the power of traditional and digital marketing

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The Power of Traditional and Digital Marketing for Small Businesses

Listen, Learn, and Engage

Presented by: Jeff MelloFounder, Evolution of Communication

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Who am I?

Founder of Evolution of Communication, an interactive agency based in Atlanta

Co-Founder of BuzzCal.com, an online sport’s calendar

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Exposure I received in USA Today

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Enough about me…onto why we are here!

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Goal: To teach the power of Traditional and Digital Marketing to attract

new customers and keep existing customers.

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We will cover:

• The changing marketing landscape• How Traditional and Digital Marketing can help you attract

new customers and keep existing customers

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The changing marketing landscape

It used to be easy for companies to reach consumers through the Traditional Marketing channels of Newspaper, TV, Radio, Direct

Mail, Yellow Pages, Billboards, etc.

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That was then…this is now!

The Evolution of Communication has begun!

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Traditional Media Audiences

Digital Media Audiences

Economic DownturnChanging Consumer Media Consumption

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The changing media consumption habits by consumers, the global downturn, and the continued loss of audience by Traditional Media

has transformed the way companies reach their customers.

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The changing marketing landscape:Newspaper

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The changing marketing landscape:Network TV

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The changing marketing landscape:Cable TV

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The changing marketing landscape:News Talk Radio

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The market research and investment banking firm Veronis Suhler projects that by 2013, after the economic recovery, three elements

of old media -- newspapers, radio and magazines -- will take in 41% less in ad revenues than they did in 2006.

Source: Pew Research, “State of the News Media 2010” March 15, 2010

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How does the decrease in audience and revenue for these Traditional Media channels benefit your business?

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You now can reach your target consumer more cost effectively than in the past. Supply is up and demand is down.

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Listen, Learn, and EngageThe changing marketing landscape:

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The Digital Revolution is here!

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Listen, Learn, and EngageThe changing marketing landscape

Years to reach 50 Million Users…

• RADIO - 38 Years • TV – 13 Years

• INTERNET – 4 Years

• iPOD – 3 Years

• FACEBOOK – Added 200 Million users in less than 1 year!

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1995 Internet Users45.1 Million

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2000 Internet Users420 Million

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September 2009 Internet Users1.73 Billion

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Number of emails sent on the Internet in 2009

90 Trillion

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Percent of spam email81%

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Number of websites as of December 2009

234 Million

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Number of blogs on the Internet126 Million

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As of May 2009, the number of Americans 13+ who own a

mobile device234 Million

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Listen, Learn, and EngageGrowing Your Business

How Traditional and Digital Marketing can help you attract new customers and

keep existing customers

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Listen, Learn, and EngageGrow Your Business

Step 1: Identify Your Consumers

Remember the Pareto Principle better known as the 80/20 rule as applied to business…80% of your company revenue will come from 20% of your customers! We need to identify your 20%!

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Step 1: Identify Your Consumer

Identifying the 20%:• What does your best customer look like?• Male/Female?• Age• Married• Do they have children?• Income level?• Favorite Leisurely activities?• Where do they live?• Anything else about their lifestyle?• How do they like receiving information from you?

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Step 1: Identify Your Consumer

Once we know everything there is to know about your best customers we can then devise the best marketing strategy to keep them coming back to your company and not your competition.

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Step 2: Build your online content platform

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Your company needs an online content platform to engage with existing and potential customers.• Clearly define your company’s value to the viewer• Easy navigation• Uncluttered feel• Create ways in which the viewer can engage with your

company• Give reason to come back to your website• Keyword strategy as part of your content strategy• Search Engine Optimized (SEO)• Blog• Include social media channels• Google Analytics

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Keyword/Content Strategy:• Identify the popular keywords within your Industry• Identify search volume within your target market• Identify keywords which you can own.• Build your content based on Industry keyword knowledge

