internet marketing using social media and technology to promote your business presents
TRANSCRIPT
Internet MarketingUSING SOCIAL MEDIA AND TECHNOLOGY TO PROMOTE YOUR BUSINESS
Presents
Items of DiscussionI. Marketing - Definition
II. Selling - Definition
III. Creating a Name
IV. Authority
V. Branding
VI. Logos - Game
VII. Internet Marketing Check List
VIII. Website and Online Mass Communication
IX. Social Media
X. Exit Plan
Definition of Marketingmar·ket·ing
ˈmärkitiNG
Noun—Marketing
the action or business of promoting and selling products or services, including market research and advertising.
What is selling?
Selling is the act of teaching people that it’s beneficial doing business with you.
So don’t Sell, Teach.
People love to buy, that is a given, but they want to buy from someone they trust.
One of the main barriers of online marketing is not lack of traffic but lack of trust.
Added Value Consumers have money and a problem.
Offer a solution and give a little extra. A discount on a future purchase, information about the service or product, or a subscription to your newsletter.
Any giveaway adds value to the service or product. If your transaction is done offline offer your online
information. The Principle of Least Effort suggests that people will
naturally follow the path of least resistance. There is Value in Ease of Use, make it easier for them and they will return.
Creating a Name
Authority is one of the most powerful tools in the marketing industry.
People have a tendency to respect authority figures.
But, people respect proven authority figures not ones that just say they are an authority in their respective industry.
So, prove it!!!
Become the AuthorityMake yourself an authority on the subject of your business or product.
Teach people about your service or product and soon they will realize that it might be something they believe they can’t live without.
Online Marketing and Social Media thrive on consumer input so it is very important to have a positive online presence. (More on this subject later, remember ROBO)
Who is the Authority?
55 Year old Professor Brainiac
Credentials:
PHD in Whatzzitology
30 years experience on subject of Whattzits.
Published several articles and books on Whatzzits.
Teaches at an International University on the border.
25 Year old Joe Blow
Credentials:
Has a website about Whatzzits.
Gained most of his knowledge online and shares it online.
Has a Facebook, & Twitter account and Blogs about Whatzzits on a weekly basis.
So who is it?Professor Brainiac is considered the leading authority on Whatzzits by the Academic World. His publications are too valuable to be offered online for free. His time is dedicated to research, teaching, and publishing articles and book.
Joe Blow continues to learn about Whatzzits as he develops his business selling Whatzzits and teaching people about the many uses of Whatzzits and the benefits of owning one. Soon people start searching for Whatzzits and guess who they will find?
Yeah! Joe Blow’s Website not Professor Brainiac.
The Point is…You don’t have to be the leading Authority to be the leading Authority.
However, you do not want to deceive your customers either. Remember consumers want to buy from someone they trust.
Even though you may not know everything about a particular subject and you are learning as you go along then share what you learn as you go. You will gain trust and respect and with that comes loyalty.
Branding--What’s in a name?Everything, maybe, I think.
Walmart
Kmart
HEB
Lowe’s (formerly Super S)
McDonald’s
Burger King
Pizza Hut
Papa John’s
Coca Cola
Pepsi
Depends who you are, right?
Kleenex
Qtips
Pampers
Band Aid
Super Glue
Liquid Paper
Chapstick
Clorox
Jello
Vaseline
Everyone knows your Name. Is that a good thing?
Establishing a brand name which eventually becomes the generic term for that product seems to be a sign of a successful marketing campaign, but…
Consumers are simply calling the particular product by the name YOU so cleverly thought up.
In most cases they will buy a cheaper version of the product that may not meet the high standards you require for developing your product.
A negative experience with a cheaper product may be associated with the brand name and result in a negative impact on the brand.
Let’s Play
The Logos Quiz
Don’t be afraid to change it.
Apple’s logo was not as inspiring as it is now.
Local Logos
“I thought we were gonna learn about Internet Marketing.”You are, now that we got some of the basic elements out of the way.
Today’s online technology is very visual, interactive, minimal, and fast.
Consumers shop online using computers, laptops, tablets, and smartphones.
Consumers do not like to read or write much when using handheld devices. Lol, ur, cu l8r, idk, etc.
Consumers want the necessary info immediately. Short and to the point, if you don’t offer that they will move on.
BOGO
Buy One Get One…Free
…Half Off
The Yellow Pages?
Do you remember?
“Let your fingers do the walking”
A Local pest control business realizes they are spending thousands of dollars a year on yp ads.
How do you measure the Return On Investment?
Is it worth it?
