Online, Offline, and On A Budget
PROMOTING YOUR BUSINESS
Norman Guadagno, Marketing Strategist

What is a
lead worth
to you?

What is your
marketing
budget today?

Why should a
customer pick you
instead of the guy
next to you?

Our simple agenda:
Smart marketing
spending in the
digital age.

The changing face
of marketing

Web site?

Secret Website Rules
1. Who you are…
2. What you do…
3. Next step for visitor to take…
If it takes more than 2 clicks to contact you then
your website fails.

Search?

Your Ad Here?

Direct?

Metrics?

Who is coming to
your site?
Where are they
coming from?

www.google.com/
analytics

1 > 100

1 good lead >
100 lousy leads

Focus on
getting more
people there.

Social media

Facebook?

Twitter?

Social Media Etiquette
 Conversation
 Courtesy
 Transparency
 Genuine
 Sharing
 Value

Blogs?

Opportunity?

A case study

How much do
you spend on
marketing
now?

$5/day?
$10/day?
$15/day?
$25/day?

$15/day?
$25/day?

$0/day?

Partners?

Costs
Print Ad > Online Ads

Costs
Online Ads > Social Media

Ideas

Would you be
comfortable having
customers rate your
products and services
on your site?

Online reviews are second only to
personal advice from a friend as
the driver of purchase decisions;
user reviews are more influential
than third-party reviews. (\"Web
users and web community,\"
Rubicon Consulting, Inc. October
2008)

86% of consumers read online
business reviews before
making purchasing decisions;
90% of whom say they trust
these reviews. (Kudzu.com
survey of 600 users,
December 2008)

Who Do Consumers Trust?
O ther cons umers 78%
C hat/dis cus s ion comments 63%
B log s 61%
B rand s ites 60%
TV/mag az ine 56%
R adio 54%
S pons ors hips 49%
S earch ads 34%
B anner ads 26%

What are your
customers
saying?

Incentive?
5% discount if you
become a fan on
Facebook
What would that cost
you?

Kitchen Cabinet Challenge
$50 gift card
Best use of web to promote
your business and Merit
Kitchens in next 30 days

Things

Identify your
key customers
Which are worth your
marketing dollars?

Everyone is fighting for the
same attention.
Differentiate
yourself in a
crowded market

Engage with your
customers
before, during, and
after the sale –
education is the best
form of marketing

Measure your marketing
spend – if you can’t
measure, don’t do it
Look back at last quarter –
what did you get from what
you spent?

Take a risk

If you don’t,
someone else
will

Thank you
norman@thinktone.com
+1 425 249 3975
twitter: @thinktone

Q&A

Tomorrow
 http://adwords.google.com
 http://adcenter.live.com
 www.facebook.com
 www.twitter.com