0
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 pl...
T H I S I S S U P E R C O O L
I T ’ S N O T T H E O N L Y W A Y
I ’ M N O T S A Y I N G I T ’ S R I G H T F O R Y O U
I ’ ...
Online Advertising Definition
 Online advertising, also called Internet advertising, uses the Internet to
deliver marketi...
Social Media Definition
 Forms of electronic communication through which users create online
communities to share informa...
In 2011, Internet advertising revenues in
the United States surpassed those of
___________ and nearly exceeded
those of __...
50% of Facebook users check their
profile ________ , 23% check
__ times or more
Socialmediatoday.com
B2B companies that bl...
___ of businesses use social media to
drive growth, ___ plan to use it in
the future
Entreprenure.com
____ of marketers ga...
Build a bridge to your customers.
Why Market Online?
Your
Audience
Closed
Business
Facebook
Email &
Direct Mail
Blog &
Web...
Don’t just build a bridge, cast a net.
Why Market Online?
Your
Audience
Closed
Business
WEBSITE
Blog
Email
& Direct Mail
F...
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...
What to expect
 It ________ to really make an impact on your sales pipeline
(just like all other marketing activities)
 ...
Transition
from Sales
Funnel to
Hour Glass
A cultural sales shift from
hunting to farming.
Awareness:
customer identification of a need and
the realization that your business can
potentially fulfill it
Considerati...
News/Media/PR
SEO
Email
Research/White Papers
Infographics
Social Networking
Webinars
Forums
Online Video
Document Sharing...
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Outcomes of a successful campaign.
Exposure &
Branding
Lead
Generation
Promotions
Rise in SEO
Building
Relationships
Build...
Poor Goals Example
 Increase traffic to my website
 Increase Facebook fans
 Keeping up with the Jones’
These are poor g...
Good Goals Examples
 Reach a new demographic by increasing traffic to our website by offering unbiased
resources geared t...
Preheat oven for long term success
Prep a customer centric pan
One cup outcome
One cup action plan
Two cups clear purpose
...
What is your online marketing goal?
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Leverage
Your
Marketing
Assets
Anything your company has
that can be utilized to create
reach.
Reach can be:
• Bought
• Bo...
What are your marketing assets?
 Staff
 Email Lists
 Social Media Audience
 Within Key Processes
 Non-Client Contacts...
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 acti...
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Market Review
Interests
Income
Gender
Education
Level
Communication
Style
Life Style
Age
Location
Relationship
Who are you...
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 t...
Direct Sales
 Promotions/Deals
 Price driven decisions
 Commodities
 Commercials
 Timely
 Sales Persons Enforce
3Pre...
Indirect Sales
 Testimonials
 Photo Galleries
 Writing
 Newsletters
 Success Stories
 Customer Surveys
3Preference/I...
Thought Leader
Industry Expert
 Tutorials
 Authoring
 Guides
 White Papers
 Books
 Trend & Comparison
Reports
 FAQ’...
____ percent of small to medium businesses
found ________________ most valuable to
consume and share, while _________ and
...
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
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
StrategicPlanComponents
Website
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integratio...
StrategicPlanComponents
Website
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integratio...
Website
Professional, clean, easy
to navigate
(1) http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobil...
Website
Professional, clean, easy
to navigate
Calls to action
(1) http://mobithinking.com/mobile-marketing-tools/latest-mo...
Website
Professional, clean, easy
to navigate
Calls to action
Work on all browsers
AND phones
(1) http://mobithinking.com/...
Website
Professional, clean, easy
to navigate
Calls to action
Work on all browsers
AND phones
Incorporate keywords
(1) htt...
Website
Professional, clean, easy
to navigate
Calls to action
Work on all browsers
AND phones
Incorporate keywords
Trackin...
StrategicPlanComponents
Website
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integratio...
Blog
Integrated with your
website
Blog Posts = Pages
Pages = Contacts
Companies with 51-100 pages generate 48% more
traffi...
Blog
Integrated with your
website
Provide timely, relevant
and useful information to
your visitors
Blog
Integrated with your
website
Provide timely, relevant
and useful information to
your visitors
Easy to share via socia...
