The document discusses how marketing has changed from relying on mass advertising campaigns and guesswork to using data and technology to better understand customers and target them through online and social media marketing. It recommends using tools like web analytics, link tracking, and QR codes to track campaign results and improve search engine rankings. The goal is to stop guessing with marketing and start using customer data and analytics to optimize campaigns.

1. …….…………………………………………………………………………..………………….….
Use Technology to
Take the Guesswork
Out of Marketing
View or Download: http://bit.ly/StopGuessing

2. …….…………………………………………………………………………..………………….….
Part 1:
How Marketing
Used to Work

3. …….…………………………………………………………………………..………………….….
Pay Big Bucks for Ads
Good luck competing with all that…

4. …….…………………………………………………………………………..………………….….
Try to be found…
Found many new customers this way lately?

5. …….…………………………………………………………………………..………………….….
Send Bulk Mail
How well did that pay off?

6. …….…………………………………………………………………………..………………….….
Hope You Get Lucky
Daddy needs a new alignment rack…

7. …….…………………………………………………………………………..………………….….
Evaluate Results
The spirits say that campaign didn’t work so well…

8. …….…………………………………………………………………………..………………….….
Part 2:
How Marketing
Works Today

9. …….…………………………………………………………………………..………………….….
Where are your customers?
Average Americans spend 36 hours a month online.

10. …….…………………………………………………………………………..………………….….
Most are looking for you
online
www.zeromomentoftruth.com

11. …….…………………………………………………………………………..………………….….
Be there for them
The future is online (and mobile).

12. …….…………………………………………………………………………..………………….….
This rocks for your business
“I wanna market my shop all night!”

13. …….…………………………………………………………………………..………………….….
Everything is tracked.
Big Brother is old news.

14. …….…………………………………………………………………………..………………….….
Targeting is smarter
Not all customers are created equal.

15. …….…………………………………………………………………………..………………….….
Messaging tailored to customers works better.

16. You Can Learn From Results
Every campaign can be better than the last.

17. …….…………………………………………………………………………..………………….….
Part 3:
Know Thy Customer

18. Use Data Like a Candidate
http://www.usatoday.com/money/economy/story/2012-08-24/romney-money-hunt/57268154/1

19. Understand and predict your
customer’s behavior
http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/

20. …….…………………………………………………………………………..………………….….
You can do it too
Knowledge is power. Cliché for a reason.

21. …….…………………………………………………………………………..………………….….
Personalize & Speak Their Language
vs.
Specifics sell. Emotion sells. Use both.

22. …….…………………………………………………………………………..………………….….
Part 4:
Use Social Media
Wisely

23. Regardless of age, your customers ARE there.

24. …….…………………………………………………………………………..………………….….
Mission: To organize the world’s
information and make it
universally accessible and useful.
Too bad they’re not ambitious…

25. Social Drives Search Drives Social
Better together, like peanut butter and jelly.

26. …….…………………………………………………………………………..………………….….
Small But
Powerful?
Google +1 Drives Search Rankings
http://www.simplyzesty.com/social-media/google-1s-are-more-search-friendly-than-facebook-likes/

27. Get Liked
…….…………………………………………………………………………..………………….….
www.customerlink.com/5-easy-things-you-can-do-to-get-more-facebook-likes/

28. …….…………………………………………………………………………..………………….….
Share Stuff They’ll Share
K.I.S.S. http://danzarrella.com/simple-language-gets-shared-more-on-facebook.html

29. …….…………………………………………………………………………..………………….….
Images are
King
vs.
Share what others want to share. www.facebook.com/customerlink

30. …….…………………………………………………………………………..………………….….
Stay Positive. http://danzarrella.com/cheer-up-and-dont-be-such-a-debbie-downer.html

31. …….…………………………………………………………………………..………………….….
Part 5:
Improve Your
Search Rankings

32. Pep Boys answers the
question and gets the
sale…
Share genuine content. Get found.

33. …….…………………………………………………………………………..………………….….
Reviews Drive Business
It’s too important and too easy not to do.

34. McGeetire.com Rankings
7 Months
Original -
KEYWORD Later - Improvement
2/1/2012
9/12/2012
Tires Branden 9 4 5 ██████████
Tires Clearwater 28 3 25 ██████████████████████████████████████████████████
Tires Daytona Beach 21 8 13 ██████████████████████████
Tires Deland 8 3 5 ██████████
Tires Dundee 6 1 5 ██████████
Tires Lake Wales 13 2 11 ██████████████████████
Tires Lakeland 5 3 2 ████
Tires Largo 9 5 4 ████████
Tires Mulberry 9 1 8 ████████████████
Tires New Smyrna Beach 6 2 4 ████████
Tires Pinellas Park 9 1 8 ████████████████
Tires Plant City 14 2 12 ████████████████████████
Tires Port Richey 15 2 13 ██████████████████████████
Tires St Petersburg 6 4 2 ████
Tires Tallahassee 17 3 14 ████████████████████████████
Tires Tampa 6 5 1 ██
Tires Temple Terrace 3 1 2 ████
Tires Venice 8 4 4 ████████
Tires Winter Haven 3 3 0
Tires Zephyrhills 10 1 9 ██████████████████
Start Current
Median 9 3 6 ████████████
Average 10 3 7.35 ██████████████
Publish reviews. Drive search results.

35. …….…………………………………………………………………………..………………….….
Part 6:
Track Your Results

36. …….…………………………………………………………………………..………………….….
Track Response with Call Tracking
Some offer Integration into Google Analytics
http://www.google.com/analytics/apps/results?category=Phone%20Call%20Tracking

37. Use Web Analytics
…….…………………………………………………………………………..………………….….
Get Free Google Analytics

38. Destination page
Where it came from
What kind of media
Campaign name
Shorten this URL
Build tracking links. https://support.google.com/analytics/bin/answer.py?hl=en-GB&answer=1033867

39. …….…………………………………………………………………………..………………….….
Use Link Shortener
goo.gl
Shorten tracking link for publication & sharing.

40. …….…………………………………………………………………………..………………….….
Create Memorable Link
Rename your link, then
put this on your ad
Make it memorable and something they want to click.

41. …….…………………………………………………………………………..………………….….
Generate Trackable QR Code
Generate QR code with
your tracking link.
Click that tiny little button… Then save your QR.

42. …….…………………………………………………………………………..………………….….
Results show up under
campaigns.
See results in Google Analytics.

43. …….…………………………………………………………………………..………………….….
Check Your Search Rankings (Free)
Works on competitors sites too… http://tools.seobook.com/firefox/rank-checker/

44. …….…………………………………………………………………………..………………….….
Enter Campaign Code in SMS
Track long-term results.

45. …….…………………………………………………………………………..………………….….
Track repeat visits and long-term ROI.

46. …….…………………………………………………………………………..………………….….
In Summary…

47. …….…………………………………………………………………………..………………….….
Big Finish
Stop guessing. Start using data & technology to power your marketing!

48. …….…………………………………………………………………………..………………….….
Thank You!
Joe Gibson
jgibson@customerlink.com
(916) 774-1377
www.customerlink.com
View or Download: http://bit.ly/StopGuessing