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Digital Marketing Ignite 2019 Video Transcript – Nigel Wilkinson, WNW Digital.

“I’m going to go through digital marketing, but where digital marketing works really well is where you combine it with print, where you combine it obviously with brand, where you’re using exhibitions, where you’re using telemarketing to follow up leads.” 

“You know the first thing that we do, as soon as a lead pops into our digital marketing channels, is we pop that straight over to Carson – they’re on the phone to get that person booked in the diary for either a phone appointment or a face to face appointment, depending on what’s relevant.”  

“And the phone appointments are really good because it does allow you to perhaps do that qualifying to decide whether you want to go and see them.” “The one I did yesterday was literally on my route home, so it was a bit of a no brainer. But actually I was able to have a little chat with them and find out whether or not that’s going to be a good prospect.”  “The one I’m going to see on Friday originally did a telephone meeting – they’re right the other side of Okehampton so you know, it’s not the end of the world but you want to know that you’ve got a pretty firm idea of what you’re going into before you go that far.” “So, where marketing works best is where it works as a coordinated campaign. What do I want to talk about today, well we did a survey recently just before Christmas.”  

“My team at the back there sent out a survey mainly to our prospects rather than to our clients asking them ‘what do they want to know’ because were trying to put together content – whether it be for this seminar, whether it be for an eBook, whether it be for blogs, what do they want to know?” 

“And actually, most people were aware of the different marketing methods – you can read them -they’re on our banner, social: search engine optimisation, social media, AdWords, Facebook ads, email marketing and website. Most people know what the channels are, but probably the most interesting stat that came out (and this is the only stat that’s actually got proper words on it) the interesting stat that came out was that 75% of people didn’t know what digital marketing method to use.” 

“So that’s what I want to talk about today, is what methods should you be using, when is it appropriate and how can you use them. So this is talking about digital marketing strategies, so that’s what were going to be focusing on now.” 

“Attract engage convert – its quite interesting, I was looking at Dave’s shirt. Dave can you just turn around again, on the back of your shirt you’ve got engage connect and grow. Whereas we’ve gone that… the thing is if you’re at one of Dave’s shows, the attract has already been done – you’re already there so he’s then taking it on that way.”  

“Attract engage convert. So the first thing when you’re thinking about your digital marketing is that, at what stage are you? Because different tools will work at different places.” 

“The emails had a lot of bad press this morning, I’m sitting there going that screws up the whole of my talk because everybody’s slagging off email, and again we will get these emails that are completely irrelevant to us and our businesses – ‘I’ve looked at your website and we think we can help with your SEO,’ no you haven’t if you had you’d know I’m an SEO company! Why would you do that? It’s not relevant, that’s not helpful! But email really can work.” 

Interruption from audience member ”can I just say we use emails every single week and multiple times through the week so my attitude to emails isn’t bad I don’t want to come across like” interruption over 

“That’s okay don’t worry I don’t take it personally.” 

“So where you are in the cycle different digital marketing techniques will work at different points, so email is not brilliant for attracting…. It can work for attract but actually for convert it’s very good, for engage it can be pretty good.” 

“So where are the different stages?” 

“And are you looking to be proactive or reactive in your marketing? So let’s throw out a couple of examples of what I mean: we have a client who is a funeral director. You’ve got to be pretty careful on your digital marketing, so you don’t want to be putting out there on your Facebook adverts ‘hey have you considered burying a relative?'” 

“That’s probably not going to work. However if you were using Facebook adverts for targeting the over 60s for funeral plan services, that could work really nicely. The thing is if you are in the unfortunate position of having to plan a funeral for a relative who has recently died, the chances that Facebook’s going to know about that and pop it up is pretty unlikely…”  

“You’re going to go straight to Google and search on it, so that’s very much you as business owners being reactive in your marketing – being there when somebody’s looking for you as opposed to Facebook being proactive.” 

“Let’s think about a solicitor: a solicitor is not going to put adverts like ‘hey have you considered murdering somebody and wanting a solicitor?’ That’s not going to work.”  

“But maybe if you’re advertising will planning around certain life events, or birth of a child, or when somebody’s getting married, when you do hit certain age boundaries – those types of things – that’s when Facebook adverts could really work.”  

“It’s about thinking whether you’re going to be proactive or reactive in your marketing.” 

