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Online marketing plan
- 1. INTERNET MARKETING Why we have to be there
- 2. MARKETING BUDGETS “Half themoney I spend on advertising is wasted. The trouble is, I don’t know which half.” - John Wanamaker, 1893
- 3. THE OLD MARKETINGKIT BAG • Print flyers and hand them out • Send a letter to a list of contacts • Advertise on TV • Advertise on the radio • Advertise in the newspaper
- 4. THE OLD MARKETINGKIT BAG • Print flyers and hand them out • Send a letter to a list of contacts These methods are designed • Advertise on TV to interrupt • Advertise the end user, effectively on the radio pushing the offer to them • Advertise in the newspaper
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- 6. THE TROUBLE WITH.. • Printing Flyers: You have to find someone to give it to and they often just sit on a shelf
- 7. THE TROUBLE WITH.. • Printing Flyers: You have to find someone to give it to and they often just sit on a shelf • Direct Mail: You have to know who to send it to and 44% of direct mail goes in the bin without opening it.
- 8. THE TROUBLE WITH.. • Printing Flyers: You have to find someone to give it to and they often just sit on a shelf • Direct Mail: You have to know who to send it to and 44% of direct mail goes in the bin without opening it. • Advertising on TV: It’s hard to measure and is difficult to know who is watching your ad on the channel you’ve chosen.
- 9. THE TROUBLE WITH.. • Printing Flyers: You have to find someone to give it to and they often just sit on a shelf • Direct Mail: You have to know who to send it to and 44% of direct mail goes in the bin without opening it. • Advertising on TV: It’s hard to measure and is difficult to know who is watching your ad on the channel you’ve chosen. • Advertising on the Radio: It’s hard to measure and you rely on the right person listening at the right time (and making note of how to contact you).
- 10. THE TROUBLE WITH.. • Printing Flyers: You have to find someone to give it to and they often just sit on a shelf • Direct Mail: You have to know who to send it to and 44% of direct mail goes in the bin without opening it. • Advertising on TV: It’s hard to measure and is difficult to know who is watching your ad on the channel you’ve chosen. • Advertising on the Radio: It’s hard to measure and you rely on the right person listening at the right time (and making note of how to contact you). • Advertising in the Newspaper: It’s hard to measure and it’s one off - yesterday’s news is in the bin.
- 11. NEWSPAPER To run anad this big in the Northside Chronicle costs $705 for 1 ad There's a reason that newspapers are closing down all over the world
- 12. TRADE SHOWS • How often do you hear a sales rep say how great a trade show was and how many clients we got out of that one event? • Trade shows are not a one-off event, they are just another way to make an initial contact. The sale comes from the follow up. • Lastyears Launtex event cost Bridgeworks $10k.
- 13. WHAT GOES INTOA TRADE SHOW • Event registration fees • Accommodation, meals, travel for staff • Printed flyers • Event stands and displays • Salaries (the biggest cost is almost always over-looked) • Promo items - people go to trade shows to get free stuff. Are these the right people then? And do we want to compete on who has the better stress ball or branded pens?
- 14. WHAT GOES INTOA TRADE SHOW • Event registration fees Divide the cost by the • Accommodation, meals, travel for staff number of Leads. There are • Printed flyers better ways to get leads. • Event stands and displays • Salaries (the biggest cost is almost always over-looked) • Promo items - people go to trade shows to get free stuff. Are these the right people then? And do we want to compete on who has the better stress ball or branded pens?
- 15. THE NEW MARKETINGKIT BAG •BW Website • YouTube •Google search results • Paypal •Google Ads • Twitter •Facebook • Pinterest Advertising on these sites is typically Pay Per Click (PPC). Meaning we only pay when someone clicks on our ad.
