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Goal: To teach the power of Traditional and Digital Marketing to attract new customers and keep existing customers.
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
The Power of Traditional and Digital Marketing for Small Businesses
Listen, Learn, and Engage
Presented by: Jeff MelloFounder, Evolution of Communication
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
Who am I?
Founder of Evolution of Communication, an interactive agency based in Atlanta
Co-Founder of BuzzCal.com, an online sport’s calendar
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
Exposure I received in USA Today
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
Enough about me…onto why we are here!
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
Goal: To teach the power of Traditional and Digital Marketing to attract
new customers and keep existing customers.
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
We will cover:
• The changing marketing landscape• How Traditional and Digital Marketing can help you attract
new customers and keep existing customers
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
The changing marketing landscape
It used to be easy for companies to reach consumers through the Traditional Marketing channels of Newspaper, TV, Radio, Direct
Mail, Yellow Pages, Billboards, etc.
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
The changing marketing landscape
That was then…this is now!
The Evolution of Communication has begun!
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
The changing marketing landscape
Traditional Media Audiences
Digital Media Audiences
Economic DownturnChanging Consumer Media Consumption
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
The changing marketing landscape
The changing media consumption habits by consumers, the global downturn, and the continued loss of audience by Traditional Media
has transformed the way companies reach their customers.
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
The changing marketing landscape:Newspaper
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
The changing marketing landscape:Network TV
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
The changing marketing landscape:Cable TV
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
The changing marketing landscape:News Talk Radio
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
The changing marketing landscape
The market research and investment banking firm Veronis Suhler projects that by 2013, after the economic recovery, three elements
of old media -- newspapers, radio and magazines -- will take in 41% less in ad revenues than they did in 2006.
Source: Pew Research, “State of the News Media 2010” March 15, 2010
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
The changing marketing landscape
How does the decrease in audience and revenue for these Traditional Media channels benefit your business?
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
The changing marketing landscape
You now can reach your target consumer more cost effectively than in the past. Supply is up and demand is down.
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageThe changing marketing landscape:
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
The changing marketing landscape
The Digital Revolution is here!
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageThe changing marketing landscape
Years to reach 50 Million Users…
• RADIO - 38 Years • TV – 13 Years
• INTERNET – 4 Years
• iPOD – 3 Years
• FACEBOOK – Added 200 Million users in less than 1 year!
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageThe changing marketing landscape
1995 Internet Users45.1 Million
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageThe changing marketing landscape
2000 Internet Users420 Million
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageThe changing marketing landscape
September 2009 Internet Users1.73 Billion
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageThe changing marketing landscape
Number of emails sent on the Internet in 2009
90 Trillion
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageThe changing marketing landscape
Percent of spam email81%
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageThe changing marketing landscape
Number of websites as of December 2009
234 Million
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageThe changing marketing landscape
Number of blogs on the Internet126 Million
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageThe changing marketing landscape
As of May 2009, the number of Americans 13+ who own a
mobile device234 Million
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrowing Your Business
How Traditional and Digital Marketing can help you attract new customers and
keep existing customers
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 1: Identify Your Consumers
Remember the Pareto Principle better known as the 80/20 rule as applied to business…80% of your company revenue will come from 20% of your customers! We need to identify your 20%!
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 1: Identify Your Consumer
Identifying the 20%:• What does your best customer look like?• Male/Female?• Age• Married• Do they have children?• Income level?• Favorite Leisurely activities?• Where do they live?• Anything else about their lifestyle?• How do they like receiving information from you?
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 1: Identify Your Consumer
Once we know everything there is to know about your best customers we can then devise the best marketing strategy to keep them coming back to your company and not your competition.
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 2: Build your online content platform
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 2: Build your online content platform
Your company needs an online content platform to engage with existing and potential customers.• Clearly define your company’s value to the viewer• Easy navigation• Uncluttered feel• Create ways in which the viewer can engage with your
company• Give reason to come back to your website• Keyword strategy as part of your content strategy• Search Engine Optimized (SEO)• Blog• Include social media channels• Google Analytics
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 2: Build your online content platform
Keyword/Content Strategy:• Identify the popular keywords within your Industry• Identify search volume within your target market• Identify keywords which you can own.• Build your content based on Industry keyword knowledge
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 2: Build your online content platform
Blog:• One of the most powerful tools of your content platform• Place for viewers to get to know you and your company• Creates the human touch• Allows your company to engage consumers• Creates fresh content which search engines love.• Can drive your company’s search engine rankings• People do business with people…especially ones they trust• You can become a resource in your Industry
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 2: Build your online content platform
Social Media Channels:• Include social media components on your platform• Allows additional ways to engage with your consumers• Keeps consumers in your sales funnel
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 2: Build your online content platform
Monthly eNewsletter:• Way to create an email database• Allows you to stay in contact with your consumers• Can drive awareness around special events/promotions• Keeps them in the sales funnel• Revenue creation
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 2: Build your online content platform
Google Analytics:• Provides actionable statistics about your website• Unique Page Views• Traffic sources• Popular content• Keywords used
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 3: Creating the social media channels
Decide which social media channels your consumers are using and create those channels first.
