Planning Your Online Marketing

Must Have Answers.

Meet Monica

What’s On Tap Definitions Why market online Who should not market online Why the old way is old Building your plan Setting Goals Asset leverage Strategic plan Tracking Tweaking Growing

THIS IS SUPER COOL

IT ’S NOT THE ONLY WAY

I ’M NOT SAYING IT ’S RIGHT FOR YOU

I ’M JUST SAYING IT ’S SUPER COOL

Disclaimer

Online Advertising Definition

Online advertising, also called Internet advertising, uses the Internet to deliver marketing messages to consumers.

It includes ____________, __________________, _________________, many types of ______________ (including ________ advertising), and _____________.

email marketing search engine marketingsocial media marketing display advertising

mobile advertisingweb banner

Source: Wikipedia.org

Social Media Definition

Forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content

Types of social media include: ____________________________________ __________________________________ _____________________ _______________________

Source: Merriam-Webster.com

Social Networks (Facebook, LinkedIn, Twitter)Media Sharing (YouTube, Instagram, Flickr)

Blogs (WordPress, Blogger)Blog Comments and Forums

In 2011, Internet advertising revenues in the United States surpassed those of ___________ and nearly exceeded those of ______________Wikipedia.org

In ____, Internet advertising revenues in the United States totaled $36.57 billion, a ___________ over 2011Wikipedia.org

Email marketing spend grows ____ year over yearForrester.com

____ of businesses increased their social spend over the last yearEntreprenure.com

15.2% increasecable television

broadcast television

56% 10%

50% of Facebook users check their profile ________ , 23% check__ times or moreSocialmediatoday.com

B2B companies that blog ______/mo generate ____ more leads than those who don’thubspot.com

As of December 2013 there were over ____ million websitesinternetlivestats.com

_______ blog posts are written each daydigitalbuzzblog.com

every day5

only 1-2x70%

6722 million

___ of businesses use social media to drive growth, ___ plan to use it in the futureEntreprenure.com

____ of marketers gaining a new customer through Facebook this year alone, ____ through TwitterSocialmediatoday.com

Only ___ of businesses who use social media feel they use it effectivelyHarvard Business Review

Businesses that use email marketing and social media achieve ____ higher email open ratesverticalresponse.com

81% 9%

12%28%

Build a bridge to your customers.

Why Market Online?

Your Audienc

Closed Busines

sFacebook

Email & Direct Mail

Blog & Website

Print Advertising

Other possible digital components of your marketing bridge:Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords

Don’t just build a bridge, cast a net.

Why Market Online?

Your Audienc

eClosed

Business WEBSITE

Email & Direct

Facebook

Print Advertising

Who should not do it?If you don’t have a website

If you don’t have a plan

If you don’t plan on tracking

If you’re looking for a miracle

What to expect

It ________ to really make an impact on your sales pipeline (just like all other marketing activities)

It _________, at the very least time and your time is worth money

A ___________, it’s not as straight forward as they want you to believe it is

It is ______________ so it can be modified for better results

To _________________Save you ____ and make you _____ in the ______

takes time

costs money

learning curve

incredibly trackable

know when it’s working

time money long run

Transition from Sales Funnel to Hour GlassA cultural sales shift from hunting to farming.

Awareness: customer identification of a need and the realization that your business can potentially fulfill it

Consideration: customer evaluation of how your offering meets this need, including the evaluation of offerings from other businesses

Preference/Intent: a customer’s logical and emotional inclination towards one solution or another, ultimately leading to a purchasing decision

Purchase/Repurchase: the action of ordering and buying from your business or the emotional and logical process that (hopefully) leads to a repeat purchase

4Purchase

Repurchase 3Preference/

Intent

2Consideration1Awareness

News/Media/PR

Research/White Papers

Infographics

Social Networking

Webinars

Forums

Online Video

Document Sharing

Q&A Sites

Word of Mouth

Blogs + Blogging

Direct Traffic

Comment Marketing

Direct/Referral Links

Podcasting

Social Bookmarking

Dating Tool Kit

Asset Leverage

Market Review

Strategic PlanTracking

Tweaking

Growing

Building Your Plan

Outcomes of a successful campaign.

