Use Electronic Marketing to Increase Profits and Decrease Costs

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Use Electronic Marketing to Increase Profits and Decrease Costs

  1. 1. Use Electronic Marketing to Increase Profits and Decrease Costs Brian Offenberger a/k/a RSS Ray
  2. 2. About Brian Offenberger <ul><li>Host of Online Marketing with RSS Ray and owner of BizGrowth Search Engine Solutions </li></ul><ul><li>Certified in search engine marketing, paid search, web analytics, email marketing and online testing </li></ul>
  3. 3. Brian Offenberger
  4. 4. Today’s Discussion Points <ul><li>Define electronic marketing </li></ul><ul><li>Discuss why you should use electronic marketing </li></ul><ul><li>Present 3 ways to use electronic marketing for your business </li></ul><ul><li>Answer your questions </li></ul>
  5. 5. What Is A Electronic Marketing? <ul><li>Electronic marketing is marketing through the use of a channel that requires a plug or a battery </li></ul>
  6. 6. Electronic Marketing Channels <ul><li>Radio </li></ul><ul><li>Television </li></ul><ul><li>Computer </li></ul><ul><li>Telephone and cell phone </li></ul><ul><li>Fax machine </li></ul><ul><li>Email marketing </li></ul><ul><li>RSS marketing </li></ul><ul><li>Electronic messaging </li></ul>
  7. 7. Why Electronic Marketing? <ul><li>#1  Your customers are here: </li></ul><ul><li>Cell phones and telephones </li></ul><ul><li>Internet use </li></ul><ul><li>iPods and MP3 players </li></ul>
  8. 8. Why Electronic Marketing? <ul><li>#2  You can market to a targeted mass </li></ul><ul><li>Traditional Selling vs. Mass Selling </li></ul><ul><li>Closing Rate and the Law of Numbers </li></ul>
  9. 9. Why Electronic Marketing <ul><li>#3  You can measure results </li></ul><ul><li>Internet marketing offers company’s unprecedented results tracking and customer behavior measurements </li></ul>
  10. 10. Why Electronic Marketing <ul><li>#4  There is less competition </li></ul><ul><li>71% of adult population online daily (Pew Internet) </li></ul><ul><li>83% + adults under 49 online daily (Pew Internet) </li></ul><ul><li>Only 15% of marketing dollars spent online (eMarketer) </li></ul>
  11. 11. Why Electronic Marketing <ul><li>#5  You get message to market quickly </li></ul><ul><li>You can get messages to market to customers at the speed of sound </li></ul>
  12. 12. Electronic Marketing in Your Business <ul><li>It’s fast, simple, affordable and easy </li></ul><ul><li>Your job is marketing and the message, leave the technology to others </li></ul>
  13. 13. Tools You Need <ul><li>Phone line </li></ul><ul><li>Broadband connection </li></ul><ul><li>Website </li></ul><ul><li>Computer </li></ul><ul><li>Fax machine </li></ul>
  14. 14. Tools You Need <ul><li>Email marketing software </li></ul><ul><li>Bridge telephone lines </li></ul><ul><li>Webinar software </li></ul><ul><li>Recording software </li></ul><ul><li>Microphone and/or webcam </li></ul>
  15. 15. Electronic Marketing for Sm ALL Business <ul><li>Teleseminars or webinars </li></ul><ul><li>Permission based email marketing </li></ul><ul><li>Blogging or podcasting </li></ul>
  16. 16. #1-Teleseminars-Selling at the Speed of Sound <ul><li>Use the telephone as a sales tool to the masses </li></ul><ul><li>Effective for business to consumer, business to business and business to government </li></ul><ul><li>Telephone is a passive medium…allows for multi-tasking, etc. </li></ul>
  17. 17. Teleseminar-Sell to Prospects <ul><li>Invite prospects to submit questions and attend FREE teleseminar to answer questions/solve problems/resolve needs---email to your list, joint venture partners, other promotional tactics </li></ul><ul><li>Hold teleseminar and record call </li></ul>
  18. 18. Teleseminar Benefits <ul><li>Prospects get to investigate the product or service in more detail in a non-threatening, anonymous environment </li></ul><ul><li>Prospects can participate from anywhere while doing just about anything </li></ul>
  19. 19. Teleseminar Benefits (cont.) <ul><li>Participants are engaged prospects </li></ul><ul><li>You communicate with mass instead of individuals </li></ul>
  20. 20. Teleseminar Example <ul><li>Customer: Knight Security-Dallas </li></ul><ul><li>Goal: Sell Camera Systems </li></ul><ul><li>Method: Joint Venture with Irving Chamber of Commerce </li></ul><ul><li>Hook: Stop Employee Theft </li></ul>
  21. 21. Teleseminar Example <ul><li>Action Steps </li></ul><ul><ul><li>Chamber emails members </li></ul></ul><ul><ul><li>Members register for call </li></ul></ul><ul><ul><li>Members attend call </li></ul></ul><ul><ul><li>We teach and promote </li></ul></ul>
  22. 22. Teleseminar Example
  23. 23. Teleseminar Benefits <ul><li>Speak to masses for same amount of time to speak with one person </li></ul><ul><li>Can do for internal and external customers </li></ul><ul><li>Including web landing pages, total cost per participant is $2.17 </li></ul><ul><li>Can record call and repurpose content </li></ul><ul><li>Generate leads and add to prospect names list </li></ul>
