Market research
Customer understanding
It is important for marketing to listen to sales calls. The idea behind listening to sales calls is to get a better understanding of the customer, to be able to put ourselves in their shoes. Understanding the customer’s drives, their pain points, their aspirations.
Some market research can be done speaking to staff internally, such as the C-suite, the marketing manager, tech leads. We have these options yes, but the best research method is talking directly to customers. We do this to avoid unintentional bias.
Customer Persona research
In order to understand how to better market to customers we should know who we’re selling to. I’d like to build up Personas of our ideal customers. This can be done in a number of ways:
Talking to customers over the phone.
Looking at sales reports and researching people in the report. Using social media.
I have started building these, however I need 3 to 5 days collecting psychographic data from the social media of our known customers. During this process I’ll be preparing survey questions for previous customers.
Our resources are limited and bothering customers isn’t going to be a long term plan, unless we pay them. In order to improve the copy on our website and marketing materials etc, we should be testing our copy on people. The sales team would be a good start. For example, to find out the best subject heading for an email, it’s best to write out 70 then give these to as many people as possible and let them score out of 10. It can be useful doing these tests / surveys as you are often surpised as to what result you get.
This technique doesn’t just work for email subject headings but also copy on the website, messages that go out on social media, the website, and many other places where we need copy to be written.
Keyword research
This is required prior to starting digial marketing, especially with SEO and Youtube as these channels highly utilise these techniques the most. Keyword research will also dictate the content strategy going out on social media.

Environmental positioning
I think we should have more emphasis of this topic on our website’s home page. I’m due to create the website soon. It’s one of the design considerations that is on my mind. Big epic inspirational images / video of nature allows us to connect with potential customers. What is a much bigger concern to the customer than the planet we all live on?
Big brands are social stewards on issues such as these. TM, without costing the company too much money can have an impact on society through spreading these messages whilst at the same time contributing to charities / NGOs that help the environment. We can do this without it becoming a costly crusade, and have a positive impact on these orgonisations.
Positioning around our USPs
One of our USPs is the company’s invention of the protective material that is used on migrations. Putting this on the home page is a clear reason for customers to choose an innovative company like TM over other companies who don’t have innovative solutions. A section on the home page should be available, with a (more info) button.
If we say we’re the industry leader, in the mind of the potential customers a few things happen.

  1. They ask why did you need to say this if you are?
  2. If you are, this feels a little insecure.
  3. If you’re No.1 why haven’t I heard of you?
  4. This sounds elitist (mentioned by sales staff member)
    Possible positioning
    “Bell Clarke is only No.2 in the industry. So why go with us? We try harder” (Avis used this positioning and improved profits greatly) “Welcome to an innovative technology company”
    “We’re the only brand that does X” (X = possibly mentioning unique innovation using our product)
    I’d like time to research more possible positions in conjunction with redesigning the website to create more positioning ideas that really differentiates us from other competitors. As many profess to be No.1, companies can’t all be No.1, so there is no No.1.
    These positions and more should be a part of the company’s brochures and marketing materials, and should be descision factors for a customer when deciding to buy from TM over and above other competitors.

Content is king Why is video important to a healthy marketing strategy?
So i wanted to start with video Marketing as it can be interwoven into multiple parts of TM’s marketing; Email, SEO, Ads, and Social media strategies.
One video on its own can be converted into audio, written (transcription), written summaries, video clips, images, and used in the following way:
Social media
Paid Ads
Multiple Audio Podcasts Mulitiple Video sharing sites SEO – On page
SEO – Backlinks
This isn’t just brand building, video content marketing is a huge part of SEO, without content there is nothing to optimise. You also need a fresh supply of content on a regular basis for a prolonged period, this creates links and traffic to the site which are vital for rankings and traffic.
Demonstrating market leadership
Regular video content helps us come across as market leaders, we demonstrate our knowledge.
Brand building and building brand awareness
Right now, we could do more brand building, sales have been saying that customers don’t know who we are. Building a brand helps with sales as customers will begin to recognise us more. If people do not know about us why would they buy from us?
Something worth noting here is that viewing our google analytics shows us that 80% of the traffic to our website is new traffic and non returning customers.
Prestigious London location
Once we start filming outside with London landmarks near us this starts to sell our location. London demonstrates success for a company as the real estate is so expensive.
Trust through video
Video builds trust in a brand which in turn leads to customer loyalty.
Video helps with differentiation over and above other competition, who in general don’t do much video.
In and out of funnel
Video will cater to in and out of funnel customers. Most people are out of funnel and not ready to buy, they are only in information gathering mode.
The Website
The website will obviously have pages for each of the pieces of content. It’s absolutely vital we have some kind of lead capture form. However, how does this intigrate into Halo? I’m assuming that we will be using Mail Chimp or something else that can intigrate with Halo. More research is needed so that we can track leads. How they found us, what they spent money on, what marketing method did they find us through. This info helps us with marketing efforts in the future.

