Post on 07-Aug-2020
M a r y b e t h M i c e l i , C . E n g .M i c h e l l e H a r n i s h
F e b r u a r y 2 0 2 0we�ndtmarketing network
P r e p a r e d f o r :
we� accelerate sales
HOW TO MAXIMIZE YOUR MARKETING RETURN with a Multi-Channel Approach
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…without blowing your budget or losing your mind.
we� accelerate sales
HOW TO MAXIMIZE YOUR MARKETING RETURN with a Multi-Channel Approach
CONTENTS
Old vs. New 3
What should be in a marketing plan? 4
6What’s a multi-channel approach?
How do we execute on a budget?
How do we create the content and target?
14
15
Data, Analytics, ROI 16
Professional society journals and personal relationships ruled all
• Reaches targeted, interested parties around the world in seconds
• Enables interaction with customers, experts, colleagues with less overhead
Augment with Direct, Targeted Digital Advertising & EngagementFaster & Cheaper
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With 1 LinkedIn Group post
you can instantly reach
55,000 NDT Professionals!
OLD SCHOOL NDT MARKETING PLANS
Five Essentials
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WHO ARE YOUR CUSTOMERS?Keep your focus on them• What do they need and how can you help?• Where do they consume information? • What is their decision journey?
DEVELOP YOUR MESSAGE & BRAND FOR THEM• Tagline• Copy• Visual Voice
USE IT CONSISTENTLY
1. Messaging2. Branding
3. Advertising
4. Content
5. Targeting
WHAT SHOULD BE IN A MARKETING PLAN?
Support Your Sales Goals
• Short-Term
• Long-Term
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High Noise, High Yield
1. Search Engines
2. Social Media3. Emailers
4. Conferences
5. Network
6. PrintLower Noise, Lower Yield
Customer-Focused
• Age
• Desk/Field
• Sector
WHERE ARE THEY?M u l t i - C h a n n e l A p p r o a c h
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1. Search Engines2. Social Media
3. Emailers
4. Conferences
5. Network
6. Print
Pay Per Click (PPC) – Short-term
• An investment but with quick results
• Be sure to have content when they arrive – targeting landing pages
Search Engine Optimization (SEO) – Long-term • Consistent Content Building & Optimization
• But make sure it passes the NDT test
WHERE ARE THEY?M u l t i - C h a n n e l A p p r o a c h
Cutting Through the Noise
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2. Social Media
3. Emailers
4. Conferences
5. Network
6. Print
Profile your customers (free & paid)
• YouTube
Some examples of raw social media data Shares
Likes
Mentions
Impressions
Hashtag usage
URL clicks
Keyword analysis
New followers
Comments
Types of posts
Social is One Part of a Drip Marketing Plan
Tell them why
Tell them quickly
Tell them again
WHERE ARE THEY?M u l t i - C h a n n e l A p p r o a c h
What does it look like?NDT IN SOCIAL MEDIA NOT JUST FLUFF - knowledge transfer,
help, recruiting, corporate communications, product launches, events, articles
REACHING THEMM u l t i - C h a n n e l A p p r o a c h
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3. Emailers
Stuffed Inboxes
• Subject
• Provide real value
• Time them carefully
• Segment your audience well
• Association emailers
NDT is Unique:Specials
Techniques
Helpful Hints
Videos
Articles
Events
Engagement
Creating Lists
Sector
Method
GeographyRelevance &
personalization yield better
results
DRAWING THEM INM u l t i - C h a n n e l A p p r o a c h
4. Conferences
METHODS
Booth
Sponsorships
Events
Presentations
Giveaways
Be Intentional!
• Set Goals – Visibility, Education, Positioning, Message, Sales,
• Assign Staff
• Set Up Appointments
• Specials• Put Your Network to Work
• Make Notes, Assign Follow Up
Make A Plan!
NDT IS RELATIONSHIPS
M u l t i - C h a n n e l A p p r o a c h
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5. Network
Making Networks Work For You
• Testimonials
• Influencer programs
• Specials
• Creative Partnerships
• Associations
NDT Make your customer feel valuable and give them solutions that they can’t live without.
Targeting
Cross Marketing with Non-Competing Companies with
Similar InterestsWORD OF
MOUTH IN NDT IS HUGE…
BOTH GOOD AND BAD.
TRIED & TRUEM u l t i - C h a n n e l A p p r o a c h
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6. Print
Evaluate• Metrics (codes,
promotions)
• QR codes/discount codes for offline tracking and electronic supplements with UTM codes
• ROI - reach vs. investment
Targeting
DEMOGRAPHICS
Sector
Age
Geography
Consistency with your
Visual Voice is key
EXAMPLE: ASNT Section Technical Talk
Creating Reusable ContentCreate dozens of content pieces from one event, saving time and money.
• Video• Podcast• Social media posts (up to 12)• Content for booth• Content for presentations• Emailer content• Website content (SEO)
Maybe 12 people in the room but if you record it, you can turn that exposure into over 50,000 people
Cut one talk or interview into chapters
Turn into podcast, blog post, booth video
Splice in more commercial content for b-roll
Position yourself as a thought leader
HOW?So M an y C hanne l s
Analytics are important
Use existing platforms as well as posting and emailing programs to save time and distribute consistently and quickly (pay and free)
• Hubspot, Hootsuite, Buffer, Tweetdeck, SocialPilot, Salesforce social, Social Oomph, IFTTT,
• Managers can review the posts, scheduling, auto-posting, monitoring feeds, tying to sales touch points, analytics, tying to emailers and website analytics
• Mailchimp, ConstantContact
• LinkedIn Groups & News
Justify ROI on time and resources
Platforms and programs all include analytics
HOW?B e i n g Ev e r y t h i n g t o Ev e r y o n e …
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WHAT IS MARKETING DATA?
Min ing the Mu l t i -Channe l Da ta fo r ROI
• Most platforms have built in analytics, Google Analytics is easiest
• Use UTM codes and google analytics to A/B test landing pages and messaging (https://support.google.com/analytics/answer/1033863?hl=en)
• Social media management programs have analytics, including audience reach, customer engagement, clicks to website, etc.
• Take the time to analyze trends from the data
• Try to calculate your Cost Per Action (click or sale) for each channel to evaluate effectiveness (https://www.jeffbullas.com/use-google-analytics/)
M e t r i c s , S t a t i s t i c s
Example
M i n i n g t h e D a t a f o r R O I
M e t r i c s , S t a t i s t i c s
Test, Measure, Optimize & Scale
You have your CPA for each channel, now what?
• What is yielding the best results?
• What works the fastest to close a sale?
• How does adjusting spending effect sales?
Optimize your spending using real data
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With real data you can justify
marketing and BD dollars
spent easily.
WHAT TO DO WITH THE DATA
WWW.WE-NDT.COM
Marybeth Miceli | Principal marybeth.miceli@we-ndt.com
Michelle Harnish | PrincipalMichelle.harnish@we-ndt.com
THANK YOU
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