redfusion.com/riversidechamber

Shoestring Marketing

Marketing Strategy

Digital Plan

Social Media

PR

Budget

Our Shoe

Our Business’Sole

Jon Burgess

@jonburgess@jonburgess

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”

@jonburgess

NICHE = CRACK

1. Be the Expert2. Have Authority

Market Leaders

PIMS -Market leaders have proven…• Charge more for the same goods• Grow 2x as fast• Pick up 6% market share/yr.• Show 12% higher returns on sales

Google’s 1 one goal is to give people the answers

they’re looking for.

http://www.google.com/competition/betteranswers.html

Social is NOT Free

Don’t act like a machine.

Act like a human.

@jonburgess

Customer Satisfaction

http://steamreviewwatch.tumblr.com/

Customer Satisfaction

http://massively.joystiq.com/2014/09/01/firefall-gets-a-chinese-publishing-deal/

$160 million being paid for licensing fees and royalties.

What the experts told me.

Left, Sheryl SandbergChief Operating Officer of Facebook

Center Wendy ClarkChief Marketing Officer Coca-Cola

Right, Carolyn EversonVP of Global Marketing Solutions at Facebook

FOR BRANDS

http://adage.com/article/digital/brands-organic-facebook-reach-crashed-october/292004/

http://www.marketingweek.co.uk/sectors/technology-and-telecoms/news/facebook-seeks-to-put-the-record-straight-on-organic-reach/4010718.article

2%

Share a Coke Campaign

800 employeesShared 216,000 Cokes in London

http://www.google.com/+jonburgess

1. Google+

Google+

• Google Continues Work On Promoting Topic Authorities

• Author Authority Is Uses For In-Depth Articles

http://www.seroundtable.com/google-author-rank-indepth-articles-18246.htmlhttp://www.seroundtable.com/google-good-guy-algorithm-17848.html

Out Build the Competition

Zettabytes

2011 - 1.8 2012 - 2.8 2020 - 40.0

http://www.webopedia.com/quick_ref/just-how-much-data-is-out-there.html

http:

//w

ww

.dom

o.co

m/l

earn

/dat

a-ne

ver-

slee

ps-2

@jonburgess

You MUST grow your content to stay relevant.

http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses

Modern SEO Content

• http://moz.com/rand/google-seo-dont-actually-change-much/

Website Campaign - Traffic

@jonburgess

@jonburgess

@jonburgess

Modern SEO Content

• http://moz.com/rand/google-seo-dont-actually-change-much/

Marketing Positioning

© 2014 RedFusion Media - Jon Burgess

Event Execution

© 2014 RedFusion Media - Jon Burgess

Who (Target Audience)

© 2014 RedFusion Media - Jon Burgess

Personas

Execute

http://www.smartsheet.com/Gantt Chart & Event Software

Analyze

© 2014 RedFusion Media - Jon Burgess

FOR BRANDS

http://adage.com/article/digital/brands-organic-facebook-reach-crashed-october/292004/

http://www.marketingweek.co.uk/sectors/technology-and-telecoms/news/facebook-seeks-to-put-the-record-straight-on-organic-reach/4010718.article

2%

FOR BRANDS

“Facebook has taken the position that fans should mainly be looked at as a way to make paid advertising more effective, as opposed to a free distribution channel.”

http://adage.com/article/digital/brands-organic-facebook-reach-crashed-october/292004/

=$

is LISTENING

http://newsroom.fb.com/news/2014/05/a-new-optional-way-to-share-and-discover-music-tv-and-movies/http://www.forbes.com/sites/kashmirhill/2014/05/22/facebook-wants-to-listen-in-on-what-youre-doing/

“smartphone app that can turn on users’ microphones and listen to what’s happening around them”

139 Views of our recipe from 7 Pins

• 16% of YouTube videos are shared/embedded on Tuesday, 11am-1pm.

• 15 sec. or shorter are shared 37% more.• 20% of your viewers will click away from a

video in 10 seconds or fewer.• 100 Million people watch video each day• Average person watches 32.2 Videos

http://www.videobrewery.com/blog/18-video-marketing-statistics

Shorter is better

Emails

Email Engagement• 100% customer or ex-customer list• Engaging conversation verse promotions

Open

Click

Promotion verse Change

Promotions• Open 41%• Click 6.4%

Engagement• Open 49.9%• Click 58.8%

Change• Open +6.7%• Click +52.3%

Promotions

Engagement

Inbound Prospecting Tools

@jonburgess

Sales Funnel

http://blog.hubspot.com/blog/tabid/6307/bid/33711/The-Steps-You-Need-to-Define-the-Stages-of-Your-Sales-Marketing-Funnel.aspx @jonburgess

Prospect Tracking

@jonburgess

Lead Tracking

@jonburgess

Website Campaign - Traffic

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 190

100

200

300

400

500

600

700

800

900

1000

Monthly Website Visitors

FebruaryJanuaryDecemberNovember

Visit

ors

@jonburgess

Leads – Email Contacts

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200

2

4

6

8

10

12

14

Contacts/Leads To Website

FebruaryJanuaryDecemberNovemberOctober

@jonburgess

Leads – Email Contacts

1 5 9 13 17 21 25 29 33 37 41 45 49 53 57 61 65 69 73 77 81 85 89 93 97 101 105 109 113 117 121 125 129 133 137 141 1450

10

20

30

40

50

60

Contacts/Leads To Website

@jonburgess

Social Traffic to Website

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200

20

40

60

80

100

120

Social Media Clicks Per Month

FebruaryJanuaryDecemberNovember

Click

s

@jonburgess

2.

335 - Sent330 – Delivered170 – Opened – 51.5%25 – Clicks – 7.6%22 – Emailed me personally

3.

14,005

4.

Google Trends

@jonburgess

@jonburgess

Consumer Resources

• Zero Moment of Truth

• Klout.com• Google Analytics• Facebook Insights• Google+• Google Alerts• Digital Press Releases

@jonburgess

Email Tools

• Mail Chimp• Constant Contact• Vertical Response• iContact• GetResponse• HubSpot• Infusionsoft• http://e-benchmarksstudy.com

THANK YOUJon Burgess M.B.A.Senior Digital Consultant

RedFusion Media, Inc.909-798-7092

Twitter: @jonburgessLinked In: @jonburgess

@jonburgess