“SEO (search engine optimisation) – normally I spend a lot of time in seminars differentiating between SEO and AdWords. But actually in this context I’m going to kind of lump them in together to a degree, because they are reactive. It’s not you putting out there to a client ‘oooh have you thought about this, have you considered one of these,’ its about them looking for you in some way shape or form, particularly on Google.” 

“And it’s about you knowing, what are people actually searching for? – and it’s about seeing if people are going to get found, and have you got a chance?”  

“If you’ve got a brand new invention that nobody knows about but it’s going to revolutionise the world, there is no point doing search engine optimisation or AdWords because nobody’s searching for whatever it is because they’ve never heard of it, and they don’t know that they need one.”  

“That’s when you’ve got to think of a proactive marketing technique.” 

“But if you are ‘funeral directors Exeter’ or ‘will writer Exeter’ or ‘plumbers Exeter’ it’s an immediate thing – I need a plumber, I need it now, the sink’s exploding, the washing machines dying (and if you’re married to somebody as useless as me at DIY or anything practical) you need to get on and Google find somebody immediately and fast.”  

“So you’ve got to find out, are people searching for you and what are they searching – it’s not always what you think.”  

“A classic example: quite a few years ago now, we were working with a client for rollerblades – we all know what a rollerblade is. Was anybody searching for rollerblades? Yes, lots of people were searching for rollerblades.”  

“The fantastic thing is at that point they were still pretty new to the market, and technically in the marketplace they were called inline skates – so everybody who knew what they were and were selling them was saying ‘yes we’re selling inline skates.’” 

“Nobody was searching for inline skates. There was lots of competition for inline skates on SEO, on Google – lots of competition for a few people searching.”  

“Lots of people searching for rollerblades, not very much competition – you’ve got to find out what your customers are actually searching for and, particularly if you’ve got anything of a technical product, you probably use jargon. You know SEO being a great one actually – SEO has kind of slipped out into the general business consciousness but if you start using anything jargon related people won’t be searching for it, or might be searching for it in small numbers, or it might be your competition looking to see who else is doing what, so you need to see how many people are actually searching.”  

“There’s lots of tools you can use for that – SEM Rush, Google Search Console, Google AdWords, you can find out not exactly, but pretty much who’s searching for your keywords and then great – you can target them.” 

“To decide whether you’re going to use SEO or AdWords, or Google Ads, 18 years of calling it Google AdWords and now they change the name to Google Ads – it’s going to take me at least 15 years to get that out my head!” 

“Watch your timescale. So, let’s say you’ve come to me, we’ve found out lots of people are searching for your product or service and we decide that we’re going to get you to the top of Google. How are we going to do that? Are we going to go round the SEO route or the ad route?” 

“Well one thing is your timescale. If you say ‘well we want to do SEO’, that’s got quite a long feed in time. It’s going to take a while to get you there – typically we would say 6 months (sometimes it’s 3 sometimes it’s 9) but typically we say 6 months, because you’ve got to do lots of things on the page and you’ve got to try and creep your way up.” 

“And Google will change your algorithms, and you’ll get knocked down and creep your way up. There’s lots of factors that are involved but it’s going to take time to get there, whereas with Google Ads, technically speaking (practically not) but technically speaking, if you said today ‘yes we’re going to start running Google Ads today,’ tomorrow you could be top of Google.” 

“So the time that it takes is very different – it does take a little bit longer than that, and there’s stuff you need to do to knock out your negative keywords. So when I say tomorrow that’s kind of true and kind of not: it does take a little bit of time to get it working effectively, but it will give you that business straight away.” 

“What’s the competition? We had a client last year, a hosting company – people that provide our web hosting: great company, really like them, they said “right we want to come top of Google for keywords around hosting” and we looked at the competition and said, ‘yep great there’s lots of searches, you can give us 10 grand a month for the next 10 months and we will not get you close to the front page’… And you might be thinking ‘that’s not a very good advert for your business Nigel’, but we got to be realistic you’re up against the fast hosts, all the big names.” 

“If you’ve got 10 massive names, fast host reactors there’s millions out there, but if you’ve got 10 big names that are on the front page of Google you’re not going to beat them, you’ve got to be realistic.” 

“You might over a number of years putting a whole team in it, but people like fast hosts will have a marketing department probably consisting of more people than there are in this room.” 

