This document provides information and guidance about creating a marketing plan. It begins with definitions of marketing from various sources. It then discusses types of marketing, focusing on delivery method, audience, and message/content. Examples are provided for each type. The document outlines the basic parts of a marketing plan, including conducting a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. It stresses that creating a marketing plan is a team effort. Target audiences are also discussed. The overall summary is that this document offers guidance and considerations for developing a comprehensive marketing plan.
Presentation by Doug Hay, CEO of Doug Hay & Associates covering how to integrate the various elements to maximize the ROI for small and medium businesses.
This is a 'how to' for creating a basic marketing plan for a library with each step broken down and explained. I found it was easier to explain if we pretended we were a farm and actually wrote a marketing plan from that perspective. I serve the 8 county libraries on the Eastern Shore of Maryland so the resources section will not apply to everyone.
The document provides an overview of social marketing and outlines the key steps for developing an effective social marketing strategy, including setting goals, producing quality content, choosing appropriate social media channels, and building an internal team to manage social marketing efforts. It emphasizes that social marketing should be incorporated throughout all stages of marketing from awareness to sales. The document also identifies common pitfalls to avoid and provides examples of social media posting schedules and monitoring responsibilities.
The Complete Guide to Facebook AnalyticsMohamed Mahdy
This document provides an overview of key Facebook analytics metrics for measuring the performance of Facebook pages and content. It defines common metrics like page likes, engagement, reach and impressions, and engagement rate. It also provides guidance on how to understand audience data from likes, determine which posts to promote with ads, and measure the impact of visual content. Advanced analyses covered include identifying growth opportunities, competitive industry analysis, and building video content using insights data.
The document discusses how traditional funnel-based marketing is broken and introduces lifecycle marketing as a better approach. It argues that the funnel model does not accurately reflect customer behavior, focuses only on the initial customer experience, and lacks consideration for ongoing customer experience and engagement. Lifecycle marketing takes a holistic view of the entire customer journey from awareness to advocacy. It involves identifying all customer touchpoints, tracking customer interactions and data over time, and optimizing the customer experience at each stage of the lifecycle.
Ten tips for Best practice of Lead Management from socail media Faisalzaman29
using social media to drive lead generation , real estate lead generation social media, social media for b2b lead generation , relationship between social media and lead generation,
Do you have what it takes to be America’s Next Top Multifamily Marketer? In today’s competitive environment, it takes a fierce marketing strategy to position your company and communities ahead of the competition; and this session will equip you to make-over your existing marketing plan into a Super Model of success. You’ll learn the key characteristics that speak desirability to today’s consumer; how to create a truly unique selling proposition that far outshines the competition; the hottest advertising vehicles available today and how to use and leverage them for maximum ROI; when, where and how to market to today’s sales-savvy consumers in ways that they’ll accept; and much, much more!
Selling Good Works -- Fundamentals of Marketing a Non-Profit OrganizationChris Houchens
Selling Good Works : Fundamentals of Marketing a Non-Profit Organization
Non-profit organizations are focused on helping the communities they serve. However, to effectively serve the community, there is a need to find donors, raise awareness, and find users for the organization's mission. The challenge for most non-profits is trying to achieve multiple goals with these multiple audiences. In addition, the marketing message must stand out using limited resources in a cluttered and noisy marketplace. This session addresses the unique marketing opportunities and challenges faced by charities, public service agencies, and other types of non-profit organizations including:
--Important similarities and differences between non-profit and for-profit marketing
--How non-profits should develop a marketing plan
--Getting the message out to those who need it
--Effective ways to use a small marketing budget
--Using the web and social media to communicate
--Tracking and evaluation of non-profit marketing efforts
Presentation by Doug Hay, CEO of Doug Hay & Associates covering how to integrate the various elements to maximize the ROI for small and medium businesses.
This is a 'how to' for creating a basic marketing plan for a library with each step broken down and explained. I found it was easier to explain if we pretended we were a farm and actually wrote a marketing plan from that perspective. I serve the 8 county libraries on the Eastern Shore of Maryland so the resources section will not apply to everyone.
The document provides an overview of social marketing and outlines the key steps for developing an effective social marketing strategy, including setting goals, producing quality content, choosing appropriate social media channels, and building an internal team to manage social marketing efforts. It emphasizes that social marketing should be incorporated throughout all stages of marketing from awareness to sales. The document also identifies common pitfalls to avoid and provides examples of social media posting schedules and monitoring responsibilities.
The Complete Guide to Facebook AnalyticsMohamed Mahdy
This document provides an overview of key Facebook analytics metrics for measuring the performance of Facebook pages and content. It defines common metrics like page likes, engagement, reach and impressions, and engagement rate. It also provides guidance on how to understand audience data from likes, determine which posts to promote with ads, and measure the impact of visual content. Advanced analyses covered include identifying growth opportunities, competitive industry analysis, and building video content using insights data.
The document discusses how traditional funnel-based marketing is broken and introduces lifecycle marketing as a better approach. It argues that the funnel model does not accurately reflect customer behavior, focuses only on the initial customer experience, and lacks consideration for ongoing customer experience and engagement. Lifecycle marketing takes a holistic view of the entire customer journey from awareness to advocacy. It involves identifying all customer touchpoints, tracking customer interactions and data over time, and optimizing the customer experience at each stage of the lifecycle.
Ten tips for Best practice of Lead Management from socail media Faisalzaman29
using social media to drive lead generation , real estate lead generation social media, social media for b2b lead generation , relationship between social media and lead generation,
Do you have what it takes to be America’s Next Top Multifamily Marketer? In today’s competitive environment, it takes a fierce marketing strategy to position your company and communities ahead of the competition; and this session will equip you to make-over your existing marketing plan into a Super Model of success. You’ll learn the key characteristics that speak desirability to today’s consumer; how to create a truly unique selling proposition that far outshines the competition; the hottest advertising vehicles available today and how to use and leverage them for maximum ROI; when, where and how to market to today’s sales-savvy consumers in ways that they’ll accept; and much, much more!
