JHLR Inc -  Online Marketing 101
Upcoming SlideShare
Loading in...5
×
 

JHLR Inc - Online Marketing 101

on

  • 1,071 views

Fundamentals of Promoting Your Business on the Web. ...

Fundamentals of Promoting Your Business on the Web.

Presented by Chris Werben on July 29, 2011 at the Technology Essentials for Small Business Conference presented by the Brooklyn Chamber of Commerce.

Statistics

Views

Total Views
1,071
Views on SlideShare
936
Embed Views
135

Actions

Likes
0
Downloads
3
Comments
0

4 Embeds 135

http://jhlr.com 79
http://jhlr.web11.hubspot.com 52
http://feeds.feedburner.com 3
http://www.docseek.net 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

JHLR Inc -  Online Marketing 101 JHLR Inc - Online Marketing 101 Presentation Transcript

  • Online Marketing 101Fundamentals of Promoting Your Business on the Web
  • Topics
    What is marketing?
    7 Steps for Marketing
    Marketing Hourglass
    Why should I market online? (some statistics)
    Online Marketing Tactics
    Fans, Followers and Freedom
    Agencies, consultants and others
    Will it hurt?
    Ok, now what should I do?
    Online Marketing 101: Fundamentals of Promoting Your Business on the Web
    1
  • What is marketing?
    Marketing is the art and science of persuasive communication. [ Dave Kerpen – Chief Executive Officer, Likeable Media ]
    Marketing is the ongoing process of engagement whereby strangers are nurtured into advocates. [ Trey Pennington]
    Marketing is understanding your buyers really, really well. Then creating valuable products, services, and information especially for them to help solve their problems. [ David Meerman Scott – Bestselling author of Real-Time Marketing and PR]
    Marketing is a strategic and tactical multifaceted process that supports sales as well as customer service and retention. The primary stages include identifying target audiences, developing a marketing/communications strategy that usually includes several methods and channels (e.g. advertising, PR, content, events/digital print, broadcast), measuring and assessing results, and constantly refining the process based on learnings and marketplace developments. Marketing can also become a feedback loop between an organization and its customers and prospects that helps to inform and shape the business going forward. [ Rebecca Lieb, Author of The Truth About Search Engine Optimization]
    Online Marketing 101: Fundamentals of Promoting Your Business on the Web
    2
    persuasive communication
    engagement
    especially for them
    measuring
    refining
    [ Source: 72 Marketing Definitions – Heidi Cohen ]
  • 7 Steps for Marketing
    Develop strategy before tactics – Base all decisions on an ideal customer and core message of difference
    Embrace The Marketing Hourglass – Look at every potential prospect and customer touchpoint and design a remarkable experience
    Adopt the publishing model– Commit to producing content that builds trust and educates
    Create a total web presence– Develop a plan that takes advantage of the SEO and social media aspects of being found
    Orchestrate the lead generation trio– Use technology to create multiple ways to generate leads via advertising, public relations, and referrals
    Drive a lead conversion system– Develop a sales system that everyone in the organization can use from initial contact to results review
    Live by the marketing calendar– Make marketing a habit by establishing monthly, weekly and daily action steps
    Online Marketing 101: Fundamentals of Promoting Your Business on the Web
    3
    [ Source: 7 Steps to Creating a Sure-Fire Marketing System; John Jantsch Founder, Duct Tape Marketing ]
  • Online Marketing 101: Fundamentals of Promoting Your Business on the Web
    4
    Marketing Hourglass
    [ Source: Beyond The Funnel: The Marketing Hourglass ]
  • Why should I market online?
    Some statistics
    2010 U.S. Population – 310 million
    2010 U.S. Population on the Internet- 240 million1
    Online Marketing 101: Fundamentals of Promoting Your Business on the Web
    5
    2
  • Online Marketing 101: Fundamentals of Promoting Your Business on the Web
    6
  • Online Marketing 101: Fundamentals of Promoting Your Business on the Web
    7
    In the US, 62% of overall consumers have read a review online for a product or service in the past six months (64% of 35-54 year olds). [Source: Lightspeed Research, March 2011]
  • Online Marketing 101: Fundamentals of Promoting Your Business on the Web
    8
    In 2011, small businesses (1 to 5 employees) plan to spend 49% of their lead generation budgets on inbound marketing.
    Small businesses plan to spend dramatically more of their budgets on social media and blogs. [Source: Hubspot – 2011 State of Inbound Marketing]
  • Online Marketing 101: Fundamentals of Promoting Your Business on the Web
    9
  • Online Marketing Tactics
    Website
    Blog
    Social: Facebook, Twitter, LinkedIn, Google+
    Email Marketing
    Video
    Local Search
    Search Engine Optimization
    Search Engine Marketing
    Promotions: Groupon, LivingSocial, Foursquare
    Online Marketing 101: Fundamentals of Promoting Your Business on the Web
    10
  • Fans, Followers and Freedom
    Online Marketing 101: Fundamentals of Promoting Your Business on the Web
    11
  • Agencies, consultants and others
    KarmaCom
    Bizwall
    Mobile Meteor
    MarketSmiths
    Path Interactive
    WebMetricsGuru
    Constant Contact
    JHLR Inc
    Online Marketing 101: Fundamentals of Promoting Your Business on the Web
    12
    Elance
    Huge Inc
    Carrot Creative
    Likeable Media
    HubSpot
    Message Medium
    Duct Tape Marketing
  • Will it hurt?
    … it depends!
    Do-It-Yourself is an option
    If you don’t have a plan it will hurt
    Measure twice, cut once
    Make it part of the culture
    Have an online/social media policy
    Establish baseline metrics for your business
    Measure online marketing results against the baseline
    Give it time
    Online Marketing 101: Fundamentals of Promoting Your Business on the Web
    13
  • Ok, now what should I do?
    Listen, engage, act
    Create or review your marketing plan
    Get an evaluation of your online presence
    Provide great experiences and content
    Make your customers fall in love with you, your products, your services
    Let them become your advocates
    Online Marketing 101: Fundamentals of Promoting Your Business on the Web
    14
  • 1.877.331.5022
    info@jhlr.com
    www.jhlr.com
    www.facebook.com/JHLRinc
    www.twitter.com/JHLRinc
    www.linkedin.com/in/ChrisWerben