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Modern Marketing 101 - Business Solution Partners (www.bspny.com)

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Provides overview of current business landscape along with building and promoting value proposition through inbound marketing. Covers Today's user expectations, web content development strategies, blogging, search engine optimization, social media engagement and content creation guidelines. Lastly, see how it all comes together in the form of marketing plan and content publishing calendar.

Published in: Marketing
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Modern Marketing 101 - Business Solution Partners (www.bspny.com)

  1. 1. How Modern Businesses Today Market Themselves Modern Marketing 101 Hussain Zaidi & Bailey Bliss Business Solution Partners 15 Bryant Ave, Long Island, NY 11576 855.977.7100 | www.bspny.com | sales@bspny.com Follow us on Twitter: BSPNY, Hussain Zaidi, Bailey Bliss
  2. 2. • Business Model • Value Proposition • Customers & Competitors • Marketing & Engagement Channels • Inbound Marketing • Website, Blogs & SEO • Social Media • Outbound Marketing • Marketing Plan: Putting it all together Agenda
  3. 3. • Customers: Where are your Customers? • What region? • What industry/vertical? • What company size? • Competitors: Where are your Competitors? • What region? • What industry/vertical? • Value Proposition: What do you do? • Products/Services you offer? • Regions you cover? • Distinction: How do you stand out? • Unique Product/Service? • Niche Market? • Customer Satisfaction • Your Process/Approach? Business Model Value Proposition Customer Relationships Channels Customers Revenue StreamsCost Structure Partners / Vendors Activities Resources Business Model Canvas by Alexander Osterwalder • Channels: How do you market? • Website • Events • Business Directories & Ads • Social Media • Newsletters & Press Releases
  4. 4. Strategies for increasing Web Presence and Google Ranking Website, Blog & SEO
  5. 5. • User Experience: Nexus of Functionality, Business Case and Look & Feel • Contents should be easily accessible • Important items should be placed on top and consistently • Resizable (responsive) layouts • Navigation must be simple and consistent • Avoid crowded/busy layouts • Web pages should be quick to load (within 2 seconds or less) Website: User Experience The Rise of Customer Expectations - UX - User Experience by Coreen Head
  6. 6. • Search Engines & Google Ranking play important role in showing relevant contents to the buyers User Experience: Buyers Research Products before making purchase decisions Why Content for SEO by Brafton
  7. 7. • Backlink Factors • # of linking root domains, # of linking pages, Alt tags, social shares, anchor text… • User Interaction • Direct traffic, repeat traffic, time on site, # of comments… • Special Algorithm Rules • User browsing history, big-brand boost, safe searches… • Social Signals • # of tweets, # of Facebook likes, Facebook shares… • WebSpam Factors • Domain Factors • Domain name, age, registration records... • Page Level Factors • Title, Description, Meta-tags, Keyword Density, Responsive layout... • Duplicate contents, loading speed, age, broken links… • Site Level Factors • Site Architecture, Contact Us Page, # of pages, user reviews… • Brand Signals • Branded anchor text, branded searches, LinkedIn/Twitter/Facebook Profiles, # of followers/subscribers SEO: Google Ranking Factors Summary
  8. 8. Website: Content Blogs Why Content for SEO by Brafton
  9. 9. This Leaves Marketers in a Scary Predicament Why isn’t anyone paying attention to me?! Being Signal Amidst the Noise by Rand Fishkin
  10. 10. Stand out from the crowd Being Signal Amidst the Noise by Rand Fishkin
  11. 11. Or Become the Noise Everyone’s Trying to Filter Hello? Being Signal Amidst the Noise by Rand Fishkin
  12. 12. Harder to produce Contents are Easier to get noticed Blog Post Tweet Useful Guide Interactive Tool Guest Contribution for aNotable Publisher Photo MobileApp Video Custom Illustration Physical Product Successful, scalable community Easier Harder Being Signal Amidst the Noise by Rand Fishkin
  13. 13. Use Schema Markup on the Web Pages Schema tells the search engines what your data means, not just what it says. TripAdvisor.com uses Schema Markup to include Ratings, Review Count etc. in the search result Why Content for SEO by Brafton
  14. 14. • Organize Content Creation • Use right tools for publishing and analytics • Create activity calendar • Stay consistent and motivated • Embrace Visual • Add images to contents • Create videos • Create infographics • Be Proactive in trying new stuff • Share your experience • Develop valuable contents • Inform, assist or entertain • Lookup contents for republishing • Use relevant content sources • Write about and share what’s already popular • Use Groups, Communities, Circles for research • Don’t hesitate to Share Contents • Give thanks and credit to original authors • Share positive contents Website – Content Creation Guidelines
  15. 15. Overview & Marketing Approaches Social Media
  16. 16. Social Media: Landscape • Social Media is not just about LinkedIn, Google+ Facebook, YouTube, and Twitter. • It includes variety of platforms, applications, channels and services • In Social Media, contents lead to conversations, conversations build relationships, and relationships result in profit
  17. 17. Social Media: Main Sites & their Uses Social Media Comparison Infographic by Leverage
