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Marketing Your Business Online
Your Role: Event Promotion Marketing
Barnaby University
What is your objective? What are you trying to accomplish and why?
Sell tickets to an event. Cover overhead, generate a pr...
All
Inquiries
Ticket Booth Power Fans Traditional Awareness
magazine/flyers/radio
Purchased Tickets
Traditional Lead Sourc...
All
Inquiries
Ticket Booth Power Fans Traditional Awareness
magazine/flyers/radio
Digital
Marketing
Digital Marketing Adds...
All
Inquiries
Ticket Booth Power Fans Traditional Awareness
magazine/flyers/radio
Digital
Marketing
Online Marketing Great...
How did you Hear About the Event?
25%
15%
60%
Online
Radio
Newspaper
Marketing Dollars
40%
40%
20%
Online
Radio
Newspaper
...
Target Audience
Interested
Purchased
Attended
Cost per
interested: $10
Cost per
purchased: $50
$Cost Per ambassador/
power...
Website: How To
Web Presence
Website Builder
Square Space
Wordpress.com
Weebly
Wix
$100 - $200 a year
Self Hosted
You’re paying for hosting
Flexibility & Plugins
ocPortal • Wordpress • Rubedo • Drupal
$100 a year plus time &...
Application
Custom Development
User Data Manipulation
Web Tools
Forms / Surveys
User Testing
CRM
User Collection
Support
Project Management
Analytics
Meetings
Design
Developmen...
Market Research.
Estimated time: 1-2 hrs.
Cost: Free
Blackberry
Selfie
Music Festival
Research Keywords Using Google’s Keyword Tool
Focused
Keywords
“Missoula Events” = 4,400 monthly searches.
Top Months = July and October.
Keyword: “Concert Tickets”
Location: All Locations
December is largest search month. Why?
Keyword: “Things to Do”
Location: All Locations
January is largest search month. Why?
search.twitter.com
Facebook Insights
Pay-Per-Click Advertising:
Only Pay when Someone Clicks on Your Ad.
Tell a Cohesive Story.
What is Your Goal?
Measure Conversions.
Hyper Focused Audience
Build Custom Audiences for Retargeting
FB and Instagram Ads:
Google Analytics Custom Audiences
Analytics
AdWords
@usernames
Test Twitter Ads
Custom Lists
Events
On Page Conversions: Total Conversions/Total Website Visitors
Attendee Acquisition Cost: Total Marketing/Ticket Sale Conve...
7%-4%
Reduce Friction in the Conversion Process
Is there a difference in form
completion?
Drive to a personalized website using GeoFli
https://www.flickr.com/photos/visitstpeteclearwater/
https://www.flickr.com/photos/visitstpeteclearwater/
Before GeoFli
Hello, Chicago!
CHICAGO MEETUPS
Students from Chicago thrive at ASU. Each year we spend a
lot of time in the region connec...
Website Tools
Forms / Surveys
Google Drive Forms
drive.google.com
User Testing
Peek User Testing
peek.usertesting.com
Customer Relationship
Management
Hubspot CRM
hubspot.com/crm
User Collection
MailChimp
mailchimp.com
Support
Zendesk
zendesk.com
Project Management
Trello
trello.com
Analytics
Google Analytics
google.com/analytics
Meetings
GoToMeeting
gotomeeting.com
Design
99designs
99designs.com
Google Fonts
google.com/fonts
Design Thoughts
The value of design is rooted in user experience. It’s
not just about aesthetic taste
It’s like knowing ho...
Development
Upwork
upwork.com
Development Thoughts
You’re not going to learn how to code real quick and
make an app. At least not something you can sell...
File Management
Dropbox
dropbox.com
Box
box.com
Crashplan
code42.com
Track Referrals:
*QuestMT Conference
How to Value Influencers. Social. Online Marketing.
What Happens After Goal/Conversion?
Email Subscription List Growth: Six Months:
*mailchimp.com
Ad Design
Target
Group
Campaign
Medium
Ad Group
Budget
Analytics
and
conversions
Edits and
review
CONTINUOUS PROCESS.
NOT:...
Growing from Idea to
Minimum Viable Product
Iterate & Validate
Love & Money
If you love what you do,
you’ll find ways to monetize it.
If you chase money,
you’ll end up unhappy and worn-...
Ideation
Figure out what you love to do.
Do it.
Do it a lot.
Simplify
Simplicity is hard to build, easy to use, and hard to
charge for.
Complexity is easy to build, hard to use, and e...
Validation
Is there a need? • Is there a profit?
