Internet marketing dave morse - august 2010 - public


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Internet marketing training course for small businesses and entrepreneurs - covers positioning, goal setting, search engine optimization, content marketing, social media, email marketing, lead management and web analytics.

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Internet marketing dave morse - august 2010 - public

  1. 1. Internet Marketing for Entrepreneurs & Small Businesses 4755 Kingsway Drive, Suite 314 Indianapolis, IN 46205 Phone: 317.917.3266 | Fax: 317.916.8921 Email: [email_address]
  2. 2. Presented by: Dave Morse E-Marketing Manager Delta Faucet Company [email_address] [email_address] Twitter: @davemorse Blog:
  3. 3. Objectives <ul><li>Plan for … </li></ul><ul><ul><li>Understanding & engaging w/ your audiences </li></ul></ul><ul><ul><li>Increasing visibility </li></ul></ul><ul><ul><li>Driving website visitors </li></ul></ul><ul><ul><li>Nurturing & converting prospects </li></ul></ul><ul><ul><li>Creating advocates </li></ul></ul>
  4. 4. Agenda <ul><li>Positioning </li></ul><ul><li>Establishing goals </li></ul><ul><li>“ Inbound” vs. “Outbound” </li></ul><ul><li>Strategies, tactics and tools: </li></ul><ul><ul><li>Search engine marketing </li></ul></ul><ul><ul><li>Social media marketing </li></ul></ul><ul><ul><li>Content marketing </li></ul></ul><ul><ul><li>Lead management </li></ul></ul><ul><ul><li>Website analytics </li></ul></ul><ul><ul><li>Email marketing </li></ul></ul>
  5. 5. Positioning “ The easiest thing to be in the world is you. The most difficult thing to be is what other people want you to be … don't let them put you in that position.” ~ Leo F. Buscaglia
  6. 6. Positioning <ul><li>For (target customers) </li></ul><ul><li>Who (have the following problem) </li></ul><ul><li>Our product is a (describe) </li></ul><ul><li>That provides (cite breakthrough capability) </li></ul><ul><li>Unlike (reference competition) </li></ul><ul><li>Our product (describe key differentiator) </li></ul>Geoffrey Moore – Positioning Template –
  7. 7. Positioning <ul><li>Silicon Graphics, Inc. (SGI) </li></ul><ul><li>For movie producers </li></ul><ul><li>Who depend heavily on post-production special effects, </li></ul><ul><li>SGI provides computer workstations </li></ul><ul><li>That integrate digital fantasies with actual film footage. </li></ul><ul><li>Unlike all other computer workstation vendors, </li></ul><ul><li>SGI has made a no-compromise commitment to meeting film-makers’ post-production needs. </li></ul>
  8. 8. Positioning <ul><li>Indiana Interactive Marketing Association (IIMA) </li></ul><ul><li>For advanced marketers and business professionals alike </li></ul><ul><li>Who are challenged to understand and utilize an ever-changing and very large interactive marketing landscape of strategies, tactics and tools, </li></ul><ul><li>IIMA is a marketing group led by brightest interactive marketers in Indiana </li></ul><ul><li>That provides information, education, consultation, events, and connections. </li></ul><ul><li>Unlike other groups in Indianapolis (BMA, AAF, AMA, TechPoint, Rainmakers), </li></ul><ul><li>IIMA is focused on all things interactive, dedicated to delivering real-world (take-away) value, balanced between technology and business strategy, and driven to be the ultimate interactive marketing authority in Indiana </li></ul>
  9. 9. Establishing Goals “ He who fails to plan is planning to fail ” ~ Winston Churchill
  10. 10. Establishing Goals – P.O.S.T. <ul><li>P eople </li></ul><ul><ul><li>Develop “personas” – Pain points, interests, how your product will improve their lives </li></ul></ul><ul><li>O bjectives </li></ul><ul><ul><li>Business goals – e.g. Awareness </li></ul></ul><ul><li>S trategies </li></ul><ul><ul><li>Approach – e.g. Increase search engine ranking </li></ul></ul><ul><li>T actics/ T ools </li></ul><ul><ul><li>Steps – e.g. Optimize website, develop backlinks </li></ul></ul>
