1. Online Marketing Solutions for SMB’s
Strategies for Marketing in a Recession
Presented by: THINQ, Inc.
January 6, 2010
INTERNET MARKETING SOLUTIONS
2. Agenda
The importance of the Internet
Marketing in tough times
How to impact the top line
Web Marketing Solutions
Summary
INTERNET MARKETING SOLUTIONS
3. INTERNET MARKETING SOLUTIONS
The importance of the web
• Online is no longer a niche channel worthy of investment for the future.
• It is a significant channel now and should be actively managed.
• Drive high quality traffic to the website
• Increase sales lead generation from prospective customers
• Build ongoing brand awareness, identity, and recognition online
• Competitive differentiator
4. INTERNET MARKETING SOLUTIONS
The importance of the web
Just the Facts
• 54% of Americans use the Internet and local
search instead of phone books and directories
• 97% of Americans use Internet to shop
• 74% of users perform searches for local products
and services
• 82% of local searches result in an in-store visit,
phone call, or purchase
5. The Recession is here – What is your Strategy?
Prospecting is changing
Global Economies changing
Access to information is changing
Industries are consolidating & changing
Harder to reach targeted customers
Sales cycles are getting longer
Fewer projects open for bid
The Result: Sales & Marketing must change to
survive and thrive.
Reality check:
• In Recessions, most firms pull back marketing
• Smart marketers strategically position their
companies during boom-and-bust cycles
• Conventional Sales techniques won’t work anymore
• Dr. Clement Jugular (1819 – 1905) – coined the phrase “Business Cycles”
1. Expansion
2. Prosperity
3. Contraction
4. Recession (market is ripe)
Best Time to Sell
6. Marketing Mavericks
During the 1930 “Great Depression”
1929 - The Kellogg Company (W.K. Kellogg)
Doubled its advertising budget
Result: Sales soared, become #1 Cereal
1930 – Kraft Foods (J.L. Kraft)
Needed a miracle to save the company
Relabeled mayonnaise – “Miracle Whip”
Result: Product sales soared
1933 – Fortune Magazine (Henry R. Luce)
Brazenly launched magazine about Business
Sold copy for then-outrageous newsstand price of $1
Result: Advertisers climbed on board – magazine thrived
W.K. Kellogg
J.L. Kraft
Henry R. Luce
7. INTERNET MARKETING SOLUTIONS
How to impact the Top Line?
Where are the Opportunities?
Three main opportunities that online marketing present:
1. Increased revenues
2. Reduced cost of sale
3. Enhanced brand loyalty and client relationships
8. INTERNET MARKETING SOLUTIONS
1.Increased Revenues – Top Line Focus!
• Number 1 Business Pain & Challenge – More Sales, Revenue, Profit
• Web is a level playing field in terms of marketing
• Anyone can attract new clients through properly targeted marketing
• Cost to change marketing material & message is zero cost
• Global and national reach is available to all, not just the Big Brands
• Brand and message are always “Open” 24 hours each day, each time
zone, in each latitude
9. INTERNET MARKETING SOLUTIONS
2. Reduce cost of sales
• What is your cost per new sale? Per lead?
• A well branded website has the lowest cost of sale
• Significantly less expensive than Trade Journal, Newspaper advertising
• Moves buyer further down the pipeline in prospect-to-customer cycle
• Qualifies prospect with minimal sales team involvement
• Ensures the right message is presented consistently every time
10. INTERNET MARKETING SOLUTIONS
3. Enhanced brand loyalty & relationships
• Ease of business – easy to find (Number One reason for clients)
• Increase Brand awareness (can’t sell unless your Visible)
• Increase Brand recognition
• Increase Brand top-of-mind (own mental real estate)
Result: Brand Loyalty begets Customer Loyalty which begets
increased Sales revenue
11. INTERNET MARKETING SOLUTIONS
How to drive new revenue to my company?
• What are the various marketing opportunities?
• Who will manage?
• Who will measure the results and how?