Selling Good Works -- Fundamentals of Marketing a Non-Profit OrganizationChris Houchens
Selling Good Works : Fundamentals of Marketing a Non-Profit Organization
Non-profit organizations are focused on helping the communities they serve. However, to effectively serve the community, there is a need to find donors, raise awareness, and find users for the organization's mission. The challenge for most non-profits is trying to achieve multiple goals with these multiple audiences. In addition, the marketing message must stand out using limited resources in a cluttered and noisy marketplace. This session addresses the unique marketing opportunities and challenges faced by charities, public service agencies, and other types of non-profit organizations including:
--Important similarities and differences between non-profit and for-profit marketing
--How non-profits should develop a marketing plan
--Getting the message out to those who need it
--Effective ways to use a small marketing budget
--Using the web and social media to communicate
--Tracking and evaluation of non-profit marketing efforts
52 Social Media Strategies To Explode Your 2014Clement Wong
The document provides 52 social media marketing strategies to help businesses grow their Facebook marketing efforts in 2014. It discusses setting strategic objectives and key performance indicators, engaging audiences through posting engaging content like images and contests, promoting posts, advertising on Facebook, engaging influencers, optimizing for conversion, and crisis management on social media. The overall strategies presented aim to help businesses better understand their audiences and increase engagement, brand awareness, and sales through social media.
The comparative analysis of robinsons place and sm mallChristian Bocalan
Robinsons Malls is one of the largest shopping mall operators in the Philippines owned by Chinese Filipino entrepreneur John Gokongwei, Jr. It has a strong market position with experienced business units and skilled workforce. However, it faces threats from increasing costs and external risks. Robinsons' marketing strategy is to engage customers and give them a sense of belonging by experiencing the malls. SM Malls is also a major player in the Philippine retail industry owned by Henry Sy, Sr. and Felicidad T. Sy. It has a large network of over 45 stores nationwide but lacks an online presence. Both malls generate most of their sales from merchandise and real estate but also rely on customers' materialism and social interactions
This How-To Guide will teach you how to make word of mouth marketing (WOMM) work within your existing marketing mix by providing you with a five step action plan that you can use to start incorporating WOMM right away. Learn more @ http://www.demandmetric.com/content/word-mouth-marketing
1) The document discusses how sales professionals must adapt to changes in the sales environment where buyers are now more educated and complete most of their purchase journey online before engaging with sales.
2) It highlights how sales professionals need to embrace new communication tools like social media to engage with customers where they are already conducting online research.
3) Key points discussed are the rise of inbound sales over outbound cold calling due to educated buyers, the importance of building an online brand and network on LinkedIn to find and engage prospects, and how sales professionals must understand buyer psychology and target the "old brain" to build rapport and trust.
Strategic B2B Marketing: Great insights for beginners and experience Marketer...Dolly Gujarathi
Moving from tactical to strategic B2B marketing
1. Tactical marketing focuses on generating leads through mass campaigns but often fails to properly identify customer needs and qualify leads. This results in low-quality leads that sales ignores and missed opportunities.
2. Strategic marketing takes a more structured approach to define goals, understand target markets and audiences, and implement integrated programs. This includes in-depth audience analysis and long-term lead nurturing strategies.
3. Strategic marketing is shown to generate 50% more sales-ready leads at 33% lower cost per lead. It also reduces the percentage of ignored marketing leads from as high as 80% to 25%. Taking a strategic approach improves lead quality and return on
Live Webinar - Getting started with Video and Carousel ads on LinkedInTurn Left Media
LinkedIn Marketing Solutions webinar – focused on the launch of Native Video and Sponsored Carousels! In B2B marketing, we sometimes forget the importance of storytelling to build a deeper relationship with our audience. Getting your brand to stand out amid the noise is a challenge, but these connections can create more memorable experiences and keep your brand top of mind. This session will give you all of the tools you need to press play on your video marketing strategy on LinkedIn. Learn how brands such as HP, Volvo Canada, GE, Philips and Audi Canada used these new products to drive business growth.
Social Marketing Analytics: A New Framework for Measuring Results in Social M...John Lovett
This collaborative research effort by Web Analytics Demystified and Altimeter Group represents the latest thinking on measuring social media.
The paper includes four social business objectives that can be used to understand the impact of your social marketing initiatives and aligns Key Performance Indicators to these objectives. The result is a solid framework that companies can adopt to begin measuring social marketing efforts.
The document outlines an agenda for a marketing workshop for non-profit organizations. The workshop will cover the basics of developing an integrated marketing plan, including defining communication strategies, target markets, goals, and metrics. It will also discuss developing strategies for attracting clients, volunteers, sponsors, and contributions as well as reviewing various media options and how to develop, execute, and evaluate a marketing plan.
Creating social content is a highly effective way to drive traffic to your business’s website
In order to engage your audience, it’s essential to take a strategically focused yet pragmatically tactical approach with your social content creation, which is based on bringing in prospects at every stage of the funnel.
The document discusses the future of influencer marketing and how it needs to evolve from "influencer marketing" to "influencer relations". It notes that while influencer marketing has potential, it is often overused in a tactical, campaign-driven way without focus on long-term relationships. To reach its true potential, influencer marketing needs to focus on ongoing, strategic programs through an influencer relationship management platform. It also needs to redefine its metrics to focus on new ways of unlocking value through continuous care of influencer relationships. The document advocates for an "Influence 2.0" approach that is more human-centered and focuses on empathy, customer experience, and mutual value creation between brands and influencers.
This document discusses shopping behaviors and consumer trends in the US. It finds that while consumers remain cautious due to economic concerns, many are cautiously optimistic about an economic recovery. Consumers are experimenting more with store brands but still have emotional attachments to national brands. The majority of shoppers now use digital tools and mobile apps to research products and prices before shopping. Health and wellness are increasingly important to consumers, and many are willing to pay more for healthier options. The document recommends that companies focus on non-price triggers to build long-term brand loyalty.
This document provides summaries of multiple sources related to marketing and advertising. It includes summaries of sources that discuss the roles and responsibilities of marketing managers, the career benefits of obtaining an MBA, ethical issues in global marketing representations, the history and evolution of marketing, trends in social media marketing, and digital advertising initiatives of Facebook. The summaries are concise and highlight the key topics, perspectives and insights contained within each source.
A Guide to Social Media Marketing MeasurementMark Schaefer
Stuck on how to measure your social media marketing efforts? Here's practical advice from a leading marketing authority that may help you move forward.
