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Printapalooza: Part 2: Online Marketing, Social Media, and Mobile - What Printers Need to Know
 

Printapalooza: Part 2: Online Marketing, Social Media, and Mobile - What Printers Need to Know

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In this presentation, interlinkONE and Grow Socially CEO John Foley, Jr. shares content for companies in the print industry to help them grow their business. ...

In this presentation, interlinkONE and Grow Socially CEO John Foley, Jr. shares content for companies in the print industry to help them grow their business.

During these slides, John covers online marketing (including social media, SEO, website lead generation) and mobile marketing (including QR Codes, mobile websites, and more).

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  • Measurement, revising, repeating Develop a Vision and Business PlanDevelop the Organization ChartCreate a Marketing Strategy and PlanCreate Sales Strategy and PlanOperational PlanFinance – pro forma financial statementsEducate Internally and ExternallyConsistently Self-PromoteExecuteMeasure
  • S
  • 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.
  • The same principles apply to generating leads from social media as they do from other channels… You need to target people in that vertical, drive them to your website, get them to raise their hand an interact, then get them in the sales funnel!
  • If you are trying to decide what social networks you should be on the, the first step is really understanding your target audience. You need to define who they are , how they act, where they engage, and when. Then, you can choose to spend your time today?
  • This is recent research from Edison.90% of smartphone owners take their phone with them at least most of the time!This opens our mind up to possibilities to reach them --- SMS, QR, email, mobile search, mobile ads, etc.
  • Katie- we’ve identified 5 or 6 keys to succeeding with QR Codes and the mobile web, and we would like to quickly share them with you
  • Katie- you always want to think of the end user who will be scanning the QR Code. -in this example Mary, who is a local real estate agent as well as a customer of ours, placed a QR Code on the sign hanging in front of an available property-Mary definitely took the time and thought about who the end user would be. In this case the end user would be potential buyers driving or walking by the property. You can see that she made sure that the Code was large enough to be scanned by someone driving or walking by, and she also provided instructions on how to scan the QR Code. The Code then pointed to a mobile optimized website which included pertinent information for a potential buyer, such as the listing price, square footage, video of the what the inside of the property looked like, etc. -If you were the person walking by this property, you would not want the QR Code to go to Mary’s full website, where you would have to search for this specific property. So best practice would be to always think of the end user and the experience you would like them to have when scanning the Code.
  • Katie- you should shorten all of your URLs before creating a Code with them. You can see in the left image we created a QR Code with a long URL. This Code has a lot of black pixels included in it, which can make it difficult for some QR Code readers to scan. In the right image we too the same URL and shortened it. You can see that the Code has far less pixels in it, and it will be much easier to scan on a mobile device.-Some QR Code generators will automatically shorten your URL, but you can also use a tool such as Bit.Ly or ilnk.me to do that.Jason- “David, in terms of selling, have you seen that customers were interested in shortening their URLs?”
  • Katie- you should include an incentive and instructions, or people won’t even scan the QR CodeEven if someone knows what a QR Code is, and they don’t need the instructions, they are not going to scan the Code unless there is an incentive to do so.Jason- need an incentive with all marketing, for example no one is going to click on the link in an email blast unless you have given them the incentive to do so
  • Katie- have your Codes point to mobile optimized content-couple examples from different industries
  • Katie- With anything you do in marketing, you want to and should measure the success of your efforts. Some of the things an application such as QR&T or iFlyMobi can measure are: the time and date of a scan, info. on the mobile device and browser used to scan the Code, and an IP Address.- You can also do other things to help measure your efforts. For example, you could build a form in iFlyMobi or have a Code point to a LP you have built. Then people can scan your Code and provide you with personal information as well as answer any questions that you might ask.-As our CEO, John Foley Jr., whom I am sure many of you know, often says, “If you can’t measure it, don’t do it!”Jason- “Katie, have you seen any other creative ways people are tracking the QR Codes on their printed material?”Katie- 5 unique Codes in 5 different magazines example
  • Katie- We thought this chart was very interesting and helpful in regards to where you are placing your QR Codes. You can see that the largest percentage of scans came from QR Codes printed on magazines and newspapers and product packaging.Jason- “David, do you have any experiences that would support the findings in this chart?”David- packaging examples
  • The Little Rock Convention & Visitors Bureau (LRCVB) supports organizations in the Little Rock, Arkansas area that benefit from travel, entertainment and convention business. In the autumn of 2010 they sponsored the “Savor the City” campaign to: Increase awareness of and drive traffic to participating restaurants Provide patron demographic information to restaurants for use in refining future marketing efforts ---RESULTS---Patrons of participating restaurants were given printed cards encouraging them to visit the campaign microsite to provide their feedback. Of the total unique visits (137) to the campaign landing pages, 31% were accessed via the use of QR codes and 69% were accessed via a custom URLOf the total completed responses (108), 24% were via QR codes
  • Now, while it may not feel like summer in the Northeast yet, QR Codes have exploded in regards to the flower & gardneing shops such as Home Depot and Lowes.Here you can see how QR Codes are used on the product label while buying Cauliflower plants.Earlier, I talked about how I love QR Codes. Well, since I am not a fan of QR Codes, I’d say this is a terrible use of them  Juuuuuust kidding.
  • Here’s how they’ve used QR Codes… on their cash register… People scan this QR Code, and they are sent to a landign page that lets them subscribe for their newsletter.Also, there are other QR Codes that give people something to do while they’re waiting for their order.
  • 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.
  • 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.
  • 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-….-”David, what are some factors you had to consider when building mobile optimized websites?”David- time (iFlyMobi vs. plugins/programming)
  • 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- who is coming to your website and why?You want to focus on these individuals.Example: someone on the go, who would view your site on the weekend…
  • 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,…
  • Jason- ….-“David, were there an additional ways you were able to make money with selling QR Codes?”David- selling the QR Codes as a value added service, custom QR CodesKatie- In terms of creating things like custom QR Codes, we have experts here who have created step by step Blogs, videos, and tutorials for you. So by all means please reference our sites, and especially the Blog sections of our sites, because we are providing you with the information you need to do things such as embed a logo in a QR Code.
  • Jason- there are certainly disadvantages and advantages to everything. For example, the disadvantage of mobile websites is that you cannot view Flash on a mobile device. However, there are advantages such as the ability to build forms and gather data, as well as click-to-call, text and email features.-”David, what are some ways you tried to educate yourself in order to be able to sell QR Codes and mobile websites?”David- look for examples online, see how others are using them, read news sites such as Mobile Marketer (http://www.mobilemarketer.com/)
  • David- lunch and learn example- Reiterate that mobile marketing does not take away from your print business
  • Your customers need mobile websites!
  • Add this to your other services.
  • Your current customers
  • Jason- …David- Sell additional printed Materials
  • There is not a silver bullet – Rome was not built in a dayPlan, Plan, PlanTreat it as if you were starting a new businessCreate a Solid Business PlanGet Marketing Expertise on your StaffTake advantage of existing customer relationshipsExamine trends that are affecting the verticals you serveSet Expectations that the Transformation will happenConstantly review and update marketing strategiesIncrease your self-promotional effortsMeasure

Printapalooza: Part 2: Online Marketing, Social Media, and Mobile - What Printers Need to Know Printapalooza: Part 2: Online Marketing, Social Media, and Mobile - What Printers Need to Know Presentation Transcript