- 16. ALL OF THE NEW METHODS ARE MEASURABLE
- 17. 89.8% OF AUSTRALIANSUSE THE INTERNET Source: http://www.internetworldstats.com/stats6.htm
- 18. SOCIAL MEDIA ISFOR EVERYBODY Social Media Reach Across Age Groups 90% 2010 2011 84% 83% 83% 79.4% 80% 80% 80% 75% 74.6% 71.6% 70.6% 70% 60% Age 15-24 Age 25-34 Age 35-44 Age 45-54 Age 55+ Source: comScore Media Metrix Worldwide Oct 2011 vs Jul 10
- 19. SOCIAL MEDIA: MALE V FEMALE 90% 2010 2011 83.9% 81% 80% 78.7% 71.7% 70% 60% 2010 2011 2010 2011 Males Females Source: comScore Media Metrix Worldwide Oct 2011 vs Jul 10
- 20. 60% OF AUSTRALIANSUSE FACEBOOK Source: http://www.internetworldstats.com/stats6.htm
- 21. FACEBOOK 1 out of every 5 pages viewed online is on 1 out of every 8 mins spent online in Australia is on Facebook Source: http://www.experian.com/blogs/hitwise/2012/2/2/10-key-statistics-about-facebook/
- 22. FACEBOOK Women take theLion’s Share of Facebook users 54% 46% Source: http://www.socialbakers.com/facebook-statistics/australia
- 23. FACEBOOK CROSSES GENERATIONS Cumulative Growth of Facebook in Australia in Sep / Oct / Nov 2011 80000 70000 3 Months 60000 2 Months 50000 40000 1 Month 30000 20000 10000 0 -10000 -20000 -30000 -40000 Yrs Yrs yrs Yrs Yrs -64 Yrs 16-1 7 1 8-2 4 2 5-3 4 3 5-4 4 4 5-5 4 55 65+ 5 1 3-1 Source: http://www.socialbakers.com/facebook-statistics/australia
- 24. It’s how weconnect Facebook Other 10% of all mobile data usage is on Facebook 0 20 40 60 80 100 Source: http://mashable.com/2011/10/27/iphone-v-android-users/
- 25. OUR FACEBOOK AUDIENCE •214 Likes • If we produce content that they enjoy, they 'Like' it • When they Like it, it appears on their feed to their friends • Therefore our potential first tier audience is 48,000 (the circulation of The Northside Chronicle is 63,000)
- 26. YOUTUBE.COM Over 300hrs of video is uploaded to YouTube every 5 minutes Source: http://www.youtube.com/t/press_statistics
- 27. THE #1 YOUTUBE CHANNEL IN AUSTRALIA • Is a previously unknown 25yr old student from Sydney called Natalie • Natalie has posted 287 videos in 6yrs • Her videos have been watched 427,000,000 times Source: http://www.internetworldstats.com/stats6.htm
- 28. TWITTER 175m/day worldwide Est: 2m Australians use Twitter Source: Dr Axel Bruns, QUT Academic Research 2012
- 29. WHAT’S IT FOR? •Twitter is the new way to communicate online in less than 140 characters • #hashtags: Byusing ‘#’+keyword makes tweets easily discoverable and marks themes • E.g. #qldfloods, #qldvotes
- 30. ONLINE VERSUS OFFLINE • Online shopping is expected to grow twice as fast as as the total retail market over the next 5 yrs • Australians spent $13.6bn online in 2011 • This will be $21.7bn p.a. by 2015 Source: PwC Retail Consumer Report PwC.com.au
- 31. OTHERS TO KNOWABOUT Pinterest: Like Twitter except just using photos. 97% of Image ‘Likes’ are from Women. The best complimentary way to share photos of your business and location. In January 2012 Pinterest drove more referral traffic to websites than YouTube, Google+ and LinkedIn combined. LinkedIn: A social network for Professionals. Over 135 million users worldwide. Great for advertising to people during their work time. Expensive. Google+ : Google’s answer to the Facebook Like. The Google+ button is seen across the internet more than 5 billion times a day. Biggest demographic segment is Male Students.
