Marcy Mitchell is an internet marketing consultant who owns MTECH Internet Marketing. She discussed how marketing has changed with a focus on social media and publishing engaging content. She provided two case studies of local companies utilizing these new marketing strategies effectively: 1) Growing Spaces, a greenhouse manufacturer, saw a 66% sales increase using blogs, video, social media, and lead generation; 2) Tarryall River Ranch implemented a blog, social media, and video strategy that increased website traffic by 33% and Facebook traffic by 2000%. Overall, she emphasized researching customers, providing valuable content, tracking results, and capturing leads.

1. By Marcy Mitchell
www.mtechbd.com
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2.  Internet Marketing Consultant
◦ Owner of MTECH Internet Marketing- 16 years
O f I M k i
 Web site development/ Search engine optimization
 Social Media
 Internet marketing consultant (PPC, SEO, Marketing plans)
◦ Internet Marketing Director for a number of leading
real estate firms & community websites
(DurangoDowntown.com & Pagosa.com)
( g g )
◦ Former Vice Chair of Pagosa Tourism (TTC)
◦ Certified Marketing for Smarties Coach
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3. 1. How has marketing changed?
2.
2 How does new social marketing fit
into my overall strategy?
3. How are local companies using
these tools?
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4. 4

5. Marketers are starting to think like publishers and
socializers and less like advertisers.
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6. 6

7.  Web Site is a Communication Tool
 What Message Are Your Sending?
 What is Your Unique Positioning?
 Shift from “Online Brochure” to “Lead Generation”
 Unique Landing Pages/ C ll to Action
U i L di P / Call A i
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8.  Where do Your Fish Swim?
 What information/resources are your customers
looking for?
g
 Can Social Media alone tell your story?
 Use of Whitepapers, video and webinars
 Tie leads into Customer Relationship
Management (CRM)
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9.  50% spending less than $2500/yr on marketing
 70% using Facebook for marketing (up 20%) –
37% rate it as one of the most effective tools
 40% rate Google Search as top three
 40% use Twitter for marketing
 Top three – Social, Search and Email
 During 2010, print dropped 33%, Yellow pages
down 18% and direct mail decreased 26%
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10. 10

11. How Does Social
Media Fit Into
My Overall
Marketing
M k ti
Strategy?
gy
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12.  Facebook, Twitter, YouTube are not
F b k T itt Y T b t
strategies…they are media channels
 Consistent Message
 Blogs tie into Social Media and WebSite
 Audience – 55+ uses Social Media differently
than 30-45
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13.  SEO Always
changing –
ongoing strategy
 Relevance &
Authority
A h i
 Quality In-Bound
Leads
 Google and Bing
include social
media results
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14.  Staff – Time : Will you commit to it consistently?
 Incorporate Video, Photos, “Fun”
 How Best Does it Fit Your Brand?
 Incorporate it with “Compelling Offers”
 Combine it with Email, Website Contests
 Evaluate “Campaigns” instead of just
“Channels”
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15. 1. Growing Spaces – Manufacturer of
Geodesic Growing Dome Greenhouses
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2 Tarryall River Ranch – Colorado
dude ranch in Central Colorado - Tourism
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16.  Growing Domes® for
homes, universities,
schools, & companies
 Two websites
 Dreamweaver
 WordPress Blog
 Facebook, Twitter
 You Tube Channel
 PPC & F
Facebook
b k
Ads
 SEO
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17.  Launched Early 2010
 200+ Comments
 Connect with current customers
 Provide a resource for
gardening tips
 New videos of projects
 Special offers
 Link back to Website, Facebook
and Twitter
 Long-Tail keywords, (i.e.
greenhouse garden tank)
 Increased content for SEO
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18.  In 18 months, grew to
724+ “likes”
 Customers post photos
 Company gets feedback
 Special offers get posted
 Robust “Testimonials”
 Provides credibility
 Respond to “conflicts”
 Links back to website
 Photo Galleryy
 Sold 2 large domes
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19. • Developed Channel in
mid-2010
• 304+ Subscribers
• 9 053+ Channel Views
9,053+
• Garden Talk –
gardening tips
• Videos uploaded here
p
get added to blog and
embed in website
• 188,856 upload views
• Channel and Video
comments
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20.  p
Sales are up 66% in 2011 vs. 2010
 CRM set up in 2010 to capture leads and
measure marketing results
 Google analytics installed to track visitors,
location,
location bounce rate & more
 Set up Targeted Landing Pages to increase
leads & Compare Advertising ROI
 Leads up 300% over 2010
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21.  Colorado dude ranch
 New WordPress CMS &
Blog August 2011
 Trained Staff to update
 Marketing Plan
 Facebook, Twitter,
YouTube
 Landing Pages/Forms
 SEO – GGoogle up 99%
l
 Visits up 33%
compared to 2010
p
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22.  Internal to Site
 Facebook & Twitter
link to blog posts
 Use same articles for
Email newsletter
 Ranch Reviews
 Long-Tail Keywords
for blog articles
 Increased pages and
content
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23.  Started in 2011
 293 Likes
 Customers post photos
 Customer
Comments/Reviews
 Links to Blog articles
 Share Industry Articles
Sh I d t A ti l
– DRA “liked” articles
 Facebook traffic to
website up 2000%!
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24.  Started in Dec 2010
 185 Channel Views
 6,601 Upload Views
 Videos of Cabins
 Videos of Customer
Testimonials
 Post Videos Here
th E b d on
then Embed
Website
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25.  Understand that marketing shifts require a NEW
WAY OF THINKING
 RESEARCH & LISTEN to your customers
 Remember new marketing is about attracting
clients through VALUABLE CONTENT &
INTERACTIVITY
 Discover Your Unique Message & remember
BRANDING
 Track EVERYTHING & Capture Leads
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