New Marketing

Marketing Today

• In the last couple of years, after the .COM’s revolution; marketing has received many names:– Traditional Marketing

– Online Marketing

– Inbound and outbound

– If we talk about church or non-profit; we call it ministry marketing or fundraising

I prefer the term

• Integral Marketing: Using all the technology available, offline and online to increase the effectiveness of our communication strategies, to generate more leads, reinforce our brand and increase our market presence

INTEGRAL MARKETING INCLUDED TRADITIONAL MARKETING AND ONLINE MARKETING

How we used to do marketing?

• Few of the common methods we practiced to reach out our costumers where trade shows, seminar series, emails, internal cold calling, direct mailing, outsourced telemarketing, and advertising.

Stop Pushing!

• In these methods "outbound marketing” the marketer pushes his message out far and wide hoping that it will be heard.

• Messages used to be too general instead of segmented and do not offer a different recognition to each audience

• Are easily blocked =(

• The best practice is becoming a friend

• To find friends you need a community

• To belong to a community you need to have something in common

“Friends” is more than a TV Show!

• “Friends” are the prospects donors you’ve earned permission to talk with, they won’t block you—even though they haven’t turned into donors or volunteers yet. You already have crossed the “estranger” status; they’ve been converted from total strangers to interested friends, and then all the way to dedicated supporters of your cause.

ALLDIGITAL ERA has changed…

First…

• Has the power to communicate; and now they have the ability to block your conversation.

• They are the “new” media

second…

• Print, online, blogs • Your friends • Your customers • Your competitors • Your competitor’s customers • Your employees • You!

third…

New Rules of PR & Marketing

• OLD= Press ReleasesFor media/pressMedia Coverage

• NEW= New ReleasesFor EveryoneSEO toolMaybe get media coverage

There are nearly 50,000 press releases issued each MONTH.

• 2,500 per business day

• 300 per business hour

• One every 12 seconds

• “Scoop” goes to Google,

fourth…

Marketing is about conversation

• What’s your audience/media saying about you?

• How to create content that engage my audience’s conversation? So instead of pushing them we can start pulling

Why you must publish and start a conversation?

• Increase SEO authority

• Reach prospects directly

• Build an audience

• Engage in dialog

What to publish?

• Blog

• Podcast

• Videos

• Photos

• Presentations

• eBooks

• News Releases

News Release Goals

• Build inbound links for SEO

• Publish more content

• Get press coverage

News Release Steps

• Select Topic • Keyword Analysis (I use Google keyword tool, it’s free =)

• Set Link Strategy

• Write

• Analyze & Edit

• Promote

All Companies Should Have a Blog

• Blogging helps with SEO

• Blogging helps with Social News Sites

• Blogging helps with Social Networking Sites

• Blogging is Permission Centric

PR AND INTEGRAL MARKETINGFew thoughts and tools to start digging about

Today PR is about relationship

“Am I getting old? I don’t understand this Social Media stuff.”

• Three places to start: Facebook, Twitter and LinkedIn Q & A

• Similar to a business cocktail reception

• Meet people and start conversations

• Answer questions –help others

THANK [email protected]