Internet Marketing Strategy Seminar 20090319


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The presentation on Internet Marketing Strategies was apart of an investigative seminar GS Marketing Group hosted at our office in March and presented at the Lake County Chamber of Commerce Mayor\'s Luncheon event in January. The presentation is designed to help professionals build their brand, generate new sales leads, drive traffic to their website and accelerate sales growth.

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Internet Marketing Strategy Seminar 20090319

  1. 1. Rethinking Your Internet Marketing in 2009 Presented By: Bridget Bevis Marketing Project Manager
  2. 2. Marketing Fundamentals Remain the Same <ul><li>Set Goals </li></ul><ul><li>Target Your Audience </li></ul><ul><li>Build Your Brand </li></ul><ul><li>Integrate Marketing Initiatives </li></ul>
  3. 3. Goal-setting <ul><li>Where are you today? </li></ul><ul><li>Where do you want to be? </li></ul><ul><li>How do you get there? </li></ul><ul><ul><li>Set a time frame </li></ul></ul><ul><ul><li>Prioritization </li></ul></ul><ul><ul><li>Create a step-by-step plan </li></ul></ul>
  4. 4. How to Target Your Audience <ul><li>Segment by type and construct a profile for each: </li></ul><ul><li>Where do they gather? </li></ul><ul><li>What are their purchasing behaviors? </li></ul><ul><li>What is their contribution to the company’s bottom line? </li></ul><ul><li>What are their demographic and lifestyle characteristics? </li></ul><ul><li>How loyal are they? </li></ul><ul><li>What is their potential for growth? </li></ul>
  5. 5. Branding and Positioning <ul><li>Your unique selling proposition is the true differentiation of your products and services </li></ul><ul><li>It’s the foundation for all of your marketing efforts. </li></ul><ul><li>Understanding of your market and its specific needs. </li></ul><ul><li>It is sustainable, consistent and central in all of your marketing messaging. </li></ul><ul><li>It matters to your audience. </li></ul>
  6. 6. Creating An Integrated Marketing Approach <ul><li>All aspects work together as a unified force, rather than in isolation. </li></ul><ul><li>Goal-driven, audience focused </li></ul><ul><li>Includes online and offline marketing channels </li></ul>
  7. 7. Internet Marketing Benefits <ul><li>Cost effective </li></ul><ul><li>Speed to market </li></ul><ul><li>Global reach </li></ul><ul><li>Tracking Results </li></ul><ul><li>Internet affects all industries </li></ul>
  8. 8. Websites and E-Commerce <ul><li>Relationships created through website </li></ul><ul><li>Ex. RealWheels Corporation of Gurnee, IL. </li></ul>
  9. 10. Website Marketing <ul><li>Is the content up-to-date and easily maintained? </li></ul><ul><li>Is it a useful destination for your customers and does it meet their expectations? </li></ul><ul><li>Does it cater to each of your audience segments? Are separate websites warranted? </li></ul><ul><li>Is it user-friendly? </li></ul><ul><li>Is it concise with professionally written copy? </li></ul><ul><li>Does it represent your desired company and brand positioning? </li></ul>
  10. 20. E-commerce Marketing <ul><li>How predictive is your e-commerce solution? </li></ul><ul><li>Do you have mechanisms that reward your most loyal customers? </li></ul><ul><li>What promotions can help to increase average order size and frequency? </li></ul><ul><li>Can buyers post comments and ratings on your products to provide you with timely, valuable feedback about your product line? </li></ul><ul><li>Is your e-commerce solution search engine friendly? </li></ul>
  11. 23. Email Marketing <ul><li>Spending expected to double in 2009 </li></ul><ul><li>Segment your email lists up-front at the point of entry to your database. </li></ul><ul><li>Tailor email content to each segment. </li></ul><ul><li>Track results (opens, click-through rates, bounces, unsubscribes) </li></ul>
  12. 24. Keys to a Successful Email Campaign <ul><li>Questions To Ask Ourselves: </li></ul><ul><li>Who is the target audience? To what extent can we tailor offers and cross-promotions that would appeal most to each individual? </li></ul><ul><li>Is the information we are sending valuable to them? </li></ul><ul><li>Is the information timely? </li></ul><ul><li>Is the information relevant? </li></ul>
  13. 25. Ideas For Adding Value to Your Email Campaigns <ul><li>Featured Articles - license syndicated content (ex. YellowBrix) </li></ul><ul><li>Tips and Tricks </li></ul><ul><li>Interesting Facts </li></ul><ul><li>Industry Information </li></ul><ul><li>Coupons </li></ul><ul><li>Polls & Surveys </li></ul><ul><li>Contests </li></ul>
  14. 26. Email Marketing Tips <ul><li>Test multiple subject headers to a small sample to gauge their “open rates” </li></ul><ul><li>Create an email template so that you can easily swap content. </li></ul><ul><li>Dispatch on Tues, Wed or Thurs between 10am and 2pm, but be conscious of the local time zone for your audience. </li></ul><ul><li>Evaluate reporting results of campaign </li></ul>
  15. 29. Search Marketing <ul><li>Promote website by increasing visibility in search engine results page </li></ul><ul><li>Google Adwords dominates Sponsored Search Marketing (65% market share) </li></ul><ul><li>Pay only for clicked ads (Pay Per Click Ads) </li></ul>