Exposure & Branding

Lead Generation

Promotions

Rise in SEOBuilding Relationships

Building Credibility

Increase Growth

Defining Your Why

Poor Goals Example

Increase traffic to my website

Increase Facebook fans

Keeping up with the Jones’

These are poor goals because they:• Are only outcomes of

advertising activities• Lack action plans• Do not share a purpose• Are advertiser centered

Good Goals Examples

Reach a new demographic by increasing traffic to our website by offering unbiased resources geared towards young couples buying their first home so they will feel empowered, comfortable and supported throughout the home buying process. Building a relationship with our viewers so they will be more likely to work with us when they’re ready to buy.

Increasing traffic to our website using social media outlets for our online service estimator to allow those looking for services to get an instant quote, enabling us to gather lead information and prequalify leads, saving visitors and the sales staff time.

Preheat oven for long term success

Prep a customer centric pan

One cup outcome

One cup action plan

Two cups clear purpose (one cup your agenda, one cup their agenda)

Serve warm and review often

Goals Recipe

What is your online marketing goal?

Asset Leverage

Market Review

Tweaking

Growing

Building Your Plan

Leverage Your Marketing AssetsAnything your company has that can be utilized to create reach.

Reach can be:

• Bought• Borrowed• Built

Client & Non-Client Contacts• Email List• Mailing Address List• Facebook Friends/Fans• Twitter Followers• Blog Followers• Email Subscribers

Capital• Services for Trade• Funds to Invest

Staff• Sales• Designers• Writers• Delivery Truck Drivers• Interns• Kids

Ready Made Marketing Materials• Previously Designed Ads• Testimonials• Portfolio Photos• Ad Specialty Items

Sphere of Influence• Strategic Alliances• BNI Chapter• Rotary Group• Neighborhood Association• Church• Gym• Country Club

Location• Shared Building Space• Signage• Window/Display Space• Sidewalks

Equipment• Printer• Company Cars• CRM• Smart Phones

Processes• Checkout • Sales

What are your marketing assets?

Staff Email Lists Social Media Audience Within Key Processes

Non-Client Contacts Money/Trade Location Mailing Lists

How the message will be delivered:

Use your assets to cost effectively deliver your message.

How can you use your assets to build more assets?

Builder vs. Driver

Which assets will be most effective to deliver your message?

What are your building activities?

What are your driving activities?

Asset Leverage

Market Review

Tweaking

Growing

Building Your Plan

Market Review

Interests

Income

Gender

Education Level

Communication Style

Life Style

Location

Relationship

Who are youspeaking to?

What value can you create that will help a person at a specific point in their life make a decision to use your service?

Who is your target market?

All marketing content is essentially composed to achieve the same goal:

To get people to read it.

Marketing Writing Rules

1. _________ just have to write about what you do.

2. ___________ to write about topics of value to your audience.

3. When trying to reach to ________ you end up touching to ______ at all.

4. Consider creating ____________ to help you see yourself in the shoes of your target market.

You don’t

You do have

everyone no one

buyer personas

SBDC offers services to assess your current clients and their media preferences

Direct Sales Promotions/Deals Price driven decisions Commodities Commercials Timely Sales Persons Enforce

3Preference/

Intent

4Purchase

Repurchase

Indirect Sales Testimonials

Photo Galleries Writing

Newsletters Success Stories

Customer Surveys

3Preference/

Intent

4Purchase

Repurchase

Thought Leader Industry Expert

Tutorials Authoring

Guides White Papers Books

Trend & Comparison Reports

FAQ’s Industry news

2Consideration

1Awareness

____ percent of small to medium businesses found ________________ most valuable to consume and share, while _________ and ______from both customers and industry experts followed closely behind.

http://www.entrepreneur.com

industry-specific newstestimonials

reviews

Asset Leverage

Market Review

Tweaking

Growing

Building Your Plan

“When the only tool you have in your tool box is a sledgehammer everything starts to look like a rock.”

-Bob Rae

ts Website

Blog (Yours or Others)

Email Marketing (Yours or Others)

Offerings

Social Media

Integration Software

Advertisements

Online dating tools Traffic generating tool box

ts Website

Offerings

Social Media

Advertisements

WebsiteProfessional, clean, easy to navigate

(1) http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only

Calls to action

Work on all browsers AND phones

25 percent1 of mobile web users never or infrequently use the desktop to search the web.