New Approaches To The Business-to-business Marketing Communication Nitin Bighane
This document discusses new approaches to business-to-business (B2B) marketing communications. It defines B2B marketing communications as tactics used to support sales and improve company profitability. A key concept is the decision-making unit (DMU), which is a group of professionals that make purchasing decisions more rationally for a business. Modern approaches aim communications at influencing individual DMU members through both personal and impersonal channels. Companies now use various channels, including social media, to engage customers and build their brand over the long term. The goal is integrated marketing communications delivering a coherent message across all channels.
Grain Creative on Branding, from the Hidden Art Forum 2011Hidden Art
The document outlines steps for better marketing. It defines marketing as creating sales opportunities and underpinning the sales process. The key principles of marketing are product, price, promotion, and people, which together constitute a brand. The document advises marketers to understand their target market and competition, develop the right message, choose the optimal route to market, and keep their goals and activities focused on increasing sales and market share.
How to Drive 10X More Leads with Social SellingMohamed Mahdy
This document provides guidance on how sales organizations can implement social selling to drive more leads. It recommends training the sales team on social media use, providing approved content for them to share, and tracking engagement and results. Implementing these seven steps can help sales teams build authority as thought leaders, nurture leads, and ultimately close more deals through social interactions.
1) Influencer marketing is an important part of digital marketing that involves partnering with people like bloggers, journalists, and industry experts who are willing to share a brand's story over social media channels.
2) It's important to find influencers who are experts in the same industry as the brand and have credibility, integrity, and a large engaged audience. Simply looking at follower count is not enough.
3) Building relationships with influencers takes time and involvement. Brands should demonstrate how partnerships will benefit influencers and their goals, not just the brand. Relationships are built around specific campaigns or projects rather than long term.
Social Media Marketing Strategy for Business GrowthSlideTeam
Social media marketing is a technique used to promote products and services on social media platforms. It can help generate more leads, boost customer satisfaction, and increase brand visibility. The document outlines six social media marketing strategies for business growth: setting realistic goals; running cross-channel campaigns; recognizing your audience; engaging with your audience; generating appropriate content; and using chatbots. It concludes that social media marketing is a great way to improve sales, return on investment, and grow your customer base.
Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...Fusion Marketing Partners
Leverage pull marketing and social media tactics to grow brand awareness and qualified leads. This presentation covers includes:
(1) how to grow awareness quickly
(2) pull marketing vs. push marketing - when you should use each strategy
(3) how to increase your circle of marketing influence
(4) how to use social media methods to find buyers and get them to come to you.
The document provides examples of usability guidelines for improving a homepage, including making the purpose and destination clear, organizing information clearly on the homepage, and having a simple navigation bar for clear access to the rest of the website. The homepage should give a clear first impression and not provide too much information below the fold. Pressing play and play back buttons can demonstrate before and after examples of following the usability guidelines.
This is a 'how to' for creating a basic marketing plan for a library. I found it easier to step back from your company and write a marketing plan for something totally different just to understand the process, so we pretended to be farmers. I have a few specific clients so the resource section will not apply to everyone.
52 Social Media Strategies To Explode Your 2014Clement Wong
The document provides 52 social media marketing strategies to help businesses grow their Facebook marketing efforts in 2014. It discusses setting strategic objectives and key performance indicators, engaging audiences through posting engaging content like images and contests, promoting posts, advertising on Facebook, engaging influencers, optimizing for conversion, and crisis management on social media. The overall strategies presented aim to help businesses better understand their audiences and increase engagement, brand awareness, and sales through social media.
The comparative analysis of robinsons place and sm mallChristian Bocalan
Robinsons Malls is one of the largest shopping mall operators in the Philippines owned by Chinese Filipino entrepreneur John Gokongwei, Jr. It has a strong market position with experienced business units and skilled workforce. However, it faces threats from increasing costs and external risks. Robinsons' marketing strategy is to engage customers and give them a sense of belonging by experiencing the malls. SM Malls is also a major player in the Philippine retail industry owned by Henry Sy, Sr. and Felicidad T. Sy. It has a large network of over 45 stores nationwide but lacks an online presence. Both malls generate most of their sales from merchandise and real estate but also rely on customers' materialism and social interactions
This How-To Guide will teach you how to make word of mouth marketing (WOMM) work within your existing marketing mix by providing you with a five step action plan that you can use to start incorporating WOMM right away. Learn more @ http://www.demandmetric.com/content/word-mouth-marketing
1) The document discusses how sales professionals must adapt to changes in the sales environment where buyers are now more educated and complete most of their purchase journey online before engaging with sales.
2) It highlights how sales professionals need to embrace new communication tools like social media to engage with customers where they are already conducting online research.
3) Key points discussed are the rise of inbound sales over outbound cold calling due to educated buyers, the importance of building an online brand and network on LinkedIn to find and engage prospects, and how sales professionals must understand buyer psychology and target the "old brain" to build rapport and trust.
Strategic B2B Marketing: Great insights for beginners and experience Marketer...Dolly Gujarathi
Moving from tactical to strategic B2B marketing
1. Tactical marketing focuses on generating leads through mass campaigns but often fails to properly identify customer needs and qualify leads. This results in low-quality leads that sales ignores and missed opportunities.
2. Strategic marketing takes a more structured approach to define goals, understand target markets and audiences, and implement integrated programs. This includes in-depth audience analysis and long-term lead nurturing strategies.
3. Strategic marketing is shown to generate 50% more sales-ready leads at 33% lower cost per lead. It also reduces the percentage of ignored marketing leads from as high as 80% to 25%. Taking a strategic approach improves lead quality and return on
Live Webinar - Getting started with Video and Carousel ads on LinkedInTurn Left Media
LinkedIn Marketing Solutions webinar – focused on the launch of Native Video and Sponsored Carousels! In B2B marketing, we sometimes forget the importance of storytelling to build a deeper relationship with our audience. Getting your brand to stand out amid the noise is a challenge, but these connections can create more memorable experiences and keep your brand top of mind. This session will give you all of the tools you need to press play on your video marketing strategy on LinkedIn. Learn how brands such as HP, Volvo Canada, GE, Philips and Audi Canada used these new products to drive business growth.
Social Marketing Analytics: A New Framework for Measuring Results in Social M...John Lovett
This collaborative research effort by Web Analytics Demystified and Altimeter Group represents the latest thinking on measuring social media.
The paper includes four social business objectives that can be used to understand the impact of your social marketing initiatives and aligns Key Performance Indicators to these objectives. The result is a solid framework that companies can adopt to begin measuring social marketing efforts.
