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Marketing Ideas for Print Association Leaders
 

Marketing Ideas for Print Association Leaders

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John Foley, Jr. and Jason Pinto of interlinkONE and Grow Socially delivered this presentation to a group of print industry association leaders on August 20th. ...

John Foley, Jr. and Jason Pinto of interlinkONE and Grow Socially delivered this presentation to a group of print industry association leaders on August 20th.

They shared a number of strategies and tips to help them improve on their own marketing efforts.

The discussion covered items such as:
- Inbound Marketing
- Content Marketing
- Social Media
- SEO
- Email Marketing
- QR Codes
- Mobile Websites
- And more!

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  • Welcome to today’s webinar! Thank you for joining us.
  • Brief introduction… Myself, jasonp…. Matt , do you want to tell people a bit about what you do here at Grow Socially?
  • Now, many of these channels can still be effective. But the point of today’s webinar is that we can no longer solely rely on them to increase awareness, buzz, and generate leads
  • So, these stats, the social media stats, are amazing… Think about someone’s behavior on Google. People here that I work with, they know the website address, but yet I still see them go to Google and search for the product by name. If some of yoru customers and prospects are doing that, wow! Are you checking that… …Your overall marketing efforts! Specifically, inbound marketing.
  • Ask Matt: what really is inbound marketing? What does it mean for a business?
  • It works! Increase Awareness & Drive Inquiries Reach More Donors, Customers, etc. Sell More/Build the Bottom Line!
  • It really starts with how we view it… Do we just view it as one of these things? Or something else entireley? Perhaps something that’s a way for us to simply share the latest blog post URL. It has to be about more than that. How people communicate, Target like-minded prospects, Communicate with customers Why use social media? More prospects to sell to Generate interest in your brand Build your brand Loyalty Position your company Customer Service Another Channel
  • Now that chart can be overwheleming. We can almost spend 60 minutes on it! But Matt , it’s very imprortant to understand this if you want social media to build business. Do you want to talk about this a bit?
  • Kodak, diners club, Polaroid, Montgomery ward Need to reinvent themselves 1-3 years to reinvent them Have Sales Reps Online Share Case Studies Online Answer Questions Send Requested Information Follow Up Connect
  • Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
  • Provide keywords in the Company description Add your Products & Services Update the Company Status frequently Matt will talk about the various features here… Mention advertisements as well!
  • Talk about Timeline, cover images Talk about the 4 boxes you can highlight… considerations
  • Talk aobut value of pictures, getting Likes, … how it helpss Edge Rank… which will make your other posts get shown Hovering over the # of likes… see organic vs. viral search (matt has slide)
  • Benefits of facebook ads.. Affordable, most effective Ask Matt about specific types of facebook ads that have worked for businesses Target your competitors
  • One of the key things that we see when it comes to Twitter success---- you have to engage on a personal and professional level. It’s important to have a company page, but we’ve seen the most success by also having our employees with personal pages . Of course, we want them sharing our content, content that will appeal to our customers and prospects, engaging with our audience, etc… but also building relationships!
  • Thoughts from matt: companies aren’t creating enogh … not taking the steps tp create and edit and publish Putting the URL in the description up top to drive traffic… and then measure Fill out your tags! Keywords in description. Don’t just upload and hope people find it! You have to activelyh promote it and share across other channels, in an integrated campaign !
  • Pictures of employees, jobs that you’ve produced, on the road shows, apps that you love, etc. Connect with clients that are already there Post pictures of your job samples, creative outputs, marketing collateral, and other pieces that you are proud of. Showcase employees – management and day-to-day! Claim your branded username today! Avoid uploading directly to Pinterest – Pin photos from your website and blog to drive traffic. Focus on creating and sharing helpful content that your customers will benefit from… and that will visually appeal to them! -------Can it drive business? If your signifcant other is on Pinterest, check your credit card statements.
  • This slide wraps up the social media section!
