Transcript Week 1 PowerPoint Slides - Impact Online Marketing

Marketing:
Guerrilla vs. The Entire Jungle
Presented by Karen Porter
Presented
by Karen Porter
Department of Marketing
UM
School of Business Administration
of Business Administration
&School
ImpactOnlineMarketing.com
The University of Montana
What is Marketing?
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Astute evaluation of trends and opportunities
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Deep insights about customer needs
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Knowledge of competitors, positioning & value
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Segmentation, targeting, and positioning
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Effective use of Marketing Mix – the “4 P’s”
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Effective relationship management strategies
Course Specifics
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About the course
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About your instructor
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Hands-on & interactive
4 weeks with “homework”
impactonlinemarketing.com/sell-gmarketing
[email protected]
406-529-8931
About YOU and why you are here
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Introductions
Prep work done?
Who is Your Target Market?
Identify by similar characteristics: Age, Gender, Income,
Education, Interests, Occupation and Other Criteria of Relevance
Strategy Decisions
Can Be Very Difficult
Key Marketing Strategy
Decisions
Insights from
Target Customers
Target Insights >
Strategic Decisions >
The 4 P’s of Marketing
Rules of the 4 P’s
Delivering What Your
Customers Want
NOW You Can Think About
Specific Marketing Tactics
Before the Internet
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Businesses relied upon traditional media:
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Yellow Pages
Newspapers
Television
Direct Mail
Telemarketing
Magazines
Radio
Faxes
Times are Changing
Traditional advertising media are losing effectiveness
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Directories –
print versions go out of date / expensive
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Print Pubs –
in decline / costs up / shifting readership
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Broadcast –
fragmentation / zipping / zapping / Hulu
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Direct Mail –
costly / low conversion / slow
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Telemarketing –
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Faxes –
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Referrals –
do not call lists / intrusion factor
mass faxing less effective / easy to overlook
ALWAYS relevant / but lack of control
New Media is Online
& Online Statistics are Astonishing
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1 Trillion + — number of web pages in the world
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200+ Billion online searches each year in U.S. alone
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30 % — searches that are targeted locally (city or zip )*
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20 % — total online searches done by mobile phones*
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37 % — small businesses without a website*
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80 % — local searches done on mobile devices = buyers*
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0%
— chance to connect with consumers who are
searching online if an organization doesn’t
have an online presence
* 2012 statistics based on U.S. data only
Business Owners Face
Marketing Challenges
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Recession has led to slower sales & lower profits
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Traditional media declining in effectiveness
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Consumers are searching for businesses online
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Business owners are confused and frustrated
about how to use online marketing effectively
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Many businesses lack either the knowledge,
the interest, or the time to learn online marketing
and develop an online strategy
A Website is Essential
But Having One isn’t Enough
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Websites lend credibility
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Is your website getting found?
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Know how people are searching & where your site is ranked
How do you drive traffic to a website?
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The business card of yesterday
Know what your prospective customer is doing online
Is your web presence helping or hurting your
business?
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Develop a cohesive online / offline marketing strategy
Why Being “On” Google is Vital
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70% of all U.S. online searches are done on Google
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80% + of intl. online searches are done on Google
(with a few notable exceptions – ex: China)
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60% of searchers do not typically search beyond
page one of search engine results
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Do you know what your potential customers are
searching for? – Keyword Research
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Need to be FOUND by those searching for the goods
and services you offer – SEO (Search Engine Optimization)
Keywords Rule!
Know How Your Customers are Searching and
Which Words are Important to Them
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Google Keyword Planner
Keywords – Online & Off
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SEO for On-Site Optimization
How Search Engines Find and Rank Your Site
 Meta code – title tag (limit 60 characters)
 Meta description (limit 160 characters)
 Page title (headline)
 Page URL (http://yoursite.com/keyword
 Page copy, graphic alt tags, and more
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Use Keyword Research to “Connect” Offline
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Offline advertising
To know what your customers are seeking
Website Not Getting Found?
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Was the site developed strategically?
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Were goals clearly defined on the front end?
Was keyword research done first to drive how and where
those words are optimized on the site?
Did development include these 3 key elements?
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Solid coding (the site functions as it should)
Strong design (attractive, credible & user-friendly)
Strategic marketing (solid SEO, marketing strategy done
on front-end, integrated and ongoing online marketing
strategies)
Does My Business HAVE to Use…
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Facebook
Twitter
LinkedIn
Pinterest
Google + Local
Blogging
Mobile Marketing
Other?
Mobile Marketing – The Next Wave
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62 % of U.S. citizens now own smart phones
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Japan and Europe mobile are far
ahead of U.S. in smart phone
usage; the U.S. is sure to follow
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97% of smart phone users search
online by phone
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<20% of all sites are mobile-friendly
What Does This Mean for Biz?
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Marketing strategy needs to marry online and
offline marketing initiatives
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Know specifically the words your customers are
using to search – them use those words online
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Use offline findings to market offline
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Use media that is right for your type of business
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Know what’s already working for you - continue
using what works and eliminate what’s not
What Does This Mean for Biz?
continued
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Know your “conversion funnel” statistics – having
the ability to measure gives you power
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Develop a STRATEGY (don’t just try a hodge-podge
of ideas hoping something will work)
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Measure and tweak what’s working and then “rinse
and repeat” to improve your results
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Do NOT try to do everything – just do several things
really well and you’ll have better success
So Let’s Get Started!
Focus on Guerrilla Marketing
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“Unconventional” (non-mainstream)
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Low or no cost marketing
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Emphasis on profits, not just sales
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Creativity based vs. spending based
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Focus on markets and target audiences vs.
trying to be all things to mass markets
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Support cooperation and collaboration vs.
head-to-head competition
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Leverages the many benefits of technology
The Profit Funnel
The Profit Funnel
Disproportionate Marketing Focus
Marketing is More Than Just More
Leads and More New Customers
Increase # of Transactions
Increase Average $ Per Sale
Increase Overall Profitability
10% Increase in Each Area = $$$
Karen Porter
[email protected]
[email protected]
(406) 529-8931