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JHLR Inc -  Online Marketing 101
 

JHLR Inc - Online Marketing 101

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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.

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    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