  • Social-friendly, searchable Interactive Blogs Comments Landing Page eNewsletter Sign-Ups Widgets Calls to action for people to raise their hand
  • TALK about the importance of mobile here…. Then. Before we leave this slide.. This wraps up our section on WEBSITE improvements.. Here are some wrap-up tips Analyze how much time you spend on it today; most likely, it’s not enough! Your website needs to be integrated into all of your marketing efforts, incuding print, email, social media, and more.
  • SEO Best Practices Keyword Usage Content Rules! Inbound Links Mobile
  • Improves SEO Narrows down what your site is about The more, the better
  • What about items to avoid? Ask Matt what he thinks about these tactics: Buying Links Over-using/forcing keywords – content should sound natural Adding so much content that your page load-times suffer.
  • Smartphone ownership and mobile web viewing continues to rise! Google is rewarding sites that have mobile websites in its AdWords program
  • Here is a look at the 5 technologies we see shaking up marketing today and that I’m going to briefly discuss with you. And I say shaking up marketing today, because things are moving so fast and trends are continually changing. The first thing I’m going to talk about, and focus the most on because a is mobile devices and applications because that is where we see the most opportunity in the print and online worlds merging Then all talk about location-based marketing applications, video, group buying or what I call the daily online deal, and then social media I’m going to give you explicit examples of who we see technology merging.
  • When we talk about mobile, the device is the enabler for applications that unite print and online, so here is a quick look at some recent statistics on the proliferation of devices. This year 657 million smartphones will be sold, according to JP Morgan, that’s an increase of 43% over last year. Worldwide tablet sales expected to reach 118.9 million units this year . And, the share of adults in the United States who own tablet computers nearly doubled from 10% to 19% between mid-December 2011 and early January 2012, STOP HERE A new report finds that 74% of smartphone owners use their phone to get real-time location-based information, and 18% use a geosocial service to “check in” to certain locations or share their location with friends. Over the past year, smartphone ownership among American adults has risen from 35% of adults in 2011 to 46% in 2012. This means that the overall proportion of U.S. adults who get location-based information has almost doubled over that time period, from 23% in May 2011 to 41% in February 2012. The percentage of adults who use geosocial services like Foursquare has likewise risen from 4% in 2011 to 10% in 2012. Pew Internet & American Life Project
  • How do you shorten a URL? There are tools such as Bit.Ly, ilnk.me. Some QR Code generators do it for you!
  • We typically recommend using almost a ¼ inch of padding… Honestly, we do use a bit less than that, but give it room to breathe!
  • Now a huge reason and benefit of using QR Codes is the measurement and tracking! - You can start clearly measuring how effective your print ads are.. Your postcards… your signs..
  • If your website is not mobile optimized, it can create frustration. You will lose visitors. You will lose traffic. You will lose customers. “ Senior executives at home on their tablets and smartphones are wondering why the user experience for their own company Web sites is sub-standard.”
