Date post: | 22-Oct-2014 |
Category: |
Marketing |
View: | 140 times |
Download: | 2 times |
Smart Internet Marketing Strategies
ASHA 2014
Chad Mendell
• EquestrianProfessional.com
• Equestrian Social Media Boot Camp
• Equiseen
• ESMA Judge 2012, 2014
Past:
The Horse – Executive Editor
[email protected]@ChadMendell
• At any given time, only 3% of the people in your market are ready to make a purchase or use your services.
• What about the other 97%?
- How do you stay in front of them?
Overview
• What’s Changed
• Marketing Goals
• Content Marketing – Awareness
• Social Media – Engagement
• The Next Step – Conversion
• Tools
What’s Changed?
Marketing Has Changed
Inbound vs. Outbound
Social Media
Mobile
Equestrian Niche – Social media is even more critical for equine related business due to word of mouth and because it is both visual and mobile
Setting Marketing
Marketing: The 7 Steps
1. Define your goals
2. How you will achieve these?
3. Your Target Market
4. Your Business Identity/Branding
5. Your Niche - Unique value proposition
6. The Marketing Tools you will use
7. Your Budget
Online Marketing Goals
There are two main elements of online marketing:
1. Traffic and Awareness – Getting people to notice you
2. Conversion – Taking those visitors and turning them into leads and customers
Define your sales process
• Define the path you want your customers to
take.
• For different types of customers
• For each point of entry
• If you have diverse offerings write it down
for each one
Customer Pyramid
Your Website
Content Management
Examples:
•Drupal•Expression Engine•Joomla•Mambo•Moodle•Wordpress
Website Pages
• Homepage
• About
• Services
• Contact
• FAQ
• Customer Stories (Testimonials)
• Blog/News/Newsletter
Content vs. Ads
Content vs. Ads
Content Marketing Advertising
Pros • Free (not including resources) •Builds brand trust•Great for SEO
• Excellent at creating awareness quickly• Campaigns can be budgeted to fit a business’s needs
Cons • Time consuming• Takes longer to see results
• Can be pricey ($25-$100,000 a month)• Must be managed constantly (daily/weekly)• ROI can be difficult to manage
80 – 90%80 – 90%80 – 90%80 – 90%
10%10%10%10%
Customer Pyramid
Types of Content
• FAQ (customer pain points)• Behind the scenes • Events• Current news• Your Customers (in a good way)• Ask questions and solicit input• Aggregate
It’s not about hard selling.
Does it have value? Content can educate, motivate, inspire…..
• Is it informative? • Is it entertaining?• Is it visually stunning or interesting?• Is it thought provoking or engaging?• Is it “share/like/comment” worthy
• It takes planning …
Quality Content
THINKING LIKE A PUBLISHER
• What does your audience really need to know? (pain points)
• Create and share awesome stuff (the best in your industry).
• It’s almost never about you.• At least 80/20
In less than six months, they:• Cut $200,000 (90%) from
their marketing budget• 22,000+ Facebook “likes”• 170,000 + videos viewed• 300% Increase in monthly
blog visits• And they sold some boots.
Case Study: EasyCare Boots
Landing Pages
• Every Page is a landing page
• Keep the Text Concise and Easy to Scan
• Remove Links and Navigation to Maintain Focus
• TEST!
Copyright Equestrian Professional.com and CowDog Media all rights reserved.
Touch Points
When they…•Visit your website•Friend you on Facebook•Follow you on Twitter•Watch a Video on YouTube•Receive and email from you•Come in contact with your content (i.e. Read your articles or social media posts)
What are your calls to action?
Calls to Action
• Positioning– In copy, above the “scroll”, end of the article,
sidebar, in text• Keep it simple (EX: Download our FREE guide to X)• Use images rather than just text to make it stand out• Make the offer relevant to the page• TEST!
Page Layout
Calls to Action
• .
Calls to Action
Social Media
The Power of Social Media
• Reach Many• Build Relationships• Traffic, SEO, Page
Rank• Word of Mouth• Brand Engagement• Valuable Feedback
Benefits of Email
• Attract better customers and more of them
• Stay in the minds of potential customers
• Educate, motivate and move current customers down more profitable paths
• Lists have tangible value – Example: Dover Saddlery, Advertisers
• Sales Funnel
Best Practices
• Use an email service
• Subject Line - 35% of email recipients open email based on the subject line alone
• Link back to website – Marketing Hub
• Mobile phone friendly – 80.8 % check email on a mobile device (Hubspot Survey)
Email Service Providers
• Aweber
• Mail Chimp
*
Breeder & Sales Barns
Goals: Sell horses – Repeat Sales
Make Paid Advertising Pay off!– Landing Pages – drive to website when possible. Encourage leads to subscribe to your sales updates or newsletter.
Aggressively Build List Social MediaWebsite Traffic – Page for every horse, Keyword strategy and GET CONTACT info!
Provide Amazing Service so that your customers rave about you, buy more horses and send their friends.
Multiple Screens
• The 35- to 54-year-old age bracket is the most active mobile social users
• 400 million Facebook users access from a mobile phone, and those who do, are twice as active on social networks
• Equestrians are mobile.
Tools to Simplify Things
www.google.com/alerts
*
Google Alerts
*
Next Steps
• Written Goals
• Marketing Plan – Marketing Calendar
• Test. Measure. Test some more.
• Embrace Technology
• Take the Time to Learn Key Tools
• Ask for Help
• Get started!
Resources
• 150 Equestrian Marketing Tools and Jewels • Marketing Checklist• Marketing Calendar• Customer Surveys • Press Release How To and Examples• Social Media Guides• Webinar Replays • Private Consulting
Our Gift to You
Questions?