 Okay, well, welcome. This is webinar two of series two of the Recover and Rise program. Has anyone been to any of the webinars so far? I'm from series one or the Brown webinar? Yeah, okay. So this is all part of a programme of work brought to you by West Sussex Global Authorities Co-Castable LEP and it is to help West Sussex businesses upscale in digital marketing and digital strategies. Okay, so I'm Stu Davies from Creative Bloom. We've also got, I can see Oli's over there in my panel in my box. Okay, so we're from Creative Bloom. We're going to be your digital trainers today and we are going to lead you through a short webinar on customer marketing strategy. Okay, so the West Cover, Recover and Rise Accelerator program. It's a huge, huge programme of work of series of webinars, series one, Getting Online delivered by Freedom Works is helping the businesses actually. How do you get that first foothold online? This series, it's all about customers and marketing. Okay, now we've got our online presence, how do we then push our marketing forward so it's more impactful, it's more focus and we're rising our heads above the competition. Series three, which is coming up shortly, which tickets are available now and I would encourage you to hop on to this, some great courses in there as well, Systems and Productivity. So it's all of the things we can kind of put aside, but how do we actually make our businesses, our processes more efficient, more productive, which frees us as business owners or people who work in our businesses more time to be able to work on the business and make those more impactful decisions. And then series four, which will be delivered in January by Always Possible is about growth and expansion. So very exciting webinars in there and they'll be coming up shortly. Okay, I know also just as part of this programme as well, I don't know if any of you have taken advantage, but I know there's a few of you on this call, the digital champions. So I'll share some information of that at the end as well, but do, do, do take advantage of that resource, some excellent minds there who can help you with all of this stuff. So there's a few here isn't now, I've seen some, hello, if you just give us a wave, there we go, digital champions. Okay, and again, I'll share details of how you as a local business, West Sussex, can engage with those individuals against free resource. So take it up. Okay, I'm going to crack on. So this is a webinar two of eight in this series. Okay, and these webinars are focused around customers and marketing. So the first webinar was on brand, how to differentiate you from your competition, how to how to stick your head above the parapet. Okay, this webinar number two is customers marketing strategy. Okay, so bringing right back to basics, I'll talk you through the agenda in a short while. We're also, there's another number of what I'll speak today, the words aren't coded brain, that's not catching up with the brain. We're also doing a webinar on search engine marketing, social media and content, data security and GDPI increasingly important in today's digital world. Also, measuring marketing return on investments. And then I've got a very interesting webinar on the masterclass of the digital economy, where we'll be sharing some really excellent digital skills and tool sets available for you if you work in that sector. So that's really one to hop on as well. We'll wrap that all up with a marketing experts panel at the end of the series as well. Okay, so they're all available on the Eventbrite recovery and rise. You should all kind of get emails. Again, I'll share details of the future webinars at the end of this session. Okay, so we're creative bloom. We are a search marketing agency, and we specialize in helping SMEs with their marketing strategies and with their search marketing. Okay, and we generally work with green businesses, charities and local businesses. And we've been established since 2014. Okay, so we've got a variety of portfolio, and we've specialized in helping small businesses with things like this, actually kind of bringing them back, bringing them out the myriad complexity of digital marketing, the rabbit holes we can get lost in, stripping right back to trying to get strategic about your marketing. So that's what this session is hopefully going to instill some of those for you. Okay, so just quick agenda before we run through. So I'm going to bring you into marketing strategy 101. So we're going to talk a little bit around strategy. We're then going to talk about customer segmentation. Okay, get you guys to do a little exercise and a little bit of customer profiling. I'm going to talk to you about customer journey mapping and developing customer messaging and your value position. I'm going to talk to you a little bit about creating campaigns, and there'll be a little bit of time for Q&A Q&A at the end of the session in there as well. So before we begin, I'm going to share a quick poll with you. I'd just like you to hopefully the technology works. Here it is. Okay. So hopefully you're just getting you're seeing a poll coming through. The question is how confident are you in your understanding of customer marketing strategies? If you could just answer for me, one of the, there we go. Look, it's working. I can see it working. So I think I can share these results. Not letting me push you up. Okay, is it? Yeah, okay. So a bit of a mixture there. A bit of a mixture. So is anyone seeing the scores? I'm not seeing this work in real time. You're not seeing, yep, you're seeing the scores. Okay. So yeah, a bit of a mixture of not at all could be better and confident. Okay, we'll take a little screenshot of that and then see how that stacks up at the end. Okay. Lovely. Okay. So yeah. So we have six, six not at all, eight could be better, three relative confidence. So hopefully at the end, we can change some of those, some of those scores. So I'm going to end that poll just there. Okay. So a bit of a warm up just before I talk for the next hour. Okay. I'd like you all just to pop in the chat very quickly. Just yourself, your business and what your current challenges are with marketing. Okay. You know, why are you here? Why are you on this course? What's, you know, is it, was it just for interest information or have you got a particular challenge? We'd be interested to know if you can pop that in the chat for me. That would be, that would be great for you coming up. Okay. Hi, Matt from cloth control. Okay. Hi, Simon. Okay. So best practice ideas around marketing. Yep. Certainly this series will definitely, definitely help you with some of these. Okay. All right. Susan's just starting up in the business. Okay. So this is a good place to start Susan before we start getting into the myriad of digital marketing. I think this is, this is marketing strategy 101 we're going to go through today. Okay. A better approach. Ideas around segmentation. Excellent. Okay. Good. Hopefully we can bounce in corporate messages with individual messages or is a tricky one. Okay. Excellent. Okay. Just keep, keep bashing those in there. There's a few more in there. Okay. Brand awareness and funnels bringing more revenue. Yep. Okay. Don't have big budgets. Yep. Okay. I mean, that's a very natural with, with small businesses. So hopefully we, you know, this, this, this session is going to give you a help, help you a little bit of focusing. Okay. So let's dial things right back. Okay. Before we start getting excited about marketing and digital marketing. Okay. Let's just talk a little bit about strategy, strategy when applied to marketing. Okay. So I picked an industry. Okay. Just with their marketing, just some of their physical marketing just to see what was happening in that industry. Okay. So I picked the car industry. Okay. And I'm just going to observe what I'm seeing from these, you know, so I picked about eight different, no, it might be six different car adverts. Okay. And I just went on to their websites and I lifted off what was on the homepage. So here's a Ford. Okay. So it's Ford. And it is a picture of a shiny car going slightly downhill in an urban environment with a tagline. Okay. Okay. The Audis. Nice. Some shiny cars going slightly downhill in an urban environment. Okay. And another tagline. Here's a cash guy, shiny car, but this one's going uphill in an urban environment. Okay. Continuing with this thread. The Fiat, another shiny car, another urban environment, another slight gradient. Okay. See where I'm going with this. Hopefully we can. Okay. The Vauxhall. This is a rugged environment, still shiny, still slightly uphill, still a tagline. Okay. Now, so I picked on some ones which weren't like all of those as well. So the Siat, don't know if you remember the Dirty Weekender campaign. I thought this was, this was quite a fun, quite a fun campaign. They did a couple of lots of in situ adverts like this. You know, you've got a couple chucked all the clothes off and they're screaming into the sea there. So it looks quite fun. And then, you know, here's the Mitsubishi looking like it's having fun in its environment. And there's also this quite successful