  • Jason- think about the things that make your scream at your mobile device when you are viewing a website, and make sure to eliminate those issues for anyone viewing your website on a mobile device
  • Jason- you have used best practices and thought about the user
  • Jason- registration for an event, white paper download, … -“David, what are some examples of how you built and used Forms for your customers?” David- internally for job specs, iPad download at conference,…
  • Augmented reality is tough to explain, but it does exactly what its name implies augments reality. The example that most people can relate to is its use in televised sports, when your watching a football game the computer generated first-down line . The basic idea of augmented reality is to superimpose graphics, audio and other sensory enhancements over a real-world environment in real time. Television networks been doing that with graphics for decades. Now it is moving to mobile. According to Juniper Research, increasing focus on incorporating augmented reality (AR) elements within mobile applications is predicted to lead to nearly 1.4 billion annual downloads of such apps worldwide by 2015. A consumer can point their phone an image and see a whole new layer of information, designed to connect them to a brand or product and deliver extra information in an engaging way. Here are some examples to give you a visual of AR. Bottom image is a augmented reality art show that debuted at New York City’s Museum of Modern Art. The physical show was visible to regular visitors, but those who were using a mobile phone application called Layar on their smart phones could see additional works on each of the floors, What’s excites marketers and advertisers about it its ability to bring life to an inanimate image and it can be applied to a billboard, poster or any other printed material. A consumer can point their phone at such an image and see a whole new layer of information, designed to connect them to a brand or product and deliver extra information in an engaging way. STOP HERE The basic idea of augmented reality is to superimpose graphics, audio and other sensory enhancements over a real-world environment in real time. AR has become common in sports telecasting. The yellow "first down" line seen in television broadcasts of American football games shows the line the offensive team must cross to receive a first down using the 1st & Ten system. The real-world elements are the football field and players, and the virtual element is the yellow line, which augments the image in real time. Pattern AR enables mobile devices to recognize shapes (markers) and replaces them with two-dimensional images, 3D models, audio, and video. Augmented Reality: Rogue Art Exhibition" at MoMA. Photo: http://www.mobilebehavior.com. Augmented reality is becoming more accessible and new uses continue to emerge as tools for creating and customizing applications become easier to use. The layering of information over 3D space produces new ways to experience content that is fueling the broader migration of computing from the desktop to the mobile device, bringing with it opportunities for broader user dynamic engagement with social media. Artists and other users are being encouraged to view their smart phones, iPods ,and tablet computers as tools for production and display. Augmented Reality tools can be used to explore concepts in ways that are ‘user led’ and increasingly participatory. Last year, a rogue augmented reality art show made its debut at MoMA (NYC). The physical show was visible to regular visitors, but those who were using a mobile phone application called Layar on their smart phones could see additional works on each of the floors, merging form and content in a non-didactic way. According to Juniper Research, increasing focus on incorporating augmented reality (AR) elements within mobile applications is predicted to lead to nearly 1.4 billion annual downloads of such apps worldwide by 2015. Individuals are taking out his smartphone and pointing them at a piece of paper. It could be a sign, newspaper ad, magazine or direct mailer. As an example, the paper bears the image of some rough terrain, rather like a satellite photo of Mars, and this image is immediately replicated on the phone's small LCD screen via its built-in camera. As soon as that happens, a tiny yellow robot appears on the screen and animates, apparently roving around the rough terrain. The 3D illusion is easily maintained by the phone's processor: the view of the robot changes smoothly and accurately as the phone is moved relative to the piece of paper, revealing different angles, making it look closer or further away, and triggering different behaviors. This ability to bring life to an inanimate image is what so excites people in marketing and advertising, because exactly the same thing can be applied to a billboard poster or an advert in a newspaper. A consumer can point their phone at such an image and see a whole new layer of information, designed to connect them to a brand or product and deliver extra information in an engaging way.
  • Near field communication ( NFC ) is the technology that enables smartphones and other devices to establish a radio connection by touching them together or coming within close proximity. You may not have heard of it, but near field communication (NFC) is the technology that major companies are betting will become a central part of every mobile phone user's life. John Foley is going to tell you more about this. NFC technology has not been heavily adopted in the U.S. yet, but according to some analysts' estimates there will be a greater push for mobile users to adopt the technology in the next few years Near field communication, abbreviated NFC, is a form of contactless communication between devices like smartphones or tablets. Contactless communication allows a user to wave the smartphone over a NFC compatible device to send information without needing to touch the devices together or go through multiple steps setting up a connection. NFC was originally developed and promoted as a highly secure technology to enable mobile payments and ticketing applications, enabling consumers to make payments by merely tapping their cellular device against an NFC-enabled payment terminal to conduct a transaction.
  • Jason-….. Katie- No matter what though, the mobile world is not going anywhere and people are always going to need a mobile website. So you can use a tool such as iFlyMobi to create mobile optimized websites, and then follow best practices to appeal to the end user and track your efforts.

