Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011Presentation Transcript
Effective Marketing in a Digital World
Who am I?
Jeff Schneider, MN
Founder & President of Marketing Ninjas (@MarketingNinjas)
Inbound Marketing Specialist
Social Media Speaker & Trainer
Appeared on Season 5 of CBC’s hit reality series Dragons’ Den
Specialize in helping small and medium businesses develop and deploy inbound marketing programs
More website traffic, more leads, more customers and more sales.
3 Components of successful Inbound Marketing:
Blogging & Content Creation
Search Engine Optimization
What we’re going to cover...
Why traditional forms of marketing are no longer effective.
Why consumer behaviour has forced businesses to change the way they communicate
How technology changes have allowed us to better educate and meet the needs of the consumer
Marketers Doing Marketing
People Blocking Marketing
Here’s some of the statistics...
Less than 18% of traditional TV advertisements generate a positive return on investment
24 of the 25 largest newspapers are reporting record-breaking declines in circulation
Radio stations are also experiencing large declines in advertising revenue
Less than 2 out of 10 people that drove past a billboard twice a day for 30 days were able to identify it
People Don’t Need Marketing
SEO / SEM
Why Traditional Marketing Is Dead
Consumers are overwhelmed by marketing messages every day
We’ve learned to “tune out” the traditional forms of marketing
Consumers are no longer interested in advertising being pushed in their face
To Be Effective, Our Marketing Message Needs To Change. We Need To Change Our Approach.
What Exactly Is Content?
Content can come in many different formats: articles, videos, streaming or downloadable audio, podcasts, eBooks and PDFs
Great ideas of what consumers are searching for include: buyer’s guides, free reports, how to articles, product reviews, comparison charts
REALLY great content can help establish you as a Trusted Authority in your market place!
Why You Need To Become The Trusted Authority In Your Market
You don’t have to compete on price
You don’t struggle to get people to listen to you
Your market places trust in you
They’re eager to do business with you
You’re the obvious choice
How To Get Started Creating Good Content Start off by asking yourself 2 questions:
What are the 10 most frequently asked questions you receive from your customers?
What are the 10 questions you wished customers would ask you?
This gives you the foundation of a buyers guide, free report or the subject for 20 articles on a blog
Where Do You Put Your Content? 97% of consumers go searching online… = )
Offer free reports or buyer’s guides on your website
Post articles to your blog or various article directories
Email content directly to your database
Post content on social media networks
Your Website Is Your Marketing Hub
All content you produce should find it’s home on your website
Your website MUST have a blog (we build on WordPress exclusively)
Consistently producing great content gives visitors a reason to keep coming back and engaging with you
Offer an ethical bribe (free report, buyer’s guide, etc.) to visitors in exchange for their contact info (name & email)
Your Website Is Your Marketing Hub Your Blog / Website Direct Mail SEO Back links
Email Marketing Is Still Effective
One of the cheapest forms of direct marketing
It’s an asset for your company and can greatly impact your profits
Treat your email list with respect
Send out teaser content that brings people back to your website for great information.
Keep selling to a minimum. Make the sale from your website.
Make Sure You Go Social
80% of consumers say they’d rather do business with a local company they can interact with on the social networks
Social media is all about building an online community and developing relationships
People love to consume great content by brands they admire
Remember the 3 E’s: Engage, Educate, Entertain
The New Rules of Marketing
Stop forcing your marketing messages in front of your audience.
Start creating valuable content for your customers and prospects to consume
Post your content online, on your website and capture people’s contact information to build your list and “pull” them back in regularly
Take advantage of social media to engage your community and build relationships
Join us online! To connect with Jeff Schneider and Marketing Ninjas visit: www.MarketingNinjas.com/connect or scan this with your phone…
Email me at: [email_address] My Gift To You FREE 90-Minute Webinar-On-Demand “ Getting Started with Social Media” with supplemental e-Book A Step-By-Step Guide To Using Social Media For Business Effectively