Online Marketing for Offline Businesses


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Notes from Spears Marketing presentation to Bowling Green Chamber of Commerce CEO Roundtable group on internet marketing for local business owners.

Published in: Business, Technology
  • Thanks for the compliment. It was a fun presentation to give. Kawasaki is right on the money as well.
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  • Nice presentation, all ideas were clearly delivered and understood. In slide #4, I completely agree with the statement of Guy Kawasaki, its really a brilliant idea to invest in inbound marketing most especially in social media as it is the new marketing strategy that truly works.
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Online Marketing for Offline Businesses

  1. 1. Online Marketing <ul><li>for Off-line Businesses </li></ul>
  2. 2. Marketing has Changed <ul><li>Traditional marketing - ineffective </li></ul><ul><li>Outbound marketing - shotgun approach </li></ul><ul><li>Info overload - satellite radio, Tivo, etc. </li></ul><ul><li>Expensive - hard to measure </li></ul><ul><li>Yellow Pages down 55% in past 10 years </li></ul>
  3. 3. New Media <ul><li>Internet, search engines, social media, personal publishing, video, digital cameras, mobile devices </li></ul><ul><li>Inbound marketing - targeted approach </li></ul><ul><li>63% of Americans have substituted search engines for Yellow Pages </li></ul><ul><li>82% of local searches result in store visit, phone call, or purchase </li></ul>
  4. 4. Outbound vs. Inbound <ul><li>“If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.” - Guy Kawasaki </li></ul><ul><li>Guerilla Marketing - Small = new big </li></ul><ul><li>Know, Like Trust </li></ul><ul><li>Branding consistency </li></ul>
  5. 5. Word of Mouth <ul><li>Referrals/word of mouth = most powerful type of marketing </li></ul><ul><li>Online search => ask family/friend => visit website => phone call => in-store visit </li></ul><ul><li>Buyers use internet to validate referral received </li></ul><ul><li>Social proof </li></ul>
  6. 6. Your Website <ul><li>“ If you don’t have a website, you’re NOT in business. If your website can’t be found, no one will know you’re in business.” </li></ul><ul><li>Design : visually appealing, attention grabbing, clean & specific </li></ul><ul><li>Structure : easy to navigate, cohesive, logical flow of info </li></ul><ul><li>Content : quality info, keyword rich, call to action </li></ul><ul><li>SEO </li></ul>
  7. 7. Local Search Marketing <ul><li>Claim, create, update, optimize, manage: </li></ul><ul><li>Google Places, Yahoo Local, Bing Local </li></ul><ul><li>Business review sites </li></ul><ul><li>Local Business directories </li></ul>
  8. 8. Social Media <ul><li>Facebook - avg. user 55 minutes p/day, 500 million users </li></ul><ul><li>Twitter - instant interaction w/customers </li></ul><ul><li>YouTube - 2nd largest search engine </li></ul><ul><li>Linked In - networking, referrals, etc. </li></ul>
  9. 9. Social Media ROI <ul><li>Gary Vaynerchuk grew family wine business from 4 million - 50 million using social media. -1800 new customers using Twitter alone </li></ul><ul><li>Books: “ Crush It ” & “ Thank You Economy ” </li></ul><ul><li>BlendTec quintupled sales using “Will it Blend” YouTube campaign </li></ul>
  10. 10. Content Marketing <ul><li>Build trust by sharing, not telling/selling </li></ul><ul><li>Gain “Expert” status </li></ul><ul><li>Give away best info - give to get, pay-it-forward </li></ul><ul><li>Integral part of SEO </li></ul><ul><li>Blogs, newsletters, white-papers, videos, podcasts, webinars, forums, online presentations, testimonials, client case studies, etc. </li></ul>
  11. 11. Email Marketing <ul><li>Easier & cheaper to resell a customer than get a new one </li></ul><ul><li>“ The money is in the list” </li></ul><ul><li>Build relationships </li></ul><ul><li>Automate & personalize </li></ul><ul><li>Quality Content </li></ul><ul><li>Aweber , RatePoint </li></ul>
  12. 12. Online Ads <ul><li>Pay-Per-Click (PPC) </li></ul><ul><li>Pay-Per-Impression (PPM) </li></ul><ul><li>Google </li></ul><ul><li>Facebook </li></ul><ul><li>Target by keywords, demographics & geographics </li></ul><ul><li>Click Through Rate (CTR) </li></ul><ul><li>Test, test, test! </li></ul>
  13. 13. Reputation Management <ul><li>Transparency </li></ul><ul><li>Personal, social interaction </li></ul><ul><li>Google alerts </li></ul><ul><li>Negative feedback, reviews </li></ul>
  14. 14. Questions? Spears Marketing 270-495-0014