Marketing Ideas for Print Association Leaders Marketing Ideas for Print Association Leaders Presentation Transcript

  • PIA Education Directors Meeting Monday, August 20th, 2012 John Foley, Jr. and Jason PintoUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Today’s Overview• Brief Introductions• The Marketing Landscape• How You Can Find Social Media Success• Your Website: From a Static Brochure to a Sales Tool• SEO: Getting Found to Make Sales• Mobile Marketing: Reaching Your Audience on the Go• Final Thoughts and QuestionsUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Brief IntroductionsUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Introductions: Who We Are• John Foley, Jr. – @JohnFoleyJr – JohnF@GrowSocially.com• Jason Pinto – @JasonPinto – jasonp@interlinkONE.comUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Introduction: Our Companies► Grow Socially ► Online Marketing/Social Media ► Plan, Manage, Execute and Measure► interlinkONE ► Enterprise Marketing Management Software ► Online Ordering, Inventory Management, Fulfillment ► QR Code Management, Mobile Website BuildingUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Two Other Products to Know About► iFlyMobi: Mobile Website Builder► QReate & Track: QR Code ManagementUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • The BooksUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • We Want To Know… What are your biggest marketing challenges today?Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • The Marketing LandscapeUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Marketing Used to Be “Easier”!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Social Media Statistics 955 Million Users on Facebook 400 Million Tweets Sent Per Day 72+ Hours of Video Uploaded every minute 170 million users 12 million users… and it’s addictive! 80 million users… and sold for $1 billion! NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556 and http://searchengineland.comUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • By the Numbers: Google• 34,000 searches per second• 2 million per minute• 121 million per hour• 3 billion per day• 88 billion per month Source: http://searchengineland.comUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • What is Inbound Marketing?“Inbound marketing isa marketing strategythat focuses onattracting prospectivecustomers by offeringuseful information.” http://en.wikipedia.org/wiki/Inbound_marketingUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Content: Essential to Inbound Marketing Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/ Using Inbound Marketing to Build Business Grow Socially Copyright 2012
  • Inbound Goal: Drive INQUIRIES!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Does That Approach Work? See Below 650 475 Using Inbound Marketing to Build Business Grow Socially Copyright 2012
  • Results: Thousands of InquiriesUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Results: Thousands of InquiriesUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Results: Prospects Raising Their Hand!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • How YOU Can Find Social Media SuccessUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • How do you view Social Media?• Community• Conversation• Networking• Marketing• Relationships• Customer Service• Immediate Information• PlatformUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Get Noticed Optimize / Social Friendly eNewsletter Sign-Ups White Papers Offers Emails Polls Blogs Landing Pages Inquiries Engage and Nurture Qualified and Budgeted Start with MKTG Engage Plan and Action – Publish – Engage – Converse – Share Buyers NurtureStories, Information, Social Media posts Blogging Product? Analytics Service? Content Mgmt SEO Asset? Using Inbound Marketing to Build Business $ Grow Socially Copyright 2012 Questions or Comments? Copyright © 2010 Grow Socially, Inc. All Rights Reserved. 2012 Phone 1.800.948.0113
  • Plan! Strategy before Tactics!Step 1: Describe the Business, Service, SolutionStep 2: Business, Service, Solution GoalStep 3: Where Is the Audience Cyclically?Step 4: How Does the Audience Use Social Media?Step 5: The One ThingStep 6: How Will You Humanize the BrandStep 7: Content Resource and Distribution StrategyStep 8: How Will You Measure Success?Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • More than a PR service! Focus on Conversations• Twitter – Hashtags – Retweets – Twitter Chats• Facebook: – Questions/Polls – Invite Comments!• LinkedIn – Groups – Discussions• BlogUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Social Reach / Viral MarketingUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • How to Measure Success?• How many – Downloads – eNewsletter Sign-Ups – Blog Comments – Questions – Shared Links – Re-Tweets – Followers – Site TrafficUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Next… Specific Business Building Tips• LinkedIn• Facebook• Twitter• YouTube• Foursquare• Pinterest Using Inbound Marketing to Build Business Grow Socially Copyright 2012
  • LinkedIn Tip: Update your Status Daily!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • LinkedIn Tip: Complete Your ProfileUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • LinkedIn: Company PageUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • LinkedIn: Answers FeatureUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Facebook: Don’t Ignore Above the Fold!Creating a page simply involves:• Logo• Name• Content Using Inbound Marketing to Build Business Grow Socially Copyright 2012
