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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?
      • Jeff Schneider, MN
      • Twitter: @Jeff_Schneider
        • 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
    • 3. Marketing Ninjas?
        • 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
          • Social Media
    • 4. 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
    • 5. Marketers Doing Marketing
    • 6. People Blocking Marketing
    • 7. 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
    • 8. People Don’t Need Marketing
    • 9. Rethink Marketing
      • Outbound Marketing
      • Telemarketing
      • Trade shows
      • Print ads
      • TV/radio ads
      • Inbound Marketing
      • SEO / SEM
      • Blogging
      • Social Media
      • Free tools/trials
      Interruption Permission
    • 10. 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
    • 11. To Be Effective, Our Marketing Message Needs To Change. We Need To Change Our Approach.
    • 12. 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!
    • 13. 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
    • 14. 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
    • 15. 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
    • 16. 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)
    • 17. Your Website Is Your Marketing Hub Your Blog / Website Direct Mail SEO Back links
    • 18. 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.
    • 19. 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
    • 20. 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
    • 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