Intuit - Online Marketing with Anita Campbell

Slide 1: Making the Most of Online Marketing During a Downturn Anita Campbell Ma y 2 1 , 2008

Slide 2: About Anita Campbell  2 + De c a d e s o f b u s i n e s s e x p e r i e n c e , r u n n i n g o wn b u s i n e s s l a s t 7 y e a r s  Ed i t o r , S ma l l Bu s i n e s s Tr e n d s ( www. s ma l l b i z t r e n d s . c o m)  Ob s e r v e a n d wr i t e a b o u t t r e n d s a f f e c t i n g s ma l l b u s i n e s s e s  L o c a t e d Cl e v e l a n d , Oh i o  As k t h e Ex p e r t t wi c e h e r e a t Qu i c k b o o k s Co mmu n i t y www.smallbiztrends.com 2

Slide 3: Invest in more marketing, not less Spe nd mo r e o n ma r k e t i n g d u r i n g t i g h t t i me s !  W e n pr os pe c t s t i ght e n t he i r be l t s , you a r e h c o mp e t i n g f o r f e we r d o l l a r s  Co mp e t i t o r s wi l l c o mp e t e h a r d e r a n d s a l e s ma y d r y up  Bu t s p e n d s e l e c t i v e l y  W t c h y o u r o wn c o s t s a  On l i n e ma r k e t i n g i s i d e a l  Co s t e f f e c t i v e  S h o r t e r l e a d t i me s f o r ma n y a c t i v i t i e s  F l e x i b l e : c a n b e t u r n e d u p a n d t u r n e d d o wn a s ne e de d  To d a y ’ s s o c i a l me d i a l e v e l s p l a y i n g f i e l d www.smallbiztrends.com 3

Slide 4: Overview of online marketing www.smallbiztrends.com 4

Slide 5: Website is Core  Yo u r W b s i t e s h o u l d b e #1 p r i o r i t y e Th i n k o f i t a s y o u r v i r t u a l p l a c e o f b u s i n e s s P r o s p e c t s wi l l c h e c k y o u o u t – f i r s t i mp r e s s i o n s c ount  Ke e p i t f r e s h  I f y o u r l a t e s t n e ws i s f r o m 2 0 0 5 , i t ’ s h u r t i n g y o u mo r e t h a n h e l p i n g  Be s t d e s i g n y o u c a n a f f o r d – i n e x p e n s i v e o u t s o u r c e d de s i gn opt i ons  En h a n c e i t wi t h f u n c t i o n a l i t y : s e a r c h f unc t i on; e ma i l s u b s c r i p t i o n b o x ; v i d e o me s s a g e o r S i t e Pa l a v a t a r ; F AQs ; p o l l s ; n e ws wi d g e t s ; h e a d l i n e s f r o m your bl og; pr i nt e r - f r i e ndl y a r t i c l e s – l ot s of “ bol t - o n ” o p t i o n s a v a i l a b l e t o d a y , a n d ma n y a r e f r e e . www.smallbiztrends.com 5

Slide 6: Overview of online marketing www.smallbiztrends.com 6

Slide 7: Second Tier Priorities Af t e r Yo u r W b s i t e i s i n g o o d s h a p e , c o n s i d e r : e  Bl o g – s t a r t o n e o f y o u r o wn , p r e f e r a b l y  Do l l a r f o r d o l l a r , y o u r b e s t o p t i o n i f d o n e r i g h t  Ve r y l o w c o s t , b u t d o e s t a k e s o me t i me  Gi v e s y o u a p l a c e t o p u b l i s h i n f o r ma t i o n f o r c l i e nt s ; a t t r a c t s pr os pe c t s  Ema i l ma r k e t i n g  Bu i l d y o u r h o u s e l i s t – i t ’ s wo r t h g o l d  Lo o k f o r r e a s o n s t o c o l l e c t e ma i l a d d r e s s e s ( wi t h p e r mi s s i o n ) – o n l i n e a n d o f f l i n e  S e n d o u r r e g u l a r c o mmu n i c a t i o n s , b u t d o n ’ t o v e r d o it. On c e a mo n t h i s g o o d . www.smallbiztrends.com 7

