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Intuit - Online Marketing with Anita Campbell
 

Intuit - Online Marketing with Anita Campbell

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Intuit Webinar with Anita Campbell on Online Marketing

Intuit Webinar with Anita Campbell on Online Marketing

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    Intuit - Online Marketing with Anita Campbell Intuit - Online Marketing with Anita Campbell Presentation Transcript

    • Making the Most of Online Marketing During a Downturn Anita Campbell May 21, 2008
    • About Anita Campbell
        • 2+ Decades of business experience, running own business last 7 years
        • Editor, Small Business Trends ( www.smallbiztrends.com )
        • Observe and write about trends affecting small businesses
        • Located Cleveland, Ohio
        • Ask the Expert twice here at Quickbooks Community
    • Invest in more marketing, not less
        • Spend more on marketing during tight times!
          • When prospects tighten their belts, you are competing for fewer dollars
          • Competitors will compete harder and sales may dry up
        • But spend selectively
          • Watch your own costs
        • Online marketing is ideal
          • Cost effective
          • Shorter lead times for many activities
          • Flexible: can be turned up and turned down as needed
          • Today’s social media levels playing field
    • Overview of online marketing
        • Website is Core
        • Your Website should be #1 priority
          • Think of it as your virtual place of business
          • Prospects will check you out – first impressions count
          • Keep it fresh
            • If your latest news is from 2005, it’s hurting you more than helping
          • Best design you can afford – inexpensive outsourced design options
          • Enhance it with functionality: search function; email subscription box; video message or SitePal avatar; FAQs; polls; news widgets; headlines from your blog; printer-friendly articles – lots of “bolt-on” options available today, and many are free .
    • Overview of online marketing
        • Second Tier Priorities
        • After Your Website is in good shape, consider:
        • Blog – start one of your own, preferably
          • Dollar for dollar, your best option if done right
          • Very low cost, but does take some time
          • Gives you a place to publish information for clients; attracts prospects
        • Email marketing
          • Build your house list – it’s worth gold
          • Look for reasons to collect email addresses (with permission) – online and offline
          • Send our regular communications, but don’t overdo it. Once a month is good.
        • Second Tier Priorities (cont’d)
        • SEO - Search engine optimization
          • To get better found in Google, Yahoo and MSN
          • Hire an SEO firm to help
          • Or teach yourself the basics
        • PPC – pay per click ads
          • Fastest way to draw traffic to your website
          • Can be geo-targeted for your local area
          • Can set up budget and stick with it – reasonable cost
        • Press releases online
          • Use a service such as PRWeb or BusinessWire
    • Existing or New Customers?
    • Start with existing customers
        • A bird in the hand ….
          • Focus on cross-selling and upselling
          • Example: email marketing suggesting new services to existing customers; or offering discounts for renewing or upgrading; bundled offers that increase revenue per customer.
        • Work your data! Detailed accounting and CRM data is a gold mine.
        • Keep profitable existing customers happy:
          • Focus on most-profitable customers first, then mid-range customers.
          • Try to reduce your costs of delivering to least-profitable customers. Examples: tiering offerings with reduced service levels for lower paying customers; self-serve help desk software; knowledge bases and FAQs online; checklists and instructional documents rather than one-on-one time.
    • Start with existing customers (cont’d)
        • Consider building out an online customer community
          • Enhances and grows existing customer loyalty – “they belong”
          • Allows customer evangelists to self-select and shine
          • Can help keep costs in check
        • Typically 3 easy components:
          • Blog (free or low cost, such as Blogger, TypePad and WordPress)
          • Forums /discussion boards (freeware options available)
          • RSS feeds (from blog and forums – enables subscriptions)
        • Consider staffing for forum seeding/ moderation and blog writing
          • Parts are easy to outsource
          • Often community members will step forward and volunteer, for the recognition they get
        • New customer acquisition
        • Hone your offerings and your message
        • Focus on solving customer pain
          • Author Barry Moltz says during downturns you have to sell “painkillers, not vitamins”
        • Focus is crucial; don’t get distracted
          • Target your marketing efforts with clear goals in mind (see chart )
        • Don’t forget partner programs
        • Partner programs with rev share can improve brand visibility and draw add-on revenue streams
        • Customers enjoy discounts and freebies during tight times
        • Techniques:
          • Set up a Partner page on your website with offers or coupons
          • Expect partners to do the same
          • Email campaigns with partner discounts – reciprocity expected, of course!
          • Use your blog if you have one, to highlight partner discounts, coupons and freebies
    • Focus efforts with an online strategy
        • Social Media – Advanced Strategies
        • Today’s social media can be very cost effective
        • Leverages word of mouth
        • Choose social media sites for your target market
          • Some social media sites have a target demographic or appeal
        • A typical 3-legged stool of social media today might include setting up profiles and using the networking capabilities of:
          • LinkedIn.com
          • Facebook.com
          • Twitter.com
        • But don’t ignore others – experiment and evaluate
          • Jumpup.com
        • Outsourcing of marketing
        • Online marketing can be cost effective, but time is the trade-off
        • Consider outsourcing
        • Some functions that are readily outsource-able:
          • Website design and copy-writing, especially landing pages
          • Writing blog content
          • Writing email newsletters and email communications
          • SEO
          • Linking building
          • PPC advertising campaign management
          • Social media marketing
        • Reading list and Resources
        • QuickBooks Library (including SEO Guide) http://quickbooksgroup.com/qblibrary/radio/
        • 8 Things You Need To Start a Business During a Recession - Barry Moltz
        • http://barrymoltz.com/rants/articles/published-works/8-things-you-need-to-start-a-business-during-a-recession
        • Make Marketing Work During Economic Downturns - Kelly Vanderzanden
          • http://www.cfm-online.com/tips_detail.cfm?TipID=206
        • Marketing into a Downturn – Jim Novo
          • http://blog.jimnovo.com/2007/12/28/marketing-into-downturn/
    • Questions
        • What questions can I answer?
      ? ? ?