Build Your Business With Online Marketing

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Useful advice for ANY business that is still unsure about online marketing. Based on a presentation by online marketing & usability expert, Tema Frank, to the Residential Construction Industry Conference (RCIC 2014). Tema Frank is the founder of Frank Online Marketing (http://frankonlinemarketing.com), host of the weekly Frank Online Marketing Show (http://frankonlinemarketing.com/show), and of usability testing firm, Web Mystery Shoppers Inc. (http://webmysteryshoppers.com)

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<ul><li> 1. Build Your Business with Online Marketing TEMA FRANK FRANKONLINEMARKETING.COM APRIL 2014 Adapted from a presentation to the Residential Construction Industry Conference, 2014 </li> <li> 2. 1.Why the Web Matters to Your Business 2.Im Busy. Whats Most Important? 3.How to Manage &amp; Keep it Working FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 3. What is Web Marketing? = digital marketing Online, web based (includes online advertising) Mobile (phones &amp; tablets) Social networks Search engines FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 4. Why the Internet Matters To You 92% of house hunters use the Internet in their search 42% start by looking for potential properties online 14% looking for info about the home buying process 12% looking for online recommendations in choice of agent 68% of adults access the internet on a cell phone, tablet or other mobile device Builders look online for new suppliers Sources: National Association of Realtors annual Profile of Home Buyers &amp; Sellers, 2013 2. Source Pew American Internet Life project http://www.pewinternet.org/2014/02/27/part-1-how-the-internet-has-woven-itself-into-american-life/ FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 5. Everybodys Doing It Social Media &amp; Internet Users in Canada, by Age Age Social media users Total internet users Population under 18 19.70% 21.50% 22.4% (0 - 19) 18-24 12.30% 11.30% 20.9% (20 - 34) 25-34 16.50% 15.80% 35-44 16.00% 15.40% 13.5% (35 - 44) 45-54 16.40% 16.20% 28.3% (45 - 64) 55+ 19.10% 19.70% 14.9% (65+) Source: comScore Inc., Aug 28, 2013 Note: numbers may not add up to 100% due to rounding Population source: Statistics Canada &amp; eMarketer July 1, 2012 FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 6. Whats The Difference? Uses good online marketing Booked solid No online marketing Mostly empty Both beautiful, 10 min walk from each other FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 7. FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 8. Benefits of Being Active Online Be found more easily Establish credibility Build networks Improve customer service Lower customer service costs Relatively inexpensive form of marketing (a 1-time 1/8 pg ad in Edmonton Journal costs nearly $3000) FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 9. Where Do I Start? FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 10. Its a Process FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. &amp; SHARON BELL MARKETING INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 11. Strategy Comes First What are your goals? Who is your target market? What do they want? Why are you their best choice? Where do they hang out? FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 12. Whos Your Customer? Photo credits: Man- Flickr Tim Rodenberg; woman Flickr Sam Churchill; Family - TFrank FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 13. Where to be online Consider: Cost/Benefit Analysis (include cost of doing nothing) Time/Staffing Availability Comfort Levels Target Customer Behaviour Where do they spend time? What social media tools do they use? What questions do they have? What technology do they use (e.g. smartphones, ipads?) Who do they believe / trust? FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 14. What Are Your Goals? Awareness? Credibility? Calls? Referrals? Save phone answering time? Other? FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 15. Competition Who else is trying to reach your audience? Where and how are they doing it? FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 16. Match Message &amp; Medium Platforms multiplying &amp; changing constantly Facebook Twitter Pinterest Instagram LinkedIn Youtube SlideShare Tumb.lr Google+ Mobile E-mail Your site(s) Photo by Komgrit, Flickr FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 17. What Do We Really Need? 1. Website 2. Facebook &amp; Linked In 3. E-mail list 4. Google Local Pages FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 18. Website Must cover the basics &amp; be easy to use FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM Dont do this!! </li> <li> 19. Website Essentials 1.Who 2.Why 3.What 4.Where 5.When Plus: Google Analytics User Testing! Frank Online Marketing / Web Mystery Shoppers Inc. 1-866-544-9262 tema(at)frankonlinemarketing.com </li> <li> 20. Why Outside Testers? 1. Employees know their organizations too well. 2. Site designers know computers too well. FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 21. Choose Your Social Media Based on: 1. Where prospects hang out 2. What you think you can sustain Most Important Today (for most of you) LinkedIn for suppliers, jobs, colleagues Facebook for home buyers, customers FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 22. LinkedIn Basics Set up personal page Set up company page Use pictures Encourage all friends, clients, contacts to Follow your page Encourage clients to write testimonials Join &amp; participate in Groups BE USEFUL FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 23. Linked In Groups For networking with: associates, potential customers, potential suppliers Group examples: Luxury Home Builders Network (and subgroups) Home Renovations &amp; Construction FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 24. Facebook for Business Start at https://www.facebook.com/business/overview/ Fill in the blanks Link to your website! (Dont rely on Facebook!) Invite friends and contacts to like your page. Post frequently Use pictures! Encourage interaction FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 25. I Cant Get No Interaction https://www.facebook.com/TinyHomeBuilders (With apologies to the Rolling Stones!) FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 26. Great Competitive Intelligence! FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 27. E-mail: Build Your List E-mail still effective Ideally weekly (if you have something worth saying) Minimum monthly Can repurpose content for print, social media, website Ethical bribes to grow list FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 28. E-mail Marketing Tips Its about THEM, not you! Catchy headlines From a person (&amp; reply to) Simple format Must be readable on mobile Dont spam! Use a service FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 29. Google Local Places for Business https://www.google.ca/business/ placesforbusiness/ Google+ Business Pages http://www.google.com/+/busine ss/ FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 30. Google Places Also add Hours Website link FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 31. Google+ Business Pages More details allowed Can be conversational Use header space more effectively than this FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 32. Online Advertising PPC vs CPM Google Search vs Ad Networks On social media itself Dont just boost post! In others e-newsletters Should you allow ads on your site? FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 33. PPC Essentials Do keyword research first Keyword Spy Google Keyword Tool FRANK ONLINE MARKETING / WEB MYSTERY SHOPPERS INC. 1-866-544-9262 TEMA(AT)FRANKONLINEMARKETING.COM </li> <li> 34. Were Ready. Now What? Monitor monthly 1. Conversion rates 2. Bounce rates 3. Audience growth 4. Engagement rates 5. Open rates 6. Click-through rates Free Tools Google Analytics Facebook Insights E-mail reports Give them more of what they value Frank Online Marketing / Web Mystery Shoppers Inc. 1-866-544-9262 tema(at)frankonlinemarketing.com </li> <li> 35. Tema (at) frankonlinemarketing.com 1-866-249-9262 Twitter:@temafrank Listen to the Frank Online Marketing Show (weekly podcast on iTunes, Stitcher or at http://frankonlinemarketing.com/show) Get your website user tested! http://webmysteryshoppers.com </li> </ul>