Slide 8: Second Tier Priorities (cont’d)  S EO - S e a r c h e n g i n e o p t i mi z a t i o n  To g e t b e t t e r f o u n d i n Go o g l e , Ya h o o a n d MS N  Hi r e a n S EO f i r m t o h e l p  Or t e a c h y o u r s e l f t h e b a s i c s  PPC – p a y p e r c l i c k a d s  F a s t e s t wa y t o d r a w t r a f f i c t o y o u r we b s i t e  Ca n b e g e o - t a r g e t e d f o r y o u r l o c a l a r e a  Ca n s e t u p b u d g e t a n d s t i c k wi t h i t – r e a s o n a b l e c os t  Pr e s s r e l e a s e s o n l i n e  Us e a s e r v i c e s u c h a s PRW b o r Bu s i n e s s W r e e i www.smallbiztrends.com 8

Slide 9: Existing or New Customers? www.smallbiztrends.com 9

Slide 10: Start with existing customers A bi r d i n t he ha nd … .  Foc us on c r os s - s e l l i ng a nd ups e l l i ng  Ex a mp l e : e ma i l ma r k e t i n g s u g g e s t i n g n e w s e r v i c e s t o e x i s t i n g c u s t o me r s ; o r o f f e r i n g d i s c o u n t s f o r r e n e wi n g or upgr a di ng; bundl e d of f e r s t ha t i nc r e a s e r e ve nue pe r c u s t o me r . W r k your da t a ! o De t a i l e d a c c o u n t i n g a n d CRM d a t a i s a g o l d mi n e .  Ke e p p r o f i t a b l e e x i s t i n g c u s t o me r s h a p p y :  F o c u s o n mo s t - p r o f i t a b l e c u s t o me r s f i r s t , t h e n mi d - r a n g e c u s t o me r s .  Tr y t o r e d u c e y o u r c o s t s o f d e l i v e r i n g t o l e a s t - p r o f i t a b l e c u s t o me r s . Ex a mp l e s : t i e r i n g o f f e r i n g s wi t h r e d u c e d s e r v i c e l e v e l s f o r l o we r p a y i n g c u s t o me r s ; s e l f - s e r v e h e l p d e s k s o f t wa r e ; k n o wl e d g e b a s e s a n d F AQs o n l i n e ; c h e c k l i s t s a n d i n s t r u c t i o n a l d o c u me n t s r a t h e r t h a n o n e - o n - o n e t i me . www.smallbiztrends.com 10

Slide 11: Start with existing customers (cont’d)  Co n si d e r b u i l d i n g o u t a n o n l i n e c u s t o me r c o mmu n i t y  En h a n c e s a n d g r o ws e x i s t i n g c u s t o me r l o y a l t y – “ t he y be l ong”  Al l o ws c u s t o me r e v a n g e l i s t s t o s e l f - s e l e c t a n d s hi ne  Ca n h e l p k e e p c o s t s i n c h e c k  Ty p i c a l l y 3 e a s y c o mp o n e n t s :  Bl o g ( f r e e o r l o w c o s t , s u c h a s Bl o g g e r , Ty p e Pa d a n d W r d Pr e s s ) o  F o r u ms / d i s c u s s i o n b o a r d s ( f r e e wa r e o p t i o n s a va i l a bl e)  RS S f e e d s ( f r o m b l o g a n d f o r u ms – e n a b l e s s ubs c r i pt i ons )  Co n s i d e r s t a f f i n g f o r f o r u m s e e d i n g / mo d e r a t i o n a n d b l o g wr i t i n g P a r t s a r e e a s y t o o u t s o u r c e Of t e n c o mmu n i t y me mb e r s wi l l s t e p f o r wa r d a n d vol unt e e r , f or t he r e c ogni t i on t he y ge t 11 www.smallbiztrends.com