  • Facebook: Post a Variety of ContentUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Facebook Advertisements Can Work! Target Facebook Users to Reach Your Target Audience!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Twitter: Personal and Company ProfilesUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Twitter: Advanced Search Feature https://twitter.com/search-advancedUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Tip: FollowerWonk.com to Find PeopleUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • YouTube: Tips for Success• Feature variety of employees, mix up the tone• Experiment with different backdrops, scenes, etc.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Foursquare: Location-Based MarketingUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Pinterest: Buzz-worthy or Goal-Achiever?• Visually tell the story of your brand!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Don’t Forget! Align Tactics with Goals Tactic Goal Key Steps Facebook Fan page Increase awareness of Post once a day; Custom services, generate leads Tab for demo registration Twitter company page Become a thought leader, Post multiple times daily; provide support share marketing-related news; active listening YouTube Profile Humanize brand; create Film weekly video of demand employee(s); create screencasts of customer successes Pinterest Drive website traffic! Create boards to highlight portfolio workUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Your Website: From a Static Brochure to a Sales ToolUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Problem with Many Websites Today• They are not updated frequently enough.• The graphics, product & services listings, and text do not accurately reflect a brand’s mission statement.• They are not generating leads.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Remember: The Website is Home Base! Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Website Review: Online Marketing AuditUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Step 1: Your Target Audience• What benefits them? – It’s not your equipment. – It’s the solutions & value that your people and equipment provide – Make changes to pictures, front-facing content, benefit listings.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Step 2: The Change Process• What is the Process for Making Changes & Adding Content?• Do you always need IT (in-house or outsourced) involvement?• If so, consider making a change – CMS, different host provider.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Step 3: Lead Generation• How many leads does your website today?• If it’s not enough, embed more lead- generation forms!• Add calls-to- action to all pages!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Step 4: Mobile Optimized• Do visitors have to tap, zoom, scroll?• Is there Flash?• How long is loading time?• Build a mobile website today!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • SEO: Getting Found to Make SalesUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • What is Search Engine Optimization?• Getting found!• Using specified keywords• Consistently updating your content• Using links to and from other pages and websitesUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Keyword Usage• Build a well-researched list of keywords• Incorporate in your content: – Page Titles (H1, H2 tags) – Website copy – Meta description – Image Names (Alt tags)• Use throughout all content distributionUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Use Google Analytics to Understand ImpactUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Content Rules!• Google rewards fresh content --- update your website regularly!• Create & provide content that informs, helps, and interests your audience!• Best way to do this: start blogging.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Inbound Links• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.• How do you get them? – Create share-worthy & timely content! – Ask! Link-exchange – Comment on other blogs – Increase PR strategy and effortsUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Blogs: Crucial to SEO Success• Humanizing• Improves SEO – Keywords – Links – Updated Information• Give Expertise• Updates on Company Activities• Sharing InformationUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Be Ready for Mobile Search with a Mobile Site! • Create a mobile website that is automatically presented to the growing number of smartphone owners! • Tip: http://iFlyMobi.com!!!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Measuring Your Success Tools: Google Analytics Social MediaUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Final Thoughts on Inbound MarketingUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Success Depends on All of These Items!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • This Takes Planning: Calendar #1 Announce MailSend out on website -Monthlyflyers to Newsletterclients Email eNewsletter (Announce) Tell Expo Event colleagues 8AM-6PM you’re attending Send thank Enter new you cards contacts in Excel
