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Planning Your Online Marketing
Here are the key components of a strategic plan for online marketing: - Website: Professional, clean, easy to navigate with calls to action and works on all devices. Incorporate keywords and tracking. - Blog: Integrated with website, provides timely and relevant content, easy to share on social media with calls to action on each post and easy email subscription. Regularly updated content. - Email Marketing: Drives people back to website with consistent branding, timely delivery that complements blog and promotes offerings/events. Trackable. - Offers: Valuable downloads/content relative to customer needs at each stage, original or repurposed from blog with landing pages, descriptions and calls to action.
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Planning Your Online Marketing
- 1. Planning Your OnlineMarketing
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- 4. 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
- 5. T H IS 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
- 6. 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
- 7. 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
- 8. In 2011, Internetadvertising 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%
- 9. 50% of Facebookusers 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
- 10. ___ of businessesuse 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%
- 11. Build a bridgeto 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
- 12. Don’t just builda bridge, cast a net. Why Market Online? Your Audience Closed Business WEBSITE Blog Email & Direct Mail Facebook Print Advertising
- 13. Who should not doit? If you don’t have a website
- 14. Who should not doit? If you don’t have a website If you don’t have a plan
- 15. Who should not doit? If you don’t have a website If you don’t have a plan If you don’t plan on tracking
- 16. Who should not doit? If you don’t have a website If you don’t have a plan If you don’t plan on tracking If you’re looking for a miracle
- 17. 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
- 18. Transition from Sales Funnel to HourGlass A cultural sales shift from hunting to farming.
- 19. Awareness: customer identification ofa 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
- 20. News/Media/PR SEO Email Research/White Papers Infographics Social Networking Webinars Forums OnlineVideo Document Sharing Q&A Sites Word of Mouth Blogs + Blogging Direct Traffic Comment Marketing Direct/Referral Links Podcasting Social Bookmarking Dating Tool Kit
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- 22. Outcomes of asuccessful campaign. Exposure & Branding Lead Generation Promotions Rise in SEO Building Relationships Building Credibility Increase Growth Defining Your Why
- 23. 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 - - -
- 24. 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. + +
- 25. Preheat oven forlong 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
- 26. What is youronline marketing goal?
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- 28. Leverage Your Marketing Assets Anything your companyhas 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
- 29. What are yourmarketing 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.
- 30. How can youuse your assets to build more assets? Builder vs. Driver
- 31. Which assets willbe most effective to deliver your message? What are your building activities? What are your driving activities?
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- 33. Market Review Interests Income Gender Education Level Communication Style Life Style Age Location Relationship Whoare 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?
- 34. Who is yourtarget market?
- 35. All marketing contentis essentially composed to achieve the same goal: To get people to read it.
- 36. 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
- 38. Direct Sales Promotions/Deals Price driven decisions Commodities Commercials Timely Sales Persons Enforce 3Preference/Intent 4 Purchase Repurchase
- 39. Indirect Sales Testimonials Photo Galleries Writing Newsletters Success Stories Customer Surveys 3Preference/Intent 4 Purchase Repurchase
- 40. Thought Leader Industry Expert Tutorials Authoring Guides White Papers Books Trend & Comparison Reports FAQ’s Industry news 2Consideration 1Awareness
- 41. ____ percent ofsmall 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
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- 43. “When the onlytool you have in your tool box is a sledgehammer everything starts to look like a rock.” -Bob Rae
- 44. StrategicPlanComponents Website Blog (Yours orOthers) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements Online dating tools Traffic generating tool box
- 45. StrategicPlanComponents Website Blog (Yours orOthers) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements
- 46. Website Professional, clean, easy tonavigate (1) http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only
- 47. Website Professional, clean, easy tonavigate Calls to action (1) http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only
- 48. Website Professional, clean, easy tonavigate Calls to action Work on all browsers AND phones (1) http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only 25 percent1 of mobile web users never or infrequently use the desktop to search the web.
- 49. Website Professional, clean, easy tonavigate Calls to action Work on all browsers AND phones Incorporate keywords (1) http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only
- 50. Website Professional, clean, easy tonavigate Calls to action Work on all browsers AND phones Incorporate keywords Tracking system (1) http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only
- 51. StrategicPlanComponents Website Blog (Yours orOthers) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements
- 52. Blog Integrated with your website BlogPosts = Pages Pages = Contacts Companies with 51-100 pages generate 48% more traffic than companies with 1-50 pages.
- 53. Blog Integrated with your website Providetimely, relevant and useful information to your visitors
- 54. Blog Integrated with your website Providetimely, relevant and useful information to your visitors Easy to share via social media
- 55. Blog Integrated with your website Providetimely, relevant and useful information to your visitors Easy to share via social media CTA on each blog post
- 56. Blog Integrated with your website Providetimely, relevant and useful information to your visitors Easy to share via social media CTA on each blog post Easy to subscribe to via email or rss
- 57. Blog Integrated with your website Providetimely, relevant and useful information to your visitors Easy to share via social media CTA on each blog post Easy to subscribe to via 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
- 58. Blog Integrated with your website Providetimely, relevant and useful information to your visitors Easy to share via social media CTA on each blog post Easy to subscribe to via email or rss Regularly updated Easy to interact with (?)
