Your SlideShare is downloading. ×
Internet marketing   dave morse - august 2010 - public
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Internet marketing dave morse - august 2010 - public

905
views

Published on

Internet marketing training course for small businesses and entrepreneurs - covers positioning, goal setting, search engine optimization, content marketing, social media, email marketing, lead …

Internet marketing training course for small businesses and entrepreneurs - covers positioning, goal setting, search engine optimization, content marketing, social media, email marketing, lead management and web analytics.

Published in: Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
905
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
15
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Internet Marketing for Entrepreneurs & Small Businesses 4755 Kingsway Drive, Suite 314 Indianapolis, IN 46205 Phone: 317.917.3266 | Fax: 317.916.8921 Email: [email_address] www.businessownership.org
  • 2. Presented by: Dave Morse E-Marketing Manager Delta Faucet Company [email_address] [email_address] Twitter: @davemorse Blog: davemorse.net
  • 3. Objectives
    • Plan for …
      • Understanding & engaging w/ your audiences
      • Increasing visibility
      • Driving website visitors
      • Nurturing & converting prospects
      • Creating advocates
  • 4. Agenda
    • Positioning
    • Establishing goals
    • “ Inbound” vs. “Outbound”
    • Strategies, tactics and tools:
      • Search engine marketing
      • Social media marketing
      • Content marketing
      • Lead management
      • Website analytics
      • Email marketing
  • 5. Positioning “ The easiest thing to be in the world is you. The most difficult thing to be is what other people want you to be … don't let them put you in that position.” ~ Leo F. Buscaglia
  • 6. Positioning
    • For (target customers)
    • Who (have the following problem)
    • Our product is a (describe)
    • That provides (cite breakthrough capability)
    • Unlike (reference competition)
    • Our product (describe key differentiator)
    Geoffrey Moore – Positioning Template – http://www.beaupre.com/blog/index.cfm/2009/5/22/Positioning-elevator-mission-and-vision-statements
  • 7. Positioning
    • Silicon Graphics, Inc. (SGI)
    • For movie producers
    • Who depend heavily on post-production special effects,
    • SGI provides computer workstations
    • That integrate digital fantasies with actual film footage.
    • Unlike all other computer workstation vendors,
    • SGI has made a no-compromise commitment to meeting film-makers’ post-production needs.
  • 8. Positioning
    • Indiana Interactive Marketing Association (IIMA)
    • For advanced marketers and business professionals alike
    • Who are challenged to understand and utilize an ever-changing and very large interactive marketing landscape of strategies, tactics and tools,
    • IIMA is a marketing group led by brightest interactive marketers in Indiana
    • That provides information, education, consultation, events, and connections.
    • Unlike other groups in Indianapolis (BMA, AAF, AMA, TechPoint, Rainmakers),
    • IIMA is focused on all things interactive, dedicated to delivering real-world (take-away) value, balanced between technology and business strategy, and driven to be the ultimate interactive marketing authority in Indiana
  • 9. Establishing Goals “ He who fails to plan is planning to fail ” ~ Winston Churchill
  • 10. Establishing Goals – P.O.S.T.
    • P eople
      • Develop “personas” – Pain points, interests, how your product will improve their lives
    • O bjectives
      • Business goals – e.g. Awareness
    • S trategies
      • Approach – e.g. Increase search engine ranking
    • T actics/ T ools
      • Steps – e.g. Optimize website, develop backlinks
  • 11. Establishing Goals – Lifecycle
