Online Marketing: Key Tools and

ConceptsSean Simone

BlueReachMay 10, 2012

Brand Image v. Brand Identity

Brand Image Brand Identity

MarketingAdvertising

Sales

TAKEAWAYS:1.Choose the relevant content that will connect emotionally with potential customers

2.Determine cost effective tools on the market that we can use to distribute content

3.Develop/Deploy a strategy for these tools

4.Stay within a reasonable budget

5.Measure Results & Repeat what works!

Market Research: Why not ask potential clients what they

want!?

The Big 4: Online Sharing Tools

Websites, Landing Pages &

Blogs

Social buttons & email capture?

Search

Organic Search: A zero sum game

Watch: location, logged in/out, level of competition

What are your keywords?

Domains?

adwords: Paid Search Advertising

Goals? Focus on optimization

Google Places: mobile friendly

Google Places: easy setup/mgmt

Social

Facebook: A social networking site connecting friends, family, and business associates.

901 million monthly active users at the end of March 2012. An average of 3.2 billion Likes and Comments generated by Facebook users per day during the first quarter of 2012.

More than 42 million Pages with ten or more Likes at the end of March 2012.

35% of small business owners have a Facebook pageTwitter: A real-time information network that lets you communicate with the world using 140 or fewer characters in a tweet

140,000,000+ active users, 340,000,000 Tweets per day

OpportunitiesVideo is in, but not being shared effectively

QuickEntertainingEasy

Majority of local businesses aren’t using Twitter/Facebook effectivelyBe transparent and differentGive RELEVANT stuff and EXCLUSIVE info awayPay people!Professionally designed pages

YouTube: People Share Videos

Nearly 17 million people have connected their YouTube account to at least one social service 150 years of YouTube video are watched every day on Facebook (up 2.5x year/year)100 million people take a social action on YouTube every week We see more than 500 tweets per minute containing a YouTube link

Twitter:

#BatonRouge

#LSU

#LawnCareBR

#GoBR

#BRLawns

#NOLA

#Summer

Local YouTube & Facebook Pages: Incentivize People to

Share!

Facebook Advertising

Facebook Advertising

Photo

Targeted by Geo, Age, Interests

Facebook: Contests

LinkedIn: B2B

Email

Simple and Consistent

Average Open Rate of Home & Garden Emails

28.20%

You send out to 5,000 people/month = 1,410 opens

http://mailchimp.com/resources/research/

oAB TestingoSubject LinesoTemplatesoAnd More

Local Banner Ads

Local Banner Ads: LSU newspaper

Budget?

6 Month Budget (Optimal)Email Marketing: FREE

Monthly Email -> Free up to 5,000 emails

Facebook: $2,400 PPC Outreach

Twitter: Mostly Free Outreach - FREE PPE – Work with

Corporate

YouTube Videos: FREE

Locally Optimized Channel

Banner Ads: $6,000Google: $4,200

Organic SEO: $3,000

Adwords: $1,200Contest Prizes: $600

6 month total:

$13,200

Measure!

Hootsuite / Bit.lySescout / SerpIQ

EdgeRankCheckerTweetGrader / Twitalyzer

Klout

Which tweets worked?

unique links, emails & phone #s

Measuring Results: Cost of a new fan?

$1.57 for this campaign..

When do people share?

Learn what works and repeat. Don’t repeat what doesn’t work.

Your turn!

Get loyal fans working for you!You don’t need a huge budget.Ask your audience what they want!Change course quickly and frequently.Viewer > Fan > Client

Sean Simone

Sean@bluereach.comCell: 504.813.6644LinkedIn.com/in/seansimoneTwitter.com/BRsocialmedia