Planning Your Online Marketing

What’s On Tap
 Definitions
 Why market online
 Who should not market online
 Why the old way is old
 Building your plan
 Setting Goals
 Asset leverage
 Strategic plan
 Tracking
 Tweaking
 Growing

T H I S I S S U P E R C O O L
I T ’ S N O T T H E O N L Y W A Y
I ’ M N O T S A Y I N G I T ’ S R I G H T F O R Y O U
I ’ M J U S T S A Y I N G I T ’ S S U P E R C O O L
Disclaimer

Online Advertising Definition
 Online advertising, also called Internet advertising, uses the Internet to
deliver marketing messages to consumers.
 It includes ____________, __________________,
_________________, many types of ______________
(including ________ advertising), and _____________.
email marketing search engine marketing
social media marketing display advertising
mobile advertisingweb banner
Source: Wikipedia.org

Social Media Definition
 Forms of electronic communication through which users create online
communities to share information, ideas, personal messages, and other
content
 Types of social media include:
 ____________________________________
 __________________________________
 _____________________
 _______________________
Source: Merriam-Webster.com
Social Networks (Facebook, LinkedIn, Twitter)
Media Sharing (YouTube, Instagram, Flickr)
Blogs (WordPress, Blogger)
Blog Comments and Forums

In 2011, Internet advertising revenues in
the United States surpassed those of
___________ and nearly exceeded
those of ______________
Wikipedia.org
In ____, Internet advertising revenues
in the United States totaled $36.57
billion, a ___________ over 2011
Wikipedia.org
Email marketing spend grows ____
year over year
Forrester.com
____ of businesses increased their
social spend over the last year
Entreprenure.com
2012
15.2% increase
cable television
broadcast television
56%10%

50% of Facebook users check their
profile ________ , 23% check
__ times or more
Socialmediatoday.com
B2B companies that blog ______/mo
generate ____ more leads than those
who don’t
hubspot.com
As of December 2013 there were over
____ million websites
internetlivestats.com
_______ blog posts are written
each day
digitalbuzzblog.com
every day
5
only 1-2x
70%
672
2 million

___ of businesses use social media to
drive growth, ___ plan to use it in
the future
Entreprenure.com
____ of marketers gaining a new
customer through Facebook this year
alone, ____ through Twitter
Socialmediatoday.com
Only ___ of businesses who use social
media feel they use it effectively
Harvard Business Review
Businesses that use email marketing
and social media achieve ____ higher
email open rates
verticalresponse.com
81%
9%
54%
36%
12%
28%

Build a bridge to your customers.
Why Market Online?
Your
Audience
Closed
Business
Facebook
Email &
Direct Mail
Blog &
Website
Print
Advertising
Other possible digital components of your marketing bridge:
Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords

Don’t just build a bridge, cast a net.
Why Market Online?
Your
Audience
Closed
Business
WEBSITE
Blog
Email
& Direct Mail
Facebook
Print
Advertising

Who should
not do it?
If you don’t have a
website

Who should
not do it?
website
plan

Who should
not do it?
website
plan
If you don’t plan on
tracking

Who should
not do it?
website
plan
If you don’t plan on
tracking
If you’re looking for a
miracle

What to expect
 It ________ to really make an impact on your sales pipeline
(just like all other marketing activities)
 It _________, at the very least time and your time is worth
money
 A ___________, it’s not as straight forward as they want you
to believe it is
 It is ______________ so it can be modified for better results
 To _________________
 Save you ____ and make you _____ in the ______
takes time
costs money
learning curve
incredibly trackable
know when it’s working
time money long run

Transition
from Sales
Funnel to
Hour Glass
A cultural sales shift from
hunting to farming.

Awareness:
customer identification of a need and
the realization that your business can
potentially fulfill it
Consideration:
customer evaluation of how your
offering meets this need, including the
evaluation of offerings from other
businesses
Preference/Intent:
a customer’s logical and emotional
inclination towards one solution or
another, ultimately leading to a
purchasing decision
Purchase/Repurchase:
the action of ordering and buying from
your business or the emotional and
logical process that (hopefully) leads to
a repeat purchase
4
Purchase
Repurchase
3Preference/Intent
2Consideration1Awareness

News/Media/PR
SEO
Email
Research/White Papers
Infographics
Social Networking
Webinars
Forums
Online Video
Document Sharing
Q&A Sites
Word of Mouth
Blogs + Blogging
Direct Traffic
Comment Marketing
Direct/Referral Links
Podcasting
Social Bookmarking
Dating Tool Kit

