MHCA Annual Meeting Presentation

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

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MHCA Annual Meeting Presentation

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

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