kind of campaign from MG Institute, a coffee shop campaign, but it did something a little bit different. Now, if we just have a look at the market share of those companies at that time when these adverts are around, I'm not saying that their advertising was a directly linear result of doing things, but the ones who seem to be doing the same things, okay, funnily enough, had market share down during this year. And the ones who are actually doing something a little bit different seem to have market share up. And I think the point here is it's so easy for us to just fall into the trap. And the car industry is notorious for this. To fall into the trap is, well, this is what everybody does. This is what we've always done and not actually thinking about how you market to your customers and thinking about who your customers are. And what you know about them or what you don't know about them and how you're actually then going to create your advertising or your marketing. So it resonates with them. So what you don't want to be is you don't want to be like those first companies who I feel would just copying what's been done before, okay, and showing the picture of the shoddy car up her environment is being more like those ones who are driving market share. I think that you look at, you can look at marketing, look at advertising, you can see if they've done the work, you can see if they've actually thought about who are our customers, what are the key messages we want to get across, what are the key marketing strategies we are going to employ that we have available to us to be able to actually stand out from crowd. That's what you're trying to do with your marketing. You're trying to stand out from the crowd, okay, so how are we actually going to deploy this? Excuse me. So let's just talk about strategy, okay, and strategy when applied to marketing, okay, so us having a marketing strategy is we're not setting a goal here, okay, so I'm not saying I need to increase my revenue or my customer sales by 50, no, it's not strategy. That's a goal. That's something we're trying to attain to. It's not having an uninformed idea of who I am and who my competitors are and who my customers are, okay, and it's not having strategy translated into a document within coherent goals and strategies, the actual work we do in order to meet our goals and in order to meet our challenges. So just at the moment, a few of you just pop into the chat for me. Do you know what your marketing goals are? Do you have goals for your marketing? No is an okay answer to this, but just get a bit of an understanding. Does anyone actually have written down marketing goals for them right now and get a bit of a feel for, okay, that's fine and no is a fine answer, okay, especially for a small business, we're just trying to feel, we're just trying to get out there, okay, all right, there's a few. Better to reach new customers, okay, so again, okay, very good increase our visibility and getting new customers, okay, customer acquisition, higher revenue per customer, no, sadly. So one of the things I would encourage you to do, okay, is think about what are my business goals, all my business objectives for this year, maybe longer term and try and put something down, which is, what's your marketing goal, what does marketing need to achieve for your business in order to meet those goals and objectives, okay, and then your marketing strategy is the mechanism and the work that you have to do to meet them, okay. So I think a very good case study of strategy in itself as something that was done well was Barcelona Football Club, okay, the core strategy, not just marketing strategy, but any strategy is always the same, okay, so what we're going to take you through a little bit today is we discover the critical factors in our situation, in our environment and then we design a way of coordinating and focusing our actions to deal with those factors, okay. So strategy is a marketing strategy is having a clear result in our minds of what we're trying to achieve and what this also does helps really focus, love basketball, really helps focus your mind in terms of what I need to do, what we need to do in the business, okay, in order in order to reach our business goals and objectives. We need to make a clear diagnosis of the challenges and way of us actually getting to our business objectives on marketing goals. So yeah, my marketing strategy might be actually we need to bring in five new customers at a certain level in the next year, okay, that might be, you know, my marketing goals and objectives and I know they need to be of a certain size in a certain sector for a certain service, you know, this is going to help me and my marketing team laser in the focus in terms of what we do do and what we don't do, okay. And what we can then do is plan a coherent set of actions that help us overcome those challenges, okay. So strategy for me is all about the work we put in to working out what is happening with us, okay, what do we know about our customers, okay. Have we done the work to realise what our value is to those customers and in designing our marketing to such a way that is suitable for our resources that I can actually reach and engage with those customers, especially if I have different customer groups. I think there was someone on here who said they had corporate customers versus consumers, very different messages, your marketing has to work very, very different for a sector. We've got to do the work to be able to work out how we're going to reach them, okay. So in our agency, we use five billion blocks of customer marketing strategy and I think these are easy to remember and we're going to take you through some of this today. I appreciate, you know, this web, this is something we would normally, we and other consultants would probably spend quite a bit of time with you guys. So we're going to do it in an hour. It's going to be quick and fast paced, but hopefully this gives you some kind of way to be able to kind of navigate through that. So yeah, first of all, I think we start with segmenting our customers into similar types, okay. I'm going to, we're going to go through this in the slides, okay. You've got different customers, they've got different needs and motivations, they've got different pain points, okay. You might have big customers, small customers, micro customers, you might have different sectors, segments, demographic section, depending on what you do. You're doing, let's start with just working out who they are and segmenting into segmentable chunks who we can do. Then what we want to do is deep dive profile into those customers. Yes, you will get copy of the slides and this will be recorded and you will eventually be a fantastic resource hub for all these, just answering Jeff's question. We then want to deep dive, do a bit of profiling around our customers and what we'll do is at the end of this session we'll share with you just an example of a customer profile template that we use in the agency. It's got about nine questions. We ask of our customers, business, business, business, consumer, we'll send that to you with the follow-up email from the slides as well. So you've got the template that we actually use in the agency just to help deep dive profiling. And what this does is it just helps us getting under the skin a little bit and it might actually bring out a bit of a process that we don't actually know enough about our customers and we need to ask a little bit more questions or we need to do a little bit more research. We then need to work on our value proposition. So we're going to do a little bit of work online here. I know going a little bit into business kind of consulting here as well, but I think this is an important part of marketing as well. What value do I add to those customer groups? And we're going to do a little bit of work, get you guys to do a little exercise on that and here as well. From there, we can then develop our key messaging and the marketing strategies that we're actually going to employ in our marketing. So it's always kind of leading to get to one thing. Then we can start to think, and this is probably where most people start, I feel with the marketing. We can start to think about what marketing channel I'm going to use to deploy those key messages. What tactics am I going to use? And then I'm going to develop campaigns and develop content. And most people naturally will dive into that. You will start with crikey. I need to be on a social media platform because there seems to be a lot of people on the social media platform and my competitors are on there. And we just dive straight into the channel, start posting content and we might not have done any of this forward work before. So it can be a bit scattergun and it might not have a lot of traction. So this is what we're going to just talk you through and walk you through a little bit in this session. Okay, so I'm always banging on about this aren't I Ollie? Good diagnosis equals good strategy, okay? And so we always like to spend a decent amount of time on diagnosis. So how many people have spent any time on what you'd consider actually