Calls to action

Incorporate keywords

Calls to action

Incorporate keywords

Tracking system

ts Website

Offerings

Social Media

Advertisements

BlogIntegrated with your website

Blog Posts = PagesPages = Contacts

Companies with 51-100 pages generate 48% more traffic than companies with 1-50

pages.

Provide timely, relevant and useful information to your visitors

Easy to share via social media

CTA on each blog post

Easy to subscribe to via email or rss

Regularly updated

Companies who blog 15 or more times per month get 5x more traffic than companies

who don’t blog

B2B companies that blog only 1-2x/month generate 70% more leads than those who

don’t

Regularly updated

Easy to interact with (?)

How much should you plan on blogging?

Depends on your growth goalsAt least one to two times per monthOptimally one to two times per week

ts Website

Offerings

Social Media

Advertisements

Email MarketingWork to drive people back to the website

Consistent branding

Consistent and timely delivery

Consistent branding

Compliment your blogging efforts

Consistent branding

Promote offerings and events

Consistent branding

Promote offerings and events

Trackable

ts Website

Offerings

Social Media

Advertisements

OfferingsRelative to customer needs at each point in the buying cycle

Downloadable or generated online

Provide value to customer

Original

Repurpose blog content

Examples Survey or research

results White papers Templates

How-to guides E-books Webinars Service estimators

Every Offer Must HaveA _________

A _________ with:

1) A clear ________ of offer

2) A ____ of the offering

3) A _______

4) No ________

A _______ page

A thank you _____

A way to _____________

call to action

A _________ with:

3) A _______

4) No ________

A _______ page

A thank you _____

A way to _____________

landing page

description

call to action

A _________ with:

3) A _______

4) No ________

A _______ page

A thank you _____

A way to _____________

landing page

description

call to action

A _________ with:

3) A _______

4) No ________

A _______ page

A thank you _____

A way to _____________

landing page

description

lead form

call to action

A _________ with:

3) A _______

4) No ________

A _______ page

A thank you _____

A way to _____________

landing page

description

lead form

call to action

navigation

A _________ with:

3) A _______

4) No ________

A _______ page

A thank you _____

A way to _____________

landing page

description

lead form

call to action

thank you

navigation

A _________ with:

3) A _______

4) No ________

A _______ page

A thank you _____

A way to _____________

landing page

description

lead form

call to action

thank you

navigation

A _________ with:

3) A _______

4) No ________

A _______ page

A thank you _____

A way to _____________

landing page

description

lead form

call to action

thank you

track submissions

navigation

How many offerings do you need?

Companies see a 55% increase in leads from increasing

landing pages from 10 to 15

How many offerings do you need?

Depends on your growth goalsAt least quarterly

Optimally every other month

Strategic Plan ComponentsWebsite

Offerings

Social Media

Advertisements

Social Media

Be where your clients and prospects are engaging

Share information that’s important to them

Consistently and regularly update

Speak to them and with themRespondPick one or two and excelDrive traffic to your

website/blog

What to write.

Social Media Rule of Thirds:

A balanced approach to sharing content with the rule of thirds: Promotes a well rounded

relationship Talking about you as a person

or company Promoting your content or

services Positioning you as an industry

resource

33.3% Personal or Professional Interactions

33.3% Brand Promoting Posts

33.3% Industry Related

Posts from an Outside

Source

FacebookMost used social platform, 71% of online adults use it

45% of internet users age 65 or older now use Facebook up 10% from 2012

More women then men

Young adults

Facebook Impact on Traffic

The average company saw a 185% increase in traffic after crossing 1,000 Facebook likes

PinterestUsage up 6% since 2012

Skews towards the affluent and more educated

Women are 5 times more likely to be in the site than men (33% of online women are on Pinterest)

Ages 18-49

TwitterTwitter users doubled from 2010-2112 and increased 2% to 18% of adult internet uses in 2013

Men and women nearly equally

Mainly under 50, and predominately 18-29, high usage by African Americans

More urban-dwellers than suburban and rural

Twitter Impact on Traffic

Companies with 51-100

followers generate

106% more traffic than

those with 25 or fewer

LinkedInUsage is especially high among people with a college degree or higher

Annual household income of $75,000 or more

Usage among 50-64 year olds is higher than usage among those ages 18-29

Google1

Avg 67% of the US search market, 62% in Missouri

Bing only has 18%, Yahoo 11%

Google+2

More men than women

Middle class $30,000-$149,000

Largest user group is age 25-34

(1) http://money.cnn.com/2013/08/20/technology/enterprise/google-states/index.html (2) Source: http://www.flowtown.com/blog/whos-using-google

How Many is Too Many

Where is your target market?

