Electronic Marketing @ Small Business Bootcamp


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Presented October 2nd, 2010 at the Small Business Bootcamp at the UGA extension campus in Lawrenceville.

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Electronic Marketing @ Small Business Bootcamp

  1. 1. Electronic Marketing<br />Brent Laminack<br />3by400<br />
  2. 2. Electronic Marketing<br />Introduction<br />Website<br />Email<br />Social Networking<br />Back-Office Issues<br />Resources<br />Q&A<br />
  3. 3. 5 Good Questions<br />Who is your audience? <br />What primary action do you want visitors to take? <br />Does your design and text communicate effectively? <br />Are your systems integrated and compliant? <br />How do you measure success?<br />Ref: Eric Brown - 5qcommunications.com<br />
  4. 4. Example: Local Restaurant<br />Start Asking the Questions<br />
  5. 5. Basic Website<br />Static: Same Every Time<br />Low Cost<br />Low Traffic<br />Like YellowPages Ad or Billboard<br />Better Than Menus<br />Not Limited by Paper Cost<br />
  6. 6. Getting Found<br />SEO: Search Engine Optimization<br />Enabling Users of Search Engines (Google) To Easily Find Your Site<br />A) What Do You Have<br />B) What Are People Looking For?<br />C) Matching Content on Your Site to What People Are Looking For<br />Content Is King<br />See Google’s Guide<br />Content and Searches<br />Matching Hand-in-Glove<br />
  7. 7. Dynamic Website<br />Easily Editable Content<br />Can Add In Functionality Later<br />Example: Calendar / Hours of Operation<br />Specials of the Day<br />Add Photos<br />
  8. 8. Dynamic Website Platforms<br />Can’t Do This With Dreamweaver<br />Wordpress<br />Drupal<br />Joomla<br />Local Users’ Groups, see: ossatlanta.org<br />All Open Source: i.e. No Software Cost<br />Lots of Extensions Available<br />
  9. 9. Mailing List<br />Email Cheaper Than USPS Mail<br />Sign Up for Mailing List<br />Weekly or Monthly Mailing<br />Specials / Coupons<br />Giveaways<br />Recipe<br />Regulation: CAN-SPAM Act<br />
  10. 10. Email Marketing Providers<br />Constant Contact<br />Aweber<br />MailChimp<br />Exact Target<br />Delivera<br />Each has Pros & Cons<br />Make a List of Requirements <br />Before Selecting<br />
  11. 11. Adding Video<br />Stored Video<br />Hosted on Website – consideration: bandwidth<br />Youtube<br />Alternatives: http://en.wikipedia.org/wiki/List_of_video_hosting_websites<br />Live Video<br />Webcam<br />Webinar<br />
  12. 12. YouTube<br />Upload Videos<br />Create Channel<br />http://google.about.com/od/googlereviews/ss/2010-readers-choice-google_6.htm<br />Encourage Discussion<br />Control or Direct the Conversation<br />Issues: Related Videos<br />
  13. 13. User Interactivity<br />Rate Items<br />Thumbs Up/Thumbs Down<br />1-5 stars<br />Comment or Review Items<br />May have to be approved<br />Allow discussion<br />Search<br />Top Rated<br />Most Recently Reviewed<br />Most Reviewed<br />Example<br />
  14. 14. User Input<br />Shows You’re Listening<br />Contact Us Form / Suggestion Box<br />Best Advertisement: Honest, Heartfelt Testimonial<br />Negatives Are Useful: Learn from Them<br />Part of Continuous Improvement<br />Counter-Example: Lowes’ Shower Kit<br />
  15. 15. Social Interaction<br />Facebook Fan Page<br />Facebook “Like”<br />Twitter Updates<br />YouTube Comments<br />Why? Best Marketing isWord-of-Mouth<br />