diagnosis, research, looking at your kind of your customers before actually dropping into actually marketing. So yes or no, a little bit. Yeah, we don't because it's just natural. We don't have a lot of time. Okay, we're all small business owners, so maybe bigger ones on here as well. Where's the time to do it? I'll just crank out a blog or just crank out something. Okay, so bringing you back to the beginning, we're going to do a little bit of work on that here. At least in this hour you'll have done some, right? So what is a diagnosis? Okay, when applied, certainly when applied to marketing. So we're trying to create a map of the environment and we're working out what is going on, right? Okay, and insightful diagnosis, I promise you would transform your view, not of your marketing but also probably your business and your competition as well. So we tend to focus on five areas when we look at a diagnosis when applied to a marketing strategy. So customers, which we're going to talk about today, the competition yourself, which are brand, which I know you covered in session one, your website, your digital anchor point, very important to diagnose that. And also your digital footprint. Okay, so the bit we're going to move on today and we're going to move you through today is the customers section. Okay, and just to say there are some of these, which are also important as well, and they will be covered throughout different courses of the webinar, just diagnosis, just on customers. This is where we can really pull out a lot of insights from our digital diagnosis. So what we're really looking to do here is make sure that we know enough about our customers and we've explored all of the different ways we can to get under the skin. And also through this process, it might open new markets for you. We've worked with clients in the past and we've gone through this process and they've gone, oh my God, I didn't realize that I was actually marketing to the wrong person or the wrong type of people. So very important thing to spend a little bit of time on. And if there's one takeaway, I'll give you guys at the end of this course is we're going to send you our customer profiling template. Do go through that exercise and do a few. And it's very, very, very valuable. Okay. So customer segmentation. Okay. So what are we trying to do here? So what we're trying to do is we are looking to make sure that we've got a good list of all of our customers. Okay. So, and there's different ways that we can segment our customers. So just show of just pop into the chat for me. Who serves B2B customers, business to business, who serves business to consumer and who's doing both just so I can get a bit of a feel for both B2B, B2C, both. Yeah. Okay. So, okay. So if you're in there, okay. Both B2B, B2C. So there's a bit of a mixture there. And certainly if you serve B2B business to business and business to customers, very different, very different in terms of your marketing, very different, your approach, very different in your messaging. Easy to get, you know, how, how do you even anchor your positioning, your overall positioning when you've got these two very different customer groups in there. So where it all starts from is we segment our customers into a list. Okay. And we're going to do a little bit, a little bit of that with you. We then I think prioritize and profile the top three to five in that list because I'm just going to show our hands who's, who's a small business. You know, say less than five people. Yeah. Okay. Most small businesses anyway, any big businesses bigger, mostly small. Yeah. We're not going to be able to be all things to all people. So I think it's very important that we prioritize who we, who we're actually going after. Okay. And we can do that by, by doing the customer profiling and maybe doing a little bit of work in terms of who do we think is actually going to be the most profitable for us, who's easiest to bring leads in for, who's easy to market for and through this process that we can, we can discover these items as well. And what, what, what, what, what we then do is, you know, we'll profile those customers as well. So, you know, we've got an example of a profile here. Again, I'll just talk, I'll talk you through this in, in, in just a sec. And then one of the things we'll do after that is we'll start to, we'll map the customer journeys that we think is, is appropriate for our customer. Hank, how did they not know about us to becoming a customer journey? What are the touch points that a customer will go through of our business that our marketing needs to deliver? Yeah. And again, we're going to talk through, you know, some of the channels and some of the different mechanisms, some of the tools you can employ to help you work this out. And we'll then do a short profile of those customers. So, you know, our profile is going to be a short bio. Okay. We'll talk about pain points and motivations for the customers as well. And we'll talk about how our product or service helps with those pain points and motivations for each of those customer groups. And we'll put a little bit of a metric on your high medium low profitability, high medium lows, sales lead times are just going to help us with our prioritization. So customer segmentation. So before I kind of dive into some of the things. So there are different ways that we can segment our customers, depending on our business. And it might change, it might evolve, and we might, we might use different, different methods of this segmentation. So I might use geographic as a method of segmentation. So we have a client that works in a kind of construction-y building in the green sector. And the demograph of their customers is fairly similar, but they do, but they're different in different areas. Okay. So they segment their customers by geography. Okay. You know, so you can do it by region, by country, urban versus rural. Okay. So that's a method of segmentation. We can also do demographic. Okay. So here we're starting to look at, you know, age, gender, occupation, could be the socioeconomic group, could be the business sector. Okay. So it's just starting to think about, you know, what is the demograph of the individuals. We might segment our customers on a behavioral basis. Okay. So, you know, the value from any impulse buyers, or the long burn researchers, et cetera. You know, so it could be in usage, it could be the benefits I seek, you know, people looking for quick buys, people looking for special offers, is it, you know, people who want hand-holding, et cetera, loyalty status, so again, behavior could be a different way we could segment our customers. And we also might look at a psychographic. Okay. Psychographic as well. So this could be, you know, people who prefer is probably a good way to start that segmentation. You know, so the example here is people who prefer organic food, et cetera, as a segment. So it could come down to personality. It could come down to lifestyle choice. It could come down to attitudes. It could be class. And what we're trying to do here is just kind of build our picture of segmentation. So what I'm going to do now is I'm going to put you all in breakout rooms. Okay. Just as pairs, hopefully we've got enough pairs. Okay. And I would like you just to introduce yourself to your opposite pair. Okay. And just introduce yourself in your business and just talk about how you would segment your customers. And maybe just pull a few segments out for them as well. And I'm going to bring you back as a group, get a little bit of feedback, and we're going to move on to the next episode. So, okay. Very clear. Is that clear? Yep. Okay. Right. Breakup rooms. Oh, I've lost breakout rooms. With no mics, do you want people to use the chat function? Oh, yeah. If you've got no mic, if you could just chat to them. Okay. I want to create, gosh, how many have we got in here? There's 20. 