Download - 5 Ways to Engage with Online Consumers

Super Bowl 47

Jim Harbaugh

John Harbaugh

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Ravens Won

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Blackout

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Oreo’s Slam Dunk

Lora UllerichDigital Media

SpecialistCole Information

Session Framework

Consumers who engage with companies via social media: •Spend 20-40% more money with those companies•Are 33% more loyal http://www.bain.com/publications/articles/putting-social-media-to-work.aspx

•5 ways to reach online consumers.

•Five action points.

Cole Directory • Published in 1947• “Blue Book”• Crisscross directory of addresses and phone numbers

Invaluable information for a number of industries:

• Telemarketing• Debt collection • Law enforcement

Today, web-based lead generation for business

Then and Now

Features:• Webinars• Playbook

download• Articles• Buddy’s Blog• Resources

Engage Visually

• Let me tell you how I can help you find new customers!

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Engage Visually

Local level: •Highlight store employees•Partners•In-store specials•New products•Customers

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Video

Videos should be: •Interesting•Short •How to•Testimonial•National ads

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1. Figure out how much bandwidth you will need based on the size of your office/needs.

2. Get 2 different Internet providers.

3. Identify the best vendor for your VoIP package.

4. Tie your sales process & lead nurturing process into your VoIP package.

5. Tie your marketing efforts into your VoIP package.

Pinterest

Pin:/Repin •Interesting Features•Videos •Articles•Pictures

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Bandwidth

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What’s Your Relevance?

Engage Relevantly

Engage Relevantly

Keep Relevant: •Time of year•Frequently asked questions•Weather•Life events

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“Focus on promoting what’s next. Lead

the way as opposed to following.”

~Frank EliasonRuns Citigroup Social Media

Future Focus

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•Search.twitter.com

•Google Alerts

•Think outside the

box

Be a Good Listener

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•Interruption vs. time of need?

•Insurance: x-dates/age triggers

•Real estate: just listed/just sold, expired

•Home Services: roof damage, fallen tree

Industry Triggers

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•Use a QR Code on direct mail

Bridge the Gap

Practical uses:•Email address•Additional information•Promotional video•Landing page •Coupon/registration

How:•http://bitly.com/•http://qrcode.kaywa.com/•http://qr.net/•http://qreateandtrack.com/

Direct Mail

•Add a QR Code

•Link to mobile

website or video or

both!

Articulate Your Value

•Being local is a huge asset! •You live and work in the community.•You understand the needs of your neighbors.

•Harness your power. •Customers’ needs come first!

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Market Hyper Locally

Trade Show Campaign•Captured emails during show•Emailed deal next day•Response: 29.7% open rate & 19.7% CTR Be sure to:•Use a permission-based email-marketing platform.•Keep lists up-to-date.

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•Become a Living Social/Daily Deal Groupon Merchant•Builds brand awareness•Find new customers•Make more money

App Ads

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App Ads

What is foursquare:•Location based marketing using a cell phone

Why it’s important:• Both foursquare and smart-phone use are on the rise• More buzz = More traffic = More sales• Foster customer loyaltyHow:• foursquare.com/add_venue• Choose appropriate “badge”• Implement loyalty rewards program

Drive traffic using location-based applications

TMLocation! Location! Location!

Reward customers who “check in”

•Offer a Discount for rate user experience.•Make sure you can track the response.

Drive Online Reviews Via DM

Reward Reviews

Customer

Reviews

Five Action Points

• Be consistent in look and feel.

• Set up Google Alerts.

• Create CTAs that are clear and concise.

• Determine relevance prior to posting.

• Track to see what’s working. Do more of

that.