Marketing Ideas for Print Association Leaders

PIA Education
Directors
Meeting
Monday, August 20th, 2012

John Foley, Jr.
and Jason Pinto
Using Inbound Marketing to Build Business
Grow Socially Copyright 2012

Today’s Overview

• Brief Introductions

• The Marketing Landscape

• How You Can Find Social Media Success

• Your Website: From a Static Brochure to a Sales Tool

• SEO: Getting Found to Make Sales

• Mobile Marketing: Reaching Your Audience on the Go

• Final Thoughts and Questions


Brief Introductions


Introductions: Who We Are

• John Foley, Jr.
– @JohnFoleyJr
– JohnF@GrowSocially.com

• Jason Pinto
– @JasonPinto
– jasonp@interlinkONE.com


Introduction: Our Companies

► Grow Socially
► Online Marketing/Social Media
► Plan, Manage, Execute and Measure

► interlinkONE
► Enterprise Marketing Management Software
► Online Ordering, Inventory Management, Fulfillment
► QR Code Management, Mobile Website Building


Two Other Products to Know About

► iFlyMobi: Mobile
Website Builder

► QReate & Track: QR
Code Management


The Books


We Want To Know…

What are your biggest
marketing challenges
today?


The Marketing Landscape


Marketing Used to Be “Easier”!


Social Media Statistics

955 Million Users on Facebook
400 Million Tweets Sent Per Day
72+ Hours of Video Uploaded every minute

170 million users

12 million users… and it’s addictive!

80 million users… and sold for $1 billion!
NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556
and http://searchengineland.com


By the Numbers: Google

• 34,000 searches per second
• 2 million per minute
• 121 million per hour
• 3 billion per day
• 88 billion per month
Source: http://searchengineland.com


What is Inbound Marketing?

“Inbound marketing is
a marketing strategy
that focuses on
attracting prospective
customers by offering
useful information.”

http://en.wikipedia.org/wiki/Inbound_marketing


Content: Essential to Inbound Marketing

Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/


Inbound Goal: Drive INQUIRIES!


Does That Approach Work? See Below

650

475


Results: Thousands of Inquiries


Results: Prospects Raising Their Hand!


How YOU Can Find
Social Media Success


How do you view Social Media?

• Community
• Conversation
• Networking
• Marketing
• Relationships
• Customer Service
• Immediate Information
• Platform


Get Noticed Optimize / Social Friendly
eNewsletter Sign-Ups
White Papers
Offers
Emails
Polls
Blogs
Landing Pages Inquiries
Engage
and
Nurture
Qualified and
Budgeted

Start with MKTG Engage
Plan and
Action – Publish – Engage – Converse – Share Buyers Nurture
Stories, Information, Social Media posts Blogging Product?
Analytics Service?
Content Mgmt SEO Asset?

$
Grow Socially Copyright 2012 Questions or Comments?
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
2012 Phone 1.800.948.0113

Plan! Strategy before Tactics!
Step 1: Describe the Business, Service, Solution
Step 2: Business, Service, Solution Goal
Step 3: Where Is the Audience Cyclically?
Step 4: How Does the Audience Use Social Media?
Step 5: The One Thing
Step 6: How Will You Humanize the Brand
Step 7: Content Resource and Distribution Strategy
Step 8: How Will You Measure Success?


More than a PR service! Focus on Conversations

• Twitter
– Hashtags
– Retweets
– Twitter Chats
• Facebook:
– Questions/Polls
– Invite Comments!
• LinkedIn
– Groups
– Discussions
• Blog


Social Reach / Viral Marketing


How to Measure Success?

• How many
– Downloads
– eNewsletter Sign-Ups
– Blog Comments
– Questions
– Shared Links
– Re-Tweets
– Followers
– Site Traffic

Next… Specific Business Building Tips

• LinkedIn
• Facebook
• Twitter
• YouTube
• Foursquare
• Pinterest


LinkedIn Tip: Update your Status Daily!


LinkedIn Tip: Complete Your Profile


LinkedIn: Company Page


LinkedIn: Answers Feature


Facebook: Don’t Ignore Above the Fold!