Blog
Integrated with your
website
Provide timely, relevant
and useful information to
your visitors
Easy to share via socia...
Blog
Integrated with your
website
Provide timely, relevant
and useful information to
your visitors
Easy to share via socia...
Blog
Integrated with your
website
Provide timely, relevant
and useful information to
your visitors
Easy to share via socia...
Blog
Integrated with your
website
Provide timely, relevant
and useful information to
your visitors
Easy to share via socia...
How much should you plan on blogging?
Depends on your growth goals
At least one to two times per month
Optimally one to tw...
StrategicPlanComponents
Website
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integratio...
Email
Marketing
Work to drive people back
to the website
Email
Marketing
Work to drive people back
to the website
Consistent branding
Email
Marketing
Work to drive people back
to the website
Consistent branding
Consistent and timely
delivery
Email
Marketing
Work to drive people back
to the website
Consistent branding
Consistent and timely
delivery
Compliment you...
Email
Marketing
Work to drive people back
to the website
Consistent branding
Consistent and timely
delivery
Compliment you...
Email
Marketing
Work to drive people back
to the website
Consistent branding
Consistent and timely
delivery
Compliment you...
StrategicPlanComponents
Website
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integratio...
Offerings
Relative to customer
needs at each point in the
buying cycle
Downloadable or
generated online
Provide value to c...
Every Offer
Must Have
A _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4)...
Every Offer
Must Have
A _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4)...
Every Offer
Must Have
A _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4)...
Every Offer
Must Have
A _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4)...
Every Offer
Must Have
A _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4)...
Every Offer
Must Have
A _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4)...
Every Offer
Must Have
A _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4)...
Every Offer
Must Have
A _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4)...
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 goals
At least quarterly
Optimally every other month
Strategic Plan ComponentsWebsite
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integrati...
Social Media
 Be where your clients and
prospects are engaging
 Share information that’s
important to them
 Consistentl...
What to write.
Social Media Rule of Thirds:
A balanced approach to sharing
content with the rule of thirds:
 Promotes a w...
Facebook
Most used social platform,
71% of online adults use it
45% of internet users age 65
or older now use Facebook
up ...
Facebook Impact on Traffic
The average
company saw a
185% increase in
traffic after
crossing 1,000
Facebook likes
Pinterest
Usage up 6% since 2012
Skews towards the affluent
and more educated
Women are 5 times more
likely to be in the s...
Twitter
Twitter users doubled from
2010-2112 and increased 2%
to 18% of adult internet uses
in 2013
Men and women nearly
e...
Twitter Impact on Traffic
Companies with
51-100 followers
generate 106%
more traffic than
those with 25 or
fewer
LinkedIn
Usage is especially high
among people with a college
degree or higher
Annual household income of
$75,000 or more
...
Google1
Avg 67% of the US search
market, 62% in Missouri
Bing only has 18%, Yahoo
11%
Google+2
More men than women
Middle ...
How Many is Too Many
Where is your
target market?
Social Media Demographics Source:
http://www.pewinternet.org/2013/12/30/demographics-of-
key-...
How often do you need to post?
At least every other day
Optimally two times or more per day
Strive for quality over quanti...
StrategicPlanComponents
Website
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integratio...
Integration Software
 Can piece together with
website or use an outside
system
 Free and subscription options
are availa...
Must Have Nice to Have
 Track leads
 Possible automation
 Lead scoring
 List segmentation
 Email marketing
 Social m...
StrategicPlanComponents
Website
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integratio...
Popular DIY Advertising Mediums
is from Advertising
85%
Of Facebook’s Q1’13
Revenue
is from Advertising
97%
Of Google’s
Re...
 Types of ads
 Page post _____ ad
 Page post ___ ad
 Page post ___ ad
 ____ ad
 ______ ad
 Page ___ ad
photo
link
D...
Post Promotion/Boost Post Ads
 Bumps your post higher than it would otherwise
appear in your audience’s news feeds.
 Sta...