The document outlines an agenda for a marketing workshop for non-profit organizations. The workshop will cover the basics of developing an integrated marketing plan, including defining communication strategies, target markets, goals, and metrics. It will also discuss developing strategies for attracting clients, volunteers, sponsors, and contributions as well as reviewing various media options and how to develop, execute, and evaluate a marketing plan.
Creating social content is a highly effective way to drive traffic to your business’s website
In order to engage your audience, it’s essential to take a strategically focused yet pragmatically tactical approach with your social content creation, which is based on bringing in prospects at every stage of the funnel.
The document discusses the future of influencer marketing and how it needs to evolve from "influencer marketing" to "influencer relations". It notes that while influencer marketing has potential, it is often overused in a tactical, campaign-driven way without focus on long-term relationships. To reach its true potential, influencer marketing needs to focus on ongoing, strategic programs through an influencer relationship management platform. It also needs to redefine its metrics to focus on new ways of unlocking value through continuous care of influencer relationships. The document advocates for an "Influence 2.0" approach that is more human-centered and focuses on empathy, customer experience, and mutual value creation between brands and influencers.
This document discusses shopping behaviors and consumer trends in the US. It finds that while consumers remain cautious due to economic concerns, many are cautiously optimistic about an economic recovery. Consumers are experimenting more with store brands but still have emotional attachments to national brands. The majority of shoppers now use digital tools and mobile apps to research products and prices before shopping. Health and wellness are increasingly important to consumers, and many are willing to pay more for healthier options. The document recommends that companies focus on non-price triggers to build long-term brand loyalty.
This document provides summaries of multiple sources related to marketing and advertising. It includes summaries of sources that discuss the roles and responsibilities of marketing managers, the career benefits of obtaining an MBA, ethical issues in global marketing representations, the history and evolution of marketing, trends in social media marketing, and digital advertising initiatives of Facebook. The summaries are concise and highlight the key topics, perspectives and insights contained within each source.
A Guide to Social Media Marketing MeasurementMark Schaefer
Stuck on how to measure your social media marketing efforts? Here's practical advice from a leading marketing authority that may help you move forward.
New Approaches To The Business-to-business Marketing Communication Nitin Bighane
This document discusses new approaches to business-to-business (B2B) marketing communications. It defines B2B marketing communications as tactics used to support sales and improve company profitability. A key concept is the decision-making unit (DMU), which is a group of professionals that make purchasing decisions more rationally for a business. Modern approaches aim communications at influencing individual DMU members through both personal and impersonal channels. Companies now use various channels, including social media, to engage customers and build their brand over the long term. The goal is integrated marketing communications delivering a coherent message across all channels.
Grain Creative on Branding, from the Hidden Art Forum 2011Hidden Art
The document outlines steps for better marketing. It defines marketing as creating sales opportunities and underpinning the sales process. The key principles of marketing are product, price, promotion, and people, which together constitute a brand. The document advises marketers to understand their target market and competition, develop the right message, choose the optimal route to market, and keep their goals and activities focused on increasing sales and market share.
How to Drive 10X More Leads with Social SellingMohamed Mahdy
This document provides guidance on how sales organizations can implement social selling to drive more leads. It recommends training the sales team on social media use, providing approved content for them to share, and tracking engagement and results. Implementing these seven steps can help sales teams build authority as thought leaders, nurture leads, and ultimately close more deals through social interactions.
1) Influencer marketing is an important part of digital marketing that involves partnering with people like bloggers, journalists, and industry experts who are willing to share a brand's story over social media channels.
2) It's important to find influencers who are experts in the same industry as the brand and have credibility, integrity, and a large engaged audience. Simply looking at follower count is not enough.
3) Building relationships with influencers takes time and involvement. Brands should demonstrate how partnerships will benefit influencers and their goals, not just the brand. Relationships are built around specific campaigns or projects rather than long term.
Social Media Marketing Strategy for Business GrowthSlideTeam
Social media marketing is a technique used to promote products and services on social media platforms. It can help generate more leads, boost customer satisfaction, and increase brand visibility. The document outlines six social media marketing strategies for business growth: setting realistic goals; running cross-channel campaigns; recognizing your audience; engaging with your audience; generating appropriate content; and using chatbots. It concludes that social media marketing is a great way to improve sales, return on investment, and grow your customer base.
Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...Fusion Marketing Partners
Leverage pull marketing and social media tactics to grow brand awareness and qualified leads. This presentation covers includes:
(1) how to grow awareness quickly
(2) pull marketing vs. push marketing - when you should use each strategy
(3) how to increase your circle of marketing influence
(4) how to use social media methods to find buyers and get them to come to you.
The document provides examples of usability guidelines for improving a homepage, including making the purpose and destination clear, organizing information clearly on the homepage, and having a simple navigation bar for clear access to the rest of the website. The homepage should give a clear first impression and not provide too much information below the fold. Pressing play and play back buttons can demonstrate before and after examples of following the usability guidelines.
This is a 'how to' for creating a basic marketing plan for a library. I found it easier to step back from your company and write a marketing plan for something totally different just to understand the process, so we pretended to be farmers. I have a few specific clients so the resource section will not apply to everyone.
The document provides tips for setting up and managing a Facebook page for a business. It recommends choosing a header and avatar that clearly represent the company, and a bio that describes the business and what topics it covers. It also suggests publishing a variety of relevant content such as information about national events, products, staff, and wildlife to engage users. Advanced users are directed to a link about optimizing Facebook's Edgerank algorithm.
The document discusses a traveler's experience using TripAdvisor to plan a trip to Victoria Falls. It summarizes that TripAdvisor allows users to find information, reviews and ratings on hotels and other places to stay. It also provides reviews from other travelers on their experiences, what they liked and disliked. The traveler realizes TripAdvisor provides information on things to do as well as activities, not just places to stay. They form the opinion that TripAdvisor greatly influences their decisions and that all travel companies should be listed on the site to receive reviews and ratings from real travelers.
This presentation discusses adding a blog to a website to bring social media benefits inside. It recommends using the blog to share relevant news, interesting stories and events, showcase wildlife, highlight issues supported, and publish testimonials. The presentation also contains instructions to play and replay the presentation.
To create a video with Animoto, start by making a free account and adding photos either from social media or by uploading from your computer. You can then edit the order of photos, add text overlays, and choose background music before Animoto automatically generates the video. Once generated, you can watch, share, and replay the video you created with only a few photos and minimal effort.
