adding more caffeine to your online marketing

Adding More CaffeineAdding More CaffeineTo Your Online MarketingTo Your Online Marketing

Essential Elements of Online Marketing Success for Small Business

WestchesterMarketingCafe.com

Why Is It Important To Focus On Online Why Is It Important To Focus On Online Marketing?Marketing?

66% of consumers responding to an offline advertisement visited the web site of the company advertised or a search engine to learn more, while only 14% called a phone number from the advertisement, the survey says.

Source: Jupiter Research, 2009

According to research firm Marketing Sherpa, 80% of business decision-makers who made a recent purchase said they found the product vendor. While just 20% said the product vendor found them.

Source: Marketing Sherpa, 2009


What Do You Need To Know?What Do You Need To Know?

Know your goals

– What do you want to happen?

Know your audience

– Who are you talking to?

Know your message

– What is your key marketing message?

Know your channels

– Where is your audience?


What’s Your Goal?What’s Your Goal?


Case Study: Creating AwarenessCase Study: Creating Awareness


Case Study: Capturing LeadsCase Study: Capturing Leads


Who’s Your Audience?Who’s Your Audience?


What’s Your Message?What’s Your Message?


Where Is Your Audience?Where Is Your Audience?

Some channels are more effective than others

– The right channel for you depends on your audience


Engaging Your AudienceEngaging Your Audience

Continue to build relationships by providing relevant content

– Blogging– Article sharing– Video/photos– Polls

Connect with your customers in a way that THEY are comfortable with.

Marketing is a marathon, not Marketing is a marathon, not a sprint.a sprint.


Blogging 101Blogging 101

A means of providing relevant content to your audience over time

– Readers can comment– Readers can share posts with their

friends or post to their social media channels

– People can subscribe via RSS feeds or email

Can integrate throughout your site creating a more interactive experience

Build RSS email campaigns so you stay in touch with email list


Facebook 101Facebook 101

Profile

– Profile is YOU– Must confirm “friends”– Various privacy controls

Page

– Page is YOUR BUSINESS– Do not need to confirm

“likes”– Everyone can see

Groups

– Open or Closed– Built around a

topic/demographic


Twitter 101Twitter 101

Do not need to allow “followers”

Share your status in 140 characters or less

Little privacy control

Search by hashtags (#)


LinkedIn 101LinkedIn 101

Tends to be more formal

– Many groups around various topics

– Discussion thread in which you can participate and ask questions

You add “connections”

– Can view your connections’ contacts to build your network


SM AggregatorsSM Aggregators

Free tools

– Tweetdeck– Ping.fm– FriendFeed– Minggl– Twhirl

http://www.tweetdeck.com/

http://ping.fm/

http://friendfeed.com/

http://minggl.com/

http://twhirl.org/

Thank YouThank You

adding more caffeine to your online marketing

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