- 32. THE WEB INYOUR POCKET There are 50% of all more than 200 Australians million YouTube accessing the videos watched Internet are on mobile doing so on a phones every Source: Neilsen Australian Online Landscape Research March 2012 mobile device day
- 33. • 50% of all local web searches are done on a phone • By 2014 mobile internet will overtake desktop internet • Globally more people own a mobile phone than a toothbrush • More than 25% of the world’s mobile phones are smartphones • 86% of smartphone users are watching TV and using their phone at the same time Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/
- 34. LEVEL PLAYING FIELD Wecan now compete with big business through social media and the internet.
- 35. TOP 5 SITESIN AUSTRALIA & HOW WE CAN ADVERTISE ON THEM PPC Advertising PPC Advertising PPC Advertising PPC Advertising Pay Per View Advertising Source: http://www.internetworldstats.com/stats6.htm
- 36. WHAT ARE PEOPLEDOING ONLINE?
- 37. 73% OF ONLINEUSERS READ REVIEWS, DISCUSSIONS AND COMMENTS ON COMPANIES Source: Pew Internet and American Project 2010
- 38. GIVE THEM WHATTHEY WANT • Ifwe create valuable content we are giving the target audience what they want: information. • The # 1 thing people do on Facebook and YouTube is look at photos and videos • Armed with a handheld video camera or a smartphone, we can contribute
- 39. OLD VERSUS NEW IS ALSO PUSH VERSUS PULL IS ALSO INTERRUPTING VERSUS ENGAGING IS ALSO OUTBOUND VERSUS INBOUND
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- 42. OUR MARKETING CHOICE Wecan advertise in one-off magazines, radio ads and newspapers OR We can create items of value for our target audience that have a very long life on our website, and let them come to us
- 43. SHARE OR SOLVE DON'T SELL • To create content that is valuable: • Share your knowledge • Solve their problem • Don't ever, ever sell to them in your content
- 44. SHARE OR SOLVE DON'T SELL • To create content that is valuable: • Share your knowledge Selling in your content makes you look like the person at a dinner party trying to sell something in every conversation • Solve their problem • Don't ever, ever sell to them in your content
- 45. THE RIGHT CONTENT •When inspiration dries up, we risk falling into two equally dangerous traps. If we stop creating new blog posts, videos, ebooks or other content pieces, you turn off a major source of new traffic and leads. • Or, if we start pushing out content that’s a bad fit for our audience, we risk attracting the wrong kind of visitor while driving away good prospects.
- 46. HOW IT WORKS WHAT WE HAVE DONE & STILL NEED TO DO TO IMPLEMENT CONTENT DRIVEN MARKETING 1.Build the buyer persona (Student - done, Employer & JSA - drafted) 2.What are the biggest problems they are trying to solve? I) Eg: Why do they want to get a qualification? II) Eg: What are the real reasons? Intrinsic / Extrinsic / Instrumental 3.What and how do they search for this info: I) I analyzed our Google data for the past 2 years to see how people interact on our website, what their ‘buying path’ was and how they found us. 4.What stages of the buying cycle do they go through I) I have identified 5 stages of the buying cycle. 5.What content can we develop and deliver to help move the prospect through the buying cycle I) Create content that answers their questions and makes it easy for them to buy
- 47. INCREASED CONTENT MEANS INCREASED LEADS • With a small amount of inbound marketing in Jan-Jul we have increased our number of leads and the quality of leads • This inbound marketing was done sparingly whilst eLearning was set up • Efforts could be tripled just on that one target market alone (job seekers) with focus
- 48. INBOUND MARKETING BENEFITS • Inbound marketing gives something that is valuable to the target audience • It improves our search engine rankings, drives traffic to our website, and helps to nurture existing leads. • It lasts longer than a newspaper ad or trade show • Butit can’t be just any content. It has to be relevant, remarkable content.