The document provides guidance on setting up and using a Twitter account for business purposes. It recommends choosing a header and bio that clearly represent your company, adding your location and website link, and starting to tweet content. It also suggests introducing staff to make the business seem more personal and adding pictures to tweets to make them more dynamic and trustworthy. Finally, it describes the followerwonk.com tool that allows analyzing Twitter followers to gain insights like where they are located, when they are active, and details from their bios.
CBI Website Promotion - 0 - markets and targets travelersPaulsTrainingsstuff
This document provides a summary of Google's research on travelers' behavior. The research insights should help companies focus their priorities on travelers. The document includes links to a Google presentation on their 2013 study of travelers and buttons to play or replay the presentation.
Many CEO complain they do not see the value in marketing efforts. For them we suggest to use a simple and practical framework, PCCDIO, that has worked wonders for our clients,
Welcome Keynote Social Media - Impact to businesses of all sizes, all industriesSociety3
Welcome Keynote
Axel Schultze, Founder Social Media Academy, http://xeesm.com/axels
Social Media - Impact to businesses of all sizes, all industries
# SMTW
The importance of digital marketing lies in the fact that it is inexpensive and offers a plethora of options to connect with potential customers all around the world. Content marketing, email marketing, and social media marketing all help to raise brand recognition and enlighten clients about your products/services.
The document provides guidance on developing an effective social media communications strategy, including:
1. It discusses monitoring social media to understand audiences and measure engagement, as well as setting SMART goals to evaluate performance over time.
2. Steps are outlined to define the strategy by clarifying business goals and how social media aligns with marketing, customer service, and other departments.
3. Recommendations are made to proactively engage with audiences, listen to feedback, and quickly address any issues rather than just promoting content.
Webinar Australia: What you should know about Social Media for corporationsSociety3
“What you should know about
Social Media for corporations”
This introductory webinar gives you a comprehensive insight into Social Media for corporations:
1) Cross functional strategy for business improvements
2) More effective way to compete for mind-, and market share
3) Less expensive way to create a better customer experience
It is a 60 minute compressed presentation of our 2 month leadership class
Social Media in corporations - are you ready?:
What do you know about your customers in the social web?
Do you know what customers say about you and your brand?
Do you know how open your customer base is and therefore how vulnerable you are?
How do you identify and work with key influencer?
Are you ready if your competitors go after your customers in the social web?
Are you able to create a social media strategy?
Do you know how to leverage the social web for your support organization?
Do you have an idea about ROI and effectiveness of social media?
Do you know how to measure improvements and success in the social web?
Did you ever consider involving and leveraging your partners?
Did it occur to you that the social web may be ideal to compete for mindshare?
Do you have enough information to decide whether to ignore or engage?
Agenda/Content:
The Social Web from a corporate point of view
Assessing a company’s social presence
Social media as a cross functional model
Creating a social media strategy
Understanding reporting and analytics tools
Dealing with ROI, budget and resource planning
Developing an execution plan
Building a successful social media organization
This is not about tools and how to better use LinkedIn, Facebook, or Twitter. It is about developing and executing a social media strategy for a 500 or 5,000 employee organization and creating a better business experience for customers, prospects and partners.
Target Audience:
- Business professionals on all levels and all department across all industries.
- Social media consultants or consultants entering the social media space.
This document provides an overview of marketing strategies and tactics for small businesses. It defines marketing as everything done to promote a product or service to potential customers. It emphasizes understanding customers, conducting market research, developing a marketing plan including goals, strategies and tactics. The document discusses branding, positioning, and the marketing communications mix of advertising, sales promotion, public relations and direct marketing. It stresses measuring the results of marketing efforts and provides additional resources for small businesses.
Organization models for social media
- What is a good organization model for a mid size company, implementing a social media engagement strategy?
- How one person can make a difference in an SMB organization!
Challenge:
How can a “social media campaign” actually be successful if the rest of the company does business as usual? Many social media “strategies” are really just some tactical ideas with little impact to the business success. Consultants get fired and careers stale due to some basic lack of understanding. A company with more than 20 people need to think through the organizational implications.
Objective
This webinar shall give you the foundation and the most important insight to to setup a good organization model to successfully engage with customers, prospects, new customers and partners through social media.
This document provides information about marketing and public relations functions. It discusses topics such as market research, market analysis, marketing strategy, advertising, brand promotion, managing messages, positive publicity, spin, damage limitation, and lobbying.
For market research, it explains primary and secondary research methods like focus groups, interviews, and online questionnaires. It notes the importance of market research for understanding customer needs and maintaining competitiveness.
Market analysis involves analyzing strengths, weaknesses, opportunities, and threats from collected market research data. The goal is to determine a market's attractiveness now and in the future. Organizations evaluate evolving opportunities and threats relative to their own strengths and weaknesses.
This document provides tips for marketing a business on social media. It recommends identifying your target audience and defining goals and metrics. It also suggests posting engaging content regularly on multiple platforms, interacting with followers, maintaining professionalism, and reflecting your brand identity. The document emphasizes measuring results and developing a unique strategy tailored to each social platform. Overall, it presents best practices for using social media effectively as part of a marketing strategy.
B2B Marketing: Assess the Impact of Social Media in a B2B Setting by Julie Be...Julie Bevacqua
A look at the difficulty in creating brand awareness in a B2B setting, and adopting 5 different approaches to assess the impact of social media has in such an environment.
The document discusses the importance of marketing and having a marketing plan. It notes that a marketing plan should include details about the product or service, pricing, target market, competitors, budget, and promotional strategies. It emphasizes that marketing is crucial for customers to learn about a company's offerings and for the company to generate sales. The marketing plan needs to be monitored and updated regularly as market conditions change. Social media is also presented as an important marketing channel that allows businesses to advertise affordably, build their brand and community, and gain a competitive advantage over companies without an online presence.
Alpha Graphics Convention 2011 Selling Social MediaJim Lahner
This document discusses opportunities for selling social media services to small businesses. It begins by noting the cultural shift towards social media and changing consumer expectations. It then outlines the size of the addressable market, with 30 million US businesses needing help with social media. Specific opportunities discussed include helping businesses start with Facebook fan acquisition and engagement. A case study is presented of working with a Wendy's franchise to develop a social media strategy. Revenue opportunities are identified such as consulting, content management, and using tools like FanTools to create and publish social promotions.
