New Marketing


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El nuevo Marketing

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New Marketing

  1. 1. Marketing Today <ul><li>In the last couple of years, after the .COM’s revolution; marketing has received many names: </li></ul><ul><ul><li>Traditional Marketing </li></ul></ul><ul><ul><li>Online Marketing </li></ul></ul><ul><ul><li>Inbound and outbound </li></ul></ul><ul><ul><li>If we talk about church or non-profit; we call it ministry marketing or fundraising </li></ul></ul>
  2. 2. I prefer the term <ul><li>Integral Marketing : Using all the technology available, offline and online to increase the effectiveness of our communication strategies, to generate more leads, reinforce our brand and increase our market presence </li></ul><ul><li>INTEGRAL MARKETING INCLUDED TRADITIONAL MARKETING AND ONLINE MARKETING </li></ul>
  3. 3. How we used to do marketing? <ul><li>Few of the common methods we practiced to reach out our costumers where trade shows, seminar series, emails, internal cold calling, direct mailing, outsourced telemarketing, and advertising. </li></ul>
  4. 4. Stop Pushing! <ul><li>In these methods &quot;outbound marketing” the marketer pushes his message out far and wide hoping that it will be heard. </li></ul><ul><li>Messages used to be too general instead of segmented and do not offer a different recognition to each audience </li></ul><ul><li>Are easily blocked =( </li></ul>
  5. 6. <ul><li>The best practice is becoming a friend </li></ul><ul><li>To find friends you need a community </li></ul><ul><li>To belong to a community you need to have something in common </li></ul>
  6. 7. “ Friends” is more than a TV Show! <ul><li>“ Friends” are the prospects donors you’ve earned permission to talk with, they won’t block you—even though they haven’t turned into donors or volunteers yet. You already have crossed the “estranger” status; they’ve been converted from total strangers to interested friends, and then all the way to dedicated supporters of your cause. </li></ul>
  7. 8. ALL <ul><li>DIGITAL ERA has changed… </li></ul>
  8. 9. <ul><li>First… </li></ul>
  9. 10. <ul><li>Has the power to communicate; and now they have the ability to block your conversation. </li></ul><ul><li>They are the “new” media </li></ul>
  10. 11. <ul><li>second… </li></ul>
  11. 12. <ul><li>Print, online, blogs </li></ul><ul><li>Your friends </li></ul><ul><li>Your customers </li></ul><ul><li>Your competitors </li></ul><ul><li>Your competitor’s customers </li></ul><ul><li>Your employees </li></ul><ul><li>You! </li></ul><ul><li>  </li></ul>
  12. 13. <ul><li>third… </li></ul>
  13. 14. New Rules of PR & Marketing <ul><li>OLD= Press Releases </li></ul><ul><li>For media/press </li></ul><ul><li>Media Coverage </li></ul><ul><li>NEW= New Releases </li></ul><ul><li>For Everyone </li></ul><ul><li>SEO tool </li></ul><ul><li>Maybe get media coverage </li></ul>
  14. 15. <ul><li>There are nearly 50,000 press releases issued each MONTH. </li></ul><ul><li>• 2,500 per business day </li></ul><ul><li>• 300 per business hour </li></ul><ul><li>• One every 12 seconds </li></ul><ul><li>“Scoop” goes to Google, </li></ul>
  15. 16. <ul><li>fourth… </li></ul>
  16. 17. Marketing is about conversation <ul><li>What’s your audience/media saying about you? </li></ul><ul><li>How to create content that engage my audience’s conversation? So instead of pushing them we can start pulling </li></ul>
  17. 18. Why you must publish and start a conversation? <ul><li>• Increase SEO authority </li></ul><ul><li>• Reach prospects directly </li></ul><ul><li>• Build an audience </li></ul><ul><li>• Engage in dialog </li></ul>
  18. 19. What to publish? <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Presentations </li></ul><ul><li>eBooks </li></ul><ul><li>News Releases </li></ul>
  19. 21. News Release Goals <ul><li>Build inbound links for SEO </li></ul><ul><li>Publish more content </li></ul><ul><li>Get press coverage </li></ul>
  20. 22. News Release Steps <ul><li>Select Topic </li></ul><ul><li>Keyword Analysis (I use Google keyword tool, it’s free =) </li></ul><ul><li>Set Link Strategy </li></ul><ul><li>Write </li></ul><ul><li>Analyze & Edit </li></ul><ul><li>Promote </li></ul>
  21. 23. All Companies Should Have a Blog <ul><li>• Blogging helps with SEO </li></ul><ul><li>• Blogging helps with Social News Sites </li></ul><ul><li>• Blogging helps with Social Networking Sites </li></ul><ul><li>• Blogging is Permission Centric </li></ul>
  22. 24. PR AND INTEGRAL MARKETING <ul><li>Few thoughts and tools to start digging about </li></ul>
  23. 25. Today PR is about relationship
  24. 26. “ Am I getting old? I don’t understand this Social Media stuff.” <ul><li>Three places to start: Facebook, Twitter and LinkedIn Q & A </li></ul><ul><li>Similar to a business cocktail reception </li></ul><ul><li>Meet people and start conversations </li></ul><ul><li>Answer questions –help others </li></ul>
  25. 28. THANK YOU! [email_address]