Goals
Asset
Leverage
Market
Review
Strategic
Plan
Tracking
Tweaking
Growing
Building
Your Plan

Outcomes of a successful campaign.
Exposure &
Branding
Lead
Generation
Promotions
Rise in SEO
Building
Relationships
Building
Credibility
Increase
Growth
Defining Your Why

Poor Goals Example
 Increase traffic to my website
 Increase Facebook fans
 Keeping up with the Jones’
These are poor goals because
they:
• Are only outcomes of advertising
activities
• Lack action plans
• Do not share a purpose
• Are advertiser centered
-
-
-

Good Goals Examples
 Reach a new demographic by increasing traffic to our website by offering unbiased
resources geared towards young couples buying their first home so they will feel
empowered, comfortable and supported throughout the home buying process.
Building a relationship with our viewers so they will be more likely to work with us
when they’re ready to buy.
 Increasing traffic to our website using social media outlets for our online service
estimator to allow those looking for services to get an instant quote, enabling us to
gather lead information and prequalify leads, saving visitors and the sales staff
time.
+
+

Preheat oven for long term success
Prep a customer centric pan
One cup outcome
One cup action plan
Two cups clear purpose
(one cup your agenda, one cup their agenda)
Serve warm and review often
Goals
Recipe

What is your online marketing goal?

Leverage
Your
Marketing
Assets
Anything your company has
that can be utilized to create
reach.
Reach can be:
• Bought
• Borrowed
• Built
Client & Non-Client Contacts
• Email List
• Mailing Address List
• Facebook Friends/Fans
• Twitter Followers
• Blog Followers
• Email Subscribers
Capital
• Services for Trade
• Funds to Invest
Staff
• Sales
• Designers
• Writers
• Delivery Truck Drivers
• Interns
• Kids
Ready Made Marketing Materials
• Previously Designed Ads
• Testimonials
• Portfolio Photos
• Ad Specialty Items
Sphere of Influence
• Strategic Alliances
• BNI Chapter
• Rotary Group
• Neighborhood Association
• Church
• Gym
• Country Club
Location
• Shared Building Space
• Signage
• Window/Display Space
• Sidewalks
Equipment
• Printer
• Company Cars
• CRM
• Smart Phones
Processes
• Checkout
• Sales

What are your marketing assets?
 Staff
 Email Lists
 Social Media Audience
 Within Key Processes
 Non-Client Contacts
 Money/Trade
 Location
 Mailing Lists
How the message will be delivered:
Use your assets to cost effectively deliver your message.

How can you use your assets to build more assets?
Builder vs. Driver

Which assets will be most effective to deliver your
message?
What are your building activities?
What are your driving activities?

Market Review
Interests
Income
Gender
Education
Level
Communication
Style
Life Style
Age
Location
Relationship
Who are you
speaking to?
What value can you
create that will help a
person at a specific
point in their life make
a decision to use your
service?

All marketing content is essentially composed to achieve the
same goal:
To get people to read it.

Marketing Writing Rules
1. _________ just have to write about what you do.
2. ___________ to write about topics of value to your audience.
3. When trying to reach to ________ you end up touching to ______ at all.
4. Consider creating ____________ to help you see yourself in the shoes of
your target market.
You don’t
You do have
everyone no one
buyer personas
SBDC offers services to assess your current clients and their media preferences

Direct Sales
 Promotions/Deals
 Price driven decisions
 Commodities
 Commercials
 Timely
 Sales Persons Enforce
3Preference/Intent
4
Purchase
Repurchase

Indirect Sales
 Testimonials
 Photo Galleries
 Writing
 Newsletters
 Success Stories
 Customer Surveys
3Preference/Intent
4
Purchase
Repurchase

Thought Leader
Industry Expert
 Tutorials
 Authoring
 Guides
 White Papers
 Books
 Trend & Comparison
Reports
 FAQ’s
 Industry news 2Consideration
1Awareness

____ percent of small to medium businesses
found ________________ most valuable to
consume and share, while _________ and
______from both customers and industry experts
followed closely behind.
http://www.entrepreneur.com
79%
industry-specific news
testimonials
reviews

“When the only tool you have in your tool box is a
sledgehammer everything starts to look like a rock.”
-Bob Rae

StrategicPlanComponents
Website
Blog (Yours or Others)
Email Marketing (Yours or Others)
Offerings
Social Media
Integration Software
Advertisements
Online dating tools
Traffic generating
tool box

StrategicPlanComponents
Website
Offerings
Social Media
Advertisements

Website
Professional, clean, easy
to navigate
(1) http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only

Website
to navigate
Calls to action

Website
to navigate
Calls to action
Work on all browsers
AND phones
25 percent1 of mobile web users
never or infrequently use the
desktop to search the web.