Lead Magnets
Once a customer downloads a lead magnet from us full of useful information, it helps us get into the inbox of our customers when ever we want, 7 encounters with a brand helps push a customer to decide on us.
29% of B2B marketers rate email as the most effective marketing channel. 25% for social media.
22% for SEO.
25% for content marketing.
93% of B2B marketers use email channel for distributing content. 72% of customers prefer email as their main channel.
Lead magnets help us understand how far along into the customer journey they are. We could call a customer when they download a guide, but this is too early as they are still in information gathering mode. When a customer downloads a case study, now they’re getting ready to make a purchase, this is an ideal time to give them a call or have an automated system email them to setup a call.
Format of Lead magnet
(customer taken to page, where they can download another lead magnet) Designed pdf, Toby will fit into this work very well.
Excel, tracker, calculator, templates etc

Video content
Our primary method of creating content could be interviews with industry professionals. Both internal staff and external strategic partnerships can enable us to have exciting brand building content. This content can also cater for in funnel and out of funnel customers. We can provide basic info for out of funnel customers. Video content is ideal for more logical selling for when customers are ready to buy.
The content is easy to produce, it consists of question & answer interview. The interviewee would come up with the question the TM member of staff is then set to ask the interviewee these questions. All we do is ask the questions, film it, edit it, optimise it, and then get the content marketed.
Using Zoominfo we can find people in our industry quickly to invite them to collaborate with us, either in person or over teams. By using, which Lewis has said can transcribe audio that we give it, we can then assign the transcribed text to each person’s voice. This is a very cost effective way of creating content. I’ve used people in the past to transcribe
videos and eliminating the need for
a transcriber member of staff will v save us a lot of money and time.
t For the moment we could film in the bar area at Croydon.
Video studio
For the moment I’d like to use the bar area at Croydon as this area has enough space and the leather seating there is adequate. The people moving around behind in shots is fine, I really think this adds to the video shoot. Showing how busy we are, people talking in the background also adds to the atmosphere. I’ve seen this done by top marketers.
Eventually I think we could setup a video studio environment just for these shoots. I have some designs for a studio but this is more of a long term goal rather than short term.
Tech Events
We send a staff member to Tech events to record interviews with industry leaders / professionals. Questions are prepared by marketing ahead of the event.
Crushing videos
Items being recycled crushed / shredded in recycle plant, helps with the enviromental positioning.
Drone video
Drone enters DC and flys around.
DC migrations
A day in the life of staff members. Staff member stories.

If we’re about people, then let’s be about people in our photography. Let’s show a side of our staff that will blow people away through feeling in our photos. So much so, they can’t help but share the images, and help us reach new audiences.

Ultra realistic effect
I have some ambitious ideas for shooting the company vehicals in the following style. I’m not 100% sure I can pull this off, the lighting is the easy part but the post processing later is the hard part. I have already done tests like this with some success.

Linkedin content
Linkedin audio podcast strategy
Audio content produced; with industry professionals we find using Zoom
This content is then shared on the partners’ Linkedin, we (TM) all comment and engage on their content.
The partners then engage with the same content on our channel. This increases reach of content, and to new audiences.
This increases our followers.
Not only is this good for Linkedin, it’s also good for SEO.
Also the variety of IP addresses makes for healthy engagement.
Linkedin market research
Survey our customers where they are the most (which primary platforms) Survey other questions
(survey questions yet to be designed fully although I have started)
Test dark posts with ads to gain insight into what is working and what isn’t instantly.
The key to growing social media fast is by paying for it. Social media is a pay to play system. In 2012 Facebook changed its algo so that your organic reach is almost nothing. The way to win at social media is to buy ads. Most social media is like this now.
The way we win at social media is testing out creative in ads, then finding what works and going all in. While we do this we continue testing. I have many places we can start with testing ads.
Targeting of professions
Continue infographic work, however we cut down time spent heavily to a week which will create 6 months content. Created and managed by me (cheap)
Memes. This has worked the best for me (cheap)
Questions (cheap)
Polls (cheap)
Written personal stories (cheap)
Staff photos (cheap)
Day in the life
Time lapse
Event video
Mention industry professionals
Customer testimonial
Linkedin button on the website (in the menu top left) needs to be tested. Make sure we’re not sending people off page to LinkedIn without staying on the site first as this has a negative effect on SEO.

