printapalooza: part 2: online marketing, social media, and mobile - what printers need to know

It’s Time to Grow Your Business

John Foley, Jr.| Grow Socially 2012

It’s Time to Grow Your BusinessJohn Foley, Jr.



Intro: John Foley, Jr.

• Grow Socially, Inc. – Support Services

– Online Marketing/Social Media– Plan, Manage, Execute and Measure

• interlinkONE – Software (SAAS)– Enterprise Marketing Management

Software– Plan, build, manage, execute and

measure all marketing activities

I love Mar(H)keting!



Keep Your Phone On!

@JohnFoleyJr

• Feel free to Tweet, Post, Update, Email, take notes, photos, and more!



Accolades

• Jetsetter Status on FourSquare

• Ranked #12 as a Top CMO on Twitter in 2012

• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category

• One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2012

• NAPL Soderstrom Society

• MFSA - Luke Kaiser Education Award



The Book

Strategies, Plans, Case Studies Campaign Ideas, and More.

A guide to help you grow your business!

NewPathToProfit.com



Today’s Overview

• Using Social Media to Grow Your Business

• SEO: Help People Find Your Website

• Mobile: What You Need to Know and Do!



Key Takeaways from Yesterday

Soul Search

Business Plan Review

Marketing/Sales Plan

Find the Right Resources

Self Promotion



Using Social Media to Grow Your Business



Why Should We Care About Online Marketing?

Because it can help our business grow!



Social Media Statistics

850 Million Users on Facebook

NOTE: As of April 2012

250 Million Tweets Sent Per Day

60+ Hours of Video Uploaded every minute

90 million users in 6 months

18 million users… and it’s addictive!



However, don’t forget this…

► Social Media is really part of something much bigger...

…Your overall marketing efforts!

► Specifically, inbound marketing.



What is Inbound Marketing?

http://en.wikipedia.org/wiki/Inbound_marketing

“Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.”

http://en.wikipedia.org/wiki/Inbound_marketing

http://en.wikipedia.org/wiki/Marketing



Content: Essential to Inbound Marketing

Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/



Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2012 Grow Socially, Inc. All Rights Reserved.

$

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share

Social Media Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified and Budgeted

Buyers



Inbound Goal: Drive INQUIRIES!



Why Should YOU Use Inbound Tactics?

It works!

Increase Awareness & Drive Inquiries

Reach More Customers & Prospects

Sell more things!



Results --- See Below

650

275



Results: Thousands of Inquiries



Results: Prospects Raising Their Hand!



CASE STUDIES FOR INSPIRATION



Can Inbound Marketing and Social Media Actually Help Service

Providers?

Let’s look at some Examples!



H & H Graphics Group

► Lancaster, PA

► Provides mailing, fulfillment, print… and multi-channel marketing services!



Custom Background… with Value Statements

Humanizing their brand

Engaging with Customers, Vendors, Prospects

Facebook



Videos That Tell Their Story



CustomXM

► Little Rock, Arkansas► Paul Strack - @Pstrack



Website: Engaging & Social



CustomXM’s Tips for Twitter



Social Media Creates Chatter



Best Practices for Twitter

► Actively participate & engage

► Share a variety of information!

► Be a thought leader, be yourself, show the human side of your business

► Review efforts & measure results



Printing Center USA

► Primarily an online printer► Located in Montana► Quite active on social media



Twitter Activity is High!



Variety of Content in Tweets



Online Video



Email & Social Integrated



What do they have in common?

► They have a strategy and a plan!

► They produce a lot of content.

► Social media is integrated across multiple channels.

► They are committed! Time and energy.But it pays off!



HOW YOU CAN FINDSOCIAL MEDIA SUCCESS



Steps to Social Media Success

► Create a Strategy (PLAN)

► EXECUTE

► Measure

Remember Execution TRUMPS Strategy



Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2012 Grow Socially, Inc. All Rights Reserved.

$

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share

Social Media Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified and Budgeted

Buyers



Plan! Strategy before Tactics! Step 1: Describe the Business, Service, Solution

Step 2: Business, Service, Solution Goal

Step 3: Where Is the Audience Cyclically?

Step 4: How Does the Audience Use Social Media?

Step 5: The One Thing

Step 6: How Will You Humanize the Brand

Step 7: Content Resource and Distribution Strategy

Step 8: How Will You Measure Success?



Align Tactics with Goals

Tactic Goal Key StepsFacebook Fan page Increase awareness

of services, generate leads

Post once a day; Custom Tab for demo registration

Twitter company page

Become a thought leader, provide support

Post multiple times daily; share marketing-related news; active listening

YouTube Profile Humanize brand; create demand

Film weekly video of employee(s); create screencasts of customer successes

Pinterest? Drive website traffic! Create boards to highlight portfolio work



How to Measure Success?

