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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 4/20/10 Issaquah Chamber Of Commerce Presentation Transcript

    • 4/20/10
      • Issaquah Chamber Of Commerce
      • April Membership Luncheon
      • “ INCREASE REVENUE WITH
      • ONLINE MARKETING
      • AND
      • SOCIAL MEDIA TOOLS”
      • Mike Howell
      • Introduction
      • Online Marketing
        • Definitions & Background
        • Drivers
      • Social Media
      • Large Companies
      • Best Practices
        • Websites
        • Social Media
      • Q & A
      • Introduction
      • Mike Howell
        • efelle media marketing consultant
        • 25 years sales and marketing
        • Pacific NW high tech hardware / software markets
      • 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
      • 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
      • 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
      • 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
      • 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
      • Examples of Inbound vs. Outbound
        • Inbound Marketing
          • Social Media
          • Blogs
          • Video
          • SEO
        • Outbound Marketing
          • Trade Shows
          • Telemarketing
          • Newsletters
          • Email Blasts
      • Examples of Inbound vs. Outbound
        • Inbound Marketing
          • Social Media
          • Blogs
          • Video
          • SEO
          • New School
        • Outbound Marketing
          • Trade Shows
          • Telemarketing
          • Newsletters
          • Email Blasts
          • Old School
      • External Drivers – What Has Changed
      • External Drivers – What Has Changed
      • Technology
        • Broadband
        • Mobile devices
      • Demographics
        • Generation Y
        • Computer literacy
      • Economy
        • Recession
        • Resources - financial and human
      • 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
      • 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.
      • 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 .
      • 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
      • So…What’s All The Fuss?
    •  
      • 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
      • 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
      • Managing a Dynamic Website
    •  
    •  
    • Website Content Management
      • Is Social Media a Fad?
      • 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
      • 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
      • 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
      • 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
      • 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.
      • 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
      • 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)
      • 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?
      • 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?
      • Questions?
      • Want to Learn More?
      • Mike Howell
      • Mobile # 425.891.1622
      • [email_address]
      • www.efellemedia.com
      • Thank You!