“They’ve been number one for a long time, they get huge amounts of hits, all of these things have a factor with Google. And you’re not going to beat them so you have to be realistic about what competition you’ve got, but you can, if you’re prepared to bid for it jump to number on AdWords – I’m not saying that’s the best way forwards but it’s a possibility – you can be there if its really important to you.” 

“Now the good example here this is a search I did over the weekend: ‘hotel devon.’ I would ask you to guess how many hotels are actually on the first page but there’s a very small clue that you may spot somewhere – there is not one.” 

“I was hoping to say there aren’t any on the first two pages but actually there are – Bovey castle have managed to get themselves to about position number 14 I think it is.” 

“And there’s one other right at the bottom of page two, but literally twenty listings on Google for the word “Devon hotel” or “hotel Devon” and there are two hotels.” 

“You’re up against TripAdvisor, you’re up against, you’re up against Expedia, you haven’t got a chance, you haven’t got a chance.”  

“Now that doesn’t mean to say that if you’ve got a hotel, has anybody here got a hotel? Daryl you’re bound to have got one you’ve got loads of businesses, but it can work.” 

“I wouldn’t in this instance recommend using AdWords either actually, not a client of ours but a friend of a client of ours, quite a few years ago did put 1000 a month into “hotels Devon”, this was his AdWords budget.” 

“He got it slightly wrong – he put it as a budget of 1000 a month rather than x pounds per day. He set it up late at night, he got it all going, he came in the next morning, he did not have one lead, he didn’t have a penny left of his 1000 pound budget – the whole lot had gone overnight.”  

“I’m not going to talk about how you do these things that’s not the purpose of the talk today, but if you are doing AdWords it’s going to go wrong at the early stages – the more experienced you are and the better you are at it the less it will go wrong and the smaller the consequences.”  

“But it doesn’t matter how good you are you will always get ‘oh didn’t think of that,’ or ‘oh there’s a negative keyword I didn’t think of,’ so you always set your budget on a day by day. So control.” 

“If you’ve got AdWords you’ve got a lot of control, if you do SEO it’s got a very long lead in time so a long time to get.. then you go “Nigel I’ve got too much business stop” and it comes very slowly down near the side. So you haven’t got a lot of control it takes a while to get there, you’ve got those leads coming in but then it takes time to turn them off if you get too busy.” 

“With AdWords I’ve got no business I turn it on, it works, I’m too busy I turn it off. I’m too busy I turn it off half, I step it down – you’ve got that control because you can just turn off the budget, halve the budget – huge amount of control.” 

“Should have pressed the button earlier,  you can turn on and off the tap of leads.” 

“Couple of examples where we’ve used it – floristry supplies. The Baggery one of our clients, been there for a long time. It’s taken us a long time, a number of years to get them there, they’ve been there for a few years, on a very competitive, so we’re using AdWords to get them top – they do actually feature very nicely for floristry supplies as well.”  

“Why might you go for both? Well one is because again you’ve got that control, the second reason is that if people are searching on desktop that’s great, and a lot of people will scroll straight past the ads, but if you’re on a mobile it’s only really those 4 paid adverts that appear at the top. So if you want to make sure that you’re coming on screen for people who are using mobiles particularly you need to be using AdWords at the top there.”  

“Okay so those are really two of the main reactive ways of getting in business on a digital marketing…relying and finding out what your keywords are, finding out what people are searching for and getting yourself there whether it be AdWords whether it be SEO.” 

“What about Facebook? Well Facebook isn’t really all that reactive, it’s in fact very much the opposite- very proactive, and the reason being it’s got all this amazing targeting that you can do.”  

“So let’s throw our minds back (as these do in the TV thing( we’ll cast our mind back long time ago to when Daryl was speaking and Daryl found out that Facebook can do clever things due to Cambridge Analytica.”  

“Lets ignore Daryl’s naivety for a while. You can tell we’re friends I wouldn’t insult anybody else (well I might).” 

“We’re all business owners in the room today, maybe not I’m guessing you don’t actually own Flybe? You don’t unless you’re Richard Branson in a remarkable disguise but most of us are business owners here or at least marketing people.” 

“When we’re talking about the Cambridge Analytica thing we put on our little hats because actually all the things Carol the crazy cat lady in The Guardian has told as about Cambridge Analytica – most of the things are exaggerated but most of the things they can do doesn’t even scratch the surface.” 

