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Internet Marketing for Entrepreneurs &  Small Businesses 4755 Kingsway Drive, Suite 314 Indianapolis, IN 46205 Phone: 317.917.3266 | Fax: 317.916.8921 Email:  [email_address] www.businessownership.org
Presented by: Dave Morse E-Marketing Manager Delta Faucet Company [email_address] [email_address] Twitter: @davemorse Blog:  davemorse.net
Objectives Plan for …  Understanding  & engaging w/ your audiences Increasing  visibility Driving  website visitors Nurturing  & converting prospects Creating  advocates
Agenda Positioning Establishing goals “ Inbound” vs. “Outbound” Strategies, tactics and tools: Search engine marketing Social media marketing Content marketing Lead management Website analytics Email marketing
Positioning “ The  easiest thing to be  in the world is you. The  most difficult thing to be  is what other people want you to be … don't let them put you in that position.” ~  Leo F. Buscaglia
Positioning For  (target customers) Who  (have the following problem) Our product is a  (describe) That provides  (cite breakthrough capability) Unlike  (reference competition) Our product  (describe key differentiator) Geoffrey Moore – Positioning Template –  http://www.beaupre.com/blog/index.cfm/2009/5/22/Positioning-elevator-mission-and-vision-statements
Positioning Silicon Graphics, Inc. (SGI) For  movie producers Who  depend heavily on post-production special effects, SGI provides  computer workstations That  integrate digital fantasies with actual film footage. Unlike  all other computer workstation vendors,  SGI  has made a no-compromise commitment to meeting film-makers’ post-production needs.
Positioning Indiana Interactive Marketing Association (IIMA) For  advanced marketers and business professionals alike Who  are challenged to understand and utilize an ever-changing and very large interactive marketing landscape of strategies, tactics and tools, IIMA  is a marketing group led by brightest interactive marketers in Indiana That provides  information, education, consultation, events, and connections. Unlike  other groups in Indianapolis (BMA, AAF, AMA, TechPoint, Rainmakers),  IIMA  is  focused  on all things interactive,  dedicated  to delivering real-world (take-away) value,  balanced  between technology and business strategy, and  driven  to be the ultimate interactive marketing authority in Indiana
Establishing Goals “ He who  fails to plan  is  planning to fail ” ~ Winston Churchill
Establishing Goals – P.O.S.T. P eople Develop “personas” – Pain points, interests, how your product will improve their lives O bjectives Business goals – e.g. Awareness S trategies Approach – e.g. Increase search engine ranking T actics/ T ools Steps – e.g. Optimize website, develop backlinks
Establishing Goals – Lifecycle Everyone is at some stage in your lifecycle! Typical lifecycle stages Awareness Consideration Preference/Purchase Advocacy
“ Inbound” vs. “Outbound” “ Instead of driving their message into a crowd over and over again like a sledgehammer, they  attract highly qualified customers to their business like a magnet. ” ~ Brian Halligan, CEO, Hubspot
Advertising Break-Up
“ Inbound” vs. “Outbound” Marketing from 50,000 feet
“ Outbound” marketing Interruption-based
“ Outbound” marketing Decreasing influence … thanks for advancing innovation
“ Inbound” marketing Permission-based
Building empires 1950 - 2000 2000 - 2050
Rethink marketing
Strategies, Tactics & Tools … Search engine marketing (SEO & PPC) Social media marketing Content marketing
3 Pillars of Inbound Marketing
Search Engine Optimization (SEO)
Search Engine Optimization
Search Engine Optimization  25% “On Page” Keywords, keywords, keywords! Page titles, URLs, copy 75% “Off Page” Links, links, links Links = online recommendations (OK) Link:  www.deltafaucet.com (BEST) Keyword text:  Innovative Faucets
Free Tools by Google Google Webmaster Central –  http://www.google.com/webmasters Google Keyword Research –  http://www.google.com/sktool/# Google Trends –  http://www.google.com/trends Google Website Optimizer –  http://www.google.com/websiteoptimizer Google’s Blog –  http://googleblog.blogspot.com
Pay-Per-Click (PPC) Google, Yahoo!, Bing Targeting Budget Metrics
PPC vs. SEO Value of SEO Performance – 85% click organic results Visibility – 100% view 1 st , 2 nd  and 3 rd  organic results (vs. 50% view 1 st  PPC result) 56% results show no PPC ad Disconnect “ SEO drives 75%+ of all search traffic, yet garners less than 15% of marketing budgets. PPC receives less than 25% of all search traffic, yet earns 80%+ of SEM campaign budgets ”  1 1   http://www.seomoz.org/blog/the-disconnect-in-ppc-vs-seo-spending
