eMarketing Techniques at the Speed of Light (For Businesses) - by Brad Kleinman

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Brad Kleinman discusses eMarketing Techniques at the Speed of Light - for businesses, at the eMarketing Techniques Conference on January 29th, 2009 in Austin Texas.

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eMarketing Techniques at the Speed of Light (For Businesses) - by Brad Kleinman

  1. 1. eMarketing Techniques for Businesses How to take advantage of the web to grow your organization
  2. 2. Connect to each other! <ul><li>Tweeting? Use “#austinconference” hashtag </li></ul><ul><ul><li>For real-time conversation, go to: </li></ul></ul><ul><ul><li>http://www.hashtags.org/tag/austinconference </li></ul></ul><ul><li>Rate speakers? Use @talkr </li></ul><ul><ul><li>@talkr #lastname 1-5 optional description. </li></ul></ul><ul><ul><li>Ex: @talkr #kleinman 3 Captivating presentation </li></ul></ul><ul><li>Want to test out Mozes and get text updates? </li></ul><ul><ul><li>Text “emarketing” to 66937 </li></ul></ul><ul><ul><li>3X Breakout time updates, 2X polls (first one at 9AM) </li></ul></ul>
  3. 3. Keynote Speech Outline <ul><li>Accountability </li></ul><ul><li>Web 1.0 -> Web 2.0 </li></ul><ul><li>Social Media Trends </li></ul><ul><li>Benefits of eMarketing </li></ul><ul><li>Creating your Marketing System </li></ul><ul><li>Specific eMarketing Techniques </li></ul><ul><ul><li>Website Optimization </li></ul></ul><ul><ul><li>Email Marketing </li></ul></ul><ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><li>Social Media Optimization </li></ul></ul>
  4. 4. Caveat #1 – The 80/20 Principle
  5. 5. Caveat #2 – Water from a Firehose
  6. 6. Caveat #3 – Have Fun!
  7. 7. Caveat #4 – Marketing Foundations
  8. 8. Accountability
  9. 9. Accountability <ul><li>Choose a partner </li></ul><ul><li>Introduce yourself </li></ul><ul><li>Commit to do ONE thing you learn today </li></ul><ul><li>Connect outside of this workshop </li></ul><ul><li>Check up with each other - MIH </li></ul>
  10. 10. The New Web
  11. 11. The New Web <ul><li>A user driven virtual world </li></ul><ul><ul><li>User driven content </li></ul></ul><ul><ul><li>Rich, interactive and user-friendly </li></ul></ul><ul><ul><li>Community and Social Network </li></ul></ul><ul><ul><li>Incorporation of Video and Mobile </li></ul></ul><ul><li>Ex. Blogs, wikis, social networks, online video, etc </li></ul>
  12. 12. The Machine is Us/ing Us
  13. 13. Who was the person of the year in 2006?
  14. 14. <ul><li>Conduit/Feedburner </li></ul><ul><li>iContact/Constant Contact </li></ul><ul><li>LinkedIn/Facebook </li></ul><ul><li>PBWiki/WetPaint </li></ul><ul><li>Digg/StumbleUpon </li></ul><ul><li>Upcoming.org/Confabb </li></ul><ul><li>Technorati/Blogger </li></ul>
  15. 15. Statistics & Trends <ul><li>Social media trends </li></ul><ul><ul><li>Facebook over 150M, $15B value </li></ul></ul><ul><ul><li>A blog is created every half second </li></ul></ul><ul><ul><li>Over 150K videos uploaded to YouTube every day </li></ul></ul><ul><ul><li>75% of adults 18-24 are on social networks </li></ul></ul>
  16. 16. Benefits of eMarketing <ul><li>Easy to use </li></ul><ul><li>Easy to quantify </li></ul><ul><li>Easy to customize </li></ul><ul><li>Easy to interact with users </li></ul><ul><li>Time Efficient </li></ul><ul><li>Cost efficient </li></ul><ul><li>High Return on Investment </li></ul>
  17. 17. Creating a Marketing System
  18. 18. Optimizing Websites for Conversion <ul><li>Design </li></ul><ul><ul><li>Capture viewers attention immediately </li></ul></ul><ul><ul><li>Make sure you have a call-to-action </li></ul></ul><ul><ul><li>Get them to come back </li></ul></ul><ul><li>Analysis </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Google Optimizer </li></ul></ul>
  19. 19. Capture Attention Immediately
  20. 20. Engage your users
  21. 21. Google Analytics – Tracking Success
  22. 22. Tracking Goals in Google Analytics
  23. 23. Use Google Website Optimizer
  24. 24. Website Best Practices 1.) Make it EASY to buy 2.) ENGAGE your users 3.) GET their email
  25. 25. Use Email Marketing <ul><li>Cost effective </li></ul><ul><ul><li>~ 500 = $15/month </li></ul></ul><ul><li>View opens and clicks </li></ul><ul><ul><li>Know exactly who opened it and when </li></ul></ul><ul><li>Develops relationships </li></ul><ul><ul><li>You open email from people you trust </li></ul></ul><ul><li>Offer a value-based monthly newsletter </li></ul>
  26. 26. Email Marketing Best Practices <ul><li>Focus on users needs (80%/20%) </li></ul><ul><li>Have a call to action </li></ul><ul><li>Track results and follow-up </li></ul>
  27. 27. Tips from the Tweetisphere
  28. 28. Managing Relationships <ul><li>Customer Relationship Management </li></ul><ul><ul><li>Knowledge is power </li></ul></ul><ul><ul><li>Gathering inquiries from website </li></ul></ul><ul><ul><li>Synchronize with email marketing </li></ul></ul><ul><ul><li>Create a follow-up protocol </li></ul></ul><ul><ul><li>Coordinate with your team </li></ul></ul>
  29. 29. Organic VS Paid Search
  30. 30. SEO VS PPC
  31. 31. eMarketing Best Practices – SEM <ul><li>Use title tags </li></ul><ul><li>Key in to your keywords </li></ul><ul><li>Inbound links ! </li></ul>
  32. 32. eMarketing Best Practices – SEM <ul><li>Page title </li></ul><ul><li>Keyword density </li></ul><ul><li>H1 , H2, H3 tags </li></ul><ul><li>Bold text </li></ul><ul><li>Anchor text </li></ul><ul><li>Keyword phrase or theme for each page </li></ul><ul><li>Robot friendly page URL </li></ul>
  33. 33. Use Website Grader
  34. 34. Getting Started with Social Media <ul><li>What is it? </li></ul><ul><li>POST Strategy </li></ul><ul><li>Some of our favorites: </li></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Blogs </li></ul></ul>
  35. 35. RSS – The common denominator
  36. 36. Getting Started with Social Media From Groundswell by Charlene Li and Josh Bernoff
  37. 37. The Technology & The tools
  38. 38. Using Blogs
  39. 39. Using Video
  40. 40. Using Twitter
  41. 41. Using LinkedIn and Facebook
  42. 42. Creating a Marketing System
  43. 43. Thank you! Brad Kleinman [email_address]

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