“Facebook can do some truly scary stuff. Not just Facebook you know Google, Apple all of these things – you might have seen that the documentary about Mark Zuckerberg, he has the little plaster over his lens on his laptop camera and I’ve got a little one slider thing from Devon Cornwall police they were handing out on their cybercrime unit…” 

“There’s some really scary things going on there but we’re in marketing mode, we’re taking off our tin foil hats, we’re going ‘woohoo we can use this information’ because it’s really really powerful.” 

“This is a campaign that we did for a campsite – camping and caravan site.”  

“So they’ve been going quite a few years so we know pretty closely who their target market are, so we were able to target people in the areas that they live in, the age group they come in, the gender if thats appropriate but whilst it tends to for this campaign particularly )and indeed many campaigns), women tend to be the primary bookers.”  

“But we actually ran this campaign to both – it’s mainly families, parents, in a relationship or married who are interested in camping and caravanning so we can really build up quite a detailed picture, going back to what Jonathan was talking about earlier about the buyer persona – knowing your customers – once you know that its about knowing who you’re targeting.” 

“You can run proactive adverts to them. Now, they may not have been thinking about going on holiday to a campsite in Devon and taking the dog but, we can suddenly put that there and it works.”  

“They’re now doing regular campaigns, but the first time we did this for them was August last year and they said we’ve kept them busy through SEO over the years and that’s worked really really well.”  

“And last year they went ‘Nigel we’ve got 7 caravans empty in August.’ What does that mean? That means £750 per caravan per week, that’s not good. So we put a relatively small budget into Facebook adverts, targeting very tightly on their targeted market, even more tightly than now.”  

“They filled all those 7 caravans, now somebody with better maths than me that can work out what 7x 750 is but even my small brain can tell me that its quite a few thousand pounds, and if you can fill those caravans for couple of hundred pounds that’s what we call very good, a technical term very good.” 

“I think it was Jonathan talking about the pictures that you use, and would I buy that holiday based on the fact that its got a dog there? No I’d be thinking bloody yapping dog is going to be ruining my peace and quiet… you would be amazed (because I certainly am on a regular basis) how putting dogs into adverts can work…”  

“Cats can work too but putting a dog in there, particularly the campsite that a lot of holiday accommodation won’t take pets, you put that in there you’d be amazed how that works – amazed.” 

“Torquay Boys Grammar, another client down in Torquay you’d be surprised to hear, so again we can target on location, we can target on age – first year we did this we ran two campaigns – one to parents one to kids… turns out kids that age really not interested in their future…” 

“Why I would think that being the father of no longer teenaged twins um… so you match with the parents then you can run ads that appeal to them. Again, what they’ve traditionally done was put on poster adverts, print, unfortunately (sorry to say it Daryl) on the back of buses and at train stations…” 

“And they got an amazing response of nobody much turning up for their open evenings and suddenly what they do is get people turning up to their open evenings.” 

“Here’s some other really cool stuff you can do on Facebook: so if you’ve got a database of emails of people who’ve bought from you or even just enquired from you, you can, in a GDPR compliant way so long as you’re entitled to hold those emails in the first place you can take those emails and you can update them to Facebook.”  

“Facebook will recognise some of these people and match them to their profiles, you can then run adverts to people who have enquired about your service or people who actually are customers so all that stuff that we’re doing about ‘well who are your customers…I don’t really know I think its everyone really is it everyone let’s find out…'” 

“GDPR and all that – you won’t find out who those people are, you won’t find out exactly who the mix is, you won’t know who their profiles are, um its all behind firewalls but they can target your customers then you can go ‘hey Facebook you know that you uploaded those thousand emails and you recognised 750 of them? Oh yes right can you find us another 10,000 customers who have got very similar profiles?'” 

“Who’s got a similar profile to people who have already bought from us and then let’s advertise to them.”  

“Very, very powerful in helping you decide who your target market actually is. Its people like people who have already bought from you. And you can run those adverts to them, again GDPR compliant.” 

“Bit of the secret sauce in a lot of this stuff, because again somebody this morning can’t remember who it was, said ‘it takes time to build up that trust'”.  

“There used to be something called the rule of 7 that’s now moved into the rule of 9, you need to have seen me, heard me, seen my adverts whatever 9 times before you’ll really get me in your consciousness.” 

