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Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011
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Effective Marketing in a Digital World - Jeff Schneider WordCamp Edmonton 2011

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  • -Think Networking Event: hard sell intro example
  • 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
  • -90% of people skip commercials with their PVRs -NYTimes has spent thousands monetizing their online news website and has stated publicly that they will go out of print in the near future
  • -Consumers like to buy, but nobody likes to be “sold”-When a consumer has a problem that needs to be solved they go in search of information-97% of people search for this information online-This is why Google used to be the #1 website on the Internet
  • - Outbound marketing is about interrupting consumers- Advertisements are forced on people- Traditional marketers spend their time dreaming up new ways to push their advertisements in front of consumers faces -Inbound Marketing is all about engaging your audience and building a relationship with them -Smart marketers provide the information that consumers are seeking to help them solve their problems-They create informative content that provides real value and educates the consumer on how to solve their problem
  • 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
  • -90% of people skip commercials with their PVRs -NYTimes has spent thousands monetizing their online news website and has stated publicly that they will go out of print in the near future
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  • -price: nobody expects to pay the least when dealing with the best -listen: people listen to experts and it influences their decisions -trust: Mike Holmes - would I question him about reno’s? -eager: people don’t want to deal with generalists - use the brain tumor analogy -choice: they expect their needs will be handled better
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  • -use fishing boat analogy -recommend same strategy for offline marketing as well -capture first name and email on your website so you can market to them later -use an ethical bribe -if your social media account got shut down, you’d lose your list forever, gotta build your list
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  • Transcript

    • 1. Effective Marketing in a Digital World
    • 2. Who am I? <ul><li>Jeff Schneider, MN </li></ul><ul><li>Twitter: @Jeff_Schneider </li></ul><ul><ul><li>Founder & President of Marketing Ninjas (@MarketingNinjas) </li></ul></ul><ul><ul><li>Inbound Marketing Specialist </li></ul></ul><ul><ul><li>Social Media Speaker & Trainer </li></ul></ul><ul><ul><li>Appeared on Season 5 of CBC’s hit reality series Dragons’ Den </li></ul></ul>
    • 3. Marketing Ninjas? <ul><ul><li>Specialize in helping small and medium businesses develop and deploy inbound marketing programs </li></ul></ul><ul><ul><li>More website traffic, more leads, more customers and more sales. </li></ul></ul><ul><ul><li>3 Components of successful Inbound Marketing: </li></ul></ul><ul><ul><ul><li>Blogging & Content Creation </li></ul></ul></ul><ul><ul><ul><li>Search Engine Optimization </li></ul></ul></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul>
    • 4. What we’re going to cover... <ul><li>Why traditional forms of marketing are no longer effective. </li></ul><ul><li>Why consumer behaviour has forced businesses to change the way they communicate </li></ul><ul><li>How technology changes have allowed us to better educate and meet the needs of the consumer </li></ul>
    • 5. Marketers Doing Marketing
    • 6. People Blocking Marketing
    • 7. Here’s some of the statistics... <ul><li>Less than 18% of traditional TV advertisements generate a positive return on investment </li></ul><ul><li>24 of the 25 largest newspapers are reporting record-breaking declines in circulation </li></ul><ul><li>Radio stations are also experiencing large declines in advertising revenue </li></ul><ul><li>Less than 2 out of 10 people that drove past a billboard twice a day for 30 days were able to identify it </li></ul>
    • 8. People Don’t Need Marketing
    • 9. Rethink Marketing <ul><li>Outbound Marketing </li></ul><ul><li>Telemarketing </li></ul><ul><li>Trade shows </li></ul><ul><li>Print ads </li></ul><ul><li>TV/radio ads </li></ul><ul><li>Inbound Marketing </li></ul><ul><li>SEO / SEM </li></ul><ul><li>Blogging </li></ul><ul><li>Social Media </li></ul><ul><li>Free tools/trials </li></ul>Interruption Permission
    • 10. Why Traditional Marketing Is Dead <ul><li>Consumers are overwhelmed by marketing messages every day </li></ul><ul><li>We’ve learned to “tune out” the traditional forms of marketing </li></ul><ul><li>Consumers are no longer interested in advertising being pushed in their face </li></ul>
    • 11. To Be Effective, Our Marketing Message Needs To Change. We Need To Change Our Approach.
    • 12. What Exactly Is Content? <ul><li>Content can come in many different formats: articles, videos, streaming or downloadable audio, podcasts, eBooks and PDFs </li></ul><ul><li>Great ideas of what consumers are searching for include: buyer’s guides, free reports, how to articles, product reviews, comparison charts </li></ul><ul><li>REALLY great content can help establish you as a Trusted Authority in your market place! </li></ul>
    • 13. Why You Need To Become The Trusted Authority In Your Market <ul><li>You don’t have to compete on price </li></ul><ul><li>You don’t struggle to get people to listen to you </li></ul><ul><li>Your market places trust in you </li></ul><ul><li>They’re eager to do business with you </li></ul><ul><li>You’re the obvious choice </li></ul>
    • 14. How To Get Started Creating Good Content Start off by asking yourself 2 questions: <ul><li>What are the 10 most frequently asked questions you receive from your customers? </li></ul><ul><li>What are the 10 questions you wished customers would ask you? </li></ul><ul><li>This gives you the foundation of a buyers guide, free report or the subject for 20 articles on a blog </li></ul>
    • 15. Where Do You Put Your Content? 97% of consumers go searching online… = ) <ul><li>Offer free reports or buyer’s guides on your website </li></ul><ul><li>Post articles to your blog or various article directories </li></ul><ul><li>Email content directly to your database </li></ul><ul><li>Post content on social media networks </li></ul>
    • 16. Your Website Is Your Marketing Hub <ul><li>All content you produce should find it’s home on your website </li></ul><ul><li>Your website MUST have a blog (we build on WordPress exclusively) </li></ul><ul><li>Consistently producing great content gives visitors a reason to keep coming back and engaging with you </li></ul><ul><li>Offer an ethical bribe (free report, buyer’s guide, etc.) to visitors in exchange for their contact info (name & email) </li></ul>
    • 17. Your Website Is Your Marketing Hub Your Blog / Website Direct Mail SEO Back links
    • 18. Email Marketing Is Still Effective <ul><li>One of the cheapest forms of direct marketing </li></ul><ul><li>It’s an asset for your company and can greatly impact your profits </li></ul><ul><li>Treat your email list with respect </li></ul><ul><li>Send out teaser content that brings people back to your website for great information. </li></ul><ul><li>Keep selling to a minimum. Make the sale from your website. </li></ul>
    • 19. Make Sure You Go Social <ul><li>80% of consumers say they’d rather do business with a local company they can interact with on the social networks </li></ul><ul><li>Social media is all about building an online community and developing relationships </li></ul><ul><li>People love to consume great content by brands they admire </li></ul><ul><li>Remember the 3 E’s: Engage, Educate, Entertain </li></ul>
    • 20. The New Rules of Marketing <ul><li>Stop forcing your marketing messages in front of your audience. </li></ul><ul><li>Start creating valuable content for your customers and prospects to consume </li></ul><ul><li>Post your content online, on your website and capture people’s contact information to build your list and “pull” them back in regularly </li></ul><ul><li>Take advantage of social media to engage your community and build relationships </li></ul>
    • 21. Join us online! To connect with Jeff Schneider and Marketing Ninjas visit: www.MarketingNinjas.com/connect or scan this with your phone…
    • 22. 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

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