► Site Traffic► Downloads► eNewsletter Sign-Ups► Blog Comments► Questions► Shared Links► Re-Tweets► Followers► Who’s talking about you and how► Show me the money



Tools for Measuring Effectiveness

Link Shorteners iLink.Me TinyURL.com

Google Analytics Website

Insights LinkedIn, Facebook, Twitter, YouTube



Here’s How Social Media Can Help YOU

► Build Awareness and Thought-Leadership

► Generate Inquiries and Qualified Leads

► Create Happy Customers



Build Awareness and Thought-Leadership

► Share relevant and helpful information.

► Have consistent branding across networks.

► Don’t just post your own news – engage!



Generating Inquiries and Leads

► How?► Strategy and Planning

► Build, manage, execute, and measure campaigns

► Have an integrated, multi-channel mind-set

COMPANY WEBSITE

Social Media

SEO

DM/Flyer

E-mail

Links

Other

Whitepapers,eBooks

Downloads

eNewsletter Sign-Ups

Comments & Questions on

Blog

Info/Inquiries

Webinar Sign-Ups

100 Visitors

2000 Visitors

800 Visitors

3500 Visitors

CRM

Generating Inquiries and Leads



Creating Happy Customers with Social Media

► How?► Reward Your Socially-Engaged Fans

► Be an Active Listener!

► Share Content That is Relevant to Them



Getting Started… or Moving Forward

► What Social Networks Should You Be On?

► Being Ready for What’s Next

► Best Practices for Social Media Campaigns



Very Important: Know Your Audience

► Who Are They?

► Where Are They Cyclically?

► How Do They Use Social Media?

► What Networks Are They On?



Markets to Target

► Groups that are very active on social media:► Realtors / Real Estate Agents► Non-Profits► Consultants► Marketing Directors (B-to-B and B-to-C)

► Groups like these and more need print help too!



Getting Your Sales Reps on Board

► Set the Example – If they see you participating, they’ll know it’s important!

► Provide training: Webinars, Consultants, Seminars, and more.

► Work with Marketing to create campaigns that generate leads from social media.



What’s Next? Cause it Changes Fast!

► Okay, yes. My boys won the Massachusetts State Hockey Championship!

► Them, and a whole lot of friends recently jumped from Facebook to Twitter!



Being Ready for What’s Next

► Don’t forget fundamentals – PLAN!

► Always be measuring your efforts

► Resources to Stay Ahead of the Game



Be Committed

► Social Media often requires daily attention

► Prioritize: RELEVANT Content creation, listening, & engaging!

► Measure & Adjust



3 Action Items

► Social Media: Strategize, Plan, and Align Tactics with Goals

► Increase commitment to promoting yourself!

► Devote time to creating content, sharing, and measuring its effectiveness.



SEO: Help People Find Your Website



By the Numbers: Google

• 34,000 searches per second• 2 million per minute• 121 million per hour• 3 billion per day• 88 billion per month

Source: http://searchengineland.com



SEO Best Practices

• Keyword Usage• Content Rules!• Inbound Links• Mobile



Keyword Usage

• Build a well-researched list of keywords• Incorporate in your content:

– Page Titles (H1, H2 tags)– Website copy– Meta description– Image Names (Alt tags)

• Use throughout all content distribution



Content Rules!

• Google rewards fresh content --- update your website regularly!

• Create & provide content that informs, helps, and interests your audience!

• Best way to do this: start blogging.



Inbound Links

• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.

• How do you get them?– Create share-worthy & timely content!– Ask! Link-exchange– Increase PR strategy and efforts



Mobile

• Smartphone ownership and mobile web viewing continues to rise!

• Google is rewarding sites that have mobile websites in its AdWords program



Items to Avoid

• Buying Links

• Over-using/forcing keywords – content should sound natural

• Adding so much content that your page load-times suffer.



Don’t Forget!

• Getting found is only half the battle….

… Optimize your landing pages and product/services pages to drive people down the sales funnel!



Mobile: What You Need to Know and Do!



State of the Mobile World

Stats – Mobile Fun



Smartphone Adoption

50% Smartphone Adoption



We Are Addicted.



Mobile Internet Usage

Source: Morgan Stanley



What Does it All Mean?

Mobile is Changing the Game…Are you keeping up?



Steps for Mobile Success

• QR Codes: The Keys to Success

• Mobile Websites: Build and Engage

• Strategies for Selling Mobile Solutions



QR Codes: The Keys to Success



Best Practice: Think of the User!



