planning your online marketing
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Planning Your Online Marketing
Must Have Answers.
Meet Monica
What’s On Tap Definitions Why market online Who should not market online Why the old way is old Building your plan Setting Goals Asset leverage Strategic plan Tracking Tweaking Growing
THIS IS SUPER COOL
IT ’S NOT THE ONLY WAY
I ’M NOT SAYING IT ’S RIGHT FOR YOU
I ’M JUST SAYING IT ’S SUPER COOL
Disclaimer
Online Advertising Definition
Online advertising, also called Internet advertising, uses the Internet to deliver marketing messages to consumers.
It includes ____________, __________________, _________________, many types of ______________ (including ________ advertising), and _____________.
email marketing search engine marketingsocial media marketing display advertising
mobile advertisingweb banner
Source: Wikipedia.org
Social Media Definition
Forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content
Types of social media include: ____________________________________ __________________________________ _____________________ _______________________
Source: Merriam-Webster.com
Social Networks (Facebook, LinkedIn, Twitter)Media Sharing (YouTube, Instagram, Flickr)
Blogs (WordPress, Blogger)Blog Comments and Forums
In 2011, Internet advertising revenues in the United States surpassed those of ___________ and nearly exceeded those of ______________Wikipedia.org
In ____, Internet advertising revenues in the United States totaled $36.57 billion, a ___________ over 2011Wikipedia.org
Email marketing spend grows ____ year over yearForrester.com
____ of businesses increased their social spend over the last yearEntreprenure.com
2012
15.2% increasecable television
broadcast television
56% 10%
50% of Facebook users check their profile ________ , 23% check__ times or moreSocialmediatoday.com
B2B companies that blog ______/mo generate ____ more leads than those who don’thubspot.com
As of December 2013 there were over ____ million websitesinternetlivestats.com
_______ blog posts are written each daydigitalbuzzblog.com
every day5
only 1-2x70%
6722 million
___ of businesses use social media to drive growth, ___ plan to use it in the futureEntreprenure.com
____ of marketers gaining a new customer through Facebook this year alone, ____ through TwitterSocialmediatoday.com
Only ___ of businesses who use social media feel they use it effectivelyHarvard Business Review
Businesses that use email marketing and social media achieve ____ higher email open ratesverticalresponse.com
81% 9%
54%
36%
12%28%
Build a bridge to your customers.
Why Market Online?
Your Audienc
e
Closed Busines
sFacebook
Email & Direct Mail
Blog & Website
Print Advertising
Other possible digital components of your marketing bridge:Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords
Don’t just build a bridge, cast a net.
Why Market Online?
Your Audienc
eClosed
Business WEBSITE
Blog
Email & Direct
Print Advertising
Who should not do it?If you don’t have a website
Who should not do it?If you don’t have a website
If you don’t have a plan
Who should not do it?If you don’t have a website
If you don’t have a plan
If you don’t plan on tracking
Who should not do it?If you don’t have a website
If you don’t have a plan
If you don’t plan on tracking
If you’re looking for a miracle
What to expect
It ________ to really make an impact on your sales pipeline (just like all other marketing activities)
It _________, at the very least time and your time is worth money
A ___________, it’s not as straight forward as they want you to believe it is
It is ______________ so it can be modified for better results
To _________________Save you ____ and make you _____ in the ______
takes time
costs money
learning curve
incredibly trackable
know when it’s working
time money long run
Transition from Sales Funnel to Hour GlassA cultural sales shift from hunting to farming.
Awareness: customer identification of a need and the realization that your business can potentially fulfill it
Consideration: customer evaluation of how your offering meets this need, including the evaluation of offerings from other businesses
Preference/Intent: a customer’s logical and emotional inclination towards one solution or another, ultimately leading to a purchasing decision
Purchase/Repurchase: the action of ordering and buying from your business or the emotional and logical process that (hopefully) leads to a repeat purchase
4Purchase
Repurchase 3Preference/
Intent
2Consideration1Awareness
News/Media/PR
SEO
Research/White Papers
Infographics
Social Networking
Webinars
Forums
Online Video
Document Sharing
Q&A Sites
Word of Mouth
Blogs + Blogging
Direct Traffic
Comment Marketing
Direct/Referral Links
Podcasting
Social Bookmarking
Dating Tool Kit
Goals
Asset Leverage
Market Review
Strategic PlanTracking
Tweaking
Growing
Building Your Plan
Outcomes of a successful campaign.