12. INTERNET MARKETING SOLUTIONS
Web Marketing Opportunities
Web Design &
Blogging
Search Engine
Optimization
Local Search
Directories
Email
Marketing
Paid Search
Advertising
Social Media
13. INTERNET MARKETING SOLUTIONS
Is the House ready for visitors?
• Before investing in online marketing channels the site must be “fit for purpose” to convert
traffic at the highest rate
• Average Buyer spends less that 4.7 seconds to identify the relevance of your site
• Audience loves pictures
• Audience hates text but loves headlines
• Simple, easy to navigate site
• “Don’t Make Me THINK” – recognizable links
• Concise, relevant information
• Is the site attractive, crisp, and clean
• Is your Service offering easy to scan
• Are your projects fully detailed and Gallery Showcase Ready
• How does the site fair against competitor’s sites?
• Blogging – Keeps readers (i.e. clients, prospects, partners) informed
• Visitor Tracking & Analytics
- Once site is optimized, then commence with Marketing
activity to drive revenue
Web Design &
Blogging
14. INTERNET MARKETING SOLUTIONS
Why are Search Engines important?
• SEO Definition – Improving the quality & traffic of site visitors through
natural and “organic” searches (takes up to 4-8 months to impact)
• 89% of Internet users regularly use Search engines
• In Europe, Google accounts for 76% of total searches
• In Asia Pacific, Google accounts for 67% (Baidu the rest)
• In United Sates, Google accounts for 49%
• Important to know where your customers are researching
in order to adjust the approach accordingly
Search Engine
Optimization
17. INTERNET MARKETING SOLUTIONS
Local Searches & Directories
• First, they are FREE.
• Listings for your primary markets
• Internet searches have replaced the
old Yellow pages and Yellow book
• Available through all
Search Engines
Local Search
Directories
18. INTERNET MARKETING SOLUTIONS
Why the postal service is MAD!
• Email Marketing (“Drip Marketing”) is a simple, cost-effective solution
• Email only your intended target audience and verticals
We help you:
- Build Landing Pages (per ea. Campaign)
- Targeted Distribution
- Tailor Messaging
- Find Lead Nurturing programs
- Locate email delivery systems
- Help setup Nurturing and Sales Process (critical)
- Setup auto-responses
- Build Customer/Prospective database
- Training
Email
Marketing
19. INTERNET MARKETING SOLUTIONS
Is this faddish or a business enabler?
The $64 question, how do I connect with people who are still buying?
Social Media Intelligence Tools
- Google Alerts – client news alerts (Ex: Intercontinental Occupancy Up)
- LinkedIn.com – connect with other business peoples networks
- Conduct searches by industry, name, company, keyword
- Twitter – microblogging platform – get detailed information quickly
- Facebook – corporate presence only (becomes too social)
- Jigsaw – another corporate search network
- MySpace – Not For Business (NFB)
Social Media
20. INTERNET MARKETING SOLUTIONS
Get Digital and get off the Road!
• If you are not fully exploiting today’s technology, you are leaving
revenue and sales on the table every day.
• A strategic, planned, approach to online marketing will produce far better returns
than tactical activity
• Investing in existing customers, as well as prospecting for new ones, is crucial
for overall success during the “boom-and-bust” business cycles
• Measuring performance and adjusting campaigns will produce stronger returns
21. INTERNET MARKETING SOLUTIONS
Why THINQ?
THINQ is your ideal online marketing partner
• Offers a full service suite of Internet Marketing solutions
• Shared interest in your success – We become stakeholders in your company.
• Predictable and cost-controlled marketing budget
• Can adjust marketing message without added expense
• Manages your Internet Marketing activities – leaving you to focus on clients
• No additional staff to hire
• No in-sourcing of existing staff
• Evaluate Marketing effectiveness periodically
• Internet Marketing Solutions offered under a single flat, fixed monthly fee
22. INTERNET MARKETING SOLUTIONS
Next Step
• Conduct a Marketing Assessment for you.
• Establish a Marketing Budget for 2010
• Set a Launch Date
• Go Digital!