20. Okay. 10 breakout rooms. So I know automatically. Okay. Great. Okay. All right. I'm going to send you in breakout rooms and five minutes each. And then I'll bring you back in. Okay. Sorry. Nobody came and joined me. Okay. Right. Let me, Sam, I'm going to put you in with Lou. Hang on. Where are you? Okay. Hang on. I'm going to put you into some walk-ins. Okay. Bear with me. Just a sec. Let's see if I can put you in. And this one. I'm going to put you into, honey, are you on the call? Okay. Sam, I'll just pop you in room three with a couple of other people. Okay. Move to room three. There you go. Thank you. Hello. Can you hear me? Hello. Hi. Yeah. I went into a breakout room, but I was on my own. So I came back. Oh, okay. Let me put you, I'll move you into another room. You can just work with another group. I'm going to put you in room five. Okay. Okay. Oh, yeah, move away. Probably, yeah. Hello. Bringing you all back. Back through to Aether. Okay. Didn't lose anyone. We did lose someone to a server, Chinese server once when we did this. I think they're still in there. Where's the server base now? Okay. So I appreciate that wasn't a lot of time to go through that, but, you know, would anyone like to share just, you know, just for a little bit of feedback? Yeah. What method of segmentation did you choose to use and why? Anybody? I was talking to Chelsea and she, they run kids, obstacle activities and that kind of thing. So, but because they're a local business instead of local areas, there's definitely a geographical element there. So they're thinking of moving into East Sussex soon. So obviously, doing the research and finding those, those it custom, the actual specific customers in the areas, but also thinking about how, who they're going to message at these new schools is going to be the teacher, but then there's also the PTA, which is obviously a different group of people and a different type of customer. And, and yeah, so I mean, like, like he says to you, that was, that was a quick turnaround. It was quick. Yeah. But yeah, it's through this process, starts to get us to think all the other roles, other people, and the different needs of the teachers versus schools, I might start looking at some stats in the areas, the number of schools, etc. You know, where's my strongest there? It's through this process, through doing this diagnosis of this customer marketing strategy, it starts developing ideas might, it might change your whole business, your whole business, um, uh, direction in terms of who you're marketing to, anyone? Anybody else like to share one before I move on? I'm going to ask for one more. Yeah, don't mind sharing ours. Um, so we're a dog training company and we have loads of different products from puppy classes to obedience classes to sports dogs classes, online schools, with some stuff. So I think it's about, um, for us is maybe looking at the ones that perhaps give us the high profitability over the longest period of time. So first is puppy owners, you know, and then we've got to segment that down even further and say, we don't just want the puppy owner that just looking at almost to give you the dog and have it trained and we go back and it's all done. We want, so we put down like local puppy owners that want to learn everything they can to get things right, but prepared for a journey and not just quick fix. There we go. Katie, I think it's important. It is important to focus in, especially as a small business. And, you know, with our, with our web pages, we, we get one anchor point, we get one positioning, we've got to get on there, right? So who are we going to, how are we going to get that across? Who are we going to nail our color to the mast to? Okay. So this is why it's important, important exercise to go through. So what I encourage you to do after this session is to work on those segments and then, and then do some of what we call is customer profiling. Okay. Do this for at least three of the most important ones. I'm just going to share with you. We're not going to do that in this session because it'll ask, we don't have time, but what I'm going to do is show you the template that we use. And I'll just talk you through the boxes and what they mean and what we put into them that's filled in. And you guys are going to get a copy of this that you can then use off of this workshop. Okay. So let me just see if I can actually get Excel open. Here we go. And you are here. Can everyone see a spreadsheet? Yes. Okay. Can you read it? Okay. Do I need to make it bigger? Just about readable. Bigger. Okay. So it's a spread. I like spreadsheets. So everything in our agencies don't spread sheets. Easy to use. Okay. So this is just a customer profile template. It's very simple. Okay. And we've just developed this over time. And you know, these are what we call the nine box questions that we would ask for each customer. Okay. So in this section, again, you'll get a copy of this. And now we've got one of these for B2B business to business. And there's also a B2C template business consumers, slightly different questions that you might want to ask. I'm just going to quickly run through the business to business template here. What I might do is, you know, just put just put the person at details about this about this business or this customer into this top section here. I'll then start just start. I'm just starting double clicking on this on this customer. So, you know, I'm interested on what are the job roles of the current contacts that I, you know, that we currently have contact with, you know, in our marketing. So this particular business, they were, you know, they were targeting quite big house builders. Okay. And the job role, the current contacts that generally they, they marketed to with a quantity surveyors, the people who made the A, B decisions on actually choosing whether, you know, our clients product could get in, could get into their building developments or not. And then a very important, a very important thing to do is, is to try and work out what is the buying process of, of the individual or of that customer. So I start, and if you don't know this, then that's homework for you to ask, ask, ask, ask of them. Okay. So, you know, with this particular business, so the buying chain, what do you mean by the buying chain? So how did it, a quantity surveyor was asking our client or was looking for a certain product or a certain feature on a certain product? We needed to double click and ask those questions. And it was through that process, they worked out that all the quantities surveyors was doing was specifying the product. Okay. Or the site managers would actually feedback or recommend a certain product. But through this process, we determined that the architects were the key specifiers of said product into this buying chain. So this client was not at all targeting architects. And it was through this process that they actually kind of realized that actually they're marketing to the wrong people. You've got to, you've got to understand what the, what the buying chain is. You have something similar in B2C as well, like who makes a purchase, who's doing the research, you know, you can, you can maybe, you can maybe ask those questions. And then work out what decision making roles you don't have contact with and what your marketing might need to do to be able to, again, reach your objectives. I'd always put in, you know, how profitable a customer is and how easy they are to deal with. It's going to give you help you with prioritization. Are they highly profitable? Are they easy to do with? Is it easy to get the leads through? Again, you know, if you've got four or five of these might help you focus your marketing a little bit. And then an important question I'm going to work with you a little bit on this in this session is what do you think the business or the individual wants most from your product sector? Okay. What do you think that they want? Okay. Not what you offer. What do they want? Ask them, do the research, work it out. Okay. Then you need to ask a few more questions. What do you think is then most attractive about your product to that business? And then what is the best incentive for them to buy it? What we're doing here is starting to develop some of your value, starting to think about what they need. Okay. What are they after? How do you meet those expectations? And then we talk about pain points and motivations. Okay. It's very important in marketing. It's very often for us to just talk about the features of what we do. Okay. And we haven't actually done the work to work out. Well, what are their problems? What are their problems in this service? What are their problems in general? What might be their motivations? Okay. So what you do, you are either solving someone's problem or you are making their life better or appealing to their lifestyle. It could be a mixture of the two, but generally you're doing one of those two things. Okay. And trust me, people don't care. There's an analogy, the boat analogy. I'm doing an article analogy, Ollie. People want the boat analogy on the island analogy. Okay. People want taking off their pain island or putting on their pleasure island. Trust me, they don't care about the boat. Okay. So it's easy for us to talk features. Okay. And we don't actually talk about how we solve someone's problem or motivate them or make their lives better. I think a good example is, have we got any sustainability concerns in the room? Maybe, maybe not. His classic example is we've seen a few who do carbon calculators. No one's interested in the carbon calculator. People are interested in how they can change our lifestyle to be more sustainable. Okay. And that's how you kind of need to market on a not actually like we've got this great calculator and it's super accurate. We don't care. People cared about the end result of it. Okay. So it's a very important thing to do in our customer profiling. And then we can start to think about just start writing down as our customer profiles. How do we, how do we reach this business? Where do we think they get the information from? Okay. And, you know, go through a little bit of thinking about this. You might have to do a little bit of research. So you can do, you know, these probably take you about 20 minutes each. And it's worthwhile doing a few. It's very similar for the business consumers. There's a different set of questions. Again, you're