Exposure & Branding
Lead Generation
Promotions
Rise in SEOBuilding Relationships
Building Credibility
Increase Growth
Defining Your Why
Poor Goals Example
Increase traffic to my website
Increase Facebook fans
Keeping up with the Jones’
These are poor goals because they:• Are only outcomes of
advertising activities• Lack action plans• Do not share a purpose• Are advertiser centered
-
-
-
Good Goals Examples
Reach a new demographic by increasing traffic to our website by offering unbiased resources geared towards young couples buying their first home so they will feel empowered, comfortable and supported throughout the home buying process. Building a relationship with our viewers so they will be more likely to work with us when they’re ready to buy.
Increasing traffic to our website using social media outlets for our online service estimator to allow those looking for services to get an instant quote, enabling us to gather lead information and prequalify leads, saving visitors and the sales staff time.
+
+
Preheat oven for long term success
Prep a customer centric pan
One cup outcome
One cup action plan
Two cups clear purpose (one cup your agenda, one cup their agenda)
Serve warm and review often
Goals Recipe
What is your online marketing goal?
Goals
Asset Leverage
Market Review
Strategic PlanTracking
Tweaking
Growing
Building Your Plan
Leverage Your Marketing AssetsAnything your company has that can be utilized to create reach.
Reach can be:
• Bought• Borrowed• Built
Client & Non-Client Contacts• Email List• Mailing Address List• Facebook Friends/Fans• Twitter Followers• Blog Followers• Email Subscribers
Capital• Services for Trade• Funds to Invest
Staff• Sales• Designers• Writers• Delivery Truck Drivers• Interns• Kids
Ready Made Marketing Materials• Previously Designed Ads• Testimonials• Portfolio Photos• Ad Specialty Items
Sphere of Influence• Strategic Alliances• BNI Chapter• Rotary Group• Neighborhood Association• Church• Gym• Country Club
Location• Shared Building Space• Signage• Window/Display Space• Sidewalks
Equipment• Printer• Company Cars• CRM• Smart Phones
Processes• Checkout • Sales
What are your marketing assets?
Staff Email Lists Social Media Audience Within Key Processes
Non-Client Contacts Money/Trade Location Mailing Lists
How the message will be delivered:
Use your assets to cost effectively deliver your message.
How can you use your assets to build more assets?
Builder vs. Driver
Which assets will be most effective to deliver your message?
What are your building activities?
What are your driving activities?
Goals
Asset Leverage
Market Review
Strategic PlanTracking
Tweaking
Growing
Building Your Plan
Market Review
Interests
Income
Gender
Education Level
Communication Style
Life Style
Age
Location
Relationship
Who are youspeaking to?
What value can you create that will help a person at a specific point in their life make a decision to use your service?
Who is your target market?
All marketing content is essentially composed to achieve the same goal:
To get people to read it.
Marketing Writing Rules
1. _________ just have to write about what you do.
2. ___________ to write about topics of value to your audience.
3. When trying to reach to ________ you end up touching to ______ at all.
4. Consider creating ____________ to help you see yourself in the shoes of your target market.
You don’t
You do have
everyone no one
buyer personas
SBDC offers services to assess your current clients and their media preferences
Direct Sales Promotions/Deals Price driven decisions Commodities Commercials Timely Sales Persons Enforce
3Preference/
Intent
4Purchase
Repurchase
Indirect Sales Testimonials
Photo Galleries Writing
Newsletters Success Stories
Customer Surveys
3Preference/
Intent
4Purchase
Repurchase
Thought Leader Industry Expert
Tutorials Authoring
Guides White Papers Books
Trend & Comparison Reports
FAQ’s Industry news
2Consideration
1Awareness
____ percent of small to medium businesses found ________________ most valuable to consume and share, while _________ and ______from both customers and industry experts followed closely behind.
http://www.entrepreneur.com
79%
industry-specific newstestimonials
reviews
Goals
Asset Leverage
Market Review
Strategic PlanTracking
Tweaking
Growing
Building Your Plan
“When the only tool you have in your tool box is a sledgehammer everything starts to look like a rock.”
-Bob Rae
Str
ate
gic
Pla
n C
om
pon
en
ts Website
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integration Software
Advertisements
Online dating tools Traffic generating tool box
Str
ate
gic
Pla
n C
om
pon
en
ts Website
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integration Software
Advertisements
WebsiteProfessional, clean, easy to navigate
(1) http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only
WebsiteProfessional, clean, easy to navigate
Calls to action
(1) http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only
WebsiteProfessional, clean, easy to navigate
Calls to action
Work on all browsers AND phones
(1) http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only
25 percent1 of mobile web users never or infrequently use the desktop to search the web.