Creating a page simply
involves:
• Logo
• Name
• Content


Facebook: Post a Variety of Content


Facebook Advertisements Can Work!

Target Facebook Users
to Reach Your Target Audience!


Twitter: Personal and Company Profiles


Twitter: Advanced Search Feature

https://twitter.com/search-advanced

Tip: FollowerWonk.com to Find People


YouTube: Tips for Success

• Feature variety of
employees, mix
up the tone

• Experiment with
different
backdrops,
scenes, etc.


Foursquare: Location-Based Marketing


Pinterest: Buzz-worthy or Goal-Achiever?

• Visually tell the story of your brand!


Don’t Forget! Align Tactics with Goals
Tactic Goal Key Steps
Facebook Fan page Increase awareness of Post once a day; Custom
services, generate leads Tab for demo registration

Twitter company page Become a thought leader, Post multiple times daily;
provide support share marketing-related
news; active listening

YouTube Profile Humanize brand; create Film weekly video of
demand employee(s); create
screencasts of customer
successes
Pinterest Drive website traffic! Create boards to highlight
portfolio work


Your Website: From a Static
Brochure to a Sales Tool


Problem with Many Websites Today

• They are not updated
frequently enough.

• The graphics, product &
services listings, and text do not
accurately reflect a brand’s
mission statement.

• They are not generating leads.


Remember: The Website is Home Base!

Integrating content creation, distribution, customer
engagement, and measurement of your marketing efforts
can increase campaign effectiveness.


Website Review: Online Marketing Audit


Step 1: Your Target Audience

• What benefits them?

– It’s not your equipment.

– It’s the solutions &
value that your people
and equipment provide

– Make changes to
pictures, front-facing
content, benefit listings.

Step 2: The Change Process

• What is the Process for Making
Changes & Adding Content?

• Do you always need IT (in-house
or outsourced) involvement?

• If so, consider making a change
– CMS, different host provider.


Step 3: Lead Generation

• How many leads
does your
website today?

• If it’s not
enough, embed
more lead-
generation
forms!

• Add calls-to-
action to all
pages!

Step 4: Mobile Optimized

• Do visitors have to tap, zoom, scroll?

• Is there Flash?

• How long is loading time?

• Build a mobile website today!


SEO:
Getting Found to Make Sales


What is Search Engine Optimization?

• Getting found!

• Using specified keywords

• Consistently updating your
content

• Using links to and from
other pages and websites


Keyword Usage

• Build a well-researched list of
keywords
• Incorporate in your content:
– Page Titles (H1, H2 tags)
– Website copy
– Meta description
– Image Names (Alt tags)
• Use throughout all content
distribution


Use Google Analytics to Understand Impact


Content Rules!

• Google rewards fresh
content --- update your
website regularly!

• Create & provide content
that informs, helps, and
interests your audience!

• Best way to do this: start
blogging.


Inbound Links

• You want: inbound links from high-authority
sites (trusted, popular, PR, etc.) with relevant
content.

• How do you get them?
– Create share-worthy & timely content!
– Ask! Link-exchange
– Comment on other blogs
– Increase PR strategy and efforts


Blogs: Crucial to SEO Success

• Humanizing
• Improves SEO
– Keywords
– Links
– Updated Information
• Give Expertise
• Updates on Company
Activities
• Sharing Information


Be Ready for Mobile Search with a Mobile Site!

• Create a mobile website that is
automatically presented to the
growing number of
smartphone owners!

• Tip: http://iFlyMobi.com!!!


Measuring Your Success Tools: Google Analytics
Social Media


Final Thoughts on
Inbound Marketing


Success Depends on All of These Items!