  16. 30. How to Setup Google Adwords <ul><li>Select your search terms. Be sure to include common misspellings, synonyms and product SKUs. </li></ul><ul><li>Write compelling ads that qualify traffic. </li></ul><ul><li>Setup daily budgeting controls </li></ul><ul><li>Enter your credit card. </li></ul><ul><li>Ads begin running immediately. </li></ul>
  17. 31. Keys to Success with Google Adwords <ul><li>Implement geography targeting, ad scheduling and conversion tracking. </li></ul><ul><li>Associate destination links and their respective search terms. </li></ul><ul><li>Bid low at first and then raise bidding to achieve the desired ranking and budget targets. </li></ul><ul><li>Use Google’s free Adwords Editor software to manage your campaign on- and off-line. </li></ul>
  18. 33. Blogs <ul><li>Blogger and WordPress are ranked #1 and #2 in the world in blog service popularity. </li></ul><ul><li>Free service. </li></ul><ul><li>Created and maintained by person with a passion for a certain subject </li></ul><ul><li>Great for small business and entrepreneurs </li></ul><ul><li>Updatable via mobile phones and devices </li></ul><ul><li>Search engine friendly. </li></ul>
  19. 35. SalesGenie and LinkedIn <ul><li>Lead generation tools - fees begin at $135/mo total </li></ul><ul><li>Access to nearly all U.S. businesses and consumers </li></ul><ul><li>Direct access to 30 million private email addresses (privacy managed by LinkedIn) </li></ul><ul><li>Highly targeted profiling </li></ul><ul><li>Upload your best customers and find prospects with similar characteristics. (SalesGenie) </li></ul>
  20. 36. Highly Targeted Profiling <ul><li>B2B </li></ul><ul><li>Size </li></ul><ul><li>Industry Selects </li></ul><ul><li>Business Expenditures </li></ul><ul><li>Job Title </li></ul><ul><li>Credit Rating </li></ul><ul><li>Radius Search </li></ul><ul><li>Years in Business </li></ul><ul><li>Read Individual Profiles </li></ul><ul><li>Name of University </li></ul><ul><li>Consumers </li></ul><ul><li>Age </li></ul><ul><li>Income </li></ul><ul><li>Purchase Behavior </li></ul><ul><li>Lifestyle Selects </li></ul><ul><li>Ethnicity </li></ul><ul><li>Religion </li></ul><ul><li>Wealth Indicators </li></ul><ul><li>Geography </li></ul>
  21. 37. YouTube <ul><li>Video sharing website; upload for free </li></ul><ul><li>Third most trafficed website in the world, just behind Yahoo and Google. </li></ul><ul><li>YouTube is mainstream, with an audience that closely mirrors the demographic of the US online population. </li></ul>
  22. 39. Keys to Success with YouTube <ul><li>Display your company URL prominently within the video itself </li></ul><ul><li>Tag your uploaded video with keywords </li></ul><ul><li>Embed YouTube videos on your website, blog, MySpace, Facebook, an e-Bay auction, etc </li></ul><ul><li>With special programming, the video player’s look and function can be customized </li></ul><ul><li>Monitor user comments, subscriber count, user ratings and number of views. </li></ul>
  23. 40. Public Relations and the Internet <ul><li>Build your brand and reputation </li></ul><ul><li>More credibility and value than advertising </li></ul><ul><li>Speed-to-market like never before using the Internet. Same day release, content inclusion and top search rankings. </li></ul><ul><li>Keyword-rich releases improve search engine visibility </li></ul><ul><li>International exposure and AP distribution </li></ul>
  24. 41. Reach All Media Types <ul><li>Newspaper </li></ul><ul><li>Radio </li></ul><ul><li>TV/Cable/Satellite </li></ul><ul><li>Industry Trade Publications </li></ul><ul><li>Consumer Magazines </li></ul><ul><li>Influential Blogs </li></ul>
  25. 42. Direct Email/Phone Access to > 500,000 Media Personnel: <ul><li>Editors </li></ul><ul><li>Freelance Journalists </li></ul><ul><li>News Directors </li></ul><ul><li>Producers </li></ul><ul><li>Industry Analysts </li></ul><ul><li>Reporters </li></ul><ul><li>Guest Bookers </li></ul><ul><li>Program Directors </li></ul><ul><li>Host/Anchors </li></ul><ul><li>Columnists </li></ul>
  26. 43. Keys to Getting Media Attention <ul><li>Contact individuals directly (private email and phone) </li></ul><ul><li>Pitch topics that matter to them: </li></ul><ul><ul><li>Hot or controversial topics are a good start </li></ul></ul><ul><ul><li>Foresight regarding 2009 featured topics </li></ul></ul><ul><ul><li>Pitch teaser topics and offer them on a first-request basis to develop exclusively for their publication. </li></ul></ul><ul><li>Volunteer subject matter expertise </li></ul><ul><li>Develop the feature articles with/for them (makes their job easier), customizing to suit their word count and editorial needs. </li></ul>
  27. 44. Measuring Results <ul><li>Media monitoring of > 25,000 outlets for pickups and mentions </li></ul><ul><li>Real-time reporting on release views by day, by country, by search term </li></ul>
  28. 51. Motor Coaching Magazine Upcoming March 2009 Issue
  29. 52. <ul><li>17 Million iPhones sold to date. </li></ul><ul><li>New iPhone operating system 3.0 (free) to be available this summer. </li></ul><ul><li>100+ new features including “cut and paste” and support for stereo Bluetooth headphones. </li></ul>iPhone
  30. 53. <ul><li>Same URL, auto-detection </li></ul><ul><li>Optimized for iPhone user experience. </li></ul><ul><li>Launch full-screen videos </li></ul><ul><li>Touch to dial </li></ul>Made-for-iPhone websites.
