Small Business Email Marketing Campaigns...Maximizing the Inbox
Creating an Online Marketing Plan and Maximizing Your Marketing Dollars
-
Upload
hall-internet-marketing -
Category
Business
-
view
2.073 -
download
0
Transcript of Creating an Online Marketing Plan and Maximizing Your Marketing Dollars
![Page 1: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/1.jpg)
Creating an Online Marketing Plan and
Maximizing Your Marketing Dollars
Amanda O’BrienHall Web Services
![Page 2: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/2.jpg)
Who is this lady?Amanda O’BrienVP of Marketing at Hall Web [email protected]@amanda_pants
www.hallme.comwww.hallme.com/blog/@hall_web
• www.socialmediabreakfastmaine.com
•www.socialmediab2b.com
• www.amandapants.com
• www.guidingstars.com
• Recovering Radio Employee
![Page 3: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/3.jpg)
Lets get right to it…
Photo credit: http://www.flickr.com/photos/zappowbang/531040159/
![Page 4: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/4.jpg)
Able to bring our marketing spend in-house
Photo credit: http://www.flickr.com/photos/lenore-m/2515800654/sizes/z/in/photostream/
![Page 5: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/5.jpg)
People are tired of being sold to
![Page 6: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/6.jpg)
We want a relationship with those we choose to do business with
Photo credit: http://www.flickr.com/photos/pochacco20/59141976/sizes/o/in/photostream/
![Page 7: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/7.jpg)
Traditional vs. New Marketing
Photo credit: http://www.flickr.com/photos/kwdesigns/734124559/sizes/l/in/photostream/
![Page 8: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/8.jpg)
Traditional Media
Newspapers
Print Advertising
Television Advertising
Radio Advertising
Cold Calling
Direct Mail
Photo credit: http://www.flickr.com/photos/danwhite2010/4647806416/sizes/m/in/photostream/
![Page 9: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/9.jpg)
What is “NEW Media”?
Websites
Blogs
Search Engine Optimization (SEO, Organic Search)
PPC Advertising (Pay Per Click)
Social Media
Web Advertising
Email Marketing
Mobile Marketing
![Page 10: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/10.jpg)
Being found when someone is already looking!
Being in networks your audience are already participating in!
Timely.
Targeted Messages.
To those already subscribed.
Photo credit: http://www.flickr.com/photos/yodelanecdotal/3927004398/sizes/l/in/photostream/
![Page 11: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/11.jpg)
The most important platforms are the ones that your target audience and customers are using.
Photo credit: http://www.flickr.com/photos/victoriapeckham/164175205/
![Page 12: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/12.jpg)
What Makes a Successful Website?Valuable
Optimized
Easy to Use
Secure
Good code
Meet users expectations
No longer ‘brochurewear’
• updated regularly
• take advantage of the medium
• Content, content, content
Conversion
• what do you want people to do?
• make it easy
Interactive-ness
• Widgets, comments, actions
People
• Real people
![Page 13: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/13.jpg)
Who IS this guy?
![Page 14: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/14.jpg)
BlogsPeople are NOT tired of information!
Add content to your website
Search juice!
Find a frequency
Editorial Calendar
Length of posts – one complete thought
Keep it timely
Subscribe via RSS or Email
Social Media Hub
Host it on your site
www.hallme.com/blog/
www.hallme.blogspot.com
![Page 15: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/15.jpg)
CMSContent Management Systems
• Wordpress
• Joomla
• Drupal
![Page 16: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/16.jpg)
www.google.com/local/add/businessCenter
Search Engine Optimization
![Page 17: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/17.jpg)
Social MediaConversations happening online
Ratings, reviews, help, everything
Social Media as live focus groups
Relationships vs. Selling
Not promoting – communicating
Not how many but WHO?
Start conversations
Strategy first, tools second
Bank deposits*
Set up profiles well
![Page 18: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/18.jpg)
Social media is like a bank. You can’t go into a bank, open an account, deposit nothing and then ask to take money out of your account. There is nothing there. You have to invest in it and give to it first and then you can even begin to think of withdrawing from it.
Scott Stratton - UnMarketing
![Page 19: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/19.jpg)
The Big 4
Facebook, Twitter, YouTube and LinkedIn
Photo credit: http://www.dilbert.com/strips/comic/2010-09-13/
![Page 20: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/20.jpg)
Largest social networking site
Average user is connected to 60 pages, groups and events
Personal pages
Business “Like” Pages
Share news, events, video, photos
Passive agreement to subscribe to your information
Security
Add custom Facebook Box to website
http://www.youtube.com/watch?v=eaXebTNoXEA
Facebook Insights
![Page 21: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/21.jpg)
TwitterMicroblog
Real time conversations
www.search.twitter.com
Meet people by content produced
Traffic to your website or blog
Easy, short updates
More about who vs. how much
Stay on topic
Hashtags – great for events
![Page 22: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/22.jpg)
YouTubeVideos
Second largest search engine
Search engines love video
Visual learners
Easy to produce web video
Video blogs
Add video to your website
Create custom channel with only your videos
Add links to your website for more information
Sound is very important
![Page 23: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/23.jpg)
Don’t focus on viral videos
![Page 24: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/24.jpg)
LinkedInBusiness networking social media site
Started in 2005
Online Roladex
Groups
Questions and Answers
Recommendations
Always adding new features
Adding products and services
Applications
![Page 25: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/25.jpg)
Web AdvertisingBanner ads
Pop-ups & Pop-unders
Affiliate Marketing
‘Expander’ Ads
Video Ads
A plan or an afterthought?
