Online Marketing Basics

Get the Basics

Arkansas Pest Management Association

The Opportunity…The Challenge

What is my MESSAGE? – Value Proposition

Who are My CUSTOMERS? Where do they LEARN ABOUT ME? What MATTERS to my Customers? What is my SALES FUNNEL?

Marketing Plan

Feeding the Cash Register

Email

Local Search Web Site

Off-Line

BLOG

Getting the Word Out

Where we create content to FEED our Blog

Create Content in a Form Customers Want

Post it on a site that search engines can index

Spread the word on the RIGHT Channels

First Things First: Website If a Local Business – Claim Local Listings Leverage E-Mail to connect with customers

Develop a Buyer Persona to target best customer Determine what is important to that segment

Set Up Monitoring Platforms Determine the RIGHT social networks Determine the RIGHT type of Content Start Delivering Good Content they VALUE Find tools to make your Online Marketing

Easier

Where to Start

Educates Informs Entertains Provides Value Builds Trust Creates Relationships…then SELLS……

What is Good Content

Video Images, pictures – Articles Infographics eBooks/White Papers Webinars Podcasts Coupons/discounts/special offers

How to Spread Content

Know how subscribers in different networks PREFER to receive your content

Slideshare.com upload your PowerPoint, word documents, pdf files, brochures, even video online to share with your audience

Animoto.com Video creation and sharing tool that allows you to upload images and short video clips, add text, then mix with a great music library to share with your fans.

Storify.com Online curation site bring information from Google, Facebook, Twitter, YouTube, Instagram and more. Perfect for quick creation of information in appealing format.

YouTube – Fits as both a support tool and as its own social network. Shoot video from anywhere, upload to YouTube and share on your sites.

Get more information about Slideshare, Animoto and YouTube at our Storify article “Tools to Create GREAT Content”

Tools to Create Content

Hootsuite.com Buffer.com Tweetdeck.com Facebook Page Scheduler

Read all about these and other scheduling tools at our Storify article “Scheduling Tools for Beginners”

Tools to Save Time

How is Social Media Used?

• Customer Service• Product/service

feedback• Industry networking• Promotions/Contests• News, company

updates• Internal Collaboration

Creating a Social Media Plan

STEPS Pre-planning Listen to the conversations Create TARGET profile Set Specific Goals Join Conversation Measure Return

Step 1 PreplanningWhat are your CURRENT Channels?

E-Mail?

Websites

Direct Mail

Newsletters

Step 2 Listen to the Conversation

Secure your brand on social platforms Blogs, twitter,

Facebook, LinkedIn Usernames unique Try to be consistent

Set up monitoring platforms Google Alerts SocialMention.com Technorati Twitter Search

Monitoring Tools

Listen to the conversations! Read detailed “How To” set up at our storify posts http://storify.com/asbtdc_asu/monitoring

http://addictomatic.com/

https://twitter.com/search

http://www.socialmention.com/

http://www.google.com/alerts

Follow your competition on social media See what networks they use Evaluate how they connect Evaluate “value” they add to customers Reactions of followers, fans, subscribers, etc.

STEAL What works! AVOID what isn’t working

Industrial Espionage

Step 3 Create Target Profile

Find KEY attributes by Listening Chart out their presence in

social media Market Segmentation

Demographic Geographic Psychographic Behavioristic

Continue to gather customer information along the way

Get detailed user data for 2012 at the ASU SBTDC Pinterest Site at our Social Network Stats 2012!

Exactly Who Uses Social Networks? Are they my Potential Customers?

http://pinterest.com/astatesbdc/

Step 4 Set Specific Goals

Brand Awareness/Advocacy Increase Traffic/Opt-Ins Business Partnerships Search Engine Results Generate Leads Reduce CRM Costs Increase Revenues

Step 5 – Join the Conversation

Establish an Editorial Calendar Choose schedule for days you

will post Keeps on Track & Organize

Content Consistency Helps when you need Content

Ideas

E-mail hlawrenc@astate.edu Facebook http://www.facebook.com/asu.sbtdc Facebook http://www.facebook.com/herb.lawrence Twitter http://www.twitter.com/asbtdc_asu LinkedIn http://www.linkedin.com/in/asusbtdc Pinterest http://pinterest.com/astatesbdc/ Google Plus https://

plus.google.com/u/0/116773498364928584762/posts

Oh… or call me (870) 972-3517 Download this PowerPoint for links at:http://www.astate.edu/a/sbtdc/

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