    • Everyone is at some stage in your lifecycle!
    • Typical lifecycle stages
      • Awareness
      • Consideration
      • Preference/Purchase
      • Advocacy
  • 12. “ Inbound” vs. “Outbound” “ Instead of driving their message into a crowd over and over again like a sledgehammer, they attract highly qualified customers to their business like a magnet. ” ~ Brian Halligan, CEO, Hubspot
  • 13. Advertising Break-Up
  • 14. “ Inbound” vs. “Outbound”
    • Marketing from 50,000 feet
  • 15. “ Outbound” marketing Interruption-based
  • 16. “ Outbound” marketing Decreasing influence … thanks for advancing innovation
  • 17. “ Inbound” marketing Permission-based
  • 18. Building empires
    • 1950 - 2000
    2000 - 2050
  • 19. Rethink marketing
  • 20. Strategies, Tactics & Tools …
    • Search engine marketing (SEO & PPC)
    • Social media marketing
    • Content marketing
  • 21. 3 Pillars of Inbound Marketing
  • 22. Search Engine Optimization (SEO)
  • 23. Search Engine Optimization
  • 24. Search Engine Optimization
    • 25% “On Page”
      • Keywords, keywords, keywords!
      • Page titles, URLs, copy
    • 75% “Off Page”
      • Links, links, links
      • Links = online recommendations
        • (OK) Link: www.deltafaucet.com
        • (BEST) Keyword text: Innovative Faucets
  • 25. Free Tools by Google
    • Google Webmaster Central – http://www.google.com/webmasters
    • Google Keyword Research – http://www.google.com/sktool/#
    • Google Trends – http://www.google.com/trends
    • Google Website Optimizer – http://www.google.com/websiteoptimizer
    • Google’s Blog – http://googleblog.blogspot.com
  • 26. Pay-Per-Click (PPC)
    • Google, Yahoo!, Bing
    • Targeting
    • Budget
    • Metrics
  • 27. PPC vs. SEO
    • Value of SEO
      • Performance – 85% click organic results
      • Visibility – 100% view 1 st , 2 nd and 3 rd organic results (vs. 50% view 1 st PPC result)
      • 56% results show no PPC ad
    • Disconnect
      • “ SEO drives 75%+ of all search traffic, yet garners less than 15% of marketing budgets. PPC receives less than 25% of all search traffic, yet earns 80%+ of SEM campaign budgets ” 1
    1 http://www.seomoz.org/blog/the-disconnect-in-ppc-vs-seo-spending
  • 28. Content Marketing
    • Why do people use the web?
      • Collect, read, share, and consume information
    • Marketing = Publishing
    • Goal: Become trusted resource / authority
    • Example: www.Babycenter.com
      • “ Their information is fantastic” ~ my wife
  • 29. Content Marketing
    • “ The most effective form of web marketing is content marketing”
    • “ Best websites designed by those who think like publishers – start with content strategy, then focus on delivery”
    • “ You should publish the kind of online content to which your buyers naturally gravitate”
    • “ Don’t Trust Your Ad Agency to Build Your Website ”
  • 30. Content Marketing
    • Website copy
    • Product information
    • Blogs
    • Tweets and Facebook pages
    • Videos / demos
    • News & trends
    • Webinars / podcasts
    • Tools
    • Photos
    • Presentations
    • eBooks
    • Articles / white papers / case studies
    Anything of interest to your buyer personas that persuades them to take profitable action
  • 31. Content Marketing More Content = Better Google Page Rank
  • 32. Shift Into Content Mindset
    • Blog posts
    • Shoot videos at events
    • Interview customers for a podcast
    • Share, share, share
      • Lessons learned
      • Funny stories
      • Information (“Did You Know…”)
      • Emotional / enticing (“Top 5 Dangers…”)
  • 33. Social media marketing
  • 34. Social media marketing
    • Separate BOI course – “Social Media 101”
    • Social media = content & conversation
    • Think: cocktail party
    OR
  • 35. Social media marketing
  • 36. Social media marketing
    • Facebook
      • “ Pages”