Content Marketing Why do people use the web? Collect, read, share, and consume  information Marketing = Publishing Goal:  Become trusted resource / authority Example:  www.Babycenter.com   “ Their information is fantastic”  ~ my wife
Content Marketing “ The most effective form of web marketing is content marketing” “ Best websites designed by those who think like publishers – start with content strategy, then focus on delivery” “ You should publish the kind of online content to which your buyers naturally gravitate” “ Don’t Trust Your Ad Agency to Build Your Website ”
Content Marketing Website copy Product information Blogs Tweets and Facebook pages Videos / demos News & trends Webinars / podcasts Tools Photos Presentations eBooks Articles / white papers / case studies Anything of interest to your buyer personas that  persuades them to  take  profitable action
Content Marketing More Content = Better Google Page Rank
Shift Into Content Mindset Blog posts Shoot videos at events Interview customers for a podcast Share, share, share  Lessons learned Funny stories Information (“Did You Know…”) Emotional / enticing (“Top 5 Dangers…”)
Social media marketing
Social media marketing Separate BOI course – “Social Media 101” Social media =  content  &  conversation   Think: cocktail party OR
Social media marketing
Social media marketing Facebook  “ Pages” Connect to Twitter stream ( facebook.com/twitter ) “ Like” Button  Twitter  “ Microblog” – Like a blog, but only 140 characters Use TweetDeck, CoTweet, Seesmic, Hootsuite ( don’t use the Twitter website! ) http://search.twitter.com
Social media marketing AddThis widget  Enable social sharing Customizable Metrics  Bit.ly URL shortener Shortens any URL (good for loooooong ones) http://bit.ly/92s3OZ   Metrics
Strategies, Tactics & Tools … Lead management Website analytics Email marketing
Lead management Capturing and managing interest Make it easy! ( example ) Salesforce.com  “ Web-To-Lead” Example Landing Page Salesforce.com
Website analytics Google Analytics – free and powerful! Quick implementation
Website analytics Metrics to track Keywords Traffic  Visitors – Unique vs. Repeat Sources – Direct, Referral, Search Conversions Any profitable event (e.g. Where To Buy) Bounce Rate “ I came, I saw, I puked”
Email marketing Cost effective, great engagement tool Many tools – recommend MailChimp (free) Subscriber management (sub/unsub) CAN/SPAM law compliance Measurable Track opens & click-thrus Use as lead qualification! Source: ExactTarget
Resources Salesforce.com CRM pricing –  http://www.salesforce.com/crm/ep-sales.jsp   Facebook Pages –  http://www.facebook.com/FacebookPages Facebook Social Plugins (e.g. “Like” button) –  http://developers.facebook.com/plugins AddThis social sharing widget –  http://www.addthis.com/ Twitter tools: TweetDeck –  http://www.tweetdeck.com/ Seesmic –  http://seesmic.com/ CoTweet –  http://cotweet.com/ Hootsuite –  http://hootsuite.com/ Google Analytics –  http://www.google.com/analytics   MailChimp –  http://www.mailchimp.com/ URL shortener –  http://bit.ly
Resources “ Don’t Trust Advertising Agency to Build Website” –  http://www.davidmeermanscott.com/documents/Donttrustanagencywithyourwebsite.pdf   “ Nobody Cares About Your Products (Except You)” –  http://www.webinknow.com/2008/08/nobody-cares-ab.html   “ Four Ways The Internet is Transforming Small Businesses” –  http://blog.hubspot.com/blog/tabid/6307/bid/50/Four-Ways-the-Internet-Is-Transforming-Small-Business.aspx “ Inbound Marketing & The Next Phase of Marketing on the Web” –  http://blog.hubspot.com/blog/tabid/6307/bid/4416/Inbound-Marketing-the-Next-Phase-of-Marketing-on-the-Web.aspx “ 2010 Online Marketing Blueprint: A Multimedia Guide to Growing Your Business Online” -  http://www.hubspot.com/blueprint "The 10 Rock Solid Elements of Effective Online Marketing" -  http://authorityrules.com/   "The Beginners Guide to SEO" -  http://guides.seomoz.org/beginners-guide-to-search-engine-optimization   "Social Media Revolution" -  http://www.youtube.com/watch?v=sIFYPQjYhv8   "Advertising/Customer Breakup" -  http://www.youtube.com/watch?v=DkOHsjZKBB0   "Vital statistics for B2B Marketers" -  http://www.youtube.com/watch?v=nXQdy-22TXM   "Basics Of Social Media ROI" -  http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi   “ Social Media Experts Don’t Understand Social Media” –  http://tippingpointlabs.com/2009/07/08/social-media-experts-dont-understand-social-media/ "Five Reasons Why Content Strategy Comes Before Social Media" -  http://blog.junta42.com/content_marketing_blog/2009/06/five-reasons-why-content-strategy-comes-before-social-media.html
Questions?  Contact me! Dave Morse E-Marketing Manager Delta Faucet Company [email_address] [email_address]   Twitter: @davemorse Blog:  davemorse.net