Website
to navigate
Calls to action
AND phones
Incorporate keywords

Website
to navigate
Calls to action
AND phones
Incorporate keywords
Tracking system

Blog
Integrated with your
website
Blog Posts = Pages
Pages = Contacts
Companies with 51-100 pages generate 48% more
traffic than companies with 1-50 pages.

Blog
website
Provide timely, relevant
and useful information to
your visitors

Blog
website
your visitors
Easy to share via social
media

Blog
website
your visitors
media
CTA on each blog post

Blog
website
your visitors
media
Easy to subscribe to via
email or rss

Blog
website
your visitors
media
email or rss
Regularly updated
Companies who blog 15 or more times per month
get 5x more traffic than companies who don’t blog
B2B companies that blog only 1-2x/month
generate 70% more leads than those who don’t

Blog
website
your visitors
media
email or rss
Regularly updated
Easy to interact with (?)

How much should you plan on blogging?
Depends on your growth goals
At least one to two times per month
Optimally one to two times per week

Email
Marketing
Work to drive people back
to the website

Email
Marketing
to the website
Consistent branding

Email
Marketing
to the website
Consistent branding
Consistent and timely
delivery

Email
Marketing
to the website
Consistent branding
delivery
Compliment your
blogging efforts

Email
Marketing
to the website
Consistent branding
delivery
Compliment your
blogging efforts
Promote offerings and
events

Email
Marketing
to the website
Consistent branding
delivery
Compliment your
blogging efforts
Promote offerings and
events
Trackable

Offerings
Relative to customer
needs at each point in the
buying cycle
Downloadable or
generated online
Provide value to customer
Original
Repurpose blog content
Examples
 Survey or research
results
 White papers
 Templates
 How-to guides
 E-books
 Webinars
 Service estimators

Every Offer
Must Have
A _________
A _________ with:
1) A clear ________ of offer
2) A ____ of the offering
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
call to action

Every Offer
Must Have
A _________
A _________ with:
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
landing page
description
call to action

Every Offer
Must Have
A _________
A _________ with:
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
landing page
description
photo
call to action

Every Offer
Must Have
A _________
A _________ with:
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
landing page
description
photo
lead form
call to action

Every Offer
Must Have
A _________
A _________ with:
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
landing page
description
photo
lead form
call to action
navigation

Every Offer
Must Have
A _________
A _________ with:
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
landing page
description
photo
lead form
call to action
thank you
navigation

Every Offer
Must Have
A _________
A _________ with:
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
landing page
description
photo
lead form
call to action
thank you
email
navigation

Every Offer
Must Have
A _________
A _________ with:
3) A _______
4) No ________
A _______ page
A thank you _____
A way to _____________
landing page
description
photo
lead form
call to action
thank you
email
track submissions
navigation

How many offerings do you need?
Companies see
a 55% increase
in leads from
increasing
landing pages
from 10 to 15

How many offerings do you need?
Depends on your growth goals
At least quarterly
Optimally every other month

Strategic Plan ComponentsWebsite
Offerings
Social Media
Advertisements

Social Media
 Be where your clients and
prospects are engaging
 Share information that’s
important to them
 Consistently and regularly
update
 Speak to them and with them
 Respond
 Pick one or two and excel
 Drive traffic to your
website/blog

What to write.
Social Media Rule of Thirds:
A balanced approach to sharing
content with the rule of thirds:
 Promotes a well rounded
relationship
 Talking about you as a person or
company
 Promoting your content or services
 Positioning you as an industry
resource
33.3%
Personal or
Professional
Interactions
33.3% Brand
Promoting Posts
33.3%
Industry
Related Posts
from an
Outside
Source

Facebook
Most used social platform,
71% of online adults use it
45% of internet users age 65
or older now use Facebook
up 10% from 2012
More women then men
Young adults

Facebook Impact on Traffic
The average
company saw a
185% increase in
traffic after
crossing 1,000
Facebook likes

Pinterest
Usage up 6% since 2012
Skews towards the affluent
and more educated
Women are 5 times more
likely to be in the site than
men (33% of online women
are on Pinterest)
Ages 18-49

Twitter
Twitter users doubled from
2010-2112 and increased 2%
to 18% of adult internet uses
in 2013
Men and women nearly
equally
Mainly under 50, and
predominately 18-29, high
usage by African Americans
More urban-dwellers than
suburban and rural

Twitter Impact on Traffic
Companies with
51-100 followers
generate 106%
more traffic than
those with 25 or
fewer