      • Connect to Twitter stream ( facebook.com/twitter )
      • “ Like” Button
    • Twitter
      • “ Microblog” – Like a blog, but only 140 characters
      • Use TweetDeck, CoTweet, Seesmic, Hootsuite ( don’t use the Twitter website! )
      • http://search.twitter.com
  • 37. Social media marketing
    • AddThis widget
      • Enable social sharing
      • Customizable
      • Metrics
    • Bit.ly URL shortener
      • Shortens any URL (good for loooooong ones)
      • http://bit.ly/92s3OZ
      • Metrics
  • 38. Strategies, Tactics & Tools …
    • Lead management
    • Website analytics
    • Email marketing
  • 39. Lead management
    • Capturing and managing interest
    • Make it easy! ( example )
    • Salesforce.com
      • “ Web-To-Lead”
    Example Landing Page Salesforce.com
  • 40. Website analytics
    • Google Analytics – free and powerful!
    • Quick implementation
    Example Google Analytics: Delta Faucet
  • 41. Website analytics
    • Metrics to track
      • Keywords
      • Traffic
        • Visitors – Unique vs. Repeat
        • Sources – Direct, Referral, Search
      • Conversions
        • Any profitable event (e.g. Where To Buy)
      • Bounce Rate
        • “ I came, I saw, I puked”
  • 42. Email marketing
    • Cost effective, great engagement tool
    • Many tools – recommend MailChimp (free)
    • Subscriber management (sub/unsub)
      • CAN/SPAM law compliance
    • Measurable
      • Track opens & click-thrus
    • Use as lead qualification!
    Source: ExactTarget
  • 43. Resources
    • Salesforce.com CRM pricing – http://www.salesforce.com/crm/ep-sales.jsp
    • Facebook Pages – http://www.facebook.com/FacebookPages
    • Facebook Social Plugins (e.g. “Like” button) – http://developers.facebook.com/plugins
    • AddThis social sharing widget – http://www.addthis.com/
    • Twitter tools:
      • TweetDeck – http://www.tweetdeck.com/
      • Seesmic – http://seesmic.com/
      • CoTweet – http://cotweet.com/
      • Hootsuite – http://hootsuite.com/
    • Google Analytics – http://www.google.com/analytics
    • MailChimp – http://www.mailchimp.com/
    • URL shortener – http://bit.ly
  • 44. Resources
    • “ Don’t Trust Advertising Agency to Build Website” – http://www.davidmeermanscott.com/documents/Donttrustanagencywithyourwebsite.pdf
    • “ Nobody Cares About Your Products (Except You)” – http://www.webinknow.com/2008/08/nobody-cares-ab.html
    • “ Four Ways The Internet is Transforming Small Businesses” – http://blog.hubspot.com/blog/tabid/6307/bid/50/Four-Ways-the-Internet-Is-Transforming-Small-Business.aspx
    • “ Inbound Marketing & The Next Phase of Marketing on the Web” – http://blog.hubspot.com/blog/tabid/6307/bid/4416/Inbound-Marketing-the-Next-Phase-of-Marketing-on-the-Web.aspx
    • “ 2010 Online Marketing Blueprint: A Multimedia Guide to Growing Your Business Online” - http://www.hubspot.com/blueprint
    • "The 10 Rock Solid Elements of Effective Online Marketing" - http://authorityrules.com/
    • "The Beginners Guide to SEO" - http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
    • "Social Media Revolution" - http://www.youtube.com/watch?v=sIFYPQjYhv8
    • "Advertising/Customer Breakup" - http://www.youtube.com/watch?v=DkOHsjZKBB0
    • "Vital statistics for B2B Marketers" - http://www.youtube.com/watch?v=nXQdy-22TXM
    • "Basics Of Social Media ROI" - http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
    • “ Social Media Experts Don’t Understand Social Media” – http://tippingpointlabs.com/2009/07/08/social-media-experts-dont-understand-social-media/
    • "Five Reasons Why Content Strategy Comes Before Social Media" - http://blog.junta42.com/content_marketing_blog/2009/06/five-reasons-why-content-strategy-comes-before-social-media.html
  • 45. Questions? Contact me! Dave Morse E-Marketing Manager Delta Faucet Company [email_address] [email_address] Twitter: @davemorse Blog: davemorse.net