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Michael Vorel, CEO of Vastplanet.com presents on Internet Marketing and Social Media for the International Business Summit in Tampa, Florida. Covers marketing 101, internet marketing, local marketing and social media trends that a business can use.
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Internet Marketing Workshop for Your Business
International Business Summit, Tampa, Florida – March 11, 2010
Michael VorelCEO, Vastplanet Corporation
Who is Michael Vorel?
CEO / Founder Vastplanet Corporation, 1998o Ecommerce Developmento Internet Marketing Managemento Affiliate Marketing, Search,
Advertising, Social Media, Email, VideooConsulting
10 Years experience in computer industryo International product marketing, sales,
marketing, purchasing & management
Agenda for Today’s Presentation
Marketing 101Internet Marketing Action Plan
“Marketing is the process of identifying a target market, defining what the market needs and
organizing a viable and profitable means to
meet that end”Effective Marketing by Peter Hingston
Ask Yourself 4 Basic Questions1. What business are we in?2. Who are our customers?3. What do they want that we can provide?4. What information do they require?
Image credit : www.propeg.co.ukResource credit : Relationship Marketing – Roger Parker
5 Marketing Goals1. Build strong bonds with customers by thanking them
for their business. 2. Find out more about your customers needs. 3. Provide an incentive for additional purchases.4. Plant the seed for future business.5. Provide customers with tools they need to become
your advocates.
Image credit : askmissa.com
Resource credit : Relationship Marketing – Roger Parker
Word of Mouth Marketing Give People a Reason to Talk About.. Be remarkable, repeatable, emotional Ask people to tell friends (talkers) No one leaves without something to share Create VIP programs (tools) Create fans
Who excels at this? Ritz Carlton Maker’s Mark Apple
Resource credit : Word of Mouth Marketing – Andy SernovitzImage credit : freshglue.com
Let’s Go Local for a Moment
My experience VIP guest club Email marketing Creating advocacy Being remarkable
Emails from Charley’s Steakhouse 8 emails since 12/5/09 Email incentives work
Valentine’s Day Offer
What’s the Next Step?
Image credit : uk-studentfinance.org
Step 1 – Before Investing, Ask Who are our customers? What do they buy? Who is our competition? Why buy from us vs. them? How do we promote our products? How does our competition promote? Where do me make our money? With whom? Where do we not make money? What are we doing to attract new customers? What are we doing to keep current ones?
Image credit : curtharding.wordpress.comResource credit : Relationship Marketing – Roger Parker
Step 2 – Let’s Talk Numbers What is your total ad budget? How is it broken down?
Traditional ads Newspaper, yellow page, magazine, radio
Displays, brochures, trade shows, etc. Graphic design, printing, copy writing Web site & blog
Now.. How much is spent on customer reinforcement?
How.. Can you reallocate your budget to include internet marketing?
Image credit : thedigeratilife.comResource credit : Relationship Marketing – Roger Parker
Step 3 – Let’s Talk Resources Who handles your marketing? How much time is spent on it? Who follows up on prospects? How much time is spent prospecting? What employees might be able to
help? Have you considered outsourcing?
Image credit : thebrandunion.co.zaResource credit : Relationship Marketing – Roger Parker
Step 4 – Let’s talk Sales Do you know who your…
Prospects are? Customers are?
Do you keep a database of them? Are you collecting emails?
Do you know sales by customer?
Would your customers respond to a… Personalized email or generic one Tip: Always include a call to action!
Image credit: lpt.com.auResource credit : Effective Marketing – Peter Hingston
Step 5 – Let’s Talk Conversion What incentives can you use to
encourage people to buy? What additional products or services
can be added? Do you have time sensitive or
seasonal products? What are higher margin products? How can you use the Internet to
reduce overhead? What can you bundle? Can you make it easier to buy? i.e.
Free parking, gift wrap, etc. Can you capture email, birthdays,
other for personalized targeting?
Resource credit : Relationship Marketing – Roger Parker
OK – Ready for All This?