- 49. WHY WE SHOULDINVEST IN CONTENT MARKETING • Our competitors aren't doing it • Gives us an identity (think the Trainer Videos) • Gets people to share their photos with us (currently our photos get around a 5-10% share rate on our Facebook page with a potential audience of 48,000) • People remember more images than words • Increases referrals and purchases • It costs less to create lasting content than it does to run 1 newspaper ad
- 50. TRAINING ALLOWANCE • Word from a LEC is that there genuinely is no more money. Anywhere. Period. This financial year will be all about cuts from State and Federal. • It is also looking more & more likely that on July 1, 2013 will be the implementation of a Training Allowance, funding attached to individuals and not to employers at all • This poses two changes expected in 2013 • We need to increase our marketing to end users as they are the ones with the choice • We still have to provide some marketing to employers for those individuals that approach their employer about training • We need to start this process now. • There will be drastic consolidation in the RTO space in the next 12 months, and whoever survives stands to gain significant market share.
- 51. MARKETING CONTRIBUTION • TheBridgeworkswebsite is attracting high quality traffic for the Job Seeker market • This is shown by an increase in our lead conversion rate from 1.38% in February to 4.07% in July • We have tested the inbound marketing with job seekers because that was the lowest hanging fruit to chase, and it was capitalising on our existing web traffic (ie - no audience development required) • We should now expand the content on the site to attract Employers in line with the Strategic Plan
- 52. MARKETING CONTRIBUTION JSK Signups Leads Students Conversion Revenue @ $2500/ Marketing Rate student Costs Jan 11 - Jun 12 1,595 1,687 110 6.52% $287,500 $234,000 Jul 11 - Jun 12 830 938 78 8.31% $207,500 $160,000 12/13 Forecast 3000 300 10% $750,000 $200,000 Leads and Signups by month Leads Students 150 112.5 Jul Aug 75 Sep Oct Nov Dec 37.5 Jan Feb Mar Apr 0 May Jun
- 53. MARKETING CONTRIBUTION JSK Signups Leads Students Conversion Revenue @ $2500/ Marketing Rate student Costs Jan 11 - Jun 12 1,595 1,687 110 6.52% $287,500 $234,000 Jul 11 - Jun 12 830 938 78 8.31% $207,500 $160,000 12/13 Forecast 3000 300 10% $750,000 $200,000 Leads and Signups by month Leads Students 150 112.5 Jul Aug 75 Sep Oct Nov Dec 37.5 Jan Feb Mar Apr 0 May Jun
- 54. OUR TARGET AUDIENCES Weno longer have a sales or marketing funnel, we have a linear process and a content matrix. Remove Awareness Alternative Short list About BW Buy Upsell remorse Job Seekers Employers JSA Potential students Current students Past students
- 55. ADVERTISING ON GOOGLE WORKS These are real numbers from a campaign we ran in Darwin, print v online. Online cost substantially less and returned a higher ROI. Newspaper Google Ads Cost $600 $170 Customers 4 2 Revenue $10,000 $5,000 ROI 1,566% 2,824% Darwin is not the hot bed of Internet usage in Australia
- 56. 2012/13 SALES STRATEGY • Lyndal's team have a target of 1,700 traineeships for this FY • They need help with: • Reducing the amount of time spent cold calling (currently 20% of their week, although this will likely increase over the next 6 months as funding changes and we can no longer rely on increasing business from existing clients) • Increasing the number of warm leads from prospective clients • Increasing referrals from student to student • Increasing communication to employers about funding
- 57. MARKETING CAN HELPBY • Creating employer-specific content on our website that talks to all stages of the buying cycle about: • New funding opportunities • Blended learning benefits • Benefits of qualified staff • How to get the most out of Govt Funding • What employers should expect from their RTO • Mining the existing database of employers and existing workers for matches to new funding as it is released • This content will take an investment of time to create, particularly to determine the accurate buying stages • All this content can be made available on the website for new leads, and distributed to the database for existing leads
- 58. AARON'S TARGETS • Achieve sales targets in skill sets for job seekers across QLD and NT • Marketing can help by: • Creatingvaluable content for both job seekers and employers about the benefits of hiring skill-set trained staff • Mining the existing database of employers and job seekers for matches to new funding as it is released
- 59. THE GUNSHOT APPROACH Firemany, hit a few The Internet Approach Use a crosshair, save your bullets, hit the ones that you know are there
- 60. IT ALL STARTSWITH... A website Content More time, less money
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