  18. 18. • Create content for a community • Content Often Performs Well when a Community Is Behind It • Only the Best 0.1% of Content Can Go “Viral” without a Pre-existing Community • Don’t Bet Your Marketing on Being the 1 in 1,000 • Before you create content, ask “Who will support & amplify this content and why?” • What makes content spread? • It Inspires a Community • It Reinforces a Belief • Refutes an Opposing Argument • Starts (or Renews) a Passionate Discussion • Is in Someone’s Financial or Promotional Interests • Makes the Sharer Look Smart/Important/Worldly etc. • Tells a compelling story Social Media: Content Amplification
  19. 19. Conducting Surveys Browsing Social Reading News Engagingin Discussions Following Influencers If you get to know your audience well enough, you’ll know what they do before they ever reach the funnel Social Media: Proactively seek out Target Audience Use Customer Surveys to Define Your Content Marketing Efforts Being Signal Amidst the Noise by Rand Fishkin
  20. 20. • Observe what attracts more followers in your posts and adjust accordingly • Understand your target audience • Research timings for the posts • Be aware of boundary between “Being Social” & “Being Professional” • Study the results and improve where necessary • Select which social media sites are best suited for you business • Learn the culture & posting rules (# tags, images…) of different social media sites • Keep your Profile upto date on all social media sites under use • Leverage paid Ad campaigns on social media sites Social Media: Content Creation Guidelines
  21. 21. How often to Post on Facebook and Twitter Social Media Updates Frequency
  22. 22. • iTunes has highest # of posts at 2.29 per day • Coca-Cola is lowest at 0.44 posts per day • Average is 1 post per day Facebook Social Media Frequency Guide by Buffer
  23. 23. • Once or Twice per day • 5 to 10 times per week Facebook Social Media Frequency Guide by Buffer
  24. 24. • Facebook Post on average have 90 minutes to get noticed Facebook Social Media Frequency Guide by Buffer
  25. 25. • 4 to 5 tweets a days provide best responses, and are most effective Twitter Social Media Frequency Guide by Buffer
  26. 26. • Individuals: 5 times per day = 25 tweets per week • Brands: 30 times per day = 150 tweets per week Twitter Social Media Frequency Guide by Buffer
  27. 27. • Tweets on average have 18 minutes to get noticed Twitter Social Media Frequency Guide by Buffer
  28. 28. Events, Webinars & Telemarketing Outbound Marketing
  29. 29. Inbound vs. Outbound Marketing by Dennis Kelly, Boingnet
  30. 30. • Sponsored Events • Conferences & Trade Shows • Telemarketing • Webinars • Email Blasts • Press Releases • Paid Ad Campaigns Outbound Marketing Channels
  31. 31. • Cisco sponsored study of 862 business leaders found unanimous agreement that in-person communications are more effective, powerful and conducive to success In-Person Meetings Believe in-person collaboration is critical Agree that conversation and focus is critical to communications Felt they were better understood after in-person encounters The Power on In-Person by Cisco
  32. 32. Marketing Tasks, Calendar, Goals and Progress Review Marketing Plan
  33. 33. • Outbound Marketing • Telemarketing • Cold-Call Scripts for Prospects • Call Scripts for existing Customers • Events • Conferences & Trade Shows • Industry-related Local Events • Seminars • Press Releases • Newsletters & Webinars • Create & Maintain Marketing Events Calendar • Inbound Marketing • Website • Website Navigation Design • Website Content Updates • SEO Review • Blog • Articles & Videos Topics List • Social Media • Update Profiles on SM Sites • Join Industry Groups & Forums • Subscribe to Industry Newsletters • Research Content Sources • Goals for Content Generation (Posts, Tweets) • Create & Maintain Publishing Calendar Marketing Plan includes the following Sample Marketing Plan
  34. 34. Sample Marketing Calendar Tasks Q1 - 2016 Q2 - 2016 Q3 – 2016 Q4 – 2016 Total Tweets (Articles, News, Retweets) 100 100 150 150 150 150 200 200 200 200 200 200 2000 Blog Posts (Company Blog, LinkedIn, Facebook, Google+) 4 4 4 4 6 6 6 6 6 8 8 8 70 YouTube Videos 1 1 1 1 1 1 6 Website - SEO Review & Updates Website - Navigation Design Website - Content Pages Updates Customer Case Studies 1 1 1 1 1 5 Tradeshow 1 1 2 Webinar 1 1 1 1 1 1 1 1 1 1 1 1 12 Quarterly Newsletter 1 1 1 1 4
  35. 35. • 12 month Goal – Dec. 31st 2016 • Twitter • Followers: 1,100 - Tweets: 2,260 • LinkedIn • Followers: 50 - Posts: 150 • Facebook • Likes: 45 - Posts: 150 • Google+ • Followers: 60 - Posts: 150 • Views: 1,500 • BSP Blog • Posts: 150 • YouTube • Subscribers: 40 - Videos: 6 • As of Dec. 31st 2015 • Twitter • Followers: 109 - Tweets: 260 • LinkedIn • Followers: 25 - Posts: 34 • Facebook • Likes: 16 - Posts: 30 • Google+ • Followers: 13 - Posts: 32 • Views: 432 • BSP Blog • Posts: 34 • YouTube • Subscribers: 0 - Videos: 0 Sample Social Media Goals
  36. 36. Sample Website Traffic Goal Goal: Increase Web Traffic from 230 visits / week to 600 visit / week by Q4 2016
  37. 37. • # of leads from Web Forms • Contact Us - Forms • Blog Article Download - Forms • # of leads from SM Sites • # of direct leads • Via emails • Via phone calls • # of Shares, Retweets, Likes • # of Comments • # of unique visitors • # of Web Form submissions • # of links from other sites Measuring Progress
  38. 38. Contact Info: sales@bspny.com | 855.977.7100 | www.bspny.com Questions & Answers BSP Blog: http://www.bspny.com/blog Twitter: https://twitter.com/bspny (@BSPNY) Facebook: https://www.facebook.com/BSPNY LinkedIn: https://www.linkedin.com/company/business-solution-partners

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