This Takes Planning: Calendar #1

Announce Mail
Send out on website -Monthly
flyers to
Newsletter
clients

Email
eNewsletter
(Announce)

Tell
Expo Event
colleagues
8AM-6PM
you’re
attending

Send thank Enter new
you cards contacts in
Excel

This Takes Planning: Calendar #2

Create Announce Announce on Mail
Send out Post, Link on website & -Monthly
flyers to back to Newsletter
clients website

Comment on Connect with Share event Email
event’s Keynote article on eNewsletter
page Speakers on (Announce)

Announce Tell
Share event Join in on Expo Event
booth # colleagues
article on event’s 8AM-6PM
with you’re
hashtag
video post attending

Send thank Enter new
Follow-Up Share Friend new
you cards contacts in
with speaking contacts on
Excel
presentation
Post & Post on
Pictures

Inbound and Outbound Marketing
Work Together
COMPANY
WEBSITE
Social Whitepapers,
Media eBooks
3500 Downloads
Visitors
SEO eNewsletter
Sign-Ups
DM/Flyer 2000
Visitors Comments &
Questions on
CRM
E-mail
Blog
800
Links Visitors Info/Inquiries

Other 100 Webinar
Visitors Sign-Ups

Wrap Up

• Start with a Plan
• Create a Online Marketing
Strategy
• Incorporate Your Social
Media,
SEO and Website
• Measure the Results!


Resources for You

► Free White Paper on Inbound Marketing!
► http://InboundMarketingWhitePaper.com


Mobile Marketing: Reaching
Your Audience on the Go


Mobile is Shaking up Marketing!

• Mobile Devices (Smartphones, Tablets)

• QR Codes

• Near Field Communication (NFC)

• SMS/Texting

• Augmented Reality


Smartphone Sales

• In 2012, 657 million
smartphones
predicted to be sold,
up from 459 million
in 2011 (JP Morgan)


Smartphone Adoption

50% Smartphone Adoption in the U.S.


Smartphone Domination

Source: Morgan Stanley


Proprietary vs. Non-Proprietary


How Can They Be Used?

• Let’s look at some QR Code
solutions in action!


PURL, QR Code: Registration Page


For Self-Promotional Efforts


To Promote Product Launches


To Drive Sales

• Mailer for
buying tools
online

• Included two
response
mechanisms


Appointment/Scheduling


Fundraising/Donations


Event Promotion

Watch it at: http://ilnk.me/JPQRVideo


Tip: Shorten the URL!


Tip: Provide Clear Directions


Tip: Important! Include Padding


Tip: Mobilize the Website


Tip: Test, Track, Measure


What To Look for In a Creator

• Can you change the URL?
• Does the solution shorten the URL?
• Bulk-Upload Capability
• Measurement and Tracking?


Creating QR Codes for PURLs
• Upload Your Mailing List
• Generate the PURLs
• Export the list, including the PURL


Mobile Sites: Necessary!

= Source: http://www.flickr.com/photos/23844524@N03/5002051362/


Mobile Website Goals

• Quick Loading Time

• Easy to Read

• Simple Interaction

• But Still Relevant
And Useful!


Key Thoughts Before Building

• Treat the needs of the “on-the-
go” user differently than those of
a desktop/laptop browser.

– On-the-go or in a rush
– Extremely interested in the offer –
help them take immediate action.


Tip: Trim your content!

• Prioritize and simplify – only include the most
important points, links, etc.

Photo Credit: http://www.flickr.com/photos/nicmcphee/


Tip: Include Forms to Capture Data
• Simplify Forms: Limit Use of Open-Ended Questions,
# of fields in general.


Final Thoughts

• QR Codes can work successfully – but you must
follow best practices

• Mobile websites must be simple, but they can also
be a great way to capture leads, generate sales, and
more.


HOW YOU CAN BENEFIT:
AUGMENTED REALITY

Augmented Reality Becoming Accessible

Source: Juniper Research2012
Grow Socially Copyright

Interactive Print & Mail: Layar

Watch the video: http://ilnk.me/LayarVideo

Using Layar to Augment Reality


Aurasma


Getting Started with AR

• Start experiencing it yourself – download the Apps,
test, play, & get inspired!

• Check out Kevin Keane’s list of AR apps

• Augment your own material.

• Start talking about it to clients!


HOW YOU CAN BENEFIT:
NEAR FIELD COMMUNICATION

NFC: Lots of Potential Uses!

• “Near field communication, or NFC, allows for
simplified transactions, data exchange, and
connections with a touch”.


