Marketing Ideas for Print Association Leaders

John Foley, Jr.and Jason Pinto

PIA EducationDirectorsMeetingMonday, August 20th, 2012

Today’s Overview

• Brief Introductions

• The Marketing Landscape

• How You Can Find Social Media Success

• Your Website: From a Static Brochure to a Sales Tool

• SEO: Getting Found to Make Sales

• Mobile Marketing: Reaching Your Audience on the Go

• Final Thoughts and Questions

Brief Introductions

Introductions: Who We Are

• John Foley, Jr.– @JohnFoleyJr– JohnF@GrowSocially.com

• Jason Pinto– @JasonPinto– jasonp@interlinkONE.com

Introduction: Our Companies

► Grow Socially► Online Marketing/Social Media► Plan, Manage, Execute and Measure

► interlinkONE► Enterprise Marketing Management Software► Online Ordering, Inventory Management, Fulfillment► QR Code Management, Mobile Website Building

Two Other Products to Know About

► iFlyMobi: Mobile Website Builder

► QReate & Track: QR Code Management

The Books

We Want To Know…

What are your biggest marketing challenges

today?

The Marketing Landscape

Marketing Used to Be “Easier”!

Social Media Statistics

955 Million Users on Facebook

NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556and http://searchengineland.com

400 Million Tweets Sent Per Day

72+ Hours of Video Uploaded every minute

170 million users

12 million users… and it’s addictive!

80 million users… and sold for $1 billion!

By the Numbers: Google

• 34,000 searches per second• 2 million per minute• 121 million per hour• 3 billion per day• 88 billion per month

Source: http://searchengineland.com

What is Inbound Marketing?

http://en.wikipedia.org/wiki/Inbound_marketing

“Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.”

Content: Essential to Inbound Marketing

Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/

Inbound Goal: Drive INQUIRIES!

Does That Approach Work? See Below

Results: Thousands of Inquiries

Results: Prospects Raising Their Hand!

How YOU Can FindSocial Media Success

How do you view Social Media?

• Community• Conversation• Networking• Marketing• Relationships• Customer Service• Immediate Information• Platform

Phone 1.800.948.0113Email Support@GrowSocially.com

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Action – Publish – Engage – Converse – ShareStories, Information, Social Media posts Blogging

Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified and Budgeted

Buyers

Plan! Strategy before Tactics!

Step 1: Describe the Business, Service, Solution

Step 2: Business, Service, Solution Goal

Step 3: Where Is the Audience Cyclically?

Step 4: How Does the Audience Use Social Media?

Step 5: The One Thing

Step 6: How Will You Humanize the Brand

Step 7: Content Resource and Distribution Strategy

Step 8: How Will You Measure Success?

More than a PR service! Focus on Conversations

• Twitter– Hashtags– Retweets– Twitter Chats

• Facebook:– Questions/Polls– Invite Comments!

• LinkedIn– Groups– Discussions

• Blog

Social Reach / Viral Marketing

How to Measure Success?

• How many – Downloads– eNewsletter Sign-Ups– Blog Comments– Questions– Shared Links– Re-Tweets– Followers– Site Traffic

Next… Specific Business Building Tips

• LinkedIn• Facebook• Twitter• YouTube• Foursquare• Pinterest

LinkedIn Tip: Update your Status Daily!

LinkedIn Tip: Complete Your Profile

LinkedIn: Company Page

LinkedIn: Answers Feature

Facebook: Don’t Ignore Above the Fold!

Creating a page simply involves:

• Logo• Name• Content

Facebook: Post a Variety of Content

Facebook Advertisements Can Work!

Target Facebook Usersto Reach Your Target Audience!

Twitter: Personal and Company Profiles

Twitter: Advanced Search Feature

https://twitter.com/search-advanced

Tip: FollowerWonk.com to Find People

YouTube: Tips for Success

• Feature variety of employees, mix up the tone

• Experiment with different backdrops, scenes, etc.

Foursquare: Location-Based Marketing

Pinterest: Buzz-worthy or Goal-Achiever?

• Visually tell the story of your brand!

Don’t Forget! Align Tactics with Goals

Tactic Goal Key Steps

Facebook Fan page Increase awareness of services, generate leads

Post once a day; Custom Tab for demo registration

Twitter company page Become a thought leader, provide support

Post multiple times daily; share marketing-related news; active listening

YouTube Profile Humanize brand; create demand

Film weekly video of employee(s); create screencasts of customer successes

Pinterest Drive website traffic! Create boards to highlight portfolio work

Your Website: From a Static Brochure to a Sales Tool

Problem with Many Websites Today

• They are not updated frequently enough.

• The graphics, product & services listings, and text do not accurately reflect a brand’s mission statement.

• They are not generating leads.

Remember: The Website is Home Base!

Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts

can increase campaign effectiveness.

Website Review: Online Marketing Audit

Step 1: Your Target Audience

• What benefits them?

– It’s not your equipment.

– It’s the solutions & value that your people and equipment provide

– Make changes to pictures, front-facing content, benefit listings.

Step 2: The Change Process

• What is the Process for Making Changes & Adding Content?

• Do you always need IT (in-house or outsourced) involvement?

• If so, consider making a change – CMS, different host provider.

Step 3: Lead Generation

• How many leads does your website today?

• If it’s not enough, embed more lead-generation forms!

• Add calls-to-action to all pages!

Step 4: Mobile Optimized

• Do visitors have to tap, zoom, scroll?

• Is there Flash?

• How long is loading time?

• Build a mobile website today!

SEO:Getting Found to Make Sales

What is Search Engine Optimization?

• Getting found!

• Using specified keywords

• Consistently updating your content

• Using links to and from other pages and websites

Keyword Usage

• Build a well-researched list of keywords

• Incorporate in your content:– Page Titles (H1, H2 tags)– Website copy– Meta description– Image Names (Alt tags)

• Use throughout all content distribution

Use Google Analytics to Understand Impact

Content Rules!

• Google rewards fresh content --- update your website regularly!

• Create & provide content that informs, helps, and interests your audience!

• Best way to do this: start blogging.

Inbound Links

• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.

• How do you get them?– Create share-worthy & timely content!– Ask! Link-exchange– Comment on other blogs– Increase PR strategy and efforts

• Humanizing• Improves SEO

– Keywords– Links – Updated Information

• Give Expertise• Updates on Company

Activities• Sharing Information

Blogs: Crucial to SEO Success

Be Ready for Mobile Search with a Mobile Site!

• Create a mobile website that is automatically presented to the growing number of smartphone owners!

• Tip: http://iFlyMobi.com!!!

Measuring Your Success Tools: Google Analytics Social Media

Final Thoughts onInbound Marketing

Success Depends on All of These Items!

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

This Takes Planning: Calendar #1

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

Create Post, Link back to website

Announce on &

Comment on event’s page

Connect with Keynote Speakers on

Join in on event’s hashtag

Share speaking presentation on

Friend new contacts on

Share event article on

Announce booth # with video post

Follow-Up with Post & Post Pictures

This Takes Planning: Calendar #2

COMPANY WEBSITE

Social Media

DM/Flyer

E-mail

Inbound and Outbound MarketingWork Together

Whitepapers,eBooks

Downloads

eNewsletter Sign-Ups

Comments & Questions on

Info/Inquiries

Webinar Sign-Ups

100 Visitors

2000 Visitors

800 Visitors

3500 Visitors

Wrap Up

• Start with a Plan• Create a Online Marketing

Strategy• Incorporate Your Social

Media, SEO and Website

• Measure the Results!

Resources for You

► Free White Paper on Inbound Marketing!► http://InboundMarketingWhitePaper.com

Mobile Marketing: Reaching Your Audience on the Go

Mobile is Shaking up Marketing!

• Mobile Devices (Smartphones, Tablets)

• QR Codes

• Near Field Communication (NFC)

• SMS/Texting

• Augmented Reality

Smartphone Sales

• In 2012, 657 million smartphones predicted to be sold, up from 459 million in 2011 (JP Morgan)

Smartphone Adoption

50% Smartphone Adoption in the U.S.

Smartphone Domination

Source: Morgan Stanley

Proprietary vs. Non-Proprietary

How Can They Be Used?

• Let’s look at some QR Code solutions in action!

PURL, QR Code: Registration Page

For Self-Promotional Efforts

To Promote Product Launches

To Drive Sales

• Mailer for buying tools online

• Included two response mechanisms

Appointment/Scheduling

Fundraising/Donations

Event Promotion

Watch it at: http://ilnk.me/JPQRVideo

Tip: Shorten the URL!

Tip: Provide Clear Directions

Tip: Important! Include Padding

Tip: Mobilize the Website

Tip: Test, Track, Measure

What To Look for In a Creator

• Can you change the URL?• Does the solution shorten the URL?• Bulk-Upload Capability• Measurement and Tracking?

Creating QR Codes for PURLs

• Upload Your Mailing List• Generate the PURLs• Export the list, including the PURL

Mobile Sites: Necessary!

= Source: http://www.flickr.com/photos/23844524@N03/5002051362/

Mobile Website Goals

• Quick Loading Time

• Easy to Read

• Simple Interaction

• But Still RelevantAnd Useful!

Key Thoughts Before Building

• Treat the needs of the “on-the-go” user differently than those of a desktop/laptop browser.

– On-the-go or in a rush– Extremely interested in the offer –

help them take immediate action.

