Advanced Online Marketing Strategies for Small Business

Facilitated by Derrick B. Webster President & CEOVanguarde Consulting Group NYC

www.vanguardenyc.com

In‐front Strategies for Online Profits and Sustainability

Marketing: DefinitionsAmerican Marketing Association:  “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”*

“Marketing is communicating value (to) customers, 

Speed to Revenue Speed to Profits

Speed to Cash Flow

‐Cathedral Consulting Groupwww.cathedralconsulting.com

Key Business Objectives

Speed to Revenueà ConversionHow to Turn Online Prospects Into Clients

Speed to Profitsà ROMI

Achieving Return On Marketing Investment

Speed to Cash Flowà Recurring Revenue Developing Brand Loyalty Through Added Value

Areas of Optimization

• Website• E‐mail Blasts • Banner Advertising• Rich Or Interactive Media• Online Classified Advertising• Search Engine Optimization • Mobile Web Marketing• Social Media

Key Online Marketing Platforms

The 4C’s of Effective Online Marketing

CredibilityNeeds to be built throughout a website or online campaign. Credibility is established when the potential customer is comfortable that you are a real trustworthy business.

ContentThe most important part of online marketing. Without great, high‐value content your customers are looking 

for, you’ll have a hard time gaining success.

CustomerHaving a customer‐focused layout and design is paramount to retaining the elusive online prospect. Firms must use internet technologies to cater to the on‐demand expectation of the millennium customer

Conversion Presents the all‐important “Call‐To‐Action” for all your online leads. This involves the organization for your site to move visitors from prospects to paying customers.

• Open Rate ‐ How many users open an HTML email

• Click‐Thru‐rate; Click Rate  ‐ How many users click on the link in a banner/video ad or email

• Conversion rate  ‐ How many of the users who click end up take the action you requested (i.e. purchasing a product)  

• Response Rate  ‐ How many users who receive the email or online marketing prompt ended up taking the action you requested

Online Conversion Metrics

Key Online Marketing Platforms

• Websites are a useful way to 

deliver important messages to 

customers about your products 

and services and is central to a 

businesses overall marketing 

effort

CONTENT/CUSTOMER: • Web Graphics/(Icons; Royalty Free 

Images);• Compelling Web Copy; “Call‐To‐Action” 

(Eg. Buy Now!”); • Fresh Updates through RSS FEEDS, Or 

Regular Maintenance. • Member Forums/Secure Logins to 

Access Personal Data

Key Online Marketing Platforms

Key Online Marketing Platforms

VIDEO MEDIA:• :30 second ads performance typically 

surpasses :15 second ads in CTR by 11%.  • However with targeted the ads 

specifically to the  desired demographic 

audience (as determined by the Advertiser’s 

scenario, CTR for the :15 sec  targeted video 

ads increased by 110% as compared to the 

:30 second untargeted ad, with a 29% lift in 

video  completion rates.

CONTENT (Cont.): 

This study clearly shows the favorable link between ad relevancy and consumer’s brand engagement, and underscores the importance of placing the right  ad in front of the right person.

CREDIBILITY/CONVERSION: • Professional Design; Easy Navigation; The 4 & 7 Principle

Key Online Marketing Platforms

Call To ActionKeyword 

Rich Header

Click‐To‐Call Feature

CREDIBILITY/CONVERSION (Cont.): Key Online Marketing Platforms

CLICK‐TO‐CALL INDUSTRY STATISTICS • 20‐30% Reduction of website abandonment on web‐pages• 25‐35% Inbound Inquiry increase that provides  • 45% increase of online revenue that Jupiter Research has 

found that companies can achieve by deploying click‐to‐talk 

services • 88%‐Of Click‐to‐Talk Users state they are more likely to 

contact companies that provide click‐to‐talk‐services that do 

not. • KEY RESOURCE: GOOGLE.COM/VOICE

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Online Marketing - Website

Goals • Attract target market members to

website• Cause target market members to take

intended actions Costs • Creation costs range from a few dollars

for a domain name to many thousands of dollars depending upon functionality, number of screens, image/visual content, navigation, shopping cart requirements, etc.

Uses • Provide information, direct sale of

merchandise, branding tool, collect names for building customer base

Online Marketing - Website

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Elements:• Domain name• Homepage• Landing pages • Forms • Images • Audio capability• Copy• Interactive capability• Demonstrations • Links • Banners

Online Marketing - Website

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How do you know who is visiting? Free programs like Google Analytics can tell you how many people are visiting your website, what pages they are looking at and where they are coming from:

www.google.com/analytics Metrics to consider

• Number of unique visitors • Number of target market member visits • Number of intended actions taken (completing forms, making

purchases) • Percent of visitors that take intended actions • Percent of target market member visitors that take intended actions

You can use this information to target advertising and optimize content

Measuring Online Marketing Success

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A banner ad is a third party advertisement that usually appears in a box at the top of a website.• This is the website equivalent of an ad in print media• Similar to print, ads can be inexpensive or expensive depending on where you choose to advertise. • Banner ads attempt to get visitors on a website to click to be taken to a landing page on the third party’s website• According to information in marketing trade publications, banner advertising is not very effective tool for generating web traffic

Internet Marketing – Banner AdvertisingOnline Marketing – Banner Advertising

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Internet Marketing – Mobile Marketing

Why Do We Need A Mobile Web Strategy?

• Mobile marketing is a fast, effective, inexpensive and cutting‐edge marketing strategy, offering businesses a variety of new ways to reach customers through the one thing they never leave home without: their technology.

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• There are four mobile phones to every PC in the world, and they are increasingly being used to look for businesses on the Web;

• It's estimated that 60% of consumers worldwide have access to the internet via their mobile phone;

• Web traffic from mobile devices increased 110% in North America and 148% globally in the past year alone;

• Studies show that a mobile‐friendly site creates an overall traffic increase of 13%;

• Of the mobile users that have a bad experience when they visit a website (e.g. difficult navigation because the site isn't optimized for mobile browsers) 61% will not go back to the site.

Internet Marketing – Mobile Marketing

Why Do We Need A Mobile Web Strategy?

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• Which age group scans QR Codes most frequently? Although people across all different age groups are using QR Codes, people ages 35‐44 are scanning QR Codes the most.

• Does gender influence who scans QR Codes?  The Mobio study shows that 64% of QR Codes were scanned by females

Internet Marketing – Mobile Marketing

QR Code Statistics

• Why are people scanning QR Codes?  87% of people are scanning QR Codes to get additional product information.

• Which smartphone platform scans more QR Codes? 68% iPhone compared to 26% 

Android• Growth? Studies showed a 1,200% growth in the scanning of QR Codes over the last 6 

months of 2010.

Thank you for attending today's Advanced Online Marketing Strategies Presentation!

If you would like more information on upcoming courses, conference 

events, and or other resources for your business please visit the following online destinations:

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Mobile Marketing Development