  • This Takes Planning: Calendar #2 Create Announce Announce on Mail Send out Post, Link on website & -Monthly flyers to back to Newsletter clients website Comment on Connect with Share event Email event’s Keynote article on eNewsletter page Speakers on (Announce)Announce Tell Share event Join in on Expo Eventbooth # colleagues article on event’s 8AM-6PMwith you’re hashtagvideo post attending Send thank Enter newFollow-Up Share Friend new you cards contacts inwith speaking contacts on Excel presentationPost & Post onPictures
  • Inbound and Outbound Marketing Work Together COMPANY WEBSITE Social Whitepapers, Media eBooks 3500 Downloads Visitors SEO eNewsletter Sign-UpsDM/Flyer 2000 Visitors Comments & Questions on CRM E-mail Blog 800 Links Visitors Info/Inquiries Other 100 Webinar Visitors Sign-Ups Using Inbound Marketing to Build Business Grow Socially Copyright 2012
  • Wrap Up• Start with a Plan• Create a Online Marketing Strategy• Incorporate Your Social Media, SEO and Website• Measure the Results!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Resources for You► Free White Paper on Inbound Marketing!► http://InboundMarketingWhitePaper.comUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Mobile Marketing: Reaching Your Audience on the GoUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Mobile is Shaking up Marketing!• Mobile Devices (Smartphones, Tablets)• QR Codes• Near Field Communication (NFC)• SMS/Texting• Augmented RealityUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Smartphone Sales• In 2012, 657 million smartphones predicted to be sold, up from 459 million in 2011 (JP Morgan)Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Smartphone Adoption 50% Smartphone Adoption in the U.S.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Smartphone Domination Source: Morgan StanleyUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Proprietary vs. Non-ProprietaryUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • How Can They Be Used?• Let’s look at some QR Code solutions in action!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • PURL, QR Code: Registration PageUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • For Self-Promotional EffortsUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • To Promote Product LaunchesUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • To Drive Sales• Mailer for buying tools online• Included two response mechanismsUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Appointment/SchedulingUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Fundraising/DonationsUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Event Promotion Watch it at: http://ilnk.me/JPQRVideoUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Tip: Shorten the URL!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Tip: Provide Clear DirectionsUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Tip: Important! Include PaddingUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Tip: Mobilize the WebsiteUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Tip: Test, Track, MeasureUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • What To Look for In a Creator• Can you change the URL?• Does the solution shorten the URL?• Bulk-Upload Capability• Measurement and Tracking?Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Creating QR Codes for PURLs • Upload Your Mailing List • Generate the PURLs • Export the list, including the PURLUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Mobile Sites: Necessary! = Source: http://www.flickr.com/photos/23844524@N03/5002051362/Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Mobile Website Goals• Quick Loading Time• Easy to Read• Simple Interaction• But Still Relevant And Useful!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Key Thoughts Before Building• Treat the needs of the “on-the- go” user differently than those of a desktop/laptop browser. – On-the-go or in a rush – Extremely interested in the offer – help them take immediate action.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Tip: Trim your content!• Prioritize and simplify – only include the most important points, links, etc. Photo Credit: http://www.flickr.com/photos/nicmcphee/Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Tip: Include Forms to Capture Data• Simplify Forms: Limit Use of Open-Ended Questions, # of fields in general.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Final Thoughts• QR Codes can work successfully – but you must follow best practices• Mobile websites must be simple, but they can also be a great way to capture leads, generate sales, and more.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • HOW YOU CAN BENEFIT: AUGMENTED REALITYUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Augmented Reality Becoming Accessible Using Inbound Marketing to Build BusinessSource: Juniper Research2012 Grow Socially Copyright
