jhlr-inc-online-marketing-101-8944213

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jhlr-inc-online-marketing-101-8944213

  1. 1. Online Marketing 101Fundamentals of Promoting Your Business on the Web<br />
  2. 2. Topics<br />What is marketing?<br />7 Steps for Marketing<br />Marketing Hourglass<br />Why should I market online? (some statistics)<br />Online Marketing Tactics<br />Fans, Followers and Freedom<br />Agencies, consultants and others<br />Will it hurt?<br />Ok, now what should I do?<br />Online Marketing 101: Fundamentals of Promoting Your Business on the Web<br />1<br />
  3. 3. What is marketing?<br />Marketing is the art and science of persuasive communication. [ Dave Kerpen – Chief Executive Officer, Likeable Media ]<br />Marketing is the ongoing process of engagement whereby strangers are nurtured into advocates. [ Trey Pennington]<br />Marketing is understanding your buyers really, really well. Then creating valuable products, services, and information especially for them to help solve their problems. [ David Meerman Scott – Bestselling author of Real-Time Marketing and PR]<br />Marketing is a strategic and tactical multifaceted process that supports sales as well as customer service and retention. The primary stages include identifying target audiences, developing a marketing/communications strategy that usually includes several methods and channels (e.g. advertising, PR, content, events/digital print, broadcast), measuring and assessing results, and constantly refining the process based on learnings and marketplace developments. Marketing can also become a feedback loop between an organization and its customers and prospects that helps to inform and shape the business going forward. [ Rebecca Lieb, Author of The Truth About Search Engine Optimization]<br />Online Marketing 101: Fundamentals of Promoting Your Business on the Web<br />2<br />persuasive communication<br />engagement<br />especially for them<br />measuring<br />refining<br />[ Source: 72 Marketing Definitions – Heidi Cohen ]<br />
  4. 4. 7 Steps for Marketing<br />Develop strategy before tactics – Base all decisions on an ideal customer and core message of difference<br />Embrace The Marketing Hourglass – Look at every potential prospect and customer touchpoint and design a remarkable experience<br />Adopt the publishing model– Commit to producing content that builds trust and educates<br />Create a total web presence– Develop a plan that takes advantage of the SEO and social media aspects of being found<br />Orchestrate the lead generation trio– Use technology to create multiple ways to generate leads via advertising, public relations, and referrals<br />Drive a lead conversion system– Develop a sales system that everyone in the organization can use from initial contact to results review<br />Live by the marketing calendar– Make marketing a habit by establishing monthly, weekly and daily action steps<br />Online Marketing 101: Fundamentals of Promoting Your Business on the Web<br />3<br />[ Source: 7 Steps to Creating a Sure-Fire Marketing System; John Jantsch Founder, Duct Tape Marketing ]<br />
  5. 5. Online Marketing 101: Fundamentals of Promoting Your Business on the Web<br />4<br />Marketing Hourglass<br />[ Source: Beyond The Funnel: The Marketing Hourglass ]<br />
  6. 6. Why should I market online?<br />Some statistics<br />2010 U.S. Population – 310 million<br />2010 U.S. Population on the Internet- 240 million1<br />Online Marketing 101: Fundamentals of Promoting Your Business on the Web<br />5<br />2<br />
  7. 7. Online Marketing 101: Fundamentals of Promoting Your Business on the Web<br />6<br />
  8. 8. Online Marketing 101: Fundamentals of Promoting Your Business on the Web<br />7<br />In the US, 62% of overall consumers have read a review online for a product or service in the past six months (64% of 35-54 year olds). [Source: Lightspeed Research, March 2011] <br />
  9. 9. Online Marketing 101: Fundamentals of Promoting Your Business on the Web<br />8<br />In 2011, small businesses (1 to 5 employees) plan to spend 49% of their lead generation budgets on inbound marketing.<br />Small businesses plan to spend dramatically more of their budgets on social media and blogs. [Source: Hubspot – 2011 State of Inbound Marketing]<br />
  10. 10. Online Marketing 101: Fundamentals of Promoting Your Business on the Web<br />9<br />
  11. 11. Online Marketing Tactics<br />Website<br />Blog<br />Social: Facebook, Twitter, LinkedIn, Google+<br />Email Marketing<br />Video<br />Local Search<br />Search Engine Optimization<br />Search Engine Marketing<br />Promotions: Groupon, LivingSocial, Foursquare<br />Online Marketing 101: Fundamentals of Promoting Your Business on the Web<br />10<br />
  12. 12. Fans, Followers and Freedom<br />Online Marketing 101: Fundamentals of Promoting Your Business on the Web<br />11<br />
  13. 13. Agencies, consultants and others<br />KarmaCom<br />Bizwall<br />Mobile Meteor<br />MarketSmiths<br />Path Interactive<br />WebMetricsGuru<br />Constant Contact<br />JHLR Inc<br />Online Marketing 101: Fundamentals of Promoting Your Business on the Web<br />12<br />Elance<br />Huge Inc<br />Carrot Creative<br />Likeable Media<br />HubSpot<br />Message Medium<br />Duct Tape Marketing<br />
  14. 14. Will it hurt?<br />… it depends!<br />Do-It-Yourself is an option<br />If you don’t have a plan it will hurt<br />Measure twice, cut once<br />Make it part of the culture<br />Have an online/social media policy<br />Establish baseline metrics for your business<br />Measure online marketing results against the baseline<br />Give it time<br />Online Marketing 101: Fundamentals of Promoting Your Business on the Web<br />13<br />
  15. 15. Ok, now what should I do?<br />Listen, engage, act<br />Create or review your marketing plan<br />Get an evaluation of your online presence<br />Provide great experiences and content<br />Make your customers fall in love with you, your products, your services<br />Let them become your advocates<br />Online Marketing 101: Fundamentals of Promoting Your Business on the Web<br />14<br />
  16. 16. 1.877.331.5022<br />info@jhlr.com<br />www.jhlr.com<br />www.facebook.com/JHLRinc<br />www.twitter.com/JHLRinc<br />www.linkedin.com/in/ChrisWerben<br />

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