  11. 11. Establishing Goals – Lifecycle <ul><li>Everyone is at some stage in your lifecycle! </li></ul><ul><li>Typical lifecycle stages </li></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Consideration </li></ul></ul><ul><ul><li>Preference/Purchase </li></ul></ul><ul><ul><li>Advocacy </li></ul></ul>
  12. 12. “ Inbound” vs. “Outbound” “ Instead of driving their message into a crowd over and over again like a sledgehammer, they attract highly qualified customers to their business like a magnet. ” ~ Brian Halligan, CEO, Hubspot
  13. 13. Advertising Break-Up
  14. 14. “ Inbound” vs. “Outbound” <ul><li>Marketing from 50,000 feet </li></ul>
  15. 15. “ Outbound” marketing Interruption-based
  16. 16. “ Outbound” marketing Decreasing influence … thanks for advancing innovation
  17. 17. “ Inbound” marketing Permission-based
  18. 18. Building empires <ul><li>1950 - 2000 </li></ul>2000 - 2050
  19. 19. Rethink marketing
  20. 20. Strategies, Tactics & Tools … <ul><li>Search engine marketing (SEO & PPC) </li></ul><ul><li>Social media marketing </li></ul><ul><li>Content marketing </li></ul>
  21. 21. 3 Pillars of Inbound Marketing
  22. 22. Search Engine Optimization (SEO)
  23. 23. Search Engine Optimization
  24. 24. Search Engine Optimization <ul><li>25% “On Page” </li></ul><ul><ul><li>Keywords, keywords, keywords! </li></ul></ul><ul><ul><li>Page titles, URLs, copy </li></ul></ul><ul><li>75% “Off Page” </li></ul><ul><ul><li>Links, links, links </li></ul></ul><ul><ul><li>Links = online recommendations </li></ul></ul><ul><ul><ul><li>(OK) Link: </li></ul></ul></ul><ul><ul><ul><li>(BEST) Keyword text: Innovative Faucets </li></ul></ul></ul>
  25. 25. Free Tools by Google <ul><li>Google Webmaster Central – </li></ul><ul><li>Google Keyword Research – </li></ul><ul><li>Google Trends – </li></ul><ul><li>Google Website Optimizer – </li></ul><ul><li>Google’s Blog – </li></ul>
  26. 26. Pay-Per-Click (PPC) <ul><li>Google, Yahoo!, Bing </li></ul><ul><li>Targeting </li></ul><ul><li>Budget </li></ul><ul><li>Metrics </li></ul>
  27. 27. PPC vs. SEO <ul><li>Value of SEO </li></ul><ul><ul><li>Performance – 85% click organic results </li></ul></ul><ul><ul><li>Visibility – 100% view 1 st , 2 nd and 3 rd organic results (vs. 50% view 1 st PPC result) </li></ul></ul><ul><ul><li>56% results show no PPC ad </li></ul></ul><ul><li>Disconnect </li></ul><ul><ul><li>“ SEO drives 75%+ of all search traffic, yet garners less than 15% of marketing budgets. PPC receives less than 25% of all search traffic, yet earns 80%+ of SEM campaign budgets ” 1 </li></ul></ul>1
  28. 28. Content Marketing <ul><li>Why do people use the web? </li></ul><ul><ul><li>Collect, read, share, and consume information </li></ul></ul><ul><li>Marketing = Publishing </li></ul><ul><li>Goal: Become trusted resource / authority </li></ul><ul><li>Example: </li></ul><ul><ul><li>“ Their information is fantastic” ~ my wife </li></ul></ul>
  29. 29. Content Marketing <ul><li>“ The most effective form of web marketing is content marketing” </li></ul><ul><li>“ Best websites designed by those who think like publishers – start with content strategy, then focus on delivery” </li></ul><ul><li>“ You should publish the kind of online content to which your buyers naturally gravitate” </li></ul><ul><li>“ Don’t Trust Your Ad Agency to Build Your Website ” </li></ul>
  30. 30. Content Marketing <ul><li>Website copy </li></ul><ul><li>Product information </li></ul><ul><li>Blogs </li></ul><ul><li>Tweets and Facebook pages </li></ul><ul><li>Videos / demos </li></ul><ul><li>News & trends </li></ul><ul><li>Webinars / podcasts </li></ul><ul><li>Tools </li></ul><ul><li>Photos </li></ul><ul><li>Presentations </li></ul><ul><li>eBooks </li></ul><ul><li>Articles / white papers / case studies </li></ul>Anything of interest to your buyer personas that persuades them to take profitable action
  31. 31. Content Marketing More Content = Better Google Page Rank
  32. 32. Shift Into Content Mindset <ul><li>Blog posts </li></ul><ul><li>Shoot videos at events </li></ul><ul><li>Interview customers for a podcast </li></ul><ul><li>Share, share, share </li></ul><ul><ul><li>Lessons learned </li></ul></ul><ul><ul><li>Funny stories </li></ul></ul><ul><ul><li>Information (“Did You Know…”) </li></ul></ul><ul><ul><li>Emotional / enticing (“Top 5 Dangers…”) </li></ul></ul>
