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Creating an Online Marketing Plan and
Maximizing Your Marketing Dollars
Amanda O’BrienHall Web Services
Who is this lady?Amanda O’BrienVP of Marketing at Hall Web [email protected]@amanda_pants
www.hallme.comwww.hallme.com/blog/@hall_web
• www.socialmediabreakfastmaine.com
•www.socialmediab2b.com
• www.amandapants.com
• www.guidingstars.com
• Recovering Radio Employee
Lets get right to it…
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Able to bring our marketing spend in-house
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People are tired of being sold to
We want a relationship with those we choose to do business with
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Traditional vs. New Marketing
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Traditional Media
Newspapers
Print Advertising
Television Advertising
Radio Advertising
Cold Calling
Direct Mail
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What is “NEW Media”?
Websites
Blogs
Search Engine Optimization (SEO, Organic Search)
PPC Advertising (Pay Per Click)
Social Media
Web Advertising
Email Marketing
Mobile Marketing
Being found when someone is already looking!
Being in networks your audience are already participating in!
Timely.
Targeted Messages.
To those already subscribed.
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The most important platforms are the ones that your target audience and customers are using.
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What Makes a Successful Website?Valuable
Optimized
Easy to Use
Secure
Good code
Meet users expectations
No longer ‘brochurewear’
• updated regularly
• take advantage of the medium
• Content, content, content
Conversion
• what do you want people to do?
• make it easy
Interactive-ness
• Widgets, comments, actions
People
• Real people
Who IS this guy?
BlogsPeople are NOT tired of information!
Add content to your website
Search juice!
Find a frequency
Editorial Calendar
Length of posts – one complete thought
Keep it timely
Subscribe via RSS or Email
Social Media Hub
Host it on your site
www.hallme.com/blog/
www.hallme.blogspot.com
CMSContent Management Systems
• Wordpress
• Joomla
• Drupal
www.google.com/local/add/businessCenter
Search Engine Optimization
Social MediaConversations happening online
Ratings, reviews, help, everything
Social Media as live focus groups
Relationships vs. Selling
Not promoting – communicating
Not how many but WHO?
Start conversations
Strategy first, tools second
Bank deposits*
Set up profiles well
Social media is like a bank. You can’t go into a bank, open an account, deposit nothing and then ask to take money out of your account. There is nothing there. You have to invest in it and give to it first and then you can even begin to think of withdrawing from it.
Scott Stratton - UnMarketing
The Big 4
Facebook, Twitter, YouTube and LinkedIn
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Largest social networking site
Average user is connected to 60 pages, groups and events
Personal pages
Business “Like” Pages
Share news, events, video, photos
Passive agreement to subscribe to your information
Security
Add custom Facebook Box to website
http://www.youtube.com/watch?v=eaXebTNoXEA
Facebook Insights
TwitterMicroblog
Real time conversations
www.search.twitter.com
Meet people by content produced
Traffic to your website or blog
Easy, short updates
More about who vs. how much
Stay on topic
Hashtags – great for events
YouTubeVideos
Second largest search engine
Search engines love video
Visual learners
Easy to produce web video
Video blogs
Add video to your website
Create custom channel with only your videos
Add links to your website for more information
Sound is very important
Don’t focus on viral videos
LinkedInBusiness networking social media site
Started in 2005
Online Roladex
Groups
Questions and Answers
Recommendations
Always adding new features
Adding products and services
Applications
Web AdvertisingBanner ads
Pop-ups & Pop-unders
Affiliate Marketing
‘Expander’ Ads
Video Ads
A plan or an afterthought?
Photo credit: http://i.imgur.com/IOBPq.jpg
Facebook Advertising
PPC Advertising
Email MarketingWell branded – Use an ESP
Segment lists
Cross promote
Timely, targeted messages
Inside information, early announcements
Easy way to keep people in the sales funnel
Other publication’s email sponsorships
Don’t buy a list – CANSPAM
Social media sites come and go
Mobile MarketingMobile Websites
What does your website look like?
Text, images, flash
Need a mobile site with only main functions?
Mobile Banners
Mobile Banners on free options
Mobile Applications
Text Alerts
QR codes
Location Based Services (LBS)
How Do You Blend Traditional and New
Media?
Who are you trying to reach?
What are they worried about?
Pain points
Putting People in BucketsThe best marketing doesn’t feel like marketing
Build it and they will come doesn’t work
Better to do one or two than fail at 20
Timely, targeted messages
Relationships
Sales funnel pieces, not sales pieces
Must be integrated, not stand alone
Icons
Promotional Codes
Landing pages
Integration is Key
Start with goals and what success would look like getting there
Lead generation, relationship building, brand awareness, marketing, customer service
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http://www.chrisbrogan.com/starting-a-social-media-strategy/
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Set a timeline and track your time – reallocate if it isn’t working
Determine short term and long term goals
Key metrics before you start
What content does well?
What social media sites work for you?
Which conditions work best?
Track it ALL
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Diagnostics vs. Objective Metrics – Christopher S. Penn
http://www.christopherspenn.com/2010/05/are-we-there-yet-diagnostic-versus-objective-social-media-metrics/
Determine current efforts
Goals and resources needed to achieve them
Platforms and measurement
Policy
Measure time and effectiveness
Creating a Plan
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Popularity – Reach - Volume
• Number of friends on Facebook• Number of followers on Twitter• Number of fans on your fan page• Number of blog subscribers• Number of people subscribed to your FriendFeed• LinkedIn Connections• YouTube Subscribers
Engaging• Number of retweets, replies, lists• Number of blog comments• Brand Mentions• Industry mentions• Comments to LinkedIn discussion• Sentiment• Time spent with brand• Facebook Insights
Strategy to Engage• Listen actively• Produce and distribute quality content• Participate in online communities correctly
Measurable Goals• Google Analytics! Get it! Traffic Sources?
• Specific landing pages• User conversion on those landing pages (convert)• Actions taken? Downloads, purchases, forms• Customer Service calls lower?• Finding trends and finding their origin• Memberships• Enewletter signups• Dang math!
Bit.ly
Google Analytics
• Free
• Where?
• What?
• How Long?
Just because you can measure it doesn’t mean you should
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•www.hallme.com/blog/
•www.socialmediabreakfastmaine.com
•www.socialmediab2b.com
@amanda_pants @hall_web