Global Social Media Marketing Strategy Explained For Business.pdfGhousia Links
Today, social media sites are no longer just an ingenious way for people to meet, connect and share. It is now also one of the most powerful advertising tools which businessmen can use to connect to their targeted market niche.
However, it is noteworthy that social media marketing is like a double-edged sword – it is something that needs to be wielded correctly.
In the hands of a skilled marketer, it is an effective sales tool. But in the hands of an amateur, it can turn success into demise.
Launching Your Social Media Marketing Plan For Sustainable BrandsActionplanr
This document provides an outline for creating a social media marketing plan for sustainable brands. It begins by stating that social media is one piece of an overall marketing strategy and does not replace fundamental marketing practices. It then discusses questions around understanding your target audience and unique value proposition. The document outlines key local search statistics and location-based tools like Google Places and Yelp. It concludes by proposing a 5 step strategic social media marketing action plan of envisioning goals, planning, taking action, tracking results, and adapting the plan based on what is measured.
Twitter Training for Promo & Apparel Markets Jay Busselle
- The document provides guidance on using Twitter for social media marketing strategies for small and medium-sized businesses.
- It emphasizes focusing social media efforts on Twitter and engaging with targeted audiences by creating relevant content, conversations, and building communities.
- Successful social media marketing requires consistent effort in listening, engaging, responding to build influence and awareness over time rather than expecting immediate results.
The document provides tips for marketing in a recession, including strategies to improve sales and customer relationships. It suggests tapping into existing customer bases by promoting loyalty, adding value beyond transactions, and communicating consistently. Specific strategies recommended are finding creative ways to show appreciation to customers and remind them of your value, using testimonials to showcase why customers should continue doing business with you, and actively promoting customer referrals. The document also discusses using social media, email marketing, search engine optimization, and paid search to help businesses during economic downturns.
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...Julie Bevacqua
Julie Bevacqua shares tools to brand yourself as a market leader, such as Social Connector and Jigsaw, and social media platforms such as LinkedIn and Plaxo.
This document provides an overview of a Lifecycle Marketing planner created by Infusionsoft to help small businesses develop a sales and marketing strategy. The planner contains sections to help users map their lifecycle marketing strategy, identify their target market, attract more customers, capture visitor information, educate customers to increase sales, make offers to customers, close more sales, create customer loyalty, and grow referrals. The goal of the planner is to provide small businesses with everything they need to develop a strategic plan to keep their business on track for growing sales and marketing over time.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
2. What are we doing here?
1. Talk Marketing,
definitions, what it
means to you
2. Parts of a Marketing
Plan, with some extra
tips and tricks
3. How to make your
Marketing Plan YOURS,
ways to customize and
resources to help
I’m going to give you lots of info to help you out so let’s get started!
3. ‘Selling’ or Product terms
Even though terms like ‘selling’, ‘purchase’, or ‘buying’
maybe used – they still make sense even if no money
changes hands directly.
6. Marketing…
Oxford Dictionary
-the action or business of
promoting and selling
products or services,
including market research
and advertising.
American Marketing
Association
-the activity, set of
institutions, and
processes for creating,
communicating,
delivering, and exchanging
offerings that have value
for customers, clients,
partners, and society at
large.
7. Wikipedia
Marketing is the process of communicating the value of a
product to customers, for the purpose of selling that product,
goods or services. Another simple definition of "marketing" is
"managing profitable customer relationships”. Marketing
can be looked at as an organizational function and a set of
processes for creating, delivering and communicating value to
customers, and customer relationship management that also
benefits the organization. Marketing is the science of
choosing target markets through market analysis and market
segmentation, as well as understanding consumer behavior
and providing superior customer value. From a societal
point of view, marketing is the link between a society's
material requirements and its economic patterns of response.
Marketing satisfies these needs and wants through
exchange processes and building long term relationships.
8. Types of Marketing
(with examples!)
We are going to look at types of marketing with 3
different focuses:
Delivery Method
Audience
Message/Content
9. Direct Marketing - This is a wide term which refers to
the technique where organizations communicate
directly with the consumer through mail, email, texts,
fliers and various promotional materials.
Marketing that focuses on
the delivery method of the
message
10. Digital Marketing - This strategy uses various digital
devices like smartphones, computers, tablets or digital
billboards to inform customers and business partners
about its products. Internet Marketing is a key element
in Digital Marketing. This is like casting a wide net but
geared towards internet users. (Social Media)
11. Cross-media Marketing - As the name suggests,
multiple channels like emails, letters, web pages etc are
used to give information about products and services to
customers in the form of cross promotion. Use multiple
forms of communication to get a marketing point
across.
13. Community Marketing (Evangelism Marketing) - This technique caters to the
needs and requirements of the existing customers, as opposed to using resources
to gather new consumers. This promotes loyalty and product satisfaction and also
gives rise to word of mouth marketing among the community. **
TED Talks – Build a Movement
http://www.ignitesocialmedia.com/social-media-strategy/how-to-build-brand-
evangelists-with-3-winning-examples/
GoPro
http://youtu.be/wTcNtgA6gHs
Marketing that focuses on
the audience
14. Database Marketing - This utilizes and information
from database of customers or potential consumers to
create customized communication strategies through
any media in order to promote products and services.
Casting a wide net, using pre-collected information to
target a specific audience.
15. Diversity Marketing - The aim of this strategy is to
take into account the different diversities in a culture in
terms of beliefs, expectations, tastes and needs and then
create a customized marketing plan to target those
consumers effectively.
(In most cases, openly targeting a particular race sets you up for more
pitfalls than benefits. So be careful)
17. Message/Content based Marketing
Content Marketing - In this case, content is created
and published on various platforms to give information
about a certain product or service to potential
customers and to influence them, without making a
direct sales pitch.
http://gizmodo.com/watch-this-haunted-
poster-come-to-life-and-scare-the-he-
1652707324?utm_campaign=socialflow_giz
modo_facebook&utm_source=gizmodo_faceb
ook&utm_medium=socialflow
18.
19.
20. Alliance Marketing - Here two or more entities come
together to pool in their resources to promote and sell a
product or service, which will not only benefit their
stakeholders, but also have a greater impact on the
market.
http://www.allbusiness.com/slideshow/10-wild-and-
crazy-marketing-ideas-that-worked-15677076-
1.html/8
21. Call to Action (CTA) Marketing - CTA is a part of
inbound marketing used on websites in the form of a
banner, text or graphic, where it is meant to prompt a
person to click it and move into the conversion funnel,
that is, from searching to navigating an online store to
converting to a sale.
