4/20/10 <ul><li>Issaquah Chamber Of Commerce </li></ul><ul><li>April Membership Luncheon </li></ul><ul><li>“ INCREASE REVE...
<ul><li>Introduction  </li></ul><ul><li>Online Marketing  </li></ul><ul><ul><li>Definitions & Background </li></ul></ul><u...
<ul><li>Introduction </li></ul><ul><li>Mike Howell  </li></ul><ul><ul><li>efelle media marketing consultant  </li></ul></u...
<ul><li>Introduction </li></ul><ul><li>efelle media  </li></ul><ul><ul><li>12 associates </li></ul></ul><ul><ul><li>Areas ...
<ul><li>Marketing Task – Drive Revenue  </li></ul><ul><ul><li>Part of marketing’s energy is  always  directed at </li></ul...
<ul><li>What is Online Marketing? </li></ul><ul><li>Simple definition: </li></ul><ul><ul><li>All marketing activities that...
<ul><li>What is Online Marketing? </li></ul><ul><li>Simple definition: </li></ul><ul><ul><li>All marketing activities that...
<ul><li>Outbound vs. Inbound Marketing </li></ul><ul><li>Outbound </li></ul><ul><ul><li>Where the focus is on finding cust...
<ul><li>Examples of Inbound vs. Outbound </li></ul><ul><ul><li>Inbound Marketing </li></ul></ul><ul><ul><ul><li>Social Med...
<ul><li>Examples of Inbound vs. Outbound </li></ul><ul><ul><li>Inbound Marketing </li></ul></ul><ul><ul><ul><li>Social Med...
<ul><li>External Drivers – What Has Changed </li></ul>
<ul><li>External Drivers – What Has Changed </li></ul><ul><li>Technology </li></ul><ul><ul><li>Broadband  </li></ul></ul><...
<ul><li>The Result </li></ul><ul><li>Websites and online tools have allowed companies to reach consumers for less $ </li><...
<ul><li>Internal Drivers – Marketing Shift </li></ul><ul><ul><ul><li>First : </li></ul></ul></ul><ul><ul><ul><li>Companies...
<ul><li>Internal Drivers – Marketing Shift </li></ul><ul><ul><ul><li>Second : </li></ul></ul></ul><ul><ul><ul><li>Companie...
<ul><li>Internal Drivers – Marketing Shift </li></ul><ul><ul><ul><li>Third : </li></ul></ul></ul><ul><ul><ul><li>Companies...
<ul><li>So…What’s All The Fuss?  </li></ul>
 
<ul><li>What You Can Do:  </li></ul><ul><li>Three Point Emphasis </li></ul><ul><ul><li>Get found during search engine sear...
<ul><li>How To Get Found </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><ul><li>Website design / develop...
<ul><li>Managing a Dynamic Website </li></ul>
 
 
Website Content Management
<ul><li>Is Social Media a Fad? </li></ul>
<ul><li>Why The Buzz About Social Media? </li></ul><ul><li>Success - Consumers don’t respond as well to old school marketi...
<ul><li>Why The Buzz About Social Media? </li></ul><ul><li>Helps drive users to you site and links help SEO </li></ul><ul>...
<ul><li>Online Marketing Best Practices  </li></ul><ul><li>Recognize buying habits have changed </li></ul><ul><li>Regular ...
<ul><li>Online Marketing Best Practices  </li></ul><ul><li>Monitor your competition </li></ul><ul><li>Set up accounts and ...
<ul><li>Online Marketing Best Practices  </li></ul><ul><li>Biggest impact comes from relevant, authentic, dynamic content,...
<ul><li>Online Marketing Benefits Review: </li></ul><ul><li>Advertise your business 24/7/365 </li></ul><ul><li>Enhance Rep...
<ul><li>Online Marketing Benefits Review: </li></ul><ul><li>Advertise for a fraction of traditional costs </li></ul><ul><l...
<ul><li>How To Decide If It's Time For A New Website: </li></ul><ul><li>   </li></ul><ul><li>1. Why do visitors currently ...
<ul><li>How To Decide If It's Time For A New Website: </li></ul><ul><li>   </li></ul><ul><li>6. Is my website a good repre...
<ul><li>Questions? </li></ul>
<ul><li>Want to Learn More?  </li></ul><ul><li>Mike Howell  </li></ul><ul><li>Mobile # 425.891.1622 </li></ul><ul><li>[ema...
