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MANA 3325 T-Th. Professor Thurburn Guerilla Marketing Principles: 1. Find a niche and fill it. 2. Use the power of publicity 3. Don’t just sell… entertain!... “Entertailing” 4. Strive to be unique. 5. Connect with customers on an emotional level. • Build trust • Define a unique selling proposition (USP) 6. Create an identity for your business through branding. 7. Embrace social networking. 8. Start a blog. 9. Create online videos. 10. Host a special event. 11. Focus on customer satisfaction. 12. Retain existing customers 13. Be devoted to quality. 14. Pay attention to convenience. Marketing MANA 3325 T-Th. Professor Thurburn Marketing Convenience: Questions to ask: 1. Is your business conveniently located near customers? 2. Are your business hours suitable to your customers? 3. Would customers appreciate pickup and delivery services? 4. Do you make it easy for customers to buy on credit or with credit cards? 5. Do your employees treat customers with courtesy? MANA 3325 T-Th. Professor Thurburn Marketing Convenience: More Questions to ask: 1. Are your employees trained to handle business transactions quickly, efficiently, and politely? 2. Does your company offer “extras” that would make customers’ lives easier? 3. Can you bundle existing products to make it easier for customers to use them? 4. Can you adapt existing products to make them more convenient for customers? 5. Does your company handle telephone calls quickly and efficiently? MANA 3325 T-Th. Professor Thurburn Marketing Guerilla Marketing Plan: 1. Pinpoint specific target markets to serve. 2. Determine customer needs and wants. 3. Analyze your competitive advantages and create a marketing strategy to build on them. 4. Create a marketing mix that meets customer needs and wants. MANA 3325 T-Th. Professor Thurburn Marketing Pinpointing Specific Target Markets: 1. Target Market – a specific well defined group of customers. 2. Marketing Strategy - built on a clear definition of a target customers. Critical. 3. Target Customer must permeate the entire business – merchandise, music, layout, décor, etc. 4. Without a clear image of its target market, a small company tries to reach almost everyone and ends up appealing to few. MANA 3325 T-Th. Professor Thurburn Marketing Market Research: Determining customer needs. Demographics Market research is the vehicle for gathering the information that serves as the foundation for the marketing plan. Never assume that a market exists for your company’s product or service; prove it! Market research does not have to be time consuming, complex, or expensive to be useful. Web-based market research – online surveys Trend-tracking MANA 3325 T-Th. Professor Thurburn Marketing Marketing Strategy Planning Template WHO Buyer Profile: WHAT Problems you solve for this buyer? WHY Description Who is this person? What problems does this buyer have? Why are they buying from you? Actions you’d like them to take - Enquire, - order, - buy, - connect etc. How are you remarkable? What value do you bring? Proof - Credibility indicators, - guarantees, - testimonials etc. MANA 3325 T-Th. Professor Thurburn WHERE Marketing Strategy Planning Template Where are they? HOW Marketing Google, blogs, Facebook, Twitter etc. Your company personality: What kind of company are you? Creative - Look and feel Tone of voice - Language you’d use Keyword phrases? - What buyers type into Google Marketing tactics & Content strategy - Blog, - Twitter, - YouTube, - email newsletter, - Google Ads, - e-books, - webinars, - podcasts, etc MANA 3325 T-Th. Professor Thurburn How to Conduct Market Research: 1. 2. 3. 4. Define the problem. Collect the data. Individualized (one-to-one) marketing - Primary vs Secondary Research Data mining Analyze and interpret the data. Draw conclusions and act. Marketing MANA 3325 T-Th. Professor Thurburn Marketing Relationship Marketing (Customer Relationship Management) Involves developing and maintaining long-term relationships with customers so that they will keep coming back to make repeat purchases. MANA 3325 T-Th. Professor Thurburn Marketing Relationship Marketing (Customer Relationship Management) 1. Collect meaningful information on existing customers and compile it in a database. 2. Mine the database to identify the company’s best and most profitable customers and their buying habits. 3. Use the information to establish lasting relationships with these customers. 