  16. 16. Facebook Fan Pages<br />Facebook: People-Centric<br />Fan Page is Exception<br />Page About a Thing or Location<br />http://mashable.com/2009/06/16/killer-facebook-fan-pages/<br />
  17. 17. Facebook<br />Walled Garden<br />Things Go In, Don’t Come Out<br />Send to Facebook<br />Not From<br />
  18. 18. Twitter<br />Micro-Blogging: 140 Characters<br />SMS/Cell Phone-Centric<br />Good for Real-Time<br />Coupons / Specials<br />Updates<br />Becoming Celebrity-Centric<br />What % Marketing?<br />
  19. 19. E-commerce<br />Place a Carryout Order<br />Like Older Fax an Order<br />Make Reservations<br />Catering<br />Placing Order<br />Online Payment<br />
  20. 20. E-Commerce Options <br />Paypal<br />Amazon Stores<br />BigCommerce<br />Magento<br />PrestaShop<br />Again, Gathering <br />Requirements<br />First is Critical<br />
  21. 21. Keeping Up With Customers<br />Email Address<br />Name<br />Address<br />Purchase History<br />Birthdays<br />Payment History<br />CRM: Customer<br />Relationship<br />Management<br />Like the Old Rolodex<br />
  22. 22. CRM Systems<br />Older-Generation<br />ACT! / Goldmine<br />Web-Based<br />SalesForce<br />SugarCRM<br />Landslide<br />Zoho<br />InfusionSoft<br />RightNow<br />Highrise<br />
  23. 23. Information Locations<br />Accounting Software<br />Email List<br />E-commerce Website<br />CRM System<br />Too Many Buckets?<br />
  24. 24. Integration Issues<br />Website<br />Email Provider<br />CRM System<br />Accounting<br />No Easy Answer<br />
  25. 25. Measurement<br />You Can’t Manage What You Can’t Measure<br />Metrics, Metrics, Metrics<br />Easy to Understand ‘Dashboard’<br />Produces Accountability<br />How Did You <br />Hear About Us?<br />
  26. 26. Website Metrics<br />Free:<br />Awstats or other Log Analysis<br />Google Analytics<br />Paid:<br />Clicky<br />Woopra<br />E-Mail Metrics <br />Integrated?<br />
  27. 27. Fan Page Metrics<br />Facebook Has Internal Metrics<br />Mostly Inward-looking<br />Would Feel Better if 3rd party<br />http://www.slideshare.net/HelenTodd/facebook-metrics-fan-pages-and-ads<br />
  28. 28. Twitter Metrics<br />Hard to Come By, Some 3rd Party Solutions:<br />Klout<br />Adobe Online Marketing Suite (was Omniture)<br />Twitalyzer<br />Maybe Native Analytics Coming from Twitter 4Q10<br />
  29. 29. Wrapup<br />Ask and Answer the Basic Questions<br />Inform and Engage the Customer<br />Employ Different Media and Methods<br />Use Metrics to Constantly Gauge Efficacy<br />Constant Improvement<br />
  30. 30. Marketing Vs. Branding<br />Branding: What Happens to the Customer<br />See Nick Wreden’s Work<br />Profitbrand<br />Fusionbranding<br />#1 Requisite in Creating A Successful Brand?<br />
  31. 31. Marketing Resources<br />Marketing Without Advertising<br />Guerilla Marketing<br />30-Day Challenge<br />Help! My Business Sucks! – Andrew Lock<br />Microwave Marketing<br />Seth Godin<br />delicious.com/ibrent/marketing<br />
  32. 32. Email Resources<br />Create Stunning HTML Email That Just Worksfrom Sitepoint<br />Designing, Coding & Delivering HTML Emailfrom MailChimp.com<br />
  33. 33. Web Resources<br />Building Findable Websites<br />http://www.seomoz.org/learn-seo<br />cll.emory.edu<br />Search Engine Marketing<br />Starting and Running a Successful Website<br />delicious.com/ibrent/webmaster<br />3by400.com<br />
  34. 34. Q&A<br />