Your mom doesn’t count
Find a niche
Network
Research
Focus
Build Product
Find Customers
-Michael Fitzgerald - Submittable
Competition
Study your competition
Corporate Espionage
Plan Accordingly
Forget them
Go do
Time
Time is our most valuable asset, this carries a high
opportunity cost
http://www.forbes.com/sites/kensundheim/2013/05...
Don’t Spend Time
Logos
Colors
Names
URLs
Do Spend Time
Build product
Build an Audience
Find Customers
Get Feedback
Don’t Give Up
People will say:
“Why don’t you do this?”
“So you could pivot to ________”
Don’t pivot to something you’re n...
Remember that Network
Find people that won’t bullshit you. For real.
Different people are valuable at different times
Some...
Learn To Sell
Elevator Pitches - talk slow
Cold Calls
Networking Events
Practice
Be Confident
Know what you’re talking about
Learn to listen
Iterate
Build Product
Find Customers
Validate
Use Trello
Move from left to right.
Questions
Marketing Plan:
With your teams:
Sketch out early stage goals.
One paying customer?
x tickets sold?
Determine Cost-per-lea...
Index
1: Google Webmaster Tools
Organic Search Terms:
2: First non-branded keyword:
Savory Protein Bars
3: Write Article on
Savo...
Growing Your Business Online
Growing Your Business Online
Growing Your Business Online
Growing Your Business Online
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Growing Your Business Online

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In this presentation, the GeoFli team shares tools and tactics for growing your business online. Specifically designed for young companies, the tools in this presentation help save money and time while developing a minimum viable product or validating an early business idea.

Published in: Marketing
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Growing Your Business Online

  1. 1. Marketing Your Business Online
  2. 2. Your Role: Event Promotion Marketing Barnaby University
  3. 3. What is your objective? What are you trying to accomplish and why? Sell tickets to an event. Cover overhead, generate a profit, get customers through venue doors. What is the job title, role or defining characteristic of your target user? Let’s find out. What basic needs does your department, service or product satisfy for your target user? Entertainment. An escape. A gift. Marketing Blueprint
  4. 4. All Inquiries Ticket Booth Power Fans Traditional Awareness magazine/flyers/radio Purchased Tickets Traditional Lead Sources
  5. 5. All Inquiries Ticket Booth Power Fans Traditional Awareness magazine/flyers/radio Digital Marketing Digital Marketing Adds Opportunity Purchased Tickets
  6. 6. All Inquiries Ticket Booth Power Fans Traditional Awareness magazine/flyers/radio Digital Marketing Online Marketing Greater Percentage of Marketing Spend Purchased Tickets
  7. 7. How did you Hear About the Event? 25% 15% 60% Online Radio Newspaper Marketing Dollars 40% 40% 20% Online Radio Newspaper Match Customer Data with Marketing Expenses The Pie Graph Challenge: Fictional Data.
  8. 8. Target Audience Interested Purchased Attended Cost per interested: $10 Cost per purchased: $50 $Cost Per ambassador/ power-fan $250* Digital Marketing Funnel Ambassador / Evangelist
  9. 9. Website: How To
  10. 10. Web Presence
  11. 11. Website Builder Square Space Wordpress.com Weebly Wix $100 - $200 a year
  12. 12. Self Hosted You’re paying for hosting Flexibility & Plugins ocPortal • Wordpress • Rubedo • Drupal $100 a year plus time & effort
  13. 13. Application Custom Development User Data Manipulation
  14. 14. Web Tools Forms / Surveys User Testing CRM User Collection Support Project Management Analytics Meetings Design Development File Management
  15. 15. Market Research. Estimated time: 1-2 hrs. Cost: Free
  16. 16. Blackberry
  17. 17. Selfie
  18. 18. Music Festival
  19. 19. Research Keywords Using Google’s Keyword Tool Focused Keywords
  20. 20. “Missoula Events” = 4,400 monthly searches. Top Months = July and October.
  21. 21. Keyword: “Concert Tickets” Location: All Locations December is largest search month. Why?
  22. 22. Keyword: “Things to Do” Location: All Locations January is largest search month. Why?
  23. 23. search.twitter.com Facebook Insights
  24. 24. Pay-Per-Click Advertising: Only Pay when Someone Clicks on Your Ad. Tell a Cohesive Story.
  25. 25. What is Your Goal? Measure Conversions.
  26. 26. Hyper Focused Audience
  27. 27. Build Custom Audiences for Retargeting
  28. 28. FB and Instagram Ads:
  29. 29. Google Analytics Custom Audiences Analytics AdWords
  30. 30. @usernames Test Twitter Ads
  31. 31. Custom Lists
  32. 32. Events
  33. 33. On Page Conversions: Total Conversions/Total Website Visitors Attendee Acquisition Cost: Total Marketing/Ticket Sale Conversions Average added value per ticket: Lifetime Value of a Customer: Key Marketing Metrics
  34. 34. 7%-4% Reduce Friction in the Conversion Process Is there a difference in form completion?
