Teach Me How to MarketHow to Tie it All Together

Phillip LongMarketing Sidekick

What is Marketing?

Importance of Marketing• Very few businesses can grow by word of mouth

only• Marketing can help increase growth• If you don’t start now, catching up will be hard

Importance of Marketing2015 Fortune 500 Companies (Marketing Budgets)• #1 Walmart ($2.1 Billion)• #4 Apple ($1 Billion)• #6 GM ($4.6 Billion)• #12 AT&T ($3.3 Billion)• #63 Coca Cola ($3.5 Billion)

Does the general population recognize these brands?

Branding• The marketing practice of creating a name, symbol

or design that identifies and differentiates a product from other products• Consistent branding is essential

Types of MarketingOffline• Referrals/Word of

Mouth• Events• Local Advertising• Traditional Mail

Online• SEO• Pay Per Click• Social Media• Email Marketing

Offline MarketingReferrals/Word of Mouth• Why do people talk about a company?• A study of 1,000 people said 95% told someone

about a bad experience, while only 87% shared a good one• Everyone has an opinion• Outstanding customer service• Start a referral program

Offline MarketingLocal Events• Brand exposure• Reach a targeted audience (car show)• Personal interaction• Valuable connections

Offline MarketingLocal Advertising• Examples: billboards, coupon books, schools and

little league• Increased exposure• Reach a targeted audience

Offline MarketingTraditional Mail• Reach a targeted audience (new homeowners)• Part of sales or prospecting process

Online MarketingSEO (Search Engine Optimization)• The process of affecting the visibility of a website or

web page in a search engine’s unpaid results• Increase website visibility• Marathon, not a sprint

Online MarketingPay Per Click• Pay when your advertisement is clicked on• Several avenues, like Google Ad Words• Can be highly targeted, or very broad• Reach a targeted audience• Mainly used for lead generation

Online MarketingSocial Media• Shouldn’t be focused on as a lead generator• Needs to be informational and personal• Include photos• Run contests

Online MarketingEmail Marketing• Essential to improving closing rate and retention• Newsletters, consistent touches• Prospecting• Helping other marketing efforts

Start With a Website• It all starts with a website• Online business card, but it doesn’t have to be• 64% of American adults have smartphones

• http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/

An Internet Snapshot

Tying it Together1. Referral/Word of Mouth

Your outstanding customer service prompted a new client to tell their friends and family about their experience with you

2. SEO

One of the friends decides to look you up. You show up second in the local pack and fifth in organic results

Tying it Together3. Social Media

While on your site, they see your Facebook stream and decide to follow you since you put out engaging content

4. Local Advertising

A few months later, at the local fall festival, they see you are a title sponsor

Tying it Together5. Event

During the festival, they stop by your booth and enter your contest. They also take a branded pen and pamphlet about bundling and saving

6. Traditional Mail

Since they entered your contest, they gave you their address. You sent a mailing piece to everyone who entered, thanking them and letting them know about your offerings

Tying it Together7. Pay Per Click

Months go by and the friends auto policy is up. He wants a cheaper rate and searches for ‘auto insurance dallas’ in Google. The first ad is yours and they click on it

8. Email Marketing

They submitted quotes on several sites, but your third drip mailing had a line about bundling and saving. He wanted to spend less, so this triggered him to bind his policy

Tying it Together• Referral/Word of

Mouth• SEO• Social Media• Local Advertising• Event• Traditional Mail• Pay Per Click• Email Marketing

Tying it Together• The same thing won’t work for everyone• Different triggers work for different people• Be flexible and don’t give up

Next Masters of MarketingHow to Create Awesome Emails (That Won’t Get Deleted)Heather Galloway – AgencyBuzz Coordinator• Characteristics/fundamentals of great emails• Writing copy that actually works• Best times to send• Measuring your results• Examples