You only have so much time in your day to devote towards marketing so ensure you are using the right channels to reach your consumers.
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 3: Creating the social media channels
When creating your social media channels ensure you use the same name, logo, and basic information whenever possible.
Consumers travel across multiple communication channels and you want your company to be easily identifiable.
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 3: Creating the social media channels
YouTube (Video Sharing):• Hosts user-generated and professional video content• The second largest search engine after Google• Third most visited website• 14 Billion videos viewed in May 2010
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 3: Creating the social media channels
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 3: Creating the social media channels
Facebook (Social Network):• Hosts user-generated pictures, videos, status updates, and
games• As of February 2010 had 400 Million active users• Allows users to create a network of friends and companies
they “Like”• Once a user “Likes” you then they will receive your status
updates in their newsfeed• Fastest growing demographic…55-65 year olds
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 3: Creating the social media channels
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 3: Creating the social media channels
Twitter (Social Networking/Microblogging):• Allows users to send and read short messages called “tweets”
from other users• Messages can only be a maximum of 140 characters in length• Users freely share their opinions about anything in real-time• Unlike Facebook, on Twitter you can speak directly to anyone
by using the “@” sign in front of their Twitter username• One of the fastest growing social networks• 190 Million users
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 3: Creating the social media channels
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 3: Creating the social media channels
LinkedIn (Social Networking):• Professional networking site• Users create their profile which is similar to their online
resume• Companies can create their profile and link to their employees
LinkedIn accounts• Users can provide status updates similar to Facebook, Twitter,
and other social networking sites• Can start or join groups with similar professional interests• Great source for recruitment of new employees• An online rolodex of business contacts• 70 Million users
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 3: Creating the social media channels
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 3: Creating the social media channels
Flickr (Image Hosting):• Users host and share their photos• As of October 2009 claimed to host 4 billion images• Users can comment on photos• Good for your website’s SEO
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 3: Creating the social media channels
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 3: Creating the social media channels
Foursquare (Location Based Networking):• Mobile application in which users “check-in” to venues on their
mobile phones and get rewarded points• Have the most “check-ins” and become Mayor of a venue• Companies can offer specials to the users of Foursquare to
encourage visits• As of June 2010 has almost 1.4 million users and growing
quickly
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 3: Creating the social media channels
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
Step 4: Start Engaging
Your content platform is set so now go and engage with consumers on the social media channels you have setup and drive them back to your content. Be proactive not reactive!
• Creates awareness for your company• Creates revenue opportunities• Helps with Search Engine Optimization
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
How Digital and Traditional Marketing work together
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
How Digital and Traditional Marketing work together
Digital and Traditional Marketing can both be used to pull new consumers into your sales funnel.
Once you create a new customer you can utilize the strength of your digital marketing to keep your
customers coming back
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
How Digital and Traditional Marketing work together
The Traditional Marketing methods of TV, Radio, Print, Billboards, etc. create an awareness for your company to drive consumers but they are one way message mediums!
Consumers cannot interact with these messages.
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
How Digital and Traditional Marketing work together
Once you create a new customer you can utilize your content platform to constantly engage with them and keep them from choosing your competition.
Consumers can interact with these messages and take ownership.
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and EngageGrow Your Business
This presentation is available for download at the following:
http://www.slideshare.net/evolutionofcommunication
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Evolution of Communication LLC. © 2010 - Proprietary and Confidential, for use by intended
client only
Listen, Learn, and Engage
For more details on Evolution of Communication please contact:
Jeff MelloFounder, Evolution of Communication
p: 404-579-0911e: [email protected]
w: http://evolutionofcommunication.comf: http://www.facebook.com/evolutionofcommunication
t: @eoc_jeff