Tip: Trim your content!

• Prioritize and simplify – only include the most important points, links, etc.

Photo Credit: http://www.flickr.com/photos/nicmcphee/

Tip: Include Forms to Capture Data

• Simplify Forms: Limit Use of Open-Ended Questions, # of fields in general.

Final Thoughts

• QR Codes can work successfully – but you must follow best practices

• Mobile websites must be simple, but they can also be a great way to capture leads, generate sales, and more.

HOW YOU CAN BENEFIT: AUGMENTED REALITY

Augmented Reality Becoming Accessible

Source: Juniper Research

Interactive Print & Mail: Layar

Watch the video: http://ilnk.me/LayarVideo

Using Layar to Augment Reality

Aurasma

Getting Started with AR

• Start experiencing it yourself – download the Apps, test, play, & get inspired!

• Check out Kevin Keane’s list of AR apps

• Augment your own material.

• Start talking about it to clients!

HOW YOU CAN BENEFIT: NEAR FIELD COMMUNICATION

NFC: Lots of Potential Uses!

• “Near field communication, or NFC, allows for simplified transactions, data exchange, and connections with a touch”.

Tap To Connect!

NFC vs.QR Codes

NFC & Location-Based Marketing

• NFC can be used to make mobile actions easier to complete… check-ins, transactions, registrations, and more!

Getting Started with NFC

• Check if you have a phone that is NFC-enabled

• Sign up for news sites and Google Alerts that mention and highlight NFC campaigns

• Start mentioning it to your clients!

MOBILE PAYMENTS

Square

• Easily accept credit cards from mobile devices

• 2.75% per swipe – no other fees

• Selling anything at your next show?

Custom Apps

Should You Have a Mobile App?

• Pros– It’ll Create Buzz

– Could Provide a Great Experience for Customers & Prospects

• Cons– Requires

development across multiple platforms

– Comes with an additional barrier of entry (find app, DL)

– Lots of Apps Stink

• Mobile is not just a trend, or buzz-worthy: it’s a major disruptive influence on the world of communications & marketing.

• The Time is Now: Mobile-Optimize Your Content and Start Reaching the Mobile Audience.

Final Thoughts on Mobile

How Can YouHelp Your Members

Let’s Discuss!

• Webinars• Content• Email Templates• Landing Page Templates• Monthly Newsletter of Marketing Tips• Set the Example!

Why Did We Create MARCOM University?

• Inbound Marketing is absolutely critical to a company’s lead generation and lead nurturing efforts today.

• The success of inbound marketing tactics, such as social media, SEO, blogs, etc., depends on having compelling and relevant content.

• However, many companies today do not have the content they need to succeed.

What is MARCOM University

• MARCOM University is an online portal that will allow for companies to easily access content that they can repurpose for their own marketing efforts.

• Each registered member will be able to download the source/native files and then rebrand and post the content accordingly.

What type of content does MARCOM University have?

• White Papers• Blog Posts• Newsletter articles• eBooks• Video scripts• Podcast outlines• Case Study templates• And more!

MARCOM University: A Sneak Peek

How Does the Process Work?

The MARCOM UniversityContent Database

Step 2: The content is added to the database:•Preview Versions•Native files for rebranding

Step 1: The Content Creators: They will produce White Papers, newsletter articles, and more!

Subscribers

Company A

Company B

Company C

Association Members in Here!

Step 3: Downloading ContentMembers can download andrepurpose the available content!

Where do You Fit In?

• You can increase the value that they offer to their members by providing access to content that they can not only learn from, but that they can also use within their own marketing efforts.

• You can rebrand the MARCOM University portal for your association, and then sell access to your members directly!

A Few Ways We Can Help

Grow Socially Service Offerings

Strategic Marketing Planning Branding Consultation

• Three options for new look and feel

• Messaging and Positioning• Incorporate into all

marketing channels

• Phased Approach• Due Diligence• Create Road Map• Deliverable is a two year

plan including resource projections

Grow Socially Services

Social Media Marketing Website Consulting & Design

Consulting Search Engine Optimization

• Management• Planning• Analytics

• Strategic Marketing Plans• Business Plans• Ad Campaigns• Social Media Audits

• Analytics• Functionality• Engaging

• SEO Grader• Improve Keywords• Increase Organically

iFlyMobi: Build Mobile Websites

• 14-day free trial --- We know you’ll love it!

• http://iFlyMobi.com

More Resources for You

► http://GrowSocially.com

► http://interlinkONE.com

► http://iFlyMobi.com

► http://Twitter.com/GrowSocially

Contact Grow Socially

► Sales@GrowSocially.com

► 1.800.948.0113

► Twitter.com/GrowSocially

Have a great afternoon.

THANK You!

Marketing Ideas for Print Association Leaders

Business

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