  31. 54. iPhone Apps
  32. 55. iPhone Apps <ul><li>It’s been one year since opening up their software platform to outside developers. </li></ul><ul><li>Since then, 27,000+ Applications in the iPhone Store </li></ul><ul><li>500 Million Apps downloads in the first six months after its launch. </li></ul><ul><li>Pricing ranges from free to very affordable (most in the $0.99 to $9.99 range) </li></ul>
  33. 56. iPhone <ul><li>Search by keyword or categories including: </li></ul><ul><ul><li>Games/Entertainment </li></ul></ul><ul><ul><li>Business </li></ul></ul><ul><ul><li>Productivity </li></ul></ul><ul><ul><li>Travel </li></ul></ul><ul><ul><li>Sports, Fitness and many other lifestyle categories. </li></ul></ul><ul><li>Most are downloadable in seconds while on-the-go. </li></ul>
  34. 57. <ul><li>tew </li></ul><ul><li>Launched earlier this month. </li></ul><ul><li>Optimized for iPhone. </li></ul><ul><li>Lower cost: example $15.00 vs. $24.30 plus S/H. </li></ul><ul><li>240,000 titles available. </li></ul><ul><li>Low incremental cost for Amazon. </li></ul>Download Books from Amazon
  35. 58. <ul><li>Engage, connect </li></ul><ul><li>Entertainment, utility and social value </li></ul><ul><li>Buzzworthy </li></ul><ul><li>Launch a free or lite App version for a limited time to gain in popularity rankings. </li></ul>Keys to iPhone Apps Success
  36. 60. Skype Marketing Benefits <ul><li>Little to no cost to call/prospect globally. Skype to Skype is free. Skype to phone for 30 countries only 2 cents/min. </li></ul><ul><li>Video chat in lieu of high cost of travel </li></ul><ul><li>Setup a local number for the markets you serve </li></ul><ul><li>Typically 13 to 15 Million users logged in at any given time. </li></ul><ul><li>Convenient voice mail, call forwarding, text chat, record calls and file sharing features </li></ul><ul><li>Conference call up to 24 people </li></ul>
  37. 61. Skype Creative Uses <ul><li>Art direct photo shoots </li></ul><ul><li>Product demonstrations and design prototype reviews </li></ul><ul><li>Factory tours </li></ul><ul><li>Build a global sales force. Conduct video call-interviews with promising overseas sales reps and distributors. </li></ul><ul><li>Provide customer service / tech support </li></ul>Portability of laptops with built-in video/audio and wireless connectivity has led to endless possibilities.
  38. 62. Twitter <ul><li>Micro-blogging - 140 character limit. </li></ul><ul><li>Send and read other users’ updates known as tweets via phone, website, or instant messaging. </li></ul><ul><li>Exchange of quick, frequent answers to one simple question: What are you doing? </li></ul><ul><li>Estimated 4-5 million users. </li></ul><ul><li>Follow friends. Doing so paints a picture of what other people are up to. </li></ul>
  39. 63. Twitter Business Purpose <ul><li>Insight into customer, consumer and prospect behavior. </li></ul><ul><li>Monitor feedback in the market. </li></ul><ul><li>Find prospective clients and develop social relationships in a more personal way. </li></ul><ul><li>Instore promotions, specials, new products. </li></ul>
  40. 64. In Closing <ul><li>Begin with your goals in mind. </li></ul><ul><li>There’s something for everyone. </li></ul><ul><li>Internet Marketing Resources Handout </li></ul>
  41. 65. In Closing <ul><li>Forthcoming Seminar Topics: </li></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Publicity </li></ul></ul><ul><ul><li>iPhone </li></ul></ul><ul><li>YouTube Success Story </li></ul><ul><ul><li>Search Marketing </li></ul></ul><ul><ul><li>Marketing Accountability </li></ul></ul><ul><ul><li>Brand Building </li></ul></ul>