| Date post: | 13-May-2015 |
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Business |
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Internet Marketing for Entrepreneurs &
Small Businesses
4755 Kingsway Drive, Suite 314Indianapolis, IN 46205
Phone: 317.917.3266 | Fax: 317.916.8921Email: [email protected]
www.businessownership.org
Presented by:
Dave MorseE-Marketing Manager
Delta Faucet [email protected]
Twitter: @davemorseBlog: davemorse.net
Objectives
Plan for … Understanding & engaging w/ your audiences Increasing visibility Driving website visitors Nurturing & converting prospects Creating advocates
Agenda
Positioning Establishing goals “Inbound” vs. “Outbound” Strategies, tactics and tools:
Search engine marketing Social media marketing Content marketing Lead management Website analytics Email marketing
Positioning
“The easiest thing to be in the world is you. The most difficult thing to be is what other people want you to be … don't let them put you in that position.”
~ Leo F. Buscaglia
Positioning
For (target customers) Who (have the following problem) Our product is a (describe) That provides (cite breakthrough capability) Unlike (reference competition) Our product (describe key differentiator)
Geoffrey Moore – Positioning Template – http://www.beaupre.com/blog/index.cfm/2009/5/22/Positioning-elevator-mission-and-vision-statements
Positioning
Silicon Graphics, Inc. (SGI)For movie producersWho depend heavily on post-production special effects,SGI provides computer workstationsThat integrate digital fantasies with actual film footage.Unlike all other computer workstation vendors, SGI has made a no-compromise commitment to meeting film-makers’ post-production needs.
Positioning
Indiana Interactive Marketing Association (IIMA)For advanced marketers and business professionals alikeWho are challenged to understand and utilize an ever-changing and very large interactive marketing landscape of strategies, tactics and tools,IIMA is a marketing group led by brightest interactive marketers in IndianaThat provides information, education, consultation, events, and connections.Unlike other groups in Indianapolis (BMA, AAF, AMA, TechPoint, Rainmakers), IIMA is focused on all things interactive, dedicated to delivering real-world (take-away) value, balanced between technology and business strategy, and driven to be the ultimate interactive marketing authority in Indiana
Establishing Goals
“He who fails to plan is planning to fail”
~ Winston Churchill
Establishing Goals – P.O.S.T.
People Develop “personas” – Pain points, interests, how
your product will improve their lives Objectives
Business goals – e.g. Awareness Strategies
Approach – e.g. Increase search engine ranking Tactics/Tools
Steps – e.g. Optimize website, develop backlinks
Establishing Goals – Lifecycle
Everyone is at some stage in your lifecycle! Typical lifecycle stages
Awareness Consideration Preference/Purchase Advocacy
“Inbound” vs. “Outbound”
“Instead of driving their message into a crowd over and over again like a sledgehammer, they attract highly qualified customers to their business like a magnet.”
~ Brian Halligan, CEO, Hubspot
Advertising Break-Up
“Inbound” vs. “Outbound”
Marketing from 50,000 feet
“Outbound” marketing
Interruption-based
“Outbound” marketing
Decreasing influence … thanks for advancing innovation
“Inbound” marketing
Permission-based
Building empires
1950 - 2000 2000 - 2050
Rethink marketing
Strategies, Tactics & Tools …
• Search engine marketing (SEO & PPC)• Social media marketing• Content marketing
3 Pillars of Inbound Marketing
Search Engine Optimization (SEO)
Search Engine Optimization
Search Engine Optimization
25% “On Page” Keywords, keywords, keywords! Page titles, URLs, copy
75% “Off Page” Links, links, links Links = online recommendations
(OK) Link: www.deltafaucet.com (BEST) Keyword text: Innovative Faucets
Free Tools by Google Google Webmaster Central –
http://www.google.com/webmasters
Google Keyword Research – http://www.google.com/sktool/#
Google Trends – http://www.google.com/trends
Google Website Optimizer – http://www.google.com/websiteoptimizer
Google’s Blog – http://googleblog.blogspot.com
Pay-Per-Click (PPC)
Google, Yahoo!, Bing Targeting Budget Metrics
PPC vs. SEO
Value of SEO Performance – 85% click organic results Visibility – 100% view 1st, 2nd and 3rd organic
results (vs. 50% view 1st PPC result) 56% results show no PPC ad
Disconnect “SEO drives 75%+ of all search traffic, yet garners less than
15% of marketing budgets. PPC receives less than 25% of all
search traffic, yet earns 80%+ of SEM campaign budgets” 1
1 http://www.seomoz.org/blog/the-disconnect-in-ppc-vs-seo-spending
Content Marketing