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Blog:• One of the most powerful tools of your content platform• Place for viewers to get to know you and your company• Creates the human touch• Allows your company to engage consumers• Creates fresh content which search engines love.• Can drive your company’s search engine rankings• People do business with people…especially ones they trust• You can become a resource in your Industry

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Social Media Channels:• Include social media components on your platform• Allows additional ways to engage with your consumers• Keeps consumers in your sales funnel

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Monthly eNewsletter:• Way to create an email database• Allows you to stay in contact with your consumers• Can drive awareness around special events/promotions• Keeps them in the sales funnel• Revenue creation

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Google Analytics:• Provides actionable statistics about your website• Unique Page Views• Traffic sources• Popular content• Keywords used

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Step 3: Creating the social media channels

Decide which social media channels your consumers are using and create those channels first.

You only have so much time in your day to devote towards marketing so ensure you are using the right channels to reach your consumers.

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When creating your social media channels ensure you use the same name, logo, and basic information whenever possible.

Consumers travel across multiple communication channels and you want your company to be easily identifiable.

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YouTube (Video Sharing):• Hosts user-generated and professional video content• The second largest search engine after Google• Third most visited website• 14 Billion videos viewed in May 2010

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Facebook (Social Network):• Hosts user-generated pictures, videos, status updates, and

games• As of February 2010 had 400 Million active users• Allows users to create a network of friends and companies

they “Like”• Once a user “Likes” you then they will receive your status

updates in their newsfeed• Fastest growing demographic…55-65 year olds

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Twitter (Social Networking/Microblogging):• Allows users to send and read short messages called “tweets”

from other users• Messages can only be a maximum of 140 characters in length• Users freely share their opinions about anything in real-time• Unlike Facebook, on Twitter you can speak directly to anyone

by using the “@” sign in front of their Twitter username• One of the fastest growing social networks• 190 Million users

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LinkedIn (Social Networking):• Professional networking site• Users create their profile which is similar to their online

resume• Companies can create their profile and link to their employees

LinkedIn accounts• Users can provide status updates similar to Facebook, Twitter,

and other social networking sites• Can start or join groups with similar professional interests• Great source for recruitment of new employees• An online rolodex of business contacts• 70 Million users

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Flickr (Image Hosting):• Users host and share their photos• As of October 2009 claimed to host 4 billion images• Users can comment on photos• Good for your website’s SEO

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Foursquare (Location Based Networking):• Mobile application in which users “check-in” to venues on their

mobile phones and get rewarded points• Have the most “check-ins” and become Mayor of a venue• Companies can offer specials to the users of Foursquare to

encourage visits• As of June 2010 has almost 1.4 million users and growing

quickly

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Step 4: Start Engaging

Your content platform is set so now go and engage with consumers on the social media channels you have setup and drive them back to your content. Be proactive not reactive!

• Creates awareness for your company• Creates revenue opportunities• Helps with Search Engine Optimization

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How Digital and Traditional Marketing work together

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Digital and Traditional Marketing can both be used to pull new consumers into your sales funnel.

Once you create a new customer you can utilize the strength of your digital marketing to keep your

customers coming back

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The Traditional Marketing methods of TV, Radio, Print, Billboards, etc. create an awareness for your company to drive consumers but they are one way message mediums!

Consumers cannot interact with these messages.

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Once you create a new customer you can utilize your content platform to constantly engage with them and keep them from choosing your competition.

Consumers can interact with these messages and take ownership.

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This presentation is available for download at the following:

http://www.slideshare.net/evolutionofcommunication

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For more details on Evolution of Communication please contact:

Jeff MelloFounder, Evolution of Communication

p: 404-579-0911e: jeffmello@evolutionofcommunication.com

w: http://evolutionofcommunication.comf: http://www.facebook.com/evolutionofcommunication

t: @eoc_jeff

the power of traditional and digital marketing

social media

online content

traditional

content platform

jeff mellofounder

sales funnel

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