Post on 08-May-2015
description
Intro to
Internet Marketing & Social Media
What?
Why?
How?
Presentation to EEA By Gwyneth Iredale
Introduction
• Gwyneth Iredale, Account Executive,
Oslund Design
• Carl Oslund
• About Oslund Design
• Goal of this presentation – 3
takeaway tips at least
What We’ll Cover
• What, why, how
• Strategies and tactics
• Examples throughout
• Questions answered
• Survey results
Internet Marketing & Social Media
• What: a way to connect with your
audience using new vehicles
• Why: “fish where the fish are”
• How: go back to basics,
but use new tools
Back to Basics
It's still all about:
• Your company brand
• Good design
• Connections/engagement
• Creating trust
• Touchpoints – fish where the fish are
Why Use Internet Marketing & Social Media?
• Stats – Mega Trends Slideshow
• ROI measurement
• Embrace change
How to use Internet Marketing & Social Media?
• Start small – pick 3
• Do it yourself
• Hire an expert
Strategy
• Choose touchpoints
• Across all media:
– Be customer-focused
– Brand consistently
– Cultivate brand loyalty
• Tell stories, create trust, community
Strategy - Plan
Create a “campaign” to grow your business:
• Compelling offer – lead bait
• Advertise where your customers are
• Engage/capture
• Cultivate
• Close
• Measure
Strategy - Implement
• Implement the campaign across
website & social media:
– Landing pages
– LinkedIn – groups and profile
– YouTube
Lead Bait
Offers should be time sensitive, limited
availability, unique
• Content marketing
• Discount coupon
• Loyalty card
• Demo
• Sample
Website Tactics
Marketing with your Website
• Modern design, good brand impression, Web 3.0
standards, “responsive”
• User friendly
• Engagement tools
• Examples websites http://www.nike.com/us/en_us/ - learn from the pros
http://9wood.com/
http://sodeliciousdairyfree.com/ - use as case study
Advanced Website Tactics
• How do customers find your business?
• Either you find them or they find you - advertise or Google, paid or “organic”
• Anatomy of a search result
• Earn your way to page one with “SEO” (search engine optimization)
• Check your website vs competitor’s site & who’s advertising on search results - but on someone else’s computer! Google knows your patterns.
Advanced Website Tactics
SEO on your website
• Google rewards honesty
• Determine your key words/phrases – broad vs narrow, “long tail”
• Optimize your site architecture
• Fresh, original, relevant content – blog, newsletter, social media feeds
• Use website traffic tools to track
Advanced Website Tactics - Video
• Google owns YouTube – the 2nd largest search engine. Use it to post videos of: – Interviews
• Management
• Customer Testimonials
– How to videos
– Tours
– Product demos
– Advice, seminars
• Embed video on your website
• Benefit from SEO – Google likes video
Social Media Tactics
Social Media Live Examples
• LinkedIn business profile
• Facebook business page
• YouTube
• Encourage interactions
Social Media Tactics
Marketing with Social Media
What to post - blog, Facebook, Twitter, LinkedIn? – New products or services
– Press releases
– In the News
– Testimonials in non-promotional manner
– Announcements – awards, new hires, promotions
– Industry developments, tax laws, trends
– Events – trade shows, fundraising
– Community involvement
– Education – studies, white papers, peer reviews
– Lots of relevant photos, videos (sorry, no cat videos)
Social + Email Marketing
Franz Bakery – link for live video to Facebook page – check it out
SEO & SEM
• Off site SEO and Search engine marketing/advertising or SEM
• Search engine advertising example
• Pay-per-Click – “PPC” performance-based advertising
• “Local SEO” - directory listings, FB, Yelp, Google Places, Bing
• Customer reviews
SEO & SEM
• Manage customer reviews via
“reputation management” – address
negative comments/reviews
x
Offline Tactics
Integrate offline/online advertising:
• Call to action w/valuable offer
• Include contact info, social media
• QR code that links to a landing
page on your website w/offer
(measurable)
Measure Campaign ROI
• Website traffic – Google Analytics
• Facebook Likes, viralocity/shares
• YouTube Likes and subscriptions
• Twitter & Pinterest Followers, retweets, repins
• LinkedIn follows, post shares, likes
• Landing page conversion/form completions
• Referring domains
• Email marketing open rates, click throughs, forwards, replies
• Newsletter signups
• Online sales increases
• Increased sales inquiries by phone
• Online sales tools shortens sales cycle
Summary
• What, why, how
• Plan your strategy
• Create a campaign to “fish where the fish are”
• Stick to basic marketing concepts
• Choose your touchpoints
• Make a consistent brand impression across all media with effective offers
• Measure, adjust and repeat
Survey Results
• Survey results on SlideShare
How Can Oslund Design Help You?
• Branding
• Marketing collateral
• Advertising campaigns
• Environmental design/graphics
• Social media design:
– Custom Facebook Business pages
– Branded YouTube channel
– Twitter, LinkedIn & Pinterest business profiles
Oslund Design’s Offer
• Contact us for: – Content Marketing Tips
– Consultation
– Free 15 website mini-audit
– Bonus – list of free tools (at end of this presentation)
info@oslund.com
541 686-9833
www.oslund.com
Thank You
Oslund Design – 541 686-9833
info@Oslund.com
www.Oslund.com
Because your brand matters
Bonus
Free Tools:
• Email marketing (free for low #) – MailChimp, Constant Contact
• Google AdWords for education
• “Plug Ins” for websites
• Social Media – Facebook
– YouTube
Bonus
• CRM – ZoHo
• Project Management – Podio
• SurveyMonkey
• SlideShare
• Visual QR code generator:
www.visualead.com