Online Marketing Basics
Get the Basics
Arkansas Pest Management Association
The Opportunity…The Challenge
What is my MESSAGE? – Value Proposition
Who are My CUSTOMERS?
Where do they LEARN ABOUT ME?
What MATTERS to my Customers?
...
Feeding the Cash Register
Email
Local Search
Web Site
Off-Line
BLOG
Getting the Word Out
Where we create content to FEED our Blog Create Content in
a Form Customers
Want
Post it on a site
th...
First Things First:
Website
If a Local Business – Claim Local Listings
Leverage E-Mail to connect with customers
Develop a...
Educates
Informs
Entertains
Provides Value
Builds Trust
Creates Relationships…then
SELLS……
What is Good Content
Video
Images, pictures –
Articles
Infographics
eBooks/White Papers
Webinars
Podcasts
Coupons/discounts/special offers
How ...
Slideshare.com upload your PowerPoint, word documents, pdf
files, brochures, even video online to share with your audience...
Hootsuite.com
Buffer.com
Tweetdeck.com
Facebook Page Scheduler
Read all about these and other scheduling tools at our
Stor...
How is Social Media Used?
• Customer Service
• Product/service feedback
• Industry networking
• Promotions/Contests
• News...
Creating a Social Media Plan
STEPS
Pre-planning
Listen to the conversations
Create TARGET profile
Set Specific Goals
Join ...
Step 1 Preplanning
What are your CURRENT Channels?
E-Mail?
Websites
Direct
Mail
Newsletter
s
Step 2 Listen to the Conversation
Secure your brand on social
platforms
Blogs, twitter, Facebook, Lin
kedIn
Usernames uniq...
Monitoring Tools
Listen to the conversations!
Read detailed “How To” set up at our storify posts
http://storify.com/asbtdc...
Follow your competition on social media
See what networks they use
Evaluate how they connect
Evaluate “value” they add to ...
Step 3 Create Target Profile
Find KEY attributes by Listening
Chart out their presence in social
media
Market Segmentation...
Get detailed user data for 2012 at the ASU SBTDC
Pinterest Site at our Social Network Stats 2012!
Exactly Who Uses Social ...
Step 4 Set Specific Goals
Brand Awareness/Advocacy
Increase Traffic/Opt-Ins
Business Partnerships
Search Engine Results
Ge...
Step 5 – Join the Conversation
Establish an Editorial Calendar
Choose schedule for days you will
post
Keeps on Track & Org...
E-mail hlawrenc@astate.edu
Facebook http://www.facebook.com/asu.sbtdc
Facebook http://www.facebook.com/herb.lawrence
Twitt...
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Arkansas Pest Management Association Online Marketing Presentation

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Powerpoint used by Herb Lawrence Arkansas State University Small Business and Technology Development Center in presentation to the Arkansas Pest Management Association's annual meeting in Little Rock. Lawrence discussed basics of online marketing tools for small businesses, specifically for use by small Pest Management companies

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  • Demographic: age gender family size social class incomeGeographic region, population, climatePsychographic activities, interests, opinions, attitudesBehavioristic brand loyalty, benefits sought, readiness bo buy
  • Arkansas Pest Management Association Online Marketing Presentation