Google ads
There isn’t much to say here
I’ve pretty much covered this in a previous marketing plan.
We will need landing pages setup to capture leads using lead magnets. I can turn on google ads once I’ve done the keyword analysis in google keywords planner, and used Spyfu.
In and out of funnel ads
Not all customers are ready to buy, most are in information gathering mode, so we create pages that may well be useful to read as this has general information. What is a migration, migration guide, that kind of thing.
These types of pages warm customers up. They include download options where people must put in their email address so we can work out which part of the buying journey they are in. When we know they are downloading certain types of content we can then call them as they are now a warm lead.

Social Media
Following on from my interview marketing plan. Although each platform is different and we need to post content differently, We buy ads on Facebook that promote a Facebook page that we run. The deep down there are things that connect them all. Emotion hits all of aim of this is to create a huge following with people liking our content that us, comedy, sad, happy, if we hit any of the full spectrum of emotion then it
turn into leads.

I have already setup a Facebook page as a test (1 of many tests) just to see what a small budget could do. I paid for £30 in a ads, got about 400 likes which got me page likes at £0.07 each in the west. The test page is now at about 3000 pages likes and I haven’t posted properly since April 2021. I did 3 test posts since then to see what would happen and they also did well, but not as well. It’s been growing since with about 40+ people page liking each week, and I never post any more, the virality of the posts grow the page even after I stop posting.
While we’re not Tailor Swift, she in part created her following by fostering a 1:1 connection with her fans, through 17 hour long signing sessions and social media. In her early rise to stardom she would interact with her fans on Myspace, and talk to them on live streams. This created a connection with them.
I’m not seeing our posts create human connections with people which will in turn motivate them to share our content.
If people feel connected to us, they are more likely to share our content and thus lead to new audiences, and new leads.
I tend to see people start with content they think is attractive without having done any tests, measurements or research into what is and isn’t working. It’s a wild stab in the dark.
In order to succeed at social media we could start testing and testing big.
The way we test our content isn’t to post organically, although this is an obvious start. Posting organically will take much longer to work out what is and isn’t working, but we will gain insight. Testing organically will take years to get where I’d like us to be.

Although each platform is different and we need to post content differently, deep down there are things that connect them all. Emotion hits all of us, comedy, sad, happy, if we hit any of the full spectrum of emotion then it is more likely for people to share out content. If we hit people in the heard they will be in turn more likely to hit the share button, exposing us to potential buyers, and audience

Social media

How do we keep costs down ?
The basic way to keep costs down is to target different countries, which are usually developing countries and emerging markets.
The cost to advertising in the west is more expensive than it is to advertise most places outside of the west. Indian Facebook page likes can be less than $0.01 and western locations can be this price but the price is usually above $0.30, but I can get them lower.
Emerging markets and developing countries?
These types of geolocations are very cheap to test in. We can test our content here and see how it’s received, see how many shares and other metrics we can measure.
Whilst countries like India etc give us the cheapest costs on ads for testing these are still markets that the company might want to enter at a later date. The cheap traffic to the website is also going to have an effect on SEO rankings and traffic, so this isn’t wasted money. These tests will constantly give us a fresh supply of new faces to the brand, people will be commenting on the posts, and the page will grow exponentially. We should have a method of creating traffic to the website no matter where it comes from, this is good for SEO.