22.
23.
24. Freebie Marketing - Here a particular item is sold at low rates, or is
given away free, to boost the sales of another complimentary item or
service.
(Free pencil with every book checked out)
Free Sample Marketing - Unlike Freebie Marketing, this is not
dependent on complimentary marketing, but rather consists of giving
away a free sample of the product to influence the consumer to make
the purchase.
25. Guerrilla Marketing - Unconventional and inexpensive
techniques with imagination, big crowds and a surprise
element are used for marketing something, a popular
example being flash mobs. **
30. 1. The team should include leadership, department heads
and anyone else that wants to help (but limited to a
smallish number like 5 to 8).
2. When you get together, have your mission, strategic plan
and vision statements on hand.
3. Remind everyone that this is not a personal attack.
31. Basic Parts of a Marketing Plan
1. SWOT
2. Target Audience Worksheet
3. Goals
4. Strategies and Tactics
5. Budget
32. SWOT
Strengths, Weaknesses, Opportunities, and Threats
A nonprofit SWOT analysis may seem simple, but it
packs a powerful punch that can help you take your
strategic plan or marketing plan to the next level. Don’t
avoid SWOT analysis because it requires you to ask the
hard questions and face problems within your
organization. It will make your operations and
marketing more effective and arm you with the next
steps you need to take.
34. Today we are not a library…
Sometimes you are a little too
close to a project to get the full
picture, so we are going to
start fresh as another business
We are from so many different
counties that we would not
make a unique plan for one
but a hodge-podge on for all –
that does not work
Gets you in the practice of
Alliance Marketing…
36. SWOT
Strengths, Weaknesses, Opportunities, and Threats
A nonprofit SWOT analysis may seem simple, but it packs a
powerful punch that can help you take your strategic plan or
marketing plan to the next level. Don’t avoid SWOT analysis
because it requires you to ask the hard questions and face
problems within your organization. It will make your
operations and marketing more effective and arm you with
the next steps you need to take.
Write down every idea, since you will be narrowing the list
down later.
37. List Internal Strengths
A few things to consider:
Age of organization
Tenure of staff
Staff education and experience
Ease of purchase/donation
Financial stability
Transparency
Reputation
38. Let’s pretend we are a farm…
List some strengths
We are local
Organic
Family owned for 30 years
Lots of growing knowledge
39. Compile Internal Weaknesses
A few examples:
Lack of education and experience
Cash flow
Short-staffed
Poor website
No public awareness
Board inefficiency
40. Back to the farm…
Short staffed
Smaller farm
Have some veggies
that are not so popular
No website or social media
41. What Are Your Opportunities?
Opportunities are the thing your organization has no control over, but
could potentially take advantage of
New grants available
Possible partnerships
Demographic trends
Companies looking for
cause marketing opportunities
Influential connections
Recent good press
*Partners/ Connections pg 81 MYL
42. And at the farm…
Educational Grants
Farmers Markets
Organic grocery stores
Organic Partners
‘Green’ very popular
43. What Are the Threats to Your
Organization?
What external threats exist that could harm your nonprofit?
Economic downturn
Elimination of funding
An advocate leaving
government office
Recent bad press
Demographic trends
Rising vendor costs
44. The farm…
Other larger farms in the area with more product
Not as popular as some farms
Seasonal
45. That your weaknesses and threats can be converted
into strengths and opportunities by looking at them
differently.
Can you frame your loss of government funding as an
opportunity for major donors to step up? Or maybe you
can take your bad website and make it into something
you’re truly proud of and that the community, your
volunteers and donors enjoy visiting.
And remember…
46. You can use the SWOT analysis as a reference during
each step of creating your marketing plan or strategic
plan. As you move forward, look at your strengths and
opportunities and try to match them up so your
organization is taking the path of least resistance in
your marketing.
48. A target audience is the person or group of people
whom writing is intended to reach. In other words, it is
important for a writer to know who will be reading his
or her writing.
This audience is the person or group of people the
writer is aiming for or trying to reach. When a writer
knows the target audience, he or she will shape both
the purpose and tone of the writing to match the
audience's needs and, sometimes, expectations. Make
PERSONAS to help you visualize the target audience.
49. There is no such thing as
‘everyone’
Even though your library welcomes everyone and might
have something for everyone, you can not market to
everyone.
That would make your marketing plan way too broad
and it would turn into a ‘cross your fingers and hope it
works’ campaign.
50. 1. What is the desired action of you
target audience?
2. What demographic groups are
most likely to take the desired action?
3. How do they think?
4. What needs, challenges, and
frustrations do they have?
5. How does your idea, service, or
product help your target audience?
6. What drives them to make
purchasing decisions?
7. Do they currently use (or support)
a product or service of your organization
or that of a similar organization?
8. What media do they currently use?
9. How can you best reach your
target audience?
How to narrow down your target audience
51. 1. What is the desired action
of your target audience?
(This is a good time to look back at the SWOT Analysis)
Buying your product or service?
Donating to your organization?
Volunteer for an event?
Advocate by spreading the word and educating others?
52. So, at the farm…
I want the Target(s) to buy and advocate for my product.
53. Figure out not only
who has a need for
your product or
service, but also who
is most likely to take
action (buy, donate,
volunteer).
2. What demographic groups
are most likely to take the
desired action?
54. Some things to consider…
Age Group
Gender (M, F, both)
Location (local, regional,
national &/or urban,
suburban, rural)
Marital/Family Status
Income Level
Education Level
Occupation
55. 3. How do they think?
Personality types
Attitudes
Values
Interest/Hobbies
Lifestyles
Behaviors
56. 4. What needs, challenges,
and frustrations do they
have?
Understanding where
your audience’s needs
and frustrations are,
helps to shift the
conversation from
how they can help you
(“buy my product”) to
how you can help
them. Often times this
is communicated very
subtly.
57. 5. How does your idea,
service, or product help your
target audience?
What problem does
it solve? How does
it make their lives
easier? better?
What would
motivate them to
pay for it?
58. 6. What drives them to make
purchasing decisions? (or
donating, volunteering,
sharing, etc)
What influences them to take that final step? What
obstacles might be in their way? One product I worked
with did an amazing job at marketing to potential users
of our product and generated tons of interest and
excitement on an advertising budget of virtually $0.
