5 ways to engage with online consumers
DESCRIPTION
Still struggling to fill your pipeline with new prospects? Why not show customers the love online? New research suggests consumers have a brighter outlook after engaging in social networking and are more mobile than ever. Does your marketing plan take these two findings into account? If not, join us for some insight, tips and strategies to find new customers during our Small Business Marketing 101 webinar. We’ll provide the latest findings and break down what that means for the small business marketer. We’ll provide some actual examples and ideas you can use.TRANSCRIPT
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Super Bowl 47
Jim Harbaugh
John Harbaugh
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Ravens Won
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Blackout
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Oreo’s Slam Dunk
Lora UllerichDigital Media
SpecialistCole Information
Session Framework
Consumers who engage with companies via social media: •Spend 20-40% more money with those companies•Are 33% more loyal http://www.bain.com/publications/articles/putting-social-media-to-work.aspx
•5 ways to reach online consumers.
•Five action points.
Cole Directory • Published in 1947• “Blue Book”• Crisscross directory of addresses and phone numbers
Invaluable information for a number of industries:
• Telemarketing• Debt collection • Law enforcement
Today, web-based lead generation for business
Then and Now
Features:• Webinars• Playbook
download• Articles• Buddy’s Blog• Resources
Engage Visually
• Let me tell you how I can help you find new customers!
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Engage Visually
Local level: •Highlight store employees•Partners•In-store specials•New products•Customers
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Video
Videos should be: •Interesting•Short •How to•Testimonial•National ads
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1. Figure out how much bandwidth you will need based on the size of your office/needs.
2. Get 2 different Internet providers.
3. Identify the best vendor for your VoIP package.
4. Tie your sales process & lead nurturing process into your VoIP package.
5. Tie your marketing efforts into your VoIP package.
Pin:/Repin •Interesting Features•Videos •Articles•Pictures
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Bandwidth
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What’s Your Relevance?
Engage Relevantly
Engage Relevantly
Keep Relevant: •Time of year•Frequently asked questions•Weather•Life events
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“Focus on promoting what’s next. Lead
the way as opposed to following.”
~Frank EliasonRuns Citigroup Social Media
Future Focus
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•Search.twitter.com
•Google Alerts
•Think outside the
box
Be a Good Listener
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•Interruption vs. time of need?
•Insurance: x-dates/age triggers
•Real estate: just listed/just sold, expired
•Home Services: roof damage, fallen tree
Industry Triggers
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•Use a QR Code on direct mail
Bridge the Gap
Practical uses:•Email address•Additional information•Promotional video•Landing page •Coupon/registration
How:•http://bitly.com/•http://qrcode.kaywa.com/•http://qr.net/•http://qreateandtrack.com/
Direct Mail
Direct Mail
•Add a QR Code
•Link to mobile
website or video or
both!
•Add a QR Code
•Link to mobile
website or video or
both!
Articulate Your Value
•Being local is a huge asset! •You live and work in the community.•You understand the needs of your neighbors.
•Harness your power. •Customers’ needs come first!
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Market Hyper Locally
Trade Show Campaign•Captured emails during show•Emailed deal next day•Response: 29.7% open rate & 19.7% CTR Be sure to:•Use a permission-based email-marketing platform.•Keep lists up-to-date.
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•Become a Living Social/Daily Deal Groupon Merchant•Builds brand awareness•Find new customers•Make more money
App Ads
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App Ads
What is foursquare:•Location based marketing using a cell phone
Why it’s important:• Both foursquare and smart-phone use are on the rise• More buzz = More traffic = More sales• Foster customer loyaltyHow:• foursquare.com/add_venue• Choose appropriate “badge”• Implement loyalty rewards program
Drive traffic using location-based applications
TMLocation! Location! Location!
Reward customers who “check in”
•Offer a Discount for rate user experience.•Make sure you can track the response.
Drive Online Reviews Via DM
Reward Reviews
Customer
Reviews
Five Action Points
• Be consistent in look and feel.
• Set up Google Alerts.
• Create CTAs that are clear and concise.
• Determine relevance prior to posting.
• Track to see what’s working. Do more of
that.
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