Marketing in the Internet Age: Understanding Options, Avoiding Missteps, and Maximizing Your Budget Gere Jordan, Holony Media, 7/14/15
Marketing in the Internet Age: Understanding Your Options and Avoiding Common Missteps
Aug 12, 2015
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Marketing in the Internet Age: Understanding Options, Avoiding Missteps, and Maximizing Your Budget
Gere Jordan, Holony Media, 7/14/15
Hi!My name is Gere Jordan and I’m President of local digital marketing company Holony Media.
We use the internet to grow businesses.Through website design, SEO, online advertising, and consulting.
Where do you spend your marketing budget? Any existing digital
expenditures?
Quick Survey
Agenda for today:
1. Quick review of marketing basics2. Outline of online marketing process3. Review of Big 4 digital channels4. Tips and advice for small business
Marketing 101
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
What is marketing?
Source: American Marketing Association
Marketing is the messages and/or actions that cause messages and/or actions.
Jay Baer
A more basic definition:
Source: American Marketing Association
The act or process of selling or purchasing in a market.
The process or technique of promoting, selling, and distributing a product or service
And a couple more...
Source: Merriam Webster
Advertising is the act of getting the word out to consumers about a product or service.
Source: Study.com
What is advertising?
Source: American Marketing Association
Source: American Marketing Association
Why is the internet such an effective marketing tool?
Source: American Marketing Association
88% of North America
is online
6 hrsper day, per adult avg. in
USA
47%of all time spent
with media is digital media
Sources: http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015http://www.emarketer.com/Article/Mobile-Continues-Steal-Share-of-US-Adults-Daily-Time-Spent-with-Media/1010782
It’s where people spend their time...
Source: American Marketing Association ...And search for what they need.
Additional Advantages
1. Better targeting2. Reduced cost3. Measurable4. Easier to refine5. Long-term exposure6. Engaging7. More capabilities8. Less intrusive
Digital marketing spend is expected to reach 35% of total
budgets by 2016. http://www.webstrategiesinc.com/blog/how-much-budget-for-online-marketing-in-2014
Getting Started with Online Marketing
STEP 1:
Strategy and Planning
STEP 2:
Quality Website
STEP 3:
Generate Traffic
STEP 6:
Measure Everything
STEP 5:
Convert to Sales
STEP 4:
Convert to Leads
The Inbound Marketing Process
Marketing Strategy & Planning
1. What are your goals?2. Who is your ideal customer?3. Where do buyers look for
your products/services?4. How much should you invest
in a marketing program?5. How will you measure ROI?
Quality Website
The hub of your online marketing
1. Professional appearance2. Easy to navigate3. Search engine friendly4. Mobile ready5. Easy to update
Generate Traffic
More traffic = more exposure
1. Social media2. Email3. PPC4. Organic Search
Convert to Leads
“Create attractive offers and calls to action that appeal to potential buyers at all levels.”
1. Capture information2. Provide offer, add to list, etc.3. Place calls-to-action (CTA)
throughout web presence
Convert to Sales
1. Track and score leads2. Send targeted messages3. Develop lead nurturing
campaigns4. Leverage automation5. Integrate CRM software
Measure Everything
1. Traffic to leads (conversion)2. Leads to customers3. Cost per lead4. Cost per customer5. Unique visitors (traffic)6. Traffic by source
Allocating Budget: The Big 4 Online Channels
Social Media Email
PPC Organic Search
Social Media
28% of time spent online is social networking
Source: AdWeek
● 71% of adult internet users use Facebook
● 58% of entire adult population
● Usage among seniors increasing; 56% of internet users age 65 and older
● More popular with women than men
● 23% of adult internet users use Twitter
● 21% of entire adult population
● Particularly popular among those under 50 and college educated
● 26% of adult internet users
● 21% of entire adult population
● Almost all demographics seeing growth
● 53% of young adults age 18-29 now use the service
● 28% of adult internet users.
● 22% of entire adult population.
● Women dominate site. 42% of online women are Pinterest users compared to just 13% of men.
● 28% of adult internet users.
● 23% of entire adult population.
● Popular with college graduates, those in higher-income households and the employed. 50% of college graduates.
● Only platform where ages 30-64 are more likely than 18-29.
Source: http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/
Leverage social ad networks to promote
your content
Social Media Marketing Tips
● Know your audience and pick the right networks.
● Local businesses should focus on community.
● Allocate budget to social media advertising to increase ability to reach target audience.
Email provides lowest cost per lead.
Source: marketingcharts.com/traditional/b2b-marketers-rank-15-demand-gen-channels-by-cost-per-lead-47657/
There will be 1.1 billion business email accounts by 2017, and 77% of worldwide accounts are consumers.
Source: http://www.entrepreneur.com/article/244802
Email Marketing Tips
● Send relevant messages that encourage action.
● Create a timeframe with a sense of urgency.
● Use consumer intelligence for targeted and more personalized messaging.
PPC
Google AdWords controls 67% of the pay-per-click (PPC)
market.
Bid on specific keywords and only pay when someone clicks
your ad.
PPC Tips
● Don’t set it and forget it; manage your account
● Use negative keywords to rule out terms that aren’t applicable to you
● Only advertise where you operate or can deliver
● Take advantage of Google AdWords free support
Organic Search
Organic results are the “natural” or unpaid search
results
70% of the links search users click on are organic,
not paid
Organic Search Tips
● Your website is #1 asset; continually optimize and improve
● Expand your website to target more keywords
● Earn links and shares to improve your authority
● Prioritize search if you’re primary need is lead generation
What Not to Do: Common Online Missteps
1. Not measuring performance. Always install Google Analytics and track results.
What Not to Do: Common Online Missteps
2. Maintaining multiple websites or paying vendors for separate domains. Invest in one great website.
What Not to Do: Common Online Missteps
3. Neglecting search engine visibility. Showing up on Google is almost always most important.
What Not to Do: Common Online Missteps
4. Spending a little money everywhere and hoping for the best. Work a strategy instead.
What Not to Do: Common Online Missteps
5. Investing heavily in niche directories instead of your personal website. Many of these companies are thriving off SEO. You can too.
In Summary
Consumers spend their time online and use the web to
search for what they need.
STEP 1:
Strategy and Planning
STEP 2:
Quality Website
STEP 3:
Generate Traffic
STEP 6:
Measure Everything
STEP 5:
Convert to Sales
STEP 4:
Convert to Leads
The Inbound Marketing Process Is:
The Big 4 Channels to Focus On Are:
Social Media Email
PPC Organic Search
Common Missteps:
1. Not measuring analytics2. Multiple domains/websites3. Neglecting Google4. Spending on too many services5. Paying directories instead of investing in website
Discussion time. What questions do you have? Let’s assess your online
marketing situation.
For more information, including a copy of this presentation, visit:
http://www.holony.com/bed
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