Tap To Connect!


NFC
vs.
QR Codes


NFC & Location-Based Marketing

• NFC can be used to make mobile actions easier to
complete… check-ins, transactions, registrations, and
more!


Getting Started with NFC

• Check if you have a phone that is NFC-enabled

• Sign up for news sites and Google Alerts that
mention and highlight NFC campaigns

• Start mentioning it to your clients!


MOBILE PAYMENTS


Square

• Easily accept
credit cards from
mobile devices

• 2.75% per swipe
– no other fees

• Selling anything
at your next
show?

Custom Apps


Should You Have a Mobile App?

• Pros • Cons
– It’ll Create Buzz – Requires
development across
– Could Provide a Great
Experience for
multiple platforms
Customers & Prospects – Comes with an
additional barrier of
entry (find app, DL)
– Lots of Apps Stink


Final Thoughts on Mobile

• Mobile is not just a trend, or buzz-worthy: it’s a
major disruptive influence on the world of
communications & marketing.

• The Time is Now: Mobile-Optimize Your Content and
Start Reaching the Mobile Audience.


How Can You
Help Your Members


Let’s Discuss!

• Webinars
• Content
• Email Templates
• Landing Page Templates
• Monthly Newsletter of Marketing Tips
• Set the Example!


Why Did We Create MARCOM University?

• Inbound Marketing is absolutely critical to a
company’s lead generation and lead nurturing efforts
today.

• The success of inbound marketing tactics, such as
social media, SEO, blogs, etc., depends on having
compelling and relevant content.

• However, many companies today do not have the
content they need to succeed.


What is MARCOM University

• MARCOM University is an online portal that will
allow for companies to easily access content that
they can repurpose for their own marketing efforts.

• Each registered member will be able to download
the source/native files and then rebrand and post
the content accordingly.


What type of content does MARCOM
University have?
• White Papers
• Blog Posts
• Newsletter articles
• eBooks
• Video scripts
• Podcast outlines
• Case Study templates
• And more!


MARCOM University: A Sneak Peek


How Does the Process Work?
Step 1: The Content Creators:
Assoc They will produce White Papers,
iation
Me mbers newsletter articles, and more!
i n Her
e!
Subscribers

Company B
Company A

Company C

Step 2: The
content is added
Step 3: Downloading Content
to the database:
Members can download and
•Preview Versions
repurpose the available content!
The MARCOM University •Native files for
Content Database rebranding


Where do You Fit In?

• You can increase the value that they offer to their
members by providing access to content that they
can not only learn from, but that they can also use
within their own marketing efforts.

• You can rebrand the MARCOM University portal for
your association, and then sell access to your
members directly!


A Few Ways We Can Help


Grow Socially Service Offerings

Strategic Marketing Planning Branding Consultation
• Phased Approach • Three options for new look
• Due Diligence and feel
• Create Road Map • Messaging and Positioning
• Deliverable is a two year • Incorporate into all
plan including resource marketing channels
projections


Grow Socially Services

Social Media Marketing Website Consulting & Design
• Management • Analytics
• Planning • Functionality
• Analytics • Engaging

Consulting Search Engine Optimization
• Strategic Marketing Plans • SEO Grader
• Business Plans • Improve Keywords
• Ad Campaigns • Increase Organically
• Social Media Audits


iFlyMobi: Build Mobile Websites

• 14-day free trial --- We know
you’ll love it!

• http://iFlyMobi.com


More Resources for You

► http://GrowSocially.com

► http://interlinkONE.com

► http://iFlyMobi.com

► http://Twitter.com/GrowSocially


Contact Grow Socially

► Sales@GrowSocially.com

► 1.800.948.0113

► Twitter.com/GrowSocially


THANK You!
Have a great afternoon.


Marketing Ideas for Print Association Leaders

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (8)

Similar to Marketing Ideas for Print Association Leaders

Similar to Marketing Ideas for Print Association Leaders (20)

More from interlinkONE

More from interlinkONE (20)

Recently uploaded

Recently uploaded (20)

Marketing Ideas for Print Association Leaders

Editor's Notes