Social media
Strategic partnerships
Strategic partnerships are where we find a Linkedin account that wants to work with us to either create content, or do a share for share.
Using strategic partnerships is a common strategy used in the following channels: Youtube, Instagram, SEO, Movie studios, Graphic design, and Social Media.
Now we can post much more frequently and we’re no longer reliant on our in-house staff, because we will be sharing share-worthy content. Most of the extra content going out isn’t created by us, it’s our partner’s content in all these cases the partners have made the content.
Share for share
Creating share exchanges with other LinkedIn accounts is where we ask people to share our content while we share their content. For example the current month is July 2022, we say to Dell could you give us 5 posts of your choice that doesn’t affect our brand, and we’ll send you 5 posts that we want shared. We both notify each other when the posts have been done.
Contacting other people / organisations in our industry could well be a very good long term strategy. All we do is ask other LinkedIn / Facebook pages in our audience size range to do an exchange of posts with us. They post our content, we share their content. This is an acceptable practice and doesn’t affect us negatively on any of the social media platforms.
This, for some social media accounts will flourish into future video content partnerships.
Perhaps posts even could turn into a #BellClarke where we create a challenge, that can become really popular. Ice bucket challenge, dance challenges on Tik Tok and Instagram.
How do we find these partnerships?
Curtis in sales is saying that recent deals we have won may lead to partnerships that might also lead to video collaborations.
Other methods to find partnerships includes: Zoominfo
Linkedin Sales Navigator
An emails list that goes to our previous clients Our own sales staff who have built relationships

Social Media
Targeting demographics
So demographics are the obvious first place to start. Men will find certain humor funnier, more technical posts more interesting, and women are going to find more emotive content more interesting. It all needs testing.
Targeting psychographics
So for example, we sell data centre migrations and an assortment of other services. Being precise with our targeting is going to be really useful. When targeting like this it will raise the costs of paid ads.
Dark posts
Basically these are ads that we buy. These don’t show up on our actual Facebook feed but instead it shows up in the ad library part, which unless you know about Facebook ads you won’t go looking for. I saw it once before I understood ads and didn’t know what I was looking at and what it meant in the wider scheme of things, so just ignored it.
With Linkedin I’m not sure yet if our current audience will see our posts, but luckily given that Faebook is cheaper for testing ads we can start there and then let those results dictate what we do on Linkedin.

Without measuring success how will we know how well posts are doing? So we need an automated system for running reports. I’m looking into analytic websites for LinkedIn / Facebook / Google analytics combination at the moment that can give us this. Hootsuite or Linkedin analytics may give me the information I’m looking for, but it’s difficult to analyse what is happening with our social using them.
It’s important that we:
Learn how and why people engage with our posts.
Listen to our community, ask them questions, look at the comments. Look at our competition to see how they perform.
Look at what their community says.
Finding media partners even if we find 1 or 2 people –
at least its something.

Surveys show that email produces the highest close rate of all the marketing channels.
Once we have google ads setup and running and lead magnets ready, we should start to see an email list begin to build. These will be leads that we can start to nurture once they download “customer is ready to buy” type content.
Through giving out content based on the lead magnet the person downloads, the series of emails that we produce to send to the customer helps us get the brand out. Email keeps us in the mind of the potential customers, so when sales come to speak to the customer there isn’t such a big leap of faith for the customer.
Potential ideas for email strategy
30,60,90 days of email content that goes out every day, people sign up to get this (has video explainer of what they get before they sign up, we need to sell it to them).
Start with the customer’s problem (needs market research)
These are ethical bribes for when they want to buy from us, (reciprocity) These emails can just be a video thumbnail with little to no text.
Case studies.
Most popular blog in our industry.
Something newsworthy in our company / industry / event expert. Company milestones we are happy about.
Industry stats.
What is next for the company.
Most popular tweets.
Great podcasts in our industry.
Individual happy birthday emails to our clients.
My email provider of choice is mail chimp. Both Toby and I have discussed mail chimp and think it’s a good fit for producing really interesting graphical news letters / service specific.
I’ve been told that we have an email list of approx 7000 emails that isn’t being used, it might have been deleted. If these emails are personal emails, it’s really important we make sure that we can’t email them due to GDPR, I need time to look into this. These emails might be a gold mine of potential clients that are ready to buy.

Brand Building / Lead gen
According to the study by Binet and Field for the Institute of Practitioners in Advertising, the allocation of resources for B2B puts 54% towards
lead gen. This means that a majority of businesses are focusing on getting their customers to take action, rather than simply creating fame or building relationships.
There are a number of reasons why this may be the case. First, lead gen typically leads to sales, so it makes sense from a profitability point of view. Additionally, customers who take action are more likely to be engaged and loyal, which could create a cycle of growth for the company. It’s easier than ever to track and measure results from lead gen campaigns, with it also being easy to track ROI.
Despite the clear benefits of lead gen, it’s important to create a balance with other marketing strategies. Awareness and relationship-building are still important, especially in the early stages of the customer journey. Additionally, too much focus on lead gen can alienate customers and create a sense of being “sold to” rather than being engaged with. The key is to find the right mix of strategies for your business, and to constantly test, and tweak as you go.
The graph on the right hand side shows what Binet and Field have found which is that companies that build brand end up fairing better than companies that only rely on lead gen. I’d like to find a balance between lead gen that will bring in sales quickly, and brand building which is a better long term strategy.

