Online Marketing 101 Fundamentals of Promoting Your Business on the Web
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Jul 06, 2015
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Online Marketing 101Fundamentals of Promoting Your Business on the Web
Topics
What is marketing?
7 Steps for Marketing
Marketing Hourglass
Why should I market online? (some statistics)
Online Marketing Tactics
Fans, Followers and Freedom
Agencies, consultants and others
Will it hurt?
Ok, now what should I do?
Online Marketing 101: Fundamentals of Promoting Your Business on the Web 1
What is marketing?
Marketing is the art and science of persuasive communication.[ Dave Kerpen – Chief Executive Officer, Likeable Media ]
Marketing is the ongoing process of engagement whereby strangers are nurtured into
advocates. [ Trey Pennington ]
Marketing is understanding your buyers really, really well. Then creating valuable products,
services, and information especially for them to help solve their problems.[ David Meerman Scott – Bestselling author of Real-Time Marketing and PR ]
Marketing is a strategic and tactical multifaceted process that supports sales as well as
customer service and retention. The primary stages include identifying target audiences,
developing a marketing/communications strategy that usually includes several methods and
channels (e.g. advertising, PR, content, events/digital print, broadcast), measuring and
assessing results, and constantly refining the process based on learnings and marketplace
developments. Marketing can also become a feedback loop between an organization and its
customers and prospects that helps to inform and shape the business going forward.
[ Rebecca Lieb, Author of The Truth About Search Engine Optimization ]
Online Marketing 101: Fundamentals of Promoting Your Business on the Web 2
engagement
measuring
persuasive communication
especially for them
refining
[ Source: 72 Marketing Definitions – Heidi Cohen ]
7 Steps for Marketing
Develop strategy before tactics – Base all decisions on an ideal customer and core message of difference
Embrace The Marketing Hourglass – Look at every potential prospect and customer touchpoint and design a remarkable experience
Adopt the publishing model – Commit to producing content that builds trust and educates
Create a total web presence – Develop a plan that takes advantage of the SEO and social media aspects of being found
Orchestrate the lead generation trio – Use technology to create multiple ways to generate leads via advertising, public relations, and referrals
Drive a lead conversion system – Develop a sales system that everyone in the organization can use from initial contact to results review
Live by the marketing calendar – Make marketing a habit by establishing monthly, weekly and daily action steps
Online Marketing 101: Fundamentals of Promoting Your Business on the Web 3
[ Source: 7 Steps to Creating a Sure-Fire Marketing System; John Jantsch Founder, Duct Tape Marketing ]
Online Marketing 101: Fundamentals of Promoting Your Business on the Web 4
Marketing Hourglass
[ Source: Beyond The Funnel: The Marketing Hourglass ]
Why should I market online?
Some statistics
2010 U.S. Population – 310 million
2010 U.S. Population on the Internet- 240 million1
Online Marketing 101: Fundamentals of Promoting Your Business on the Web 5
2
Online Marketing 101: Fundamentals of Promoting Your Business on the Web 6
Online Marketing 101: Fundamentals of Promoting Your Business on the Web 7
In the US, 62% of overall consumers have read a review online for a product or service in the past six months (64% of 35-54 year olds). [Source: Lightspeed Research, March 2011]
Online Marketing 101: Fundamentals of Promoting Your Business on the Web 8
In 2011, small businesses (1 to 5 employees) plan to spend 49% of their lead generation budgets on inbound marketing.Small businesses plan to spend dramatically more of their budgets on social media and blogs. [Source: Hubspot – 2011 State of Inbound Marketing]
Online Marketing 101: Fundamentals of Promoting Your Business on the Web 9
Online Marketing Tactics
Website
Blog
Social: Facebook, Twitter, LinkedIn, Google+
Email Marketing
Video
Local Search
Search Engine Optimization
Search Engine Marketing
Promotions: Groupon, LivingSocial, Foursquare
Online Marketing 101: Fundamentals of Promoting Your Business on the Web 10
Fans, Followers and Freedom
Online Marketing 101: Fundamentals of Promoting Your Business on the Web 11
Agencies, consultants and others
KarmaCom
Bizwall
Mobile Meteor
MarketSmiths
Path Interactive
WebMetricsGuru
Constant Contact
JHLR Inc
Online Marketing 101: Fundamentals of Promoting Your Business on the Web 12
Elance
Huge Inc
Carrot Creative
Likeable Media
HubSpot
Message Medium
Duct Tape Marketing
Will it hurt?
… it depends!
Do-It-Yourself is an option
If you don’t have a plan it will hurt
Measure twice, cut once
Make it part of the culture
Have an online/social media policy
Establish baseline metrics for your business
Measure online marketing results against the baseline
Give it time
Online Marketing 101: Fundamentals of Promoting Your Business on the Web 13
Ok, now what should I do?
Listen, engage, act
Create or review your marketing plan
Get an evaluation of your online presence
Provide great experiences and content
Make your customers fall in love with you, your products, your services
Let them become your advocates
Online Marketing 101: Fundamentals of Promoting Your Business on the Web 14
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