<ul><li>Thank You!  </li></ul>
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4/20/10 Issaquah Chamber Of Commerce

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4/20/10 Issaquah Chamber Of Commerce

  1. 1. 4/20/10 <ul><li>Issaquah Chamber Of Commerce </li></ul><ul><li>April Membership Luncheon </li></ul><ul><li>“ INCREASE REVENUE WITH </li></ul><ul><li>ONLINE MARKETING </li></ul><ul><li>AND </li></ul><ul><li>SOCIAL MEDIA TOOLS” </li></ul><ul><li>Mike Howell </li></ul>
  2. 2. <ul><li>Introduction </li></ul><ul><li>Online Marketing </li></ul><ul><ul><li>Definitions & Background </li></ul></ul><ul><ul><li>Drivers </li></ul></ul><ul><li>Social Media </li></ul><ul><li>Large Companies </li></ul><ul><li>Best Practices </li></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><li>Q & A </li></ul>
  3. 3. <ul><li>Introduction </li></ul><ul><li>Mike Howell </li></ul><ul><ul><li>efelle media marketing consultant </li></ul></ul><ul><ul><li>25 years sales and marketing </li></ul></ul><ul><ul><li>Pacific NW high tech hardware / software markets </li></ul></ul>
  4. 4. <ul><li>Introduction </li></ul><ul><li>efelle media </li></ul><ul><ul><li>12 associates </li></ul></ul><ul><ul><li>Areas of Expertise </li></ul></ul><ul><ul><ul><li>Design / Programming / Copywriting / Project Management / Customer Service / Online Marketing / e-Commerce / Search Engine Optimization </li></ul></ul></ul><ul><ul><li>Over 35 years of combined industry experience </li></ul></ul><ul><ul><li>Disclaimer </li></ul></ul><ul><ul><ul><li>Will try to keep away from infomercial </li></ul></ul></ul><ul><ul><ul><li>Large amount of material </li></ul></ul></ul>
  5. 5. <ul><li>Marketing Task – Drive Revenue </li></ul><ul><ul><li>Part of marketing’s energy is always directed at </li></ul></ul><ul><ul><li>delivering the greatest number of high quality </li></ul></ul><ul><ul><li>leads at the lowest possible cost. </li></ul></ul><ul><ul><li>Among the Challenges: </li></ul></ul><ul><ul><ul><li>The status quo </li></ul></ul></ul><ul><ul><ul><li>Number of options - best lead sources? </li></ul></ul></ul><ul><ul><ul><li>Understanding true costs and real results </li></ul></ul></ul><ul><ul><ul><ul><li>quantity vs. quality </li></ul></ul></ul></ul><ul><ul><ul><li>Competition </li></ul></ul></ul>
  6. 6. <ul><li>What is Online Marketing? </li></ul><ul><li>Simple definition: </li></ul><ul><ul><li>All marketing activities that use the internet </li></ul></ul><ul><ul><ul><li>Company websites </li></ul></ul></ul><ul><ul><ul><li>3 rd party tools – Social Media </li></ul></ul></ul><ul><ul><ul><li>Includes inbound and outbound </li></ul></ul></ul>
  7. 7. <ul><li>What is Online Marketing? </li></ul><ul><li>Simple definition: </li></ul><ul><ul><li>All marketing activities that use the internet </li></ul></ul><ul><ul><ul><li>Company websites </li></ul></ul></ul><ul><ul><ul><li>3 rd party tools – Social Media </li></ul></ul></ul><ul><ul><ul><li>Includes inbound and outbound </li></ul></ul></ul><ul><li>Arms Race </li></ul>
  8. 8. <ul><li>Outbound vs. Inbound Marketing </li></ul><ul><li>Outbound </li></ul><ul><ul><li>Where the focus is on finding customers by building brand awareness through advertising and promotion </li></ul></ul><ul><ul><li>Push marketing – more direct </li></ul></ul><ul><ul><li>Interruption </li></ul></ul><ul><li>Inbound </li></ul><ul><ul><li>Where the focus is on “getting found” by prospective customers </li></ul></ul><ul><ul><li>Also known as “relationship marketing” </li></ul></ul><ul><ul><li>Pull marketing – less direct </li></ul></ul><ul><ul><li>Permission </li></ul></ul>
  9. 9. <ul><li>Examples of Inbound vs. Outbound </li></ul><ul><ul><li>Inbound Marketing </li></ul></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Video </li></ul></ul></ul><ul><ul><ul><li>SEO </li></ul></ul></ul><ul><ul><li>Outbound Marketing </li></ul></ul><ul><ul><ul><li>Trade Shows </li></ul></ul></ul><ul><ul><ul><li>Telemarketing </li></ul></ul></ul><ul><ul><ul><li>Newsletters </li></ul></ul></ul><ul><ul><ul><li>Email Blasts </li></ul></ul></ul>
