1. @jkbowser
justin.bowser@htk.co.uk

2. • Email
• Website / blog Multi-channel
• Web „landing pages‟
• SEO
Personalised
• Pay-per-click (not spam!)
• Mobile (SMS, mobile web)
• Social media
Conversations
• Voice
Intelligent customer contact

3. 1. Outbound marketing
2. Inbound marketing
3. Content, content, content
4. Measurement
5. Customer centricity
Intelligent customer contact

4. • “interruption” marketing Some good resources
– Strategy: Grab attention and keep it Chrisbrogan.com
(a great email newsletter)
• Targeted email and SMS campaigns
• The DOs MarketingProfs.com
(lots of ideas and advice, and
– Get permission!!! compare their newsletter…)
– Send relevant, engaging messages
– Don‟t forget the “call to action”
• The DON‟Ts
– Don‟t treat your customers like a row on a spreadsheet!
• “Dear J Bowser, I was thinking about you just the other day…”
1. Outbound | 2. Inbound | 3. Content | 4. Measurement | 5. Customer centricity
Intelligent customer contact

5. • SEO, blogging, social media, RSS, video
– Strategy: It‟s about earning attention (and trust)
• Blogging: The Dos
– Publish, regularly (the frequency is up to you)
– Use your own domain name, and earn links to it
– Think about search terms Some good resources
– Be human, and help people adrianswinscoe.com
(good style, good content)
• The DON‟Ts HubSpot.com
– Don‟t advertise (inbound marketing evangelists!)
• People will tune out Google analytics, woopra
1. Outbound | 2. Inbound | 3. Content | 4. Measurement | 5. Customer centricity
Intelligent customer contact

6. • Social media
– Twitter
• Help people, develop conversations, promote your blog.
– Facebook
• Special offers, promote events, encourage conversation
– LinkedIn
• Your personal network. Also good for targeted B2B conversions
– YouTube
• Engagement, personality, trust (and can be great for SEO)
– Quora
• Great opportunities to be helpful, and listen to your market
1. Outbound | 2. Inbound | 3. Content | 4. Measurement | 5. Customer centricity
Intelligent customer contact 6

7. • Develop a content strategy Some good resources
ContentRulesBook.com
– White papers, reports, analysis (simple, practical advice)
– Videos, photos, podcasts, case studies Google Reader
(for content ideas)
– Q&A with interesting people
• Re-purpose all this content into blog posts
eBooks, email newsletters…
• Think about “the big idea” and try to make
everything contribute to a larger whole
– Work out what‟s achievable with the
resources you have – be realistic.
• This will fuel your inbound & outbound efforts
1. Outbound | 2. Inbound | 3. Content | 4. Measurement | 5. Customer centricity
Intelligent customer contact

8. • Digital marketing is just part of the “marketing mix”
– You need to understand whether it‟s working
• How to measure
– Email marketing
• Use an email provider; you‟ll get useful „open‟ and „click‟ tracking
– „Top of the funnel‟ content
• bitly.com to track Twitter clicks and retweets
• Google Analytics to track site visits, top content, referrers
– I also use Woopra (paid, but not much)
– „Middle of the funnel‟ content
• „Data traps‟ – and use CRM integration
1. Outbound | 2. Inbound | 3. Content | 4. Measurement | 5. Customer centricity
Intelligent customer contact

9. • “It‟s easier to keep an existing customer than win a new one”
– Focus on customer retention, as well as acquisition
– Stay in touch with regular, personalised, engaging content
• Build your customer database and understand where the value lies
• Apply good segmentation and targeting for outbound messages
• Create opportunities for on-going engagement
• Listen to what your customers are saying
– Be consistent in your marketing approach across all digital channels
• Consistent campaigns and offers
• Consistent help and support
• One campaign at a time (don‟t confuse or dilute)
– Remember: Sharing and solving, not just selling!
1. Outbound | 2. Inbound | 3. Content | 4. Measurement | 5. Customer centricity
Intelligent customer contact

10. @jkbowser
justin.bowser@htk.co.uk