Brand Building / Lead gen
As you can see from this graph there is a correlation between leader companies and how much brand building they do. The companies with the most success putting more money into brand building, and the smaller companies putting less into branding.

Sequence of work
What is the first step, how can the marketing dept dip its toe into a new strategy?
The priority of work should be; get the website redesigned; get lead magnets made; start Google ads running. Once this is done we can start on content marketing.
Content marketing Phase 1
Market research
It’s vital that we speak to customers to understand their needs, conduct surveys to give us an idea of what could happen once we go down this road of content marketing.
Phase 2
Ideally we start with Video and skip audio but if there is a budgetary constraint, audio is cheaper and faster to produce a final video. Audio content
We start with audio, it’s cheap and easy to edit, these can be bulk processed.
We record 60 interviews anywhere between 10 and 30 minutes (longer the better).
We retro fit one of the meeting rooms with audio foam panels
I can supply these, I have some that I’m not using.
We interview our own staff first.
This audio becomes video.
The content forms part of the staff page. Potential clients see this and helps with sales.
The content goes out on all the major video and audio podcast platforms The content is shared through:
Webpage + copy.
Email newsletter.
Linkedin (organic ad, followed by, clips followed by full length). Linkedin (transcription of part of the audio interview).
Facebook (organic ad, followed by, clips followed by full length). Twitter (organic ad, followed by, clips followed by full length). Instagram (organic ad, followed by, clips).
We create audiograms.
(Andy said that his little audiogram video got 1500 views)
We then recycle the TM staff and get them to do more content, they will have thought of loads more content that they want to talk about
People’s photos are taken, these are inspirational photos, shot in the heart of London, I’ll find some nice locations, that will blow people away, this will give the staff a whole new dimension.
During filming the next set of interviewees are then asked to create content with us for free. We use Zoominfo to access people then email them and send them to a landing page. Toby can create great graphics in emails with mail chimp.
Phase 3
Once the company is happy with what we are achieving. We film interviews.
We film a pilot, I suggest we use the bar are in Croydon. We have lighting.
We have mics to go on the desk.
We need 3x black magic types cameras, that are meant to film for long periods of time.
Eventually, we start switching up video and audio formats introducing what’s previously been brought up in this document.
We start switching content strategy, we start targeting videos we want to get traffic from that are already on Youtube. This is one of the best ways to grow fast.
We start getting smarter about the types of keywords we’re going after.

Example Linkedin content month
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Poll Infographic Staff photo Infographic Question
Poll Infographic Staff photo Infographic Question
Poll Infographic Staff photo Infographic Question
Poll Infographic Staff photo Infographic Question

  • call to action + call to action
  • call to action + call to action
  • call to action + call to action
  • call to action + call to action
    marketing place
    Video Campaign
    Video ad, talking about up and coming DC video. 2 min Audiogram clip of DC video.
    2 min Audiogram clip of DC video.
    2 min Audiogram clip of DC video.
    2 min Audiogram clip of DC video. Nothing
    Full 20 min DC video release, ad about Network audit video. 2 min Audiogram clip of Network audit video.
    2 min Audiogram clip of Network audit video.
    2 min Audiogram clip of Network audit video.
    2 min Audiogram clip of Network audit video. Nothing
    Full 20 min Network audit video release, ad about Cyber security video. 2 min Audiogram clip of Cyber security video.
    2 min Audiogram clip of Cyber security video.
    2 min Audiogram clip of Cyber security video.
    2 min Audiogram clip of Cyber security video. Nothing
    Full 20 min Cyber security video release, ad about managed services video. 2 min Audiogram clip of managed services video.
    2 min Audiogram clip of managed services video.
    2 min Audiogram clip of managed services video.
    2 min Audiogram clip of managed services video. Nothing
    Misc Campagin
    Major video (Cinematic)
    Major video