ROBOResearch
Online
Buy
Online
Online Shopping
Internet Marketing Check List
Product or ServiceBrand Name and/or LogoWebsiteMass CommunicatingSocial Media
What do you do?
What is your product or service?
Teach customers about your product or service.
Keep it simple and make is short.
Make it the center of attention.
You should be able to clearly explain the following about your company within 10 seconds:
1. Who you are
2. What you do
3. Why you're different
4. Why they should care
Steve Gutierrez
I’m a small business consultant
I work with you
Your business is my business
Create a Logo
Associate your product or service with your Logo.
Maintain consistency and create positive images.
Remember every encounter is a touch-point.
Create a Website
Create an online presence or remain invisible.
A Website is your virtual store.
Search Engine Optimization—research it.
DIY or outsource it.
Web Hosting
Free Hosting
Weebly.com
Wix.com
Paid Hosting
Godaddy.com
Bluehost.com
Mass Communication
Create and maintain a professional email address.
Keep personal email separate, Mr. [email protected].
Paid Email services
Constant Contact provides safe mass emailing services and other tools for online marketing. Visit constantcontact.com.
Social MediaFacebook
Youtube
Google+
Blogger
Facebook is a popular free social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues.
• Marketplace - allows members to post, read and respond to classified ads.
• Groups - allows members who have common interests to find each other and interact.
• Events - allows members to publicize an event, invite guests and track who plans to attend.
• Pages - allows members to create and promote a public page built around a specific topic.
• Presence technology - allows members to see which contacts are online and chat.
The site, which is available in 37 different languages, includes public features such as:
Twitter is a free social networking microblogging service that allows registered members to broadcast short posts called tweets.
Twitter members can broadcast tweets and follow other users' tweets by using multiple platforms and devices.
Tweets and replies to tweets can be sent by cell phone text message, desktop client or by posting at the Twitter.comwebsite.
YouTube is an online public communications site.
The site allows registered users to upload videos and have them available for public viewing.
The videos are anything from beginner videos to more professional videos.
You can put just about anything you want on the YouTube site.
You can also watch just about anything on YouTube.
Google+ (pronounced Google plus) is a Google social networking project.
The Google+ design team sought to replicate the way people interact offline more closely than is the case in other social networking services, such as Facebook and Twitter.
The project’s slogan is “Real-life sharing rethought for the web.”
Short for Web log, a blog is a Web page that serves as a publicly accessible personal journal for an individual.
Typically updated daily, blogs often reflect the personality of the author.
Blogger is Google’s free tool for blogging.
Instagram is a free online photo sharing and social network platform that was acquired by Facebook in 2012.
Instagram allows members users to upload, edit and share photos with other members through the Instagram website, email, and social media sites such as Twitter, Facebook,Tumblr, Foursquare and Flickr.
Instagram's editing features include various digital filters, one-click rotation and optional borders.
Photos can be shared on one or several social media sites at once with a single click.
Pinterest is a visual discovery tool that people use to collect ideas for their different projects and interests.
People create and share collections (called “boards”) of visual bookmarks (called “Pins”) that they use to do things like plan trips and projects, organize events or save articles and recipes.
There is also a like feature to save certain pins that may not fit with a board.
Update, update, update!
So you’re online, now you have to keep things fresh and updated.
Updates and changes will keep visitors coming back.
It’s time consuming but don’t let it consume you.
What if it fails?We hope it doesn’t and we avoid discussing it but it can happen, the campaign fails, or worse yet, the entire business fails.
We invested time.
We invested money.
What do we do now?
Regroup and focus. Implement the Exit Plan.
The Exit PlanWe emphasize planning when developing a business:
*Business Plan
*Marketing Plan
*Operational Plan
But we rarely think about an Exit Plan or Exit Strategy
Whether you are selling your business, transferring ownership, seeking retirement, or facing a "forced-exit" such as bankruptcy or liquidation - planning your exit is a big undertaking that has implications on employees, your business structure, its assets, and your tax obligation.
Before you embark on your exit strategy, be sure to engage your lawyer and even a business evaluation expert. That way, you will be sure that you have explored all the options available to you.
If you have more specific questions about exiting your business, be sure to check out the IRS' guide to closing a business.
The Process of Exiting Your Businessaccording to the SBA
If at first you don’t succeed,try, try again!
Executing a proper Exit Plan will allow you to give full closure to an unsuccessful venture and leave you in a position to start another one with a clean slate.
Think of all the things that may have gone wrong and find a solution.
Explore other products or services you may be willing and able to try.
