Making Marketing Great

AgainScott Holmes

CEO

Niagara Wireless Internet Company

Background

Extreme Technology…

15 years in business

Purchased a WISP called Wireless

Works in 2011. We formed NWIC (

Niagara Wireless Internet Company

Pre 2011, ETC was a full service

website development company

including digital marketing execution

Developed a strategy to procure and

sustain 30,000+ Likes on Facebook

Why Is Marketing Important

Customer Retention & Loyalty – keeps your customers informed of what you are doing as a business, upgrades to your network, expansion. Build loyalty by developing an ongoing RELATIONSHIP with them

Recovery – Customers sometimes change providers from what they think is a better deal, you can use marketing to re-communicate without being too bold

New Leads/Customers – promote your offering to new potential customers

Service Notices - stop problems before they start. While this is more a communication strategy –communication for the most part should be a marketing exercise

Recruiting – Let people know about your company so they want to work or want to recommend as a place to work

Different Types of Marketing

Inbound vs Outbound Marketing

Inbound Outbound

Problems with Outbound Marketing (

Traditional)

Very few ways to value your return of

investment

Expensive

Not Targeted

Does well for brand awareness

Works but less effective

Why Do Customers Purchase Your Service

Are you the only option? – What do you do when

competition comes?

Do you have a superior product? – How do new

potential customers know this?

Is your customer service superior?

Is your prices better than the competition?

Where can they compare this?

Or All of the Above?

Who Are Your Customers?

Prospect Product or

Service

Customer

Inbound

Marketing

Outbound

Sales

Inbound Techniques

Social Media

Landing Pages

Events

Blogs/Articles

Website Video

SEO

Sponsorship/Ad’s

Outbound

Techniques

Direct Person to

Person

Retail Stores

Buyers Journey

Decision

*Most effective methods are built around

building awareness to drive consideration and

followed by decision*

Personas are fictional representations of your customers that help focus your

content creation and nurturing strategies.

Put Customers Into Buckets

Family with

Young Kids

Family with

Teenagers

Elderly Couple

University

Students Living in

a House

Small Business

Enterprise

Business

Do your market individually to these groups

or do you mass market?

B2C

B2C

B2B

B2B

B2C

B2C

• Young Families

• Millennials

• Generation X / Y

• Seniors

• Businesses (B2B)

• Government

• Enterprise

Examples of Potential

Customer Types

Roles - What kinds of roles does this

persona play in their professional

and personal life?

Goals - What are some of the

goals your persona wants to

achieve?

Challenges - What kinds of

difficulties does your persona

face when trying to achieve

their goals?

How would this persona

describe herself on a form?

(Required)

Be More Specific

Create Targets in Facebook

Evaluating Your Spend

Campaign lasted 7 days

Spend was $58.51

11 Site Surveys were generated from

website

7 new customers generating $100/month

each

$8,400 increase in annual sales from a

spend of $58.51

Referral Marketing

“Word-of-mouth is the primary factor behind 20 to 50 percent of all

purchasing decisions.”

Give customers a good experience through Reliable Technology

Why Inbound?

Content Strategy

Be informative – Every Post shouldn’t be self

promoting

Always use images

Use video where possible

Remember you are trying to create a relationship. You

don’t make friends always selling

Recap

Facebook is a great tool for driving business in B2C

Markets

Create content for your audience you are targeting (

Everyone is different)

Use Images all the time

Evaluate your spend and don’t be afraid to run some

AB comparisons of the same post in different

cities/audiences