  33. 33. Social media marketing
  34. 34. Social media marketing <ul><li>Separate BOI course – “Social Media 101” </li></ul><ul><li>Social media = content & conversation </li></ul><ul><li>Think: cocktail party </li></ul>OR
  35. 35. Social media marketing
  36. 36. Social media marketing <ul><li>Facebook </li></ul><ul><ul><li>“ Pages” </li></ul></ul><ul><ul><li>Connect to Twitter stream ( ) </li></ul></ul><ul><ul><li>“ Like” Button </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>“ Microblog” – Like a blog, but only 140 characters </li></ul></ul><ul><ul><li>Use TweetDeck, CoTweet, Seesmic, Hootsuite ( don’t use the Twitter website! ) </li></ul></ul><ul><ul><li> </li></ul></ul>
  37. 37. Social media marketing <ul><li>AddThis widget </li></ul><ul><ul><li>Enable social sharing </li></ul></ul><ul><ul><li>Customizable </li></ul></ul><ul><ul><li>Metrics </li></ul></ul><ul><li> URL shortener </li></ul><ul><ul><li>Shortens any URL (good for loooooong ones) </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Metrics </li></ul></ul>
  38. 38. Strategies, Tactics & Tools … <ul><li>Lead management </li></ul><ul><li>Website analytics </li></ul><ul><li>Email marketing </li></ul>
  39. 39. Lead management <ul><li>Capturing and managing interest </li></ul><ul><li>Make it easy! ( example ) </li></ul><ul><li> </li></ul><ul><ul><li>“ Web-To-Lead” </li></ul></ul>Example Landing Page
  40. 40. Website analytics <ul><li>Google Analytics – free and powerful! </li></ul><ul><li>Quick implementation </li></ul>Example Google Analytics: Delta Faucet
  41. 41. Website analytics <ul><li>Metrics to track </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><ul><li>Visitors – Unique vs. Repeat </li></ul></ul></ul><ul><ul><ul><li>Sources – Direct, Referral, Search </li></ul></ul></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><ul><li>Any profitable event (e.g. Where To Buy) </li></ul></ul></ul><ul><ul><li>Bounce Rate </li></ul></ul><ul><ul><ul><li>“ I came, I saw, I puked” </li></ul></ul></ul>
  42. 42. Email marketing <ul><li>Cost effective, great engagement tool </li></ul><ul><li>Many tools – recommend MailChimp (free) </li></ul><ul><li>Subscriber management (sub/unsub) </li></ul><ul><ul><li>CAN/SPAM law compliance </li></ul></ul><ul><li>Measurable </li></ul><ul><ul><li>Track opens & click-thrus </li></ul></ul><ul><li>Use as lead qualification! </li></ul>Source: ExactTarget
  43. 43. Resources <ul><li> CRM pricing – </li></ul><ul><li>Facebook Pages – </li></ul><ul><li>Facebook Social Plugins (e.g. “Like” button) – </li></ul><ul><li>AddThis social sharing widget – </li></ul><ul><li>Twitter tools: </li></ul><ul><ul><li>TweetDeck – </li></ul></ul><ul><ul><li>Seesmic – </li></ul></ul><ul><ul><li>CoTweet – </li></ul></ul><ul><ul><li>Hootsuite – </li></ul></ul><ul><li>Google Analytics – </li></ul><ul><li>MailChimp – </li></ul><ul><li>URL shortener – </li></ul>
  44. 44. Resources <ul><li>“ Don’t Trust Advertising Agency to Build Website” – </li></ul><ul><li>“ Nobody Cares About Your Products (Except You)” – </li></ul><ul><li>“ Four Ways The Internet is Transforming Small Businesses” – </li></ul><ul><li>“ Inbound Marketing & The Next Phase of Marketing on the Web” – </li></ul><ul><li>“ 2010 Online Marketing Blueprint: A Multimedia Guide to Growing Your Business Online” - </li></ul><ul><li>&quot;The 10 Rock Solid Elements of Effective Online Marketing&quot; - </li></ul><ul><li>&quot;The Beginners Guide to SEO&quot; - </li></ul><ul><li>&quot;Social Media Revolution&quot; - </li></ul><ul><li>&quot;Advertising/Customer Breakup&quot; - </li></ul><ul><li>&quot;Vital statistics for B2B Marketers&quot; - </li></ul><ul><li>&quot;Basics Of Social Media ROI&quot; - </li></ul><ul><li>“ Social Media Experts Don’t Understand Social Media” – </li></ul><ul><li>&quot;Five Reasons Why Content Strategy Comes Before Social Media&quot; - </li></ul>
  45. 45. Questions? Contact me! Dave Morse E-Marketing Manager Delta Faucet Company [email_address] [email_address] Twitter: @davemorse Blog: