Online MarketingOnline Marketing

for Off-line Businessesfor Off-line Businesses

Marketing has Changed

Marketing has Changed

Traditional marketing - ineffective

Outbound marketing - shotgun approach

Info overload - satellite radio, Tivo, etc.

Expensive - hard to measure

Yellow Pages down 55% in past 10 years

New MediaNew Media

Internet, search engines, social media, personal publishing, video, digital cameras, mobile devices

Inbound marketing - targeted approach

63% of Americans have substituted search engines for Yellow Pages

82% of local searches result in store visit, phone call, or purchase

Outbound vs. Inbound

Outbound vs. Inbound

“If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.” - Guy Kawasaki

Guerilla Marketing - Small = new big

Know, Like Trust

Branding consistency

Word of MouthWord of Mouth

Referrals/word of mouth = most powerful type of marketing

Online search => ask family/friend => visit website => phone call => in-store visit

Buyers use internet to validate referral received

Social proof

Your WebsiteYour Website“If you don’t have a website, you’re NOT in business. If your website can’t be found, no one will know you’re in business.”

Design: visually appealing, attention grabbing, clean & specific

Structure: easy to navigate, cohesive, logical flow of info

Content: quality info, keyword rich, call to action

SEO

Local Search Marketing

Local Search Marketing

Claim, create, update, optimize, manage:

Google Places, Yahoo Local, Bing Local

Business review sites

Local Business directories

Social MediaSocial Media

Facebook - avg. user 55 minutes p/day, 500 million users

Twitter - instant interaction w/customers

YouTube - 2nd largest search engine

Linked In - networking, referrals, etc.

Social Media ROISocial Media ROI

Gary Vaynerchuk grew family wine business from 4 million - 50 million using social media. -1800 new customers using Twitter alone

Books: “Crush It” & “Thank You Economy”

BlendTec quintupled sales using “Will it Blend” YouTube campaign

Content MarketingContent MarketingBuild trust by sharing, not telling/selling

Gain “Expert” status

Give away best info - give to get, pay-it-forward

Integral part of SEO

Blogs, newsletters, white-papers, videos, podcasts, webinars, forums, online presentations, testimonials, client case studies, etc.

Email MarketingEmail Marketing

Easier & cheaper to resell a customer than get a new one

“The money is in the list”

Build relationships

Automate & personalize

Quality Content

Aweber, RatePoint

Online AdsOnline AdsPay-Per-Click (PPC)

Pay-Per-Impression (PPM)

Google

Facebook

Target by keywords, demographics & geographics

Click Through Rate (CTR)

Test, test, test!

Reputation ManagementReputation

Management

Transparency

Personal, social interaction

Google alerts

Negative feedback, reviews

Questions?Questions?

Spears Marketing270-495-0014

SpearsMarketing.comTwitter.com/SpearsMarketing

Facebook.com/SpearsMarketing