MHCA Annual Meeting Presentation
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MHCA Annual Meeting Presentation

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Presentation for MHCA membership at their annual meeting in Clearwater Beach, FL Feb. 21-24.

Presentation for MHCA membership at their annual meeting in Clearwater Beach, FL Feb. 21-24.

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Transcript

  • 1. Prepared for:
  • 2. Four Marketing Pillars that Matter Most Image: www.treklens.com
  • 3.  
  • 4. Challenges You Face Today
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  • 5. New Definition of Marketing
  • 6. WHAT IS SOCIAL MEDIA AND WHY YOU SHOULD CARE #1 Strategy Before Tactics
  • 7. Demographics | Geographics | Behavioral | Psychographics Describe Your Target Audiences
  • 8. Find your core talk-able difference
  • 9. The Three Parts of the Brain Image: www.sharpbrains.com New Brain Middle Brain Old or Reptilian Brain
  • 10. Six Stimuli of the Old Brain Image: www.salesbrain.com
  • 11. #2 Educate and inform. Don’t sell.
  • 12.  
  • 13.  
  • 14.  
  • 15. Image: www.marketfin.com #3 Build a Referral System
  • 16.
    • Become more referable
    • Target your sources
    • Educate your sources
    • Motivate your sources
    • Follow up with all
    Your Referral System
  • 17. Digital interactivity is now at the center of marketing #4 Harness the Internet
  • 18. OUTBOUND VS. INBOUND MARKETING * Telemarketing * Tradeshows * Direct mail * Email blasts * Print ads * TV/radio ads * SEO * Landing pages * Blogging * PPC * Content * Buzz
  • 19. “ … the Internet has turned what used to be a controlled, one-way message into A real-time dialogue with millions. DANIELLE SACKS THE FUTURE OF ADVERTISING FAST COMPANY , NOVEMBER 17, 2010
  • 20.  
  • 21. Before Google (10+ years ago)
  • 22. Before Social Media (2 to 10 years ago)
  • 23. The Age of Social Media (today and future)
  • 24. 4 Cs of Social Media Marketing Content + Context + Connection + Community
  • 25. 79% of adult Americans use the Internet . SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
  • 26. 78% of Internet users conduct product research online. . SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
  • 27. 9 out of 10 Internet users visited a social networking site each month in 2010
  • 28. 83% of Millenials have joined a social network SOURCE: Pew Internet Generations 2010 report
  • 29. YouTube is the 2 nd largest search engine in the world
  • 30. Facebook added over 200 million users in less than a year Years to reach 50 million users...
  • 31. IF FACEBOOK WERE A COUNTRY, IT WOULD BE THE 3 rd MOST POPULATED IN THE WORLD
  • 32. 1 out of every 8 minutes online is spent on Facebook
  • 33. 40% of Facebook’s user base is age 35+
  • 34. Social Media Advertising
  • 35. Ninety percent of consumers trust recommendations of people they know, while 70 percent trust consumer opinions posted online Nielsen Global Online Consumer Survey, 2009
  • 36. Social Media is word of mouth on steroids
  • 37. Do you like what they are saying about your brand?
  • 38.  
  • 39.
    • OLD WAY = PRESS RELEASES
    • M ainly for media/press
    • Media coverage or bust
    Image: www.raymond-weil.com/.../Press-Releases.html
  • 40.
    • NEW WAY = NEWS RELEASES
    • For everyone (your Ideal Client)
    • SEO tool
    • Maybe get media coverage
  • 41. 75% OF SEO IS OFF PAGE AND INVISIBLE
  • 42.
    • Recommendations from Friends
    • “ I know Patrick Giammarco”
    • “ Patrick Giammarco is a marketing expert”
    • You trust the person saying this
    • Links Are Like Online Recommendations
    • A link: www.pwgmarketing.com
    • Anchor text: small business marketing coach
    • Link is from a trusted website
  • 43.
    • News Release Goals:
    • Build inbound links to increase search rank
    • Increase “find-ability”
    • Get press coverage
  • 44. SOCIAL MEDIA NEWS RELEASES
  • 45.
    • Content
    • Your existing content is likely good
    • Don’t only do “Our company just did X”
    • Ideas:
      • Industry trends
      • Survey data
      • Case studies
  • 46.
    • Style Changes
    • Names
      • “ Patrick Giammarco” every time, not just 1 st time
    • Abbreviations
      • “ Search Engine Optimization” vs. “SEO”
  • 47.
    • Keywords
    • Use keyword tool
    • Pick 1 or 2 to focus on per release
      • Best keywords: long term and boilerplate
      • Long tail: couple press releases
    • Use in title
    • Use in text
    • Use as anchor text
  • 48.
    • Boilerplate
    • Include links and keywords
  • 49. Frequency and Timing The game has changed. Play differently. Publish a news release if you have content!
  • 50.
    • Resources
    • Web sites
      • http://www.webinknow.com
      • http://www.hubspot.com
      • http://pressrelease.grader.com
      • http://www.pr-squared.com/downloads/smprtemplate.pdf
    • Books
      • New Rules of PR and Marketing , Meerman Scott
      • Inbound Marketing , Halligan and Shah
  • 51. Four Marketing Pillars that Matter Most Image: www.treklens.com
    • Strategy Before Tactics
    • Educate and Inform; Don’t Sell
    • Build a Referral System
    • Harness the Internet
  • 52. What Do You Think?
  • 53. Thank You Patrick W. Giammarco www.pwgmarketing.com Email: [email_address] Twitter: twitter.com/pwgiammarco LinkedIn: linkedin.com/in/patrickgiammarco