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Growing Your Business Through Online Marketing
Mike EideJune 7, 2012
“In God We Trust, All Others Must Bring Data” – W. Edwards Deming
Notes from video
86% of viewers don’t trust traditional advertisements any longer. 18% of TV Advertisements generate a positive ROI
90% of people skip ads via DVRYellow Pages expected to drop 39% over the next 4 years74% of the North American population use the Internet
Internet traffic growing 50 – 60% per year50% of the worlds population is under 3096% of those people have joined a social network81% of people received advice from fiends or followers before making a purchase25% of the search results for the worlds top 20 brands are links to user generated content65% of Facebook users use their Smartphone to access the website80% of Twitter users use their Smartphone to tweetVideo usage went up 98% from October 2008 – October 2009
The Zero Moment of Truth
“People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction” – Brian Halligan
The Traditional Three Step Model
The New Mental Model
An Online Plan
For EveryoneFacebook
http://www.facebook.com/pages/create.phpBlogging
https://www.blogger.com/signup.gYoutube
www.youtube.com/create_account
For those from a bigger town, interested in increasing Architects/Designers/Modern Market
Twitter https://twitter.com/signup
Pinterest http://pinterest.com/landing/
• Will send you an invite, can take a couple days
Email MarketingConstant Contact
http://www.constantcontact.com/index.jsp
Ways to gain likes, followers and subscribers to your Social Media (SM) Tools
Now that you have decided which tools to use how do you promote your pages?
Add a link to your pages on email signature
Add links on your webpage
Add images of SM tools to your ads (print) or mention in audio ads
Write a blog post about your SM tools
Ask your employees to promote through their friends
Put the SM images on your business card
Invite all your friends
Create contest to up your exposure
“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best
broadcast message. A trusted referral is the Holy Grail of advertising.” - Mark Zuckerberg
Now that I have a Facebook page, what do I do?
Use your page to promote:New product via pictures, videos, text
Sales, specials
Communicate with people, give them access to contact people more direct or through some other means
Create hype about your business
Promote industry links, blogs, fireplace design ideas, etc
www.facebook.com/mrfireplace
“The internet has turned what used to be a controlled one-way message into a real-time
dialogue with millions” – Danielle Sacks
Now that I have a Twitter account, what do I do?
Use your twitter to promoteNew product via pictures, videos, text
Sales, specials
Communicate with people, give them access to contact people more direct or through some other means
Create hype about your business
Promote industry links, blogs, fireplace design ideas, etc
www.twitter.com/mrfireplaceltd
YouTube
“If you look at the highest-rated videos on YouTube, they’re not sad dramas, they’re men getting hit with inflatable balls or animals
falling off things. Younger generations love humor, which is why advertising is using increasing quantities of it to sell things. People
like it. It works.” – Craig Allen
Now that I have a YouTube account what do I do?
Create a video of your showroomFilm units burning to show customer or accessories availableFilm a review of a productFilm fireplace tips (ie. Service tip, unit startup)Subscribe to manufacturers channels to use their videos
www.youtube.com/mrfireplaceltd
“Institutions that once had to go through media to deliver information are now
themselves media” – Andrew Nachison
Now that I have a Pinterest account what do I do?
Add the Pin it icon to your browser. Instructions to add pin it button:
http://pinterest.com/about/goodies/
Find images of things that you target market would likeie. Fireplace install designs, room designs, anything
To create word of mouth
http://pinterest.com/mrfireplace/
Blogging
“Either write something worth reading or do something worth writing about” –
Benjamin Franklin
Now that I have a blog what do I do?
Blog about new fireplaces, existing fireplaces, services offered, upcoming events
Write reviews of fireplaces
Incorporate your staff in the blog writing process
www.mrfireplace.ca
Constant Contact
http://www.constantcontact.com/index.jspFree for 60 days up to 100 contactsCost to do. $15 per month for under 500 contacts
Email, Event and social media marketingLink your Facebook and Twitter accounts to constant contactCreate newsletters, send out sales and specials and track opens and build a list with easeAdd a link to your webpage to join your mail group
Thank you for your time