Social Media Demographics Source: http://www.pewinternet.org/2013/12/30/demographics-of-key-social-networking-platforms/

How often do you need to post?

At least every other dayOptimally two times or more per day

Strive for quality over quantityYou can re-post about the same topic

ts Website

Offerings

Social Media

Advertisements

Can piece together with website or use an outside system

Free and subscription options are available

Must Have Nice to Have

Track leads Possible automation Lead scoring List segmentation Email marketing Social media monitoring Integrate with website

Create an email form Receive notifications that a

new person has downloaded content

Submit leads to a database Ability to export leads

ts Website

Offerings

Social Media

Advertisements

Popular DIY Advertising Mediums

is from Advertising

85%Of Facebook’s Q1’13 Revenue

is from Advertising

97%Of Google’s

Revenue

Types of ads Page post _____ ad Page post ___ ad Page post ___ ad ____ ad ______ ad Page ___ ad

photolink

Domain

textEvent

Engage with page, post or website

Engage with page or post

Engage with FB event

Engage with website

Like page

Post Promotion/Boost Post Ads

Bumps your post higher than it would otherwise appear in your audience’s news feeds.

Starts at $15.00. New in May 2012. Increases the likelihood that people will:

See your message in their news feed. Become aware of your business. Respond to your offer or sales promotion.

_____ AdsSearchSearch ads are placed ____ to or _____ ______ Google search results.

nextabove relevant

______AdsDisplay ads are placed on the Google Ads ____________ is a large group of ______ and other products, like ___________ and ____, who have partnered with Google to display Ad Words ads.

Ad Types Available: ____ & _______

Display

Display Network websites

email programs blogs

DisplayText

Comparison

Great for promoters, ok for prospects

Costs less but tends to generate less traffic to site

Limited format optionsEasier to use and trackDrive traffic to siteReach out to current

customers to build referrals

Great for prospectsCosts much more but

generates more traffic to the site

Lots of format optionsMore complicated to use

and trackDrive traffic to websitePlace in search results

Asset Leverage

Market Review

Tweaking

Growing

Building Your Plan

Biggest Excuse for Not Tracking:

Fear of Failure

My favorites:

How to Track

Use a _______Software

_______ page views______ visit duration_____ bounce rate_______ pages per visit_____ return visitors

Increase Longer Lower IncreaseMore

Measuring for Engagement

= Good visitor engagement

How will you measure the success of your campaign?

o Number of hits to your websiteo Low bounce rateo Number of pages visitedo Amount of time on siteo Number of returning visitorso Follower head counto Leads generatedo Lead qualityo Closed businesso Revenue generatedo SEO ranking improvements

Measuring Success

Exposure & Branding

Lead Generation

Promotions

Rise in SEOBuilding

Relationships

Building Credibility

Increase Growth

Not Tracking Costs You

More Money Than Marketing

Asset Leverage

Market Review

Tweaking

Growing

Building Your Plan

Focus on what’s working and do more of it!

Tweak layout for landing pages

Tweak call to action buttons

Give viewers more of what they like

Don’t let pride get in the way of success

Keep up with your competition and industry trends

Add more assets to campaigns and mediums that work

If you don’t know what’s working ask for help

Tweaking

Asset Leverage

Market Review

Tweaking

Growing

Building Your Plan

Growing

Add new mediums as they are built and become appropriate

Recycle content throughout additional mediumsGrow your reach to grow promoters and grow your

business

What’s On Tap Definitions Why market online Who should not market online Why the old way is old Building your plan Setting goals Asset leverage Strategic plan Tracking Tweaking Growing

Must Have Answers.

Online Advertising

http://www.entrepreneur.com/article/231515http://

www.sas.com/resources/whitepaper/wp_23348.pdf

Planning Your Online Marketing

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