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)
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
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