impression marketing chaotic marketing presentation 2013
DESCRIPTION
How to tame the chaos of today's marketing landscape, create integrated marketing strategies, and use online marketing effectively to be found by your customers and improve your ROI.TRANSCRIPT
Impression-Marketing.com
Anne Moss Rogers 2013
Integrated Marketing Challenges
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Leverage the power of the internet to get clients more business. Our focus is internet marketing which starts with a strong brand image and a focus on websites that are the flagship of your marketing efforts.
Impression-Marketing.com
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The marketing landscape has changed and we are at a crossroads Marketing is now integrated and you might use traditional media to inspire an audience to engage with you online. Three things made a dramatic difference in marketing.
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First, the economy tanked.
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And two, after the economy tanked and the internet was more accessible, consumer buying behaviors changed.
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Three, the internet became more important in terms of marketing a product or business
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Business owners and marketing directors found that what used to work in marketing no longer does
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What’s more, juggling, coordinating and orchestrating all the different media has become overwhelming and very labor intensive
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Reviews ∙Yelp ∙Customer Lobby ∙Angie’s List
Organic Search & Pay Per Click Ads
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It’s not neat and tidy. It’s not linear. This is the new marketing plan. So how do you even begin building a chaotic marketing map?
Promotion or not?
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Now let’s take a look at some specific areas of exploration such as promotion. (This being an exceptionally ugly coupon I might add.) When should you do a promotion? If you engage in a Macy’s style marketing model, all you will ever do is promotion, so steer clear of that.
Promotion with a Purpose
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Instead, get in the habit of promotion with a purpose. Here is an example of offering a promotion or incentive to join a mailing list. In this case promotion was used to build a mailing list. Once users join, promotions or tips can be used to reward loyalty. Use promotion to build loyalty and repeat business. You get the benefit of buying data, they get the sales and coupons.
Promotion with a Purpose
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Use a promotion to get traffic on off days, nights or seasons. Use it to introduce something new. An example would be a 30-day free trial, something you throw in free like a free car wash with a set of new tires, a gift card for referring a new customer
Don’t Forget Email Marketing
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One of the most ignored and misused marketing tools. It’s inexpensive and it’s an ideal way to stay in front of loyal customers easily even if they never open your email. Keep your emails simple. Keep them short. And keep them focused on offering your customers and clients value. Do not use syndicated content. It’s generic and people know it.
Online Reviews
According to Forrester Research
71% of online shoppers read reviews before
making a purchase
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Get online reviews. While it might be a little time consuming at first, it is super inexpensive. 71% of online shoppers read a review before making that purchase. How do you get them?
How to Get Online Reviews
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Ask for them! You are 95% more likely to get positive reviews if you ASK for them. If you don’t ask for reviews, you’ll get the disgruntled visitor reviews. So look up your business reviews online and see what people are saying about you.
Step One. Claim a Page.
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Step two. Claim a page. That means if you have a listing on Yelp, for example, go fill in all the relevant information. Same with Google +. Fill in the info and make the page look “claimed”. Since Google+ is owned by Google, I would suggest you have a Google+ page with reviews so you index better.
Step Two. Buy a URL and redirect It
RVAPlumber.com
to https://plus.google.com/110761501216685935101/
about?hl=en
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Step 2, buy an easy to remember url and redirect it to the Google+ or whatever page you designated to take reviews. Make sure the url goes to the exact location they need to go to insert the review. So test the link and make sure to do so when you are logged out of the page.
Step Three. Print cards for asking.
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Print some cards. Make a card or print two on an 8.5 x 11 piece of paper. Go to office max and have them print them on business cards for a nominal price. However you want to do it, make sure they have something to remind them. You will probably get only 1 out of 10 or 20 to give you an online review. But over time, this will add up and will super boost your SEO and site visitation.
Step Four. Hand them out!
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None of this will work if you don’t hand any out. Or have your employees or technicians hand them out.
Don’t want to do all that?
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If you don’t’ want to do all that work. Sign up with customer lobby. Great bargain. This protects your online reputation. Should you have a disgruntled customer, it would get buried by all the other reviews you have out there. They do a really good job of calling and/or emailing to get your reviews posted.
Results for “plumbers richmond va”
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If the customer uses keywords, Google gives you a little ad for your business. Free. No charge. Pretty nice, right? With 90% of the population using Google, a free ad is a pretty big perk for getting reviews. By the way, Google is into world domination and they are taking over our lives.
Social Media
• LinkedIn for B2B and professionals
• Facebook for non-profits, retail, photographers
• Pinterest for fashion, crafts & visual businesses
• Houzz for interior designers, remodel contractors
• Foursquare for retail businesses
• Twitter has SHORT shelf life. Reporters, singers
• You Tube for everyone!
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This is an quick overview of which social media works for what kinds of businesses.
You Tube
You are 50 X more likely to end up on page 1 of
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I say You Tube is for everyone because of this startling statistic. How?
You Tube
Brand it. Shoot it. Optimize it. Post it.
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You have to brand it, shoot it, optimize it, post it. And make sure you use a good title. That is the #1 piece of content that will be indexed by the search engines.
Instagram can do Double Duty
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Instagram will post to facebook and twitter as well as Foursquare, flickr and tumblr. You can also automate social media using tools and even have your blog posts go automatically to facebook and twitter.
So which social media do you choose?
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Before you choose, consider these three things…
Your Business Goals
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Define what your goals are first. Think about 6 months out.
Your Target Market
• Who are they? • Where are they? • What do they care about?
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Create target audience profiles. Defining your market is very important and you should have some ideas who they are when you do your business goals.
Your Message
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Use the internet to test messages. Facebook ads, pay per click ads. You want to see what your audience reacts to.
Your Message
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The message here was “minimal scarring”. This spine and brain surgeon is in Los Angeles, California. Given the Los Angeles body conscious, small scarring is much important.
Your Message
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For this plumbing company, we went with some humor and one of the top reasons people call a plumber which is a clogged toilet.
Test 1 or 2 Social Media
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Test one social media at a time based on where your audience is and what you like to do. But limit your activity to two main social media and you’ll get more benefit than spreading yourself too thin.
Marketing Spending
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So if your ultimate goal is to have everything work together, start with one little piece of a Chaotic Marketing Map then build from there. Make sure that any message you put out there is reflected on your social media and your website.
Going Mobile
30% of your website visitation probably comes from a smartphone
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Keep in mind, your audience is mobile. Is your website? If not, you could be losing customers and worse yet, Google will start to penalize you if your site is not mobile friendly or mobile responsive.
Stalk us Online at
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ImpressionMarketing @impressionM
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You’ll find us everywhere on the internet. Stop by, say hello and ask a question.
Easy to Get eNews
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Join our mailing list. Text zebrarva to 22828 to get started. Thanks for having me today and if you have questions, ask away.