Internet marketing dave morse - august 2010 - public

Internet Marketing for Entrepreneurs &

Small Businesses

4755 Kingsway Drive, Suite 314Indianapolis, IN 46205

Phone: 317.917.3266 | Fax: 317.916.8921Email: information@businessownership.org

www.businessownership.org

Presented by:

Dave MorseE-Marketing Manager

Delta Faucet Companydave.morse@deltafaucet.com

dave.morse@gmail.com

Twitter: @davemorseBlog: davemorse.net

Objectives

Plan for … Understanding & engaging w/ your audiences Increasing visibility Driving website visitors Nurturing & converting prospects Creating advocates

Agenda

Positioning Establishing goals “Inbound” vs. “Outbound” Strategies, tactics and tools:

Search engine marketing Social media marketing Content marketing Lead management Website analytics Email marketing

Positioning

“The easiest thing to be in the world is you. The most difficult thing to be is what other people want you to be … don't let them put you in that position.”

~ Leo F. Buscaglia

Positioning

For (target customers) Who (have the following problem) Our product is a (describe) That provides (cite breakthrough capability) Unlike (reference competition) Our product (describe key differentiator)

Geoffrey Moore – Positioning Template – http://www.beaupre.com/blog/index.cfm/2009/5/22/Positioning-elevator-mission-and-vision-statements

Positioning

Silicon Graphics, Inc. (SGI)For movie producersWho depend heavily on post-production special effects,SGI provides computer workstationsThat integrate digital fantasies with actual film footage.Unlike all other computer workstation vendors, SGI has made a no-compromise commitment to meeting film-makers’ post-production needs.

Positioning

Indiana Interactive Marketing Association (IIMA)For advanced marketers and business professionals alikeWho are challenged to understand and utilize an ever-changing and very large interactive marketing landscape of strategies, tactics and tools,IIMA is a marketing group led by brightest interactive marketers in IndianaThat provides information, education, consultation, events, and connections.Unlike other groups in Indianapolis (BMA, AAF, AMA, TechPoint, Rainmakers), IIMA is focused on all things interactive, dedicated to delivering real-world (take-away) value, balanced between technology and business strategy, and driven to be the ultimate interactive marketing authority in Indiana

Establishing Goals

“He who fails to plan is planning to fail”

~ Winston Churchill

Establishing Goals – P.O.S.T.

People Develop “personas” – Pain points, interests, how

your product will improve their lives Objectives

Business goals – e.g. Awareness Strategies

Approach – e.g. Increase search engine ranking Tactics/Tools

Steps – e.g. Optimize website, develop backlinks

Establishing Goals – Lifecycle

Everyone is at some stage in your lifecycle! Typical lifecycle stages

Awareness Consideration Preference/Purchase Advocacy

“Inbound” vs. “Outbound”

“Instead of driving their message into a crowd over and over again like a sledgehammer, they attract highly qualified customers to their business like a magnet.”

~ Brian Halligan, CEO, Hubspot

Advertising Break-Up

“Inbound” vs. “Outbound”

Marketing from 50,000 feet

“Outbound” marketing

Interruption-based

“Outbound” marketing

Decreasing influence … thanks for advancing innovation

“Inbound” marketing

Permission-based

Building empires

1950 - 2000 2000 - 2050

Rethink marketing

Strategies, Tactics & Tools …

• Search engine marketing (SEO & PPC)• Social media marketing• Content marketing

3 Pillars of Inbound Marketing

Search Engine Optimization (SEO)

Search Engine Optimization

Search Engine Optimization

25% “On Page” Keywords, keywords, keywords! Page titles, URLs, copy

75% “Off Page” Links, links, links Links = online recommendations

(OK) Link: www.deltafaucet.com (BEST) Keyword text: Innovative Faucets

Free Tools by Google Google Webmaster Central –

http://www.google.com/webmasters

Google Keyword Research – http://www.google.com/sktool/#

Google Trends – http://www.google.com/trends

Google Website Optimizer – http://www.google.com/websiteoptimizer

Google’s Blog – http://googleblog.blogspot.com

Pay-Per-Click (PPC)

Google, Yahoo!, Bing Targeting Budget Metrics

PPC vs. SEO

Value of SEO Performance – 85% click organic results Visibility – 100% view 1st, 2nd and 3rd organic

results (vs. 50% view 1st PPC result) 56% results show no PPC ad

Disconnect “SEO drives 75%+ of all search traffic, yet garners less than

15% of marketing budgets. PPC receives less than 25% of all

search traffic, yet earns 80%+ of SEM campaign budgets” 1

1 http://www.seomoz.org/blog/the-disconnect-in-ppc-vs-seo-spending

Content Marketing

Why do people use the web? Collect, read, share, and consume information

Marketing = Publishing Goal: Become trusted resource / authority Example: www.Babycenter.com

