Different online methods for connecting with customers and your community directly

1. Online Direct Marketing

2. Today’s Topics
• Outbound vs inbound marketing
• Acquisition vs Retention
• RSS vs email
•
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3. Outbound vs Inbound
Outbound:
Inbound:
• buying attention
• cold-calling
• direct paper mail
• radio
• TV advertisements
• sales flyers
• eMail spam
• telemarketing
• traditional advertising
• blogs
• podcasts
• webinars
• video
• eBooks
• eNewsletters
• whitepapers
• SEO
• social media
Inbound Marketing
http://en.wikipedia.org/wiki/Inbound_marketing
Inbound Marketing vs. Outbound Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/2989/Inbound-Marketing-vs-Outbound-Marketing.aspx
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4. Exponential
Sarnoff Network
Metcalf Network
David Sarnoff – broadcasting
Bob Metcalf – Ethernet
• Viewers – 20
• Math – 20*1
• Network - 20
• Viewers – 20
• Math - 202
• Network - 400
Reed Network
David Reed – social networks
• Viewers – 20
• Math - 220
• Network – 1,000,000
Marketing Communications Integrating Offline and Online with Social Media by P. R. Smith Ze Zook
http://faculty.mu.edu.sa/public/uploads/1358138379.314MarComms_5th-ed-sample_chapter-7-MAY-1.pdf
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5. You Oughta Know Inbound Marketing
You Oughta Know Inbound Marketing
http://youtu.be/4-lGe5MnBlY
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6. Hubspot’s All in One Software
The 2012 State of Inbound Marketing
http://blog.hubspot.com/Portals/249/docs/ebooks/the_2012_state_of_inbound_marketing.pdf
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7. RSS and Google Reader
Advantages:
• Less email overload
• Quick to read
• Less clutter (consolidated)
• All news in one place
• Subscribe to what you want
• Another place for searching
• Access anywhere
• Easy to unsubscribe
RSS Feeds Advantages and Disadvantages
http://www.samirkamble.com/rss-feeds-advantages-and-disadvantages/
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8. Boost Post
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9. Facebook Offer
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10. LinkedIn
• Message via 2nd connections
• Upgrade and connect
• Co-branded message with LinkedIn
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11. Co-Brand Message
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12. AuthorRank
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13. AuthorRank
AuthorRank:
• Photo shows up by results
• One more signal
• Connected to Google+
• Trust and authenticity
Google Author Rank: Has Google Chairman Eric Schmidt Now Confirmed It?
http://www.virante.org/blog/2013/02/06/google-author-rank-has-google-chairman-eric-schmidt-now-confirmed-it/
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14. Rel=Author
Rel=Author:
• Head shots
• Your Google+ profile
• Contributor to...
• Adding your bio to WordPress
What is your Google+ ID?
Rel=Author : How To Do Google Rel=Author in WordPress by Elizabeth Jamieson
http://www.youtube.com/watch?v=YyIQzHD8rBY
http://www.devonwebdesigners.com/3278/relauthor-step-by-step-for-wordpress/
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15. Profiling Differently
Old:
• Age
• Sex
• Marital status
• Postal code
• Income
• What bucket?
New:
• Social profile
• Behavioral data
• Lifecycle
• Recently bought
• Self selecting?
Facebook Graphic Search
https://www.facebook.com/about/graphsearch
The End of Demographics: How Marketers Are Going Deeper With Personal Data
http://mashable.com/2011/06/30/psychographics-marketing/
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16. Acquisition Funnel and Retention Diamond
Developed by Joanne O`Connell and Jeff Nelson
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17. Attributes
Attribution Solutions with Google Analytics by CardinalPath
http://youtu.be/Es_JDC4KJMo
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18. Google URL Builder
• Google URL Builder Tool (15 min)
Attribution Solutions with Google Analytics by CardinalPath
http://youtu.be/Es_JDC4KJMo
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19. Email Campaign Tracking
• Email Campaign Tracking (20 min)
Attribution Solutions with Google Analytics by CardinalPath
http://youtu.be/Es_JDC4KJMo
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20. Offline Tracking
• Offline Tracking (23 min)
Attribution Solutions with Google Analytics by CardinalPath
http://youtu.be/Es_JDC4KJMo
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21. Multi-Channel Funnels
• Multi-Channel Funnels (31 min)
Attribution Solutions with Google Analytics by CardinalPath
http://youtu.be/Es_JDC4KJMo
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22. Monitoring – Mention.net
www.Mention.net
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23. Questions?
Jeff Nelson, MBA
403-410-3803
jeff.nelson@anduro.com
@JeffxNelson
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