LinkedIn
Usage is especially high
among people with a college
degree or higher
Annual household income of
$75,000 or more
Usage among 50-64 year
olds is higher than usage
among those ages 18-29

Google1
Avg 67% of the US search
market, 62% in Missouri
Bing only has 18%, Yahoo
11%
Google+2
More men than women
Middle class $30,000-
$149,000
Largest user group is
age 25-34
(1) http://money.cnn.com/2013/08/20/technology/enterprise/google-states/index.html (2) Source: http://www.flowtown.com/blog/whos-using-google

Where is your
target market?
Social Media Demographics Source:
http://www.pewinternet.org/2013/12/30/demographics-of-
key-social-networking-platforms/

How often do you need to post?
At least every other day
Optimally two times or more per day
Strive for quality over quantity
You can re-post about the same topic

 Can piece together with
website or use an outside
system
 Free and subscription options
are available

Must Have Nice to Have
 Track leads
 Possible automation
 Lead scoring
 List segmentation
 Email marketing
 Social media monitoring
 Integrate with website
 Create an email form
 Receive notifications that a new
person has downloaded content
 Submit leads to a database
 Ability to export leads

Popular DIY Advertising Mediums
is from Advertising
85%
Of Facebook’s Q1’13
Revenue
is from Advertising
97%
Of Google’s
Revenue

 Types of ads
 Page post _____ ad
 Page post ___ ad
 Page post ___ ad
 ____ ad
 ______ ad
 Page ___ ad
photo
link
Domain
like
text
Event
Engage with page, post or website
Engage with page or post
Engage with FB event
Engage with website
Like page

Post Promotion/Boost Post Ads
 Bumps your post higher than it would otherwise
appear in your audience’s news feeds.
 Starts at $15.00.
 New in May 2012.
 Increases the likelihood that people will:
 See your message in their news feed.
 Become aware of your business.
 Respond to your offer or sales promotion.

_____ AdsSearch
Search ads are placed ____
to or _____ ______ Google
search results.
next
above relevant

______Ads
Display ads are placed on the
Google Ads ____________
is a large group of ______
and other products, like
___________ and ____,
who have partnered with
Google to display Ad Words
ads.
Ad Types Available:
____ & _______
Display
Display Network
websites
email programs blogs
DisplayText

Comparison
 Great for promoters, ok for
prospects
 Costs less but tends to generate
less traffic to site
 Limited format options
 Easier to use and track
 Drive traffic to site
 Reach out to current
customers to build referrals
 Great for prospects
 Costs much more but
generates more traffic to the
site
 Lots of format options
 More complicated to use and
track
 Drive traffic to website
 Place in search results

Biggest Excuse for Not Tracking:
Fear of Failure

My favorites:
How to Track
Use a _______Software

 _______ page views
 ______ visit duration
 _____ bounce rate
 _______ pages per visit
 _____ return visitors
Increase
Longer
Lower
Increase
More
Measuring for Engagement
= Good visitor engagement

How will you measure the success of your campaign?
o Number of hits to your website
o Low bounce rate
o Number of pages visited
o Amount of time on site
o Number of returning visitors
o Follower head count
o Leads generated
o Lead quality
o Closed business
o Revenue generated
o SEO ranking improvements
Measuring Success
Exposure &
Branding
Lead
Generation
Promotions
Rise in SEO
Building
Relationships
Building
Credibility
Increase
Growth

Not Tracking Costs You
More Money
Than Marketing

Focus on what’s working and do more of it!
 Tweak layout for landing
pages
 Tweak call to action buttons
 Give viewers more of what
they like
 Don’t let pride get in the way
of success
 Keep up with your
competition and industry
trends
 Add more assets to campaigns
and mediums that work
 If you don’t know what’s
working ask for help
Tweaking

Growing
 Add new mediums as they are built and become appropriate
 Recycle content throughout additional mediums
 Grow your reach to grow promoters and grow your business

What’s On Tap
 Definitions
 Why market online
 Who should not market online
 Why the old way is old
 Building your plan
 Setting goals
 Asset leverage
 Strategic plan
 Tracking
 Tweaking
 Growing

 http://www.entrepreneur.com/article/231515
 http://www.sas.com/resources/whitepaper/wp_23348.pdf

Planning Your Online Marketing

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Viewers also liked

Viewers also liked (6)

Similar to Planning Your Online Marketing

Similar to Planning Your Online Marketing (20)

More from MayeCreate Design

More from MayeCreate Design (20)

Recently uploaded

Recently uploaded (20)

Planning Your Online Marketing

Editor's Notes