Rita BakerPrinciple Consultant

Baker Marketing

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Marketing Hourglass

MarketingFunnel

Retention &Propagation

Awareness

AwarenessKnowledge

Interest

Considera-tion

Intent

Repeat

Preference

Loyalty

ReferralAdvocacy

Source: Beyond the Funnel: The Marketing Hourglass

Purchase/Subscription

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What is Online Marketing?

• Any action, taken on the web, whose goal it is to help a customer/subscriber progress from the top of the marketing hourglass to the bottom

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Two Marketing Life Lessons

Your marketing budget is NOT an expenseEvery marketing $ spent must have a positive return $$

The stronger the product/market fit, the less you will need to spend on marketing

$$$

$$$

$$$

$$$Product

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Components of Online Marketing

Website Content

Advertising

SocialMedia

eMail

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WebsiteMarketing tactics Start-up tools

Build your site Word Press, Wix, Joomla,Drupal, Shopify, Panier d’Achats

Register it on search engines Google (65%) and Bing/Yahoo (32%) using webmaster tools

Drive organic traffic SEO plugins (such as Yoast for WP), WordTracker, MOZ

Drive referral traffic Online directories, presence on social media platforms

Optimize (A/B testing)Google (analytics, keyword planner, webmaster tools), KISS Metrics, Alexa, Open Site Explorer, Unbounce

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ContentMarketing tactics Start-up tools

Videos Animoto, GoAnimate, Wideo

Web conferences GoTo Meetings, WebEx, AnyMeeting

E-books (self-published) Calibre, Jutoh, LeanPub, Press Books, Creativist ($)

E-books (published +distributed) Smashwords, Kobo, Apple iBookstore, Amazon

Infographics Vizualize, Piktochart, Visual.ly

Blog Incorporate to your website with appropriate template

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eMail

Marketing tactics Type of content Start-up tools

Outbound (interruption)

Promotion, sales pitch, product oriented

MailChimp, Hubspot, CakeMail, ZOHO Campaigns, Admail

Inbound (permission)

Relationship building, useful information, follow-ups, personalised promotions

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Social Media

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Advertising

Types of Advertising Advertising platforms

Search Engine AdvertisingGoogle Adwords, Bing/Yahoo Advertising Network

Social media advertisingFacebook, Twitter, LinkedIn, Youtube, Pinterest, Yelp, TripAdvisor, etc.

General web advertisingGoogle AdSense, Bing/Yahoo Advertising Network, AdBrite, PocketCents, etc.

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What you need to know to do an Google AdWord campaign

https://www.youtube.com/watch?v=Oz0V1Tqi7Wk

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Questions or if you need information

Rita Baker514-346-9169

rbaker@baker-marketing.comTake a look at my Techno Marketing blog

http://baker-marketing.com/blogue-techno-marketing-blog/

Join us at the Montreal Lean Startup Circle meetupshttp://www.meetup.com/Lean-Startup-Circle-Montreal/