_____ AdsSearch
Search ads are placed ____
to or _____ ______ Google
search results.
next
above relevant
______Ads
Display ads are placed on the
Google Ads ____________
is a large group of ______
and other products, like
______...
Comparison
 Great for promoters, ok for
prospects
 Costs less but tends to generate
less traffic to site
 Limited forma...
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
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
Increas...
How will you measure the success of your campaign?
o Number of hits to your website
o Low bounce rate
o Number of pages vi...
Not Tracking Costs You
More Money
Than Marketing
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
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 ...
Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan
Growing
 Add new mediums as they are built and become appropriate
 Recycle content throughout additional mediums
 Grow ...
What’s On Tap
 Definitions
 Why market online
 Who should not market online
 Why the old way is old
 Building your pl...
Must Have Answers.
Online Advertising
 http://www.entrepreneur.com/article/231515
 http://www.sas.com/resources/whitepaper/wp_23348.pdf
Planning Your Online Marketing
Planning Your Online Marketing
Planning Your Online Marketing
Upcoming SlideShare
Loading in...5
×

Planning Your Online Marketing

369

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
369
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Churches have understood this concept for centuries why don’t businesses?
  • Dating notmarrying, these are online dating tools
  • I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
  • Process: Getting creativity out isn’t easy. It takes time and practice to develop a process. Use young designer analogy.
  • Don’t go to church just because everyone else is, you won’t necessarily go to heavenYou think these things = more business but if not done correctly they won’t, #’s don’t equate to closed business
  • Color key for different components, measure against the formula
  • I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
  • I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
  • I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
  • Here’s what you need, and how to make the assets into what you need
  • Tell about super bowl post
  • Tell about super bowl post
  • Tell about super bowl post
  • Tell about super bowl post
  • Tell about super bowl post
  • Tell about super bowl post
  • Tell about super bowl post
  • I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
  • I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
  • I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
  • Transcript of "Planning Your Online Marketing "

    1. 1. Planning Your Online Marketing
    2. 2. Must Have Answers.
    3. 3. Meet Monica
    4. 4. 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
    5. 5. T H I S I S S U P E R C O O L I T ’ S N O T T H E O N L Y W A Y I ’ M N O T S A Y I N G I T ’ S R I G H T F O R Y O U I ’ M J U S T S A Y I N G I T ’ S S U P E R C O O L Disclaimer
    6. 6. 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 marketing social media marketing display advertising mobile advertisingweb banner Source: Wikipedia.org
    7. 7. 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
    8. 8. 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 2011 Wikipedia.org Email marketing spend grows ____ year over year Forrester.com ____ of businesses increased their social spend over the last year Entreprenure.com 2012 15.2% increase cable television broadcast television 56%10%
    9. 9. 50% of Facebook users check their profile ________ , 23% check __ times or more Socialmediatoday.com B2B companies that blog ______/mo generate ____ more leads than those who don’t hubspot.com As of December 2013 there were over ____ million websites internetlivestats.com _______ blog posts are written each day digitalbuzzblog.com every day 5 only 1-2x 70% 672 2 million
    10. 10. ___ of businesses use social media to drive growth, ___ plan to use it in the future Entreprenure.com ____ of marketers gaining a new customer through Facebook this year alone, ____ through Twitter Socialmediatoday.com Only ___ of businesses who use social media feel they use it effectively Harvard Business Review Businesses that use email marketing and social media achieve ____ higher email open rates verticalresponse.com 81% 9% 54% 36% 12% 28%
    11. 11. Build a bridge to your customers. Why Market Online? Your Audience Closed Business Facebook Email & Direct Mail Blog & Website Print Advertising Other possible digital components of your marketing bridge: Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords
    12. 12. Don’t just build a bridge, cast a net. Why Market Online? Your Audience Closed Business WEBSITE Blog Email & Direct Mail Facebook Print Advertising
    13. 13. Who should not do it? If you don’t have a website
    14. 14. Who should not do it? If you don’t have a website If you don’t have a plan
    15. 15. 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
    16. 16. 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
    17. 17. 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
    18. 18. Transition from Sales Funnel to Hour Glass A cultural sales shift from hunting to farming.
