Date post: | 11-Nov-2014 |
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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
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