This document discusses marketing strategies for adapting to changes in advertising. It notes the decline of phone books and print newspapers, as well as the fragmented television landscape. It emphasizes the growth of internet marketing through search engine optimization, social media, online reviews and reputation management. It encourages calculating the cost per lead and cost per sale for different marketing channels to optimize budgets and results.
2. Changes in Advertising
The Decline of Phone Books
Television Advertising
Its like a bad game of WHERES WALDO with all the channel choices , DVR
&Online options
Newspapers
Are there any left in your area to even advertise in?
Light speed growth of the Internet
How do I figure out the Ins &Outs of all this technical stuff.
SEO,SEM,SMO,PPC and don’t even ask me what an algorithm is.
Online Reputation (Angies List, Yelp, Google+)
3. Let your Fingers Do The
Walking
Ask you Kids to find a Number in the Yellow Pages.
LOL
The Decline in use of Phone Directories has been DRAMATIC
4. There's Nothing to Watch!
Can you pick which
one of these
channels your future
customer is
watching and when?
5. Read all about it!
What's Happening to Newspaper Readership.
What kind of value are your ads getting.
6. Change in Strategy
How to look at these changes.
Creating your Ad Budget.
Costs per Lead
Costs per Sale
Use of Social Media (Facebook,Pinterest,Houzz,Angies List
etc.)
Optimizing your Website
Use of FREE on-line listings
Suppliers
Partnerships
Industry Sites
20. Online Reputation
Get your Clients to do REVIEWS!!!
Claim Your Listings Your already there USE IT!
Merchant Circle Etc..)
Address negative Review's
(Manta,
21. Cost per Lead/Cost per Sale
How much does each lead cost you in
Marketing dollars?
– How much per category?
How much does each sale cost you?
– How much per category?
23. Calculating Cost of Sale
per Type
Internet
leads
• Least
invested
• Greatest
Ratios
• Largest
Revenues
24. Lower Costs and Increase
Results
Create Goals for Marketing Costs
4-5% of Sales
Track Results Monthly
Ask your Customers,Friends,Family
and anyone else you can think of.
“ WHERE DO YOU START LOOKING WHEN YOU
WHAT TO BUY SOMETHING!”