going to get this as a result of this attending this webinar. Okay. So let me just bring you back into, there we go, that way. So can you see my PowerPoint? Yeah. Okay. So we segment our customers into marketable chunks. We then do the work that I've just shown you on that template. Okay. There are different customer profile templates around. You can Google them online, whatever works for you. That one works for us. It's nice and simple. And we've done a bit of work and we start to think about actually, what do I know about this customer? What are their motivations, pain points? What are some of the key messaging? What do I think they want? What are the key things that I can deliver for them? And we're starting to bring out some of the value for them as well. Okay. And I'd recommend having about three to five of these, at least, you know, doing that process will bring some insights for you, for your marketing and your business. So that then leads us into a kind of an overall statement. We might do one of these. Has anyone done any work on value proposition? Okay. Yeah, a few hands, maybe no, good, because we're going to do one now. So value proposition. And I like this exercise. And I always put this exercise in a lot of our workshops. Okay. Because I still do this exercise for our agency. And it's working out. It's trying to succinctly get into a sentence. How do I add value to my customer? Okay. And how do I make their lives better? Or how do I add value to them? And this is very important and is bringing out our marketing messaging. So, you know, those car adverts, were they making everyone's lives better by having a car going slightly, in their marketing bag, a shiny car going slightly downhill and then urban environment? I'm not so sure. I'm not sure they've done this work. So we like very simple, simple framework on this. And it goes a little bit like this for value proposition statement. I'm going to do a little bit of work on this. For who are that, unlike different our services because of our, okay, no, that's not very useful in its state. So let's see an example. Okay. So here's creative blooms value proposition for our digital training. Okay. So creative blooms digital training is for small local businesses, who, so what I'm starting to do is start to bring some of these messaging outs down to start and bring it together. Who need help strengthening their online presence? Our digital training workshops that are designed specifically for businesses with small resources. Unlike other digital training providers, our service is fun, engaging, and we think makes a lasting impression. Because of our no nonsense action base and no jargon approach is we make people actually do a little bit of work in our workshops rather than sit and listen to slides. So what I'm going to ask you guys to do is just individually just write it down in a piece of paper. And I, you know, this is something you'll probably take a few hours to try and write down what you think your value proposition statement should be. Okay. Based on having done no work on it before, just have a little go, just a little bit humor. And I think this is quite hard exercise this, because it makes you just still a lot of things and it makes you get it into into one centres. And then from this stuff, you can develop elevator pitches, key messaging, the copy, the homepage copy tag lines on your website. Just a couple of minutes now, write one down and I'm going to pick on somebody to read it out. Okay. Hand up when you're done. Got a few in there. Okay. Okay, cool. I appreciate it. I was no time whatsoever. I'll add volunteer Andrew. Andrew, would you like to read out your value proposition statement? You're on mute. So I run a consulting business. So it would be for small businesses with five to 20 staff who want to grow their business to make their staff more productive and wants to communicate better with their customers. The what is consulting services both online and face to face and that have the benefit in terms of covering sales, marketing and technology. In terms of unlike and unlike others that can't provide a complete end to end service, our services personal, engaging and comprehensive. And because of our experience with small businesses for many years. There we go. Well done. This is tough stuff. It's tough to get this concise. I saw another hand up there. Samantha, one more and then we'll move on. Not sure I was volunteering but never mind. You put your hand up. I saw your hand up. You volunteered. You're in my workshop. A hand up or looking down like that means you volunteer. Okay then. Okay so similar to Andrew but we're coaches rather than consultants. So business coaching for business owners who are ready to level their business up. Our coaching program that has over 17 million customers worldwide unlike other coaches. I couldn't really think of them. It's nice to say here. I just left it at that. Okay fair enough. So I like you brought in the stat but think about it. You can refine. We can develop. So yes, unlike other coaches our service is hard hitting requires you to dig deep because of our proven methodology and we might make you cry. Okay good stuff. All right. This is hard stuff and again I like so another key take home for you is a bit of homework. Work on these value proposition. It brings a lot of things together. It brings what you know about your customer about their needs, maybe their motivations. It brings how have you thought about how you add the value to them and also what's your competition, what's your positioning in there in one little statement. Okay so you'll get the slides and then try it on different people. You might have different ones of these for different customers. We do. I've got about eight of these in my back pocket. Not literally but you know I'll have to wheel them out if I'm going to networking. But yeah no it's useful. It's a very useful process. So okay. So we've segmented our customers. We have done our customer profiling. We know about what our customers want and we've done the research if we needed to. That might have opened up a few new opportunities. Okay. I have developed value propositions and started to develop the key messaging around for those different customer segments. Now we're ready. Now we're ready to start thinking about campaigns. Okay. We need to do all of that work before we get excited about developing campaigns. So let's just talk about marketing campaigns, what you're trying to do on marketing assets, what we're trying to achieve here. Okay. So we talk about a customer journey. Okay. A customer journey is the touch points that a customer or a set of customers, single or a set will go through in terms of touching your marketing from going from not knowing who you are to being a customer. Okay. And typically they will go through these stages. So I think I think I still know what this means. So awareness. Okay. Awareness, Ollie is where I lost my friend. Awareness is where the customer might not have any idea who we are or what our services. Okay. And we need to spend a lot of time trying to get people to be aware of who we are. But also it might be aware of actually what we're trying to do is a new thing. So certainly with some consultancy or various things changing new technology, people might not know what you do exists. We had a guy come on a nice chap who came on one of these courses and he makes anti-feth bike locks. You know the metal railings that the council has put in. He makes these basically theft-proof anti-vandal locks that will go into there. So his customer with the councils and the train stations, nobody knew this existed. So he would have to do a lot of work on this, on this level to an education about people to let his customers know that he exists and his product exists. So he's doing a lot of marketing. That's it. Then you're into consideration. Okay. So this is the point where this is where we're getting into those car adverts zone. Okay. You're trying to get someone to choose you versus somebody else. Okay. Why, you know, when they're shopping around. Okay. How did your marketing and how do your marketing assets work for that stage? We then got conversion. You're converting them into a sale. Okay. But yeah, through your marketing, you can influence conversion. You can influence them converting. Okay. You can influence what they convert to, what you're trying to lead them to to buy. Okay. Just sort of things we wouldn't need to, we need to think about. Then once they're a customer, do we just ignore them? We don't. We want to turn our customers into our marketing assets. Yes. If they're a loyal customer, we'll come back. Yeah. They will come back. If I keep engaging my loyal customers, upsellers, promotions, we're doing this case studies, they'll come back to me. Okay. And then you can actually get some marketing goal is where you've got advocates, customers who are advocates. Oh, no, you need to work with those guys, or you need to buy that product. Okay. And again, your marketing has to work for all of these levels. Now, what I would say as a small business is what you've got to work out is what's the most important