www.melkettle.com.au @melkettle
How to attract -‐ and keep -‐ customers
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Doing what you have always done will no longer get
you what you have always got
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Tip #1Have a marketing plan
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
4 P’s of Marketing
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
4 P’s of Marketing
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
4 C’s of marketing and social media...
1. Customers
2. Content
3. Channel
4. Community
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Customers
• Customer is #1
• Know who they are!
• Go where they go
• Engage and converse with them
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Know your customers
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
AND know what they want
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Content
• Content is king - words, video, photos
• Provide information that is valuable to your customers
• Be consistent with content
• It’s not all white papers...
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Channel• Which communication channels are right for
you? Web, brochures, social media, advertising, events...?
• Go where your customers go - know your target market
• Facebook is not for everyone
• Time and money considerations
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Community• Engage with customers
• Encourage and provide tools for them to engage with each other
• People WANT to interact
• Customer generated content - for customers by customers in the way customers want to receive information
Thursday, 26 April 2012
www.melkettle.com.au @melkettle Thursday, 26 April 2012
www.melkettle.com.au @melkettle Thursday, 26 April 2012
www.melkettle.com.au @melkettle Thursday, 26 April 2012
www.melkettle.com.au @melkettle Thursday, 26 April 2012
www.melkettle.com.au @melkettle Thursday, 26 April 2012
www.melkettle.com.au @melkettle Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Measure what you do• Quality vs quantity
• How often you engage
• Number and nature of comments
• Visits from links to your sites
• Sales or new opportunities or other business benefits
• Increased word of mouth
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Tip #2
Use your networks
and contacts
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Networking is an investment in your future
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Your database is one of the most important
marketing tools you have.
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
The average person knows 200 people
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Who knows YOU?
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Partner up
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Expand your circle of influence
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Networking happens ALL THE TIME
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Build your network now. Before you
need it.
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Don’t forget your current clients
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Tip #3Word of mouth
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
“By 2011 90% of your sales will
come from word of mouth or
digital promotion”
Seth Godin, 2009
www.melkettle.com.au @melkettle Thursday, 26 April 2012
www.melkettle.com.au @melkettle
78% of people trust peer
recommendations
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
14% trust advertising
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Excel at customer service...give them more than they expect
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
People buy on emotion. Not logic.
Stop selling.
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
It is 8-‐10 times more expensive to gain a new client than to retain a
current client
Thursday, 26 April 2012
www.melkettle.com.au @melkettle Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Tip #4Engage with your customers using social media
Thursday, 26 April 2012
www.melkettle.com.au @melkettle Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Tumblr
Flickr
Wordpress
Blogger
0% 20% 40% 60% 80%
10%
22%
13%
11%
30%
75%
78%
Social networks used by Small Business
Source: www.prdaily.com
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Old communication was one-way
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Now communication is two-way
And conversations are with many
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
It’s no longer B2B. It’s no longer B2C.
It’s now P2P. Person 2 Person.
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
And age old idioms have been redefined
www.melkettle.com.au @melkettle Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Socialnomics 2011
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
In Australia• 10.6 million on facebook
• >1 million on LinkedIn
• 1.9 million on twitter
• 8 million bloggers
• Facebook - 19.3% pages viewed in Sept 2010. Compared to 7.4% Google
• Average user spent 28 minutes and 58 seconds on facebook
• 77% watched video content in Oct 2010 - 26% on mobile
• 36% access internet via mobile phone in 2010
• 9% use their mobile phone to purchase
• 5% total retail sales online in 2010, increasing by 12% on 2009http://digitalmarketinglab.com.au
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Not only for kids...
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Brand facts
• Facebook: 40% follow a brand. 51% of these will purchase brand
• Twitter: 25% follow a brand, 67% will purchase
Thursday, 26 April 2012
www.melkettle.com.au @melkettle Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Use online channels to inspire offline behaviour
change and ACTION
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Mobile communication
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Mobile phone is the greatest piece of persuasive technology of all time.
Location-specificContextual
TimelyImmediate
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
By 2012
As many connectedmobile phones,
as there are people.
(PhoneCount)
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Mobile
• >250m facebook users access via mobile• Mobile facebook users are twice as
active• 15 billion downloads from Apple’s App
Store• Geotagging - FourSquare, Facebook
Places
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Teenagers prefer texting to talking
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Source: http://blog.lab42.com/
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Tip #5Say thank you
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
• 2. Let others know you are listening
Thursday, 26 April 2012
www.melkettle.com.au @melkettle
Thank you.
@melkettlewww.melkettle.com.au
Thursday, 26 April 2012
Top Related