Transcript Direct Mail… - Watermelon Mountain Web Marketing

Supercharge Your
Marketing
Santa Fe SBDC
November 12, 2015
Jan Zimmerman, Author
Web Marketing for Dummies
Social Media Marketing All-in-One for Dummies
Facebook Marketing All-in-One for Dummies
Watermelon Mountain Web Marketing
[email protected] 505-344-4230
© 2015 Watermelon Mountain Web Marketing
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What You’ll Learn Today
• The benefits of using both online and
offline marketing
• Reviewing the common marketing
principles they share
• How to build synergy between online &
offline techniques
• Details of online and social media
options
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Traditional vs. Digital Media
Offline
Online
Old-school
New-school
Direct Mail
Email
Sales
Advertising
TV
Social Media
SEO & PPC
Video
Radio
Podcast
Brochure
Website
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•
The most effective way to
market your business or
product is… BOTH
• Higher ROI
• 62% of online campaigns see higher ROI when
combined with offline
• Better results
• Higher response rates, faster response times,
larger order sizes
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A Quick Review of Similarities:
Marketing Goals & Objectives
• What are you trying to achieve?
• leads, repeat customers, sales, visitors offline?
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•
•
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What objectives can you specify?
How will you measure success?
What is your budget?
How long will it take you to recover your
investment?
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Strategy & Tactics
• Who is your target market (demographics)?
• What media do they use?
• What skills, staff, and other resources do you
have available?
• How much time will you allocate to marketing
- estimate 2 hours/channel/week!
• What channels will you use? Try to do only 1-2
major channels at a time.
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New Tools, Old Rules
Know Your Target Market
http://www.junctionsolutions.com
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Target Your Audience
• by interest area
• by geographical region
• by demographics
• by contextual reference
• by behavior
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New Tools, Old Rules:
Fish Where Your Fish Are...
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Marketing Plan
Implementation
• Who will do the work?
• When will they do it?
• Use google.com/calendar or
calendar.yahoo.com
• What tools will you deploy?
• What performance metrics will you gather
and when?
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If you have prospects but not
buyers, look at the 4 P’s of
marketing
• Product or Service
• Price
• Position or Place
(distribution)
• Promotion
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Product or Service
• Physical product(s)
or service(s) being
sold
• Includes packaging,
associated
services, e.g., tech
support
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Price
• Price point for
product or service
• Includes discounts,
special offers,
warranties
• Compare to
competitors
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Position or Place
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Where distributed
When distributed
B2B vs. B2C
How customers
buy
• Where
• When
• How (catalog,
phone, online,
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in-store)
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Promotion
• Advertising
• Promotion
• Publicity
• Marketing
collateral
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Let’s Take Our Own Poll
How Many Already Have...
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Web site/blog
Mobile site
Press releases
E-newsletter
PPC ads
Paid Banners
Video & Images
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• Marketing
collateral (print)
• Direct mail
• Flyers
• Classified ads
• Print display ads
• Radio, TV, other
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What Makes A Good
Ad: Online or Offline
• 40% Audience
• 40% Offer
• 20% Creative
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Benefits vs. Features
Features
Stack 4 cartons
Holds up to 300 lb
6’ x 2’
Heavy duty wheels
Benefits
Save Time!
Save Your
Back!
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The Biggest 3-Letter Word
in Marketing
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The Offer: A 4-Letter
Word That Begins with
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Creative Reaches the
Lizard Brain
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Set Realistic Expectations
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What to Expect for Costs
• Expect to invest as much for each new
customer as they will spend in the first
year
• Costs 3X as much to get a new
customer!
• Compare using CPM (cost per thousand
impressions) or cost per sale
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The Conversion Funnel
People Who See Your Marketing (Impressions)
Visits to Site (5% of Impressions)
Prospects
Qualified Leads
Buyers
2- 4%
of
Visits
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CPM Lets You Compare
All Media
• Cost Per Thousand Impressions
• e.g., ad costs $500 for 10,000
impressions; CPM = $500/10 =
$50
• Allows you to compare costs of
different media
• The narrower the target market,
the higher the CPM
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Cost of Customer Acquisition
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Let’s Take a Break
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Making Integration Work
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Have an overall strategy
Strong calls-to-action and relevant offer
Drive prospects to respond online (e.g. QR codes)
Tie offline to specific landing pages that fulfill the
promise of the promotion
• Maintain clear visual connection between
channels
• Measure activity to specific landing pages
• Use shortened links or tracking links to see
offline results in online analytics
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Landing Pages
TV
Direct
Mail
Search
Content
Landing
Pages
Radio
Email
Podcasts
Social
Media
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What a Good Landing
Page Looks Like
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Why Your Homepage is NOT a
Landing Page
1. No CLEAR call-to-action
2. No visual connection
3. No easy data collection
4. Conversion rate will be
MUCH lower
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QR Codes
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Strategic Link Shortening
bitly.com
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Tracking Results
• Differentiate
• department numbers
• phone extensions
• who to call
• URLs
• Ask how customers heard of you
• Track coupons and sales
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What an Integrated Marketing
Mix Might Look Like
Paid
Ads
SEO
Networking
© 2015 Watermelon Mountain Web Marketing
Direct
Mail
E-news
letter
mobile/
website
with
landing
pages
Social
Media
Press
Releases
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Cost of Customer
Acquisition Online
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Website > Mobile Site
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Website > Mobile Site
google.com/webmasters/tools/mobilefriendly
© 2015 Watermelon
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Word of Mouth > Word of
Web
• Testimonials >
Product Review
• Events > Calendars
• Business Networks
> Social Media
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Testimonials: Yelp Review Site
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Events > Online Calendars
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Biz Networks: LinkedIn
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Biz Networks: MeetUp
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Direct Mail… A Few Stats
•78% of ONLINE consumers have
provided a company with mailing
address information to receive direct
mail messages
•75% of 25 to 34-year-olds have made
a purchase resulting from direct mail.
•42% of direct mail recipients prefer to
respond online
•25% of direct mail recipients will only
respond online
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Direct Mail > Email
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Direct Mail >E-Newsletters
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Press Releases > Online
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Press Releases > Social Media
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Twitter
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Facebook
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Instagram (mobile)
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Pros of Using Social Media
• Cast a wider net
• Branding & Loyalty
• Build relationships
• Improve business processes
• Improve search engine ranking
• Sell when opportunity arises
• Mostly free (except for labor)
• Now offer targeted advertising
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Cons of Using Social Media
• Requires time (2
hr/wk/channel)
• Difficult to gain visibility
• Not as good for sales yet
• Advertising on social media has
lower CTR than other online ads
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Yellow Pages > Directories
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Yellow Pages > Maps
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TV > YouTube
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Let’s Take a Break
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Exercise
• Break into teams of two
• Review the marketing problem in
your packet
• Define your target audience
• Select 4 offline and 4 online
marketing techniques to achieve
your marketing objective
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What You Can Accomplish
With Advertising
• Find a targeted audience
• Integrate with and enhance other advertising
• offline: use your domain name and landing pages
on radio, print, tv, packaging
• online: drive traffic to your website, blog, or
social media presence
• Achieve synergy with other online activities (web,
social media, blog, newsletters)
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Spending By Online Ad Type
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Print Advertising >
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Print
Display
Ads >
Banner
Ads
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Classifieds > PPC Ads
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Assessing Success:
Google Analytics
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Resources
Jan Zimmerman
Watermelon Mountain Web Marketing
[email protected]
(505) 344-4230
watermelonweb.com/resources
© 2015 Watermelon Mountain Web Marketing
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