    19. 19. 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 4 Purchase Repurchase 3Preference/Intent 2Consideration1Awareness
    20. 20. News/Media/PR SEO Email 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
    21. 21. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
    22. 22. Outcomes of a successful campaign. Exposure & Branding Lead Generation Promotions Rise in SEO Building Relationships Building Credibility Increase Growth Defining Your Why
    23. 23. 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 - - -
    24. 24. 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. + +
    25. 25. 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
    26. 26. What is your online marketing goal?
    27. 27. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
    28. 28. Leverage Your Marketing Assets Anything 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
    29. 29. 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.
    30. 30. How can you use your assets to build more assets? Builder vs. Driver
    31. 31. Which assets will be most effective to deliver your message? What are your building activities? What are your driving activities?
    32. 32. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
    33. 33. Market Review Interests Income Gender Education Level Communication Style Life Style Age Location Relationship Who are you speaking 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?
    34. 34. Who is your target market?
    35. 35. All marketing content is essentially composed to achieve the same goal: To get people to read it.
    36. 36. 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
    37. 37. Direct Sales  Promotions/Deals  Price driven decisions  Commodities  Commercials  Timely  Sales Persons Enforce 3Preference/Intent 4 Purchase Repurchase
    38. 38. Indirect Sales  Testimonials  Photo Galleries  Writing  Newsletters  Success Stories  Customer Surveys 3Preference/Intent 4 Purchase Repurchase
    39. 39. Thought Leader Industry Expert  Tutorials  Authoring  Guides  White Papers  Books  Trend & Comparison Reports  FAQ’s  Industry news 2Consideration 1Awareness
    40. 40. ____ 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 news testimonials reviews
    41. 41. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
    42. 42. “When the only tool you have in your tool box is a sledgehammer everything starts to look like a rock.” -Bob Rae
    43. 43. StrategicPlanComponents Website Blog (Yours or Others) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements Online dating tools Traffic generating tool box
    44. 44. StrategicPlanComponents Website Blog (Yours or Others) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements
    45. 45. Website Professional, clean, easy to navigate (1) http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only
    46. 46. Website Professional, clean, easy to navigate Calls to action (1) http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only
    47. 47. Website Professional, 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.
    48. 48. Website Professional, 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
    49. 49. Website Professional, 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
    50. 50. StrategicPlanComponents Website Blog (Yours or Others) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements
    51. 51. Blog Integrated with your website Blog Posts = Pages Pages = Contacts Companies with 51-100 pages generate 48% more traffic than companies with 1-50 pages.
    52. 52. Blog Integrated with your website Provide timely, relevant and useful information to your visitors
    53. 53. Blog Integrated with your website Provide timely, relevant and useful information to your visitors Easy to share via social media
    54. 54. Blog Integrated with your website Provide timely, relevant and useful information to your visitors Easy to share via social media CTA on each blog post
    55. 55. Blog Integrated 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
    56. 56. Blog Integrated 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
    57. 57. Blog Integrated 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 (?)