59. 7. Do they currently use (or
support) a product or service
of your organization or that of
a similar organization?
If so, this means that
they have shown an
active interest in your
type of service (good)
but may be open to
new opportunities or
may be satisfied with
the way things are. e.
If they don’t, it might
prove
60. 8. What media do they
currently use?
Consider the magazines
they read, tv & movies they
watch, websites they visit,
social media sites they
frequent. For social media,
consider the times they are
most active and what types
of content they engage
with (follows, clicks,
comments, mentions, likes,
and shares)
61. 9. How can you best reach
your target audience?
65. Helpful Hints!
With a little persistence Google can prove quite helpful
in helping track down research that others have already
compiled on your target. Search for blog posts,
magazine articles and survey results (or databases –
hint hint) that talk about your target market.
66. How many target audiences
do you have?
Target audiences should
be treated like social
media platforms, you
don’t spread yourself thin
trying to update all of
them. Pick the ones you
are good at and make
them stronger (use
community/evangelical
marketing).
67. You also might want to consider creating a
survey of your own where you can ask your
current customers for feedback.
68. Now that you know who you
are targeting, you should find
it much easier to figure out
what marketing messages will
resonate with them and which
media channels will be most
effective at reaching them.
Defining the market is the tough part.
77. Set a TIMEFRAME
– declare when
you would like
everything to be
done or when you
will check the
progress
78. Down on the Farm…
What Audience works well
with an area of the SWOT
that needs to be improved
or is already growing?
What is the goal to be
achieved?
79. Strategy
How do you intend to reach the intended audience to
meet the goal and fill the (SWOT) need?
87. Some budget
questions to
ask…
What resources do you
need?
How much time will this
take away from the staff?
Who will be doing what?
Printing costs of marketing
materials?
88. How to make it your own…
A few tips to help make your point look and sound like
its coming from you while appealing to your audience
89. What is a position statement?
For (target customers)
Who (have the following
problem)
Our product is a (describe the
product or solution)
That provides (cite the
breakthrough capability)
Unlike (reference competition),
Our product/solution (describe
the key point of competitive
differentiation)
90. The following positioning statement was used by
Amazon.com in 2001, when it sold books almost exclusively:
For World Wide Web users who enjoy books, Amazon.com is a
retail bookseller that provides instant access to over 1.1
million books. Unlike traditional book retailers, Amazon.com
provides a combination of extraordinary convenience, low
prices, and comprehensive selection.
91. Fictitious company,
Underfoot Industries
(that specializes in
carpets), has decided to
pursue two target
markets: schools and
light commercial
customers. These are
distinct market
segments whose
customers rate their
needs differently, so the
company must develop
two positioning
statements.
92. Underfoot Industries #1
For schools, the Underfoot Industries EverAwesome line
is the strongest, most durable carpet among all
commercial-grade carpets for organizations on a budget,
because it is made using our patented SteelTwist
technology. The EverAwesome line features Underfoot
Industries’ patented technology for producing high-
strength, low-wear carpets. Underfoot named its
production technology “SteelTwist” to appeal to
customers, such as schools, who place a very high value
on carpet strength.
93. Underfoot Industries #2
For today’s appearance-conscious business, the
Underfoot Industries EverAwesome line is the carpet that
stays new-looking longest among all commercial-grade
carpets. Our patented technology produces durable, low-
wear carpet whose lifetime cost is 40-80% lower than
other brands. The brand name “EverAwesome” tells
customers: “This carpet looks great, AND it will last a
long time.”
102. Important to make the message consistent, not just in
graphics but in voice and tone, not just for the
consumers but for staff as well. Write like a smart
human , talk directly to the reader using ‘you’, and
‘yourself’ as ‘we’ or ‘I’.
106. Social and other media help
1. Genuine, generous, grateful, not greedy,
grandstanding, or grabby.
2. Product, Price, Place
3. Think outside the box
107. Process
Have a process established for creating and approving
content/marketing materials. Hold a training session.
108. Something to remember…
This is a Constantly Evolving Document
which is cascaded to the relevant people and monitored
regularly. Most action plans are relatively short term
documents which focus on the coming year, but longer
term implications should also be considered. Determine
who will complete each action point. Monitor the
progress of the plan and review regularly.
109. What is a plan review?
This does NOT mean you take it out of the drawer, look
at it, and throw it back in the filing cabinet.
You sit down with your team and review every step,
even redo some portions if circumstances have
changed.
If you cut corners here, you will fail.
111. ESRL!
1. We have a great professional collection!
tinyurl.com/regionalrainbow
112. Here are a few of the books I used…
The Nonprofit Marketing Guide by Kivi Leroux Miller
Marketing Your Library edited by Carol Smallwood, Vera
Gubnitskaia, and Kerol Harrod
Meatball Sundae by Seth Godin
Word of Mouth Marketing by Andy Sernovitz
113. Seth Godin
SETH GODIN is the author of 17 books
that have been bestsellers around the
world and have been translated into more
than 35 languages.
Writing and speaking, Seth is founder of
squidoo.com, a fast growing, easy to use
website. His blog (which you can find by
typing "seth" into Google) is one of the
most popular in the world. Before his
work as a writer and blogger, Godin was
Vice President of Direct Marketing at
Yahoo!, a job he got after selling them his
pioneering 1990s online startup,
Yoyodyne.
In 2013, Godin was inducted into the
Direct Marketing Hall of Fame, one of
three chosen for this honor.
114. ESRL
We can also help with printing
and graphic design!
For graphics please email
kacey@esrl.org and for any
printing questions just ask
dean@esrl.org!
We would love to help
you out!
115. Bigstockphoto.com
ESRL has a stock photo account here. Browse the site and
email me (kacey@esrl.org) the link with what size you
would like and Ill email it back. Try to give me 5-7 days
before you need it, I only have a few downloads a day.
116. Your community
Each community is unique and has its own hidden
treasures, use these and other assets in your area.
Various events, other companies
*partners/ connections MYL
118. Your SEO!
I know computer stuff can be intimidating, but Search
Engine Optimization can be your best friend, make sure
that you are getting the best search results for your site.
119. Thank You!
Thanks again for coming,
please feel free to email
me with any questions
Kacey @esrl.org
Sam will email you a link
to the slide show if you
need to reference it in the
future.