Greater Beloit Chamber of Commerce - Internet Marketing Series, 2010

386 views

Published on

An introduction to Internet Marketing to kick-off a three part series of seminars presented through GBCC.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
386
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Greater Beloit Chamber of Commerce - Internet Marketing Series, 2010

  1. 1. Internet Marketing SeriesSummer 2010<br />The Greater Beloit Chamber of Commerce<br />Resonate Web Marketing<br />Integrated Marketing – Client Empowerment – Website Development<br />www.ResonateWebMarketing.com<br />Rick@resonatewebmarketing.com<br />
  2. 2. Session One – June 30th<br />Internet Marketing – An overview:<br /> Setting the stage & providing context<br /> Identifying the marketing mix<br /> What’s most relevant for my situation<br /> Next steps for me<br />Social Media – An introduction:<br /> Introducing the communities<br /> Introducing the tools<br /> Integration with “traditional” marketing<br /> How to measuring performance KEY!<br />Developing your Social Media Strategy<br /> Building relationships<br /> Review of examples<br />Resonate Web Marketing<br />2<br />
  3. 3. Who Am I ????<br />Rick McGrath<br /> With my lovely wife Ana, we’re Resonate Web Marketing<br /> Dozen years in this industry (like dog years)<br /> B2C & B2B, eCom & lead-gen, <br /> Agency-side & Client-side internet marketing<br /> “Marketer” – what that means to me<br /> Walks along the beach…<br />Resonate Web Marketing<br />3<br />
  4. 4. What to expect…<br />Do I have all the answers? NO!<br />Can you stump me? Yes!<br />Can I help you? … likely, yes.<br />Some core beliefs:<br /> Not just client ownership of their own web assets but direct access and control also.<br /> The internet –can be- the great equalizer<br /> You can do this – I’m banking on it<br />Resonate Web Marketing<br />4<br />
  5. 5. Setting the stage…<br />What do you want your website TO DO?<br /> Sales – online shopping cart<br /> Lead generation (online, pick up the phone, email)<br /> Drive foot traffic to store, office etc.<br /> Educate, inform your target audience<br /> Generate memberships, registrations, subscriptions, donations<br />Two spheres to internet marketing:<br />Acquisition<br />Retention<br />Where we’ve been, what changed: (the easy part)<br />Convergence<br />Broadband<br />That Web 2.0 thing…<br />Blogs<br />Social Media<br />User generated content<br />Mobile/Local<br />The “Cloud”<br />Resonate Web Marketing<br />5<br />
  6. 6. Yeah so? What do I do?<br />Preparing for the future: (the harder part)<br /> Further product/service commoditization<br /> Further market segmentation/personalization<br /> Continued shake out<br /> Decreasing brand loyalty<br /> Control shifting to the consumer<br />Winners w/b those…<br /> With quality content. Content is still king<br /> Best at getting their message out, building community & engaging their market<br /> Track and measure performance and nimble enough to adapt. Marketing & Analysis mindset.<br />Wow, that sounds scary. Oh boy how I do love change. <br />Resonate Web Marketing<br />6<br />
  7. 7. What’s the (online) marketing mix<br />Internal: On-site / converting traffic<br /> Usability<br /> Merchandising<br /> Shopping cart optimization<br /> Blog (Acquisition & Retention)<br /> Social Media integration (Acquisition & Retention)<br /> “Rich Content” (Acquisition & Retention)<br /> Landing page optimization<br />Analytics<br />Resonate Web Marketing<br />7<br />
  8. 8. What’s the (online) marketing mix<br />External: Off-site / getting –targeted- traffic<br />“Social Media” – Facebook, Twitter, Youtube etc. (Acquisition & Retention)<br />SEO - (search engine optimization, organic, “natural” search) (Acquisition)<br />Online reputation management<br />SEM (search engine marketing, “Paid Search” (Acquisition)<br />CPM / CPA paid placement – all but dead. (Acquisition)<br />Banners, contextual ads etc.<br />Email / eNewsletter (Retention)<br />Affiliate Marketing (Acquisition)<br />RSS - still viable but in flux (Retention)<br />Mobile / Local optimization – becoming a moot point (Acquisition & Retention)<br />Analytics<br />Resonate Web Marketing<br />8<br />
  9. 9. What’s the (online) marketing mix<br />Internal: On-site / converting traffic (table competitive product, price, service)<br /> Usability<br /> Merchandising<br /> Shopping cart optimization<br /> Blog (Acquisition & Retention)<br /> Social Media integration (Acquisition & Retention)<br /> “Rich Content” (Acquisition & Retention)<br /> Landing page optimization<br />Analytics<br />Resonate Web Marketing<br />9<br />
  10. 10. What’s the (online) marketing mix<br />External: Off-site / getting –targeted- traffic<br />SEM (search engine marketing, “Paid Search” (Acquisition)<br />CPM / CPA paid placement – all but dead. (Acquisition)<br />Banners, contextual ads etc.<br />Email / eNewsletter (Retention)<br />Affiliate Marketing (Acquisition)<br />RSS - still viable but in flux (Retention)<br />Resonate Web Marketing<br />10<br />
  11. 11. What’s the (online) marketing mix<br />Internal: On-site / converting traffic<br />Analytics<br />External: Off-site / getting –targeted- traffic<br />Analytics<br />Resonate Web Marketing<br />11<br />

×