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Use Electronic Marketing to Increase Profits and Decrease Costs

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  • 1. Use Electronic Marketing to Increase Profits and Decrease Costs Brian Offenberger a/k/a RSS Ray
  • 2. About Brian Offenberger
    • Host of Online Marketing with RSS Ray and owner of BizGrowth Search Engine Solutions
    • Certified in search engine marketing, paid search, web analytics, email marketing and online testing
  • 3. Brian Offenberger
  • 4. Today’s Discussion Points
    • Define electronic marketing
    • Discuss why you should use electronic marketing
    • Present 3 ways to use electronic marketing for your business
    • Answer your questions
  • 5. What Is A Electronic Marketing?
    • Electronic marketing is marketing through the use of a channel that requires a plug or a battery
  • 6. Electronic Marketing Channels
    • Radio
    • Television
    • Computer
    • Telephone and cell phone
    • Fax machine
    • Email marketing
    • RSS marketing
    • Electronic messaging
  • 7. Why Electronic Marketing?
    • #1  Your customers are here:
    • Cell phones and telephones
    • Internet use
    • iPods and MP3 players
  • 8. Why Electronic Marketing?
    • #2  You can market to a targeted mass
    • Traditional Selling vs. Mass Selling
    • Closing Rate and the Law of Numbers
  • 9. Why Electronic Marketing
    • #3  You can measure results
    • Internet marketing offers company’s unprecedented results tracking and customer behavior measurements
  • 10. Why Electronic Marketing
    • #4  There is less competition
    • 71% of adult population online daily (Pew Internet)
    • 83% + adults under 49 online daily (Pew Internet)
    • Only 15% of marketing dollars spent online (eMarketer)
  • 11. Why Electronic Marketing
    • #5  You get message to market quickly
    • You can get messages to market to customers at the speed of sound
  • 12. Electronic Marketing in Your Business
    • It’s fast, simple, affordable and easy
    • Your job is marketing and the message, leave the technology to others
  • 13. Tools You Need
    • Phone line
    • Broadband connection
    • Website
    • Computer
    • Fax machine
  • 14. Tools You Need
    • Email marketing software
    • Bridge telephone lines
    • Webinar software
    • Recording software
    • Microphone and/or webcam
  • 15. Electronic Marketing for Sm ALL Business
    • Teleseminars or webinars
    • Permission based email marketing
    • Blogging or podcasting
  • 16. #1-Teleseminars-Selling at the Speed of Sound
    • Use the telephone as a sales tool to the masses
    • Effective for business to consumer, business to business and business to government
    • Telephone is a passive medium…allows for multi-tasking, etc.
  • 17. Teleseminar-Sell to Prospects
    • Invite prospects to submit questions and attend FREE teleseminar to answer questions/solve problems/resolve needs---email to your list, joint venture partners, other promotional tactics
    • Hold teleseminar and record call
  • 18. Teleseminar Benefits
    • Prospects get to investigate the product or service in more detail in a non-threatening, anonymous environment
    • Prospects can participate from anywhere while doing just about anything
  • 19. Teleseminar Benefits (cont.)
    • Participants are engaged prospects
    • You communicate with mass instead of individuals
  • 20. Teleseminar Example
    • Customer: Knight Security-Dallas
    • Goal: Sell Camera Systems
    • Method: Joint Venture with Irving Chamber of Commerce
    • Hook: Stop Employee Theft
  • 21. Teleseminar Example
    • Action Steps
      • Chamber emails members
      • Members register for call
      • Members attend call
      • We teach and promote
  • 22. Teleseminar Example
  • 23. Teleseminar Benefits
    • Speak to masses for same amount of time to speak with one person
    • Can do for internal and external customers
    • Including web landing pages, total cost per participant is $2.17
    • Can record call and repurpose content
    • Generate leads and add to prospect names list
  • 24. Teleseminar Applications
    • Internal company communications
    • Vendor communications
    • Sales to prospects
    • Teach customers how to use (consume) products
  • 25. Questions About Teleseminars
    • Find our example online at:
    • http://www.KnightSecurity.com/etwebinar
  • 26. #2-Permission Based Email Marketing
    • “ The marketing of products or services or information to people who have given you permission to interact with them via email”
  • 27. Email Marketing Facts
    • Email Rules ROI
    • (Source: Direct Marketing Association Power of Direct report October 2006)
    • >Email $1 spent returns $51.47
    • >Catalogs return $7.20
    • >Other internet marketing returns $21.08
  • 28. Why Use Email (Source: Datran Media, February 2007)
    • Drive incremental revenue 55.3%
    • Reinforce brand position 19.1%
    • Improve customer loyalty 10.6%
    • Reactivate customers 8.5%
    • Drive more frequent purchase 6.4%
  • 29. Use Email To…
    • Sell More
    • Announce new products
    • Announce new services
    • Seasonal greetings
    • Introduce new policies
    • Promote business accomplishments
  • 30. Measurable Performance
    • Deliverability
    • Open rates
    • Click through rates
    • Sales
  • 31. Customers Use Email (Source: eMarketer)
    • 88% of Americans have an email account
    • 91% of those with email use it daily
  • 32. Customers Like Email
    • DoubleClick survey of customer preferences:
      • Permission based email 75%
      • Sales call 51%
      • Direct mail 25%
      • Telemarketing 0%
  • 33. Get Started With Email Marketing
    • Learn about email marketing 
    • www.ConstantContact.com/learning-center
    • www.EmailLabs.com
    • Set goals and objectives
    • Determine/segment your audience
  • 34. Get Started With Email Marketing
    • Collect names at all customer contact points, including website
    • Work with someone or do it yourself
    • Determine your content, including subject lines
    • Get started!
  • 35. Automated Sequential Marketing
    • Automated email messaging in a sequential fashion to accomplish business objectives
    • Resource  www.aWeber.com
  • 36. #3-Blogging, Podcasting and Videocasting
    • Blog is a frequent, chronological publication of text, audio or video and web links
    • Podcast is a digital media file or files distributed over the internet for playback on portable media players and personal computers
  • 37. Videocasting
    • A videocast is the same as a podcast except with video
  • 38. Why Use Them In Your Marketing?
    • More people will find your business-multi-channel marketing
    • More content for search engine rankings-Google’s universal search
  • 39. Why Use Them In Your Marketing?
    • More convenience for your audience
    • Lower costs to produce than radio or television commercials
    • Creates content that attracts links
  • 40. Get Started
    • Decide what you want to accomplish
    • Select your medium with which to get started
    • Select your tools and resources
    • Determine your messaging
    • Syndicate your content
    • Submit your content for indexing
    • Measure your results
  • 41. Free Tools
    • Blogging:
      • www.WordPress.org
    • Recording Software:
      • www.Audacity.Sourceforge.net
  • 42. Summary
    • Electronic marketing generates high ROI
    • Lower costs of lead acquisition and sales
    • Measure for maximum results
    • Incredible speed to market
  • 43. Questions
  • 44. Contact Brian Offenberger
    • Bizgrowth Search Engine Solutions
    • www.BizGrowthSeo.com
    • [email_address]
    • 602-412-3168
  • 45. Online Marketing Radio Show
    • Online Marketing with RSS Ray
    • Live Wednesday at 1pm EST
    • www.wsRadio.com
    • Podcast Feed:
    • http://www.wsradio.com/podcasts/107.xml
  • 46. Thank You Have a great experience at SEMA 2007!

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