WebsiteProfessional, clean, easy to navigate
Calls to action
Work on all browsers AND phones
Incorporate keywords
(1) http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only
WebsiteProfessional, clean, easy to navigate
Calls to action
Work on all browsers AND phones
Incorporate keywords
Tracking system
(1) http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only
Str
ate
gic
Pla
n C
om
pon
en
ts Website
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integration Software
Advertisements
BlogIntegrated with your website
Blog Posts = PagesPages = Contacts
Companies with 51-100 pages generate 48% more traffic than companies with 1-50
pages.
BlogIntegrated with your website
Provide timely, relevant and useful information to your visitors
BlogIntegrated with your website
Provide timely, relevant and useful information to your visitors
Easy to share via social media
BlogIntegrated with your website
Provide timely, relevant and useful information to your visitors
Easy to share via social media
CTA on each blog post
BlogIntegrated with your website
Provide timely, relevant and useful information to your visitors
Easy to share via social media
CTA on each blog post
Easy to subscribe to via email or rss
BlogIntegrated with your website
Provide timely, relevant and useful information to your visitors
Easy to share via social media
CTA on each blog post
Easy to subscribe to via email or rss
Regularly updated
Companies who blog 15 or more times per month get 5x more traffic than companies
who don’t blog
B2B companies that blog only 1-2x/month generate 70% more leads than those who
don’t
BlogIntegrated with your website
Provide timely, relevant and useful information to your visitors
Easy to share via social media
CTA on each blog post
Easy to subscribe to via email or rss
Regularly updated
Easy to interact with (?)
How much should you plan on blogging?
Depends on your growth goalsAt least one to two times per monthOptimally one to two times per week
Str
ate
gic
Pla
n C
om
pon
en
ts Website
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integration Software
Advertisements
Email MarketingWork to drive people back to the website
Email MarketingWork to drive people back to the website
Consistent branding
Email MarketingWork to drive people back to the website
Consistent branding
Consistent and timely delivery
Email MarketingWork to drive people back to the website
Consistent branding
Consistent and timely delivery
Compliment your blogging efforts
Email MarketingWork to drive people back to the website
Consistent branding
Consistent and timely delivery
Compliment your blogging efforts
Promote offerings and events
Email MarketingWork to drive people back to the website
Consistent branding
Consistent and timely delivery
Compliment your blogging efforts
Promote offerings and events
Trackable
Str
ate
gic
Pla
n C
om
pon
en
ts Website
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integration Software
Advertisements
OfferingsRelative to customer needs at each point in the buying cycle
Downloadable or generated online
Provide value to customer
Original
Repurpose blog content
Examples Survey or research
results White papers Templates
How-to guides E-books Webinars Service estimators
Every Offer Must HaveA _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
call to action
Every Offer Must HaveA _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
landing page
description
call to action
Every Offer Must HaveA _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
landing page
description
photo
call to action
Every Offer Must HaveA _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
landing page
description
photo
lead form
call to action
Every Offer Must HaveA _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
landing page
description
photo
lead form
call to action
navigation
Every Offer Must HaveA _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
landing page
description
photo
lead form
call to action
thank you
navigation
Every Offer Must HaveA _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
landing page
description
photo
lead form
call to action
thank you
navigation
Every Offer Must HaveA _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
landing page
description
photo
lead form
call to action
thank you
track submissions
navigation
How many offerings do you need?
Companies see a 55% increase in leads from increasing
landing pages from 10 to 15
How many offerings do you need?
Depends on your growth goalsAt least quarterly
Optimally every other month
Strategic Plan ComponentsWebsite
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integration Software
Advertisements
Social Media
Be where your clients and prospects are engaging
Share information that’s important to them
Consistently and regularly update
Speak to them and with themRespondPick one or two and excelDrive traffic to your
website/blog
What to write.
Social Media Rule of Thirds:
A balanced approach to sharing content with the rule of thirds: Promotes a well rounded
relationship Talking about you as a person
or company Promoting your content or
services Positioning you as an industry
resource
33.3% Personal or Professional Interactions
33.3% Brand Promoting Posts
33.3% Industry Related
Posts from an Outside
Source
FacebookMost used social platform, 71% of online adults use it
45% of internet users age 65 or older now use Facebook up 10% from 2012
More women then men
Young adults
Facebook Impact on Traffic
The average company saw a 185% increase in traffic after crossing 1,000 Facebook likes
PinterestUsage up 6% since 2012
Skews towards the affluent and more educated
Women are 5 times more likely to be in the site than men (33% of online women are on Pinterest)
Ages 18-49
TwitterTwitter users doubled from 2010-2112 and increased 2% to 18% of adult internet uses in 2013
Men and women nearly equally
Mainly under 50, and predominately 18-29, high usage by African Americans
More urban-dwellers than suburban and rural
Twitter Impact on Traffic
Companies with 51-100
followers generate
106% more traffic than
those with 25 or fewer
LinkedInUsage is especially high among people with a college degree or higher
Annual household income of $75,000 or more
Usage among 50-64 year olds is higher than usage among those ages 18-29
Google1
Avg 67% of the US search market, 62% in Missouri
Bing only has 18%, Yahoo 11%
Google+2
More men than women
Middle class $30,000-$149,000
Largest user group is age 25-34
(1) http://money.cnn.com/2013/08/20/technology/enterprise/google-states/index.html (2) Source: http://www.flowtown.com/blog/whos-using-google
How Many is Too Many
Where is your target market?
