Social marketing

Social marketing

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  Intelligent Management Inc. SocialMarketing December 7, 2011
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  What We’ll Cover 1.How to leverage the big three – Facebook, LinkedIn and blogging – to maximize lead generation 2. Easy ways to measure results so you can continuously improve your marketing ROI 3. Harnessing the untapped potential of social marketing to reach new markets
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  Definition of SocialMarketing • Marketing that uses pre-existing social networks to produce increased brand awareness, through self-replicating viral processes • It can be enhanced by the Internet through the use of video, blogging, e-blasts or e-zines, or text messaging • The ultimate goal is to create viral messages that appeal to customers and prospects with a high probability of being spread by these individuals in their communications with others in a short period of time
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  Marketing Tools ForAn F500 Corporation Most Control/Higher ROI Radio Billboards/ POP TV Print Market Direct Research Mail Consumer Telemarketing Publicity Social Promotions Marketing Least Control/Lower ROI Website
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  The Realities ofMarketing For Entrepreneurs & Non-Profits • Marketing tools that are used by large companies don’t always scale effectively for smaller businesses and non- profits – large companies can afford to lose money on marketing and you cannot • Stick to the things that are low cost/no cost and can be effectively measured • The web offers a lot of effective options for smaller businesses – IF YOU KNOW THE RIGHT ONES AND STICK TO DEVELOPING & MEASURING THEM • A marketing campaign is successful if… • …it covers the cost of acquiring new customers/clients/contributors
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  What Do WeMean By Cost of Acquisition? Cost of Campaign = $5,000 Divided By Your Avg. Dollar Sale = $500 Equals = ? A. 9 new clients B. 11 new clients Campaign Success/Failure = $5,500
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  Facts About Websites •Millions of companies have one – It’s almost expected that you have one today… • Most are poorly designed for web commerce – lack solid SEO and are designed to disseminate info and not produce sales • Because of the way most sites are designed, customers must know you to find you… • SO, WHAT GOOD IS A WEBSITE IF CUSTOMERS DON’T KNOW YOU?
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  About 391,000 results(0.25 seconds)
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  About 4 millionresults (0.21 seconds)
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  Web Browsing You
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  The Fundamentals ofMarketing Are AMPLIFIED on the Internet 1. Customers must have a compelling reason to buy FROM YOU (STRONG USP) and not your competition 2. Customers must be able to find YOU 3. IT’S YOUR JOB TO MAKE IT EASY FOR THE CUSTOMER – Not Their Job!!!
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  What Most ClientsTell Me I’ve Done It All And It Doesn’t Work! • LinkedIn • Facebook • Twitter • YouTube • E-Blasts & E-Zines
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  Time To FaceThe Music • If your LinkedIn, is incomplete it won’t help you • If you don’t blog, or you don’t use your keywords when you blog, it won’t help you • If you don’t ask for referrals on LinkedIn, or Facebook testimonials and “likes”, then it won’t help you • If you don’t provide online offers or promotions then your social marketing WON’T HELP YOU…
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  It All StartsWith Your Unique Selling Proposition (USP) • How do you know if you are communicating the right messages? • How do you know if you are differentiating yourself from your competition? • How do you know if you are making yourself compelling? 22
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  How To CreateA Strong USP • Interview your top customers and ask them why they bought from you? • Obtain data from trade associations that represent you – almost all have some opinion research that you can buy to learn more about market nuances? • Visit your top competitors websites and/or read their literature – because if you both are saying the same thing you are not unique! • Establish A Google Keywords Campaign 23
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  Triangulation Your Website Your Blog
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  Importance of SocialMarketing and Triangulation • Gives you maximum web coverage using all available popular platforms • Increases your SEO, which further improves your visibility with your target customers • Organically increases your USP
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  The Power of •Over 100 million users and growing • Ideal for B-2-B, but also for B-2-C • Thousands of discussion groups that can be “mined” for leads • Thousands of users that can be “mined” for leads • Excellent tools that enable you to make your USP a living entity
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  The Power of
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  The Power of
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  The Power of •Over 600 million users and growing • Ideal for B-2-C, but B-2-B is growing • The “Like” feature is an instant advertisement • A great referral generator • Excellent tools that enable you to make your USP a living entity
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  The Power ofBlogging • You can self-publish literally dozens of articles that establish yourself as a subject matter expert • These materials can stay evergreen for as long as you want • If properly “keyworded”, blogging can exponentially increase your SEO
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  The Power ofBlogging • You can self-publish literally dozens of articles that establish yourself as a subject matter expert • These materials can stay evergreen for as long as you want • If properly “keyworded”, blogging can exponentially increase your SEO
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  The Power ofBlogging • You can self-publish literally dozens of articles that establish yourself as a subject matter expert • These materials can stay evergreen for as long as you want • If properly “keyworded”, blogging can exponentially increase your SEO
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  The Power of •Bought by Google for $1.85 BILLION – ties directly into your SEO • Today, you can buy a webcam for $29.00 • People like to buy from people they get to know • Video is one of the fastest ways for people to learn whether you have what they need WITHOUT your having to be there!
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  The Power of
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  Why Is SO Cool! • How many of you text message every day? • About 100 million Twitter users have 8 or more followers • What would happen if your text messages not only increased your SEO but pulled in more people to follow you at the same time?
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  There Are Rules! •CAN-SPAM Act of 2008 – Enforced by the Federal Trade Commission – Carries serious penalties, if enforced – Violations can get you banned from the web, or subject you to penalties and fines – http://www.ftc.gov/opa/2008/05/canspam.shtm
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  Observations • Most ofwhat you’ve seen, took time, but not much money… • You are able to track all of your lead generation, either through click throughs, Google Analytics, creating online forms, or by asking people when they contact you • Using SM and triangulation you are able to constantly push your information out to your target customers
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  Conclusions • For entrepreneursgetting the most out of the web is really determined by carefully balancing the full utilization of the right platforms and tools • If you don’t have the time to do these things yourself, it is very easy to hire inexpensive specialists to do the work for you • The most critical thing you must do is to measure the effectiveness of your activities so you know what’s working that should be continued and what is not working that should be changed • But the key is that you control your own marketing activities at very little cost
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  Special Offer • Aspecial offer if you are not • Two hours of coaching already a client: that: – Receive a complete web – Analyzes all of your web- assessment and a web marketing based activities plan. – Determines strengths and areas of improvement – Establishes a game plan to • Normally a $2000 value, you’ll help you implement receive a complementary enhancements assessment. – Receive coach facilitated support in implementing the plan that we develop
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  Intelligent Management Inc. Special Offer Call Joshua Slavitt At 203-727-7868 “Luck” Favors The Prepared