    1. 1. Online Marketing Basics Get the Basics Arkansas Pest Management Association
    2. 2. The Opportunity…The Challenge
    3. 3. What is my MESSAGE? – Value Proposition Who are My CUSTOMERS? Where do they LEARN ABOUT ME? What MATTERS to my Customers? What is my SALES FUNNEL? Marketing Plan
    4. 4. Feeding the Cash Register Email Local Search Web Site Off-Line BLOG
    5. 5. Getting the Word Out Where we create content to FEED our Blog Create Content in a Form Customers Want Post it on a site that search engines can index Spread the word on the RIGHT Channels
    6. 6. First Things First: Website If a Local Business – Claim Local Listings Leverage E-Mail to connect with customers Develop a Buyer Persona to target best customer Determine what is important to that segment Set Up Monitoring Platforms Determine the RIGHT social networks Determine the RIGHT type of Content Start Delivering Good Content they VALUE Find tools to make your Online Marketing Easier Where to Start
    7. 7. Educates Informs Entertains Provides Value Builds Trust Creates Relationships…then SELLS…… What is Good Content
    8. 8. Video Images, pictures – Articles Infographics eBooks/White Papers Webinars Podcasts Coupons/discounts/special offers How to Spread Content Know how subscribers in different networks PREFER to receive your content
    9. 9. Slideshare.com upload your PowerPoint, word documents, pdf files, brochures, even video online to share with your audience Animoto.com Video creation and sharing tool that allows you to upload images and short video clips, add text, then mix with a great music library to share with your fans. Storify.com Online curation site bring information from Google, Facebook, Twitter, YouTube, Instagram and more. Perfect for quick creation of information in appealing format. YouTube – Fits as both a support tool and as its own social network. Shoot video from anywhere, upload to YouTube and share on your sites. Get more information about Slideshare, Animoto and YouTube at our Storify article “Tools to Create GREAT Content” Tools to Create Content
    10. 10. Hootsuite.com Buffer.com Tweetdeck.com Facebook Page Scheduler Read all about these and other scheduling tools at our Storify article “Scheduling Tools for Beginners” Tools to Save Time
    11. 11. How is Social Media Used? • Customer Service • Product/service feedback • Industry networking • Promotions/Contests • News, company updates • Internal Collaboration
    12. 12. Creating a Social Media Plan STEPS Pre-planning Listen to the conversations Create TARGET profile Set Specific Goals Join Conversation Measure Return
    13. 13. Step 1 Preplanning What are your CURRENT Channels? E-Mail? Websites Direct Mail Newsletter s
    14. 14. Step 2 Listen to the Conversation Secure your brand on social platforms Blogs, twitter, Facebook, Lin kedIn Usernames unique Try to be consistent Set up monitoring platforms Google Alerts SocialMention.com Technorati Twitter Search
    15. 15. Monitoring Tools Listen to the conversations! Read detailed “How To” set up at our storify posts http://storify.com/asbtdc_asu/monitoring http://addictomatic.com/ https://twitter.com/search http://www.socialmention.com/ http://www.google.com/alerts
    16. 16. Follow your competition on social media See what networks they use Evaluate how they connect Evaluate “value” they add to customers Reactions of followers, fans, subscribers, etc. STEAL What works! AVOID what isn’t working Industrial Espionage
    17. 17. Step 3 Create Target Profile Find KEY attributes by Listening Chart out their presence in social media Market Segmentation Demographic Geographic Psychographic Behavioristic Continue to gather customer information along the way
    18. 18. Get detailed user data for 2012 at the ASU SBTDC Pinterest Site at our Social Network Stats 2012! Exactly Who Uses Social Networks? Are they my Potential Customers? http://pinterest.com/astatesbdc/
    19. 19. Step 4 Set Specific Goals Brand Awareness/Advocacy Increase Traffic/Opt-Ins Business Partnerships Search Engine Results Generate Leads Reduce CRM Costs Increase Revenues
    20. 20. Step 5 – Join the Conversation Establish an Editorial Calendar Choose schedule for days you will post Keeps on Track & Organize Content Consistency Helps when you need Content Ideas
    21. 21. E-mail hlawrenc@astate.edu Facebook http://www.facebook.com/asu.sbtdc Facebook http://www.facebook.com/herb.lawrence Twitter http://www.twitter.com/asbtdc_asu LinkedIn http://www.linkedin.com/in/asusbtdc Pinterest http://pinterest.com/astatesbdc/ Google Plus https://plus.google.com/u/0/116773498364928584762/posts Oh… or call me (870) 972-3517 Download this PowerPoint for links at: http://www.astate.edu/a/sbtdc/ Connect with Us

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