Bsc online marketing fundamentals

ONLINE MARKETING FUNDAMENTALS

How to Get More Customers and Supporters Online

By Shane Rasnak www.shanerasnak.com

http://www.shanerasnak.com

What We’ll Be Covering

• Why most organizations get terrible results with online marketing

• What you can do to get better results

• The most effective channels, technologies, and tools used by successful startups and businesses today

• Where you should be focusing your attention to level up your organization’s online marketing

And You Should Care Because…

• You can stop wasting time, energy, and money on marketing that doesn’t drive results

• Avoid feeling confused or overwhelmed by all the options for marketing your business/organization

• Get better results: more customers, more revenue, and more impact

Who are you?

Hi, I’m Shane Rasnak.

• Founding member and former Director of Marketing at ReWork (www.rework.jobs)

• Digital marketing consultant for impact-driven companies (www.shanerasnak.com)

• Writer for Unreasonable.is on online marketing and customer acquisition

• Expert in Residence for Digital Marketing at General Assembly

http://www.rework.jobs


Who’s in the room?

Set an intention:

What’s the one thing you want to get out of this workshop?

Why Most Organizations Fail at

Online Marketing

“Half the money I spend on advertising is wasted… The trouble is I don’t know which half.”

1. Vague Intentions

Beware when people say things like…

“We’re promoting thought leadership.”

“We’re raising brand awareness.”

“We need to get our name out there.”

(Especially if you’re the one saying it.)

2. Not Measuring Results

What outcomes do you want?

What does success look like, in measurable terms?

How will you know that it’s working?

How will you know that it’s not working, and that you need to do something different?

3. Spreading Resources Too Thin

– Bruce Lee

“I fear not the man who has practiced 10,000 kicks once, but I fear the man who

has practiced one kick 10,000 times.”

4. Reinventing the Wheel

5. A.D.D.

Principles of an Effective Online Marketer

1. Set clear objectives and choose your strategy, channel, tool, etc., accordingly

2. Focus on a handful of tools and strategies

3. Follow best practices in everything you do

4. Measure your results. Measure what matters.

5. Adopt a Kaizen Mindset: Test, Measure, Tweak, Study, Repeat

And most importantly…never lose sight of the bigger picture.

The goal of marketing is to get Customers. Period.

How People Think Online Marketing Works

Likes & Followers

How Online Marketing Actually Works

Step 1. You create a website.

Step 2. You get people to come to that website.

Step 3. Your website educates visitors and (hopefully) convinces them you’re the right person/company to solve their problem.

Step 4. They contact you, come into your store, or buy from you online.

Step 5. You give them what they need to solve their problem and they give you money in exchange (i.e. Profit!).

The Magic Online Marketing Formula

Traffic x Conversion = Customers

1. Drive Traffic (Visitors)

2. Convert Traffic Into Leads and Customers

The Basic Functions of Online Marketing

1. Improve Customer Retention

2. Increase Frequency of Purchase

3. Increase Average Size of Sale

4. Decrease Time/Costs for Lead Generation and Sales

5. Boost Credibility and Reputation

6. Drive Referrals

7. Generate Customer Insights

Other Benefits of Online Marketing

1. Drive Traffic

2. Convert Traffic Into Leads and Customers

To Start, Focus on This

Strategies, Tools, and Best Practices

TRAFFIC

Common Traffic Sources

Organic Search (SEO)

Digital advertising

Content marketing

Social media

PR/Media

Traffic Comes In Many Forms

Free vs. ExpensiveLow Volume vs. High Volume

Short Term vs. Long TermLimited vs. Sustainable

Low Quality vs. High QualityEasy vs. Difficult

Asset vs. Commodity

Direct Search (SEO)

Advantages:

Volume Potential: High

Long Term Value: High

Disadvantages:

Timeframe: Long-term

Cost: Expensive/Time-intensive

Difficulty: Technical/High

Risk: High

Search Engine Optimization (SEO)You Should Use It If…

You have a product or service that people actively seek out by searching online, and keywords can be used to effectively target potential customers.

Improving your rankings on Google for a set of keywords would bring a significant number of qualified visitors to your website.

You see the long-term value in consistently growing the number of people who don’t know your brand but discover you online by searching.

Bonus: you’ve tested and validated a specific set of keywords using Google ads

Digital Advertising

Banner/Display Ads

Search Advertising (ex. Google AdWords)

Facebook Ads

Yelp

Email advertising

Digital Advertising

Advantages:


Control: Very High

Time-frame: Short term

Disadvantages:

Cost: High

Difficulty: Technical/High

Risk: High

Digital AdvertisingYou Should Use It If…

You want to test a particular audience, ad, value proposition, landing page, etc., before investing in a large ad campaign.

You are willing to invest in a monthly budget for driving traffic to your website.

Your ideal customers can be targeted by keywords (Google ads), demographics and preferences (Facebook ads), website, or other factors.

You have access to a numbers-oriented marketer who a.) has experience in digital ads, and b.) can consistently monitor campaigns to optimize the performance of ads over time.

Content Marketing

Blogging

Ebooks

Guest Articles

Podcasts

Videos

Interviews

Webinars

Slideshare

E-courses

Content Marketing

Advantages:

Cost: Free (monetarily)

Long Term Value: High

Risk: Low

Secondary benefits: High

Disadvantages:

Upfront Investment: High

Volume Potential: Limited (in the short term)

Difficulty: Medium (requires expertise and skill in content creation)

Control: Low

Content Marketing

You Should Use It If…

Your product or service requires some level of education for your customers to see the full value in it, or for a relationship to be developed for them to trust your solution.

Your product or service can be tied to a topic that people want to learn more about.

You don’t have a budget for paid ads or you want to stay in touch after the first impression and stay on top of your prospects’ minds.

Social Media

Advantages:

Cost: Free (monetarily)

Difficulty: Low

Risk: Low

Asset Value: High (if used right)

Disadvantages:

Upfront investment: High

Volume Potential: Limited (in the short term)

Control: Low

Ability to Monetize: Limited/Difficult

Potential for Distraction: Extreme

Social Media


Your ideal customers are active on social media.

You have a strategy for converting your followers to customers—by making offers, running ads, and/or driving clicks to your website.

Your business is brand- or community-driven.

PR/Media

Advantages:

Cost: Free (monetarily, unless using an agency)


Risk: Low

Asset Value: High

Secondary benefits: High

Disadvantages:

Barrier to Entry: High

Difficulty: High

Control: Low

PR/Media


Your business has a great story to tell that is relevant to the types of articles that websites with relevant audiences like to publish.

You are well-connected and can get into relevant media with high, qualified traffic.

Social proof is a key element of your marketing strategy.

Principles of an Effective Online Marketer



3. Follow best practices in everything you do

4. Measure your results. Measure what matters.


– Bruce Lee

Bsc online marketing fundamentals

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