4. Attract more customers who fit the profile of the company’s best customers. MANA 3325 T-Th. Professor Thurburn Marketing Levels of Customer Sensitivity 4) PARTNERSHIP 3) ALIGNMENT 2) SENSITIVITY 1) AWARENESS MANA 3325 T-Th. Professor Thurburn Marketing 1) AWARENESS 4) PARTNERSHIP 2) SENSITIVITY 3) ALIGNMENT MANA 3325 T-Th. Professor Thurburn Marketing SEO… Search Engine Optimization Everything that you do in the digital realm that has the purpose of reaching a customer through a Search Engine when they look for a solution to a problem that they need to solve. MANA 3325 T-Th. Professor Thurburn Marketing 500 million web sites +/- 5 to 50 Billion + web pages MANA 3325 T-Th. Professor Thurburn Marketing KEY TERM: Page Rank MANA 3325 T-Th. Professor Thurburn Marketing Page Rank PR 10 = 10,000,000,000 PR 9 = 1,000,000,000 PR 8 = 100,000,000 PR 7 = 10,000,000 PR 6 = 1,000,000 PR 5 = 100,000 PR 4 = 10,000 PR 3 = 1,000 PR 2 = 100 PR 1 = 10 PR 0 = 1 MANA 3325 T-Th. Professor Thurburn Marketing MANA 3325 T-Th. Professor Thurburn Marketing Page Rank for Selected Websites: CNN.com = 10 Yahoo.com = 9 Dallas Morning News = 7 Ebby.com = 4 NetOffer.com = 3 MANA 3325 T-Th. Professor Thurburn – Start Here Things That Affect Page Rank • • • • • • • • • • # of Google+ Links to Your Website # of Links from Other Websites PR of Links from Other Websites Relevance of Links from Other Websites Shares from Facebook Reposts from Twitter # of Visitors # of Videos Quantity of Content Quality of Content Marketing MANA 3325 T-Th. Professor Thurburn Marketing Links Traffic Google+ PR 4 Website PR 2 Direct Links Your Website Facebook Shares Search Twitter ReTweets MANA 3325 T-Th. Professor Thurburn Marketing KEY TERM: SERP Search Engine Results Position MANA 3325 T-Th. Professor Thurburn Marketing MANA 3325 T-Th. Professor Thurburn Marketing MANA 3325 T-Th. Professor Thurburn Marketing KEY TERM: Keywords & Keyword Phrases MANA 3325 T-Th. Professor Thurburn Keywords and Keyword Phrases Definition: What people type into a Search Engine. Critical: Each piece of Digital Marketing Content should focus on one ‘Specific’ Keyword. Marketing MANA 3325 T-Th. Professor Thurburn Keywords and Keyword Phrases The longer the phrase the less searches that are performed. The longer the phrase the more qualified the buyer. Marketing MANA 3325 T-Th. Professor Thurburn Marketing Keywords and Keyword Phrase Examples 1. Chiropractor 2. Plano Chiropractor 3. Plano Texas Back Pain Chiropractor MANA 3325 T-Th. Professor Thurburn Marketing KEY TERM: SEM Search Engine Marketing = PPC “Pay Per Click” MANA 3325 T-Th. Professor Thurburn Marketing MANA 3325 T-Th. Professor Thurburn Marketing MANA 3325 T-Th. Professor Thurburn Marketing MANA 3325 T-Th. Professor Thurburn Marketing MANA 3325 T-Th. Professor Thurburn Marketing MANA 3325 T-Th. Professor Thurburn Marketing MANA 3325 T-Th. Professor Thurburn Marketing MANA 3325 T-Th. Professor Thurburn Marketing MANA 3325 T-Th. Professor Thurburn 1. 2. 3. 4. 5. 6. 7. 8. CRITICAL STEPS TO SEO SUCCESS: Blog Website Google+ Account YouTube Channel Videos Regular Content Quality Content Social Promotion Effort Email Marketing Marketing MANA 3325 T-Th. Professor Thurburn Stuff NOT to Do: 1. Meta Tag for Keywords 2. Search Specific Domain Names 3. Duplicate Content 4. Keyword Stuffing 5. Paid Links 6. Spam Links Marketing MANA 3325 T-Th. Professor Thurburn Marketing 1) AWARENESS 4) PARTNERSHIP 2) SENSITIVITY 3) ALIGNMENT MANA 3325 T-Th. Professor Thurburn Marketing MANA 3325 T-Th. Professor Thurburn Marketing DIGITAL MARKETING for BUSINESSES TOOLS: Websites & Blogs Email Social Media MANA 3325 T-Th. Professor Thurburn Marketing DIGITAL MARKETING for BUSINESSES Use the #1 Platform: MANA 3325 T-Th. Professor Thurburn What kind of Story do you tell? • How your product / service benefits people… specifically. • Case Studies . • Before / After examples. • Testimonials . • Endorsements . • News about technologies, laws, and developments. CRITICAL: Explain difficult subjects in simple terms with analogies. Marketing MANA 3325 T-Th. Professor Thurburn Marketing The Case Study Story Telling Process: 1. 2. 3. 4. Identify a problem that a Client had, Describe the solution you proposed, Show how the solution was implemented, and Describe the benefits received by the Client. MANA 3325 T-Th. Professor Thurburn Marketing DIGITAL MARKETING for BUSINESSES Make it Interesting Photos Videos Bullet Points Ask Questions Surveys MANA 3325 T-Th. Professor Thurburn Marketing MANA 3325 T-Th. Professor Thurburn Marketing THIS IS THE TITLE OF THE BLOG ARTICLE AND IT SHOULD CONTAIN A SPECIFIC SEARCH TERM Sidebar Widget This is the First Paragraph and it should be bold and also contain the Exact Same Specific Search Term that was shown in the Title. Call To Action This is another paragraph introducing the bullet points: • Bullet Point Number One • Bullet Point Number Two • Bullet Point Number Three Photo Or Video Here is another paragraph… This is the LAST Paragraph and it should also contain the Exact Same Specific Search Term that was shown in the Title. Widget Additional Info MANA 3325 T-Th. Professor Thurburn THIS IS THE TITLE OF THE BLOG ARTICLE AND IT SHOULD CONTAIN A SPECIFIC SEARCH TERM This is the First Paragraph and it should be bold and also contain the Exact Same Specific Search Term that was shown in the Title. Marketing Call To Action This is another paragraph introducing the bullet points: • Bullet Point Number One • Bullet Point Number Two • Bullet Point Number Three Photo Or Video Here is another paragraph… Here is another paragraph… Here is another paragraph… This is the LAST Paragraph and it should also contain the Exact Same Specific Search Term that was shown in the Title.