Use Electronic Marketing to Increase Profits and Decrease Costs

Use Electronic Marketing to Increase Profits and Decrease Costs

Brian Offenberger

a/k/a

RSS Ray

About Brian Offenberger

• Host of Online Marketing with RSS Ray and owner of BizGrowth Search Engine Solutions

• Certified in search engine marketing, paid search, web analytics, email marketing and online testing

Brian Offenberger

Today’s Discussion Points

• Define electronic marketing• Discuss why you should use electronic

marketing• Present 3 ways to use electronic marketing

for your business

• Answer your questions

What Is A Electronic Marketing?

Electronic marketing is marketing through

the use of a channel that requires a plug

or a battery

Electronic Marketing Channels

• Radio• Television• Computer• Telephone and cell

phone

• Fax machine• Email marketing• RSS marketing• Electronic

messaging

Why Electronic Marketing?

#1Your customers are here:

• Cell phones and telephones

• Internet use

• iPods and MP3 players

Why Electronic Marketing?

#2 You can market to a targeted mass

• Traditional Selling vs. Mass Selling

• Closing Rate and the Law of Numbers

Why Electronic Marketing

#3 You can measure results

Internet marketing offers company’s unprecedented results tracking and customer behavior measurements

Why Electronic Marketing

#4There is less competition• 71% of adult population online daily (Pew Internet)

• 83% + adults under 49 online daily (Pew Internet)

• Only 15% of marketing dollars spent online (eMarketer)

Why Electronic Marketing

#5You get message to market quickly

You can get messages to market to customers at the speed of sound

Electronic Marketing in Your Business

• It’s fast, simple, affordable and easy

• Your job is marketing and the message, leave the technology to others

Tools You Need

• Phone line• Broadband connection• Website• Computer• Fax machine

Tools You Need

• Email marketing software• Bridge telephone lines• Webinar software• Recording software

• Microphone and/or webcam

Electronic Marketing for SmALL Business

• Teleseminars or webinars

• Permission based email marketing

• Blogging or podcasting

#1-Teleseminars-Selling at the Speed of Sound

• Use the telephone as a sales tool to the masses

• Effective for business to consumer, business to business and business to government

• Telephone is a passive medium…allows for multi-tasking, etc.

Teleseminar-Sell to Prospects

• Invite prospects to submit questions and attend FREE teleseminar to answer questions/solve problems/resolve needs---email to your list, joint venture partners, other promotional tactics

• Hold teleseminar and record call

Teleseminar Benefits

• Prospects get to investigate the product or service in more detail in a non-threatening, anonymous environment

• Prospects can participate from anywhere while doing just about anything

Teleseminar Benefits (cont.)

• Participants are engaged prospects• You communicate with mass instead of

individuals

Teleseminar Example

• Customer: Knight Security-Dallas

• Goal: Sell Camera Systems

• Method: Joint Venture with Irving Chamber of Commerce

• Hook: Stop Employee Theft

Teleseminar Example

• Action Steps– Chamber emails members– Members register for call– Members attend call– We teach and promote

Teleseminar Example

Teleseminar Benefits

• Speak to masses for same amount of time to speak with one person

• Can do for internal and external customers• Including web landing pages, total cost per

participant is $2.17• Can record call and repurpose content• Generate leads and add to prospect names list

Teleseminar Applications

• Internal company communications• Vendor communications• Sales to prospects• Teach customers how to use (consume)

products

Questions About Teleseminars

Find our example online at:

http://www.KnightSecurity.com/etwebinar

#2-Permission Based Email Marketing

“The marketing of products or services or information to people who have given

you permission to interact with them via email”

Email Marketing Facts

Email Rules ROI (Source: Direct Marketing Association Power of Direct report October 2006)

>Email $1 spent returns $51.47

>Catalogs return $7.20

>Other internet marketing returns $21.08

Why Use Email(Source: Datran Media, February 2007)

• Drive incremental revenue 55.3%• Reinforce brand position 19.1%• Improve customer loyalty 10.6%• Reactivate customers 8.5%• Drive more frequent purchase 6.4%

Use Email To…

• Sell More• Announce new

products• Announce new

services

• Seasonal greetings• Introduce new

policies• Promote business

accomplishments

Measurable Performance

• Deliverability

• Open rates

• Click through rates

• Sales

Customers Use Email(Source: eMarketer)

• 88% of Americans have an email account

• 91% of those with email use it daily

Customers Like Email

• DoubleClick survey of customer preferences:– Permission based email 75%– Sales call 51%– Direct mail 25%– Telemarketing 0%

Get Started With Email Marketing

• Learn about email marketingwww.ConstantContact.com/learning-center

www.EmailLabs.com

• Set goals and objectives

• Determine/segment your audience

Get Started With Email Marketing

• Collect names at all customer contact points, including website

• Work with someone or do it yourself• Determine your content, including subject

lines • Get started!

Automated Sequential Marketing

• Automated email messaging in a sequential fashion to accomplish business objectives

• Resource www.aWeber.com

#3-Blogging, Podcastingand Videocasting

• Blog is a frequent, chronological publication of text, audio or video and web links

• Podcast is a digital media file or files distributed over the internet for playback on portable media players and personal computers

Videocasting

A videocast is the same as a podcast

except with video

Why Use Them In Your Marketing?

• More people will find your business-multi-channel marketing

• More content for search engine rankings-Google’s universal search

Why Use Them In Your Marketing?

• More convenience for your audience

• Lower costs to produce than radio or television commercials

• Creates content that attracts links

Get Started

• Decide what you want to accomplish• Select your medium with which to get started• Select your tools and resources• Determine your messaging• Syndicate your content• Submit your content for indexing• Measure your results

Free Tools

• Blogging: – www.WordPress.org

• Recording Software:– www.Audacity.Sourceforge.net

Summary

• Electronic marketing generates high ROI• Lower costs of lead acquisition and sales • Measure for maximum results• Incredible speed to market

Questions

Contact Brian OffenbergerBizgrowth Search Engine

Solutions

www.BizGrowthSeo.com

Brian@BizGrowthSeo.com

602-412-3168

Online Marketing Radio ShowOnline Marketing with RSS Ray

Live Wednesday at 1pm EST

www.wsRadio.com

Podcast Feed:

http://www.wsradio.com/podcasts/107.xml

Thank You

Have a great experience at SEMA 2007!