![Page 26: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/26.jpg)
Photo credit: http://i.imgur.com/IOBPq.jpg
![Page 27: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/27.jpg)
Facebook Advertising
![Page 28: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/28.jpg)
PPC Advertising
![Page 29: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/29.jpg)
Email MarketingWell branded – Use an ESP
Segment lists
Cross promote
Timely, targeted messages
Inside information, early announcements
Easy way to keep people in the sales funnel
Other publication’s email sponsorships
Don’t buy a list – CANSPAM
Social media sites come and go
![Page 30: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/30.jpg)
Mobile MarketingMobile Websites
What does your website look like?
Text, images, flash
Need a mobile site with only main functions?
Mobile Banners
Mobile Banners on free options
Mobile Applications
Text Alerts
QR codes
![Page 31: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/31.jpg)
Location Based Services (LBS)
![Page 32: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/32.jpg)
How Do You Blend Traditional and New
Media?
![Page 33: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/33.jpg)
Who are you trying to reach?
What are they worried about?
Pain points
Putting People in BucketsThe best marketing doesn’t feel like marketing
Build it and they will come doesn’t work
![Page 34: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/34.jpg)
Better to do one or two than fail at 20
Timely, targeted messages
Relationships
Sales funnel pieces, not sales pieces
Must be integrated, not stand alone
Icons
Promotional Codes
Landing pages
Integration is Key
![Page 35: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/35.jpg)
Start with goals and what success would look like getting there
Lead generation, relationship building, brand awareness, marketing, customer service
Photo credit: http://www.flickr.com/photos/opopododo/2570501919/sizes/l/in/photostream/
http://www.chrisbrogan.com/starting-a-social-media-strategy/
![Page 36: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/36.jpg)
Photo credit: http://www.flickr.com/photos/mike9alive/1032525361/sizes/l/in/photostream/
Set a timeline and track your time – reallocate if it isn’t working
![Page 37: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/37.jpg)
Determine short term and long term goals
Key metrics before you start
What content does well?
What social media sites work for you?
Which conditions work best?
Track it ALL
Photo credit: http://www.flickr.com/photos/intersectionconsulting/3835278951/
Diagnostics vs. Objective Metrics – Christopher S. Penn
http://www.christopherspenn.com/2010/05/are-we-there-yet-diagnostic-versus-objective-social-media-metrics/
![Page 38: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/38.jpg)
Determine current efforts
Goals and resources needed to achieve them
Platforms and measurement
Policy
Measure time and effectiveness
Creating a Plan
Photo credit: http://www.flickr.com/photos/jonathanbeard/3196536843/
![Page 39: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/39.jpg)
Popularity – Reach - Volume
• Number of friends on Facebook• Number of followers on Twitter• Number of fans on your fan page• Number of blog subscribers• Number of people subscribed to your FriendFeed• LinkedIn Connections• YouTube Subscribers
![Page 40: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/40.jpg)
Engaging• Number of retweets, replies, lists• Number of blog comments• Brand Mentions• Industry mentions• Comments to LinkedIn discussion• Sentiment• Time spent with brand• Facebook Insights
Strategy to Engage• Listen actively• Produce and distribute quality content• Participate in online communities correctly
![Page 41: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/41.jpg)
Measurable Goals• Google Analytics! Get it! Traffic Sources?
• Specific landing pages• User conversion on those landing pages (convert)• Actions taken? Downloads, purchases, forms• Customer Service calls lower?• Finding trends and finding their origin• Memberships• Enewletter signups• Dang math!
![Page 42: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/42.jpg)
Bit.ly
![Page 43: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/43.jpg)
Google Analytics
• Free
• Where?
• What?
• How Long?
![Page 44: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/44.jpg)
![Page 45: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/45.jpg)
![Page 46: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/46.jpg)
![Page 47: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/47.jpg)
Just because you can measure it doesn’t mean you should
Photo credit: http://www.flickr.com/photos/ansik/304526237/
![Page 48: Creating an Online Marketing Plan and Maximizing Your Marketing Dollars](https://reader036.fdocuments.us/reader036/viewer/2022062523/53fb9e458d7f72c4698b5078/html5/thumbnails/48.jpg)
•www.hallme.com/blog/
•www.socialmediabreakfastmaine.com
•www.socialmediab2b.com
@amanda_pants @hall_web