for you right now? Okay. For some people, it might be actually, we've, we've actually built up a big customer base. But what we're doing is we're pouring people into the top of the funnel each time. And we're not actually utilising the asset, which is our existing customer base and existing loyalty. We pour more people, more customers into this funnel. And generally, it costs us more money at each of these different stages generally. Okay. So another takeaway for you is map this out. Okay, work out actually, what are my customer touch points around here? How do they, how does a typical customer go from the top of this funnel to the bottom for my business and my marketing? And what tools do I have available to me as a small business to be able to do this? Yeah, your website is going to be, I'm going to go through that actually, I'm going to talk you through some of the tools. But this is, this is probably the exercise. It's quite useful, quite useful to be able to do. But for me, the channel always comes last. Okay. Always comes last. We start with a customer first. We work out what we want to say to them at each stage. Okay. And I think that's, you know, that's quite important. What are our stages? What do I need to get someone to be aware? And therefore, what do I need to, what are the key things I need to say to them at consideration? What do I need to kind of do to try and get them to convert? Okay. What do I want to say to loyal customers? Yeah, what are the kind of the key messaging that I'm going to kind of bring out? Because channels will change and evolve. Okay. Digital is merely catching up with how humans naturally interact, I think. And, you know, you think about the myriad of social media channels, for example, that are available to use a small business. And, you know, which one do you use? Which one would you use for X, Y and Z? I think, you know, channels are going to change. As long as you've kind of got your customer marketing strategy right, you've done that work, and you've kind of worked out, what do you need to kind of say and do at each of those stages in the funnel? Then you're just selecting a way to get that information out. And that will, that will keep moving. I promise you, that will get more diluted. It will get even more congested. But as long as you've got that strategy in place, you're just then selecting a mechanism to be able to get your messaging out there that's working for whatever stage of the funnel you need it to operate and to be effective for. Okay. So I guess this is the relax about the myriad of the digital marketing. As long as you've kind of got these building blocks into place, you'll be all right. And then you're just merely selecting the best channel that's going to work for your audience for that stage of your marketing funnel. We then match our ideas tactics to the channels where our customers active, where do we expect them to be? What's going to work for me? What's my bread and butter? Okay. There we go. Because if we don't do that, we're just doing what those car companies did, we're just copying other people or we're just being on a channel, a marketing channel, digital marketing channel for the sake of being on a digital marketing channel. Okay. That's not where you want to be. Trust me. So let's talk a little bit, little bit about Channel Mix. Okay. Exercise. What marketing channels are there available to you as a small business? Okay. Pop it in the chat for me or shout it out. Email, email marketing. That's Channel. Social media. Word of mouth. Yeah. Customers. Website. Okay. Ferals. A few coming in here. Okay. Billboards. So we think as a small business, as a small business, this isn't comprehensive, but we think there are probably eight major ones you would probably want to look to utilise. On the digital side, you've got search marketing. So being present and being found on search engines. Okay. You're not in that mix. You ain't going to get found for what people are searching for on Google. Who here surfs for Google and bought something this week or last week? Yeah. Okay. Social media. Yeah. Social media is a digital channel and there is an amazing social media webinar in this series that you should definitely tend to if this is a course that you need to talk about and also search marketing, which will also cover paid digital advertising as well. Being able to pay to be in the top spots on Google and also email marketing as well. Very, very effective channel, especially at those lower points of the funnel. Okay. Customer loyalty. Customer advocacy. Very important channel. Let me go to the analog channels. Still very important. Physical. I chose my Rufa based on the funny sign I saw on his van. I then checked out his digital touch point, checked out. He had good reviews. Checked out his website. His process seemed okay. Gave him a call. Okay. Print marketing. Still very, very effective channel that's available to us. Networking and events. Creative Bloom was grown through networking and events. Okay. Went to all the foot padding. You never know where one conversation leads. Very important tool for your armory as a small business. And then what we call associate or referral marketing. Now, this is, if you think about what I would think about here is what are the network, the umbrella of services that are speaking to your customers or your clients. So for us, we know that point of entry is always web developers and also other digital agencies. So I've got very good relationships with my website developers and I've got good relationships with social media agencies and content agencies. And through that umbrella, because we are speaking, and also a few videographers, through that umbrella, we're speaking to the same clients. So actually what we're doing is we're being sales mechanisms for each other as well. And you know, someone might come and say, you're not quite ready. You're not quite as going to speak to, you know, somebody on the social going to speak to that person in the video. Again, if you can forge those close associate relationships, again, it helps you and especially in that small stage to get a bit more power from your personal marketing. Could pay attention. Most singular marketing efforts will fail. This is a Google Analytics report. Okay, I've sent a blog out. Got a bit of traction and then nothing happened after it because if we're just quite singular in our approach to marketing, this is what's going to happen. What we need to be able to do is work out with map out our customer journeys, okay, and digital and physical customer journeys. This isn't how digital marketing works. I don't create a piece of content or an advert. A human clicks on it and they buy my stuff. Okay, this isn't how it works. Generally, it's not how it works. Okay, you will generally have multiple touch points. So I might do a blog post or might have a few social media campaigns going out about a certain thing or a certain activity. The customer might read it and might see it. It might click through into my website. It might not. The customer will maybe see more content again. Okay, because they might follow my social media might employ tools like remarketing, I might just make sure I've got a good strong breadth of digital touch points, physical touch points around where this customer might be getting their information from or they might be digitally active. And I know this because I've done some of the research in the customer profiling stage. The customer then needs your product or service and they remember you know they might Google you. Okay, and they found you and because your SEO and your paid advertising is working, they recognize your name and a logo and they click through and purchase. So you've generally got these bigger kind of touch points. What we want to do then is make sure we map our customer journeys of our digital and physical channels for our marketing funnel. Okay, so what's going to work well as a marketing channel or marketing tactics available to me for brand awareness versus moving people through this stage into conversion into acquisition, then into growth and retention, different channels will work better for some parts of this funnel than others and it would work differently for different businesses. And then you've got kind of growing customer knowledge, but you know, generally, you know, blog content, social media, word of mouth, email marketing is going to work better on the kind of brand awareness and you're moving into conversion, you're looking at, you know, making sure your SEO is working, you're retargeting, good reviews, very good social presence as well, people looking for that trust, you're trying to convert people, and you're moving into acquisition, do you know, have you put people into your news funnel, you're trying to kind of move them through into acquisition phase, do you need to do offline and online work here as well, and then we're kind of moving into growth and retention. Now, this is a very generic kind of channel line we've put together here, but I guess the key thing is work out what your path should be of your touch points and what's available to you right now and kind