Turn Online Marketing Strategies into New Business

Turn Online MarketingStrategies into New Business Josh Braaten

Who is Josh Braaten? Online Marketing Manager, Owner & Blogger, Extremely Frustrated, Rasmussen College Big Picture Web Vikings Fan4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 2

Small Businesses Face Challenges • Sales • Developing a • Repeat Sales marketing plan • Receiving Referrals • Executing your plan • Allocating ad budgets • And much more!4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 3

Objectives• Examine the fall of traditional media and the new business currencies that drove its decline• Define “Inbound Marketing” and understand the core principles behind it• Learn how to use Internet marketing to drive new business 44/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

The Decline of Traditional Media Source: Ad Age – http://bit.ly/hXwvFF 54/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

The End of the Reign of Old Media4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 6

The New Media Currencies Attention Trust Permission 74/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

Attention4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 8

TrustSource: Edelman Trust Barometer - http://bit.ly/i8Ac3z 9 4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

Permission 104/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

The Rise of Inbound MarketingSource: Out & About Marketing – http://bit.ly/hEoOvL 11 4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

What is Inbound Marketing?Inbound Marketing: Earning new customers by gaining attention, trust and permission beforethe sale through the creation and sharing of engaging, entertaining and/or educational content. Graphic Source: SEOmoz - http://bit.ly/gM7OGb 12 4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

Inbound Marketing Nicknames • Online Marketing • Internet Marketing • New Media Marketing • Content Marketing • Social Media Marketing • Search Engine Marketing • Viral Marketing 134/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

Everything You Need to Know 144/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

The Principles of Inbound Marketing4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 15

The Principles of Inbound Marketing Identify – Find your online audience Listen – Understand how you can help Create – Publish what you know Share – Share content to solve problems Measure – Fine tune your progress 164/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

Identify Your Audience • Who is your ideal customer? • Search for resources, influencers and communities where your customers gather4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 17

Listen to Your Audience • Be quiet and listen • Understand what your customers need4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 18

Create Content Your Audience Loves • Publish to educate, engage and entertain • Publish content to build inbound equity4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 19

Share Content with Your Audience • Solving problems through sharing • Building relationships through solving problems4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 20

Measure Your Efforts • Online media is measurable • Identify and work towards goals4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 21

The Principles of Inbound Marketing4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 22

Inbound Marketing Tactics Graphic Source: SEOmoz - http://bit.ly/gM7OGb4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 23

Social Media4/28/2011 24

FacebookSources: SEOmoz – http://bit.ly/gM7OGb; Ben Foster – http://bit.ly/huR7gH 25 4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

Twitter Sources: SEOmoz – http://bit.ly/gM7OGb; Media Bistro - http://bit.ly/ggiCas4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 26

Search Engines4/28/2011 27

Blogging4/28/2011 28

Inbound Marketing Yields CustomersSource: Hubspot – http://bit.ly/fxzOLd 29 4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

Inbound Marketing Yields Customers Source: Hubspot – http://bit.ly/fxzOLd4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 30

Videos4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 31

YouTube 35 Hrs of Video Uploaded Each Minute Two Billion Daily Video Views YouTube staff to grow 30% in 2011 Source: PhysOrg.com – http://bit.ly/evc0Ic 324/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

Web Analytics4/28/2011 33

Other Inbound Marketing Channels • Email • Forums • News/Press Releases • Webinars • White Papers/eBooks • Infographics • Audio and Podcasts • And More!4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 34

Inbound Marketing in Action Search social networks and the web for your audience and their needs Monitor social conversations to determine content needs of your audience Create optimized text, images, audio and video to solve problems Share content with audience & influencers via blog and social networks Measure impact of social media and blog content on business goals 354/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

Inbound Marketing Visualized Your Blog Your Website4/28/2011 36

Small Businesses Slow to Start Source: Marketing Charts – http://bit.ly/fkC9Iu ; Formstack – http://bit.ly/hUzeed4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 37

Small Business Reasons for Hesitance Source: Marketing Charts – http://bit.ly/fkC9Iu ; Formstack – http://bit.ly/hUzeed 384/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

The Relative Costs of Marketing Source: Hubspot – http://bit.ly/fxzOLd4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 39

The Relative Costs of Marketing Source: Hubspot – http://bit.ly/fxzOLd4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 40

Wine Library TV Changed the World Gary Vaynerchuk, founder http://tv.winelibrary.com 414/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential.

Small Business Boosted by Inbound“Social media helped consultantDeborah Dolan, owner of Senior LifeTransitions, more than double herbusiness last year.The key was using social media toestablish herself as a credibleresource -- a social authority -- onaging issues, through a blog, a newAdvocate on Aging podcast andother social and search marketingefforts.”Source: Star Tribune -http://bit.ly/dR09bP 42

Additional Resources Rasmussen.edu/student-life/online-community/ Facebook.com/RasmussenWausau BigPictureWeb.com @JLBraaten4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 43

Internet Marketing Education4/28/2011 Copyright Rasmussen, Inc. 2010. Proprietary and Confidential. 44

Small Businesses: The Time is Now4/28/2011 45

http://www.rasmussen.edu	357
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Turn Online Marketing Strategies into New Business

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