Why do people use the web? Collect, read, share, and consume information
Marketing = Publishing Goal: Become trusted resource / authority Example: www.Babycenter.com
“Their information is fantastic” ~ my wife
Content Marketing
“The most effective form of web marketing is content marketing”
“Best websites designed by those who think like publishers – start with content strategy, then focus on delivery”
“You should publish the kind of online content to which your buyers naturally gravitate”
“Don’t Trust Your Ad Agency to Build Your Website”
Content Marketing Website copy Product information Blogs Tweets and Facebook pages Videos / demos News & trends Webinars / podcasts Tools Photos Presentations eBooks Articles / white papers / case studies
Anything of interest to your buyer personas that persuades them to take
profitable action
Content Marketing
More Content = Better Google Page Rank
Shift Into Content Mindset
Blog posts Shoot videos at events Interview customers for a podcast Share, share, share
Lessons learned Funny stories Information (“Did You Know…”) Emotional / enticing (“Top 5 Dangers…”)
Social media marketing
Social media marketing
Separate BOI course – “Social Media 101” Social media = content & conversation Think: cocktail party
OR
Social media marketing
Social media marketing
Facebook “Pages” Connect to Twitter stream (facebook.com/twitter) “Like” Button
Twitter “Microblog” – Like a blog, but only 140 characters Use TweetDeck, CoTweet, Seesmic, Hootsuite (don’t
use the Twitter website!) http://search.twitter.com
Social media marketing
AddThis widget Enable social sharing Customizable Metrics
Bit.ly URL shortener Shortens any URL (good for loooooong ones) http://bit.ly/92s3OZ Metrics
Strategies, Tactics & Tools …
• Lead management• Website analytics• Email marketing
Lead management
Capturing and managing interest Make it easy! (example) Salesforce.com
“Web-To-Lead”
Example Landing Page Salesforce.com
Website analytics
Google Analytics – free and powerful! Quick implementation
Website analytics
Metrics to track Keywords Traffic
Visitors – Unique vs. Repeat Sources – Direct, Referral, Search
Conversions Any profitable event (e.g. Where To Buy)
Bounce Rate “I came, I saw, I puked”
Email marketing
Cost effective, great engagement tool Many tools – recommend MailChimp (free) Subscriber management (sub/unsub)
CAN/SPAM law compliance Measurable
Track opens & click-thrus Use as lead qualification!
Source: ExactTarget
Resources Salesforce.com CRM pricing – http://www.salesforce.com/crm/ep-sales.jsp Facebook Pages – http://www.facebook.com/FacebookPages Facebook Social Plugins (e.g. “Like” button) –
http://developers.facebook.com/plugins AddThis social sharing widget – http://www.addthis.com/ Twitter tools:
TweetDeck – http://www.tweetdeck.com/ Seesmic – http://seesmic.com/ CoTweet – http://cotweet.com/ Hootsuite – http://hootsuite.com/
Google Analytics – http://www.google.com/analytics MailChimp – http://www.mailchimp.com/ URL shortener – http://bit.ly
Resources “Don’t Trust Advertising Agency to Build Website” –
http://www.davidmeermanscott.com/documents/Donttrustanagencywithyourwebsite.pdf “Nobody Cares About Your Products (Except You)” – http://www.webinknow.com/2008/08/nobody-cares-ab.html “Four Ways The Internet is Transforming Small Businesses” –
http://blog.hubspot.com/blog/tabid/6307/bid/50/Four-Ways-the-Internet-Is-Transforming-Small-Business.aspx “Inbound Marketing & The Next Phase of Marketing on the Web” –
http://blog.hubspot.com/blog/tabid/6307/bid/4416/Inbound-Marketing-the-Next-Phase-of-Marketing-on-the-Web.aspx “2010 Online Marketing Blueprint: A Multimedia Guide to Growing Your Business Online” -
http://www.hubspot.com/blueprint "The 10 Rock Solid Elements of Effective Online Marketing" - http://authorityrules.com/ "The Beginners Guide to SEO" - http://guides.seomoz.org/beginners-guide-to-search-engine-optimization "Social Media Revolution" - http://www.youtube.com/watch?v=sIFYPQjYhv8 "Advertising/Customer Breakup" - http://www.youtube.com/watch?v=DkOHsjZKBB0 "Vital statistics for B2B Marketers" - http://www.youtube.com/watch?v=nXQdy-22TXM "Basics Of Social Media ROI" - http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi “Social Media Experts Don’t Understand Social Media” – http://tippingpointlabs.com/2009/07/08/social-media-experts-
dont-understand-social-media/ "Five Reasons Why Content Strategy Comes Before Social Media" -
http://blog.junta42.com/content_marketing_blog/2009/06/five-reasons-why-content-strategy-comes-before-social-media.html
Questions? Contact me!
Dave MorseE-Marketing Manager
Delta Faucet [email protected]
Twitter: @davemorseBlog: davemorse.net
