/
Engagement
Awareness
Consideration
Conversion
Typical Metrics & Benchmarks - Digital:
Reach
How many people are seeing your
content.
Impressions
How many times people are exposed to
your content.
Frequency
Frequency
How many times people have been
exposed to your
3
content.
Followers
How many new people are following
your page.
Engagement
How many Reactions, Comments and
Shares your content gets.
Engagement Engagement
Rate
Rate
The likelihood of people engaging with
content vs. reach
5%
or impressions.
Website Traffic
How many people visit the website.
Clicks
How many people click to go through to
the website as a result of your content.
Click-through Rate
Click-through Rate
The likelihood of people clicking through
to the website as 2% a result of your
content vs. reach or impressions.
Conversions
How many people become a lead or
make a purchase.
Conversion Conversion
Rate
Rate
The likelihood of people becoming a
lead or making
1 a
- purchase
2%
vs. reach.
Cost per Conversion
The average cost per lead or purchase
made.

Branding
How many people do you need to reach?
Objective: Sales
Awareness
You need to reach 250,000 people to
reach your target
Education/Engagement
2%
Consideration
5000 people need to go to your website
2%
Conversion
Target: 100

Set-up concrete metrics in relation to your goals to
assess whether your strategy is working.
Track your metrics regularly. Understand your metrics;
understand what they are telling you.
Learn from this data to make informed decisions and get
better every day.
Adapt your strategy based on these learnings, not on a
whim.

6 Steps to Success
Step 1:
Define your Goals
Step 6:
Measure, Learn and Refine
Step 2:
Know your Audience
Step 5:
Implement
Step 3:
Select your Channels
Step 4:
Know your Message

That’s strategic marketing.

Contact:
Marielle Reussink
mreussink@the-emms.com
+65 85221874
www.the-emms.com
MARKETING ON A MISSION!