of map these out and then just work out how effective is each of these channels working for me in my customer strategy. Okay. And then we're going to plan coherent actions. Okay, so I guess the key point of this is there's no point spending a lot of time trying to get people to your website. If the website isn't, it isn't quite working, okay, doesn't look very good. It's not really up to scratch. Competitors have got better websites. We've got to do these things first. Okay, we've got to make sure we do the housekeeping. And then we're going to work out actually what content, what tactics, what channels we're actually going to deploy. Then we can start moving on to campaigns. And it's always quite important to measure our results, keep point of strategy, measuring the results, which kinds of come back into it. And there is a webinar on strategy in this series of workshops. Okay. Okay. So we like to use a very simple framework for campaign planning. And again, I'm just taking you through it in this session. Okay, so we start with people. Who are we trying to target? What do we know of them? Objectives? What are we trying to achieve? Short versus long time marketing to them? What part of the funnel are we trying to do? What strategies are we going to use? So this is where the key messaging from your value proposition come out. How are we going to get them to engage with us? What things are we going to say that's going to resonate with them? What are we solving on their pain points or appealing to their motivations? Then the tactics and the channels we can move on to there. So again, we like to use planners such as this campaign planner. Again, we can send out a copy of this with the webinar as well. Again, there's plenty online as well. This helps you start to put some structure to your marketing strategies. Okay. And again, as a small business owner, I found these very valuable when we were starting out, but A, because we're a marketing agency and it's kind of our product, but B, you could come back to it because you got busy for a couple of weeks, but I've got it all written down and I've spent a half a day, whatever it was, working this stuff out, I could come back to it and I can calendarize it in. I could give it to a junior resource to and execute some of it as well. It just helps you compartmentalize and put structure to your marketing. You've got to put it away and come back to it. You've got a strategy underpinning it and that's what's really important. It's a strategy for this particular customer. And that's when you can start really pushing your marketing on because you're really starting lasering in on what you need to do at what stage you're marketing for who. Okay. There are other ways of plotting this out. Just a few different examples on here. So these are just a few channel called a channel plan. And again, different ways you can do this. So this was real Europe and what they've got, they've got all of their channels that they use on the left hand side. Okay. And then on the top, they've mapped out their funnel of people buying. So research and planning, shopping, booking, pre-travel documents, travel, post-travel. And then what they've done is they put in the bits of content or the things that they need to do at each of those stages. So that's quite a nice neat way of organizing your marketing for a specific customer or a set of customers. Another way you can do it is aligned across a funnel. Again, you get used to this kind of awareness consideration around a conversion and then you've got the engagement. And then what they've actually done here is they've actually listed out the key stakeholders at the top, what their needs are. They've got influencers in here because that's an important channel for them who are the key influencers along those stage, what the most impactful content is going to be at each of these stages. So again, these tools will help you map out that wiggly line with the various stages and the various different channels on the top vehicles and the packaging, et cetera. So it's just a way of being able to compartmentalize it and map this out and just get your plan together. Have a plan. Okay. Have it written down. Use a tool set. There's some great little tool sets out there that you can kind of put it all together. Even a spreadsheet doesn't kind of matter. I'm going to send you a very basic one, but some quite nice marketing campaign planning software out there. You just Google it, some useful stuff. And again, it's the stuff you can come back to, stuff you can share with other people. And here we've got our customer profiles. We've got our value proposition. We've got our channel plan. Just easy to come back to. It's easy for other people to get hold of if you need to get anyone else across your marketing. Okay. Right. So that was a lot of stuff to take in. So before I close off the session, I'm just going to launch another poll and ask you to do it. So I'm going to edit poll with me. Oops, too daisy. No, I'm not going to edit that. Here's where I, hang on. Re-launch poll. Here we go. Re-launching it. If you could just, everyone see a poll? Cool. If you could re-answer those questions for me. Whoa, look at that confident. Brilliant. Okay. There we go. I've got a picture of it. Great. No one in not at all. And it was about six or seven in there at the beginning. So, and confident is the biggest, is the biggest, is the biggest section in there. So thank you very much. So I'm just going to wrap up the session. Okay. So hopefully that gives you a little bit more direction in terms of how you can approach customers in terms of your marketing strategy. Again, you'll get these slides, we'll send you a few tools and recordings will be made available by West Sussex of the entire program. I don't know when that date will be, but if you guys are all in that marketing funnel, so you will get, you will get the recording of those. So a few things if you pick up on the next webinars coming up in this series are search engine marketing. So search engine marketing is a channel that you need to pay attention to. There's going to be a traction channel for you. Do hop on that. That is this week. And then we also have social media and content as well, which is next Tuesday. Okay. A few other things to update you on. The series three webinars are open now. It's all about systems and productivity. I'm definitely going to jump on a few of those. So about how do we create the time and make our businesses more efficient so we can spend more time on marketing. Okay. And just go to the Eventbrite page and it will be on there now. One of the resources available to you as a small business in West Sussex to really help you with this one to one free resource is really, really amazing resource. If I was in West Sussex, I would sign up to all of these guys is the digital champions. Okay. And they are free digital support to help drive small business success. So it's an immediate follow up to these webinars. Okay. It is fully funded. It's free. Take advantage of it. Any attendee from these workshops, you get eight hours, eight hours of free specialist support. Okay. Fully funded by the Growth to Capital Home Hub and you can use any one of their seven song team, digital and business experts to help you implement the knowledge and ideas that you're learning from all of these webinars. Okay. And there's a different blender skills available. So I know we've got a few here. You know, we've got Andrew, we can ask about websites and CRMs, how to use digital tech to build stronger relationships. We've got Malcolm is Mr. E Commerce. I saw him on here Malcolm. There we go. Give us away. Lisa for digital tech and improved productivity and processes. Hi Lisa. Rachel Dines, our SEO expert support marketing plans and tactical activity advice. Give us away Rachel. Okay. We've also got Rob. I don't know if Rob left but you know all about digital transformation process. We've got Susan, digitally focused products or service related services. You've got any kind of individual product services in there and we've got Royer to help you slide digital to accelerate growth. How do you get in touch with them? Okay. So there is a contact form that will be in these slides if you don't or just email growth.hub at coastcapital.org.uk with those details and someone will get back to you to help a bit of a triage work out who the best digital champion is for you. And then you'll be in that process eight hours of free resource. Man, it's too good. It's too good. Okay. Just some other business support bit of funding that's available. The business hot house, Chichester. So that's free support for pre-start established businesses. So there's a bit more about grant funding in there. Low case if you are a environmental business green sector then there is quite a bit of funding. There's funding available 40% match funding for a variety of marketing, business strategy, plant projects, et cetera, et cetera. And then rise as well. A lot of knowledge exchanging, utilising the universities, business capabilities, making connections. Yeah, it's more about the innovation side of things as well. So there's kind