Well one of the great tricks for this is remarketing. Now you’re all going “I don’t know what remarketing is”, bet you all do.  

“It’s when you go onto a website (Amazon do this all the time) so you will have seen this all the time -you go onto Amazon and you look at something but you don’t buy it because you’re just browsing -you’re a little bit interested or the phone rings or the kid needs feeding or the dog needs whatever it might be that dogs do I don’t know, but you get distracted, you’re just not ready to buy.”  

“But then a day later, a week later, a month later, a little advert pops up when you’re on a completely different website or you’re on Facebook (you can do remarketing on Facebook) an ad pops up saying ‘hey remember us you were interested in buying our products or service’… “

“Because people do move on – very rarely do people look at that and go “that’s what I want”, but buy it – it doesn’t often happen that way.” 

“Will with repeat orders, but less likely when they’re just browsing and searching takes time. So if you like, the secret ingredient to the digital marketing sauce is re-marketing. There’s an example, we run re-marketing – strangely enough I’d looked at my own website, was looking at something on the Washington Post, was a year or so ago and up pops my advert – so I’m appearing on the Washington Post.”  

“Now the great thing is that that doesn’t cost me anything, it doesn’t cost anything for my customers to see me on the Washington Post, on The Express, The Mail, The Guardian, wherever else is in the Google network – I’ve found it on really obscure sites as long as we’re in the Google network.” 

“Doesn’t cost anything unless they click on your ad. If they click on your ad then it costs. But then they’re coming back to read more information to take them further along that buying journey maybe to buy, maybe to make contact, it’s another touch along that route of 7 or 9 touches.” 

“So re-marketing whether it’s on the Google network or whether its on the Facebook network is certainly really advised, the secret in the sauce of the digital marketing mix.” 

“Social media – Tierney was this the search or how do we in our survey – it was the thing that people wanted to know the most about was social media wasn’t it? And rightly so – there’s lot of good reasons why you should be on social media – you need to show that you’re active, you need to connect with your customers.” 

“I would actually say that at one point it looked like it was going to be the thing that dominated marketing for years to come – there’s an element it can – but actually where you put it in the marketing mix, you do need to be very careful.”  

“You can spend a lot of time on Facebook and on Twitter engaging, creating content, putting stuff out there and the engagement you get is very very low.” 

“You do need to be careful. We looked at Axevale a little while ago actually their social media engagement is fantastic, because its something people like to engage about – a lot of repeat customers, a lot of people that treat it as part of the family, get a lot of shares and engagements, you do just need to be a little bit careful on how much time you spend on there.”  

“It can really work but the secret is creating good quality content – you do need to create good quality content. Well designed good quality content.”  

“Again we mentioned The Baggery earlier, we’ve actually drastically reduced the amount of posts, we do their social media as well, particularly on Facebook but what we’ve done is really upped the level of it – so creating infographics, creating ways you can put together your ideal bouquet, all those types of things…” 

“FAQS trying to help people, so providing good quality content but dropping the frequency. So I mentioned earlier that I’m off to see a prospect next week, as part of the review before the phone call I just check their Facebook page that was last updated in April 2015.”  

“I looked at another one the other day I said ‘well its not too bad you’re going to be at the Devon County Show… oh not this coming year it was actually the year before last,’ that was on the blog that was streamed onto the front page of their website – they were going to be exhibiting at the Devon County Show 2016.” 

“As a potential customer, that makes me think that they don’t care. As a potential prospect, woohoo! But as a potential customer it makes me think that they don’t care – it would be better not to do it at all than to have that streaming onto your front page. So just think very carefully how you’re going to manage social media.” 

“And just because Twitter has changed doesn’t mean to say it doesn’t work. You do not get the level of engagement on Twitter now that you did over 10 years ago, 5-10 years ago you would have been chatting about everything after the seminar, doesn’t work like that.”  

“But if you look at the stats in Google analytics, you can see that it does still drive traffic to your website. People may not be engaging but they are or may still be coming through.” 

“You need to find out you need to check. If you are doing, bloody awful screen capture how does that work, I tried about 3 times in the end I gave up, well I was smiling like one frame before and one frame after just not there.” 

“Facebook Live – doing Facebook live is fantastic really, looking at stats anything from 250 -400% increase in the amount of engagement and views that you get. That was just one that we did for this seminar had 160 views, I look back through our post engagement, 250-400% increase seems to be about the norm.”  