    58. 58. How much should you plan on blogging? Depends on your growth goals At least one to two times per month Optimally one to two times per week
    59. 59. StrategicPlanComponents Website Blog (Yours or Others) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements
    60. 60. Email Marketing Work to drive people back to the website
    61. 61. Email Marketing Work to drive people back to the website Consistent branding
    62. 62. Email Marketing Work to drive people back to the website Consistent branding Consistent and timely delivery
    63. 63. Email Marketing Work to drive people back to the website Consistent branding Consistent and timely delivery Compliment your blogging efforts
    64. 64. Email Marketing Work to drive people back to the website Consistent branding Consistent and timely delivery Compliment your blogging efforts Promote offerings and events
    65. 65. Email Marketing Work to drive people back to the website Consistent branding Consistent and timely delivery Compliment your blogging efforts Promote offerings and events Trackable
    66. 66. StrategicPlanComponents Website Blog (Yours or Others) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements
    67. 67. Offerings Relative 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
    68. 68. Every Offer Must Have A _________ 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
    69. 69. Every Offer Must Have A _________ 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
    70. 70. Every Offer Must Have A _________ 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
    71. 71. Every Offer Must Have A _________ 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
    72. 72. Every Offer Must Have A _________ 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
    73. 73. Every Offer Must Have A _________ 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
    74. 74. Every Offer Must Have A _________ 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 email navigation
    75. 75. Every Offer Must Have A _________ 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 email track submissions navigation
    76. 76. How many offerings do you need? Companies see a 55% increase in leads from increasing landing pages from 10 to 15
    77. 77. How many offerings do you need? Depends on your growth goals At least quarterly Optimally every other month
    78. 78. Strategic Plan ComponentsWebsite Blog (Yours or Others) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements
    79. 79. 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 them  Respond  Pick one or two and excel  Drive traffic to your website/blog
    80. 80. 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
    81. 81. Facebook Most 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
    82. 82. Facebook Impact on Traffic The average company saw a 185% increase in traffic after crossing 1,000 Facebook likes
    83. 83. Pinterest Usage 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
    84. 84. Twitter Twitter 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
    85. 85. Twitter Impact on Traffic Companies with 51-100 followers generate 106% more traffic than those with 25 or fewer
    86. 86. LinkedIn Usage 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
    87. 87. 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
    88. 88. How Many is Too Many
    89. 89. Where is your target market? Social Media Demographics Source: http://www.pewinternet.org/2013/12/30/demographics-of- key-social-networking-platforms/
    90. 90. How often do you need to post? At least every other day Optimally two times or more per day Strive for quality over quantity You can re-post about the same topic
    91. 91. StrategicPlanComponents Website Blog (Yours or Others) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements
    92. 92. Integration Software  Can piece together with website or use an outside system  Free and subscription options are available
    93. 93. 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
    94. 94. StrategicPlanComponents Website Blog (Yours or Others) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements
    95. 95. Popular DIY Advertising Mediums is from Advertising 85% Of Facebook’s Q1’13 Revenue is from Advertising 97% Of Google’s Revenue
    96. 96.  Types of ads  Page post _____ ad  Page post ___ ad  Page post ___ ad  ____ ad  ______ ad  Page ___ ad photo link Domain like text Event Engage with page, post or website Engage with page or post Engage with FB event Engage with website Like page
    97. 97. 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.
    98. 98. _____ AdsSearch Search ads are placed ____ to or _____ ______ Google search results. next above relevant
    99. 99. ______Ads Display 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
    100. 100. Comparison  Great for promoters, ok for prospects  Costs less but tends to generate less traffic to site  Limited format options  Easier to use and track  Drive traffic to site  Reach out to current customers to build referrals  Great for prospects  Costs much more but generates more traffic to the site  Lots of format options  More complicated to use and track  Drive traffic to website  Place in search results
    101. 101. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
    102. 102. Biggest Excuse for Not Tracking: Fear of Failure
    103. 103. My favorites: How to Track Use a _______Software
    104. 104.  _______ page views  ______ visit duration  _____ bounce rate  _______ pages per visit  _____ return visitors Increase Longer Lower Increase More Measuring for Engagement = Good visitor engagement
    105. 105. How will you measure the success of your campaign? o Number of hits to your website o Low bounce rate o Number of pages visited o Amount of time on site o Number of returning visitors o Follower head count o Leads generated o Lead quality o Closed business o Revenue generated o SEO ranking improvements Measuring Success Exposure & Branding Lead Generation Promotions Rise in SEO Building Relationships Building Credibility Increase Growth
    106. 106. Not Tracking Costs You More Money Than Marketing
    107. 107. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
    108. 108. 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
    109. 109. Goals Asset Leverage Market Review Strategic Plan Tracking Tweaking Growing Building Your Plan
    110. 110. Growing  Add new mediums as they are built and become appropriate  Recycle content throughout additional mediums  Grow your reach to grow promoters and grow your business
    111. 111. 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
    112. 112. Must Have Answers.
    113. 113. Online Advertising
    114. 114.  http://www.entrepreneur.com/article/231515  http://www.sas.com/resources/whitepaper/wp_23348.pdf
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×