of more advanced tech, more innovations as to how you get those to markets. Okay, that is the end of us. All right, we've got a few five minutes if there are any kind of burning, burning questions or yeah, I mean, some good experts on this, on this call as well. So if anyone's got any questions, do feel free to use us. No questions. Questions. Straight up. Nailed it. I've run out of water before I started. That's, you know, presentation error. I think Andrew has a question. Okay, Andrew. Just a quick one, Stuart. You were talking about before that kind of inverted triangle thing. The marketing funnel. Yeah. Yeah. So how you move from kind of awareness to your loyal buyers. Yeah. I mean, there's all sorts of different certain aspects of that. But how do you get people through from the knowing about your product to evaluating it and getting interested in it in order to try it? How do you, how do you get them through that kind of difficult bit? Well, okay, it depends on the business. But you know, so what I would say is, you know, if you're looking at awareness, you know, the sort of content, you're pushing out more and awareness, aren't you? You're trying to get people into the top of your marketing funnel. So created bloom, and we can give you create bloomside example if you like. So create booms example is we do a lot of SEO guides. Okay. And we do a lot of marketing strategy guides and, you know, around things like that. That brings people into the top of funnel of awareness. Okay, they might not be aware that we're trying to fix a problem awareness on, on search marketing, or we're trying to fix a problem and awareness on particular marketing topic or training. You know, if we get their email, they're in that, in that top of that funnel. Okay, we will then, we will then follow that up with conversion is suppose making sure that we've got compelling case studies in our website that are we've taken good care of our trust management and our reviews. And then we also bring them into our email marketing then they might get promotions and office of training events, they might join a workshop, a paid workshop. And then, you know, they might end up converting into a customer later. So that's kind of how our funnel works. Does that make sense? So you've got to have a look at it for your business, but just make sure that when you're taking someone from that stage, you've written down what happens next. They're going to look at my website. What's my positioning? Have I got reviews? Am I making it compelling them to go there? Am I doing enough of my assets? I've got their email. I can email them. Okay, we're going to make use of that. So yeah, good question. Lisa. Yeah, Lisa. Hi, thanks, Stu. Just a quick question on I keep hearing people say about remarketing. And I have to admit, I've never been quite clear on how you remarket other than posting the same post again. So I'd love if you could give a quick, quick comment on that and then just to note that there's a question from Matthew in the chat box as well for you. Thank you very much, Ollie. Yeah, so we'll be we'll be covered. I mean, I'm remarketing. So essentially remarketing, if anyone who doesn't know is is marketing to people who've already interacted or who maybe have already visited your website, maybe already clicked on an ad or something like that. But essentially, the classic way to do it is there's a little bit of code you put on your website. And when someone visits your website, or a specific page or when sorry, users do, it generates like a list. So it creates what we call an audience. And then once that audience reaches a certain size, so typically for AdWords, for example, it's around 1000 people. So it might be over a month, or maybe for bigger businesses, they might do that quite quickly. And you can then market to that specific customer base, so that specific audience with that list. And you can also do it with Facebook ads, you can do the same thing. But obviously, the benefit of it is you can start setting up audience lists for people who've left a buying funnel, you know, maybe put something in their basket and then dropped out, or maybe they haven't completed the checkout. So you can start having an audience list for those people and then offer them 10% off codes if we're talking e-commerce. Or there's loads of different formats you can use, but it's really beneficial because they've already shown an interest in your business. And also for Ad, if you're using advertising, it's far, far cheaper. So you normally spend, you know, it's probably like a 10th of the cost of a per click. So typically the form that, I mean, I'll be talking about it very briefly on Thursday in the Search Marketing webinar workshop. But yeah, that's essentially how you do it. Thank you. That's really useful. I look forward to hearing more on Thursday. Yeah, we've all done it. You know, we've gone to a website, and then you go to another website, and there's a box, an advert of the website you've just visited. I just, I chose it. Yeah, I'm with you. Star carts of remarketing. Okay, there's some very, very useful tools. There's a question from Matthew Milliship. And he said, reaching these customers, you talk about would you reach through socials mainly, or would you say that socials are not necessarily the best option due to bombardment of ads? Now, I know I've got Rachel Dines on this call, who is our social expert. So I'm going to put her on the spot and ask her to answer that question for us. If that's okay, Rachel. Thanks to you. Well, it is good to reach people through social media, but there are different ways. You know, some of it's organic, which you're not paying for, and that's through really good engaging content. So, you know, your, your videos and your posts and your stories and what have you. But then also there's the paved side where you're actually doing the pay-per-click. My people are, you're bidding on keywords and you're placing your ads and you're getting people to come in. And that's where I would say the serious, more serious inquiries happen. You know, I'd say the organic is more about visibility and awareness. And then when you're doing paid ads, that's actually aimed for conversions, you know, people coming through, taking an action on your site and doing whatever it is, you know, it might be a download to begin with, or it might be straight into like an e-commerce store to buy, you know, whatever it is. So, and it's definitely, definitely worth it as part of your kind of overall digital online visibility to be on social media, you know, whatever you're doing there to have those profiles in place. So, yes, it is worth it. I hope that answers your question. Brilliant. I've got a question as well. I know I've got Malcolm. Malcolm, hi. So Malcolm, Malcolm, from an e-commerce perspective, e-commerce works very differently in terms of, you know, your classic use buying journey. What are the main kind of patterns we might expect to see in an e-commerce journey or, you know, would be useful for people to know from this session, from, I guess, a customer journey perspective? Well, the truth is, is that they're actually not that different from the awareness, well, from the buying funnel that you depicted earlier. So, we're still doing a lot of activity, awareness building at the top of funnel through organic and paid activity, using kind of, you know, analogies of product purchase. You know, if you're looking for a red jumper, but you don't know where you're going to buy the red jumper from, you're going to be exploring online, you're going to be using organic search, you might see a brand appear on Facebook that you've never seen before and click through to look at their red jumpers, then you're reaching the consideration phase of which red jumper to buy and you're using your own lifestyle choices as to which one that year is going to suit you best and then eventually you're going to make your, you know, your buying decision. So, they're actually, they're actually the same for director-consumer, I think, as you've already depicted. So, that's very good. You don't have to think about two different ways forward. Just picking up on Matthew's question just now though, whether or not social is the right channel, I think you'll discover that from doing some of the work from this workshop today, from your customer personas and your profiling to work out if social media is a space where your potential customers actually inhabit or not. You know, there are plenty of cases where social media isn't the right reach for people. Again, depending on the product service and the customer basis and whether or not they are active in those spaces. I've definitely worked with clients who have very little activity on social media because it's not spaces where their customers typically inhabit. Okay. Thank you very much. Brilliant. Okay. I'm going to close the workshop off there. Key takeaways. Do your homework. Sign up to more webinars and use the digital champions. That's free. It's free. Sign up. There we go. Okay. I hope to see you at the next webinar in our series, which is on Thursday on Search Marketing. Okay. Thank you very much.