“Their information is fantastic” ~ my wife

Content Marketing

“The most effective form of web marketing is content marketing”

“Best websites designed by those who think like publishers – start with content strategy, then focus on delivery”

“You should publish the kind of online content to which your buyers naturally gravitate”

“Don’t Trust Your Ad Agency to Build Your Website”

Content Marketing Website copy Product information Blogs Tweets and Facebook pages Videos / demos News & trends Webinars / podcasts Tools Photos Presentations eBooks Articles / white papers / case studies

Anything of interest to your buyer personas that persuades them to take

profitable action

Content Marketing

More Content = Better Google Page Rank

Shift Into Content Mindset

Blog posts Shoot videos at events Interview customers for a podcast Share, share, share

Lessons learned Funny stories Information (“Did You Know…”) Emotional / enticing (“Top 5 Dangers…”)

Social media marketing

Social media marketing

Separate BOI course – “Social Media 101” Social media = content & conversation Think: cocktail party

OR

Social media marketing

Social media marketing

Facebook “Pages” Connect to Twitter stream (facebook.com/twitter) “Like” Button

Twitter “Microblog” – Like a blog, but only 140 characters Use TweetDeck, CoTweet, Seesmic, Hootsuite (don’t

use the Twitter website!) http://search.twitter.com

Social media marketing

AddThis widget Enable social sharing Customizable Metrics

Bit.ly URL shortener Shortens any URL (good for loooooong ones) http://bit.ly/92s3OZ Metrics

Strategies, Tactics & Tools …

• Lead management• Website analytics• Email marketing

Lead management

Capturing and managing interest Make it easy! (example) Salesforce.com

“Web-To-Lead”

Example Landing Page Salesforce.com

Website analytics

Google Analytics – free and powerful! Quick implementation

Website analytics

Metrics to track Keywords Traffic

Visitors – Unique vs. Repeat Sources – Direct, Referral, Search

Conversions Any profitable event (e.g. Where To Buy)

Bounce Rate “I came, I saw, I puked”

Email marketing

Cost effective, great engagement tool Many tools – recommend MailChimp (free) Subscriber management (sub/unsub)

CAN/SPAM law compliance Measurable

Track opens & click-thrus Use as lead qualification!

Source: ExactTarget

Resources Salesforce.com CRM pricing – http://www.salesforce.com/crm/ep-sales.jsp Facebook Pages – http://www.facebook.com/FacebookPages Facebook Social Plugins (e.g. “Like” button) –

http://developers.facebook.com/plugins AddThis social sharing widget – http://www.addthis.com/ Twitter tools:

TweetDeck – http://www.tweetdeck.com/ Seesmic – http://seesmic.com/ CoTweet – http://cotweet.com/ Hootsuite – http://hootsuite.com/

Google Analytics – http://www.google.com/analytics MailChimp – http://www.mailchimp.com/ URL shortener – http://bit.ly

Resources “Don’t Trust Advertising Agency to Build Website” –

http://www.davidmeermanscott.com/documents/Donttrustanagencywithyourwebsite.pdf “Nobody Cares About Your Products (Except You)” – http://www.webinknow.com/2008/08/nobody-cares-ab.html “Four Ways The Internet is Transforming Small Businesses” –

http://blog.hubspot.com/blog/tabid/6307/bid/50/Four-Ways-the-Internet-Is-Transforming-Small-Business.aspx “Inbound Marketing & The Next Phase of Marketing on the Web” –

http://blog.hubspot.com/blog/tabid/6307/bid/4416/Inbound-Marketing-the-Next-Phase-of-Marketing-on-the-Web.aspx “2010 Online Marketing Blueprint: A Multimedia Guide to Growing Your Business Online” -

http://www.hubspot.com/blueprint "The 10 Rock Solid Elements of Effective Online Marketing" - http://authorityrules.com/ "The Beginners Guide to SEO" - http://guides.seomoz.org/beginners-guide-to-search-engine-optimization "Social Media Revolution" - http://www.youtube.com/watch?v=sIFYPQjYhv8 "Advertising/Customer Breakup" - http://www.youtube.com/watch?v=DkOHsjZKBB0 "Vital statistics for B2B Marketers" - http://www.youtube.com/watch?v=nXQdy-22TXM "Basics Of Social Media ROI" - http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi “Social Media Experts Don’t Understand Social Media” – http://tippingpointlabs.com/2009/07/08/social-media-experts-

dont-understand-social-media/ "Five Reasons Why Content Strategy Comes Before Social Media" -

http://blog.junta42.com/content_marketing_blog/2009/06/five-reasons-why-content-strategy-comes-before-social-media.html

Questions? Contact me!

Dave MorseE-Marketing Manager

Delta Faucet Companydave.morse@deltafaucet.com

dave.morse@gmail.com

Twitter: @davemorseBlog: davemorse.net