  10. 10. <ul><li>Examples of Inbound vs. Outbound </li></ul><ul><ul><li>Inbound Marketing </li></ul></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Video </li></ul></ul></ul><ul><ul><ul><li>SEO </li></ul></ul></ul><ul><ul><ul><li>New School </li></ul></ul></ul><ul><ul><li>Outbound Marketing </li></ul></ul><ul><ul><ul><li>Trade Shows </li></ul></ul></ul><ul><ul><ul><li>Telemarketing </li></ul></ul></ul><ul><ul><ul><li>Newsletters </li></ul></ul></ul><ul><ul><ul><li>Email Blasts </li></ul></ul></ul><ul><ul><ul><li>Old School </li></ul></ul></ul>
  11. 11. <ul><li>External Drivers – What Has Changed </li></ul>
  12. 12. <ul><li>External Drivers – What Has Changed </li></ul><ul><li>Technology </li></ul><ul><ul><li>Broadband </li></ul></ul><ul><ul><li>Mobile devices </li></ul></ul><ul><li>Demographics </li></ul><ul><ul><li>Generation Y </li></ul></ul><ul><ul><li>Computer literacy </li></ul></ul><ul><li>Economy </li></ul><ul><ul><li>Recession </li></ul></ul><ul><ul><li>Resources - financial and human </li></ul></ul>
  13. 13. <ul><li>The Result </li></ul><ul><li>Websites and online tools have allowed companies to reach consumers for less $ </li></ul><ul><li>Larger number of companies battling for consumer mind share </li></ul><ul><li>Consumers are listening less </li></ul><ul><li>Except when they’re ready to buy </li></ul><ul><li>85% of all new product searches start online </li></ul>
  14. 14. <ul><li>Internal Drivers – Marketing Shift </li></ul><ul><ul><ul><li>First : </li></ul></ul></ul><ul><ul><ul><li>Companies are reporting online </li></ul></ul></ul><ul><ul><ul><li>marketing tools and inbound lead </li></ul></ul></ul><ul><ul><ul><li>activities are delivering leads with an </li></ul></ul></ul><ul><ul><ul><li>average of almost 1/3 the cost of leads </li></ul></ul></ul><ul><ul><ul><li>from outbound methods. </li></ul></ul></ul>
  15. 15. <ul><li>Internal Drivers – Marketing Shift </li></ul><ul><ul><ul><li>Second : </li></ul></ul></ul><ul><ul><ul><li>Companies leveraging online marketing </li></ul></ul></ul><ul><ul><ul><li>and inbound strategies are not only </li></ul></ul></ul><ul><ul><ul><li>seeing less expensive leads being </li></ul></ul></ul><ul><ul><ul><li>delivered, but also seeing higher rates </li></ul></ul></ul><ul><ul><ul><li>of qualified leads in general . </li></ul></ul></ul>
  16. 16. <ul><li>Internal Drivers – Marketing Shift </li></ul><ul><ul><ul><li>Third : </li></ul></ul></ul><ul><ul><ul><li>Companies leveraging online marketing </li></ul></ul></ul><ul><ul><ul><li>and inbound strategies are building </li></ul></ul></ul><ul><ul><ul><li>relationships that can’t be built by other </li></ul></ul></ul><ul><ul><ul><li>marketing efforts, no matter what the </li></ul></ul></ul><ul><ul><ul><li>cost </li></ul></ul></ul>
  17. 17. <ul><li>So…What’s All The Fuss? </li></ul>
  18. 19. <ul><li>What You Can Do: </li></ul><ul><li>Three Point Emphasis </li></ul><ul><ul><li>Get found during search engine searches </li></ul></ul><ul><ul><li>Convert visitors once they find your site </li></ul></ul><ul><ul><ul><li>Spotlights announcing contract forms, coupons, white papers, refer a friend discounts. Build your database!!! </li></ul></ul></ul><ul><ul><li>Track, analyze, adjust, repeat as needed </li></ul></ul>
  19. 20. <ul><li>How To Get Found </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><ul><li>Website design / development </li></ul></ul><ul><ul><ul><li>Technical framework </li></ul></ul></ul><ul><ul><li>Content – </li></ul></ul><ul><ul><ul><li>Relevant / balanced </li></ul></ul></ul><ul><ul><ul><li>Regularly updated content </li></ul></ul></ul><ul><ul><ul><ul><li>Content Management System </li></ul></ul></ul></ul><ul><ul><ul><li>What are your competitors doing? </li></ul></ul></ul><ul><ul><ul><ul><li>Google Adwords </li></ul></ul></ul></ul><ul><ul><ul><li>Blogs, Photos, Video </li></ul></ul></ul><ul><ul><li>Social media strategy </li></ul></ul>
