4/20/10 issaquah chamber of commerce
TRANSCRIPT
4/20/10
Issaquah Chamber Of CommerceApril Membership Luncheon
“INCREASE REVENUE WITH ONLINE MARKETING
AND SOCIAL MEDIA TOOLS”
Mike Howell
Introduction Online Marketing
Definitions & BackgroundDrivers
Social MediaLarge CompaniesBest Practices
WebsitesSocial Media
Q & A
Introduction
Mike Howell ◦efelle media marketing consultant ◦25 years sales and marketing ◦Pacific NW high tech hardware / software
markets
Introduction
efelle media ◦12 associates◦Areas of Expertise
Design / Programming / Copywriting / Project Management / Customer Service / Online Marketing / e-Commerce / Search Engine Optimization
◦Over 35 years of combined industry experience◦Disclaimer
Will try to keep away from infomercial Large amount of material
Marketing Task – Drive Revenue
Part of marketing’s energy is always directed atdelivering the greatest number of high qualityleads at the lowest possible cost.
Among the Challenges: The status quo Number of options - best lead sources? Understanding true costs and real results
◦quantity vs. quality Competition
What is Online Marketing?
Simple definition:◦All marketing activities that use the internet
Company websites 3rd party tools – Social Media Includes inbound and outbound
What is Online Marketing?
Simple definition:◦All marketing activities that use the internet
Company websites 3rd party tools – Social Media Includes inbound and outbound
Arms Race
Outbound vs. Inbound MarketingOutbound
◦Where the focus is on finding customers by building brand awareness through advertising and promotion
◦Push marketing – more direct◦Interruption
Inbound◦Where the focus is on “getting found” by
prospective customers◦Also known as “relationship marketing”◦Pull marketing – less direct◦Permission
Examples of Inbound vs. OutboundInbound Marketing
◦Social Media◦Blogs ◦Video◦SEO
Outbound Marketing◦Trade Shows◦Telemarketing◦Newsletters◦Email Blasts
Examples of Inbound vs. OutboundInbound Marketing
◦Social Media◦Blogs ◦Video◦SEO◦New School
Outbound Marketing◦Trade Shows◦Telemarketing◦Newsletters◦Email Blasts◦Old School
External Drivers – What Has Changed
External Drivers – What Has Changed
◦ Technology Broadband Mobile devices
◦ Demographics Generation Y Computer literacy
◦ Economy Recession Resources - financial and human
The Result
Websites and online tools have allowed companies to reach consumers for less $
Larger number of companies battling for consumer mind share
Consumers are listening lessExcept when they’re ready to buy85% of all new product searches start online
Internal Drivers – Marketing Shift
First:Companies are reporting onlinemarketing tools and inbound leadactivities are delivering leads with anaverage of almost 1/3 the cost of leadsfrom outbound methods.
Internal Drivers – Marketing Shift
Second:Companies leveraging online marketingand inbound strategies are not onlyseeing less expensive leads beingdelivered, but also seeing higher ratesof qualified leads in general.
Internal Drivers – Marketing Shift
Third:Companies leveraging online marketingand inbound strategies are buildingrelationships that can’t be built by othermarketing efforts, no matter what thecost
So…What’s All The Fuss?
What You Can Do:
Three Point Emphasis1. Get found during search engine searches2. Convert visitors once they find your site
Spotlights announcing contract forms, coupons, white papers, refer a friend discounts. Build your database!!!
3. Track, analyze, adjust, repeat as needed
How To Get Found
Search Engine Optimization (SEO)◦Website design / development
Technical framework◦Content –
Relevant / balanced Regularly updated content
◦Content Management System What are your competitors doing?
◦Google Adwords Blogs, Photos, Video
◦Social media strategy
Managing a Dynamic Website
Website Content ManagementWebsite Content Management
Is Social Media a Fad?
Why The Buzz About Social Media?
Success - Consumers don’t respond as well to old school marketing as before
Cost - much less expensive. In most cases it’s free!
Reach – Facebook @ 100 million + Trust - People trust their friends more than
paid corporate advertising
Why The Buzz About Social Media?
Helps drive users to you site and links help SEO
Opposite is also trueUsers that go to your site already have a
sense for who you are and at this point are more likely to be seeking your products and services
Online Marketing Best Practices
Recognize buying habits have changedRegular participation
◦Blog - weekly◦Facebook - weekly◦Twitter - daily◦Video’s
High quality Short, 2-3 minutes is ideal
◦LinkedIn30/60/90 day plan
Online Marketing Best Practices
Monitor your competitionSet up accounts and start slowly, but jump
in!Don’t be afraid to make mistakesGet others involved to help carry the loadKeep personal life and work life separate
Online Marketing Best Practices
Biggest impact comes from relevant, authentic, dynamic content, made available for your target audience. ◦When they want it◦Where they want it ◦How they want it.
Online Marketing Benefits Review:
Advertise your business 24/7/365Enhance Reputation & CredibilityImpressive first impressionPre-sell clients ONLINEOwn the ultimate, interactive sales
brochure
Online Marketing Benefits Review:
Advertise for a fraction of traditional costsImprove communication with customersOffer premium customer service via
Complete & Interactive website contentCapture a new audienceIncrease your customer base (worldwide)
How To Decide If It's Time For A New Website:
1. Why do visitors currently come to my website?2. Is my website easy to navigate and is it easy to
find information?3. Are my current visitors being converted into
sales?4. Are competitors' websites more functional and
have they recently been redesigned?5. Does the content on my website deliver the right
message?
How To Decide If It's Time For A New Website:
6. Is my website a good representation of my
business?7. Does my current website instill trust and
confidence in my business or brand?8. Am I easily able to update my website?9. Are visitors who come to my website being
tracked and analyzed?10. Does my existing website make it easy for
website visitors to contact me?
Questions?
Thank You!