Big Time Marketing on Little Money - Watermelon Web Marketing€¦ · © 2016 Watermelon Mountain...

Big Time Marketing on Little Money

Albuquerque SCORE

June 23, 2016 Jan Zimmerman, Author

Web Marketing for Dummies Social Media Marketing All-in-One for Dummies

Facebook Marketing All-in-One for Dummies Watermelon Mountain Web Marketing

info@watermelonweb.com 505-344-4230

Offline

Old-school

Direct Mail

Advertising

Brochure

Online

New-school

Social Media

SEO & PPC

Podcast

Website

PART A: THE MARKETING PLAN Traditional vs. Digital

Let’s Take Our Own Poll How Many Already Have...

• Web site/blog

• Mobile-friendly site

• Press releases

• E-newsletter

• PPC ads

• Paid Banners

• Video & Images

• Marketing collateral (print)

• Direct mail

• Flyers

• Classified ads

• Print display ads

• Radio, TV, other

• What are you trying to achieve?

• leads, repeat customers, sales, visitors offline?

• What objectives can you specify?

• How will you measure success?

• What is your budget?

• How long will it take you to recover your investment?

A Quick Review of Similarities: Marketing Goals & Objectives

• Who will do the work?

• When will they do it?

• Use google.com/calendar or calendar.yahoo.com

• What tools will you deploy?

• What performance metrics will you gather and when?

Marketing Plan Implementation

• Who is your target market (demographics)?

• What media do they use?

• What skills, staff, and other resources do you have available?

• How much time will you allocate to marketing - estimate 2 hours/tactic/week!

• What channels will you use? Try to do only 1-2 major channels at a time.

Strategy & Tactics

New Tools, Old Rules Know Your Target Market

http://www.junctionsolutions.com

Target Your Audience

• by interest area

• by geographical region

• by demographics

• by contextual reference

• by behavior

New Tools, Old Rules: Fish Where Your Fish Are...

The 4 P’s of Marketing

• Product or Service

• Price

• Position or Place (distribution)

• Promotion

Product or Service

• Physical product(s) or service(s) being sold

• Includes packaging, associated services, e.g., tech support

• Use surveys

• Price point for product or service

• Includes discounts, special offers, warranties

• Compare to competitors

Position or Place • Where distributed

• When distributed

• B2B vs. B2C

• How customers buy

• Where

• When

• How (catalog, phone, online, in-store)

Promotion • Advertising

• Promotion

• Publicity

• Marketing collateral

What an Integrated Marketing Mix Might Look Like

Social

mobile/website

with landing pages

E-news

letter

Press Releases

Paid Ads

Direct Mail

Networking

Making Integration Work • Have an overall strategy

• Strong calls-to-action and relevant offer

• Drive prospects to respond online (e.g. QR codes)

• Tie offline to specific landing pages that fulfill the promise of the promotion

• Maintain clear visual connection between channels

• Measure activity to specific landing pages

• Use shortened links or tracking links to see offline results in online analytics

• Expect to invest as much for each new customer as they will spend in the first year

• Costs 7X as much to get a new customer as to sell to an existing one

• Compare using CPM (cost per thousand impressions) or cost per sale

What to Expect for Costs

• Cost Per Thousand Impressions

• e.g., ad costs $500 for 10,000 impressions; CPM = $500/10 = $50

• Allows you to compare costs of different media

• The narrower the target market, the higher the CPM

CPM Lets You Compare All Media

Cost of Customer Acquisition

The Conversion Funnel

People Who See Your Marketing (Impressions)

Visits to Site (5% of Impressions)

2- 4% of

Visits

Prospects

Qualified Leads

Buyers

• Differentiate

• department numbers

• phone extensions

• who to call

• URLs

• Ask how customers heard of you

• Track coupons and sales

Tracking Results

Assessing Success: Google Analytics

Part B: Online Marketing Tactics

Cost of Customer Acquisition Online

No Matter What Tactic: Benefits vs. Features

Features Stack 4 cartons Holds up to 300 lb 6’ x 2’ Heavy duty wheels

Benefits

Save Time!

Save Your Back!

The Biggest 3-Letter Word in Marketing

The Offer: A 4-Letter Word That Begins with

Website > Mobile Site

google.com/webmasters/tools/mobilefriendly

Website > Mobile Site

Must Have: Google.com/mybusiness

• Testimonials > Product Review

• Events > Calendars

• Business Networks > Social Media

Word of Mouth > Word of Web

Testimonials: Yelp Review Site

Events > Online Calendars

Biz Networks: LinkedIn

Biz Networks: MeetUp

Direct Mail… A Few Stats

•78% of ONLINE consumers have provided a company with mailing address information to receive direct mail messages •75% of 25 to 34-year-olds have made a purchase resulting from direct mail.

•42% of direct mail recipients prefer to respond online

•25% of direct mail recipients will only respond online

Direct Mail > Email

Direct Mail >E-Newsletters

Press Releases > Online

• Cast a wider net

• Branding & Loyalty

• Build relationships

• Improve business processes

• Improve search engine ranking

• Sell when opportunity arises

• Mostly free (except for labor)

• Now offer targeted advertising

Pros of Using Social Media

• Requires time (2

hr/wk/channel)

• Difficult to gain visibility

• Not as good for sales yet

• Advertising on social media has lower CTR than other online ads

Cons of Using Social Media

Usage of Social Media

Facebook

Instagram (mobile)

Twitter

Yellow Pages > Directories

Yellow Pages > Maps

TV > YouTube

What You Can Accomplish With Low-Cost Promotion

• Reach a targeted audience

• Integrate with and enhance other promotion

• offline: use your domain name and landing pages on radio, print, tv, packaging

• online: drive traffic to your website, blog, or social media presence with SEO, links

• Achieve synergy with other activities (web, social media, blog, newsletters, flyers)

Exercise • Break into teams of four

• Review the marketing problem

• Define your target audience

• Select 4 offline and 4 online tactics for your marketing mix

• 15” for discussion with your team

• Report results to group 15” total

Jan Zimmerman

Watermelon Mountain Web Marketing

info@watermelonweb.com

(505) 344-4230

watermelonweb.com/resources

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M AY 13, 2015 A LBUQUERQUE, NM Jan Zimmerman, Principal Watermelon Mountain Web Marketing info@watermelonweb.com 505-344-4230 © 2015 Watermelon Mountain