  35. 35. Drive to a personalized website using GeoFli
  36. 36. https://www.flickr.com/photos/visitstpeteclearwater/
  37. 37. https://www.flickr.com/photos/visitstpeteclearwater/
  38. 38. Before GeoFli
  39. 39. Hello, Chicago! CHICAGO MEETUPS Students from Chicago thrive at ASU. Each year we spend a lot of time in the region connecting with high schools and counselors. If you’re from Chicago and would like to meet your counselor, signup below and get started on your journey to ASU. Shelby Simon is your ASU Contact Please contact me for information about admissions requirements or any other questions. SSimon@asu.edu (480) 339-2092 Before GeoFli
  40. 40. Website Tools
  41. 41. Forms / Surveys Google Drive Forms drive.google.com
  42. 42. User Testing Peek User Testing peek.usertesting.com
  43. 43. Customer Relationship Management Hubspot CRM hubspot.com/crm
  44. 44. User Collection MailChimp mailchimp.com
  45. 45. Support Zendesk zendesk.com
  46. 46. Project Management Trello trello.com
  47. 47. Analytics Google Analytics google.com/analytics
  48. 48. Meetings GoToMeeting gotomeeting.com
  49. 49. Design 99designs 99designs.com Google Fonts google.com/fonts
  50. 50. Design Thoughts The value of design is rooted in user experience. It’s not just about aesthetic taste It’s like knowing how to move the chess pieces, but not knowing the strategy of chess
  51. 51. Development Upwork upwork.com
  52. 52. Development Thoughts You’re not going to learn how to code real quick and make an app. At least not something you can sell. Don’t tell a developer you’ll cut them in if they just build you this app. Web & Mobile development on Upwork averages $40 an hour.
  53. 53. File Management Dropbox dropbox.com Box box.com Crashplan code42.com
  54. 54. Track Referrals: *QuestMT Conference How to Value Influencers. Social. Online Marketing.
  55. 55. What Happens After Goal/Conversion?
  56. 56. Email Subscription List Growth: Six Months: *mailchimp.com
  57. 57. Ad Design Target Group Campaign Medium Ad Group Budget Analytics and conversions Edits and review CONTINUOUS PROCESS. NOT: “Set-it-and-forget-it.”
  58. 58. Growing from Idea to Minimum Viable Product Iterate & Validate
  59. 59. Love & Money If you love what you do, you’ll find ways to monetize it. If you chase money, you’ll end up unhappy and worn-out. http://www.forbes.com/sites/kensundheim/2013/05/03/the-7-steps-to-starting-a-business
  60. 60. Ideation Figure out what you love to do. Do it. Do it a lot.
  61. 61. Simplify Simplicity is hard to build, easy to use, and hard to charge for. Complexity is easy to build, hard to use, and easy to charge for. -Chris Sacca
  62. 62. Validation Is there a need? • Is there a profit? Your mom doesn’t count Find a niche Network
  63. 63. Research
  64. 64. Focus Build Product Find Customers -Michael Fitzgerald - Submittable
  65. 65. Competition Study your competition Corporate Espionage Plan Accordingly Forget them Go do
  66. 66. Time Time is our most valuable asset, this carries a high opportunity cost http://www.forbes.com/sites/kensundheim/2013/05/03/the-7-steps-to-starting-a-business
  67. 67. Don’t Spend Time Logos Colors Names URLs
  68. 68. Do Spend Time Build product Build an Audience Find Customers Get Feedback
  69. 69. Don’t Give Up People will say: “Why don’t you do this?” “So you could pivot to ________” Don’t pivot to something you’re not, be wary of chasing money.
  70. 70. Remember that Network Find people that won’t bullshit you. For real. Different people are valuable at different times Some aren’t valuable for you
  71. 71. Learn To Sell Elevator Pitches - talk slow Cold Calls Networking Events Practice
  72. 72. Be Confident Know what you’re talking about Learn to listen
  73. 73. Iterate Build Product Find Customers Validate Use Trello Move from left to right.
  74. 74. Questions
  75. 75. Marketing Plan: With your teams: Sketch out early stage goals. One paying customer? x tickets sold? Determine Cost-per-lead? Marketing budget? Do you have one? Write out your strategy for reaching goal one. What’s your strategy for getting a website live? Write out your online marketing plan. How does it connect with offline?
  76. 76. Index
  77. 77. 1: Google Webmaster Tools Organic Search Terms: 2: First non-branded keyword: Savory Protein Bars 3: Write Article on Savory Protein Bars

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