This document discusses marketing strategies for adapting to changes in advertising. It notes the decline of phone books and print newspapers, as well as the fragmented television landscape. It emphasizes the growth of internet marketing through search engine optimization, social media, online reviews and reputation management. It encourages calculating the cost per lead and cost per sale for different marketing channels to optimize budgets and results.

1. Marketing Strategies
Bigger Results/Smaller Costs
Presented By:
Dennis Schaefer
WWW.DennisSchaefer.com

2. Changes in Advertising
 The Decline of Phone Books
 Television Advertising
Its like a bad game of WHERES WALDO with all the channel choices , DVR
&Online options
 Newspapers
Are there any left in your area to even advertise in?
 Light speed growth of the Internet
How do I figure out the Ins &Outs of all this technical stuff.
SEO,SEM,SMO,PPC and don’t even ask me what an algorithm is.

Online Reputation (Angies List, Yelp, Google+)

3. Let your Fingers Do The
Walking
 Ask you Kids to find a Number in the Yellow Pages.
LOL
 The Decline in use of Phone Directories has been DRAMATIC

4. There's Nothing to Watch!
Can you pick which
one of these
channels your future
customer is
watching and when?

5. Read all about it!
 What's Happening to Newspaper Readership.
 What kind of value are your ads getting.

6. Change in Strategy
 How to look at these changes.
 Creating your Ad Budget.
Costs per Lead
Costs per Sale
 Use of Social Media (Facebook,Pinterest,Houzz,Angies List
etc.)
 Optimizing your Website
 Use of FREE on-line listings
Suppliers
Partnerships
Industry Sites

14. What is SEO?
 Basically use of KEYWORDS

15. How do you show up in LOCAL?

16. The Power of Meta-Data

17. The Secret Revealed !!!

18. What does it get me?

19. Also gets you THIS!!!

20. Online Reputation
 Get your Clients to do REVIEWS!!!
 Claim Your Listings Your already there USE IT!
Merchant Circle Etc..)
 Address negative Review's
(Manta,

21. Cost per Lead/Cost per Sale
 How much does each lead cost you in
Marketing dollars?
– How much per category?
 How much does each sale cost you?
– How much per category?

22. Calculating Cost of Lead per
Type

23. Calculating Cost of Sale
per Type
Internet
leads
• Least
invested
• Greatest
Ratios
• Largest
Revenues

24. Lower Costs and Increase
Results
Create Goals for Marketing Costs
4-5% of Sales
Track Results Monthly
Ask your Customers,Friends,Family
and anyone else you can think of.
“ WHERE DO YOU START LOOKING WHEN YOU
WHAT TO BUY SOMETHING!”

25. Questions & Answers