  20. 21. <ul><li>Managing a Dynamic Website </li></ul>
  21. 24. Website Content Management
  22. 25. <ul><li>Is Social Media a Fad? </li></ul>
  23. 26. <ul><li>Why The Buzz About Social Media? </li></ul><ul><li>Success - Consumers don’t respond as well to old school marketing as before </li></ul><ul><li>Cost - much less expensive. In most cases it’s free! </li></ul><ul><li>Reach – Facebook @ 100 million + </li></ul><ul><li>Trust - People trust their friends more than paid corporate advertising </li></ul>
  24. 27. <ul><li>Why The Buzz About Social Media? </li></ul><ul><li>Helps drive users to you site and links help SEO </li></ul><ul><li>Opposite is also true </li></ul><ul><li>Users that go to your site already have a sense for who you are and at this point are more likely to be seeking your products and services </li></ul>
  25. 28. <ul><li>Online Marketing Best Practices </li></ul><ul><li>Recognize buying habits have changed </li></ul><ul><li>Regular participation </li></ul><ul><ul><li>Blog - weekly </li></ul></ul><ul><ul><li>Facebook - weekly </li></ul></ul><ul><ul><li>Twitter - daily </li></ul></ul><ul><ul><li>Video’s </li></ul></ul><ul><ul><ul><li>High quality </li></ul></ul></ul><ul><ul><ul><li>Short, 2-3 minutes is ideal </li></ul></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><li>30/60/90 day plan </li></ul>
  26. 29. <ul><li>Online Marketing Best Practices </li></ul><ul><li>Monitor your competition </li></ul><ul><li>Set up accounts and start slowly, but jump in! </li></ul><ul><li>Don’t be afraid to make mistakes </li></ul><ul><li>Get others involved to help carry the load </li></ul><ul><li>Keep personal life and work life separate </li></ul>
  27. 30. <ul><li>Online Marketing Best Practices </li></ul><ul><li>Biggest impact comes from relevant, authentic, dynamic content, made available for your target audience. </li></ul><ul><ul><li>When they want it </li></ul></ul><ul><ul><li>Where they want it </li></ul></ul><ul><ul><li>How they want it. </li></ul></ul>
  28. 31. <ul><li>Online Marketing Benefits Review: </li></ul><ul><li>Advertise your business 24/7/365 </li></ul><ul><li>Enhance Reputation & Credibility </li></ul><ul><li>Impressive first impression </li></ul><ul><li>Pre-sell clients ONLINE </li></ul><ul><li>Own the ultimate, interactive sales brochure </li></ul>
  29. 32. <ul><li>Online Marketing Benefits Review: </li></ul><ul><li>Advertise for a fraction of traditional costs </li></ul><ul><li>Improve communication with customers </li></ul><ul><li>Offer premium customer service via Complete & Interactive website content </li></ul><ul><li>Capture a new audience </li></ul><ul><li>Increase your customer base (worldwide) </li></ul>
  30. 33. <ul><li>How To Decide If It's Time For A New Website: </li></ul><ul><li>  </li></ul><ul><li>1. Why do visitors currently come to my website? </li></ul><ul><li>2. Is my website easy to navigate and is it easy to find information? </li></ul><ul><li>3. Are my current visitors being converted into sales? </li></ul><ul><li>4. Are competitors' websites more functional and have they recently been redesigned? </li></ul><ul><li>5. Does the content on my website deliver the right message? </li></ul>
  31. 34. <ul><li>How To Decide If It's Time For A New Website: </li></ul><ul><li>  </li></ul><ul><li>6. Is my website a good representation of my business? </li></ul><ul><li>7. Does my current website instill trust and confidence in my business or brand? </li></ul><ul><li>8. Am I easily able to update my website? </li></ul><ul><li>9. Are visitors who come to my website being tracked and analyzed? </li></ul><ul><li>10. Does my existing website make it easy for website visitors to contact me? </li></ul>
  32. 35. <ul><li>Questions? </li></ul>
  33. 36. <ul><li>Want to Learn More? </li></ul><ul><li>Mike Howell </li></ul><ul><li>Mobile # 425.891.1622 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.efellemedia.com </li></ul>
  34. 37. <ul><li>Thank You! </li></ul>
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