Marketing in Today's Social World

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Overview on Marketing: Inbound Marketing vs. Outbound Marketing. Presentation details the best methods to use for marketing to today's social, connected business community and consumer.

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Marketing in Today's Social World

  1. 1. "Good marketers tell a story." Seth Godin Marketing in a Social World
  2. 2. Mad Marketing Skills 15 years of graphic design and traditional marketing Partner & Creative with AlphaGeek Web Design, Inc. Owner & Creative of Wolf Byte Marketing, LLC. Wolf Byte Marketing Owner & CreativeMarcie Wolf
  3. 3. What is Marketing? Marketing is an activity which results in making products and services available while making profits for the company. What Activities are Included in Marketing? The various processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that also benefit the organization.
  4. 4. Four P's of Marketing 01 Product Tangible goods or services 02 Price How much the customer pays 03 Promotion Methods of communication 04 Place Where to find product or service
  5. 5. Four P's of Marketing Product: Designing the product so it will be desirable to customers through marketing research and pricing. Price: Setting a price for the product and making it available to potential customers. Promotion: Promoting the product through public relations, advertising, and marketing communications. Place: Determining the place where customers can find the product or service.
  6. 6. Know Your Own Brand Your Brand: Graphic design, key messages, benefits to the consumer, supporting facts that tells your company story.  Content – Stories you tell about your company  Creative – Ways you can package your stories  Channel – How you distribute your stories    Results – How you measure your efforts
  7. 7. Content Marketing Content Marketing is a hot topic right now! Content marketing is consistently adding interesting content to all of your marketing and promotion efforts. • Social Media Marketing • Email Marketing • Mobile Marketing • Video Marketing • Website Content • Online Descriptions • Link Building • Search Engine Optimization
  8. 8. Marketing Builds Trust You build trust by giving something. Content marketing is providing information of interest. Each of these messages builds trust with your customers which is an effective path to increasing sales. Make it personal. People respond to messages they can relate to so always speak in a voice that is friendly and personal.
  9. 9. Interruption Marketing Also known as "Outbound" or "Traditional" marketing, this method pushes products or services on customers.  Telemarketing Calls  Television Commercials  Direct Mail & Bulk Email  Newspaper & Prints Ads
  10. 10. Interruption Marketing Interesting statistics about this type of marketing:  87% of the time cold calling does not work  86% skip TV commercials when they can  44% of all direct mail is never opened
  11. 11. Inbound Marketing "Pull" or "New" marketing relies on earning people’s interest instead of buying their interest.  Blogging Articles of Interest  Facebook & Twitter Posts  Video Sharing  Search Engine Optimization
  12. 12. Outbound vs. Inbound ➔ Communication is interactive ➔ Customers come to you via search engines and social media ➔ New marketing costs less ➔ Easy to track results ➔ Communication is one-way ➔ Customers are discovered via print, TV, ads, cold calls ➔ Very expensive ➔ Difficult to track results
  13. 13. What Now? There’s more than one way to market online that will cover all your bases. Find a blend of traditional print and online marketing that works for you. Today's Marketing Online marketing reaches out to people where they are! Marketing with digital media and social networks is a great way to build a brand image and interact with customers.
  14. 14. Keyword Research Keyword research is market research to find out people's interests and the actual language people are using when they search.  Goal: Better rankings on search engines for desired keywords  Quality over Quantity: The right kind of visitors.  Get keyword ideas at Ubersuggest: http://ubersuggest.org/
  15. 15. Search Google for “Search Engine Optimization Starter Guide” to download a very helpful guide on SEO. Get better visibility on search engines like Google where people are searching about your industry, products, or services. Search Engine Optimization Optimize all of your web content using Search Engine Optimization (SEO) standards. Let Customers Find You!
  16. 16. Optimize content on your social media channels using the same SEO standards from Google. Share interesting content on Facebook, Twitter, LinkedIn, Google+, YouTube, Pinterest and Instagram. Social Media Share your content with followers and customers on social media channels. Let Customers Find You!
  17. 17. Video Marketing Video accounts for 51% of all Internet traffic! Using video to connect is very natural – and very human. Think about the many ways you can engage with video in your marketing efforts. Poor quality video won't yield the right results for driving your business forward. Consider hiring a professional video production company to create superb video for your marketing efforts.
  18. 18. Mobile Marketing Mobile marketing provides customers with time and location sensitive, personalized information.  SMS Marketing: Specials sent by text message  App-Based Marketing  QR Codes: Free QR Codes http://www.qrstuff.com/ Optimize for Local: Most mobile searches have local intent and people often use mobile devices to find information for local, immediate interactions.
  19. 19. Google Local Optimization Allows any local business to create a listing that displays contact details, a link to your website, hours, a map, photos, videos, coupons, reviews and more.  Claim or Create a Google Local Page  Verify Your Google Local Page  Optimize Your Google Local Page
  20. 20. PRESS RELEASE Online distribution drives traffic to your site, creates a buzz about your brand, and engages your audience. Press releases can be shared via Google News, RSS feeds and on Social Media sites.  Optimize your title and summary with keywords  Write content that's interesting with strong keywords  Add a link to your website for increased site traffic  Free PR Distribution: http://www.prlog.com
  21. 21. IMAGE OPTIMIZATION Images that are optimized can drive traffic to your website through image searches as well as inclusion in universal search results.  Use the right images with proper licensing  Use keywords when creating the file name  Make sure the image matches the content
  22. 22. Pay attention to bounce rate to determine if your website is engaging your audience or not. Google Analytics Set up a Google Analytics account and have your web developer add the tracking code to your website. WEBSITE ANALYTICS Use tracking tools for gathering and analyzing visitor traffic and other website statistics.
  23. 23. REPUTATION MANAGEMENT Reputation Management encompasses:  Building a positive reputation  Maintaining a positive reputation  Recovering from a negative reputation Set up Google Alerts for your business name and your personal name to receive Google notifications by email. Monitor: Blogs, Directory Listings, Direct Reviews (Yelp, FourSquare), Online Publicity and Social Networking.
  24. 24. www.twitter.com/nwmisocialmedia www.facebook.com/NorthernMichiganMarketing plus.google.com/108774842372137534498 www.linkedin.com/in/marciewolf CONNECT WITH US

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