- 59. How much shouldyou plan on blogging? Depends on your growth goals At least one to two times per month Optimally one to two times per week
- 60. StrategicPlanComponents Website Blog (Yours orOthers) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements
- 61. Email Marketing Work to drivepeople back to the website
- 62. Email Marketing Work to drivepeople back to the website Consistent branding
- 63. Email Marketing Work to drivepeople back to the website Consistent branding Consistent and timely delivery
- 64. Email Marketing Work to drivepeople back to the website Consistent branding Consistent and timely delivery Compliment your blogging efforts
- 65. Email Marketing Work to drivepeople back to the website Consistent branding Consistent and timely delivery Compliment your blogging efforts Promote offerings and events
- 66. Email Marketing Work to drivepeople back to the website Consistent branding Consistent and timely delivery Compliment your blogging efforts Promote offerings and events Trackable
- 67. StrategicPlanComponents Website Blog (Yours orOthers) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements
- 68. Offerings Relative to customer needsat 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
- 69. 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
- 70. 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 _____________ landing page description call to action
- 71. 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 _____________ landing page description photo call to action
- 72. 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 _____________ landing page description photo lead form call to action
- 73. 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 _____________ landing page description photo lead form call to action navigation
- 74. 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 _____________ landing page description photo lead form call to action thank you navigation
- 75. 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 _____________ landing page description photo lead form call to action thank you email navigation
- 76. 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 _____________ landing page description photo lead form call to action thank you email track submissions navigation
- 77. How many offeringsdo you need? Companies see a 55% increase in leads from increasing landing pages from 10 to 15
- 78. How many offeringsdo you need? Depends on your growth goals At least quarterly Optimally every other month
- 79. Strategic Plan ComponentsWebsite Blog(Yours or Others) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements
- 80. Social Media Bewhere 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
- 81. What to write. SocialMedia 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
- 82. Facebook Most used socialplatform, 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
- 83. Facebook Impact onTraffic The average company saw a 185% increase in traffic after crossing 1,000 Facebook likes
- 84. 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
- 85. Twitter Twitter users doubledfrom 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
- 86. Twitter Impact onTraffic Companies with 51-100 followers generate 106% more traffic than those with 25 or fewer
- 87. LinkedIn Usage is especiallyhigh 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
- 88. Google1 Avg 67% ofthe 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
- 89. How Many isToo Many
- 90. Where is your targetmarket? Social Media Demographics Source: http://www.pewinternet.org/2013/12/30/demographics-of- key-social-networking-platforms/
- 91. How often doyou 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
- 92. StrategicPlanComponents Website Blog (Yours orOthers) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements
- 93. Integration Software Canpiece together with website or use an outside system Free and subscription options are available
- 94. Must Have Niceto Have Track leads Possible automation Lead scoring List segmentation Email marketing Social media monitoring Integrate with website Integration Software Create an email form Receive notifications that a new person has downloaded content Submit leads to a database Ability to export leads
- 95. StrategicPlanComponents Website Blog (Yours orOthers) Email Marketing (Yours or Others) Offerings Social Media Integration Software Advertisements
- 96. Popular DIY AdvertisingMediums is from Advertising 85% Of Facebook’s Q1’13 Revenue is from Advertising 97% Of Google’s Revenue
- 97. Types ofads 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
- 98. Post Promotion/Boost PostAds 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.
- 99. _____ AdsSearch Search adsare placed ____ to or _____ ______ Google search results. next above relevant
- 100. ______Ads Display ads areplaced 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
- 103. Comparison Great forpromoters, 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
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- 105. Biggest Excuse forNot Tracking: Fear of Failure
- 106. My favorites: How toTrack Use a _______Software
- 107. _______ pageviews ______ visit duration _____ bounce rate _______ pages per visit _____ return visitors Increase Longer Lower Increase More Measuring for Engagement = Good visitor engagement
- 108. How will youmeasure 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
- 109. Not Tracking CostsYou More Money Than Marketing
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- 111. Focus on what’sworking 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
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- 113. Growing Add newmediums as they are built and become appropriate Recycle content throughout additional mediums Grow your reach to grow promoters and grow your business
- 114. 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
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Editor's Notes
- #19 Churches have understood this concept for centuries why don’t businesses?
- #21 Dating notmarrying, these are online dating tools
- #22 I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
- #23 Process: Getting creativity out isn’t easy. It takes time and practice to develop a process. Use young designer analogy.
- #24 Don’t go to church just because everyone else is, you won’t necessarily go to heavenYou think these things = more business but if not done correctly they won’t, #’s don’t equate to closed business
- #25 Color key for different components, measure against the formula
- #28 I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
- #33 I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
- #43 I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
- #44 Here’s what you need, and how to make the assets into what you need
- #53 Tell about super bowl post
- #54 Tell about super bowl post
- #55 Tell about super bowl post
- #56 Tell about super bowl post
- #57 Tell about super bowl post
- #58 Tell about super bowl post
- #59 Tell about super bowl post
- #105 I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
- #111 I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale
- #113 I’m going to over simplify things to keep this an over view discussion and help you see how anyone can do this on a big or small scale