Slide 12: New customer acquisition  Ho n e y o u r o f f e r i n g s a n d y o u r me s s a g e  F o c u s o n s o l v i n g c u s t o me r p a i n  Au t h o r Ba r r y Mo l t z s a y s d u r i n g d o wn t u r n s y o u h a v e t o s e l l “ p a i n k i l l e r s , n o t v i t a mi n s ” Foc us i s c r uc i a l ; don’ t ge t di s t r a c t e d  Ta r g e t y o u r ma r k e t i n g e f f o r t s wi t h c l e a r g o a l s i n mi n d ( s e e c h a r t ) www.smallbiztrends.com 12

Slide 13: Don’t forget partner programs  Pa r t n e r p r o g r a ms wi t h r e v s h a r e c a n i mp r o v e b r a n d v i s i b i l i t y a n d d r a w a d d - o n r e v e n u e s t r e a ms  Cu s t o me r s e n j o y d i s c o u n t s a n d f r e e b i e s d u r i n g t i g h t t i me s  Te c h n i q u e s : S e t u p a P a r t n e r p a g e o n y o u r we b s i t e wi t h o f f e r s o r c oupons Ex p e c t p a r t n e r s t o d o t h e s a me Ema i l c a mp a i g n s wi t h p a r t n e r d i s c o u n t s – r e c i p r o c i t y e xpe c t e d, of c our s e !  Us e y o u r b l o g i f y o u h a v e o n e , t o h i g h l i g h t p a r t n e r di s c ount s , c oupons a nd f r e e bi e s www.smallbiztrends.com 13

Slide 14: Focus efforts with an online strategy www.smallbiztrends.com 14

Slide 15: Social Media – Advanced Strategies  To d a y ’ s s o c i a l me d i a c a n b e v e r y c o s t e f f e c t i v e  L e v e r a g e s wo r d o f mo u t h  Ch o o s e s o c i a l me d i a s i t e s f o r y o u r t a r g e t ma r k e t  S o me s o c i a l me d i a s i t e s h a v e a t a r g e t d e mo g r a p h i c or a ppe a l  A t y p i c a l 3 - l e g g e d s t o o l o f s o c i a l me d i a t o d a y mi g h t i n c l u d e s e t t i n g u p p r o f i l e s a n d u s i n g t h e n e t wo r k i n g c a pa bi l i t i e s of : Li n k e d I n . c o m F a c e b o o k . c o m Twi t t e r . c o m  Bu t d o n ’ t i g n o r e o t h e r s – e x p e r i me n t a n d e v a l u a t e  J u mp u p . c o m www.smallbiztrends.com 15

Slide 16: Outsourcing of marketing  On l i n e ma r k e t i n g c a n b e c o s t e f f e c t i v e , b u t t i me i s t h e t r a de - of f  Co n s i d e r o u t s o u r c i n g  S o me f u n c t i o n s t h a t a r e r e a d i l y o u t s o u r c e - a b l e :  W b s i t e d e s i g n a n d c o p y - wr i t i n g , e s p e c i a l l y l a n d i n g e pa ge s  W i t i ng bl og c ont e nt r  W i t i n g e ma i l n e ws l e t t e r s a n d e ma i l c o mmu n i c a t i o n s r  S EO  Li n k i n g b u i l d i n g  P P C a d v e r t i s i n g c a mp a i g n ma n a g e me n t  S o c i a l me d i a ma r k e t i n g www.smallbiztrends.com 16

Slide 17: Reading list and Resources  QuickBooks Library (including SEO Guide) http:/ / quickbooksgroup.com/ qblibrary/ radio/ 8 Th i n g s Yo u Ne e d To S t a r t a Bu s i n e s s Du r i n g a Re c e s s i o n - Ba r r y Mo l t z http:/ / barrymoltz.com/ rants/ articles/ published-works/ 8-things-you-need-to-start-a-business-during-a-recession  Ma k e Ma r k e t i n g W r k Du r i n g Ec o n o mi c Do wn t u r n s - Ke l l y o Va n d e r z a n d e n http:/ / www.cfm-online.com/ tips_detail.cfm?TipID=206  Ma r k e t i n g i n t o a Do wn t u r n – J i m No v o http:/ / blog.jimnovo.com/ 2007/ 12/ 28/ marketing-into-downturn/ www.smallbiztrends.com 17

Slide 18: Questions W t que s t i o ns c a n I ans we r ? ha www.smallbiztrends.com 18