Source: Outsells Advertising Study, Dec 2009
Internet Marketing Today Online Spend Surpasses Print!32.5% of $368B will be spent on digital advertising
Email, video ads, display ads & search marketing30.3% spent on print advertising
Magazine spend rises 1.9% to $9.4BDigital ads up 9.6% in 2010
Trends Economic forces requires innovative marketing Online sites & services are converging on local markets Ability to target ads by region, age, geo-location, interest Social media impact Mobile changing landscape Video viewing up 50%
Social Media Facebook (connect with friends & business) Twitter (what are you doing now in 140 characters) Foursquare (where are you located right now?) Linkedin (online resume, business groups) Google (search, paid ads, local ads, mobile ads, etc) YouTube (user generated videos, business videos) Mobile (apps to find places, search, texts) Blogging (connect business with customers) MySpace (younger, music-oriented community) Flickr (photo sharing) Yelp (local business listing & reviews)
Facebook 400M active users #1 Most popular site by time/month (Yahoo #2, Google #3) #2 Unique visitors/month (Google #1) 133M unique visitors – Jan 2010
50% login daily 55 min/day avg. (Note -
Nielson study said 7hr/month) 1.5M Local business pages 100M access by mobile Tips
Use Facebook ads Facebook fan page Mobile location is
coming
Resource credit : Nielson Company study
Facebook Ads Target by Location, Age,
Keyword
Twitter 20M active users 4.7M on mobile (+347%) What’s happening now? Individuals & Brands Desktop & Mobile Users
Twitter Covers wide range of ages Publish news, promotions Mobile apps allow for pictures,
attachments, RT (re-tweets) Advertising is coming!
Twitter Tips Create account – Twitter.com Search Twitter - http://search.twitter.com Enhance Twitter - http://tweetdeck.com
Update Twitter, Facebook, MySpace and LinkedIn at one time
Tweet relevant, informative content, help Would anyone tell a friend about this?
Geo-Targeted Pull Campaign
Future of advertising! Actual mobile location
of user is located. Display advertising to
them that is relevant to location.
FourSquare, Google Buzz and soon Facebook
Foursquare Like Twitter but includes location
(store, restaurant, event, etc.) You check-in and tell your friends
where you are. Desktop & mobile users Advertising options
Google Buzz Like Foursquare, Twitter & Gmail in One buzz.google.com Integrated into Google email Desktop & mobile users Advertising integrated
Image credit : buzz.google.com
Digital Ad Networks Access multiple points
of advertising through one campaign.
Broaden your reach to uncover new prospects.
Image credit : creativeloafing.com
Mobile Marketing Innovative way to reach customers by phone Texts used for discounts, alerts, surveys Instant communication = instant response Jamba Juice Marketing Post (potential marketing strategy)
Read: http://vastplanetblog.com/marketing-101-jamba-juice/
Image credit : trumpia.com
Google Ads Paid search ads (PPC) Local maps Admob network
Video
Ideas Tour of Business Buying Guides Welcome Video Employee Video Tip – Buy Flip Cam
YouTube up 50% Avg. viewer watched
93 videos in Jan of 32.4B YouTube videos
173M users watched video
Image credit : Dr. Leo Krawetz – Podiatrist in Tampa, Florida, Zappos.com
Web Site & Blogs Benefits of Web Site
Great communication Low cost Reduce printing, ads, postage Open 24/7 Free advertising in search
Benefits of Blog Social media integrated Search engines favor
5 Customer Stages Introduction Comparison Transaction Reinforcement Advocacy
Web Sites are Collectors• Sales, Leads,
Referrals• Questions &
Feedback• Complaints
Tip – addthis.com – free sharing tool
Resource credit : Relationship Marketing – Roger Parker
Ideas… Combination of print &
digital network ads Email marketing Social media
Facebook fan page Twitter Foursquare Google buzz
Mobile texting Barters Coupons Sponsors / events Google alerts
Image credit : jambajuice.com
Strategies to ImplementReview Actions
Marketing Questions What business are we in? Who are our customers? What do they want that we can
provide? What information do they require?
Marketing Goals Thank customers Provide incentives Plant seed for future business Create advocates
Steps to Follow Before investing, ask Let’s talk numbers Let’s talk resources Let’s talk sales Let’s talk conversions
Update web site Google ads Digital ad networks Mobile texting Facebook fan page Facebook ads Twitter / Twitter search Foursquare Google Buzz Email newsletter Create video
