How You Can ImproveYour Own Marketing Efforts

John Foley, Jr.CEO, Founder interlinkONE

Grow Socially, Inc.

John Foley, Jr. - Introduction From Boston

Home of the:

Happy to be here!

I love Mar(H)keting

!

John Foley, Jr. - interlinkONEinterlinkONE

SAAS Enterprise Marketing

Management Software

Plan, build, manage, execute and measure all marketing activities

Happy Birthday 15 Years!

John Foley, Jr. – Grow Socially Grow Socially, IncMarketing StrategyOnline Marketing:

Social Media, SEO, Website Development

Plan, Manage, Execute and Measure

The Book Strategies, Plans,

Case Studies Campaign Ideas, and More.

A guide to help you grow your business!

NewPathToProfit.com

P.S. Mail & Fulfillment-Focused book coming soon!

Another Book Strategies, Plans,

Case Studies Campaign Ideas, and More.

A guide to help you grow your business!

NewPathToProfit.com

How we will win the Super Bowl!

Today’s Presentation!

What Marketing Challenges

Do You Face?

How you can improve your own marketing efforts…

Possible ChallengesNo Plan

Lack of Internal Resources

You’re primarily used to business coming to you

Not familiar enough with new channels (social, mobile)

“I need to sell marketing services. Everyone just thinks of me as their mail/fulfillment/print provider.”

One More Challenge“People tend to prefer to sell the products

they find easiest to sell to customers who offer the least line of resistance.”

Source: http://www.slideshare.net/leilajannati/marketing-plan-final

What’s on the AgendaThe Marketing Plan

Execution and Tools

Final Thoughts

The Marketing Plan

It Starts in your Business Plan• Multi-Channel Mix

• Goals & Strategies

• Competitive Research

• Advertising & Promotion

Marketing Plan - Why?1. To identify sources of competitive advantage

2. To force an organized approach

3. To ensure consistent relationships

4. To obtain resources needed to implement plans

5. Brand and Awareness of your offerings

6. Drive inquiries to sales!

The Marketing Plan

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in CRM

Mail -Monthly Newsletter

Phone Calls

Marketing Calendar: Take 1

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

Create Post, Link back to website

Announce on &

Comment on event’s page

Connect with Keynote Speakers on

Join in on event’s hashtag

Share speaking presentation on

Friend new contacts on

Share event article on

Share event article on

Announce booth # with video post

Follow-Up with Post & Post Pictures

Marketing Calendar: Take 2

Multi-Channel CampaignLet’s look at a service provider that ran a successful multi-channel marketing campaign.

Campaign SummaryThis service provider was hosting an

event/seminar.

The target audience consisted of marketing agencies, designers, and consultants.

Print

Direct Mail Invitation

Reply TextLanding Page

Inbound Calls

Integrated, Multi-Channel Campaign

Prospects

Postcard

PURL / Response

PageQR Code

Flyer

Landing Page

PRINTEGR8

Associates

Banner Ad

EmailPrint Web

Invitation Email SMS/Text

Landing Page

Social Media

Mobile

Customers

Landing Page

Mobile Ad

Web Site

Registration

A

B

C

A

B

C A

B

C

D C B A A B C D

Existing Customers

Non-Responders.

Responders

Out

boun

d Em

ails

Direc

t Mai

lBa

nner

Ads

Soci

al M

edia

Soci

al M

edia

Bann

er A

dsDirec

t Mai

lO

utbo

und

Emai

ls

Drive back to website through medias

All Efforts Pointed to Registration PageProspect List

Procured Marketing Agency List

Multi-Channel Promotion

Print / Direct Mail - PURLs - QR Codes

Twitter

Facebook

EMail

The Direct Mail Piece

The Landing Page

The Response Page

Thank You Page

Email Notification to Sales Rep

Reporting Dashboard

What did people respond to?

What groups responded?

Landing Page Responses

Who visited the page?Who responded?Who did not?

Responses: Who are they?

E-Mail Blast Results

Cost per Lead

Campaign TakeawaysIt’s a multi-channel world…

… and our marketing efforts have to reflect that!

If we want people to buy marketing services from us, we need to eat our own dog food.

Execution and ToolsData, Techniques, and Tools

Question for you…

Where can you get the best

marketing data for your

company?

XYZCompany Bob

Email

Landing Page #2

•Email Address•First & Last Name•Mailing Address

•Language•Birthday•Preferred E-Mail Type: HTML or Text

•Favorite Color•Favorite Style

Each landing page asked for a

different piece of information.

Landing Page #1

Landing Page #3

The company started with only

one piece of information –

an email address

At the end of the process the

company had a full marketing

database.

Building a Better Database

Next: Techniques and Tools

That We Can Use

Outbound Marketing

Inbound MarketingBlogs, Websites, SEO, Social Media!

Content Marketing: Part of Inbound Marketing

Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/

Inbound Goal: Drive Sales!

Why Should We Use Those Tools? Our Customers and

Prospects Use Them!

They help to change how people think of us --- more than just a printer

They give us practice for selling and executing solutions instead of commodities.

Social Media Statistics 800 Million Users on

Facebook

NOTE: As of September 2011

250 Million Tweets Sent Per Day

Social Media Statistics 60+ Hours of Video Uploaded

to YouTube every minute (#2 search engine)

90 million users on Google+ in 6 months

By the Numbers: Google34,000 searches per second

2 million per minute121 million per hour3 billion per day88 billion per month

Source: http://searchengineland.com

Can Those Tools Actually Help Service Providers?

Let’s look at Some Examples!

H & H Graphics GroupLancaster, PA

Provides mailing, fulfillment, print… and multi-channel marketing services!