  24. 24. Teleseminar Applications <ul><li>Internal company communications </li></ul><ul><li>Vendor communications </li></ul><ul><li>Sales to prospects </li></ul><ul><li>Teach customers how to use (consume) products </li></ul>
  25. 25. Questions About Teleseminars <ul><li>Find our example online at: </li></ul><ul><li>http://www.KnightSecurity.com/etwebinar </li></ul>
  26. 26. #2-Permission Based Email Marketing <ul><li>“ The marketing of products or services or information to people who have given you permission to interact with them via email” </li></ul>
  27. 27. Email Marketing Facts <ul><li>Email Rules ROI </li></ul><ul><li>(Source: Direct Marketing Association Power of Direct report October 2006) </li></ul><ul><li>>Email $1 spent returns $51.47 </li></ul><ul><li>>Catalogs return $7.20 </li></ul><ul><li>>Other internet marketing returns $21.08 </li></ul>
  28. 28. Why Use Email (Source: Datran Media, February 2007) <ul><li>Drive incremental revenue 55.3% </li></ul><ul><li>Reinforce brand position 19.1% </li></ul><ul><li>Improve customer loyalty 10.6% </li></ul><ul><li>Reactivate customers 8.5% </li></ul><ul><li>Drive more frequent purchase 6.4% </li></ul>
  29. 29. Use Email To… <ul><li>Sell More </li></ul><ul><li>Announce new products </li></ul><ul><li>Announce new services </li></ul><ul><li>Seasonal greetings </li></ul><ul><li>Introduce new policies </li></ul><ul><li>Promote business accomplishments </li></ul>
  30. 30. Measurable Performance <ul><li>Deliverability </li></ul><ul><li>Open rates </li></ul><ul><li>Click through rates </li></ul><ul><li>Sales </li></ul>
  31. 31. Customers Use Email (Source: eMarketer) <ul><li>88% of Americans have an email account </li></ul><ul><li>91% of those with email use it daily </li></ul>
  32. 32. Customers Like Email <ul><li>DoubleClick survey of customer preferences: </li></ul><ul><ul><li>Permission based email 75% </li></ul></ul><ul><ul><li>Sales call 51% </li></ul></ul><ul><ul><li>Direct mail 25% </li></ul></ul><ul><ul><li>Telemarketing 0% </li></ul></ul>
  33. 33. Get Started With Email Marketing <ul><li>Learn about email marketing  </li></ul><ul><li>www.ConstantContact.com/learning-center </li></ul><ul><li>www.EmailLabs.com </li></ul><ul><li>Set goals and objectives </li></ul><ul><li>Determine/segment your audience </li></ul>
  34. 34. Get Started With Email Marketing <ul><li>Collect names at all customer contact points, including website </li></ul><ul><li>Work with someone or do it yourself </li></ul><ul><li>Determine your content, including subject lines </li></ul><ul><li>Get started! </li></ul>
  35. 35. Automated Sequential Marketing <ul><li>Automated email messaging in a sequential fashion to accomplish business objectives </li></ul><ul><li>Resource  www.aWeber.com </li></ul>
  36. 36. #3-Blogging, Podcasting and Videocasting <ul><li>Blog is a frequent, chronological publication of text, audio or video and web links </li></ul><ul><li>Podcast is a digital media file or files distributed over the internet for playback on portable media players and personal computers </li></ul>
  37. 37. Videocasting <ul><li>A videocast is the same as a podcast except with video </li></ul>
  38. 38. Why Use Them In Your Marketing? <ul><li>More people will find your business-multi-channel marketing </li></ul><ul><li>More content for search engine rankings-Google’s universal search </li></ul>
  39. 39. Why Use Them In Your Marketing? <ul><li>More convenience for your audience </li></ul><ul><li>Lower costs to produce than radio or television commercials </li></ul><ul><li>Creates content that attracts links </li></ul>
  40. 40. Get Started <ul><li>Decide what you want to accomplish </li></ul><ul><li>Select your medium with which to get started </li></ul><ul><li>Select your tools and resources </li></ul><ul><li>Determine your messaging </li></ul><ul><li>Syndicate your content </li></ul><ul><li>Submit your content for indexing </li></ul><ul><li>Measure your results </li></ul>
  41. 41. Free Tools <ul><li>Blogging: </li></ul><ul><ul><li>www.WordPress.org </li></ul></ul><ul><li>Recording Software: </li></ul><ul><ul><li>www.Audacity.Sourceforge.net </li></ul></ul>
  42. 42. Summary <ul><li>Electronic marketing generates high ROI </li></ul><ul><li>Lower costs of lead acquisition and sales </li></ul><ul><li>Measure for maximum results </li></ul><ul><li>Incredible speed to market </li></ul>
  43. 43. Questions
  44. 44. Contact Brian Offenberger <ul><li>Bizgrowth Search Engine Solutions </li></ul><ul><li>www.BizGrowthSeo.com </li></ul><ul><li>[email_address] </li></ul><ul><li>602-412-3168 </li></ul>
  45. 45. Online Marketing Radio Show <ul><li>Online Marketing with RSS Ray </li></ul><ul><li>Live Wednesday at 1pm EST </li></ul><ul><li>www.wsRadio.com </li></ul><ul><li>Podcast Feed: </li></ul><ul><li>http://www.wsradio.com/podcasts/107.xml </li></ul>
  46. 46. Thank You Have a great experience at SEMA 2007!

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