CHOOSING THE
RIGHT TOOLS.
    With so many options the
    online medium presents to
    us, how do we decide which
    op...
CHOOSING THE RIGHT TOOLS:
INTRODUCTION
Here are the topics we are going to cover today:

                           Your W...
3
CHOOSING THE RIGHT TOOLS:
SOCIAL NETWORKING




                            4
CHOOSING THE RIGHT TOOLS:
SOCIAL NETWORKING
Let’s focus on just the ones that are applicable
to businesses and professiona...
CHOOSING THE RIGHT TOOLS:
SOCIAL NETWORKING
PRO’s:                     CON’s:
  • It’s direct and it’s    • Younger users
...
CHOOSING THE RIGHT TOOLS:
SOCIAL NETWORKING
You should consider using social networking if:
  •   Your customers are using...
There are over 691 million
people on the internet that
use some form of social
networking.
comSource, November 2008




  ...
9
CHOOSING THE RIGHT TOOLS:
BLOGGING
There are several options for blogging, below
are the big players:
  •   WordPress
  • ...
CHOOSING THE RIGHT TOOLS:
BLOGGING
PRO’s:                CON’s:
  • Can make you a     • Forces you to
    professional in...
CHOOSING THE RIGHT TOOLS:
BLOGGING
You should be blogging if:
  • You can talk about your industry forever
  • You can wri...
“Blogs represent the best
chance for companies to
inform the conversation.”
Richard Edelman, President and CEO, Edelman


...
14
CHOOSING THE RIGHT TOOLS:
EMAIL MARKETING
There are a lot of email marketing solutions out
there, but lets look at some of...
CHOOSING THE RIGHT TOOLS:
EMAIL MARKETING
PRO’s:                   CON’s:
  • Easy to target and    • SPAM
    track it   ...
CHOOSING THE RIGHT TOOLS:
EMAIL MARKETING
You should utilize email marketing if:
  • You are doing conventional mailings a...
Consumers who
subscribed to our
email newsletter
generated 34.25%
more product
sales.
Marketing Sherpa in association with...
19
CHOOSING THE RIGHT TOOLS:
INTERNET MARKETING
There are a couple of different types of internet
marketing, for the most par...
CHOOSING THE RIGHT TOOLS:
INTERNET MARKETING
There are a lot of places to consider using
internet marketing tactics.
  • S...
CHOOSING THE RIGHT TOOLS:
INTERNET MARKETING
PRO’s:                     CON’s:
  •                         • There's a lot...
CHOOSING THE RIGHT TOOLS:
INTERNET MARKETING
You should be using internet marketing if:
  • You want more traffic to your ...
“Interactive advertising
continues to be the most
measurable and cost-effective
way to reach consumers, and
we see more an...
25
CHOOSING THE RIGHT TOOLS:
YOUR WEBSITE
There is absolutely no reason why you should
not have a website. But what should it...
CHOOSE YOUR
TOOLS WISELY.

      Doug Logan
      doug@inovat.com


                        27
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Choosing The Right Tools

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Choosing The Right Tools

  1. 1. CHOOSING THE RIGHT TOOLS. With so many options the online medium presents to us, how do we decide which options to use? Presented by Doug Logan
  2. 2. CHOOSING THE RIGHT TOOLS: INTRODUCTION Here are the topics we are going to cover today: Your Website (low risk) Internet Marketing Email Marketing Blogging Social Networking (high risk) 2
  3. 3. 3
  4. 4. CHOOSING THE RIGHT TOOLS: SOCIAL NETWORKING 4
  5. 5. CHOOSING THE RIGHT TOOLS: SOCIAL NETWORKING Let’s focus on just the ones that are applicable to businesses and professionals. • LinkedIn • Facebook • Twitter • Digg • YouTube 5
  6. 6. CHOOSING THE RIGHT TOOLS: SOCIAL NETWORKING PRO’s: CON’s: • It’s direct and it’s • Younger users personal • Time consuming • Usually free and addictive • A lot of users • Not just for professionals 6
  7. 7. CHOOSING THE RIGHT TOOLS: SOCIAL NETWORKING You should consider using social networking if: • Your customers are using it • Your competitors are using it (or not) • You can handle criticism • You have the time to be active on it and can respond quickly to questions 7
  8. 8. There are over 691 million people on the internet that use some form of social networking. comSource, November 2008 8
  9. 9. 9
  10. 10. CHOOSING THE RIGHT TOOLS: BLOGGING There are several options for blogging, below are the big players: • WordPress • Blogger • Expression Engine • Movable Type 10
  11. 11. CHOOSING THE RIGHT TOOLS: BLOGGING PRO’s: CON’s: • Can make you a • Forces you to professional in write good well your industry • Takes research • Great for SEO • Needs to be updated a lot 11
  12. 12. CHOOSING THE RIGHT TOOLS: BLOGGING You should be blogging if: • You can talk about your industry forever • You can write an article/post a week • There’s not a lot of information/blogs about your industry 12
  13. 13. “Blogs represent the best chance for companies to inform the conversation.” Richard Edelman, President and CEO, Edelman 13
  14. 14. 14
  15. 15. CHOOSING THE RIGHT TOOLS: EMAIL MARKETING There are a lot of email marketing solutions out there, but lets look at some of the big ones: • Constant Contact • MailChimp • Listrak • Emma 15
  16. 16. CHOOSING THE RIGHT TOOLS: EMAIL MARKETING PRO’s: CON’s: • Easy to target and • SPAM track it • It’s easy to make • It’s direct mistakes • It’s cheap • Can turn off customers 16
  17. 17. CHOOSING THE RIGHT TOOLS: EMAIL MARKETING You should utilize email marketing if: • You are doing conventional mailings and want to save on printing • You run specials or discounts • You have a large repeat customer basis 17
  18. 18. Consumers who subscribed to our email newsletter generated 34.25% more product sales. Marketing Sherpa in association with ConAgra Foods (2007) 18
  19. 19. 19
  20. 20. CHOOSING THE RIGHT TOOLS: INTERNET MARKETING There are a couple of different types of internet marketing, for the most part they are: • Text/Banner/Video ads • Lead generators • Search Engine Optimization 20
  21. 21. CHOOSING THE RIGHT TOOLS: INTERNET MARKETING There are a lot of places to consider using internet marketing tactics. • Search Engines • Chamber websites • Industry resource • Online directories websites • Email newsletters • Online Magazines • Social websites 21
  22. 22. CHOOSING THE RIGHT TOOLS: INTERNET MARKETING PRO’s: CON’s: • • There's a lot of It’s accurate competition • Very controllable • Quality of leads • Target by location • Lot’s of tracking • Easy to track and testing 22
  23. 23. CHOOSING THE RIGHT TOOLS: INTERNET MARKETING You should be using internet marketing if: • You want more traffic to your website • You have some form of conversion on your website, such as an ecommerce site • You have time to commit to tracking your visitors, making changes to campaigns, and evaluating the outcome 23
  24. 24. “Interactive advertising continues to be the most measurable and cost-effective way to reach consumers, and we see more and more marketers seeking to harness its power.” Randall Rothenberg, President and CEO of the IAB 24
  25. 25. 25
  26. 26. CHOOSING THE RIGHT TOOLS: YOUR WEBSITE There is absolutely no reason why you should not have a website. But what should it do? • Quickly on the homepage tell who you are • Have enough information so that a user can determine whether they want you have to offer/sell • Have some form of conversion(s) • Track everything 26
  27. 27. CHOOSE YOUR TOOLS WISELY. Doug Logan doug@inovat.com 27

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