4/20/10 issaquah chamber of commerce

4/20/10

Issaquah Chamber Of CommerceApril Membership Luncheon

“INCREASE REVENUE WITH ONLINE MARKETING

AND SOCIAL MEDIA TOOLS”

Mike Howell

Introduction Online Marketing

Definitions & BackgroundDrivers

Social MediaLarge CompaniesBest Practices

WebsitesSocial Media

Q & A

Introduction

Mike Howell ◦efelle media marketing consultant ◦25 years sales and marketing ◦Pacific NW high tech hardware / software

markets

Introduction

efelle media ◦12 associates◦Areas of Expertise

Design / Programming / Copywriting / Project Management / Customer Service / Online Marketing / e-Commerce / Search Engine Optimization

◦Over 35 years of combined industry experience◦Disclaimer

Will try to keep away from infomercial Large amount of material

Marketing Task – Drive Revenue

Part of marketing’s energy is always directed atdelivering the greatest number of high qualityleads at the lowest possible cost.

Among the Challenges: The status quo Number of options - best lead sources? Understanding true costs and real results

◦quantity vs. quality Competition

What is Online Marketing?

Simple definition:◦All marketing activities that use the internet

Company websites 3rd party tools – Social Media Includes inbound and outbound

What is Online Marketing?

Simple definition:◦All marketing activities that use the internet

Company websites 3rd party tools – Social Media Includes inbound and outbound

Arms Race

Outbound vs. Inbound MarketingOutbound

◦Where the focus is on finding customers by building brand awareness through advertising and promotion

◦Push marketing – more direct◦Interruption

Inbound◦Where the focus is on “getting found” by

prospective customers◦Also known as “relationship marketing”◦Pull marketing – less direct◦Permission

Examples of Inbound vs. OutboundInbound Marketing

◦Social Media◦Blogs ◦Video◦SEO

Outbound Marketing◦Trade Shows◦Telemarketing◦Newsletters◦Email Blasts

Examples of Inbound vs. OutboundInbound Marketing

◦Social Media◦Blogs ◦Video◦SEO◦New School

Outbound Marketing◦Trade Shows◦Telemarketing◦Newsletters◦Email Blasts◦Old School

External Drivers – What Has Changed

External Drivers – What Has Changed

◦ Technology Broadband Mobile devices

◦ Demographics Generation Y Computer literacy

◦ Economy Recession Resources - financial and human

The Result

Websites and online tools have allowed companies to reach consumers for less $

Larger number of companies battling for consumer mind share

Consumers are listening lessExcept when they’re ready to buy85% of all new product searches start online

Internal Drivers – Marketing Shift

First:Companies are reporting onlinemarketing tools and inbound leadactivities are delivering leads with anaverage of almost 1/3 the cost of leadsfrom outbound methods.

Internal Drivers – Marketing Shift

Second:Companies leveraging online marketingand inbound strategies are not onlyseeing less expensive leads beingdelivered, but also seeing higher ratesof qualified leads in general.

Internal Drivers – Marketing Shift

Third:Companies leveraging online marketingand inbound strategies are buildingrelationships that can’t be built by othermarketing efforts, no matter what thecost

So…What’s All The Fuss?

What You Can Do:

Three Point Emphasis1. Get found during search engine searches2. Convert visitors once they find your site

Spotlights announcing contract forms, coupons, white papers, refer a friend discounts. Build your database!!!

3. Track, analyze, adjust, repeat as needed

How To Get Found

Search Engine Optimization (SEO)◦Website design / development

Technical framework◦Content –

Relevant / balanced Regularly updated content

◦Content Management System What are your competitors doing?

◦Google Adwords Blogs, Photos, Video

◦Social media strategy

Managing a Dynamic Website

Website Content ManagementWebsite Content Management

Is Social Media a Fad?

Why The Buzz About Social Media?

Success - Consumers don’t respond as well to old school marketing as before

Cost - much less expensive. In most cases it’s free!

Reach – Facebook @ 100 million + Trust - People trust their friends more than

paid corporate advertising

Why The Buzz About Social Media?

Helps drive users to you site and links help SEO

Opposite is also trueUsers that go to your site already have a

sense for who you are and at this point are more likely to be seeking your products and services

Online Marketing Best Practices

Recognize buying habits have changedRegular participation

◦Blog - weekly◦Facebook - weekly◦Twitter - daily◦Video’s

High quality Short, 2-3 minutes is ideal

◦LinkedIn30/60/90 day plan

Online Marketing Best Practices

Monitor your competitionSet up accounts and start slowly, but jump

in!Don’t be afraid to make mistakesGet others involved to help carry the loadKeep personal life and work life separate

Online Marketing Best Practices

Biggest impact comes from relevant, authentic, dynamic content, made available for your target audience. ◦When they want it◦Where they want it ◦How they want it.

Online Marketing Benefits Review:

Advertise your business 24/7/365Enhance Reputation & CredibilityImpressive first impressionPre-sell clients ONLINEOwn the ultimate, interactive sales

brochure

Online Marketing Benefits Review:

Advertise for a fraction of traditional costsImprove communication with customersOffer premium customer service via

Complete & Interactive website contentCapture a new audienceIncrease your customer base (worldwide)

How To Decide If It's Time For A New Website:

  1. Why do visitors currently come to my website?2. Is my website easy to navigate and is it easy to

find information?3. Are my current visitors being converted into

sales?4. Are competitors' websites more functional and

have they recently been redesigned?5. Does the content on my website deliver the right

message?

How To Decide If It's Time For A New Website:

  6. Is my website a good representation of my

business?7. Does my current website instill trust and

confidence in my business or brand?8. Am I easily able to update my website?9. Are visitors who come to my website being

tracked and analyzed?10. Does my existing website make it easy for

website visitors to contact me?

Questions?

Want to Learn More?

Mike Howell Mobile # 425.891.1622mikeh@efellemedia.com

www.efellemedia.com

Thank You!