“I checked some stats with what other people are saying on Google, again 250-400% increase in your shares and engagement seems to be the thing.” 

“Facebook loves Facebook live so they will push it up the ratings and people seem to like it as well. How long should a video be…how long is a piece of string? If you’re doing a front page video for your website probably 1minute 30 you don’t want it too long, if you’re doing something that’s engaging and interesting, it could be a couple of hours, why not!”  

“You guys have all sat here for effectively 4 hours listening to content that is hopefully interesting and relevant to your business. So if it is interesting and engaging people will stay and listen.” 

“The great thing with a Facebook video is that you can watch what’s really interesting or watch the rest later, save it and watch the rest at your convenience, but it does get pushed up the profiles.” 

“That’s an introduction to email marketing isn’t it, that’s apparently what Daryl thinks of email marketing, a big raspberry.” 

“It really can work. A quick demonstration of why it can really work – most people in this room booked as a result of email marketing. How do we know that? Because we monitor you, we track you, we have our little tin foil hats on and we know what you’ve been up to.”  

“But email marketing can really work as long as its targeted, its relevant you’ve got a good message, its well designed.” 

“We send out a weekly email, when I talk about email marketing the question I’m asked most is how frequently should you market, how often should you email, and there’s no right answer to that. I would suggest if you’re doing it less than once a month you’re probably doing it wrong.” 

“I do know some people who are way wealthier than I am that are emailing once maybe twice a day.” 

“Personally, I feel that’s too much. We tend to email once a week, we generally email out on a Tuesday, and the those people that haven’t opened it, we send them the same email with a different subject line, and the subject line really does depend, that’s they key whether you’re going to be opened or not and read, we send that with a different subject line to the people that haven’t opened it on a Thursday.” 

“That tends to be our route and it tends then to be saying ‘here’s a taster of the information that you’ll get on our blog’, so the full article is on our blog, we’re using Facebook and Twitter to drive people to the blog, we’re using email to drive people to the blog so they’re coming to our website.” 

“So they’re engaging they’re then seeing the other things we’ve got to offer, Google is seeing lots of people coming to our website which they like and will push you up the SEO rankings, so you start bringing all of these things together and when they’ve been to our website, as I said, they see the remarketing so they’re remembering in 3 weeks, 3 months whatever to buy from us.” 

“So its bringing all of these things together when they then fill out a form on our contact form we then pass them over to Carson to phone them up then they get added to a different list on our email and the whole process starts again.” 

“So its bringing all of these different things together. But whether its email, or whatever, you need to know who that customer is, who is your ideal customer, what is the buyer persona, what do they look like.” 

You need to be consistent. Don’t send out an email this month, and then leave it another 6 months and send out another one, in that 6 months the client probably has gone somewhere else, the prospect probably has gone somewhere else. 

If you’re posting on digital media probably once every two months, it makes it look like you don’t care.  

“If you’re not replying to questions that’s a great one we get where people are actually just putting through questions, you need to reply. And another example of how monitoring your social media can work, I hope you don’t mind me saying this but somebody missed the booking deadline but they contacted us late last night on Facebook and said can we still come…” 

“Now if we didn’t check Facebook regularly (when I say we, I took the blame for something earlier I’m obviously going to take the credit) no it was Tierney – Tierney was on Facebook yesterday evening contacted back yes of course you can come we’d love to see you.” 

“Talking about drilling outside Its almost as though I didn’t go and ask them to stop that isn’t it.” 

“You need to be consistent, you need to be monitoring it, you need to be posting on a regular basis.” 

“Attract engage convert, know where you are in the process, use the appropriate tool.”  

“Monitor, monitor, monitor.” 

“You need to be keeping on top of it. I use this phrase an awful lot lately, I’ve put it into the Facebook lives, there was the old saying many years ago ‘half my advertising doesn’t work the trouble is don’t know which half.’”  

“Now the phrase is ‘half my advertising doesn’t work I just cant be asked to look at Google analytics to find out which half.’”  

“You can find out where your leads are coming from. And that’s not just from digital marketing – you can put QR codes (yes they still exist) you can put tracker numbers on your printed literature, on your giveaways at your exhibitions, you can put tracking codes on all of this stuff to find out where people are coming from. So you need to monitor it, you need to know what’s working.”