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4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
4/20/10 Issaquah Chamber Of Commerce
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4/20/10 Issaquah Chamber Of Commerce

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Transcript

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

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