Custom Background… with Value Statements

Humanizing their brand

Engaging with Customers, Vendors, Prospects

Facebook

Videos That Tell Their Story

Website: Focused on Benefits

CustomXMLittle Rock, ArkansasPaul Strack - @Pstrack

Website: Engaging & Social

CustomXM’s Tips for Twitter

CustomXM Tip: Listen!

Social Media Creates Chatter

Best Practices for TwitterActively participate & engage

Share information! Pictures, links, videos

Be a thought leader, be yourself, show the human side of your business

Review efforts & measure results

Sorrento MesaSan Diego, CASmall CompanyLots of SuccessActive in Social Media

- Personal & Professional

FacebookConsistent

Postings

Variety of Content Shared

Social and Interactive

LinkedIn Profile TipsCustomize Your Website LinksAdd Your Twitter AccountPersonalize Your Public Profile URLAdd Skills (beta)Groups and AssociationsHonors and Awards

LinkedIn Best PracticesResearch Companies You Want as ClientsResearch Prospects by Title and LocationLearn About Your Prospect Before You MeetAsk for Introductions From Your NetworkIntegrate With CRM to Stay Current

Printing Center USAPrimarily an online printerLocated in MontanaQuite active on social media

Twitter Activity is High!

Variety of Content in Tweets

Online Video

Email & Social Integrated

Execution Time… How Can You Use

These Tools in Your Business?

Let’s Start With Social Media

Social Media: Why?►The target audience is there►More prospects to sell to►Generate interest in your brand►Build your brand►Loyalty►Position your company►Customer Service►Another Channel►More …

Questions or Comments?Phone 1.800.948.0113Email Support@GrowSocially.com

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email Support@GrowSocially.com

Copyright © 2011 Grow Socially, Inc. All Rights Reserved.

$

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share

Social Media Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified and Budgeted

Buyers

Strategy before Tactics!Step 1: Describe the Business

Step 2: Business Goal

Step 3: Where Is the Audience Cyclically?

Step 4: How Does the Audience Use Social Media?

Step 5: The One Thing

Step 6: How Will You Humanize the Brand

Step 7: Content Resource and Distribution Strategy

Step 8: How Will You Measure Success?

Tools You Should UseTwitterFacebookYouTubeLinkedIn

Google+?

How Can Twitter Help?You can share

valuable information - become a Thought Leader

Find, research, & engage with prospects and customers

Distribute Key Information

Learn about Prospects on Twitter

Search.Twitter.com►Use it to find

potential prospects

How Can Facebook Help?There are 800 million

people there!

Opportunity to Humanize Your Brand

Create a Company PageLogoNameContent

How Can YouTube Help Creating HD video

is cheaper and easier than ever

It’s the world’s #2 Search Engine!

Humanize Your Brand

Create Your Own Channel

What To Talk AboutPromote Event News

Discuss Topics in Your Industry

Share your Company’s Story!

How Can LinkedIn Help? Like an online Chamber

of Commerce event

Ripe for Prospecting and Engaging

Opportunities to position yourself as a thought leader

Complete Your LinkedIn ProfileUpload

your photo!

Add Company’s Website &

BlogAdd Twitter Name

Personalized URL

Get Involved in Groups

Getting Started with Google+-Audience is growing!

-Connect with marketers (lots of them there)

-You can make a page for your business, too!

What should you talk about?►Community►Conversation►Networking►Relevant Information►Relationships►Customer Service►Immediate Information

Talk About Hot Topics & Value

Make a Keyword LibraryMaintain a List of Keywords

Share them with your team

Use them in blogs, tweets, YouTube posts etc

Use them in your social profiles/bios

Tip: Use Print & Mail to Promote Your Social Networking Presence

Do not rely on “build it and they will come”!

Print can be used to drive people to your online marketing efforts.

Tip! CRM/Social Intelligence

Fundamentals for Social Media1. Build your network

2. Engage with the network you have built

3. Be relevant

4. Be consistent

5. Track and analyze

Marketing Ourselves

with Mobile

First! QR Codes

Why QR Codes – Smartphone Ownership!

http://blog.nielsen.com/nielsenwire/?p=28790

Source: Nielsen: Q3 2011 State of the Media: The Mobile Media Report 

QR = “Quick Response”Quote from 9/1: “Nearly one third of all USPS

Standard Mail in the past two months contained a QR code”

Source: http://multichannelmerchant.com/printchannel/postal/usps-qr-code-promotion-0831jt1/

Mobilize Your Content

Mobile Solution: iFlyMobiEasily Build Mobile

Websites

WYSIWYG Editor: Text, Links, Videos, Images, & More

Form Builder –Surveys & Leads

Real-Time Reporting

White Label Program!

Mobile Forms

Create mobile forms for surveys, inquiries, lead generation, submitting claims, and more

Build Your Network with Mobile!

Measurement & Reporting# of ScansDate/TimeDevice

Final Thoughts

Are you ready for Sunday?

Walk the Talk►Follow Your Marketing Plan►Self Promote►Multi-Channel►Multi-Media►E-Newsletters►Campaigns►Nurture►Personalize 1 to 1►Etc…

How can you marketing your own marketing efforts?Appoint a resource , In-house?, Hire?

Outsource?Start with a plan – Write it, execute it,

Measure itCalendarUnderstand how inbound marketing works

Read the Book

NewPathToProfit.com

THANK YOU!Questions?

Q & A / Contact Me!: http://ilink.me/JR

iFlyMobi.com

QRCode

Learn More!interlnkONE: http://interlinkONE.com

Grow Socially: http://GrowSocially.com

iFlyMobi: http://iFlyMobi.com

Qreate & Track: http://QRConnect.com

The Book: http://NewPathToProfit.com