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Marketing on a Shoestring Budget - Riverside Chamber - Jon Burgess

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Marketing on a Shoestring Budget - Riverside Chamber, May 29, 2015 - Jon Burgess.

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Marketing on a Shoestring Budget - Riverside Chamber - Jon Burgess

  1. 1. redfusion.com/riversidechamber
  2. 2. Shoestring Marketing
  3. 3. Marketing Strategy Digital Plan Social Media PR Budget
  4. 4. Our Shoe
  5. 5. Our Business’ Sole
  6. 6. Jon Burgess @jonburgess @jonburgess
  7. 7. “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” @jonburgess
  8. 8. NICHE = CRACK
  9. 9. 1. Be the Expert 2. Have Authority
  10. 10. Market Leaders PIMS -Market leaders have proven… • Charge more for the same goods • Grow 2x as fast • Pick up 6% market share/yr. • Show 12% higher returns on sales
  11. 11. Google’s 1one goal is to give people the answers they’re looking for. http://www.google.com/competition/betteranswers.html
  12. 12. Social is NOT Free
  13. 13. Don’t act like a machine.
  14. 14. Act like a human.
  15. 15. @jonburgess
  16. 16. Customer Satisfaction
  17. 17. http://steamreviewwatch.tumblr.com/
  18. 18. Customer Satisfaction http://massively.joystiq.com/2014/09/01/firefall-gets-a-chinese-publishing-deal/ $160 million being paid for licensing fees and royalties.
  19. 19. What the experts told me. Left, Sheryl Sandberg Chief Operating Officer of Facebook Center Wendy Clark Chief Marketing Officer Coca-Cola Right, Carolyn Everson VP of Global Marketing Solutions at Facebook
  20. 20. FOR BRANDS http://adage.com/article/digital/brands-organic-facebook-reach-crashed-october/292004/ http://www.marketingweek.co.uk/sectors/technology-and-telecoms/news/facebook-seeks-to-put-the-record-straight-on-organic- reach/4010718.article 2%
  21. 21. Share a Coke Campaign
  22. 22. 800 employees Shared 216,000 Cokes in London
  23. 23. http://www.google.com/+jonburgess
  24. 24. 1. Google+
  25. 25. Google+ • Google Continues Work On Promoting Topic Authorities • Author Authority Is Uses For In-Depth Articles http://www.seroundtable.com/google-author-rank-indepth-articles-18246.html http://www.seroundtable.com/google-good-guy-algorithm-17848.html
  26. 26. Out Build the Competition
  27. 27. Zettabytes 2011 - 1.8 2012 - 2.8 2020 - 40.0 http://www.webopedia.com/quick_ref/just-how-much-data-is-out-there.html
  28. 28. http://www.domo.com/learn/data-never-sleeps-2
  29. 29. @jonburgess You MUST grow your content to stay relevant.
  30. 30. http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  31. 31. Modern SEO Content • http://moz.com/rand/google-seo-dont-actually-change-much/
  32. 32. Website Campaign - Traffic @jonburgess
  33. 33. @jonburgess
  34. 34. @jonburgess
  35. 35. Modern SEO Content • http://moz.com/rand/google-seo-dont-actually-change-much/
  36. 36. Marketing Positioning © 2014 RedFusion Media - Jon Burgess
  37. 37. Event Execution © 2014 RedFusion Media - Jon Burgess
  38. 38. Who (Target Audience) © 2014 RedFusion Media - Jon Burgess Personas
  39. 39. Execute http://www.smartsheet.com/Gantt Chart & Event Software
  40. 40. Analyze © 2014 RedFusion Media - Jon Burgess
  41. 41. FOR BRANDS http://adage.com/article/digital/brands-organic-facebook-reach-crashed-october/292004/ http://www.marketingweek.co.uk/sectors/technology-and-telecoms/news/facebook-seeks-to-put-the-record-straight-on-organic- reach/4010718.article 2%
  42. 42. FOR BRANDS “Facebook has taken the position that fans should mainly be looked at as a way to make paid advertising more effective, as opposed to a free distribution channel.” http://adage.com/article/digital/brands-organic-facebook-reach-crashed-october/292004/ =$
  43. 43. is LISTENING http://newsroom.fb.com/news/2014/05/a-new-optional-way-to-share-and-discover-music-tv-and-movies/ http://www.forbes.com/sites/kashmirhill/2014/05/22/facebook-wants-to-listen-in-on-what-youre-doing/ “smartphone app that can turn on users’ microphones and listen to what’s happening around them”
  44. 44. 139 Views of our recipe from 7 Pins
  45. 45. • 16% of YouTube videos are shared/embedded on Tuesday, 11am-1pm. • 15 sec. or shorter are shared 37% more. • 20% of your viewers will click away from a video in 10 seconds or fewer. • 100 Million people watch video each day • Average person watches 32.2 Videos http://www.videobrewery.com/blog/18-video-marketing-statistics Shorter is better
  46. 46. Emails
  47. 47. Email Engagement • 100% customer or ex-customer list • Engaging conversation verse promotions Open Click
  48. 48. Promotion verse Change Promotions • Open 41% • Click 6.4% Engagement • Open 49.9% • Click 58.8% Change • Open +6.7% • Click +52.3% Promotions Engagement
  49. 49. Inbound Prospecting Tools @jonburgess
  50. 50. Sales Funnel http://blog.hubspot.com/blog/tabid/6307/bid/33711/The-Steps-You-Need-to-Define-the-Stages-of-Your-Sales-Marketing-Funnel.aspx @jonburgess
  51. 51. Prospect Tracking @jonburgess
  52. 52. Lead Tracking @jonburgess
  53. 53. Website Campaign - Traffic 0 100 200 300 400 500 600 700 800 900 1000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Visitors Monthly Website Visitors February January December November @jonburgess
  54. 54. Leads – Email Contacts 0 5 10 15 20 25 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Contacts/Leads To Website February January December November October @jonburgess
  55. 55. Leads – Email Contacts -10 0 10 20 30 40 50 60 70 80 1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94 97 100 103 106 109 112 115 118 121 124 127 130 133 136 139 142 145 148 151 154 157 Contacts/Leads To Website @jonburgess
  56. 56. Social Traffic to Website 0 20 40 60 80 100 120 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Clicks Social Media Clicks Per Month February January December November @jonburgess
  57. 57. 2. 335 - Sent 330 – Delivered 170 – Opened – 51.5% 25 – Clicks – 7.6% 22 – Emailed me personally
  58. 58. 3. 14,005
  59. 59. 4.
  60. 60. Google Trends
  61. 61. @jonburgess
  62. 62. @jonburgess
  63. 63. Consumer Resources • Zero Moment of Truth • Klout.com • Google Analytics • Facebook Insights • Google+ • Google Alerts • Digital Press Releases @jonburgess
  64. 64. Email Tools • Mail Chimp • Constant Contact • Vertical Response • iContact • GetResponse • HubSpot • Infusionsoft • http://e-benchmarksstudy.com
  65. 65. THANK YOU Jon Burgess M.B.A. Senior Digital Consultant RedFusion Media, Inc. 909-798-7092 Twitter: @jonburgess Linked In: @jonburgess @jonburgess

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