Best Practice: Shorten the URL



Best Practice: Provide Incentive

http://qreateandtrack.com/2011/07/27/how-much-space-around-a-qr-code/directions_image_qrcode/



Best Practice: Mobilize!



Best Practice: Track & Measure



Where are people scanning

Source of Scanned QR Code* June 2011Source: comScore MobiLens QR Code Audience (000) % of QR Code Audience**

Total Audience: Scanned QR code with mobile phone

14,452 100.0%

Printed magazine or newspaper 7,138 49.4%

Product packaging 5,101 35.3%Website on PC 3,957 27.4%Poster or flyer or kiosk 3,393 23.5%

Business card or brochure 1,940 13.4%

Storefront 1,850 12.8%TV 1,693 11.7%



Example: Registration via Direct Mail



Case Study: CustomXM

31% accessed landing page via QR Code.

24% of the submissions came via the QR code.



QR Codes Make Gardens Grow



QR Codes to User Reviews



QR Codes for Customer Feedback



What’s Next: NFC



What’s Next: NFC

http://www.youtube.com/watch?v=EdyIP7yqWJY&list=UUbPoxbWxJp9z0mi8an3a3jw&index=6&feature=plcp








Mobile Websites: Build and Engage



Think About Your* Website

* Or your customer’s website!



But on a smartphone…

= Source: http://www.flickr.com/photos/23844524@N03/5002051362/



Options for Building a Mobile Website

• Web programming

• Plugins

• Partner with a service provider

• Use a “mobile website builder” application

Photo Credit: http://www.flickr.com/photos/21460573@N08/6490155575/



Mobile Website Goals

• Optimized To Fit

• Easy to Read

• Easy to Interact With

• But Still RelevantAnd Useful!



Best Practice #1

• Know the Difference: Mobile-Ready vs. Mobile Optimized

Mobile-Ready:– Responsive design– All content & links displayed

on both versions of site

Photo Credit: http://baymard.com/blog/trying-out-responsive-design



Better Option: Mobile-Optimized

• Build a dedicated site for the mobile audience.

• Treat the needs of the “on-the-go” user differently than those of a desktop/laptop browser.



Best Practice #2

• Analyze Your Audience’s Needs – and Your Goals!

Photo Credit: http://www.caxiamgroup.com/blog/approach/user-personas-a-must-have-in-web-design/



Best Practice #3

• Content: Prioritize and Simplify

Photo Credit: http://www.flickr.com/photos/nicmcphee/



Best Practice #4

• Include Simplified Forms to Generate Leads



Bonus Tip

• Provide Links to Your Desktop Website

– Comfort with traditional view– Searching for in-depth info



Bonus Tip: Mobile & Email Are Growing!

• Test your emails on mobile devices – for you and clients!

• Test if the links/pages are mobile-optimized too

Source: http://winfographics.com/post/22219297594/email-in-motion-mobile-is-leading-the-email-revolution



Strategies for Selling Mobile Solutions



How Do You Make $ on QR Codes?

Custom QR Code Design

Mobile Website Creation

Build a Database!

Reporting, Analyzing, Strategy

Put it in a Campaign!



Before You Start Selling…

• Is your website mobile-optimized?

• Smartphones for demos

• Understand limitations & advantages.

• Add “mobile marketing” to your business strategy and marketing plans!



How you can promote your mobile services

• On your website

• On your social networks

• QR Codes on print

• Email efforts

• WebinarCredit: http://www.flickr.com/photos/63299638@N00/2847937438/



Sales Opportunity #1

• QR Codes need mobile sites! There are plenty without.




• Any printed piece with a URL that may reach the growing mobile audience.




• Any customer that has a website that is not mobile-optimized.




• Shelf-Talkers& Table Tents



Final Thoughts on Mobile

• Mobile is not just hot, it’s here to stay.

• No matter what response channel we use, best practices still apply.

• There is money to be made in mobile today.



Final Takeawaysand Q & A



Final Takeaways

• Plan, Plan, Plan

• Get Marketing Expertise on Staff

• Get Close with Customers

• Set Expectations

• Constantly Review

• SelfPromote

• Measure



The Book

Strategies, Plans, Case Studies Campaign Ideas, and More.

A guide to help you grow your business!

NewPathToProfit.com



Q & A / Contact Me!:

http://ilink.me/JR

iFlyMobi.com



Learn More

► http://interlinkONE.com

► http://GrowSocially.com

► http://QReateAndTrack.com

► http://iFlyMobi.com

http://interlinkone.com/

http://growsocially.com/

http://qreateandtrack.com/

http://iflymobi.com/



THANK YOU!

printapalooza: part 2: online marketing, social media, and mobile - what printers need to know

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