Transcript Slide 1 - StuartJDavidson.com

Online Marketing 101
BY Stuart davidson
Understanding The Basics Of Online
marketing
additional resources
additional resources
available from the website...
Webinar
recording
Available soon on the Webinars page.
Article
“Online Marketing 101: Understanding The
Basics”
More Resources
Video training and downloadable resources
available from the Coaching area.
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Q&a - Take Notes
Please hold all questions until the end of the webinar
Make sure you have a pen and paper handy to take notes
I'll work through at a fast pace to squeeze as much in as possible
Webinar recording will be available on the coaching site within 48hrs
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Understanding Online
Marketing
How can businesses create online marketing strategies that successfully fulfil business goals
Whats the single most important
thing to any business?
Marketing is ultimately about:
making money
If you don't see marketing as a means of ultimately generating more profits, then you have the wrong mindset.
Online Marketing - Planning
Audience analysis: Who are my customers and influencers?
Environment analysis: Where do my customers already exist online?
Behaviour analysis: How do my customers already buy? How can this be influenced?
Business analysis: What do we need? Who do we need? How do we proceed?
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understand funnel
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Online Marketing - Strategies
Content Marketing – Blogs, Podcasts, eBooks, Whitepapers etc.
Social Media Marketing – Facebook, Twitter, LinkedIn, YouTube etc.
SEO – Search Engine Optimisation, Onpage and Offpage.
Paid Advertising – Google Adwords, Social Ads, Banner Ads etc.
Public Relations – News, Press, Influencer Marketing, Outreach
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Outbound vs inbound Marketing
50%
Companies
spending 50%+
of their lead gen
budget report a
significantly
lower cost-perlead
HubSpot
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32%
3x
90%
32% of brands
are decreasing
spending on
outbound to
spend more on
content
marketing
Per dollar,
content
marketing
produces 3
times more
leads than
advertising
90% of
consumers find
custom content
useful and
believe it builds
good
relationships
Inbound Marketing
Agency
Eloqua
McMurry/TMG
Lead generation: capturing
prospects
Need to know
What is a cold/warm/hot lead to your
business?
Website
Use your website to promote
resources that require exchange of
data to download, digest or receive.
i.e.
eBooks
Email courses
Free consultations
Reports
Guides
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Then
Wider Resources
Use resoures outside of your
website to promote and capture
data. This provides for additional
points of capture in more places.
i.e.
Landing pages
Banner advertising
Social advertising
Guest posting
Create resources to capture
different leads
Capture
The data captured has to be stored
somewhere, ready to be leveraged.
Use a CRM and/or Email marketing
software to automatically capture
data from forms and input into
database.
i.e.
MailChimp
InfusionSoft
lead nurturing
The leads captured are typically not ready to buy right now, else they would navigate direct to your sales pages and
purchase immediately. So think about how you can deliver regular content that would gain trust, strengthen
relationships and promote your products and services...
Automatio
n
Create email sequences that
deliver additional value
depending on leads behavour
(using triggers). Leads are most
engaged in the short period
after opt-in.
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Short
Term
Create short-term email
sequences that work towards
moving leads through your
funnel. Leads are still engaged
now, so look to reinforce trust
and reliability while they decide.
Long Term
Create long-term email
sequenes that deliver value and
ensures you stay relevant,
while looking to create buying
actions through regular
promotional initiatives.
Marketing
Structure
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Understanding how to use social media for
business
Key takeaways:
• Marketing is about making money
• Plan first, do second
• Design your funnel as a journey from discovery to
fulfilment
• Create different strategies to bring awareness to your
business
• Understand how to capture different types of leads
• Learn how to convert leads to paying customers
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Have your say: Q&A
If you haven't done so already, type your question into the message box now.
What's next?
Make sure you pencil in the date of the next webinar into your diary – webinar dates are available from the coaching
area.
As part of your marketing coaching membership, you can ask me one question a month via email and I'll send a
personalised and private email response back.
If there is anything else I can help with, then get in touch via all the normal channels. Make sure we're connected!
EMAIL:
[email protected]
@RealSocialShark
www.facebook.com/thesocialshark
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See you next time!
Remember to check the coaching website for the webinar video recording.