  • Interactive Print & Mail: Layar Watch the video: http://ilnk.me/LayarVideoUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Using Layar to Augment RealityUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • AurasmaUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Getting Started with AR• Start experiencing it yourself – download the Apps, test, play, & get inspired!• Check out Kevin Keane’s list of AR apps• Augment your own material.• Start talking about it to clients!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • HOW YOU CAN BENEFIT: NEAR FIELD COMMUNICATIONUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • NFC: Lots of Potential Uses! • “Near field communication, or NFC, allows for simplified transactions, data exchange, and connections with a touch”.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Tap To Connect!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • NFCvs.QR CodesUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • NFC & Location-Based Marketing• NFC can be used to make mobile actions easier to complete… check-ins, transactions, registrations, and more!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Getting Started with NFC• Check if you have a phone that is NFC-enabled• Sign up for news sites and Google Alerts that mention and highlight NFC campaigns• Start mentioning it to your clients!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • MOBILE PAYMENTSUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Square• Easily accept credit cards from mobile devices• 2.75% per swipe – no other fees• Selling anything at your next show?Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Custom AppsUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Should You Have a Mobile App?• Pros • Cons – It’ll Create Buzz – Requires development across – Could Provide a Great Experience for multiple platforms Customers & Prospects – Comes with an additional barrier of entry (find app, DL) – Lots of Apps StinkUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Final Thoughts on Mobile• Mobile is not just a trend, or buzz-worthy: it’s a major disruptive influence on the world of communications & marketing.• The Time is Now: Mobile-Optimize Your Content and Start Reaching the Mobile Audience.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • How Can You Help Your MembersUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Let’s Discuss!• Webinars• Content• Email Templates• Landing Page Templates• Monthly Newsletter of Marketing Tips• Set the Example!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Why Did We Create MARCOM University?• Inbound Marketing is absolutely critical to a company’s lead generation and lead nurturing efforts today.• The success of inbound marketing tactics, such as social media, SEO, blogs, etc., depends on having compelling and relevant content.• However, many companies today do not have the content they need to succeed.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • What is MARCOM University• MARCOM University is an online portal that will allow for companies to easily access content that they can repurpose for their own marketing efforts.• Each registered member will be able to download the source/native files and then rebrand and post the content accordingly.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • What type of content does MARCOMUniversity have?• White Papers• Blog Posts• Newsletter articles• eBooks• Video scripts• Podcast outlines• Case Study templates• And more!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • MARCOM University: A Sneak PeekUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • How Does the Process Work? Step 1: The Content Creators: Assoc They will produce White Papers, iation Me mbers newsletter articles, and more! i n Her e! Subscribers Company B Company A Company C Step 2: The content is addedStep 3: Downloading Content to the database:Members can download and •Preview Versionsrepurpose the available content! The MARCOM University •Native files for Content Database rebranding Using Inbound Marketing to Build Business Grow Socially Copyright 2012
  • Where do You Fit In?• You can increase the value that they offer to their members by providing access to content that they can not only learn from, but that they can also use within their own marketing efforts.• You can rebrand the MARCOM University portal for your association, and then sell access to your members directly!Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • A Few Ways We Can HelpUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Grow Socially Service OfferingsStrategic Marketing Planning Branding Consultation• Phased Approach • Three options for new look• Due Diligence and feel• Create Road Map • Messaging and Positioning• Deliverable is a two year • Incorporate into all plan including resource marketing channels projections Using Inbound Marketing to Build Business Grow Socially Copyright 2012
  • Grow Socially ServicesSocial Media Marketing Website Consulting & Design• Management • Analytics• Planning • Functionality• Analytics • EngagingConsulting Search Engine Optimization• Strategic Marketing Plans • SEO Grader• Business Plans • Improve Keywords• Ad Campaigns • Increase Organically• Social Media AuditsUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • iFlyMobi: Build Mobile Websites• 14-day free trial --- We know you’ll love it!• http://iFlyMobi.comUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • More Resources for You► http://GrowSocially.com► http://interlinkONE.com► http://iFlyMobi.com► http://Twitter.com/GrowSociallyUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • Contact Grow Socially► Sales@GrowSocially.com► 1.800.948.0113► Twitter.com/GrowSociallyUsing Inbound Marketing to Build BusinessGrow Socially Copyright 2012
  • THANK You! Have a great afternoon.Using Inbound Marketing to Build BusinessGrow Socially Copyright 2012