Online Marketing for Offline Businesses
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Online Marketing for Offline Businesses

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http://SpearsMarketing.com.

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

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  • Full Name Full Name Comment goes here.
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  • 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 Online Marketing for Offline Businesses Presentation Transcript

  • Online Marketing
    • for Off-line Businesses
  • Marketing has Changed
    • Traditional marketing - ineffective
    • Outbound marketing - shotgun approach
    • Info overload - satellite radio, Tivo, etc.
    • Expensive - hard to measure
    • Yellow Pages down 55% in past 10 years
  • New Media
    • Internet, search engines, social media, personal publishing, video, digital cameras, mobile devices
    • Inbound marketing - targeted approach
    • 63% of Americans have substituted search engines for Yellow Pages
    • 82% of local searches result in store visit, phone call, or purchase
  • Outbound vs. Inbound
    • “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
    • Guerilla Marketing - Small = new big
    • Know, Like Trust
    • Branding consistency
  • Word of Mouth
    • Referrals/word of mouth = most powerful type of marketing
    • Online search => ask family/friend => visit website => phone call => in-store visit
    • Buyers use internet to validate referral received
    • Social proof
  • Your Website
    • “ 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.”
    • Design : visually appealing, attention grabbing, clean & specific
    • Structure : easy to navigate, cohesive, logical flow of info
    • Content : quality info, keyword rich, call to action
    • SEO
  • Local Search Marketing
    • Claim, create, update, optimize, manage:
    • Google Places, Yahoo Local, Bing Local
    • Business review sites
    • Local Business directories
  • Social Media
    • Facebook - avg. user 55 minutes p/day, 500 million users
    • Twitter - instant interaction w/customers
    • YouTube - 2nd largest search engine
    • Linked In - networking, referrals, etc.
  • Social Media ROI
    • Gary Vaynerchuk grew family wine business from 4 million - 50 million using social media. -1800 new customers using Twitter alone
    • Books: “ Crush It ” & “ Thank You Economy ”
    • BlendTec quintupled sales using “Will it Blend” YouTube campaign
  • Content Marketing
    • Build trust by sharing, not telling/selling
    • Gain “Expert” status
    • Give away best info - give to get, pay-it-forward
    • Integral part of SEO
    • Blogs, newsletters, white-papers, videos, podcasts, webinars, forums, online presentations, testimonials, client case studies, etc.
  • Email Marketing
    • Easier & cheaper to resell a customer than get a new one
    • “ The money is in the list”
    • Build relationships
    • Automate & personalize
    • Quality Content
    • Aweber , RatePoint
  • Online Ads
    • Pay-Per-Click (PPC)
    • Pay-Per-Impression (PPM)
    • Google
    • Facebook
    • Target by keywords, demographics & geographics
    • Click Through Rate (CTR)
    • Test, test, test!
  • Reputation Management
    • Transparency
    • Personal, social interaction
    • Google alerts
    • Negative feedback, reviews
  • Questions? Spears Marketing 270-495-0014 SpearsMarketing.com Twitter.com/SpearsMarketing Facebook.com/SpearsMarketing