Social Media Demographics Source: http://www.pewinternet.org/2013/12/30/demographics-of-key-social-networking-platforms/
How often do you need to post?
At least every other dayOptimally two times or more per day
Strive for quality over quantityYou can re-post about the same topic
Str
ate
gic
Pla
n C
om
pon
en
ts Website
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integration Software
Advertisements
Integration Software
Can piece together with website or use an outside system
Free and subscription options are available
Must Have Nice to Have
Track leads Possible automation Lead scoring List segmentation Email marketing Social media monitoring Integrate with website
Integration Software
Create an email form Receive notifications that a
new person has downloaded content
Submit leads to a database Ability to export leads
Str
ate
gic
Pla
n C
om
pon
en
ts Website
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integration Software
Advertisements
Popular DIY Advertising Mediums
is from Advertising
85%Of Facebook’s Q1’13 Revenue
is from Advertising
97%Of Google’s
Revenue
Types of ads Page post _____ ad Page post ___ ad Page post ___ ad ____ ad ______ ad Page ___ ad
photolink
Domain
like
textEvent
Engage with page, post or website
Engage with page or post
Engage with FB event
Engage with website
Like page
Post Promotion/Boost Post Ads
Bumps your post higher than it would otherwise appear in your audience’s news feeds.
Starts at $15.00. New in May 2012. Increases the likelihood that people will:
See your message in their news feed. Become aware of your business. Respond to your offer or sales promotion.
_____ AdsSearchSearch ads are placed ____ to or _____ ______ Google search results.
nextabove relevant
______AdsDisplay ads are placed on the Google Ads ____________ is a large group of ______ and other products, like ___________ and ____, who have partnered with Google to display Ad Words ads.
Ad Types Available: ____ & _______
Display
Display Network websites
email programs blogs
DisplayText
Comparison
Great for promoters, ok for prospects
Costs less but tends to generate less traffic to site
Limited format optionsEasier to use and trackDrive traffic to siteReach out to current
customers to build referrals
Great for prospectsCosts much more but
generates more traffic to the site
Lots of format optionsMore complicated to use
and trackDrive traffic to websitePlace in search results
Goals
Asset Leverage
Market Review
Strategic PlanTracking
Tweaking
Growing
Building Your Plan
Biggest Excuse for Not Tracking:
Fear of Failure
My favorites:
How to Track
Use a _______Software
_______ page views______ visit duration_____ bounce rate_______ pages per visit_____ return visitors
Increase Longer Lower IncreaseMore
Measuring for Engagement
= Good visitor engagement
How will you measure the success of your campaign?
o Number of hits to your websiteo Low bounce rateo Number of pages visitedo Amount of time on siteo Number of returning visitorso Follower head counto Leads generatedo Lead qualityo Closed businesso Revenue generatedo SEO ranking improvements
Measuring Success
Exposure & Branding
Lead Generation
Promotions
Rise in SEOBuilding
Relationships
Building Credibility
Increase Growth
Not Tracking Costs You
More Money Than Marketing
Goals
Asset Leverage
Market Review
Strategic PlanTracking
Tweaking
Growing
Building Your Plan
Focus on what’s working and do more of it!
Tweak layout for landing pages
Tweak call to action buttons
Give viewers more of what they like
Don’t let pride get in the way of success
Keep up with your competition and industry trends
Add more assets to campaigns and mediums that work
If you don’t know what’s working ask for help
Tweaking
Goals
Asset Leverage
Market Review
Strategic PlanTracking
Tweaking
Growing
Building Your Plan
Growing
Add new mediums as they are built and become appropriate
Recycle content throughout additional mediumsGrow your reach to grow promoters and grow your
business
What’s On Tap Definitions Why market online Who should not market online Why the old way is old Building your plan Setting goals Asset leverage Strategic plan Tracking Tweaking Growing
Must Have Answers.
Online Advertising
http://www.entrepreneur.com/article/231515http://
www.sas.com/resources/whitepaper/wp_23348.pdf
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